By Patrick Avenell
SYDNEY, NSW: A combination of great products and a comprehensive marketing and sales program resulted in Canon Australia recording all-time record sales in consumer imaging products in 2009, according to general manager, consumer product marketing, Darren Ryan.
Although 2009 will be remembered as a year of uncertainty, with many suppliers, retailer and consumers cautious about the volatility of the financial markets, Canon Australia was able to maintain its place at the apex of the specialist digital imaging category. Ryan attributes this to the mechanisms in place at the vendor to understand the customer.
“Canon’s strong performance in 2009 is the result of having great products and a vastly evolved sales and marketing capability that allows us to understand and engage the consumer better than ever before,” he said.
“Through our consumer understanding, we’re connecting with them in new and exciting ways and we will continue to do this in 2010.”
Ryan said Canon uses key category management principles to build value into categories. He said this was achieved by working actively with retailers in partnerships, with the goal being to improve the experience for both the retailer and the end consumer.
For 2010, Ryan said investment in marketing would continue.
“Australia is a competitive market and we will continue the successful brand building strategy that saw us invest more than $15 million in integrated campaigns for IXUS, PIXMA and EOS this year,” he said.