7/15/2014
Image source| canon Canada

Canon Marketing Plan

Prepared for
Phillip Fletcher
Red River College
P411-160 Princess Street
Winnipeg, MB
R3B 1K9

Prepared by
Rafid Hasim,
0267906
13 August 2014
Contents
Overview 4
Executive Summary 5
Company Profile 6
Mission Statement 6
Vision 6
Product Categories 6
Recent awards 7
Recent Success 7
Principal Competencies 8
Situation Analysis 10
Pestle Analysis 10
SWOT Analysis 11
Competitor Analysis 11
Market Segmentation Strategy 12
Target Market 12
Product 14
Product Life Cycle 14
Branding 15
Adoption curve 15
Pricing Strategy 17
Strategy 17
Evaluation 17
Policy 17
Circulation Chanel and Strategy 18
Retailing Strategy: 18
Straight marketing 18
Promotion 19
Sales promotion 19
Events and experiences 19
Media Advertising 20
Bibliography 21

Overview

This paper covers Canon Inc. various aspects of the marketing mix. It talks about their new entry-level camera Canon Rebel T3II or 600d. This paper is structured to show Canon Inc. four categories of marketing such as product, price, placement, and promotion. This paper also goes over benefits and potential competitors, as well as company profile and there mission & vision.
The Company overview section focuses on the opening to the company, its business, financial overview, market share and competitors. The second part inspects the situation analysis of the company in Canada. For this purpose the PESTEL analysis and SWOT analysis of the company has been presented and we also have analysed environment and factors effecting Canon rebel T3i development.
The third part is related to marketing objective and product features. For this, product life cycle, branding and adoption curve has been analysed to assess the marketing objective strategically. The marketing