SIP PROJECT FINAL TUSHAR New - 074740

A Study on Promotion and Business Development for Canon Products In Nagpur, Wardha and
Chandrapur.
Chapter - 1
INTRODUCTION OF TOPIC
Promotion:
Marketing is the process of getting consumers interested in your company’s

product or service. This happens through market research, analysis, and a solid
understanding of your ideal consumer’s wants and needs. Marketing pertains to
all aspects of a business, including product development, distribution methods,
sales, and advertising. Marketers are crucial for fine-t u . marketing is the study
and management of exchange relationships. Marketing is used to create, keep
and satisfy the customer. With the customer as the focus of its activities, it can
be concluded that Marketing is one of the premier components of Business
Management the other being innovation.
sales are the lifeblood of a business, without sales there would be no business in
the first place, therefore it is very important that if a business want succeed, it
should have a sales promotion strategy in mind. The primary objective of a sales
promotion is to improve a company’s sales by predicting and modifying your
target customers purchasing behavior and pattern.
Promotions refer to the entire set of activities, which communicate the

product, brand or service to the user. The idea is to make people aware,
attract and induce to buy the product, in preference over others.
There are several types of promotions. Above the line promotions include
advertising, press releases, consumer promotions (schemes, discounts, contests),
while below the line include trade discounts, freebies, incentive trips, awards and
so on. Sales promotion is a part of the over all promotion effort. There are also
.personal selling one of the most effective ways of customer relationship. Such
selling works best when a good working relationship has been builtup over a
period of time.
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Institute of Management Education Reasearch & Training, Pune
Chandrapur.
This can also be expensive and time consuming, but is best for high value or
premium products. sales promotions: this includes freebies, contests, discounts,
free services, passes, tickets and so on, as distinct from advertising, publicity and
public relations. Public relations: PR is the deliberate, planned and sustained
effort to establish and maintain mutual understanding between the company and
the public.
Sales promotion is very important as it not only helps to boost sales but it also
helps a business to draw new customers while at the same time retaining older
ones. There are a variety of sales promotional strategies that a business can use
to increase their sales, however it is important that we first understand what a
sales promotion strategy actually is and why it is so important.
A sales promotion strategy is an activity that is designed to help boost the sales
of a product or service. This can be done through an advertising campaign, a
trading stamps campaign, through demonstrations and exhibitions, through prize
giving competitions, through temporary price cuts, and through door-to-door
sales, telemarketing, personal sales letters, and emails. The important of a sales
promotion strategy cannot be underestimated. This is because a sales promotion
strategy is important to a business boosting its sales.
Sales promotions can be directed at either the customer, sales staff, or

distribution channel members (such as retailers). Sales promotions targeted at the
consumer are called consumer sales promotions. Sales promotions targeted at
retailers and wholesale are called trade sales promotions. Some sale promotions,
particularly ones with unusual methods, are considered gimmicks by many.
Sales promotion includes several communications activities that attempt to

provide added value or incentives to consumers, wholesalers, retailers, or other
organizational customers to stimulate immediate sales. These efforts can attempt
to stimulate product interest, trial, or purchase. Examples of devices used in sales
promotion include coupons, samples, premiums, point-of-purchase (POP)
displays, contests, rebates, and sweepstakes.
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Sales promotion is implemented to attract new customers, to hold present

customers, to counteract competition, and to take advantage of opportunities that
are revealed by market research. It is made up of activities, both outside and inside
activities, to enhance company sales. Outside sales promotion activities include
advertising, publicity, public relations activities, and special sales events. Inside
sales promotion activities include window displays, product and promotional
material display and promotional programs such as premium awards and contests.
Sale promotions often come in the form of discounts. Discounts impact the way
consumers think and behave when shopping. The type of savings and its location
can affect the way consumers view a product and affect their purchase decision.
The two most common discounts are price discounts (“on sale items”) and bonus
packs (“bulk items”). Price discounts are the reduction of an original sale by a
certain percentage while bonus packs are deals in which the consumer receives
more for the original price. Many companies present different forms of discounts
in advertisements, hoping to convince consumers to buy their products.
“Those marketing activities other than personal selling advertising and

