Canon India Ltd. has identified its Consumer Imaging and Information Division (CID), which has witnessed three-fold growth in the calender year 2002, as a major growth engine. Canon India has also firmed up plans to double the distribution network and formulate a new advertising strategy to adopt a brand image of technological innovator.
Canon India’s CID comprises products like scanners, printers, digital cameras, projectors, consumables, and calculators. Says Canon India director & general manager Alok Bharadwaj: "This year has been the year of the discovery of CID. We expect CID’s contribution in India to settle around Canon’s global mix—55per cent from Office Systems Solutions Division (OSSD) and 45 percent from CID—by 2004." CID’s contribution has already jumped from 10 percent in 2001 to 25 percent in 2002.
Canon India’s target for 2004 is to secure 10 percent share of the digital camera market; 20 percent in inkjet printer (up from 15 per cent now) and 30 percent in scanners (up from 20 percent now). In 2001, Canon’s share of the printer and scanner market was 3 percent. Even as it strengthens its position in the printer and scanner segment, Canon will sharply focus on new launches like digital cameras and calculators in 2003. This year the company launched 47 new products, including 23 products in the last 10 days in the CID. The new image-driving category Canon digital camera is expected to quadruple sales in 2003.
In line with new growth objective, Canon India will double its existing distribution network of 280 channel partners and 1,400 resellers in 2003. The company has for the first time started developing a channel for digital cameras-—currently, the grey market accounts for over half of segment sales in India.
Mr. Bharadwaj says, "Within the next couple of months, we will roll out digital cameras in around 200 point-of-sales. We plan to have eight 'Level 1' franchised service centers in top cities by Dec. 31, 2002, besides a company-managed Level 3 service center for digital cameras." (Financial Express)
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