Canon aims to be Thai copier king
Canon Marketing (Thailand) has set its sights firmly on reaching the No-1 position in the Thai multifunctional-copier market by increasing its market share from 19 per cent last year to 23 per cent by 2009, says Soontorn Pantaramongkon, senior director and general manager of the firm's Business Imaging Solutions Division.
"We plan to be the local market leader in multifunctional copiers by 2009 by providing better technology to our customers," he said. He said the company expected to sell 5,600 Canon multifunctional copiers this year, because customers in several different business sectors were now taking advantage of new technological breakthroughs that had become available. Last year sales of Canon multifunctional colour copiers increased 125 per cent, sales of black-and-white copiers 10 per cent and total sales 15 per cent. Soontorn said Canon's strategy for achieving market dominance was based on a combination of value-added propositions. The company offers an unrivalled five-year after-sales service agreement, a solutions-provider working concept and nationwide customer support through more than 100 Canon partnership dealers. The company is also launching a new "Stress-Free with Canon" advertising campaign to support the company's bid to be Thailand's premium supplier of hi-tech multifunctional copiers to industry and commerce, said Soontorn. Each of six different advertising spots in the campaign reflects a different problem of document management and its solution: space management, time management, cost management, data-security management, health and environmental management and after-sales services. These six problems and their solutions were selected as a concept for real business solutions, he said.
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