Canon India Pvt. Ltd is reinforcing its focus on Delhi with the launch of a Delhi-specific marketing initiative, ‘Hamaari Delhi’ campaign. Canon will be investing in Delhi and NCR through advertising, promotions, below-the-line activities and working towards more engagement with partners with an aim to increase Canon’s presence in the region. The two-month long campaign done by Percept will commence from November 19 and will go on till December 31, 2007.
The company expects this focused marketing initiative to generate substantial business in the next two months for its consumer systems products (CSP) product range that deals with the entire range of IT peripherals from Canon’s stable.
Commenting on the new initiative, Alok Bharadwaj, Vice President, Canon India, said, “We believe that customised marketing approach for specific markets are most effective in communicating with the consumer, as such campaigns incorporate local flavours. Delhi continues to be one of the most crucial markets for Canon India. Our new ‘Hamaari Delhi’ campaign is based on providing value, promise of innovative products, uncompromised quality and reliable performance to our customers. We look forward to providing our customers with a more powerful and sophisticated experience in terms of product and service.”
This campaign is in line with the launch of Canon’s first black printer. According to Prabhakar Mundkur, Chief Operating Officer, Percept, “The brief that we got from Canon was to communicate good looks along with the performance of the printer. The print and OOH campaign shows Sachin Tendulkar being bowled over a black beauty.”
The new ‘Hamaari Delhi’ campaign has been poised on six key pillars of Canon – premium partner engagement; increased thrust on corporate business; engagement with Canon-empowered partners; improved and increased level of service support; customer engagement through experiential marketing; and increased and consistent brand visibility through various advertising and marketing initiatives. Canon aims at capturing more of the photo printing market and increase penetration in the laser printing space. The company is also looking at increasing and streamlining communication for the corporate partners. This segment is expected to contribute 15 per cent to the total revenue by end of the year.
The company hopes to gain an increased impetus from Canon-empowered partners by introducing special loyalty and incentive programmes, and initiating a series of road shows and retail branding; enhance demo support and initiate merchandising deployment. Canon is also planning free service camps for its customers. As part of the programme is also direct customer engagements to enable them with hands-on experience, and Canon is conducting nearly 158 road shows at all leading malls, shopping arcades and housing complexes in the region to demonstrate the print-at-home concept and introduce consumers to latest product offerings.
Various consumer promotions have also been planned, like ‘scratch and win’ offer on Canon consumables, wherein lucky winners can win digital cameras, home theatres, etc. Increasing brand visibility by focusing on retail branding to create top-of-mind recall is also a part of the programme. This includes an extensive print and outdoor advertising campaign, which will be sustained across all prominent newspapers and magazines in the city; while the outdoor campaign would encompass all prominent outdoor sites, billboards and bus-shelters across 40 locations in Delhi and NCR. This will be followed by a radio campaign, while the print campaign is breaking in the main dailies on November 19.