The Hindu Business Line : Canon mulls series of advertising campaigns to promote printers

New Delhi, Nov. 13 Canon India, having become an established entity in the camera market in India, is stepping up the gas on its printer category, to become a dominant player in all aspects of digital imaging.

“Canon India today is a dominant player in the camera category in India. However, in order to be known as a player in all aspects of digital imaging, we figured that we had to invest a lot more on our consumer system products, printers. This is also a strategy of further growth in the company through adding momentum to different product segments besides cameras,” said Mr Alok Bharadwaj, Vice-President, Canon India Pvt Ltd.

According to the company, it wants to focus on tie-ups with organised retail chains, open company-owned stores showcasing the entire range of products and launch localised campaigns in different regions to achieve growth in the printer segment.

“With the emergence of organised national retail chains, the quality of selling has become better. Stocks are better managed and the ambience is also conducive for buying,” said Mr Bharadwaj. The company has in all tied up with 13 retail chains including Reliance Digital, Home Town, Croma and Next.

Canon India is also focussing on region-specific below-the-line campaigns. “For example, we started the ‘Amchi Mumbai’ campaign six months ago and our revenue contribution from printers from Mumbai has gone up from three per cent before the campaign to 10 per cent currently,” Mr Bharadwaj pointed out.

A similar campaign, featuring exhibitions and road shows, will be launched by the company in Delhi next week, followed by Bangalore. Also, there will be separate campaigns for region-specific festivities such as Onam, Durga Puja and Diwali. The company is also investing in television and print campaigns with itsbrand ambassador Sachin Tendulkar.The total market of IT peripheral products, which includes single function printers, all-in-one printers, laser printers and scanners is about Rs 1,000 crore and growing at 20 per cent. “Though we have captured leadership position in the copier and camera categories in India, we realise we need to do a lot more in the printer category, to be recognised as a player in all aspects of digital imaging,” said Mr Bharadwaj.

The company has also taken upon itself to set up nine company-owned, 3,000 sq ft each, stores across the country. The store will feature all the 48 models of printers priced between Rs 2,995 and Rs 39,995 as well as the 32 camera models. “This is to make consumers realise that we have printer models in offer that cater to a wide range of consumer requirements and they have the freedom to pick and choose,” he said.

Though the company is investing around Rs 18 crore in the nine outlets, it would not indulge as FDI norms do not allow foreign companies to set up own stores and retail through them. All interested customers will be forwarded to dealers of the company.

“Backed by these strategies we think we will be able to double our current revenues of Rs 400 crore to Rs 800 crore by end of 2007,” said Mr Bharadwaj. The company is currently growing at around 38 per cent.

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