Wk13: Segmenting and Targeting Markets

     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! ^___^