project report on ricoh india limited

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

ADITYA PAUL SHARMAMBA 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

MASTER’S 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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TABLE OF CONTENTS

S.NO.

PARTICULARS PAGE NO.

1 ACKNOWLEDGEMENT 42 PREFACE 53 DECLARATION 64 CERTIFICATE BY COMPANY 75 ABSTRACT 86 CORPORATE BRAND STORY- BRAND MESSAGE 97 INDUSTRY OVERVIEW 11

MARKET STRUCTURE 11 DEMAND DRIVERS 12 FUTURE OF THE INDUSTRY 20 KEY SUCCESS FACTORS 20

8 INTRODUCTION TO THE COMPANY 21 HISTORY 30

BUSINESS 33 COMPETITIOR ANALYSIS 40

AWARDS 42

PRODUCTS, SLOTIONS AND SERVICES 44

FIVE CORE CONCEPTS OF RICOH 53 SWOT ANALYSIS 62

9 PROJECT WORK 64

OBJECTIVE 64 STRATEGY 66 RESEARCH DESIGN 68

10 DATA ANALYSIS AND INTERPRETATION 70

11 COMPERATIVE ANALYSIS OF PHOTOCOPIER MARKET 91

12 BUYING BEHAVIOUR FOR PHOTOCOPIER MACHINE 92

13 FINDINGS AND CONCLUSION 93

14 LIMITATIONS 94

15 SUGGESTIONS AND RECOMMENDATIONS 95

16 ANNEXURE 96

17 BIBLIOGRAPHY 100

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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

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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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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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CERTIFICATE BY RICOH INDIA LIMITED, CHANDIGARH

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ABSTRACT

This study is divided into several parts. This project highlights the objective and aims of

RICOH India’s 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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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.

It’s 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 company’s 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 button—a

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 Ricoh’s 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 Ricoh’s technical ability and IT | 9


knowledge on their team, these companies can reduce costs, eliminate waste and streamline

processes—yielding 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 company’s 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 Productrange Price

range(Rs.)Company’s presence In the market

Xerox

Analog & Digital

copiers, Low/Mid/high-

end

45,000 – 1.5

crore

Market leader on an overall basis Government and Corporate

segments

CanonAnalog & Digital

copiers Low/Mid/high-end

40,000 –

10,50,000 (+)Worldwide leader, second largest player in India

RicohAnalog & Digital


83,000 – 15

lakhs

Established player in duplicators market, strong in Government

firms & educational institutions. Latest entrant in Copiers

HCL ToshibaAnalog & Digital


70,000 – 35

lakhsNew entrant, loyal base of corporate.

DEMAND DRIVERS

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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 haven’t 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, user’s

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 segment are

growing in this segment.

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

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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.

XEROX

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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 client’s needs, set up the required

machines at client’s 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, mid-

end, 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

contracts with the company leading to substantial service revenues, with around 30% of the

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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 rigorous-

use, with the company’s 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.

Canon’s range of copiers have made their way into the Indian market through grey channels,

much before Canon’s entry in the market in 1997. This enabled the company to approach

various user segments in the market aggressively, having strongly entrenched in the mass-

end, 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

upgrading its customers to eco-friendly technologies in India, where a majority of machines | 16


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 Calcutta’s 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

government clients. Company claims to have one of the fastest machines like `Digital Copy

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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 GIL’s 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.

HCL

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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 company’s

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-Toshiba’s 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.

FUTURE

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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-à-

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.

There’s 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 pc’s, 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 Deming’s 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: [email protected]

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mailto:[email protected]


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 Ricoh Company, Ltd.

Date of

Establishment

February 6, 1936

Head Office Ricoh Building, 8-13-1 Ginza,

Chuo-ku, Tokyo 104-8222 Japan

Representative

Directors

Shiro Kondo

President and CEO

Zenji Miura

Deputy president and CFO

Capitalization 135.3 billion yen (as of March 31, 2012)

Consolidated Net

Sales

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

Number of

Consolidated

Companies

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

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

Main Offices 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)

THE BOARD

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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

EXECUTIVE OFFICERS

Chairman Masamitsu Sakurai

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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

Hisao Murayama Yasutomo Mori

Group Executive Officers Sadahiro Arikawa Daisuke Segawa Shuzo Saito

Takashige Itoh Nobuaki Majima Kiyotaka

Yamada

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Kiyoshi Tsujita

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.

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\

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.

GUIDELINES

In line with the Ricoh group Environmental principles, Ricoh India Ltd is committed to

protecting and improving environment.

