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PROJECT REPORT ON RICOH INDIA LIMITED

A REPORT ON THE STUDY OF BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH.

ADITYA PAUL SHARMA MBA 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 MASTERS 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. 1 2 3 4 5 6 7 PARTICULARS ACKNOWLEDGEMENT PREFACE DECLARATION CERTIFICATE BY COMPANY ABSTRACT CORPORATE BRAND STORY- BRAND MESSAGE INDUSTRY OVERVIEW MARKET STRUCTURE DEMAND DRIVERS FUTURE OF THE INDUSTRY KEY SUCCESS FACTORS INTRODUCTION TO THE COMPANY HISTORY BUSINESS COMPETITIOR ANALYSIS AWARDS PRODUCTS, SLOTIONS AND SERVICES FIVE CORE CONCEPTS OF RICOH SWOT ANALYSIS PROJECT WORK 10 11 12 13 14 15 16 17 OBJECTIVE STRATEGY RESEARCH DESIGN PAGE NO. 4 5 6 7 8 9 11 11 12 20 20 21 30 33 40 42 44 53 62 64 64 66 68 70 91 92 93 94 95 96 100

DATA ANALYSIS AND INTERPRETATION COMPERATIVE ANALYSIS OF PHOTOCOPIER MARKET BUYING BEHAVIOUR FOR PHOTOCOPIER MACHINE FINDINGS AND CONCLUSION LIMITATIONS SUGGESTIONS AND RECOMMENDATIONS ANNEXURE BIBLIOGRAPHY

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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

RICOH INDIA LIMITED |

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 Indias 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. Its 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 companys 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 buttona 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 Ricohs 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 Ricohs technical ability and IT
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knowledge on their team, these companies can reduce costs, eliminate waste and streamline processesyielding 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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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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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 companys 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

Product Analog & Digital

range Price range(Rs.)

Companys presence In the market

Xerox

copiers, Low/Mid/highend Analog & Digital copiers Low/Mid/high-end Analog & Digital

45,000 1.5 Market leader on an overall basis Government and Corporate crore 40,000 10,50,000 (+) 83,000 15 Established player in duplicators market, strong in Government firms & educational institutions. Latest entrant in Copiers New entrant, loyal base of corporate. Worldwide leader, second largest player in India segments

Canon

Ricoh

copiers Low/Mid/high-end lakhs Analog & Digital 70,000 35

HCL Toshiba

copiers Low/Mid/high-end lakhs

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DEMAND DRIVERS 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 havent 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, users 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
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segment

are

growing

in

this

segment.

Though the small office segment (SOHO Small Office Home Office) is largely a 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.

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XEROX 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 clients needs, set up the required machines at clients 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, midend, 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
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contracts with the company leading to substantial service revenues, with around 30% of the 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 rigoroususe, with the companys 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. Canons range of copiers have made their way into the Indian market through grey channels, much before Canons entry in the market in 1997. This enabled the company to approach various user segments in the market aggressively, having strongly entrenched in the massend, 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
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upgrading its customers to eco-friendly technologies in India, where a majority of machines 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 Calcuttas 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
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government clients. Company claims to have one of the fastest machines like `Digital Copy 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 GILs 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.

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HCL 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 companys 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-Toshibas 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.

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FUTURE

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-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. Theres 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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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 pcs, 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 Demings 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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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: ril.info@ricoh.co.in

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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 Date of Establishment Head Office Ricoh Building, 8-13-1 Ginza, Chuo-ku, Tokyo 104-8222 Japan Ricoh Company, Ltd. February 6, 1936

Representative Directors

Shiro Kondo President and CEO Zenji Miura Deputy president and CFO

Capitalization Consolidated Net Sales Number of Consolidated Companies

135.3 billion yen (as of March 31, 2012) 1,903.4 billion yen (Year ended March 31, 2012)

230 companies (as of March 31, 2012)

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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 Main Offices

109,241 (on consolidated basis, as of March 31, 2012)

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)

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THE BOARD 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

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EXECUTIVE OFFICERS

Chairman

Masamitsu Sakurai

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

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Hisao Murayama

Yasutomo Mori

Group Executive Officers

Sadahiro Arikawa

Daisuke Segawa

Shuzo Saito

Takashige Itoh

Nobuaki Majima

Kiyotaka Yamada

Kiyoshi Tsujita

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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.

