Brother is making waves in the ink tank printer market with the launch of its “Yes Tank” series, featuring six new models. These printers boast a compact design, powerful performance, and comprehensive functionality. A standout feature is the AI Auto Cleaning system for automatic printhead maintenance, eliminating clogging issues. With the “Brother Never Says No” campaign and “Jamyjames” as the brand ambassador, Brother aims to expand its Gen Z and Alpha customer base, targeting a 20% sales increase in 2025 and leadership in the ink tank market.
Brother, a global leader in printing technology from Japan, has announced its aggressive push into the Thai ink tank printer market with the unveiling of its latest product line: “Yes Tank.” This new series of ink tank printers features six models, all embodying the concept of “Any Task, No Limits.” The series revolutionizes the market with a design that’s 24% smaller than previous models, yet maintains top-tier performance and a full suite of features. It’s designed to meet the demands of the modern user, whether for personal use or small businesses.
Brother is backing this launch with a 40-million-baht marketing campaign, “Brother Never Says No – No Way to Clog,” and has enlisted popular teen idol “Jamyjames – Teeradon Supapunpinyo” as its presenter. The campaign aims to capture the Gen Z and Alpha markets, with a sales growth target of 20% for ink tank printers in 2025, and a long-term goal of becoming the ink tank market leader in Thailand.
Introducing “Yes Tank”: The Innovative Ink Tank Solution for the Digital Age
Mr. Teerawut Supapunpinyo, Managing Director of Brother Commercial (Thailand) Limited, highlighted Brother’s recognition of changing consumer behaviors, particularly among Gen Z and Alpha, who are key drivers in today’s and tomorrow’s market. These generations require products that seamlessly integrate into a Hybrid-Working lifestyle, catering to both personal and professional needs, while also emphasizing value and efficiency.
“We understand that younger generations are looking for more than just a printer. They need a device that becomes a part of their daily lives, a tool that helps them create, work efficiently, and connect seamlessly with the digital world,” said Mr. Teerawut.
With a deep understanding of consumer needs, Brother has dedicated itself to developing the “Yes Tank” series. These ink tank printers are not only significantly smaller than their predecessors but also maintain superior performance, comprehensive functionality, and advanced printing technology. They deliver sharp, true-to-life color prints, are economical, cost-effective, and durable, truly meeting all user needs.
“Our R&D team spent over a year closely studying and gathering data from consumers to understand the real-world problems and needs of printer users today. The result is ‘Yes Tank,’ a printer designed to solve every pain point and perfectly meet all user needs,” added Mr. Teerawut.
“Brother Never Says No” Campaign: Engaging Gen Z with “Jamyjames”
Mr. Kittipong Kanokvilairat, General Manager of Sales and Marketing at Brother Commercial (Thailand) Limited, discussed the marketing strategy for the “Yes Tank” launch. Brother has planned a 360-degree marketing campaign to effectively raise awareness and reach the Gen Z and Alpha target audiences under the banner of “Brother Never Says No – No Way to Clog.”
“We want to communicate that Brother ‘Yes Tank’ is the printer ready to meet all user needs, regardless of the type of print job or lifestyle. We are ready to ‘Say Yes’ and provide the best user experience to our customers,” explained Mr. Kittipong.
To reinforce the brand’s image as a technology leader that understands the younger generation, Brother has chosen “Jamyjames – Teeradon Supapunpinyo,” a multi-talented young actor, as the presenter for “Yes Tank.” Jamyjames embodies the new generation with his distinctive lifestyle and versatile talents.
“We believe Jamyjames is the perfect representative for ‘Yes Tank’ with his bright personality, diverse talents, and a lifestyle that reflects the ‘Never Say No’ spirit, aligning perfectly with the concept of our product and campaign,” said Mr. Kittipong.
The “Brother Never Says No” campaign will communicate through various channels, including online media, point-of-sale materials, and out-of-home media. It will feature four lifestyle scenarios that highlight the key functions and features of the “Yes Tank” printers:
- Any Task, No Limits: Emphasizes borderless printing in various sizes (A4, 4×6 inches, etc.) and fast scanning and copying capabilities.
- Small Yet Powerful: Showcases the reduced printer size while maintaining high performance with advanced technology, saving users space.
- Handles It All: Demonstrates the ability to print large volumes, and highlights the AI Auto Cleaning system that prevents printhead clogging and extends the printer’s lifespan.
- True-to-Life Colours: Reinforces the sharp, detailed color printing quality with True Color technology, delivering vibrant, realistic colors.
