Brand Canon of Canon India Limited: July 2009

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Brand Canon of Canon India Limited
Technical Report · July 2009
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Brand
Of
Canon India Limited
by
Asokendu Samanta
(SMSID 104118, SID RB09035)
Post Graduate Certificate in Business Management (PGCBM 15)

Powai, Mumbai
July 19, 2009

A Report on Brand Canon of Canon India Limited 1
Brand of Canon India Limited
Asokendu Samanta
SMSID 104118, SID RB09035, PGCBM 15, XLRI, Center- Powai, Mumbai,
Email: [email protected], July 19, 2009
Abstract – Canon, one of the most trusted brands in the world of photography and digital camera
(consumer electronics good sector), has maintained its brand image for decades. Though, originally
founded in Tokyo, Japan in 1937, it has opened its subsidiary in India in 1997 as Canon India Private
Limited. Canon has several products, namely copier, projector, printer etc. However its most renowned
products are digital cameras (Fig. 0.1) and in this present report, analyses are limited to digital camera
sector where Canon has several variants. Through its innovation by research, Canon has been producing
world class digital cameras decades after decade and attracted numerous consumers throughout the globe.
Its brand image is so powerful, that consumers find no reason in changing the brand. In the present report
discussions are made on its brand equity, brand building, positioning, new product lines, competition with
its peers and Canon India’s pricing strategy and effort to bolster its world class brand image.
Key Words: Brand equity, Cannibalization, Canon, Digital SLR, Monolithic approach, Positioning
Fig 0.1 EOS 450D, one of the quality digital SLR cameras by Canon
[Source: Company’s website, http://www.canon.co.in ]
Asokendu Samanta (SMS ID 104118), PGCBM 15, Center: Powai, Mumbai

Contents
Abstract 1
Contents 2-3
Chapter 1 Profile of the Company 4-6
1.1 Introduction 4
1.2 Awards and Recognitions 5
1.3 Global Presence 5
Chapter 2 Brand Equity of Canon and its Variants 7-12
2.1 Introduction 7
2.2 Brand equity of Canon 8
2.3 Branding Strategy of Canon 10
2.4 Sub Brands of Canon and its Variants 10
2.5 Pricing 12
2.6 Product Life Cycle of a Digital Camera 13
Chapter 3 Brand Building and Positioning of Canon 14-22
3.1 Introduction 14
3.2 Brand Building of Canon 16
3.2.1 Brand building through mass media 16
3.2.2 Brand building through workshop 18
3.2.3 Brand building through photo contest 19
3.2.4 Brand building through network 19
3.3 Recent Initiative Taken in Brand Building 20
3.3.1 Canon image lounge 20
3.3.2 Association with Indian Premier League (IPL) 20
3.3.3 Regional outreach programs 20
3.3.4 Sachin Tendulkar as brand ambassador 21
3.4 Positioning of the Brand Canon 22

Chapter 4 Competition, Pricing Strategy and Cannibalization Effect 23-28
4.1 Introduction 23
4.2 Competition at Sub Brands Level 24
4.2.1 Competition in sub brand ‘IXUS’ level 25
4.2.2 Competition in sub brand ‘Power Shot’ level 25
4.2.3 Competition in sub brand ‘EOS’ level 25
4.3 Pricing Strategy 26
4.4 Up-Gradation of Model and Cannibalization Effect 27
4.4.1 Innovation 27
4.2.2 Up-gradation 27
4.4.3 Cannibalization effect 28
Chapter 5 Conclusions 29
5.1 Summary 29
References 30
Abbreviation 30

Chapter
ONE
PROFILE OF
THE COMPANY
1.1 Introduction
C anon, originally founded in Tokyo, Japan in 1937, is now a world leader in imaging
technologies. Canon India Pvt. Ltd. incorporated in 1997, is a 100% subsidiary of Canon
Singapore Pte. Ltd. Today, Canon has offices spread across 7 cities in India with an
employee strength of over 700 people, 140 comprehensive ranges of sophisticated and
contemporary digital imaging products in the country. These include photocopiers, fax-machines, inkjet
and laser printers, scanners, digital cameras, digital camcorders and multi media projectors etc. With over
1100 registered patented technologies in Digital Cameras, Canon has emerged as one of the leading
technology innovators in the digital imaging space worldwide.
According to Business Today 'Best Companies To Work For In India' survey conducted in 2008, Canon
has been ranked amongst top 10 employers in India. This ranking was given on the basis of a process that
involved an understanding of the HR systems of companies, a survey of their employees, and a survey of
their external stakeholders such as B-schools, placement firms, and alumni.
Canon India is certified for ISO 9001, ISO 14001 and OHSAS 18001. In 2006, the company was certified
for its "Strong commitment to excel" at the CII-EXIM Business Excellence Award. Over the last 12 years

of its India growth story, Canon’s comprehensive range of the latest digital imaging products supported
by a trained sales force across the country has emerged as its key differentiator.
Canon has a strong distribution network. It has around 300 primary level channel partners, 13 National
Retail chain partners, 4 Level IV Master Service Centres, over 100 authorized service centers, 3000
secondary retail points, 270 National retail chain stores and 33 Canon Care Centres. Canon products are
available in over 300 towns in India. Overall, Canon's presence increased to 4000 outlets in December
2008.
1.2 Awards and Recognitions

