The Team
Brian Annis Account Executive
Charles Derupe
Gabriella Iarrobino
Mara Martin
Rachel Dunnigan
Creative Director
Account Planner
Media Planner
Brand Manager
Agenda Strategic – – – – – –
SWOT Historical Analysis Innovation Analysis Market Analysis Competitive Analysis Target Profile
Creative – – – – – – –
Overview Executions Print Nontraditional Guerilla Commercial Media Plan
The Company
Canon is a Japanese imaging and optics manufacturer based in Toyko, Japan.
Established in 1937, Canon has a history of manufacturing their own line of custom built precision optics, including cameras.
Electro-Optical System (EOS) is Canon’s digital single lens reflex(DSLR) system brand, and is divided into four subgroups:
Canon EOS Product Segmentation 1D Series
XD Series
X0D Series
Rebel Series
Canon EOS Product Segmentation
X0D The Series Canon 60D
Historical Context 1933- First Prototype Camera “Kwanon”
1935- First Camera Produced: Hansa Canon
1941- First Indirect X-ray Camera Produced
1967- "Cameras in the right hand, business machines in the left."
1955- New York Office Established
1976- AE-1 SLR Camera Introduced
2000-Canon Inc. ADRs listed on the NYSE
2000-PowerShot S100 DIGITAL ELPH (DIGITAL IXUS) compact digital camera introduced
2002-EOS-1Ds high-end professional digital SLR camera
Canon SWOT Analysis Strengths – Leader in the optics industry – Canon’s Digital Trinity • EF Lenses • CMOS Sensors • DIGIC Processors
– Environmentally conscious products and management practices – Protects IP, consistent QA
Canon SWOT Analysis Weaknesses – Waits for competitors to test experimental technologies (i.e. Nikon D90 Video Recording) – Declining operating margin – Price divide between EF-S and EF L Lenses
Canon SWOT Analysis Opportunities – Mirrorless SLR bodies with the EF lens mount – Digital Medium Format bodies/Lenses – Capitalize on the HDSLR trend – Introduce a Tier-2 Professional Full Frame DSLR (5D Mk II --> New Product (3D Mk I) -->1D Mk IV)
Canon SWOT Analysis 1D Mk IV New Product (3D Mk I)
5D Mk II 7D
Canon SWOT Analysis Opportunities – Mirrorless SLR bodies with the EF lens mount – Digital Medium Format bodies/Lenses – Capitalize on the HDSLR trend – Introduce a Tier-2 Professional Full Frame DSLR (5D Mk II --> New Product (3D Mk I) -->1D Mk IV) – Roll out updated firmware to existing hardware to maximize consumer investment
Canon SWOT Analysis Threats – Economic recession • No incentive to release new models
– Poor stock management – Ongoing patent and IP lawsuits – Rapid electronics innovation cycle
Innovation Analysis Industry Innovations – EVIL (Electronic Viewfinder Interchangeable Lens) cameras – Sensor technology always improving • Improved low light performance
– Extended Dynamic Range • Conserves details in the shadows and highlights by metering the light at three levels in three separate photos then combining them
Innovation Analysis
+2 EV
Metered EV
-2 EV
Innovation Analysis Industry Trends – Lower prices, higher quality – DSLRs with HD video (HDSLRs) – DSLRs becoming lifestyle items • Manufacturers offering them in a variety of colors
– Weather resistant bodies • Not offered by all manufacturers
– Articulating LCD screens
Innovation Analysis Consumer Behavior – Natural progression from point-and-shoots to DSLRs – Consumers value the ability to manage, share, and access images in the right context
Sales Trends – DSLR and interchangeable lens camera sales grew 2.3% over the previous year and now account for 9.3% of the overall market. – For 2010, DSLRs and interchangeable lens cameras sales will grow 11.1% compared to 2009. – InfoTrends predicts the market for DSLRs will expand 16% this year (2008) and won’t peak until 2012.