Deep Dive into AI Auto Cleaning: The Core of “Yes Tank”
A significant highlight of the Brother “Yes Tank” printer is its AI Auto Cleaning technology. This automatic printhead maintenance system utilizes Artificial Intelligence to eliminate the common problem of clogged printheads in ink tank printers.
Mr. Kittipong explained the AI Auto Cleaning function: “This system isn’t just a timed printhead cleaning. The AI learns and analyzes usage patterns, environmental conditions like humidity, and past usage statistics to determine when and how to clean the printhead most effectively, using the minimum amount of ink.”
“Many people may worry that frequent printhead cleaning will waste ink. However, letting the printhead clog and then cleaning it actually uses more ink,” Mr. Kittipong added. “With Brother’s AI Auto Cleaning technology, users can be confident that the printhead will always be clean, and the printer will be ready to use at any time.”
“Yes Tank”: Six Models to Meet Diverse Needs
Ms. Songsiri Tolieng, Printing Business Development Manager at Brother Commercial (Thailand) Limited, detailed the “Yes Tank” printer models, explaining that Brother designed the product line with variety to meet different user requirements.
“We understand that each consumer has different printing needs. Some may focus on general home use, others on small business use, and some may require the most comprehensive functions. Therefore, we designed ‘Yes Tank’ with six models so customers can choose the printer that perfectly fits their needs,” said Ms. Songsiri.
The six Brother “Yes Tank” models include:
- DCP-T230: An entry-level model with complete basic functions (printing, copying, scanning), suitable for general home use, starting at 3,790 baht.
- DCP-T430W: Adds Wi-Fi connectivity for mobile and computer printing, ideal for users seeking flexibility, priced at 4,790 baht.
- DCP-T530DW: Features an easy-to-use LCD screen and automatic duplex printing (Duplex Print) for paper saving, suitable for users seeking value and efficiency, priced at 5,790 baht.
- DCP-T730DW: Designed for small businesses, with a stylish design, space-saving footprint, and an Auto Document Feeder (ADF) for fast and efficient operation, priced at 7,890 baht.
- DCP-T830DW: Offers comprehensive connectivity (Wi-Fi, LAN, USB) and supports high-volume printing with a high-capacity paper tray, ideal for businesses needing flexibility and maximum efficiency, priced at 8,890 baht.
- MFC-T930DW: The top-tier model, combining all functions (printing, copying, scanning, faxing) and supporting USB printing, suitable for businesses requiring the most comprehensive printer, priced at 10,990 baht.
Superior Durability and a 3-Year Warranty for User Confidence
Brother prioritizes product quality and durability, ensuring that customers can rely on “Yes Tank” printers for long-term use and a worthwhile investment.
“We are confident in the quality of ‘Yes Tank,’ and we want to demonstrate our commitment to providing the best products to our customers,” said Mr. Teerawut.
To reinforce this confidence, Brother offers a 3-year or 30,000-page warranty (whichever comes first) for “Yes Tank” printers, a longer warranty than the market standard.
Additionally, Brother has a special promotion for customers who purchase a “Yes Tank” between now and September 30, 2025. They will receive an additional 1-year warranty, totaling 3 years, simply by registering within 15 days of purchase.
Ink Tank Market Analysis and Brother’s Growth Goals
Mr. Teerawut provided further insights into the overall ink tank printer market in Thailand, noting its continuous growth trend. In 2023-2024, the total market grew by approximately 10%, and Brother experienced similar growth, reflecting the ongoing demand for ink tank printers.
“The overall ink tank printer market in Thailand is approximately 500,000 units per year, and we believe there is significant potential for further growth, especially among home users and small businesses,” said Mr. Teerawut.
Regarding the proportion of Brother’s ink tank and laser printers, Mr. Kittipong stated that it is currently about half and half. However, Brother’s ink tank printer sales are predominantly (80%) to consumer users.
Brother and the Future of the Printing Market: Committed to Continuous Development
Brother firmly believes that the printing market has a bright future. While the digital trend is increasingly influential, the need for printing documents remains, especially in businesses and organizations.
“We clearly see that our printer sales continue to grow year after year, proving that there is still demand in the printing market. Brother is ready to meet that demand with the best products and services,” said Mr. Teerawut.
Brother remains committed to ongoing research and product development, introducing new innovations that meet evolving consumer needs and contributing to the advancement of businesses and consumers’ daily lives.
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