HP Announces New Marketing for Ink Cartridges April 24, 2007 – In an effort to simplify the consumer ink-buying experience, HP has introduced new packaging for their inkjet cartridges. The new system, available in Fall of 2007, will involve numeric ordering of cartridges on the shelf as well as three new levels, or values, of inks, dependent upon customer use patterns. These levels will be differentiated by a color-coded system of packaging—blue, green, and red. Standard inks come in the blue packaging and will be priced at around $14.99; these are targeted at users who only print occasionally. Value inks in the green boxes are for frequent users; these cartridges will come in two sizes, regular and XL, which produce prints at a lower cost per page. The XL Value inks are projected to save the consumer from 35 to 45 percent. Specialty cartridges in the red packaging come with “additional performance features” and are geared toward professional photographers; HP claims 50 more years of fade resistance over their standard inks. “One size no longer fits all,” as Pradeep Jotwani, senior vice president of HP’s Supplies, Imaging, and Printing Group, puts it. Along with this new selection of inks, HP has created ink selection guides that will be available in the ink aisles at retail outlets to help consumers sort through the choices. Shoppers can locate their printer and see which inks are available. The ink guides will also be located in the printer aisles. Online shopping will feature the choices as well.