PROJECT REPORT

ON

MARKET ANALYSIS OF
RICOH INDIA LIMITED IN EDUCATIONAL INSTITUTE

SUBMITTED BY: GUIDED BY:

AMBRISH DWIVEDI [Link] MAHENDRU
BATCH- 2009-2011 RICOH INDIA LIMITED
LUCKNOW

INSTITUE OF MANAGEMENT,RESEARCH & TECHNOLOLGY

GOMTI NAGAR
LUCKNOW-06
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ABSTRACT

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ABSTRACT

This study is divided into several parts. This project highlights the objective and
aims of RICOH India’s sales promotion strategies and how successful these
promotions have been.
By “Questionnaire- Survey”, the preferences and purchase pattern of the
consumers have been highlighted. This has helped significantly in determining
what kind of promotional campaigns will be successful, what is lacking in
current campaign and things to consider in future before making a promotional
campaign.
In the end, conclusion has been made regarding the whole analysis and several
recommendations have been suggested, which could help in boosting the success
rate of sales promotion by RICOH INDIA.

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ACKNOWLEDGEMENT

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ACKNOWLEDGEMENT

All is well that ends well. Today I have reached the end of my summer Training

assignment. From the starting till the completion of this assignment there are

many people without whose assistance all my efforts would have been fruitless. I,

therefore acknowledge all who generously helped me by sharing their time,

experience and knowledge with me without which this project would have never

been accomplished.

I would like to convey my heartiest thanks to Mr. ANUPAM MAHENDRU,

of RICOH INDIA LIMITED for giving me the opportunity to pursue my

summer training at such a prestigious Company.

I would like to express my sincere thanks to Mr. MANISH DWIVEDI, my guide at the

college whose guidance was instrumental in helping me to complete my project.

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PREFACE

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PREFACE

I, student of INSTITUTE OF MANAGEMENT ,RESEARCH AND TECHNOLOGY

pursuing a PGDM course and towards the partial fulfillment of it have

undergone a Summer Training project for a period of 5 Weeks. I have put

my sincere efforts to accomplish my objectives within the stipulated time.

Despite all the limitations, obstacles, hurdles and hindrances, I have toiled and

worked to my optimum potential to achieve the desire goal. Being neophytes

in the highly competitive world of business, I came across some difficulties to

make my objectives a reality. Anyhow, with the kind help and genuine interest

of one and all and formally supported by the guidance of my guide, I am

presenting this hand carved effort in colored. I tried my level best to

conduct a research to gain a thorough knowledge about the project in my topic

Market Analysis, I have put the best of my efforts and have

also tried to do justice with the available. If anywhere something is found

unacceptable or unnecessary to the theme, you are welcome with your

valuable suggestions.

Thanks & Regards

Ambrish Dwivedi

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TABLE OF CONTENTS
Serial No. Topic Page number
1 Introduction 7-9
2 Company Profile
3 Corporate / Management Philosophy
3.1 Creating New Customer Value

3.2 Competitors analysis

3.3 Objective of the study
4 Target/task
5 Strategy
6 Products of available brand
7 Differentiation of RICOH PRODUCT
with other brands
7.2 SWOT analysis of RICOH
7.2 Marketing mix of RICOH PRODUCT
7.3 Research Design

8 Sampling design
9 Analysis
9.11 Sources of data
9.1 Ricoh's New Production Printing
Strategy
10 Data Collection tools/instruments
10.11 Evaluation of brand perception
10.1 Findings and Conclusions (Outcome/
Result).
11 Suggestion/ Recommendation
12 Limitation of the study
13 Overall Experience
14 Bibliography

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INTRODUCTION-:

CORPORATE NAME RICOH COMPANY , LTD

FOUNDED FEBFRUARY 6, 1936

HEADQUARTERS RICOH BULDING, 8-13-1

GINZA, CHUO-KU, TOYKO
104-8222, JAPAN

CHAIRMAN MASAMITSU SAKURAI

CEO SHIRO KONDO

CAPITAL 135.5 BILLION YEN

(AS OF MARCH 31, 2009)

NET SALES 209I.6 BILLION YEN

YEAR ENDED MARCH 31, 2006

GROUP COMPANIES 311 COMPANIES

ON A CONSOLIDATED (AS OF MARCH 31, 2009)
BASIS

NUMBERS OF EMPLOY 108,500

(INCLUDING CONSOLIDATED (AS OF MARCH 31, 2009)

ESTABLISHMENT-

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Ricoh Company, Ltd. is a leading maker of office automation equipment, including copiers,
printers, facsimile machines, and related supplies. Other products that the company
manufactures and/or markets include personal computers, peripheral devices such as CD-
recordable drives, semiconductors, and digital cameras. The company is the world’s number
one maker of digital copiers and more than 60 percent of Ricoh’s revenues are derived from
copiers and related supplies. With factories and sales affi liates located throughout Asia,
Europe, and North and South America, Ricoh generates about 40 percent of its revenues
outside of Japan, with about 18 percent stemming from Europe and 16 percent from the
Americas

Ricoh India Ltd, an ISO9002 company, is a subsidiary of Ricoh Company Ltd, Japan.
Ricoh is a global leader in office automation products with a consolidated group sales turnover
of US$ 14 Billion. It's products are synonymous with world class quality and accepted for their
versatility. Ricoh pioneered the digital revolution in the office and is a leading supplier of
digital copiers to many of the world's most competitive markets.
Ricoh's vision is to become the "World's Number 1 Company" in the industry in Customer

Satisfaction. In span of four years, Ricoh India Ltd. has consolidated it's market presence in

India and has succeeded in building a base of over 20,000 satisfied customers. As a member of

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the worldwide Ricoh Group, Ricoh India is committed to serving customers in India with

world's finest digital copiers, multifunctional printers and FAX machines

HISTORY-:
Ricoh Co., Ltd. was founded in 1936 by Kiyoshi Ichimura, the son of a poor farmer. He was
born with no privileges or advantages. All that he achieved was born of his own intelligence,
determination and vision. Ichimura’s first major innovation was the RicohFlex III. Introduced
in 1950, this was the world’s first mass-produced twin-lens refl ex camera. This level of
technological innovation was very signifi cant and gives an important insight into Ichimura’s
vision and ambitions
for the future. He followed with many other innovations, like the 1955 introduction of the first
desktop copy machine, the Ricopy 101. In 1973 Ricoh introduced the
world’s first fully-digital facsimile machine, the RIFAX 600

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MISSION

Since its foundation in 1936, Ricoh has always given the “customer-first” attitude top priority in
developing imaging devices and various other products, as well as in providing quality services.

