A PROJECT REPORT ON
CUSTOMER PERCEPTION TOWARD CANON PRINTER
Submitted by
RAKESH KUMAR In partial fulfillment fulfillment for the award of the the degree Of
Master of Business Administration
Under the guidance of Prof. J. KAVITA (Head, Dept. Of Marketing)
(2009-2011) INSTITUTE OF COMPUTERS AND BUSINESS MANAGEMENTSCHOOL OF BUSINESS EXCELLENCE HYDERABAD-500048
Osmania University 1
BONAFIDE CERTIFICATE
Certified that this project report on “CUSTOMER PERCEPTION TOWARDS CANON PRINTER”
is the bonafide work of “RAKESH KUMAR” who carried out the project work
under my supervision.
SIGNATURE
Prof. J. Kavitha HEAD OF THE DEPARTMENT Marketing ICBM-SBE Upperpalli Hyderabad (A.P.)
2
BONAFIDE CERTIFICATE
Certified that this project report on “CUSTOMER PERCEPTION TOWARDS CANON PRINTER”
is the bonafide work of “RAKESH KUMAR” who carried out the project work
under my supervision.
SIGNATURE
Prof. J. Kavitha HEAD OF THE DEPARTMENT Marketing ICBM-SBE Upperpalli Hyderabad (A.P.)
2
EXECUTIVE SUMMARY
I, Rakesh Kumar felt privileged to be a part of o f ICBM SCHOOL OF BUSINESS EXCELLENCE, RAJENDRA NAGAR HYDERABAD . I did my summer internship training in Canon Printer Pvt Ltd Company. My project title is “Customer Perception toward CANON Printer Pvt Limited”. After analyzing the response given by the customer
Most of the customer prefers fewer prices before purchasing the product. Most of customer don‟t have much information about Canon printer because of HP has good market share in the market. Most of customer prefer canon printer because of quality of the product. While comparing for better service more customers prefer canon printer. Most of the customer getting offer scheme from retailer but few don‟t get offer scheme. Most of the customer believe canon printer because of good Image of Canon camera and Canon copier in the market. Most of the customer facing problem in canon inkjet printer.
After analyzing the response given by the retailer
Most of retailer support HP printer because of they are getting good margin from HP printer rather than Canon printer Most of retailer support Hp printer because HP has good brand image in the market. Most of retailer support HP printer because customer demanded HP printer rather than Canon.
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Index
Introduction
08
Need for the Study
09
Objectives of the Study
10
Research Methodology
11
Limitations of the Study
12
Industry Profile
13-17
Company Profile
18-33
Literature review
34-39
Data Analysis and Data Interpretation
40-53
FINDINGS
54
CONCLUSION
55
QUESTIONNAIRE
Bibliography PICTURE OF CANON PRODUCT
56-57 58 59-60
4
Representing how many customer using
40
Printer Respondents the purpose of using the Printer
41
Respondents represent which type of printer customer prefer
42
Respondent range of price of multifunction 43 inkjet printer which customer prefer
Respondent price range of laser mono printer
44
Respondent price range of laser colour printer 45 Respondent which feature customer prefer 46 before purchasing the Printer Respondents opinion about Cartridge Printer
47
Respondent prefer the preference of cartridge
48
Representing the awareness about Canon
49
Printer Representing the uses of Canon Printer
50
Representing the feature like the customer in
52
Canon Printer Representing the Reason Why Customer is
52
not preferring Canon Printer
Representing which Brand customer prefer
53
more 5
Representing how many customer using
41
Printer Respondents the purpose of using the Printer
42
Respondents represent which type of printer customer prefer
43
Respondent range of price of multifunction 44 inkjet printer which customer prefer
Respondent price range of laser mono printer
45
Respondent price range of laser colour printer 46 Respondent which feature customer prefer 47 before purchasing the Printer Respondents opinion about Cartridge Printer
48
Respondent prefer the preference of cartridge
49
Representing the awareness about Canon
50
Printer Representing the uses of Canon Printer
51
Representing the feature like the customer in
52
Canon Printer Representing the Reason Why Customer is
53
not preferring Canon Printer
Representing which Brand customer prefer
54
more 6
7
INTRODUCTION: Marketing Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives. In a most simple and non-technical language, marketing may be explained as a business function entrusted with the criterion and satisfaction of customers to achieve the aims of business itself in popular usage, the term "marketing" refers to the promotion of products, especially advertising and branding. However, in professional usage the term has a wider meaning. It can be divided into f our sections. Often called the "four P‟s'". They are:
Product - The product management aspect of marketing deals with the specifications of the actual good or service, and how it relates to the end-user's needs and wants.
Pricing – This refers to the process of setting a price for a product, including discounts. Promotion -- This includes advertising, sales promotion, publicity, and persona! Selling. And refers to the various methods of promoting the product, brand or company.
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NEED FOR THE STUDY The study was conducted to know the market value of
CANON printers in Hyderabad and
Secunderabad market, previously in printer industry their use to be very few companies which provides printers but at present there are around nine different brands of printers available in the market by this we can understand the level of competition in the market of printers. So this study main focus was to know at which part canon has to concentrate to cover the maximum part of the market. The study was also done to estimate the performance of the CANON PRINTER, TONER, CARTRIDGES, with
the other service providers, and also to know whether the customers know about
different services provided by the CANON.
9
OBJECTIVES OF THE STUDY
1.
To Study about customer preference towards canon Printer.
10
Research Methodology This study is done using the following primary and secondary data:
Primary Data: The primary data was collected by a market survey in HYDERABAD. Questionnaire was prepared and administrated by taking a sample of 100 consumers, which contains different categories of consumers like students, businessmen and employees.
Secondary Data: The secondary data comprises of various Books, Journals, Periodicals and other published magazines are included in the study. Data was also collected from the company's records and from the websites "www.canon.co .in
Sampling Simple random sampling: This type of sampling also known as chance sampling or probability sampling. Where each and every item in population has an equal chance of inclusion in this sample and each one of the possible sample, in case of finite universe, has the sample probability of being selected.
