Deepsha Namdev Canon. Pro

7/31/2019 Deepsha Namdev Canon. Pro.

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PREFACE

This project report is on the MARKETING STRATEGY

OF CANON.

Theories can be read but the perform it in the

real life is different experience will together.

Management courses are designed to produce future

managers and unless you have practical knowledge

the theoretical knowledge is not implicated. Hence

this project is to give us the practical way of knowing

how market behaves and reacts.

This is also in part fulfillment of BBA Degree.

DEEPSHA NAMDEV

BBA IVth

Semester


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Preparing a project of this nature is an arduous task and I was

fortunate enough to get support from a large number of persons I wishto express my deep sense of gratitude to all those who generously helped

in successful completion of this report by sharing their invaluable time

and knowledge.

It is my proud and privilege to express my deep regards to

respected Principal Sir Dr. J.P.N. Pandey, Head of Department Dr AnandTiwari, Mrs. Shikha Urmil Khan and Mr.shailendra patel Department of

Business Management , Govt. Autonomous Girls P.G. College of

Excellence, Sagar, for allowing me to undertake this project.

I feel extremely exhilarated to have completed this project under

the able and inspiring guidance of Mrs. Shikha Urmil Khan . She

rendered me all possible help and guidance while reviewing the

manuscript in finalising the report.

I also extend my deep regards to my teachers, family members,

friends and all those whose encouragement has infused courage in me

to complete the work successfully.

DEEPSHA NAMDEV

B.B.A.IVthSemester


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I declare that the project report titledMARKETING

STRATEGY OF CANON. to prepare the marketing strategy and

Advertisement is my own work conducted under the supervision

of Mrs. Shikha Urmil Khan, Department of Business

Management Govt. Girls P.G. College of Excellent, Sagar. To the

best of my knowledge the report does not contain any work

which has been submitted for the award of any degree,

anywhere.

Name : DEEPSHA NAMDEV

B.B.A. IVth

Semester


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The Project report titled" MARKETING STRATEGY OF

CANON"has been prepared the marketing strategy and

advertisement by Miss. DEEPSHA NAMDEV student of

B.B.A. IVthSemester under the guidance and supervision of

Mrs.Shikha urmil khanfor the fulfillment of the Degree of

B.B.A.

Signature of the

Supervisor

Signature of the Head

of the Department

Signature of the

Examiner


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INTRODUCTION

Although it scarcely predates World War II, Canon Inc. has

ranked as one of the world's leading manufacturers of

electronics, principally optical electronics, since the late 1970s.

Year in and year out one of the top three companies receiving

U.S. patents, Canon has a history of innovation that has brought

it a leadership position in copiers, laser and ink-jet printers, fax

machines, scanners, multifunction devices, film-based and digital

cameras, and camcorders. The company also manufactures and

markets binoculars, camera lenses, liquid crystal display (LCD)

projectors, calculators, semiconductor production equipment,

LCD production equipment, and medical and broadcasting

equipment. Canon has been involved in an important alliance

with Hewlett-Packard Company (HP) since 1985 whereby Canon


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produces laser printers that are sold by HP under the HP LaserJet

brand; approximately one-fifth of Canon's total revenues are

derived from this partnership. The company is also linked with

Toshiba Corporation in a joint venture focusing on surface-

conduction electron-emitter display (SED) television sets, a high-

definition alternative to plasma and LCD sets. Canon still

manufactures the majority of its products in Japan, while also

operating manufacturing subsidiaries in the United States,

Germany, France, Taiwan, China, Malaysia, Thailand, and

Vietnam along with a manufacturing joint venture in Korea.

Fully 73 percent of the firm's revenues are generated outside

Japan, with the Americas and Europe accounting for about 30

percent each.


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HISTORY

1933 - Precision Optical Instruments Laboratory established

1934 - Kwanon camera prototype developed

1936 - Hansa Canon camera introducedHansa Canon 35mm

focal-plane-shutte camera.

1937 - Precision Optical Industry, Co., Ltd. founded

1941 - Japan's first indirect X-ray camera introduced

1947 - Company name changed to Canon Camera Co., Inc.

