With the onset of Durga Puja, Canon has announced its expansion plans for East India. The company targets to achieve 27% market share in east India with the objective to reach revenues of Rs.2,100 crore in 2012 with a market share of 25% in cameras and 45% in the DSLR category nationally.
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Among the top 10 states, West Bengal records the highest growth in camera business, highlighting 110% growth in digital cameras and 200% in Digital SLR.
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A new marketing campaign for Durga Puja has also been initiated, featuring the company’s brand icon, Anushka Sharma as an extension of its “What Makes Us Click” campaign.
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Dr. Alok Bharadwaj, Senior Vice-President, Canon India, stated, “East India is a crucial market for Canon and has been significantly contributing to the overall growth of the brand, especially to our camera business division.  We are particularly bullish about West Bengal which registered 110% unit growth for digital cameras and 200% for Digital SLR in the first 8 months of 2012.”
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With the launch of PowerShot cameras PS SX500IS and PS SX160IS, the company also announced price drop in 16 models in preparation for festive season by Rs. 500-1,1000 and further plans to take Canon brand stores count to 12 Canon Image Squares in East India by Dec 2012 from the current level of 8 in 6 cities.
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“In fact, with some luck and some efforts in lifting the buying sentiments during the festival times, Canon is expecting to cross much-awaited milestone of 100,000 digital cameras and 10,000 Digital SLR in West Bengal this year. This is more than 10% of the national sales just in one state. This has made Canon’s market share more than 30% here,” Bharadwaj further remarked.
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