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11
10 STEP Marketing Plan for
CANON DIGITAL SLR CAMERA
Rocheel Lee C. Deluta
March 2012
This 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’sAGSB marketing management class.
The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.
When appropriate, data are “masked” so as not to create unexpected conflicts.
The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes.
Disclaimer
22
1. Canon PTM are “photo lovers”, hobbyist
2. Who want to be professional photographers
3. Can choose Nikon and Sony
4. Gap is all other brands offer high ISO performance
5. Market size is 141 million, market share is 63 million (49.5%), top 10 best selling camera
Steps 1 to 5
Summary headline of your
PTM and market
33
6. DSLR camera is a digital based camera where you look through the lens on the camera that will also be capturing the images. While exposure is made an internal mirror moves out of the way to let the light reach the image sensor to the images can be recorded and stored. Canon DSLR is an “Electro-Optical System”, autofocus capable
7. Is priced 11% less than Sony but 8% more than Nikon
8. Uses events and experience
9. Is distributed globally
10. Uses niche and differentiation approach to win
Steps 6 to 10
Summary headline of the
marketing mix & strategy
44
1. Canon DSLR Camera primary target
market (PTM) are “photo lovers”
� Ages 18-55 years old, social class AB and C, single, married
� Students, amateurs, professionals
� “Click” and get high quality pictures
55
2. Canon DSLR users need to
gain prestige
Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler
Feels like professional
photographer
Physiological needs (food, water, shelter)
Safety needs (security & safety)
Social needs
(sense of belonging, love)
Self-actualization needs
Self-development & realization Belongs to
social class
66
2. Photo lovers have unique
needs, wants, and demands
Photo lovers Needs to develop skills, to be professional, belong to professional photographers club, gain prestige, and achieve self-actualization
Photo lovers Wantshigh quality pictures, durability and reliability, variety of features, ease of control, and shutter speed/lag time, price
Photo lovers Demandsfeel professional when shooting/taking pictures, pictures can print large size with high quality output, pictures can share publicly (like FB, photos bucket, etc.)
77
3a. Canon DSLR has many
formidable competitors
� Direct: Nikon, Sony, Olympus, Panasonic (Lumix), Pentax, Samsung
� Indirect: Point-and-shoot camera, camcorder, cellphone camera
� Variables: ISO sensitivity, features, price, lenses, accessories, service center availability
88
3b. Canon DSLR offers lower
price among others
99
Price vs User Level Matrix
Low
Price
High Price
ProfessionalHigh-EndAmateursEntryPrice/Level Matrix
Sony
Nikon
Canon
Sony Sony
Sony
Canon
Canon
Canon
Nikon
Nikon
Nikon
Canon DSLR Camera has 50
different lenses that fit to any
Canon models
ImageImage
Shutter Shutter
SpeedSpeed
Available Available
LensLens
Effective Effective
Sensor SizeSensor Size
High Image High Image
SensorSensor
SONY ALPHA
SLT-A65
NIKON D5100CANON T3i/600DFEATURES
1010
Features Positioning Features Positioning vsvs Brand MatrixBrand Matrix
Canon DSLR Camera niche
positioning to the photo lovers
510g (body only)Weight (light)Weight (light)
DimensionsDimensions
ISO SensitivityISO Sensitivity
File FormatsFile Formats
ViewfindersViewfinders
SONY ALPHA
SLT-A65
NIKON D5100CANON T3i/600DFEATURES
1111
The Best Digital SLR of 2011
11
22
The A65 is all about speed - capable of capturing
consecutive 24 megapixel images at a rate of 10 per
second while leveraging a continuous 15-point
autofocus system..
Sony SLTSony SLT--A65A65October
You can shoot Full HD videos and 16 megapixel
pictures from all angles using the tilt-and-flip LCD on
the D5100. Good for low-light, the ISO goes all the way
up to 25600.
Nikon D5100Nikon D5100April
The T3i is the first digital Rebel with a tilt-and-flip LCD
screen. It also has a robust video mode for aspiring
film-makers.
CanonCanon T3iT3i 600D600DMarch
NOTESNOTESCAMERACAMERARELEASE RELEASE
MONTHMONTH
http://www.digital-slr-guide.com/best-digital-slr-of-2011.html
Sony has “followed” Nikon and
Canon positioning and offers
more higher image sensor
Sony has
offers DSLR
camera with
high Image
sensor, 24.5
MP
1313
4. Canon DSLR Camera offers
based on users level
1414
Canon Professional DSLR Cameras are Canons flagship DSLR camera models. Best rugged build and better weather sealing than
other Canon DSLR models. 100% viewfinder field of view, faster performance. Use APS-H size full frame sensors and Double card
slots for redundancy.
(EOS 1D Mark 4, EOS 1Ds Mark 3, EOS 1D Mark 3)
Canon High-End DSLR cameras which are Canon Prosumer DSLR Cameras have Full frame sensor and lot better weather sealing
than other 2 basic levels of Canon DSLR cameras. better built and no in built flash. Canon Prosumer DSLR Cameras are lot
expensive than Canon DSLR cameras. Body only can cost you $1500+.
