SEE

IMPOSSIBLE

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Company is all about .

Imaging , Reproducing Colours,

Innovation.

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About the Company
The company was started in 1930’s. Now this company is
one of the global leaders and the best market leaders in
cameras, camcorders, printers and optical products. In past
this company was originally named Seikikogaku
Kenkyasho, meaning precision optical industry. The
founded by Takeshi Mitharai, Goro Yoshida, Saburo Uchida
and Takeo Maeda. Founders’ goal was to create Japan’s
first-ever 35mm camera with focal plane shutter. . It's
headquartered in Ōta, Tokyo, Japan.

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History of Canon.Inc
When these four founders couldn’t purchase any necessary equipment, they made a camera with Nikon
Corporation. They include Nikon lenses for the Canon cameras. Canon team made their first prototype of a camera
for the first time in Japan. It was named as Kwanon.
Over the years, the name switched from there to canon camera Co Inc. and Finally Canon Inc. in the 1960s.
Canon Company always believed in ground breaking inventions. They started to thinking out of the box and they
always applied their things with future in mind, therefore brand and business started growing rapidly. Canon
started to take over the market. This company was always the first to launch something new to the world. After the
canon foundation was established eventually.
In 1934:- Canon make their first Camera Product, 35mm focal- plane-shutter camera.
In 1935:- Their company registration with the trademark.
In 1936:- They introduce their 35 mm focal-plane-shutter camera to the market.
In 1937:- Precision Optical Industry, Co., Ltd. is founded.
In 1939:- In-House production of Serenar Lens commenced.
In 1940:- Japan’s first indirect X-ray Camera is developed by Canon.
In 1942:- Takeshi Mitarai is appointed as president of Precision Optical Industry, Co., Ltd.
In 1945:- They started to make midrange J ll focal-plane-shutter camera.
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History of Canon.Inc
In 1946:- The Ginza Camera Service Station opens and Canon Sll is introduced.
In 1947:- The Company became Canon Camera Co. Inc. and Japan government gave their priority to canon when
Japan resumed export activities.
In 1949:- In this year canon ll B camera released.
In 1951:- Serenar 50mm f / 1.8 lens is introduced.
In 1952:- They launched the IV sb camera.
In 1954:- They improved IV sb before the sale next stock.
In 1955:- Cine 8T Movie Camera development began in this year. And they opened New York branch Office.
In 1956:- They released Canon First 8mm Movie camera Cine 8T.
In 1957:-Canon Europa, is established in Geneva.
In 1958:- They introduced zoom lens for television broadcasting.
In 1959:- They introduced their first SLR camera Canon Flex. And Canon Reflex Zoom 8 was born.
In 1960:- They developed a magnetic head for use in VTrs. And they entered the market for magnetic heads.
In 1962:- They developed their five year plan entry into the business machine market. And they developed the R
lens for SLR cameras.
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History of Canon.Inc
In 1963:- They started their works on optical fiber development. And they introduced X-ray mirror camera. In this year they introduced
“Canon Demi” pocket camera.
In 1964:- this year FL lens series to replace the R lens, it’s get the same appearance of “FX” system. And they opened Tamagawa factory
producing 8mm movie cameras and lenses. The main thing was Canola 130, the world’s first 10-key electronic calculator they introduced.
In 1965:- This year they enter the photo-copying machine field with the introduction of the Canofax 1000. And they established Canon U.S
A. Inc.
In 1967:- This year was the 30th anniversary of the canon slogan. And they established Canon Latin America, Inc.
In 1968:- This year they established canon business machine sales Inc. in Japan. They introduced their NP system the original electro-
photography technology. And also they introduced the plain paper copier to market.
In 1969:- This year they changed their company name to Canon Inc. Furthermore they established their Fukushima camera
manufacturing plant.
In 1970:- This year Canon introduced their NP-1100 Japan’s first plain paper copier to the market.
In 1971-1980 Canon Company started their four organizations marketing their canon brand and their production equipment’s in New
York, Philadelphia, Chicago and Los Angeles.
In 1980-1999 Canon company make new standards for Color, Black and White and fax technology. End of the 1990s all four sales
companies purchased by CANON U.S.A.
In 2000-2010 this time period Canon U.S.A their four foundational companies changed their marketing tricks. In 2003 New York and
Philadelphia sub companies merged with canon business solutions, Inc.
In 2008 three regions officially combined with the Canon Business Solutions, Inc. This combined strength give the best effort to go better
position Canon. Canon Business Solutions opened more than 50 offices around the U.S country. Because they wanted to give the best
service for their valuable customers. 7
Company Business
Canon Company have wide range of businesses around
the world. They specialize in image and optical
products, camera, photocopiers and printers. Canon
Company has become a leader in digital imaging, office
printers, copiers, fax machines, and broadcasting
equipment. They have more than 200 companies
worldwide. They have some business types.
*Personal
*Office
*Professional
*Industrial

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Personal
They have many products under this. For a person who
want to capture the moments, scenes from travels, special
occasions, Canon Company develop the best products for
these things.
These are the some products they have,
• Interchangeable Lens Digital Cameras
• Digital Camcorders
• Digital Camcorders
• Connect Stations
• Inkjet Printers

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Office
Canon Company have high-quality printers and products
for office use. And also they have software solutions and
cloud-based document services and other technologies.
Canon Company offers wide range of tools and products for
office work environments.
• Laser Printers and Multifunction Printers
• Large Inkjet Printers
• Multimedia Projectors
• Business Inkjet Printers

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Professional
Canon professional use products are made with high
technology. Their professional cameras provide high image
quality. Canon image products earned the trust of the top
professionals in world. In the medical field their imaging
technologies deliver the best support. These are some
products at Professional level.
• Digital Cinema Cameras
• Professional Displays
• Ophthalmic Equipment
• Digital Radiography
• Professional Photo Inkjet Printers

