Today, segmentation is a crucial marketing strategy for nearly all successful organizations. Market segmentation is the process of dividing a market into meaningful, relatively similar, and identifiable segments or groups. The target market of Canon's photography products can be divided into two major segments; Demographic segmentation & Psycographic segmentation. Individuals and families using photography to illustrate & capture their important moments are grouped under Demographic segmentation; it uses the common bases of age, gender, income, ethnic background, and family life cycle. Professional photographers and highly-skilled amateurs are grouped under Psyocographic segmentation; I think so because its basis follows the following variables: Personality, Motives, Lifestyles, and Geodemographics.
Canon finds the way to satisfy the needs of its different customers. And in all market segments they are seeking:
a simple-to-use & well-conceived camera
a camera with quick menu system
a camera with view finder
a camera with perfect LCD
a camera with high mega pixel
cameras with various sizes and weights
a camera with high ISO performance
a camera with high-quality HD video solution
a camera with accurate color and saturation
a camera with color modes
a camera with good battery life.
Canon continues to enhance current products, and develop advanced new technologies that allow them to venture into new areas of the marketplace to better serve consumer needs. Canon has rapidly expanded users in both the segments. Canon's EOS Digital cameras all have several different features to allow users to choose the best cameras for themselves. "EOS DIGITAL: evolution for everyone"
The entry-level digital cameras:Canon EOS 600D - With class-leading 18-megapixel resolution, user-friendly design, and the entire EOS family of lenses and accessories at your disposal, the EOS 600D lets nothing stand in the way of your photography. Canon EOS 1100D - Advanced, compact and affordable: your first steps into the world of DSLR photography, made simple with Canon EOS 1100D.
The professional digital cameras:Canon EOS 1D Mark III - Offers a massive 21.1-megapixel, full-frame 36 x 24mm* CMOS sensor, extremely low noise, Capture fine highlight details, blazingly fast burst shooting, abundant customization. Canon EOS-1D Mark IV - Offering a comprehensive combination of speed, accuracy and image quality, the EOS-1D Mark IV is the perfect choice for professional photographers and subjects on the move.
Canon meets the cunsumers' needs with solutions to the problems to insure that they are happy and satisfied with the solutions presented to them. Therefore it's clearly seen that Canon is DOMINATING the top DSLR market share. Nikon has NOTHING on Canon! ^___^
Canon India announced the launch of 29 consumer digital imaging products to widen its product portfolio in India. This launch would help to further accelerate the industry's transformation in terms of product innovation, technology and availability.
Canon unveiled:
six compactcameras from the PowerShot range
three lifestylecameras from its IXUS range
six HD Camcorders
two Digital SLR from the EOS range
one Selphy photo printer
four next generation Lenses.
Canon India also launched:
four new inkjet all-in-one
one Single function inkjet printers from the PIXMA series.
In the printing category:The event also saw the launch of the latest technologies:
New sensor technology called ‘HS’ system in its cameras. With an in built DIGIC IV processor, the High Sensitivity technology captures clearer and sharper images with enhanced colour reproduction even in low light conditions. The HS system features across the professional, prosumer and consumer category cameras.Canon has a wide range of HD cameras in its digital camera and camcorder category catering to the demand of this technology. These videos when connected to HDMI cable or a widescreen give stunning results and make you a part of the moment.
The introduction of the GPS technology in digital cameras
It automatically tags photos with time and locations. The location of the photographs can also be viewed on a map by using special bundled software. The SX 230 HS, is the first PowerShot to come with GPS technology that automatically tags photos with time and locations. Backed up by Canon's HS SYSTEM with a 12.1 Megapixel CMOS and DIGIC 4 Image Processor improves shooting in low-light situations without the need for a flash and lowers noise levels at higher ISO settings.
With Hindi as India's national language, Canon’s introduction of easy-to-use Hindi language feature in cameras will help capture the growing market for digital cameras. For this, PowerShot A800 offers this compelling feature to introduce more people to the world of technology and cameras. This will enable new camera users with a chance to experience, experiment and enter the exciting world of photography.
