Bluebird-W : ML-1865WLaunching Master Plan

Strategic Marketing Team

Samsung IT Solutions Business

2010.06

ContentsContents1. Market Analysis

• Market size and market trend• Key competitor analysis

2. Product Introduction• Product concept• Sales points• Value proposition• Price positioning guide

3. IMC Plan• Communication theme• Deliverables & schedule

4. 2010 Sales Target

5. Launching Schedule

• Market size and market trend• Key competitor analysis

Market Analysis

Market AnalysisMarket Analysis

4

Wireless Market Trend

• Wireless home networking market CAGR 20% FCST (’08~’12)• Entry MLBP market trend :

- 145K units in 2009 (44% increase from 2008)

- 350K units expected in 2010 (HP P1102w model 50%)

- 2011 market FCST : 500K units

M Units

15

K Units

34

103

145

347

500

■ Wireless Home Network FCST ■ Entry MLBP Wireless Market Trend

(Source: IDC ’10, 1Q)

Key Competitor AnalysisKey Competitor Analysis

5 (Source: IDC ’10, 1Q)

P1102w− 18ppm− FPOT 8.5 sec− GDI− 150 sh. Bin + 1 MP− Network not available.

[Change from previous model P1006].• Raised printing speed : 2ppm ↑ • Black color : home-user friendly.• Wifi supportive.

Wireless MLBP model

not yet available

[Wireless model expected in 2011]• 18ppm • GDI, wireless only.• No major spec. change expected.

(`10.03)

HL-2170W− 22ppm− FPOT 8.5 sec− PCL− 250 sh. CST + 1 MP− Network + wireless

[Refresh expected in 2011]• Spec. down • Network connectivity eliminated. • Lower than current price position.

Current Competitor Status Competitor Lineup Refreshment

• FCST : 2010 175K units 2011 220K units• Regional sales portion : N. America 50% Europe 25% ROW 25%

Sales Status

• 2009 116K units sold G/R expected at 20%• Regional sales portion : N. America 65% Europe 15%, Asia 10%

N/A

(`08.01)

• Product concept• Sales points• Value proposition• Price positioning guide

Product Introduction

Product ConceptProduct Concept

7

TargetCustomer

Concept

Personal & SOHO (Sensitive to Purchasing Cost)• Personal users with high volume document printing needs (Professionals, Students).• Home, SOHO users operating under wireless environment.

The World’s Smallest Wireless Supported Laser Printer

ML-1865W

Good Design

• World’s Smallest

16% smaller than

current

smallest wireless laser

printer HP P1102w

• Elegant Simplicity

Stylish design brings

the

next level of elegance

to

you desktop

Wireless Supported

• WPS Button

Super Easy One-touch

Wireless Connection

Setup

Ultra-compact

Sales PointSales Point

8

1. One-touch Wireless Setup • It’s easy with our secure, one-touch wireless setup. Wireless setup process :

Sales PointSales Point

9

2. Ultra Compact Size

World smallest wifi support laser printer(Machine size : 341 x 224 x 184 mm)

HP P1102w349 x 238 x 196mm

HP P1102w349 x 238 x 196mm

Brother HL-2170w368 x 361 x 170.5mm

Brother HL-2170w368 x 361 x 170.5mm

Body : 16% smallerFootprint: 9% smallerBody : 16% smallerFootprint: 9% smaller

Body : 61% smallerFootprint: 74% smallerBody : 61% smallerFootprint: 74% smaller

Ultra compact packaging(Package size : 389 x 277 x 238 mm)

Package400 x 250 x 298 mm

Package400 x 250 x 298 mm

HP P1102w

Package389 x 277 x 238 mm

Package389 x 277 x 238 mm

ML-1865W

16% Smaller

3. Elegant Simplicity

ElegancyStylish design brings the next level of elegance to you desktop

SimplicitySimplified design makes ML-1865W a perfect fit into your working environment.

Sales PointSales Point

10

4. AnyWeb Print Software

AnyWeb print software allows you to drag and drop content from different sources and consolidate into 1 printable page.

5. Front Soft Power Button

Unlike traditional printing device ML-1865W adoptsSoft Power Button and located it in the front panel, which makes operation much simpler.

Front Soft Power Button

VS.

Back Power Button

6. Upgraded Performance (18ppm)

ML-1865W prints 18 pages per minute (a 2ppm increase from the basic ML-1665 model, same speed with HP P1102w), which increases the competitiveness of ML-1865W.

Value PropositionValue Proposition

11

Target Customer a. personal user with document printing needs (professionals, students) b. Home, SOHO user operating under wireless environment.

Needs a. simple wireless enabled personal printing solution. b. printer designed to fit into working/living environment

Benefits a. economical and easy-to-setup personal wireless printing device b. compact and elegant design fits perfect into personal spaces.

