Thursday, April 30, 2009

BWI: Canon Showcases Commitment to Hyderabad with Launch of the ‘Mana Hyderabad’ Outreach Program

Press release from Business Wire India
Source: Canon
Thursday, April 30, 2009 04:44 PM IST (11:14 AM GMT)
Editors: General: Consumer interest; Business: Advertising, PR & marketing, Banking & financial services, Business services, Publishing & printing; Technology
Release no: 19838
Canon Showcases Commitment to Hyderabad with Launch of the 'Mana Hyderabad' Outreach Program
The New Campaign to Focus on Canon's Consumer Printer Products

Hyderabad, Andhra Pradesh, India, Thursday, April 30, 2009 -- (Business Wire India) -- -- Launch of City specific project "Mana Hyderabad"

-- Investment of Rs. 2.25 cr for the project to capture 30% market share in the laser printer segment

-- Roll out of channel and consumer promos

Canon India Pvt. Ltd, India's No 1. Complete Digital Imaging Company has re-enforced its focus on Hyderabad with the launch of a new city specific project - 'Mana Hyderabad'. This is yet another strategic, innovative initiative to reach out to the regional markets which have been Canon's focus to garner greater market share. In AP, Canon aims to capture 30% market share in the laser printer segment in 2009, which was 15% in 2008 according to IDC report. Under this project Canon will be investing Rs. 2.25 cr in the first phase through advertising, promotions, below the line activities and working towards more engagement with partners with the aim to increase Canon's presence and mind share in the city. This project commences on 1st May 2009 and will be sustained through various ATL and BTL activities throughout the year, till 31st December 2009.

The 'Mana Hyderabad' campaign is the fifth in a series of such campaigns that Canon is launching in India. The earlier three campaigns 'Aamchi Mumbai', 'Hamaari Delhi', 'Namma Bengaluru' and 'Nama Chennai' focused on Mumbai, Delhi, Bangalore and Chennai markets respectively and were highly successful in increasing penetration of Canon Printer products in these markets as well as in strengthening Canon's presence in the digital imaging market segment.

Hyderabad, the 5th largest metropolitan city of India, with an estimated population of approximately 7 million is known for its IT, ITeS, pharmaceuticals and entertainment industry was an obvious favourite for introducing region-specific campaign for Canon's consumer systems products that includes inkjet printers, laser printers, inkjet All-in-ones, scanners and projectors. It becomes essential to launch the campaign considering the fact that the penetration of IT products is very high in this city. The city has large number of youth population working for BPO's & IT sector. This segment of population is the right kind of audience for our home users segment.

The company has identified south as a strategic market, where it sees an opportunity for higher and faster growth. After successful projects in Bangalore and Chennai, Hyderabad being an important city in the southern region has been chosen for a project called 'Mana Hyderabad'.

Speaking on the occasion, Mr. Kensaku Konishi, President & CEO, Canon India said, "Hyderabad is a very important market for Canon as we aim to have stronger foothold in the southern market. The Consumer Systems Product Division is backed by its strong product portfolio, built on state-of-the-art technology. Hyderabad was an obvious choice for this campaign considering the strong IT infrastructure that it has which substantiates the need for printers, scanners and IT peripheral equipments. We see immense growth opportunity in this market and 'Mana Hyderabad' campaign is another important step in taking Canon to greater heights."

Commenting on the launch of the Hyderabad project Mr. Alok Bharadwaj, Senior Vice President, Canon India said, "Consumer System Products division has registered a 38% growth in 2008 and continues high growth progress with 44% revenues growth in Q1 2009. Rather than attempting to take on the whole country, Canon embarked upon the step by step approach by focussing all marketing efforts city by city. We are investing in our target cities to position this product category strongly. The campaign has been executed successfully in Delhi, Mumbai, Chennai, Bangalore and this time we have organised the campaign in Hyderabad. Canon revenues for printer products in Andhra has grown over 126% in 2008 and despite slowdown, the growth in Q1 2009 has been highest in the country. We want to sustain high growth in AP as it is driving growth for the division. With higher incidence of home & business printing, 'Mana Hyderabad' project is best customised project for city of Hyderabad. We are looking at making Canon as the second most preferred choice of brand in all major cities. " He further added "In the initial phase of the project we have planned a 2.25 cr investment in this project and depending on the need we will look at increasing the same."

He further added " Canon is beginning to see results of focus in AP with Q1' 2009 market share rising to 24% for laser printers".

Consumer Schemes

Along with this Canon also announced its successful its consumer initiative 'Dine with Sachin' and Canon 'Great Diamond loot offer' for the Hyderabad customers.

Under the 'Dine with Sachin' scheme valid only in Hyderabad the lucky draw program will be open to consumers buying any Canon Inkjet All-in-Ones Inkjet) printers and laser printers respectively and is valid from May 1st 2009 to May 15th 2009 on all end customer purchases. Only original purchases will be eligible to win an opportunity to Dine with Sachin. All retail outlets will have a drop box for contest registration.

Canon Great Diamond Loot" offer is in alliance with Surat Diamond Jewellery and will be valid till 31st December 2009. This offer is valid on all Canon Inkjet All-In-One's and Inkjet single function printers. Under the "Canon Great Diamond Loot" offer customers who buy the above mentioned Canon printers will get Rs. 5000 off on any diamond Jewellery purchased from Surat Diamond Jewellery.

