Distinct Creations Earl Alikpala, Lauren Fitzpatrick, Kingsley Poon, Colleen Smith, Kevin Willemse BCIT Marketing Set D
Agenda • • • • • • • • • •
Introduction Marketing Objective Situation Analysis Canon Stakeholders Competitive Analysis SWOT Communication Objectives Target Audience Marketing Mix Past Promotions
• • • • • • • •
Marketing Communication Strategy Message Design Media/Message Delivery Stakeholder Strategies Budget Allocation Blocking Chart Sample Evaluation Conclusion
Introduction 1933 - Kwanon is formed, produces Japan's first 35mm focal plane shutter camera was produced
1947 - after success in various photographic and optical instrument development, the company was renamed to Canon Camera Co., Inc 1971 - Canon started production on the Canon F-1 professional SLR 1973 - Canon officially entered Canadian market 1976 - Official sponsor of Montreal’s Olympic games 1984 - Canon’s first digital camera created
1987 - EOS Brand launched 1990 - Had captured vast majority of professional photographic market 1997 - Canon enters digital camcorder market
2003 - EOS Digital Rebel launched
Marketing Objective “Between January 2013 and end of December 2013, with a budget of 5 million dollars, the integrated marketing campaign proposal aims to increase Canon Canada’s consumer digital camera market share by 1.9% to 33% total.”
Situation Analysis - Political • Little political influence in the industry • Canadian consumers tend to pay less for Canon products (Chiu, 2011)
Situation Analysis - Economical • $882 million camera industry
• DSLR sales growth • Shift to “self-gifters” • Consumers purchasing cameras for themselves spent an average of $216
Situation Analysis - Economical
Source: Cutting, 2011
Situation Analysis - Social • Sharing life through photographs (Gannes, 2012).
Source: "A Picture Can Say", 2011
Situation Analysis - Social • Strong sense of camaraderie
• Photographers tend to be fiercely brand loyal • Little difference between competitors • Recognise the photographer, not the camera
Situation Analysis - Technological • Continued industry innovation
• More powerful yet easier to use cameras • DSLR Interchangeable lenses • DIGIC 5 processor
Situation Analysis - Technological • “HD lifestyle”
• Increased popularity of mirrorless cameras
Situation Analysis - Technological • Social media sites supporting digital camera sales (Euromonitor International 2011)
• Point-and-shoot cameras overtaken by smart phone cameras for spontaneous moments
Situation Analysis - Technological
Stakeholders - Customers • Mantra: “Design for use”
• Universal Design Project • Minimal direct interaction with consumer
Stakeholders - Shareholders • Publicly listed company
• 1,334 million shares, 181,000 shareholders • Provide accurate information regarding
their management and business strategy • Developed own guidelines to provide fair and prompt information
Stakeholders - Employees • “Kyosei” • Code of conduct against discrimination for all employees • Programs to empower women and persons with disabilities
• Five-day work week initiative and shorter working hours
Stakeholders - Others • Red Cross
• Clean Earth Campaign (green initiative) • The Canon Envirothon
Competitive Analysis • Digital camera launched 17 years ago • Started megapixel race while educating consumers • Caused a slow shift to DSLR market • Smartphone helped this shift
Competitive Analysis • Multiple competitors
• Canadian market share leader at 31% (Euromonitor International, 2011)
• Mainly due to Canon’s broader range in entry level market
Competitive Analysis
Competitive Analysis • Long time competitor – Nikon, but no USP between the two • Focus has moved to: • • • •
Ease of use Brand loyalty Perceived quality Upselling/upgrading
• Rebel T4i delivers on the above
Competitive Analysis • Fanatical brand loyalty
• Brandz Top 100 list places Canon at #20
Competitive Analysis • Loyal market is not well engaged
Source: “Only half of brands”, 2012
SWOT – Strengths • Worldwide brand recognition and equity
• Leader in new photographic technologies • Brand loyalty • Market share leader
• Online purchasing platform
SWOT – Weaknesses • “Big Box” image
• Lack of differentiation • No distinct, ongoing and parallel campaigns
SWOT – Opportunities • Growing online photo sharing
• Rise in demand for digital SLR Cameras • High definition, tech-savvy lifestyle
SWOT – Threats • Smartphones vs. point-and-shoots
• Intense DSLR competition • Mirrorless camera market expansion
Communication Objective • Already enjoy vast brand awareness
• 31% preference rate • Objective is to convert 5% towards action
Communication Objective 5% Action 20% Conviction 31% Preference 70% Comprehension 90% Awareness
Communication Objective Pyramid
Target Audience - Demographic • Age: 25 – 34 (Generation Y)
• Gender: Male & Female • Marital Status: Never or newly married • Income: $35,000 - $50,000
• Education: post-secondary educated
Target Audience - Geographic • Canada-wide (Television, Online)
• Census Metropolitan Areas with a population >200,000 with a focus on >1,000,000
Target Audience - Behavioural • Strong brand loyalty
• User status: potential user & “DSLR Upgrader” • Usage rate: medium to heavy
Target Audience - Psychographic • Personality: extroverted, adventure & thrill seekers, travelers
• Values: actively gathering external & internal information. Value achievements & life experiences. High expectations for quality
Marketing Mix - Product
Canon Rebel T4i
Marketing Mix - Price • Odd-even pricing strategy within the $899 $999 range
• Matches competitors
Marketing Mix - Place • Nationwide via Canon’s online store and various other online retailers and affiliates.
