Digital cameras are growing in popularity in this click and share age. Falling prices and more features being packed into every model have contributed to the growth of this segment. Players like Sony, Nikon and Canon are leading this growth with new products, most of which are pocket-friendly.
Sachin Rai, Product Head-Digital Still Cameras, Sony India, said, “In India, currently the digital cameras market is estimated at 1 million units, including both organised and unorganised market. Sony has over 30 per cent share of the organised market.”
“The demographic that is driving the rise of new high-tech products has always skewed toward a younger crowd with plenty of disposable income. We are targeting affluent young adults in the 20-35 age group, who are fueling this growth. Our aim is to provide the consumers with world-class technologies and high quality premium products at competitive prices. Thus Sony offers a wide range of digital camera models which cater to a varied set of customer preferences,” Rai added.
He further said, “We are targeting a well-balanced marketing campaign to reach out to our target consumers in the next two months. At Sony, we believe in letting our products do the talking, that’s why our entire communication is focused on bringing out the difference our products can make to a consumer’s life. The advertisements are product centric, highlighting the convenience, unmatched features and superior aesthetics that only Sony can offer.”
Sony recently launched its new high-zoom digital camera, the Cyber-Shot DSC-H10. This 8-megapixel camera has a Carl Zeiss 10x optical zoom lens and a long-range flash.
The company is also focusing on a multi-pronged promotion plan that focuses on brand building and on ground activities to get closer to the target audiences. “Apart from increasing retail presence, we have made significant investments in reaching out to our consumers through comprehensive product range, competitive pricing, including advertising and promotions that involve media, product demonstrations, road shows, exhibitions, direct marketing initiatives and local-level promotions,” Rai added.
Nikon, too, has beefed up its product portfolio with some recent compact camera launches – CoolPix S52 and CoolPix P80.
Hidehiko Tanaka, MD, Nikon India Pvt Ltd, said, “In India, the market size for compact cameras is 7 lakh units, while for D-SLR cameras it is 10,000 units. Innovative technology in a user-friendly package is by far the most important element in any camera in this new era. This is what Nikon cameras deliver as consumers value quality products. Also, a large segment of the population in India is the youth, working mostly in MNCs, KPOs and BPOs. This segment of our target audience is pro-technology and value conscious. We believe that Nikon’s innovative and quality products will certainly enhance the growth of the digital camera market.”
He further said, “The biggest challenge in India is to fight the grey market. Close to 50 per cent of the cameras sold annually in India are in the grey market. We have to take rigorous measures to resolve this unfavourable situation. Another challenge is the limited knowledge of Indian consumers regarding cameras and photography. We aim to nurture photography as a culture in India.”
“Nikon’s future plans involve continuing to enhance the distribution network, as also strengthening and expanding the service network. We will be shortly commencing our Mumbai branch service operations,” Tanaka informed.
Canon India has been quite active in launching new cameras, unveiling no less than 23 new state-of-the-art next generation digital cameras and camcorder products, including eight digital compact cameras, 12 digital video camcorders, one digital SLR and two Selphy printers. The company is aiming a 50 per cent growth target for its camera range. To enable this, the company is undertaking other initiatives as well. Canon digital camcorders currently contribute 10 per cent to the camera division’s turnover, and the new launches are expected to increase this contribution to 20 per cent by December 2008.
Kensaku Konishi, President & CEO, Canon India, said, “Canon has made a focused effort around breakthrough technologies across categories. Today, we are continuing the momentum with an expanded portfolio of stylish, next generation, easy-to-use consumer digital imaging products that will help make lifestyle a reality for more people everyday. 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 marketplace.”