Innovation and quality describes the Canon Inc brand and its development of professional products. “Canon’s HD camcorders, digital SLR cameras, precision lenses, projectors, and professional printers deliver the advanced imaging performance and capabilities that HDTV program producers, broadcasters, ad agencies, filmmakers, and other digital content creators rely on for making dynamic visual media” (Canon Film & Television, 2012) Offering new camera concepts to fundamentally and continuously introduce change in photography is key in aligning the Canon brand and image to be synonymous with reliability, ease in functionality, and quality to the professional consumer and establishing itself as the brand to beat in the digital camera marketplace with its lens technology that can produce super sharp, high-resolution pictures (“Red for still & motion.,” 2011). Canon’s brand dominance and notable achievements separates them from other competitors, such as Fujifilm and RED and with the current competition trend of HD production, Canon will surpass expectations and cavort its dominance over the competition with the long awaited Digital SLR EOS Renegade 3D (Renegade 3D). Canon was first to begin the motion capture craze with their innovative introduction of the seditious Canon EOS 5D Mark II back in 2008 and since then Canon has surpassed the competition with a production development line of cinema EOS model cameras that obtain similar, if not more advanced, digital stills and motion capture as recently seen with the previous release of their EOS C300 digital cinema camera and its 4k concept DSLR which, both, are expected to further revolutionize cinematic photography (“Red for still & motion.,” 2011). Canon’s new production launch of the Digital SLR EOS Renegade 3D cameras will transcend its viability within the entertainment industry and romance the consumer with its breakthrough innovative advancement capability to shoot 2D and 3D photography. This allows the user to shoot in picture or video capture intervals between 2D and 3D mode and obtain picture and video evidence of any target. To do this the camera has two buttons, conveniently adjustable on either the left or right side for left or right handed users that automatically switches from 2D to 3D for either picture or video. For example, the user can be under 2D picture and 3D video capture simultaneously and have the option of setting any mode to the off position. Interval 2D/3D shooting mode allows further flexibility; it’s possible to take two shots from different viewpoints continuously while the photographer or filmmaker is moving to achieve 2D/3D images or video of long-distance views (Fujifilm, 2009). Users can enjoy more dynamic pictures and video in 2D/3D, whether they are capturing video of birds from an airplane, or taking pictures of distant views from a car window (Fujifilm, 2009). Adjustable in both live images on OLED while shooting and recorded images; this simplicity-of-use lets users get creative when shooting in 2D or 3D (Fujifilm, 2009). In addition, it boasts such additional specifications as a 26.9 megapixel sensor, 1080p HD video capabilities, high ISO sensitivity range, 2.0x focal-length multiplier, 16 frames per second, hybrid-solar powered inter-changeable battery for longer field use, etc. This is suited to match the requirements of journalists and film-makers on the go who wish to obtain photographic captures for online social media feeds and video for television and movie development, a first for the industry and another innovative leap for Canon Inc. Product Positioning

Positioning the Renegade 3D effectively in both the domestic Japanese market and the U.S. International markets will be performed by the marketing department core team and creating an image for the Renegade 3D that emulates Canons already credible and distinguished global notoriety. The goal will be to market the Renegade 3D as a reliably built product that produces the highest quality results with ease and influence our existing and potential consumer base. Using clear, concise, and meaningful product positioning will help lower costs by cutting through the relentless advertising and marketing noise of the marketplace and our ultimate message about our product can be better heard, accepted, and ultimately always on top of the consumer’s mind. To do this the Renegade 3D product launch will incorporate 3 steps: 1. differentiate the product from the competition 2. address important customer buying criteria 3. articulate key product characteristics Canon will need to connect with the target audience and contrast its brand image and product strengths against the competition and their current product offerings to maximize sustainability. This will allow Canon’s product offerings to resonate with the target audience well into the future. A clear understanding of how the target market makes its purchasing decisions, the competitions product positioning techniques, and understanding Canon’s own product offer will key in obtaining the competitive advantage. Some positioning strategies that Canon has decided to pursue for the Renegade 3D product launch will be: 1. Positioning the Renegade 3D against the current industry competition and separating the product by implementing the newly developed “We stand alone” slogan that will accompany the product launch in the U.S. market alone. 2. Highlighting the Renegade 3D’s attributes, specifically focusing on its interval 2D/3D picture/video capture technology advancement 3. User focus on the Renegade 3D’s ease of use, specialized customization for the individual user, extreme mobility, and lightweight shell. 4. Positioning in industry advertisements (online/offline): Facebook.com, Twitter.com, CNET.com, Canon Inc.com, BrightRoll.com, photographyblog.com, Popular Photography magazine, Digital Photography magazine, American Photo magazine, Professional Photographer magazine, Shutterbug magazine 5. Positioning in Sales locations: choosing distribution channels close to the target markets; such as events like the Consumer Electronic Show and the E3 convention for the initial launch. Also, offering a direct experience for the professional consumer as well as generating “buzz” about the Renegade 3D through media coverage of the event and after through the use of buzz-marketing within select trade associations by offering direct marketing to the consumer resulting in positive word-of-mouth publicity. 6. Positioning through pricing by increasing awareness to the quality results, the revolutionary technology, ease in mobility, and use to the professional consumer to overshadow qualms about the Renegade 3D’s price point. After positioning the Renegade 3D, the core team will routinely assess the positioning to adapt to marketplace changes and reevaluate the marketing communication and distribution channels for optimal consumer equity.

