Canon targets GenX with lifestyle products

Canon India will target GenerationX as a part of their overall strategy. This is what the company revealed as it launched seven digicams, three video DV camcorders and
one SLR wide angle zoom lens for the consumer and professional segments. It is expanding its dealer network to 500 sales outlets by December 2004. Canon also announced its goal to become a leading vendor in India by capturing 30% of the digicam market by 2007.

To support this objective, it has earmarked a marketing budget of Rs 4 crore to promote the new range of digicams. The marketing efforts will include advertising, retail initiatives, promotions and
roadshows.

These roadshows will travel for a month in Delhi and Mumbai to cover 100 colonies in each city. These locations have been identified to be most frequented by the prospective youth buyers.

It unveiled PowerShot A400, a digicam targeted at the youth and available in four colors - spring green, silver, sky blue and sunset gold. It is a 3.2 megapixel camera with a 2.2x optical zoom and Digic processor.

"In 2004, Canon digital cameras will establish a higher benchmark standard in the industry judged both in technological advancements in image quality as well as ease of use", said Alan Grant, President and CEO, Canon India. 

Digicam in general contributed 1% to Canon India's total revenue in 2003 and is expected to contribute 25% to its overall turnover in 2007. The digicam industry is likely to touch Rs 600 crore in 2007, up from the current figure of Rs 100
crore. 

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