Beginning with diazo photosensitive paper, we have developed image data processing devices
and systems including cameras, copiers, fax machines, and printers.

We have recently expanded our business to include network office

equipment to satisfy today’s need for greater digitization and networking.
As we enter the new era of broadband in the 21st century, customer needs for office solutions
are changing.

Based on the concept of appliance-like ease that makes sophisticated

technologies easier to use, we are sharpening our business focus to offer
total network office solutions in partnership with our customers.
As a global citizen, Ricoh is actively promoting environmental conservation as an integral part
of its management objectives.
Ricoh continues to support total office innovation by increasing the
company’s strength and establishing world-class corporate standards.

Shiro Kondo Masamitsu Sakurai

President and CEO Chairman

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COMPANY PROFILE

Ricoh Company Ltd. Japan, the parent company of Ricoh India Limited, is a
leading global player in the area of (a) Imaging solutions like Digital Plain Paper
Copiers, Colour Plain Paper Copiers, Colour & Mono Lazer Printers, Fax machines,
Thermal paper etc., (b) Networking Input / Output systems like Multifunction
Printers, Services and Software, Scanners etc, (c) Networking System Solutions like
PC’s, Servers, Networking equipment, Networking software etc.

It has worldwide operations through 317 subsidiaries and affiliates (105 companies in Japan and 212
overseas) employing more than 83,400 employees across the globe. This position has been built over the
years through its dedication towards technological leadership.

This dedication has seen Ricoh constantly creating new values for the world at the interface of people
and information. Ranked by FORTUNE magazine as one of the Global Most Admired Companies for
two years in a row. Ricoh, which has won the Deming’s award twice is honored to be included in the
top 100 listing of the most admired companies worldwide.

Ricoh India Ltd is a 73.6% owned subsidiary of Ricoh Co. Ltd. Japan. The Indian Public holds the
remaining 26.4% shareholding. Ricoh India has a nationwide presence through 14 branch offices at
major metro locations. In other locations it is represented through a dealer network with over 230
dealers having a team of service engineers who are trained by Ricoh India. The company employs over
720 people. Ricoh India declared a turnover of Rs 2,204 million for the year ended March 2008.

Corporate Office
52-B, 1st Floor,
Okhla Industrial Estate Phase - III, New Delhi-110020

Corporate Philosophy-: The Ricoh Group's corporate philosophy is based on three Founding
Principles laid down by our founder, Kiyoshi Ichimura. He summarized his thinking as follows:

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As children we exist only for ourselves with no thoughts for anyone else. As we mature, however,
feelings of love begin to grow, eventually expanding to include all people, all living things on this
planet.
These founding principles drive the Ricoh Group's commitment toward better sustainable management
Founding Principles-:
Love your neighbour
Love your country
Love your work

Management Philosophy-:
Ricoh's management philosophy was formally introduced in 1986 with the aim of establishing world-
class corporate standards that are viable in fast-changing business environment in the 21st century.

 Our Purpose-:

To constantly create new value for the world at the interface of people and information

 Our Goal-:

“To be a good global corporate citizen with reliability and appeal”

Our Principles-:
To think as an entrepreneur
To put ourselves in the other person's place
To find personal value in our work

RICOH VALUE-:

 HARMONIZE WITH THE ENVOIRMENT-: Contributing to global environmental

protection through Ricoh products and services. Also helping customers reduce their eco-foot

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 SIMPLIFY YOUR LIFE- : Anyone can enjoy the functionality and efficiency of Ricoh
products and services

 SUPPORT KNOWLEDGE MANAGEMENT-: We support the customer's value creation

process by streamlining and facilitating knowledge sharing. We pass on our own
operational, structural know-how to customers.

RICOH VALUE

 BRAND STATEMENT-: Our sincerity and passion for the RICOH Values of
harmonizing with the environment , simplifying life & work , and supporting knowledge
management, help people move their ideas forward.

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POLICIES DEVELOPED BY COMPANY-:

Ricoh Quality Policy-:

Ricoh India Limited is in the business of providing solutions to meet Customers' Document
Management needs.

We are fully committed to improve our Customers' workplace efficiency and become their most
preferred supplier for Document Management Solutions.

We will achieve this through continuous Performance Excellence initiatives by engaging our Employees
and Dealer Partners.

Ricoh Environment Policy-:

As a global citizen, Ricoh group is obligation-conscious of environmental conservation. In addition,
we strive to honor our environmental responsibilities and concentrate group-wide efforts in
environmental conservation activities, implementation of which we believe to be significant as our
business operations

Environmental Impact Visualization Technology in Parts Manufacturing-:

The RICO2RET parts environmental impact visualization tool makes possible efficient environmental
impact reduction in parts manufacturing.
To effectively reduce the environmental impact of its products, Ricoh developed RICO2RET (Ricoh
CO2 Reduction & Evaluation Tool) to calculate CO2 emitted during the parts manufacturing process.

This tool is used to calculate CO2 emissions per part for each manufacturing process or each processing
facility on the basis of inputs such as the types and quantities of materials and manufacturing supplies
and the energy consumption of production equipment, air conditioning, lighting, etc. The tool makes
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possible efficient improvement by displaying the calculation results using graphs that make it possible
to identify at a glance processes that entail high CO2 emissions. Ricoh will also make use of the tool in
environmental impact reduction in parts manufacturing by updating as necessary the output units that
are the basis for calculation in order to maintain data accuracy.

