Professional Selling: Analysis of Canon Cameras and Market Positioning

This report analyses the features, advantages, and benefits of Canon cameras and their market positioning. It includes a SWOT analysis, Multi Attribute Model, and sales strategies. The report also covers the employee training program of Canon and their sustainable market position.

Running head: PROFESSIONAL SELLING
PROFESSIONAL SELLING
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Executive Summary
Canon Cameras, is probably the most versatile brand in imaging solutions. Canon
products are used my customers of all three levels, namely beginners, amateurs as well as
professionals. In this report, the features of Canon cameras like adequacy of features, self pro
modes and variety in product range along with its competitive price have a high appeal
among the customers. In this report, emphasis have been laid on analysing how these features
add value to the customers. Other than that, specific Canon models have been compared with
similar products within equal price range. The sustainable market position of the company
have also been analysed through effective SWOT analysis of the customer market and
product feasibilities of Canon. The Multi Attribute Model have also been implemented in
order to ascertain the market strength of Canon products in Canada and USA market. The
employee training program of Canon have also been closely studied in this report.

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Table of Contents
1. Situation Analysis..................................................................................................................3
1.1 Background of the Organisation.......................................................................................3
1.1.1 Mission.......................................................................................................................3
1.1.2 Vision.........................................................................................................................3
1.1.3 KPI.............................................................................................................................3
1.2 SWOT analysis of Canon.................................................................................................4
1.2.1 Strengths....................................................................................................................4
1.2.2 Weaknesses................................................................................................................5
1.2.3 Opportunities.............................................................................................................5
1.2.4 Threats.......................................................................................................................5
1.3 Positioning Grid................................................................................................................6
1.4 Multi Attribute Model......................................................................................................7
2. Product Solution.....................................................................................................................9
2.1 Products and Services (Canon Camera)...........................................................................9
2.2 Features, Advantages and Benefits of the Products.........................................................9
2.3 Sales Strategies.................................................................................................................9
3. Supporting Services.............................................................................................................10
3.1 Product Warranties and Guarantees...............................................................................10
3.2 Help Desk.......................................................................................................................10
3.3 Return Policy..................................................................................................................10

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3.4 training provided, cost associated, number of participants in Customer Assistance and
Sales Program of Canon.......................................................................................................11
4. Pricing and Financing..........................................................................................................11
4.1 Cost to Client (IDENTIFYING THE CLIENTS’ GAP)................................................11
5. Marketing and Promotional Strategies.................................................................................11
5.1 Potential Co-branding opportunities of Canon...............................................................11
5.2 Public Relations..............................................................................................................12
5.3 Co-op Advertising..........................................................................................................12
5.4 Guerrilla Marketing of Canon........................................................................................13
6. Implementation and Time Table..........................................................................................13
6.1 Delivery Timeframe.......................................................................................................13
Reference List..........................................................................................................................15
Appendix 1: Sales employee training schedule for Canon......................................................18

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1. Situation Analysis
1.1 Background of the Organisation
1.1.1 Mission
The Canon Instrumentation Company that is responsible for the manufacture and
sales of Canon Camera renders value to clients by creating quality instruments that can be
applied to precision. They also provide relevant reference materials that helps in
characterisation of viscosity, rheology along with other physical properties of the high quality
products.
1.1.2 Vision
The primary mission at Canon Instruments is engagement in a continuous effort to
emerge as global leaders in creating cameras that satisfy the characterisations like viscosity,
and also characterisation of physical property. The company have a high end vision of
driving through the following in order to achieve maximal financial growth:
 Technical excellence through creation of ideas about new and innovative products
 Consistent manufacturing rate to satisfy the demands of global customers
 Achieve diversification of the market
 Indulge in the best practices that ensure customer satisfaction.
1.1.3 KPI
i) Syncing with Customer’s Data
Customers’ data helps to provide the organisation ideas about the preferences about
the customers’ choices about physical characterisations of the Canon products. Linking these
data to the traditional financial metrics, helps the CFO of Canon to implement the budget
plans. As per Shi et al. (2017), customer data utilised by Canon includes Customer’s

