canon imc presentation
DESCRIPTION
Canon IMC PresentationTRANSCRIPT
Distinct Creations
Earl Alikpala, Lauren Fitzpatrick, Kingsley Poon,
Colleen Smith, Kevin Willemse
BCIT Marketing Set D
Agenda
• Introduction
• Marketing Objective
• Situation Analysis
• Canon Stakeholders
• Competitive Analysis
• SWOT
• Communication Objectives
• Target Audience
• Marketing Mix
• Past Promotions
• Marketing Communication
Strategy
• Message Design
• Media/Message Delivery
• Stakeholder Strategies
• Budget Allocation
• Blocking Chart Sample
• Evaluation
• Conclusion
Introduction1933 - Kwanon is formed, produces Japan's first 35mm focal plane
shutter camera was produced
1947 - after success in various photographic and optical instrument
development, the company was renamed to Canon Camera Co., Inc
1971 - Canon started production on the Canon F-1 professional SLR
1973 - Canon officially entered Canadian market
1976 - Official sponsor of Montreal’s Olympic games
1984 - Canon’s first digital camera created
1987 - EOS Brand launched
1990 - Had captured vast majority of professional photographic market
1997 - Canon enters digital camcorder market
2003 - EOS Digital Rebel launched
Marketing Objective
“Between January 2013 and end of
December 2013, with a budget of 5 million
dollars, the integrated marketing campaign
proposal aims to increase Canon Canada’s
consumer digital camera market share by
1.9% to 33% total.”
Situation Analysis - Political
• Little political influence in the industry
• Canadian consumers tend to pay less for
Canon products (Chiu, 2011)
Situation Analysis - Economical
• $882 million camera industry
• DSLR sales growth
• Shift to “self-gifters”
• Consumers purchasing cameras for
themselves spent an average of $216
Situation Analysis - Economical
Source: Cutting, 2011
Situation Analysis - Social
• Sharing life through photographs (Gannes, 2012).
Source: "A Picture Can Say", 2011
Situation Analysis - Social
• Strong sense of camaraderie
• Photographers tend to be fiercely brand
loyal
• Little difference between competitors
• Recognise the photographer, not the
camera
Situation Analysis - Technological
• Continued industry innovation
• More powerful yet easier to use cameras
• DSLR Interchangeable lenses
• DIGIC 5 processor
Situation Analysis - Technological
• “HD lifestyle”
• Increased popularity of mirrorless cameras
Situation Analysis - Technological
• Social media sites supporting digital
camera sales (Euromonitor International 2011)
• Point-and-shoot cameras overtaken by
smart phone cameras for spontaneous
moments
Situation Analysis - Technological
Stakeholders - Customers
• Mantra: “Design for use”
• Universal Design Project
• Minimal direct interaction with consumer
Stakeholders - Shareholders
• Publicly listed company
• 1,334 million shares, 181,000 shareholders
• Provide accurate information regarding
their management and business strategy
• Developed own guidelines to provide fair
and prompt information
Stakeholders - Employees
• “Kyosei”
• Code of conduct against discrimination for all
employees
• Programs to empower women and persons
with disabilities
• Five-day work week initiative and shorter
working hours
Stakeholders - Others
• Red Cross
• Clean Earth Campaign (green initiative)
• The Canon Envirothon
Competitive Analysis
• Digital camera launched 17 years ago
• Started megapixel race while educating
consumers
• Caused a slow shift to DSLR market
• Smartphone helped this shift
Competitive Analysis
• Multiple competitors
• Canadian market share leader at 31%
(Euromonitor International, 2011)
• Mainly due to Canon’s broader range in
entry level market
Competitive Analysis
Competitive Analysis
• Long time competitor – Nikon, but no USP
between the two
• Focus has moved to:
• Ease of use
• Brand loyalty
• Perceived quality
• Upselling/upgrading
• Rebel T4i delivers on the above
Competitive Analysis
• Fanatical brand loyalty
• Brandz Top 100 list places Canon at #20
Competitive Analysis
• Loyal market is not well engaged
Source: “Only half of brands”, 2012
SWOT – Strengths
• Worldwide brand recognition and equity
• Leader in new photographic technologies