• Available offline, using a selective distribution strategy in “big box” electronic stores and speciality camera stores
Past Promotions
Your Second Shot
Ron Howard’s Project Imagin8ion
Shoot Like a Star
Vancouver 2010 Winter Games
Marketing Communication Strategy Advertising Benefits: • Pervasive • Nationwide • Creative delivery – audience responds well to innovation Challenges: • Can get lost in the noise • Expensive • Time poor audience is hard to engage
Marketing Communication Strategy Internet Marketing Benefits: • Target Audience is tech-savvy & the largest internet user base (NAS Recruitment Communications, 2009)
• • •
Target market responds best to internet marketing vs. Gen X/Boomers (Rebecca, 2012) Target audience is time sensitive –internet is chosen medium Highly measurable
Challenges: • Large amount of spillage • Huge amount of noise • Not pervasive – consumer controlled
Marketing Communication Strategy Sales Promotion Benefits: • Captures price sensitive users • Purchase motive for Target Audience to engage in repeat purchase • Builds brand equity • Tool for interaction with Target Audience Challenges: • High presence of noise • Target prefers instant results over delayed results • Might only be used by consumers who are already brand loyal • Decreases the bottom line
Marketing Communication Strategy Public Relations Benefits: • •
•
Perceived as a credible and objective information source Ties closely to word-of-mouth marketing, an effective tool for target audience Allows for transparency and third-party endorsements
Challenges: • •
Difficult to control – opinions may clash with intended message Campaign must be buzz-worthy capture attention of media
Message Design
Message Design
Media/Message Delivery Advertising Internet Marketing Sales Promotion
Public Relations
TV Commercial Out of Home canon40moments.ca Video Tool 40 Camera Giveaway 40 Destinations in 40 Days Gift Certificates Press Releases & Social Media
Media/Message Delivery TV Commercial
Media/Message Delivery Benefits: • Creates an emotional connection • 40 moments ties in with Canon’s 40 years • Audience imagines Canon as a part of their lives • Deliberate airing gap between characters will create buzz • Allows fondness and online/offline discussions to grow for each hero
Media/Message Delivery Challenges: • Expensive • Difficult to control exposure, breadth, and attention • Viewer may not be exposed to all characters
Media/Message Delivery canon40moments.ca
Media/Message Delivery Benefits: • Single point of contact • Ability to gather consumer information • Links raise awareness of other products/campaigns • Central repository of all campaign efforts
Media/Message Delivery Challenges: • Require administration and setup • Must be regularly updated
Media/Message Delivery Video Montage Tool
Media/Message Delivery Benefits: • Active engagement with Canon’s audience • Gives instant gratification
• Exponential awareness from social networks • Drives viewers to Canon’s YouTube Channel
Media/Message Delivery Challenges:
• Need to license/purchase software • Site administrator will be required • Bandwidth require close supervision
Media/Message Delivery 40 Camera Giveaway
Media/Message Delivery Benefits:
• Inexpensive • Grows online database • Creates potentially loyal users
Media/Message Delivery Challenge:
• Requires various legal rules and administration
Media/Message Delivery 40 Destinations in 40 Days
Media/Message Delivery Benefits: • Create massive buzz from more professional photographers • Prize is appealing enough to attract all serious amateur to professional photographers • Creates more PR opportunities • Spinoff of trip will generate revenue and further awareness of Canon and the memories and moments it creates
Media/Message Delivery Challenges: • Requires many more levels of professional planning • Involves more external stakeholders
Media/Message Delivery Out of Home
Media/Message Delivery Benefits: • Massive reach with a 24/7 audience • Constant change creates higher interest
• Word of mouth buzz will be generated
Media/Message Delivery Challenges: • Have to cut through clutter to grab attention • Those unfamiliar may not identify special nature of the board • Higher than usual costs due to alternating boards
Media/Message Delivery Gift Certificates
Media/Message Delivery Benefits: • Boosts sales of the Rebel T4i • Create awareness of Canon’s online shopping portal • Boost spin-off purchase revenue >$40 • Grow database of registered Canon product owners
Media/Message Delivery Challenges: • Production cost of gift certificates needs to be considered • Change outside packaging print to include announcement
Media/Message Delivery PR, Social Media and Press Releases
Media/Message Delivery Benefits: • On going part of Canon Canada’s marketing campaigns • Promotions throughout year can help create rise in social media engagement
Media/Message Delivery Challenges: • Potential increase in public engagement efforts
Stakeholder Strategies - Consumers • Advertising, internet marketing, sales promotion and public relations • Strengthen loyalty of Canon owners • Increases Conviction held by those committed to buying Canon Cameras
Stakeholder Strategies - Employees • Will be internally informed to be aware of celebrations and events • Any internal staff that may interact with consumers will be fully trained on how to respond to queries
Stakeholder Strategies - Retailers • Well informed of Campaign • Sales promotion activity will be well communicated • Existing product merchandising material will remain intact
Stakeholder Strategies - Shareholders • Reaffirm Canon as market leader
• Increase shareholder confidence and brand value
Budget Allocation
Budget Allocation
Blocking Chart
Evaluation • Market research by Ipsos Canada • Nationwide survey – pre and post • Examine unit sales, sales revenue, and online clicks • December 2012 and January 2014
Conclusion The “your moments” IMC campaign will lead the target audience to make connections between life’s special moments, Canon, & the Rebel T4i Canon’s digital camera sales will increase by 1.9% to reach the marketing objective of 33% market share by December 2013
Thanks & Questions
Navigation • • • • • • • • • •
Introduction Marketing Objective Situation Analysis Canon Stakeholders Competitive Analysis SWOT Communication Objectives Target Audience Marketing Mix Past Promotions
• • • • • • • • •
Marketing Communication Strategy Message Design Media/Message Delivery Montage Tool Stakeholder Strategies Budget Allocation Blocking Chart Sample Evaluation Conclusion