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LIMITATION OF THE PROJECT
1. The scope of study is limited to the respondents are selected from in and around limited area of Hyderabad.
2. The project is only carried out for the period of 45 days only.
3. Measurement of Market Survey analysis is complex subjects, which uses non-objectives method, which is not reliable.
4. The sample unit was also limited 100.
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Industry profileIndia and its Printing Industry – An Emerging Market India, Printing Review International Geography : Location: Southern Asia, bordering the Arabian Sea and the Bay of Bengal, between Burma and Pakistan Climate: varies from tropical monsoon in south to temperate in north Natural resources: coal (fourth-largest reserves in the world), iron ore, manganese, mica, bauxite, titanium ore, chromites, natural gas, diamonds, petroleum, limestone, arable land
Government: Country name: Republic of India Government type: Federal Republic Capital: New Delhi Administrative divisions: 28 states and 7 union territories 13
Legal system: based on English common law; limited judicial review of legislative acts; accepts compulsory ICJ jurisdiction, with reservations Economic Overview : Currency: Indian rupee (INR)
Fiscal year: 1 April - 31 March Population : 1,065,070,607 Economy India has consolidated its position as the world‟s fourth largest economy, behind the United States, China and Japan, in Purchasing Power Parity (PPP), according to the latest World Development Indicators and has the third largest GDP in the entire continent of Asia. It is also the second largest among emerging nations. (These indicators are based on purchasing power parity.) India is also one of the few markets in the world which offers high prospects for growth and earning potential in practically all areas of business. When the Economic Reforms were introduced in 1991, India chose to shift gear from a closed, license- driven Economy to one, which embarked on globalization and economic liberalization. Printing Industry : Over the years, the printing industry has grown in all parts of the globe. The advent of TV and Internet has not affected the growth of and requirement for printing professionals. The industry has made giant strides in recent times in improving its machinery in terms of the scope, technology and speed. Computers and electronics have invaded all the departments of printing, improving quality and speed of the jobs executed with the consequent enhancement of costs enormously. In fact, the arrival of computers has complemented the printing business and has played a vital role in increasing its status as a clean profession. So-Called Hubs for Printing Industry There is a set of industry players which are growing systematically and regularly. These kinds of set-ups do not belong to any specific region of India but are scattered all over the country. The so-called clusters of printing Industry are present in North: (Amritsar, Delhi, Faridabad) - W est: (Ahmedabad, Bombay, ) – South: ( Bangalore, Coimbatore, Madras). The publishing firms in the private sector is also quite large in number and these are scattered throughout the country. But majority of these are very small in operation and each one of these may not be producing more than a dozen titles in a year. These are also confined to producing titles in Indian regional languages and catering to the needs of the local markets. Only a few (about 10%) of the publishing concerns in India are reasonably large producing more than 50 titles annually and are equipped with proper infrastructures such as printing presses and distribution networks. In totality, today Indian publishing is one of the greatest in the world and the country is counted among the top seven publishing nations. Increasing number of printers are adopting newer and modern technologies. The growth of such organisations indicate that recession is nothing but a changing trend towards adoption of new style of 14
working. The modern style of business is completely in favour of the consumers. It ensures that they get optimum quality products at bare minimum price . Probably in all areas of life the consumers are getting products at most competitive prices, which is definitely lower than yesterday‟s prices and printing industry is no exception. To meet this challenge, people in the printing industry have to find the solutions and not fret on decline in prices. Some printers with a vision have already taken a step towards it and are able to produce printed products at much lower unit price by adopting new technologies. Facts about Indian Printing Industry : - More than 1,30,000 all types of printing presses in India - More than 10 Million family involved in the Industry - 20 Billion + Turnover - Per capita consumption of Paper & boards - 4.5 KGs - Machinery New and Second Hand, used is predominately from China, England, France. Germany, Italy, Japan, The Netherland, Switzerland, Spain, Taiwan, USA. Employment created by Printing Industry Total No. of Printing Presses Turnover Directly 7,00,000 1,30,000 20 Billion + Indirectly 4,50,000 60,000( offset, sheetfed - webfed)
Few Printers & Presses of repute in India :
1) Thomson Press : Thomson Press Printing Division comprises of one PrePress and two Printing units in Delhi, one printing unit in Chennai and one printing & Book Bindery unit in Delhi exclusively for exports.
2) M/s SUBRAMANIAM BROTHERS PRIVATE LIMITED
SBP is one of the leading and experienced Paper Trading Company in South India and was established in 1942. SBP is also a wholesale dealer for various paper Mills in India for v ariety of Printing Paper, Kraft Paper, Cream wove Paper, Duplex Board. Map litho, Xerox Copier and Bond Paper We have entered manufacturing activity recently and now manufacture various paper stationery items as listed here below. Various Indian GOD Pictures of Artistic , Thematic and Religious Values, Various Stationery Items, Notebooks Memo Pads Writing pads Diaries in attractive designs and colors.
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3) Pragmatic Offset Pvt. Ltd.
POP is a forty year old company catering to the high-quality printing requirements of customers worldwide. We are a one-stop service provider with prepress, printing and finishing/bindery under a single roof. With 6 presses capable of 4-6 colour printing at speeds of up to 15,000 impressions per hour and sizes of up to 28.5” x 40”, we have the capacity and the redundancy built into the system to handle your largest jobs with the quickest turn-around time.
5) Anderson Printing House
ANDERSON Printing House Pvt Ltd has entered country's elite printing club with its recent installation of computer-to-plate technology system from Heidelberg India, a wholly-owned subsidiary of Heidelberger AG of Germany.
6) Conway Printers, Mumbai.
There are so many Printing Associations in India, but are region-wise.
Below are a few Printing Industry magazines in India. Out of these only a handful relate to International Standard. Others are regional.
