佳能市場營銷策略Canon Marketing Strategy課件

1、Marketing PlanDelighting you alwaysMarketing Strategy and Marketing Programs123Marketing SegmentationProduct Life- CycleMarketing ProgramsDemographic segmentationBehavioral segmentationPsychographic segmentation The young consumersThe middle-aged consumersMarketing SegmentationAgeGenderNationalityOc

2、cupationIncomeSocial classEthnicity2528 3335Most female; MaleChineseProfessionals; Managers; OfficialsRMB15003000,RMB40008000 Working class and middle classAsianDemographic SegmentationBehavioral SegmentationBenefits SoughtOccasionsUser status User rates Quality, Service, Convenience Festivals, holi

3、days, daily lifeRegular user Medium user Loyalty status Medium0ProfitsSalesTimeLosses/investment(￥)Product developmentIntroductionGrowthMaturityDeclineSales and Profits (￥)Product Life-CycleIntroduction stageWe use magazines and billboards advertising in this stage to build an awareness of the new d

4、igital compact camera, and briefly introduce the diversified characteristics of our camera. The purpose of this is to enhance the popularity of our new launched camera.Growth stageWe use TV advertising in this stage to establish your products superiority over competing products. We mainly emphasize

5、on the real demonstration to publicize functions and quality.Decline stageWe use magazines and newspaper advertising in this stage simply to reinforce or remind customers of the qualities and acceptance our new digital camera is already recognized for.Product Life-CycleHigh quality productSmart and

6、compactFeaturesStyle and designQuality4123Differentiated product in featuresTrust and warrantyStrong warranty and return policyProduct Prices In order to achieve our short-term objectives, we adopt market penetration pricing strategy so that we can occupy target market quickly, and build our company

7、s reputation. Since we have established automatic production system, our production line becomes more efficient. This enable us to produce the camera with high quality in low cost. PricesRMB5000+Powershot SeriesIXUS SeriesEOS SeriesRMB1000- TV ads Professional magazines Billboards advertising It can directly communicate the main message to customers. It can take better advantage of the time that people spend on walking. They are aiming at at