New Delhi: With an aim to increase contribution from smaller cities to its sales in India, Japanese imaging equipment maker Canon on Wednesday embarked on a year-long marketing campaign that will touch 37 towns across the country.
The company, which currently derives 60% of its revenue from smaller cities, expects to increase it to 90% in the next five years.
“The campaign will provide a good platform in connecting with the people in the tier II and tier III cities. It will give an invaluable content to customise our future marketing campaigns,” Canon India senior vice-president Alok Bharadwaj told PTI.
Canon has been registering a growth of around 30% in the last few years and had earned a sales of around Rs850 crore. It expects to clock around Rs1,200 crore in 2009-10.
The firm will spend about Rs15 crore on the campaign, ‘Image Express’ that aims to create awareness about its products to the masses.
He said three years back, around 90% of its sales came from the top six cities, which has come down to around 40% while the rest comes from small cities.
“We expect that in the next five years, tier II and tier III cities will contribute multi-fold in our overall business to as much as 90% of our sales,” Bharadwaj said.
As part of the new campaign, which is also called ‘Canon on Wheels’, trucks with Canon brand will travel across the the country for a year.
It will visit 37 small towns and cities and conduct a 3-day programme on educating the masses of various age group about various Canon products.
Display trucks will be parked in various cities and will create a 1,500 square feet showroom displaying all products. People can come in, touch and feel the products, he said.
The initiative targets to reach around 5 million customers and will be conducted within a span of one year.
Bharadwaj said the company will be making a total investment of around Rs15 crore on the campaign.