Coramandal Printer, Chennai Delhi Printer Indian Printer & Publisher, Delhi. KOPA News, Bangalore. Master Carton, Kerala Paper-in-Pack, Mumbai. Paper Mart, Delhi Print Forum, Chennai. Press Ideas, Chandigarh. Print & Publishing, Delhi Print Bulletin, Mumbai Print Com, Mumbai Print Focus, Sivakasi Printers‟ Voice, Calcutta Print Miracle, Kochi 16
Printing Review, Delhi Printing Times, Delhi Print Vision, Mumbai Punjab Print, Ludhiana Rind Survey, Chennai Screen Print India, Mumbai Student Technologist, Chennai -STATUS OF INDIAN PRINT INDUSTRY….. The Indian Print Industry has undergone a revolutionary change in the last 15 years. In 1990, India initiated a process of reforms aimed at shedding protectionism and embracing liberalization of the economy. Privatization was initiated with the aim of integrating the Indian economy with the world economy. This change opened the doors for the Indian Print Industry to modernize, by investing in the latest of technology and machinery. The average compound annual growth rate has been higher than 12% over the last 15 years. Our packaging industry is currently growing at a rate of more than 16% a year. Prior to 1990, most printers found it easy to invest in East German and Czechoslovakian machines. Post 1990, the trend has been to acquire the latest and the best equipment & machines. The progressive printers of today are equipped with the latest computer controlled printing machines and flow lines for binding, while state of the art digital technologies are being used in pre-press. Leading print companies have optimized the use of information technology in each and every area of their business. These printers are today equipped at par with the best print production facilities in the world. Today, India is fast becoming one of the major print producer & manufacture of printed paper products for the world markets. The quality standards have improved dramatically and immense production capacities have been created. Some printers have won recognition by winning prizes at international competition for excellence in printing. The current annual turnover of all the components in the Indian printing industry are more than Rs.50,000 crores. That is in the region of USD 11 Billion. Indian books, journals and printing jobs, etc. are being exported to over 120 countries of the world both developed and developing. Indian exports of books, printed pamphlets, newspapers & periodicals, job printing and printed materials during 2004-05 was estimated to the tune of USD 550 milli on.
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Company profile
Canon is a manufacturer of business and consumer imaging products which includes printers, scanners and binoculars, as well as a range of digital compact and SLR cameras. The Business Solutions division offers print and document solutions f or small and medium businesses, large corporations and governments. These include multifunctional printers, black and white and colour office printers, large format printers, scanners, black and white and colour production printers, handy terminals and microfilm scanners, as well as software to support these products. Lesser known Canon products include medical, optical and broadcast products, including Ophthalmic and X-Ray devices, broadcast lenses and semiconductors. Handy Terminal Solutions, Digital Microfilm Scanners. Canon has regional headquarters in the Americas, Europe, Middle East, Afri ca, Japan, Asia and Oceania. Canon in Europe is split into Canon Europe NV (based in the Netherlands) and Canon Europe Ltd (based in London). Both make up the European headquarters for Canon
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Some most important person in Canon Company 1. Anthony Peterson's Experience Web Content Specialist Canon Business Solutions
January 2011 – Present (3 months)
Collaborate with internal and external departments to create compelling content for the Canon Business Solutions website; update and elaborate on existing content using Search Engine Optimization (SEO) methodologies. Create and manage online content for social media outlets, blogs, and webinars.
2. Diane Hanson's Experience Sales Manager Canon Business Solutions
3. Nicholas Katsigiannis 19
Service Vice President, Eastern Zone at Canon Business solution Location Greater New York City Industry
Nicholas Katsigiannis's Summary
I am an operational executive with broad experience in: Service Operations - Client Relations - Project Management - Training - Leadership. I am focused on achieving profitability through productivity improvements resulting in substantial cost reductions. A balanced executive who is comfortable with customer service, financials, sales, billing and logistics, I am highly skilled in general management with a strategic planning background and have managed a multi-site service operation across 13 states.
Jeff Martin Solution Consultant at Canon Business Solution Location
Dallas/Fort worth Area
Jeff Martin's Summary I am a proven MBA with broad international experience and the ability to travel. I h ave strong analytical capabilities and am adept at grasping technical concepts and building business value discussions around technology products & services. My background includes Sales, Marketing and Operations with experience in High-Tech Manufacturing, Telecommunications and Biotechnical. I p ossess strong capabilities in Sales, Marketing, New Product Development, Product Line Management, and Consulting.
Mission Our mission is to be the world's premier consumer Products Company focused on need and demand of consumer. We seek to produce financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in everything we do, we strive for honesty, fairness and integrity. 20
Vision The vision of Canon Company is Incorporating technology to serve customer needs. “Canon company responsibility is to continually improve all aspects of the world in which we operate environment, social, economic - creating a better tomorrow than today."Our vision is put into action through programs and a focus on environmental stewardship, activities to benefit society, and a commitment to build shareholder value by making Canon a truly sustainable company.
Performance with Purpose
At Canon Company, we're committed to achieving business and financial success while leaving a positive imprint on society-delivering what we call Performance with Purpose. Our approach to superior financial performance is straightforward – drive shareholder value. By addressing social and environmental issues, we also deliver on our purpose agenda, which consists of human, environmental, and talent sustainability.
Canon quality policy “Make sale and deliver to the consumer as it was designed, in order to deliver preference”. Canon Company believes their success depend upon the quality and value of their product by providing a safe, whole some, economically efficiency and a healthy environment for their customer. And by providing fair returns to their investors while maintaining the stander of integrity.
Our Commitment
Our values reflect our aspirations - the kind of company we want Canon to be. We express our values in the form of a commitment. Our commitment is: Sustained Growth is fundamental to motivating and measuring our success. Our quest for sustained growth stimulates innovation, places a value on results, and helps us understand whether today's actions will contribute to our future. It is about growth of people and company performance. It prioritizes making a Difference and getting things done. Empowered People means we have the freedom to act and think in ways that we feel will get the job done, while being consistent with the processes that ensure proper governance and being mindful of the rest of the company's needs. Responsibility and Trust form the foundation for healthy growth. It's about earning the confidence that 21
HISTORY OF CANON
A modest beginning in a small room
In 1933, a small laboratory dedicated to making high-quality cameras was set up in a simple apartment room in the Roping area of Tokyo. At the time, all high-quality cameras were European with the majority coming from Germany. It was in this small room that young people with a big dream earnestly began their work on producing a high-quality Japanese camera, marking the beginning of Canon. Through hard work and with an enterprising spirit, they eventually succeeded in building a prototype, which was named Kwanon after the Buddhist goddess of mercy. The following year, in 1935, Japan's first-ever first- ever 35 mm focal-plane-shutter camera, the Hanza Canon, was born, along with the origin of the Canon brand.
Striving for the world's best camera
In 1950, Canon's first president, Takeshi Mitarai, went to America for the first time to attend an international trade fair. Having seen modern factories and a high standard of living first hand, upon his return, he built a fireproof factory of steel-reinforced concrete in the Shimomaruko area of Tokyo, which he saw as essential for Canon to succeed in doing business with the world at large. Mitarai also made clear his respect for humanity by stressing the importance of the Sanji, or "three selfs" spirit, the guiding principle for Canon employees. In 1955, Canon made its first step into the global market with the opening of a U.S. office in New York City. In 1957, Canon set up its it s sole European distributor, Canon Europe, in Geneva, Switzerland. By 1967 exports already topped 50% of the company's total sales.
