Ricoh

Our challenge

To generate awareness in a highly competitive market dominated by high spending of Canon, Xerox and HP.

The idea

Focus on Ricoh’s leadership position in the new era as No 1 in digital and utilise this to drive differentiation. ‘Leaders not copiers’ not only challenged perceptions but also provided a strong basis for clear product communication.

The reaction

Overall market share increased from 23% to 30% taking Ricoh ahead of Xerox into 2nd place in the market, whilst reinforcing their leadership in the digital sector.

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