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This report is performed to bring a professional approach to marketing activities and, in particular, successfully launch these exciting new products in Vietnam (both SELPHY ES3 & ES30 and Laser Printer).

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Introduction A global leader in imaging technologies, Canon is a developer and manufacturer of photographic equipment, business machines, optical and other products. Canon's origin dates back to 1937 as a camera and optical company with a passion to develop the world's best camera. A world-renowned camera maker, Canon has, over the last 60 years ventured into new grounds of product development. With its commitment in Research and Technology, Canon products today include personal products, business equipment and industrial products. Canon products are aimed at improving the lives of people at work and at play. This report is performed to bring a professional approach to marketing activities and, in particular, successfully launch these exciting new products in Vietnam (both "SELPHY ES3 & ES30" and "Laser Printer"). Canon SELPHY ES3 Canon SELPHYES30 Canon LBP3250 Canon LBP5050 What is Marketing? "Marketing'' appeared a long time ago, but it has been really defined and developed since 20th century by many professors and organisations. There are some definitions of Marketing: * Definition of the Chartered Institute of Marketing: Marketing is the management process which identifies, anticipates and supplies customer requirements efficiently and profitably. This definition emphasises the importance of customer requirements and focuses on the profitable exchange being for the supplier. * Definition of the American Marketing Association: Marketing is the process of planning and executing the orientation, pricing, promotion, and distribution of goods, services, and ideas to create exchanges that satisfy customer and organizational goals. This definition focuses on goods, services, and ideas to create exchanges that satisfy both customer and organizitonal goals. * Definition by Philip Kotler & Kevin Lane Keller (2006): Marketing is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. This definition focuses on choosing target markets and getting, keeping, and growing customers. Although there are a few differences between the definitions, all of them describe a same thing: a management process with many steps (planning, analysis, control, etc...) ...read more.


On the other hand, the high GDP and population in these cities will ensure for the success of selling the products (SELPHY ES3 & ES30 and Laser Printers). The infrastructure and transport system in the two cities are good and advantageous for the distributive network. Canon can save the transport costs and get more profit in the two cities. So, Ha Noi and Ho Chi Minh city are the ideal places to lauch the new products in Vietnam. But this method also has limitation. The products are just popular on their market (the northern and southern Vietnam). Canon forgets the Middle of Vietnam - a profitable market. In Demographic area, Canon bases on the socio-economic status to segment their products. According to the Ministry of Planning & Investment Portal, there are 200,000 small and medium business and 3,000,000 individual business households in Vietnam. So, the printing needs are really huge. Perfect for home and small offices, Canon introduced the Laser Printer LBP3250 and the colour laser printer LBP5050. With the latest technology , they will satisfy the printing needs. Based on age, Canon introduced SELPHY ES3 & ES30, premium compact, attractive looking figures, amazingly intelligent functions photo printers. The young people in Vietnam are eager and willing to accept high-tech products. They want to show their own style in each picture so with the latest technology and carrying handle, SELPHY ES3 & ES30 photo printers can help them satisfy their needs. By doing this segmentation, Canon will improve customer relations (the businessmen and the youth). But this segmentation also has limitation. It doens't focus on the big company and the old people - the profitable markets. The factors which will influence the choice of the targeting strategies for the company's products In order to make a successful marketing strategy, a lot of factors must be analyzed carefully. There are some factors that will influence the choice of the targeting strategies for the company's products: a) ...read more.


"Despite a tougher economy, Hanoians are keen on keeping up with the latest trends and are still willing to spend on what some would classify as 'nice to have' or 'luxury' products," said Aaron Cross, Managing Director, The Nielsen Company Vietnam. Saigonese are impulse buyers - they buy what they need at the time they need it. They still like premium products, but 48% of those surveyed say they believe premium products are for people who want to "show off"; and they would rather spend their money on necessary items. A TOUGHER ECONOMY Awareness of the current economic downturn was high, not surprisingly. Northerners are more positive about the future than their Southern counterparts but they still claim to be impacted by the crisis. According to Nielsen's Global Online Survey (March 2009), consumer confidence in Vietnam is wavering but it's not all doom and gloom. "History tells us that the Vietnamese people are resilient and today they still remain relatively positive when compared to the rest of the world," said Cross. Vietnamese are the 6th most optimistic about future job prospects globally; and the most confident about their country getting out of the economic recession within the next 12 months. According to Nielsen Vietnam's Omnibus survey (May 2009), the top consumer concerns for HCMC and Hanoi residents are: Hanoi: 1. Increasing Food Prices 2. Job Security 3. Increasing Cost of Bills 4. Petrol Price Increases 5. Children's welfare HCMC: 1. Health 2. Increasing Cost of Bills 3. Job Security 4. Work Life Balance 5. Debt Hanoi and Saigon consumers alike cite rising concern for the future and are tightening their belts. Both groups say they are cutting down on luxury items, eating out less, and calculating their purchases more closely even to the extent of trying to save on electricity and gas bills. To cut costs, Hanoians say they are buying less in quantity but are staying loyal to their chosen brand; while Saigonese are willing to switch to a cheaper brand in order to afford consuming the same amount. WHAT DOES THIS MEAN FOR BRANDS IN VIETNAM? Understanding these differences is crucial. ...read more.

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