The challenge of diversification
Soon after its founding, Canon was hard at work in 1941 on diversifying itself with the introduction of Japan's first indirect X-ray camera and other products In the 1960s, the company took further steps toward diversification by adding electrical, physical and chemical technologies to its optical and precision technologies. In 1964, Canon entered the office equipment market with the debut of the world's first 10-key electronic calculator. In 1967, the management slogan "cameras in the right hand, business machines in the left" was unveiled and in 1969 the company changed changed its name from Canon Camera Co., Inc. to Canon Inc. Canon took on the challenge of developing Japan's first plain paper copying machine, which it introduced in 1970, and realized further diversification from one challenging field to the next.
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Averting disaster with the Premier Company Plan
By 1970, Canon grew to 44.8 billion yen in sales and more than 5,000 employees. But hit by dollar and oil shocks, followed by problems with a defective electronic calculator display component in 1974, Canon fell on hard times, and in the first half of 1975 failed to pay a dividend for the first time since becoming a public company. In 1976, Canon unveiled its Premier Company Plan, an ambitious strategy to transform Canon into an "excellent global company" through such means as introducing a vertical business group constitution and establishing a horizontal development, production and sales system. The plan proposed high ideals and pooled the strength of its employees, enabling the company to promptly recover.
Canon's second inauguration
Canon continued to grow under the Premier Company Plan. Wi th the dawn of the personal computer age Canon introduced to the world a series of products never before seen, among them a personal copying machine based on all-in-one cartridge system a laser printer with semiconductor laser, and a Bubble Jet inkjet printer. Canon also began promoting global production in earnest on the road to becoming an excellent global company. Then, in 1988, the 51st anniversary of the company's founding, Canon announced its second inauguration and unveiled its corporate philosophy of kyosei, an unfamiliar term at the time. It also began promoting such progressive and environmentally sound activities as toner cartridge recycling in addition to globalizing its it s development.
The Excellent Global Corporation Plan
Canon had developed unprecedented technologies and carefully nurtured them to create business opportunities and products unrivaled by any other company. But by the mid-1990s, the business division system that had been in place since the 1970s was showing signs of wear. Canon also carried debt of more than 840 billion yen, meaning the company needed to improve its financial constitution if it was to carry out long-t erm R&D projects and launch new businesses. businesses. Fujio Mitarai became Canon's 6th company president in 1995, and in 1996 the Excellent Global Corporation Plan was launched. Transforming the corporate mindset from partial to total optimization and from a focus on sales to a focus on profits, the new plan was the start of the innovations that characterize today's Canon.
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Canon in India
Incorporated in 1997, Canon India Pvt. Ltd. is a 100% subsidiary of Canon Singapore Pte.Ltd; a world leader in imaging technologies. t echnologies. Canon today has offices spread across 7 cities in India with an employee strength of over 800 people and markets 140 comprehensive ranges of sophisticated and contemporary digital imaging products in the country. These include digital copiers, multi-functional peripherals, fax-machines, inkjet and laser printers, scanners, All-in-ones, digital cameras, digital camcorders , dye sub photo printers and multimedia projectors semiconductors, card printers & cable ID printers. . Canon has pioneered pioneere d five technology „imaging‟ engines viz: Optical Engine, Electro photography, Bubble Jet, Semiconductors and Display which drives Canon‟s cutting-edge cutting-edge technology products. With over 1100 registered patented technologies in Digital Cameras, 2300 in inkjet printers, 5600 in multifunctional printers and more than 200 in scanners, Canon has emerged as one of the leading technology innovators in the digital imaging space worldwide. In 2009 Canon has been ranked amongst top 10 employers in India in the Business Today „Best Companies to Work for in India‟ survey. This ranking was given on the basis of a process that involved an understanding of the HR systems of companies, a survey of their employees, and a survey of their external stakeholders such as Bschools, placement firms, and alumni. It was undertaken by Mercer Human Resource Consulting. Canon takes pride in not only bringing quality products to the market; but also contributes to minimizing environmental burden through effective application of environmental technologies. Canon focuses on the development of resource conserving products that are smaller, li ghter and easy to recycle. In India, Canon takes responsibility to dispose off end of life Canon products and other e-waste by sending such waste to government approved recycling agency. Today, Canon India is certified for ISO 9001, ISO 14001 and OHSAS 18001. In 2006, the company was certified for its "Strong commitment to excel" at the CII-EXIM Business Excellence Award. Over the last 12 years of its India growth story, Canon‟s comprehensive range of the latest digital imaging products supported by a trained sales force across the country has emerged as its key differentiator. Canon also holds the prestigious ISO/CD Certification for Validation Printing for its market leading image PRESS printer line. The new validation certification provides customers with a competitive quality advantage, giving customers near contract quality print proofs and allowing them to measure digital prints against lithographic offset printing quality. Canon‟s image PRESS range is synonymous with quality output and the standard can now present its customers with a certified, reliable and a stable system to achieve color critical proofing. Canon has around 380 primary channel partners 13 National Retail Chain partners, 6 Level IV Master Service Centers; over 100 authorized service centers, over 4000 secondary retail points including 270 National Retail Chain store partners & 33 Canon Care Centers. Canon products are available in over 400 towns in India. Overall, Canon‟s presence will increase to 5000 outlets by December 2009. By end of 2009, Canon has acquired a customer base of over 30 lakh customers in India. 24
As part of the company‟s promise to enhance digital experience for consumers, Canon Image Lounge was launched in 2008 in Gurgaon, Mumbai and Bangalore for customers to get a touch and feel of Canon products. The lounges provide a comprehensive display of Canon‟s vast range of offerings and display over 101 consumer imaging products for consumers to simpl y look, Feel and experience without the compulsion on buying. Special photography workshops and other customer engagement program are being held in these lounges. Canon has three Business solution lounge for B2B customers in Gurgaon Mumbai and Bangalore showcasing business applications along with seminar rooms for business workshops.
