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1 1 10 STEP Marketing Plan for CANON DIGITAL SLR CAMERA Rocheel Lee C. Deluta March 2012
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Page 1: 10 Steps Marketing Plan

11

10 STEP Marketing Plan for

CANON DIGITAL SLR CAMERA

Rocheel Lee C. Deluta

March 2012

Page 2: 10 Steps Marketing Plan

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

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Page 3: 10 Steps Marketing Plan

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

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Page 4: 10 Steps Marketing Plan

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

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Page 5: 10 Steps Marketing Plan

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

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Page 6: 10 Steps Marketing Plan

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

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Page 7: 10 Steps Marketing Plan

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.)

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Page 8: 10 Steps Marketing Plan

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

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Page 9: 10 Steps Marketing Plan

3b. Canon DSLR offers lower

price among others

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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

Page 10: 10 Steps Marketing Plan

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

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Features Positioning Features Positioning vsvs Brand MatrixBrand Matrix

Page 11: 10 Steps Marketing Plan

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

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Page 12: 10 Steps Marketing Plan

The Best Digital SLR of 2011

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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

Page 13: 10 Steps Marketing Plan

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

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Page 14: 10 Steps Marketing Plan

4. Canon DSLR Camera offers

based on users level

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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

Page 15: 10 Steps Marketing Plan

5a. Estimate the market size

using competitor data

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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

Page 16: 10 Steps Marketing Plan

5a. Estimate the market size

using competitor data

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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%

Page 17: 10 Steps Marketing Plan

5b. Camera’s overall sales fell by

11.6% or 105.9 million units, 2009

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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.

Page 18: 10 Steps Marketing Plan

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Share of Sales by the Top 20

dicital SLR Camera 2011

Page 19: 10 Steps Marketing Plan

6a. DSLR Camera Canon, Nikon

and Sony websites

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Page 20: 10 Steps Marketing Plan

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

Page 21: 10 Steps Marketing Plan

8a. Which of these modes

does your product use?** Pls. rank most used, 1-highest use

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Page 22: 10 Steps Marketing Plan

8a. Which of these modes

does your product use?** Pls. rank most used, 1-highest use

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Page 23: 10 Steps Marketing Plan

8a. Canon Advocacy Team

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“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

Page 25: 10 Steps Marketing Plan

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)

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Page 26: 10 Steps Marketing Plan

8b. Canon in action

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Page 27: 10 Steps Marketing Plan

8b. Canon DSLR camera local

endorsers, Papa “P” and Kuya Kim

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8b. Competitor promo

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Page 29: 10 Steps Marketing Plan

8b. Competitor promo

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8b. Competitor promo

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Page 31: 10 Steps Marketing Plan

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.)

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Page 32: 10 Steps Marketing Plan

9. “Place” challenges for

DSLR Camera

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Canon as ““Best Best

Gift ideas

Gift ideas””

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Canon asCanon as

““Most Wished For

Most Wished For””

9. “Place” challenges for

DSLR Camera

Page 34: 10 Steps Marketing Plan

9. “Place” challenges for

DSLR Camera

Canon as

““Top RatedTop Rated””

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Page 35: 10 Steps Marketing Plan

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.

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Page 36: 10 Steps Marketing Plan

SUMMARY

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Page 37: 10 Steps Marketing Plan

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

Page 38: 10 Steps Marketing Plan

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

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Page 39: 10 Steps Marketing Plan

10 STEP Marketing Plan for

CANON DIGITAL SLR CAMERA

Rocheel Lee C. Deluta

March 2012

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