As the digital camera market spirals into overall decline, Canon is set to mount a major assault in an effort to hold onto their #1 position, which is under attack from traditional brands like Nikon and fellow Japanese Company Panasonic who have been gaining market share with their Lumix range of digital cameras.
Canon who got to #1 for the third year running with their IXUS and PowerShot compact camera and EOS digital SLR (DSLR) camera’s has 30% of the Australian market according to the latest GFK data this is a 6% increase on their 2008 market share.
In 2010 the company predicts that digital SLR and high end compact that are packed with “awesome” new features will help the company hit their targets. In 2009 the Company achieved growth of over 80% is some high end compact categories however they do warn retailers that continuous discounting will hurt and that retailers have to develop “value add programs” in the digital camera category.
According to Darren Ryan, General Manager Consumer Product Marketing at Canon Australia. “One in every three dollars spent on cameras in Australia is spent on a Canon. We have had good growth and we are now working to help consumers understand what their camera will actually do.”
“While the consumer has picked up a lot of buzz words associated with digital camera’s such as auto logic and megapixels they still need help in developing a better understanding of what their new digital camera is capable of delivering. Canon is in a position to deliver that information’
He said that 2009 was a watershed year for Canon, which saw the company also claim the #1 slot in the inkjet printer market its PIXMA range. Their share of this market jumped from 33.5% to 33.5%.
“Canon has ranked in the top four patent-registering organisations worldwide for more than 15 years. Locally 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” says Ryan”.
“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.” he said.
In 2009, Canon’s year-on-year value growth for the total camera category was +6 per cent versus a decline of -1 per cent for the market.
“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,” said Ryan. “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.”
Ryan admitted that Panasonic with their Lumix range was a “good” competitor. “They, Panasonic have come into the market and invested in the category and this is good for the entire industry” he said.