Marketing highlights for 2009 :
Canon India closed at revenues of Rs. 850 crore in 2009, with 27 per cent growth over 2008 Canon emerged as the No. 1 in scanner category with 49% market share. Canon is now a market leader in the laser printer segment as well with 41% market share. Canon India further consolidated its market presence in India with a market leadership in DSLR category with 54% share, Photo printer category with 60% share, SLR category and 31% in copier MFD category. Canon launched the “Press photographers” photo contest across Delhi, Mumbai, Chennai and Kolkata. Over 300 media photographers participated in the same. Canon organized 55 photography workshops training 70,000 people across 55 cities. Canon‟s Original Ink centers touched 500 outlets across the country. General Highlights 2009
Canon made a pioneering move in the printing industry with the launch of ISO certified standard of printing ‘images per minute’ ‘ipm’ . Canon launched 24 new printing and imaging products at the same event and also announced its foray into the surveillance business. Canon introduced 23 New „Smart‟ Cameras & Camcorders with Latest Technology. Canon organized a 15 day workshop on photography especially for the young photography enthusiasts during the summer vacations in leading schools of Gurgaon Canon launched the „I can with Canon‟ campaign that rides the theme of empowerment to a Canon customer
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Awards and Recognitions in 2009
The list of product awards received in 2009 is as follows:
Digital Camera – 21 Digital SLR – 9 Canon Lenses – 5 Living Digital recommended- Lide 100 Best Buy Digit- PIXMA IP 1980
Apart from this Canon stood at 87th rank in the Power brands survey of top 100 brands in India. Mr. Alok Bharadwaj was also felicitated with the „Pride of the Industry‟ award along with the award for the second most influential person in photography. He was also felicitated with the award of the Best CMO this year by the CMO council. Canon was also featured in the Digit- Icons of Trust survey where in Canon ranked No 1 in Digital Cameras and No 2 in Printers. The latest survey by 4Ps also pronounced Canon as one amongst the 100 Most Valuable Brands with a rank of 87
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PRODUCT PROFILE Canon has lots of product in the market Like: Canon Printer, Canon Camera, Canon Copiers etc
Canon Printer We can devide a printer into two part . 1. Inkjet Printer 2. Laser Printer
INKJET PRINTER Canon has lots of category in inkjet printer a. Canon Pixma iP series
Canon PIXMA iP1300
Features
Photo lab quality: max. 4800x1200dpi* Prints a photo lab quality 10x15cm borderless photo in approx. 70 seconds* Fast borderless printing up to A4 size ChromaLife100 system for long-lasting, beautiful 27
photos** Easy-to-use software included
Canon PIXMA iP1900
Features
4800x1200dpi print resolution with 2pl ink droplets* Photo lab-quality 10x15cm borderless print in approximately 55 seconds* FINE Cartridges ChromaLife100 system** Borderless prints up to A4 Auto Photo Fix Canon PIXMA iP4600
Features
Photo prints with 1pl, 9600x2400dpi resolution* 10x15cm photo lab-quality print in approximately 20 seconds* 5 Single Inks ChromaLife100+ system** Two paper trays Print on DVD/CD Easy-Photo Print EX software Print direct from a digital camera
Canon Pixma Mx – Series
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Canon Pixma MX300 Editor’s review
The good: Excellent print and scan quality; fast photo prints; inexpensive; lots of capacity options when it comes time to replace the ink; memory can store incoming faxes for later. The bad: Slower than the competition at most tasks; not network-ready; no ADF; no memory card slots; LCD is not backlit. The bottom line: If you work in a one-person office and are on a tight budget, the Pixma MX300 is a good fit; you won't find better quality output from comparably priced all-in-one inkjets. You'll need to keep shopping, however, if you need built-in networking or fast prints.
PIXMA MX-870
What It Is and Why You Need It Realize the power of 9600 x 2400 maximum color dpi firing with 1pl. Benefit? Incredible quality and detail in both your business documents and photos. This 5-color ink system consists of four dye-based inks plus a pigment-based black ink, producing exceptional photos and crisp, laser-quality text. Only replace the color ink tank that runs out. So, you save money on ink! Your days of driving to the store or waiting on long lines at a kiosk to print your photos are over. Do it yourself at home with your Canon PIXMA printer! Print as many images as you want on photo paper up to 8.5" x 11". You can even print multiple pictures on one page. Plus, with one touch of your mouse, Easy Photo-Print automatically crops images, corrects red-eye, smoothes facial lines and skin tone and even brightens and sharpens faces.
Canon Pixma Mp-Series
PIXMA MP258
Feature Print
•
New ISO / IEC 24734 standard for print speed 29
•
ISO Standard print speed (ESAT): approx. 7.0ipm mono / approx. 4.8ipm colour
•
2pl (min.) ink droplets and 4800 x 1200dpi (max.) resolution
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4 x 6" (4R) borderless photo in approx. 56secs.
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Capable of printing borderless photos up to A4 size
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ChromaLife100+ technology – photos can last up to 300 years
Scan
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600 x 1200dpi CIS
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Scanning Bit Depth at up-to 48bit (input) / 24bit (output)
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Auto Scan Mode allows automation of your scanning and saving procedures to three short steps
Copy
•
New ISO / IEC 24735 Annex D standard for copy speed
•
Copy speed (Continuous Copy): approx. 6.3cpm mono / approx. 2.7cpm colour
•
Reproduces identical second generation photos & document with Dual Colour Gamut Processing Technology
Convenient
•
Automatic Opening Output tray prevents paper jams when the tray is closed
•
Quick Start allows you to begin operations a few seconds after powering on
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Auto Photo Fix II via Easy-Photo Print EX and MP Navigator EX; allows brightness of underexposed areas of photo to be optimized.
Canon PIXMA MP560 Wireless Inkjet All-In-One Photo Printer
Features and Benefits:
Environmental Standards: ENERGY STAR Qualified
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Printing Technology: Ink-jet ( color )
Inkjet Technology: Canon FINE (Full-lithography inkjet Nozzle Engineering) - 5-ink
Microsoft Certification: Compatible with Windows 7
PC Connection Availability: Yes
Max Printing Speed: Up to 9.2 ipm (mono) / up to 6 ipm (color)
Original Size: 8.5 in x 11.7 in (max)
Automatic Duplexing: Yes (printing)
Device Type: Printer / copier / scanner
PC Connection: Hi-Speed USB, IEEE 802.11b, IEEE 802.11g, USB host
Copier Type: Digital
Media Type: Envelopes, plain paper, photo paper
Manufacturer Warranty: 1 year warranty
Display: 2"
Bundled Services: Canon Instant Exchange
Media Size: Legal (8.5 in x 14 in) (max)
Office Machine Features: Print from memory card, print from USB flash drive
Weight: 17.9 lbs
Original Type: Sheets
Product Description: Canon PIXMA MP560 - multifunction ( printer / copier / scanner ) ( color )
Scanning: 2400 x 4800 dpi
Max Printing Resolution: Up to 600 x 600 dpi (mono) / up to 9600 x 2400 dpi (color)
Dimensions (WxDxH): 17.9 in x 14.5 in x 6.3 in
Laser printer
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LASER SHOT LBP2900
Feature New Print Technologies For Faster Printouts
•
With print speeds of up to 12ppm monochrome, the LBP2900 offers fast printouts at an affordable price.
