Epson contributes to creating a better world with ground-breaking products

Tushad Talati
Director Brand & Communication, Epson India

Brand Positioning vs. Marketing Tactics 

Epson’s positioning is completely distinctive from its competition. Our positioning and our strategy is derived from our various products which are unique and from our business and communication objectives which are also very distinct. We see ourselves as an exciting technology and lifestyle electronics brand with innovative products that help you get more out of life and business. Key customer benefit cues like Profitability, Productivity, Expression, Value (savings), Convenience and Joy are unique to our brand in this space. For each of the product categories we have a distinctive positioning, which ties in with the overarching position for the brand. All our strategies are then aligned to meet the positioning objectives set for the brand.

Good data for a Good Brand Strategy 

             
As Deming once said, “Without data, you are just another person with an opinion”. 

The role of Data is becoming more and more valuable in today’s world and it’s not just a useful piece of information anymore. Consumer behavior, market trends, purchase patterns etc. have become very dynamic and it’s not possible to take business decisions unless companies are collecting and analyzing data. 

With a strong focus on digital, Epson constantly analyzes data to understand how consumers are responding and use the information to fine tune what we do. We also look at the conventional market research for our offline communication. At Epson, we also use customer data in order to develop new products that solve the problem consumers are facing. 

R&D driving Growth

Creativity and technological innovations are core to Epson. We at Epson are creating new value with the aspiration of creating a better world and becoming an indispensable company by bringing value to customers in the form of ground breaking products. We have a long history and expertise in printing, visual products, wearables and robotic technologies and have invested in improving these technologies through our R&D efforts.

We created the world’s first compact, light weight digital printer, the world’s first quartz watch, and the world’s first photo-quality inkjet printer, whose successors are a cornerstone of the Epson of today. Each of these products was developed from the ground up by Epson engineers who aspired to bring certain value to the world or create products that would benefit people’s lifestyles. 

Some of the widely accepted technologies that was born out of our R&D team are Micro Piezo technology, which is the backbone of every Epson inkjet printing system; 3LCD Technology that has enabled Epson to maintain its grip on the top spot in the global projector market; our robotics technology which is widely used in electronics, automotive, food, and medical industries and are created to perform countless other tasks. For a company like Epson, whose businesses revolve around its core technologies, research and development projects are crucial, but it is also extremely important to strategically use the intellectual property that emerges from the R&D process.