Precise Marketing Strategy of Canon – With STP Analysis & Campaigns

Updated on: Jan 1, 2023
marketing strategy of canon - featured image

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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

Practical assignments, case studies & simulations from Business Review helped the students from this course present this analysis.

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In the recent article, we learned about marketing strategy of Samsung. In this article, we are going to elaborate on the marketing strategy of Canon

They are a renowned technological business that was established in Japan in 1937, and we are committed to assisting individuals in reimagining and expanding the realms of imaging’s potential.

The objective is to learn about the Canon global company and gain insights into Canon and how it became Canon won the battle for professional photographers with advances in autofocus speed, fast CMOS sensors, and full 35mm sensors. Canon was able to create superior entry-level equipment because professionals were buying this top-tier technology.

If you’re interested in learning more about marketing, take a look at our Free Masterclass on Digital Marketing delivered by Karan Shah, the CEO and founder of IIDE.

We will have learned everything there is to know about marketing strategy of Canon by the end of this blog. Before getting more in-depth, let’s first discuss the company’s past, target market, and online presence.

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 About Canon – 

Source – 1000 Logos

With its headquarters in Tokyo, Japan, Canon Inc. (Kyanon kabushiki gaisha) is a worldwide company that specialises in the optical, image, and industrial items like lenses, cameras, medical equipment, scanners, printers, and machinery for the production of semiconductors. Tokyo, Japan-based Canon Inc. is a market-leading innovator and supplier of image products for both enterprises and consumers. The first trading firm owned by Canon, Kwanon, was founded in 1933.

A few years later, in 1937, Precision Optical Industry Co. Ltd., the forerunner of Canon Inc., was established. In order to satisfy a wide range of customer needs, the company today designs manufacture and distributes a variety of copy machines, printers, cameras, optical devices, and other products.

Worldwide, consumers, families, companies, and industrial sectors all know and trust the Canon brand.

Company Philosophy: Kyosei: Kyosei, which means cooperating and living together for the common good, sums up Canon’s corporate philosophy. Everything Canon does is guided by this principle, from creating environmentally friendly production techniques to giving customers additional options

Quick Stats on Canon –

CEO Fujio Mitarai
CMO Elizabeth Halaki
Area Served Worldwide
Industry Electronics
Market Revenue $23.39 Billion
Vision Change is progress. Transformation is advancement.” Accelerating our grand strategic transformation for new growth.
Tagline ‘Delighting You Always’


Marketing Strategy of Canon –

 Let’s learn about the marketing strategy of Canon! And how canon carries the marketing campaign etc.

Segmentation, Targeting, and Positioning

The target audience is mainly millennials from younger years of age. In addition to this, whilst their current core audience is typically older (35+ years old), Canon has identified a new audience, adventurous as a key audience to grow their business. By fostering innovation and moving production close to the consumer, Canon’s global development through its three regional headquarters will help promote its business strategy. In an effort to provide customers with items of a higher calibre faster, Canon’s production procedures are continually changing. Based on the products given to customers and customer groups, Canon applies value-based positioning methods and user-benefit positioning strategies.

Marketing Campaigns

1. Manabu Yamazaki, President and CEO, and renowned stand-up comedian Anshu Mor are featured in the new campaign “Big Smile with Canon,” which combines humour and corporate values.

marketing strategy of canon - marketing campaign

India, June 13, 2022: Canon India has started its own corporate campaign, “Big Smile with Canon,” in an effort to forge a better bond with customers and make the company more accessible to the younger demographic. The campaign consists of five episodes and stars Mr Manabu Yamazaki, President & CEO of Canon India, and Mr Anshu Mor, a well-known stand-up comedian and former top business executive. With this partnership, Canon highlights its own special campaign, adopting a creative tack to enhance its reputation as a young brand that the millennial client group can identify with.

Canon, a prominent Japanese leader in the image sector, has established a solid reputation for its dependable cutting-edge technologies and excellent services.

Canon India is strengthening its relationship with Indian customers with this campaign as the firm marks its 25th anniversary in India, particularly with the CEO stepping forward as the brand ambassador in the videos.

2. On World Photography Day, Canon unveiled its “The Kathakaar of Life” campaign, which aims to raise awareness of its flagship EOS R System and position it as every photographer’s necessary ally.

marketing strategy of canon - marketing campaign

Nine regional languages, including Hindi, Marathi, Bengali, Tamil, Malayalam, Kannada, Telugu, Gujarati, and Assamese, have been incorporated into the campaign.

