Brand Ambassador

Group Members
Basit Ali
Umar Afzal
Usman Riaz

Introduction
Japanese corporation
Founded in August 1934,
by Goro Yoshida
Canon headquarters are
found in Tokyo, Japan
Keypeople
Fujio Mitarai chairman
and managing director
Tsuneji Uchida president
and chief operating officer

History
Origins of company name
Got the name Kwanon by
Goro Yoshida
In 1937 Kwanon began
developing a prototype of
Japans first-ever 35mm camera
The name Canon began in 1935
Global Marketing Philosophy
Global Presence
North America
Latin America
Europe
Africa
Middle East
Asia
Oceania



Canon Global Goal
Double canons resource efficiency
Canon aims to be a global corporation that supports a
recycling-oriented society
1. Reduce waste through the sorting
2. Collection and recycling of materials
Canons Products
Photographic equipment
Digital SLR cameras
Camcorders
Lenses
Optical products
Printers
Scanners
IT imaging equipment

Canons Product Profile
Strength through Diversification
Global Statistics
Revenue
$68,764 billion
(2013)

Net income
$3,044 billion (2013)

Employees
192,572 (2013)

Marketing Mix
Product
1. Various models for example, power shot, EOS , SLR ,
etc.
2. Available in different colours.
3. Better zooming options.
4. Megapixels
5. Makes videos
6. Stores thousands of images.

Marketing Mix cont..
Price
1. Generally it starts from 100$.
2. Everyone can easily afford.
3. It varies from product to product.
Promotion
1. Chooses celebrities in different countries.
2. Giving discounts on festivals.
3. Credit promotion on credit cards
4. Canon is the sponsor of famous racing
event Formula 1

Marketing Mix cont..
Place
1. Canon has large
number of stores in the
world.
2. Canon operates its
business from Japan in
different countries.

Global Marketing Strategies
Realizing the World's No. 1 Products through
Innovation
Globalizing Innovative Technologies
Pursuing the World's Best Manufacturing
Striving to Deliver the Highest Value
In Pursuit of a Sustainable Society
Training the Leaders of Tomorrow

SWOT Analysis
Strength
1. Technology: Canons superior technology has is a great asset
for the company, as it facilitates canon in meeting its as well as
customers high standards.
2. Cost Advantages: Canon has worked hard on reducing its
operational costs, which allows company in making high profits
by making cost efficient products.
3. Customer Loyalty: one of the greatest strength of canon has
been its large amount of loyal and satisfied customers, who
prefer canon more than any other player in the market.
4. Brand Name: Building a strong brand name has always been a
dream of many global digital companies and canon has
succeeded in making its brand not only strong but a powerful
brand, which allows it to experiment and produce new products.
5. Economies of Scale: Canon has one of the most sophisticated
and state of the art production facilities which help in achieving
economies of scale.

Weakness
1. Canon has faced problems like lacking behind in
quality and new technology to other brands in the
market few times.
2. High prices: Few products produced by canon are high
priced which compels customers to look for low priced
products of other brands.
3. Battery technology: Canon has this problem that the
battery time of its many products is very low, and it
has not succeeded yet in improving it.
4. Cut throat competition lead to invest more on
advertisement which lead to increase in price of the
product.

Opportunity
1. Online Market: The online market offers a great opportunity for Canon to
expand its online business. It would allow Canon to target a much wider
audience by investing much less than conventional ways.
2. Innovation: Canon invests a great amount of money on R&D; therefore
inventing new and latest products can be a source for Canon in meeting
future demands of its individual and business customers worldwide.
3. New Markets: Although Canon has a significant global presence yet
there are many regions of the world which are yet to be tapped properly.
These new markets will allow Canon in expanding and diversifying its
products and services.
4. New Technology: Canon has the ability of introducing new technologies
to meet the ever growing demands of sophistication and comfort, which is
a source of enhancing its overall brand image. Developing new technology
also allows company in building competitive barrier for its rivals.
5. International Expansion: Growing International markets are a source of
opportunity for Canon to expand its existing business as well as diversify
to increase sales and revenues.
6. Greater Scope of digital technologies in nearby future: Everyone is aware
of the changing global trends as businesses and individuals are moving
towards digital technology from old ones, which can be a source of
enhancing and boosting its business for Canon.

Threats
1. Mature Markets: Digital market has somehow reached
maturity, which poses a threat for Canon in maintaining and
increasing its market share.
2. Bad Economy: Business like Canon is much dependent on
flourishing economies, as bad economy will hurt Canon and
reduce its sales.
3. Competition: There are many players in the digital business,
hence becoming difficult for Canon in increasing its market
share and retaining the existing one.
4. Change in Tastes: Due to rapid change in technology
customers change their tastes very rapidly; which means a
company has to be always on its feet in order to respond to
changing trends rapidly.
5. Substitute Products: There are many substitute products
available in the market, both international and locals, which
can hurt Canon in its efforts to grow and charge a premium
price for new innovations, because there is always a threat of
losing customer in this case