Canon Case Essay

Submitted By leslieyo
Words: 816
Pages: 4
Open Document
Canon SLR

Situation
In 2004 Canon established a new segment in the Single-Lens-Reflex (SLR) camera market: a digital SLR camera at a price point of about 1,000 EURO. This entry-level camera made digital SLR photography suddenly affordable for the hobby photographer. The camera was an instant success and the competition had a big problem.

In 2005 Canon planned to launch the follow-up model, the EOS 350D, and had even higher expectations: double sales to make the EOS 350D profitable. However, the situation had drastically changed:

• Nikon - Canon’s main competitor – was prepared to defend its position in the SLR category at any cost. Nikon developed the D50, a model with excellent specs designed to fight back and regain market share.
• New competitors like Olympus, Konica-Minolta and Pentax launched competitive models at lower prices. • Canon’s new camera, the EOS 350D, was an improvement but not a break-through like its predecessor. And it came at a premium price.

Crucially, Canon had to identify a new target group. Converting analogue SLR user to digital SLR was not enough to achieve the sales targets. Canon had to move into the mass market. However, research indicated the Canon brand lacked 'approachability', a pre-requisite to attract mass market clientele. And, the SLR category was perceived as territory for photo-buffs – but not for the average camera user.

As the motivations behind SLR photography were similar throughout countries and the product segment new, these objectives were set across all key markets. However, each key market had individual barriers to overcome:

• Germany – the German market was known as being driven by technological specs and independent consumer testing. The ‘average’ performance of the 350D was a handicap.
• United Kingdom – While strong in the SLR segment Canon was weak in the mass market.
Olympus was ‘brand of choice’ when it came to digital photography for the masses.
• France – Nikon was category leader and enjoyed strong heritage. Breaking into Nikon’s territory would require extra effort.
• Italy – the Italian mass market was driven by product design and user-friendliness. The
‘standard’ SLR appearance of the EOS 350D (size and design) could delay mass market adoption.

The Big Idea
We quickly realized that identifying the right target group and insight were key to solve the case. A segmentation study of camera user pointed towards the digital-still-compact (DSC) camera user; a group large enough to meet the sales targets, who was interested in photography and who already had experience with digital technology.

However, the study also indicated that DSC user rejected SLR cameras as too large, too complicated, too boring; made for photo-freaks but not for them. If we wanted to make DSC user consider buying an EOS 350D we had to defuse this hostility and find a motivating insight towards SLR photography.

An interactive workshop with DSC users brought us on the right track. We expected them to talk very seriously about their photographic achievements, their best shots, how creative they were. Instead they understood photography as a hobby, a fun activity to relax, to take 'time out'. Photography allowed them to discover and appreciate the beauty of everyday life. For them a
Show More

Related Documents: Canon Case Essay

Sherlock Holmes Research Paper

theorized ways for it all to fit together into a coherent story using reason or speculation to fill in gaps. Logical or not all their theories were still theories for at the time only Doyle could decide what was true and what wasn’t. Doyle decides the canon. Canon, as defined by Webster’s Dictionary, “the authentic works of a writer” or “a sanctioned or accepted group or…

Words 1074 - Pages 5

Mcpherson's Lawsuit Case Summary

Issue: In the case of Anya McPherson, in 2012 she was working as a temporary data entry clerk for Canon Business Solutions. In that same year, the company approached McPherson asking her to apply for a permanent position with the company, she was offered the job but shortly afterwards was notified via a phone call from human resources, that she had failed the background check. The background screening revealed a 12-year-old felony in McPherson's past. The same day she received the call from HR, McPherson…

Words 445 - Pages 2

History of Derps Essay

Best Buy › Cameras & Camcorders › Digital Cameras › Digital SLR Cameras › Canon › $500 - $749.99 Shop Digital SLR Cameras DSLR Body Only (3) DSLR Package Deals (2) DSLR Body & Lens (2) You've Selected Brand: Canon [Remove] Price Range: $500 - $749.99 [Remove] Clear All Selections Narrow Your Results Check Stock In Stores Near Me Beta Customer Reviews Top-Rated (4) Current Offers On Sale (2) Free Shipping (5) Special Offers (7) Package Deals (2) Brand LensPen…

Words 730 - Pages 3

Church History Paper I

The Foundation of Orthodoxy and the Cannon A Paper Presented to Dr. Keith Goad of Liberty University Lynchburg, VA In Partial Fulfillment Of the Requirements for Church History CHHI 301 By Brittany N. Askew February 6, 2012 Brittany Askew 06 February 2012 CHHI301_B04 Paper 1 Introduction The process by which Scripture has been preserved and compiled is one whose history is worth noting. The early church had…

Words 1547 - Pages 7

The Legacy Of Johann Sebastian Bach

In his day, Johann Sebastian Bach was known as a virtuoso organist, and a great improviser – his fame as a composer did not develop until long after his death. J.S. Bach is also known as the father of 20 legitimate children over the course of two marriages; a feet nearly as mind boggling as his enigmatic contrapuntal writing, or virtuosic keyboard playing. Carl Phillip Emmanuel Bach was one child who followed in his father’s musical footsteps; he was employed by Frederick the Great, an armature…

Words 318 - Pages 2

Essay on Ethics: Engineering

provision in their Code of Ethics. Unlike ASCE and AIA, NSPE did not elect to settle the case, which was appealed to the Supreme Court of the United States. The Court ruled in favor of the Department of Justice, finding NSPE?s competitive bidding provision violative of the Sherman Antitrust Act. B. Additional Provisions: A subsequent Department of Justice investigation in 1992 led to voluntary revisions to Canon 5, ?? (a), (c), and (f) of the Code to eliminate language which prohibited ?self-laudatory…

Words 3118 - Pages 13

Ethnic Literature Essay

in Africa or Nigeria. Parts of Africa are considered third world countries. Traditional America literature is based in the US. What historical, socio-political, and cultural topics might be covered by ethnic writers? How does this differ from the canon of traditional American literature? Slavery and Voting Rights are major topics covered by ethnic writers. How are the American literary themes of liberty, opportunity and equality addressed in ethnic literature?American history is full of stories about…

Words 964 - Pages 4

Weapons In The Civil War

improvements to be satisfied with the final product. First Body Paragraph : During the Civil War, there were many weapons including canons, guns, knives, swords, etc. With the knives and swords, obviously, they were manufactured differently than the cannons and guns with actual ammunition. With the swords and knives, the soldiers had them safely secure in their pouches and cases. The soldiers used these weapons to stab, wound, and kill their enemies and to come…

Words 254 - Pages 2

Code Of Ethics: The American Society Of Mechanical Engineers

interpretation, which can be confusing for the reader. The code of ethics would be superior if it were less ambiguous and more explicit. Several clauses stand out as “problematic” because of their vague nature. For example, the second fundamental canon states, “Engineers shall perform services only in the areas of their competence.” This rule seems to be rooted in normative ethics. Common sense dictates…

Words 374 - Pages 2

Johann Pachelbel Research Paper

There were many great and influential composers throughout classical music history. Johann Pachelbel, born in 1653 in Nuremberg, Germany, was a German composer during the Baroque period. Through Pachelbel’s musical composition, as well as his endeavours as a teacher of music, he influenced future generations of composers. Known for his extensive work with the organ, Pachelbel was considered to be one of the greatest organ masters of his generation. Although he passed away in 1706, his music continued…

Words 686 - Pages 3