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Lifecycle, Interaction information of the customers, and Customer Churn and satisfaction
levels of the buyers.
ii) Forecasting
The CFO guides the manufacturing units with forecast data and also delivers pro
forma revenue predictions based on the profiles of the customer bases and the existing
demand among the customer for the products of various ranges.
iii) Resourcing
The finance team after studying the market demographics, allocates the financial
resources for the various projects to be undertaken. The accumulation of sales data is given
high acumen in Canon because it reduces waste generation, implies budget churn and also
helps to reproduce financial resources.
iv) Customer’s communications
The company also conducts social media monitoring and also corporate PR activities
of the customers. As opined by Abdulnabi et al. (2015), this helps to create wider awareness
of the market and also creates general awareness of the market trend of the main as well as
the accessory products of the company.
1.2 SWOT analysis of Canon
1.2.1 Strengths
Based on customer segments, Canon have diversified consumer offerings. This is a
great strength of the company as it helps to reduce the chance of overdependence on single
segment of products. The R&D of Canon also emphasises on making the Canon Products
which the customers can preserve as strong intellectual property. Lastly, Anitha (2014),
opines that the powerful branding and effective widespread marketing campaigns helps in

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achieving the loyalty of the customers. The garnering of the loyal customer base makes
Canon products an automatic choice for potential customers. The competitive price and
listing among the premium product range is another major standpoint of Canon products.
1.2.2 Weaknesses
Canon have often faced issue regarding defects in the products. Canon products is
used for technical assistance in many crucial fields. In 2016, the company themselves
acknowledged that there were few glitches as well as bugs in the facilities and characteristics
of the rebel range of products. This led the marketers and franchised sellers of Canon to face
ample hassles to clear stocks of TS6 and the T6I DSLS range. This created a bad patch in the
brand image of the company. The stock value of canon fell by 22% in 3 months. Canon has a
wide range of Instruments. However, the company is much dependent on the imaging
products like Camera.
1.2.3 Opportunities
The consumer market of electronics is expected to expand globally by 2.5 percentage
within 2020. The growing predominance of High resolution imaging devices like cameras in
the international market is a high opportunity for an organisation like that professes in
manufacturing of cameras. As per Ashley and Tuten (2015), the expansion of income levels
of average household leads to the opening of an ample opportunity before Canon to project
high resolution cameras as household products.
1.2.4 Threats
Among major threats the most posed is the shrinking of the industry of Camera due to
the rebellious introduction of highly efficient mobile cameras. The medical industry that uses
Canon cameras to a high extent have faced stringency owing to the changing regulations from
various countries. This affects the cost of compliance (Cloutier et al. 2015). Hence it becomes

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very difficult for Canon to maintain the dominance in supply of medical imaging products to
various potential organisations.
Other than that imaging technology is also undergoing rapid changes. It is also
becoming seemingly difficult foe Canon to include all these innovative technological features
in the cameras of Canon at reasonable and competitive prices.
1.3 Positioning Grid
i) Product
Canon launched the Canon EOS 5Ds. This is a latest range of Canon product. Based
on this product analysis it can be commented that Canon Inc. is attempting to highlight the
unique attributes of the Canon cameras to the big target population. The company emphasises
on creating a unique interface with its USB 3.0 interface feature. Other specialised features
like Crop capacity of 30MP APS-H, 1080/30p video shooting UI and 50MP CMOS sensor
allows professional handling that can be performed with ordinary DSLRs owing to the high
resolution. Canon is also offering the customers such products that are durable and
sustainable. The 5fps shutter capture technology that is offered in the recent cameras of
Canon ads to the sustainability of the product. Besides, in order to generate value towards the
environment the R&D of Canon Instruments are focused on making cameras that would
produce very feeble amount of e-waste.
ii) Place
Canon has proposed a program of creating a strategic collaboration with
transportation agencies like DHL. This would help in easy distribution of products based on
the customer’s demands. The company ensures that based on the demands and wants of the
different customer groups the company would vary the interfaces and the looks of the
cameras. As professed by Fan, Lau and Zhao (2015), this would require an ample

