http://www.current.com.au/2010/03/01/article/Oh-Brother-where-art-thou-value/IPQHLSERJT.html
OH BROTHER ,WHERE ART THOU
SAVING ?
GOLD COAST, QUEENSLAND
AUSTRALIA: A strategic move towards premium models, especially in the
laser segment, has strengthened home office specialists Brother, placing
them in the number one position for this category, according to
marketing manager Heidi Webster.Currently in Queensland promoting its
home office solutions, Brother has differentiated itself from its rivals
by focusing on laser and LED print technology, rather than inkjet,
which it claims is more reliable and provides better value for consumers
in the long run. In the case of LED printing, Webster said this was the
most environmentally responsible method of printing.
Because
laser printers have a higher sales price, retailers can move away from
the loss leader model. Brother technology expert Stephen Bennett said
that in general use, it can be two years before a consumer needs to
purchase new toner for these printers.Qualifying consumer needs is a key
part of the process, with Bennett saying those who have high print
demands should be directed towards laser. For those printing up to
around 300 pages per week, LED is the best solution. Where inkjet is
best for colour image printing, as it provides a brighter and bolder
finished product. Webster said Brother was currently number four in
inkjet printing.
This might be explained by Brother’s retail
presence, which currently does not include key Narta members JB Hi-Fi
and Bing Lee. Webster said she hoped this situation would change in the
future.As a way of promoting LED printing environmental credentials,
Brother has entered into an agreement with conservation group Earth
Watch. A portion of the profits from the sales of Brother LED printers
is forwarded to Earth Watch, which is then used for research into the
behavioural patterns of threatened species.