Canon kicks off ‘repositioning’ campaign for its Inkjet consumer printers
Targets school going kids in age group of 09-19 yrs with Super Student Campaign
- Canon builds momentum with a new marketing drive for its stellar products – the PIXMA Ink Efficient Printers.
- Budgets INR 18 crores in advertising & promotions this year for consumer inkjet printers.
- The PIXMA product line-up includes ink efficient printers with print cost as low as 99 paisa.
- Canon plans to capture 25% market share in the printer category by end of 2014 in line with pursuit of market leadership.
- Currently has 1000 retail outlets for printers and aims to double it by end of 2016.
Mumbai, 21st August 2014– Canon takes student creativity to the next level with an aggressive marketing drive for its PIXMA range of inkjet printers. The company today launched the Super Student TVC campaign targeting students. The TVC focuses on the ink efficient Canon PIXMA Inkjet printers which inspire students to think out of the box and helps bring out the best in them, always.
The Super Student TVC campaign gives new meaning to creative printing, replete with the exuberance of emotions. The campaign showcases the captivating range of options available to explore one’s creativity.
Speaking on the new brand campaign, Dr. Alok Bharadwaj, Executive Vice President, Canon India Pvt. Ltd. said, “We want to connect with school going kids who have high desire to accomplish high merit and recognitions. Engaging with them on technology is a great conversation which can help us become most desirable brand on their mind radar. These techie students of today are comfortable using smart devices including cloud and wi-fi printing. The new PIXMA Ink Efficient range is designed to combine creative printing with incredible cost-per-print savings. These models offer brilliant functionality and super affordable printing as low as 99 paisa per print. We want to show the students that realising their true creative potential is now possible and that too in a fun way!”
Canon’s PIXMA Inkjet range of printers is bundled with the ground breaking My Image Garden software to offer a variety of image organization and creative printing features. Photographs can be organized by Calendar, Event, and people views.
“We plan to capture 25% market share in the printer category by end of 2014 and become the market leader by 2016. Our printers are currently sold at 1000 retail outlets and we aim to double it by end of 2016. With 300 million students in India, building our brand in their mind is a big business of tomorrow for us.” added Dr. Bharadwaj.
Speaking on the occasion, Gautam Paul, Head – CSP Group, Canon India emphasized about the Canon technology. “The heart of any printer is the ability to print high quality documents and photos, and Canon PIXMA printers excel in this fundamental area. FINE (Full-photolithography Inkjet Nozzle Engineering) technology achieves high-quality and high-speed printing.
User experience is further enhanced with exclusive access to Creative Park Premium website which includes printable 3D paper craft, greeting cards, scrapbook and works by famous artists. This fun resource helps students create fun projects and enhances their creativity”
Canon plans to invest INR 18 crores in advertising & promotions this year for its range of printers. The Super Student TVC will be on air from 22nd August 2014 on kids, news & entertainment channels.
About Canon Inc.
Canon Inc. (NYSE: CAJ), headquartered in Tokyo, Japan, is a leader in the fields of professional and consumer imaging equipment and information systems. Canon’s extensive range of products includes production printers, multifunction office systems, inkjet and laser printers, cameras, video equipment, medical equipment and semiconductor-manufacturing equipment. Originally established in 1937 as Precision Optical Industry, Co., Ltd., a camera manufacturer, Canon has successfully diversified and globalized to become a worldwide industry leader in professional and consumer imaging systems and solutions. With nearly 200,000 employees worldwide, Canon has manufacturing and marketing subsidiaries in Japan, the Americas, Europe, Asia and Oceania; and a global R&D network with companies based in the United States, Europe, Asia and Australia. Canon’s consolidated net sales for fiscal 2013 (ended December 31, 2013) totalled $35.5 billion (at an exchange rate of Yen\105=US$1). Visit the Canon Inc. website at: www.canon.com
Canon in India
Canon India Pvt. Ltd. has achieved revenue of Rs. 1910 crore in 2013 and aims Rs. 2100 crore revenues in 2014 which indicates a 10% growth. Canon focuses on multiple market segments of consumer, SME, B2B, Government & Commercial. Canon’s product portfolio extends over a vast variety such as copier MFDs, fax-machines, printers, scanners, All-in-ones, digital cameras, DSLR, Cinematic imaging products, camcorders, cable ID printers and card printers.
Canon India Pvt. Ltd. is a 100% subsidiary of Canon Singapore Pvt. Ltd., a world leader in imaging technologies. Set up in 1997, Canon markets over 200 comprehensive range of sophisticated contemporary digital imaging. The company today has offices in 10 cities, warehouses in 13 cities across India and employs over 1050 people. Canon has approximately 500 primary channel partners, 14 National Retail Chain partners, and over 6000 secondary retail points. Canon has over 113 own retail stores called the Canon Image Square across 59 cities in the country. Canon’s service reach extends to over 2800 towns with 15 Canon camera service centers and 37 printer Canon Care Centers. Canon services India Inc. with engineers for its enterprise business with over 200 engineers for on-site service.