Cannon's DSLR Camera Dominates the Market

The report highlights the importance of building a positive brand image in the minds of customers. It emphasizes that Canon's DSLR cameras have unique features and quality that differentiate them from their competitors, thereby allowing the company to build its distinct brand image. The study suggests that effective product development and innovation can help companies like Canon sustain and grow their profitability in a highly competitive market.

ADVERTISING AND
BRANDING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................2
A) How Cannon DSLR brand reflect the mission statement and value of company.............2
B). The extent to which the brand reflect the target audience personality.............................4
C). How does Cannon uses its brand to help differentiate itself from the competitors..........6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
ILLUSTRATION INDEX
Illustration 1: Cannon DSLR professional camera..........................................................................2
1

INTRODUCTION
It is very essential for the corporation to make advertisement for its respective products.
This is because; it helps the organizations to spread information about new and existing products
as well as services among respective buyers. For the purpose to carry out this report, DSLR
brand of Cannon Company is selected. Cannon is the Japanese multinational company which
manufactures optical products such as camera, photocopier and camcorder etc. (Cannon, 2015).
This report will provide detailed description regarding the vision and mission statement
of the Cannon Company. Furthermore, the report will also showcase the extent to which Cannon
DSLR brand reflect its target audience personality.
A) How Cannon DSLR brand reflect the mission statement and value of company
Cannon is a famous optical product manufacture public limited company which is
operating in number of countries. The organization was founded in the year 1937 and its
headquarter is located in Ota, Tokyo, Japan. The firm possesses huge variety of electronic goods
and services. The list of products consists of SLR camera, still camera, digital camera, DSLR
camera, micro motor and magnetic head etc. Among the entire given product, firm is specialized
in producing different type of cameras (Boyland and Halford, 2013).
2
Illustration 1: Cannon DSLR professional camera
(Source: Cannon DSLR professional camera, 2015)

In accordance with the given context, vision and mission of the company is identified.
Here, Cannon has the vision that all people irrespective of their race, religion and culture must
harmoniously live and work together in the future (Vision of Cannon, 2015). The given vision of
company is popularly called by the name of Kyosei. In order to achieve the given vision, cited
firm has framed the mission statements. The detailed description of the same is depicted as
below:
 Cannon has the mission to strengthen its supply chain management function in such a
manner which enables it to give prompt response to sudden changes which are occurring
in external environment of the company.
 Canon’s mission is to become the global company who is admired and respected by
whole world (Mohanty and Sahney, 2015).
 Mission of the firm is to use all latest technology in its product and thereby becoming the
company which is loved by people throughout the world.
The given mission of the company is clearly reflected in the DSLR brand of Cannon Inc.
Among all, main aim of the mission is to carry out the production of goods and services by using
all latest technology. The organization has applied this mission in its DSLR brand also. In this
context, it has been identified that earlier organization has carried out the production of SLR
(Single Lens Reflex) camera. This camera uses mirror and prism system which permits
photographer to view through lens and here photographer can see the exact thing which they are
going to capture. In SLR camera, films are used with an aim to capture the image (Al-Modwahi,
Parhizkar and Lashkari, 2012).
However, significant development in the field of camera technology has forced the firm
to introduce some new and innovative thing in camera to its customers. Canon has taken this
challenge and as the result of this the company has carried out the production of DSLR (Digital
Single Lens Reflex) which do not use films at the time of taking pictures and images. The
Cannon had introduced first DSLR professional camera in the year 2000 which is being called by
the name of Cannon EOS 30 (Aaker and Biel, 2013). This camera has 3.1 megapixel professional
digital single lens reflex camera. After some period of time, firm has performed some major
improvement in its DSLR professional camera range. At present, the company is planning to
launch 120 megapixels DSLR camera. The efforts which company is making depicts that firm
abide with all the elements which it has specified in its mission statement. Thus, it is correct to
3

said that DSLR brand of firm reflects the mission of the company The given thing indicates that
the firm gives importance to latest and modern technology. In addition to this, the given thing
also reflects that the firm makes all kind of efforts to become more admired and respected
company in the eyes of other (Davis, 2013).
Besides this, the DSLR brand of Cannon also reflects its organizational value. In this
regard, it is assessed that the firm value relies upon Kyosei corporate philosophy. This
philosophy conveys that the organization will not carry out any kind of discrimination between
its employees on the ground of age, caste, religion and language etc. The given thing is also
reflected by the DSLR brand of Cannon. In this context, it is analyzed that the firm will not carry
out any kind of discrimination between its employees while delivering products to them.
(O'guinn and et,al., 2014.). Here, in this case the company has not carried out any kind of
discrimination between its employees on the ground of their income level. This DSLR camera
will be purchased by any customer who has the capability to purchase the same. Overall, it can
be said that, the DSLR brand of Cannon gives reflection of firm’s mission and value.
Furthermore, it is analyzed that it is because of the presence of given brand only, the firm will
direct its efforts to perform significant improvement in its sales and profitability related
condition in an effectual manner (Fourie and Ball, 2012).
B) The extent to which the brand reflect the target audience personality
Target audience is the particular group of people which firm wants to attract. It is very
essential for the company to carry out the production of goods and services on the basis of its
target audience. This is because; if it is not done then in the given circumstances it will become
difficult for the enterprise to raise the sales of its particular goods and services (Moeran, 2013).
Furthermore, lack of compliance with the given type of activity will also cause negative impact
upon firm's profitability related situation.
In accordance with the given context, target audience for DSLR brand of Cannon is
identified. It consists of all type of customers. Hover, and in order to segment it further the target
customers of firm will be travel photographer, wildlife photographer and DSLR videographers
etc.
The firm has targeted right audience for its DSLR professional camera brand. This is
because, it is the camera which is generally used by professional photographer with an aim to
take professional pictures. In addition to this, with the help of this camera the photographer can
4

