Canon India is bullish about the coming year, launching 35 new state-of-the-art consumer digital imaging products. The company has also announced its key expansion strategy for 2008. Canon also has plans to launch a region specific campaign, ‘Humaari Delhi’, for its printers.
The growth pillars identified by the company to drive growth in 2008 include the introduction of a comprehensive range of advanced digital imaging products as well as strengthening retail footprints across the country by increasing the number of dealers and adding six exclusive canon showrooms. It would also strengthen the brand appeal using Sachin Tendulkar and would focus on increasing manpower and expanding the company.
The first exclusive Canon showroom would be launched in Gurgaon. Five more such showrooms are slated to be opened by December 2008, which would cater to the B2C market, with three additional showrooms for the B2B operations.
The company also plans to expand its workforce from 400 in 2006 to 700 by 2008. On the service front, Canon would expand its Master Service Centre in Bangalore by March 2008. Another such centre is expected to come up in Kolkata by next year.
“Canon would also invest Rs 100 crore for marketing and communication activities in 2008. Of this, Rs 70 crore would be for promotional activities while the rest would be for store management. The new campaigns will be designed to strengthen the Canon brand appeal using Sachin Tendulkar and roll out a new marketing campaigns customised for specific regions. These initiatives include regionalising the campaign message and timing to cater to regional seasons,” said Alok Bharadwaj, VP, Canon India.
Out of the Rs 70 crore budget earmarked for promotional activities in 2008, 50 per cent would be used for above the line activities while the rest would be for below the line activities, added Bharadwaj.
Speaking on the occasion Kensaku Konishi, President and CEO, Canon India, said, “Our products have always incorporated years of technology innovation by Canon. The products launched today present revolutionary ways for consumers to interact and enjoy their experiences with never before seen features and concepts. The stylish looks and the advanced technology of the products give them a distinctive edge in the market places.”
Canon is comparatively weak in the printer segment and, therefore, has planned to come with city-focussed campaigns. ‘Humaari Delhi’ is the second in the series of campaign embarked on by the company. The first was ‘Aamchi Mumbai’ in the beginning of 2007, while in 2008 the company has plans to start a similar campaign in Bangalore as well.
Humaari Delhi would be a 360-degree campaign that would have both ATL and BTL activities, including print, outdoors, TVC, radio, events, exhibitions and roadshows.
“We have earmarked a budget of Rs 1 lakh per day for the roadshow, which along with the campaign, would run for 45 days. In this campaign, the investment would be for Delhi and the NCR region. The company expects this focussed marketing initiative to generate substantial business for our consumer system products range in the next two months and Rs 2 crore has been allocated for the same,” added Bharadwaj.