Quote from Mr. Kensaku Konishi (President & CEO of Canon India) said: “Canon is committed to launching technologically advanced products to make the consumer photography experience easier and more enjoyable. The technologies launched today such as the “HS system” which allows users to take clearer pictures even under low light conditions , the “Intelligent Touch system” which allows relevant keys to light up on command, the first “Hindi Language” support for digital camera menu functions, all of them are aimed to bring the joy and ease of photography to every Indian.”
Here are two videos launching
the lastest EOS Cameras &
single function Inkjet PIXMA Printer
About Canon Inc Canon Inc. is a global leader with total revenue of about US$ 44 billion in 2010, in photographic and digital imaging solutions. Its global network now includes 300 companies, employing around 200,000 people. Five Technology ‘imaging’ engines of Optical, Electro photography, Bubble Jet, Semiconductor and Display drive Canon’s cutting-edge technology products. Canon is the world leader in office automation and digital imaging technologies. The company is dedicated to the advancement in technology and innovation and commits 10% of its total revenue each year to R&D. Canon is ranked 33rd on the Best Global Brands for the second consecutive year in Business Week's 100 Best Global Brands and amongst top 200 on the Fortune Global 500 in year 2009. Canon has consistently remained as one of the top 3 global companies to have earned the most number of patents over the last decade. Guided by its kyosei philosophy, which focuses on "living and working together for the common good”, Canon delivers high performance and user-friendly products and solutions to improve efficiency both in the office and home environment. More information is available on www.canon.co.in
Canon in India
Canon India touched down 49% growth and has achieved revenue of Rs 1257 Crores during calendar year 2010. Revenues in 2009 were 840 Crores, a 27% growth over 2008. Canon focuses on multiple market segments of consumer, B2B, Govt & Commercial. Canon’s product portfolio extends over a vast variety of photocopiers, multi-functional peripherals, fax-machines, printers, scanners, All-in-ones, digital cameras, camcorders and multi media projectors, cable id printers, semi conductors and card printers.
Canon India Pvt. Ltd. is a 100% subsidiary of Canon Singapore Pte. Ltd.,a world leader in imaging technologies. Set up in 1997, Canon India markets over 140 comprehensive range of sophisticated contemporary digital imaging. The company today has offices in 7 cities, warehouses in 13 cities across India and employs over 800 people. Canon has over 380 primary channel partners 13 National Retail Chain partners, over 4000 secondary retail points including 270 National Retail Chain store partners & 33 Canon Care Centers. Canon products are available in over 400 towns in India.
Canon brings a technological edge with its Full HD Movie Print that allows consumers to capture and print favourite moments from Full HD Movies. The other highlight is the Intelligent Touch System for inkjet printers allows relevant keys and controls to light up intuitively on the top cover during printer operation. The Wi-Fi connectivity in printers allows easy wireless photo printing from mobile phone, iPod Touch, iPad and Android devices. :)
Integrated Marketing Communications (IMC) is the careful coordination of all promotional messages for a product or a service to assure the consistency of messages at every contact point where a company meets the consumer.
Canon launched a campaign of "Your Second Shot" which is a strategy of sales promotion [marketing activities-other than personal selling, advertising, and public relations-that stimulate consumer buying and dealer effectiveness]. It allows customers to try the new product of PowerShot digital cameras with real experience. Canon's goal is to drive consumers to the microsite, as well as to educate them about the Canon HS System [a technology used to enhance image quality in low light situations without the need for a flash], and also to deliver on the promise of a good shot. Canon wants to increase awareness and appeal of the HS System and showcase true consumer benefit and deliver on the promise of a good shot.
The campaign highlights a real-life young couple who traveled to Barcelona to take a photograph at the café where the woman's parents first met. The photo they took didn't come through, so Canon is sending them back to Barcelona to recreate it with a PowerShot digital camera.
The target demographic for this has been 18-to-49 years of age because the campaign has casted a wide net with stories that would appeal to anyone. So with that, Canon created a microsite and placed banner ads on various technology and consumer websites. Print ads has appeared in Parents magazine and as well as Teen Vogue magazine.
Canon has consistently focused on the realization of high picture quality as the performance of cameras and other recording equipment becomes more and more sophisticated. And Canon made its products suitable to be classified as "Consumer" and "Business" products. Major developments in the technology of photography have resulted from advances in optical and image recording technologies. Today's technology allows users to capture specific moments and realistically duplicate spatial effects and hues. Canon believes that imaging can do much more than just give a visual record of things; it can bring life to people's important memories.
blur
focused
Canon's role is to help people relive their lasting memories as they saw it in their mind's eye instead of simply making a faithful reproduction of the scene.
