Holtz Marketing Group Introduces `Resolution' Brand
Fairfax, Va. — The Holtz Marketing Group is pleased to introduce a new line of cartridge
boxes under the brand name "Resolution Toner Cartridge."
"Product differentiation is the cornerstone of marketing in any competitive industry,"
explains President Neal Holtz. "The product that can be easily recognized and remembered is the one
that buyers will develop a loyalty to, even when products of comparable quality are available at a
lower cost."
"Most rechargers are victims of this marketing reality, rather than beneficiaries of it,
because they deliver their cartridges in the same plain, brown boxes that nearly every other
remanufacturer uses. To buyers, the cartridges in the brown boxes all appear to be the same. Because they
don't perceive any difference in quality, they make their purchasing decision based on who offers
the lowest price. That keeps remanufactured cartridge prices very low as compared with big-name
OEM and OEM compatibles."
Resolution boxes were developed to offer remanufacturers the advantage of brand recognition,
and to help reposition their "remanufactured" cartridges as OEM-compatible products. Sold by
exclusive territory, the line includes boxes for the SX, EX, NX and WX cartridges, as well as an all-purpose
box for smaller cartridges (P's, L's and fax cartridges). The boxes can be customized using
separately printed labels.
We've received very positive feedback about our distinctive box design," noted Mr. Holtz,
"and interest among rechargers has been nothing less than enthusiastic.
Remanufacturers recognize that the minimal investment
made to upgrade from brown boxes will be more than repaid by increased
sales and market share. In fact, Resolution Toner Cartridges gives
an opportunity to raise cartridge prices and still increase sales. Right now,
remanufacturers have an opportunity to get in on the ground floor of
a new brand that we expect will eventually rival the likes of Verbatim and Xerox in the
compatibles market."
As the Resolution line is expanded, The Holtz Marketing Group will be fully supporting
the marketing of the brand. This will include brochures, direct mail, fax broadcasts and a webite.
The Holtz Marketing Group will become the marketing department for any
company selling Resolution cartridges.
For more information, contact The Holtz Marketing Group at 800 998-2526 or 703 573-1133.
This article originally appeared in the January 1999 issue of Recharger.