Targeting

Knowledge of Canons Renegade 3D’s United States target market is critical because all subsequent marketing decisions will be based on satisfying the needs of these consumers. Canon will implement a Market Segmentation approach focused on the individualized nature of the consumer and how they choose to use cameras. This will allow Canon’s marketing department to isolate customers into smaller market segments using the following steps: 1. Identifying the segments within the overall markets. For example, Canon has identified the entertainment industry which includes film, photography, print ads, video gaming, and news media. The objective is to market to the increased demand for 3D technology and its current users. 2. Choosing the segment best fitted with the company’s objectives and goals. For example Canon has identified the film industry, as opposed to the entire United States consumer as a perfect channel in which to promote the Renegade 3D du to an increased demand for 3D movies 3. Develop a marketing strategy that will best appeal to the target market. Canon will use of a new slogan specifically designed for the Renegade 3D, “We stand alone,” to deliver the message that Canon is the only brand that can deliver the needs of the consumer. Advertising that will eventually lead to Canons goal of being viewed as the ‘go-to” for quality technological advancements.

Market Needs -
Canon, Inc. is a leader in camera technology; Canon ranks high in customer satisfaction for making quality products that last longer than the competition. Canon wants to continue to lead in the 35mm, video, and digital photography. Canon is listening to their customers and fulfilling the need by expanding into the 3D market. Canon is focused on continually making improvements to their camera technologies so that they stay ahead of their competition. In the digital camera arena, digital photography has improved from 2mp, 7mp, and today the standard is over 10mp. The next step for Canon is to market a new line of 3D cameras. Consumers are demanding better computers and televisions from LCD’s, Plasma’s, LED’s, and 3D. Current TV’s cannot display 3D digital pictures from consumer’s cameras, and consequently, a need exists for 3D cameras to be used with 3D televisions and computers. Popular web sites, such as YouTube.com, have a section for three dimensional video viewing, and so there is an existing market for 3D cameras and 3D video. People who watch videos on YouTube and other similar websites would be an ideal audience for Canon to market their new cameras. Consumers realize that new cameras are cheaper and offer better technology with their sensor and lens capabilities while offering better post production features within their systems. Canon can fulfill the market need for greater efficiency and decreased cost. Canon makes camera’s to fill the needs of various demographics groups including, children, young adults, seniors, amateurs, and professionals. As a result of these various groups interest, a market exists for 3d cameras in each of these areas and the growth potential is tremendous.
Market Growth -
Canon is experiencing continued growth never seen before in their 70-year history. More consumers are throwing away their old cameras and are upgrading to newer digital cameras that are easier to use. Consumers are upgrading to digital cameras because they can download pictures onto their computers, laptops, tablet devises, etc. Due to the ease of digital imagery, consumers no longer need to buy traditional film and pay to develop bad pictures. With digital photography, pictures can be deleted which gives consumers the option to immediately review and retake pictures. Consumers no longer need to pay to develop bad pictures.
Canon is also experiencing growth from a partnership with Ubiqz. “Canon and Ubiqz will offer customers a complete network camera security solution, for mid to high end market segments; from design and installation, through to completion and on-going customer service” (Canon-Europe, 2011). After expanding in Japan and the United States, Canon will into the United Kingdom.
Growth also exists for Canon from the commercial industry. The commercial industry will invest in superior quality cameras because post-production studios already have illustrated their benefits with C300 release in January. They will use a handful of these cameras in production because they are lightweight, need only minimal mounting kits and lenses, and are very versatile. What makes theses cameras so amazing is how lightweight they are and that they can also be used by personal photographer’s hobbyist or commercial photographers. Canons goal is to fill both segments of the market. Canon will aim to market to college students aspiring to be movie producers.
Canon anticipates that consumers will buy the camera based on its features for movie production as well as its picture quality. Camera enthusiasts will not need to invest in a twenty thousand dollar camera just to snap still photography. Therefore, Canon has identified two specific markets, one is those who make an income above $75,000 per year and the other is the commercial industry. Within these two groups, Canon expects to identify potential consumers from aspiring photographers, amateur movie producers, to your commercial photographers and movie makers, to actual production studios like Paramount and 21st Century 3D.
SWOT Analysis The SWOT analysis represents Canon’s potential risks and threats against seeking opportunities in the cinema industry. A lack of familiarity and tenure poses current weaknesses with demand for Canon Products. Their strengths exist in price comparison to current cinema producers with internal processing and post-production capabilities. Japan Market

