PREFACE

This project report is on the MARKETING STRATEGY OF CANON. Theories can be read but the perform it in the real life is different experience will together. Management courses are designed to produce future managers and unless you have practical knowledge the theoretical knowledge is not implicated. Hence this project is to give us the practical way of knowing how market behaves and reacts. This is also in part fulfillment of BBA Degree.

DEEPSHA NAMDEV BBA

IV th Semester

ACKNOWLEDGEMENT
Preparing a project of this nature is an arduous task and I was

fortunate enough to get support from a large number of persons I wish to express my deep sense of gratitude to all those who generously helped in successful completion of this report by sharing their invaluable time and knowledge. It is my proud and privilege to express my deep regards to respected Principal Sir Dr. J.P.N. Pandey, Head of Department Dr Anand Tiwari, Mrs. Shikha Urmil Khan and Mr.shailendra patel Department of Business Management , Govt. Autonomous Girls P.G. College of Excellence, Sagar, for allowing me to undertake this project. I feel extremely exhilarated to have completed this project under the able and inspiring guidance of Mrs. Shikha Urmil Khan manuscript in finalising the report. I also extend my deep regards to my teachers, family members, friends and all those whose encouragement has infused courage in me to complete the work successfully.
DEEPSHA NAMDEV B.B.A.

. She

rendered me all possible help and guidance while reviewing the

IV th Semester

DECLARATION BY THE CANDIDATE

I declare that the project report titledMARKETING STRATEGY OF CANON. to prepare the marketing strategy and Advertisement is my own work conducted under the supervision of Mrs. Shikha Urmil Khan, Department of Business

Management Govt. Girls P.G. College of Excellent, Sagar. To the best of my knowledge the report does not contain any work which has been submitted for the award of any degree, anywhere.

Name : DEEPSHA NAMDEV B.B.A.

IV th Semester

CERTIFICATE
The Project report titled " MARKETING STRATEGY OF

CANON"has been prepared the marketing strategy and

advertisement by Miss. DEEPSHA NAMDEV student of B.B.A. IV
th

Semester under the guidance and supervision of

Mrs.Shikha urmil khan for the fulfillment of the Degree of

B.B.A.

Signature of the Supervisor

Signature of the Head of the Department

Signature of the Examiner

INTRODUCTION
Although it scarcely predates World War II, Canon Inc. has ranked as one of the world's leading manufacturers of electronics, principally optical electronics, since the late 1970s. Year in and year out one of the top three companies receiving U.S. patents, Canon has a history of innovation that has brought it a leadership position in copiers, laser and ink-jet printers, fax machines, scanners, multifunction devices, film-based and digital cameras, and camcorders. The company also manufactures and markets binoculars, camera lenses, liquid crystal display (LCD) projectors, calculators, semiconductor production equipment, LCD production equipment, and medical and broadcasting equipment. Canon has been involved in an important alliance with Hewlett-Packard Company (HP) since 1985 whereby Canon

produces laser printers that are sold by HP under the HP LaserJet brand; approximately one-fifth of Canon's total revenues are derived from this partnership. The company is also linked with Toshiba Corporation in a joint venture focusing on surfaceconduction electron-emitter display (SED) television sets, a highdefinition alternative to plasma and LCD sets. Canon still manufactures the majority of its products in Japan, while also operating manufacturing subsidiaries in the United States, Germany, France, Taiwan, China, Malaysia, Thailand, and Vietnam along with a manufacturing joint venture in Korea. Fully 73 percent of the firm's revenues are generated outside Japan, with the Americas and Europe accounting for about 30 percent each.

