canon imc presentation

Distinct Creations

Earl Alikpala, Lauren Fitzpatrick, Kingsley Poon,

Colleen Smith, Kevin Willemse

BCIT Marketing Set D

Agenda

• Introduction

• Marketing Objective

• Situation Analysis

• Canon Stakeholders

• Competitive Analysis

• SWOT

• Communication Objectives

• Target Audience

• Marketing Mix

• Past Promotions

• Marketing Communication

Strategy

• Message Design

• Media/Message Delivery

• Stakeholder Strategies

• Budget Allocation

• Blocking Chart Sample

• Evaluation

• Conclusion

Introduction1933 - Kwanon is formed, produces Japan's first 35mm focal plane

shutter camera was produced

1947 - after success in various photographic and optical instrument

development, the company was renamed to Canon Camera Co., Inc

1971 - Canon started production on the Canon F-1 professional SLR

1973 - Canon officially entered Canadian market

1976 - Official sponsor of Montreal’s Olympic games

1984 - Canon’s first digital camera created

1987 - EOS Brand launched

1990 - Had captured vast majority of professional photographic market

1997 - Canon enters digital camcorder market

2003 - EOS Digital Rebel launched

Marketing Objective

“Between January 2013 and end of

December 2013, with a budget of 5 million

dollars, the integrated marketing campaign

proposal aims to increase Canon Canada’s

consumer digital camera market share by

1.9% to 33% total.”

Situation Analysis - Political

• Little political influence in the industry

• Canadian consumers tend to pay less for

Canon products (Chiu, 2011)

Situation Analysis - Economical

• $882 million camera industry

• DSLR sales growth

• Shift to “self-gifters”

• Consumers purchasing cameras for

themselves spent an average of $216

Situation Analysis - Economical

Source: Cutting, 2011

Situation Analysis - Social

• Sharing life through photographs (Gannes, 2012).

Source: "A Picture Can Say", 2011

Situation Analysis - Social

• Strong sense of camaraderie

• Photographers tend to be fiercely brand

• Little difference between competitors

• Recognise the photographer, not the

camera

Situation Analysis - Technological

• Continued industry innovation

• More powerful yet easier to use cameras

• DSLR Interchangeable lenses

• DIGIC 5 processor

• “HD lifestyle”

• Increased popularity of mirrorless cameras

• Social media sites supporting digital

camera sales (Euromonitor International 2011)

• Point-and-shoot cameras overtaken by

smart phone cameras for spontaneous

moments

Stakeholders - Customers

• Mantra: “Design for use”

• Universal Design Project

• Minimal direct interaction with consumer

Stakeholders - Shareholders

• Publicly listed company

• 1,334 million shares, 181,000 shareholders

• Provide accurate information regarding

their management and business strategy

• Developed own guidelines to provide fair

and prompt information

Stakeholders - Employees

• “Kyosei”

• Code of conduct against discrimination for all

employees

• Programs to empower women and persons

with disabilities

• Five-day work week initiative and shorter

working hours

Stakeholders - Others

• Red Cross

• Clean Earth Campaign (green initiative)

• The Canon Envirothon

Competitive Analysis

• Digital camera launched 17 years ago

• Started megapixel race while educating

consumers

• Caused a slow shift to DSLR market

• Smartphone helped this shift

• Multiple competitors

• Canadian market share leader at 31%

(Euromonitor International, 2011)

• Mainly due to Canon’s broader range in

entry level market

• Long time competitor – Nikon, but no USP

between the two

• Focus has moved to:

• Ease of use

• Brand loyalty

• Perceived quality

• Upselling/upgrading

• Rebel T4i delivers on the above

• Fanatical brand loyalty

• Brandz Top 100 list places Canon at #20

• Loyal market is not well engaged

Source: “Only half of brands”, 2012

SWOT – Strengths

• Worldwide brand recognition and equity

• Leader in new photographic technologies

• Brand loyalty

• Market share leader

• Online purchasing platform

SWOT – Weaknesses

• “Big Box” image

• Lack of differentiation

• No distinct, ongoing and parallel

campaigns

SWOT – Opportunities

• Growing online photo sharing

• Rise in demand for digital SLR Cameras

• High definition, tech-savvy lifestyle

SWOT – Threats

• Smartphones vs. point-and-shoots

• Intense DSLR competition

• Mirrorless camera market expansion

Communication Objective

• Already enjoy vast brand awareness

• 31% preference rate

• Objective is to convert 5% towards action

Communication Objective

90%Awareness

70%Comprehension

31%Preference

20%Conviction

5%Action

Communication Objective Pyramid

Target Audience - Demographic

• Age: 25 – 34 (Generation Y)

• Gender: Male & Female

• Marital Status: Never or newly married

• Income: $35,000 - $50,000

• Education: post-secondary educated

Target Audience - Geographic

• Canada-wide (Television, Online)

• Census Metropolitan Areas with a

population >200,000 with a focus on

>1,000,000

Target Audience - Behavioural

• Strong brand loyalty

• User status: potential user & “DSLR

Upgrader”

• Usage rate: medium to heavy

Target Audience - Psychographic

• Personality: extroverted, adventure & thrill

seekers, travelers

• Values: actively gathering external &

internal information. Value achievements &

life experiences. High expectations for

quality

Marketing Mix - Product

Canon Rebel T4i

Marketing Mix - Price

• Odd-even pricing strategy within the $899 -

$999 range

• Matches competitors

Marketing Mix - Place

• Nationwide via Canon’s online store and

various other online retailers and affiliates.