1955 - New York branch office opened

1957 - Sole European distributor, Canon Europa, established

1961 - Canonet camera introducedCanonet Electric Eye (EE)

Camera.

1964 - Canola 130 calculator introducedCanola 130, the

world's first 10-key electronic calculator.

1967 - Cameras in the right hand, business machines in the


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Left.

1969 - Company name changed to Canon Inc.

1970 - NP-1100 copying machine introducedNP-1100, Japan's

first plain paper copying machine.

1970 - PPC-1 mask aligner introduced.

1976 - Premier Company Plan launched.

1976 - AE-1 SLR camera introduced.AE-1, the world's first

SLR camera with a built-in microcomputer.

1977 - LBP-10 laser printer introducedLBP-10, the world's

first laser printer with a semiconductor laser.

1982 - PC-10/20 personal copying machine introducedPC-

10/20, the world's first personal copying machine with

an all-in-one cartridge system.

1985 - BJ-80 inkjet printer introducedBJ-80, the world's first

inkjet printer using Bubble Jet technology.


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1986 - CLC-1 digital full-color copying machine introduced.

1987 - EOS650 AF SLR camera introduced.

1988 - Corporate philosophy of kyosei introduced with

company's second inauguration.

1990 - Toner cartridge collection and recycling program

Launched.

1996 - Excellent Global Corporation Plan launched.

2000 -Canon Inc. ADRs listed on the New York Stock Exchange

PowerShot S100 DIGITAL ELPH (DIGITAL IXUS) compact

digital camera introduced.PowerShot S100 DIGITAL

ELPH (DIGITAL IXUS in other areas) compact digital

camera. iR series of network multifunction devices

introducediR3250 network multifunction device.

2002 -EOS-1Ds digital SLR camera introducedEOS-1Ds high-end

professional digital SLR camera.


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2006 - iPF9000printerintroducedimagePROGRAF iPF9000

large-format inkjet printer.

2007 - imagePRESS C7000VP digital press introduced.

2009 - imageRUNNER ADVANCE network multifunction device

Introduced.

2011 - Excellent Global Corporation Plan Phase IV launched.


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BOARD OF MAMBERS

Chairman &CEO

Fujio Mitarai

Executive Vice

President &

CFO

Toshizo

Tanaka

Group Executive

Finance &

Accounting

Headquarters

Group Executive

Facilities

Management

Headquarters

Executive Vice

President &CTO

Toshiaki

Ikoma

Group Executive

Corporate R&D

Executive Vice

President

Kunio

Watanabe

Corporate

Planning

Development

Headquarters

Senior

Managing

Director

Yoroku

Adachi

President & CEO

Canon U.S.A., Inc.

Yasuo

Mitsuhashi

Chief Executive

Peripheral


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Products

Operations

Shigeyuki

Matsumoto

Group Executive

DeviceTechnology

Development

Headquarters

Toshio

Homma

Group Executive

GlobalProcurement

Headquarters

Masaki

Nakaoka

Chief Executive

Office Imaging

Products

Operations

Haruhisa

Honda

Group Executive

Production

Engineering

Headquarters

ManagingDirector

HideakiOzawa

President &CEOCanon (China)

Co.Ltd.

Masaya Chief Executive


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Maeda Image

Communication

Products

OperationsDirector Yasuhiro

Tani

Group Executive

Digital Platform

Technology

Development

Headquarters

Makoto

Araki

Group Executive

Information &

Communication

Systems

Headquarters

HiroyukiSuematsu

Group ExecutiveEnvironment and

Quality

Headquarters

Shigeyuki

Uzawa

Chief Executive

Optical ProductsOperations

Kenichi

Nagasawa

Group Executive

Corporate

Intellectual


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Property & Legal

Headquarters

Naoji

Otsuka

Chief Executive

Inkjet ProductsOperations

Corporate

Auditor

Shunji Onda

Kengo Uramoto

Tadashi Ohe

Kazunori Watanabe

Kuniyoshi Kitamura

Senior

Executive

Officer

Sachio

Kageyama

Group Executive

Global

ManufacturingHeadquarters

Masanori

Yamada

Deputy Chief

Executive

Office Imaging

Products

Operations

Akio

Noguchi

Deputy Chief

Executive

Peripheral


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Products

Operations

Executive

Officer

Seymour

Liebman

Executive Vice

PresidentCanon U.S.A., Inc.