Schematic Representation of RICO2RET

Competitors Analysis
The leading, quality office machines, software and furnishings supplier, ABT, stocks a
massive range of equipment from the prominent technology brand, Ricoh, at value-for-
money prices with high customer service and post-sales support standards.
Ricoh’s expertise encompasses every requirement for the office environment, including
black & white or colour photocopiers, printers, fax machines, wide format machines,
digital duplicators, or scanners.
Ricoh equipment is available to buy or lease through ABT and leasing options
come with easy-to-understand service agreements.

Main Competitors

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CANON Copiers

SHARP COPIERS
XEROX COPIERS
Panasonic COPIERS
Toshiba Copiers
MITA/COPYSTAR Copiers
MINOLTA COPIERS
SAMSUNG COPIERS

Sales & Service Network in India -:

Ricoh India has a sales and service network, present across the country with 14 branch
offices, 230 dealers, more than 300 company and 300 dealer service engineers, covering the
remotest of areas besides being present in small cities and large metros.

Office Locations (Ricoh india limited)

Corporate Office

52-B, Okhla Industrial Area,

Phase-III, New Delhi-110020
India
Phones: (011) 41613010 - 18
Fax: (011) 41612221 / 41613019
Email: [Link]@[Link]

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Ahmedabad Bangalore
Sakar IV, Ground Floor (Rear Side) Opp. M J Ground Floor, Prestige Towers,
Library # 99 & 100, Residency Road,
BANGALORE - 560 025
Ellisbridge, Ahmedabad-380006 Board lines: 41477620, 21/22248829,30
Board Lines: (079) 26582883 / 26577143 / Fax: 080 41143040
26588709 / 26586905
Fax No. (079) 26584927
Service Direct Line: 66610483

Chandigarh Chennai
S.C.O 50-51 IInd Floor [Link], Buhari Complex
Sector - 17-A No:4, Moores Road
Chandigarh - 160017 Chennai - 600006
Phones: (0172) 2701984 / 2710162 Phones: (044)
Fax: (0172) 5017483 30212121/30212122/28232457
Fax: (044) 30212123

Coimbatore
81 & 82 , 2nd Floor, Hyderabad
Saravana Bhavanam, 2nd Floor, Vastra House,
160, Patny Nagar, Sp Road
Raju Naidu Street, Tatabad
Secunderabad - 500 003.
Coimbatore : 641012
Opp. Ashok Bhopal Chambers
Phones: (0422) 2482016 / 2493948 / Board No: 040 - 4476 3444
2496276 / 2496535 Fax: (0422) 4372293 Fax No: 040 - 4476 3436

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Delhi Jaipur
100, 2nd Floor, 106 / 111 Mansingh Pura,
Tonk Road (Near Tonk Fatak Railway Overbridge Petrol
Okhla Industrial Estate, Phase - III
Pump),
New Delhi - 110020
Jaipur - 302018
Phones: (011) 41731860-65 Tel: 2709756, 2707028
Fax: (011) 41731866 Toner: 41731871 Fax: 0141- 2709621

Service: 41731872-73, 41633626-27

Kochi Guwahati
41/1716, Berankunju Road, Tayyabula Road,
Ernakulam North, Cochin - 682018 Digliphukripur, Guwahati - 751001
Phones: (0484) 2353997 Phones: (0361) 2543591 / 2635311 (2543591)
(Dir.) (0361) 2602949
Fax: (0361) 2635311

Kolkata Lucknow
India Steamship House, Freny Manor, 6 Park Road,
21, Old Court House Street, P.O.B. 2514 Lucknow - 226001
Kolkata - 700001 Phones: (0522) 2239189 , 2239176, 2237381
Phones: (033) 22488641/42 Fax: (0522) 2237380
Fax: (033) 22437412

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Mumbai Pune
Metropolitan Building, 5th Floor, Galaxy Gardens, 2nd Floor,
East Wing, Bandra Kurla Complex, [Link]. 479 / 480 A, Behind Gera Sterling
Bandra ( East) North Main Road Koregaon Park
Mumbai - 400 051 Pune-411001
Phones: 67032090 / 67032091 / 67032092 / Phone: 30580158, 30580159, 30580160
67032093 / 67032094 Fax: 30580145
Fax: 67032099

Ranchi Vishakapatnam
4th Floor, Arjan Place, 29-13-21, Janaranga Towers,
5, Main Road (Near Overbridge), Lalitha Cly, Opp. Rd to Centre Point Hotel,
Ranchi - 834001, Dabagardens, Vishakapatnam - 530020
Phones: (0651) 2331426 / 2331069 Phones: (0891) 2754968 / 2553466
(2203162) Fax: (0891) 2553466
Fax: (0651) 2331402

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Global Awards (RICOH Ltd)

Ricoh strives for excellence in all areas of its business and has been recognised for
outstanding products and customer service, protecting the environment and its
manufacturing processes

Corporate Awards:- Ricoh has been recognised for its achievements as a company globally

Environmental Awards:- Since the 1990s, Ricoh has been a world leader in the development
of energy efficient and environmentally conscious products. Ricoh's pioneering efforts in the
Office Automation and Imaging Industry have been officially recognised across Japan, USA
and Europe.

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PRODUCT PORTFOLIO

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PRODUCT’S & SOLUTION

PRODUCT’S:- Ricoh India's product range includes Colour Multifunction Printers, Black & White
Multifunction Printers, Mono & Colour Laser Printers and Copy Printers. The Aficio range of
Multifunction products provide affordable adaptability to have Printing, Copying, Scanning and Fax
capabilities in one machine.

Ricoh's compact Colour Laser printer takes care of fast colour printing requirements. It is just as
productive as a fast desktop black and white laser printer, with a high-geared engine, almost
instantaneous warm-up time and automatic duplex, eliminating need for two separate devices.

Colour Multifunctions
A highly reliable and productive colour
enabled B&W machine that will meet the
growing demands of your organisations
workgroups.

Printers:- Highly reliable and productive.

Black and white, color laser printers with
network capabilities to meet today print
demand & provide complete document solution
to your organization.

