Executive Summary

Incorporated in 1997, Canon India Pvt. Ltd. is a 100% subsidiary of Canon Singapore te.Ltd, a
world leader in imaging technologies. Canon today has offices spread across 14 cities in India
with an employee strength of over a 1000 people and markets a comprehensive range of over 200
sophisticated and contemporary digital imaging products in the country. These include digital
copiers, multi-functional peripherals, fax-machines, inkjet and laser printers, scanners, All-in-
ones, digital cameras, digital camcorders, dye sub photo printers and semiconductors, card
printers and cable ID printers.
Canon has pioneered five technology 'imaging' engines viz: Optical Engine, Electro photography,
Bubble Jet, Semiconductors and Display which drives Canon's cutting-edge technology products.
With over 1100 registered patented technologies in Digital Cameras, 2300 in inkjet printers, 5600
in multifunctional printers and more than 200 in scanners, Canon has emerged as one of the
leading technology innovators in the digital imaging space worldwide.

Canon India forayed into the retail space with the launch of its exclusive brand retail
store Canon Image Square (CIS) in 2011. Starting out with 50 stores, Canon added 43 stores in
2012 alone and now owns 130 CIS stores across 65 cities in the country. Canon's unique
initiative to tap B, C and D-class cities of the country was instrumental in this regard.

Canon India feels responsible towards the society and in order to make a positive and lasting
effect Canon adopted the policy of 3E's Education, Eye care and Environment. To further
enhance this Canon has undertaken various projects at the CSR front. The most promising
project began named ' ADOPT A VILLAGE' began in 2012 under which Canon adopted its first
village named Ferozpur Namak village in Mewat district , Haryana with an aim of improving
education , eye care and environment facilities which adds to the holistic development of the
village.
Canon takes pride in not only bringing quality products to the market; but also contributes to
minimizing the environmental burden through effective application of green technologies. Canon
focuses on the development of resource conserving products that are smaller, lighter and easy to
recycle. In India, Canon takes the responsibility to dispose-off end of life Canon products and
other e-waste by sending such waste to a government approved recycling agency.

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Today, Canon India is certified for ISO 9001, ISO 14001 and OHSAS 18001. In 2006 and 2010,
the company was certified for its "strong commitment to excel" at the CII-EXIM Business
Excellence Award. Over the last 17 years of its India growth story, Canon's comprehensive range
of the latest digital imaging products supported by a trained sales force across the country has
emerged as its key differentiator.
Canon India closed 2014 with revenues of Rs. 2,026 crore, which is a 6% growth over 2013.
At present, Canon has 550 primary channel partners, 14 National Retail Chain partners, and over
6000 secondary retail points. Canon's service reach extends to over 4000 towns with 19 Canon
camera service centres and 41 printer Canon Care Centres. Canon India also has 146 authorized
service centers for printers and 180 camera collection points.

INDEX

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Sr. No Chapter Name Page No
1 Research Methodology 4
Objective of the Study
Limitations of the Study
Data collection Method
2 Canon India Pvt Ltd
Awards and Recognitions 7
Business 7-8
Statement of Problems 9-10
Quality Management & International Standard 11-12
SWOT Analysis 13
Market Mix 14
Competitors 14
Business Strategies 15
Advantages 15
Product Profile 17-20
Advertisement 21-22
3 Recommendation 23
4 Case Study 24
5 Conclusion 25
6 Reference 26

Research & Methodology

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 Data : Primary Data and secondary Data
Researcher design : Collection Method from Online
Researcher instrument: Questionnaire
Method of Contact : Online Information
Research Area : Mumbai

Objective of the Study

Perception of Canon among various channel partners as a company, brand and product
specification
To provide the better promotion offers & try to built the credibility in the dealers,
distributors, sellers and consumers.
Key drivers of dealers satisfaction.
Their satisfaction with canons support versus those of competitors.

Limitation of the Study

The study is based on the data provided by different sources, any incorrectness or biasness in
same might also have been resulted in same for the study.
A number of limitations to the survey were identified. The response rate was low, and some of
the questionnaires that were returned contained little detail.

Data collection method

The Study is based on secondary data on Canon India. The data is collected from different
publication and online resources including
Handbook of Canon India
Canon official Websites
Associations Reports
Survey Results
And many other books, newspapers, other publications and internet.

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 India
Pvt Ltd.

Copyright 2010 Canon India Pvt Ltd.

