65504319 Canon Project Final Report

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A PROJECT REPORT ON

CUSTOMER PERCEPTION TOWARD CANON PRINTER

Submitted by

RAKESH KUMAR

In partial fulfillment for the award of the degree

Of

Master of Business Administration

Under the guidance of

Prof. J. KAVITA(Head, Dept. Of Marketing)

(2009-2011)

INSTITUTE OF COMPUTERS AND BUSINESS MANAGEMENT-

SCHOOL OF BUSINESS EXCELLENCEHYDERABAD-500048

Osmania University

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BONAFIDE CERTIFICATE

Certified that this project report on CUSTOMER PERCEPTION TOWARDS CANON

PRINTER is the bonafide work of RAKESH KUMAR who carried out the project work

under my supervision.

SIGNATURE

Prof. J. KavithaHEAD OF THE DEPARTMENT

Marketing

ICBM-SBE

Upperpalli Hyderabad (A.P.)

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EXECUTIVE SUMMARY

I, Rakesh Kumar felt privileged to be a part of ICBM SCHOOL OF BUSINESS

EXCELLENCE, RAJENDRA NAGAR HYDERABAD. I did my summer internship training in

Canon Printer Pvt Ltd Company. My project title is Customer Perception toward CANON

Printer Pvt Limited.

After analyzing the response given by the customer

Most of the customer prefers fewer prices before purchasing the product.

Most of customer dont have much information about Canon printer because of HP has

good market share in the market.

Most of customer prefer canon printer because of quality of the product.

While comparing for better service more customers prefer canon printer.

Most of the customer getting offer scheme from retailer but few dont get offer scheme.

Most of the customer believe canon printer because of good Image of Canon camera and

Canon copier in the market.

Most of the customer facing problem in canon inkjet printer.

After analyzing the response given by the retailer

Most of retailer support HP printer because of they are getting good margin from HP

printer rather than Canon printer

Most of retailer support Hp printer because HP has good brand image in the market.

Most of retailer support HP printer because customer demanded HP printer rather than

Canon.

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Index

Introduction 08

Need for the Study 09

Objectives of the Study 10

Research Methodology 11Limitations of the Study 12

Industry Profile 13-17

Company Profile 18-33

Literature review 34-39

Data Analysis and Data Interpretation 40-53

FINDINGS 54

CONCLUSION 55

QUESTIONNAIRE 56-57Bibliography 58

PICTURE OF CANON PRODUCT 59-60

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List of tables

Representing how many customer using

Printer

40

Respondents the purpose of using the Printer 41

Respondents represent which type of printer

customer prefer

42

Respondent range of price of multifunction

inkjet printer which customer prefer

43

Respondent price range of laser mono printer 44

Respondent price range of laser colour printer 45

Respondent which feature customer prefer

before purchasing the Printer

46

Respondents opinion about Cartridge Printer 47

Respondent prefer the preference of cartridge 48

Representing the awareness about Canon

Printer

49

Representing the uses of Canon Printer 50

Representing the feature like the customer in

Canon Printer

52

Representing the Reason Why Customer is

not preferring Canon Printer

52

Representing which Brand customer prefer

more

53

List of graph

Representing how many customer using

Printer

41

Respondents the purpose of using the Printer 42

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Respondents represent which type of printer

customer prefer

43

Respondent range of price of multifunction

inkjet printer which customer prefer

44

Respondent price range of laser mono printer 45

Respondent price range of laser colour printer 46

Respondent which feature customer prefer

before purchasing the Printer

47

Respondents opinion about Cartridge Printer 48

Respondent prefer the preference of cartridge 49

Representing the awareness about Canon

Printer

50

Representing the uses of Canon Printer 51

Representing the feature like the customer in

Canon Printer

52

Representing the Reason Why Customer is

not preferring Canon Printer

53

Representing which Brand customer prefer

more

54

CHAPTER-1

Introduction

Need for the Study Objectives of the

Study

Methodology

Limitations of the

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INTRODUCTION:

Marketing

Marketing is the process of planning and executing the conception, pricing, promotion and

distribution of ideas, goods and services to create exchanges that satisfy individual and organizational

objectives.

In a most simple and non-technical language, marketing may be explained as a business function

entrusted with the criterion and satisfaction of customers to achieve the aims of business itself in popular

usage, the term "marketing" refers to the promotion of products, especially advertising and branding.

However, in professional usage the term has a wider meaning. It can be divided into foursections. Often

called the "four Ps'". They are:

Product - The product management aspect of marketing deals with the specifications of the actual good or

service, and how it relates to the end-user's needs and wants.

Pricing This refers to the process of setting a price for a product, including discounts.

Promotion -- This includes advertising, sales promotion, publicity, and persona! Selling. And refers to the

various methods of promoting the product, brand or company.

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NEED FOR THE STUDY

The study was conducted to know the market value of CANON printers in Hyderabad and

Secunderabad market, previously in printer industry their use to be very few companies which provides

printers but at present there are around nine different brands of printers available in the market by this we

can understand the level of competition in the market of printers. So this study main focus was to know at

which part canon has to concentrate to cover the maximum part of the market.

The study was also done to estimate the performance of the CANON PRINTER, TONER,

CARTRIDGES, with the other service providers, and also to know whether the customers know about

different services provided by the CANON.

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OBJECTIVES OF THE STUDY

1. To Study about customer preference towards canon Printer.

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Research Methodology

This study is done using the following primary and secondary data:

Primary Data: The primary data was collected by a market survey in HYDERABAD. Questionnaire was

prepared and administrated by taking a sample of 100 consumers, which contains different categories of

consumers like students, businessmen and employees.

Secondary Data: The secondary data comprises of various Books, Journals, Periodicals and other

published magazines are included in the study. Data was also collected from the company's records and from

the websites "www.canon.co .in

Sampling

Simple random sampling:

This type of sampling also known as chance sampling or probability sampling. Where each and

every item in population has an equal chance of inclusion in this sample and each one of the possible

sample, in case of finite universe, has the sample probability of being selected.

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LIMITATION OF THE PROJECT

1. The scope of study is limited to the respondents are selected from in and around limited area of

Hyderabad.

2. The project is only carried out for the period of 45 days only.

3. Measurement of Market Survey analysis is complex subjects, which uses non-objectives method,

which is not reliable.