publicity that stimulate consumer purchasing and dealer effectiveness
such as display shows and exhibitions, demonstrations and various non-
recurrent selling efforts not in the ordinary routine.”
When developing a sales promotion strategy for your business, it is important that
you keep the following points in mind:
1. Consumer attitude and buying patterns.
2. Your brand strategy.
3. Your competitive strategy.
4. Your advertisement strategy.
5. Other external factor that can influence your products is availability and
pricing.
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Bussniess Devlopment:
Business development (BD) is the process that is used to identify, nurture and
acquire new clients and business opportunities to drive growth and profitability.
A business development strategy is a document that describes the strategy you
will use to accomplish that goal.
Business development is the creation of long-term value for an organization
from customers, markets, and relationships.
The scope of business development can be wide ranging and vary a lot from
organization to organization. The first two stages of thel, Attracting Prospects and
Build Engagement, are traditional marketing functions. The final stage, Turning
Opportunities into Clients, is a traditional sales function. In the traditional role,
business development would be looking for new channels of distribution or
marketing partners. But roles are changing and naming conventions evolve. In
today’s world many firms refer to the entire marketing and sales process as
business development.
In the simplest terms, business development can be summarized as the ideas,

initiatives and activities aimed towards making a business better. This includes
increasing revenues, growth in terms of business expansion,
increasing profitability by building strategic partnerships, and making strategic
business decisions.
But it's challenging to boil down the definition of business development. First,
let's look at the underlying concept, and how it connects to the overall
objectives of a business.
Business development activites are required to be done by all the business

organization some way or the another.weather the production is an FMGC
product on consumer product.
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Business development and sales promotion are absulatly important some is the
case with offices automation product also and it includes reprographic product
too.
There is cut throught compedition even in a product like reprographics there are
number of brands trying to istablish themself in the market and aim for
leadership .this makes it an interesting area on hences, the topic selectded for
study “ study on sales promotion and business development for canon
products in Nagpur,wardha and chandrapur ‘’.
The study meanly involves vists to jobers and company offcies Business always
starts and closes with customers and hence the customers must be treated as the
King of the market. All the business enhancements, profit, status, image etc of
the organization depends on customers. Hence it is important for all the
organizations to meet all the customers’ expectations and identify that they are
satisfied customer.
Customer satisfaction is the measure of how the needs and responses are
collaborated and delivered to excel customer expectation.
It can only be attained if the customer has an overall good relationship with the
supplier. In today’s competitive business marketplace, customer satisfaction is
an important performance exponent and basic differentiator of business
strategies. Hence, the more is customer satisfaction; more is the business and
the bonding with customer.
Customer satisfaction is a part of customer’s experience that exposes a

supplier’s behavior on customer’s expectation.
It also depends on how efficiently it is managed and how promptly services are
provided. This satisfaction could be related to various business aspects like
marketing, product manufacturing, engineering, quality of products and
services, responses customer’s problems and queries, completion of project,
post delivery services, complaint management etc.
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Customer satisfaction is the overall essence of the impression about the supplier
by the customers. This impression which a customer makes regarding supplier
is the sum total of all the process he goes through, right from communicating
supplier before doing any marketing to post delivery options and services and
managing queries or complaints post delivery. During this process the customer
comes across working environment of various departments and the type of
strategies involved in the organization. This helps the customer to make strong
opinion about the supplier which finally results in satisfaction or dissatisfaction.
Customer’s perception on supplier helps the customer choose among the

supplier on basis of money value and how well the delivered products suit all
the requirements. The supplier’s services never diminishes after the delivery as
customer seeks high values post marketing services which could help them use
and customize the delivered product more efficiently. If he is satisfied with the
post marketing services then there are good chances for supplier to retain the
customers to enhance repeated purchases and make good business profits.
It is necessarily required for an organization to interact and communicate

with customers on a regular basis to increase customer satisfaction.
In these interactions and communications it is required to learn and determine

all individual customer needs and respond accordingly. Even if the products are
identical in competing markets, satisfaction provides high retention rates. For
example, shoppers and retailers are engaged with frequent shopping and credit
cards to gain customer satisfaction, many high end retailers also provide
membership cards and discount benefits on those cards so that the customer
remain loyal to them.
Higher the satisfaction level, higher is the sentimental attachment of customers

