Issue:In response to the growing usage of non-original ink, our client wanted to find a solution to regain back the inkjet market share from third party, fake and refill suppliers in the market. Our client also sought to find effective strategy to boost sales of original ink in key South East Asian countries.

Solution: Solidiance understood that in order to implement the best strategy roadmap, the client needed to fully understand the business threat not only through a competitive perspective but also through end-user behavioral aspect.

Approach: Solidiance assisted the client with a three-phased approach. First Solidiance needed to research all factors pertaining to the printer and ink market of original ink and non-original ink such as: point of sales, marketing activities, pricing, and partnership strategies. Second, Solidiance researched consumers of ink, segmented by original and non-original users. Lastly, Solidiance recommended a marketing strategy to be implemented independently for each market.

Engagement ROI: Our client was able to maintain constant ink sales through loyal customer base despite a growing market of non-original ink in South East Asia.