Malinskiy Stanislav (Information Agency «BUSINESS-INFORM», Russia)
Information Agency «BUSINESS-INFORM» has finished making and filling of Electronic Tables (ET) developed to collect data about state procurements of printing devices and supplies in January-June 2014. In the supplies section of ET for every closed deal there are seller and buyer registered, their contacts, the date of deal summation, sum of purchase, its basic components (the number of supplied cartridges from the list of 200 items for monochrome printing and the same from the list of 50 sets for laser-printing). Filling the tables with the ET information about state purchases for in January-June 2014 allowed not only to evaluate the corresponding segment of Russian supplies market for laser-printing, but also to receive the evaluation of demand for each of 200 listed cartridges for monochrome printing and each of 50 cartridge sets for color printing from the point of view of the state organizations.
It is notable that the Electronic Tables register the procurements of the supplies disregarding the “originality” and origin of the latter, because the volumes of purchasing are estimated only by the documentation for every closed deal. Specially developed search procedures allow executing the vast amount of research for State Sector in the segment of the Russian market of supplies for laser printing. For instance, they allow specialists to evaluate the shares of the world leading brands (HP, Xerox, Samsung, Canon, Kyocera, Brother, Oki, Panasonic) inside total volume of sales, to evaluate Russian leading suppliers in terms of volumes, to see the regional and sectorial buyers preferences, to detect “unchangeable” seller-buyer chains, to discover seasonal specifics of purchases, etc.
One of the tasks being solved by ET is the recent evaluation of the leading brands shares (HP, Xerox, Samsung, Canon, Kyocera, Brother, Oki, Panasonic) in the total volumes of supplying for the Russian state organizations. The analysis of the data for monochrome laser printing for January-June 2014 shows that the ratio of the eight leading brands remains practically unchanged if compared to the results of 2013 (see the picture below): HP – 49,7% ( in 2013/2012/2011 – 51.99/51.72/52.80%), Xerox – 20.33% ( in 2013/2012/2011 – 18.41/15.28/13.50%), Samsung – 9.96% ( in 2013/2012/2011 – 10.68/11.95/10.2%), Canon – 8.74% ( in 2013/2012/2011 – 7.14/7.75/8.10%), Kyocera – 4.92% ( in 2013/2012/2011 – 5.08/5.22/5.80%), Brother – 1.80% ( in 2013/2012/2011 – 2.24/3.01/3.10%), Oki – 2.41% ( in 2013/2012/2011 – 1.26/1.31/1.81%), Panasonic– 0.65% ( in 2013/2012/2011 – 1.52/1.58/1.34%). So, the six leading brands share more than 95.5% of supplied cartridges for monochrome printing (in pcs.). The comparing with 2011-2013 results showed the considerable growth in cartridge procurements for Xerox and Canon and reducing in cartridge procurements for Brother.
Data analysis for color laser printing for January-June 2014 shows that the ratio of the seven leading brands are changed, if compared to the results of 2011-2013 (see the picture below): HP – 63.02% ( in 2013/2012/2011 – 67.97/70.91/70.30%), Xerox – 25.30% ( in 2013/2012/2011 – 14.44/12.45/10.03%), Kyocera – 3.78% (in 2013/2012/2011 – 4.44/1.25/0.56%), Samsung – 2.58% ( in 2013/2012/2011 – 2.82/4.02/4.59%), Epson – 1.27% ( in 2013/2012/2011 – 3.98/6.59/8.55%), Konica Minolta– 0.53% (in 2013/2012/2011 – 2.01/1.43/0.66%), Oki – 0.86% (in 2013/2012/2011 – 2.38/1.45/1.36%). So, the five leading brands share 95,95% of supplied cartridges for color printing (in pcs.). The comparing with 2011-2012 годов results showed the considerable growth in cartridge procurements for Xerox and Kyocera, considerable reducing for Epson.
