104998293 Marketing Project DSLR Camera Brands in India

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Indian DSLR Market

Transcript of 104998293 Marketing Project DSLR Camera Brands in India

Marketing Project DSLR Camera Brands in IndiaContents 1. Terms Of Reference 2. Executive Summary 3. Canon India 4. Nikon India 5. Sony India 6. Comparative Analysis Pg. 1 2 3 8 12 18

1. Terms of ReferenceFor the preparation of a DSLR Camera Brands Assessment Report for activities associated within India. Date: July 2012 Prepared for: Somaiya Institute of Management Studies & Research Prepared by: Ankit Mehta

Background and Objective There is no doubt that Canon and Nikon are the two most famous camera brands in India. These brands are famous for their Digital Single Lens Reflex (SLR) cameras because they were the first ones to make the switch from film to digital. They constantly battle against each other for the title of the best SLR manufacturer in the world. This report tries to 1. To document the significant areas within which the companies activity occur, including specific values that may be affected. 2. To identify the potential effects (both favorable and adverse) on the values and factors of the proposed activities.

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2. Executive SummaryCanon and Nikon constantly produce new cameras and it is difficult to tell which one is better. All DSLRs may look alike at first glance, but each carries its own advantages and disadvantages. Consumers DSLRs can be categorized into three types- Entry Level, Intermediate and Prosumer. Canon and Nikon have the highest market share, with Sony and Fujifilm still trying to penetrate the minds of the consumers mind. Sony certainly has the technology to be a player in the DSLR marketplace. And they have a natural migration path from non-DSLR consumer cameras they currently sell. And they sell a lot of them.

I doubt they'll be a serious player in the Prosumer or professional marketplace because, despite the Sony/Konica/Minolta optical marriage, the big players will continue to be Canon and Nikon who not only have the optics; they also have outstanding digital technology.

But Sony should play a major role at the DSLR entry level. They have economies-of-scale that should allow them to put a pretty competent product in the marketplace at a very competitive price.

At the moment, I don't see any one company that can compete with Canon/Nikon at the top of the professional DSLR heap. As long as they continue to lead the market in technology and continue to refine their lenses to keep up with the resolution advances in chips and processors.

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3. Journey of Canon3.1 Company Profile: Canon Inc. (NYSE: CAJ), headquartered in Tokyo, Japan, is a leader in the fields of professional and consumer imaging equipment and information systems. Canons extensive range of products includes copying machines, inkjet and laser printers, cameras, video equipment, medical equipment and semiconductormanufacturing equipment. Originally established in 1937 as Precision Optical Industry, Co., Ltd., a camera manufacturer, Canon has successfully diversified and globalized to become a worldwide industry leader in professional and consumer imaging systems and solutions. With over 195,000 employees worldwide, Canon has manufacturing and marketing subsidiaries in Japan, the Americas, Europe, Asia and Oceania; and a global R&D network with companies based in the United States, Europe, Asia and Australia. Canons consolidated net sales for fiscal 2011 (ended December 31, 2011) totaled $46 billion.

3.2 Canon in India Canon India closed the year of 2011 with revenues of Rs.1525 cr and is targeting Rs. 2100 cr in 2012 which is 40% growth over 2011. Canon focuses on multiple market segments of consumer, B2B, Government & Commercial. Canons product portfolio extends over a vast variety of copier MFDs, fax-machines, printers, scanners, All-in-ones, digital cameras, camcorders and multimedia projectors, cable ID printers, semiconductors and card printers. Canon India Pvt. Ltd. is a 100% subsidiary of Canon Singapore Pvt. Ltd., a world leader in imaging technologies. Set up in 1997, Canon India markets over 140Page | 3

comprehensive range of sophisticated contemporary digital imaging. Today, Canon India is certified for ISO 9001, ISO 14001 and OHSAS 18001. The company today has offices in 7 cities, warehouses in 13 cities across India and employs over 930 people. Canon has approximately 380 primary channel partners 13 National Retail Chain partners, and over 4000 secondary retail points. Oc distributors in India will now be a part of Canon partner network. Canons service reach extends to over 200 towns with over 200 service Engineers, 4 Master service centers and 34 Canon Care Centers. Canon and Oc products are available with complete service support network. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. Products and Services: DSLRs (EF lenses, EOF cameras) Professional camcorders Compact cameras (ixus, Power Shot) Compact photo printers (SELPHY) Personal camcorders (LEGRIA) Fax machines (Inkjet, Laser) Single function printers (inkjet-pixma, laser-laser shoot) Multifunction printers (inkjet-pixma, laser-image CLASS) Scanners (document, flatbed, flatbed with film) Consumables (ink, paper & media) Projectors

