[RMIT Challenge] Austrialia Canon Case Study

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[RMIT Challenge] Austrialia Canon Case Study

  1. 1. CASE STUDY3 April 2013Tuesday, April 30, 13
  2. 2. AGENDA1. The brief2. The strategy3. The big idea4. Creative implementation5. ResultsTuesday, April 30, 13
  3. 3. AGENDA1. The brief2. The strategy3. The big idea4. Creative implementation5. ResultsTuesday, April 30, 13
  4. 4. AGENDA1. The brief2. The strategy3. The big idea4. Creative implementation5. ResultsTuesday, April 30, 13
  5. 5. DEFINED PROBLEMSTuesday, April 30, 13
  6. 6. DEFINED PROBLEMS1. Entry-level was the critical battle ground, also Canon’s weakest groundTuesday, April 30, 13
  7. 7. DEFINED PROBLEMS1. Entry-level was the critical battle ground, also Canon’s weakest groundTuesday, April 30, 13
  8. 8. DEFINED PROBLEMS1. Entry-level was the critical battle ground, also Canon’s weakest ground2. Premium prices, with no clear differentiationTuesday, April 30, 13
  9. 9. DEFINED PROBLEMS1. Entry-level was the critical battle ground, also Canon’s weakest ground2. Premium prices, with no clear differentiation3. Nikon - closing the value share gap by lowering price - biggest THREAT!Tuesday, April 30, 13
  10. 10. DEFINED PROBLEMS1. Entry-level was the critical battle ground, also Canon’s weakest ground2. Premium prices, with no clear differentiation3. Nikon - closing the value share gap by lowering price - biggest THREAT!VS.Tuesday, April 30, 13
  11. 11. DEFINED PROBLEMS1. Entry-level was the critical battle ground, also Canon’s weakest ground2. Premium prices, with no clear differentiation3. Nikon - closing the value share gap by lowering price - biggest THREAT!VS.Tuesday, April 30, 13
  12. 12. DEFINED PROBLEMS1. Entry-level was the critical battle ground, also Canon’s weakest ground2. Premium prices, with no clear differentiation3. Nikon - closing the value share gap by lowering price - biggest THREAT!VS.HISTORICAL DOMINANCE ON THE VERGE OFSLIPPING AWAYTuesday, April 30, 13
  13. 13. OBJECTIVESTuesday, April 30, 13
  14. 14. OBJECTIVESAchieve 10% above category value growth over 2009Tuesday, April 30, 13
  15. 15. OBJECTIVESAchieve 10% above category value growth over 2009Maintain number ONE market dominance by holding value share of at least 45%Tuesday, April 30, 13
  16. 16. OBJECTIVESAchieve 10% above category value growth over 2009Maintain number ONE market dominance by holding value share of at least 45%Increase EOS sub-brand awareness from 2008 peak of 25% to a 2009 peak of 35%(EOS: Electro-Optical System)Tuesday, April 30, 13
  17. 17. TARGET AUDIENCETuesday, April 30, 13
  18. 18. TARGET AUDIENCEENTRY LEVEL PHOTOGRAPHERSTuesday, April 30, 13
  19. 19. TARGET AUDIENCEENTRY LEVEL PHOTOGRAPHERSSIMPLE AUTOMATICSWant better quality photosDSLR too complexing and intimidatingTuesday, April 30, 13
  20. 20. TARGET AUDIENCEENTRY LEVEL PHOTOGRAPHERSSIMPLE AUTOMATICSWant better quality photosDSLR too complexing and intimidatingTuesday, April 30, 13
  21. 21. TARGET AUDIENCEENTRY LEVEL PHOTOGRAPHERSSIMPLE AUTOMATICSWant better quality photosDSLR too complexing and intimidatingCONSIDERED CREATIVESMore creative with photographyGet involved with increased complexityTuesday, April 30, 13
