Marketing Mix of Epson and 4Ps (Updated 2024)

The Marketing mix of Epson analyses the 4Ps of Epson, which includes the Product, Price, Place, and Promotion of Epson. Epson is a public company of Japanese origin and is associated with the electronics industry. It was established in 1942 and is headquartered base in Suwa, Japan. The company is the largest global manufacturer of imaging and information-related equipment and computer printers. Its competitors in the market are as follows-

• HP
• Sharp
• Canon

About Epson

• Type: Electronics company
• Industry: Manufacturing
• Founded: 1942
• Founders: Saburo Uchida
• Headquarters: Suwa, Nagano, Japan
• Area served: Worldwide
• Current CEO: Yasunori Ogawa
• Number of employees: 74,000
• Major products: Printers, scanners, projectors, inkjet pens, and dot-matrix printers

Epson Product Strategy

Epson, a well-known manufacturer of imaging and printing products, offers a wide range of products in its product mix. Please note that the product lineup may change over time, so it’s a good idea to visit the official Epson website or contact Epson directly for the most up-to-date information.

The product mix of Epson in 2023 is as follows(Source)

1. Printers: Inkjet Printers: Epson produces a variety of inkjet printers for both home and office use, including all-in-one printers, photo printers, and wide-format printers. Laser Printers: Epson offers laser printers suitable for office and business environments. Label Printers: Epson provides label printers for creating custom labels and barcodes.
2. Projectors: Home Theater Projectors: Epson manufactures high-quality projectors for home entertainment, including 4K and 3D projectors; Business Projectors: Epson offers projectors designed for business presentations and educational purposes; Interactive Projectors: These projectors allow interactive presentations and can be used in classrooms and boardrooms.
3. Scanners: Document Scanners: Epson produces document scanners suitable for home offices and businesses. Photo Scanners: These scanners are designed for digitizing high-resolution photos and slides. Large Format Scanners: Epson offers large format scanners for scanning maps, blueprints, and artwork.
4. Ink and Supplies: Epson manufactures ink cartridges, toner cartridges, and various printing supplies for their printers and imaging products.
5. Robots: Epson has developed a range of robots for industrial automation, including SCARA (Selective Compliance Assembly Robot Arm) and 6-axis robots.
6. Point of Sale (POS) Systems: Epson provides POS printers, receipt printers, and other equipment for retail and hospitality businesses.
7. Wearables: Epson produces smart glasses and other wearable technology for various applications, including augmented reality (AR) and healthcare.
8. Digital Label Presses: Epson offers digital label presses for businesses requiring in-house high-quality label printing.
9. Industrial Printers: Epson’s industrial printers are used in various industries for product labeling and packaging tasks.
10. Home and Business Projectors: Epson manufactures a range of home and business projectors, including portable and high-brightness projectors.

Epson Place Strategy

Epson started its operations in a storehouse of 2500 square feet with a staff count of twenty-two. In the year 1943, it established its first manufacturing factory at Suwa. Since then, it has come a long way, and currently, its network has spread to many different countries and parts of the world, like South Africa, UAE, Hungary, Italy, France, Germany, the United Kingdom, and parts of Europe.

It follows a business-to-business concept of marketing and supplying products to nearly ninety-seven different companies with the help of an executive team of eighty-one thousand employees. Its product distribution channel includes respective companies with an executive management team that oversees product development, distribution, marketing, and sales of products to individual companies.

Epson’s place strategy involves the distribution process and availability of its products to reach its target customers effectively. Here are five key aspects of Epson’s place strategy:

1. Extensive Retail Presence: Epson strategically partners with a network of authorized retailers, including electronics stores and office supply chains, to ensure its printers, projectors, and other products are readily available to consumers and businesses in physical stores.
2. E-commerce and Online Sales: Epson maintains a robust online presence through its official website and e-commerce platforms, allowing customers to purchase products directly from the company. This approach enhances accessibility and convenience for online shoppers.
3. B2B and Industrial Channels: For its industrial and business solutions, Epson collaborates with specialized distributors and partners to reach industrial and commercial customers. This includes working with distributors specializing in robotics, large-format printing, and other technical fields.
4. Global Distribution Network: Epson has established a global distribution network across regions and countries. This ensures its products are available internationally, catering to a diverse customer base.
5. Authorized Service Centers: Epson operates authorized service centers in various locations to provide maintenance and repair services for its products. This network of service centers ensures customers have access to reliable support and technical assistance.

