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Canon Smiles for the Indian Chamber of ming007

August 18, 2011 – 00:00

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August 18, 2011 Like many corporate honchos, Kensaku Konishi likes his game of golf. The 58 year-old believes that relaxes and makes it competitive. In 2007, when he took over as president and CEO of the Indian operations Japanese camera-maker Canon, he knew he would need to soak in every bit of its reserves to remain competitive over par. When he arrived, Canon India was a distant third place in the market of digital cameras and behind HP and Epson printers. E 'was third in the small but lucrative segment where Nikon digital SLR ruled, followed by Sony.

The market was growing rapidly as digitizing in photography at affordable prices. However, the availability of cameras was limited to two multi-brand stores that displayed only a few models of each manufacturer or unreliable gray market, where they were sold imported Canons and Nikon 30-40% less than the original price and with no obligations or warranties. With the exception of Sony, which had a number of gadgets, no company has felt the need of exclusive shops.

Four years after Konishi - who has spent his entire 35-year career in Canon - took over, one out of two DSLRs sold in India through retail outlets is a Canon. It has also become the second largest seller of inkjet printers and laser printers. The market share has jumped five-fold to 35%. The increase was fueled by a marketing strategy that brought him closer to customers.

"It was clear that things needed to change a lot if we were to be in any position of leadership close, " says Konishi, sitting in his office Gurgaon. The first thing he did after his arrival in India was to commission a survey of the internal market. He did not like what the survey found: Jobs in multi-brand stores were often clueless about the characteristics of Canon, putting off buyers.

Konishi, who had stints in the United States, Hong Kong and Singapore, he sat down with his team in January 2007 and decided that the company would replicate a model that had opened the way to Hong Kong - Canon open exclusive shops. "In Western markets, multi-brand stores provided a good experience for the customer, but here we need to go it alone, " says Konishi.

Four years after Konishi - who has spent his entire 35-year career in Canon - took over, one out of two DSLRs sold in India through retail outlets is a Canon. It has also become the second largest seller of inkjet printers and laser printers. The market share has jumped five-fold to 35%. The increase was fueled by a marketing strategy that brought him closer to customers.

"It was clear that things needed to change a lot if we were to be in any position of leadership close, " says Konishi, sitting in his office Gurgaon. The first thing he did after his arrival in India was to commission a survey of the internal market. He did not like what the survey found: Jobs in multi-brand stores were often clueless about the characteristics of Canon, putting off buyers.

Konishi, who had stints in the United States, Hong Kong and Singapore, he sat down with his team in January 2007 and decided that the company would replicate a model that had opened the way to Hong Kong - Canon open exclusive shops. "In Western markets, multi-brand stores provided a good experience for the customer, but here we need to go it alone, " says Konishi.

Canon had to quickly move the market was growing by 50% every year and leader Nikon has been widening the gap between self and others. The market for Digital cameras today is 35 lakh units, high-margin DSLRs sell about two lakh units. Canon soft launched its first company-owned store, room picture, near the village its headquarters in Gurgaon in 2008. The shop displays all Canon models and allowed customers to try them. Could take and print photos directly there. But they could not buy any of the cameras. E 'was simply an experiential store!

Source: blog.libero.it


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