CANON’S RS 2-CRORE MARKETING CAMPAIGN TO FOCUS ON SYSTEMS PRODUCTS UNIT

Chennai
The Hindu Business Line Financial Chronicle

After ‘Aamchi Mumbai’, ‘Hamaari Delhi’ and ‘Namma Bengaluru’ campaigns, digital imaging major Canon India Pvt Ltd on Wednesday launched ‘Namma Chennai’.

The initiative is aimed at reaching out to regional markets, which have been the company’s focus to garner better market share.

The Rs 2-crore marketing campaign, which will be through advertising and below-the-line promotions, will focus specifically on Canon’s consumer systems products division that deals with IT peripheral products range.

With this, Canon expects to take its market share of its laser business group from the present 13 percent to 25 percent.

Launching the campaign, Kensaku Konishi, President & CEO, Canon India, said Chennai is a key market for the company. “Particularly for our consumer systems products division, the city plays a strategic and crucial role as it is famed for nurturing IT education,” he said.

In his comments, Alok Bharadwaj, Senior Vice-President of the company, said the consumer system products division has registered a 44 percent growth in the first nine months of 2008 in printer products, scanners and consumables.

Currently, Canon has 100 products such as cameras, scanners and printers in the imaging area and over 40 products (such as copiers and printers) in the business area.

In India, Canon products are available in over 3,000 retail outlets across 300 towns. The company hopes to take it to 4,000 outlets by the end of this calendar. It currently has 380 primary channel partners and 50 flagship partners and 33 service centres.