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https://ricoh.co.in/uploads/PDFs/about/iso9001/ISO_Certificates_March2009.pdf


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.

HISTORY

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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 out—entering the business machines field (1936–)

Ricoh’s 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 Japan’s 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 world’s 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.

Fig: Commercializing world’s first high-speed office facsimile machine (1974)

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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

Ricoh’s 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

World Environment Center Gold Medal for International Corporate Achievement in

Sustainable Development, making us the first enterprise from Asia to receive such an honour.

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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.

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.

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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 today’s 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 Ricoh’s 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 Group’s 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.

FIG: RICOH VALUE

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HARMONIZE WITH THE

ENVIRONMENT

SUPPORT KNOWLEDGE MANAGMENT

SIMPLIFY YOUR LIFE


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-:

RICOH’S 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.

RICOH’S 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.

Ricoh’s 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: [email protected]

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mailto:[email protected]


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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http://ricoh.com/info/110203.html

http://www.ricoh-ap.com/about/viewnews.aspx?NID=122

http://www.ricoh-ap.com/about/viewnews.aspx?NID=122


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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https://ricoh.co.in/products/product-detail.aspx?id=1&maincategory=Multifunctions&maincategoryID=2

https://ricoh.co.in/products/product-detail.aspx?id=2&maincategory=Multifunctions&maincategoryID=2


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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https://ricoh.co.in/products/product-detail.aspx?id=12&maincategory=Production%20Printers&maincategoryID=4

https://ricoh.co.in/products/product-detail.aspx?id=13&maincategory=Production%20Printers&maincategoryID=4


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.

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https://ricoh.co.in/products/product-detail.aspx?id=5&maincategory=Digital%20Duplicators&maincategoryID=5


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-to-

medium-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.

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

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https://ricoh.co.in/products/product-detail.aspx?id=22&maincategory=Projectors&maincategoryID=7




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.

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

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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.

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.

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Ricoh IT Services

Data Center

Solutions

Information

Security

Virtualization

and Application

Delivery

Backup and

Disaster

Recovery

Infrastructure

Management

Services

Server

ConsolidationGateway Security

Application and

Desktop

Virtualization

Automated

Backup

(Server /

Storage /

Endpoints)

Facility

Management

ERP

Infrastructure

Email/Web

Security

Server

Virtualization

Server

Clustering

Remote

Infrastructure

Monitoring and

Management

Mail and

Collaboration

Endpoint

Security

Application

Acceleration

Archival (Mail /

File / Digital

Assets)

Migration Services

Infrastructure

OptimizingData Encryption

WAN

Optimization

Disaster

Recovery &

Business

Continuity

Data Center

Relocation

Services

Storage

Consolidation

Data Leakage

Prevention

Data Center

Design and Built

Two Factor

Authentication

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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

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

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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

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

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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

FIVE CORE CONCEPT OF RICOH INDIA LIMITED

There are five main department at which the company works for continuous improvement

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

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RICOH

Technology Production Management Environment Sales and Support


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.

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

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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 print-

on- 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.

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 Ricoh’s 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 high-

quality 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. | 55


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 Ricoh’s 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.

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 Ricoh’s 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 | 56


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 Ricoh’s

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

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. | 57


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.

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 Ricoh’s

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 environmentally-

friendly 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 | 58


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

Ricoh’s 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

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 measures—even in case of serious

malfunctioning. It is also possible to schedule regular replacements of parts and forecast toner

| 59


exhaustion. Ricoh intends to promote Remote on a global basis to further improve customer

satisfaction.

Customer Service Center responds swiftly to Inquiries

Ricoh’s Customer Service Center supports customers’ office environments. The highly-

trained staff is intimately acquainted with Ricoh products and is available to answer questions

over the phone and resolve problems quickly.

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.

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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.

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 government-

licensed 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

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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

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):

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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.

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.

The main points of the objective of Research are

i. Understanding the customer buying process of digital machines.

ii. Identifying the customer’s demand for different digital function in photocopier

machine

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

iv. 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:

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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.

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.

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Descripitive research

Cross sectional design

Single cross-sectional design

Multiple cross-sectional design

Longitudinal 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.

DATA COLLECTION

FRAMEWORK FOR DATA COLLECTION

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Methodology

Primary description (target segment)

Data from Banks

Data from IT offices

Data from Govt. Offices

Data from Insurance companies

Secondary description

RICOH company websites

Internet


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

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 name Total max %age1 printer 190 200 952 fax 125 200 62.53 photocopy 120 200 604 computer 200 200 100

5lamination machine 60 200 30

6 Mfd 60 200 30

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printer fax photocopy computer lamination machine

mfd0

50

100

150

200

250

Totalmax%age

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.