4. The sample unit was also limited 100.

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Chapter 2Industrial profile

Industry profile-

India and its Printing Industry An Emerging Market

India, Printing Review International

Geography :

Location: Southern Asia, bordering the Arabian Sea and the Bay of Bengal, between Burma and Pakistan

Climate: varies from tropical monsoon in south to temperate in north

Natural resources: coal (fourth-largest reserves in the world), iron ore, manganese, mica, bauxite, titanium

ore, chromites, natural gas, diamonds, petroleum, limestone, arable land

Government:

Country name: Republic of India

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Government type: Federal Republic

Capital:New Delhi

Administrative divisions: 28 states and 7 union territories

Legal system: based on English common law; limited judicial review of legislative acts; accepts compulsory

ICJ jurisdiction, with reservations

Economic Overview :

Currency: Indian rupee (INR)

Fiscal year: 1 April - 31 March

Population : 1,065,070,607

Economy

India has consolidated its position as the worlds fourth largest economy, behind the United States, China

and Japan, in Purchasing Power Parity (PPP), according to the latest World Development Indicators and has

the third largest GDP in the entire continent of Asia. It is also the second largest among emerging nations.

(These indicators are based on purchasing power parity.) India is also one of the few markets in the world

which offers high prospects for growth and earning potential in practically all areas of business. When the

Economic Reforms were introduced in 1991, India chose to shift gear from a closed, license- driven

Economy to one, which embarked on globalization and economic liberalization.

Printing Industry :

Over the years, the printing industry has grown in all parts of the globe. The advent of TV and Internet hasnot affected the growth of and requirement for printing professionals. The industry has made giant strides in

recent times in improving its machinery in terms of the scope, technology and speed. Computers and

electronics have invaded all the departments of printing, improving quality and speed of the jobs executed

with the consequent enhancement of costs enormously. In fact, the arrival of computers has complemented

the printing business and has played a vital role in increasing its status as a clean profession.

So-Called Hubs for Printing Industry

There is a set of industry players which are growing systematically and regularly. These kinds of set-ups do

not belong to any specific region of India but are scattered all over the country. The so-called clusters of

printing Industry are present in North: (Amritsar, Delhi, Faridabad) - West: (Ahmedabad, Bombay, )

South: ( Bangalore, Coimbatore, Madras).

The publishing firms in the private sector is also quite large in number and these are scattered throughout the

country. But majority of these are very small in operation and each one of these may not be producing more

than a dozen titles in a year. These are also confined to producing titles in Indian regional languages and

catering to the needs of the local markets. Only a few (about 10%) of the publishing concerns in India are

reasonably large producing more than 50 titles annually and are equipped with proper infrastructures such as

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printing presses and distribution networks. In totality, today Indian publishing is one of the greatest in the

world and the country is counted among the top seven publishing nations.

Increasing number of printers are adopting newer and modern technologies. The growth of such

organisations indicate that recession is nothing but a changing trend towards adoption of new style of

working. The modern style of business is completely in favour of the consumers. It ensures that they get

optimum quality products at bare minimum price . Probably in all areas of life the consumers are getting

products at most competitive prices, which is definitely lower than yesterdays prices and printing industry

is no exception. To meet this challenge, people in the printing industry have to find the solutions and not fret

on decline in prices. Some printers with a vision have already taken a step towards it and are able to produce

printed products at much lower unit price by adopting new technologies.

Facts about Indian Printing Industry :

- More than 1,30,000 all types of printing presses in India

- More than 10 Million family involved in the Industry- 20 Billion + Turnover

- Per capita consumption of Paper & boards - 4.5 KGs

- Machinery New and Second Hand, used is predominately from China, England, France. Germany, Italy,

Japan, The Netherland, Switzerland, Spain, Taiwan, USA.

Employment created by Printing Industry Total No. of Printing Presses Turnover

Directly 7,00,000 1,30,000 20 Billion +

Indirectly 4,50,000 60,000( offset, sheetfed - webfed)

Few Printers & Presses of repute in India :

1) Thomson Press :

Thomson Press Printing Division comprises of one PrePress and two Printing units in Delhi, one printing

unit in Chennai and one printing & Book Bindery unit in Delhi exclusively for exports.

2) M/s SUBRAMANIAM BROTHERS PRIVATE LIMITED

SBP is one of the leading and experienced Paper Trading Company in South India and was established in

1942. SBP is also a wholesale dealer for various paper Mills in India for variety of Printing Paper, Kraft

Paper, Cream wove Paper, Duplex Board. Map litho, Xerox Copier and Bond Paper We have entered

manufacturing activity recently and now manufacture various paper stationery items as listed here below.

Various Indian GOD Pictures of Artistic , Thematic and Religious Values, Various Stationery Items,

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Notebooks Memo Pads Writing pads Diaries in attractive designs and colors.

3) Pragmatic Offset Pvt. Ltd.

POP is a forty year old company catering to the high-quality printing requirements of customers worldwide.

We are a one-stop service provider with prepress, printing and finishing/bindery under a single roof. With 6

presses capable of 4-6 colour printing at speeds of up to 15,000 impressions per hour and sizes of up to

28.5 x 40, we have the capacity and the redundancy built into the system to handle your largest jobs with

the quickest turn-around time.

5) Anderson Printing House

ANDERSON Printing House Pvt Ltd has entered country's elite printing club with its recent installation of

computer-to-plate technology system from Heidelberg India, a wholly-owned subsidiary of Heidelberger

AG of Germany.

6) Conway Printers, Mumbai.

There are so many Printing Associations in India, but are region-wise.

Below are a few Printing Industry magazines in India. Out of these only a handful relate to International

Standard. Others are regional.

Coramandal Printer, Chennai

Delhi Printer

Indian Printer & Publisher, Delhi.

KOPA News, Bangalore.

Master Carton, Kerala

Paper-in-Pack, Mumbai.

Paper Mart, Delhi

Print Forum, Chennai.

Press Ideas, Chandigarh.