take professional pictures. In addition to this, the DSLR professional camera also records video
(Fourie and Ball, 2012). Thus, the DSLR videographers are also targeted for the particular
product of Cannon.
Besides this, Cannon has not imposed any limitation upon its product and it will be
purchased by that type of customer only who has passion and wants to pursue career in the field
of photography. Thus, the DSLR brand of Cannon can be purchased by all type of customers
who want to purchase innovative camera. In addition to this, the firm also segmented
segmentation its DSLR professional camera on the basis of income of its buyers (Parsons and
Ballantine, 2006). In this context, it is analyzed that DSLR brand of Cannon comes in different
type of price ranges. Thus, it can be said that the entire customer who are residing within the
country can be considered as the target audience of the cited firm.
Besides this, the DSLR brand of Cannon reflects the personality of its target audience.
For instance, firm has targeted the wildlife photographer. These pictures are taken in unceratin
situations and demand sudden and immediate clicks. . Thus, they require such type of camera
which is capable in making more focused and closed look and which also has the full manual
focusing ability. The given need of buyers is being effectively fulfilled by DSLR professional
camera range of Cannon. Here, each DSLR camera of Cannon has the CMOS (APS-C-sized)
sensor which empowers photographer to take clear and an effective image from the vast
breathtaking landscapes to close-up wildlife shots (Raupp and Ruler, 2000). With the use of
Cannon DSLR professional camera, exceptional photos can be clicked by the respective
customers. Thus it can be said that, the camera clearly reflect the personality of wildlife
photographer. Thus, by complying with the given type of activity only, firm maintains the
satisfaction level of targeted customers in an effective manner.
Video photographer is regarded as another target audience of Cannon DSLR professional
camera. These individuals need such type of camera whose lenses can easily focus operation.
Furthermore, they also need hand held stability related feature in their camera. This particular
need of buyer is also being fulfilled by manager of Cannon (Shah, 2009). In accordance with the
given context, it is analyzed that the DSLR camera of Cannon possess Scene Intelligent Auto
feature. It is innovative feature in which fully automatic shooting mode takes total advantage of
the EOS Scene Detection System. The given systems automatically detect and adjust the
5

brightness, movement, contrast and color of image or video etc. The given feature will enable
videographer to take professional video in an appropriate manner.
The Cannon has also targeted the travel photographer. These are the people who travel
from one place to another with an aim to get right or good shot. Since they travel so often thus
they require such type of camera which are easy to handle and which they can take from one
place to another without any kind of difficulty. The Cannon has also fulfilled the given need of
its buyers. The DSLR camera which offers this feature is lighter than that of other (Wang and
Yang, 2008). Thus, the DSLR camera of firm effectively showcases the personality of its
targeted buyers.
In addition to this, the firm has also targeted different type of customers who are not
professional photographer. Thus, in order to attract them the organization has introduced the
range of DSLR camera which are of lightweight as well as do not possess any complications
while taking pictures. This is because; these are individual who are not skilled in taking
professional picture (Vrontis, Thrassou and Lamprianou, 2009). Thus, in order to meet needs of
these buyers firm has introduced different type of DSLR professional camera which comes in
varied price range. Thus, it can be stated that the target audience of Cannon believes that the
camera which is being introduced by the corporation is appropriate for them. As it meets their
needs and demands in an effective manner. So, it rightly said that the target customers of DSLR
brand of Cannon are satisfied with products and services which are being offered by the
corporation.
C). How does Cannon uses its brand to help differentiate itself from the competitors
For the corporation, it is essential to differentiate between competitor’s product and
company's products. This is because by doing this; firm can attract large number of customer
towards its product. Thereby, it can gain benefit in the form of increased profits and sales (Holm,
2006).
The Japanese electronic goods manufacturing company is facing competition from
number of firms. It consists of Nikon, Kodak, Epson, Sony and many more. These all
competitors of the company produce similar type of products and services as Cannon does.
In this respect, difference is being showcased between Cannon and its competitors DSLR
professional camera range. In accordance with the given context, it is identified that Cannon
takes assistance from the low cost tactic with an aim to differentiate its brand from its
6