with the specific brand of product and also with the supplier. This helps in
making a strong and healthy customer-supplier bonding. This bonding forces
the customer to be tied up with that particular supplier and chances of defection
very less. Hence customer satisfaction is very important panorama that every
supplier should focus on to establish a renounced position in the global market
and enhance business and profit.
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INTRODUTION TO INDUSTRY
The industry is a relatively small industry, with approximately 3000 firms. It

comprises entrepreneurial businesses serving predominantly the large- and wide-
format reproduction needs of the legal, architectural, engineering, manufacturing,
retail, and advertising industries. Average sales volume is about $1.5 million and
average employee counts are 20–25 people.
Large-format reproductions are produced with a variety of technologies

dependent, in part, on the application of the final product and quantity needed.
Examples of typical reproduction methods
include: diazo (blueline), electrostatic (xerographic), photographic, laser, and ink
jet.
Reproductions can be made from the same size or smaller/larger hard copy
originals. Prints can also be computer generated from CADD (computer aided
design and drafting) files or from a growing variety of desktop publishing and
design software packages.
In addition to addressing the large-format reproduction needs of their customers,
reprographers frequently sell reprographic equipment and consumable supplies.
Other business services such as mounting and lamination, quick copying,
microfilming, scanning and facility management may also be provided.
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Characteristics of Industry:
 High value product and may require finance

 These product produces require continue flow of consumable
 The product mostly uses by jobbers providing are sources of income
 The product require regular technical maintances ( servies )
 Most of the company product is leading in these product category are
japanes manufacture .
COMPETITION IN INDUSTRY :
Canon encounters intense global competition in all areas of its business. Canon’s
competitors range from some of the world’s major multinational corporations to
smaller, highly specialized companies. Canon competes in a number of different
business areas, whereas many of its competitors focus on one or more individual
areas. Consequently, Canon may face significant competition from entities that
apply greater financial, technological, sales and marketing or other resources than
Canon to their activities in a particular market segment.
The principal elements of competition that Canon faces in each of its markets are
technology, quality, reliability, performance, price and customer service and
support. Canon believes that its ability to compete effectively depends in large
part on conducting successful research and development activities that enable it
to create new or improved products and release them on a timely basis and at
commercially attractive prices.
The markets for this segment are highly competitive. Canon’s primary
competitors are Xerox Corporation/Fuji Xerox Co., Ltd.; Ricoh Company, Ltd.;
Konica Minolta Inc.; HP Inc.; Samsung Electronics Co., Ltd.; and Lexmark
International, Inc.
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Canon believes that it is one of the leading global manufacturers of office MFDs,
copying machines and laser printers. In addition to the general elements of
competition described above, Canon’s ability to compete successfully in these
markets also depends significantly on whether it can provide effective, broad-
based “business solutions” to its customers and respond to interrelated customer
needs.
In particular, the ability to provide equipment and software that connect

effectively to networks (ranging in scope from local area networks to the Internet
and the cloud) is often a key to Canon’s competitive strength. In the United States,
Europe and Japan, Canon is one of the market leaders in all areas of the business
machine market. In emerging markets, for example in China, the current market
leaders for business machines are Toshiba TEC Corporation, Sharp Corporation
and Konica Minolta Inc. Canon hopes to join this group by introducing products
tailored to the Chinese market and by strengthening sales and service channels.
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LEADING PLAYERS :
 CANON
 Canon is a Japanese multinational Corporation engaged in producing imaging

and optical products like cameras, scanners,printers etc. They have their
headquarters at Ota, Tokyo, Japan . Canon is a reputed brand specially in case
of cameras as well as printers. Canon is a brand with picture perfect printing.
These products are durable and run for a long time. The canon printers are
present in almost every offices, schools, colleges , workplaces, etc. You can
click on the below link to view some printers of Canon.
.
 HP
 Hewlett Packard is a brand the whole world recognises for various

