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A REPORT ON THE STUDY OF BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH.
ADITYA PAUL SHARMAMBA 2011-2013 BATCH
BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
A PROJECT REPORT ON
“A STUDY ON THE BRAND AWARENESS OF RICOH INDIA
LIMITED, CHANDIGARH”
IN PARTIAL FULFILMENT FOR THE AWARD OF DEGREE OF
MASTER’S IN BUSINESS ADMINISTRATION
2011-2013
THE BUSINESS SCHOOL
UNIVERSITY OF JAMMU, JAMMU
SUBMITTED BY:
ADITYA PAUL SHARMA
02-MBA-11
MBA 2011-2013 BATCH
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
TABLE OF CONTENTS
S.NO.
PARTICULARS PAGE NO.
1 ACKNOWLEDGEMENT 42 PREFACE 53 DECLARATION 64 CERTIFICATE BY COMPANY 75 ABSTRACT 86 CORPORATE BRAND STORY- BRAND MESSAGE 97 INDUSTRY OVERVIEW 11
MARKET STRUCTURE 11 DEMAND DRIVERS 12 FUTURE OF THE INDUSTRY 20 KEY SUCCESS FACTORS 20
8 INTRODUCTION TO THE COMPANY 21 HISTORY 30
BUSINESS 33 COMPETITIOR ANALYSIS 40
AWARDS 42
PRODUCTS, SLOTIONS AND SERVICES 44
FIVE CORE CONCEPTS OF RICOH 53 SWOT ANALYSIS 62
9 PROJECT WORK 64
OBJECTIVE 64 STRATEGY 66 RESEARCH DESIGN 68
10 DATA ANALYSIS AND INTERPRETATION 70
11 COMPERATIVE ANALYSIS OF PHOTOCOPIER MARKET 91
12 BUYING BEHAVIOUR FOR PHOTOCOPIER MACHINE 92
13 FINDINGS AND CONCLUSION 93
14 LIMITATIONS 94
15 SUGGESTIONS AND RECOMMENDATIONS 95
16 ANNEXURE 96
17 BIBLIOGRAPHY 100
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
ACKNOWLEDGEMENT
I would like to express my gratitude to the management of RICOH INDIA LIMITED,
CHANDIGARH for giving me the opportunity to undertake my summer internship program
in the company which gave me an insight into the working of the company and the office
automation products sectors as a whole.
During the training I had the privilege to work under the guidance of Mr. J.P.S. Bhinder and
Mr. Ashu Sood who assigned and guided me on this project.
I would also like to extend my gratitude to all the employees of RICOH INDIA LIMITED,
CHANDIGARH for giving me their valuable time and helping me in getting an insight about
the working of various departments. Besides, I would like to thank all respondents who
helped me complete my survey and my project.
I take this opportunity to thank Mr. Sukhdev Singh (Operations Manager, RICOH INDIA
LIMITED, CHANDIGARH) who had been a source of inspiration and for his timely
guidance in the conduct of my project work.
I would like to thank THE BUSINESS SCHOOL, UNIVERSITY OF JAMMU for
providing me the necessary knowledge, because of which I was able to complete my project
without much difficulty.
ADITYA PAUL SHARMA
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
PREFACE
I, student of THE BUSINESS SCHOOL, UNIVERSITY OF JAMMU pursuing MBA and
towards the partial fulfillment of it have undergone a Summer Training project for a period of
8 Weeks. I have put my sincere efforts to accomplish my objectives within the stipulated
time.
Despite all the limitations, obstacles, hurdles and hindrances, I have toiled and worked to my
optimum potential to achieve the desire goal. Being neophytes in the highly competitive
world of business, I came across some difficulties to make my objectives a reality. Anyhow,
with the kind help and genuine interest of one and all and formally supported by the guidance
of my guide, I am presenting this hand carved effort in colored. I tried my level best to
conduct a research to gain a thorough knowledge about the project in my topic Brand
Awareness. I have put the best of my efforts and have also tried to do justice with the
available. If anywhere something is found unacceptable or unnecessary to the theme, you are
welcome with your valuable suggestions.
Thanks & Regards
Aditya Paul Sharma
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
DECLARATION
I, ADITYA PAUL SHARMA, student of The BUSINESS SCHOOL, UNIVERSITY OF
JAMMU, pursuing M.B.A course hereby declare that the project work entitled “A STUDY
ON THE BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH” is an
original work carried out by me, availing the guidance of my project guides Mr. J.P.S
Bhinder and Mr. Ashu Sood. This report bears no resemblance with any other report
submitted to University of Jammu or any other University for the award of any degree.
ADITYA PAUL SHARMA
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
CERTIFICATE BY RICOH INDIA LIMITED, CHANDIGARH
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
ABSTRACT
This study is divided into several parts. This project highlights the objective and aims of
RICOH India’s sales promotion strategies and how successful these promotions have been.
By “Questionnaire- Survey”, the preferences and purchase pattern of the consumers have
been highlighted. This has helped significantly in determining what kind of promotional
campaigns will be successful, what is lacking in current campaign and things to consider in
future before making a promotional campaign. In the end, conclusion has been made
regarding the whole analysis and several recommendations have been suggested, which could
help in boosting the success rate of sales promotion by RICOH INDIA.
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
We are always moving forward with new ideas and new ways of improving lives. Change is
driven by imaginative thinking. That is the proposition of the Ricoh brand.
These two words describe the way we work with each other, the way we bring value to our
customers’ businesses, the way we interact with the market.
They express our belief in the creative potential of individuals and organizations, our
emphasis on forward thinking and positive results.
For those who want to transform their business and leverage the collective knowledge and
imagination of their people, the solution is as simple as imagine. change.
It is more than just a new tagline.
It’s the essence of the Ricoh brand experience.
CORPORATE BRAND STORY
The greatest asset of a company, a country, or the Earth itself, is the imagination of its
people. By thinking creatively and collaborating with each other, people can improve the way
communities live and work together.
From the very beginning, Ricoh has been energized by this belief in the power of creative
ideas. The company’s founder, Kiyoshi Ichimura, nurtured a unique pool of thinkers,
motivated by professional pride, who refused to be limited by tradition. They envisioned a
world where information could be copied precisely and distributed at the touch of a button—a
world where critical business knowledge was available anywhere, anytime.
Ricoh made this vision a reality through a potent combination of technology, engineering,
and quality manufacturing. Its printers, copiers and fax machines spearheaded the era of
office automation and revolutionized business operations. More recently, managed document
services have established Ricoh’s reputation as a global document expert.
Today, Ricoh is a truly international company. It fosters genuine partnerships with its
customers through exceptional standards of service. With Ricoh’s technical ability and IT | 9
BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
knowledge on their team, these companies can reduce costs, eliminate waste and streamline
processes—yielding tangible benefits for their own customers. Most importantly, by freeing
employees to think creatively, and making institutional wisdom more readily available, Ricoh
promotes business transformation that is profound and lasting.
Ricoh is always thinking ahead. It is designing products and services tailored to specific
industries, emerging markets and businesses large and small. It is creating solutions that
answer local needs and breathing new life into established forms of knowledge sharing.
Through cloud computing, remote monitoring, and other innovations, Ricoh is making
information more mobile, and more personal. Its consumer products are also enhancing the
way people interact with the world around them, whether through an award-winning line of
digital cameras, or online data storage services.
Ricoh views business, society and the planet as interconnected. It strives to be a company
people are proud to work for, going beyond compliance to encourage responsible growth
wherever possible. By linking its commitment to forward-thinking business strategies, it
promotes development that is profitable and sustainable at customer sites as well as its own
operations.
Every day, all over the world, Ricoh helps people harness the power of collective imagination
to enjoy a more productive, fulfilling and sustainable quality of life.
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
INDUSTRY OVERVIEW
The copier market in India is valued at Rs. 850 crore and is a highly competitive one. The
market offers huge potential as the overall penetration of copiers hovers just around 26%.
The market is dominated by a few but strong players like Xerox, Canon, Ricoh, and HCL
Toshiba. State-of-the-art technology and international range of machines are being
introduced on a continual basis by each player in the market, in order to
- Counter the technological obsolescence
- address varying needs of end-users, especially those from the IT sector
The biggest differentiators in the industry are the penetration and the distribution strength,
areas in which Xerox has built up a considerable edge over other players in the market.
Efficient after-sales-support, which is closely linked to the distribution strength, is an
imperative for any marketer, given the kind of wear and tear a copier typically goes through.
The copier demand has been, to a large extent, fuelled by the growth in the services sector,
with banks and multinational companies leading the way. The future is likely to be in
developing India as a manufacturing base and in providing comprehensive services to
customers.
MARKET STRUCTURE
The copier market, product per se, gets classified into two basic categories, i.e. Analog and
Digital. While Analog copiers are Black & White machines, the Digital range comes in both
B&W and Colour. Analog copiers, still, account for the majority of the market, i.e. 90-95%,
while the Digital range is at its nascent stage. The market is equally split between the black
& white and colour copiers, with the latter gaining ground recently. Digital copier, unlike
Analog, can be upgraded to local printer, fax system, scanner, so that it can be used for
network printing, sending facsimiles, scanning etc.
As per the product architecture, the market falls into three categories. They are basically
low-end, mid-end and high-end copiers. The low-end of the market comprises both personal
and low-volume machines, where the copying volume, typically, would be in the range of
5,000-10,000 copies/month. While the mid-end copiers are used to copy 10,001-30,000 in a
month. The high-end copiers are capable of delivering more than 30,000 copies in a month.
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
Copiers are, now, available in a wide range of speed to meet the copying volume, a user
typically have i.e. speed ranges from 4 copies/minute (entry-level personal copiers) to 35-40
copies/minute (high-end, bulk copying). The mid-end copiers (20 copies per minute) account
for a larger share of the market.
Xerox, as the market leader holds about 58% of the market, while Canon is an aggressive
follower with 18% and the remaining being accounted by other players. Xerox ModiCorp
(formerly Modi Xerox), generic to photo copiers, has a dominant presence with 50-60% of
the market share in black and white copiers and an even more stunning 70% market share in
colour copiers. Canon, having entered the Indian market in 1997, has been very aggressive in
its approach and cornered about 18%. The company’s competitive pricing policy has
impacted the overall margins of the copier market adversely. Canon is followed by Ricoh,
HCL Toshiba and Kilburn Reprographics. While Ricoh is quite well known for its being an
aggressive price warrior, Ricoh intends to further strengthen its dominance in Government
Organizations and aims to become a production base for its parent company.
Company Productrange Price
range(Rs.)Company’s presence In the market
Xerox
Analog & Digital
copiers, Low/Mid/high-
end
45,000 – 1.5
crore
Market leader on an overall basis Government and Corporate
segments
CanonAnalog & Digital
copiers Low/Mid/high-end
40,000 –
10,50,000 (+)Worldwide leader, second largest player in India
RicohAnalog & Digital
copiers Low/Mid/high-end
83,000 – 15
lakhs
Established player in duplicators market, strong in Government
firms & educational institutions. Latest entrant in Copiers
HCL ToshibaAnalog & Digital
copiers Low/Mid/high-end
70,000 – 35
lakhsNew entrant, loyal base of corporate.