Print & Publishing, Delhi

Print Bulletin, Mumbai

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Print Com, Mumbai

Print Focus, Sivakasi

Printers Voice, Calcutta

Print Miracle, Kochi

Printing Review, Delhi

Printing Times, Delhi

Print Vision, Mumbai

Punjab Print, Ludhiana

Rind Survey, Chennai

Screen Print India, Mumbai

Student Technologist, Chennai

--

STATUS OF INDIAN PRINT INDUSTRY..The Indian Print Industry has undergone a revolutionary change in the last 15 years. In 1990, India initiated

a process of reforms aimed at shedding protectionism and embracing liberalization of the economy.

Privatization was initiated with the aim of integrating the Indian economy with the world economy. This

change opened the doors for the Indian Print Industry to modernize, by investing in the latest of technology

and machinery. The average compound annual growth rate has been higher than 12% over the last 15 years.

Our packaging industry is currently growing at a rate of more than 16% a year. Prior to 1990, most printers

found it easy to invest in East German and Czechoslovakian machines. Post 1990, the trend has been to

acquire the latest and the best equipment & machines. The progressive printers of today are equipped with

the latest computer controlled printing machines and flow lines for binding, while state of the art digital

technologies are being used in pre-press. Leading print companies have optimized the use of information

technology in each and every area of their business. These printers are today equipped at par with the best

print production facilities in the world.

Today, India is fast becoming one of the major print producer & manufacture of printed paper products for

the world markets. The quality standards have improved dramatically and immense production capacities

have been created. Some printers have won recognition by winning prizes at international competition for

excellence in printing. The current annual turnover of all the components in the Indian printing industry are

more than Rs.50,000 crores. That is in the region of USD 11 Billion.

Indian books, journals and printing jobs, etc. are being exported to over 120 countries of the world both

developed and developing. Indian exports of books, printed pamphlets, newspapers & periodicals, job

printing and printed materials during 2004-05 was estimated to the tune of USD 550 million.

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Chapter 3

Company profile

Canon is a manufacturer of business and consumer imaging products which includes printers,

scanners and binoculars, as well as a range of digital compact and SLR cameras.

The Business Solutions division offers print and document solutions for small and medium

businesses, large corporations and governments. These include multifunctional printers, black and

white and colour office printers, large format printers, scanners, black and white and colourproduction printers, handy terminals and microfilm scanners, as well as software to support these

products.

Lesser known Canon products include medical, optical and broadcast products, including

Ophthalmic and X-Ray devices, broadcast lenses and semiconductors. Handy Terminal Solutions,

Digital Microfilm Scanners.

Canon has regional headquarters in the Americas, Europe, Middle East, Africa, Japan, Asia and

Oceania. Canon in Europe is split into Canon Europe NV (based in the Netherlands) and Canon

Europe Ltd (based in London). Both make up the European headquarters for Canon

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Some most important person in Canon Company

1. Anthony Peterson's Experience

Web Content Specialist

Canon Business Solutions

January 2011 Present (3 months) Collaborate with internal and external departments to create compelling content for the Canon

Business Solutions website; update and elaborate on existing content using Search Engine

Optimization (SEO) methodologies.

Create and manage online content for social media outlets, blogs, and webinars.

2.

Diane Hanson's Experience

Sales Manager

Canon Business Solutions

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3.Nicholas Katsigiannis

Service Vice President, Eastern Zone at Canon

Business solution

LocationGreater New York City Industry

Nicholas Katsigiannis's Summary

I am an operational executive with broad experience in: Service Operations - Client Relations - Project

Management - Training - Leadership. I am focused on achieving profitability through productivity

improvements resulting in substantial cost reductions. A balanced executive who is comfortable with

customer service, financials, sales, billing and logistics, I am highly skilled in general management with a

strategic planning background and have managed a multi-site service operation across 13 states.

Jeff Martin

Solution Consultant at Canon Business Solution

Location

Dallas/Fort worth Area

Jeff Martin's Summary

I am a proven MBA with broad international experience and the ability to travel. I have strong analytical

capabilities and am adept at grasping technical concepts and building business value discussions around

technology products & services. My background includes Sales, Marketing and Operations with experience

in High-Tech Manufacturing, Telecommunications and Biotechnical. I possess strong capabilities in Sales,

Marketing, New Product Development, Product Line Management, and Consulting.

Mission

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Our mission is to be the world's premier consumer Products Company focused on need and demand of

consumer. We seek to produce financial rewards to investors as we provide opportunities for growth and

enrichment to our employees, our business partners and the communities in which we operate. And in

everything we do, we strive for honesty, fairness and integrity.

Vision

The vision of Canon Company is Incorporating technology to serve customer needs.

Canon company responsibility is to continually improve all aspects of the world in which we operate -

environment, social, economic - creating a better tomorrow than today."Our vision is put into action through

programs and a focus on environmental stewardship, activities to benefit society, and a commitment to build

shareholder value by making Canon a truly sustainable company.

Performance with Purpose

At Canon Company, we're committed to achieving business and financial success while leaving a positive

imprint on society-delivering what we call Performance with Purpose. Our approach to superior financial

performance is straightforwarddrive shareholder value. By addressing social and environmental issues, wealso deliver on our purpose agenda, which consists of human, environmental, and talent sustainability.

Canon quality policy

Make sale and deliver to the consumer as it was designed, in order to deliver preference. Canon Company

believes their success depend upon the quality and value of their product by providing a safe, whole some,

economically efficiency and a healthy environment for their customer. And by providing fair returns to their

investors while maintaining the stander of integrity.

Our Commitment

Our values reflect our aspirations - the kind of company we want Canon to be. We express our

values in the form of a commitment. Our commitment is:

Sustained Growth is fundamental to motivating and measuring our success. Our quest for sustained

growth stimulates innovation, places a value on results, and helps us understand whether today's

actions will contribute to our future.

It is about growth of people and company performance. It prioritizes making a Difference and

getting things done.

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Empowered People means we have the freedom to act and think in ways that we feel will get the job

done, while being consistent with the processes that ensure proper governance and being mindful of

the rest of the company's needs.

Responsibility and Trust form the foundation for healthy growth. It's about earning the confidence

that

HISTORY OF CANON

A modest beginning in a small room

In 1933, a small laboratory dedicated to making high-quality cameras was set up in a simple

apartment room in the Roping area of Tokyo. At the time, all high-quality cameras were European with the majority coming from Germany.

It was in this small room that young people with a big dream earnestly began their work on

producing a high-quality Japanese camera, marking the beginning of Canon.

