CEBU, Philippines - Visayas has the biggest revenue contribution for regional operations of Canon Philippines and Cebu accounts the largest market for the region, a company official said.
Canon Marketing Philippines Inc. Visayas Regional Operations Head Ryan Esguerra said that the region contributes 20 to 30 percent of the total market of the company in the country of which Cebu accounts 50% of the regional sales.
With all the brands available in the province, he considered Cebu as a highly developed market that is more likely in Manila.
He further described Cebuano photographers as aggressive, enthusiastic and almost as competitive as those in Manila since the former conducts research on their own and actively interacts in social media.
Bacolod and Iloilo are also fast-growing provinces in the region, he added.
He then revealed that the company strongly focuses on regional expansion through increasing authorized centers and dealers’ profile to reach as many customers as possible and escalating sales course by adding manpower to increase area coverage and saturation.
In time of the fifteen years celebration of the company in the Philippines, Canon also intends to intensify its branding and marketing leadership through sponsoring worthwhile projects which include workshops on photography, photojournalism, photography basics for starters, professional photography, photos for advertising, and photography plus printing.
Esguerra said that workshops provide the avenue wherein Canon’s customers could relate more to the brand as they could touch, try and experience the products themselves.
“It’s not about selling but about experiencing excellent product technologies that they can consider as their durable solutions to make their lives better. That has been the mantra of Canon – delighting you always,” he stated.
As a leading innovator for technology, he said that the company continuously invests in research and development.
He noted that Canon remains as the market leader for cameras, printers and copiers in most all of the market segments.
He cited that the bestselling printer model for single function is the PIXMA iP2770 and PIXMA MP287 for multi-functional printers, fastest selling camera in entry-level is the PowerShot A810 due to its affordability and colored copiers are also a hit.
What adds to the competitive advantage of Canon, he added, is the regional hub based in the province that makes it the most aggressive brand in Cebu and has high customer intimacy for the market it serves.