Canon has received several prestigious awards in 2008 in recognition of the superior technology and
quality of its products across different segments. Canon was named as the Best Service Backup Company
of the Year by Better Photography magazine and Canon India's Senior Vice-President, Mr. Alok
Bharadwaj was felicitated as the Second Most Influential Person in Photography by the prestigious Asian
Photography magazine.
The list of product awards received in 2008 are as follows:
 Digital Camera – 28
 Selphy Printers - 3
 Digital Camcorders – 4
 Digital SLR – 12
 Canon Lenses – 10
 All-in-one printers – 6
 Best Retail IT company
 Best Imaging Solution Company
 Best Office Equipment
 Best Service Backup Company 2007
1.3 Global Presence

Canon has global presence through various activities. These help in brand building. A few of these
activities are mentioned below.
Football: Canon in the UK was the first sponsor of the English Football League, with a deal from 1983
until 1986. The company also sponsors the UEFA Cup Final matches (from 2006/07 final up to the
2008/09 final) and most recently the UEFA EURO 2008 football tournament. Canon Europe was also
Official Sponsor of the MTN Africa Cup of Nations 2008 in Ghana and the Russian Premier Football
League.
Formula One: Canon Europe was involved in sponsorship of Formula One from 1985-1993, (primarily
as title sponsor of Williams F1), and again from 2001–2004. They have also sponsored the Canadian
Grand Prix in Montreal, Quebec.
Golf and Tennis: Canon USA has a number of sponsorships, including: PGA TOUR, LPGA TOUR,
New York Yankees, United States Open Tennis Tournament, The American Junior Golf Association's

Canon Cup, Outback Steakhouse Empire Challenge Eisenhower Park Lakeside Theatre Summer Concert
Series.
Cricket: Canon India took up sponsorship of the Indian Premier League (IPL) in 2008, a very successful
cricket tournament incorporating renowned players from all cricket playing countries.
Olympics Games: Canon was the official camera sponsor & provider of Montreal's Olympics Games in
1976
Fashion: Canon Europe is sponsor of Paris Fashion Week and principle sponsor of London and Milan
Fashion Weeks.
The Red Cross: Since 2006 Canon has been helping the Red Cross in providing support to thirteen Red
Cross National Societies across Europe, with focus on youth projects. Support from Canon includes
financial contributions and donations of imaging equipment; including cameras, copying machines and
digital radiography devices, as well as volunteer activities.
WWF: Canon Europe has been a WWF Conservation Partner since 1998. The company provides funding
to WWF's global conservation work to aid its environmental practices. Since 2007, WWF and Canon
have been working on a Polar Bear Tracking Program and 'Canon Kids' Zone' children’s microsite. The
WWF-Canon Polar Bear Tracking Program tracks the movements of polar bears in the Arctic through
radio collars placed around the bears’ necks. Their positions are transmitted to scientists for investigation
on how climate change is affecting them.
World Press Photo: Canon Europe has been a partner of World Press Photo for sixteen years. World
Press Photo promotes the professional standards in photography; organizes the largest international
contest for professional photojournalists and acts as a worldwide platform for press photography.
Photography Award: Canon Australia sponsors the Canon Australian Professional Photography Awards
(Canon APPA).

Chapter
TWO
BRAND EQUITY OF CANON

AND ITS VARIANTS
2.1 Introduction
A ccording to American Marketing association (AMA), a brand is a “name, term, sign,

symbol, or design or a combination of them, intended to identify the goods and services of
one seller or group of sellers and to differentiate them from those of competition” (Keller,
2009). As such, when a marketer creates a name, logo or symbol for a new product, he or
she creates a brand. It may be simply the name of the company (i.e., General Electric, Samsung) or
different names (i.e., Procter and Gamble’s Tide, Raymond’s Park Avenue).
To consumers, brands provide important functions. Brands identify the source or maker of a product and
allow consumers to assign responsibility to a particular manufacturer or distributor. Most important,
brands take on special meaning to consumers. Because of past experiences with the product and its
marketing program over the years, consumers find out which brands satisfy their needs and which ones do
not. As a result, brands provide a shorthand device or means of simplification for their product decisions
(Jacob et al, 1971, 1977).

If consumers recognize a brand and have some knowledge about it, then they do not have to engage in a
lot of additional thought or processing of information to make a product decision. Thus, from an
economic perspective, brands allow consumers to lower the search costs for products both internally (in
terms of how much they have to think) and externally (in terms of how much they have to look around).
Based on what they already know about the brand – its quality, product characteristics and so fourth –
consumers can make assumptions and form reasonable expectations about what they may not know about
the brand.
Brands can also play a significant role in signaling certain product characteristics to consumers.
Researchers have classified products and their associated attributes or benefits into three major categories
: search goods, experience goods and credence goods (Nelson, 1970 and Darby and Karni, 1974). With
search goods like grocery produce, consumers can evaluate product attributes like sturdiness, size, color,
style, design, weight and ingredient composition by visual inspection. The product attributes of
experience goods like automobile tires cannot be assessed so easily by inspection, and actual product trial
and experience is necessary to judge durability, service quality, safety and ease of handling or use. For
credence goods like insurance coverage, consumers may rarely learn product attributes. Given the
difficulty of assessing and interpreting product attributes and benefits for experience and credence goods,
brands may be particularly important signals of quality and other characteristics to consumers for these
types of products.
Brands can reduce the risks in product decisions (Roselius, 1971). Consumers may perceive many
different types of risks in buying and consuming a product. These risks are Functional, Physical,
Financial, Social, Psychological and Time. Consumers can certainly handle these risks in a number of
ways, but one way is obviously to buy well-known brands, especially those with which consumers have
had favorable past experiences. Thus brands can be a very important risk-handling device, especially in
business-to-business (B2B) settings where risks can sometimes have quite profound implications.
The brand loyalty provides predictability and security of demand for the firm and creates barriers of entry
that make it difficult for other firms to enter the market. Although manufacturing processes and product
designs may be easily duplicated, lasting impressions in the minds of individuals and organizations from
years of marketing activity and product experience may not be so easily reproduced.
For ‘Canon’, its company name itself is the brand. It has created a lasting impression in the mind of the
consumers due to its quality and services for nearly seventy years.
2.2 Brand Equity of ‘Canon’