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communication between the supply chains of the manufacturing units and the distribution
team. The company should also focus at locating their warehouses strategically so that the
end customer gets the products without much difficulty. The accessibility should be easy so
that the products can be delivered to the customers who order the products online at eBay or
Amazon or other sites at ease.
iii) Price
Product price parity is a great reason of the success of the big organisations that sells
premium products. This i why, the company in spite of keeping the prices comparative, have
never negotiated with the product quality. Hence in order to attract potential as well as small
scale loyal customers the product-price equilibrium is essential (Festa et al. 2016). The
company also faces competition from other potential camera manufacturing companies like
Nikon, Olympus and Sony as well.
iv) Promotion
The innovative product marketing campaigns of the company keeps the helped the
products of Canon to gain quick popularity. The case of the newly launched EOS 5Ds can be
cited for evidence. Accessible media sites like magazines, television, online media and
various applications have been put to use for spreading awareness about the product. The
companies concisely packages branding with product promotion (Hand, Castillo &
Chellappa, 2018). This is why the advertisements of Canon generates more value.
1.4 Multi Attribute Model
The Multi Attribute survey can be used to analyse the impact of the marketing
campaigns and the conceptions among the customers regarding the cameras of Canon. The
four attributes used in this analysis are Imaging quality (pixel size, resolution), weight of the
product, their price as well as the screen size of the LCD screens of the cameras. The other

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market competitors of Canon are Nikon, Kodak and Sony. In comparison with Sony the
resolution and imaging quality of Canon have received lesser ratings from the customers.
However Canon have won the market competition with Sony in terms of price. Other factors
are weight of the product. The Canon products are generally heavier than the products of the
other 2 brands. In terms of screen size, Canon is also advanced than the other two brands.
Hence by the implications of this model it can be opined that market position is stronger than
the other camera manufacturing brands.
Criteria of
Evaluation
Importance or
Ranking by
customers out
of 100%
Belief of the customers (rated out of 5)
Canon Nikon Sony
Quality of
image: pixel
size and
quantity and
category of
display
40% emphasize
on this quality
4 3 5
Weight of
Model
30% of the
customers
emphasize on
this quality
2 4 3
Price 20% of the
customers
emphasize on
this quality
5 3 3

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Screen size of
the LCD
screens
10% of the
customers
emphasize on
this quality
5 4 3
2. Product Solution
2.1 Products and Services (Canon Camera)
Canon Instruments started manufacture and sales of Cameras in 1987. The company
supplies digital as well as SLR cameras along with digital camcorders. The initial cameras
model introduced by Canon was the EOS model. The 650 series started to dominate the
market easily within 6 months of its commercial release. Now the company mainly professes
in the manufacture and sales of DSLR cameras. One of the major credibility of Canon
cameras is that they can be operated by amateurs as well as the experts and the professional
level users. In the 2000s, the organisation provided 12.2 megapixel sensor with APS-C size.
At present the 9 point cross type AF system. This is for the purpose the beginners in
photography. The highest version is the 61 points reticular AF that gives high density. The
DIGIC Image Processor is the best product feature that have surpassed all other camera
brands.
2.2 Features, Advantages and Benefits of the Products
Canon cameras are easy to carry. The strong outer body of the cameras make it easy
to shoot under adverse circumstances also. The option for accessories is also large. Canon
speedlites as well as the file transmitters make the products more productive.
2.3 Sales Strategies

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The 27 various categories of cameras that are available in the current international
market of Canon, have been categorised into three sectors based upon the usability:
professional, amateur and the beginners. Compared to the major competitors like Nikon as
well as Sony, the price is quite comparative.
3. Supporting Services
3.1 Product Warranties and Guarantees
Professional cameras that are supplied to the consumer market of Canon in UK, USA,
and Asia as well as others are covered with a comprehensive warranty over the products. Any
manufacturer’s defect as well as transportation haemorrhage are covered by the warranty
provided by the company.
3.2 Help Desk
The company operates a self-help portal that have manifold advantages. The first
support category is the Knowledge base that provides description of the features and
advantages of the physical characteristics of Canon cameras. Another video based user help
category is the “How to Library”. In the views of Hassi and Foucher (2017), this video base
makes the users acquainted with the various ways in which the features of Canon camera can
be utilised. The last is the user manual library that provides information regarding how to use
the accessories and assemble them with the camera.
3.3 Return Policy
Canon stores and warehouses accept any product for the purpose of return in case
only if they are unopened or are found defective. However there are distinctive timeframes
for the return of the products. Exceeding the time limit, the company are not liable for the

