1. Canon and the Digital Camera Industry
(1)Brief History
Canon was founded in 1937, starting as a camera making company. Today, 83 years later from the foundation, Canon took the second place among Asia’s top 1000 brands following Sony of the first place. In Asia, Canon’s brand power already surpassed those of Nike, Google and Coca-Cola. Canon’s mission is Coexistence which means ‘
Ⅰ. Background of Selecting Cannon
1. Market analysis of Canon and the Reason Why We Choose Canon.
Canon took 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
(3) Differentiation strategy
- Technique differentiation
- Product differentiation
- Production differentiation
We're trying to position our produnt through technique, product, production centered differentiation.
this product have functions which to send email or personal homepage, to edit photo using digital camera (doesn't need to use a computer). These are functions of the digital
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
canon과 같은 브랜드들과 경쟁 시, 우위를 나타내지 못 하고 있다. 이런 시점에서 브랜드 이미지 강화 및 디지털 카메라의 새로운 시장이 될 30대 부터 중.장년층의 시장선점을 위해 효과적인 체험 마케팅 프로그램을 제시하려고 한다.
Situation Analysis
실상을 살펴보면
높은 성장률의 디지털 카메라