Canon leads digital camera and printer markets

Canon Australia was recently awarded with the prestigious GfK No. 1 position for both the digital camera and inkjet printer market. Canon’s IXUS, PowerShot, EOS and Pixma brands were all recognised.

This award is based on unit sales from January to December 2009. According to Darren Ryan, general manager – consumer product marketing, Canon Australia, the company has received the award for its cameras for the past three years.

“Canon’s retention of overwhelming No.1 share across the board for digital cameras is a gratifying achievement given the fierce competition in the category,” he said.

“In addition to volume share, we’re particularly pleased to note that in value terms our 30 per cent share means that one in every three dollars spent on cameras in Australia is spent on a Canon.”

In addition to this, Canon also topped the rankings in the inkjet printer market with its Pixma brand. Ryan said that the Pixma achieved volumes and value share of 33.9 per cent and 33.5 per cent respectively.

“We’re always fortunate to have great product to offer the market thanks to our heavy global investment in R&D, which has seen us rank in the top four patent-registering organisations worldwide for more than 15 years,” he said.

“Locally though, we’ve invested heavily in needs-based marketing to gain a sophisticated understanding of the consumer and then work with resellers to offer value-added programs. While the industry is going down the discounting path, we’ve been focussing on adding value to build long-term sustainability in the category and our strong value growth indicates we’ve been successful.”

Ryan was confident that Canon will continue this market leadership.

“We’re bullish in our outlook for 2010 given that digital imaging is now a centrepiece in the Australian lifestyle and our research is showing that we enjoy increasingly strong brand preference in the camera and printer categories,” he said.

“We’ll continue to be led by consumer needs and work with the trade to offer added value and help consumers achieve their creative outcomes using our best-ever product range.”

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