\ 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.

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GUIDELINES

In line with the Ricoh group Environmental principles, Ricoh India Ltd is committed to protecting and improving environment.

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.

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HISTORY
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 outentering the business machines field (1936) Ricohs 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 Japans 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 worlds 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.

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Fig: Commercializing worlds first high-speed office facsimile machine (1974)

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 Ricohs 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

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World Environment Center Gold Medal for International Corporate Achievement in Sustainable Development, making us the first enterprise from Asia to receive such an honour.

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.

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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. 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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Other

We supply digital cameras while offering financial and logistics services through subsidiaries. SOLUTIONS FROM RICOH Offering customer-focused solutions to overcome todays 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 Ricohs years of experience in developing its customer-focused business processes; the supporting infrastructure that makes such extended
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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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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 Groups 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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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.

HARMONIZE WITH THE ENVIRONMENT

SIMPLIFY YOUR LIFE

SUPPORT KNOWLEDGE MANAGMENT

FIG: RICOH VALUE

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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-: RICOHS 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. RICOHS 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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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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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. Ricohs 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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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: ril.info@ricoh.co.in

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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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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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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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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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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.

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-tomedium-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.
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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

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.
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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 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.

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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. Ricoh IT Services

Data Center Solutions

Information Security

Virtualization and Application Delivery

Backup and Disaster Recovery

Infrastructure Management Services

Server Consolidation

Gateway Security

Application and Desktop Virtualization

Automated Backup (Server / Storage / Endpoints) Facility Management

Remote ERP Infrastructure Email/Web Security Server Virtualization Server Clustering Infrastructure Monitoring and Management

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Mail and Collaboration

Endpoint Security

Application Acceleration

Archival (Mail / File / Digital Assets)

Migration Services

Disaster Infrastructure Optimizing Data Encryption WAN Optimization Recovery & Business Continuity

Data Center Relocation Services

Storage Consolidation

Data Leakage Prevention

Data Center Design and Built

Two Factor Authentication

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
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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 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
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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 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

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FIVE CORE CONCEPT OF RICOH INDIA LIMITED There are five main department at which the company works for continuous improvement

RICOH

Technology

Production

Management

Environment

Sales and Support

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 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.

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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 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 printon- 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.
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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 Ricohs 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 highquality 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. 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 Ricohs 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.

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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 Ricohs 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 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 Ricohs 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

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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. 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.
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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 Ricohs 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 environmentallyfriendly 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 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 Ricohs 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

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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 measureseven in case of serious malfunctioning. It is also possible to schedule regular replacements of parts and forecast toner exhaustion. Ricoh intends to promote Remote on a global basis to further improve customer satisfaction. Customer Service Center responds swiftly to Inquiries Ricohs Customer Service Center supports customers office environments. The highlytrained staff is intimately acquainted with Ricoh products and is available to answer questions over the phone and resolve problems quickly.

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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. 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.

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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 governmentlicensed 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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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 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
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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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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): 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.

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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. i. ii. The main points of the objective of Research are

Understanding the customer buying process of digital machines. Identifying the customers demand for different digital function in photocopier machine

iii. iv.

Comparative analysis of market share of RICOH & Other company 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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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: 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.

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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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RESEARCH DESIGN DESCRIPITIVE RESEARCH Descriptive research for Ricoh Company in Chandigarh to know the brand awareness of Ricoh products.

Descripitive research

Cross sectional design

Longitudinal design

Single cross-sectional design

Multiple cross-sectional design


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.

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DATA COLLECTION FRAMEWORK FOR DATA COLLECTION

Methodology

Primary description (target segment)

Secondary description

Data from Banks

RICOH company websites

Data from IT offices

Internet

Data from Govt. Offices

Data from Insurance companies

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

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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 1 2 3 4 5 6
250 200 150 Total 100 50 0 printer fax photocopy computer lamination machine mfd max %age

name printer fax photocopy computer lamination machine Mfd

Total max %age 190 200 95 125 200 62.5 120 200 60 200 200 100 60 60 200 200 30 30

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.

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2. Rate the importance of each product rank wise.