DEMAND DRIVERS
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
Though the demand for paper oriented office equipment products like facsimile,
photocopiers, and printers is considered to be on the decline with the advent of Internet and
efficient electronic data transfer, marketers are ruling out the possibility of a paperless office
in India and see a huge potential for their product range. The drivers for demand are:
- Government: Government organizations are large buyers of copiers, as the bulk of their
daily work requires complex documentation. Most of these organizations are over staffed,
and thus generate large quantities of hand-written paper, copies of which have to be stored in
multiple locations. Also Government organizations haven’t yet responded in earnest to
electronic documents and thus have not seen a considerable decrease in copier demand. The
potential for copiers is relatively high in this segment as a typical Government firm seems to
have a need for decentralized copiers (a separate copier for each department).
Service Industry: Among the non-government organizations, the most paper oriented
is the service industry, like banks, which requires a greater degree of documentation.
However, this market is declining steadily.
Jobbers: This is the segment of small and medium enterprises (SMEs). It comprises
both corner shop photocopying services and full-fledged documentation management
centers, servicing retail customers. Metros and active business areas have a high
concentration of Jobbers, who service the retail customers. Copier companies consider
this segment as steadily growing in size, and hence are setting up business centers and
franchisees to meet the documentation needs of the retail customer.
Corporate: This is an important segment for any marketer (comprises IT and non-IT
companies: both MNCs and non-MNCs). This segment is characterized by a
comparatively higher penetration of the Internet. Therefore, to survive in this
segment, any marketer needs to be customer service oriented as well as quick enough
to introduce the latest technology to meet ever-changing end-user requirements.
This segment, typically, seeks for a multi-task device that can design, transmit, store,
retrieve, color, print, copy, merge, scan, and fax etc. The Digital range of copiers
(multi-task / multi-functional ones) is likely to have a great potential in this segment.
Increasing market pressures have led to slicker advertisements, brochures, user’s
manuals, and proposals, which in turn have influenced the demand for color copiers.
As against the rest of the user segments, both the color and digital copier segment are
growing in this segment.
Though the small office segment (SOHO – Small Office Home Office) is largely a
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
Printer-oriented one, it offers a good potential for combo machines that can print and
copy, and multi-task / functional copiers. Long-term value, superior technology and
comprehensive customer support are the universal themes for any marketer to survive
in this market.
XEROX
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
Dr. B.K. Modi, who inherited a vast commodity business from his father Gujari Lal Modi,
with technical and financial collaboration with Rank Xerox, UK (part of Xerox Corp USA),
launched Modi Xerox in 1983. The commercial production of photocopiers commenced in
1985 in a plant setup in Rampur, UP. The plant was awarded ISO-9002 certification in '92.
Recently, Modi Xerox re-invented itself as Xerox ModiCorp. Xerox now has 68% stake in
the venture, and is aiming at a 100% ownership of the firm. Dr. B.K. Modi is still the chief of
the venture, but is playing a diminishing role in the venture. In the early 90s, ModiCorp
emerged as a vast conglomerate of the top office equipment brands in the world like Xerox,
Alcatel, Olivetti and GBC. Notable among the problems that plagued Modi Xerox was the
consistent depletion of in-house talent, but the company is eyeing the future optimistically,
looking to leverage converging technologies.
Xerox with a turnover of about Rs.490 crore, has established itself as the leading photocopier
company in the country with a 58% market share. It plays a significant role in associated
office equipment segments such as facsimile also with a market share of 25%. Xerox intends
to adopt a holistic approach to manage a document in this age of convergence. This is truly
depicted in shifting its positioning from a `document company’ to the `digital document
company’, to go digital. Xerox has set up a Xerox Business Services division through which
it provides complete document management services. Firms can outsource all their document
requirement through XBS, which will ascertain the client’s needs, set up the required
machines at client’s premises, along with manpower, supplies such as paper, cartridges and
any other required services. XBS also undertakes activities like scanning and digitizing
documents, such as old court records (this is a project that they have undertaken in
Bangalore) and storing them in an efficient database.
The company offers a wide range of copiers, which are available within the price range of
Rs.45,000 – Rs.1.5 crore. This range encompasses low-end entry-level personal copiers, mid-
end, and high-end sophisticated machines. Having established firmly its presence in the
government sector initially, Xerox has now become particularly strong in the corporate
segment. However, the company intends to expand its opportunity in the business enterprises
segment, i.e. Jobbers. Xerox adopts both the direct and indirect mode of approaching the
market, in order to achieve larger presence in the market. The company has an extensive
distribution across the country, with over 300 branch outlets / service centers in all major
business centers in India. Most of the machines sold by Xerox have maintenance and service
contracts with the company leading to substantial service revenues, with around 30% of the
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
total corporate revenue being accounted for by service incomes.
On the production side, Xerox has been consistently indigenizing the components of the
photocopiers, thus investing its Indian operations with export potential. Rampur is one of the
only three fully backward integrated plants worldwide for Xerox, with manufacturing
facilities for Photoreceptor, Dry powder toner / developer, consumables and various other
components.
CANON
Canon is the worldwide market leader in copiers, and is a name to reckon with in the imaging
technology. Its range of copiers are known for their ruggedness and are suitable for rigorous-
use, with the company’s patented `toner projection development system’ and `organic photo
conductor technology’.
Canon India is a 100% subsidiary of the Canon Singapore, which in turn is a subsidiary of
Canon Inc. In India, Canon intends to march ahead of Xerox by entrenching strongly amongst
all user segments. Traditionally, the company has tied up with local partners for distributing
their products, but has stayed away from that strategy for copiers. In order to achieve
indigenisation in its operations, Canon has set up its own assembly line in its pilot plant in
Noida, where fully imported kits are being assembled. In the next phase, it is planning to
have a full-fledged plant for its range of copiers. While Canon has a distribution agreement
with Wipro and HCL for computer peripherals, with Mahatta Camera Co to market its
cameras, L&T for fax machines and Network for typewriters, the company's copier business
is managed by Canon's own subsidiary.
Of the many models (65 of them!!) marketed by Canon in India, only two are manufactured
locally. Canon has a range of 11 black-and-white and three colour copiers within the price
range of Rs. 40,000 – Rs. 10,50,000 (+), at speeds ranging from four copies per minute to 60
copies per minute.
Canon’s range of copiers have made their way into the Indian market through grey channels,
much before Canon’s entry in the market in 1997. This enabled the company to approach
various user segments in the market aggressively, having strongly entrenched in the mass-
end, i.e. Jobbers. The exchange scheme, being maintained by the company is successful in
evoking a good response from the market. The company claims to have taken initiative in
upgrading its customers to eco-friendly technologies in India, where a majority of machines | 16
BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
are still Selenium based. Competing against Xerox in the corporate segment seems to be a
tougher task for Canon. However, undaunted, Canon deployed Service Edge, a customer-care
solution (helps to minimize breakdowns and reduce cycle times), which helps it to provide
better customer support and enables customer to be proactive. The company also intends to
spruce-up its servicing and distribution network.
RICOH
Ricoh (India) Ltd., achieved a turnover of Rs 62 crore in 1998 and pushed it up to Rs 72 crore
in 1999. In 2000, GIL stated that its strategy would be to strengthen its marketing focus and
target a wide marketing area from their high-end product users to rural markets.
Ricoh Holdings Plc, UK, holds 51 per cent in Ricoh India, and is itself a wholly-owned
subsidiary of Japanese office automation major Ricoh. World across, Ricoh Holdings Plc,
UK, has been a major marketing channel for Ricoh's high-end office automation products,
with Ricoh's own marketing network in Europe competing with Ricoh UK's channels which
markets the same Ricoh products under its own brand name. In India, Ricoh markets its
products through GIL and its other subsidiary, Ricoh India (formerly RPG Ricoh). However,
there is hardly any product overlap between the two and GIL operates as the channel for
high-end duplicators from the Ricoh stable currently being marketed in the country.
Ricoh has been in the country since 1924, and its presence predominantly has been in the
duplicating machines. Their marketing efforts have long been aimed at the Government
firms/organizations and educational institutions. About one and a half years ago, it has
entered the copier market (the latest entrant). It is the first company to launch digital copiers
in the country and it markets digital range of copiers only. The company asserts that its core
competence lies in providing the cheapest copying solution, i.e. laser print at a cost of a
photocopy.
GIL also has a manufacturing capacity of 14000 units in Calcutta’s Salt Lake City, which has
been awarded ISO 9002 certification in 1997. However, things are not at their best at the
plant, besotted with labour problems, and the management is looking at downsizing its
thousand strong work force in the current year.
GIL has a wide range of digital copiers priced between Rs.83000 – Rs.15 lakhs. The
company is targeting its digital copiers mainly at the private sector that comprises IT, MNCs
and other corporate houses. The company offers an exclusive copier range for their
government clients. Company claims to have one of the fastest machines like `Digital Copy
| 17
BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
Printer’, which can print 120 prints in a minute directly from the computer, at the lowest cost
per copy/print. GIL believes in introducing only a few specific international models (R&D
efforts are based in UK), which are likely to gain acceptance in the country.
Ricoh sold around 5242 copier machines in 1998, with an average realization of around
15000 per machine, and is targeting to sell around 12000 units per annum on a regular basis,
with a good chunk coming from the South East Asian and African markets. With strong
distribution and marketing plans, Ricoh looks well on its way to its target with a first quarter
sale of 3000 units. However, whether they would be able to keep up the performance levels
would depend to a large extent on the global market leader Canon and Indian market leader
Xerox. GIL has a network of 37 sales and customer-care locations in the country.
Ricoh is also looking at considerable growth in the components market as well, as the group
company, Ricoh India sources out most of the components it requires for manufacturing
copiers, importing around 65% of the components. It could be a win-win situation for both
the companies if Ricoh were to supply components to Ricoh India - it will contribute to
higher sales for Ricoh and fits with GIL’s plans of exporting from India, and Ricoh will be
protected from adverse exchange fluctuations and can reduce their order lead times.
Targeting an ambitious turnover of Rs 100 Crore in the year 2000 (up from Rs 64 crores in
1999), Ricoh India Ltd has chalked out a fourfold strategy:
Focus on projects funded by institutions like World Bank, overseas development
agency, and Asia Development Bank in line with Gestetners' involvement in their
activities worldwide.
Target government and educational institutions where copy volume requirement is
high, while specifically exploring tie-ups with Kendriya Bhandar and Super Baazar in
various states. (Purchases from these two organizations by most government bodies
are not subjected to audit, and thus greatly enhance the ease of purchase)
Focus on corporate commercial market, where the requirement for color copiers is on
the rise. A survey conducted by Ricoh last year points to a migration in favour of
color copiers from black-and-white.
Penetrate the jobbers market, which is a major segment in metros, by developing
franchisees and creating a Business Service center with a standardized branded
ambience.
HCL
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
HCL Toshiba (represents Office equipment sub-group of HCL Infosystems), is another new
entrant in the Indian copier market. This company belongs to the HCL, a corporate giant
(worth Rs.3,000 crore) in the IT industry. HCL Infosystems initially has a manufacturing
base for copiers in technical collaboration with Toshiba, which was terminated about five
years ago. Post-liberalisation, the company switched over to a much more cost-effective
approach of marketing Toshiba range of copiers in India. This move, from the company’s
point of view, enabled it to bring in the latest international technology, swifter than its
competition. The company opines that its mission of treating India an important market
(though it has lower penetration of copiers) on par with other countries in terms of launching
the latest technology (instead of machines with outdated technology,
refurbished/reconditioned machines), has played a key role in its strong customer franchise
(satisfied repeat-buyers and loyal customers) base.
HCL-Toshiba’s copier range comes with the latest International technology, differentiated
and user friendly features, for instance, Duplexing (Back-to-back) in Analog copiers,
Uniform processing speed in the mid-range of copiers (irrespective of the size of paper fed),
and the least `first copy out time’ etc.
