Canon India targets digitising Rs 3000 crore photo print market with DreamLabo 5000

BENGALURU: Canon India (Canon) announced its entry into the Rs 3000 crore photo printing market in India, and more specifically the Rs 300 crore digital printing market with the introduction of the USD 500,000 (About Rs 3.2 crores) priced DreamLabo 5000 commercial inkjet printer equipment, with the intent of targeting the retail photo and album printing industry. This launch makes India the first country in South Asia where the DreamLabo 5000 machine is being installed says the company.

Canon India President and CEO Kazutada Kobayashi, said, “Canon has always been at the forefront of bringing innovative products to customers. With this latest business entry, we are hoping to strengthen our ability to meet the printing needs of professional and wedding photographers. With the DreamLabo 5000, we clearly want to establish innovation leadership in India. For us at Canon India, this is not just a new machine, but the technology that can revitalise the entire industry and open up substantial new business opportunities. Canon is setting a new benchmark for the production printing of high quality photos with this launch.”

Globally, DreamLabo merchandise has been positioned as premium item. The company is following a systematic approach with DreamLabo 5000. It started with a leading photolab in each region and then expanded the presence in that country or region. Its first customer for the DreamLabo 5000 in India is Bangalore-based 100 year old, 22 photo lab store chain G K Vale. G K Vale clocks revenues of about Rs 50 crore annually.

GK Vale Managing director Anand Sukumar said to, “DreamLabo 5000 will help our bottom line, and will not make a very major impact to our bottom line. We have received a good response and may even buy a second machine.”

A campaign is being planned by both Canon India and G K Vale to attract commercial clients. Some of the ideas being mulled at Canon are including a small flyer or a booklet with each of the 20,000 digital SLRs’ that it sells monthly, in-store promotions at Canon Image Squares, among others. Industry sources reveal that Canon India is likely to spend around Rs 0.75 crore to Rs1 crore during the next calendar year towards above the line (ATL) and below the line (BTL) activities for promotion of its partners such as G K Vale. Canon India spends around Rs100 crore towards brand building, marketing, ATL and BTL activities. Dentsu handles the creative duties for Canon India.

GK Vale spends about Rs 1 crore annually, but with the installation of the DreamLabo 5000, it will double its advertising spends on social media, print and outdoor and local radio.

Commercial printing business contributes just about Rs 95 crores or 5 per cent to Canon India’s top line, revealed Canon India executive vice president Alok Bhardawaj. Canon expects revenue of just Rs15 crore during the next calendar year and is targeting revenue of Rs100 crore from this stream over a five year period.

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