By Claire Reilly

SYDNEY, NSW: Canon has announced it will slash more than 95 recommended retail prices and ramp up its advertising presence as the retail market prepares for a tough second half of the year.

According to Canon Australia’s Director of Canon consumer imaging Jason McLean, “There’s never been a better time to buy digital imaging technology in Australia.

“The passion for digital imaging continues unabated, with strong underlying demand fuelling potential for future growth in our industry and for us as a business,” said McLean.

“We’re investing around $15 million in campaigns to attract consumer attention and make people aware of the great value that’s available with local retailers in our categories.”

Those campaigns include advertising across television, print and online media focusing on its Eos, Pixma and Canon Compact Camera brands.

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Supply of Canon’s consumer imaging products has returned to levels not seen since the earthquake and tsunami disasters in Japan earlier this year, “Canon is investing in programs to attract consumer attention to the value to be had in the Australian retail environment”.

One of those programs is the drive to reduce prices on more than 95 of its key products as of 1 August 2011, with reductions of as much as 25 per cent quoted on some models.

“With more than 95 Recommended Retail Price repositions taking effect this month, Australian consumers can feel confident of receiving great value for money in any of our Authorised local retailers,” McLean added.

“Anyone considering upgrading their imaging technology should check out their retailer and see for themselves the value that’s on offer.”

Citing data from the Canon Consumer Digital Lifestyle Index, McLean noted that Australian consumers are picking up on new camera technologies and upgrading their hardware quicker than ever.

“The pace of innovation and the high quality expectations that Australian consumers have for imaging products has seen the upgrade cycle shortening,” he said. “With the local affordability of very sophisticated technology, consumers will be pleased to see that high-quality, market-leading products that may have been out of reach previously are now accessible to them.”

Selected list of “RRP repositions” (including GST) provided by Canon:
– EOS 5D Mk II Premium Kit (with EF24-105mm f/4L IS USM)    Old: $4899        New: $4499
– EOS 60D Premium Kit (with EF-S 18-200mm f/3.5-5.6 IS)    Old:  $2399       New: $1999
– EOS 550D Super Kit (with EF-S18-135mm f/3.5-5.6IS)     Old: $1949        New: $1449
– HFS20 HD digital video camera    Old: $1199        New: $899
– PIXMA MG5150 multifunction inkjet printer    Old: $179          New: $129
– PowerShot SX130 IS compact digital camera    Old: $329          New: $229
– PowerShot G12 compact digital camera    Old: $799          New: $699
– IXUS 310 HS compact digital camera    Old: $449          New: $399