High performance has been the core strength of HCL Toshiba range of copiers. Users of
HCL Toshiba show strong brand loyalty towards the brand, which is reflective of
performance of the machine.
Analog range of copiers from HCL Toshiba is available in the price range of Rs.70,000-Rs.10
lakhs upwards, while the Digital range (B & W) is priced within Rs.3 lakhs – Rs.15 lakh and
the Digital range (Colour) priced within Rs.15 lakhs – Rs.35 lakhs. The company claims that
its complete product range is backed with the latest technology of OPC (Organic Photo
Conductor) as against the Selenium technology, which is more or less outdated.
FUTURE
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
Reports suggest that the global electronic documents market is growing at 60-70% as against
paper documents, which are growing at 15-20%. However, advent of the Internet age does
not seem to be deterring the copier marketers in India largely, as the printing volume (vis-à-
vis copying volume) is expected to grow. This, marketers feel, would be addressed by the
digital range of copiers. The new breed of products embraces the digital imaging technology,
which bundle in photocopiers with scanners etc., would certainly address this shift.
The copier segment faces a threat of extinction, to some extent, because of the greater role
played by digital methods. Printing, thanks to the technological advances, is now simpler and
quite cheap. According to HP, “Copying will go away, and not because HP wants it to.
There’s a move towards digital methods, and it will have an impact on copying and faxing.’’
Studies show that because of declining prices of network-ready printers and scanning and
printing services, users are increasingly reprinting originals instead of photocopying them.
Towards this end, marketers started introducing `Digital Multi-task/functional’ device’ where
the copier technology is used for printing, so that one have a print at the cost of a copy. This
further increases both the speed and efficiency of the machine.
As a category, in the Asia-Pacific markets, AiO products are growing at 25%, three times the
rate that common or garden-variety printers are, though its cost still is forbidding to the
Indian users.
In brief, the Indian copier market is an amazing combination of technological obsolescence
(characteristic of a few user segments in the market), demand for high level of product
innovation and a huge untapped potential, which can be led by a marketer with superior
technology and strong distribution muscle.
KEY SUCCESS FACTORS
· Product range with the latest technology to address a variety of consumer needs in this age
of convergence
· Deeper penetration in the market
· Comprehensive after-sales support
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
RICOH CORPORATE OVERVIEW
Incorporated as joint venture with RPG group by the name of RPG Ricoh limited in 1993 the
company was re-incorporated in 1998 as Ricoh India ltd with 76% ownership by Ricoh
Company limited, Japan, and the rest by Indian public.
Ricoh India ltd is presently a 73.6% owned subsidiary of Ricoh co. Ltd. Japan. The Indian
public holds the remaining 26.4% shareholding.
Ricoh India has a nationwide presence through 14 branch offices at major metro locations. In
other locations it is represented through a dealer network with over 230 dealers having a team
of service engineers who are trained by Ricoh India. The company employs over 720 people.
Ricoh India declared a turnover of Rs 2,204 million for the year ended march 2008.
Ricoh company Japan, the parent company of Ricoh India, is a leading global player in the
area of (a) imaging solutions like digital plain paper copiers, colour plain paper copiers,
colour & mono laser printers, fax machines, thermal paper etc., (b) networking input / output
systems like multifunction printers, services and software, scanners etc, (c) networking
system solutions like pc’s, servers, networking equipment, networking software etc.
It has worldwide operations through 317 subsidiaries and affiliates (105 companies in Japan
and 212 overseas) employing more than 83,400 employees across the globe. This position has
been built over the years through its dedication towards technological leadership.
This dedication has seen Ricoh constantly creating new values for the world at the interface
of people and information. Ranked by fortune magazine as one of the global most admired
companies for two years in a row. Ricoh, which has won the Deming’s award twice, is
honoured to be included in the top 100 listing of the most admired companies worldwide.
Product range of the company includes:
Colour multifunctions
Digital copiers / b & w multifunctions
Printers
Copy printers
Wide format printer
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
Solutions
Printing solutions
Document solutions
Security solutions
Device management
Certification
ISO 9001:2008
ISO 14001:2004
Ricoh India Limited is a Public Limited company with 26.4% by Public and 73.6% owned
subsidiary of Ricoh Company, Limited, Japan. The company is a leading player in the area of
Imaging Solutions. All Ricoh products come with a hallmark of quality, technological
excellence and after-sales service. Ricoh India operates through a wide network of 16
branches, 5 area offices and over 300 dealers and have well-trained sales and after sales
service force. The company is planning to be a major player in the areas of Managed
Document Solutions, IT Services, Transaction Printing, Production Printing and Laser
Printers. At present Ricoh India has approximately one lakh customer using some Ricoh
products or the other. The Customers spread from Leh to Arunachal Pradesh, Kutch to the
extreme Southern corners of India. In the Government Segment one of the largest customers
is the Defence Services with the installation base of more than 2000 MFPs and LPs.
CORPORATE OFFICE
RICOH INDIA LIMITED
2nd Floor, Salcon Aurum building
Plot No. 4, District Centre, Jasola
New Delhi-110025
Phones: 011-49103000, 011-49103100, 011-49103200
Fax: 011-49103099, 011-49103199
Email: [email protected]
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
REGISTERED OFFICE
1201, 1st Floor, Bldg no. 12,
Solitaire Corporate Park,
Andheri-Ghatkopar Link Road,
Andheri - East,
Mumbai-400 093
Phones: +91-22-66833000 (Hunting line)
Fax: +91-22-67032099
COMPANY DATA
Company Name Ricoh Company, Ltd.
Date of
Establishment
February 6, 1936
Head Office Ricoh Building, 8-13-1 Ginza,
Chuo-ku, Tokyo 104-8222 Japan
Representative
Directors
Shiro Kondo
President and CEO
Zenji Miura
Deputy president and CFO
Capitalization 135.3 billion yen (as of March 31, 2012)
Consolidated Net
Sales
1,903.4 billion yen (Year ended March 31, 2012)
Number of
Consolidated
Companies
230 companies (as of March 31, 2012)
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
Main Business Imaging and Solutions
Imaging Solutions: Digital/analog copiers, MFPs (multifunction
printers), laser printers, facsimile machines, digital duplicators, related
supplies and services, related softwares.
Network System Solutions: PCs, servers, and related services, support
and supplies.
Industrial Products: Thermal media, optical equipments,
semiconductors, electronic components and measuring equipment.
Other: Digital cameras, etc.
Number of
Employees
109,241 (on consolidated basis, as of March 31, 2012)
Main Offices Corporate Head Quarters
Ricoh Co., Ltd. (Tokyo, Japan)
Regional Head Quarters
Americas
Ricoh Americas Corporation (New Jersey, U.S.A)
Europe/Middle East/Africa
Ricoh Europe PLC (London, UK)
Asia/Pacific
Ricoh Asia Pacific Pte Ltd. (Singapore, Singapore)
China
Ricoh China Co., Ltd. (Shanghai, China)
THE BOARD
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
As of June 26, 2012
BOARD OF DIRECTORS
Chairman of the board Masamitsu
Sakurai
Representative
Directors
Shiro Kondo Zenji Miura
Directors Hiroshi Kobayashi Shiro Sasaki Nobuo Inaba
Yohzoh Matsuura Yoshinori
Yamashita
Kunihiko Satoh
Outside Directors Eiji Hosoya Mochio Umeda Kunio Noji
CORPORATE AUDITORS
Senior Corporate Auditor Yuji Inoue
Corporate Auditor Mitsuhiro Shinoda
Outside Corporate Auditors Takao Yuhara Tsukasa Yunoki
EXECUTIVE OFFICERS
Chairman Masamitsu Sakurai
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
President and CEO Shiro Kondo
Deputy Presidents Zenji Miura
Corporate Executive Vice
Presidents
Hiroshi Kobayashi Shiro Sasaki Nobuo Inaba
Yohzoh Matsuura Yoshinori
Yamashita
Kunihiko Satoh
Corporate Senior Vice
Presidents
Terumoto Nonaka Kenichi
Kanemaru
Soichi
Nagamatsu
Kenichi
Matsubayashi
Hidetsugu
Nonaka
Katsumi
Kurihara
Kunihito
Minakawa
Seiji Sakata
Corporate Vice Presidents Yutaka Ebi Junichi Matsuno Masayuki
Ishihara
Masahiro
Nakamura
Hidenobu Endo Kazuo
Nishinomiya
Hisao Murayama Yasutomo Mori
Group Executive Officers Sadahiro Arikawa Daisuke Segawa Shuzo Saito
Takashige Itoh Nobuaki Majima Kiyotaka
Yamada
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
Kiyoshi Tsujita
ISO 9001:2008 & ISO 14001:2004
Ricoh India Limited has been an ISO certified organisation since 1994. It is currently
certified under ISO 9001:2008 & ISO 14001:2004 Standards.
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
\
The scope of certification covers is divided into three parts
1. Corporate Office
Development, Implementation and review of Strategic Objectives and Plans,
Processes, Programs & measurement of their achievements.
2. Branches
Marketing, Installation, Servicing of Multi Functional Digital products, Analog
photocopiers, Colour Copiers, Colour Printers, Copy Printers, Laser printers and
GelSprinter and supply of related Spares & Consumables.
3. Logistic Centers
Preservation and supply of Multifunctional Digital Products, Analog Photocopiers,
Colour Copiers, Colour Printers, Copy Printers, Laser printers and GelSprinter and
Spares and Consumables related to above.
The Company has established and implemented systems and procedures in accordance with
the standard requirements.
They believe that customers are the reason for their existence and hence maximising
customer satisfaction is their main focus. To be the world No.1 Company from the Customers
perspective is their vision. To meet this objective their endeavour shall always be to meet and
exceed Customer expectations.
GUIDELINES
In line with the Ricoh group Environmental principles, Ricoh India Ltd is committed to
protecting and improving environment.
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
Ricoh India Limited shall strive to ensure that all employees are aware of the environmental
impact in our day to day operations and in implementing continual improvements to prevent
pollution and to make efficient use of energy & natural resources. Ricoh India further
encourages its employees, at all level, to have a sense of personal responsibility towards
protection of Environment.
Ricoh India Limited shall work closely with its customers and green partners in the course of
business activities towards promoting environmental conservation.
Ricoh India Limited is committed to safe handling, of its products, without the creation of
unacceptable environment risks, and will take all necessary steps in this regard.
Ricoh India Ltd. shall comply with all applicable environmental legislation & regulations as
specified by the Centre and State regulatory bodies.
HISTORY
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
Incorporated as joint venture with RPG group (RPG Ricoh Limited) in 1993. Reincorporated
in 1998 as Ricoh India Ltd with 76% ownership by Ricoh Company Limited, Japan, and the
rest by Indian Public.
COMPANY HISTORY
Starting out—entering the business machines field (1936–)
Ricoh’s origins date to a decision of the Institute of Physical and Chemical Research to
commercialize the fruits of its R&D by setting up Rikagaku Kogyo. In 1936, Rikagaku
Kogyo established Riken Kankoshi Co., Ltd. (renamed Riken Optical Co., Ltd., in 1938, and
Ricoh Company, Ltd., in 1963), to manufacture and sell sensitized paper. The Company
started its camera business in 1937. In 1950, it created Japan’s first mass production structure
for cameras, driving their popularity among consumers. The company entered the business
machine field in 1955 by launching the Ricopy 101.
Fig: Ricopy 101 launched (1955)
The Company developed this diazo model as its first office copier to cultivate demand for
diazo sensitized paper, which at the time was largely for industrial applications.
