2008, consumer engagement year for Canon

Charu Khera

New Delhi

April 7 2008

Year 2008 will see Canon increasing its focus on the consumer-printing
segment. Last year, the company witnessed a 40 percent growth in the segment.
2008 would be termed as a 'consumer engagement year' for the company, which
has planned 87 exhibitions for the year.

With the PC penetration reaching new heights and digital cameras becoming
more popular among end-users, printing photos at home has become very common.
This in turn has given rise to the consumer-printing segment. Said VP Sajeevan,
Assistant Director-Consumer Systems Products, Canon India said, “Seeing the
growth prospects this sector offers, Canon is investing heavily on consumer
printers.”

In 2007, printer sale saw a drop. “The overall printer market suffered
heavy losses last year. Inkjet as well as laser printer sale went for a toss.
But in consumer printing segment, we registered a 40 percent growth.”

To educate the channel to focus more on the consumer segment, Canon has
launched various region specific programs-Aamchi Mumbai, Hamaari Delhi and
Namma Bengaluru. “Through these programs, we will be investing on advertising,
promotions and other below-the-line activities apart from working towards more
engagement with partners in the region,” explained Sajeevan.

The programs have been poised on six key pillars of Canon-premium partner
engagement; increased thrust on corporate business; engagement with canon
empowered partners; improved and increased level of service support; customer
engagement through experiential marketing; and increased and consistent brand
visibility through various advertising and marketing initiatives.

Commenting on the success of these programs, Sajeevan said, “So far, we
have got good response on these programs in various regions. We would be
launching more such region-specific programs in future also.”

While the company has specific programs for West, North and South, no such
agenda is up for the East. Explaining the reason behind the same, Sajeevan said,
“We already have a strong presence in East, but our marketshare was low in
West, North and South. These programs would help us tap the potential these
markets offer. In 2007, we organized 602 roadshows across the country, out of
which 45 percent were held in upcountry. And out of 157 channel meets, 71
happened in the upcountry region.”

The company had recently opened its Xeperience stores in New Delhi and Pune
and now plans to open 3,000 more such stores across the country this year. “These
stores would be of international standards and would give users an opportunity
to touch and feel the product before making purchasing decisions,” equipped
Sajeevan.