Canon India has reinforced its focus on regional markets by announcing the launch of the Canon Print City project across 6 cities in the country. This project will run for three months from October – December focusing on regionalising all communication and promotional activities to connect better with the local customers and hone greater acceptability in these markets. Canon will be making an initial investment of Rs 4.7 crores on this project and aims at securing 33 per cent of the Indian printing and imaging market. The first phase of this project will see Canon’s focus on six cities namely Guwahati, Chandigarh, Ludhiana, Jaipur, Cochin, Indore. To add the regional flavour, all advertising in these cities will now be customized in local languages to encourage consumers to own a Canon in these regions.
Canon will have interesting promotions like month-long exchange offers across major showrooms in each city, service camps for the customers, 25 roadshows per city for experiencing consumer photo printing etc.
The attraction for channel partners in this campaign will be a host of exciting incentive-based schemes including gifts, movie tickets, cricket matches, along with the launch of a range of new products in laser printers and all-in-ones. Special training programmes will be designed for the channel partners to help them better understand and address local customer needs, concerns and sentiments. There would also be exciting mystery shopping schemes, branding and merchandising initiatives to encourage more footfalls.
Commenting on this special initiative, Alok Bharadwaj, Senior Vice President, Canon India said, “At Canon we realize the importance and huge potential of the regional markets. It is therefore a strategic business decision to design programmes particularly for these markets. Currently, we enjoy market share of over 25% in each of these cities and through the Canon Print City project and other such initiatives, we aim to increase our market share to 33% across all these cities with leadership in at least one product category making them a Canon Print City.”
VP Sajeevan, Assistant Director, Consumer System Products Division, Canon India added, “Customers are the nucleus of all our activities. Canon’s Print City project is not only aimed at garnering greater market share but also focuses on educating them on healthy printing habits and better maintenance of printers in’‘their’ languages. The Rs 4.7 crore investment in the first phase will be primarily spent on advertising, promotions and incentives for partners alongwith customized training programme and higher focus on reaching out and developing the market. There will also be special workshops on consumer photo printing to encourage people to print more at home. The programme is being launched around the festive season to gain maximum customer attention but will expand across regions over a period of time.”
