By:

Abhirup Sengupta (251006)

Chetan Khaitan (251020)
Parth Dhingra (251036)
Samik Mahotra (251053)
Vibhor Mathur (251064)
 Japanese Multinational Photography and Imaging Company

 Headquarter: Tokyo, Japan

 Revenue: 2.5 trillion JPY (2015)

 Industry: Digital Imaging

Document Solution

Medical Imaging

Cosmetics

 CEO: Shigetaka Komori

 Number of employees: 80,000 (2015)

Segmentation Parameters –

 Geographic Locations (sales operations are divided country wise)

 Product Based (Paper, Imaging Film, etc.)

 Usage Situation (most of the products are highly usage specific like medical

imaging products etc.)

 The wide portfolio of business products has enabled Fujifilm to target customers in

multiple domains.

 Targeting is done on the basis of usage of the product.

 For example, for IT product like backup tapes, Fujifilm target software/IT

companies, production houses (serial programming), big manufacturer, big data

companies and banks.
 Fujifilm position its products as high quality and innovative products

 “Bring It” campaign

 Customer centric Japanese Company that is they want to focus on high quality and innovative products.

 Major Positioning Strategies

 Attribute Positioning (Quality of Paper)

 Benefit Positioning (Advanced Imaging technology)

 Customer Positioning (Women healthcare imaging)

 Use Positioning (Mammography Photography)

 The organization has diverse range of innovative services and products cater to consumer markets and delivering to

different business houses. they have segmented their products on the basis of different industrial uses. :-

 Medical System - Computed radiography , digital radiography , Dry Imager etc

 Graphic System – Plate Processing, Commercial Digital Printing , Package Printing.

 Photofinishing Product - Digital MiniLab Frontier, Thermal Photoprinters

 Motion Picture Products – Image Processing System

 Optical Devices – CCTV Lenses , TV and Cine Lenses

 Recording Media – Data Storage Media , Professional AV media , Consumer AV Media

 Life Science System

 Industrial Products – Non Destructive Testing, Prescale Measurement Firm , Heat Measurement Film , Micro Filter
 Demand oriented pricing concept

 Increase in the price of photographic films (Color Negative Film, Color Reversal Film, Black and White Film and Quick

Snap)

 Pocket-friendly and affordable

 Prices of some of the products and services on an average are as follows but may vary according to contract to contract:

 LTO Ultrium Data Cartridge – Rs. 5500/-

 DLTtape®S4 - Rs. 5500/-

 3592 Tape Cartridge - Rs. 10000/-

 DDS and DAT72 – Rs. 1500/-

 DC Analyser – Rs. 2000/-

 DATA TAPE PRO CASE – Rs. 2500/-

 Far-reaching distribution network to provide better and effective results

 Extensive infrastructure

 Corporate channel dealers (Multi brand)

 4-5 dealers in North India

 Payments (Credit terms 15 days- 2 months)

 The demo center houses two Acuity series LED
printers and one ‘made in India’ Vybrant 1800
eco-solvent printer.

 About 30% visitors were from photo book

printing segment and 10% of the visitors were
from the industrial segment.

 The demo center has had a positive impact on

Fujifilm’s sales as well because live experience
extended to the printers only helped boost
their confidence to go for the investment.
 To generate excitement for the Versant 2100 printer,
the team at Fujifilm created a fashion show featuring a
fictional designer, complete with direct mail
"lookbooks”

 This lookbook — designed by the fictitious Versant —

showed off the capabilities of the Versant 2100
product

 As a result of this innovative direct mail and event-

focused B2B campaign, the branch of Fuji accounted
for 240% of the sales target at the three month mark.
 Fujifilm recently showcased its latest products at the
annual Consumer Electronic Imaging Fair (CEIF)

 A special section was created for professional

photographers to showcase the features of the Fujifilm X
series

 Last year as part of its India strategy, Fujifilm introduced

its state-of-the-art instant photo system – the Instax
series including the instax mini series ideal for daily use
 Fujifilm, a leader in the diagnostic imaging space, is also
actively engaged in various Public Private Partnership
projects floated by government agencies to provide its
products and services.

 In 2016, Fujifilm India announced their association for the

installation of Fujifilm’s state of the art Amulet Innovality a
highly advanced breast cancer diagnostic machine that has
made early detection of breast cancer a reality for women

 Fujifilm also started collaborating with the local players

which are integrating its system and software in their
mobile X-ray units.
 Sales Enablement

The company established a Sales Enablement software that helped the sales team to carry out more effective formal sales
through the backing of highly personalized and contextual data that was becoming an extension of the company’s CRM. The
solution was accessible on a cloud and could be accessed via a Tablet, PC or Mobile. The software itself pushed new
relevant and up to date content to the sales personnel, necessitating a download of the newly created content.

 E2 Commerce (Environment-Electronic-Commerce)

This enabled Fujifilm to evaluate its supplier and understand the complete environment impact being generated in the
value chain by each of the SME in the production cycle. Fujifilm thus mandated that its partners were ISO14000 certified.
Thus the complete supply chain has been reengineered to reduce the impact Fujifilm has on the environment.

 Fujifilm Xerox Office Supply (FXOS)

FXOS decided on green marketing, they marketed their products as GREEN 100, with benefits as 100% recycled pulp paper,
70% whiteness content and no film wrapping paper that allowed recycle of the wrapping paper. They even provided the
complete cycle of selling the paper and then recollecting the wastes and the providing the recycled paper.
THANK YOU