One of the most popular and potentially important marketing concepts to arise in the 1980’s was brand
equity. Its emergence has elevated the importance of the brand in marketing strategy and provided focus
for managerial interest and research activity. Canon global group invests 7.5% of consolidated revenue in
research and development, significantly more than other companies. Canon Europe’s research and
development engineers alone have filed more than 600 patents. This provides Canon with a strategic lead
on its competitors.
Branding is all about creating differences. According to David Aaker (1996) brand equity has five
components (Fig. 2.1), i) Loyalty ii) Perceived quality iii) Associations iv) Awareness and v) Market
behavior.

Fig. 2.1 Aakar’s (1996) model of brand equity
An important aspect in the branding environment is the proliferation of new brands and products or
brand extensions. A brand name may now be identified with a number of different products with varying
degrees of similarity. Canon has added a host of new products (copier, printer, projectors, scanners,
camcorders, facsimiles etc) apart from digital cameras under their brand umbrellas in recent years.
Fig. 2.2 Brand awareness pyramid
Brand awareness is the linkage between product category and brand. Tools used to measure brand
awareness are ‘Brand recognition’ and ‘Brand recall’. Between these two, brand recall is more
demanding. Brand awareness pyramid is shown in Fig 2.2. Canon is trying to reach on the top of the

pyramid, which is brand dominance. However, presently it might be in the ‘Top of Mind Awareness’
(TOMA) position, and ‘Canon’ brand comes to the mind of consumers when they think of buying any
digital camera. Brand awareness has two components, ‘Breadth’ and ‘Depth’. ‘Breadth’ represents the
presence of brand in different categories and application of products, which Canon has (digital camera,
copier, printer, projectors, scanners, camcorders, facsimiles etc). ‘Depth’ represents how quickly the
brand can be recalled. Canon has achieved the ‘Depth’ by producing quality products, quality after sales
service, prominent logo for more than seventy years and using appropriate above the line (ATL)
advertisements through print media, television and internet.
2.3 Branding Strategy of ‘Canon’

Three branding strategies exist in the market for branding a new product. These are
1) Monolithic approach
2) Endorsement approach
3) Simple / Individual approach
Monolithic approach is to use a single brand for all the products. Canon follows Monolithic approach as
all its products (digital camera, copier, printer, projectors, scanners, camcorders, facsimiles etc.) are
launched in the brand name of ‘Canon’. The advantage of this approach is low cost in launching a new
product. However there are some disadvantages too. Poor performance of one sector may influence the
growth of other sector.
2.4 Sub Brands of Canon and its Variants
Canon has divided its digital camera mainly into three sub brands. These are IXUS (Fig. 2.3), Power Shot
(Fig. 2.4) and EOS (Fig. 2.5). These are done to capture various segments of the markets. Each sub brand
has many variants. These are shown in Table 2.1
IXUS: Designed for the fashion-forward, the IXUS (Fig. 2.3) is for those who appreciate beautiful form
and high functionality in a fashionably sleek compact camera. One can choose the IXUS that best suits
one’s discerning needs.
Fig. 2.3 IXUS 980 IS is slim and easy to carry in the pocket

Power Shot: The ultimate feature-packed compact digital cameras, Canon’s PowerShot (Fig. 2.4) series
is specially designed to be an affordable yet powerful compact camera.
Fig. 2.4 SX10IS, one of the latest products in Power Shot category
EOS: Canon’s EOS system (Fig. 2.5), backed by over 70 years of lens innovation, allows one to upgrade
one’s equipment to match one’s photographic progress. There is a suitable (Digital Single Lens Reflex)
DSLR body for any user, over 60 lenses and a wide selection of accessories for every conceivable
photographic situation.
Fig. 2.5 EOS 1000D, newly introduced, however one of the popular DSLR cameras

Table 2.1 Canon has three sub brands in digital camera, each sub brand has several variants
IXUS Power Shot EOS

IXUS 80IS PowerShot A470 EOS 1000D
IXUS 85IS PowerShot A480 EOS 450D
IXUS 90IS PowerShot A1000 IS EOS 500D
IXUS 860IS PowerShot SX110 IS EOS 5D Mark II
IXUS 970IS PowerShot SX200 IS EOS 1D Mark III
IXUS 980IS PowerShot SX10 IS EOS 1Ds Mark III
PowerShot SX1 IS
PowerShot D10
PowerShot G10
2.5 Pricing
Canon has a wide price range (Table 2.2) to cater the different segments of the market. Price of the Power
shot category ranges from Rs. 7,000 to Rs. 37,000. This category has the maximum varieties and is
suitable for domestic function and for tourists. IXUS is slim, stylish and can be carried in to a pocket. Its
price starts from Rs. 12,000 and varies up to Rs. 24,000. EOS is digital SLR camera and for professional
cameramen. These are useful for sports photography, wild photography, journalism etc. Cameras of this
category are very expensive (Rs. 30,000 to Rs. 4,13,000). Recently Canon has introduced an entry level
DSLR (Canon EOS 1000D) whose price is a bit less, Rs. 30,000.
Table 2.2 Price range of Canon digital camera
Category Price Range (INR) Suitability