•
Two groundbreaking Canon technologies: CAPT 2.1 and Hi-SCoA redesign the printing process for improved performance.
•
CAPT 2.1, or Canon Advanced Printing Technology, harnesses the power of the PC to speed up print jobs, instead of loading up the printer with expensive memory upgrades.
•
Hi-SCoA, or High Smart Compression Architecture, compresses print job data into manageable size for quick transfer of data from computer to printer.
•
The first in its class to feature USB 2.0 Hi-Speed interface for further speeding up file transfers.
Jam-Free Operation
•
Groundbreaking new Canon technologies set the Canon LBP2900 apart from competitors with its improved usability and performance.
•
Using a shorter, U-shaped paper path ensures virtually JAM-FREE operation that increases your personal productivity and efficiency.
•
Works reliably even under high-pressure, heavy-volume operations. Note This is the most profitable printer of canon company it beats hp printer lots of customer demanded that type of printer.
Image CLASS MF8450C
Features
•
Colour laser multifunctional printer
•
17ppm colour print / copy speed
•
17ppm monochrome print / copy speed with Pure Black Technology
•
Print, copy, scan, fax, PC-fax
•
SEND Lite for efficient digital data / document distribution to networked PCs
•
3.5 inches colour TFT display with Easy-Scroll Wheel
•
Quick First-Print & energy efficient
•
Network ready with iPv6.0 compatible & SMTP Authentication 32
•
Scan to email, network folder & USB Flash memory
•
Automatic Double-sided print / copy / fax / scan
Complete Multi-tasker with 4-in-1 Convenience
•
Superior colour printing, faxing, copying and scanning in one stylish, cost-cutting and spacesaving unit.
•
Efficient document distribution with SEND functionality (scan direct to Email / iFax / FTP / SMB folders / USB Flash Drive)
•
USB Flash Drive slots for convenience of scanning & printing without PCs
•
High built-in shared memory of 384MB RAM enables flawless multi-tasking
•
Single pass colour cartridges mechanism ease up cartridges replacement
Outstanding Colour Quality without Toners Wastage
•
Dual Direct Mapping technology converts RGB image type input into CMYK colour output from any data sources for colour output quality and consistency
•
ACS (Auto Colour Select) technology recognizes black text areas within a full colour image / document input. Plus its Pure Black Technology, black text area will be printed using black toner only; hence achieving rich black text print quality without wasting other CMY colour cartridges.
Save Time, Increase Productivity while Cutting Your Electricity Bills
•
Quick First-Print technology achieves zero warm-up time, allowing immediate document processing and output
•
UFRII Lt printing system for PC-based document compression for speedy delivery and no machine's RAM upgrade required
•
Up to 17ppm colour and monochrome print or copy speeds for fast output
•
Energy Star® certified and consumes only as low as approx. 1.2Watts in sleep mode (while connected PCs are inactive)
•
Check out Energy Star TEC (Typical Electricity Consumption)
33
MARKET ANALYSIS Market analysis may take two distinct forms. In the first, it is a method used by investors to look at the market and try to determine whether it is going up or down, in order to make investment decisions. In the
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second, it is a field used by marketers to analyze the target market of their clients and determine the best courses of action to take to improve sales and profitability. Market analysis as used by investors involves looking at numerical data and attempting to discern patterns or determine probable future movement based on that data. Investors using market analysis will look at how prices within their specific sector are moving, how the market as a whole is tending, and what individual events might affect the prices of stocks and commodities they are trading in. When performing a market analysis, an investor must also consider events such as announced mergers, profit predictions for a coming quarter, and new technological discoveries. Some investors take a primarily mathematical approach to market analysis, looking at reams of historical market data and crunching every number at their disposal through their own algorithms in an attempt to predict the market's future path. Other investors take a more 'gut' approach to market analysis, relying on news sources and rumors surrounding companies' activities to sketch a rough picture of possible market tendency. From a marketer's perspective, marketing analysis consists of looking at every angle of a market to determine policies that will help a company capture more of a market share and make the share they already control more profitable. The market analysis of customer desire and satisfaction is a large part of marketing. Logit analysis, for example, surveys consumers and looks at needs that have not yet been met to predict how an untried product may perform in a fresh market. For companies innovating a new market, this is a crucial part of market analysis, because producing too many units of a product results in a massive loss, while producing too few results in a loss of customer satisfaction and opens the door to competitors. Market analysis may also look at the share a company owns of a particular market, with the aim of determining how to acquire a larger share. Unlike logic analysis, this type of market analysis, known as market share analysis , is geared more towards entrenched product lines. The goal of market share analysis is not to determine whether a customer would purchase a product, but rather to examine customer loyalty levels, brand perception, and the overall competitive edge, and to come up with a strategy to draw market share away from competitors and increase one's own share. A number of software packages exist for many types of market analysis, usually taking the form of spreadsheets with fields for a wide array of data which is then processed and used to give a general analysis. Most marketing firms also include market analysis as part of their core package, with different degrees of depth available determining on the size and needs of the company.
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A Market analysis is a documented investigation of a market that is used to inform a firm's planning activities particularly around decisions of inventory, purchase, work force expansion/contraction, facility expansion, purchases of capital equipment, promotional activities, and many other aspects of a company.
Dimensions of market analysis
Market size (current and future)
Market growth rate
Market profitability
Industry cost structure
Distribution channels
Market trends
Key success factors
The goal of a market analysis is to determine the attractiveness of a market, both now and in the future. Organizations evaluate the future attractiveness of a market by gaining an understanding of evolving opportunities and threats as they relate to that organization's own strengths and weaknesses. Organizations use the findings to guide the investment decisions they make to advance their success. The findings of a market analysis may motivate an organization to change various aspects of its investment strategy. Affected areas may include inventory levels, a work force expansion/contraction, facility expansion, purchases of capital equipment, and promotional activities. Elements.