(EOS 7D, EOS 5D Mark 2, EOS 5D)
Canon Advanced Amateur DSLR Cameras which are also known as Canon midrange DSLR Cameras use Pentaprism viewfinder and
have higher frame rate. Built with magnesium alloy and rugged design. Partial weather sealing.
(EOS 60D, EOS 50D, EOS 40D, EOS 30D)
Canon Entry Level DSLR cameras have Pentamirror viewfinder and lighter and cheaper built than other Canon DSLR camera ranges
but These are great for beginner photographers. Cheap but yet Canon entry level DSLR cameras give you all functionally a DSLR
cameras should have.
(Rebel T3i, Rebel T3, Rebel T2i, Rebel T1i, Rebel XS, Rebel XSi, Rebel xTi, Rebel xT)
CANON DSLR CAMERASCANON DSLR CAMERAS
5a. Estimate the market size
using competitor data
1515
http://www.canonrumors.com/2011/04/canon-destroys-nikon-in-dslr-marketshare/
29.8%
5.1%
8.7%44.5%
11.9%
Canon Nikon Sony Olympus Samsung/Panasonic/Pentax
DSLR Camera Global Market Share 2010
5a. Estimate the market size
using competitor data
1616
http://www.canonrumors.com/2011/04/canon-destroys-nikon-in-dslr-marketshare/
2012 data: Market size for DSLR Camera is 141 million
Market share:
Canon – 44.5% Sony – 11.9%
Nikon – 29.8% Olympus – 5.1%
Others (Panasonic, Samsung, Pentax – 8.7%
5b. Camera’s overall sales fell by
11.6% or 105.9 million units, 2009
1717
http://www.dpreview.com/news/2010/1/26/cipa2009
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 CIPA, which gets its figures from all the major
Japanese camera makers, predicts integrated-lens camera
sales will rise 3.0% while DSLRs and interchangeable lens
cameras sales will grow 11.1% compared to 2009.
1818
Share of Sales by the Top 20
dicital SLR Camera 2011
6a. DSLR Camera Canon, Nikon
and Sony websites
1919
7. Price
2020
$2,699$2,699$2,499Professional
$2,699$2,133$3,199High-End
$1,998$1,400$1,200Amateur
$1,000$749$899Entry
SONYNIKONCANON Level
Actual Prices @ Amazon.com
8a. Which of these modes
does your product use?** Pls. rank most used, 1-highest use
2121
8a. Which of these modes
does your product use?** Pls. rank most used, 1-highest use
2222
8a. Canon Advocacy Team
2323
2424
“Canon is looking forward to more projects
to benefit Operation Smile Philippines,” said
CMP CEO Alan Chng. “I believe that smiles
are integral to life, especially with our
commitment to delighting our customers.”
The donation was generated through three
separate activities: The Print for Smiles
Program, the Canon Tiendesitas Sale, and an
internal donation from CI-Tech.
8a. Corporate social responsibility
8a. Your products
Promotions
Describe what you propose to do/ product is currently doing vs. the 8 modes of communications.
Show executions of this (from websites, print ads, actual commercials)
2525
8b. Canon in action
2626
8b. Canon DSLR camera local
endorsers, Papa “P” and Kuya Kim
2727
8b. Competitor promo
2828
8b. Competitor promo
2929
8b. Competitor promo
3030
9. “Place” challenges for
DSLR Camera
� Where is your product available?
� Supermarkets, sari-sari stores, convenience outlets, drugstores
� Nationwide or in key areas only?
� Method of delivery (some products can be delivered to your home, ordered via internet, phone orders, etc.)
3131
9. “Place” challenges for
DSLR Camera
3232
Canon as ““Best Best
Gift ideas
Gift ideas””
3333
Canon asCanon as
““Most Wished For
Most Wished For””
9. “Place” challenges for
DSLR Camera
9. “Place” challenges for
DSLR Camera
Canon as
““Top RatedTop Rated””
3434
10. Canon DSLR Camera is
niche leader
Canon DSLR Camera’s main strategy is to dominate the niche market of 18 to 50 year old photo lovers.
Its benefits from the distribution leverage of Canon.
Has an excellent, premium priced, product distributed globally.
3535
SUMMARY
3636
1. Canon PTM are “photo lovers”, hobbyist
2. Who want to be professional photographers
3. Can choose Nikon and Sony
4. Gap is all other brands offer high ISO performance
5. Market size is 141 million, market share is 63 million (49.5%), top 10 best selling camera
Steps 1 to 5
Summary headline of your
PTM and market
33
77
6. DSLR camera is a digital based camera where you look through the lens on the camera that will also be capturing the images. While exposure is made an internal mirror moves out of the way to let the light reach the image sensor to the images can be recorded and stored. Canon DSLR is an “Electro-Optical System”, autofocus capable
7. Is priced 11% less than Sony but 8% more than Nikon
8. Uses events and experience
9. Is distributed globally
10. Uses niche and differentiation approach to win
Steps 6 to 10
Summary headline of the
marketing mix & strategy
33
88
10 STEP Marketing Plan for
CANON DIGITAL SLR CAMERA
Rocheel Lee C. Deluta
March 2012
3939
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