2. Rate the importance of each product rank wise.

S.no Rank %age1 Rank 1- Computer 702 Rank 2- Printer 503 Rank 3- Fax 504 Rank 4- Photocopier 60

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Rank 1- Computer Rank 2- Printer Rank 3- Fax Rank 4- Photcopier0

10

20

30

40

50

60

70

80

RANKING

%age

70% customer segments ranked computers as number 1 device followed by printer- 50%, fax

50% and rank 4rth photocopiers by 60% customer segments.

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

S.no Brand Total max %age1 Canon 160 200 802 Ricoh 120 200 603 Xerox 160 200 804 HP 100 200 50

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5 Sharp 0 200 06 HCL 80 200 407 Others 0 200 0

Canon Ricoh Xerox HP Sharp HCL Others0

50

100

150

200

250

Totalmax%age

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.

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

S.no Rank %age1 Rank 1- Xerox 702 Rank 2- Ricoh 803 Rank 3- Canon 604 Rank 4- HP 50

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Rank 1- Xerox Rank 2- Ricoh Rank 3- Canon Rank 4- HP0

10

20

30

40

50

60

70

80

90

RANKING

%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.

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

S.no Option Total Max %age1 1-2 machines 160 200 802 3-5 machines 40 200 203 6-10 0 200 0

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machines

4>10 machines 0 200 0

1-2 machines 3-5 machines 6-10 machines >10 machines0

50

100

150

200

250

Total Max%age

This analysis shows that 80% of the customers have 1-2 MFD’s and rest 20% have 3-5 MDF’s in their offices.

II: How many machines are of Ricoh?

S.no Option Total Max %age1 Nil 120 200 602 1-2 machines 80 200 403 3-5 machines 0 200 04 6-10 0 200 0

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machines5 All Machines 0 200 0

Nil 1-2 machines 3-5 machines 6-10 machines All Machines0

50

100

150

200

250

Total Max%age

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

6. Have you ever used a Ricoh product?

S.no Option Total Max %age1 Yes 120 200 602 No 80 200 40

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Yes No0

50

100

150

200

250

TotalMax%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.

- If yes, which product model?

S.no Model Total Max %age1 Gestetner Copy Printers 40 120 33.333332 MP2550B, MP4002, MP5002, MPC3002 40 120 33.333333 MP1800L2, MP2000L2, MPC2030, MP1200S 0 120 04 MP6001, MP7001, MP8001, MP9001 0 120 0

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5SPC2200N, SPC4300N, SP4100NL, SP4210N 40 120 33.33333

6 Others 0 120 0

Gestetner Copy Printers

MP2550B, MP4002, MP5002, MPC3002

MP1800L2, MP2000L2, MPC2030, MP1200S

MP6001, MP7001, MP8001, MP9001

SPC2200N, SPC4300N, SP4100NL, SP4210N

Others0

20

40

60

80

100

120

140

TotalMax%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 MFD’s and remaining 33.33% have used SPC2200N, SPC4300N, SP4100NL, SP4210N series printers.

7. Choose the various Ricoh devices that you are aware of?

S.no Type of device Total Max %age1 Digital Photocopiers 60 200 302 Laser Printers 100 200 503 A4 Multifunction Devices 80 200 404 Copy Printers 40 200 20

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5 Wide Format (A0) Multifunction Devices 0 200 0

Digital

Photoco

piers

Lase

r Prin

ters

A4 Multifu

nction D

evice

s

Copy Prin

ters

Wide F

ormat

(A0) M

ultifuncti

on Dev

ices0

50

100

150

200

250

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 LP’s, 40% are aware of Ricoh A4 MFD’s 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) MFD’s.

8. How would you rate Ricoh devices over any other device in the market?

S.no Rating Total Max %age1 Bad 60 200 30

2Satisfactory 80 200 40

3 Good 60 200 30

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4 Excellent 0 200 0

Bad Satisfactory Good Excellent0

50

100

150

200

250

TotalMax%age

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.

9. What is the best feature according to you in Ricoh products and services?

S.no Rating Total Max %age1 Product Quality 40 200 202 Print Quality 80 200 403 Staff Behaviour 30 200 15

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4After Sales Service 70 200 35

Product Quality Print Quality Staff Behaviour After Sales Service0

50

100

150

200

250

TotalMax%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.

10. Areas of Improvement?

S.no Improvement Total Max %age1 Product Quality 90 200 452 Print Quality 50 200 253 Staff Behaviour 60 200 30

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4 After Sales Service 0 200 0

Product Quality Print Quality Staff Behaviour After Sales Service0

50

100

150

200

250

TotalMax%age

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.

