marché secondaire

1. Secondary
markets
research
Page 1
Secondary Markets
1. Business Activity
CAD / Technical
Large architectural and civil engineering firm using the printer for architectural, engineering and planning
purposes. DJ5000 primarily used for renderings and presentation boards. They have a Xerox 8830 for
standard CAD drawings.
GIS
A City Hall using the printer for the provision of mapping and GIS services for use in public meetings,
planning and public use in general. Used to print line maps, aerial images and shaded maps.
Small IH Graphics
State Government department of Children and Families using the printer for office graphics applications.
Installed in the IT section, but users from all over the department. Very light usage (< 1 hour a day).
Centralised Printing Department
Sign and Banner departments of a community college. Printer used for the production of in-house event
banners and posters. Advanced design and print knowledge however with fairly light usage of printer (< 2
hours a day)
Graphic Designers
A graphic design house working for ad agencies, companies and department stores using the printer for
short production runs of adverts and exhibits, or for proofs that will be mass-produced elsewhere.
Retail
A beer wholesaler and distributor printing banners, posters and other POS promotional materials for its
beers for display in stores and bars.

2. Secondary
markets
research
Page 2
Secondary Markets
2. Reason to Buy
• IH Graphics:
Centralized Printing Departments: Media variety, print width and
speed. Ease of media handling and maintenance also important.
Small IH Graphics: Less sophisticated and with less emphasis on
printer performance than CPDs. No previous LF printer and rely on
external advice. IQ and print width most important.
• Graphic Designers: High graphics IQ and HP loyalty.
Functional flexibility of printer to allow 42” users to provide design-to-
production services.
• Retail: Low LF market awareness. Best and latest. Price not a
barrier but involved in a price/quality ration decision.
• CAD: High IQ and high speed. Price not a barrier; strong brand
loyalty. Reseller influence funnels borderline DJ1050C customers
upwards to DJ5000.
• GIS: High image resolution, wide colour gamut and high speed.

3. Secondary
markets
research
Page 3
Secondary Markets
3. Use of Printer
• IH Graphics:
Centralized Printing Departments: Majority for scientific
conference prints and other varied graphical output. Light use of
printer (1 to 2 hours a day).
Small IH Graphics: Various uses. Office workflow with standard
office applications. Light use of printer.
• Graphic Designers: Photo-quality images; split between
production printing and proofing. Use between 1 to 4 hours a day.
• Retail: Adverts for display at POS locations with high % of photo-
quality images. Ink-jet printing increasing the personalisation of prints.
• CAD: Not the workhorse CAD printer. Used for 3D renderings and
presentation boards. Have another machine for lines. Seen as
expensive to operate.
• GIS: Heavy colour use and stringent colour gamut requirements. Line
drawings superimposed with raster images.

4. Secondary
markets
research
Page 4
Secondary Markets
4. Lamination requirements
• IH Graphics:
Centralized Printing Departments: It is seen a capability that
would be useful to have in-house but they also mention the inability
to pass the cost to the clients
Small IH Graphics: Not requirement for lamination and not seen as
cost-effective given their volume
• Graphic Designers: Seen as a ‘too specific’ solution
• Retail: Not value-added process as prints have a short life (2-8 weeks)
and do not require the extra protection or durability
• CAD: Not required as prints are for short term use. Glossy paper used
if presentation-quality is required
• GIS: Minimal requirement for lamination. Prints are for indoor use and
are of a dynamic nature changing.
• Very Low lamination activity (even lower for the 42” users in case of the
GADES)

5. Secondary
markets
research
Page 5
Secondary Markets
5. Future Needs
• IH Graphics:
Centralized Printing Departments: Improve media flexibility and variety.
Small IH Graphics: Improve ease of use in the front-panel navigation and
media handling areas.
• Graphic Designers: Improve media flexibility and variety. Better media handling.
More ‘universal solutions’ from hp. Improve color mgmt tools
• Retail: Combined dye-pigmented printer carriage to remove the need to change
the tubing system
• CAD: Improve installation process. Improve color-lines print speed. Improve ease
of use in the front-panel navigation and media handling areas. Mentions to a
multi-roll capability to switch media types with minimum fuss
• GIS: Improve ease of use in the front-panel navigation and media handling areas.
Mentions to a multi-roll.
• Very Satisfied with the current IQ-Print Speed performance
• Most mentioned areas of improvement: Ease of use (media
handling, front panel) & media flexibility
Feedback from Stork users

6. Secondary
markets
research
Page 6
Research methodology
• 10-15 minutes phone interviews to Stork customers
coming from the CRC and DJO databases
• 66 phone calls
– 46 Stork 42”
– 20 Stork 60”

7. Secondary
markets
research
Page 7
Research Statistics (1/2)
42” Secondary Market Sales vs. Calls made split by vertical
GADES
9%
GIS
36%
CAD
30%
IH
Graphics
18%
RETAIL
7%
Sales Calls
• 42” Overall Secondary Market Sales-to-Calls Ratio
Unit Sales per month
(3 month average):
511
Calls Made
46
1 call for every 11.1 units sold – 9.0%
IH
Graphics
38%
GADES
9%
GIS
20%
CAD
20%
RETAIL
13%

8. Secondary
markets
research
Page 8
Research Statistics (2/2)
60” Secondary Market Sales vs. Calls made split by
vertical
Sales Calls
• 60” Overall Secondary Market Sales-to-Calls Ratio
Unit Sales per month
(3 month average):
195
Calls Made
20
1 call for every 9.75 units sold – 10.3%
GIS
19%
CAD
19%
RETAIL
12%
IH
Graphics
16%
GADES
34%
CAD
15%
GIS
15%
GADES
35%
IH
Graphics
20%
RETAIL
15%