• Brand loyalty
• Market share leader
• Online purchasing platform
SWOT – Weaknesses
• “Big Box” image
• Lack of differentiation
• No distinct, ongoing and parallel
campaigns
SWOT – Opportunities
• Growing online photo sharing
• Rise in demand for digital SLR Cameras
• High definition, tech-savvy lifestyle
SWOT – Threats
• Smartphones vs. point-and-shoots
• Intense DSLR competition
• Mirrorless camera market expansion
Communication Objective
• Already enjoy vast brand awareness
• 31% preference rate
• Objective is to convert 5% towards action
Communication Objective
90%Awareness
70%Comprehension
31%Preference
20%Conviction
5%Action
Communication Objective Pyramid
Target Audience - Demographic
• Age: 25 – 34 (Generation Y)
• Gender: Male & Female
• Marital Status: Never or newly married
• Income: $35,000 - $50,000
• Education: post-secondary educated
Target Audience - Geographic
• Canada-wide (Television, Online)
• Census Metropolitan Areas with a
population >200,000 with a focus on
>1,000,000
Target Audience - Behavioural
• Strong brand loyalty
• User status: potential user & “DSLR
Upgrader”
• Usage rate: medium to heavy
Target Audience - Psychographic
• Personality: extroverted, adventure & thrill
seekers, travelers
• Values: actively gathering external &
internal information. Value achievements &
life experiences. High expectations for
quality
Marketing Mix - Product
Canon Rebel T4i
Marketing Mix - Price
• Odd-even pricing strategy within the $899 -
$999 range
• Matches competitors
Marketing Mix - Place
• Nationwide via Canon’s online store and
various other online retailers and affiliates.
• Available offline, using a selective
distribution strategy in “big box” electronic
stores and speciality camera stores
Past Promotions
Shoot Like a Star
Vancouver 2010
Winter Games
Ron Howard’s Project
Imagin8ion
Your Second Shot
Marketing Communication Strategy
Advertising
Benefits:
• Pervasive
• Nationwide
• Creative delivery – audience responds well to innovation
Challenges:
• Can get lost in the noise
• Expensive
• Time poor audience is hard to engage
Marketing Communication Strategy
Internet Marketing Benefits:
• Target Audience is tech-savvy & the largest internet user base(NAS Recruitment Communications, 2009)
• Target market responds best to internet marketing vs. Gen
X/Boomers (Rebecca, 2012)
• Target audience is time sensitive –internet is chosen medium
• Highly measurable
Challenges:
• Large amount of spillage
• Huge amount of noise
• Not pervasive – consumer controlled
Marketing Communication Strategy
Sales Promotion
Benefits:
• Captures price sensitive users
• Purchase motive for Target Audience to engage in repeat purchase
• Builds brand equity
• Tool for interaction with Target Audience
Challenges:
• High presence of noise
• Target prefers instant results over delayed results
• Might only be used by consumers who are already brand loyal
• Decreases the bottom line
Marketing Communication Strategy
Public Relations
Benefits:• Perceived as a credible and objective information source
• Ties closely to word-of-mouth marketing, an effective tool for target audience
• Allows for transparency and third-party endorsements
Challenges:• Difficult to control – opinions may clash with intended message
• Campaign must be buzz-worthy capture attention of media
Message Design
Message Design
Media/Message Delivery
Advertising TV Commercial
Out of Home
Internet Marketing canon40moments.ca
Video Tool
Sales Promotion 40 Camera Giveaway
40 Destinations in 40 Days
Gift Certificates
Public Relations Press Releases & Social Media
Media/Message Delivery
TV Commercial
Media/Message Delivery
Benefits:
• Creates an emotional connection
• 40 moments ties in with Canon’s 40 years
• Audience imagines Canon as a part of their lives
• Deliberate airing gap between characters will create buzz
• Allows fondness and online/offline discussions to grow for each hero
Media/Message Delivery
Challenges:
• Expensive
• Difficult to control exposure, breadth, and
attention
• Viewer may not be exposed to all
characters
Media/Message Delivery
canon40moments.ca