IXUS Rs. 12,000 - 24,000 Portable, Stylish
Power Shot Rs. 12,000 - 37,000 Domestic, Tourist
EOS Rs, 30,000 - 4,13,000 Professional

2.3 Product Life Cycle of a Digital Camera
Product life cycle consists of four phases as shown in Fig. 2.6.

 Introductory phases
 Growth phase
 Maturity phase and
 Decline phase.
A typical life cycle of a Canon digital camera, PowerShot S5IS is shown in Fig. 2.6. PowerShot S5IS was
introduced in the market in June 2007. Subsequently it reaches it growth and maturity stages and once the
upgraded model, PowerShot SX 10IS was introduced into the market in September 2008, S5IS model
entered in to the decline phase. This is also called cannibalization effect where new variant eats the sale
of old variant. Canon upgrades its models frequently in order to compete with other competitors.
Maturity
I
Sales of Product Category
6 March, 08
I Sept, 08
Decline
4
Growth
2
I Oct, 07 Product Lyfe Cycle : Canon S5IS
Introductory
June, 07
0
0 4 8 12 16 20
Time (Months)
Fig. 2.6 A typical product life cycle for Canon Power Shot S5IS digital camera

Chapter
THREE
BRAND BUILDING AND

POSITIONING OF CANON
3.1 Introduction
H ow to build a strong brand? Customer based brand equity (CBBE) model (Fig. 3.1) helps
give the answer of the question. This model introduces theoretical advances and managerial
practices in understanding and influencing consumer behavior. CBBE model provides a
unique point of view as to what brand equity is and how it should best be built, measured
and managed. Customer based brand equity occurs when the consumer has a high level of awareness and
familiarity with the brand and holds some strong, favorable, and unique brand associations in memory.
CBBE model asks the following four questions.
1) Who are you? (brand identity)

2) What are you? (brand meaning)
3) What about you? What do I think or feel about you? (brand responses)
4) What about you and me? (brand relationship)
So the branding ladder is from identity to meaning to response to relationship. A company cannot
establish meaning, unless it has created identity; responses cannot occur unless it has developed right
meaning; and relationship cannot be created unless it has elicited the proper responses.

Fig.3.1 Customer based brand equity pyramid
Brand Identity can be represented by a hexagonal prism (Fig. 3.2) with each side representing a specific
character of the brand. These specific characters help to understand the perceptions of the brand in the
consumer’s mind and at the market place. Thus these help to build a better brand image and position the
products at a better level. The six facets are-
Fig 3.2 Brand Identity Prism (Kapferer, 2004)

1) Physique: the physical aspects of the brand

2) Personality: the character of the brand
3) Culture: the set of values feeding the brand
4) Relationship: the mode of conduct of the brand
5) Reflection: the outward reflection of the customer the brand addresses
6) Self-image: the target’s internal mirror of the brand
Creating strong, favorable and unique associations is a real challenge to marketers, but essential to
building customer based brand equity. Strong brands typically have firmly established favorable and
unique brand associations with consumers. Brand meaning is what helps to produce brand response or
what customers think or feel about the brand. Brand response can be distinguished as either brand
judgments or brand feeling, that is , in terms of whether they arise from the ‘head’ or from the ‘heart’.
3.2 Brand Building of Canon

Canon India has initiated several processes to build its brand. These processes are discussed below.
3.2.1 Brand building through mass media
Canon uses leading news papers (Times of India etc), television, internet to disseminate its brand name. It
uses separate advertisements for each of its sub brands, IXUS (Fig 3.3), Power Shot (Fig. 3.4) and EOS
(Fig. 3.5). It uses following slogans for canon and its sub brands.
Canon : Delighting you always

IXUS : Where style meets substance
Power Shot : A great shot every time
Fig. 3.3 Theme to build sub brand IXUS

Fig. 3.4 Theme to build sub brand Power Shot
Fig. 3.5 Theme to build sub brand EOS

3.2.2 Brand building through workshop
Canon organizes workshop in different metros. Participants can take part in these workshops paying
nominal registration fees. Fig. 3.6 shows that Canon organized fashion photography workshops at Delhi,
Mumbai and Kolkata. This helps in building Canon’s image.
Fig. 3.6 Workshop organized by Canon in order to build its brand

3.2.3 Brand building through photo contest
Every year Canon organizes photo contest (Fig. 3.7) among amateur and professional photographers. An
initiative of Canon Image Lounge India, the Big Shot photo contest is targeted at camera aficionados
across the country and hopes to bring together talent on both professional and amateur levels. The
winners of the contest get a canon product (camera, lenses etc.) as their prizes. This activity helps Canon
to disseminate its brand name.
Fig. 3.7 Photo contest organized by Canon
3.2.4 Brand building through network
Canon has a strong distribution network. It has around 300 primary level channel partners, 13 National
Retail chain partners, 4 Level IV Master Service Centres, over 100 authorized service centers, 3000
secondary retail points, 270 National retail chain stores and 33 Canon Care Centres. Canon products are
available in over 300 towns in India. Overall, Canon's presence increased to 4000 outlets in December
2008. Canon declared its Q1 results in May 2009, recording 22 percent up on a year on year basis. The
total revenue also grew 25 percent to Rs. 840 crore (Ref. official website of Canon). In wake of such
positive trends Canon now plans to invest Rs. 100 crore in India to expand operations in business-to-
business activities as well as marketing and sales infrastructure. Canon India president and CEO Kensaku
Konishi said the company aims at a 25 percent growth rate in sales eyeing a turnover of Rs. 1,000 crore
by next year. This growth is possible as Canon has a very good distribution network.

