Canon India is changing the game for photography enthusiasts and first time users of DSLRs in the country by tapping newer target audiences and launching products that cater to specific requirements of today’s consumer. With 111 own retail stores called the Canon Image Square across 58 cities in the country, the company plans to open 300 Canon Image Square stores in India by the end of December 2015. Andrew Koh, senior Director, Imaging Communication Products Group, Canon India, spoke about company’s growth plans in India.
How photography culture is evolving in India both as a career option and as a hobby?
India is an emerging photography market and the trend suggests that more and more youngsters would be willing to take up photography as a career option. With the evolution of photography in India, people have started experimenting by using various camera products available in the market. As a digital imaging leader, Canon has always been passionate about promoting the spirit of photography and is delighted to see how changing trends have interested customers to experiment with their photography skills using a DSLR or a high-end compact camera and make it their hobby or career.
To further enhance photography culture in India, Canon organises and supports various photography platforms to give an opportunity to photography enthusiasts to showcase their work.
We launched the Canon EOS Academy under which Canon conducts free and paid workshops; and seminars on various aspects of Photography. These workshops are conducted by a panel of Photography experts and we plan to conduct more than 100 workshops in 2014.
Retail expansion plans
Canon has 111 own retail stores called the Canon Image Square across 58 cities in the country. Canon Image Squares are a great motivator to enhance Canon’s commitment in terms of new product launches, distribution networks, and product zones and services centres. We target to launch 300 Canon Image Square stores in India by the end of December 2015.
Targeting Tier II and Tier III cities
Bullish on retail expansion, Canon recently launched its 111th Canon Image Square with majority of the stores planned in tier II and tier III cities. Enabling enhanced excitement, engagement, education and experiential purchase, the Canon Image Squares are built on the promise of providing international standard experience to the customers. We have a strong focus on channel expansion and in-store promotions. As part of the plan, we recently launched our stores in Ranchi, Jamshedpur and Jaipur.
How Canon plans to promote photography amongst the youth?
Canon has been the front-runner when it comes to promoting photography. Canon, being a digital imaging leader, has always been passionate about promoting the spirit of photography amongst the Indian youth.
We have been actively organizing workshops and photography classes to foster the growing community of young photographers and help them nurture the art of photography. We have always been keen to support programmes that embrace the joy of photography and also launched the EOS Academy to boost the same. Canon is also conducting workshops in schools to promote photography culture amongst youth. We are targeting schools which are running photography clubs. These are majorly for the students who want to start and explore their career in photography.
Canon’s efforts in upgrading smartphone camera users to easy to use DSLRs
With smartphones impacting sales of point-and-shoot cameras, it is extremely critical for Canon to be confident and win the battle with its push on sales of mid to high-end interchangeable lens cameras and DSLR cameras. Canon’s new thrust is to promote photography culture in India through free and paid workshops.
Canon focused on re-working of the current compact camera portfolio. A better zoom and image quality; focus on HD video recording and low light photography are some highlights.
Canon’s new marketing campaign – Everyone Can with a Canon
The new campaign is to promote the EOS 1200D targeting new users, specifically families and mothers. The campaign gives a clear message that the camera is not only for professionals but for everyone.
The company is offering EOS 1200D as an exciting addition with powerful features and user-friendly menus, is ideal for first time buyers. To further attract potential buyers, the product is available with an exciting double zoom lens offer, at an attractive price
How was the year 2013 for Canon India? Anything you would like to emphasize on?
2013 was the year of challenges with the Indian market slowing down and the depreciating value of the rupee to the change in government, etc. However, Canon has always taken market challenges in its stride to emerge as a thought leader in the industry.
In the year 2013, we introduced a very interesting concept into the market – a DSLR camera with 2 kit lenses, as a single box pack. This was the first time that a ‘combo kit’ has been introduced in the Indian market. The term “DOUBLE ZOOM” itself was a hit the combo units were attractively priced resulting in exceptionally good market response.
Overall, Canon’s business witnessed significant growth from 10,000 units in 2007 to 3 lakh units in 2013 and revenue of INR 1,910 crore.
How do you promote the DSLR segment in the country?
DSLR camera market is touching new heights in India. The Digital-SLR category is becoming more aspirational for people, more than last year.
Considering the growing interest and demand for DSLR’s, Canon plans to expand its DSLR camera business in 2014 by introducing and promoting ground-breaking technologies in DSLR camera range.
To further solidify the DSLR camera category, Canon has devised extensive growth plans and strategy of realigning the brand imagery of moving it from a niche to a mass market category to achieve stronger sustained annual growth to double the size of this market in next 3 years.
Canon is aggressively promoting its DSLR camera category through various platforms. The newly launched entry-level DSLR EOS 1200D focuses on new and first-time users. For the same, Canon launched a new ad campaign with the punch line ‘Everyone can with a Canon’. In the ad, we see people ‘clicking’ pictures with a make-believe camera. Promoting the product through gesture alone is Canon’s way of saying, “It’s that easy.”
What according to you will be the breakthrough technology in 2014 as far as DSLR cameras are concerned?
Technology is something that is evolving on daily basis. New camera technology is making it an exciting time for amateurs as well as professional photographers.
Considering the growing interest and demand for DSLR’s, Canon plans to expand its DSLR camera business in 2014 by introducing and promoting ground-breaking technologies in DSLR camera range. Cameras with improved video capabilities i.e. faster auto focus while recording videos; a crop sensor camera that enables auto focus in dark and faster autofocus for Canon DSLR’s Live View mode are some of the breakthrough technologies that tend to dominate the DSLR market in 2014 – 15.
Canon has already taken a step ahead with its Dual Pixel CMOS AF technology for the EOS 70D camera. Dual Pixel CMOS AF, a phase-detection AF technology conducted directly on the image sensor plane, employs a CMOS sensor on which all of the effective pixels are able to perform both imaging and phase-detection AF simultaneously to achieve dramatically improved AF performance over prior EOS cameras during Live View and video shooting.
Photography workshops
Canon launched the EOS Academy to enhance photography culture in India. Under this academy, we are conducting free and paid workshops; and seminars on various aspects of Photography. These workshops are conducted by a panel of Photography experts and we plan to conduct more than 100 workshops in 2014. Canon is also conducting workshops in schools to promote photography culture amongst youth. These are majorly for the students who want to start and explore their career in photography.
