Canon Oceania achieves growth in 2009

Canon Oceania faces 2010 with consolidated market leadership, platform for future growth.

Canon Australia and New Zealand Managing Director, Kenji Kobayashi, said that in spite of a challenging business environment and a dampened local economy, the results were testimony to Canon’s innovative marketing campaigns and evolving business model.

“Australians’ and New Zealanders’ love affair with digital technology, combined with a succession of great products coming out of Japan and a significant investment in marketing and sales programs designed to excite and engage consumers contributed to this result,” Mr Kobayashi said.

“Our consumer imaging products – cameras, digital cameras and video cameras – have seen a 19% growth in revenue with the Single Lens Reflex (SLR) camera category seeing an extremely strong 42% growth in revenues. In inkjet printing, I am very proud that our PIXMA brand has achieved our long-held goal of market leadership in 2009, securing the #1 share for volume and value.”

“While the business products market proved more challenging for the entire industry, Canon has sharpened its suite of products, services and solutions and has plans to launch a number of ground breaking offerings in 2010.”

Chief Operating Officer & Deputy Managing Director Canon Australia and New Zealand, Allan Corder, said a focus on delivering to a sound strategy, developing long-term and engaging relationships with our channel partners and consumers, reducing costs and better management of inventory have contributed to the result.

“Canon was a driving force in growing the consumer market in 2009. Full year figures released last week confirm Canon’s market leadership across inkjet printing, digital still camera (DSC) and digital SLR categories in Australia. In 2010, we’ll continue to invest in programs to engage consumers’ passion for imaging and offer unique value to them and our channel partners,” said Mr Corder.

Platform for future growth

Canon views its strong results in 2009 as a platform for future growth in 2010 and has been evolving its operation over time to adapt to changing market conditions toward profitable growth in the long-term. “There is no doubt that 2010 will be a challenging year,” said Mr Kobayashi. “We have transformed our business over the past 18 months to ensure that we are aligned to meet the needs of our customers and can take advantage of our unique ability to offer imaging solutions spanning capture, output and managed services.”

Canon Australia’s Key Results in 2009

·         Canon PIXMA achieved the long-held goal of inkjet printer market leadership, increasing market value and volume share to secure the #1 position at 33.5 per cent and 33.9 per cent, respectively*^[1]

·         Canon EOS achieved overwhelming #1 market share by value in DSLR of 54 per cent*^[2]

·         Canon IXUS and PowerShot again achieved #1 market share by value in DSC, recording 23 per cent*^[3]

·         Canon’s combined consumer categories grew at +5 per cent by value, versus the market declining at -4 per cent without Canon*⁴

·         Canon established its platform for future business growth

·         Canon launched its Managed Document Solutions offering

Canon Australia’s Key Marketing Achievements

Canon has implemented a range of brand-based campaigns to engage and inspire consumers around creative expression using digital imaging.

The World of EOS

Evidence of the success of Canon’s marketing campaigns can be seen in the World of EOS – a unique online world that exists to inspire photographers to express themselves creatively through photography. The site has been created to take consumers on a journey, and through challenges and tutorials transforms entry-level or enthusiast photographers into advanced shooters.

The World of EOS was launched in May last year and has already achieved the following results:

·         More than 17,000 members

·         Visitors spend between five to nine minutes on average on the site

·         More than 140,000 tutorial views to date

PIXMA

Canon’s multi-million dollar investment in an integrated PIXMA campaign reflects the company’s dedication to its brand-building strategy. Canon Australia re-launched the PIXMA inkjet printer brand in 2008 with a substantial ad campaign and in-store promotion initiative, heralding a strong shift to a brand-focused sales approach. With a tagline of ‘Why Print when you can PIXMA’, the campaign brought the brand to life like never before in a number of creative executions including TV, print and online advertising, PR, in-store POS and experiential activity. The successful campaign continues into 2010.

Result to date:

·         Canon PIXMA has achieved the long-held goal of market leadership, capturing the #1 value and volume share position for 2009.

^[1] Source: GfK Retail and Technology Australia, Total Inkjet Printing Devices (Multi Function and Single Function excl Sheet Feed, excl Compact Photo Printer), Retail Sales Value & Volume, Jan to Dec 09 vs Jan to Dec 08

^[1] Source: GfK Retail and Technology Australia, Digital Still Cameras - SLR, Retail Sales Value, Jan to Dec 2009 vs Jan to Dec 2008

^[1] Source: GfK Retail and Technology Australia, Digital Still Cameras - Compact, Retail Sales Value, Jan to Dec 2009 vs Jan to Dec 2008

⁴ Source: GfK Retail and Technology Australia, DSC/ DSLR/ DV/ Inkjet Printers/Laser Printers /Scanner /Fax /Inkjet Cartridges, Retail Sales Value, Jan to Dec 2009 vs Jan to Dec 2008