Dis­play­ing an ar­ray of con­sumer prod­ucts, Canon Mid­dle East launched its summer cam­paign un­der the theme "Per­fect Pic­tures this summer, What­ever Hap­pens,” in the first week of June.


The col­lec­tion in­cludes the EOS 1200D, PowerShot G1 X Mark II, PowerShot SX 700, PowerShot D30, IXUS 155, LEGRIA mini X and PIXMA iP 8740 within the DSLR, DSC, DVC and Inkjet prod­uct cat­e­gories.

In an in­ter­view with Qatar To­day, Canon Mid­dle East Mar­ket­ing Direc­tor, Hen­drik Ver­brug­ghe says that the new range of prod­ucts demon­strates Canon's ex­per­tise in imag­ing and re­flects the com­pany's strate­gic com­mit­ment to en­abling con­sumers to take the next step in their imag­ing jour­ney.

What is the im­por­tance or im­pact of the dif­fer­ent Canon prod­ucts in the Qatar mar­ket? Which line of prod­ucts is the most im­por­tant in terms of mar­ket share in Qatar?

The Mid­dle East is an im­por­tant mar­ket for Canon, es­pe­cially Qatar, where our prod­ucts are well re­ceived amongst con­sumers. As a ma­tur­ing mar­ket with a young pop­u­la­tion, con­sumer tech­nol­ogy is play­ing an in­creas­ingly im­por­tant role in con­sumer spend­ing habits.

Canon has a prod­uct suit­able for ev- ery step, whether you're a begin­ner or a pro­fes­sional. The re­cent CanonSum­mer-Ara­bia launch event is proof of our com­mit­ment to de­liv­er­ing prod­ucts suit­able to con­sumers as per their needs. Within the con­sumer re­tail line up of prod­ucts our fo­cus is on DSLR cam­eras, still com­pact cam­eras, por­ta­ble video cam­corders and inkjet home photo print­ers.

What is the mar­ket share of Canon and its com­peti­tors in terms of sales in the Qatar mar­ket? What are you do­ing to in­crease your mar­ket share?

Our mar­ket po­si­tion varies in each cat­e­gory across the Mid­dle East. Gen­er­ally speak­ing, we hold the num­ber one mar­ket share in many of our cat­e­gories, while in a few we hold the num­ber two po­si­tion.

Our mis­sion in the re­gion is to be­come a true value added sales and ser­vice com­pany and to achieve num­ber one po­si­tion in all mar­kets by achiev­ing mar­ket share growth. To achieve this, Canon Mid­dle East will con­tinue its 'closer to cus­tomers' busi­ness strat­egy, work closely with our part­ners, and drive growth by bet­ter un­der­stand­ing the needs of the mar­ket and cus­tomers.

What is your ad­van­tage over other brands?

We make our prod­ucts stand out from the com­pe­ti­tion as we ini­tially re­search what users want from pho­tog­ra­phy – how they use our prod­ucts, what they're do­ing and what they'd like more of and have found one com­mon theme: no mat­ter what level of skill they ob­tain, every­one as­pires to be a bet­ter pho­tog­ra­pher.

We have a her­itage of un­veil­ing truly ground-break­ing prod­ucts, in­clud­ing a num­ber of world firsts. Over the past 75 years our en­gi­neers have been work­ing to do just that. They're com­mit­ted to de­vel­op­ing prod­ucts that de­liver the best image qual­ity and chal­lenge what's pos­si­ble in op­tic and cam­era de­sign.

Some of the prod­ucts we cur­rently have on the mar­ket like the PowerShot G1X Mark II and the Legria mini X are unique in de­sign and the qual­ity of imag­ing is sec­ond to none, re­flect­ing the com­pany's strate­gic com­mit­ment to be­com­ing a life­time imag­ing part­ner, ed­u­cat­ing and in­spir­ing con­sumers to take their ‘next step' in their creative jour­ney of cap­tur­ing and shar­ing their life's moments.

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