Channel Schemes

Canon also announced a scheme for its secondary channel partners applicable on all select PIXMA inkjet models of Canon's Consumer System Products division. The scheme is valid from 1st April 2009 till 30th June 2009 wherein all secondary channel partners accumulate points on purchase for a mystery incentive at the end of the quarter.

Retail thrust

As part of Canon's increased focus on retail branding and enhanced customer experience at the last mile, Canon will introduce a new concept of 'Cluster branding' with Hyderabad. Under this concept, the branding will be done in a cluster of 15-20 shops in the same area to maximize the impact to the consumer. Hyderabad will be the first in this series and 20 shops in one cluster will be branded in May itself.

As part of continued thrust on Canon Original Ink Centres, the company will be inaugurating 12 OIC's today. The plan is to have 50 OIC's in Hyderabad till 31st December, 2009.

The "Mana Hyderabad" program has been poised on six key pillars of Canon in Hyderabad:

-- Repositioning the product for home through increased consistent brand visibility through various advertising and marketing initiatives

-- Enhancing Channel engagement at all levels

-- Thrust on corporate business

-- Specific market penetration to SOHO and SME

-- Improved and increased level of Service support

-- Customer engagement through experiential marketing

For the first pillar of this project targeted at repositioning the laser printer as a product for the home consumer is being led by the new all black laser printer - LBP 2900B with its smallest footprint, 2 years on site warranty and zero warm up time, the machine is priced at Rs. 6595 only thus making it an ideal choice for the home consumer. The Mana Hyderabad campaign is poised on this model through campaign in outdoor, print, digital, radio and online alongwith various below the line promotions as well. For the second pillar of Enhancing Channel Engagement at all levels, Canon will provide more schemes and training programs for our channel partners by introducing special loyalty and incentive programs and unleashing a series of road shows, retail branding, enhanced demo support and merchandising deployment. Canon will also be conducting training programs for its new products for the partners. The third pillar is the corporate business of Canon. The company is looking at increasing and streamlining communication for the corporate partners. The newly formed SI sub division of the printer group of Canon India will be working towards deeper penetration into the System Integrator segment for the laser printers. The fourth pillar is an Specific Market penetration to SOHO and SME for which Canon launched 3 new all black laser printers priced at less than Rs. 7000. The three new models LBP 2900B, LBP 3018B, LBP 3108B are high speed monochrome printers featuring black body with the smallest footprint. The fifth pillar is the Service provided to the consumers for which Canon will launch free service camps as part of the Namma Chennai program and and look at increasing customer delight through its Service Edge by making DOA within 24 hours. The company has also launched the MOSS (Mobile On Site Service) for Canon printer products in Hyderabad which ensures that there is a doorstep pick and delivery of your Canon printer products requiring service in Chennai and targets at increasing both customer and channel delight. The sixth pillar if this program is direct Customer Engagements to ensure hands on experience for the consumer. To enable this Canon will conduct 210 road shows, participate in major exhibitions, mall activation programs, conduct demos in malls and housing complexes where they will demonstrate the print at home concept.

About Canon Inc

Canon Inc. is a global leader with total revenue of about US$ 45 billion in 2008, in photographic and digital imaging solutions. Its global network now includes 239 companies, employing some more than 131,352 people. Five Technology 'imaging' engines of Optical, Electrophotography, Bubble Jet, Semiconductor and Display drive Canon's cutting-edge technology products. Canon is the world leader in office automation and digital imaging technologies. The company is dedicated to the advancement in technology and innovation and commits 10% of its total revenue each year to R&D. Canon is ranked 36th on the Best Global Brands for the second consecutive year in Business Week's 100 Best Global Brands 2008 and 189th on the Fortune Global 500 in year 2008. Canon has consistently remained as one of the top 3 global companies to have earned the most number of patents over the last decade. Guided by its kyosei philosophy, which focuses on "living and working together for the common good", Canon delivers high performance and user-friendly products and solutions to improve efficiency both in the office and home environment. More information is available on

Canon in India

Canon's product portfolio extends over a vast variety of photocopiers, multi-functional peripherals, fax-machines, inkjet and laser printers, scanners, All-in-ones, digital cameras, camcorders , dye sub photo printers and multi media projectors, cable ID printers, semi conductors and card printers.

Canon India Pvt. Ltd. is a 100% subsidiary of Canon Singapore Pte. Ltd., a world leader in imaging technologies. Set up in 1997, Canon India markets over 140 comprehensive range of sophisticated contemporary digital imaging. The company today has offices in 7 cities, warehouses in 11 cities across India and employs over 700 people. Canon has over 300 primary channel partners 14 National Retail Chain partners, over 3000 secondary retail points including 270 National Retail Chain store partners & 33 Canon Care Centers. The sales staff saw a 30% % increase over 2008. Canon products are available in over 300 towns in India. Overall Canon's presence is expected to increase to 4000 outlets by December 2009.

Canon India closed 2008 with revenues of Rs. 665 crores, which marked 31% growth over 2007. Overall, Canon expects to touch revenue of 840 crores in 2009. Canon India has a Software Development Centre located in Noida as well as a design center at Bangalore. Canon India received the CII-EXIM Business Excellence Award for Strong commitment to excel.

Nidhi Mehra, 20:20 MEDIA Pvt Ltd, + 91 9818336154,
Ankita Upadhyay, 20:20 MEDIA Pvt Ltd, + 91 9711101860,


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