Ricoh Level-C Customer-Brand Strategy Part 4

Customer Engagement Plan and Long Term Value Proposition Stage One Defining objectives and scope of aim. The three core business objectives that drive Ricoh’s brand communications are “awareness, sales and advocacy,” paired with six tactical strategies (Attention, Evaluation, Recency, Proximity, Value Exchange and Community).  In the articles Rethinking Marketing Strategy and Rethinking the Customer Decision …

Ricoh Level-C Customer-Brand Strategy Part 3

Brand Identity: Brand Values. Per 2018 Sustainability Report, Ricoh’s value drivers are its technological strength, close customer connection, responsible environmental management and human resources create value and further enhance the Ricoh brand in the eyes of its customer. Brand Personality. Ricoh Brand Communication Guidelines define its brand personality through three creative principles that are closely …

Ricoh Level-C Customer-Brand Strategy Part 2

Describing Ricoh's Customer. Ricoh’s services and solutions drive change and improve business processes. The scope of customers consists of federal government agencies, insurance agencies, higher education institutions, legal and corporate accounts. Within Federal government, Ricoh offers information digitization, data security, integration of mail services, document and content management and managed print services. With healthcare services …

Ricoh Level-C Customer-Brand Strategy Part 1

In order to stay competitive within the market, to become most trusted global company, Ricoh is committed to providing excellence to improve the quality of living and to drive sustainability. Customer and Brand concept must be defined in order to develop a Customer-Brand Relationship Strategy. The three core business objectives that drive Ricoh’s brand communication …