Coining OA acronym (1970–)
In 1974, Ricoh launched the RIFAX 600S, the world’s first high-speed office facsimile
machine. In 1977, we coined the acronym OA, for office automation. During the 1980s, we
extended our office productivity support by rolling out a line up that included computers and
word processors, optical filing systems, and laser printers.
Fig: Commercializing world’s first high-speed office facsimile machine (1974)
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
The RIFAX 600S was able to transmit an A4 page in just 60 seconds, compared with the
three to six minutes required for contemporary models, and popularized office fax usage.
Driving digitization (1985–)
In 1987, we pioneered the multifunctional digital copier for the office with the IMAGIO 320.
In 1996, we helped popularize digital models by launching the imagio MF200, a compact and
highly affordable copier. We thereafter released networkable and colour offerings. We
reinforced our overseas production structure, notably by establishing Ricoh Asia Industry
(Shenzhen) Ltd. We broadened our international sales network in 1995, acquiring Savin
Corporation and Ricoh Holdings PLC in the process.
Fig: Introducing the imagio MF200 (1996)
This model was an instant hit among small and medium-sized enterprises. It fuelled the
spread of digital copiers in Japan and abroad, propelling digital models to more than 50% of
Ricoh’s shipments of copiers.
Going global (2000–)
Ricoh strengthened its overseas sales network to bolster its solutions capabilities. We
acquired the European operations of Danka Business Systems PLC in 2006 and bought IKON
Office Solutions, Inc., in 2008 to build a global sales support structure.
We have reinforced our environmental and corporate social responsibility program since the
start of the millennium. In 2002, for example, we were the second Japanese company to
participate in the Global Compact of the United Nations. In 2003, our efforts earned us the
World Environment Center Gold Medal for International Corporate Achievement in
Sustainable Development, making us the first enterprise from Asia to receive such an honour.
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
Fig: IKON comes on board (2008)
We have made several key acquisitions since the 1990s to strengthen our global sales
structure. In November 2008, for example, we bought IKON Office Solutions, an
independent office equipment distributor with a sales and service network focused on the
European and American markets. IKON has solid relationships with many Fortune 500
companies. Other core strengths are printing services and production printing. IKON has
enabled the Ricoh Group to enhance its imaging solutions sales and services in Europe as
well as in the United States.
BUSINESS
In our core Imaging and Solutions, Industrial Products, and Other business categories, we
offer innovative approaches and solutions based on our values to accommodate advanced
contemporary information requirements.
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
Imaging and Solutions
We have created a broad product line-up to enhance customer productivity, centering on
digital multifunctional and standalone printers and other office imaging equipment.
Complementing this hardware are software and consumables and customer solutions that
include assistance for constructing information technology environments and managing
networks, maintenance services, and user support.
Industrial Products
We manufacture and market thermal media, as well as optical equipment, semiconductors,
electrical components, and measuring equipment.
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
Other
We supply digital cameras while offering financial and logistics services through
subsidiaries.
SOLUTIONS FROM RICOH
Offering customer-focused solutions to overcome today’s challenges.
Ricoh helps customers enhance their office productivity and revolutionize their workflow
with its imaging products and service solutions tailored to company-specific needs and
challenges.
We start by defining and making sure we understand our customers’ challenges and goals,
such as cost reduction, productivity improvement, enhancing information security and
environmental impact reduction. We then propose a service solution optimized to address the
identified issues. After implementing the solution, we operate and control the installed
equipment ourselves through on-site maintenance, remote device management and other
services. We also periodically check the data on equipment use and assess the effectiveness
of the solution. Based on our analysis, we provide improvement advice on an ongoing basis.
What customers expect from office equipment providers is no longer limited to achieving an
excellent output device environment. They also look to us to help solve issues directly
relevant to business performance— for instance: how to optimize operational efficiency
through the overall reduction of administrative workload and optimal human resource
allocation, and how to globalize their business and/or organization. By being attentive and
responsive to such changes in customer needs, Ricoh has been creating and delivering
broader value by expanding our offerings to include solution services that solve our
customers’ problems, including the establishment of centralized output device management,
the implementation and operation of IT systems, and business process outsourcing services.
These advanced solutions make full use of Ricoh’s years of experience in developing its
customer-focused business processes; the supporting infrastructure that makes such extended
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
value delivery possible, i.e., the strong sales and support network which provides quality,
one-stop solutions to global and local customers; as well as our extensive line-up of imaging
products, from low-end to high-end.
Ricoh develops and maintains evolving partnerships with customers with its personalized
offerings based on a deep understanding of our customers’ present and potential needs.
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
CORPORATE PHILOSOPHY
The Ricoh Group's corporate philosophy is based on three Founding Principles laid down by
our founder, Kiyoshi Ichimura. He summarized his thinking as follows:
As children we exist only for ourselves with no thoughts for anyone else. As we mature,
however, feelings of love begin to grow, eventually expanding to include all people, all
living things on this planet.
These founding principles drive the Ricoh Group's commitment toward better sustainable
management
Founding Principles-:
Love your neighbour
Love your country
Love your work
Kiyoshi Ichimura formulated the Ricoh Group’s Founding Principles in 1946. They inform
how we do business, encouraging us to constantly improve and contribute to the wellbeing of
all stakeholders, including our families, customers, and society at large.
MISSION, VISION, AND VALUES
Mission Statement
At the Ricoh Group, we are committed to providing excellence to improve the quality of
living.
Vision Statement
To be the most trusted brand with irresistible appeal in the global market.
Values Statement
To be one global company, we must care about people, our profession, our society, and our
planet. We must dedicate our winning spirit, innovation and teamwork to sharpen our
customer centric focus, and we also must commit to the highest standards of ethics and
integrity.
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
MANAGEMENT PHILOSOPHY
Ricoh's management philosophy was formally introduced in 1986 with the aim of
establishing world-class corporate standards that are viable in fast-changing business
environment in the 21st century.
Our Purpose-:
To constantly create new value for the world at the interface of people and information
Our Goal-:
“To be a good global corporate citizen with reliability and appeal”
Our Principles-:
To think as an entrepreneur
To put ourselves in the other person's place
To find personal value in our work
RICOH VALUE
HARMONIZE WITH THE ENVIRONMENT-: Contributing to global
environmental protection through Ricoh products and services. Also helping
customers reduce their eco-foot
SIMPLIFY YOUR LIFE- : Anyone can enjoy the functionality and efficiency of
Ricoh products and services
SUPPORT KNOWLEDGE MANAGEMENT-: We support the customer's value
creation process by streamlining and facilitating knowledge sharing. We pass on our
own operational, structural know-how to customers.
FIG: RICOH VALUE
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HARMONIZE WITH THE
ENVIRONMENT
SUPPORT KNOWLEDGE MANAGMENT
SIMPLIFY YOUR LIFE
BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
BRAND STATEMENT-: Our sincerity and passion for the RICOH Values
of harmonizing with the environment, simplifying life & work, and supporting
knowledge management, help people move their ideas forward.
POLICIES DEVELOPED BY COMPANY-:
RICOH’S QUALITY POLICY
Ricoh India Limited is in the business of providing solutions to meet Customers' Document
Management needs. We are fully committed to improve our Customers' workplace efficiency
and become their most preferred supplier for Document Management Solutions. We will
achieve this through continuous Performance Excellence initiatives by engaging our
Employees and Dealer Partners.
RICOH’S ENVIRONMENT POLICY
As a global citizen, Ricoh group is obligation-conscious of environmental conservation. In
addition, we strive to honour our environmental responsibilities and concentrate group-wide
efforts in environmental conservation activities, implementation of which we believe to be
significant as our business operations.
Environmental Impact Visualization Technology in Parts Manufacturing-:
The RICO2RET parts environmental impact visualization tool makes possible efficient
environmental impact reduction in parts manufacturing.
To effectively reduce the environmental impact of its products, Ricoh developed RICO2RET
(Ricoh CO2 Reduction & Evaluation Tool) to calculate CO2 emitted during the parts
manufacturing process.
This tool is used to calculate CO2 emissions per part for each manufacturing process or each
processing facility on the basis of inputs such as the types and quantities of materials and
manufacturing supplies and the energy consumption of production equipment, air
conditioning, lighting, etc. The tool makes possible efficient improvement by displaying the
calculation results using graphs that make it possible to identify at a glance processes that
entail high CO2 emissions. Ricoh will also make use of the tool in environmental impact
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
reduction in parts manufacturing by updating as necessary the output units that are the basis
for calculation in order to maintain data accuracy.
Fig: Schematic Representation of RICO2RET
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
COMPETITORS ANALYSIS
The leading, quality office machines, software and furnishings supplier, ABT, stocks a
massive range of equipment from the prominent technology brand, Ricoh, at value-for-money
prices with high customer service and post-sales support standards.
Ricoh’s expertise encompasses every requirement for the office environment, including black
& white or colour photocopiers, printers, fax machines, wide format machines, digital
duplicators, or scanners.
Ricoh equipment is available to buy or lease through ABT and leasing options
come with easy-to-understand service agreements.
Main Competitors
Canon copiers
Sharp copiers
Xerox copiers
Panasonic copiers
Toshiba copiers
Mita/copystar copiers
Minolta copiers
Samsung copiers
SALES & SERVICE NETWORK IN INDIA -:
Ricoh India has sales and service network, present across the country with 19 branch offices,
more than 300 dealers and 300 dealer service engineers, covering the remotest of areas
besides being present in small cities and large metros.
Some of Ricoh's Customer Service processes:
Customer friendly service call logging system.
Service Call Handling Procedure (SCHP) to ensure high uptime for the machine.
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
Customer Complaint Handling Process (CCHP) for fast & effective complaint resolution.
Automated process to ensure continuous availability of consumables/spare parts.
Office Locations (Ricoh India limited)
Corporate Office
52-B, Okhla Industrial Area,
Phase-III, New Delhi-110020
India
Phones: (011) 41613010 - 18
Fax: (011) 41612221 / 41613019
Email: [email protected]
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
AWARDS
Ricoh strives for excellence in all areas of its business and has been recognised for
outstanding products and customer service, protecting the environment and its manufacturing
processes.
CORPORATE AWARDS
Ricoh has been recognised for its achievements as a company globally.
Ricoh is recognized by FTSE4Good Index for Meeting High Standards
Ricoh MFPs Earn Common Criteria Certification Conforming to IEEE 2600.1
The Deming Award: Named for Dr. W. Edwards Deming, the Deming Award
recognises corporations and individuals that demonstrate an outstanding commitment
to quality control, and whose products or inventions make exceptional advances in the
pursuit of quality. Less than 100 select companies have won the Deming Medal.
Ricoh was the first office equipment manufacturer to win one. And today, Ricoh is the
only such company to have won two.
Department of Communications, IT and the Arts: Certificate of Recognition
2002: The Minister for Communications, Information Technology and the Arts,
Senator Richard Alston, awarded a Certificate of Recognition to Ricoh for its
continued support of small-to-medium enterprises (SMEs) and the local ICT industry.
ENVIRONMENTAL AWARDS
Since the 1990s, Ricoh has been a world leader in the development of energy efficient
and environmentally conscious products. Ricoh's pioneering efforts in the Office
Automation and Imaging Industry have been officially recognised across Japan, USA
and Europe.