HISTORY
1933 - Precision Optical Instruments Laboratory established 1934 - Kwanon camera prototype developed 1936 - Hansa Canon camera introducedHansa Canon 35mm focal-plane-shutte camera. 1937 - Precision Optical Industry, Co., Ltd. founded 1941 - Japan's first indirect X-ray camera introduced 1947 - Company name changed to Canon Camera Co., Inc. 1955 - New York branch office opened 1957 - Sole European distributor, Canon Europa, established 1961 - Canonet camera introducedCanonet Electric Eye (EE) Camera. 1964 - Canola 130 calculator introducedCanola 130, the world's first 10-key electronic calculator. 1967 - Cameras in the right hand, business machines in the

Left. 1969 1970 - Company name changed to Canon Inc. - NP-1100 copying machine introducedNP-1100, Japan's first plain paper copying machine. 1970 1976 1976 - PPC-1 mask aligner introduced. - Premier Company Plan launched. - AE-1 SLR camera introduced.AE-1, the world's first SLR camera with a built-in microcomputer. 1977 - LBP-10 laser printer introducedLBP-10, the world's first laser printer with a semiconductor laser. 1982 - PC-10/20 personal copying machine introducedPC10/20, the world's first personal copying machine with an all-in-one cartridge system. 1985 - BJ-80 inkjet printer introducedBJ-80, the world's first inkjet printer using Bubble Jet technology.

1986 - CLC-1 digital full-color copying machine introduced. 1987 1988 - EOS650 AF SLR camera introduced. - Corporate philosophy of kyosei introduced with company's second inauguration. 1990 - Toner cartridge collection and recycling program Launched. 1996 - Excellent Global Corporation Plan launched.

2000 -Canon Inc. ADRs listed on the New York Stock Exchange PowerShot S100 DIGITAL ELPH (DIGITAL IXUS) compact digital camera introduced.PowerShot S100 DIGITAL ELPH (DIGITAL IXUS in other areas) compact digital camera. iR series of network multifunction devices introducediR3250 network multifunction device. 2002 -EOS-1Ds digital SLR camera introducedEOS-1Ds high-end professional digital SLR camera.

2006 - iPF9000printerintroducedimagePROGRAF iPF9000 large-format inkjet printer. 2007 - imagePRESS C7000VP digital press introduced.

2009 - imageRUNNER ADVANCE network multifunction device Introduced. 2011 - Excellent Global Corporation Plan Phase IV launched.

BOARD OF MAMBERS

Chairman & CEO

Fujio Mitarai Group Executive Finance & Accounting Headquarters Group Executive Facilities Management Headquarters Group Executive Corporate R&D

Executive Vice Toshizo President & Tanaka CFO

Executive Vice Toshiaki President & Ikoma CTO

Executive Vice Kunio Corporate President Watanabe Planning Development Headquarters Senior Managing Director Yoroku Adachi President & CEO Canon U.S.A., Inc.

Yasuo Chief Executive Mitsuhashi Peripheral

Products Operations Shigeyuki Group Executive Matsumoto Device Technology Development Headquarters Toshio Homma Group Executive Global Procurement Headquarters Chief Executive Office Imaging Products Operations Group Executive Production Engineering Headquarters President &CEO Canon (China) Co.Ltd. Chief Executive

Masaki Nakaoka

Haruhisa Honda

Managing Director

Hideaki Ozawa Masaya

Maeda

Image Communication Products Operations Group Executive Digital Platform Technology Development Headquarters Group Executive Information & Communication Systems Headquarters Group Executive Environment and Quality Headquarters Chief Executive Optical Products Operations

Director

Yasuhiro Tani

Makoto Araki

Hiroyuki Suematsu

Shigeyuki Uzawa

Kenichi Group Executive Nagasawa Corporate Intellectual

Property & Legal Headquarters Naoji Otsuka Corporate Auditor Shunji Onda Kengo Uramoto Tadashi Ohe Kazunori Watanabe Kuniyoshi Kitamura Senior Executive Officer Sachio Group Executive Kageyama Global Manufacturing Headquarters Masanori Yamada Deputy Chief Executive Office Imaging Products Operations Deputy Chief Executive Peripheral Chief Executive Inkjet Products Operations