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Wide Format Printer:- Make short work of

large-format copying. Ricoh offers a line of
digital wide format solutions for low to medium
volume users that are second to none in
performance and reliability.

Ricoh Global Products:-

(Camera)Ricoh offers products ideal for
not only personal use but also business use,
such as digital cameras, CD-R/RW and
DVD+RW/+R
CopyPrinters

Copy a variety of documents in

different sizes whilst reproducing
high-quality time after time.
Our comprehensive range of spot colour
capable CopyPrinters offers cost conscious
organizations high-speed, high-volume image
duplication solutions designed to increase
productivity in the office. With advanced image
duplicating technology and excellent paper and
media handling, you can easily produce high-
quality output time after time.

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SOLUTION

Proprietary and third party software and hardware solutions for enhancing product connectivity, office
productivity and document workflow.

These Printing and Document Solutions help ensure that your Ricoh products fit your need today and
expand with your business tomorrow.

Security Solutions
Ricoh MFP security products are design
for information assurance of your most
sensitive documents. Included are
Removable Hard Drives,
DataOverwriteSecurity System, Security
White Papers and technical support.
Printing Solutions
Ricoh printing solutions streamline data
output and reduce printing costs. Your
Ricoh Aficio input / output device can be
seamlessly integrated to printing
environments with Ricoh print solutions
software. From managing networked
printing to customizing print jobs from
your desktop, Ricoh printing solutions are
cost effective, productive and secure.

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Document Solutions
Ricoh Document Solutions deliver
efficient document management, storage,
image scanning, file conversion, and
collaboration. From web services, to
storage peripherals, to OCR, email and
document management software, Ricoh's
solutions maximize your workflow and
get more from your Aficio MFP
Device Management
Utilities and tools for administrators,
support staff and users to configure,
monitor and manage network Ricoh
printers & devices across the enterprise
using a web browser. With Ricoh's
Device Management Software or
@Remote Services you can monitor:
status, toner, paper, utilization and
trending to help you better manage your
devices.

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Five core concept of Ricoh company-

there are five main department at which the company work for continuous improvement

RICOH

TECHNOLO PRODUCTI MANAGM ENVOIRM SALES &

GY ON ENT ENT SUPPORT

TECHNOLOGY:-

The rapid technological revolution, globalization of businesss, etc. are bringing about dramatic changes
in our working environment Ricoh`s R&D covers a wide variety of field including technologies that will
be needed for office work in the future , and research on element , environmental, & production
technologies, as well as product development using such technology
The following 4 areas as we support our customers' new workstyles and business models and
seek to solve environmental problems.

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Ricoh Technology Center:-

This center was established in August 2005 in Ebina City in Kanagawa Prefecture as a technology base
through the integration of the development division and the production technology division for copiers
and printers. Technical experts who had
been working at different business sites, plants, etc. in Tokyo and adjacent areas were brought together
at the new center, so that functions relating to the development of the state-of-the-art elemental and
production technologies required for color products, product evaluation, etc. could be combined, and
efforts made to improve

Research and Development Group:-

The group promotes research on state-of-the-art core technology in a wide variety of fields. This
research covers not only basic technology for materials and devices, but also measurement, processing,
control requirements, and analyses, as well as practical
application. Moreover, we also consider ideas for the office of the future. The group is engaged in
strategic business efforts, without being bound to traditional business areas, so that we can continue
contributing to the creation of new values that are beneficial to the whole community.

High-speed and Reliable Printing Technology for the High-end Market:-

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Ricoh is strategically striving for growth and expansion in the printing sector. In particular, full-scale
advancement into the backbone system market and high-end printers for the printon- demand market
means the opening up of a new important
market for the Ricoh Group. In October 2004, Ricoh Printing Systems, Ltd. joined the Ricoh Group. By
harmonizing the technology of Ricoh and that of our new group company, we intend to develop various
types of print technology, including aser printing technology for even higher speeds,

Copy Guard Function to Eliminate Unauthorized Copies:-

With the increasing importance of information security, Ricoh considered the

security of paper documents as part of its overall security efforts, and developed
the first illegal copy guard function in the world. A special woven pattern is
embedded into a document when it is printed, and if the original is copied, its
image will be destroyed and the whole surface will become gray. This function will prevent classified
documents from being copied and removed.

PRODUCTION
In 1975 , Ricoh become the first company in the office automation industry to win the Deming Prize, which is
given to outstanding companies that establish strict quality control system system in addition, a number of
Ricoh’s domestic & overseas production sites have obtained ISO9000- series certification , an internationally
recognized standerd for quality control . Ricoh thus has established superior production management system to
support its production & development activities. In 1985, the company`s rank integrated production
management system won the “Okochi memorial production Award

The Right Products in the Right Place

Ricoh introduced the idea of making the right products in the right place to produce high-quality
products with maximum efficiency. Ricoh has established a global
production system where products best suited to each area are made according to technical skill and
productivity of each site. Office equipment supplies are produced near important markets.

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Ricoh-style Production Method to Eliminate Waste in Production Processes and Maximize

Added Value

One of the concepts supporting this method is the “inter-process synchronized assembly-line production
for each product.” We are promoting process innovations under the same concept at all production sites,
from the casting of a toner cartridge to the filling of toner and final completion, and a “mixed
production line for electrical units.” These innovations aim more at the enhancement of added value for
the benefit of customers, including high quality, small-lot production of a wide variety of products, and
shorter lead times, than at the improvement of production efficiency.

MANAGEMENT
Ricoh is now engaged on a course of sustainable management, encompassing all areas of “sustain
ability” from environmental protection to corporate responsibility to profitability. Simply put ricoh’s
responsibility is spread among all our stakeholders,
Be they ordinary citizens of the earth , customers, shareholders or employees.
The creation of a new CSR Division exemplifies our commitment to sustainability in all its aspects.