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Industrial
Canon Company produces the high-performance, high-
image-quality industrial equipment. They have many
products in this category, these are some of their products.
• Digital Production Printing System
• 3-D Machine Vision Systems
• Semiconductor Lithography Equipment
• Commercial Photo Printing
• MRI Systems

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Achivements
Since the beginning of Canon Company in 1930, it has achieved many things so far in its journey of nearly 86 years
till now. This multinational company is recognized as one of the greatest companies because of its great
achievements. Canon achieved greatness in several areas which they develop their products to. They achieve so
many things mainly because of world known quality of their product.
• Canon Company achieved productions of its interchangeable lenses surpasses 100 million mark as world’s first
in 2014.
• Canon Company celebrated production of 110 million interchangeable EF lenses in 2015.
• Canon Company celebrates production of 50 million EOS-series SLR cameras.
• Canon Company wins five Winter pick Awards in 2015
• K-35 Macro Zoom Lens K5 * 25 win Scientific or Technical Award U.S Academy Awards in 1973
• EF35-350mm USM Best Lens in Europe, TIPA European Photo and Video Awards in 1993
• Canon Eye Focusing Control Win Best Technology and Design In Europe, TIPA European Photo and Video
Awards.
• EOS-IV TIPA Best SLR Camera in 2000 and also it win European Professional Camera of the year.
• DIGITAL IXUS TIPA Best Digital Compact Camera, TIPA Best European Photo and Imaging Awards in 2001
• EOS- 1D TIPA Best Digital Camera In 2002
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• EOS-1Ds Camera of the year and EISA European Professional Digital Camera of the Year in 2003
• EOS-1D Mark ll TIPA Best Professional Digital SLR Camera and EISA European Professional Digital Camera Of the year in 2004.
• EOS-1Ds Mark ll TIPA Best D-SLR Professional Digital Camera in Europe in 2005.
• EOS 5D EISA European Professional Camera of the year and TIPA Best D-SLR Professional in Europe 2006
• EOS-1D Mark lll TIPA Best D-SLR Professional in Europe and EISA European Professional Camera of the year in 2007
• EF-S55-250mm TIPA Best Entry-Level Lens in Europe in 2008
• EOS 5D Mark ll, Camera of the year and European Advanced Camera EISA Awards in 2009
• EOS 7D TIPA Best DSLR Expert and EISA European Advanced SLR Camera in 2010
• EOS 600D TIPA Best Entry Level Product and European Camera of the Year in 2011
• EF70-200mm f2.8L IS ll USM TIPA Best Professional Lens in 2011
• EOS 1D X Best DSLR Professional TIPA Awards and iF Product Design Awards in 2012. And also EOS 5D Mark lll Best Video DSLR
TIPA Awards and European Advanced SLR Camera in 2012.
• EOS 6D Camera Journal Press Award , Good Design Award, Best DLSR Expert TIPA Awards in 2013
• EOS Remote Smartphone App Good Design Award 2013
• Canon 70D Bes DSLR Advanced TIPA Awards and Camera Journal Press Award in 2014
• EOS 7D Mark ll European Prosumer DSLR Camera EISA award , Best DSLR Expert TIPA Awards in 2015
• EOS 5Ds, EOS 5Ds R European Professional DSLR Camera EISA Award in 2015
• EOS-1D X Mark ll Best photo / Video Professional Camera TIPA Awards and European Professional DSLR Camera EISA Awards in
2016
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Segmentation, targeting, positioning in the Marketing
strategy of Canon.
Segmentation helps in profiling/grouping the various characteristics of the
population. Canon uses a mix of demographic, geographic and psychographic
segmentation strategy for a different set of its businesses. It segments based on
factors such as income & occupation, social class etc. It uses need based
analysis to target their customer basically corporate and individual customers.
Differentiated targeting strategy is used by the company in order to the serve
different segment of customers accordingly.
Canon uses value based and user benefit positioning strategies based on
the products offered to the customers and customer groups.

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Competitive advantage in the Marketing strategy of
Canon 
Manufacturing Centres: Strategically located manufacturing sites
considering factors such as costs, taxes, logistics, procurement and labor in
each country and region helped the company in being competitive. Focus
on different customer needs, globalized innovative, adaptive & advanced
technology is helping Canon in enriching the lives of its customers.
Mergers & Acquisitions: Strategic alliances and buyouts such
as Axis communication, Milestone Systems, Tereck Office Solutions, Inc
etc. had helped the company to leverage out the functional advantages of
these companies.
Go Global Act Local Strategy: Canon has been continuously striving for
strengthening its home products through its integrated technologies and
automation for achieving cost to sales ratio of 45% in the FY2017-18.

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SWOT Analysis

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Brand equity in the Marketing strategy of Canon

Canon had always been regarded as a brand of excellence for

photographic equipment. Canon had the reputation of being a safe
and sensible brand. Canon has been working hard to shift from a
product focus to a more consumer-centric marketing model by
inspiring creativity based on deep understanding of consumers and
their needs.

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Competitive analysis in the Marketing strategy of
Canon
With the advent of technology and the flourishing Smartphone
market, the competitive scenario is changing for Canon due to the
fact that the digital imaging market is not only crowded by the
peer’s companies like Kotak or Nikon it is also becoming the target
segment for the companies like Panasonic, Samsung, Sony etc.
Canon has entered into licensing agreements with various MNC’s
such as HP Inc., Ricoh Company Ltd. Xerox Corporation and many
other companies for leveraging its technical know-how and co-
creating competitive products and services.

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