Canon's new market initiative to cover 37 Indian cities
15 April 2010
Japanese imaging equipment maker Canon on Wednesday embarked on a year-long marketing campaign that will cover 37 towns across the country. The marketing blitz is aimed at increasing contribution from smaller cities to its India sales.
The company derives 60 per cent of its revenue from smaller cities and expects to ramp it up to 90 per cent over the next five years.
Reports quoting Canon India senior vice-president Alok Bharadwaj said the campaign is aimed at providing an excellent platform for connecting with people in Tier II and Tier III cities and give an invaluable content to customise future marketing campaigns.
The company plans to spend about Rs15 crore on the campaign, 'Image Express', which aims to create an awareness of the company's products among the masses.
Bhardwaj said about three years back around 90 per cent of the company's sales came from the top six cities and the same now has come down by around 40 per cent while the rest comes from small cities.
He added that in the next five years, Tier II and Tier III cities would contribute multi-fold to its overall business as much as 90 per cent of its sales.
The new campaign, also called 'Canon on Wheels' would include trucks with the Canon brand traveling across the country for a year.
The marketing campaign would touch 37 select small towns and cities and conduct 3-day programmes educating the masses of various age group about various Canon products.