Canon India Pvt Ltd has beefed up its product portfolio in India with the launch of 85 new state-of-the-art digital imaging products, stated to be its biggest ever product launch in the country. The products launched span its three divisions – Imaging Communication Products (ICP), Consumer Systems Product (CSP), and Business Imaging Solutions (BIS) – and digital cameras, digital video camcorders, printers, All-in-Ones, digital copiers, software applications, cable id printers, card printers etc.
On the way ahead, Alok Bharadwaj, Senior Vice President, Canon India, “We took 10 years to achieve sales of Rs 500 crore. But in the next two years, we expect our sales to double. The company closed 2007 with sales worth Rs 500 crore and expects to close 2008 with sales of Rs 700 crore.”
Bharadwaj further said that Canon, which had entered the Indian market in 1997, had been growing at 18 per cent per annum. Last year, it witnessed a growth of 35 per cent. This year, the company expected a growth of 35-40 per cent.
This growth is being attributed to the addition of products for more industries and the focus on Canon’s top 100 corporate clients.
Bharadwaj informed, “We have formed a separate sales team to cater to our top 100 corporate accounts. Canon has increased the retail points from 2,500 to 4,000 now and from 250 distributors to 350. These factors led to the doubling of our growth.”
After campaigns focused on Mumbai, Delhi and Bangalore, Canon will continue its marketing strategy of focused city-specific campaign, whereby all advertising and below the line marketing activities are customised to the specific city. The Canon Print City project drive will now be launched in Chennai and is also travelling to smaller cities such as Chandigarh, Jaipur, Kochi, and Guwahati.
On the advertising plans, Bharadwaj said, “The advertising spends for Canon this year is pegged at Rs 120 crore and included print, TVC, outdoor and below the line activities.”
Eye on regional markets, Canon India launches Print City project across 6 cities