Canon targets GenX

DQW Bureau
07 Oct 2004

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

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 percent of the digicam market by 2007.

To support this objective, it has earmarked a marketing bu-dget of Rs 4 crore
to pro-mote the new range of digi-cams. The mar-keting efforts will include adv-ertising,
retail initiatives, pro-motions and roadshows.

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

It unveiled PowerShot A400, a digicam targeted at the youth and avai-lable 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 advance-ments in image
quality as well as ease of use", said Alan Grant, Presi-dent and CEO, Canon

Digicam in general con-tributed one percent to Canon India's total revenue
in 2003 and is expected to contribute 25 percent 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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