Canon says 'Aamchi Mumbai'

DQC News Bureau

Mumbai: Canon has launched a Mumbai specific project — 'Aamchi Mumbai'.
Under this project Canon will invest through advertising, promotions, below the
line activities and work towards more engagement with partners to increase its
presence and mind-share in Mumbai. The project commenced on 1st June and will
continue through various activities throughout the year. The company expects the
project to double their penetration and business in the west.

The program has been poised on six key pillars namely 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. The company
has identified west as a strategic market, where it sees an opportunity for
higher and faster growth. Mumbai being the commercial hub in this region has
been chosen for the project'.

According to V P Sajeevan, assistant director — consumer system products
division, Canon India said, “Our goal is to help our customers around Mumbai
by improving access to and knowledge of, our products and technologies that best
suit their needs and the needs of their economies and societies. He further
added, "Aamchi Mumbai program aims to provide our customer- value and
trust."

For the first pillar of this project targeted at the Canon primary partners,
the company will look at capturing more of the photo printing market and
increase penetration in the laser printing space. The company will also provide
more schemes and training programs for these partners. The second pillar is the
corporate business of Canon. The company is looking to increasing and
streamlining communication for the corporate partners and also appointing an
exclusive CIPL manager. The third pillar is an increased impetus on the Canon
empowered partners by introducing special loyalty and incentive programs and
launch a series of road-shows, retail branding, enhance demo support and
initiate merchandising deployment. The fourth pillar is the service provided to
the consumers for which Canon will create free service camps and look at making
DOA within 24 hours, the company will also include multiple Canon care centres
in Mumbai and target at increasing both customer and channel. The fifth pillar
is direct customer engagements and to enable this Canon will conduct road-shows
at malls and housing complexes and conduct demos where they will demonstrate the
print at home concept and introduce buy back campaigns. The last pillar of this
program is increasing brand visibility by focusing on retail branding to create
top of mind recall. This pillar will also experience the mystery shopper
programs to increase and enhance visibility.

“'Aamchi Mumbai' initiative aims to refocus energies on strengthening our
channel strategy. We believe that the success of this initiative can be assured
only by an enhanced, consistent and befitting relationship with our channel
partners. We will be striving to establish a fruitful and long-term partnership
that stems from knowledge-sharing, trust and providing value to the
partnership." With this project Mumbaites will be exposed to a whole new
level and range of services from Canon in addition to the best-value offering.
We look forward to providing our customers with a better experience in terms of
product and service,” Sajeevan added.