Plan A is following the crowd. Plan A is doing the expected. When it comes to printing, Plan A is not your best choice. It pays to look a little closer and then choose Plan B from Brother. We make printers and all-in-ones that give you more.
Lyra analyst Larry Jamieson mentioned the Brother campaign during his "Tuesday afternoon" presentation and he had a little different twist on the objectives of the company's marketing efforts. While we'd both agree that HP (NYSE HPQ) and its color laser printers and MFPs are the intended "Plan A" company and products, it was Jamieson's assertion that it's really SAMSUNG that Brother is going after in their communications, Samsung being the other viable #2 market share contender. Neither competitor has any realistic hopes, in the short term anyway, of coming close to market leader HP, but holding a strong #2 (or the "B" for "Brother) position is very important. In other words, their target audience is the more risk-taking, say, 20% to 30% of potential buyers, who might compare specs and be willing to go with another brand other than the market leader. Insightful thoughts, Larry!