'Canon Image Express' to penetrate small cities

Bengaluru: After the success of the 'Before I buy live experience' (BIBLE ) concept in the metro cities of India, Canon has decided to shift its focus by penetrating into the untapped B, C and D-class cities of the country. The company will make inroads into the cities by kick starting a mobile campaign called 'Canon Image Express'. This initiative taken by Canon will start in the first week of April this year. The top brass within Canon will be visiting these cities on wheels, with the sole purpose of expanding the brand image.

New Delhi: The Japan-based company will target various regions by introducing its complete range of IT products, comprising all types of printers, projectors, digital and SLR cameras, camcorders and security cameras. VP Sajeevan, Assistant Director-Consumer System Products, Canon India spoke about the company's approach towards the campaign and the targeted customers in this region, “India is a huge market for us. In this campaign, our target customer base will be the youth of this country, because more than 50 percent of India's population is composed of them. Our focus will also be on the growth and development of our channel partners within the region. There is no better way of demonstrating the quality of our products than organizing a roadshow.”

Bengaluru: At present, Canon has 60 premium channel partners across the country. But most of them are located in major cities like Mumbai, Delhi, Kolkata and Chennai. Vikas Hisaria, a Canon Premium Partner in Hyderabad said, “I have been doing business with Canon for the last two years. I feel, with the growth of the company, we too have grown in a major way. As far as their new initiative is concerned, they will be covering seven cities of Andhra Pradesh in seven days. I am sure Canon will be as successful in that as it was, when it launched the 'Mana Hyderabad' campaign in April 2009.”

Bengaluru: Currently, Canon's laser printers, scanners and multifunctions are number one in India, with HP leading the Inkjet printer segment. The company will also spend Rs 50 crore on marketing in the first half of the year.