Incorporated in 1997, Canon India Pvt. Ltd. is a 100% subsidiary of Canon Singapore Pte.Ltd, a
world leader in imaging technologies. Canon today has offices spread across 14 cities in India
with an employee strength of over a 1000 people and markets a comprehensive range of over 200
sophisticated and contemporary digital imaging products in the country. These include digital
copiers, multi-functional peripherals, fax-machines, inkjet and laser printers, scanners, All-in-
ones, digital cameras, digital camcorders, dye sub photo printers and semiconductors, card
printers and cable ID printers.

Canon has pioneered five technology 'imaging' engines viz: Optical Engine, Electro photography,
Bubble Jet, Semiconductors and Display which drives Canon's cutting-edge technology products.
With over 1100 registered patented technologies in Digital Cameras, 2300 in inkjet printers, 5600
in multifunctional printers and more than 200 in scanners, Canon has emerged as one of the
leading technology innovators in the digital imaging space worldwide.

Canon India forayed into the retail space with the launch of its exclusive brand retail
store Canon Image Square (CIS) in 2011. Starting out with 50 stores, Canon added 43 stores in
2012 alone and now owns 130 CIS stores across 65 cities in the country. Canon's unique
initiative to tap B, C and D-class cities of the country was instrumental in this regard.

Canon India feels responsible towards the society and in order to make a positive and lasting
effect Canon adopted the policy of 3E's Education, Eye care and Environment. To further
enhance this Canon has undertaken various projects at the CSR front. The most promising
project began named ' ADOPT A VILLAGE' began in 2012 under which Canon adopted its first

5 | Page
village named Ferozpur Namak village in Mewat district , Haryana with an aim of improving
education , eye care and environment facilities which adds to the holistic development of the
village.

Canon takes pride in not only bringing quality products to the market; but also contributes to
minimizing the environmental burden through effective application of green technologies. Canon
focuses on the development of resource conserving products that are smaller, lighter and easy to
recycle. In India, Canon takes the responsibility to dispose-off end of life Canon products and
other e-waste by sending such waste to a government approved recycling agency.
Today, Canon India is certified for ISO 9001, ISO 14001 and OHSAS 18001. In 2006 and 2010,
the company was certified for its "strong commitment to excel" at the CII-EXIM Business
Excellence Award. Over the last 17 years of its India growth story, Canon's comprehensive range
of the latest digital imaging products supported by a trained sales force across the country has
emerged as its key differentiator.
Canon India closed 2014 with revenues of Rs. 2,026 crore, which is a 6% growth over 2013.
At present, Canon has 550 primary channel partners, 14 National Retail Chain partners, and over
6000 secondary retail points. Canon's service reach extends to over 4000 towns with 19 Canon
camera service centres and 41 printer Canon Care Centres. Canon India also has 146 authorized
service centers for printers and 180 camera collection points.

Philosophy of Kyosei
Concise definition: -
Living and working together for the common good.

Canons definition:-
All people, regardless of race religion or culture, harmoniously living and working
together into the future.

Canons Goal
to contribute to global prosperity and the well-being of mankind, which will lead to continuing
growth and bring the world closer to achieving kyosei.

Awards and Recognitions

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Canon has received several prestigious awards in 2008 in recognition of the superior technology
and quality of its products across different segments. Canon was named as the Best Service
Backup Company of the Year by Better Photography magazine and Canon India's Senior Vice-
President, Mr. Alok Bharadwaj was felicitated as the Second Most Influential Person in
Photography by the prestigious Asian Photography magazine.
The list of product awards received in 2008 is as follows:
Digital Camera 28
Selphy Printers - 3
Digital Camcorders 4
Digital SLR 12
Canon Lenses 10
All-in-one printers 6
Best Retail IT Company
Best Imaging Solution Company
Best Office Equipment
Best Service Backup Company 2007

Canons Business

Consumer Business Unit

Office Business Unit

Industry and Others Business Unit

Consumer Business Unit

DSLR

Compact Digital Cameras

Lens for DSLR

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 Digital Camcorders

Multifunction Inkjet Printers

Inkjet Printers

Compact Photo Printers

LCD Projectors

Image Scanners

Network Cameras

Broadcast Equipment

Office Business Unit

Office Network Multifunction Devices

Laser Printers

Laser Multifunction Devices

Solutions Software

Toner Cartridges

Digital Production Systems

Large-Format Inkjet Printers

Industry & Others Business Unit

LCD Lithography Systems

Semiconductor lithography Systems

Ophthalmic Equipment

Digital Radiography Systems

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 Document Scanners

Handy Terminals

Color Label / Card Printers

Personal Information Products

Components

Die Bonders

Vacuum Thin-Film Deposition Equipment

Organic LED Panel Manufacturing Equipment

Statement of Problems

Inaccuracy of the forecasting sales demand.

