OEM aims to increase inkjet printer market share in India from 24 to 30 percent by next year.
Business Standard reported on Canon’s plans for the Indian inkjet printer market, which is currently led by HP with a 59 percent share, with Canon aiming to increase its 24 percent share to 30 percent next year.
The OEM is reportedly “confident of achieving its target” after it was able to increase its market share from 14 percent in 2010 to 24 percent in 2013, and has been expanding in the inkjet segment through the launch of new PIXMA inkjet printer models, with nine new models launched in April for home, office and professional users priced at between Rs 4,000 ($65/€47) and Rs 22,000 ($360/€260).
Alok Bharadwaj, Executive Vice-President of Canon India, explained that the company is “focusing on capturing the demand created at homes from the school-going kids”, which has seen the OEM centring product campaigns on the needs of schoolchildren and launching its PIXMA Super Student inkjet range, which is Wi-Fi-enabled and comes with “applications and creative pre-loaded features”.
Bharadwaj added that the Indian inkjet printer market consists of 1.2 million units, with the ink efficient category contributing to 500,000 units. This year, Canon India reportedly intends to spend Rs 120 crore ($19.7 million/€14.2 million) on product advertising “across all media” – 25 percent more than the previous year’s spending.