Canon who is struggling from consumers moving online to buy their products from overseas websites, has slashed the price of their cameras in Australia bringing them into line with overseas online prices. They are also set to spend up to $15M trying to convince consumers to buy a Canon product.After slashing the Australian prices of some of its products, Canon’s pricing has fallen in line, or at times even cheaper than those offered in the US market.
The Company, who is under pressure from the likes of Nikon, who recently rolled out a major marketing campaign for their new digital SLR camera’s as well as Olympus and Panasonic who recently launch new micro two thirds camera’s has also witnessed a significant fall off in demand for Canon camera’s in Australia during the past six months.
Earlier today the Company slashed the price of more 95 camera skews. They have also announced a brand new marketing campaign that will see them go up against a new $2.5M campaign being rolled out by Olympus and the expansion the Nikon campaign which Nikon marketing director Nick Segger said had “been very successful in Australia”.
Segger said “We are continuing to push our digital SLR range as we believe it delivers a superior offering than micro two third camera’s which are not all that smaller. Since the Nikon campaign was launched we have good demand for both our new compact offering and our digital SLR camera’s”.
Set to roll out new digital camera models to compete with Canon are Samsung and Sony who will also launch new marketing campaigns in an effort to drive sales.
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.”
Earlier this year the Paul Shearer the General Manager of Camera House said that Canon was losing up to 32% of their business to overseas online sales.
p >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 MP5150 multifunction inkjet printer old: $179 new: $129
– PowerShot SX130 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