Canon looks to stimulate growth for camera business

Kochi: Canon India announced the strategy for its camera business to combat slowdown and stimulate growth across the country. The strategy is aimed at widening its distribution network, strengthening relationships with customers, partners as well as building photography enthusiasts to mark the roll-out of festive season campaign.

The festival of Onam will set the ball rolling for Canon's business plans this festive season and the year going forward. Canon India has successfully closed its first six months (January — June 09 ) performance with 19 percent growth over same period last year. The camera products division has registered a growth of over 27 percent in the first six months of the year. The company has a strong presence in Kerala and aims to capture 30 percent plus market share during the Onam season.

Canon's camera products are currently retailing across 200 towns with 1,300 outlets across the country. Canon has classified these cities based on their population into category A, B, C and D. Under the initiative launched, Canon aims to increase this penetration in a phased manner to 500 towns with more than 2,000 outlets in the next three years By December 2009. The company will target all category A and B cities followed by category C in 2010 and category D in the following year.

On the occasion, Alok Bharadwaj, Senior VP, Canon India said, “Canon is expected to be Rs 800 crore company by 2009. Camera business has grown to contribute about 33 percent to our total business. This contribution is expected to grow as consumption in the country increases with the focus on inclusive growth. Canon has always been in the forefront in creating innovative best-in-industry programs and initiatives for customers as well as channel partners. Taking this approach forward, Canon India takes pride in introducing special programs not only for customers but also for channel partners and photography enthusiasts this festive season.” He further added “Southern India is one of the critical regions for our growth and hence we have rolled out our festival campaign from Kerala.”

To align this penetration to their distribution model, Canon announced the launch of an exclusive program 'Canon League' for its selected partners. The Canon League program is being launched essentially to connect, develop and build a strong distribution channel. It is a focused initiative that classifies partners as Platinum, Gold, Silver or Bronze partners on the basis of the sales made by the partners for the digital cameras in the first half of 2009.

The program recognizes each Canon partner and provides the encouragement and support needed to excel and create new milestones. Under this program, Canon partners receive many benefits such as In-Shop branding, merchandising and higher margins based on their contribution, which will help Canon attain greater visibility at their outlets. Canon has already rolled out this program in Delhi, Mumbai and Chennai and plans to cover all A and B towns (34) within this year.

As a special Onam offer, Canon India begins the year's festive season with a bang by unveiling the 'Festive Delight' Offer that enables customers to win instant cash back. The offer is valid on all camera products including Canon Power Shot SX series, IXUS Series, Legria and the Canon EOS range. The customers will be offered a scratch card on making a Canon purchase from an authorized Canon outlet. The value on the scratch card shall be deducted on the bill of the purchase made, offering the customer to avail an instant discount. The offer enables the customers to scratch and win cash back up to Rs 3,500. The offer is valid from August 10 to September 10.