Ricoh Establishes the First CSR Division in Japan

In January 2003, Ricoh established its CSR Division to become the first corporation in Japan that has a
division dedicated to corporate social responsibility (CSR) issues. Since then, the CSR Division has
been comprehensively controlling and promoting Ricoh’s CSR activities. The first task of the CSR
Division was to generate the Ricoh Group Corporate Social Responsibility (CSR) Charter, a set of
action principles
under four themes: “Integrity in Corporate Activities”; “Harmony with the Environment”; “Respect for
People”; and “Harmony with Society.” The
Charter was enacted in January 2004. At the same time, the Ricoh Business Code of Conduct was
reviewed from the perspective of establishing “further
responsible corporate activities that aim to harmonize with people, society

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Complete Risk Management and sincere respect for Laws and Ethics

The Ricoh Group is striving to realize complete risk management, as shown by the establishment of the
BPRM (Business Process Risk Management) Subcommittee to manage crisis risks in an all-inclusive
and general manner, aiming to prevent the occurrence of accidents and events that would have a
significant effect on the management and stakeholders of companies. Further, the Group provides
employees both at home and abroad with education based upon the Ricoh Group Code of Conduct, so
that a sincere spirit to observe laws and ethics will be cultivated
and maintained. Management review

Ricoh Group as a whole adopts ISMS

The Ricoh Group, whose business core is information, is striving to enhance its Information Security
Management System (ISMS) on a global level, so that customers can use Ricoh’s products and services
without anxiety and Ricoh can gain greater trust of customers. In December 2004, Ricoh was awarded
domestic ISMS unified certification on a large scale, covering 91 domestic companies (1,284 offices)
and 55,000 staff members. Currently, active efforts are being made for the establishment
of ISMS for overseas sales companies, as well as for measures for the whole group
to cope with the new international standard, ISO 27001

Enhancement of Internal Control Function

The Ricoh Group aims to enhance its internal control system to secure greater reliability in the
observation of the laws, regulations, and standards of respective
countries and in its financial reporting and to further enhance its corporate abilities. In March 2004, the
Internal Control Promotion Office was established,

ENVOIRMENT

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The Ricoh group incorporates environmental viewpoints into all aspects of its corporate management, as
part of efforts for environment to realize environmental conservation & profit generation at a same time
Further we are striving to reduce environmental impact on the society as a whole , by actively proposing
environmentally-friendly products based upon environment-oriented technologies so that more
customers will purchase such products

Environmental Conservation Activities

The Ricoh Group carries out environmental conservation activities mainly for resource conservation and
recycling to prevent the exhaustion of resources, energy conservation to prevent global warming, and
pollution prevention, which are promoted for all relevant products, business sites, and operational fields.
Efforts are

also made to upgrade basic schemes, such as our environmental management system, sustainable
environmental management information system, co balance, environmental management, green
partnership, environmental education/environmental awareness building, social contribution of
environmental conservation, and environmental communication, so that these activities can be promoted
even more effectively

Ricoh Promotes Reduction of CO in close cooperation with suppliers

Environmental impact produced during the process of procuring raw materials and parts account for a
large part of environmental impact generated by all business activities, which makes it urgent for us to
strive for a reduction in close cooperation with our suppliers. In 2005, Ricoh started supporting
suppliers in efforts for
reducing CO . Ricoh has offered a tool for its suppliers to calculate CO independently at their offices,
and this is now being used effectively in improvement activities. Furthermore, Ricoh sets numerical targets
for reducing CO aiming at the most effective reduction possible.

Forest Ecosystem Conservation Projects

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The Ricoh Group places priority on forest ecosystems with rich biodiversity and has been promoting
forest ecosystem conservation projects since fiscal 1999 in partnership with environmental NPOs and
local communities. Unlike simple
afforestation, the main aim of these activities is to protect the habitats of indigenous species and the life
of residents, and in such activities, priority is given to creating a
partnership with environmental NPOs and local residents. Details of Forest Ecosystem Conservation
Projects are shown at Ricoh’s environmental Web site, ECO TODAY

Ricoh the First Company in the industry to use Plant-based Plastic for Products Plant-based plastic
is a material with less environmental impact and
without any global warming effects. In 2005, Ricoh, which has always striven to develop
environmentally-friendly copier materials, succeeded in producing plastic with a high percentage (more
than 50%) of plant-based plastic from corn and putting it to practical use. Subsequently, Ricoh became
the first company in the industry to
use plant-based plastic for the bodies of copiers with the imagio Neo 602ec/752ec. Furthermore, the
plastic is used for some of the paper trays in the popular color copier, imagio MP C1500

SALES & SUPPORT

Ricoh’s innovative power is also reflected in its customer-oriented marketing activities. Ricoh display
its excellent ability in offering proposals and services through its complete sales network , including 41
domestic general sales companies, about 450 service bases, and about 400major specialized trading
companies & sales agencies. Ricoh offers high-qualities solution & support services that are common
across the world, in five regions.

THE AMERICA
EUROP
ASIA-PACIFIC
CHINA
JAPAN

Full-scale Launch of Ricoh Global Services

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Ricoh Global Service Business Center was organized in April 2005 as a special division to formulate
and promote document solutions for major foreign companies, particularly Fortune Global 500 and
equivalent companies. Based upon the customer relations cultivated in the five regions of the Americas,
Europe, Asia-Pacific, China, and Japan, a worldwide high quality service system was thus established
and commenced full-scale operations.

Ricoh Offers Total Global Support and Services through its Office Equipment Remote
Management System,

Remote allows us to monitor the state of multifunctional copiers and printers

on a network and to provide appropriate and speedy support and services.
Hardware breakdowns can be prevented, and downtime can be minimized by
prompt measures—even in case of serious malfunctioning. It is also
possible to schedule regular replacements of parts and forecast toner
exhaustion. Ricoh intends to promote Remote on a global basis to further
improve customer satisfaction

Customer Service Center responds swiftly to Inquiries:-

Ricoh’s Customer Service Center supports customers’ office environments. The highly-trained staff is
intimately acquainted with Ricoh products and is available to answer questions over the phone and
resolve problems quickly.

