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Smartphone Is A Good Platform For Digi-Cameras: Canon
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The likes of Nikon and Sony are still major competitors for Canon in the camera segment in the country.
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Thursday, July 12, 2012:
With widespread growth in the camera segment in India, Canon is clearly one of the beneficiaries. With its recent launch of Canon 650D, the Japanese manufacturer has set high standards for cameras in the country. EFYTimes spoke to Seiji Hamanishi, assistant director - ICP division, Canon India to know more about the latest camera and the firm's marketing strategy in the country. With 24 years in the company, Hamanishi has a rich experience across divisions and has worked with Canon Inc for Laser Beam printers, Inkjet printers and Imaging products.
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Tell us more about the Canon 650D? What is its USP and how is it different from other cameras available in the market?
The most unique aspect about the Canon 650D is that it can be used as both – a still camera and also for video shooting. We have received consumer feedback on the fact that till date there were no multi-utility based camera products in the country. Canon 650D is the answer to these questions and we believe this product will excite the customers. We have also upgraded the touch panel sensitivity of the DSLR camera, thereby ensuring that this model is of the highest quality. Canon 650D is priced at Rs 59,000 in India.
Where do you manufacture the cameras? What is the production capacity of your plant?
Our manufacturing unit is located in Japan and our annual camera production is 20 million units. We expect to produce around 22 million units this year.
What are the reasons that you are not manufacturing cameras in India? Do you intend to start manufacturing in India anytime soon?
We have not set up our plant in the country owing to many technological challenges we can face while producing the cameras, which require powerful machinery. At the moment, we have no plans to start manufacturing in India but this may change later looking at the market potential.
What is the camera penetration in India as well as the international markets?
On an average, the household penetration of digital camera in India is less than 5 per cent while the same in the USA, UK, Japan is a staggering 70 per cent. Although, we do understand the opportunity is immense in the country but we have our reservations as far as the low-income segment in the country is concerned.
Who are your targeted consumers for digital and DLSR cameras?
Our targeted consumer base for the digital cameras is the age group between 20 and 30 years as we have recorded figures that 80 per cent of Canon camera buyers are below the age of 30 years. The DSLR is being focused more across the professionals in the country but we have definitely seen an increase in demand for DSLRs from other segments every year.
What is the market share of Canon in digital camera as well as the DSLR segment?
As of 2012, Canon has a market share of 24 per cent in the digital camera segment in India and 49 per cent share in the DSLR segment. We believe our wide array of products in these categories will help the brand attain higher share in the coming future.
The smartphone segment has taken over a substantial share of the market with good camera features, do you see it as your competitor?
The demand and growth of smartphone segment in India has been moving in the upward trajectory over the last couple of years but Canon does not see this segment being a threat to the camera business. In fact, we feel that features like Bluetooth and smart-photo share on these phones will provide us with a platform that can broaden our reach and compliment the existence of the cameras. Our major rivals are the brands like Nikon, Sony, among others.
What is your marketing strategy for India. How much do you invest in marketing yearly?
Canon has been extensively promoting itself through various mediums and we recently appointed actor Anushka Sharma as the brand's face for Canon digital cameras. We have plans to start marketing the DSLR segment as well in the second half of this year. Canon invested around 10 per cent of its total revenue in marketing last year and looking at the weak rupee sentiments and economic meltdown, we intend to invest less this year.
Aadeetya S, EFYTIMES News Network
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