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Two-pronged Canon marketing strategy

Calcutta, July 5: Canon India, the wholly-owned subsidiary of Singapore-based Canon, has split its marketing team to cater to high-value customers and volume customers separately. The company is targeting a 32 per cent growth in the high-value document management and imaging solutions segment with this strategy.

“The sales structure has been bifurcated into value and volume businesses,” says Lakshmi Narayan Rao, assistant director, (marketing, value products).

The value business includes high-end products that cater to the small and medium enterprise (SME) and corporate segments and are valued at Rs 75,000 onwards. These include multifunction products, colour solutions, large format printers, high-speed scanners and document management software solutions.

“The value business contributes about 30 per cent of the company’s total revenues,” added Rao. “We will concentrate on building ‘smart offices’ that will increase efficiency and productivity, reduce costs and manage workflow effectively.”

Canon India had registered a turnover of Rs 202 crore in 2002 (January–December) and expects to take it to Rs 250 crore by 2003-end. According to research house International Data Corp (IDC), the market for document management and imaging solutions products in India is growing at the rate of 90 per cent year on year.

Canon had a 12 per cent share of this market in 2002 and has already achieved a 25 per cent share in the first six months of 2003. This is expected to go up to 30 per cent by the end of the year.

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