Differentiation of Ricoh Photocopier machine with other brands

Additional tools that distinguish the AP4510 from the competition:

• Ricoh’s SmartNetMonitor utility provides users with a constant status update of their default printer
and other Ricoh printers on the network. Users know exactly when their document is finished printing,
what paper sizes are loaded and their orientations.

• SmartNetMonitor can increase productivity by splitting multiple sets of a single document among
multiple networked AP4510s. Further, SmartNetMonitor can also automatically redirect a print request

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from one AP4510 to another one if the primary printer is unavailable, thereby saving time and
inconvenience.
• Insure privacy on confidential documents with the Secure Printing (Locked Print) feature. Document
printing is suspended until an authorization PIN is keyed in at the AP4510, eliminating the possibility of
unauthorized personnel reading the document, or even picking it up accidentally.

• The Sample Print feature with the optional HDD reduces paper and toner wastage by printing a single
document of a multi-copy document for proofing and review.

SWOT ANALYSIS
Ricoh company has strong research & development group which always analyze the market & provide
best product & solution for the customer

Strength:
 Broad Hardware Product Portfolio

 Robust Line of Software Products

 Worldwide Presence

 Brand Recognition and Company Reputation

 Multichannel Strategy

 InfoPrint Solutions Joint Venture

 Green IT and Sustainability Strategy

 Formation of Ricoh Global Services

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 Financially Health

 R&D

Weakness:
There are no such type of weakness but there is no limit of improvement, so some weakness of the
company are:-
 Multibrand Strategy

 Operations Integration

 Geographical Weak Points

 Weak Smart MFP and Scanner Strategy

 Limited A4 Page and A4/A3 Inkjet Product Range and A3/A4 Product Positioning Strategy

Opportunities:
There are huge opportunities in market for the office automation products because-
 Increased Demand for Services

 Growing Production Market

 Demand for Smart MFPs

 Day by day increasing numbers of colleges, institute and other educational areas

Threats:

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All other companies of printing solution provider are the threats for the Ricoh company but in Lucknow,
the main threats is Canon company, apart from that some more internal function which are more
demandable are also threats-
Demand for A4 Devices
SMFP Market Competition
Competition From Line Inkjet

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PROJECT WORK

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OBJECTIVE

OBJECTIVE

“BUYING PATTERN FOR PRINTING SOLUTION”

the summer internship program is to learn following topics:

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[Link] the requirement wrt resources required vis a vis available resources:

However,in order to get the expected business, the inputs are provided
In a structured [Link] to clarify this point,we can say that,what is our expectation wrt to
business but the element of HOW the business is to be targeted in territory(customer category) to a
large [Link] the key improvement in developing business is to develop a coverage plan of
Terretory to include HOW element in the business.

[Link] the expected business(Copying/printing potential):

The primary objective of coverage plan is to excute coverage by prioritizing coverage commensurate to
potential that exists in various customer segments (Govt.,Comm.,PSU,Major Accounts,Education) in
Territory so as to fully exploit the potential of territory.

3. Competition analysis for brand Ricoh.

Find out who are the major active brands available in markets of Lucknow. Find out the strength and
weakness of those active brands.
Find out what current brands are delivering to customers and analyze how differentiation can be done
for RICOH from the competition.
Give the SWOT analysis of RICOH Product with reference to competitive brand. Find out the
marketing mix (4Ps) analysis of ricoh.

4. Brand Perception of Ricoh Photpcopier Machine

Study the brand Ricoh and measure the Recognition, Consideration and credibility of Ricoh
Photocopier Machine for people of Lucknow and study the future trends and requirement of customer.
Evaluate current positioning strategy of Ricoh product and find out how well they are addressing the
need of Target market and Give your recommendations.

[Link] Commitment of customer:

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By doing this project companies can findout customer commitment towards its product.

• The main points of the objective of Research are

i. Understanding the customer Buying process of photocopier machine

ii. Identifying the customer’s demand for different digital function in photocopier machine
iii. Comparative analysis of market share of RICOH & Other company
iv. Investment capacity- knowing how much money they want to invest for new machine
-some customer want machine on rental basis
-some customer want to perches new machine
v. To knowing the customer satisfaction about the products

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SOURCES OF DATA

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STRATEGY FOR DOING PROJECT:-

8 weeks summer internship program was divided in following parts:

 Induction program

 Briefing of Project

 Competition analysis for brand Ricoh

 Gain Commitment of Customer

 Brand Perception of Ricoh Photocopier Machine

1. Induction program:

This was given by Company Guide Mr. Anupam Mahendru in Lucknow Branch Office., at the
first day Mahendru Sir gave us project of ricoh company for market research & analysis the title
of the project is “Buying pattern for printing solution by customer”

2. Briefing of Project:

Before starting the project Company Guide [Link] had discussed some important points
regarding this projects and various customer segments & office reporting time.

3. Competition analysis for brand Ricoh:

For this purpose I were asked to visit various customer segments in Lucknow market . We were
suppose to put inquires regarding following:
• Available brands

• Which brand is best and why is it best?

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• What is the problem with other brands?

• What about Ricoh Photocopier Mchine?

• Availability of brand Ricoh in Lucknow market.

4. Gain Commitment of Customer:

Feedback of customer is very [Link] this way we can know the current market position of
the company.

5. Brand Perception of Ricoh Photocopier Machine:

For this purpose I create a questionnaire related to assessment of brand perception and collect
date with a survey research method.

TARGET/TASK

Target:
To visit 74customer segments (Educational Institutes/Coachings) and get information about
Buying Pattern for Printing Solution By customer.

Task:
I have covered 74various customer segments in this segment

Research Design.
In Research design, I have prepared a framework in questionier form for conducting the marketing
research [Link] specifies the details of the procedure necessary for obtaing the information needed to
structure and solve the marketing research problem.