Another task performed by ET is a recent evaluation of cartridge ratings for monochrome and color laser printing in Russian state structures based on purchase volumes data (in pcs.). During evaluation of monochrome laser cartridges popularity for the state structures two ratings were made. The first one in accordance with cartridge purchase shares in terms of pieces (consumption rating), the second one in accordance with the share of establishments, which bought the cartridges (rating of corporative popularity). The results are shown in the table below.
||21,6 (4 )
||20,0 (7 )
||18,2 (8 )
Note 1: The Procurement Rating demonstrates the procurement share of cartridges for January-June 2014 (in pcs.)
Note 2: The Rating of Corporative Popularity demonstrates the share
of Russian companies, buying the specified cartridge model for
As can be seen from the data shown in the table, 66.28% of the sales of the 20 most popular cartridges belong to monochrome cartridges (in pcs.). The leadership of HP is undisputable. From the 20 most popular (in terms of purchase volumes) cartridges 10 belong to HP brand, the evident leader of the Russian market for monochrome laser printing. The presence of Xerox (5) , Canon (3), Samsung (2) cartridges in the rating is also quite natural, because these cartridges occupy places from 2 to 4 in terms of monochrome laser cartridges volumes purchased by the Russian state organizations. From the 23 cartridges, leaders in corporate popularity, 11 are of HP brand, 5 are Canon, 4 – Xerox. This rating lacks only one Kyocera cartridge, and that is not surprising since the high consumption rating (the 5th place of the brand in terms of sales to state structures) is for the most part determined by the big sales to the limited circle of corporative buyers (Russian Pension Fund Organization in the first place).
While comparing ratings it should be noted, that 19 from 30 cartridges fall into both ratings. Those are the most popular models (the list is shown below). It is interesting that only HP (10), Xerox (4), Canon (4), and Samsung (1) models fall into those 19. Cartridges that do appear in the first rating but not in the second one are not sold frequently, but they are sold in large quantities. These are: Samsung ML-D2850B, Samsung MLT-D305, Canon 725, Xerox 106R02183. On the opposite, cartridges that do appear in the second but not in the first are sold often but in the small quantities. These are: Canon EP27, HP C4092, Panasonic KX-FAT88A.
19 Most Popular Cartridges for Monochrome Laser Printing in the Russian State Organizations:
- HP Q2612A
- HP CE505A/X
- HP CB436A
- HP CE285A
- HP CF280
- HP C7115A/X
- HP Q5949A/X
- HP Q7553A/X
- HP CB435A
- HP CE278A
- HP Q2612A
- HP CE505A/X
- HP CB436A
- HP CE285A
- HP CF280
- Xerox 106R01159
- Xerox 106R01374
- Xerox 106R01485/87
- Xerox 108R00909
- Samsung MLT-D205
Something also must be said about the models, which made a serious “jump” in the rating compared with 2013 results. The most impressive growth (in terms of purchase volumes) in 2014 was shown by: HP CE285A, HP CE278A, HP CF280A, Samsung MLT-D205, Xerox 106R01159, Xerox 106R02183, Xerox 108R00909.
The structural analysis of printing supplies purchases for laser printing in the Russian state organizations showed that the share of color laser cartridges constitutes in January-June 2014 only 9.4% (in 2013/2012 – 9.2/5.6%) from the whole volume (in pcs.). The most popular color laser cartridges (in accordance with purchase share in terms of pieces) are:
- HP CB540/541/542/543
- HP Q6000/6001/6002/6003
- HP CC530/531/532/533
- HP C9730/9731/9732/9733
- HP CE250/251/252/253
- HP CE260/261/262/263
- HP CB400/401/402/403
- HP CE310/311/312/313
- HP CE320/321/322/323
- HP CE410/411/412/413
- Xerox 106R01601/1602/1603/1604
- Xerox 106R01517/1518/1519/1520
- Xerox 106R01331/1332/1333/1334
- Kyocera TK-590K/C/M/Y
More detailed results of marketing research for the Russian market of laser printing supplies will be shown at the international exhibition RemaxAsia 2014 (16-18 of Oktober 2014, Zhuhai, China).