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
Ethisphere Institute: World's Most Ethical Companies: Ricoh Named to
Ethisphere's 2011 "World's Most Ethical Companies" for Third Year in a Row
Global 100: Ricoh Makes "Global 100" List for 7th Year in a Row
World Environment Center: 19th Annual WEC Gold Medal Award 2003: Ricoh
has been awarded the 19th annual WEC Gold Medal for International Achievement in
Sustainable Development. The prestigious WEC Gold Medal was awarded by an
independent jury of distinguished international environmentalists to a corporation that
demonstrates pre-eminent leadership and contributes to worldwide environmental
quality.
Global Environmental Award 2003: Ricoh won the 12th Grand Prize for the Global
Environment Award, hosted by the Japan Industrial Journal. Ricoh was honoured for
its resolute attitude towards environmental management to sustain high-level
environmental conservation activities.
Keizai Koho Center: Outstanding Corporate Public Relations Award: Ricoh was
selected as the winner of the Outstanding Corporate Public Relation Award by Keizai
Koho Center. Ricoh was awarded for its initiatives for environmental protection, and
seeing itself as a global citizen, the company represented the best candidate to achieve
a high level of business performance.
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
PRODUCT ‘S, SOLUTIONS & SERVICES
Ricoh India's product range includes Colour Multifunction Printers, Black & White
Multifunction Printers, Mono & Colour Laser Printers and Copy Printers. The Aficio range of
Multifunction products provides affordable adaptability to have Printing, Copying, and
Scanning and Fax capabilities in one machine. Ricoh's compact Colour Laser printer takes
care of fast color printing requirements. It is just as productive as a fast desktop black and
white laser printer, with a high-geared engine, almost instantaneous warm-up time and
automatic duplex, eliminating need for two separate devices.
PRODUCTS:
MULTIFUNCTIONS
B & W Multifunctions
A wide variety of standalone and networked
printing and document solutions.
Colour Multifunctions
A highly reliable and productive colour
enabled B&W machine that will meet the
growing demands of your organisations
workgroups.
PRINTERS
Highly reliable and productive. Black and
white, colour laser printers with network
capabilities to meet today print demand &
provide complete document solution to your
organization.
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
PRODUCTION PRINTERS
Cut sheet Colour Production Printers
Built for heavy duty and fitted out with a
wealth of finishing options, the Pro C901
processes the most complex printing jobs
from start to finish. Plus, it boasts an industry
first: fully automated ring binding, taking
productivity to a whole new level.
Cut sheet B & W Production Printers
Ricoh's black-and-white production devices
are designed with the business of printing in
mind. With high speeds and inline finishing
options, Ricoh have the right device to help
you increase productivity.
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
Digital Duplicators
Copy Printer
Copy a variety of documents in different
sizes whilst reproducing high-quality time
after time.
Our comprehensive range of spot colour
capable Copy Printers offers cost conscious
organizations high-speed, high-volume
image duplication solutions designed to
increase productivity in the office. With
advanced image duplicating technology and
excellent paper and media handling, you can
easily produce high-quality output time after
time.
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
Wide Format Printer
Make short work of large-format copying.
Ricoh offers a line of digital wide format
solutions for low to medium volume users
that are second to none in performance and
reliability.
Simplify large-format copying with Ricoh's
full line of digital wide format solutions. Our
wide format products are second to none in
performance and reliability for low-to-
medium-volume users. If wide format
copying is your requirement then Ricoh has
the solution. Using the latest laser
technology, its copiers can output up to A0
size, while achieving high speeds and high
image quality.
Projectors
Entry Projectors
Gives you flexibility & freedom of
expression.
Mobile Projector
The clear choice for a high-performance
digital projector
Ultra Short Throw Projectors
Bright, Durable and Simple to Use
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
SOLUTIONS
Proprietary and third party software and hardware solutions for enhancing product
connectivity, office productivity and document workflow.
These Printing and Document Solutions help ensure that your Ricoh products fit your need
today and expand with your business tomorrow.
Security Solutions
Ricoh MFP security products are design for
information assurance of your most sensitive
documents. Included are Removable Hard
Drives, Data Overwrite Security System,
Security White Papers and technical support.
Printing Solutions
Ricoh printing solutions streamline data
output and reduce printing costs. Your Ricoh
Aficio input / output device can be
seamlessly integrated to printing
environments with Ricoh print solutions
software. From managing networked printing
to customizing print jobs from your desktop,
Ricoh printing solutions are cost effective,
productive and secure.
Document Solutions
Ricoh Document Solutions deliver efficient
document management, storage, image
scanning, file conversion, and collaboration.
From web services, to storage peripherals, to
OCR, email and document management
software, Ricoh's solutions maximize your
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
workflow and get more from your Aficio
MFP
Device Management
Utilities and tools for administrators, support
staff and users to configure, monitor and
manage network Ricoh printers & devices
across the enterprise using a web browser.
With Ricoh's Device Management Software
or @Remote Services you can monitor:
status, toner, paper, utilization and trending to
help you better manage your devices.
SERVICES:
INFORMATION TECHNOLOGY SERVICES
OVERVIEW
We partner with you to offer technical solutions that meet your immediate requirements and
grow as your business grows in future. Attentive customer support from skilled, experienced
and trained manpower goes hand-in-hand with outstanding technology solutions.
Our breadth of experience translates in our ability to recommend, design, deploy and
maintain your IT Infrastructure.
We have built and maintained some of the most challenging information systems and have
considerable experience and domain knowledge in the areas of Manufacturing, IT / ITES,
BFSI, Pharmacy, Education, Legal, Retail, Construction, Telecom, Hospitality, Travel and
Tourism.
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
Ricoh IT Services
Data Center
Solutions
Information
Security
Virtualization
and Application
Delivery
Backup and
Disaster
Recovery
Infrastructure
Management
Services
Server
ConsolidationGateway Security
Application and
Desktop
Virtualization
Automated
Backup
(Server /
Storage /
Endpoints)
Facility
Management
ERP
Infrastructure
Email/Web
Security
Server
Virtualization
Server
Clustering
Remote
Infrastructure
Monitoring and
Management
Mail and
Collaboration
Endpoint
Security
Application
Acceleration
Archival (Mail /
File / Digital
Assets)
Migration Services
Infrastructure
OptimizingData Encryption
WAN
Optimization
Disaster
Recovery &
Business
Continuity
Data Center
Relocation
Services
Storage
Consolidation
Data Leakage
Prevention
Data Center
Design and Built
Two Factor
Authentication
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
Security
Information
Management
MANAGED IT SERVICES
Besides the network infrastructure itself, system management of your PC and Server also
play an important role in business operation. That's why Ricoh's R-PASS offers professional
grade remote monitoring service and helpdesk support to take care of every single detail for
our customers.
R-PASS Service Highlight
Timely support by a team of IT professionals
Proactive monitoring to reduce machine and system downtime, keeps your operation
uninterrupted
Easy setup
Remote diagnosis and remediation, faster response time
Anti-virus and Anti-spam protection
Various value added services to streamline your operation
Compatible with Windows, Linux and Macintosh OS
Security Information Management
On-site IT Support Services (Token or Monthly Plan)
A large team of highly skilled, certified technicians in various technologies like Network
Systems, Active Directory, Microsoft Exchange, SharePoint, Oracle RDBMS, Microsoft SQL
RDBMS, Enterprise Backup, Information Security, Application Virtualization, Server
Virtualization etc can provide a unique and high quality on-site/remote support service and
solution to our customers. We offer a flexible choice (token or monthly plan) that it can meet
your business requirements.
Server Health Check Service
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
Ricoh's Server Health Check Service provides an overview of server status and
recommendations on many levels for your organization, helping your IT manager and
system administrator to improve the security level, stability, operational efficiency and
availability of your organization's servers, and to reduce the total cost of ownership.
Server Monitoring Services
Capacity Monitoring
Log Monitoring
Event Monitoring
Datacenter Environment Monitoring Services
Datacenter Audit & Gap Analysis
Temperature Control
Humidity Control
Power supply control
Security Management Services
Ricoh has a large team of security specialist engineers for all the market leading security
products ranging from end point security to gateway level security. The security product
basket includes Checkpoint, Sonicwall, Juniper, Websense, Symantec end point
protection, Trend Micro etc. With in-depth knowledge of consultants and experience
technical team, Ricoh has delivered high competent network security solution for many
leading enterprises.
Network Management Services
End-to-end Network infrastructure platform that offers advanced fault and
performance management across WAN, network devices, and other IT
infrastructure such as printers, UPS etc.
Automatic discovery of network devices (IP Phones detection and
availability).
Extensive list device and interface templates containing device configurations
Link Monitoring
Application Management Services
Exchange Monitoring and management Services
AD Monitoring and management Services
Citrix Monitoring and management Services
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
VM Ware Monitoring and management Services
Backup Monitoring and management Services
DB Monitoring Services
Monitoring of web server
Storage Management Services
Capacity Monitoring and Management Services
Event Monitoring
Log Monitoring
Preventive Health checks
FIVE CORE CONCEPT OF RICOH INDIA LIMITED
There are five main department at which the company works for continuous improvement
TECHNOLOGY
The rapid technological revolution, globalization of business, etc. are bringing about
dramatic changes in our working environment Ricoh`s R&D covers a wide variety of field
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RICOH
Technology Production Management Environment Sales and Support
BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
including technologies that will be needed for office work in the future , and research on
element , environmental, & production technologies, as well as product development using
such technology
The following 4 areas as we support our customers' new work styles and business models
and seek to solve environmental problems.
RICOH TECHNOLOGY CENTER
This center was established in August 2005 in Ebina City in Kanagawa Prefecture as a
technology base through the integration of the development division and the production
technology division for copiers and printers. Technical experts who had been working at
different business sites, plants, etc. in Tokyo and adjacent areas were brought together at the
new center, so that functions relating to the development of the state-of-the-art elemental and
production technologies required for colour products, product evaluation, etc. could be
combined, and efforts made to improve
RESEARCH AND DEVELOPMENT GROUP
The group promotes research on state-of-the-art core technology in a wide variety of fields.
This research covers not only basic technology for materials and devices, but also
measurement, processing, control requirements, and analyses, as well as practical application.
Moreover, we also consider ideas for the office of the future. The group is engaged in
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
strategic business efforts, without being bound to traditional business areas, so that we can
continue contributing to the creation of new values that are beneficial to the whole
community.
HIGH-SPEED AND RELIABLE PRINTING TECHNOLOGY FOR THE HIGH-END
MARKET
Ricoh is strategically striving for growth and expansion in the printing sector. In particular,
full-scale advancement into the backbone system market and high-end printers for the print-
on- demand market means the opening up of a new important market for the Ricoh Group. In
October 2004, Ricoh Printing Systems, Ltd. joined the Ricoh Group. By harmonizing the
technology of Ricoh and that of our new group company, we intend to develop various types
of print technology, including laser printing technology for even higher speeds,
COPY GUARD FUNCTION TO ELIMINATE UNAUTHORIZED COPIES
With the increasing importance of information security, Ricoh considered the security of
paper documents as part of its overall security efforts, and developed the first illegal copy
guard function in the world. A special woven pattern is embedded into a document when it is
printed, and if the original is copied, its image will be destroyed and the whole surface will
become gray. This function will prevent classified documents from being copied and
removed.
PRODUCTION
In 1975 , Ricoh become the first company in the office automation industry to win the
Deming Prize, which is given to outstanding companies that establish strict quality control
system in addition, a number of Ricoh’s domestic & overseas production sites have
obtained ISO9000- series certification , an internationally recognized standard for quality
control . Ricoh thus has established superior production management system to support its
production & development activities. In 1985, the company`s rank integrated production
management system won the “Okochi memorial production Award.