Through hard work and with an enterprising spirit, they eventually succeeded in building a

prototype, which was named Kwanon after the Buddhist goddess of mercy.

The following year, in 1935, Japan's first-ever 35 mm focal-plane-shutter camera, the Hanza Canon,

was born, along with the origin of the Canon brand.

Striving for the world's best camera

In 1950, Canon's first president, Takeshi Mitarai, went to America for the first time to attend an international

trade fair.

Having seen modern factories and a high standard of living first hand, upon his return, he built a fireproof

factory of steel-reinforced concrete in the Shimomaruko area of Tokyo, which he saw as essential for Canon

to succeed in doing business with the world at large.

Mitarai also made clear his respect for humanity by stressing the importance of the Sanji, or "three selfs"

spirit, the guiding principle for Canon employees.

In 1955, Canon made its first step into the global market with the opening of a U.S. office in New York City.

In 1957, Canon set up its sole European distributor, Canon Europe, in Geneva, Switzerland. By 1967 exports already topped 50% of the company's total sales.

The challenge of diversification

Soon after its founding, Canon was hard at work in 1941 on diversifying itself with the introduction

of Japan's first indirect X-ray camera and other products

In the 1960s, the company took further steps toward diversification by adding electrical, physical and

chemical technologies to its optical and precision technologies.

In 1964, Canon entered the office equipment market with the debut of the world's first 10-key

electronic calculator.

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In 1967, the management slogan "cameras in the right hand, business machines in the left" was

unveiled and in 1969 the company changed its name from Canon Camera Co., Inc. to Canon Inc.

Canon took on the challenge of developing Japan's first plain paper copying machine, which it

introduced in 1970, and realized further diversification from one challenging field to the next.

Averting disaster with the Premier Company Plan

By 1970, Canon grew to 44.8 billion yen in sales and more than 5,000 employees.

But hit by dollar and oil shocks, followed by problems with a defective electronic calculator display

component in 1974, Canon fell on hard times, and in the first half of 1975 failed to pay a dividend

for the first time since becoming a public company.

In 1976, Canon unveiled its Premier Company Plan, an ambitious strategy to transform Canon into

an "excellent global company" through such means as introducing a vertical business group

constitution and establishing a horizontal development, production and sales system.

The plan proposed high ideals and pooled the strength of its employees, enabling the company to

promptly recover.

Canon's second inauguration

Canon continued to grow under the Premier Company Plan. With the dawn of the personal computer

age

Canon introduced to the world a series of products never before seen, among them a personal

copying machine based on all-in-one cartridge system a laser printer with semiconductor laser, and a

Bubble Jet inkjet printer.

Canon also began promoting global production in earnest on the road to becoming an excellent

global company.

Then, in 1988, the 51st anniversary of the company's founding, Canon announced its second

inauguration and unveiled its corporate philosophy of kyosei, an unfamiliar term at the time. It also began promoting such progressive and environmentally sound activities as toner cartridge

recycling in addition to globalizing its development.

The Excellent Global Corporation Plan

Canon had developed unprecedented technologies and carefully nurtured them to create business

opportunities and products unrivaled by any other company.

But by the mid-1990s, the business division system that had been in place since the 1970s was

showing signs of wear.

Canon also carried debt of more than 840 billion yen, meaning the company needed to improve its

financial constitution if it was to carry out long-term R&D projects and launch new businesses. Fujio

Mitarai became Canon's 6th company president in 1995, and in 1996 the Excellent Global

Corporation Plan was launched.

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Transforming the corporate mindset from partial to total optimization and from a focus on sales to a

focus on profits, the new plan was the start of the innovations that characterize today's Canon.

Canon in India

Incorporated in 1997, Canon India Pvt. Ltd. is a 100% subsidiary of Canon Singapore Pte.Ltd; a

world leader in imaging technologies.

Canon today has offices spread across 7 cities in India with an employee strength of over 800 people

and markets 140 comprehensive ranges of sophisticated and contemporary digital imaging products

in the country. These include digital copiers, multi-functional peripherals, fax-machines, inkjet and laser printers,

scanners, All-in-ones, digital cameras, digital camcorders , dye sub photo printers and multimedia

projectors semiconductors, card printers & cable ID printers. .

Canon has pioneered five technology imaging engines viz: Optical Engine, Electro photography,

Bubble Jet, Semiconductors and Display which drives Canons cutting-edge technology products.

With over 1100 registered patented technologies in Digital Cameras, 2300 in inkjet printers, 5600 in

multifunctional printers and more than 200 in scanners,

Canon has emerged as one of the leading technology innovators in the digital imaging space

worldwide.

In 2009 Canon has been ranked amongst top 10 employers in India in the Business Today BestCompanies to Work for in India survey.

This ranking was given on the basis of a process that involved an understanding of the HR systems

of companies, a survey of their employees, and a survey of their external stakeholders such as B-

schools, placement firms, and alumni.

It was undertaken by Mercer Human Resource Consulting.

Canon takes pride in not only bringing quality products to the market; but also contributes to

minimizing environmental burden through effective application of environmental technologies.

Canon focuses on the development of resource conserving products that are smaller, lighter and easy

to recycle.

In India, Canon takes responsibility to dispose off end of life Canon products and other e-waste by

sending such waste to government approved recycling agency.

Today, Canon India is certified for ISO 9001, ISO 14001 and OHSAS 18001.

In 2006, the company was certified for its "Strong commitment to excel" at the CII-EXIM Business

Excellence Award.

Over the last 12 years of its India growth story, Canons comprehensive range of the latest digital

imaging products supported by a trained sales force across the country has emerged as its key

differentiator.

Canon also holds the prestigious ISO/CD Certification for Validation Printing for its market leading

image PRESS printer line.

The new validation certification provides customers with a competitive quality advantage, giving

customers near contract quality print proofs and allowing them to measure digital prints against

lithographic offset printing quality.

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Canons image PRESS range is synonymous with quality output and the standard can now present

its customers with a certified, reliable and a stable system to achieve color critical proofing.

Canon has around 380 primary channel partners 13 National Retail Chain partners, 6 Level IV

Master Service Centers; over 100 authorized service centers, over 4000 secondary retail points

including 270 National Retail Chain store partners & 33 Canon Care Centers.