hardware as well as software components. The HP brand was set up by
William Bill Redington Hewlett and David Dave Packard with its
headquarters at Palo Alto California. In the year 2013 Hp was rewarded as
the highest PC manufacturer . The brand has earned a lot of consumers all
around the world and is the leading brand for printers all around the world.
The HP Printers come with an assurance of long run and quality.
 EPSON
 Seiko Epson is a Japanese electronics company engaged in production of many

electronics. The Epson was founded in 1942 Japan and is world’s largest manufacturer
of computer printers and many other equipments. The Epson printers are world’s best
selling printers and most importantly budget friendly .
 They are very easy to handle and can be used by students or even children for their
homework. You can click on the below link to view some printers of Epson .
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 BROTHER
 Brother Industries Ltd are Japanese electronics and equipments producing

company . The Brothers were introduced in 1908 by Kanekichi Yasei .It is
headquartered in Nagoya Japan. The Brother is a best selling brand outside
India and is a professional printer exclusively in case of laserjet printers.
These printers are preffered by those professionals who give priority to
print quality as well as print costing.You can click on the below link to
view some printers of Brother.
 RICOH
 Ricoh Company Limited is a Japanese Multi-national company engaged in

imaging and electronics devices . It was founded in 6th February 1936 and
has its headquarters in Tokyo. They specifically produce electronics like
cameras and office equipments like printers, copiers and Fax machines.
The ricoh Printers are very professional and are used in large scale all over
the world specially the laser printers.You can click on the below link to
view some printers of Ricoh.
FUTURE OF INDUSTRY :
The Internet became an everyday aspect of life, people have been saying that
the printing industry is dead. With high accessibility to a variety of digital
screens and consumers favoring digital sources of entertainment over physical
ones, it makes sense that paper isn’t used as regularly. However, there is no
indication that the printing industry is suffering at all.In fact, commercial
printing is on the rise.
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What They Think cited data from The Commerce Department which found
that printing shipments in August 2015 exceeded $7 billion in market value, and
that represents a 3 percent rise over 2014, when inflation is accounted for.
Between July and August 2015, U.S. commercial printing shipments were up by
$2 billion compared to the same time period in years prior, with American
printing services earning upwards of $57 billion.
Still think print is dead? In the past 6 months, commercial printing shipments
have been worth over $7 billion each month, and that marks the longest period
of sustained growth since 2010. Even more impressive, the source explained
that printing shipment compound annual growth rates are better than the U.S.
gross domestic product’s own figures, and the industry has shipped $86 billion
in product between August 2014 and August 2015.
Print isn’t even struggling, but some organizations are having trouble keeping
up with client demands and needs, which could provide some insight into why
American consumers think that printing firms aren’t doing well.
In reality, it was only the small printers that hesitated to evolve with the times,
and this caused the larger, more professional organizations to become more
popular among businesses of all sizes with a variety of print requirements. Jenna
Weaver, analyst at Sageworks, agreed, telling Forbes contributor Mary Ellen
Biery that the reasons for the print industry’s growth aren’t very obvious at first
glance, but with some digging it’s clear that the most
successful printing companies are adding services that are relevant to modern
business requirements. Improvements in shipping, packaging and technology
allow the print industry to remain as relevant as ever.
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Web-to-Print
In today’s digital business world, those that rely completely on physical
documents and assets are at a loss, especially compared to their brethren that put
their faith in technology a decade ago. However, many companies cannot go
100 percent digital, and others simply don’t want to, as printed content provides
benefits that cloud-storage data cannot.
The solution is Web-to-print – a service with investment of around $259 million

next year, according to Howie Fenton, associate director at InfoTrends. With
Web-to-print technology, employees are able to upload their content to cloud
services and order those materials to be printed and shipped anywhere around
the world. All types of businesses are taking advantage of Web-to-print, as it
allows them to quickly and easily order, ship and receive additional copies of
training manuals, corporate binders, posters, brochures and more.
On-Demand Printing
With Web-to-print services becoming the norm in commercial printing and
almost 80 percent of businesses deciding to use less paper in the office –
according to CompTIA – the meteoric rise in use of on-demand printing should
come as no surprise.
On-demand printing services allow organizations to order print resources in a
piecemeal fashion. On one hand, this means that less paper is wasted. On the
other hand, on-demand printing is a great solution for companies and
associations that must frequently update and send content to satellite locations
and remote offices or stores. Furthermore, on-demand printing services enable
firms to order exactly what they need and deliver it overnight without shipping
materials themselves.
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In essence, the days of bulk orders are gone, and on-demand printing companies
have replaced that process with smaller, more personalized offerings that can be
delivered right to the front doors of stores and offices.
Digital Content Distribution