Masato

Okada

Deputy Chief

Executive

Image

CommunicationProducts

Operations

Yukiaki

Hashimoto

Group Executive

Medical

Equipment Group

Akiyoshi

Kimura

Deputy Chief

Executive

Office Imaging

Products

Operations

KazutoOgawa

President & CEOCanon Canada,

Inc.

Kenji President & CEO


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Kobayashi Canon France

S.A.S.

Ryuichi

Ebinuma

Group Executive

Core TechnologyR&D Group

Rokus van

Iperen

President & CEO

Canon Europa

N.V.

President & CEOCanon Europe Ltd.

Yuichi

Ishizuka

Executive Vice

President

Canon U.S.A., Inc.

AitakeWakiya Deputy GroupExecutive

Finance &

Accounting

Headquarters

Kazuhiko

Noguchi

Group Executive

External RelationsHeadquarters

Kazuto

Ono

Group Executive

Human Resources


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Management &

Organization

Headquarters

Eiji Osanai Deputy GroupExecutive

Production

Engineering

Headquarters

HiroakiTakeishi Group ExecutiveSemiconductor

Production

Equipment Group


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MARKETING STRATEGY OF CANON


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December 7th, 2010Canon Inc. is a Japanese multinational

corporation that specialisesin the

manufacture of imaging and optica

camerasphotocopiers, steppers and

computerprinters.

Its headquarter are locateditota,

Tokyo, Japan anon is a

manufacturer of business and consumer imaging products which

includes printers, scanners, binoculars, compact digital cameras,

film and digital SLR cameras, and lenses. The Business Solutions

division offers print and document solutions for small and

medium businesses, large corporations and governments. These

include multi-functional printers, black and white and color

office printers, large format printers, scanners, black and white

and color production printers, as well as software to support


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these products. Lesser known Canon products include medical,

optical and broadcast products, including ophthalmic and x-ray

devices, broadcast lenses, semiconductors, digital microfilm

scanners, and Handy Terminal Solutions. Canon's operations

worldwide are guided by the company's kyosei philosophy--living

and working together for the common good. Our 72,000

employees respect this ideal as we bring more pleasant working

conditions to the office, a better quality of life to individuals, and

greater productivity to industry through innovation in cameras,

business machines, and optical products along with our

dedication to customer satisfaction.


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The main objective of project is to prepare the marketing

strategy and Advertising of CANON are as under :-

To know availability and durability of the product andservices of CANON .

To know whether products are feasible. To know about best quality of CANON. To know about very good services of CANON.


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As said a basic research was conducted at the company to

enables the company to assess how far the customers are

satisfied with product and services of CANON .During the course

of the study the following limitations were observed:

(a) The method will be unsuitable if the number of persons to besurveyed is very less as it will be difficult to draw logical

conclusions regarding the satisfaction level of customers.

(b) Interpretation of data may very from individual depending onthe individual understanding the product features and services of

the company .

(c) The method lacks flexibility.In case of inadequate on incompleteinformation the result may deviate.

(d) It is very difficult to check the accuracy of the informationprovided.

(e) Since all the products and services are not widely used by all thecustomers it is difficult to draw realistic conclusions based on the

survey.


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SUGGESTIONS

The following suggestions are offered to the CANON:-

1. As the CANON thus company should launch effectivepromotional.

2. Wide advertisement showing utility of their product andfeatures of their product should be made.

3. Company may offer gifts scheme from time to time so thathe product may attract the masses.

4. The company should lower the price5. The company should come up with attractive advertising

plants.

6. The company should improve its distribution network.7. The company should also think and implement some

public relation programme.


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BIBLIOGRAPHY

Marketing Management by Sir Kotler Philip Marketing Research by Sir Sharma D.D. Websites :

oWww CANON.comowww.google. Como www.marketing stratergy of CANON.com


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Documents

Deepsha Namdev Canon. Pro