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Canon India has launched its promotion initiative 'Namma Chennai' in Chennai.
The company would be investing in advertising, promotions in above the line and
below the line activities to optimize the engagements with partners and
customers. It is the fourth in series of launch initiatives made by Canon. Prior
to this there were campaigns like Aamchi Mumbai, Hamaari Delhi and Namma
Benguluru in Mumbai, Delhi and Benguluru, respectively.
"We aim to achieve a partner base of 250 for our IT products and increase the
market share to 25 percent from the current 13 percent within next six months,"
informed Alok Bharadwaj, Sr VP, Canon India.
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| (L-R) Alok Bharadwaj, Sr VP, Canon India, Kensaku Konishi, President and CEO, Canon at a product launch event |
Bharadwaj said that the company made a late entry into the Indian market and
would like to focus region wise to enhance its penetration and achieve the
marketshare. "Being a huge country, people in India have different languages and
diverse culture. A national campaign wouldn't be ideal here. Through this, we
would be able to focus in every region initiatives individually," Bharadwaj
shared.
|
Pillar |
Focus |
Strategy |
| Pillar I | Repositioning of laser printer for home segment |
Launched LBP 2900B with two years warranty and priced at Rs 5,995 |
| Pillar II | Enhancing channel management |
Provide schemes, training programs, incentives, retail branding, demo support |
| Pillar III | Increasing corporate business |
Increasing and streamlining communication for corporate partners. |
| Pillar IV | Specific market penetration to SOHO and SME |
Launched all black laser printers-LBP 2900B, 3018B, 3108B |
| Pillar V | Enhance service support |
Free service camps and DoA replacements within 24 hours, by mobile on site service |
| Part VI | Customer engagement | Roadshows at malls and housing complexes, and at 20 home activation programs |
On choosing Chennai for the campaign, Bharadwaj said that out of the four
markets such as Hyderabad, Benguluru, Chennai and Cochin in Southern region,
Chennai seemed to attain only a growth of 34 percent, whereas Hyderabad,
Benguluru and Cochin attained a growth of 235, 74 and 40 percent, respectively.
"It was surprising for us to see the growth that Chennai achieved in spite of
being a bigger market and we felt that it required additional input to enable
more growth," he informed.
The program has been poised on a six key pillar strategy evolved by Canon
especially for Chennai.