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10 STEP    Marketing Plan forCANON DIGITAL SLR CAMERA     Rocheel Lee C. Deluta          March 2012                       ...
DisclaimerThis 10 Step Marketing Plan is part of the mandatory  requirements of Prof. Remigio Joseph De Ungria’s  AGSB mar...
Steps 1 to 5Summary headline of yourPTM and market1.   Canon PTM are “photo lovers”, hobbyist2.   Who want to be professio...
Steps 6 to 10      Summary headline of the      marketing mix & strategy6.    DSLR camera is a digital based camera where ...
1. Canon DSLR Camera primary targetmarket (PTM) are “photo lovers”  Ages 18-55 years old, social  class AB and C, single, ...
2. Canon DSLR users need to   gain prestige                   ionalFeels like profess           Self-actualization needs  ...
2. Photo lovers have unique  needs, wants, and demandsPhoto lovers Needs  to develop skills, to be professional, belong to...
3a. Canon DSLR has manyformidable competitors Direct: Nikon, Sony, Olympus, Panasonic (Lumix), Pentax, Samsung Indirect: P...
3b. Canon DSLR offers lower        price among others                              Price vs User Level MatrixPrice/Level  ...
Canon DSLR Camera has 50            different lenses that fit to any            Canon models                              ...
Canon DSLR Camera niche         positioning to the photo lovers   FEATURES       CANON T3i/600D   NIKON D5100        SONY ...
The Best Digital SLR of 2011RELEASE      CAMERA                                  NOTESMONTHMarch     Canon T3i 600D   The ...
Sony has “followed” Nikon andCanon positioning and offersmore higher image sensor                    Sony has             ...
4. Canon DSLR Camera offers         based on users levelCANON DSLR CAMERAS Canon Entry Level DSLR cameras have Pentamirror...
5a. Estimate the market size using competitor data             DSLR Camera Global Market Share 2010                       ...
5a. Estimate the market size using competitor data2012 data: Market size for DSLR Camera is 141 million    Market share:  ...
5b. Camera’s overall sales fell by  11.6% or 105.9 million units, 2009DSLR and interchangeable lens camera sales grew 2.3%...
Share of Sales by the Top 20dicital SLR Camera 2011                               18
6a. DSLR Camera Canon, Nikonand Sony websites                               19
7. Price           Actual Prices @ Amazon.comLevel          CANON       NIKON        SONYEntry              $899        $7...
8a. Which of these modesdoes your product use?** Pls. rank most used, 1-highest use                                       ...
8a. Which of these modesdoes your product use?** Pls. rank most used, 1-highest use                                       ...
8a. Canon Advocacy Team                          23
8a. Corporate social responsibility“Canon is looking forward to more projectsto benefit Operation Smile Philippines,” said...
8a. Your productsPromotionsDescribe what you propose to do/ product is  currently doing vs. the 8 modes of  communications...
8b. Canon in action                      26
8b. Canon DSLR camera localendorsers, Papa “P” and Kuya Kim                                   27
8b. Competitor promo                       28
8b. Competitor promo                       29
8b. Competitor promo                       30
9. “Place” challenges forDSLR Camera Where is your product available?   Supermarkets, sari-sari stores, convenience   outl...
9. “Place” challenges forDSLR Camera                              s “Best                   Ca non a as”                  ...
9. “Place” challenges for        DSLR Camera         as   Ca non d For”          e   st Wish“Mo                           ...
9. “Place” challenges forDSLR Camera                      s              Ca non a ”                   Rated             “T...
10. Canon DSLR Camera isniche leaderCanon DSLR Camera’s main strategy is to  dominate the niche market of 18 to 50 year  o...
SUMMARY          36
Steps 1 to 5Summary headline of yourPTM and market1.   Canon PTM are “photo lovers”, hobbyist2.   Who want to be professio...
Steps 6 to 10      Summary headline of the      marketing mix & strategy6.    DSLR camera is a digital based camera where ...
10 STEP    Marketing Plan forCANON DIGITAL SLR CAMERA     Rocheel Lee C. Deluta          March 2012                       ...