The responsibility to improve the quality of the products and customer services.

The ability to compete of Canon on quality management control need to be enhance.

The expending in the demand allowed Canon to expand the current distribution center.
Hence, the location strategies will be another
problem faced currently.

Goods and Services Selection

Focuses on product design in term of its function and layout.

Low cost strategy with high quality and gain profit.

Keeping up with the trends and the latest technology & innovations.

Life cycle

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 Introduction

Growth

Maturity

Declines

Changes
Economic change

Sociological and demographic chart

Technological change

Changes in

Market practice

Professional standards

Suppliers and distributors

Quality Management & International Standard

Quality

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 The ability of a product or service to meet customer needs and it affects the entire
organization from supplier to customer and from product design to maintenance.

Canons Training Plans

Foundation & Professional Development and service skills.

Management and Leadership Program to enhance qualities and management skills

of supervisory and managerial staff.

Technical Training Program to enhance technical and service skills.

Product and System Training Program to build up product knowledge of the sales,
marketing and support staff.

International Quality Standards

ISO 14001 is a series of environmental management standards that contain 5 core

elements:-

Environmental management

Auditing

Performance

Evaluation

Labeling

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 Life cycle assessment

Advantages of ISO 14001:-

Positive public image and reduced exposure to liability;

Good systematic approach to pollution prevention through the minimization of

ecological impact of products and activities;

Compliance with regulatory requirements and opportunities for competitive

advantages;

-Reduction in need for multiple audits.

ISO 9000 indicate that the product and service are high quality and competitive.

Certify that Canon is international oriented company.

Supported by national standards bodies from more than 150 countries.

SWOT ANALYSIS

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Strengths
1. Latest Technology
2. Skilled and efficient workers.
3. Adopting good marketing strategies
4. Large Investment on Production to cut costs
5. Large number of customer all over the world.

Weakness
1. Dependent on world market.
2. Cut throat competition lead to invest more on advertising which lead to increase in price
of the product.

Opportunity
1. Greater scope of digital technology in near by future.
2. Expanding Market in other countries be investing large amounts on advertisement and
sales promotion.
3. Meet demand by seting up new plants.

Threats
1. During recession company suffers a lot.
2. Large Number of competitors in world market.

Market Mix
1. Canon has large number of stores in the world.
2. Canon operates its business from japan in different countires

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 Competitors
There are number of competitors of canon digital are as follows-
1. Nikon
2. Fujifilm
3. Kodak
4. Sony
5. Panasonic
6. Samsung
7. HP

Promotion in India
Regional outreach programnes- Amchi Mumbai, Humari Delhi, Namma Bengluru and
Namma Chennai.
Sponsorship of IPL Cricket tournament for the powershot.
Print city Project.

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 Business Strategies
Realizing the worlds No. 1 Product through Innovation.
Globalizing Innovating Technologies.
Persuing the world best manufacturing.
Striving to diliver the hieghst value.
In Pursuit of a sustainable society .
Traning the leader of tommorw.

Advantages
1. Low cost
2. Saving Technology
3. Best Advertising
4. Robust features

Methods of Evaluation Location Alternatives

Break-Even Analysis
Used to determine how much sales volume of the business needs to start making a profit.

Fixed Costs: costs that are same regardless of how many items those business sell.

Variable Costs: recurring costs that absorb with each unit that sell.

Service Location Strategy

Sites selection:-

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 Revenue focus

Volume and Revenue

Physical Quality

Cost Determinants

Technique

Factor Rating Method

Center-of-Gravity Method

Assumption

The call center service

Products Profile

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17 | P a g e
 EOS 5DS
50.6-megapixel full-frame CMOS sensor
Dual DIGIC 6
150,000-pixel RGB + IR metering sensor, 252 areas

PIXMA iP110
Wireless Office Mobile Printer

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 Print
ISO Standard print speed (A4) : up to 5.8ipm (colour) / 9.0ipm (mono)
Photo Speed (4x6"): 53sec. (borderless)

PIXMA iX6870

5-Ink Color Inkjet Printer

ISO Standard print speed (A4): up to 10.4ipm (colour) / 14.5ipm (mono)
Photo Speed (4 x 6"): 36sec (borderless)

Document scanners
Scan a variety of document sizes at high speeds and with great image quality.

