Or at least it feels that way to me! This little vial of fluid is about two thirds of an ounce and it costs $39.95 in US dollars at the superstore. That translates to over $7,500 per gallon! It costs more than the fanciest bottled water, more than the most purified jet fuel, more than Dom Perignon champagne, more than the most refined gasoline, even more than human blood. What is it? Printer ink.
Why do companies charge so much for such a little bit of fluid in a plastic case with a few tiny electronic components? Micro chips are a dime a dozen, plastic is dirt cheap, and the dyes used in printer ink aren’t very expensive either. What gives?
Marketers have learned that they can maximize their gross profit for items that:
1. Aren’t purchased very regularly. Think salt, tuxedos, wedding dresses, musical instruments, or furniture.
2. Are small. Think jewels, cell phones, lipstick, or electronics.
3. Are needed by a captive audience. Think of airport food, pharmaceuticals, stadiums.
4. Aren’t sold in many other outlets. Think Yankee’s tickets, “not sold in stores” infomercials, aircraft manufacturers,
5. Are exclusively theirs to sell. Think public utilities (unregulated ones), Debeers (diamonds), Alcoa (aluminum), and Amtrak.
Printer ink cartridges don’t necessarily meet all these criteria, but it’s pretty darn close. Even in a society obsessed with “going paperless,” it seems like I’m printing more and more things these days: reports, photos, e-books, to name a few examples.
To get my ink at a more reasonable price, I’ve started using Carrot Ink (mostly for the free shipping) though there are several other printer ink sites that also have some great deals.
Check these out:
- 15% Off Compatible Inkjet Cartridges
10% Off All Other Products (excludes OEM’s)
Coupon TAK658W
Expires 09.30.09 - Back to School Sale – 10% Off All Products – Excludes OEM Ink
Use DPL7349X, exp 09.30.09 - Inkgrabber.com – Free shipping on any order in the U.S. via code: FREEBIE
The price of ink from Carrot Ink has been consistently lower than the office superstores. I’m saving HALF or even MORE. A black cartridge was only $11.95 for my printer (regularly $27.95) and a color cartridge was only $19.95 (regularly $39.95).
If you need printer ink, or if you’re sending someone off to college, a couple of printer ink cartridges will make a great gift, making that expensive vial of liquid a little more affordable.
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Salt is pretty darn cheap so i don’t think they’re maximizing profit on it. Not a good example.
I’m not referring to a product’s price — what you see at the store — I’m referring to the product’s profit margin. And salt is one of those items where profits are pretty good and very stable.