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Transcript of "10 Steps Marketing Plan"

  1. 1. 10 STEP Marketing Plan forCANON DIGITAL SLR CAMERA Rocheel Lee C. Deluta March 2012 1
  2. 2. DisclaimerThis 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class.The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.When appropriate, data are “masked” so as not to create unexpected conflicts.The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes. 2
  3. 3. Steps 1 to 5Summary headline of yourPTM and market1. Canon PTM are “photo lovers”, hobbyist2. Who want to be professional photographers3. Can choose Nikon and Sony4. Gap is all other brands offer high ISO performance5. Market size is 141 million, market share is 63 million (49.5%), top 10 best selling camera 3
  4. 4. Steps 6 to 10 Summary headline of the marketing mix & strategy6. DSLR camera is a digital based camera where you look through the lens on the camera that will also be capturing the images. While exposure is made an internal mirror moves out of the way to let the light reach the image sensor to the images can be recorded and stored. Canon DSLR is an “Electro-Optical System”, autofocus capable7. Is priced 11% less than Sony but 8% more than Nikon8. Uses events and experience9. Is distributed globally10. Uses niche and differentiation approach to win 4
  5. 5. 1. Canon DSLR Camera primary targetmarket (PTM) are “photo lovers” Ages 18-55 years old, social class AB and C, single, married Students, amateurs, professionals “Click” and get high quality pictures 5
  6. 6. 2. Canon DSLR users need to gain prestige ionalFeels like profess Self-actualization needs er photograph to Self-development & realization ong s s s Bel al cla i soc Social needs (sense of belonging, love) Safety needs (security & safety) Physiological needs (food, water, shelter) Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler 6
  7. 7. 2. Photo lovers have unique needs, wants, and demandsPhoto lovers Needs to develop skills, to be professional, belong to professional photographers club, gain prestige, and achieve self- actualizationPhoto lovers Wants high quality pictures, durability and reliability, variety of features, ease of control, and shutter speed/lag time, pricePhoto lovers Demands feel professional when shooting/taking pictures, pictures can print large size with high quality output, pictures can share publicly (like FB, photos bucket, etc.) 7
  8. 8. 3a. Canon DSLR has manyformidable competitors Direct: Nikon, Sony, Olympus, Panasonic (Lumix), Pentax, Samsung Indirect: Point-and-shoot camera, camcorder, cellphone camera Variables: ISO sensitivity, features, price, lenses, accessories, service center availability 8
  9. 9. 3b. Canon DSLR offers lower price among others Price vs User Level MatrixPrice/Level Entry Amateurs High-End Professional MatrixHighPrice Sony Sony Canon Sony NikonLow Canon Nikon SonyPrice Canon Nikon Canon Nikon 9
  10. 10. Canon DSLR Camera has 50 different lenses that fit to any Canon models Features Positioning vs Brand Matrix FEATURES CANON T3i/600D NIKON D5100 SONY ALPHA SLT-A65High ImageSensorEffectiveSensor SizeAvailableLensShutterSpeedImage 10
  11. 11. Canon DSLR Camera niche positioning to the photo lovers FEATURES CANON T3i/600D NIKON D5100 SONY ALPHA SLT-A65ViewfindersFile FormatsISO SensitivityDimensionsWeight (light) 510g (body only) 11
  12. 12. The Best Digital SLR of 2011RELEASE CAMERA NOTESMONTHMarch Canon T3i 600D The T3i is the first digital Rebel with a tilt-and-flip LCD screen. It also has a robust video mode for aspiring film-makers. April Nikon D5100 You can shoot Full HD videos and 16 megapixel pictures from all angles using the tilt-and-flip LCD on the D5100. Good for low-light, the ISO goes all the way up to 25600.October Sony SLT-A65 The A65 is all about speed - capable of capturing consecutive 24 megapixel images at a rate of 10 per second while leveraging a continuous 15-point autofocus system.. http://www.digital-slr-guide.com/best-digital-slr-of-2011.html 1 2
  13. 13. Sony has “followed” Nikon andCanon positioning and offersmore higher image sensor Sony has offers DSLR camera with high Image sensor, 24.5 MP 13
  14. 14. 4. Canon DSLR Camera offers based on users levelCANON DSLR CAMERAS Canon Entry Level DSLR cameras have Pentamirror viewfinder and lighter and cheaper built than other Canon DSLR camera ranges but These are great for beginner photographers. Cheap but yet Canon entry level DSLR cameras give you all functionally a DSLR cameras should have. (Rebel T3i, Rebel T3, Rebel T2i, Rebel T1i, Rebel XS, Rebel XSi, Rebel xTi, Rebel xT) Canon Advanced Amateur DSLR Cameras which are also known as Canon midrange DSLR Cameras use Pentaprism viewfinder and have higher frame rate. Built with magnesium alloy and rugged design. Partial weather sealing. (EOS 60D, EOS 50D, EOS 40D, EOS 30D) Canon High-End DSLR cameras which are Canon Prosumer DSLR Cameras have Full frame sensor and lot better weather sealing than other 2 basic levels of Canon DSLR cameras. better built and no in built flash. Canon Prosumer DSLR Cameras are lot expensive than Canon DSLR cameras. Body only can cost you $1500+. (EOS 7D, EOS 5D Mark 2, EOS 5D) Canon Professional DSLR Cameras are Canons flagship DSLR camera models. Best rugged build and better weather sealing than other Canon DSLR models. 100% viewfinder field of view, faster performance. Use APS-H size full frame sensors and Double card slots for redundancy. (EOS 1D Mark 4, EOS 1Ds Mark 3, EOS 1D Mark 3) 14
