Canon India earmarks Rs60-crore for marketing activities
12 Aug 2009
To support its aggresive expansion in the Indian market, Canon India, subsidiary of the Japanese photography products giant, is planning to invest heavily on consumer engagement activations.
In April, this year, it launched 23 new products - eight digital compact cameras, 10 digital video camcorders, a digital SLR, a compact photo printer and three specialised lenses. (See: Canon launches 23 new products in India).
The company is now earmarking Rs40 crore on below-the-line activities for this financial year, comprising 70 per cent of its total marketing spend.
The activations will take place not just in high frequency market places but also in residential areas. The company is also investing in workshops and creating separate experience zones to create opportunities to engage the consumer.
According to Alok Bhardwaj, senior vice-president, Canon India has earmarked Rs60 crore for this year's marketing budget, out of which the company will spend Rs 40 crores on BTL activities alone.
These will include road shows showcasing the product functionalities to the customers, and outdoor hoardings. The company has also tied up with brands like McDonald's which is frequented by families, in order to engage them in a dialogue.