The Right Products in the Right Place
Ricoh introduced the idea of making the right products in the right place to produce high-
quality products with maximum efficiency. Ricoh has established a global production system
where products best suited to each area are made according to technical skill and productivity
of each site. Office equipment supplies are produced near important markets. | 55
BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
Ricoh-style Production Method to Eliminate Waste in Production Processes and
Maximize Added Value
One of the concepts supporting this method is the “inter-process synchronized assembly-line
production for each product.” We are promoting process innovations under the same concept
at all production sites, from the casting of a toner cartridge to the filling of toner and final
completion, and a “mixed production line for electrical units.” These innovations aim more at
the enhancement of added value for the benefit of customers, including high quality, small-lot
production of a wide variety of products, and shorter lead times, than at the improvement of
production efficiency.
MANAGEMENT
Ricoh is now engaged on a course of sustainable management, encompassing all areas of
“sustainability” from environmental protection to corporate responsibility to profitability.
Simply put Ricoh’s responsibility is spread among all our stakeholders, be they ordinary
citizens of the earth, customers, shareholders or employees.
The creation of a new CSR Division exemplifies our commitment to sustainability in all its
aspects.
Ricoh Establishes the First CSR Division in Japan
In January 2003, Ricoh established its CSR Division to become the first corporation in Japan
that has a division dedicated to corporate social responsibility (CSR) issues. Since then, the
CSR Division has been comprehensively controlling and promoting Ricoh’s CSR activities.
The first task of the CSR Division was to generate the Ricoh Group Corporate Social
Responsibility (CSR) Charter, a set of action principles under four themes: “Integrity in
Corporate Activities”; “Harmony with the Environment”; “Respect for People”; and
“Harmony with Society.” The Charter was enacted in January 2004. At the same time, the
Ricoh Business Code of Conduct was reviewed from the perspective of establishing “further
responsible corporate activities that aim to harmonize with people, society.
Complete Risk Management and sincere respect for Laws and Ethics
The Ricoh Group is striving to realize complete risk management, as shown by the
establishment of the BPRM (Business Process Risk Management) Subcommittee to manage | 56
BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
crisis risks in an all-inclusive and general manner, aiming to prevent the occurrence of
accidents and events that would have a significant effect on the management and stakeholders
of companies. Further, the Group provides employees both at home and abroad with
education based upon the Ricoh Group Code of Conduct, so that a sincere spirit to observe
laws and ethics will be cultivated and maintained.
Ricoh Group as a whole adopts ISMS
The Ricoh Group, whose business core is information, is striving to enhance its Information
Security Management System (ISMS) on a global level, so that customers can use Ricoh’s
products and services without anxiety and Ricoh can gain greater trust of customers. In
December 2004, Ricoh was awarded domestic ISMS unified certification on a large scale,
covering 91 domestic companies (1,284 offices) and 55,000 staff members. Currently, active
efforts are being made for the establishment of ISMS for overseas sales companies, as well as
for measures for the whole group to cope with the new international standard, ISO 27001
Enhancement of Internal Control Function
The Ricoh Group aims to enhance its internal control system to secure greater reliability in
the observation of the laws, regulations, and standards of respective countries and in its
financial reporting and to further enhance its corporate abilities. In March 2004, the Internal
Control Promotion Office was established.
ENVIRONMENT
The Ricoh group incorporates environmental viewpoints into all aspects of its corporate
management, as part of efforts for environment to realize environmental conservation &
profit generation at a same time.
Further we are striving to reduce environmental impact on the society as a whole, by actively
proposing environmentally-friendly products based upon environment-oriented technologies
so that more customers will purchase such products. | 57
BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
Environmental Conservation Activities
The Ricoh Group carries out environmental conservation activities mainly for resource
conservation and recycling to prevent the exhaustion of resources, energy conservation to
prevent global warming, and pollution prevention, which are promoted for all relevant
products, business sites, and operational fields. Efforts are also made to upgrade basic
schemes, such as our environmental management system, sustainable environmental
management information system, co balance, environmental management, green partnership,
environmental education/environmental awareness building, social contribution of
environmental conservation, and environmental communication, so that these activities can
be promoted even more effectively.
Ricoh Promotes Reduction of CO in close cooperation with suppliers
Environmental impact produced during the process of procuring raw materials and parts
account for a large part of environmental impact generated by all business activities, which
makes it urgent for us to strive for a reduction in close cooperation with our suppliers. In
2005, Ricoh started supporting suppliers in efforts for reducing CO . Ricoh has offered a tool
for its suppliers to calculate CO independently at their offices, and this is now being used
effectively in improvement activities. Furthermore, Ricoh sets numerical targets for reducing
CO aiming at the most effective reduction possible.
Forest Ecosystem Conservation Projects
The Ricoh Group places priority on forest ecosystems with rich biodiversity and has been
promoting forest ecosystem conservation projects since fiscal 1999 in partnership with
environmental NPOs and local communities. Unlike simple afforestation, the main aim of
these activities is to protect the habitats of indigenous species and the life of residents, and in
such activities, priority is given to creating a partnership with environmental NPOs and local
residents. Details of Forest Ecosystem Conservation Projects are shown at Ricoh’s
environmental Web site, ECO TODAY.
Ricoh the First Company in the industry to use Plant-based Plastic for Products
Plant-based plastic is a material with less environmental impact and without any global
warming effects. In 2005, Ricoh, which has always striven to develop environmentally-
friendly copier materials, succeeded in producing plastic with a high percentage (more than
50%) of plant-based plastic from corn and putting it to practical use. Subsequently, Ricoh | 58
BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
became the first company in the industry to use plant-based plastic for the bodies of copiers
with the imagio Neo 602ec/752ec. Furthermore, the plastic is used for some of the paper trays
in the popular colour copier, imagio MP C1500.
SALES & SUPPORT
Ricoh’s innovative power is also reflected in its customer-oriented marketing activities.
Ricoh display its excellent ability in offering proposals and services through its complete
sales network, including 41 domestic general sales companies, about 450 service bases, and
about 400 major specialized trading companies & sales agencies. Ricoh offers high-qualities
solution & support services that are common across the world, in five regions.
THE AMERICA
EUROPE
ASIA-PACIFIC
CHINA
JAPAN
Full-scale Launch of Ricoh Global Services
Ricoh Global Service Business Center was organized in April 2005 as a special division to
formulate and promote document solutions for major foreign companies, particularly Fortune
Global 500 and equivalent companies. Based upon the customer relations cultivated in the
five regions of the Americas, Europe, Asia-Pacific, China, and Japan, a worldwide high
quality service system was thus established and commenced full-scale operations.
Ricoh Offers Total Global Support and Services through its Office Equipment Remote
Management System.
Remote allows us to monitor the state of multifunctional copiers and printers on a network
and to provide appropriate and speedy support and services. Hardware breakdowns can be
prevented, and downtime can be minimized by prompt measures—even in case of serious
malfunctioning. It is also possible to schedule regular replacements of parts and forecast toner
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
exhaustion. Ricoh intends to promote Remote on a global basis to further improve customer
satisfaction.
Customer Service Center responds swiftly to Inquiries
Ricoh’s Customer Service Center supports customers’ office environments. The highly-
trained staff is intimately acquainted with Ricoh products and is available to answer questions
over the phone and resolve problems quickly.
DIFFERENTIATION OF RICOH DEVICE WITH OTHER BRANDS
Security
Ricoh's mission clearly states: "At the Ricoh Group, we are committed to providing
excellence to improve the quality of living, specifically in the areas of human – information
interaction and human – environment interaction." As a concerned corporate citizen, Ricoh
recognizes that fulfilling one's corporate responsibility is the basis of good management.
Based on this awareness, we aim to raise corporate value by simultaneously achieving
economic value creation and social responsibility.
As a company whose core business domain is information, ensuring information security is
an indispensable element for providing secure products and services to our customers. In this
portal, we share relevant information on security for products and services as well as our
concept and approach toward information security.
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
The Ricoh Group obtained ISMS certification in 2004 and completed the second renewal
audit for certification registration in the 2010. The Ricoh Group is promoting visualization of
the effectiveness of its ISMS through quantification, in addition to ensuring conformity to
ISMS standards. These activities are supported by risk assessments and internal audit process
using IT technologies.
In a series of articles, we will introduce the Ricoh Group's information security management
to be implemented for the new era, after successfully visualizing and ensuring the
effectiveness of our ISMS.
Ricoh's Approach to Security for Multifunction Products
Ricoh has been aware of the security issues surrounding Multifunction Products for many
years. During that time many steps have been taken to implement security features and
functions to prevent your important information assets from being exposed to threats, such as
the alteration of electronic and hardcopy documents. Ricoh assumes a host of possible threats
in every process throughout the lifecycle of electronic and hardcopy documents as they are
generated, processed, stored, archived, and disposed. We develop and offer secure features
and products to protect the electronic and hardcopy documents from the threats without
hindering user-friendliness of the products and productivity.
For a wide range of its products, Ricoh has obtained certification based on Common Criteria
(ISO/IEC 15408). Our security functions are tested by independent third party government-
licensed laboratories to ensure the security features perform correctly and conform to security
standards set by government and industry. Our Customers can use our products with
confidence made possible by independent testing and international standards.
Information security threats are becoming more advanced and stealthy every day. Ricoh is
committed to offering secure products that protect your information assets and harmonize
with your office environment and security policies. Ensuring security requires correct settings
and implementation in your specific environment. Ricoh makes sure that customers recognize
the importance of security, and supports them so that they can use our products in the correct
security settings.
The Sample Print feature with the optional HDD reduces paper and toner wastage by
printing a single document of a multi-copy document for proofing and review.
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
SWOT ANALYSIS
Ricoh has strong research & development group which always analyze the market & provide
best product & solution for the customer
STRENGTHS:
Broad Hardware Product Portfolio
Robust Line of Software Products
Worldwide Presence
Brand Recognition and Company Reputation
Multichannel Strategy
InfoPrint Solutions Joint Venture
Green IT and Sustainability Strategy
Formation of Ricoh Global Services
Financially Health
R&D
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
WEAKNESSES:
There is no such type of weakness but there is no limit of improvement, so some weaknesses
of the company are:-
Multibrand Strategy
Operations Integration
Geographical Weak Points
Weak Smart MFP and Scanner Strategy
Limited A4 Page and A4/A3 Inkjet Product Range and A3/A4 Product Positioning
Strategy
OPPORTUNITIES:
There are huge opportunities in market for the office automation products because-
Increased Demand for Services
Growing Production Market
Demand for Smart MFPs
Day by day increasing numbers of colleges, institute and other educational areas
THREATS:
All other companies of printing solution provider are the threats for the Ricoh Company but
in Chandigarh, the main threats is Canon and Xerox, apart from that some more internal
function which are more demandable are also threats-
Demand for A4 Devices
SMFP Market Competition
Competition From Line Inkjet
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
PROJECT WORK
OBJECTIVE
PROJECT TITLE: “ BRAND AWARENESS OF RICOH INDIA LIMITED,
CHANDIGARH”
The summer internship program is to learn following topics:
1. Clarify the requirement with respect to resources required vis a vis available
resources:
However, in order to get the expected business, the inputs are provided in a structured
manner. Further to clarify this point, we can say that, what is our expectation with respect to
business but the element of HOW the business is to be targeted in territory (customer
category) to a large extent. Thus the key improvement in developing business is to develop a
coverage plan of Territory to include HOW element in the business.
2. Clarify the expected business (Copying/printing potential):
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
The primary objective of coverage plan is to execute coverage by prioritizing coverage
commensurate to potential that exists in various customer segments (Govt., Comm., PSU,
Major Accounts, Education) in Territory so as to fully exploit the potential of territory.