Market size 36
The most common measure of market size is the sum of the revenues of its participants. The following are examples of information sources for determining market size:
Government data
Trade association data
Financial data from major players
Customer surveys
Market trends Changes in the market are important because they often are the source of new opportunities and threats. Moreover, they have the potential to dramatically affect the market size. Examples include changes in economic, social, regulatory, legal, and political conditions and in available technology, price sensitivity, demand for variety, and level of emphasis on service and support.
Market growth rate A simple means of forecasting the market growth rate is to extrapolate historical data into the future. While this method may provide a first-order estimate, it does not predict important turning points. A better method is to study market trends and sales growth in complementary products. Such drivers serve as leading indicators that are more accurate than simply extrapolating historical data. Important inflection points in the market growth rate sometimes can be predicted by constructing a product diffusion curve. The shape of the curve can be estimated by studying the characteristics of the adoption rate of a similar product in the past. Ultimately, many markets mature and decline. Some leading indicators of a market's decline include market saturation, the emergence of substitute products, and/or the absence of growth drivers.
Market segments Markets are not uniform. Therefore it is also important for i nvestors to identify and evaluate the various segments that make up the total market. This analysis helps organizations determine which areas account for the greatest share of the market's growth and are more susceptible to change. This information, in turn, helps them pinpoint the most promising opportunities within the overall market and guides the choice of specific investments.
Market profitability 37
While different organizations in a market will have different levels of pr ofitability, they are all similar to different market conditions. Michael Porter devised a useful framework for evaluating the attractiveness of an industry or market. This framework, known as Porter's five forces, identifies five factors that influence the market profitability:
Buyer power
Supplier power
Barriers to entry
Threat of substitute products
Rivalry among firms in the industry
Industry cost structure The cost structure is important for identifying key factors for success. To this end, Porter's value chain model is useful for determining where value is added and for isolating the costs. The cost structure also is helpful for formulating strategies to develop a competitive advantage. For example, in some environments the experience curve effect can be used to develop a cost advantage over competitors.
Distribution channels Examining the following aspects of the distribution system may help with a market analysis:
Existing distribution channels - can be described by how direct they are to the customer.
Trends and emerging channels - new channels can offer the opportunity to develop a competitive advantage.
Channel power structure - for example, in the case of a product having little brand equity, retailers have negotiating power over manufacturers and can capture more margin.
Success factors The key success factors are those elements that are necessary in order for the firm to achieve its marketing objectives. A few examples of such factors include: 38
Access to essential unique resources
Ability to achieve economies of scale
Access to distribution channels
Technological progress
It is important to consider that key success factors may change over time, especially as the product progresses through its life cycle.
Applications The literature defines several areas in which market analysis is important. These include: sales forecasting, market research, and marketing strategy. Not all managers will need to conduct a market analysis. Nevertheless, it is important for managers that use market analysis data to how analysts derive their conclusions and what techniques they use to do so.
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DATA ANALYSIS Table 1: Representing how many customer using Printer Particulars
No of response
Percentage
Yes
60
60%
No
40
40%
40
printer
40% yes no 60%
Interpretation Most of the Client Use printer only for the business purpose. In today age everyone wants to earn the profit through any business that’s the reason most of the client use printer .
Table 2: Respondents the purpose of using the Printer
Particulars
No of Responses
Percentage
Business
70
70%
Home
30
30%
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purpose
30%
Business Home
70%
Interpretation Most of client using printer for the business purpose because of they want to earn money from their customer. And some of them are using Printer for their office purpose also because now most of the company needs printer for their office purpose. And some of them using printer for the home purpose.
Table 3: Respondents represent which type of printer customer prefer No
Particulars
No of Response
Percentage
1
Inkjet
60
60%
2
laser
40
40%
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70 60 50 40 30 20 10 0 Inkjet
laser
Interpretation Most of Customer prefer Inkjet Printer because the price of Inkjet Printer is less than Laser Printer , customer can buy a Inkjet colour multifunction Printer in Rs. 3,000 only and If customer go for Laser colour multifunction Printer ,he has to pay 40,000. That‟s the reason most of client prefer only Inkjet Printer.
Table 4: Respondent range of price of multifunction inkjet printer which customer prefer
No
Particulars
No of response
Percentage
1
Below 3000
50
50%
2
3000-5000
25
25%
3
5000-8000
15
15%
4
Above 8000
10
10%
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inkjet multifunction printer 60 50 50 40 30
25
20
15 10
10 0 below 3000
3000-5000
5000-8000
above 8000
Interpretation Most of the Customer wants to purchase the Printer in cheapest price. Because they want to earn more profit from their customer. They don‟t much bother about the price quality of the printer they want it only the cheapest price, but some client also want good quality and they ready to pay the good price for the printer
Table 5: Respondent price range of laser mono printer which customer prefer before purchasing the product No
Particulars
No of response
Percentage
1
Below 6000
55
55%
2
6000-12000
25
25%
3
Above 12000
20
20%
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laser mono printer 60% 50% 50% 40% 40% 30% 20% 10% 10% 0% below 6000
6000-12,000
above 12000
Interpretation In Laser Printer only for printing purpose most of the client prefers less price for the Printer .Canon has a LBP2900, which has a good market demand in the market. Some client if they want print, copy and Scan also they prefers the price of that one is approximately 1200013000. Table 6: Respondent price range of laser colour printer which customer prefer before purchasing the product
No
Particulars
No of response
Percentage
1
Below 20000
50
50%
2
20000-40000
30
30%
3
40000-80000
15
15%
4
Above 80,000
5
5%
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laser colour printer 60% 50% 50% 40% 30% 30% 20%
15%
10%
5%
0% below 20,000
20,000-40,000 40,000-80,000
above 80,000
Interpretation In laser colour printer Price is start from 19,000, so most of the client want to purchase the printer less than 20000. Client always wants to earn the profit and he always want to purchase the product in cheapest price.