Canon products are available in over 400 towns in India. Overall, Canons presence will increase to

5000 outlets by December 2009. By end of 2009, Canon has acquired a customer base of over 30

lakh customers in India. As part of the companys promise to enhance digital experience for consumers, Canon Image

Lounge was launched in 2008 in Gurgaon, Mumbai and Bangalore for customers to get a touch and

feel of Canon products.

The lounges provide a comprehensive display of Canons vast range of offerings and display over

101 consumer imaging products for consumers to simply look,

Feel and experience without the compulsion on buying. Special photography workshops and other

customer engagement program are being held in these lounges. Canon has three Business solution

lounge for B2B customers in Gurgaon

Mumbai and Bangalore showcasing business applications along with seminar rooms for business

workshops.

Marketing highlights for 2009:

Canon India closed at revenues of Rs. 850 crore in 2009, with 27 per cent growth over 2008

Canon emerged as the No. 1 in scanner category with 49% market share.

Canon is now a market leader in the laser printer segment as well with 41% market share.

Canon India further consolidated its market presence in India with a market leadership in DSLR

category with 54% share, Photo printer category with 60% share, SLR category and 31% in copier

MFD category.

Canon launched the Press photographers photo contest across Delhi, Mumbai, Chennai and

Kolkata. Over 300 media photographers participated in the same.

Canon organized 55 photography workshops training 70,000 people across 55 cities.

Canons Original Ink centers touched 500 outlets across the country.

General Highlights 2009

Canon made a pioneering move in the printing industry with the launch of ISO certified standard of

printing images per minute ipm. Canon launched 24 new printing and imaging products at the

same event and also announced its foray into the surveillance business.

Canon introduced 23 New Smart Cameras & Camcorders with Latest Technology.

Canon organized a 15 day workshop on photography especially for the young photography

enthusiasts during the summer vacations in leading schools of Gurgaon Canon launched the I can with Canon campaign that rides the theme of empowerment to a Canon

customer

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Awards and Recognitions in 2009

The list of product awards received in 2009 is as follows:

Digital Camera 21

Digital SLR 9

Canon Lenses 5 Living Digital recommended- Lide 100

Best Buy Digit- PIXMA IP 1980

Apart from this Canon stood at 87th rank in the Power brands survey of top 100 brands in India.

Mr. Alok Bharadwaj was also felicitated with the Pride of the Industry award along with the award

for the second most influential person in photography.

He was also felicitated with the award of the Best CMO this year by the CMO council. Canon was

also featured in the Digit- Icons of Trust survey where in Canon ranked No 1 in Digital Cameras and

No 2 in Printers.

The latest survey by 4Ps also pronounced Canon as one amongst the 100 Most Valuable Brands with

a rank of 87

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PRODUCT PROFILE

Canon has lots of product in the market

Like: Canon Printer, Canon Camera, Canon Copiers etc

Canon Printer

We can devide a printer into two part .

1. Inkjet Printer

2. Laser Printer

INKJET PRINTER

Canon has lots of category in inkjet printer

a. Canon Pixma iP series

Canon PIXMA iP1300

Features

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Photo lab quality: max. 4800x1200dpi*

Prints a photo lab quality 10x15cm borderless photo in

approx. 70 seconds*

Fast borderless printing up to A4 size

ChromaLife100 system for long-lasting, beautiful

photos**

Easy-to-use software included

Canon PIXMA iP1900

Features

4800x1200dpi print resolution with 2pl ink droplets*

Photo lab-quality 10x15cm borderless print in

approximately 55 seconds*

FINE Cartridges

ChromaLife100 system**

Borderless prints up to A4

Auto Photo Fix

Canon PIXMA iP4600

Features

Photo prints with 1pl, 9600x2400dpi resolution*

10x15cm photo lab-quality print in approximately 20

seconds*

5 Single Inks

ChromaLife100+ system**

Two paper trays

Print on DVD/CD

Easy-Photo Print EX software

Print direct from a digital camera

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Canon Pixma Mx Series

Canon Pixma MX300

Editors review

The good: Excellent print and scan quality; fast photo prints; inexpensive; lots of capacity options when it

comes time to replace the ink; memory can store incoming faxes for later.

The bad: Slower than the competition at most tasks; not network-ready; no ADF; no memory card slots;

LCD is not backlit.

The bottom line: If you work in a one-person office and are on a tight budget, the Pixma MX300 is a goodfit; you won't find better quality output from comparably priced all-in-one inkjets. You'll need to keep

shopping, however, if you need built-in networking or fast prints.

PIXMA MX-870

What It Is and Why You Need It

Realize the power of 9600 x 2400 maximum color dpi firing with 1pl. Benefit? Incredible quality and detail

in both your business documents and photos.

This 5-color ink system consists of four dye-based inks plus a pigment-based black ink, producing

exceptional photos and crisp, laser-quality text. Only replace the color ink tank that runs out. So, you save

money on ink!

Your days of driving to the store or waiting on long lines at a kiosk to print your photos are over. Do it

yourself at home with your Canon PIXMA printer! Print as many images as you want on photo paper up to

8.5" x 11". You can even print multiple pictures on one page. Plus, with one touch of your mouse, Easy

Photo-Print automatically crops images, corrects red-eye, smoothes facial lines and skin tone and even

brightens and sharpens faces.

Canon Pixma Mp-Series

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PIXMA MP258

FeaturePrint

New ISO / IEC 24734 standard for print speed

ISO Standard print speed (ESAT): approx. 7.0ipm mono / approx. 4.8ipm colour 2pl (min.) ink droplets and 4800 x 1200dpi (max.) resolution

4 x 6" (4R) borderless photo in approx. 56secs.

Capable of printing borderless photos up to A4 size

ChromaLife100+ technology photos can last up to 300 years

Scan

600 x 1200dpi CIS

Scanning Bit Depth at up-to 48bit (input) / 24bit (output)

Auto Scan Mode allows automation of your scanning and saving procedures to three short steps

Copy

New ISO / IEC 24735 Annex D standard for copy speed

Copy speed (Continuous Copy): approx. 6.3cpm mono / approx. 2.7cpm colour

Reproduces identical second generation photos & document with Dual Colour Gamut Processing

Technology

Convenient

Automatic Opening Output tray prevents paper jams when the tray is closed

Quick Start allows you to begin operations a few seconds after powering on

Auto Photo Fix II via Easy-Photo Print EX and MP Navigator EX; allows brightness of underexposed

areas of photo to be optimized.

