| The Xerox tag - The Document Company, is very | | | | marketing tools to bring about the promotion of a |
| popular. Also, is very popular the fact that Xerox is | | | | particular product. If you look at the copier market, |
| one of the oldest and the most trusted documentation | | | | there is cut-throat competition, but in terms of |
| companies in the world. What's more the word 'Xerox' | | | | advertising and marketing everybody is practically |
| has become synonymous with the word 'Photocopy'. | | | | doing the same thing. There is a need for differentiation |
| However, what many people do not know is that this | | | | when it comes to strategy and also a need that the |
| company could also get the tag of the 'coolest' copier | | | | company, though associated with a documentation |
| company in the world. Why you might ask? The | | | | machine, be seen as a new age company that loves |
| reason is very simple! To remain at the top of copier | | | | people. Xerox, in order to market its copiers and the |
| sales charts, it has adopted a host of marketing ideas | | | | company as a whole, has adopted an approach that |
| and techniques, which have not been utilized by the | | | | has seen it reach small to medium sized business |
| other companies in the field. No wonder, Xerox copiers | | | | markets. It's very simple really. What Xerox wants to |
| are the first choice of so many customers. | | | | say is that allow us to handle your business needs as |
| The Xerox Digital Efforts | | | | we are as cool as your business and small enough to |
| Xerox has an image of being a staid company that | | | | give you undivided attention. |
| does not veer away from tradition. However, Xerox is | | | | Efficacy of the Coolness |
| now trying to transform its image to a company that is | | | | There is no doubt that if a consumer sees something |
| known for its 'fun' and 'energy' quotient. For this, it's | | | | different, he/she is interested in knowing more about |
| taking the help of various digital procedures and | | | | the product or services. Though Xerox copiers and |
| methods. It is an attempt to further enhance its brand | | | | other office equipment from the company have been |
| image of reliability and quality. Viral Marketing, | | | | in the market for many years now, the use of |
| Employee Blogging, Second Life etc are the various | | | | emerging marketing techniques means that the |
| avenues being explored to bring about this | | | | company is serious about attracting even more |
| transformation. All these are expressly meant for | | | | business. At the end of the day, marketing strategies, |
| pushing the envelope when it comes to the image | | | | coolness quotient, etc are one thing, but what is even |
| building and marketing boundaries. The end result | | | | more important is the functionality of the copier and |
| sought, is quite obviously, the further growth of the | | | | the other office machines. If a company cannot deliver |
| Xerox copier market. | | | | on that important aspect, then whatever the effort put |
| Why Cool? | | | | into changing the image of the company will come to |
| Boring long wound marketing campaigns are slowly | | | | naught. |
| losing their charm and efficacy. They utilize the set of | | | | |