Canon has been consistently involved in technological development that spans both the input and output of recorded information, and this is why the company is able to provide optimized services even within new network environments. "Canon is now aiming for a future in which people are able to realistically reproduce their thoughts and dreams at will through images and information, spanning time and space to facilitate creative fulfillment."
Canon, through its continual pursuit of imaging technology, aspires to contribute to the advancement of society by expanding the dimensions and possibilities that are contained in images and information.
Sales promotions are strategies where in an incentive is offered to the consumer to impact sales in the short term; an activity designed to boost the sales of a product or service and advertise an offer to the consumer to give them a reason to buy. It offers consumers an incentive to buy, either by lowering price or adding value. Sales Promotion usually encourage repeat purchases, larger purchases, promote new-product or attract new customers. Marketers often use generalized marketing materials such as coupons, discounts, member gifts, etc. You might think Canon's Cameras are expensive, even as a Canon fan, but coupons can really offer us a lower price and are increasingly available over the Internet and in sores!
Canon is able to offer discounts & coupons, hand out information regarding new products, and also provide "Gift with purchase" or "free shipping". "Gift with purchase", is a very common promotional technique. It is also known as a “premium promotion” in that the customer gets something in addition to the main purchase. "Free shipping" also very common.
LAKE SUCCESS, N.Y., March 24, 2011 - We continue to monitor and analyze the recovery and rebuilding efforts in the areas impacted by the earthquake and tsunami in Japan. We are carefully assessing the situation, and its impact on production and operations.
The U.S. Customs and Border Protection (CBP) has announced that it is carefully monitoring and assessing the potential for radiological contamination. It is using several types of radiation detection equipment in air and sea ports, mail facilities, and elsewhere to scan cargo. CBP notes that it uses radiation equipment and operational protocols to resolve any safety risks. More information is available at http://www.usa.gov/Japan2011.shtml. We will post updates regarding safety, recovery and rebuilding efforts, as necessary. We thank everyone for their continued concern and support.
It's Easy to take a great photograph during the day with a little solar assistance. But at night, have you ever had a great moment that was lost because the photograph didn't turn up? Or have moments in low-lightand photographs don't turn out as great as you want them to be? Canon Inc. is on a mission to help real people recapture these moments with the HS SYSTEM. They have an ongoing project to help recreate and recapture these moments called Your Second Shot with a Canon tecnology designed for shooting in low-light - the HS SYSTEM. With this project, they're putting it to the test. From a couple's adventure in Barcelona, Spain to a bet involving a mecanical bull, Canon is giving real people their moments back beacause Canon believe's "great stories shouldn't get lost in the dark."
Canon's Your Second Shot Commercial
Canon Inc. invites their consumers to try their HS SYSTEM, which is designed for shooting in low-light situations to capture clear, vivid photographs. Canon Inc. hopes to bring people an unforgetable experience in this campaign. Also, the entire campaign will be shot with their EOS Digital SLR camera and EF lenses. This idea of "Your Second Shot" is very creative, and really smart. Your Second Shot encourages consumers to share their photography and experience. Canon Inc. cameras brings together supporters of Canon throughout the world.
The following is a summary overview of damage reported at Canon Inc. operating sites and Canon Group companies in Japan as of 15:00 JST on Sunday, March 13, 2011.
The Company continues working to ascertain damages and determine when operations can resume.
With regard to Canon offices, plants and Canon Group companies in Japan, there have been reports from several sites of power outages, damage to buildings and stoppages in production equipment.
Below is an overview highlighting damage, production outlooks, etc., for sites in northern Honshu (the area hardest hit by the earthquake).
The earthquake had the greatest impact on the following three Canon Inc. operation sites and five Canon Group companies
Damage was significant at Canon Inc.'s Utsunomiya Office and Fukushima Canon Inc.
While the earthquake had a slight impact on Canon offices, plants and Group companies in the western half of Honshu, there have been no injuries and no significant damage to buildings or equipment. Accordingly, operations are scheduled to resume as usual beginning Monday, March 14. Additionally, the Company is now working to determine potential impacts in the future.