As more organizations turn to Web-to-print and recognize the value in on-
demand printing, the use of digital content distribution platforms is growing. In
other words, the print industry isn’t dead, it’s evolving and taking advantage of
technology.
Now, businesses can upload content online and host it on digital content
distribution platforms, allowing their partners, employees, and customers to
order branded print resources as they are needed. This allows all parties to
access the same documents and contents, and those firms that host these
resources can regularly update the materials, keeping up with client feedback
and business process changes.
Once organizations discover the power that digital content distribution
platforms can offer, the printing industry will become more crowdsourced and
reliant on its community, effectively keeping it alive for decades to come.
Chapter - 2
COMPANY PROFILE:
The origins of Canon date back to the founding of Precision Optical Instruments
Laboratory in Japan in 1937 by Takeshi Mitarai, Goro Yoshida, Saburo
Uchida and Takeo Maeda. During its early years the company did not have any
facilities to produce its own optical glass and its first cameras
incorporated Nikkor lenses from Nippon Kogaku K.K.
Between 1933 and 1936 ‘The Kwanon’, a copy of the Leica design, Japan’s first
35 mm focal-plane-shutter camera, was developed in prototype form. In 1940
Canon developed Japan's first indirect X-ray camera. Canon introduced a
field zoom lens for television broadcasting in 1958 and in 1959 introduced the
Reflex Zoom 8, the world’s first movie camera with a zoom lens, and
the Canonflex.
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In 1961 Canon introduced the Rangefinder camera, Canon 7, and 50mm 1:0.95
lens in a special bayonet mount. In 1964 Canon introduced the 'Canola 130', the
first Japanese made 10-key calculator, a substantial improvement on the design
of the British Bell Punch company, which introduced the first fully electronic
calculator two years earlier with the Sumlock Anita Mark 8 unit. In 1965 Canon
introduced the Canon Pellix, a single lens reflex (SLR) camera with a semi-
transparent stationary mirror which enabled the taking of pictures through the
mirror.
In 1971 Canon introduced the F-1, a high-end SLR camera, and the FD lens
range. In 1976 Canon launched the AE-1, the world’s first camera with an
embedded micro-computer.
In 1982 "Wildlife as Canon Sees It" print ads first appeared in National
Geographic magazine. Canon introduced their Inkjet printer using bubble-jet
technology in 1985. Canon introduced Canon Electro-Optical System (EOS) in
1987, named after the goddess of the dawn. EOS 650 autofocus SLR camera is
introduced. Also in 1987 the Canon Foundation was established. In 1988 Canon
introduced 'Kyosei philosophy'. The EOS 1 Flagship Professional SLR line was
launched in 1989. In the same year the EOS RT, the world's first AF SLR with a
fixed, semi-transparent pellicle mirror, was unveiled.
In 1992 Canon launched the EOS 5, the first-ever camera with eye-controlled
AF, and the PowerShot 600, its first digital camera. In 1995 Canon introduced
the first commercially available SLR lens with internal image stabilization, EF
75-300mm f/4-5.6 IS USM. EOS-1N RS, the world's fastest AF SLR camera
with a continuous shooting speed of 10 frame/s at the time. Based on the EOS-
1N, the EOS-1N RS has a fixed, semi-transparent pellicle mirror with a hard
coat. In 1996 Canon introduced a pocket-sized digital camera with
the Advanced Photo System, named ELPH in America and IXUS in Europe.
Canon entered the digital video camcorder market in 1997.
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In 2004 Canon introduced the XEED SX50 LCD projector. Canon introduced
its first high-definition camcorder in 2005.
In November 2009 Canon made a €730 million (US$1.1 billion) all-cash offer
for the Dutch printer maker Océ. Canon had acquired majority ownership of
Océ by March 2010, and completed the acquisition of 100% of shares in Océ by
the end of 2011.
In 2010 Canon acquired Tereck Office Solutions, Inc.

