Canon Marketing Strategy in Vietnam

5157 Words21 Pages
Introduction Since joining the Vietnam market to date, Canon has applied the appropriate marketing strategies to enhance brand and market share in the market. In this report, the strategic marketing mix will be analyzed. New product development Product SELPHY photo printers and Laser printers has attracted the attention of customers. To continue that success, Canon has improved and developed new products are ES3 of SELPHY line, the LBP3250 and LBP5050 of laser printer line. With the development of products, Canon is targeting the youth wiht high income and small offices as well as families have demand on document printing. Canon is a famous brand in the world and used in Vietnam. To maintain competitive advantage, Canon selected…show more content…
Le Bao Minh company has branches in major cities like Ho Chi Minh, Hanoi, Da Nang, Can Tho. Customers can buy products directly from Canon these stores. They are designed as Showrooms display products and functions to promote products to consumers specifically. In 2008, Canon opened the customer service center and warranty products in Ho Chi Minh City and Hanoi. These centers also function to answer questions, advise customers on products and services to provide care before and after purchasing it also features the display and sale of Canon products. In addition, the company also distributes products to Canon retail stores or supermarkets electrical appliances. Here, Canon products may be competing with many other famous brand shops not only sell only Canon products. With laser printer, there are many products from many different brands on display so that the problems about price, style and product quality will be compared. However, when the customer needs to buy products, they tend to find retail stores or supermarkets electrical appliances rather than to store distribution. In Ho Chi Minh City and Hanoi, the system of retail stores and supermarkets of electrical appliances dense distribute to create favorable conditions for customers to purchase products quickly. As a result, Canon products can come closer to customers. In addition to the promotion of the company Canon, these shops sometimes have promotions or discounts to help large consumer good
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