Media/Message Delivery
Benefits:
• Single point of contact
• Ability to gather consumer information
• Links raise awareness of other
products/campaigns
• Central repository of all campaign efforts
Media/Message Delivery
Challenges:
• Require administration and setup
• Must be regularly updated
Media/Message Delivery
Video Montage Tool
Media/Message Delivery
Benefits:
• Active engagement with Canon’s audience
• Gives instant gratification
• Exponential awareness from social networks
• Drives viewers to Canon’s YouTube Channel
Media/Message Delivery
Challenges:
• Need to license/purchase software
• Site administrator will be required
• Bandwidth require close supervision
Media/Message Delivery
40 Camera Giveaway
Media/Message Delivery
Benefits:
• Inexpensive
• Grows online database
• Creates potentially loyal users
Media/Message Delivery
Challenge:
• Requires various legal rules and
administration
Media/Message Delivery
40 Destinations in 40 Days
Media/Message Delivery
Benefits:
• Create massive buzz from more professional photographers
• Prize is appealing enough to attract all serious amateur to professional photographers
• Creates more PR opportunities
• Spinoff of trip will generate revenue and further awareness of Canon and the memories and moments it creates
Media/Message Delivery
Challenges:
• Requires many more levels of professional
planning
• Involves more external stakeholders
Media/Message Delivery
Out of Home
Media/Message Delivery
Benefits:
• Massive reach with a 24/7 audience
• Constant change creates higher interest
• Word of mouth buzz will be generated
Media/Message Delivery
Challenges:
• Have to cut through clutter to grab
attention
• Those unfamiliar may not identify special
nature of the board
• Higher than usual costs due to alternating
boards
Media/Message Delivery
Gift Certificates
Media/Message Delivery
Benefits:
• Boosts sales of the Rebel T4i
• Create awareness of Canon’s online
shopping portal
• Boost spin-off purchase revenue >$40
• Grow database of registered Canon
product owners
Media/Message Delivery
Challenges:
• Production cost of gift certificates needs to
be considered
• Change outside packaging print to include
announcement
Media/Message DeliveryPR, Social Media and Press Releases
Media/Message Delivery
Benefits:
• On going part of Canon Canada’s
marketing campaigns
• Promotions throughout year can help
create rise in social media engagement
Media/Message Delivery
Challenges:
• Potential increase in public engagement
efforts
• Advertising, internet marketing, sales
promotion and public relations
• Strengthen loyalty of Canon owners
• Increases Conviction held by those committed
to buying Canon Cameras
Stakeholder Strategies - Consumers
Stakeholder Strategies - Employees
• Will be internally informed to be aware of
celebrations and events
• Any internal staff that may interact with
consumers will be fully trained on how to
respond to queries
Stakeholder Strategies - Retailers
• Well informed of Campaign
• Sales promotion activity will be well
communicated
• Existing product merchandising material
will remain intact
• Reaffirm Canon as market leader
• Increase shareholder confidence and
brand value
Stakeholder Strategies - Shareholders
Budget Allocation
Budget Allocation
Blocking Chart
Evaluation
• Market research by Ipsos Canada
• Nationwide survey – pre and post
• Examine unit sales, sales revenue, and
online clicks
• December 2012 and January 2014
Conclusion
The “your moments” IMC campaign will
lead the target audience to make
connections between life’s special moments,
Canon, & the Rebel T4i
Canon’s digital camera sales will increase
by 1.9% to reach the marketing objective of
33% market share by December 2013
Thanks & Questions
Navigation
• Introduction
• Marketing Objective
• Situation Analysis
• Canon Stakeholders
• Competitive Analysis
• SWOT
• Communication Objectives
• Target Audience
• Marketing Mix
• Past Promotions
• Marketing Communication
Strategy
• Message Design
• Media/Message Delivery
• Montage Tool
• Stakeholder Strategies
• Budget Allocation
• Blocking Chart Sample
• Evaluation
• Conclusion