3.3 Recent Initiative Taken in Brand Building

Canon has taken many steps recently to build its brand. Some of these initiatives are mentioned below.
3.3.1 Canon Image Lounge
To give a digital feeling of its products, Canon Image Lounge was launched in 2008 in Gurgaon (Fig.
3.8), Mumbai and Bangalore for customers to get a touch and feel of Canon products. The lounges
provide a comprehensive display of Canon's vast range of offerings and display over 101 consumer
imaging products for consumers to simply look, feel and experience without the compulsion on buying.
Special photography workshops and other customer engagement programs are being held in these
lounges. Its three Business Solutions Lounge for B2B customers in Gurgaon, Mumbai and Bangalore
showcase business applications along with seminar rooms for business workshops.
Fig 3.8 Canon Image lounge at Gurgaon

[Source: Company’s website, http://www.canon.co.in ]
3.3.2 Association with Indian Premier League (IPL)
Canon took up sponsorship in the IPL Cricket tournament, 2008 for the PowerShot range of cameras,
where every 4 and 6 hit was called a PowerShot.
3.3.3 Regional Outreach Programs
Canon launched its regional outreach programs across the country – Amchi Mumbai, Humari Delhi,
Namma Bengaluru, Nama Chennai, and recently in May 2009, Mana Hyderabad (Fig. 3.9). The projects
were launched to create better contact with customers in these regions. This is a strategic, innovative
initiative to reach out to the regional markets which have been Canon’s focus to garner greater market
share. These campaigns 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.

Fig. 3.9 Mr. Kensaku Konishi, President and CEO, Canon India is addressing media
during the launch of ‘Mana Hyderabad’ program
[Source: http://www.Reachouthyderabad.com]
3.3.4 Sachin Tendulkar as Brand Ambassador
In an attempt to Indianise its brand appeal, Canon India has signed on one of the flamboyant cricket
players of India, Sachin Tendulkar as its corporate brand ambassador for three years beginning Jan 2007.
Celebrating its 10th anniversary year in India, canon will use Tendulkar in retail, press and outdoor
campaigns. He will also be a part of the special Canon India anniversary calendar that will be launched
later this year.
Fig 3.10 Sports personality Sachin Tendulkar is the brand ambassador of Canon India

3.4 Positioning of the Brand ‘Canon’
Brand positioning is at the heart of the marketing strategy (Keller, 2009). It is the act of designing the
company’s offer and image so that it occupies a distinct and valued place in the target customer’s mind.
As the name implies, positioning means finding the proper ‘location’ in the minds of a group of
customers or market segment, so that they think about a product or service in the right or desired way to
maximize potential benefit to the firm. Good brand positioning help to guide marketing strategy by
clarifying what a brand is all about, how it is unique and how it is similar to competitive brands and why
consumers should purchase and use it.
Canon has placed its position as emotional positioning based on role model (see the Fig. 3.10 where
cricketer Sachin Tendulkar is shown). On the matrix (Fig. 3.11) it will be credence attributes as it has
already created a value proposition in the mind of customers, to whom Perceived Quality of Canon is
very high.
Marketing Ability
Low Uncertainty High Uncertainty

Low difference
between brands
Convenience Credence
Attribute Attributes
Marketing Force
(CANON)
PUSH PULL
difference
between brands
Search Experience
Attributes Attributes
High
Fig 3.11 Present position of Canon in the matrix

Chapter
FOUR
COMPETITION, PRICING STRATEGY

AND CANNIBALIZATION EFFECT
4.1 Introduction
D igital camera market is highly competitive. One has to upgrade one’s products in regular
interval to stay in the market. At the entry level Canon has many competitions, namely,
Sony, Kodak, Samsung, Panasonic, Olympus, Nikon etc. At the high end SLR category,
Canon has to compete with Nikon. Fig. 4.1 shows the total camera market in 2007. It clearly
indicates that Canon is in No. 1 position in total sales. When it comes to the strategically important and
fast-growing market of SLR cameras, Canon remained No. 1 worldwide in 2007 but lost share to Nikon,
new statistics show. Canon sold 3.18 million single-lens reflex cameras in 2007 compared with Nikon's
2.98 million, according to a study released by market researcher IDC in 2008. That represents a 42.7
percent and 40 percent share, respectively, of the 2007 SLR market. It's a much narrower margin for
Canon than in 2006, when it had 46.7 percent of the market, compared with Nikon's 33 percent.

Fig 4.1 Canon remained in the top position in the total camera market in 2007
[Source: CNET Networks, based on IDC data, http://news.cnet.com, April 2, 2008]
4.2 Competition at Sub Brands Level

A comparison between various categories of digital camera of Canon, Nikon and Olympus are shown in
Table 4.1. Remarks are drawn collecting information from various review sources (dpreview, dcresource,
cameras.co.uk, steves-digicams, reviews.cnet, dcviews, photoreview, infosyncworld, ephotozine). Details
of these review sources are given in references.
Table 4.1 Competition in digital camera between various brands

(Only one variant in each category is mentioned as example)
Category Price Canon Nikon Olympus Remarks

Range (Rs)
Compact < 20,000 IXUS 980 Coolpix- MJU 8000 Canon has advantage with styles,
IS S230 looks and quality.
Medium Size
Medium zoom 7,000- Power-shot L20 FE 25 No one is a clear winner.
15,000 A1100 IS
Super zoom 20,000- Power-shot P 90 SP590UZ Canon has advantage with various
28,000 S10IS functions. Next comes Olympus.
Digital SLR
Entry Level 30,000- EOS D 60 E 420 Canon has advantage with more
40000 1000D functions and competitive price
Mid-Level 45,000- EOS 450D D 90 E 520 Neck to neck competition in photo
80,000 quality between Canon and Nikon
Highly- > 300,000 EOS 1Ds D 3X E 30 Nikon has maintained its
Professional Mark III supremacy with great photo
quality and functions.

