HP is now running a campaign in Latin America to attract the local customer to buy more HP original cartridges. The campaign does also mean to discredit the advantage of alternative printing solutions. The website in Spanish targeting local users explains that remanufactured products are nothing but waste of time, ink and paper and that remanufactured cartridges may damage printing equipment.
HP also offers some statistical information to compare the advantages of the original cartridges vs. non-genuine ones.
In terms of volume, original HP cartridges print 119% more pages than generic brand cartridges. In terms of reliability, HP cartridges give 0.0% of failure, whereas generic cartridges: 29.2%, and refilled cartridges: 41.8% average failure rate.
Besides the "frightening" information, HP offers users to take part in the Jackpot game. By buying genuine cartridges users can find a promo code on the box. After introducing the code, they can create accounts, play the game and, if lucky, get pricy prizes. The game can be found at the website www.hp.com/la/jackpot . The promotion targets consumers in Costa Rica, Ecuador, El Salvador, Guatemala, Honduras, Nicaragua and the Dominican Republic.
This campaign is the second of the type, which have taken place recently. We already mentioned the one in Oceania. HP seems to be testing the campaign in strategically less important regions, before putting it out at a larger scale.
Key words: HP, ad campaign, Latin America, cartridges, inks, remanufacturing
1 comment:
I was previously unaware of the moves that HP was making to discredit the remanufacturing industry. I am saddened to learn of such aggressive efforts to thwart an industry that is aiming to clean up the world in which we live.
I understand that HP has a recycling effort of their own however. Unfortunately for them, their recycling efforts have recently hit a road block due to their somewhat backwards way of facilitating the recycling process. Here is the quick version of their recycling process: Step 1: Customer sends back empty cartridge with a prepaid shipping label to HP (customer receives no credit or reimbursement for their empty) Step 2: Cartridges are amassed and then shipped from California to Pennsylvania to a dock where they will be transported to a recycling facility.
Not too many steps in this process, but I have 2 problems with their efforts. How much better for the environment can it be for a truck to transport these cartridges across an entire nation? On top of that, apparently they haven't actually recycled these empties. They are still sitting on a dock in Pennsylvania. Not too effective if you ask me.
Perhaps competitors should cooperate with each other to reach a common goal. They need to dump their empties in an efficient, responsible matter; and many companies, including the one I represent (Remark Imaging)need to get their hands on these empty cartridges so that we can continue our remanufacturing.
-Remark Imaging
www.remarkimaging.com
Post a Comment