In the event that production operations may be suspended for one month or more, the Company will consider making use of alternate sites that were not damaged by the earthquake as a means of continuing production.
Note: Revised to reflect latest changes in circumstances
I worked all weekend and it just so happened that i had a meeting Sunday morning. I work in retail (Express) and so I know first hand how important it is to: know the product your selling, how to assist a customer, and how to give customers a great shopping experience. I learned at my meeting how to approach a thief without accusing nor embarrassing them, how to further sell our CC (Express Credit Card) and how to greet and assist our customers. At Express we value customer service. And to prove it we are knowledgeable in our products, able to assist making the customers comfortable, and able to prevent most shrink lost by being aware that anyone can steal at any moment which is why customer service is key because no one wants to get caught. My experience, not as a retail sales associate but as a customer, at Best Buy on Sunday afternoon happened with David, a sales associate at the Cameras & Camcorders section of the store. First of all Best Buy has the worst floor layout ever! 0.0 It was type annoying getting to the section. Then I had to hunt down David because there was no one there who could help me. I tried making myself look lost so someone could approach me but that didn't work I had to ask (they would have lost me as a customer). My company is obviously Canon Inc. so I said to David "I'm writing a blog about Canon Inc. cameras and this blog entry is about retailing. Can you help me get information I need?" He was nice and said "Sure, name's David what are your questions?" I had to ask him "Which would you say is the most popular camera you guys sell here?" He said well not because you're blogging about them but Canon seems to be a favorite here for the 3 years I've worked here. It's popular with families and amateur photographers. Nikon comes in second." That statement made my day but that was just statistics according to him. I asked him if he can show me how one of Canon's professional cameras work. They called him a camera and camcorder specialist yet he couldn't explain to me how to set the white balance nor the aperture and shutter speed modes which are simple photography basics. So he failed at the "knowing your product" part. This was a fun project to do. And it helps me realize that how I sell matters to customers. My retailing skills will only get better and it shall be seen with how many regulars I get. So far I have 2 regulars who ask for me all the time. I had them both open up CC's and hhey always purchase an outfit or more with me. I am proud to say I work at Express and I can sell! ^_^
TOKYO, March 14, 2011—In response to the damage sustained by the Canon Group due to the major earthquake that struck Japan on March 11, Canon Inc. has established an Earthquake Disaster Recovery Task Force (Task Force Chief: Chairman & CEO Fujio Mitarai; Task Force Assistant Chief: President & COO Tsuneji Uchida; Executive Director: Executive Vice President and CFO Toshizo Tanaka) and begun taking related measures. The Task Force today issued the following instructions toward the promotion of swift response measures. 1. The prompt review and drafting of comprehensive recovery plans, spanning development, production and sales operations, for relevant operating sites, primarily by persons in charge of each business (chief executives/group executives). The Company's headquarter divisions will provide full support for this effort. 2. With regard to Canon Inc. operation sites and Canon Group companies for which production operations may be suspended for one month or more, the Company will also consider making use of alternate sites that were not damaged by the earthquake as a means of continuing production. Below is an overview of the latest impact of the earthquake on Canon operations in Japan as of 15:00 JST on Monday, March 14, 2011.
While the level of damage differs at each Canon Inc. operation site and Canon Group company located in northern Honshu (the area hardest hit by the earthquake), beginning today, the Company is earnestly taking action to realize the earliest possible start of operations. At this time, however, concrete schedules for when production may resume have yet to be determined.
As for Canon plants and Group companies in the western half of Honshu, while operations resumed as usual today (Monday, March 14), the Company is now working to ascertain whether or not there will be any impact on production at each location.
With regard to the Japanese government's requests for cooperation in conserving electricity, in addition to the energy-saving measures Canon promotes as a matter of course, the Company has also called on its employees to make every effort to conserve electricity in their homes.
The entry-level digital cameras: Canon EOS 600D - With class-leading 18-megapixel resolution, user-friendly design, and the entire EOS family of lenses and accessories at your disposal, the EOS 600D lets nothing stand in the way of your photography. 
The professional digital cameras: Canon EOS 1D Mark III - Offers a massive 21.1-megapixel, full-frame 36 x 24mm* CMOS sensor, extremely low noise, Capture fine highlight details, blazingly fast burst shooting, abundant customization.
