SBIZ Industry Speaker Talk 'Consumables Marketing'

On 2 April 2014, Mr Bernard Chan, former Regional General Manager for Annuities at Lexmark International, delivered a talk on 'Consumables Marketing' to students from the Marketing Management course in the School of Business at SIM University.

Offering a perspective from the print industry, Mr Chan revealed how the marketing of consumables, such as print cartridges, is arguably less well-known and understood than the marketing of durable goods, e.g., printing devices. He noted that these consumables usually represent the most profitable part of the business and deserve equal attention in marketing. Through the illustration of real-life examples, he explored how companies can adopt a structured and informed approach to marketing consumables and subsequently safeguard their downstream revenues.