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


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Yes No0

50

100

150

200

250

TotalMax%age

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.

- If yes, by when?

S.no Option Total Max %age1 Within 1 month 0 60 02 2-3 months 0 60 03 4-6 months 20 60 33.333334 7-12 months 40 60 66.66667

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5 within 1-3 years 0 60 0

Within 1 month 2-3 months 4-6 months 7-12 months within 1-3 years0

10

20

30

40

50

60

70

80

TotalMax%age

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.

- How many Ricoh devices do you intend to buy?

S.no Option Total Max %age1 1-2 machines 25 60 41.666672 3-5 machines 20 60 33.333333 6-10 machines 15 60 254 11-20 machines 0 60 0

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1-2 machines 3-5 machines 6-10 machines 11-20 machines0

10

20

30

40

50

60

70

TotalMax%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.

- If yes, you want for?

S.no Option Total Max %age1 First Time Purchase 30 60 502 Upgrade Existing 0 60 03 Exchange By trading off Old machine 30 60 50

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First Time Purchase Upgrade Existing Exchange By trading off Old machine

0

10

20

30

40

50

60

70

TotalMax%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.

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

S.no Device Total Max %age1 Single Function LP 20 200 102 MF Printer 160 200 803 Photocopier 60 200 304 Projectors 40 200 20

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Single Function LP MF Printer Photocopier Projectors0

50

100

150

200

250

TotalMax%age

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.

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


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Yes No0

50

100

150

200

250

TotalMax%age

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

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


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Yes No0

50

100

150

200

250

TotalMax%age

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.

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

S.no Option Total Max %age1 Highly Dissatisfied 0 200 02 Dissatisfied 0 200 03 Neutral 70 200 354 Satisfied 40 200 20

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5 Highly Satisfied 90 200 45

Highly Dissatis-fied

Dissatisfied Neutral Satisfied Highly Satisfied0

50

100

150

200

250

TotalMax%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.

16. Are you satisfied using Ricoh products?

S.no Option Total Max %age1 Highly Dissatisfied 0 200 02 Dissatisfied 0 200 03 Neither Satisfied nor dissatisfied 20 200 104 Satisfied 145 200 72.55 Highly Satisfied 35 200 17.5

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Highly Dissatis-fied

Dissatisfied Neither Satisfied nor dissatisfied

Satisfied Highly Satisfied0

50

100

150

200

250

TotalMax%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.

COMPERATIVE ANALYSIS OF COPIER MARKET

I have analyzed the market survey report and I found some comparative characteristic of the

customer

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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.

BUYING BEHAVIOUR FOR MULTI-FUNCTION DEVICES

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FINDINGS AND CONCLUSION

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Buying Process

Need Recognition : By the feedback of customer for Ricoh product’s buying pattern we find:- -some customer’s 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 user’s, friends, brands

popularity, salespeople, and dealer’s.

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.


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

LIMITATIONS | 94


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.

SUGGESTIONS AND RECOMMENDATIONS

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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 MFD’s, 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.

ANNEXURE: QUESTIONNAIRE


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QUESTIONNAIRE

Name of the organization: ____________________________________________________

Address: ___________________________________________________________________

Details of the RespondentName of the PersonDesignationDepartmentContact No.

1. Which of all automation products are used in your office/shop/company?a. Printerb. Faxc. Photocopierd. Computere. Lamination machinef. Multifunction device

2. Rate the importance of each product rank wise.a. Printerb. Faxc. Photocopierd. Computere. Lamination machinef. Multifunction device

3. Choose the brands used in your office/shop/company.a. Canon b. Ricohc. Xeroxd. HPe. Sharpf. HCLg. Others, Please Specify: __________________________

4. Rate the following brands in the market, rank wise.a. Canonb. Ricohc. Xerox

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d. HPe. Sharpf. HCL

5. I: How many multifunction devices are in your office?a. 1-2 machinesb. 3-5 machinesc. 6-10 machinesd. >10 machines

II: How many machines are of Ricoh?a. Nilb. 1-2 machinesc. 3-5 machinesd. 6-10 machinese. All machines

6. Have you ever used a Ricoh product?a. Yesb. No

If yes, which product model?

a. Gestetner Copy Printersb. MP2550B, MP4002, MP5002, MPC3002c. MP1800L2, MP2000L2, MPC2030, MP1200Sd. MP6001, MP7001, MP8001, MP9001e. SPC2200N, SPC4300N, SP4100NL, SP4210N

