Japan-based global consumer electronics company, Sanyo, introduced its range of digital cameras for the Indian market in the Capital on March 6. With a 23 per cent market share globally in the digital camera space, Sanyo intends to be the number three digital camera company in the next three years.
The company launched two of its models VPC-E60, priced at Rs 15,990, and VPC-S60 at Rs 10,990. Another eight models priced between Rs 8,990 and Rs 59,990 will be launched during May-June 2007.
Speaking on the occasion, Keiji Oshima, President, Sanyo India, said, "We estimate the size of digital camera business in India at around 500,000 units and expect it to grow further rapidly in the next two years. We intend to further increase our global business success in cameras by offering most technologically advanced products in India. We see immense growth opportunities in the country and have big plans to make India one of our pillars for growth."
He further said, "We aim to grow our business in India as we see huge potential in the Indian market. Our aim is to be among the top three digital camera companies in three years."
The company will be looking at achieving close to 10-12 per cent market share (digital camera space) in three year's time.
Sanyo has planned a host of marketing activities to support its product line-up. Manjunath Prasanna, National Product Head-Digital Products, Sanyo BPL Pvt Ltd, said, "We have an integrated marketing plan, wherein we will showcase impressive range of cameras addressing key price points. Besides aggressive pricing for consumers, there will be attractive incentives for dealers too."
There will be brand campaign on TV and magazines. The print campaign will start from March 7. The promotional mix constitutes event led consumer offers, creation of demo zones at important customer reach points, creating brand awareness through road shows and exhibitions, the products will be displayed at high traffic prominent installations like airports. There will be direct marketing activities too.
Sanyo might also look at roping in a brand ambassador for their new range of products. However, the time frame for the same is not yet known.