Date:07/02/2006 URL: http://www.thehindubusinessline.com/2006/02/07/stories/2006020702250400.htm

Back Canon revamping distribution

L. N. Revathy

Coimbatore , Feb. 6

CANON India is unveiling a business strategy combining technology with marketing.

"As consumer and business markets develop, this combination would propel Canon India to a powerful position," a company spokesperson said. The new strategy is centred on building a technology portfolio with aggressive marketing initiatives.

Canon is planning to de-layer the distribution channel in phases by restructuring the channel model for faster information flow, increasing retail expansion and shifting its selling focus from volumes to `value.'

The company currently has 28 Digiclick zones for photoproducts, 13 Home Cinema centres for projectors and 71 IT Imaging zones for printers. It has engaged 150 retail partners. For strengthening the channel connection, Canon is planning extensive Web site support, extranet for partners and a printed collateral for communication.The company has rolled out more than 50 products in 2005 and achieved a leadership position in the digital camera space (in the East) with a 32 per cent market share. Digicams have contributed around 16 per cent of its turnover.