S.no 1 2 3 4 Rank Rank 1- Computer Rank 2- Printer Rank 3- Fax Rank 4- Photocopier %age 70 50 50 60

RANKING
80 70 60 50 40 30 20 10 0 Rank 1Computer Rank 2- Printer Rank 3- Fax Rank 4Photcopier %age

70% customer segments ranked computers as number 1 device followed by printer- 50%, fax 50% and rank 4rth photocopiers by 60% customer segments.

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3. Choose the brands used in your office/shop/company.


S.no 1 2 3 4 5 6 7 Brand Canon Ricoh Xerox HP Sharp HCL Others Total max %age 160 200 80 120 200 60 160 200 80 100 200 50 0 200 0 80 200 40 0 200 0

250

200

150

Total max

100

%age

50

0 Canon Ricoh Xerox HP Sharp HCL Others

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.

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4. Rate the following brands in the market, rank wise.


S.no 1 2 3 4 Rank Rank 1- Xerox Rank 2- Ricoh Rank 3- Canon Rank 4- HP %age 70 80 60 50

RANKING
100 80 60 40 20 0 Rank 1- Xerox Rank 2- Ricoh Rank 3- Canon Rank 4- HP %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.

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5. : How many multifunction devices are in your office?

S.no 1 2 3 4
250

Option 1-2 machines 3-5 machines 6-10 machines >10 machines

Total Max %age 160 200 80 40 200 20 0 0 200 200 0 0

200

150

Total Max

100

%age

50

0 1-2 machines 3-5 machines 6-10 machines >10 machines

This analysis shows that 80% of the customers have 1-2 MFDs and rest 20% have 3-5 MDFs in their offices.

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II: How many machines are of Ricoh?


S.no 1 2 3 4 5 Option Nil 1-2 machines 3-5 machines 6-10 machines All Machines Total Max %age 120 200 60 80 200 40 0 200 0 0 0 200 200 0 0

250

200

150 Total Max 100 %age

50

0 Nil 1-2 machines 3-5 machines 6-10 machines All Machines

This analysis shows that only 40% of the customers have Ricoh MFDs in their offices, 60% of MFDs are of other companies.

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6. Have you ever used a Ricoh product?


S.no Option 1 Yes 2 No Total Max %age 120 200 60 80 200 40

250 200 150 100 50 0 Yes No Total Max %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.

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S.no

If yes, which product model? Model Total Max %age 40 120 33.33333 Gestetner Copy Printers 40 120 33.33333 MP2550B, MP4002, MP5002, MPC3002 0 120 0 MP1800L2, MP2000L2, MPC2030, MP1200S MP6001, MP7001, MP8001, MP9001 0 120 0 SPC2200N, SPC4300N, SP4100NL, 40 120 33.33333 SP4210N
0 120 0

1 2 3 4

5 6 Others

140 120 100 80 60 40 20 0 Gestetner MP2550B, Copy Printers MP4002, MP5002, MPC3002 MP1800L2, MP2000L2, MPC2030, MP1200S MP6001, MP7001, MP8001, MP9001 SPC2200N, SPC4300N, SP4100NL, SP4210N Others Total Max %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 MFDs and remaining 33.33% have used SPC2200N, SPC4300N, SP4100NL, SP4210N series printers.

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7. Choose the various Ricoh devices that you are aware of?
S.no 1 2 3 4 5 Type of device Total 60 100 80 40 0 Max 200 200 200 200 200 %age 30 50 40 20 0

Digital Photocopiers Laser Printers A4 Multifunction Devices Copy Printers Wide Format (A0) Multifunction Devices

250 200 150 100 50 0 Digital Photocopiers Laser Printers A4 Multifunction Devices Copy Printers Wide Format (A0) Multifunction Devices 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 LPs, 40% are aware of Ricoh A4 MFDs 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) MFDs.

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8. How would you rate Ricoh devices over any other device in the market?
S.no 1 2 3 4
250 200 150 100 50 0 Bad Satisfactory Good Excellent Total Max %age

Rating

Total 60 80 60 0

Max 200 200 200 200

%age 30 40 30 0

Bad Satisfactory Good Excellent

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.