On World Photography Day, Canon India unveiled a brand-new campaign called “The Kathakaar of Life.” Nine regional languages, including Hindi, Marathi, Bengali, Tamil, Malayalam, Kannada, Telugu, Gujarati, and Assamese, have been incorporated into the campaign.

World Photography Day honours photographers who capture amazing moments and help us remember them for a lifetime, according to Manabu Yamazaki, president and chief executive officer of Canon India. The “Kathakaar of Life” campaign honours the effort, accuracy, and attention to detail that goes into capturing moments and bringing them to life through photography while recognising the artist in every photographer.

The campaign aims to connect emotionally with viewers by using nine different languages and the most endearing child’s voice said the further explanation.

Social Media Marketing

  • Instagram – 270K (Indian page)
  • Facebook – 4M
  • Twitter – 54.9K (Indian page)
  • LinkedIn – 87K
  • Youtube – 62.9K (CanonAsia)

On Facebook, there are frequent photo competitions and curated local content that engage and honour photographers. Creative content on Youtube across multiple categories – How To’s, DIYs and inspiring stories.

With official accounts for CanonAsia, Canon Europe, and Canon USA, to mention a few, Canon has also adopted a specialised strategy for its Youtube channel.

SEO Strategies

marketing strategy of canon - ubertsuggest seo screenshot

Source – UberSuggest

Under 500 keywords are considered poor, over 1000 are considered decent, and 10,000 or more are considered great, according to SEO rankings. 133K organic keywords are present in the canon which is outstanding as we can see. As a result, it can be inferred that canon’s digital marketing is gathering a great deal of knowledge.

Another positive is that the same traffic volume per month is over 1.9M. Therefore, Canon is on the right track. This result was obtained after a significant deal of effort was put into improving SERP results, and it will continue to develop.

Influencer Marketing

Explorers of Light is a group of professional photographers that Canon has been running for 23 years. At events, these 42 individuals represent the company. However, Canon is now collaborating with 40 amateur photographer influencers in the Instagram era. A selection of influencer photography made with Canon products is available on a special website created by Canon called archive. 20 of these influencers were used by Canon in its most recent campaign to advertise the company’s new mirrorless Canon EOS R photography equipment on websites like YouTube and Instagram. Devin Graham, a YouTuber with more than 5 million followers and more than 1 billion views on his channel Devin Supertramp, joined Canon to create a video.

E-commerce Strategies

When it comes to e-commerce methods, it does not have an online store, but it does have thorough information available on each and every product that is sold by them on its official websites. Additionally, it recommends and directs you to the closest places where you can buy their stuff. In addition to having authorised collection sites in 88 cities, Canon operates its own service centres in 12 cities. While its own retail locations generate ’25 lakh in revenue each month, it generates ‘100 crore in revenue via LFRs. Canon is not only interested in retail in India; institutionalised selling also contributes 10% of its revenue.

Aside from pharma businesses providing cameras to doctors, Canon has also participated in significant e-government initiatives including Wipro’s digitalization of the ESIC hospital and TCS’s Passport e-Seva project, where it sold 1,500 D-SLR cameras.

Mobile Apps

  • Canon Camera Connect – 4.2 ratings and 1Cr+ downloads.

This app helps you to connect your camera to your phone via wi fi and use your images.

  • Canon PRINT Inkjet/SELPHY – 4.5 ratings and 5Cr+ downloads.

Both apps are accessible through the Google Play Store.

Content Marketing Strategies

Along with social media, canon has a pretty good content marketing strategy as they publish some press releases on their official website for their audience so they can understand the company better and can stay updated with the changes in the products offered by the company.

This ends the marketing strategy of Canon, Let’s conclude the facts about the multiple marketing tactics that the brand use.

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What’s Unique in the Marketing strategy of Canon?

Canon’s marketing approach has a reputation for developing cutting-edge image goods. Profiling and categorising the population’s varied traits is made easier through segmentation. For a variety of its industries, Canon combines demographic, geographic, and psychographic segmentation tactics.

It divides according to variables like income and occupation, social class, etc. It targets its customers, primarily corporate and individual clients, using need-based analysis.

The organisation has a varied targeting strategy in order to cater to various consumer segments appropriately. Based on the products given to customers and customer groups, Canon applies value-based positioning methods and user-benefit positioning strategies.

Given its growing importance, understanding the developing field of digital marketing is essential.

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We hope that our blog post about the marketing strategy of Canon has provided you with valuable insight into the company’s marketing plans.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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