ZBRA » Topics » Marketing.

This excerpt taken from the ZBRA 10-K filed Mar 1, 2007.
Marketing. Marketing operations encompass marketing communications, product marketing, vertical marketing, solutions marketing, market research and channel marketing functions. The product marketing group identifies, evaluates and recommends new product opportunities and manages product introductions, positioning and demand creation. Product marketing also focuses on strategic planning and market definition and analyzes Zebra’s competitive strengths and weaknesses.

Customers

Zebra has sold over 5,700,000 bar code label and card printers to customers in about 100 countries as of December 31, 2006.

ScanSource, Inc., is our most significant customer. Our net sales to ScanSource, an international distributor of Zebra product, as a percent of total net sales, were as follows:

 

Year Ended December 31,

 

 

 

2006

 

2005

 

2004

 

Percent of sales

 

16.7

 

15.6

 

14.1

 

 

No other customer accounted for 10% or more of total net sales during these years.

This excerpt taken from the ZBRA 10-K filed Feb 28, 2006.
Marketing. Marketing operations encompass marketing communications, product marketing, vertical marketing, solutions marketing, market research and channel marketing functions. The product marketing group identifies, evaluates and recommends new product opportunities and manages product introductions, positioning and demand creation. Product marketing also focuses on strategic planning and market definition and analyzes Zebra’s competitive strengths and weaknesses.

 

This excerpt taken from the ZBRA 10-K filed Mar 3, 2005.
Marketing. Marketing operations encompass marketing communications, product marketing, vertical marketing, solutions marketing, market research, alliance management and channel marketing functions. The product marketing group identifies, evaluates and recommends new product opportunities and manages product introductions, positioning and demand creation. Product marketing also focuses on strategic planning and market definition and analyzes Zebra’s competitive strengths and weaknesses.

 

The vertical marketing group works with reselling and non-reselling partners to develop and promote high-potential application solutions that have significant Zebra content. The vertical marketing group also focuses on industry trends, participates in business development activities at the technical and applications standards levels and provides subject matter expertise.

 

Alliance management directs a limited number of third party relationships that are strategic to new demand creation for specific vertical markets and/or specific applications.

 

Solutions marketing seeks to identify business solutions that incorporate Zebra products and which are repeatable over a range of like customers. Solutions marketing develops and executes go-to-market and demand creation programs for those applications that are selected.

 

The marketing communications group operates as an internal advertising, event marketing, promotion, internet marketing and public relations resource. This group, working with advertising agencies and contractors, creates advertisements, and brochures, manages trade show exhibits, maintains Zebra’s Web sites, and places articles highlighting Zebra and applications of its products in the trade, industry, business and consumer media.

 

The market research group is a strategic planning, research-oriented group that focuses on market definition and analysis of our relative competitive strengths and weaknesses. This group identifies and analyzes market opportunities for current, planned and potential products and gathers and analyzes competitive and market information.

 

The channel marketing group is responsible for developing programs to push and pull Zebra products through its network of distributors and Value Added Resellers. This group also prepares application and product training programs and on-line information resources, which are available to certified channel partners around the world.

 

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