  22. 22. AGENDA1. The brief2. The strategy3. The big idea4. Creative implementation5. ResultsTuesday, April 30, 13
  23. 23. AGENDA1. The brief2. The strategy3. The big idea4. Creative implementation5. ResultsTuesday, April 30, 13
  24. 24. UNTAPPED INSIGHTTuesday, April 30, 13
  25. 25. UNTAPPED INSIGHTTuesday, April 30, 13
  26. 26. UNTAPPED INSIGHTTuesday, April 30, 13
  27. 27. UNTAPPED INSIGHTTuesday, April 30, 13
  28. 28. GREAT PHOTOGRAPHY IS NOT ABOUT TECHNOLOGY,IT IS ABOUT INSPIRATIONUNTAPPED INSIGHTTuesday, April 30, 13
  29. 29. PROPOSITIONTuesday, April 30, 13
  30. 30. PROPOSITIONTAKE YOUR PHOTOGRAPHY TO THE NEXT LEVELWITH CANON EOSTuesday, April 30, 13
  31. 31. PROPOSITIONTAKE YOUR PHOTOGRAPHY TO THE NEXT LEVELWITH CANON EOSLearn:To provide fun and simpleways to inspire and learn howto take photosTuesday, April 30, 13
  32. 32. PROPOSITIONTAKE YOUR PHOTOGRAPHY TO THE NEXT LEVELWITH CANON EOSChallenge:Motivate in ways that involve,are easy, and improve skillsLearn:To provide fun and simpleways to inspire and learn howto take photosTuesday, April 30, 13
  33. 33. PROPOSITIONTAKE YOUR PHOTOGRAPHY TO THE NEXT LEVELWITH CANON EOSExhibit:Create an environment andcommunity where people canshow and share photosChallenge:Motivate in ways that involve,are easy, and improve skillsLearn:To provide fun and simpleways to inspire and learn howto take photosTuesday, April 30, 13
  34. 34. AGENDA1. The brief2. The strategy3. The big idea4. Creative implementation5. ResultsTuesday, April 30, 13
  35. 35. AGENDA1. The brief2. The strategy3. The big idea4. Creative implementation5. ResultsTuesday, April 30, 13
  36. 36. Tuesday, April 30, 13
  37. 37. Tuesday, April 30, 13
  38. 38. A growing chain of photos, where each shot, inspires the next.Tuesday, April 30, 13
  39. 39. Tuesday, April 30, 13
  40. 40. Tuesday, April 30, 13
  41. 41. Tuesday, April 30, 13
  42. 42. PEOPLE AS KEY MEDIATuesday, April 30, 13
  43. 43. AGENDA1. The brief2. The strategy3. The big idea4. Creative implementation5. ResultsTuesday, April 30, 13
  44. 44. AGENDA1. The brief2. The strategy3. The big idea4. Creative implementation5. ResultsTuesday, April 30, 13
  45. 45. TVCTuesday, April 30, 13
  46. 46. TVCTuesday, April 30, 13
  47. 47. OFFICIAL WEBSITEhttp://www.canon.com.au/worldofeos/photochains/home/Tuesday, April 30, 13
  48. 48. OFFICIAL WEBSITEhttp://www.canon.com.au/worldofeos/photochains/home/Tuesday, April 30, 13
  49. 49. OFFICIAL WEBSITEhttp://www.canon.com.au/worldofeos/photochains/home/Tuesday, April 30, 13
  50. 50. OFFICIAL WEBSITEhttp://www.canon.com.au/worldofeos/photochains/home/Tuesday, April 30, 13
  51. 51. OFFICIAL WEBSITEhttp://www.canon.com.au/worldofeos/photochains/home/Tuesday, April 30, 13
  52. 52. OFFICIAL WEBSITEhttp://www.canon.com.au/worldofeos/photochains/home/Tuesday, April 30, 13
  53. 53. OUTDOORTuesday, April 30, 13
  54. 54. OUTDOORTuesday, April 30, 13
  55. 55. OUTDOORTuesday, April 30, 13
  56. 56. AGENDA1. The brief2. The strategy3. The big idea4. Creative implementation5. ResultsTuesday, April 30, 13
