Canon Showcases Commitment
to Hyderabad with Launch of the ‘Mana Hyderabad’ Outreach Program
Launch
of City specific project “Mana Hyderabad”Investment
of Rs. 2.25 cr for the project to capture 30%
market share in the laser printer segment.
Roll
out of channel and consumer promos
Mr.Kensaku Konishi,President &
CEO,Canon India is seen addressing the media in
city on the launch of the
Hyderabad project.(Photo by
Azam Khan,Reachouthyderabad.com)
Hyderabad|India|May'2009: Canon India Pvt.
Ltd, India’s No 1. Complete Digital Imaging Company has re-enforced its
focus on Hyderabad with the launch of a new city specific project – ‘Mana
Hyderabad’. This is yet another strategic, innovative initiative to reach
out to the regional markets which have been Canon’s focus to garner
greater market share. In AP, Canon aims to capture 30% market share in the
laser printer segment in 2009, which was 15% in 2008 according to IDC
report. Under this project Canon will be investing Rs. 2.25 cr in the
first phase through advertising, promotions, below the line activities and
working towards more engagement with partners with the aim to increase
Canon’s presence and mind share in the city. This project commences on 1st
May 2009 and will be sustained through various ATL and BTL activities
throughout the year, till 31st December 2009.
The ‘Mana Hyderabad’ campaign is the fifth in a series of such campaigns
that Canon is launching in India. The earlier three campaigns ‘Aamchi
Mumbai’, ‘Hamaari Delhi’, ‘Namma Bengaluru’ and ‘Nama Chennai’ focused on
Mumbai, Delhi, Bangalore and Chennai markets respectively and were highly
successful in increasing penetration of Canon Printer products in these
markets as well as in strengthening Canon’s presence in the digital
imaging market segment.
Hyderabad, the 5th largest metropolitan city of India, with an estimated
population of approximately 7 million is known for its IT, ITeS,
pharmaceuticals and entertainment industry was an obvious favourite for
introducing region-specific campaign for Canon’s consumer systems products
that includes inkjet printers, laser printers, inkjet All-in-ones,
scanners and projectors. It becomes essential to launch the campaign
considering the fact that the penetration of IT products is very high in
this city. The city has large number of youth population working for BPO’s
& IT sector. This segment of population is the right kind of audience for
our home users segment.
The company has identified south as a strategic market, where it sees an
opportunity for higher and faster growth. After successful projects in
Bangalore and Chennai, Hyderabad being an important city in the southern
region has been chosen for a project called ‘Mana Hyderabad’.
Speaking on the occasion, Mr. Kensaku Konishi, President & CEO, Canon
India said, “Hyderabad is a very important market for Canon as we aim to
have stronger foothold in the southern market. The Consumer Systems
Product Division is backed by its strong product portfolio, built on
state-of-the-art technology. Hyderabad was an obvious choice for this
campaign considering the strong IT infrastructure that it has which
substantiates the need for printers, scanners and IT peripheral
equipments. We see immense growth opportunity in this market and ‘Mana
Hyderabad’ campaign is another important step in taking Canon to greater
heights.”
Commenting on the launch of the Hyderabad project Mr. Alok Bharadwaj,
Senior Vice President, Canon India said, “Consumer System Products
division has registered a 38% growth in 2008 and continues high growth
progress with 44% revenues growth in Q1 2009. Rather than attempting to
take on the whole country, Canon embarked upon the step by step approach
by focussing all marketing efforts city by city. We are investing in our
target cities to position this product category strongly. The campaign has
been executed successfully in Delhi, Mumbai, Chennai, Bangalore and this
time we have organised the campaign in Hyderabad. Canon revenues for
printer products in Andhra has grown over 126% in 2008 and despite
slowdown, the growth in Q1 2009 has been highest in the country. We want
to sustain high growth in AP as it is driving growth for the division.
With higher incidence of home & business printing, ‘Mana Hyderabad’
project is best customised project for city of Hyderabad. We are looking
at making Canon as the second most preferred choice of brand in all major
cities. " He further added “In the initial phase of the project we have
planned a 2.25 cr investment in this project and depending on the need we
will look at increasing the same.”
He further added “ Canon is beginning to see results of focus in AP with
Q1’ 2009 market share rising to 24% for laser printers”.
Reachout's News Bureau
May' 2009
