8. DEFINED PROBLEMS
1. Entry-level was the critical battle ground, also Canon’s weakest ground
2. Premium prices, with no clear differentiation
Tuesday, April 30, 13
9. DEFINED PROBLEMS
1. Entry-level was the critical battle ground, also Canon’s weakest ground
2. Premium prices, with no clear differentiation
3. Nikon - closing the value share gap by lowering price - biggest THREAT!
Tuesday, April 30, 13
10. DEFINED PROBLEMS
1. Entry-level was the critical battle ground, also Canon’s weakest ground
2. Premium prices, with no clear differentiation
3. Nikon - closing the value share gap by lowering price - biggest THREAT!
VS.
Tuesday, April 30, 13
11. DEFINED PROBLEMS
1. Entry-level was the critical battle ground, also Canon’s weakest ground
2. Premium prices, with no clear differentiation
3. Nikon - closing the value share gap by lowering price - biggest THREAT!
VS.
Tuesday, April 30, 13
12. DEFINED PROBLEMS
1. Entry-level was the critical battle ground, also Canon’s weakest ground
2. Premium prices, with no clear differentiation
3. Nikon - closing the value share gap by lowering price - biggest THREAT!
VS.
HISTORICAL DOMINANCE ON THE VERGE OF
SLIPPING AWAY
Tuesday, April 30, 13
15. OBJECTIVES
Achieve 10% above category value growth over 2009
Maintain number ONE market dominance by holding value share of at least 45%
Tuesday, April 30, 13
16. OBJECTIVES
Achieve 10% above category value growth over 2009
Maintain number ONE market dominance by holding value share of at least 45%
Increase EOS sub-brand awareness from 2008 peak of 25% to a 2009 peak of 35%
(EOS: Electro-Optical System)
Tuesday, April 30, 13
19. TARGET AUDIENCE
ENTRY LEVEL PHOTOGRAPHERS
SIMPLE AUTOMATICS
Want better quality photos
DSLR too complexing and intimidating
Tuesday, April 30, 13
20. TARGET AUDIENCE
ENTRY LEVEL PHOTOGRAPHERS
SIMPLE AUTOMATICS
Want better quality photos
DSLR too complexing and intimidating
Tuesday, April 30, 13
21. TARGET AUDIENCE
ENTRY LEVEL PHOTOGRAPHERS
SIMPLE AUTOMATICS
Want better quality photos
DSLR too complexing and intimidating
CONSIDERED CREATIVES
More creative with photography
Get involved with increased complexity
Tuesday, April 30, 13
22. AGENDA
1. The brief
2. The strategy
3. The big idea
4. Creative implementation
5. Results
Tuesday, April 30, 13
23. AGENDA
1. The brief
2. The strategy
3. The big idea
4. Creative implementation
5. Results
Tuesday, April 30, 13
31. PROPOSITION
TAKE YOUR PHOTOGRAPHY TO THE NEXT LEVEL
WITH CANON EOS
Learn:
To provide fun and simple
ways to inspire and learn how
to take photos
Tuesday, April 30, 13
32. PROPOSITION
TAKE YOUR PHOTOGRAPHY TO THE NEXT LEVEL
WITH CANON EOS
Challenge:
Motivate in ways that involve,
are easy, and improve skills
Learn:
To provide fun and simple
ways to inspire and learn how
to take photos
Tuesday, April 30, 13
33. PROPOSITION
TAKE YOUR PHOTOGRAPHY TO THE NEXT LEVEL
WITH CANON EOS
Exhibit:
Create an environment and
community where people can
show and share photos
Challenge:
Motivate in ways that involve,
are easy, and improve skills
Learn:
To provide fun and simple
ways to inspire and learn how
to take photos
Tuesday, April 30, 13
34. AGENDA
1. The brief
2. The strategy
3. The big idea
4. Creative implementation
5. Results
Tuesday, April 30, 13
35. AGENDA
1. The brief
2. The strategy
3. The big idea
4. Creative implementation
5. Results
Tuesday, April 30, 13
63. OBJECTIVES 2
Maintain number ONE market dominance by holding value share of at least 45%
Canon and category DSLR Average Selling Price in 2009, Source: GFK Sales Data
Tuesday, April 30, 13
64. OBJECTIVES 3
Increase EOS sub-brand awareness from 2008 peak of 25% to a 2009 peak of 35%
Tuesday, April 30, 13
68. KEY FIGURES
• 20,000 photos uploaded from AUS and NZ
• 1077 Photochains created by public
Tuesday, April 30, 13
69. KEY FIGURES
• 20,000 photos uploaded from AUS and NZ
• 1077 Photochains created by public
• 35% of photos uploaded from competitors’camera brands
Tuesday, April 30, 13
70. KEY FIGURES
• 20,000 photos uploaded from AUS and NZ
• 1077 Photochains created by public
• 35% of photos uploaded from competitors’camera brands
• 50% of Photochain images from DSC cameras
Tuesday, April 30, 13
71. KEY FIGURES
• 20,000 photos uploaded from AUS and NZ
• 1077 Photochains created by public
• 35% of photos uploaded from competitors’camera brands
• 50% of Photochain images from DSC cameras
• 1.2 million page views, 2 million image views
Tuesday, April 30, 13
72. KEY FIGURES
• 20,000 photos uploaded from AUS and NZ
• 1077 Photochains created by public
• 35% of photos uploaded from competitors’camera brands
• 50% of Photochain images from DSC cameras
• 1.2 million page views, 2 million image views
• 62,450 unique visitors went to the site
Tuesday, April 30, 13
73. KEY FIGURES
• 20,000 photos uploaded from AUS and NZ
• 1077 Photochains created by public
• 35% of photos uploaded from competitors’camera brands
• 50% of Photochain images from DSC cameras
• 1.2 million page views, 2 million image views
• 62,450 unique visitors went to the site
• Average 12 minutes spent on site
Tuesday, April 30, 13
74. KEY FIGURES
• 20,000 photos uploaded from AUS and NZ
• 1077 Photochains created by public
• 35% of photos uploaded from competitors’camera brands
• 50% of Photochain images from DSC cameras
• 1.2 million page views, 2 million image views
• 62,450 unique visitors went to the site
• Average 12 minutes spent on site
• 19,000 people joined Canon EOS site
Tuesday, April 30, 13
