OEM plans to target students as it aims for to grow its market share to 25 percent.
Economic Times reported on Canon India’s plan to “woo” students in its bid to increase its annual inkjet printer revenue to $33 million (€25 million) by bringing out a new campaign and introducing new products to the market in order to grow its market share from 23 to 25 percent.
The OEM, which currently has 20 Pixma-branded products in the inkjet category, intends to invest $3 million (€2.3 million) in advertising and promotions for its new campaign, which is aimed at students aged between nine and 19 years-old.
Alok Bharadwaj, Executive Vice President of Canon India, explained: “We wanted to connect with school-going kids and engage with them. Students of today are comfortable using smart devices including cloud and Wi-Fi printing. Our new PIXMA Ink Efficient range is designed to combine creative printing with incredible cost-per-print savings.”
Bharadwaj added: “While students can be great influencers for purchasing decision today, they are also customers of tomorrow. With 300 million students in India, building our brand in their mind is a big business of tomorrow for us.”
The Indian inkjet market is reportedly growing at around eight percent annually, with students being responsible for a lot of the growth. However, Bharadwaj said that “while the segment is growing in single digits, we [Canon India] are growing at over 10 percent. To continue the growth trajectory, we will introduce newer models as well as double our retail presence by [the] end of 2016 from 1,000 retail outlets now”.