The domestic market of Japan offers current strengths with early releases of Canon products as witnessed with the newly released C300 cinema camera in January 2012 (The Verge, 2012). Japan also offers ease in product accessibility with local manufacturing operations, labor force, and decreased regulation. Opportunities proposes future abilities with expanding three-dimensional capabilities to television and personal use allowing increased marketability by partnering for co-production to increase functionality and features. Threats exist in their current competition, potential decline in demand, and natural disaster risks to manufacturing operations as seen with the 2011 7.1 magnitude earthquake that injured 15 employees and caused structural damage (CanonRumors, 2012).
United States Market

Global access to international markets, such as the United States, grants Canon multiple strengths. Already holding a strong grasp with the media industry, Canon’s reputation and popularity increases their branding in America. Price comparisons also show a four thousand dollar decrease in cost with the C300 and other Canon products within a global marketplace (The Verge, 2012). Regulations in importing and manufacturing hinder Canon’s production process as certain considerations have to be given to power supply, bandwidth, and other limited functionalities within their products. They also lack tenure and longevity in the video processing marketplace while entering into an industry with current competition in RED products. Opportunities exist with increasing marketability when partnering with Redrock Micro and Novoflex for motion capturing accessories and devices or seeking endorsement opportunities for increased promotion.
Competition
The release of the new DSLR EOS Renegade 3D is forcing Canon to immediately confront their competition. With their recent release of the C300 cinema camera, Canon has already begun competition with the Scarlet-X and Epic models of RED’s camera products (Engadget, 2012). The Canon C300 was a closed knitted development and only unveiled directly to Hollywood’s Paramount Studios in front of the elite film industry and journalists. This immediately instigated competition within the commercial production industry with other big names, such as RED, while also preparing for additional development into three-dimensional technology. The C300 is offered at a portion of the costs to the Red Scarlet and Arri Alexa from $15,000 to $20,000 with additional lenses and attachments ranging from the $40,000’s. This is a sliver of the cost compared to Red Scarlet at a retail of $28,000 with additional mounted versions accelerating in cost (Engadget, 2012). Competition by means of pricing has worked out in Canon’s favor. Another feature Canon has to offer the production industry is their internal post-production capabilities and functions that were built-in to their EOS version models. Beginning from the release of the EOS 5D Mark II in 2008, video production popularity of Canon’s brand name has increased. Competition has slowly became surpassed with their advanced digital and motion capture processing capabilities as also seen with the January 2012 release of the C300. Incorporating the basic understanding of three-dimensional image capturing by use of mirrored spherical styled lenses will comprise the image into three-dimensional spheres before final production into a dimensional motion video capturing (PhotoPro, 2012). Further modification from glass treated to an ultraviolet-hardened resin film will mimick it into a mirrored design, allowing already capable cameras to process in a dimensional format. Integrating this new technology into current versions of the C300 will bring forth a new revolution in the cinema industry for the release of the Renegade. Canon already comprises four flavors of top-end EF zoom lens variations that are their biggest selling point of the CMOS sensor compatibility which in its versatile form will, “likely plays a more significant role in making this camera a success” (Engadget, 2012). The Scarlet-X offers similar interchangeable lenses with the same size and weight, a large sensor similar to Canon’s, and accepts similar accessories as Canon products. The difference that exists is the price of each system. RED has tenure within the commercial production industry but is not rumored to begin development on any sort of mirrored technology for their lenses. Currently, to capture three-dimensional imaging, production agencies have to use mirrors to process any portion of dimensional motion video. Canon is presented opportunities to capture continued support for their products by increasing their sensor and lens technology to include three-dimensional processing. This internal technology will eliminate the need for external hardware while also competing with price to other RED products.