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DESCRIPITIVE RESEARCH
Descriptive research for ricoh company in lucknow to know the buying pattern of customer for a
particular photocopier machine the survey was descripitive because I have tried to know the market
characterstic for ricoh products in given segment (i.c Hotels, Jobbers, Insurance, Hospital) in lucknow

Descriptive Research

Cross sectional Longitudinal

Single cross- Multiple cross-

sectional design sectional design

I have done
In Ricoh company The descriptive research in the form of a survey undertaken to quantify the salience
of the different social & other marketing related causes for the business
There are 2 main part in descriptive research i.c cross sectional & longitudinal, my research comes
under the cross sectional because I have collected the information from given sample of population
elements bu the company .

Data Collection
FRAMEWORK FOR DATA COLLECTION

Methodology
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Primary Secondary
description (target description
segment)

Data from Data from Data from Data from

Hotels Jobbers Hospital institutes

RICOH
company
Internet
websites

Sampling
Sampling Unit
Participants of the study were from different Educational Istitutes(Professional Collegesand
Coachings) and get information about Buying Pattern for Printing Solution By customer.

Sampling method
Participants were selected on basis of availability of time and willingness to participate so it was
convenience sampling method which is a non probability sampling method.

Sample size
In my survey I have selected 80 data from above mentioned sector sector), all the data were
selected randomly

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DATA ANALYSIS
I have prepared questioner for market survey I have done the analysis by the customers data which I
have collected in my survey

While collecting Data collecting data I found that some customer (mostly hotels,) response are not
properly but overall customers response was good
1 Types of Photo copies numbers %
-
1-Black & white copies 60 75%
only

2-Both color and black & 15 18.75%

white copies

3-Not sure 5 6.25

Total= 80 100 %

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PreferenceType
B &W Coloure Not sure
6%

19%
75%

RECOMANDATION:-

Above pie chart shows that 75% of customers segments preferred Black& white copies only due to
lower price of Photo copy. And 19% of customer segments preferred both color and black &white
copies. Where 6% of customer segments were not sure.

I have seen in the market that most of the customers were saying, the demand of colored copies depend
on specific need otherwise black & white copies are cheap so demand is high

2
Projected monthly copier volume numbers %
1-Low volume (Less than 3,000 45 56.25
copies/mo.)

2-Medium volume (3,000-10,000 15 18.75

copies/mo.)

3-High volume (10,000-30,000 12 15

copies/mo.)

4-Not sure 8 10

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Total = 80 100 %

By doing analysis I have found:-

Most of the photo copier machine users (i.c56.25 %) are producing 3000 to 10,000 copies /month , 10

% users are not sure about overall copy volume, only 15% customers are producing very high volume

i.c more then 10,000 copies

If we see analysis 1 & 2 then we find that the total monthly volume of black & white photo copies are

3000 to 30000 it shows that the demand of colour copies is very less

3
Estimated budget for each copier purchase:-
Numbers %
1- Rs. 50000-60000 54 67.5

2- Rs. 60000-70000 11 13.75

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3- Rs. 70000-80000 8 10

4- Not sure 7 8.75

Total = 80 100 %

Above bar chart shows that the customer want to perches new photocopier machine at lower cost by

chart we can see by increasing the budget the number of customer decreasing it means the price of

machine does ton depend upon monthly copier volume,

One factor is also considerable that (not sure graph is little much high) about 31 % customer s are not

sure about budget they were saying it depend upon business

4 Requirement of some additional features

Response numbers %

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1-No additional functions, 10 12.5

2-Printing 50 62.5
3-Scanning 10 12.5
4-Fax 5 6.25
5-Duplex copying 5 6.25
Total no. =80

Most of the customer were saying that they are satisfied with their photocopier machine they does not

want any new function while some customer were saying that we want some additional features like

printing, scanning, fax, & duplex copies

Bar chart shows that the demand of duplex copies is more then printing, fax, & scanning

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Speed of copier/min:-
5
Response no . %
1 -Low speed (10-20 copies/min.) 10 15 %

2 - Medium speed (20-30 copies/min.) 30 53 %

3 -High speed (30-50 copies/min.) 15 21 %

4 -Not sure 25 11 %

Total no. =80

By customer response I found that most of the customer want medium speed (i.c 20 to 30 copies/min.)

about 21 % customer are not sure about speed & only 15 % customer are saying about low speed

By survey I analyze that those customer whose monthly copier volume is less then 3000 are saying

about low speed & high per month volume customer are saying about high speed ic. 30-50 copies/min

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6 Paper size whose demand is high in market:-

Response no… %
1- A4 size 50 61 %

2- Full scape 8 21 %

3- Ledger (11 x 17) 5 18 %

4- Envelopes 10 11 %

5-thick sheet(upto 11´ 17) 18 09 %

Total no. =80

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Most of the jobbers are saying that A4 size & full scape size photo copy demand is high, pie chart is

showing that 41% A4 & 21 % full scape

While hospitals & hotels ,segment are saying that demand of ledger, envelops, & thick size are same

as A4 & full scape

7
Size of business:-

Response no.. %
1-Small to mid size business (1-50 employees) 20 90 %

2- Large business (100+ employ) 50 07 %

3- Government agency (federal, state, or local) 10 05 %

Total no.
=80

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Above pie chart shows that about 90 % customer has a small business (i.c 1 – 50 employ) mostly
they are jobbers and others large business & government agency are between 10 % there are
huge gap between jobbers & others

8 Copier machine would you like to porches:-

1-One machine in future 60 32 %

2- Two machine in future 05 05 %

3-Three machine in future 00 01 %

4- Not sure 25 62 %

Total no. =80

When I asked about future planning for new photo copier machine perches then most of the customer
was saying that their budget will allow then they will perches machine within one or two years it is also
depend upon size of business

About 62 % customer were saying they are not sure it depend upon their income

Above pie chart is showing the future plan of customer about new machine

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COMPERATIVE ANALYSIS OF PHOTOCOPIER

MARKET
I have analyzed the market survey report and I found some comparative characteristic Of the

customer

 Those customer whose copier volume is low are preferring low speed machine at low cost some

time they are not sure their business they were thinking about new business or second hand

photocopier machine

 Those customer whose monthly volume is high are want high speed machine

And proper after sale service, high paper storage capacity

 The customer of hospital and hotels were saying about lot of new function like scanning, duplex

copy, internet connectivity while jobbers are saying they are satisfied with their machine because

the demand of only photo copier is high and their shop is popular for photo copy only

 Those customer who are demanding for black/white, and colored function , due to this their

estimated future budget is high

 In the jobbers sector the demand for A4 size photocopier is high while in hospital & hotels all

size photocopier is in same demand

 Only government sector customer were saying in coming years they can perches more then 3

machine

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 Very high volume photocopier/month (10,000- 30,000) are demanding very high speed(i.c 30 to

50 copies/min.)

