Canon
◎ Canon started the camera business in 1933, 20 years after Nikon.
◎ Their first brand name was Kwanon, the name of the Buddha for the mercy. They were named such because the founder of canon has a firm religious faith. After WW2, the company enhanced the size and changed the name intoCanon, similar pronunciation to the original name and has a universal meaning of ‘standard’.
Canon의 강세.
* 디자인면에서 타 회사
제품에 비해 선호도가 떨어짐.
Threat
* DSLR에 비해 컴팩트 카메라 시장은
다수 업체들의 참여로 경쟁이 치열.
* 디지털 카메라의 유사경쟁제품군인 카메라폰
구매 Process
1) 강력한 브랜드 파워 => 구매의향성 증대
2) 축적된 렌즈 기술과 셔터
시장분석
회사 소개
니콘이미징코리아는 최첨단 광학기술력을 가진
세계적인 브랜드 니콘이 한국의 고객들에게
차별화된 가치를 제공하고자 2006년 1월에 설립한
한국법인입니다. 영상문화의 매개체인 컴팩트카메라,
DSLR카메라, 교환렌즈를 메인아이템으로 하여 최고의
품질, 최신의 서비스
Ⅰ. Background of Selecting Cannon
1. Market analysis of Canon and the Reason Why We Choose Canon.
Canontook the first place by 35.9% in the camera market share worldwide according to the sales report from January to November in 2012. Canon is also the best among the other camera brands in sales. Although there are many other famous camera brands such as Nikon, Sony, Olympus, Samsung, Can
see some advertisements just show us useless images, not relevant information or benefits. It needs effective and persuasive messages to make people take action.
3. Can it impact on people in a new way? - Creative ad can change people's way of thinking that could bring positive effect, and make people take action.
Here are some examples.
Ⅰ. Good ad - Canon ad in 동아일보