Marketing Objectives - RON Canon’s marketing objectives is to maintain positive and strong growth each quarter, and increase and expand with market penetration.
Pricing Strategies The initial release of the EOS Renegade 3D will begin in Japan. This will serve as the launching ground by means of trade shows and conventions six months with their prototype version. This will serve the purpose of acquiring feedback on the cameras functions, preferences, and support. The initial launch price for the unit will be $20,000. This will keep in cohesion with current cinema technology cameras already on the market offered by Canon while integrated increased technology at an equal price. The initial year, costs will be regained through Japan sales at a $20,000 pricing. With exchange rates, inflation, and capital gains to consider, the current exchange rate between the US Dollar and Japanese Yen is 81.52. As the Renegade is launched the following year to the US, price will be brought down to $16,000 as in current models are priced at now. These will be offered exclusively to three-dimensional production companies, such as 21st Century 3D in Los Angeles and New York, Paramount Studios, and other commercial endorsers, such as Chase Jarvis. The units will be basic mounted versions with the requirement of external mounting kits and accessories available for purchasing. As the third year begins, Canon will modify their units to handheld mountable versions without four lens attachments or kits necessary to sell to the public at a price of $8,000 a unit. The pricing is representative of the decreased hardware required and allow generic versions of attachments and co-produced accessories to be developed within the open market. By the fourth year, this model will be decreased to a $5,000 selling price creating greater accessibility as the initial release of the EOS 5D Mark II illustrated with its development.
Marketing Communication - The Marketing communication plan is the promotional element of the four P’s of marketing: product, place, price, and promotion (Kotler & Keller, 2007) intended to reach the target audience to affect its behavior by informing, persuading, and reminding (Kotler & Keller, 2007). The success of the marketing communications relies on the promotional mix including: advertising, sales promotion, public relations, direct marketing, and personal selling as well as the product and price at which the Renegade 3D will be offered, and places that will be made available to purchase (Kotler & Keller, 2007). Canon will coordinate a pull strategy for the Renegade 3D‘s distribution by using an integrating marketing communications (IMC) technique to avoid confusion over the allocation of responsibilities, budget constraints, management input, and any unforeseen decision-making during the product launch. IMC includes two main objectives, relationship building and synergy. Canon will focus these objectives during the product launch where the customer will be marketed to as a partner, not as a target, and building on this relationship through a host of advertising and public relations channels and develop a comprehensive database to steer the communication strategy to meet marketing objectives and generate synergy to coordinate the promotional mix to possess clarity, consistency, and maximum impact. Through the use of identifiable brand equity, image, and quality product Canon will translate this into greater sales volume and higher margins via advertising and public relations disseminated through mass channels of communication to differentiate the Renegade 3D from its competitors (Mayo, 2012). Advertising will be used to promote the Canon brand through channels, such as the Internet arena, to minimize costs as opposed to television ads that may be over-ridden by the increasing use of digital video recorders and public relations will be used to capitalize the news value of the Renegade 3D by disseminating the information through news media. Ultimately, it may be viewed as objective and not advertisement and through media endorsement, the Canon Renegade 3D can obtain the necessary boost to the marketing communication message being credibility and quality.
Distribution Strategy -

