1. The marketing plan summarizes Canon's DSLR camera target market as "photo lovers" ages 18-55 who want to become professional photographers. 2. It outlines Canon's 5 main competitors and positions Canon as offering lower prices than Sony but higher than Nikon. 3. The marketing strategies proposed include leveraging events and experiences, global distribution, and differentiation to win against competitors.

1. 10 STEP
Marketing Plan for
CANON DIGITAL SLR CAMERA
Rocheel Lee C. Deluta
March 2012
1

2. Disclaimer
This 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. Steps 1 to 5
Summary headline of your
PTM and market
1. Canon PTM are “photo lovers”, hobbyist
2. Who want to be professional photographers
3. Can choose Nikon and Sony
4. Gap is all other brands offer high ISO
performance
5. Market size is 141 million, market share is 63
million (49.5%), top 10 best selling camera
3

4. Steps 6 to 10
Summary headline of the
marketing mix & strategy
6. 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 capable
7. Is priced 11% less than Sony but 8% more than Nikon
8. Uses events and experience
9. Is distributed globally
10. Uses niche and differentiation approach to win
4

5. 1. Canon DSLR Camera primary target
market (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. 2. Canon DSLR users need to
gain prestige
ional
Feels 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. 2. Photo lovers have unique
needs, wants, and demands
Photo lovers Needs
to develop skills, to be professional, belong to professional
photographers club, gain prestige, and achieve self-
actualization
Photo lovers Wants
high quality pictures, durability and reliability, variety of
features, ease of control, and shutter speed/lag time, price
Photo 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. 3a. Canon DSLR has many
formidable 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. 3b. Canon DSLR offers lower
price among others
Price vs User Level Matrix
Price/Level Entry Amateurs High-End Professional
Matrix
High
Price Sony Sony Canon Sony Nikon
Low Canon Nikon Sony
Price Canon
Nikon Canon Nikon
9

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-A65
High Image
Sensor
Effective
Sensor Size
Available
Lens
Shutter
Speed
Image
10

11. Canon DSLR Camera niche
positioning to the photo lovers
FEATURES CANON T3i/600D NIKON D5100 SONY ALPHA
SLT-A65
Viewfinders
File Formats
ISO Sensitivity
Dimensions
Weight (light) 510g (body only)
11

12. The Best Digital SLR of 2011
RELEASE CAMERA NOTES
MONTH
March 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. Sony has “followed” Nikon and
Canon positioning and offers
more higher image sensor
Sony has
offers DSLR
camera with
high Image
sensor, 24.5
MP
13

14. 4. Canon DSLR Camera offers
based on users level
CANON 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. 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/Pentax
http://www.canonrumors.com/2011/04/canon-destroys-nikon-in-dslr-marketshare/
15

16. 5a. Estimate the market size
using competitor data
2012 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. 5b. Camera’s overall sales fell by
11.6% or 105.9 million units, 2009
DSLR and interchangeable lens camera sales grew 2.3% over
the previous year and now account for 9.3% of the overall
market.
For 2010 CIPA, which gets its figures from all the major
Japanese camera makers, predicts integrated-lens camera
sales will rise 3.0% while DSLRs and interchangeable lens
cameras sales will grow 11.1% compared to 2009.
http://www.dpreview.com/news/2010/1/26/cipa2009
17

18. Share of Sales by the Top 20
dicital SLR Camera 2011
18

19. 6a. DSLR Camera Canon, Nikon
and Sony websites
19

20. 7. Price
Actual Prices @ Amazon.com
Level CANON NIKON SONY
Entry $899 $749 $1,000
Amateur $1,200 $1,400 $1,998
High-End $3,199 $2,133 $2,699
Professional $2,499 $2,699 $2,699
20

21. 8a. Which of these modes
does your product use?
** Pls. rank most used, 1-highest use
21

22. 8a. Which of these modes
does your product use?
** Pls. rank most used, 1-highest use
22

23. 8a. Canon Advocacy Team
23

24. 8a. Corporate social responsibility
“Canon is looking forward to more projects
to benefit Operation Smile Philippines,” said
CMP CEO Alan Chng. “I believe that smiles
are integral to life, especially with our
commitment to delighting our customers.”
The donation was generated through three
separate activities: The Print for Smiles
Program, the Canon Tiendesitas Sale, and an
internal donation from CI-Tech.
24

25. 8a. Your products
Promotions
Describe 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. 8b. Canon in action
26

27. 8b. Canon DSLR camera local
endorsers, Papa “P” and Kuya Kim
27

28. 8b. Competitor promo
28

29. 8b. Competitor promo
29

30. 8b. Competitor promo
30

31. 9. “Place” challenges for
DSLR 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. 9. “Place” challenges for
DSLR Camera
s “Best
Ca non a as”
G ift ide
32

33. 9. “Place” challenges for
DSLR Camera
as
Ca non d For”
e
st Wish
“Mo
33

34. 9. “Place” challenges for
DSLR Camera
s
Ca non a ”
Rated
“Top
34

35. 10. Canon DSLR Camera is
niche leader
Canon 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. SUMMARY
36

37. Steps 1 to 5
Summary headline of your
PTM and market
1. Canon PTM are “photo lovers”, hobbyist
2. Who want to be professional photographers
3. Can choose Nikon and Sony
4. Gap is all other brands offer high ISO
performance
5. Market size is 141 million, market share is 63
million (49.5%), top 10 best selling camera
3
7

38. Steps 6 to 10
Summary headline of the
marketing mix & strategy
6. 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 capable
7. Is priced 11% less than Sony but 8% more than Nikon
8. Uses events and experience
9. Is distributed globally
10. Uses niche and differentiation approach to win
3
8

39. 10 STEP
Marketing Plan for
CANON DIGITAL SLR CAMERA
Rocheel Lee C. Deluta
March 2012
39