On 16 March 2010, Canon announced that it was seeking to acquire a
new .canon generic top-level domain, acquiring it in February 2015 and using it
for the first time on its global website in May 2016.
In the third quarter of 2012, Canon's global market share in the sale of printers,
copiers and multifunction devices was 20.90 percent.
In early 2013, Canon USA moved into a new $500 million headquarters
in Melville, New York.In February 2014, Canon announced it would
acquire Texas-based Molecular Imprints Inc, a developer of nanoprint
lithography systems, for an amount speculated to be around $98 million.
On 13 June 2014, Canon announced it had acquired Danish IP Surveillance

VMS software company Milestone Systems. Milestone provides open-platform
software to allow video management from various vendors in a single interface;
therefore the company will operate as a separate entity.
On 10 February 2015, Canon announced that it had intentions to buy Swedish

Security Camera maker Axis Communications for $2.83 billion. On 23
February 2015, Axis Communications reacted to this news and confirmed that it
had received a purchase proposal from Canon. The purchase was effectively
completed in April 2015.
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On 24 April 2015, Canon Europe announced it had acquired the London-based

family photo sharing startup Lifecake.
In November 2015, Canon USA filed lawsuits against a number of camera gear
retailers in an attempt to stop the sale of gray market camera gear. Retailers
include Get It Digital, All New Shop and F&E Trading.
In March 2016, Canon acquired Toshiba Medical Systems Corporation for
$5.9 billion.
On 28 March 2017, Canon Europe announced it had acquired the London-based
printing startup Kite.
At the present time Mr. Alan Grant is the President & CEO of Cannon India.
The copier market in India is valued at Rs. 850 cr. and is a highly competitive
one. Canon as Global network now includes 184 Companies, employing some
more than 108,000 people. It is dedicated to the advancement in technology and
innovation and commits 10 % of its total revenue each year to R&D. In India
Canon India has a Software Development Centre located in Gurgaon. The
market offers huge potential as the overall penetration of copiers hovers just
around 26%. The market is dominated by a few but strong players
like Xerox, Canon, (Ricoh) Gestetner, and HCL Toshiba. State-of-the-art
technology and international range of machines are being introduced on a
continual basis by each player in the market, in order to
- Counter the technological obsolescence

- Address varying needs of end-users, especially those from the IT sector
The biggest differentiators in the industry are the penetration and the
distribution strength, areas in which Xerox has built up a considerable edge over
other players in the market.
PROFILE
Type Public (TYO: 7751, NYSE: CAJ)
Founded Tokyo, Japan (August 10, 1937)
Headquarters Tokyo, Japan
Fujio Mitarai, Chairman & CEO
Key people
Tsuneji Uchida, President & COO
Industry Imaging
Products Business machines, Cameras, Optical and other products
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Revenue 4,156,759 million Yen (FY 2006)

Employees 127,338 Worldwide (as of June 30, 2007)
make it possible with canon (Japan)
Delighting You Always (Asia)
Slogan you can Canon (Europe)
image ANYWARE (USA)
Advanced Simplicity (Oceania)
Website http://www.canon.com/
Canon has continued to invest aggressively in competitive new products and