The product distribution strategy is key in defining the cost-variables involved for getting the Renegade 3D from implementation to the end-user and minimizes the negative impact on the retail price, the profit margin, the marketing budget, and the marketing communication. Canon will need to research all domestic and international distribution channels available to obtain the most viable method of distribution for multiple markets. The current domestic Japanese market is already receptive to Canon products so a small introduction in Japanese markets targeted toward the professional hobbyist and the personal home-video enthusiast will be launched to minimize cost and generate early feedback from consumers and address any manufacturing concerns from Canons local facilities. Canon will also venture out internationally to the U.S. market on a similar scale, at first; modifying the launch as needed to a larger target audience. Using an exclusivity distribution strategy to establish Canon’s intended image for the Renegade 3D, the limited distribution channel partners will aid in this objective by promoting the product exclusivity. It will allow quality control by using distributors specializing in the target industry (Williams, 2012). Unlike the Japanese market, the opportunity to use parallel distribution and joint promotion partnerships within the U.S. market will be beneficial in obtaining feedback from market research opportunities on consumer preferences for purchasing and examining competitor strategies and adapt the findings to the product launch and modify as needed (Williams, 2012). Cannon has identified the following distribution channels to direct the advertising and marketing for the EOS SLR Renegade 3D, both domestically in Japan and internationally in the U.S.: DOMESTIC DISTRIBUTIONCHANNELS | INTERNATIONAL DISTRIBUTIONCHANNELS | Hobbyist: using advertising and buzz marketing in the photo blog Japan-Photo.info and YouTube.com | Social Media: to activate buzz marketing by using online channels such as Facebook.com, Twitter.com, and YouTube.com, and photographyblog.com | Professional industry: using an exclusivity strategy and distributing invitations to well-known photographers to participate in direct marketing events for feedback and awareness of the Renegade 3D’s capabilities and focusing on “trendy” photographers such as Osamu Kanemura, Mikiko Hara, Rinko Kawauchi, Miyako Ishiuchi, and Michiko Kon | Professional industry: using an exclusivity distribution strategy geared toward the target markets: film and video during high-exposure events such as the Consumer Electronics Show (CES) in Las Vegas, Nevada and the Electronic Entertainment Expo (E3) in Los Angeles, California, the ComicCon event in San Diego, California, and the Consumer Electronic Association show also held in New York City, New York | Advertising: in magazines such as Asahi Camera and Camera Mainichi | Advertising: in magazines for front page cover such as Popular Photography, digital Photography, American Photo, Professional Photographer, Shutterbug, and Discovery Channel magazine where most 3D video would be reviewed | Sponsorships: events like Kimura Ihei Photography awards and Lieko Shiga | Sponsorships: industry events such as the upcoming Olympics 2012 where the Renegade 3D can gain global notoriety and its attributes can have an immediate impact on the viewer. | Public Relations: Tsunami-relief notoriety | Public Relations: news coverage, industry events, advertorials, and social programs to disseminate the Canon brand and image as well as the Renegade 3D exclusivity, cutting-edge, current technological advancement monopoly | | Product Review sites: using channels such as CNET.com, Canon Inc.com, and news media for product endorsement | Annual Product Budget Analysis The initial launching of the EOS Renegade 3D in Japan for year one is budgeted for the sale of 250 units at a sale price of $20,000 for a total revenue budgeted of five million.
Figure One:

As illustrated in Figure One financials, the analysis resulted in 162 unit sales, resulting in a $1,760,000 variance. The second year budget considers the international launching of the EOS Renegade 3D in the United States with a budgeted sale of double the initial expectation to 500 units at a sale price of $16,000 per unit sold.
Figure Two:

As illustrated in Figure Two financials, the analysis resulted in 461 unit sales, resulting in a $624,000 variance. The third year budget considers the private consumer launching of the EOS Renegade 3D with a budgeted sale of 1,000 units at a sale price of $8,000 per unit sold.
Figure Three:

As illustrated in Figure Three financials, the analysis resulted in 1,568 unit sales, resulting in a $4,544,000 variance over budget.

References:
Canon Film and Television. (2012, March 15). Retrieved March 15, 2012, from Canon USA: http://www.canonusa.com
Fuji Film Launches A Pioneering Digital "3D system" That Lets You Enjoy Incredible 3D
Images With The Naked Eye. (2009, July 22). Retrieved March 15, 2012, from Fujifilm USA: http://www.fujifilmusa.com/press/news
Kotler, P., & Keller, K. L. (2007). A Framework for Marketing Managment. Prentice Hall.
Mayo, C. M. (2012, March 15). Market Communication. Retrieved March 15, 2012, from
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Arri Alexa. Retrieved from http://www.engadget.com/2011/11/03/canon-launches-c300- cinema-camera-prepares-to-take-on-red-scarl/ NoFilmSchool. (2012). RED's SCARLET-X Camera Shoots 5K Stills and 4K Motion, Ships
December 1st for $10K. Retrieved from http://nofilmschool.com/2011/11/red-announces- scarlet-camera-shoots-5k/ PhotoPro. (2012). Canon lens technologies. Retrieved from http://canon-digital-photo- pro.com/science-lenses/canon-lens-technologies/ The Verge. (2012). Canon EOS C300 set for January 31st release in Japan. Retrieved from
http://www.theverge.com/2012/1/24/2729367/canon-c300-january-31st-release-japan