XEED WUX450
Compact install
Lens shift models with non-interchangeable lens
4500 Lumens, WUXGA resolution (1920 x 1200)

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 Calculator (Designer Series)
The X series is where design meets ecology. Click to explore more innovative products.

RL CL-01S
Front pocket for accessories
Tough base feet
Adjustable compartments
Side pockets for accessories
Secure clasp

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 Advertisement

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Commitment to Community
Environmental programs
Cultural diversity programs
Community programs
Youth programs
Educational programs
Corporate sponsorship and events

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 Recommendation
Formulation of better marketing promotion offers for retailers.
Reduce the communication gap between company and retailers by registration.
Outlet Design ( Display etc.)
Increase in No. of the representatives of the company.
SALE MORE GATE MORE.
Impressive demonstration of the product.

Articles

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Canon India launches two new MFDs
TOI Tech | Jul 21, 2015, 08.11 PM IST
Canon India is going to focus more on the enterprise and commercial market in India this
year to de-risk from the slowing sales of consumer cameras.
NEW DELHI: Canon India has launched a new range of A3 and A4 colour
Multi- function devices (MFDs).
The products launched in the A3 segment are Image RUNNER ADVANCE (iR-
ADV) C3300 series comprising iR-ADV C3320/C3325/C3330 and Image
RUNNER ADVANCE C350i in A4 segment, which it claims will deliver high
quality output, have low maintenance cost and enhanced media handling up
to 300gsm paper with A3 plus paper size.
Pricing information is not available.
With this launch Canon says it aims to expand into commercial sector
(particularly copy shops). Also these machines are designed to meet the
expectations of the SME's, corporate and government sector with the inbuilt
security facilities, the company adds.
Kazutada Kobayashi, president and CEO, Canon India Pvt. Ltd, said,
"Innovation has always been a driving force at Canon and our new series of
color MFDs reflect our commitment towards offering world-class technology,
ease of use and high quality to meet the customer expectations. India is a
land of rising entrepreneurs and we would like to play an active role in
increasing the opportunities for them in the color printing domain. Our newly
launched products shall add value to SME's and government sector's demand
for cost efficient, secure & high quality printing solutions."

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 Conclusion
Canon is one of the strongest brands in India, particularly in digital camera segment. Its global
presence helps in building the brand image in India. Canon global group invests 7.5% of
consolidated revenue in research and development, significantly more than many other
companies. This is important to make continuous innovation in order to stay in the competitive
market. A few important aspects which are observed during the analysis are given below.
i) Canon follows monolithic approach branding strategy as all its products (digital
camera, copier, printer, projectors, scanners, camcorders, facsimiles etc.) are
launched in the brand name of Canon.
ii) The company has three sub brands in digital camera category. These are IXUS,
Power Shot and EOS. Each sub brand is targeted to the potential customers to
capture the various segment of the market using different slogans.
iii) Canon has taken many steps recently for brand building. Out of them, Image
Lounge, Brand Ambassador, Regional Outreach Program have a significant
prospect.
iv) Canon has placed its position as emotional positioning (credence attributes)
based on role model (Sachin Tendulkar). It has already created a value
proposition in the mind of customers to whom perceived quality of Canon is very
high.
v) Successful introduction of entry level DSLR camera (EOS 1000D) with a
competitive price, reflects one of the pricing strategies of Canon.
vi) Regular introduction of new variants, replaces its old products, which is
observed through cannibalization effect in Power Shot category.
Canon EOS has a various kind of products on the markets.
Once the product reaches the declines in life cycle, new product should be design and
introduce.
Canon EOS has a good maintained-trend in terms of quality for decades.
Getting a more suitable place for distribution center for Canon allow the Canon to face
the future increase in demand.
Forecasting for sales allow the company
predict for the demand in future.

References

25 | P a g e
 1. Official website of Canon India Limited [http://www.canon.co.in/
2. Website http://www.dpreview.com/
3. 11. Website http://www.dcresource.com/
4. 12. Website http://www.cameras.co.uk/
5. 13. Website http://www.steves-digicams.com/
6. 14. Website http://reviews.cnet.com/
7. 15. Website http://www.dcviews.com/
8. 16. Website http://www.photoreview.org/
9. 17. Website http://www.infosyncworld.com/
10. 18. Website http://www.ephotozine.com/
11.http://www.canon.co.in/
12.http://articles.economictimes.indiatimes.com/keyword/canon
13.http://timesofindia.indiatimes.com/tech/tech-news/Canon-India-launches-
two-new-MFDs/articleshow/48162567.cms

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