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Canon Bets Big on East India Market

Alok Bharadwaj, Executive Vice President, Canon

Alok Bharadwaj, Executive Vice President, Canon

Canon India Pvt. Ltd., India’s No. 1 Complete Digital Imaging Company, has announced its confidence in strong expansion plans for East India starting with the festival of Durga Puja. Along with boisterous programmes for the festive period, Canon is set to leverage its strong marketing plans for a successful year ahead.

Canon’s assurance of reviving up in current economic situation is testimony to its robust plans for the festive period and year ahead.

The brand has developed a mix of festive ATL / BTL marketing campaigns focused on Digital compact and DSLR camera range. As an eclectic festive offer, Canon has launched Two Compact Cameras: PS SX170 & PS S200; One DSLR: the EOS 70D; One lens: new EF-S 55-250mm F4-5.6 IS STM and introduces the Dual Zoom Lens Kit with EOS 600D (EF-S 18-55mm IS II + EF-S 55-250mm) for Durga Puja.

Speaking on the occasion Dr. Alok Bharadwaj, Executive Vice President, Canon India said, “Festive celebrations for a brand is not just about offers, new products or schemes, it is more about strengthening the bond with the audience in the most effective way. Despite slowdown, we have been able to achieve 27% growth in DSLR business in East India and maintained a steady growth rate of 10% across India. Owing to phenomenal growth of DSLR segment, we have adopted desirability, affordability and user experience as key marketing vehicles to make Canon DSLR range as our growth locomotive during this season as well as next year. The current DSLR India market with 2.5 lac units is expected to grow to 5 lac units in three years and by expanding offerings with variant of combos and discounts varying from 10% to 40%, we are preparing for a strong foothold in this segment.”

Extremely focused to make the Durga Puja campaign a hit in East India market, Canon has extended the celebrations with print advertisements, a radio campaign and by placing point of sale material featuring the brand icon, Anushka Sharma at all Canon retail outlets in the region.

Canon also unveiled the new TV commercial focused on digital SLR EOS 70D being rolled out from this month onwards.

Canon’s steady move of reaching out to masses begins with the new-age generation and mothers who desire to nurture their kids’ creative instincts. Calling it as the ‘Joy of Photography’, Canon wishes to enhance customer experience whilst capturing the special moments of life. And one of the models that will capture the essence of photography for mothers and kids is the EOS 100D – the world’s smallest and lightest DSLR packed with advanced features. The EOS 100D weighs 370 grams which is approx 20% lighter as compared to any light weight Canon DSLR available. Canon admires this model to be one of the preferred options of customers who want to carry light and small yet very high image quality creative tool. Moreover, Canon will also be launching a Digital campaign for reaching out to the target audience in the most effective way.

Further to enhance photography culture in India, Canon recently launched an EOS Academy, conducting free and paid workshops; and seminars for Genre Photography at Canon Location and facility. The registration charges range between INR 1500 – INR 2500. These workshops are conducted by a panel of Photography experts and Centre for Photo & Movie Development Team. Canon India plans to conduct over all 100 workshops in a year. The classic EOS camera range has the ability to record movies. With their large image high sensitivity sensors and interchangeable lenses, they are now being used to create mainstream movies for cinema and television. Directors like the shallow depth-of-field that is possible, not to mention the low cost compared to professional camcorders. Cinematographers like versatility in shooting which can be the form factor, light weighted and all conditions shooting capability. EOS DSLR meets the expectations and stands the test of time.

Dr. Bharadwaj further added, “In order to ride high and promote Digital SLR category, Canon has converted its 10 models into a combination of 28 variants. We are happy to launch the fast moving and most desirable model for amateurs called the EOS 600D ( Dual zoom lens kit )on a smart deal of 24% combo discount. We are aiming at positioning Digital SLR as the aspirational products for women, mother and kids. Our newly launched EOS Academy aims to spread photography culture across different segments.”

Canon has also rolled out exciting offers for the PIXMA range; such as free headsets and D-Link WiFi router with the PIXMA AIO printers and the PIXMA MG5470 & iP7270 printers respectively. Adding on to this, about 100 tech shows in top metros and non-metros called the PIXMA Studio One are planned. These shows will present the wide range of Canon PIXMA inkjet printers which are compatible with smart devices like tablets, smart phones and cloud applications and will allow customers to print wirelessly from any smart device. Canon PIXMA Pro series printers’ high quality photo printing is designed to meet the requirements of photographers, with no compromise on productivity and very high color accuracy printing. The series aims to augment the quality of professional photo printing offer in India. With PIXMA printers Canon has strong position of 30% market share in Inkjet in East India.

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About Kalpana Singhal

Kalpana Singhal is Co-Founder & Editor in Chief at Techplus Media. She is an Innovative & challenger Entrepreneur who started her journey from corporate communication in early 2001 with I.T. Industry followed by Lead - Editorial at BeautyIndia.in in 2008 . You can follow her on twitter, Google+ and Facebook.

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