Epson Pricing Strategy

Epson is a world-recognized brand and has adopted a reasonable cost and pricing policy because it functions on a Business-to-Business formula. It wants to create huge volumes and has kept prices lower and costs economical to make it affordable to its customers.

It has adopted competitive and penetration policies to capture further markets and deal successfully with its competitors by keeping prices lower than their costs. Epson has offered several incentives to its customers.

It provides a competitive discount of 15% on switching an existing printer to printers of different manufacturers with Epson products. If payments for existing printers are made within fifteen days, the company receives a discount of 10%, and if more than six printers are purchased, the brand offers a 30% discount.

Here’s an overview of Epson’s price strategy, explained in marketing terms:

1. Value-Based Pricing: Epson adopts a value-based pricing strategy, aligning its prices with the perceived value its products offer customers. When determining price points, this approach considers factors like product features, performance, and customer benefits. Epson’s commitment to innovation and quality allows it to command premium product prices.
2. Skimming and Penetration Pricing: Epson employs a skimming strategy for its premium and innovative products, setting higher initial prices to capitalize on early adopters and tech enthusiasts. Over time, as products mature and competition intensifies, Epson may implement penetration pricing to capture a broader market share by offering more competitive prices.
3. Tiered Product Pricing: Epson segments its product lines into different tiers to cater to diverse customer segments. This tiered pricing strategy enables Epson to effectively address varying customer needs and budgets. Customers can choose from entry-level to high-end products based on their requirements.
4. Promotional Pricing and Bundling: Epson uses promotional pricing during key sales periods, such as back-to-school or holiday seasons, to stimulate demand and attract price-conscious consumers. Additionally, bundling related products like printers with ink cartridges or projectors with accessories can create value for customers and encourage upselling.
5. Dynamic Pricing and Customization: Epson employs dynamic pricing strategies, adjusting prices based on market demand, competitor pricing, and regional variations. Furthermore, Epson may offer customized pricing solutions for business and enterprise customers, considering volume discounts, service agreements, and specialized support.

Epson Promotion Strategy

Epson believes in advertising its technology and products for maximum recognition and sales. It has a successful marketing policy that involves creating informative and attractive ad promotions to create positive brand awareness in the market.

It has launched media campaigns to support marketing its products through electronic media via ads on radio and television. Advertisements are also published in magazines, newspapers, and billboards to help electronics companies gain visibility and provide related information. Epson’s latest marketing tool includes using social media via Facebook, Webinars, Twitter, and LinkedIn.

Epson has taken the help of several celebrities to promote its products. The brand has roped in Meb the Keflezighi, marathon champion, for its durable and lightweight GPS watches to endorse its products. Some of its periodical promotional activities include free delivery of computer printers in any part of the world, free ink refills of ink capacity of the cartridge, an open competition with a smartphone as a prize, and free membership for two years to its Solution-Partnership Programme.

Epson’s promotion strategy consists of:

1. Digital Marketing Excellence: Epson invests significantly in online advertising, search engine optimization (SEO), and social media marketing. They create engaging content, optimize their website for search engines, and maintain active social media profiles to effectively reach and engage with their target audience.
2. Strategic Event Participation: Epson actively participates in industry-specific trade shows and exhibitions to demonstrate its cutting-edge products and solutions. These events allow them to directly engage with potential customers, partners, and influencers, showcasing their commitment to innovation.
3. Customer-Centric Approach: Epson strongly emphasizes educating and supporting its customers. They provide comprehensive online resources, including tutorials, troubleshooting guides, and FAQs. Their customer support team is readily available to address inquiries, ensuring a positive customer experience.

Some Recent Video ads and Print ads of Epson are:

Liked this post? Check out the complete series on Marketing Mix