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3.3 Recent Marketing Strategies o Canon enters cinematography imaging domain in India Canon India closed revenues at Rs. 1257 cr revenues in 2010, with 50 per cent growth over 2009. in July 2012. Targets Bollywood and broadcast applications with new cinema EOS product line. o Announces 3 models as a part of new range of advanced professional cameras and 11 new lenses for cinema photography image capturing o Launches Canon Professional Services ( CPS ) for press and media photographers in the country. The service will Canon organized over 75 photography workshops across India. provide membership for selected media houses (company membership) targeting the regions of Mumbai, Delhi. CPS concept has been established in worldwide Canon group and herein starts with Indian market. This CPS concept starts with selected Press Media and will expand to professional photographers and Announces the launch of Canon image RUNNER ADVANCE, the nextgeneration print Professional camcorder user including Cinema EOS System. o Canon plans to inaugurate 95 retail stores in 2011, 100 in the year 2012 and another 100 stores in 2013 taking the count to 300 stores in the next 3 years. Canons unique initiative to tap B, C and D-class cities of the country, Image Express, reached 38 cities in Tier II and Tier III towns. o Canon India forayed into retail space with the launch of its exclusive brand retail store called "Canon Image Square". o Canon launched Canon Image Express, a mobile campaign touching 32 cities in 224 days o Canon launched a television commercial called My IXUS, My Style in two languages, English and Malayalam. o Canons Original Ink Centers touched 1000 outlets across 176 cities in India. o Pioneer of 100% cash back offer on laser printers under CLAP, Canon Loyalty Achievement Program.

architecture platform thatwill revolutionize the printing industry. Canon also announces their alliance with the leading software solutions provider, Microsoft India to create the ultimate document management office.

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3.4 Awards Strong commitment to excel" at the CII-EXIM Business Excellence Award Canon was ranked amongst top 10 employers in India in the Business Today Best Companies to Work for in India in 2009. Manufacturer of the Year-Smart Photography 2010 Best Camera Company of the Year-Smart Photography 2010 Best Printer Company of the Year: Inkjet-Smart Photography 2010 Best Professional Printer of the Year-Asian Photography 2010

3.5 Vision Simple advanced solutions freeing people to live their dreams and lead enriched lives at home and at work. 3.6 Mission Canon Australia and New Zealand are market leading suppliers of consumer and business imaging solutions. We are a Canon Oceanic a team committed to our customers ongoing satisfaction through the empowerment and development of our staff. To be the preferred supplier we will be easy to deal with and provide quality, value for money products and services. To ensure success for all stake holders we will deliver profitability, growth, job fulfillment and have a positive impact on the community.

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The president and CEO of Canons South East Asia regional headquarter Singapore, Fukui Eiji, is confident that India is going to be an important market for Canon. With the upcoming launch of products, its distribution strategy in place, cross-selling opportunities in digital cameras, and competitive pricing, Canon Indias spirits are buoyant. Going forward, two product categories digicams and projectors will be the prime focus areas for Canons consumer strategy. These product categories are vital for it to scale its operations from business communications or automation to IT peripherals to consumer products. Its a big change for Canon, says Alok Bharadwaj, Director and GM, Consumer Imaging & Information Division. 3.7 Summary Canon continues to remain motivated and responsive in their pursuit of growth. Canon sees India as a critical market for its overall growth and is focused on deepening their relationship while staying committed to realizing the untapped potential in the market. With Canon camera business growing at a fast pace of 60% in India in 2012, Canon is looking forward to transform the industry with their new products. In accordance with this growth strategy , cinematography is a new domain that Canon will focus on , to consolidate its leadership in the Indian camera market and expects it to contribute 5% towards its top line in 2013. Next time you go to watch a Bollywood movie and get impressed with a scene, just think of Canon." Dr. Alok Bharadwaj, Senior Vice President, Canon India

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4. NIKON

4.1 Overview By capitalizing on the younger generations t