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BANGALORE:
Canon India Pvt. Limited, India's No 1. Complete Digital Imaging
Company today announced the launch of 23 new state-of-the-art next
generation digital camera and camcorder products of its camera division
to further accelerate the industry's transformation in terms of
product innovation & technology. With this launch, 60% of camera
division's product portfolio has been churned. This is the first
product launch by the company in 2008. The announcement shared market
insights and highlighted emerging opportunities that will structure
the growth path for Canon. The launch also introduced path breaking
technologies in sync with the youth trends and lifestyle of today.
Speaking
on the occasion, Mr. Kensaku Konishi, President & CEO, Canon
India said, "Canon has made a focused effort around breakthrough
technologies across categories. And today we're continuing the momentum
with an expanded portfolio of stylish, next generation, easy-to-use
consumer digital imaging products that will help to make lifestyle
a reality for more people every day." He further added, "The
products launched today present revolutionary ways for consumers
to interact and enjoy their experiences with never before seen features
and concepts. The stylish looks and the advanced technology of the
products give them a distinctive edge in the marketplace."
At
the launch Canon unveiled products from Canon's Imaging Communication
Products division which included 8 Digital Compact Cameras, 12 Digital
Video Camcorders, 1 Digital SLR and 2 Selphy printers.
On
the eve of the launch Alok Bharadwaj, Senior Vice President, Canon
India said, "Canon believes in enabling connectivity between
people, technology and lifestyle. We have always tried to manage
this challenge by introducing the most innovative products with
superior technology. With this launch we have introduced technologies
which will redefine the categories and buying preferences of customers."
He further added, "Canon with its heritage in digital technology
is at the forefront of simplifying the consumer experience. The
digital camera segment is highly competitive and Canon has been
successful in providing apt services and support. The new motion
detection technology in digital cameras and flash memory technology
in digital video will enhance our business substantially."
Canon's
key strategies for 2008 will focus on enhanced product portfolio
across categories. Innovative marketing coupled with faster response
to the market will be the key strategies towards high growth in
2008.
Canon
is continuously creating new features and adding functionalities
based on tomorrow's needs. The first revolutionary technology introduced
today is the "Flash Memory" in the new Canon HF10 dual
flash camcorder. This technology offers dual advantage to the customer
and makes it possible to :
Reduce
the size of device and make it a compact stylish package
Battery life is extended thanks to the use of flash memory, as less
power is required to operate the camcorder as compared to other
storage media types
The
camcorders also has other interesting features like quick start
to offer ease and convenience to the customers. With the user-friendly
and compact HF series camcorders users can enjoy upto 6 hours of
high-quality HD video footage (using Long Play mode) thanks to the
16GB of internal flash memory offered by HF10. Flash memory storage
allows HF10 to be designed in a compact and lightweight form factor
that fits comfortably in the user's hands. Flash memory also offers
the advantages of fast read and write speeds for storing video recordings.
The HF 10 a must for all travelers and this portability has also
made the camcorder very sleek so now you can carry it in your pocket!
With
the launch of the dual flash camcorder, Canon is now the only company
offering all formats of video camera offering including High definition,
Cassette, DVD and now flash with HF 10. The range also includes
features of advanced zoom which is the highest in the industry at
45x in a compact body. The camcorders also come with additional
features like Instant Focus, Video light , a new user interface
and search function in the review mode and are other features which
have been introduced. Canon Digital camcorders currently contribute
10% to the camera division turnover and this new launch is expected
to increase this contribution to 20% by Dec 2008.
Canon
also unveiled their new digital compact camera products with the
latest technology on face select and track, motion detection and
AF "point" zoom. In face select and track, the main subject
always stays within the frame and the camera tracks the subject.
In Motion Detection, the camera ensures clear pictures even if the
subject moves. This is achieved due to automatic adjustment of setting.
AF Point Zoom technology enables the user to review one main subject
within a wide frame pre and post shooting. The new launch includes
Selphy printers with more lifestyle look with curvature which offer
more options for creative printing.
The
digital camera looks have also been designed through extensive R&D
with new body colours, robe design axiz and different curves and
shapes. In the D-SLR portfolio, there is a new feature of 'live
view' alongwith higher megapixel. The EOS 450 D brings staggering
technological innovation to the masses. It features Canon's EOS
Integrated Cleaning System, Live View Function, a powerful DIGIC
III Image Processor, plus a new 12.2-megapixel CMOS Sensor and is
available in a kit with the new EF-S 18-55mm f/3.5-5.6 IS lens with
Optical Image Stabilizer.