intends to maintain its position in this market.
Canon’s primary competitors in the interchangeable lens digital camera market
are Nikon Corporation and Sony Corporation.
Average prices for compact digital cameras in the industry increased in 2015
from the previous year. Market contraction is having a major impact, resulting
in severe conditions in the digital camera market. Despite these difficulties,
Canon will seek to take advantage of its status as the major brand in the
industry, along with its economies of scale, in order to maintain profitability.
Canon’s primary competitors in the compact digital camera market are Sony
Corporation; Nikon Corporation; and Samsung Electronics Co., Ltd. Canon’s
primary competitors in the digital video camcorder market are Sony
Corporation; Panasonic Corporation; and JVC Kenwood Corporation. Canon’s
primary competitors in the inkjet printer market are HP Inc. and Seiko Epson
Corporation.
Very stiff competition continues in the markets for lithography equipment used
in the production of semiconductor devices and flat panel displays (“FPDs”). In
order to produce lithography equipment that can provide ultra-fine processing,
an integration of advanced optical, control and system technologies is required,
along with continuous investment in technology development. The main
competitors in these markets are Nikon Corporation, in the markets for
semiconductor and FPD lithography equipment, and ASML Holding N.V., in
the market for semiconductor lithography equipment only.
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Canon believes that it has helped its customers improve their productivity by
continuously improving the cost performance of semiconductor lithography
equipment using the i-line and KrF laser light sources. In particular, equipment
using i-line has captured a large share of the global market, satisfying the needs
of image sensor manufacturers by quickly adapting to various unique
specifications through “design-in”.
Canon believes its FPD lithography equipment with a common platform offers
excellent productivity and reliability that has helped it capture market share of the
industry-leading South Korean market and the growing Chinese market. Canon’s
sales and service support systems have also received high accolades from the
customers in these markets. In the trend of high-definition, such as 4K displays
in the panel market, Canon believes it has also been meeting the needs of panel
makers by continuously offering new products with high resolution.
As for network cameras, the market is competitive in higher functional
requirement and price pressure from customers. Canon’s primary competitors are
Hikvision Digital Technology Co., Ltd. and Panasonic Corporation. Canon is
developing the innovative technology to continue to be a global market leader in
this industry.
Chapter - 3
About Copypro:
COPYPRO is a well-known name as best service provider for copier industry in

Nagpur. Founded by its legendary and visionary leader Late Shri Parag
Mangrulkar in 2000, Copypro Technologies Pvt. Ltd is a Channel Corporate
Partner of Canon India Pvt Ltd; a world leader in imaging technologies.
Copypro today has spread across entire Vidharbha in Maharashtra and having
offices at Akola, Amravati, Chandrapur & Wardha with an employee strength of
over 20+ dedicated staff, dealing with over 600 sophisticated market leaders of
Vidharbha. These include NTPC, PGCIL, IGNOU, SECR, CBWE, ISPAT,
RTM, MGIMS, IBM, WCL and many more those who have installed digital
copiers, multi-functional peripherals, fax- machines, inkjet and laser printers,
scanners, All-in-ones, digital cameras, digital camcorders.
Copypro is having complete office automation equipment with diversification
into CANON Copiers printers fax machines digital cameras, RISO’s digital
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duplicators, MTS post and prepaid devices, GODREJ Vending machines etc.
Copypro is distinguished member of VCMDWA.
In 2009 Copypro has been ranked as a GOLD PARTNER. Today, Copypro is
committed for its "Strong commitment to excel" at its Business Excellence.
Over the last 11 years of its growth Copypro is dedicatedly and consistently
moving ahead towards achieving its vision.
Canon Business Solution Lounge was launched for customers to get a touch and
feel of Canon products and to enhance digital experience for consumers by
its legendary leader Parag Mangrulkar in the year 2010. The lounges provide a
comprehensive display of Canon's vast range of offerings and display to simply
look, feel and experience without the compulsion on buying.
3.2SERVICES:
The Annual Service Contract is made at between Copypro Technologies
Pvt.Ltd. and "Customer".
COPYPRO SHALL:
 Provide free of charge all services except spares and consumables like
Drum Unit, Toner & Paper etc. and any output copy materials.
 Repair and service the Equipment within reasonable time of receipt of
communication from the Customer. Any part replaced shall be of
serviceable quality.
 Provide the said services during COPYPRO office hours on working
days.
 Provide free of charges, training for operating the equipment to two
persons nominated by the Customer.
 Shall ask the Customer pay extra at actuals, Sales Tax and any other
Government levies if applicable.
 Shall not be liable in any manner whatsoever to indemnify the Customer
for any loss of injury or damage, or liquidated damages of any kind
whatsoever, howsoever caused.
 Be entitled without any let or hindrance to depute its employee or
authorized representative to enter the Customer’s premises at all
reasonable times to inspect and service the equipment.
 Not be liable in any manner whatsoever to the Customer in the event of
COPYPRO being prevented or delayed in performance of any of its
obligations under the contract due to conditions constituting Force
Majeure which shall include but not be limited to strikes, lockouts,
concerted action by workmen, breakdown of communication, etc.
21
Chandrapur.
Total Guarantee Contract (TG)
Total Guarantee Contract / service contract is inclusive of all services, spares,

