BWI: Canon Reconfigures Strategy for Photography Business for 2010

Press release from Business Wire India
Source: Canon
Thursday, January 07, 2010 02:36 PM IST (09:06 AM GMT)
Editors: General: Consumer interest; Business: Advertising, PR & marketing, Business services, Electronic appliances & components, Publishing & printing; Technology
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Canon Reconfigures Strategy for Photography Business for 2010


Mumbai, Maharashtra, India, Thursday, January 07, 2010 -- (Business Wire India) -- -- Aims at 50% growth in ICP division that handles camera and photo products

-- Increases camera business marketing budget by 40% over 2009 to invest Rs. 55 crores in 2010

-- 'Canon on Wheels' to drive to 50 cities across India to connect with 5 lakh customers

-- "My IXUS, My Style" will be the new positioning statement through 2010 campaigns

-- Launches a city focus campaign called "Capture Mumbai" to enhance market position in 2010

Canon India Pvt. Limited, India's No 1. Complete Digital Imaging Company today announced its 2010 plans for reaching out to a wider customer base for its Imaging Communications Product (ICP) division comprising of digital compact cameras, DV camcorders Selphy photo printers and digital SLR's. Canon's camera and photo products business grew by 32% in 2009. To continue with the momentum, Canon plans to invest Rs 55 crore in the marketing of the camera business and has announced two new campaigns 'Canon on Wheels' & 'My IXUS, My Style' to tap a wider audience and reposition the category this year. Canon closed 2009, with overall revenues of Rs. 840 crore, a 27 per cent growth over 2008.

Canon launched ground level activations under a city specific campaign called "Capture Mumbai". The campaign begins in January 2010 with mall roadshows at four prime venues within the city of Mumbai including at the company flagship store, Canon Image Lounge, where we will showcase a wide range of cameras on display for the consumers to have a "hands on" experience .With this initiative, Canon aims to bring the Canon technology experience closer to the consumer. This will continue till June 2010. Starting today, in Mumbai, Canon will roll out 100 road shows during the next six months. Across 8 cities, Canon plans to reach out 50 lakh customers through a mass contact program. To further enhance Canon's presence in exhibitions, plan is to participate in 35 exhibitions across 35 cities to reach out to another 5 lakh visitors.

'Canon on Wheels' - Canon Image Mobile Express - a novel concept to create a wider touch and feel for Canon products and to connect with not just its customers in the metro but also in Tier II and Tier III cities. To materialize this novel concept, Canon on Wheels, will be caravan of four vans that moves in a city to set up "Canon Image Fest" mini expo that provides touch and feel experience. This will travel to cover 50 cities across India and target over 5 lakh customers.

Speaking on the occasion, Mr. Kensaku Konishi, President & CEO, Canon India said, "Canon believes in providing its consumers with the latest technology and photography products. During last year, we pride ourselves in achieving substantial growth and to continue the momentum further, we will provide our consumers, expanded portfolio of stylish and next generation digital imaging products. We are happy to launch the campaign "Capture Mumbai" in the city of Mumbai to take our market share from 20% currently to 30% by June 2010."

"Camera industry is growing at the rate of 35% per annum in India and Canon wants to replicate its success stories of the world in India too. Canon is rolling out aggressive marketing plans to touch Rs. 450 crore revenue in camera division out of a total of Rs. 1100 crore in 2010 " he further added.

Mr. Alok Bharadwaj, Senior Vice President, Canon India stated, "Photography indulgence has become an integral part of life and every picture clicked is a cherished memory. In 2010, with our innovative campaigns like Canon on Wheels, My IXUS My Style and Canon Edge Photo community programme we hope to reach out and engage with customers across India to provide them with hands-on experience of our technologies. We will continue to invest in variety of activities by providing the customers the 4E's - experience , education , engagement and excitement "

Canon India also announced the launch of its soon-to-be launched television commercial, "My Ixus My Style". The new creatively rich commercial focused on youngsters, will be aired from Feb '10. IXUS range, as we are aware is designed for the fashion-forward consumer and those who appreciate beautiful form and high functionality in a compact camera. Canon will also be creating IXUS corners with a total of 500 outlets, out of which 150 will be available in Mumbai from tomorrow.

With the organized retail boom in India, Canon has introduced the concept of Canon League retail stores and partners and will target 150 Canon league points by providing cameras for demo to create experience points in retail stores. The Canon League program for channel partners is to connect, develop and build a strong distribution channel.

To promote photography in India, Canon is creating photo culture by building an online photo community of Canon camera users in India. It already has over 80,000 members, out of which over 10,000 are DSLR users. Canon regularly organizes workshops , photo tours and exhibitions for them. In 2010 Canon is looking at expanding its members to 200,000. Canon Edge, a one-stop informative website for all Canon buyers can register and get information, discuss or share interesting tips on photography. Canon has created a panel with 12 famous photographers and six expert trainers to apply their experiences and knowledge about the nitty-gritty's of photography. All activities like trainings, workshops, seminars, photo tours are designed and implemented for all amateurs, photography enthusiast and professional photographers. All consumers who already own a Canon camera or purchase a new Canon are a part of the program by registering on www.canonedge.com. Depending on the model being used , members can join different online clubs

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 www.canon.co.in

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 13 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 16 % 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 2009 with revenues of Rs. 840 crore in 2009, a 7% growth over 2008.

To view the photograph, please click on the link given below:

L-R Mr. Alok Bhardwaj, Senior Vice president, Canon India, Mr. Kensaku Konishi, President and CEO, Canon India
For picture(s)/data to illustrate this release click below:

http://www.BusinessWireIndia.com/attachments/Pic(58).jpg
L-R Mr. Alok Bhardwaj, Senior Vice president, Canon India, Mr. Kensaku Konishi, President and CEO, Canon India


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