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[June 11, 2006]

Ink refill firm targets large firms

(Business World (Philippines) Via Thomson Dialog NewsEdge)A Singapore-based printer ink refill company is targeting large companies in the country as its main market for franchise.

Enovation Digimer Corp., local representative of Inke Refills Franchise Pte Ltd., said the easy way to penetrate a chunk of the ink refilling market in the country is to target the biggest users of ink - the large companies.

"Our strategy is to get the companies as our main customers. We are planning to strategically locate the franchises of Inke near business areas," said Enovation President Philip Huang in an interview.

Inke's competitor in the country, on the other hand, is targeting the individual empty ink cartridge holders as its main customers.

There are currently two Inke franchises in Metro Manila. This week, another four franchises will be opened. Digimer is targeting about 200-300 franchises nationwide.

"We hope we can do this in a matter of 18 months," Mr. Huang noted.

A franchise of Inke is about P230,000 to P300,000, depending on the size of the refilling station.

Ink refilling is becoming a lucrative business as printer users are finding ways to save money. Instead of buying a new ink cartridge, ink consumers can opt to refill existing cartridges. The cost of refilling empty ink cartridges is 70% cheaper compared with buying new ink.

At the global level, Inke Vice-President for Franchising Michael Ong said its global strategy is to cater to individual users' empty cartridge as well.

"Our worldwide strategy is to cater to all markets. Eventually, in the Philippines, I think it can also serve the individual (ink) consumers," Mr. Ong said in a separate interview.

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