Canon
Launches TVC with Sachin – To further strengthen PowerShot
sub brand appeal, Canon has recently shot a TVC campaign with Sachin
Tendulkar. This new ad campaign which was unveiled today will propel
Canon's stylish brand imagery of digital cameras as being uncomplicated
as it features kids using the camera. The TVC will start airing
around the 17th April onwards across all leading channels. On the
launch of the new TVC featuring Sachin Tendulkar, Alok Bharadwaj,
Senior Vice President, Canon India said, " Sachin brand fits
very well with kids. We have attempted to capture the essence of
easy of use and technology benefits in this commercial". Canon
would be investing Rs. 100 cr in marketing and advertising overall
in 2008.
Canon
camera division is poised for 50% growth and to enable this, Canon
announced 5 new initiatives:-
1.
Channel Schemes and Promotions - Canon remains committed to ensure
that its partners are duly recognized and rewarded for taking the
Canon technology to the masses and the enterprises. As a step towards
rewarding high performance, Canon would be taking its top performing
camera partners to Photokina in August 2008. Canon would also be
participating in all major exhibitions across the country apart
from hosting more than 300 roadshows through the year.
2.
Consumer touch – For consumers, Canon is bringing its Summer
travel bonanza offers. As per a recent study, travel season is expected
to increase sales of related purchases by almost 40%. Canon expects
the season to increase its digital camcorder sales by more than
50% this travel season. Towards this, Canon is offering 1 GB card
and free charger with all its digital cameras and a return ticket
to Singapore with the IXUS models. There is no better time than
now to own a Canon.
3.
Corporate focus – Canon has recently created a fifth division
called CII – Corporate sales which will focus on selling all
camera and printer products into the top 100 corporate accounts.
The need for the division was felt as this is a huge opportunity
and needed specialists with focus into the same. As a part of this
task, this division is focusing on bundling deals with high involvement
categories and companies like Toyota, Honda, LG, Samsung, Cox &
Kings, Thomas Cook, Kingfisher, Jet Airways etc and for these categories
Canon lifestyle products are a perfect fit as reward.
4.
Distribution & Retail Focus - Canon will enhance its channel
structure for the digital and camcorder category which now includes
65 IT channel partners, 358 photo channel partners, 214 consumer
electronic partners, 637 MOM retailers and 5 distributors. The DSLR
channel structure includes 20 distributors, 168 retailers and 4
accounts of SLR exclusive distributors.
Canon's
realizes the immense potential of retail and is expanding its penetration
through various formats such as
A
– National Retail Chains and City Retail Chains – The
organised retail boom in India has also increased opportunities
to create multiple touch points with the end consumer. Besides this,
Canon has a strong presence in the country for its digital cameras
across 13 major retail chains operating in India with presence in
200 stores, 28 City retail chains 31 flagship stores under Experience
Zones and Digiclick Zones and over 1200 dealers. This segment currently
contributes to 15% of the revenues of the camera division. As part
of Canon's thrust, it would be providing 200 promoters across the
200 NRC stores across the country.
B
– Master Service Centre – Canon currently has 2 Level
IV master service centre in Gurgaon and Mumbai and plans to open
2 more in Bangalore and Kolkata by Dec 2008.
C
– Canon Own Showrooms - Increasing the company's presence across
all retail formats, Canon will be opening 6 large exclusive Canon
showrooms in all the major markets across India. The first exclusive
Canon showroom will launched in Gurgaon in the Ambience Mall on
25th April 2008. There will be 5 more such showrooms by December
2008 which are B2C and 3 additional showrooms for our B2B business.
The first B2B showroom will be launched on MG Road on 25th April
2008. These showrooms spanning over 3000 sq feet per store, are
meant for providing a complete touch, feel and experience for the
entire range of Canon Digital Imaging products.
5.
Launch of Pro community site – In 2007, Canon had launched
a loyalty program for its D-SLR consumers called Canon Edge which
offered them benefits ranging from free service, classes on photography
to air tickets. In 2008, for the professional range of digital SLR
cameras, Canon today launched the industry's first Pro – Community
site for its Canon Edge loyal members. The site would involve an
eminent panel of photographers who would be providing content for
the website as well as giving tips and resolving queries online.
The website will also host a community for sharing practices.
Canon
also announced its strategy to retain its No.1 position in Digital
camera market through 2008. Canon currently has 27% market share
in the digital camera segment, 10% in Digital Camcorder segment
and 53% in D-SLR segment. It expects to grow its camera division
by 50 % in 2008. This division contributes 30% to Canon India's
revenues and Canon expects to generate the same contribution in
2008 also.
Canon
has been the largest exhibitor at the Photo Fair 2008 where the
company unveiled its latest technology and displayed the entire
range of digital cameras, digital video camcorders, DSLR's and photo
printers. Canon witnessed amazing response from the customers who
were amazed to see the path breaking technology as they checked
out the latest from the house of Canon.
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