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A Study on Promotion Strategies of CANON Digital Cameras Under the guidance of- Dr. Chitra Sivasubramanian
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
  Company Overview  Who We Are
Company Overview ,[object Object],[object Object],[object Object],[object Object],Business Week Best Global Brand Overall ranking 35th Fortune Most Admired Companies Overall ranking 4 th Brandweek Customer Loyalty – Copier Ranked #1 Canon in the News… More Recognition…
[object Object],[object Object],[object Object]
2009 Market Share Highlights Source: Gartner/Dataquest, Feb. 2008 ,[object Object],[object Object],[object Object],Canon #1 in Total Copier Market in 2009! ,[object Object],[object Object],[object Object],Vendor Units Canon 521,629 HP 376,785 Ricoh* 290,749 Brother 276,625 Xerox 209,562 Konica Minolta 137,844 Dell Inc. 96,700 Sharp 93,205 Samsung 76,852 Toshiba 76,625 Others 259,637 Total 2,416,213
Strength Through Diversification 25.7% Business Machines 65.5% Office Imaging  Products Monochrome NW MFDs Office color MFDs Full-color copiers Personal PPCs/MFDs Other products Cameras  Digital cameras Digital video camcorders Film cameras Lenses LCD projectors Other products Business Information Products Document scanners Handy terminals Electronic dictionaries 8.8% 2.4% 34.3% Computer  Peripherals LBP and MFP Printers Inkjet printers Inkjet all-in-ones Image scanners Other products 28.8% Calculators  Other products Optical & Other  Products Semiconductor systems LCD exposure systems Broadcasting equipment Medical equipment Other products
Product Profile
[object Object],[object Object],[object Object],[object Object],Objective of the Study
PROMOTION STRATEGIES
The photographic image ... is a message without a code.   - Roland Barthes,   French thinker.
‘ Our World, One World' Fashion Photography Workshop 
 
Commitment to Community The corporate philosophy of Canon is  Kyosei …  "Living and working together for the common good." Corporate Social  Responsibility Programs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],And many more…
Our Environmental Programs ,[object Object]
Promotions in India ,[object Object],[object Object],[object Object]
Canon Global Goal ,[object Object],[object Object],100 % Fuel  100 % Fuel  10 Miles   20 Miles
Research Methodology ,[object Object],[object Object],[object Object],[object Object],[object Object],RESEARCH AREA   :  Delhi, Agra and Dehradoon
FINDINGS
MODE OF ADVERTISEMENT
 
Better Brand for Investment 24% 31% 23% 22%
 
Better brand of Canon to Invest 48% 35% 17%
RECOMMENDATIONS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 

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Canon

  • 1.  
  • 2. A Study on Promotion Strategies of CANON Digital Cameras Under the guidance of- Dr. Chitra Sivasubramanian
  • 3.
  • 4. Company Overview Who We Are
  • 5.
  • 6.
  • 7.
  • 8. Strength Through Diversification 25.7% Business Machines 65.5% Office Imaging Products Monochrome NW MFDs Office color MFDs Full-color copiers Personal PPCs/MFDs Other products Cameras Digital cameras Digital video camcorders Film cameras Lenses LCD projectors Other products Business Information Products Document scanners Handy terminals Electronic dictionaries 8.8% 2.4% 34.3% Computer Peripherals LBP and MFP Printers Inkjet printers Inkjet all-in-ones Image scanners Other products 28.8% Calculators Other products Optical & Other Products Semiconductor systems LCD exposure systems Broadcasting equipment Medical equipment Other products
  • 10.
  • 12. The photographic image ... is a message without a code.   - Roland Barthes,   French thinker.
  • 13. ‘ Our World, One World' Fashion Photography Workshop 
  • 14.  
  • 15.
  • 16.
  • 17.
  • 18.
  • 19.
  • 22.  
  • 23. Better Brand for Investment 24% 31% 23% 22%
  • 24.  
  • 25. Better brand of Canon to Invest 48% 35% 17%
  • 26.
  • 27.  

Editor's Notes

  1. Proprietary & Confidential
  2. Proprietary & Confidential Toner Cartridge Recycling . Canon Consumer Products Recycling Program – Printers, scanners, multifunction printers and fax machines are eligible for recycling under this program Business Copier Remanufacturing Program – Outfitting older copiers with current parts and added new features and/or functions since 1993. The New Model contains new, reconditioned and/or recovered parts. Green Procurement Green procurement refers to the practice of purchasing products and services that minimize environmental burden. Canon purchases many parts from outside suppliers. In 1997, we established the Green Procurement Standards, which we apply when deciding which suppliers to use, based on self-evaluations and inspections.
  3. Proprietary & Confidential This slide presents Canon’s Global environmental Goal, which is: for all of Canon companies world wide to actively pursue maximization of resource efficiency In order to maximize our resource efficiency Canon has a vision for 2010 referred to as Factor 2 Factor 2 is an overall index by which we plan to at least double our resource efficiency, based on our performance from the year 2000. To achieve this target we will work to enhance the quality of our products and services, while using the same amount of resources. An example of what it means to reduce our environmental factor by 2 (***click***) is developing the technology and efficiency to drive our car twice the distance on the same amount of fuel we’re using. …… that’s exactly what we want to do at Canon with all of our products and services. Raw material procurement, production, logistics, sales, use, collection and recycling) in 2010 should at least be twice the number of 2000 (“Factor 2”) . Factor 2 for 2005 (last year measured) was 1.87
  4. Proprietary & Confidential