Client: Brother
Industry: Consumer Electronics Industry
Service: Market research – Advertising Strategy
Case: Entering the Syrian Home Printer Market


Our Solution: In 2008, we partnered with Brother to launch their new line of home-use printers in the Syrian market. While Brother was already known for its heavy-duty, professional printers used by large corporations and government institutions, the home printer market was dominated by competitors like HP, Canon, and Epson.

We conducted thorough market research to understand consumer needs, revealing challenges such as expensive and scarce genuine ink cartridges and a lack of reliable after-sales service. Our strategy focused on Brother’s competitive advantages: affordable genuine ink, high-quality products, readily available spare parts, and a two-year warranty. We implemented a multi-channel advertising campaign, including billboards, magazines, print ads, and trade show participation. We also designed eye-catching car wraps and distributed brochures and leaflets in computer and electronics stores. Furthermore, we enhanced Brother’s brand positioning through strategic event participation.

The Results: Despite the strong competition and the product’s novelty in the home-use segment, Brother’s launch was a resounding success, achieving significant sales and positive customer feedback.”