 Those customer whose estimated budget is high (i.c more then 70,000) are demanding some

additional features line printing, scanning, and fax function

 Small size business customer were saying that there are no requirement of new function while

large size business customer were demanding some additional featuers

Apart from that I have asked from several customer about their buying process, ice from where they

get information, how they believe on particular brand which they are going to perches by their proper

feedback I have prepared a frame work about the customers final decision for perches of new

photocopier machine

BUYING BEHAVIOUR FOR PHOTOCOPIER MACHINE

By the feedback of customer for ricoh
Need Recognition product’s buying pattern we find:-
-some customer’s were saying that if
they want to start new business then
they will perches photocopier machine
-if there old machine stop working
then,
Information search

If they want to purchase new

product, they will take information
by product user’s, friends, brands
popularity, salespeople, and dealer’s

There are so maney photocopier

Evaluation of
products like Ricoh, Canon,
different purchase Xerox,etc. they will evaluate all the 58
options different products which are available
in market
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After the evaluation of the product finaly

they will take the decision that which
Purchase decision product they are going to perches

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CONCLUSION
&
RECOMMENDATIONS

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FINDING & CONCLUSION (OUTCOME & RESULT)

After the analysis of market survey data of 80 customer from different sector about their

buying pattern for printing solution, the out come of the analysis is :-

In order to improve business it is necessary for company to give right information about new

technology and other benefits at the right time,

1-Customer feedback about photo copy machine:-

Availability of service center

Good past experiences

Clearty of copies

High speed

Resale value

For highvolume of canon success

Easily availability of parts

High market share

2-Need of some additional features:-

Scan to folder

Speed 30 copy/ minute

Network printer

colors printing

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High paper storage capacity

Internet connectivity

SUGGESTIONS

• Company should regularly meet the photocopier machine users and try to solve out all problems
related to product.

• Company should take feedback from the existing customers regularly.

• Company should recruit trainee on regular basis for promotional activity. And for repairing the
existing ricoh product

• Company should develop a coverage plan of Terretory to include HOW element in the business.

• Regarding customer complains, needful step should be taken for making customer care more
efficient because there is a perception of lazy customer care of ricoh product, in fact it is
hampering image of our Brand.

• Company should make strong its research& development department,by this way they can add
some additional features in its copier machine.

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• RICOH should improve its Marketing Strategy if it requires to capture market of

Photocopy machines.

• Most detailed customaries services should be provided

• As there is bottleneck competition between CANON & RICOH ,it is necessary to take
steps to overcome the area of downfall in RICOH with respect to CANON.

• Most of the customers are not aware of RICOH products .So efforts should be made to
overcome this shortcoming.

So,Company should improve Their services,market their products aggressively,& also

update their Technology.

LIMITATIONS OF STUDY

 Lack of proper conveyance

 Lack of means of communication

 Unavailability of Identity card

 Lack of the detail knowledge about addresses of dealers & distributers.

 People only want to listen to there known person, e.g Managers, executives because they are the
known person in market, we as trainee given less important by Dealers.

 This sector is also based on relationship.

 I faced some problems for canopy activity in housing society and public places. Problem was
regarding prior permission and local traffic police.

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Overall Experience

My experience in this project was very nice, I lot of thing about customer , how to interact with

customer from different sactor, how we get their attention towords us. How can we judge the customers

attitude, I found some customer were very aggressive & some customer were very polite & simple

apart from that I have learned , how to behave with our Boss, employ work pattern in office and other

company activity

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BIBLIOGRAPHY

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Bibliography

Books Author
Marketing Research- K. Malhotra Naresh
Marketing Management- Saxena Rajan

Internet
[Link]
[Link]
[Link]

[Link]/hotels-in-lucknow
[Link]

[Link]

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SAMPLE OF QUESTIONNAIRE

Questionnaire

Name :

Address :

Contact No :

1. Please Describe the type of copier you need to produce:

• B/W copies only

• Both-B/W and Color

• Color copies only

• Not sure

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2. What is your overall projected monthly copier volume?

• Low(<3000)

• Medium(3000-10000 copies)

• High(10000-30000 copies)

• Very High(30000+)

• Not sure

3. The speed of copiers you want:

• Not Sure

• Low speed(10-20 cpm)

• Medium speed(20-30 cpm)

• High speed(30-50 cpm)

• Very high speed(50+cpm)

• Not sure

4. Would you like the Machines on rental basis:

• Yes

• No

5. What is your estimated Budget

• Rs.50000-60000

• Rs.60000-70000

• Rs.70000-90000

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• Rs.125000-175000

• Rs.200000-250000

• Rs.300000-400000

• Rs.450000+

[Link] you like any additional feature with the machines/device.

• Yes,Specify…………………………………………………………………………
.

• No

[Link] is the address and contact person for your office location(with e-

mail).

----------------------------------------------------------------------------------------

-----------------------------------------------------------------------------------------

[Link] you like AMC also.

• Yes

• No

[Link] size you want your machine to handle:

• A4

• Full scape

• Ledger

• 11X17(Thick sheets)

• Envelops

• Transperencies

[Link] many machines you like to purchase:

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Please specify,----------------------------------------------------------------------------

[Link] other Brand you like to purchase:

If Yes,Please specify------------------------------------------------------------------------

[Link] Trainee Findings

• Requirement of only mono/color with speed of=

• Requirement of mono/color with printer

• Requirement of high speed N/W scanning Mono

[Link] of Final Analysis(eg:speed,printer,AMC,etc.)

(attach extra sheet if required)

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