3. Competition analysis for brand Ricoh.
Find out who are the major active brands available in markets of Chandigarh. Find out the
strength and weakness of those active brands.
Find out what current brands are delivering to customers and analyze how differentiation can
be done for RICOH from the competition.
Give the SWOT analysis of RICOH Product with reference to competitive brand. Find out
the marketing mix (4Ps) analysis of Ricoh.
4. Brand Perception of Ricoh
Study the brand Ricoh and measure the Recognition, Consideration and credibility of
Ricoh products for people of and study the future trends and requirement of customer.
Evaluate current positioning strategy of Ricoh product and find out how well they are
addressing the need of Target market and Give your recommendations.
5. Gain Commitment of customer:
By doing this project companies can find out customer commitment towards its product.
The main points of the objective of Research are
i. Understanding the customer buying process of digital machines.
ii. Identifying the customer’s demand for different digital function in photocopier
machine
iii. Comparative analysis of market share of RICOH & Other company
iv. Investment capacity- knowing how much money they want to invest for new
machine
-some customer want machine on rental basis
-some customer want to perches new machine
v. To knowing the brand awareness of the Ricoh products.
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
STRATEGY FOR DOING PROJECT:-
8 weeks summer internship program was divided in following parts:
Induction program
Briefing of Project
Competition analysis for brand Ricoh
Gain Commitment of Customer
Brand Perception of Ricoh India Limited, Chandigarh.
1. Induction program:
This was given by Company Guide Mr. JPS Bhinder in Chandigarh Branch Office. At
the first day Mr. Bhinder gave me project of Ricoh Company for Studying the
“BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH”.
2. Briefing of Project:
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
Before starting the project Company Guide Mr.JPS Bhinder had discussed some
important points regarding this project and various customer segments & office
reporting time.
3. Competition analysis for brand Ricoh:
For this purpose I was asked to visit various customer segments in Chandigarh
market. I was Supposed to put inquires regarding following:
Available brands
Which brand is best and why is it best?
What is the problem with other brands?
What about Ricoh Products?
Availability of brand Ricoh in Chandigarh market.
4. Gain Commitment of Customer:
Feedback of customer is very necessary. By this way we can know the current market
position of the company.
5. Brand Perception of Ricoh India Limited, Chandigarh
For this purpose I created a questionnaire related to assessment of brand awareness
and collect date with a survey research method.
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
RESEARCH DESIGN
DESCRIPITIVE RESEARCH
Descriptive research for Ricoh Company in Chandigarh to know the brand awareness of
Ricoh products.
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Descripitive research
Cross sectional design
Single cross-sectional design
Multiple cross-sectional design
Longitudinal design
BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
I have done the descriptive research in the form of a survey undertaken to quantify the
salience of the different social & other marketing related causes for the business
There are two main parts in descriptive research i.e. cross sectional & longitudinal, my
research comes under the cross sectional because I have collected the information from given
sample of population elements.
DATA COLLECTION
FRAMEWORK FOR DATA COLLECTION
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Methodology
Primary description (target segment)
Data from Banks
Data from IT offices
Data from Govt. Offices
Data from Insurance companies
Secondary description
RICOH company websites
Internet
BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
SAMPLING
Sampling Unit
Participants of the study were from different Offices (Government, private, Banks, Insurance
companies etc) and get information about Awareness of the Brand.
Sampling method
Participants were selected on basis of availability of time and willingness to participate so it
was convenience sampling method which is a non probability sampling method.
SAMPLE SIZE: 200 respondents
SIZE ANALYSED: 200 respondents
RESEARCH PERIOD: 40 days
DATA ANALYSIS AND INTERPRETATION
After conducting the survey (Questionnaire) of 200 customers, I was able to collect the data
and represent it graphically.
Graphical presentations of the questionnaire data under following headings as per the
response of the customers are as follows:
1. Which of all automation products are used in your office/shop/company?
S.no name Total max %age1 printer 190 200 952 fax 125 200 62.53 photocopy 120 200 604 computer 200 200 100
5lamination machine 60 200 30
6 Mfd 60 200 30
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
printer fax photocopy computer lamination machine
mfd0
50
100
150
200
250
Totalmax%age
100% of the customer segments use computers whereas 95% use printers, 62.5% use fax,
60% use photocopier and 30% use both lamination machines and Multi Function devices.
2. Rate the importance of each product rank wise.
S.no Rank %age1 Rank 1- Computer 702 Rank 2- Printer 503 Rank 3- Fax 504 Rank 4- Photocopier 60
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
Rank 1- Computer Rank 2- Printer Rank 3- Fax Rank 4- Photcopier0
10
20
30
40
50
60
70
80
RANKING
%age
70% customer segments ranked computers as number 1 device followed by printer- 50%, fax
50% and rank 4rth photocopiers by 60% customer segments.
3. Choose the brands used in your office/shop/company.
S.no Brand Total max %age1 Canon 160 200 802 Ricoh 120 200 603 Xerox 160 200 804 HP 100 200 50
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
5 Sharp 0 200 06 HCL 80 200 407 Others 0 200 0
Canon Ricoh Xerox HP Sharp HCL Others0
50
100
150
200
250
Totalmax%age
This analysis shows that Canon and Xerox are at top with 80% usage followed by Ricoh with 60%usage followed by HP and HCL with 50% and 40% usage respectively.
4. Rate the following brands in the market, rank wise.
S.no Rank %age1 Rank 1- Xerox 702 Rank 2- Ricoh 803 Rank 3- Canon 604 Rank 4- HP 50
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
Rank 1- Xerox Rank 2- Ricoh Rank 3- Canon Rank 4- HP0
10
20
30
40
50
60
70
80
90
RANKING
%age
On being asked to rank different brads simultaneously, 70% customers ranked Xerox as number 1 by followed by Ricoh which has been ranked 2 by 80% customers. Canon and HP have been ranked as 3rd and 4rth by 60% and 50% customers simultaneously.
5. : How many multifunction devices are in your office?
S.no Option Total Max %age1 1-2 machines 160 200 802 3-5 machines 40 200 203 6-10 0 200 0
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
machines
4>10 machines 0 200 0
1-2 machines 3-5 machines 6-10 machines >10 machines0
50
100
150
200
250
Total Max%age
This analysis shows that 80% of the customers have 1-2 MFD’s and rest 20% have 3-5 MDF’s in their offices.
II: How many machines are of Ricoh?
S.no Option Total Max %age1 Nil 120 200 602 1-2 machines 80 200 403 3-5 machines 0 200 04 6-10 0 200 0
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
machines5 All Machines 0 200 0
Nil 1-2 machines 3-5 machines 6-10 machines All Machines0
50
100
150
200
250
Total Max%age
This analysis shows that only 40% of the customers have Ricoh MFD’s in their offices, 60% of MFD’s are of other companies.
6. Have you ever used a Ricoh product?
S.no Option Total Max %age1 Yes 120 200 602 No 80 200 40
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
Yes No0
50
100
150
200
250
TotalMax%age
This analysis shows that 60% of the analysed sample has used the Ricoh product earlier and 40% have not used the Ricoh Product earlier.
- If yes, which product model?
S.no Model Total Max %age1 Gestetner Copy Printers 40 120 33.333332 MP2550B, MP4002, MP5002, MPC3002 40 120 33.333333 MP1800L2, MP2000L2, MPC2030, MP1200S 0 120 04 MP6001, MP7001, MP8001, MP9001 0 120 0
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
5SPC2200N, SPC4300N, SP4100NL, SP4210N 40 120 33.33333
6 Others 0 120 0
Gestetner Copy Printers
MP2550B, MP4002, MP5002, MPC3002
MP1800L2, MP2000L2, MPC2030, MP1200S
MP6001, MP7001, MP8001, MP9001
SPC2200N, SPC4300N, SP4100NL, SP4210N
Others0
20
40
60
80
100
120
140
TotalMax%age
This analysis shows that out of 120 customers that have used a Ricoh product earlier, 33.33% have used Gestetner Copy Printers, 33.33% have used MP2550B, MP4002, MP5002, MPC3002 series MFD’s and remaining 33.33% have used SPC2200N, SPC4300N, SP4100NL, SP4210N series printers.
7. Choose the various Ricoh devices that you are aware of?
S.no Type of device Total Max %age1 Digital Photocopiers 60 200 302 Laser Printers 100 200 503 A4 Multifunction Devices 80 200 404 Copy Printers 40 200 20
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
5 Wide Format (A0) Multifunction Devices 0 200 0
Digital
Photoco
piers
Lase
r Prin
ters
A4 Multifu
nction D
evice
s
Copy Prin
ters
Wide F
ormat
(A0) M
ultifuncti
on Dev
ices0
50
100
150
200
250
Total Max%age
This analysis shows awareness of the Ricoh products in the target segment analysed. The target segment was asked to choose simultaneously. The analysis shows that 50% customers are aware of Ricoh LP’s, 40% are aware of Ricoh A4 MFD’s and 30% and 20% customers are aware of Ricoh Digital Photocopiers and Copy printers Simultaneously. This analysis also shows that nobody is aware of Ricoh Wide Format (A0) MFD’s.
8. How would you rate Ricoh devices over any other device in the market?
S.no Rating Total Max %age1 Bad 60 200 30
2Satisfactory 80 200 40
3 Good 60 200 30
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
4 Excellent 0 200 0
Bad Satisfactory Good Excellent0
50
100
150
200
250
TotalMax%age
This analysis shows the rating of the Ricoh devices over other devices done by the target sample. 30% have rated it Bad, 40% have rated it as satisfactory and remaining 30 have rated it as Good in comparison to other devices.
9. What is the best feature according to you in Ricoh products and services?
S.no Rating Total Max %age1 Product Quality 40 200 202 Print Quality 80 200 403 Staff Behaviour 30 200 15
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
4After Sales Service 70 200 35
Product Quality Print Quality Staff Behaviour After Sales Service0
50
100
150
200
250
TotalMax%age
This analysis shows that print quality and after sales service has been rated highest as the best features of the Ricoh devices. The percentages are 40% and 35% respectively.
10. Areas of Improvement?
S.no Improvement Total Max %age1 Product Quality 90 200 452 Print Quality 50 200 253 Staff Behaviour 60 200 30
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4 After Sales Service 0 200 0
Product Quality Print Quality Staff Behaviour After Sales Service0
50
100
150
200
250
TotalMax%age
This analysis shows that Product Quality and Staff Behaviour are the major areas of improvement according to the customers. They constitute 75% of the total responses.
11. Do you intend to purchase Ricoh devices for your office/shop/company?
S.no Option Total Max %age1 Yes 60 200 302 No 140 200 70
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
Yes No0
50
100
150
200
250
TotalMax%age
This question analyses the intention of the target sample about the purchase of Ricoh products in the near future. It shows that only 30% said yes and Majority of the target sample said no.
- If yes, by when?
S.no Option Total Max %age1 Within 1 month 0 60 02 2-3 months 0 60 03 4-6 months 20 60 33.333334 7-12 months 40 60 66.66667
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5 within 1-3 years 0 60 0
Within 1 month 2-3 months 4-6 months 7-12 months within 1-3 years0
10
20
30
40
50
60
70
80
TotalMax%age
This analysis shows that out of 30% of the customers (60) willing to buy the Ricoh devices in near future, 33.33% are willing to buy between 4-6 months and 66.67% are willing to buy between 7-12 months duration. Nobody is an immediate buyer.
