Canon's Photo Revolution begins with Onam, Announces Marketing Investments of INR 40 crores for the Festive Season
Canon (Business Wire India)
Kochi, Kerala, India
-- Targets 25% market share in Indian digital camera category in 2012 from 14% last year
-- Rolls out youth-centric marketing campaign
-- Expands to 100 imaging brand stores in 2012, 4 in Kerala
-- Eyes 60% growth in camera business category
Canon India Pvt. Ltd., India’s No. 1 Complete Digital Imaging Company, today announced its business plans for the forthcoming festive season starting from this Onam. Canon has registered 32% growth in the first six months of 2012 driven by a strong 60% growth in its camera business. The company announced that the substantial increase in its market share was a result of aggressive marketing, new product launches, attractive pricing, retail expansion and portfolio expansion - citing Canon’s entry into the Cinematography domain with the launch of its Cinema EOS C300 camera. - The company has planned marketing spends of INR 40 crores for the festive season, starting with Onam, to achieve its ambitious market share target.
Canon India’s camera division has chalked out robust plans for Onam and the festive season, and the company is leaving no stone unturned to strengthen its leadership position. The division’s marketing spends comprise almost 72% of Canon India’s overall marketing budget of INR 142 crores for 2012. This year, the camera division also has significantly increased its marketing budget - from INR 76 crores in 2011 to INR 102 crores in 2012 - an increase of over 34%.
The company is investing heavily in marketing and promotion and has rolled out a new marketing campaign exclusively for Onam, featuring the company’s brand icon, Anushka Sharma. The exclusive print campaign reiterates Canon’s philosophy of always delighting the customers with the most innovative solutions that help them capture and add life to their precious memories. The Onam campaign is an extension of Canon’s highly successful ‘What Makes Us Click’ campaign and retains the exuberance, energy and youthful appearance of the brand, while infusing the spirit and flavor of the festive season to achieve a stronger connect with the target audience. Canon is also pushing its in-shop and retail visibility by placing GSBs and point of sale material at all Canon retail outlets in the region. With the increased consumer mind space, Canon aims to catalyze its business conversion.
Announcing the company’s plans for Onam, Dr. Alok Bharadwaj, Senior Vice President, Canon India, said, "We have more than doubled our retail reach this year to 2992 retailers spread across 620 cities. The number of our partners in Kerala has reached 102 spread across 22 cities. While overall the camera business has grown at a record 60%, the growth in Kerala has been phenomenal. At 110%, Kerala has registered the highest growth for Canon. We are reconfiguring our photography business in India with youth-centric propositions using a three-pronged strategy of celebrity endorsement, imaging brand stores expansion and strong product lineup.
On this auspicious occasion, to kick-start our festival sales plan we have announced price reduction for 11 camera models. We are also expanding imaging brand stores to 100 by end this year. All this will help us to reach revenues of INR 2100 crores in 2012 with a market share of 25% in cameras and 45% in DSLR. Last year, we held the No. 1 position in the DSLR cameras category and were among the top 2 digital cameras brands in Kerala during Onam and we aim to replicate that performance or go a step further. On this auspicious occasion of Onam, we would like to announce signing of 3 new brand stores in Kerala to be opened before Christmas this year,” he added.
Mr. Seiji Hamanishi, Assistant Director & Head of ICP division, Canon India, said, “Kerala is a crucial market for Canon and plays a vital role in the company’s overall growth strategy. Canon has a substantial market share in Kerala and plans to further its leadership during the current festive season. To consolidate this lead, Canon has recently launched a new range of 21 camera models and 9 new lenses. The new camera range includes 12 digital camera models, 5 digital video recorders, 3 DSLR cameras (Canon EOS 5D Mark III, Canon EOS 650D and the mirror-less Canon EOS M) and Canon’s premier camera for Cinematography – the Canon C300. To make the purchase of cameras more attractive, Canon has also slashed prices of 11 of its models during Onam.”
The models where Canon slashed the prices are –
5 models of Canon PowerShot Series – A1200, A2300, A2400, A3400 and A4000; 4 models of Canon IXUS series – IXUS 125, IXUS 240, IXUS 500 and IXUS 510; 2 models of Canon PowerShot SX series – SX 240 and SX 260. As part of the Onam festive offer, Canon is also offering a 4GB SD card and a carry case to each customer on the purchase of a digital camera.
With a wider portfolio, Canon has also strengthened its distribution and reach in the region. Canon has invested in its own retail outlets, the Canon Image Squares across India. Canon already has one ‘Image Square’ brand store in Kerala and plans to launch another 3 in the state soon. These 4 in total will be spread in Cochin and Trivandrum. The company has 73 Canon Image Squares in over 42 towns and cities in India and plans to take that number to 100 by the end of 2012.
About Canon Inc.
Canon Inc. (NYSE: CAJ), headquartered in Tokyo, Japan, is a leader in the fields of professional and consumer imaging equipment and information systems. Canon’s extensive range of products includes copying machines, inkjet and laser printers, cameras, video equipment, medical equipment and semiconductor-manufacturing equipment. Originally established in 1937 as Precision Optical Industry, Co., Ltd., a camera manufacturer, Canon has successfully diversified and globalized to become a worldwide industry leader in professional and consumer imaging systems and solutions.
With over 195,000 employees worldwide, Canon has manufacturing and marketing subsidiaries in Japan, the Americas, Europe, Asia and Oceania; and a global R&D network with companies based in the United States, Europe, Asia and Australia. Canon’s consolidated net sales for fiscal 2011 (ended December 31, 2011) totaled $46 billion. Visit the Canon Inc. website at: www.canon.com
Canon in India
Canon India targets a growth of Rs. 2100 crore in 2012 which is 35% growth over last year. Canon focuses on multiple market segments of consumer, B2B, Government & Commercial. Canon’s product portfolio extends over a vast variety of copier MFDs, fax-machines, printers, scanners, All-in-ones, digital cameras, camcorders and multimedia projectors, cable ID printers, semiconductors and card printers.
Canon India Pvt. Ltd. is a 100% subsidiary of Canon Singapore Pvt. 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 13 cities across India and employs over 930 people. Canon has approximately 380 primary channel partners 13 National Retail Chain partners, and over 4000 secondary retail points. Oce distributors in India will now be a part of Canon partner network. Canon’s service reach extends to over 200 towns with over 200 service Engineers, 7 Master service centers and 37 Canon Care Centers. Canon and Océ products are available with complete service support network.
To view the photographs, please click on the links given below:
Dr. Alok Bharadwaj, SVP, Canon India @Kochi Press conference
Dr. Alok Bharadwaj, SVP, Canon India