Canon PIXMA MP560 Wireless Inkjet All-In-One Photo Printer

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Features and Benefits:

Environmental Standards: ENERGY STAR Qualified

Printing Technology: Ink-jet ( color )

Inkjet Technology: Canon FINE (Full-lithography inkjet Nozzle Engineering) - 5-ink

Microsoft Certification: Compatible with Windows 7

PC Connection Availability: Yes

Max Printing Speed: Up to 9.2 ipm (mono) / up to 6 ipm (color)

Original Size: 8.5 in x 11.7 in (max)

Automatic Duplexing: Yes (printing)

Device Type: Printer / copier / scanner

PC Connection: Hi-Speed USB, IEEE 802.11b, IEEE 802.11g, USB host

Copier Type: Digital

Media Type: Envelopes, plain paper, photo paper

Manufacturer Warranty: 1 year warranty

Display: 2"

Bundled Services: Canon Instant Exchange

Media Size: Legal (8.5 in x 14 in) (max)

Office Machine Features: Print from memory card, print from USB flash drive

Weight: 17.9 lbs

Original Type: Sheets

Product Description: Canon PIXMA MP560 - multifunction ( printer / copier / scanner ) ( color )

Scanning: 2400 x 4800 dpi

Max Printing Resolution: Up to 600 x 600 dpi (mono) / up to 9600 x 2400 dpi (color)

Dimensions (WxDxH): 17.9 in x 14.5 in x 6.3 in

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Laser printer

LASER SHOT LBP2900

FeatureNew Print Technologies For Faster Printouts

With print speeds of up to 12ppm monochrome, the LBP2900 offers fast printouts at an affordable

price.

Two groundbreaking Canon technologies: CAPT 2.1 and Hi-SCoA redesign the printing process for

improved performance.

CAPT 2.1, or Canon Advanced Printing Technology, harnesses the power of the PC to speed up print

jobs, instead of loading up the printer with expensive memory upgrades.

Hi-SCoA, or High Smart Compression Architecture, compresses print job data into manageable size

for quick transfer of data from computer to printer.

The first in its class to feature USB 2.0 Hi-Speed interface for further speeding up file transfers.

Jam-Free Operation

Groundbreaking new Canon technologies set the Canon LBP2900 apart from competitors with its

improved usability and performance.

Using a shorter, U-shaped paper path ensures virtually JAM-FREE operation that increases your

personal productivity and efficiency.

Works reliably even under high-pressure, heavy-volume operations.

Note

This is the most profitable printer of canon company it beats hp printer lots of customer demanded that

type of printer.

Image CLASS MF8450C

Features

Colour laser multifunctional printer

17ppm colour print / copy speed

17ppm monochrome print / copy speed with Pure Black Technology

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Print, copy, scan, fax, PC-fax

SEND Lite for efficient digital data / document distribution to networked PCs

3.5 inches colour TFT display with Easy-Scroll Wheel

Quick First-Print & energy efficient

Network ready with iPv6.0 compatible & SMTP Authentication

Scan to email, network folder & USB Flash memory

Automatic Double-sided print / copy / fax / scan

Complete Multi-tasker with 4-in-1 Convenience

Superior colour printing, faxing, copying and scanning in one stylish, cost-cutting and space-

saving unit.

Efficient document distribution with SEND functionality (scan direct to Email / iFax / FTP /

SMB folders / USB Flash Drive)

USB Flash Drive slots for convenience of scanning & printing without PCs

High built-in shared memory of 384MB RAM enables flawless multi-tasking

Single pass colour cartridges mechanism ease up cartridges replacement

Outstanding Colour Quality without Toners Wastage

Dual Direct Mapping technology converts RGB image type input into CMYK colour output

from any data sources for colour output quality and consistency

ACS (Auto Colour Select) technology recognizes black text areas within a full colour image /

document input. Plus its Pure Black Technology, black text area will be printed using black toner

only; hence achieving rich black text print quality without wasting other CMY colour cartridges.

Save Time, Increase Productivity while Cutting Your Electricity Bills

Quick First-Print technology achieves zero warm-up time, allowing immediate document

processing and output

UFRII Lt printing system for PC-based document compression for speedy delivery and no

machine's RAM upgrade required

Up to 17ppm colour and monochrome print or copy speeds for fast output

Energy Star certified and consumes only as low as approx. 1.2Watts in sleep mode (while

connected PCs are inactive)

Check out Energy Star TEC (Typical Electricity Consumption)

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Chapter 4LITERATURE REVIEW

MARKET ANALYSIS

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Market analysis may take two distinct forms. In the first, it is a method used by investors to look at the

market and try to determine whether it is going up or down, in order to make investment decisions. In the

second, it is a field used by marketers to analyze the target market of their clients and determine the best

courses of action to take to improve sales and profitability.

Market analysis as used by investors involves looking at numerical data and attempting to discern patterns or

determine probable future movement based on that data. Investors using market analysis will look at how

prices within their specific sector are moving, how the market as a whole is tending, and what individual

events might affect the prices of stocks and commodities they are trading in. When performing a market

analysis, an investor must also consider events such as announced mergers, profit predictions for a coming

quarter, and new technological discoveries. Some investors take a primarily mathematical approach to

market analysis, looking at reams of historical market data and crunching every number at their disposal

through their own algorithms in an attempt to predict the market's future path. Other investors take a more

'gut' approach to market analysis, relying on news sources and rumors surrounding companies' activities to

sketch a rough picture of possible market tendency.

From a marketer's perspective, marketing analysis consists of looking at every angle of a market to

determine policies that will help a company capture more of a market share and make the share they already

control more profitable. The market analysis of customer desire and satisfaction is a large part of

marketing.Logit analysis, for example, surveys consumers and looks at needs that have not yet been met to

predict how an untried product may perform in a fresh market. For companies innovating a new market, this

is a crucial part of market analysis, because producing too many units of a product results in a massive loss,

while producing too few results in a loss of customer satisfaction and opens the door to competitors.

