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Canon Gives New Impetus to Mumbai Channel Strategy
By
ChannelTimes Staff
Mumbai, Jun 7, 2007
Canon India, the digital imaging company, has re-enforced its channel focus on Mumbai with a view to doubling its penetration and business in the west. The company has identified the West as a strategic market, where it sees an opportunity for higher and faster growth. Mumbai being the commercial hub in this region has been chosen for a project called "Aamchi Mumbai".
Under the recently launched Mumbai-specific project, the company will be investing through advertising, promotions, below-the-line activities, and will also be working towards more engagement with partners with an aim to increase Canon's presence and mind share in Mumbai. This project will be sustained through various activities throughout the year.
Commenting on the project, V. P. Sajeevan, assistant director (consumer system products division) of Canon India said, "Aamchi Mumbai initiative aims to refocus energies on strengthening our channel strategy. We at Canon, firmly believe that the success of this initiative can be assured only by an enhanced, consistent, and befitting relationship with our channel partners. We will be striving to establish a fruitful and long-term partnership that stems from knowledge-sharing, trust and providing value to the partnership."
He added, "With this project, Mumbaites will be exposed to a whole new level and range of services from Canon in addition to the best-value offering. We look forward to providing our customers with a more powerful and sophisticated experience in terms of product and service."
The program is based on 6 key pillars of Canon in Mumbai: Canon Premium Partner engagement, increased thrust on corporate business, Engagement with Canon Empowered Partners, Improved and increased level of Service support, Customer engagement through experiential marketing, and increased and consistent brand visibility through various advertising and marketing initiatives.
For the first pillar of this project, targeted at the Canon Primary Partners, Canon will look at capturing more of the photo printing market and increase penetration in the laser printing space. The company will also provide more schemes and training programs for these partners. The second pillar is the corporate business of Canon. The company is looking at increasing and streamlining communication for the corporate partners, and also appointing an exclusive CIPL manager. This segment will contribute 15% to the total revenue by the end of the year.
The third pillar is an increased impetus on the Canon Empowered Partners by introducing special loyalty, incentive programs, and a series of roadshows, retail branding, enhance demo support, and initiate merchandising deployment. The fourth pillar is the Service provided to the consumers for which Canon will create free service camps, and look at increasing customer delight by making DOA within 24 hours. The company will also include multiple Canon Care Centres in Mumbai, and target at increasing customer and channel delight. The fifth pillar of this program is to direct Customer Engagements to ensure hands-on experience for the consumer. To enable this, Canon will conduct roadshows at malls and housing complexes, and conduct demos where they will demonstrate the print at home concept and introduce buyback campaigns.
The last pillar of this program is increasing brand visibility by focusing on retail branding to create 'top of mind' recall. This pillar will also experience the mystery shopper programs to increase and enhance visibility.
"Our goal is to help our customers around Mumbai by improving access to and knowledge of our products and technologies that best suit their needs and the needs of their economies and societies," Sajeevan further added.
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it is only good if the expenditure on promotions is not too much |
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- pranay jaiswal,
Istrat solution, pune
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How long you people keep on rotating Topi..... ha ha ha |
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- Chanel ki awaz,
Anonymous, Hindustaan
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I agree with Ravi.canon is improving in channel commitments & programs.now people started moving out of canon office to meet dealers.best wishes for Sanjeevan for the good work.when are you doing hamara dilli for Delhi partners |
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- pankaj bansal,
online systems, delhi
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This good one.Atleast now canon realised channel is important.Good job Mr.Sanjeevan.we could see lot of improvements under your leadership. |
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- Ravi bajaj,
accent systems, mumbai
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Excellent initiative.It's nice to know that Canon realize the power of Channel.When everyone is looking for market expansion at the cost of Channel profits here Canon's initiatives to attract & retain partners are really commendable.I attended one of their meeting and it's very impressive and building confidence. |
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- Prakash Sha,
Prince Computer, Mumbai
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