Market Analysis State of the Camera Market – Camera market has been in decline since 2006 – Due to decline, manufacturers were looking for ways to add value that would motivate sales, such as features • 2009 = $8,746 million with an annual change of - 7.1% • 2010 = $8,824 million with an annual change of .9
Market Analysis
Competitive Analysis Competitors – Nikon, Sony, Olympus, Fuji, and Pentax • Nikon is the biggest threat to Canon
Competitive Analysis Competitors – Nikon, Sony, Olympus, Fuji, and Pentax • Nikon is the biggest threat to Canon
• Nikon’s strengths include: – Extensive Brand Loyalty – Rapid product innovation and release cycles – Compatible with a massive back catalog of F Mount lenses • 1977-Present
Competitive Analysis • Nikon’s weaknesses include: – inflated pricing – less market share than Canon – more confusing interface – relatively unrecognizable when compared to Canon equipment
Competitive Analysis
SONY’s strengths include: – Innovation, can’t compete directly • Transparent Mirrors • New EVIL bodies (NEX3/NEX5)
– Streamlined product portfolio – Strategic partnership with Ziess Optics – Compatible with a massive back catalog of A Mount lenses • 1980-Present
Competitive Analysis
SONY’s weaknesses include: – Large amount of debt, less maneuverable – EVILs have not been around long enough to indicate a successful product segment. – Minimal market share – Very few photo professionals (heavy users/sales drivers) use SONY
Target
Meet Alex
Target
Alex is a Foto Emer-gent • A young up and coming male professional with a vested interest in photography.
Target
Alex’s Demographic • 21-34 • Makes $50k+ • Unmarried • Professional • Has a degree • Politically/Socially Conscious
Target
Alex’s Geographic Location • United States • Major urban areas/cities
Target
Alex’s Psychographics • Yuppie • Competitive • Technology oriented • Fast paced work week • Leisurely weekends • Personal projects • Frequents high traffic venues • Bar • Theatres • Gyms • Friend’s places • Sports Arenas
Creative Executions Full Scale Launch Campaign – Print • 3 Ads • 6 publications • 2 publishers
– Nontraditional • Subway Animation • Taxi Wrap • Youtube Sponsorship
– Guerilla • Passive • Interactive
– Nationally Televised Commercial • Multiple markets
Concept Issues Canon faces: – Disconnect • Unrecognized emotional and lifestyle benefits that cameras bring to customers
– Prosumer level users balance both technical benefits and emotional benefits from their product choice Solution: – “One Shot At Life” campaign – 3 main emotional/lifestyle benefits • success, freedom, and love
Focus Group • Target Audience Analysis – Prosumer level customers • technical advantages • emotional benefits from use
• - 3 Important Values for Foto Emer-gents – success in career – freedom through creative outlets – romantic relations/preparation for stable family life
Artistic Elements Notable Elements: – Canon color scheme – reflection of fast paced work life, calm leisure life, and flirty romantic life – 3 personas reflecting 3 thematic environments – multi-ethnic backgrounds for growing variety in target audience
Commercial • National TV Campaign • Segmented into three parts – Low light – Autofocus – HD Movie mode
Commercial • http://www.youtube.com/watch?v=gpBeex5 CXLA
Media Plan • Budget – $15 million – Production costs: $150,000 – Guerilla campaigns: $25,000 – Non-traditional: $500,000
– Network television: $10 million – Cable television: $4 million – Magazine: $1.5 million
Media Rollout Fiscal Year
2011
Month Beg. Wk
Jan 2
9 16
Feb 23
30
6
13
20
Mar 27
6
13
20 27
Apr 3
10
17
May 24
1
8 15
Jun 22
29
5
12
19
Jul 26
3 10
17
Aug 24
31
7
14
21
Sep 28
4 11
18
Oct 25
2
9
16
Nov 23
30
6
13
20
Commercial The Office
5-30sec
Walking Dead
5-30sec
MNF
5-30sec
60 Minutes
5-30
Print Ad Details
1 Full Page Ad
GQ
1 Full Page Ad
Wired
1 Full Page Ad
PopSci American Photo PopPhoto
1 Full Page Ad 1 Full Page Ad
1 Full Page Ad 1 Full Page Ad
1 Full Page Ad
1 Full Page Ad
Guerrilla Passive
2 cities/wk
Interactive
2 cities/wk
Nontraditional Subway Taxi YouTube
Yearlong sponsorship w/ 3 on-camera appearance of 60D/9 product mentions
Measurement • Twitter – Bit.ly traffic sourcing • QR Codes • 60D Page
– Hashtags • #oneshot • #Canon60D
• Youtube – Canon Sponsored Pages – Mr. Arturo Trejo • Views • Subscribers
• Google Analytics • Monitoring for Passive Guerilla Images – Flickr/Facebook
Questions?