Report on Pelikan and Geha multi brand strategy
The magazine Business Partner PBS has published a report on the multi brand strategy of Pelikan and Geha printing products. The report explains, how Pelikan Hardcopy recently started the sales of alternative toners under the well-known Geha brand through exclusive distribution partners API and Soft-carrier.
The distributor Soft-carrier has already been engaged with the Geha brand for more than ten years. “And this with respectable success “, as Managing Director Thomas Veit confirmed. Soft-carrier especially values Geha’s brand awareness and the clear positioning in the market. It is hard to comprehend why Pelikan Hardcopy stopped using the Geha brand for products three years ago, says Marketing manager Monika Veit. At Pelikan Hardcopy this didn’t go unnoticed. “We were always asked about Geha and are now realizing which considerable opportunities lie in a two-brand strategy with Pelikan as a top brand and Geha as a price-oriented alternative brand in the market”, explains Wolfgang Stadler, Sales Director international at Pelikan Hardcopy. In the past year we were working to meet the conditions for a successful relaunch of the brand. “And this started from internal structures, went throughout the assortment and pre-positioning up to the entire sales concept, “says Stadler.
Brand awareness and positioning
The rest of the report elaborates in more detail on the concept and positioning of the Geha printing products in the market. With the Geha brand Pelikan Hardcopy offers a selected assortment of compatible toner for printers from Brother, Canon, HP, Kyocera, Lexmark and Samsung. All Geha toner modules are remanufactured, patent-tested and environmentally friendly. Both API and Soft-carrier ensure the handling and logistics for the complete assortment, so that the dealers do not need to keep own stock levels.
Download the full report here (in German)
Go the Geha printing website: geha-printing.com