  57. 57. AGENDA1. The brief2. The strategy3. The big idea4. Creative implementation5. ResultsTuesday, April 30, 13
  58. 58. above category value growth over 200910%OBJECTIVES 1Tuesday, April 30, 13
  59. 59. above category value growth over 2009OBJECTIVES 1Tuesday, April 30, 13
  60. 60. above category value growth over 200922%OBJECTIVES 1Tuesday, April 30, 13
  61. 61. OBJECTIVES 2Maintain number ONE market dominance by holding value share of at least 45%Tuesday, April 30, 13
  62. 62. OBJECTIVES 2Maintain number ONE market dominance by holding value share of at least 45%Tuesday, April 30, 13
  63. 63. OBJECTIVES 2Maintain number ONE market dominance by holding value share of at least 45%Canon and category DSLR Average Selling Price in 2009, Source: GFK Sales DataTuesday, April 30, 13
  64. 64. OBJECTIVES 3Increase EOS sub-brand awareness from 2008 peak of 25% to a 2009 peak of 35%Tuesday, April 30, 13
  65. 65. OBJECTIVES 345%Tuesday, April 30, 13
  66. 66. KEY FIGURESTuesday, April 30, 13
  67. 67. KEY FIGURES• 20,000 photos uploaded from AUS and NZTuesday, April 30, 13
  68. 68. KEY FIGURES• 20,000 photos uploaded from AUS and NZ• 1077 Photochains created by publicTuesday, April 30, 13
  69. 69. KEY FIGURES• 20,000 photos uploaded from AUS and NZ• 1077 Photochains created by public• 35% of photos uploaded from competitors’camera brandsTuesday, April 30, 13
  70. 70. KEY FIGURES• 20,000 photos uploaded from AUS and NZ• 1077 Photochains created by public• 35% of photos uploaded from competitors’camera brands• 50% of Photochain images from DSC camerasTuesday, April 30, 13
  71. 71. KEY FIGURES• 20,000 photos uploaded from AUS and NZ• 1077 Photochains created by public• 35% of photos uploaded from competitors’camera brands• 50% of Photochain images from DSC cameras• 1.2 million page views, 2 million image viewsTuesday, April 30, 13
  72. 72. KEY FIGURES• 20,000 photos uploaded from AUS and NZ• 1077 Photochains created by public• 35% of photos uploaded from competitors’camera brands• 50% of Photochain images from DSC cameras• 1.2 million page views, 2 million image views• 62,450 unique visitors went to the siteTuesday, April 30, 13
  73. 73. KEY FIGURES• 20,000 photos uploaded from AUS and NZ• 1077 Photochains created by public• 35% of photos uploaded from competitors’camera brands• 50% of Photochain images from DSC cameras• 1.2 million page views, 2 million image views• 62,450 unique visitors went to the site• Average 12 minutes spent on siteTuesday, April 30, 13
  74. 74. KEY FIGURES• 20,000 photos uploaded from AUS and NZ• 1077 Photochains created by public• 35% of photos uploaded from competitors’camera brands• 50% of Photochain images from DSC cameras• 1.2 million page views, 2 million image views• 62,450 unique visitors went to the site• Average 12 minutes spent on site• 19,000 people joined Canon EOS siteTuesday, April 30, 13
  75. 75. COMMERCIAL RESULTSBUDGET: $AU 2 - 5 millionTuesday, April 30, 13
  76. 76. COMMERCIAL RESULTSBUDGET: $AU 2 - 5 millionRETURN ON INVESTMENT: $AU 3.89 for $AU 1 spentTuesday, April 30, 13
  77. 77. THANK YOU!Tuesday, April 30, 13

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