• Available offline, using a selective

distribution strategy in “big box” electronic

stores and speciality camera stores

Past Promotions

Shoot Like a Star

Vancouver 2010

Winter Games

Ron Howard’s Project

Imagin8ion

Your Second Shot

Marketing Communication Strategy

Advertising

Benefits:

• Pervasive

• Nationwide

• Creative delivery – audience responds well to innovation

Challenges:

• Can get lost in the noise

• Expensive

• Time poor audience is hard to engage

Internet Marketing Benefits:

• Target Audience is tech-savvy & the largest internet user base(NAS Recruitment Communications, 2009)

• Target market responds best to internet marketing vs. Gen

X/Boomers (Rebecca, 2012)

• Target audience is time sensitive –internet is chosen medium

• Highly measurable

Challenges:

• Large amount of spillage

• Huge amount of noise

• Not pervasive – consumer controlled

Sales Promotion

Benefits:

• Captures price sensitive users

• Purchase motive for Target Audience to engage in repeat purchase

• Builds brand equity

• Tool for interaction with Target Audience

Challenges:

• High presence of noise

• Target prefers instant results over delayed results

• Might only be used by consumers who are already brand loyal

• Decreases the bottom line

Public Relations

Benefits:• Perceived as a credible and objective information source

• Ties closely to word-of-mouth marketing, an effective tool for target audience

• Allows for transparency and third-party endorsements

Challenges:• Difficult to control – opinions may clash with intended message

• Campaign must be buzz-worthy capture attention of media

Message Design

Media/Message Delivery

Advertising TV Commercial

Out of Home

Internet Marketing canon40moments.ca

Video Tool

Sales Promotion 40 Camera Giveaway

40 Destinations in 40 Days

Gift Certificates

Public Relations Press Releases & Social Media

TV Commercial

Benefits:

• Creates an emotional connection

• 40 moments ties in with Canon’s 40 years

• Audience imagines Canon as a part of their lives

• Deliberate airing gap between characters will create buzz

• Allows fondness and online/offline discussions to grow for each hero

Challenges:

• Expensive

• Difficult to control exposure, breadth, and

attention

• Viewer may not be exposed to all

characters

canon40moments.ca

Benefits:

• Single point of contact

• Ability to gather consumer information

• Links raise awareness of other

products/campaigns

• Central repository of all campaign efforts

Challenges:

• Require administration and setup

• Must be regularly updated

Video Montage Tool

Benefits:

• Active engagement with Canon’s audience

• Gives instant gratification

• Exponential awareness from social networks

• Drives viewers to Canon’s YouTube Channel

Challenges:

• Need to license/purchase software

• Site administrator will be required

• Bandwidth require close supervision

40 Camera Giveaway

Benefits:

• Inexpensive

• Grows online database

• Creates potentially loyal users

Challenge:

• Requires various legal rules and

administration

40 Destinations in 40 Days

Benefits:

• Create massive buzz from more professional photographers

• Prize is appealing enough to attract all serious amateur to professional photographers

• Creates more PR opportunities

• Spinoff of trip will generate revenue and further awareness of Canon and the memories and moments it creates

Challenges:

• Requires many more levels of professional

planning

• Involves more external stakeholders

Out of Home

Benefits:

• Massive reach with a 24/7 audience

• Constant change creates higher interest

• Word of mouth buzz will be generated

Challenges:

• Have to cut through clutter to grab

attention

• Those unfamiliar may not identify special

nature of the board

• Higher than usual costs due to alternating

boards

Gift Certificates

Benefits:

• Boosts sales of the Rebel T4i

• Create awareness of Canon’s online

shopping portal

• Boost spin-off purchase revenue >$40

• Grow database of registered Canon

product owners

Challenges:

• Production cost of gift certificates needs to

be considered

• Change outside packaging print to include

announcement

Media/Message DeliveryPR, Social Media and Press Releases

Benefits:

• On going part of Canon Canada’s

marketing campaigns

• Promotions throughout year can help

create rise in social media engagement

Challenges:

• Potential increase in public engagement

efforts

• Advertising, internet marketing, sales

promotion and public relations

• Strengthen loyalty of Canon owners

• Increases Conviction held by those committed

to buying Canon Cameras

Stakeholder Strategies - Consumers

Stakeholder Strategies - Employees

• Will be internally informed to be aware of

celebrations and events

• Any internal staff that may interact with

consumers will be fully trained on how to

respond to queries

Stakeholder Strategies - Retailers

• Well informed of Campaign

• Sales promotion activity will be well

communicated

• Existing product merchandising material

will remain intact

• Reaffirm Canon as market leader

• Increase shareholder confidence and

brand value

Stakeholder Strategies - Shareholders

Budget Allocation

Blocking Chart

Evaluation

• Market research by Ipsos Canada

• Nationwide survey – pre and post

• Examine unit sales, sales revenue, and

online clicks

• December 2012 and January 2014

Conclusion

The “your moments” IMC campaign will

lead the target audience to make

connections between life’s special moments,

Canon, & the Rebel T4i

Canon’s digital camera sales will increase

by 1.9% to reach the marketing objective of

33% market share by December 2013

Thanks & Questions

Navigation

• Introduction

• Marketing Objective

• Situation Analysis

• Canon Stakeholders

• Competitive Analysis

• SWOT

• Communication Objectives

• Target Audience

• Marketing Mix

• Past Promotions

• Marketing Communication

Strategy

• Message Design

• Media/Message Delivery

• Montage Tool

• Stakeholder Strategies

• Budget Allocation

• Blocking Chart Sample

• Evaluation

• Conclusion

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