competitors. The firm complies with low cost tactic which does not mean that organization
perform sacrifices in the features of DSLR camera range (Boyland and Halford, 2013). Here,
firm has entailed all kind of features in its existing brand which has been added by its
competitors. The company possesses the capability of managing the price effectiveness even
after innovative developments in products. This helps the company in creating an edge in
market. However, with an aim to save the cost of the firm, manager of Cannon takes help from
the computer aided engineering (CAE) which includes prototype less technology and it provides
opportunity to the company with regard to speed up their development cycle in an effectual way
(Davis, 2013). In addition to this, firm also make sure that it will not compromise in the quality
of product. Thus, with an aim to ensure the production of high quality of goods and services
organization takes help from different quality management tools and techniques.
Furthermore, DSLR camera of Cannon offers range of features to its customers. The
given aspect differentiates the brand of the firm from its competitors. The video of Cannon
DSLR camera is more effective in comparison to its competitor. Moreover, the organization
offers range of features to its buyers in cost effective prices. The given thing plays very crucial
role in terms of giving Cannon competitive advantage in comparison to its competitors (Parsons
and Ballantine, 2006). This is because, it has been seen that buyers will be attracted towards
products and services of that particular organization which can be availed by them at the cost
effective prices. However, by purchasing the DSLR camera of Cannon, two way benefits can be
gained by customers of the firm. One of the benefit can be purchasing camera at low prices in
comparison to its rivalries and other benefit could be availing all type of features within the
given price range ( Boyland and Halford, 2013 ).
In addition to this, after comparing the DSLR camera of three companies such as Cannon,
Nikon and Sony, Cannon won the competition. This is because, the quality, lenses as well as
feature of DSLR Cannon camera is so amazing that the respective buyers of firm cannot found
these given features in the product of Cannon's rivalries (Wang and Yang, 2008). Thus, it can be
stated that the DSLR camera of Cannon is playing very critical in terms of differentiating its
brand in comparison to its competitors. Here, through this way only the firm has built its distinct
brand image in the mind of its respective buyers.
7

CONCLUSION
It can be concluded from the given report that, it is very essential for the organization to
build the positive image of its brand in the mind of its respective buyers. This can be build up by
the firm by framing such type of vision and mission statement which tend to reflect the objective
of the produced product or brand. In addition to this, by showcasing the difference between own
and competitor brand, corporation can attract large number of customers in an appropriate
manner. Thus, through this way enterprise can get the benefit in the form of increased profits and
sales in an effectual way. The overall analysis of the study clearly reflects that Cannon has high
potential to sustain and grow profitability through effective product development and innovation
in this highly competitive market. The organization represents the significance of branding and
consumer satisfaction through regular innovation and creativity.
8

REFERENCES
Books and Journals
Aaker, D. A. and Biel, A., 2013. Brand equity & advertising: advertising's role in building
strong brands. Psychology Press.
Al-Modwahi, A. A. M., Parhizkar, B. and Lashkari, A. H., 2012. Web-based AR Advertising &
Branding for Proton Company. International Journal of Computer Science Issues(IJCSI).
9(2).
Boyland, E. J. and Halford, J. C., 2013. Television advertising and branding. Effects on eating
behaviour and food preferences in children. Appetite. 62. pp. 236-241.
Davis, A., 2013. Promotional Cultures: The Rise and Spread of Advertising, Public Relations,
Marketing and Branding. Polity.
Fourie, I. and Ball, L., 2012. Promotional strategies for information products and services:
Aligning with the serious and entertainment facets of information consumers' lives.
Library Hi Tech. 30(4). pp. 683–692.
Holm, O., 2006. Integrated marketing communication: from tactics to strategy. Corporate
Communications: An International Journal. 11(1). pp. 23-33.
Moeran, B., 2013. A Japanese advertising agency: An anthropology of media and markets.
Routledge.
Mohanty, S. K. and Sahney, S., 2015. Consumers’ Message Orientation in Television
Advertising and Branding: a Study on Indian Consumers. Psychological Studies. 60(3).
pp. 275-291.
O'guinn, T. and et,al., 2014. Advertising and integrated brand promotion. Cengage Learning.
Parsons, A. and Ballantine, P., 2006. Market dominance, promotions, and shopping mall group
performance. International Journal of Retail & Distribution Management. 32(10). pp.458
–463.
Raupp, J. and Ruler, B., 2000. Trends in public relations and communication management
research: A comparison between Germany and The Netherlands. Journal of
Communication Management. 10(1). pp. 18–26.
Shah, K., 2009. Advertising N Promotion. Tata McGraw-Hill Education.
Vrontis, D., Thrassou, A. and Lamprianou, I., 2009. International marketing adaptation versus
standardisation of multinational companies. International Marketing Review. 26(4). pp.
477– 500.
9

Wang, X. and Yang, Z., 2008. A meta-analysis of effect sizes in international marketing
experiments. International Marketing Review. 25(3). pp. 276–291.
Online
Cannon. 2015. [Online]. Available through: <http://www.canon.com/>. [Accessed on 6th
November 2015].
Vision of Cannon. 2015. [Online]. Available through:
<http://www.answers.com/Q/What_is_the_vision_of_canon_company>. [Accessed on 6th
November 2015].
10