4.2.1 Competition in sub brand ‘IXUS’ level
In ‘Compact Digital Camera’ category, Canon has IXUS sub brand. This brand is very prominent due to
its style, color, design and outlook. People can easily recall this brand as it is portable and can be carried
in to a pocket, which is very convenient for a tourist. In spite of its small size, it has a very good photo
capturing capability. This sub brand has a great future. However, Canon needs to pay more attention in
popularizing this sub brand. One of the ways it can be done by using a separate brand ambassador from
film industry as this sub brand is associated with style.
Positioning: IXUS brand is mainly targeted to stylish personalities and tourists.
Pricing Strategy: Being stylish, prices in this category are a bit higher compared to other brands (Nikon,
Olympus).
4.2.2 Competition in sub brand ‘Power Shot’ level
Canon spends much of its advertisement for ‘Power-shot’ sub brand using a popular slogan ‘A great shot
every time’. This sub brand is the link between other two sub brands of Canon, IXUS and EOS. Canon
has maximum number of variants in this category. Within this sub brand, super zoom camera (Canon
SX10IS) is very popular. The competition in super zoom camera between Canon (SX10IS), Nikon (P90),
Olympus (SP 590UZ), Panasonic (DMC FZ18) and Sony (DSC HX1) is so fierce that Canon has to
change its model regularly introducing new features to stay in the competitive market. The new model
automatically replaces the old model (cannibalization effect).
Positioning: Power Shot is targeted to family persons (domestic occasion) and to the people those who
are thinking of buying DSLR but unable to bye due to price barrier.
Pricing Strategy: Prices are kept from low to medium range to attract all level of customers and to
compete with other brands.
4.2.3 Competition in sub brand ‘EOS’ level
Canon’s EOS represents DSLR section. In this section Nikon is a great competitor. After introduction in
1959, for nearly 30 years, Nikon's F-series SLRs were the most widely used small-format cameras among
professional photographers, as well as by the U.S. space program, both because of their rugged
construction and because of the wide range of Nikkor lenses and other accessories. However, the
company's determination to maintain lens compatibility with its F-mount prevented rapid advances in
autofocus technology. Canon introduced a new type of lens-camera interface with its entirely electronic
Canon EOS cameras and Canon EF lens mount in 1987. The much faster lens performance permitted by
Canon's electronic focusing and aperture control prompted many professional photographers (especially
in sports and news) to switch to the Canon system through the 1990s.
Positioning: EOS brand is mainly targeted to professional cameramen, journalists, wild photographers,
sports photographers. Owning Canon EOS represents a status.
Pricing Strategy: DSLR camera is a bit expensive compared to other digital cameras. To overcome
Nikon’s supremacy in DSLR market, Canon introduces an entry level DSLR Camera (EOS 1000D) in
2008. The price of this camera is just above the Power shot, Super Zoom category. Canon is very

successful by this approach as many of the customers, instead of buying super zoom camera of other
brands (Nikon, Olympus, Sony) are now getting opportunity to buy a DSLR camera of Canon.
4.3 Pricing Strategy
Prices of various Canon digital cameras for three sub brands (IXUS, Power Shot and EOS) are shown in
Fig. 4.2. Though Canon has some cameras in EOS category whose price is more than Rs. 1 lakh, cameras
up to Rs. 1 lakh are shown in the figure for better clarity.
80000
IXUS
70000 Power Shot
60000 EOS
Price (Rs)
50000
40000
30000
20000
10000
0
w ot 200 S
Po ho X10 S
EO 100 0
w ho IS
w t S IS
w ho 11 IS
Po erS ot A 000 S
w ho 21 IS
w ot 11 IS
U 0 IS
IX S 9 IS
IX U S 0 IS
IX S 1 5 IS
EO hot 10
IX S 1 0IS
IX S 8 IS
Po IX S 9 IS
Po Pow rS h 98 S
w er ot 0IS
Po erS ot A t A4 0
Po erS ot A 000 0
EO 45 D
S D
D
S 0D
S D
S G1
Po rSh SX 0 I
er S I
w h o 7
w h 1 8
w h 2 I
I
EO 500
S 0
EO 40
50
U 10
U 60
w US 7 0
U 5
er t D
Po erS S h A4
Po erS X1
Po erS t A 00
Po rSh t SX 00
IX S 8
IX S 8
U 9
U 0
U
S
IX
S
e
e
e
Variants (Products)
Fig. 4.2 Prices of Canon digital cameras

[Price collected from Canon India’s web site, http://www.canon.co.in, 18 July 2009]
It is observed from Fig. 4.2 that variation in prices in Power shot sub-brand is more (Rs. 7000 to Rs.
37000), price of stylish IXUS sub-brand varies from Rs. 12000 to Rs. 24000. Professional category EOS
starts from Rs. 30000 and goes up to Rs. 413000 (in figure, product only up to Rs. one lakh are shown for
better clarity).
Price overlaps between sub-brands are also observed. For example, entry level DSLR camera EOS 1000D
is less costly than Power shot model SX1 IS or G10. This price is kept strategically lesser mainly for two
reasons:
1. A consumer in Power Shot category will be tempted to up grade himself to EOS category, as
owning EOS is a status symbol.
2. To compete with other brands (Nikon, Olympus, Sony etc) at DSLR level and lure customers in
buying Canon product.

