Let’s make Canon Speak for You
Let’s make Canon Speak for You
Canon Vietnam is launching a new, exclusive brand campaign as the firm seeks to invest even more heavily in the local market and further promote digital imaging. President and CEO of Canon Marketing Vietnam Nick Yoshida told VIR’s Mai Linh about the firm’s Vietnam-exclusive Canon Speaks for You campaign, and how it will satisfy the increasing local demand for high-quality products.
In the first half of this year, it was reported that Canon’s revenue grew 127 per cent in the Vietnamese market, with cameras and lenses as leading products. What accounted for such strong growth of these products in Vietnam?
Firstly, the increase in the number of middle and high income people in Vietnam strongly supported our business. However, this is not the only reason. As you know, the camera market has two distribution channels, one directly from manufacturers and the other via dealers. In the recent period we’ve tried to reduce the retail price gap between products distributed by the company and dealers. Actually, the retail price of products directly distributed by Canon has been narrowed compared to other channels, since import taxes have reduced to zero. Our products are currently only subject to 10 per cent VAT. This obviously benefits us and means we are an attractive brand for lots of Vietnamese consumers.
In addition to low prices and two-year guarantees, Canon also offers a wide variety of promotional campaigns for customers. For example, customers can get bags or components when they buy our products.
Canon Marketing Vietnam has also tried to connect photographers together, through activities such as the Canon Photo Marathon and photo training courses across the country. We are seeing a significant change in Vietnam; people increasingly understand how photography makes their lives better. This change helps our company grow.
Last but not least, our distribution network is working very well. Our distributors connect our company with customers, which allows them to experience our products. We couldn’t have achieved such strong business results without their support.
Canon Marketing Vietnam was established just two years ago, what have you done to secure your current market position?
Our company was only established in Vietnam two years ago, but Canon has been present in Vietnam for 12 years. Back then we established our first representative office and this laid solid foundations and helped develop a sustainable distribution network. This foundation was vital in supporting our growth. By establishing Canon Marketing Vietnam, we can work more closely with our customers. This is one of the factors behind our success today.
Previously, Canon’s representative office was under the control of Canon Singapore, so sometimes we couldn’t take initiatives to work with our customers here. However, since Canon Marketing Vietnam was established, our relationship with customers has been strengthened and we have a deeper understanding of Vietnamese customers. I still believe that establishing Canon Marketing Vietnam was the right decision.
Nowadays, people seem to prefer using smartphones to take photos. What effect does this trend have on Canon?
The development of smartphone cameras actually is a positive sign showing many people have an increasing interest in photography. This has also helped expand the camera market. We acknowledge that many people use smartphone cameras as a first step, and then they move on to use dedicated cameras for a new experience. I think compact cameras could be negatively affected by smartphones, but the demand for DSLR cameras will keep on increasing.
We see no challenge, instead we believe the increased use of smartphone cameras brings new opportunities for Canon.
Canon Marketing Vietnam has launched the Canon Speaks for You campaign. Can you elaborate on what the campaign is about?
Canon Speaks for You is a completely new integrated campaign, exclusively for the Vietnamese market, with the hope that customers will not only see Canon products but also understand the values and benefits that they bring.
This campaign will be applied to all of Canon’s products and activities in Vietnam. This new direction will be reflected through communication tools in all Canon’s activities, such as Canon Image Bridge, Canon – Help with Love, and Canon Photo Marathon. This campaign will be launched from now until the traditional Tet holiday. This special campaign is exclusively aimed at the Vietnamese market and relates to different customers, including amateur and professional photographers.
vir