Akio Noguchi

Products Operations Executive Officer Seymour Liebman Masato Okada Executive Vice President Canon U.S.A., Inc. Deputy Chief Executive Image Communication Products Operations

Yukiaki Group Executive Hashimoto Medical Equipment Group Akiyoshi Kimura Deputy Chief Executive Office Imaging Products Operations President & CEO Canon Canada, Inc. President & CEO

Kazuto Ogawa Kenji

Kobayashi Canon France S.A.S. Ryuichi Ebinuma Group Executive Core Technology R&D Group

Rokus van President & CEO Iperen Canon Europa N.V. President & CEO Canon Europe Ltd. Yuichi Ishizuka Aitake Wakiya Executive Vice President Canon U.S.A., Inc. Deputy Group Executive Finance & Accounting Headquarters Group Executive External Relations Headquarters Group Executive Human Resources

Kazuhiko Noguchi Kazuto Ono

Management & Organization Headquarters Eiji Osanai Deputy Group Executive Production Engineering Headquarters Hiroaki Takeishi Group Executive Semiconductor Production Equipment Group

MARKETING STRATEGY OF CANON

December 7th, 2010Canon Inc. is a Japanese multinational corporation that specialisesin the manufacture of imaging and optica camerasphotocopiers, steppers and computerprinters. Its headquarter are locateditota, Tokyo, Japan anon is a

manufacturer of business and consumer imaging products which includes printers, scanners, binoculars, compact digital cameras, film and digital SLR cameras, and lenses. The Business Solutions division offers print and document solutions for small and medium businesses, large corporations and governments. These include multi-functional printers, black and white and color office printers, large format printers, scanners, black and white and color production printers, as well as software to support

these products. Lesser known Canon products include medical, optical and broadcast products, including ophthalmic and x-ray devices, broadcast lenses, semiconductors, digital microfilm scanners, and Handy Terminal Solutions. Canon's operations worldwide are guided by the company's kyosei philosophy--living and working together for the common good. Our 72,000 employees respect this ideal as we bring more pleasant working conditions to the office, a better quality of life to individuals, and greater productivity to industry through innovation in cameras, business machines, and optical products along with our dedication to customer satisfaction.

OBJECTIVE OF THE PROJECT

The main objective of project is to prepare the marketing strategy and Advertising of CANON are as under : To know availability and durability of the product and services of CANON . To know whether products are feasible. To know about best quality of CANON. To know about very good services of CANON.

LIMITATION
As said a basic research was conducted at the company to enables the company to assess how far the customers are satisfied with product and services of CANON .During the course of the study the following limitations were observed: (a) The method will be unsuitable if the number of persons to be surveyed is very less as it will be difficult to draw logical conclusions regarding the satisfaction level of customers. (b) Interpretation of data may very from individual depending on the individual understanding the product features and services of the company . (c) The method lacks flexibility.In case of inadequate on incomplete information the result may deviate. (d) It is very difficult to check the accuracy of the information provided. (e) Since all the products and services are not widely used by all the customers it is difficult to draw realistic conclusions based on the survey.

SUGGESTIONS
The following suggestions are offered to the CANON:1. As the CANON promotional. 2. Wide advertisement showing utility of their product and features of their product should be made. 3. Company may offer gifts scheme from time to time so that he product may attract the masses. 4. 5. The company should lower the price The company should come up with attractive advertising plants. 6. The company should improve its distribution network. thus company should launch effective

7. The company should also think and implement some public relation programme.

CONCLUSION
1. Customer's priority is on the price, mileage, and look while purhasing CANON. They are not much affected y promotional programs. 2. Dealers expect some promotional schemes/ offers from the company. 3. There are many promotional offers available to the customers like: Company hired many cricketers and actors for promoting the product.

BIBLIOGRAPHY

Marketing Management by Sir Kotler Philip Marketing Research by Sir Sharma D.D. Websites : o Www CANON.com o www.google. Com o www.marketing stratergy of CANON.com