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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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ACKNOWLEDGEMENTPreparing 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 , Miss.Deepti
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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DECLARATION BY THE CANDIDATE
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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C E R T I F I C A T EThe 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 DIRECTORS
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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OBJECTIVE OF THE PROJECTThe 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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LIMITATIONAs 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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C O N C L U S I O N 1. Customer's priority is on the price, mileage, and
look while purhasing CANON. They are not much
affected y promotional programs.
2. Dealers expect some promotional schemes/ offersfrom the company.
3. There are many promotional offers available tothe customers like:
Company hired many cricketers and actors for
promoting the product.
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BIBLIOGRAPHY
Marketing Management by Sir Kotler Philip Marketing Research by Sir Sharma D.D. Websites :
oWww CANON.comowww.google. Com
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RESEARCH METHODOLOGY
INTRODUCTION :
Research methodology is a very to systematically solve the
research problem in common place refers to a search of
knowledge Research in an original contribution to the existing
state of knowledge making for its advancement. The role of
research in several field is business on economy as a whose, has
greatly increased in modern times.
Meaning and Scope :
Research in command plaice refers to a search for
knowledge in fact research in an art of scientific investigation
the meaning of research can be stated as a careful investigation
or inquiry though search for nun gales in branch of knowledge.
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According to Different Woody:
Research and reeling problems formulating defining and
redefining problems, formulating hypothesis a suggested solution
collection organizing and evaluating data marketing deductions
research conclusion at lost carefully testing the conclusion to
determines whether they fit the formulating hypothesis.
Research is an original contribution to the existing stock of
knowledge marketing for its advancement in hurt the research for
knowledge through objective and systematic method of grinding
solution to a problem in research.
Research Design:
A research design in purely and simply the framework or a
plum for a study that guides the collections and analysis of the
data. A good research design has the characteristic viz problem
definition, specific method of data collection and analysis time
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required for research project and estimator of expenses to
incurred it may be worthwhile to mention here that a research
design is nothing more than frameworks for study so that
Secondary data is second hand in formation on the other hand
on includes those data which are collected for same earlier
research work and are applicable or usable in the study research
has presently undertaken to collect additional information I
made use of secondary data like magazines websites,
newspapers etc.
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INDEX
1. Preface
2. Acknowledgment
3. Declearation
4. Certificate
5. Introduction
6. History
7. Company Profile
8. Board of Directors
9. Objectives
10. Research Methodology
11. Marketing strategy of CANON
12. Limitations
13. Suggestions
14. Conclusions
15. Biblography
16. Enclosure
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