Uploaded byManish Singh
Canon
The document summarizes a study on promotion strategies for Canon digital cameras. It provides an overview of Canon as a company, details their product profile and market share. It then outlines the study's objective to understand dealer satisfaction with Canon's support. The document reviews Canon's various promotion strategies in different regions and their CSR activities. It describes the study's research methodology and findings related to dealer preferences. It concludes with recommendations to improve Canon's marketing promotions and reduce communication gaps with retailers.
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Canon
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- 2. A Study onPromotion Strategies of CANON Digital Cameras Under the guidance of- Dr. Chitra Sivasubramanian
- 3. Agenda Canon CompanyOverview Product profile Objective of the Study Promotion Strategies Research Methodology Findings Recommendations
- 4. CompanyOverview Who We Are
- 5. Company Overview Foundedin 1937 as a camera company as a global imaging leader. Canon employed 166,980 (2008) people and generated over $34.472 billion (2009). Canon maintains more than 200 consolidated subsidiaries around the world. Canon consistently ranks among the US Patent winners – 2,204 patents in 2009. 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…
- 6. 100% subsidiary ofCANON Singapore Pte. Ltd. Offices in 7 cities,13 national retail chain partners,270 national retail chain store partners & 380 primary channel parters Ranked among top 10 'Best Companies To Work For In India' survey by Business today
- 7. 2009 Market ShareHighlights Source: Gartner/Dataquest, Feb. 2008 Canon #1 Total Copier Market position (BW + Color) Canon #1 Total A3 Copier Market position (BW + Color, 11x17) Canon #1 BW Copier Market position (25 out of 26 years) Canon #1 in Total Copier Market in 2009! Canon #1 BW A3 Copier Market position (11x17) Canon #2 Color A3 Copier Market position (11x17) Canon #1 Brand in Fax Market 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
- 8. Strength Through Diversification25.7% 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
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- 10. “ Perception ofCanon among various Channel Partners as a company, brand and product specification” To provide the better promotion offers & try to built the credibility in the dealers, distributers, sellers and consumer. Key drivers of dealer’s satisfaction. Their satisfaction with Canon's support versus those of competitors Objective of the Study
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- 12. The photographic image... is a message without a code. - Roland Barthes, French thinker.
- 13. ‘ Our World,One World' Fashion Photography Workshop
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- 15. Commitment to CommunityThe corporate philosophy of Canon is Kyosei … "Living and working together for the common good." Corporate Social Responsibility Programs Environmental Programs Cultural Diversity Programs Community Programs Youth Programs Educational Programs Corporate Sponsorships and Events And many more…
- 16. Our Environmental ProgramsOur programs illustrate Canon U.S.A.’s environmental commitment
- 17. Promotions in IndiaRegional outreach programmes - Amchi Mumbai, Humari Delhi, Namma Bengaluru and Namma Chennai. Sponsorship in the IPL Cricket tournament for the PowerShot Print City project
- 18. Canon Global GoalVision for 2010-11 “ Double Canon’s resource efficiency” 100 % Fuel 100 % Fuel 10 Miles 20 Miles
- 19. Research Methodology Samplingplan: Data : Primary data And secondary data Researcher design : Survey method and Personal interview Researcher instrument : Questionnaire Method of contact : Personal and telephonic RESEARCH AREA : Delhi, Agra and Dehradoon
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- 23. Better Brand forInvestment 24% 31% 23% 22%
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- 25. Better brand ofCanon to Invest 48% 35% 17%
- 26. RECOMMENDATIONS Formulation ofbetter marketing promotion offers for retailers Reduce the communication gap between Company and retailers by registration Outlet Design (Displays etc.) Increase in no. of the representatives of the company SALE MORE GET MORE Impressive demonstration of the product
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Editor's Notes
- #3 Proprietary & Confidential
- #17 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.
- #19 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
- #28 Proprietary & Confidential