Table 7: Respondent which feature customer prefer before purchasing the Printer No
Particulars
No of response
Percentage
1
Price
55
55%
2
Quality
25
25%
3
Service
15
15%
4
Durability
5
5%
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Feature 60%
50%
40%
30% 55%
20%
25% 10% 15% 5% 0% Price
Quality
Service
Durability
Interpretation In this competitive age everyone wants to purchase the product in the cheapest price because client know every company has competition in the market and for survive in the market company has to sell the product in cheapest price. So client want to gain the profit of completion and he always think about price not for quality, service and durability.
Table 8: Respondents opinion about Cartridge of the Printer
Particulars
No of response
Percentage
Refilling
45
45%
Compatible
25
25%
Original
20
20%
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Cartidge 5% 15%
refilling Compatible Original
80%
Interpretation In one cartridge client can refill it 4 to 5 times. That‟s why more of the client wants refilling the cartridge in the comparison of purchasing the cartridge.
Table: 9 if any one of the above you prefer, then specify why?
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Sales
20
price factor Quality factor 80
Interpretation Most of the client prefers refilling the cartridge because of the price factor. Because if client will purchase a normal cartridge he has to pay more than Rs.1000 and , if he will go for refilling he has to only Rs.100 -200 . That’s the reason most of the client prefer refilling.
Table 10: Representing the awareness about Canon Printer Particulars
No of response
Percentage
Yes
45
45%
No
55
55%
49
Sales
45% yes no
55%
Interpretation Hp has a good brand name in the market and most of the customer only knows Hp printer. That‟s the reason t he awareness of the Canon Printer is less than Hp , but in camera and copiers Canon also has a good image on the market , but most of the customer only knows canon camera and copiers , they don‟t much aware about the canon printer .
Table11: Representing the uses of Canon Printer
Particulars
No of response
Percentage
Yes
30
30%
No
70
70%
50
80 70 60 50 40 70 30 20 30 10 0 yes
NO
Interpretation Some client use canon Printer because of the canon has a good brand name in the market for the Camera and Copiers. Most of the client prefers Canon Printer because they know about Canon Camera and copiers also
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Table 12: Representing the feature like the customer in Canon Printer 1. Particulars
No of response
Percentage
Price
60
60%
Quality
20
20%
Service
20
20%
70
60
50
40
30
60
20
10
20
20
Quality
Service
0 price
Interpretation Most of the customer prefer canon printer because the price of the Canon printer is less than HP printer and the quality of canon printer is also good . But the bigger problem for canon printer is that canon has less brand image in the client mind.
Table 13: Representing the Reason Why Customer is not preferring Canon Printer
Particulars
No of response
Percentage
Lack of awareness
70
70%
Price
20
20%
quality
10
10
52
80 70 60 50 40 70 30 20 10
20 10
0 lack of brand awareness
price
Quality
Interpretation Most of the customer doesn‟t prefer Canon Printer because of the lack of awareness of the canon printer. Because hp has a good market shares in the market.
Table 14: Representing which Brand customer prefer more Particulars
No of response
Percentage
HP
65
65%
CANON
25
25%
EPSON
5
5%
SAMSUNG
3
3%
OTHERS
2
2%
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brand 70% 60% 50% 40% 30%
65%
20% 25%
10% 0% hp
canon
5%
3%
2%
Epson
Samsung
others
Interpretation Most of the client prefers only Hp Printer because of the good brand image in the market. After that Canon also has a good image in the market but in less than Hp. so we can say that only Hp and Canon has a competition in the market‟s
54
Chapter 5:
Findings Based on the data gathered by administrating schedules to customers the following observations are made. 1. From the data it was found out that the majority of customers don‟t buy Printers from exhibitions. They just visit the exhibitions to see the co. latest model 2. There was heavy rushing on weekends so the live demo calls help in selling. 3. In survey we found that many customer„s was moving from Hp to canon 4. In survey we found these 45 days the sales of canon printer increased and Hp printer sales decreased. 5. Most of the customer‟s was not satisfying the service of canon. 6. Most of the customer wants to purchase printer in low cost and good quality.
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Conclusion According to the findings we can say that this survey is really very much helpful to know the customers perception about the canon printer, according to my survey most of customer are moving now hp to canon but they are facing some problem in Inkjet printer like refilling problem. So company should concentrate the product quality. Company should concentrate the service also because most of the customer are facing service problem.
Canon has good brand image in Camera and Copiers field, but in Printer
lots of customer are not aware.
So for awareness of the product Canon should do some think?
RECOMMENDATIONS AND SUGGESTION
Exhibition do not help to generate so much sells but it help in generating awareness regarding the product in customers which ultimately helps in sales.
Also it is helps in advertising for the new products. Like ip-2700, mp-568, mp-648
Company should always try to improve service as well as quality.
Company should concentrate more on its major driver cartridge like 303 because most of the customers are using 12A in place of 303 cartridges. Company should concentrate on more advertising, because most of the customers are not aware about canon printer, they know only hp printers. We can do advertise in much way like banner advertising, web advertising, outdoor housing advertising etc.
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Questionnaire 1. Do you use a printer? a.) Yes b.) No 2. For which purpose do you use /willing to buy a printer? a.) For home b.) For office c.) For business d.) Other‟s 3. Which type of the printer you use? a.) Inkjet b.) Laser c.) Multifunction 4. What range of price, would you go for buying a printer? a.) Below 5,000 b.) 5,000 -10,000 c.) 10,000-15,000 d.) Above of 15,000 5. Which feature you prefer more in selecting a printer? a.) Price b.) Service c.) Quality d.) Durability 6. Talking about cartridge of the printer, what do you prefer the most? a.) Original b.) Compatible c.) Refilling 7. If any one of the above you prefer, then specify why? Answer ……………………………………………………………………………………………..
…………………………………………………………………………………………………
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8. Are you aware about canon printer and cartridge? a.) Yes b.) No 9. Are you using canon Printer? a.) Yes b.) No 10.If yes, what is the feature you like, please specify? Answer ……………………………………………………………………………………………..
…………………………………………………………………………………………… 11. If no what is the reason for not using canon? Answer ………………………………………………………………….. ………………………………………………………………….. 12. What are the other brands you prefer in market other than canon? Answer …………………………….
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BIBLOGRAPHY:
WWW.CANON.CO.IN
www.google.com
www.wikipedia.com
Business world
Business today
Economics times News paper
Times of India
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Canon Product Projector,
Printer,
60
Cameras
Digital copier
Lenses
Calculator
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