If you have a product specialism. Such as printer technology solutions, like us…

Do you have a product strategy & create slightly different models for each target market, or do you offer the same product to everyone at the same price?

Initially. We created a small business printing solution. Which provides a business rated multi-function inkjet printer, unlimited business rated cartridges & a fast warranty service.

Then realised, families or a home-based business don’t print as much, won’t use the same number of features & needed their own affordable solution.

We designed Infinity for them. Using a home rated multi-function printer with less features, unlimited smaller home-rated cartridges & a 3 – 5-day warranty service.

As our business customers have grown with us, they’ve needed faster printing, higher quality & even more features. Leading us to create desktop laser printer & photocopier solutions too.

Today, we’ve got 4 levels of printer technology solutions to cater for 3 different markets. Each solution has been designed specially for their target market, including the technology & price point.

We believe it’s important to cater for our customers different needs, but it’s also meant, we’ve had to create different solutions at different price points.

Have you done something similar in your business & how was it positioned with your customers?