Cheaper HP Ink On the Way?
Have you seen the Lexmark “Ink Monster” ads? They are cute and funny. If you haven’t seen the TV commercial, check it out on YouTube.
Lexmark created at least two “Ink Monster” television ads and also developed a version of the campaign that runs on the firm’s Web site home page.
From http://www.observer.lyra.com:
Lexmark’s decision to join Kodak on the “cheap ink” bandwagon is interesting because now two of the six major suppliers of ink jet printers in Europe and North America are beating this drum. That the two weakest vendors of the six have taken this approach is not coincidental: they have a lot less to lose than the market leaders if ink prices start to fall as competitors respond to their marketing efforts.
Customers who are attracted to the Vizix “Evil Ink” message may not be pleased when they learn they have to buy a $200 or $300 printer to get this savings, and may even conclude that Lexmark is as evil as its competitors when it comes to the high price of ink jet ink.
HP’s strategy has been exactly the opposite of that of Kodak and Lexmark: the firm has cut hardware prices and raised consumables prices. However, at least one indication that HP is worried about the “cheap ink” strategy is that the firm seems to have gone well out of its way to hammer Kodak in every way it can, by challenging the accuracy of Kodak’s “cheap ink” advertising and by charging that Kodak’s printers are unreliable. If HP is worried about Kodak’s ads, Lexmark’s attractive ads must really make HP anxious…maybe anxious enough to consider rolling out a “cheap ink” strategy of its own.
Hmmm . . . what do you think? Will HP do it? Will they start selling a lower-priced ink cartridge?
About The Author
Ann Barr is a telesales marketing success coach with a passion for teaching. She loves helping people who are starting out in new telesales careers and working with experienced sales reps who are looking for new ideas and tips. In addition to presenting monthly e-classes, she writes and edits direct-mail marketing letters and emails for clients. Sign up today for Ann’s free Weekly Sales Tips and get marketing tips and ideas to increase your sales!
8 Responses to “Cheaper HP Ink On the Way?”
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Ann Barr
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My first lexmark, all those years ago, cost me $300.00.
The Cartridges cost me $64 for the color & 54 for the black.
Now, for a $300.00 printer with $5.00 ink – where do I line up?
John
John, Thank you for your comment. It is amazing to see that these new ink cartridges will only cost $5.00. After you buy one of the Lexmark printers, please let us know what you think of the printer and the $5.00 ink.
Ann
HP will have to come up with some type of stradegy to stop the madness. Especially if businesses start to pick up on this trend. Most businesses cannot effectively utilize a printer that will only hold a 500 page yield ink cartridge. In one sitting, they might have to change the cartridge 1-3 times!
I would have to say, if it sounds too good to be true, then it probably it.
These printers may work very well for personal/home printing needs.
Linda,
Thank you. This is good information for people who are considering the new Lexmark printers and the $5.00 cartridge. We will watch and see what HP will do to compete against the Kodak and Lexmark “cheap ink” strategy.
Ann
If you are willing to spend $300.00 on a printer then HP already offer similarly priced ink (e.g. Officejet Pro 8500)…OK, their cartridge might not be $5 but then it will print about 4 times as many pages as the Lexmark cartridge, so on a cost per page basis it is similarly priced to Lexmark….
At this price range ($300) what most of these vendors are also fighting against is the encroachment of colour laser product, as laser has traditional been preceived as having lower running costs.
Andy, good point. There have been very good reviews for the HP OfficejetPro 8500: good print speed, easy to use and great colour prints. And the cost per page basis compared to the Lexmark cartridge is about the same. Because of the clever Lexmark “Ink Monster” ads, some buyers will not do the comparison. Yes – the colour laser products are perceived as having lower running costs, so that will be interesting to watch.
I admit, I have not been on this webpage in a long time… however it was another joy to see It is such an important topic and ignored by so many, even professionals. I thank you to help making people more aware of possible issues.
Mike, thank you for returning to the blog. I appreciate your comment!