UK consumers clamour to print and prosper

This article is brought to you by Retail Technology Review: UK consumers clamour to print and prosper.

Following one of the companys most successful marketing campaigns in recent years, latest sales figures indicate that Kodak has struck a major chord with the value-seeking British public. Just two months after launching a campaign exposing the extent to which consumers have been over-paying for ink Kodak has seen a dramatic increase in both value and volume sales of its All-in-One Inkjet printer range.

Market share figures from GfK reveal that Kodaks May 09 3-in-1 inkjet printers share in volume rose to 10.8% from 3% (April 09) and in value to 16.3% from 5.1% (April 09), gaining share from other established industry players. The figures match Kodaks expectations, build on previous launch successes and confirm a strong result for the company. In addition, hundreds of thousands of consumers have logged on to www.printandprosper.com, where over 130 competitor printers and potential savings with Kodak are listed, a reflection of the fact that consumers are looking to be savvy shoppers and make more informed decisions about the best value printers when it comes to replacing ink cartridges.

Kodak continues to shake up the Inkjet printer market, explains Enrico Bradamante, head of Kodaks Inkjet Printer division. The latest market share figures indicate that consumers really are fed up of paying such a high cost for ink and are voting with their wallets to change that. In these troubled economic times, Kodaks promise to provide high quality, low cost ink has resonated with consumers who are looking to make savings and say no to overpriced ink.

Our existing retail partners, such as DSGi, Comet, Argos and Amazon, have benefitted from this lift in sales. Other partners such as Staples Retail, Neat Ideas, Staples Direct and Viking Direct have ranged Kodaks AIO Printers since the campaign launched, adds Enrico

Kodaks recent marketing campaign included advertising across television, print and online in addition to an extensive PR campaign which included direct consumer engagement. Kodak revealed that consumers spent 600 million on ink in 2008, driving awareness of the extent to which consumers are paying for over-priced ink when they could be saving, on average, 75 a year by switching to a Kodak All-in-One printer with high quality, low cost ink. In a sustained drive to help consumers realise that there is a much better deal out there Kodak intends to continue exposing this issue and maintaining the pressure through the rest of 2009.