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9. What is the best feature according to you in Ricoh products and services?
S.no Rating 1 Product Quality 2 Print Quality 3 Staff Behaviour Total 40 80 30 70 Max 200 200 200 200 %age 20 40 15 35

After Sales
4 Service
250 200 150 Total 100 50 0 Product Quality Print Quality Staff Behaviour After Sales Service Max %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.

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10. Areas of Improvement?


S.no 1 2 3 4
250 200 150 Total 100 50 0 Product Quality Print Quality Staff Behaviour After Sales Service Max %age

Improvement

Total 90 50 60 0

Max 200 200 200 200

%age 45 25 30 0

Product Quality Print Quality Staff Behaviour After Sales Service

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.

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11. Do you intend to purchase Ricoh devices for your office/shop/company?


S.no Option 1 Yes 2 No Total 60 140 Max 200 200 %age 30 70

250

200

150

Total Max

100

%age

50

0 Yes No

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.

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S.no 1 2 3 4 5
70 60 50 40 30 20 10 0

If yes, by when?
Total 0 0 20 40 0 Max %age 60 0 60 0 60 33.33333 60 66.66667 60 0

Option Within 1 month 2-3 months 4-6 months 7-12 months within 1-3 years

Total Max %age

Within 1 month

2-3 months 4-6 months 7-12 months within 1-3 years

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.

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S.no 1 2 3 4

How many Ricoh devices do you intend to buy?


Total 25 20 15 0 Max 60 60 60 60 %age 41.66667 33.33333 25 0

Option 1-2 machines 3-5 machines 6-10 machines 11-20 machines

70 60 50 40 30 20 10 0 1-2 machines 3-5 machines 6-10 machines 11-20 machines Total Max %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.

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S.no

If yes, you want for?


Total 30 0 30 Max 60 60 60 %age 50 0 50

Option 1 First Time Purchase 2 Upgrade Existing 3 Exchange By trading off Old machine

70 60 50 40 30 20 10 0 First Time Purchase Upgrade Existing Exchange By trading off Old machine Total Max %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.

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12. Which type of device do you use in your office?


S.no 1 2 3 4
250 200 150 Total 100 50 0 Single Function LP MF Printer Photocopier Projectors Max %age

Device Single Function LP MF Printer Photocopier Projectors

Total 20 160 60 40

Max 200 200 200 200

%age 10 80 30 20

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.

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13. Do you think Ricoh should have Production and R&D Departments in India?

S.no

Option 1 Yes 2 No

Total 180 20

Max 200 200

%age 90 10

250

200

150

Total Max

100

%age

50

0 Yes No

This analysis shows that 90% of the target segment is in favor of having Ricohs own Production and R&D department in India. Only 10% of the sample is not in the favor of this.

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14. Do you think Ricoh should intensify its marketing and advertising campaigns?

S.no

Option 1 Yes 2 No

Total 140 60

Max 200 200

%age 70 30

250

200

150

Total Max

100

%age

50

0 Yes No

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.

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15. Are you satisfied with before sales and after sales behavior of Ricoh sales staff?

S.no 1 2 3 4 5
250 200 150

Option Total Max %age Highly Dissatisfied 0 200 0 Dissatisfied 0 200 0 Neutral 70 200 35 Satisfied 40 200 20 Highly Satisfied 90 200 45

Total 100 50 0 Highly Dissatisfied Dissatisfied Neutral Satisfied Highly Satisfied Max %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.

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16. Are you satisfied using Ricoh products?


S.no 1 2 3 4 5 Option Highly Dissatisfied Dissatisfied Neither Satisfied nor dissatisfied Satisfied Highly Satisfied Total 0 0 20 145 35 Max 200 200 200 200 200 %age 0 0 10 72.5 17.5

250 200 150 Total 100 50 0 Highly Dissatisfied Neither Dissatisfied Satisfied nor dissatisfied Satisfied Highly Satisfied Max %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.

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COMPERATIVE ANALYSIS OF COPIER MARKET I have analyzed the market survey report and I found some comparative characteristic of the customer 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.

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BUYING BEHAVIOUR FOR MULTI-FUNCTION DEVICES

Buying Process
Need Recognition : By the feedback of customer for Ricoh products buying pattern we find:- -some customers 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 users, friends, brands popularity, salespeople, and dealers. 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.

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FINDINGS AND CONCLUSION 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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LIMITATIONS 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.