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defects in the products or the other liabilities that the company is supposed to undertake
regarding the products.
3.4 training provided, cost associated, number of participants in Customer Assistance
and Sales Program of Canon
The individual training centres of Canon accommodates training facility for 5000 to
6000 employees. The company operates digitally networked product line training to the
trainees. The average training cost for the employees is $500 (formal training) and $1200 for
the informal practical training sessions that are conducted with the employees. The primary
training constitutes of lessons on budget as well as training (Lindsey Hall et al. 2016). Long
term training is also provided to the employees at Canon which involves the features like
courseware marketing of the Canon products and development of industry intelligence.
4. Pricing and Financing
4.1 Cost to Client (IDENTIFYING THE CLIENTS’ GAP)
The cost to clients is a healthy relationship, at least for the Canon customers. The
boarding, transporting and duty charges of the products are partially borne by the company.
The customers have to pay for the packaging charges, since delicate parts are associated.
Development management is another facility at Canon. The clients can customise the
products at Canon at will (Liu et al. 2014). However, easy flowing marketing channels make
it easier for Canon to approach customers. The Cost to client for USA based clientele in
Canon is $0.6 USD.
5. Marketing and Promotional Strategies
5.1 Potential Co-branding opportunities of Canon

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Canon has shifted their priority from product based market to client based business.
The Life cake is image management platform that Canon have started in collaboration with a
London based Start-up Company. Kite. Ly is another strategic collaborator of Canon who
have released a film release platform in UK (Liu et al. 2015). There are 19 collaborative
markets at present for Canon in USA and UK.
5.2 Public Relations
Disseminating important information to the customers expands the scope and arena of
the companies and organizations. Specifically it relates the act of catering to the public
interests, which do not require direct payment. Through the use of social media, companies
like Canon gain awareness about the specific tastes and preferences of the customers (Möller
& Parvinen, 2015). Uploading the images of the latest cameras on the social media and the
official website helps in increasing the trafficking of the audience towards the brand image.
Introducing special offers, discounts and schemes on purchases of certain amount, is a perfect
example of managing the public relation (Mousavi, Vahdani & Behzadi, 2016). All these
aspects relate to the true essence of customer relationship management.
5.3 Co-op Advertising
Co-op advertising needs special mention of the transaction, which takes place
between the manufacturers and the retailers for making payment for the advertisementṣ.
Companies like Canon adopts this advertising technique, as it is cost effective and helps in
fulfilling the identified and the specified objectives. This technique also reduces the cost of
media coverage, adversely affecting the expenses of ad production (Ottman, 2017). As a
result of this, the financial parameter is strained, aggravating the complexities in setting the
prices of the items. Sponsorships are a major from of co-operating advertising technique used
by Canon for achieving financial assistance from the shopping centres.

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5.4 Guerrilla Marketing of Canon
Companies like Canon use guerrilla marketing for promoting the products and
services. In this, the focus is on spending little budget for catering to the needs, demands and
requirements of the clients (Paesbrugghe et al. 2017). Typical components of this marketing
strategy are high energy and imagination, which enhances the personality of the staffs before
the customers. Creativity and innovation are also important in terms of luring more and more
customers towards the brand. Street advertising makes the technique similar to that of the
marketing mix, which makes the staffs aware of the public approaches towards the levied
products (Piehler et al. 2016). Shopping centres, parks and beaches are the agents, where the
Canon staffs can attract large audience. Planned approach in this direction would result in
brand promotion.
6. Implementation and Time Table
6.1 Delivery Timeframe
Standard
Ground (5 to 7
business days)
2nd Day: 2
Business Days
(order liable to
be delivered
before 12 pm)
Overnight
(within 1
business days)
(Before 12 pm)
Ship to product
store (within 7
business days at
the most)
$0.01 to $30.00 $8.00 $17.50 $25.00 $2.70
$30.01 to
$60.00
$8.75 $22.75 $30.00 $4.00
$60.00 to
$90.00
$10.00 $40.05 $49.00 $6.00
$90.00 to $10.95 $50.75 $70.95 $7.75

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$120.00
$120.00 to
$150.00
$15.10 $58.75 $80.05 $8.50
The customers of Canon are informed about the extra time that is required for processing of
any particular order. Other than that, information regarding how international shipping would
be handled by the company is communicated to the company by means of detailed layout
(Rodriguez & Walters, 2017).

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Appendix 1: Sales employee training schedule for Canon