- How many Ricoh devices do you intend to buy?
S.no Option Total Max %age1 1-2 machines 25 60 41.666672 3-5 machines 20 60 33.333333 6-10 machines 15 60 254 11-20 machines 0 60 0
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
1-2 machines 3-5 machines 6-10 machines 11-20 machines0
10
20
30
40
50
60
70
TotalMax%age
This analysis shows that out of 60 customers 41.67% are willing to buy 1-2 machines, 33.33% are willing to buy 3-5 machines and 25% are willing to buy 6-10 machines. Nobody is willing to buy more than 10 machines.
- If yes, you want for?
S.no Option Total Max %age1 First Time Purchase 30 60 502 Upgrade Existing 0 60 03 Exchange By trading off Old machine 30 60 50
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
First Time Purchase Upgrade Existing Exchange By trading off Old machine
0
10
20
30
40
50
60
70
TotalMax%age
This analysis shows that out of 60 customers, 50% are willing to buy it as a first time purchase and remaining 50% are willing to buy it in exchange by trading off old machine.
12. Which type of device do you use in your office?
S.no Device Total Max %age1 Single Function LP 20 200 102 MF Printer 160 200 803 Photocopier 60 200 304 Projectors 40 200 20
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
Single Function LP MF Printer Photocopier Projectors0
50
100
150
200
250
TotalMax%age
This analysis shows the type of device used by target segment. Thay were asked to choose the answers simultaneously. 80% use Multi- function printers, 30% use Photocopiers, 20% projectors and only 10% use single function laser printers.
13. Do you think Ricoh should have Production and R&D Departments in India?
S.no Option Total Max %age1 Yes 180 200 902 No 20 200 10
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
Yes No0
50
100
150
200
250
TotalMax%age
This analysis shows that 90% of the target segment is in favor of having Ricoh’s own Production and R&D department in India. Only 10% of the sample is not in the favor of this.
14. Do you think Ricoh should intensify its marketing and advertising campaigns?
S.no Option Total Max %age1 Yes 140 200 702 No 60 200 30
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
Yes No0
50
100
150
200
250
TotalMax%age
This analysis shows that 70% customers think that Ricoh should intensify its marketing and advertising campaigns. Remaining 30% are not in the favor of this.
15. Are you satisfied with before sales and after sales behavior of Ricoh sales staff?
S.no Option Total Max %age1 Highly Dissatisfied 0 200 02 Dissatisfied 0 200 03 Neutral 70 200 354 Satisfied 40 200 20
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5 Highly Satisfied 90 200 45
Highly Dissatis-fied
Dissatisfied Neutral Satisfied Highly Satisfied0
50
100
150
200
250
TotalMax%age
This analysis shows the customer satisfaction level of Ricoh customers. No customer is on the dissatisfaction side 45% customers said that they were highly satisfied, 35% were on the neutral side and 20% were satisfied with before sales and after sales behavior of Ricoh sales staff.
16. Are you satisfied using Ricoh products?
S.no Option Total Max %age1 Highly Dissatisfied 0 200 02 Dissatisfied 0 200 03 Neither Satisfied nor dissatisfied 20 200 104 Satisfied 145 200 72.55 Highly Satisfied 35 200 17.5
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Highly Dissatis-fied
Dissatisfied Neither Satisfied nor dissatisfied
Satisfied Highly Satisfied0
50
100
150
200
250
TotalMax%age
This analysis shows the satisfaction levels of the customers using the Ricoh Products. It
shows that most of the customers are satisfied using Ricoh Products. 72.5% are satisfied and
17.5% are highly satisfied using Ricoh Products. 10% are neither satisfied nor dissatisfied.
COMPERATIVE ANALYSIS OF COPIER MARKET
I have analyzed the market survey report and I found some comparative characteristic of the
customer
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
Those customer whose copier volume is low are preferring low speed machine at low
cost some time they are not sure their business they were thinking about new business
or second hand photocopier machine
Those customer whose monthly volume is high are want high speed machine
And proper after sale service, high paper storage capacity
Those customers who are demanding for black/white and colored function, due to this
their estimated future budget is high.
Only government sector customer were saying in coming years they can perches
more than 3 machine
Very high volume photocopier/month (10,000- 30,000) are demanding very high
speed (i.e. 30 to 50 copies/min.)
Those customer whose estimated budget is high (i.e. more then 70,000) are
demanding some additional features line printing, scanning, and fax function
Small size business customer were saying that there are no requirement of new
function while large size business customer were demanding some additional features
Apart from that I have asked from several customers about their buying process, i.e. from
where they get information, how they believe on particular brand which they are going to
perches by their proper feedback. I have prepared a frame work about the customers’ final
decision for purchase of new device.
BUYING BEHAVIOUR FOR MULTI-FUNCTION DEVICES
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
FINDINGS AND CONCLUSION
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Buying Process
Need Recognition : By the feedback of customer for Ricoh product’s buying pattern we find:- -some customer’s were saying that if they want to start new business then they
will purchase MFD.
Information search: If they want to purchase new product, they will take information by product user’s, friends, brands
popularity, salespeople, and dealer’s.
Evaluation of different purchase options: There are so many MFD's like Ricoh, Canon, Xerox,etc. they will
evaluate all the different products which are available in market.
Purchase decision: After the evaluation of the product, finally they will take the decision that which product they
are going to purchase.
BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
After the analysis of market survey data of 200 respondents from different sectors about their
awareness of Ricoh India Limited, Chandigarh, the outcome of the analysis is:-
In order to improve business it is necessary for company to give right information about new
technology and other benefits at the right time,
Customer feedback about machines:-
Availability of service center Good past experiences Clarity of copies High speed Resale value For high volume of canon success Easily availability of parts High market share
Additional Needs:-
Cheaper Spare Parts Enhanced Marketing Strategies Improved Advertisements
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
The duration to perform the survey was very short. Span of two months is a very short
duration.
Lack of proper conveyance
Lack of means of communication
Unavailability of Identity card
Lack of the detailed knowledge about addresses of dealers & distributers.
People only want to listen to their known person, e.g. Managers, executives because
they are the known person in market, we as trainee given less important by Dealers.
This sector is also based on relationship.
SUGGESTIONS AND RECOMMENDATIONS
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
Company should regularly meet the Ricoh device users and try to solve out all problems related to product.
Company should take feedback from the existing customers regularly.
Company should recruit trainee on regular basis for promotional activity. And for repairing the existing Ricoh product
Company should develop a coverage plan of Territory to include HOW element in the business.
Regarding customer complains, needful steps should be taken for making customer care more efficient.
Company should make strong its research& development department, by this way they can add some additional features in its devices.
RICOH should improve its Marketing Strategy if it wants to capture market of MFD’s, Laser Printers.
Most detailed customer services should be provided
As there is bottleneck competition between CANON & RICOH, it is necessary to take steps to overcome the area of downfall in RICOH with respect to CANON.
Many customers are not aware of RICOH products .So efforts should be made to overcome this shortcoming.
So, Ricoh should improve their services, market their products aggressively, & also update their Technology regularly.
ANNEXURE: QUESTIONNAIRE
BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
QUESTIONNAIRE
Name of the organization: ____________________________________________________
Address: ___________________________________________________________________
Details of the RespondentName of the PersonDesignationDepartmentContact No.
1. Which of all automation products are used in your office/shop/company?a. Printerb. Faxc. Photocopierd. Computere. Lamination machinef. Multifunction device
2. Rate the importance of each product rank wise.a. Printerb. Faxc. Photocopierd. Computere. Lamination machinef. Multifunction device
3. Choose the brands used in your office/shop/company.a. Canon b. Ricohc. Xeroxd. HPe. Sharpf. HCLg. Others, Please Specify: __________________________
4. Rate the following brands in the market, rank wise.a. Canonb. Ricohc. Xerox
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
d. HPe. Sharpf. HCL
5. I: How many multifunction devices are in your office?a. 1-2 machinesb. 3-5 machinesc. 6-10 machinesd. >10 machines
II: How many machines are of Ricoh?a. Nilb. 1-2 machinesc. 3-5 machinesd. 6-10 machinese. All machines
6. Have you ever used a Ricoh product?a. Yesb. No
If yes, which product model?
a. Gestetner Copy Printersb. MP2550B, MP4002, MP5002, MPC3002c. MP1800L2, MP2000L2, MPC2030, MP1200Sd. MP6001, MP7001, MP8001, MP9001e. SPC2200N, SPC4300N, SP4100NL, SP4210N
7. Choose the various Ricoh devices that you are aware of?a. Digital Photocopiersb. Laser Printersc. A4 Multifunction Devicesd. Copy Printerse. Wide Format (A0) Multifunction Devices
8. How would you rate Ricoh devices over any other device in the market?a. Bad b. Satisfactoryc. Goodd. Excellent
9. What is the best feature according to you in Ricoh products and services?a. Product Qualityb. Print Qualityc. Staff Behavior
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
d. After Sales Service
10. Areas of Improvement?a. Product Qualityb. Print Qualityc. Staff Behaviord. After Sales Service
11. Do you intend to purchase Ricoh devices for your office/shop/company?a. Yesb. No
- If yes, by when?i. Within one month
ii. 2-3 monthsiii. 4-6 monthsiv. 7-12 monthsv. Within 1-3 years
- How many Ricoh devices do you intend to buy?i. 1-2 machines
ii. 3-5 machinesiii. 6-10 machinesiv. 11-20 machines
- If yes, you want for?i. First time purchase
ii. Upgrade existingiii. Exchange by trading off old machine
12. Which type of device do you use in your office?a. Single function Laser Printerb. Multifunction Printerc. Photocopierd. Projectors
13. Do you think Ricoh should have Production and R&D Departments in India?a. Yesb. No
14. Do you think Ricoh should intensify its marketing and advertising campaigns?a. Yesb. No
15. Are you satisfied with before sales and after sales behavior of Ricoh sales staff?a. Highly dissatisfiedb. Dissatisfiedc. Neutral
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
d. Satisfiede. Highly Dissatisfied
16. Are you satisfied using Ricoh products?a. Highly dissatisfiedb. Dissatisfiedc. Neither satisfied nor dissatisfiedd. Satisfiede. Highly Satisfied
BIBLIOGRAPHY
http://www.google.co.in
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BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH
http://www.ricoh.com
http://www.ricoh.co.in
http://www.google.co.in/url?
sa=t&rct=j&q=&esrc=s&source=web&cd=8&ved=0CJwBEBYwBw&url=http%3A%2F
%2Finfo.shine.com%2Fcompany%2FRicoh-India-Ltd
%2F1297.aspx&ei=L7cJUMjaFY_zrQeDr4XJCA&usg=AFQjCNF7WnkYL9iODVXVoUG
7sGKoiCk5oA
http://info.shine.com/company/Ricoh-India-Ltd/1297.aspx
http://en.wikipedia.org/wiki/Ricoh
http://www.google.co.in/url?sa=t&rct=j&q=ricoh
%20wiki&source=web&cd=1&ved=0CFQQFjAA&url=http%3A%2F%2Fen.wikipedia.org
%2Fwiki
%2FRicoh&ei=wZAGUJjTH8jMrQfvlcy_Bg&usg=AFQjCNHsjFFQAaYfTNwQXMoW8V
5cnGldyA
http://www.indiamarkets.com/imo/industry/officeequipment/copiers.asp?
display_content_link=0&search_link0#Overview
BOOKS
Marketing Management: A South Asian Perspectiveby Philip Kotler, Abraham Koshy,
Mithileswar Jha, Kevin Lane Keller
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