The document discusses a presentation on accessing customer satisfaction and market dynamics for document management devices. The objectives are to understand customer usage, strengthen the Xerox brand image, and determine customer preferences and satisfaction levels. A survey found that HP has the largest market share for copiers and MFDs. Customers prioritize quality over other factors like price and service. While most customers are satisfied, Xerox needs to better distinguish its brand and provide solutions for all business sizes.

1. Accessing customer satisfaction
and market dynamics on
document management devices
P r e s e n t e d B y :
Raktim Hatai ( Roll No.: 3)
PGDM 2010-12

2. Objectives
 To understand the actual management functioning.
 To strengthen the brand image of Xerox.
 To find out which brand is most preferred by the
small , medium and large business units.
 To find out customer satisfaction level on usage of
various document management products of various
brands.
 To find out whether the firm is in need of a device
hence generating a lead if possible.

4. About Xerox
is a global Fortune 500 document
management company.
Manufactures and sells a range of color and black-
and-white printers, multifunction systems, photo
copiers, digital production printing presses, and
related consulting services and supplies.
Xerox is headquartered in Norwalk, Connecticut.

5. URSULA M. BURNS is the CEO for
Xerox Corporation.

6. Xerox India Limited

7. • Incorporated in 1983.
• Founded by Dr. Bhupendra Kumar Modi,
former chairman & President.
• It follows the “open door policy” within
organization.

8. Marketing Strategy
1 • Suspect
2 • Prospect
3 • Approach
4 • Negotiation
5 • Closing
6 • Order

10. 70%
17%
2% 11%
HP Cannon
Xerox others
.

11. Which brand of copier do you
have?
9%
67%5%
5% 14%
HP cannon Xerox
Ricoh others

12. Which brand of MFD do you have?
55%
16%
6%
4% 19%
HP Cannon
Xerox Ricoh
others
Inference: HP is the
market leader.

13. What is the page size that you use for
documentation?
A4
77%
A3
2%
Both
21%
Inference : Majority (77%) of
the SMEs use A4 size papers for
documentation

14. What are the factors that influence your buying?
85%
7%
6% 2%
Quality
After sales service
price
finance options Inference: Quality is given utmost
importance over the other factors

15. Generally who takes the buying decision in your
organization?
28%
8%
31%
33%
IT head
Operations head
purchase head
Director/CEO
Inference: Majority of the
buying decision is taken by either the IT head,
purchase head or the director

16. Do you intend to buy any product soon ?
yes
13%
no
87%
Inference: 13% of the
sample were interested to buy a new
device

17. How satisfied are you overall with your
existing product?
33%
62%
4% 1%
very satisfied satisfied
neutral dissatisfied
Inference: Majority of users
( 95%) are satisfied partially or wholly
with their existing product.

19. Pioneers in photocopying
equipment.
High respect and trust of customers
regarding brand.
High range of products.

20. WEAKNESSES
 Consumers do not have direct dealings with Xerox..
 The complexity of the products
 Most SMEs are not aware about Xerox as a separate
brand.
 Greater focus of the company on sales to new customers
than service to the existing customers.

21. OPPORTUNITIES
THREATS
Huge opportunity in the printer segment
Huge orders can be attained since Xerox has a genuine
brand image
Aggressive marketing by the rival brands.
“PUSH” strategy being adopted by the competitors is
eating up on the market share of Xerox.

22. Recommendations
Changes have to be made as to distinguish Xerox as a
separate brand
Xerox has to use its brand name in portraying itself as
the complete office solution.
Xerox presently is focusing on those companies who are
in need of bulk outputs. So they should also concentrate
on all sectors irrespective of the volumes they need.

23. Last but not the least……..
Sales without Customer Service
is like stuffing money into a pocket full of holes.
……….
DAVID TOOMAN