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SUGGESTIONS AND RECOMMENDATIONS 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 MFDs, 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.

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ANNEXURE: QUESTIONNAIRE

BRAND AWARENESS OF RICOH INDIA LIMITED, CHANDIGARH QUESTIONNAIRE


Name of the organization: ____________________________________________________ Address: ___________________________________________________________________ Details of the Respondent Name of the Person Designation Department Contact No. 1. Which of all automation products are used in your office/shop/company? a. Printer b. Fax c. Photocopier d. Computer e. Lamination machine f. Multifunction device 2. Rate the importance of each product rank wise. a. Printer b. Fax c. Photocopier d. Computer e. Lamination machine f. Multifunction device 3. Choose the brands used in your office/shop/company. a. Canon b. Ricoh c. Xerox d. HP e. Sharp f. HCL g. Others, Please Specify: __________________________

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4. Rate the following brands in the market, rank wise. a. Canon b. Ricoh c. Xerox d. HP e. Sharp f. HCL 5. I: How many multifunction devices are in your office? a. 1-2 machines b. 3-5 machines c. 6-10 machines d. >10 machines II: How many machines are of Ricoh? a. Nil b. 1-2 machines c. 3-5 machines d. 6-10 machines e. All machines 6. Have you ever used a Ricoh product? a. Yes b. No If yes, which product model? a. b. c. d. e. Gestetner Copy Printers MP2550B, MP4002, MP5002, MPC3002 MP1800L2, MP2000L2, MPC2030, MP1200S MP6001, MP7001, MP8001, MP9001 SPC2200N, SPC4300N, SP4100NL, SP4210N

7. Choose the various Ricoh devices that you are aware of? a. Digital Photocopiers b. Laser Printers c. A4 Multifunction Devices d. Copy Printers e. Wide Format (A0) Multifunction Devices 8. How would you rate Ricoh devices over any other device in the market? a. Bad b. Satisfactory c. Good d. Excellent
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9. What is the best feature according to you in Ricoh products and services? a. Product Quality b. Print Quality c. Staff Behavior d. After Sales Service 10. Areas of Improvement? a. Product Quality b. Print Quality c. Staff Behavior d. After Sales Service 11. Do you intend to purchase Ricoh devices for your office/shop/company? a. Yes b. No - If yes, by when? i. Within one month ii. 2-3 months iii. 4-6 months iv. 7-12 months v. Within 1-3 years - How many Ricoh devices do you intend to buy? i. 1-2 machines ii. 3-5 machines iii. 6-10 machines iv. 11-20 machines - If yes, you want for? i. First time purchase ii. Upgrade existing iii. Exchange by trading off old machine 12. Which type of device do you use in your office? a. Single function Laser Printer b. Multifunction Printer c. Photocopier d. Projectors 13. Do you think Ricoh should have Production and R&D Departments in India? a. Yes b. No 14. Do you think Ricoh should intensify its marketing and advertising campaigns? a. Yes b. No
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15. Are you satisfied with before sales and after sales behavior of Ricoh sales staff? a. Highly dissatisfied b. Dissatisfied c. Neutral d. Satisfied e. Highly Dissatisfied 16. Are you satisfied using Ricoh products? a. Highly dissatisfied b. Dissatisfied c. Neither satisfied nor dissatisfied d. Satisfied e. Highly Satisfied

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BIBLIOGRAPHY http://www.google.co.in 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=0CJwBEBY wBw&url=http%3A%2F%2Finfo.shine.com%2Fcompany%2FRicoh-IndiaLtd%2F1297.aspx&ei=L7cJUMjaFY_zrQeDr4XJCA&usg=AFQjCNF7WnkYL9iODVXVo UG7sGKoiCk5oA 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=0CFQ QFjAA&url=http%3A%2F%2Fen.wikipedia.org%2Fwiki%2FRicoh&ei=wZAGUJjTH8jMr Qfvlcy_Bg&usg=AFQjCNHsjFFQAaYfTNwQXMoW8V5cnGldyA http://www.indiamarkets.com/imo/industry/officeequipment/copiers.asp?display_content_lin k=0&search_link0#Overview BOOKS Marketing Management: A South Asian Perspective by Philip Kotler, Abraham Koshy, Mithileswar Jha, Kevin Lane Keller

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