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Yau Ching Chuen , Edwin Yip Ki Fung, Kelvin Yuen Kiu Yu, Corey Tang Ho Yin, Horry

Hong Kong Institute of Vocational Education [TY Campus] HD in Business Promotion and Event Management Final Year Project – Research Report Presentation An Investigation of Consumer Insight of Canon Digital Camera. Yau Ching Chuen , Edwin Yip Ki Fung, Kelvin Yuen Kiu Yu, Corey

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Yau Ching Chuen , Edwin Yip Ki Fung, Kelvin Yuen Kiu Yu, Corey Tang Ho Yin, Horry

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  1. Hong Kong Institute of Vocational Education [TY Campus] HD in Business Promotion and Event Management Final Year Project – Research Report Presentation An Investigation of Consumer Insight of Canon Digital Camera YauChingChuen, Edwin Yip Ki Fung, Kelvin Yuen Kiu Yu, Corey Tang Ho Yin, Horry MakTsz Hang, Steve Wong Kwok Chun, Ziv

  2. Introduction

  3. Methodology • Primary Data • Personal survey • Internet survey • Total Interviewee: 434 • Secondary Data • Hong Kong Central Library • Hong Kong Census and Statistics Department • International Data Corporation • eNews

  4. Discussions of Findings 1 • Canon brand has High Publicity in HK • Experience of using Canon Digital Camera – 58% (From Chart 1) • Canon is easy to pronounce – 95% (From Chart 2) • Best Global Brands Ranking 2010 – 33rd • Good promotional reinforcement at retail stores • Low priority to consider brand color and logo – 299 (From Chart 34) • Simple Design of Canon Brand

  5. Discussions of Findings 2 • Factors Influencing Buying Digital Camera • Social Factor • Experts’ Opinion – 97% (From Chart 12) • Digital Camera is highly technical product • Psychological Factor • Needs – 79% (From Chart 19) • Belief on Brand – 75% (From Chart 22) • Digital Camera is quite high-priced product • Strong brand allow consumers to make purchase decision easily

  6. Discussions of Findings 3

  7. Discussions of Findings 4

  8. Discussions of Findings 5

  9. Discussions of Findings 6 • Reputation of Canon on Specific Issues • Canon is Environmentally Responsible – 56% (From Chart 42) • Diamond membership of WWF for 8 years • Organize recycling program • R & D about material savings • Canon product is very valuable for money – 49% (From Chart 36) • This makes Canon get large market share • Fair price make price-sensitive customers comfortable

  10. Conclusion

  11. Recommendation • Brand Slogan • More easy to pronounce and simple • Cancel the slogan • Branding Strategy • Current: Umbrella Brand Strategy to Entire Canon business • Add Source Brand Strategy to Canon Digital Camera business • More freedom to extend product lines or categories

  12. Recommendation • Distribution Strategy • Develop official online shopping service • License authorized online shopping website • More flexible at selling and doing sales promotion • Product/Service Strategy • Real-time online customer service support • Acquire/cooperate with other digital camera manufacturers for R & D about new products

  13. Acknowledgement • Mr. Johnny Chiu, Project Coordinator • Dr. Anita Leung, Project supervisor

  14. Q & A Session

  15. - The End of Presentation -

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