ML-1865W vs. HP P1102w

ML-1865W vs. Brother HL-2170W

ML-1865W

a. Better design and compact size.

b. Anyweb Print software.

`

Size

AdditionalFeatures

DesignPaper handling

TonerYield

Connectivity

Speed

HL-2140W

ML-1865W

P1102w

a. Better design and compact size

b. One-touch Wifi setting.

c. Anyweb Print software.

Price Positioning GuidePrice Positioning Guide

12

P1102w€129

P1102€99

HL-2170w €169

€

$

16 ML-1660/65€89

18 ML-1865W€129

Price Positioning Guideline• Same price position with HP P1102w model.

• HQ general MSRP guide : €129 / $149. (Detailed pricing guide to be released by W30) (* Shared consumable with ML-1660 model. Same consumable price position.)

18

18

ML-2525W€16924 22

18 HL-2035 €89

16 ML-1660/65$99

18 ML-1865W$149

ML-2525W$19924

P1102w$149

P1102$10918

18

HL-2170w$19922

HL-2140$9922

IMC Plan• Communication theme• Deliverables & schedule

Communication ThemeCommunication Theme

14

Benefit Statement

Confidencein Easy Operation

Communication Direction

Compact + One touch Wi-Fi Setting

Key Features

One touch Wi-Fi Setting,World’s Smallest

Primary Target

Professions

Positioning Concept (Key Value Proposition)

Easy Operation with “One touch”

Category Position

Performancewithout Complexity

Product Value Brand Value Target Insight

Conscious on;

Space saving,Easy Operation,Printing Speed,

Cost saving

Deliverables & ScheduleDeliverables & Schedule

15

Deliverables Timeline

Category Product Based

Product based - Image 15 Jul 2010

- Leaflet

- Online feature

- Shop display (Mat, Backwall, etc.)

13 Aug 2010

- Press Release 31 Aug 2010

Common - Sales Talk Guide* 13 Aug 2010

* Not developed separately, it will be incorporated into the integrated Sales Talk Guide 2010.

2010 Sales Target

2011 ML-1865W Model Sales Target : 85K Units• 2011 Entry MLBP wireless market size FCST : 500K (250K ex. USA).

• ML-1865W MS FCST : 17% (34% ex. USA). (* ML-1865W not planned to be launched in USA market.)

2011 Sales Target2011 Sales Target

17

300

West Europe West Europe CIS CIS East EuropeEast Europe

SE Asia SE Asia M.E & A M.E & A L. AmericaL. America

[ K Unit]

85

81

35

4

18

55

1116

1 6

5 2

N.AN.A

‘11 MLBP Wireless Market FCST

‘11 ML-1865 Sales Target

WWWW

19

Korea Korea

1210

500

10

15

‘11 ML-2525W USA

25

(Source: IDC ’10, 1Q)

Launching Schedule

Launching ScheduleLaunching Schedule

19

’10 AprLaunching

Kick-Off

’10 Sept 161st SRA

MarketingSample

Jul 5

Price Approval

BasicImage

Jun 28

DeliverableOwnership

PMPPM

Marcom

AM / Subs.Local Launching Plan

LMP Final Spec.Approval

On-going

LaunchingSupport

LaunchingExecution

GoldenSample Request

• Leaflet • Online Feature• Shop Display• Sales Talk Guide

Jul 30Jul 15 Aug 13 Aug 30Aug 6

Press Release

Sales Guidance

20

Appendix

Spec. ComparisonSpec. Comparison

21

Vendor Samsung HP Brother Samsung

Model ML-1865W P1102w HL-2170w ML-2525W

Image

Print speed (A4/Ltr.) 18/19 ppm 18/19 ppm 22/23 ppm 24/24 ppm

Resolution (Enhanced) 1,200 x 600 dpi 1,200 x 600 dpi 2,400 x 600 dpi 1,200 x 1,200 dpi

FPOT (From ready) 8.5 sec 8.5 sec 10 sec 9 sec

Printer languages GDI GDI PCL6 GDI

PaperHandling

Input 150 sh. Bin150 sh. Bin10 sh. MP

250 sh. CST1 sh MP

250 sh. CST1 sh MP

Output 100 sh. 100 sh. 100 sh. 80 sh.

General

Memory TBD 8 MB 32 MB 64 MB

Interface USB, Wifi. USB, WifiUSB, WifiNetwork

USB, WifiNetwork

Duty cycle,Monthly

5,000 sh. 5,000 sh. 10,000 sh. 12,000 sh.

Dimension(W x D x H)

341 x 224 x 184 mm 349 x 238 x 196 mm 368 x 361 x 170.5mm 360 x 389 x 197 mm

Consumables (Initial)

1.5K(0.7K)

1.6K(0.7K)

1.5K/2.6K(1.0K)

1.5K/2.5K (1.0K)