  15. 15. 5a. Estimate the market size using competitor data DSLR Camera Global Market Share 2010 8.7% 44.5% 5.1% 11.9% 29.8% Canon Nikon Sony Olympus Samsung/Panasonic/Pentaxhttp://www.canonrumors.com/2011/04/canon-destroys-nikon-in-dslr-marketshare/ 15
  16. 16. 5a. Estimate the market size using competitor data2012 data: Market size for DSLR Camera is 141 million Market share: Canon – 44.5% Sony – 11.9% Nikon – 29.8% Olympus – 5.1% Others (Panasonic, Samsung, Pentax – 8.7%http://www.canonrumors.com/2011/04/canon-destroys-nikon-in-dslr-marketshare/ 16
  17. 17. 5b. Camera’s overall sales fell by 11.6% or 105.9 million units, 2009DSLR and interchangeable lens camera sales grew 2.3% overthe previous year and now account for 9.3% of the overallmarket.For 2010 CIPA, which gets its figures from all the majorJapanese camera makers, predicts integrated-lens camerasales will rise 3.0% while DSLRs and interchangeable lenscameras sales will grow 11.1% compared to 2009. http://www.dpreview.com/news/2010/1/26/cipa2009 17
  18. 18. Share of Sales by the Top 20dicital SLR Camera 2011 18
  19. 19. 6a. DSLR Camera Canon, Nikonand Sony websites 19
  20. 20. 7. Price Actual Prices @ Amazon.comLevel CANON NIKON SONYEntry $899 $749 $1,000Amateur $1,200 $1,400 $1,998High-End $3,199 $2,133 $2,699Professional $2,499 $2,699 $2,699 20
  21. 21. 8a. Which of these modesdoes your product use?** Pls. rank most used, 1-highest use 21
  22. 22. 8a. Which of these modesdoes your product use?** Pls. rank most used, 1-highest use 22
  23. 23. 8a. Canon Advocacy Team 23
  24. 24. 8a. Corporate social responsibility“Canon is looking forward to more projectsto benefit Operation Smile Philippines,” saidCMP CEO Alan Chng. “I believe that smilesare integral to life, especially with ourcommitment to delighting our customers.”The donation was generated through threeseparate activities: The Print for SmilesProgram, the Canon Tiendesitas Sale, and aninternal donation from CI-Tech. 24
  25. 25. 8a. Your productsPromotionsDescribe what you propose to do/ product is currently doing vs. the 8 modes of communications.Show executions of this (from websites, print ads, actual commercials) 25
  26. 26. 8b. Canon in action 26
  27. 27. 8b. Canon DSLR camera localendorsers, Papa “P” and Kuya Kim 27
  28. 28. 8b. Competitor promo 28
  29. 29. 8b. Competitor promo 29
  30. 30. 8b. Competitor promo 30
  31. 31. 9. “Place” challenges forDSLR Camera Where is your product available? Supermarkets, sari-sari stores, convenience outlets, drugstores Nationwide or in key areas only? Method of delivery (some products can be delivered to your home, ordered via internet, phone orders, etc.) 31
  32. 32. 9. “Place” challenges forDSLR Camera s “Best Ca non a as” G ift ide 32
  33. 33. 9. “Place” challenges for DSLR Camera as Ca non d For” e st Wish“Mo 33
  34. 34. 9. “Place” challenges forDSLR Camera s Ca non a ” Rated “Top 34
  35. 35. 10. Canon DSLR Camera isniche leaderCanon DSLR Camera’s main strategy is to dominate the niche market of 18 to 50 year old photo lovers.Its benefits from the distribution leverage of Canon.Has an excellent, premium priced, product distributed globally. 35
  36. 36. SUMMARY 36
  37. 37. Steps 1 to 5Summary headline of yourPTM and market1. Canon PTM are “photo lovers”, hobbyist2. Who want to be professional photographers3. Can choose Nikon and Sony4. Gap is all other brands offer high ISO performance5. Market size is 141 million, market share is 63 million (49.5%), top 10 best selling camera 3 7
  38. 38. Steps 6 to 10 Summary headline of the marketing mix & strategy6. DSLR camera is a digital based camera where you look through the lens on the camera that will also be capturing the images. While exposure is made an internal mirror moves out of the way to let the light reach the image sensor to the images can be recorded and stored. Canon DSLR is an “Electro-Optical System”, autofocus capable7. Is priced 11% less than Sony but 8% more than Nikon8. Uses events and experience9. Is distributed globally10. Uses niche and differentiation approach to win 3 8
  39. 39. 10 STEP Marketing Plan forCANON DIGITAL SLR CAMERA Rocheel Lee C. Deluta March 2012 39
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