- Home
- About us
- Archived reports
- Ask Frank
- Current Issue
- Downloads
- Editor's blog
- Marketing support
- News
- Pitch perfect
- Forum
- Subscribe for free
KODAK
Released 02/07/2009
Savvy consumers tired of expensive ink
Following a successful marketing campaigns, latest sales figures indicate that Kodak has struck a chord with the value-seeking British public. Just two months after launching a campaign revealing the extent to which Kodak feels consumers have been over-paying for ink - around £600m in 2008, the printer manufacturer has seen an increase in both value and volume sales of its all-in-one inkjet printer range.
Market share figures from research house GfK reveal that Kodak's May 09 three-in-one inkjet printers' share in volume rose to 10.8% from three per cent (April 09) and in value to 16.3% from 5.1% (April 09), gaining market share.
In addition, hundreds of thousands of consumers have logged on to www.printandprosper.com, where around 130 competitor printers and the subsequent potential savings with Kodak are listed. Kodak feels this is a reflection of the fact that consumers are looking to be more savvy shoppers and make informed decisions about the best value printers when it comes to replacing ink cartridges.
"Kodak continues to shake up the Inkjet printer market," explained Enrico Bradamante, head of Kodak's inkjet printer division. "The latest market share figures indicate that consumers really are fed up of paying such a high cost for ink and are voting with their wallets to change that. In these troubled economic times, Kodak's promise to provide high quality, low cost ink has resonated with consumers who are looking to make savings and say ‘no' to overpriced ink."