Once a customer buys a canon DSLR camera, he has to buy other accessories (Lenses, Flash gun etc) of
Canon only. Due to this complementarity effect Canon’s sales will go up.
4.4 Up-Gradation of Model and Cannibalization Effect
It is observed that Canon has been innovating / upgrading its products from time to time to maintain its
brand position. New variants are added in the product line mainly to take into account the following
aspects.
 Competition (Canon vs Nikon vs Sony v Olympus etc)

 Capitalize market (to increase share capital)
 Sales benefit, higher sales (see Fig. 4.1)
 Fixed cost associated with the line extension
 Anticipated losses due to inaction (if no variant is added)
 Complimentarity effect (adding a variant may increase the sales of other variants)
These innovations / up-gradations are done in many categories. A few of these categories are mentioned
below.
4.4.1 Innovation
 Introduction of image stabilizer: It takes care any shaking of hand during photo session. Now
this feature is installed in all Canon cameras.
 Introduction of live view shooting: This feature will help in taking photo using camera screen
and is very helpful as it indicates which objects are in the frame of the picture. Earlier this feature
was not available in DSLR camera, however, Canon has started introducing it in its DSLR range
(Canon EOS 1000D, EOS 450D etc).
 Automatic focus: This will help in taking sharp picture very easily without devoting much time
in focusing.
 Automatic face detection technology: Canon is pioneer in this technology. It will detect any
human faces and focus it automatically.
 Vary angle LCD screen: This will help in shooting at different positions. Canon Power Shot
SX10 IS, SX1 IS has this feature.
 Movie mode in DSLR Camera: This is a new feature where still camera can be used as a movie
camera for a short while. Canon has this facility introduced in certain model of its DSLR range.
4.4.2 Up-gradation
 Mega pixcel (from 4 to 6 to 10 to 14 etc)

 Optical Zoom (from 6x to 12x to 20x etc)
 LCD screen size (2.0 inch to 2.5 inch to 3.0 inch etc)
 LCD resolution (115 kpi to 207 kpi to 230 kpi etc)
 Quality of movie (Normal to HD)

 Hot-Shoe in some popular non DSLR camera (This will help in attaching external flash gun for
better photo quality at night. Recently Canon incorporated hot shoe in Power Shot S5IS and SX10
IS models considering consumer’s demands. This reflects that Canon uses ‘consumer review’ as
one of the techniques and sources of idea generation for new products.
4.4.3 Cannibalization effect
When the new variant is introduced, the old model in the same category gets replaced automatically. This
cannibalization effect is very predominant in Power Shot, super zoom category of Canon. From Table
4.2 it is observed that Canon has been upgrading models in each year of 2006, 2007 and 2008. These up-
gradations took place at various levels (namely mega pixcel, optical zoom, resolution etc.)
Table 4.2 Cannibalization effect in Super zoom camera in Power Shot category
Components S3IS S5IS SX10IS

Introduced May, 2006 June, 2007 September, 2008
Mega Pixcel 6 8 10
Optical Zoom 12x 12x 20x
LCD 2.0 inch 2.5 inch 2.5 inch
LCD Resolution 115 kpixcel 207 kpixcel 230 kpixcel
Focal Length 36 - 432 mm 36 - 432 mm 28 - 560 mm

ISO 80 - 800 80 - 1600 80 - 1600
Shutter Speed 15 - 1/3200 15 - 1/3200 15 - 1/3200
View Finder Yes Yes Yes

Image Stabilization Yes Yes Yes
Hot Shot No hot shoe Yes Yes

Chapter
FIVE
CONCLUSIONS
5.1 Summary
C anon is one of the strongest brands in India, particularly in digital camera segment. Its
global presence helps in building the brand image in India. Canon global group invests
7.5% of consolidated revenue in research and development, significantly more than many
other companies. This is important to make continuous innovation in order to stay in the
competitive market. A few important aspects which are observed during the analysis are given below.
i) Canon follows monolithic approach branding strategy as all its products (digital camera, copier,
printer, projectors, scanners, camcorders, facsimiles etc.) are launched in the brand name of
‘Canon’. The advantage of this approach is low cost in launching a new product.
ii) The company has three sub brands in digital camera category. These are IXUS, PowerShot and
EOS. Each sub brand is targeted to the potential customers to capture the various segment of the
market using different slogans.
iii) Canon has taken many steps recently for brand building. Out of them, Image Lounge, Brand
Ambassador, Regional Outreach Program have a significant prospect.
iv) Canon has placed its position as emotional positioning (credence attributes) based on role model
(Sachin Tendulkar). It has already created a value proposition in the mind of customers to whom
perceived quality of Canon is very high.
v) Successful introduction of entry level DSLR camera (EOS 1000D) with a competitive price,
reflects one of the pricing strategies of Canon.
vi) Regular introduction of new variants, replaces its old products, which is observed through
cannibalization effect in PowerShot category.