Market analysis may also look at the share a company owns of a particular market, with the aim of

determining how to acquire a larger share. Unlike logic analysis, this type of market analysis, known

as market share analysis, is geared more towards entrenched product lines. The goal of market share

analysis is not to determine whether a customer would purchase a product, but rather to examine customer

loyalty levels, brand perception, and the overall competitive edge, and to come up with a strategy to draw

market share away from competitors and increase one's own share.

A number of software packages exist for many types of market analysis, usually taking the form

ofspreadsheets with fields for a wide array of data which is then processed and used to give a general

analysis. Most marketing firms also include market analysis as part of their core package, with different

degrees of depth available determining on the size and needs of the company.

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A Market analysis is a documented investigation of a market that is used to inform a firm's planning

activities particularly around decisions ofinventory, purchase,work force expansion/contraction, facility

expansion, purchases of capital equipment, promotional activities, and many other aspects of a company.

Dimensions of market analysis

Market size (current and future)

Market growth rate

Market profitability

Industry cost structure

Distribution channels

Market trends

Key success factors

The goal of a market analysis is to determine the attractiveness of a market, both now and in the future.

Organizations evaluate the future attractiveness of a market by gaining an understanding of evolving

opportunities and threats as they relate to that organization's own strengths and weaknesses.

Organizations use the findings to guide the investment decisions they make to advance their success. The

findings of a market analysis may motivate an organization to change various aspects of its investment

strategy. Affected areas may include inventory levels, a work force expansion/contraction, facility

expansion, purchases of capital equipment, and promotional activities.

Elements.

Market size

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The most common measure of market size is the sum of the revenues of its participants. The following are

examples of information sources for determining market size:

Government data

Trade association data

Financial data from major players

Customer surveys

Market trends

Changes in the market are important because they often are the source of new opportunities and threats.

Moreover, they have the potential to dramatically affect the market size.

Examples include changes in economic, social, regulatory, legal, and political conditions and in available

technology, price sensitivity, demand for variety, and level of emphasis on service and support.

Market growth rate

A simple means of forecasting the market growth rate is to extrapolate historical data into the future. While

this method may provide a first-order estimate, it does not predict important turning points. A better method

is to study market trends and sales growth in complementary products. Such drivers serve as leading

indicators that are more accurate than simply extrapolating historical data.

Important inflection points in the market growth rate sometimes can be predicted by constructing a product

diffusion curve. The shape of the curve can be estimated by studying the characteristics of the adoption rate

of a similar product in the past.

Ultimately, many markets mature and decline. Some leading indicators of a market's decline include market

saturation, the emergence of substitute products, and/or the absence of growth drivers.

Market segments

Markets are not uniform. Therefore it is also important for investors to identify and evaluate the various

segments that make up the total market. This analysis helps organizations determine which areas account for

the greatest share of the market's growth and are more susceptible to change. This information, in turn, helps

them pinpoint the most promising opportunities within the overall market and guides the choice of specific

investments.

Market profitability

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While different organizations in a market will have different levels of profitability, they are all similar to

different market conditions. MichaelPorter devised a useful framework for evaluating the attractiveness of

an industry or market. This framework, known as Porter's five forces, identifies five factors that influence

the market profitability:

Buyer power

Supplier power

Barriers to entry

Threat of substitute products

Rivalry among firms in the industry

Industry cost structure

The cost structure is important for identifying key factors for success. To this end, Porter's value chain

model is useful for determining where value is added and for isolating the costs.

The cost structure also is helpful for formulating strategies to develop a competitive advantage. For

example, in some environments the experience curve effect can be used to develop a cost advantage over

competitors.

Distribution channels

Examining the following aspects of the distribution system may help with a market analysis:

Existing distribution channels - can be described by how direct they are to the customer.

Trends and emerging channels - new channels can offer the opportunity to develop a competitive

advantage.

Channel power structure - for example, in the case of a product having little brand equity, retailers

have negotiating power over manufacturers and can capture more margin.

Success factors

The key success factors are those elements that are necessary in order for the firm to achieve its marketingobjectives. A few examples of such factors include:

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Access to essential unique resources

Ability to achieve economies of scale

Access to distribution channels

Technological progress

It is important to consider that key success factors may change over time, especially as the product

progresses through its life cycle.

Applications

The literature defines several areas in which market analysis is important. These include: sales

forecasting, market research, and marketing strategy. Not all managers will need to conduct a market

analysis. Nevertheless, it is important for managers that use market analysis data to how analysts derive their

conclusions and what techniques they use to do so.

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CHAPTER 5:

DATA ANALYSIS ANDDATA

INTERPRETATION

DATA ANALYSIS

Table 1: Representing how many customer using Printer

Particulars No of response Percentage

Yes 60 60%

No 40 40%

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Interpretation

Most of the Client Use printer only for the business purpose. In today age everyone wants to

earn the profit through any business thats the reason most of the client use printer.

Table 2: Respondents the purpose of using the Printer

Particulars No of Responses Percentage

Business 70 70%

Home 30 30%

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Interpretation

Most of client using printer for the business purpose because of they want to earn money

from their customer. And some of them are using Printer for their office purpose also

because now most of the company needs printer for their office purpose. And some of them

using printer for the home purpose.

Table 3: Respondents represent which type of printer customer prefer

No Particulars No of Response Percentage

1 Inkjet 60 60%

2 laser 40 40%

41

70%

30%

0%

purpose

Business

Home


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Interpretation

Most of Customer prefer Inkjet Printer because the price of Inkjet Printer is less than Laser Printer ,

customer can buy a Inkjet colour multifunction Printer in Rs. 3,000 only and If customer go for Laser

colour multifunction Printer ,he has to pay 40,000. Thats the reason most of client prefer only Inkjet Printer.

Table 4: Respondent range of price of multifunction inkjet printer which customer

prefer

No Particulars No of response Percentage

1 Below 3000 50 50%

2 3000-5000 25 25%

3 5000-8000 15 15%

4 Above 8000 10 10%

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Interpretation

Most of the Customer wants to purchase the Printer in cheapest price. Because they want to

earn more profit from their customer. They dont much bother about the price quality of the

printer they want it only the cheapest price, but some client also want good quality and they

ready to pay the good price for the printer

Table 5: Respondent price range of laser mono printer which customer prefer before

purchasing the product


1 Below 6000 55 55%

2 6000-12000 25 25%

3 Above 12000 20 20%

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Interpretation

In Laser Printer only for printing purpose most of the client prefers less price for the

Printer .Canon has a LBP2900, which has a good market demand in the market. Some client

if they want print, copy and Scan also they prefers the price of that one is approximately

12000-13000.

