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Canon bets on digital camera market

22-September-2004
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Canon bets on digital camera market

Bullish on the Indian market, digital imaging company Canon India Pvt Ltd has rolled out an aggressive strategy to capture 30 per cent of the digital camera market by 2007.

The strategy includes the launch of seven digital cameras, three video DV camcorders and one SLR angle zoom lens for both the consumer and professional segments. It will also expand its dealer network to 500 sales outlets by December 2004.

According to Alok Bharadwaj, Canon India director and general manager, consumer imaging and information division, the digital camera industry in India is expected to touch Rs 600 crore by 2007 from the current level of Rs 100 crore and Canon India is aiming to capture 30 per cent of the digital camera industry. “Digital camera business will contribute Rs 180 crore to Canon India’s overall revenues in 2007,” he said.

To support its objective, Canon unveiled a digital camera targeted at the youth - Canon PowerShot A400, priced at Rs 12,995. Available in four attractive colours - spring green, silver, sky blue, and sunset gold, the Canon PowerShot A400 is a 3.2 megapixel camera with a 2.2x optical zoom. Canon expects the PowerShot A400 to contribute 50 per cent towards their total camera sales.

Canon has earmarked a marketing budget of Rs 4 crore to promote the new range of digicam products. The marketing efforts will include advertising, retail initiatives, promotions and roadshows. Canon is also expanding its dealer network to 500 sales outlets by the end of this year. At present, Canon digital camera products are available across 350 dealers in the country.

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