Digital imaging company Canon India is going regional in a big way. It has embarked on a six-city Canon Print City project drive, from October to December, which would focus on regionalising all communication and promotional activities to connect better with the local customers. Initially, the company will invest around Rs 4.7 crore on this project, and aims to secure 33 per cent of the Indian printing and imaging market.
The first phase of this project will see Canon focus on six cities – Guwahati, Chandigarh, Ludhiana, Jaipur, Kochi and Indore. To add the regional flavour, all advertising in these cities would be customised in local languages.
As part of an extensive marketing strategy, the company will incorporate several customer-centric initiatives like month-long exchange offers across major showrooms in each city, service camps for customers and 25 road shows per city. In a bid to increase footfalls at Canon stores, schemes like ‘mystery shopping’, branding and merchandising initiatives would also be introduced.
Alok Bharadwaj, Senior VP, Canon India, said, “At Canon, we realise the importance and huge potential of the regional markets. It is, therefore, a strategic business decision to design programmes particularly for these markets. Currently, we enjoy a market share of over 25 per cent in each of these cities, and through the Canon Print City project and other such initiatives, we aim to increase our market share to 33 per cent across all these cities with leadership in at least one product category, making them a Canon Print City.”
VP Sajeevan, Assistant Director (Consumer System Products Division), Canon India, informed, “The Rs 4.7 crore investment in the first phase would be primarily spent on advertising, promotions and incentives for partners, along with customised training programmes and higher focus on reaching out and developing the market.”