Table 6: Respondent price range of laser colour printer which customer prefer beforepurchasing the product


1 Below 20000 50 50%

2 20000-40000 30 30%

3 40000-80000 15 15%

4 Above 80,000 5 5%

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InterpretationIn laser colour printer Price is start from 19,000, so most of the client want to purchase the

printer less than 20000. Client always wants to earn the profit and he always want to

purchase the product in cheapest price.

Table 7: Respondent which feature customer prefer before purchasing the Printer


1 Price 55 55%

2 Quality 25 25%

3 Service 15 15%

4 Durability 5 5%

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Interpretation

In this competitive age everyone wants to purchase the product in the cheapest pricebecause

client know every company has competition in the market and for survive in the market

company has to sell the product in cheapest price. So client want to gain the profit of

completion and he always think about price not for quality, service and durability.

Table 8: Respondents opinion about Cartridge of the Printer


Refilling 45 45%

Compatible 25 25%

Original 20 20%

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InterpretationIn one cartridge client can refill it 4 to 5 times. Thats why more of the client wants refilling

the cartridge in the comparison of purchasing the cartridge.

Table: 9 if any one of the above you prefer, then specify why?

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Interpretation

Most of the client prefers refilling the cartridge because of the price factor. Because if client

will purchase a normal cartridge he has to pay more than Rs.1000 and , if he will go for

refilling he has to only Rs.100 -200 . Thats the reason most of the client prefer refilling.

Table 10: Representing the awareness about Canon Printer


Yes 45 45%

No 55 55%

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Interpretation

Hp has a good brand name in the market and most of the customer only knows Hp printer.

Thats the reason the awareness of the Canon Printer is less than Hp , but in camera and

copiers Canon also has a good image on the market , but most of the customer only knows

canon camera and copiers , they dont much aware about the canon printer .

Table11: Representing the uses of Canon Printer


Yes 30 30%

No 70 70%

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Interpretation

Some client use canon Printer because of the canon has a good brand name in the market

for the Camera and Copiers. Most of the client prefers Canon Printer because they know

about Canon Camera and copiers also

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Table 12: Representing the feature like the customer in Canon Printer

1.


Price 60 60%

Quality 20 20%

Service 20 20%

Interpretation

Most of the customer prefer canon printer because the price of the Canon printer is less than

HP printer and the quality of canon printer is also good . But the bigger problem for canon

printer is that canon has less brand image in the client mind.

Table 13: Representing the Reason Why Customer is not preferring Canon Printer


Lack of awareness 70 70%

Price 20 20%

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quality 10 10

Interpretation

Most of the customer doesnt prefer Canon Printer because of the lack of awareness of the

canon printer. Because hp has a good market shares in the market.

Table 14: Representing which Brand customer prefer more


HP 65 65%

CANON 25 25%

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EPSON 5 5%

SAMSUNG 3 3%

OTHERS 2 2%

Interpretation

Most of the client prefers only Hp Printer because of the good brand image in the market.

After that Canon also has a good image in the market but in less than Hp. so we can say that

only Hp and Canon has a competition in the markets

53

65%

25%

5% 3% 2%0%

10%

20%

30%

40%

50%

60%

70%

hp canon Epson Samsung others

brand


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Chapter 5:

Findings

Based on the data gathered by administrating schedules to customers the following observations are made.

1. From the data it was found out that the majority of customers dont buy Printers from exhibitions. They

just visit the exhibitions to see the co. latest model

2. There was heavy rushing on weekends so the live demo calls help in selling.

3. In survey we found that many customers was moving from Hp to canon

4. In survey we found these 45 days the sales of canon printer increased and Hp printer sales decreased.

5. Most of the customers was not satisfying the service of canon.

6. Most of the customer wants to purchase printer in low cost and good quality.

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Conclusion

According to the findings we can say that this survey is really very much helpful to know the customers

perception about the canon printer, according to my survey most of customer are moving now hp to canon

but they are facing some problem in Inkjet printer like refilling problem. So company should concentrate the

product quality. Company should concentrate the service also because most of the customer are facing

service problem.

Canon has good brand image in Camera and Copiers field, but in Printer lots of customer are not aware.

So for awareness of the product Canon should do some think?

RECOMMENDATIONS AND SUGGESTION

Exhibition do not help to generate so much sells but it help in generating awareness regarding the

product in customers which ultimately helps in sales.

Also it is helps in advertising for the new products. Like ip-2700, mp-568, mp-648

Company should always try to improve service as well as quality.

Company should concentrate more on its major driver cartridge like 303 because most of the

customers are using 12A in place of 303 cartridges. Company should concentrate on more advertising, because most of the customers are not aware

about canon printer, they know only hp printers.

We can do advertise in much way like banner advertising, web advertising, outdoor housing

advertising etc.

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Questionnaire1. Do you use a printer?

a.) Yes

b.) No

2. For which purpose do you use /willing to buy a printer?

a.) For home

b.) For office

c.) For business

d.) Others

3. Which type of the printer you use?

a.) Inkjet

b.) Laser

c.) Multifunction

4. What range of price, would you go for buying a printer?

a.) Below 5,000

b.) 5,000 -10,000

c.) 10,000-15,000

d.) Above of 15,000

5. Which feature you prefer more in selecting a printer?

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a.) Price

b.) Service

c.) Quality

d.) Durability

6. Talking about cartridge of the printer, what do you prefer the most?

a.) Original

b.) Compatible

c.) Refilling

7. If any one of the above you prefer, then specify why?

Answer..

8. Are you aware about canon printer and cartridge?

a.) Yes

b.) No

9. Are you using canon Printer?

a.) Yes

b.) No

10.If yes, what is the feature you like, please specify?

Answer

..

11. If no what is the reason for not using canon?

Answer ..

..

12. What are the other brands you prefer in market other than canon?

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Answer .

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BIBLOGRAPHY:

WWW.CANON.CO.IN

www.google.com

www.wikipedia.com

Business world

Business today

Economics times News paper

Times of India

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Canon Product

Projector,

Printer,

Cameras

Digital copier

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Lenses

Calculator

s

Documents

65504319 Canon Project Final Report