7. Choose the various Ricoh devices that you are aware of?a. Digital Photocopiersb. Laser Printersc. A4 Multifunction Devicesd. Copy Printerse. Wide Format (A0) Multifunction Devices

8. How would you rate Ricoh devices over any other device in the market?a. Bad b. Satisfactoryc. Goodd. Excellent

9. What is the best feature according to you in Ricoh products and services?a. Product Qualityb. Print Qualityc. Staff Behavior

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d. After Sales Service

10. Areas of Improvement?a. Product Qualityb. Print Qualityc. Staff Behaviord. After Sales Service

11. Do you intend to purchase Ricoh devices for your office/shop/company?a. Yesb. No

- If yes, by when?i. Within one month

ii. 2-3 monthsiii. 4-6 monthsiv. 7-12 monthsv. Within 1-3 years

- How many Ricoh devices do you intend to buy?i. 1-2 machines

ii. 3-5 machinesiii. 6-10 machinesiv. 11-20 machines

- If yes, you want for?i. First time purchase

ii. Upgrade existingiii. Exchange by trading off old machine

12. Which type of device do you use in your office?a. Single function Laser Printerb. Multifunction Printerc. Photocopierd. Projectors

13. Do you think Ricoh should have Production and R&D Departments in India?a. Yesb. No

14. Do you think Ricoh should intensify its marketing and advertising campaigns?a. Yesb. No

15. Are you satisfied with before sales and after sales behavior of Ricoh sales staff?a. Highly dissatisfiedb. Dissatisfiedc. Neutral

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d. Satisfiede. Highly Dissatisfied

16. Are you satisfied using Ricoh products?a. Highly dissatisfiedb. Dissatisfiedc. Neither satisfied nor dissatisfiedd. Satisfiede. Highly Satisfied

BIBLIOGRAPHY

http://www.google.co.in

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http://www.google.co.in/


http://www.ricoh.com

http://www.ricoh.co.in

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sa=t&rct=j&q=&esrc=s&source=web&cd=8&ved=0CJwBEBYwBw&url=http%3A%2F

%2Finfo.shine.com%2Fcompany%2FRicoh-India-Ltd

%2F1297.aspx&ei=L7cJUMjaFY_zrQeDr4XJCA&usg=AFQjCNF7WnkYL9iODVXVoUG

7sGKoiCk5oA

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http://en.wikipedia.org/wiki/Ricoh

http://www.google.co.in/url?sa=t&rct=j&q=ricoh

%20wiki&source=web&cd=1&ved=0CFQQFjAA&url=http%3A%2F%2Fen.wikipedia.org

%2Fwiki

%2FRicoh&ei=wZAGUJjTH8jMrQfvlcy_Bg&usg=AFQjCNHsjFFQAaYfTNwQXMoW8V

5cnGldyA

http://www.indiamarkets.com/imo/industry/officeequipment/copiers.asp?

display_content_link=0&search_link0#Overview

BOOKS

Marketing Management: A South Asian Perspectiveby Philip Kotler, Abraham Koshy,

Mithileswar Jha, Kevin Lane Keller

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http://www.indiamarkets.com/imo/industry/officeequipment/copiers.asp?display_content_link=0&search_link0#Overview

http://www.indiamarkets.com/imo/industry/officeequipment/copiers.asp?display_content_link=0&search_link0#Overview

http://www.google.co.in/url?sa=t&rct=j&q=ricoh%20wiki&source=web&cd=1&ved=0CFQQFjAA&url=http%3A%2F%2Fen.wikipedia.org%2Fwiki%2FRicoh&ei=wZAGUJjTH8jMrQfvlcy_Bg&usg=AFQjCNHsjFFQAaYfTNwQXMoW8V5cnGldyA



http://en.wikipedia.org/wiki/Ricoh

http://info.shine.com/company/Ricoh-India-Ltd/1297.aspx

http://www.google.co.in/url?sa=t&rct=j&q=&esrc=s&source=web&cd=8&ved=0CJwBEBYwBw&url=http%3A%2F%2Finfo.shine.com%2Fcompany%2FRicoh-India-Ltd%2F1297.aspx&ei=L7cJUMjaFY_zrQeDr4XJCA&usg=AFQjCNF7WnkYL9iODVXVoUG7sGKoiCk5oA



http://www.ricoh.co.in/

http://www.ricoh.com/

project report on ricoh india limited

Documents

chandigarh project report

ricoh india limiteda

summer training project

project report ona study

business administration2011

guidance of

aditya paul sharma02mba

competitive world of