References
1. Official website of Canon India Limited [http://www.canon.co.in/]

2. Kevin Lane Keller, Strategic Brand Management, 3rd Edition, Pearson Prentice Hall Publication,
New Delhi. 2009.
3. Jacob Jacoby, Jerry C Olson and Rafael Haddock, ‘Price, Brand Name and Product Composition
Characteristics as Determinants of Perceived Quality’. Journal of Consumer Research, vo. 3, no. 4,
pp. 209-216, 1971.
4. Jacob Jacoby, George Syzbillo and Jacqueline Busato Sehach, ‘Information Acquisition Behavior in
Brand Choice Situations’, Journal of Marketing Research, vol.11, pp. 63-69, 1977.
5. Philip Nelson, ‘Information and Consumer Behavior’, Journal of Political Economy, vol. 78, pp. 311-
329, 1970.
6. Michael R. Darby and Edi Karni, ‘Free Competition and the Optimal Amount of Fraud’, Journal of
law and Economics, vol. 16, pp. 67-88, 1974.
7. Ted Roselius, ‘Consumer Ranking of Risk Reduction Methods’, Journal of Marketing, vol. 35, pp.
56-61, 1971.
8. David A. Aaker, Building Strong Brands, New York: Free Press, 1996.
9. Kapferer, J., The new Strategic Brand Management, Kogan Page, London. 2004.
10. Website http://www.dpreview.com/
11. Website http://www.dcresource.com/
12. Website http://www.cameras.co.uk/
13. Website http://www.steves-digicams.com/
14. Website http://reviews.cnet.com/
15. Website http://www.dcviews.com/
16. Website http://www.photoreview.org/
17. Website http://www.infosyncworld.com/
18. Website http://www.ephotozine.com/
Abbreviation
AMA American Marketing Association

APPA Australian Professional Photography Awards
ATL Above The Line
B2B Business To Business
CBBE Customer Based Brand Equity
DSLR Digital Single Lens Refraction
IPL Indian Premier League
SLR Single Lens Reflex
TOMA Top Of Mine Awareness
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Brand Canon of Canon India Limited

Technical Report · July 2009

The user has requested enhancement of the downloaded file.

Post Graduate Certificate in Business Management (PGCBM 15)

July 19, 2009

Brand of Canon India Limited

Asokendu Samanta (SMS ID 104118), PGCBM 15, Center: Powai, Mumbai

Chapter 1 Profile of the Company 4-6

Chapter 2 Brand Equity of Canon and its Variants 7-12

Chapter 3 Brand Building and Positioning of Canon 14-22

Asokendu Samanta (SMS ID 104118), PGCBM 15, Center: Powai, Mumbai

Chapter 4 Competition, Pricing Strategy and Cannibalization Effect 23-28

Asokendu Samanta (SMS ID 104118), PGCBM 15, Center: Powai, Mumbai

Asokendu Samanta (SMS ID 104118), PGCBM 15, Center: Powai, Mumbai

1.2 Awards and Recognitions

The list of product awards received in 2008 are as follows:

1.3 Global Presence

Asokendu Samanta (SMS ID 104118), PGCBM 15, Center: Powai, Mumbai

Asokendu Samanta (SMS ID 104118), PGCBM 15, Center: Powai, Mumbai

BRAND EQUITY OF CANON

A ccording to American Marketing association (AMA), a brand is a “name, term, sign,

Asokendu Samanta (SMS ID 104118), PGCBM 15, Center: Powai, Mumbai

2.2 Brand Equity of ‘Canon’

Asokendu Samanta (SMS ID 104118), PGCBM 15, Center: Powai, Mumbai

Fig. 2.1 Aakar’s (1996) model of brand equity

Fig. 2.2 Brand awareness pyramid

Asokendu Samanta (SMS ID 104118), PGCBM 15, Center: Powai, Mumbai

2.3 Branding Strategy of ‘Canon’

2.4 Sub Brands of Canon and its Variants

Asokendu Samanta (SMS ID 104118), PGCBM 15, Center: Powai, Mumbai

Asokendu Samanta (SMS ID 104118), PGCBM 15, Center: Powai, Mumbai

IXUS Power Shot EOS

Table 2.2 Price range of Canon digital camera

Category Price Range (INR) Suitability

Asokendu Samanta (SMS ID 104118), PGCBM 15, Center: Powai, Mumbai

2.3 Product Life Cycle of a Digital Camera

Product life cycle consists of four phases as shown in Fig. 2.6.

Asokendu Samanta (SMS ID 104118), PGCBM 15, Center: Powai, Mumbai

BRAND BUILDING AND

CBBE model asks the following four questions.

1) Who are you? (brand identity)

Asokendu Samanta (SMS ID 104118), PGCBM 15, Center: Powai, Mumbai

Fig.3.1 Customer based brand equity pyramid

Fig 3.2 Brand Identity Prism (Kapferer, 2004)

Asokendu Samanta (SMS ID 104118), PGCBM 15, Center: Powai, Mumbai

1) Physique: the physical aspects of the brand

3.2 Brand Building of Canon

3.2.1 Brand building through mass media

Canon : Delighting you always

Fig. 3.3 Theme to build sub brand IXUS

Asokendu Samanta (SMS ID 104118), PGCBM 15, Center: Powai, Mumbai

Fig. 3.4 Theme to build sub brand Power Shot

Fig. 3.5 Theme to build sub brand EOS

Asokendu Samanta (SMS ID 104118), PGCBM 15, Center: Powai, Mumbai

3.2.2 Brand building through workshop

Fig. 3.6 Workshop organized by Canon in order to build its brand

Asokendu Samanta (SMS ID 104118), PGCBM 15, Center: Powai, Mumbai

3.2.3 Brand building through photo contest