circuits, Drum kit, Toner Cartridge, fixing film, roller feed separation. Machine
Inspections are done on periodic intervals and we handle unlimited breakdowns
calls in a year.
CANON PRODUCT:
Canon manufactures consumer imaging products including printers, scanners,
binoculars, compact digital cameras, film SLR and digital SLR cameras, lenses,
video camcorders and digital visual solutions.
The "Business Solutions" division offers multi-functional printers, black-and-
white and color office printers, calculators, presenters, large-format printers,
scanners, black-and-white and color production printers, as well as software to
support these products.
DeVito/Verdi was hired for an award-winning, humorous campaign with the
concept “If business were that easy, you wouldn't need us,” using old office
footage to describe the new ways Canon Business Solutions was bringing
copiers and office supplies forward.
Lesser known Canon products include medical, optical and broadcast products,
including ophthalmic and x-ray devices, broadcast lenses, semiconductors,
digital microfilm scanners and handy terminals.
DIGITAL CAMERAS:
Main articles: Canon PowerShot, Canon PowerShot G, Canon Digital
IXUS, Canon EOS, Canon EF lens mount, Canon EF-S lens mount, and Canon
EF-M lens mount
22
Chandrapur.
Canon has been manufacturing and distributing digital cameras since 1984,
starting with the RC-701. The RC series was followed by the PowerShot and
Digital IXUS series of digital cameras. Canon also developed the EOS series
of digital single-lens reflex cameras (DSLR) which includes high-end
professional models.
Due to consumers switching from compact cameras to Smartphone’s, Canon's

Q1 2013 operating profit fell 34 percent year-on-year.
EOS M100 Digital Camera SX 355 Digital Camera
DIGITAL COPIERS:
Canon's largest division in terms of revenue is its multifunction copier division.
Canon distributes its consumer and home office image CLASS line though retail
outlets and professional-grade image RUNNER series through subsidiary Canon
Solutions America and independent distributors. The professional-grade series
ranges from small table tops to large digital presses.
23
Chandrapur.
Image runner C3020 Image runner 4500
Image runner 4500 Image runner 3500
PRINTERS:
For many years, Canon was the principal maker of the print engines found in
industry-standard laser printers. The first models of Apple LaserWriter and the
equivalent products made by HP used the Canon LBP-CX engine. The next
models (LaserWriter II series, LaserJet II series) used the Canon LBP-SX
engine. Later models used the Canon LBP-LX, LBP-EX, LBP-PX engines and
many other Canon print engines.
Pixma mg-3670 MF232w
24
Chandrapur.
FLASH UNIT:
Canon produces a range of high-output flash units for its DSLR cameras,
including the 270EX, 320EX, 430EX, 580EX and 580EX II Speedlites and the
Canon 600EX-RT Speedlite. Canon also produces macro flash units including
the Macro Twin Lite and the Macro Ring Lite.
Speed Light 430EX 580 EX
SCANNERS
Canon manufactures a wide range of flatbed scanners, film
scanners and document scanners for home and business use, including
the Canon Canoscan 8800F. Some of its scanners employs LED inDirect
Exposure (LiDE) technology, such that USB port is suffice to power the
scanner, and no additional power is required.
25
Chandrapur.
8800F
CAMCORDERS:
SX 425
XA 10 HD
PROJECTORS:
Canon produces a wide range of award-winning projectors.
IV X 300 WUX 10
26
Chandrapur.
PRESENTERS
Canon offers a full range of wireless presenters, from advanced green laser
presenters with back-lit screen display to basic red laser presentation clickers.
PR 100 R
VIRTUAL REALITY HEADSET:

Canon is developing a prototype virtual reality headset (Canon VR). The
headset offers a wider viewing angle (120 degrees) than other VR devices but
requires handles rather than a head strap. The headset is not yet available on the
market.
MREAL
27
Chandrapur.
Chapter - 4
PROFILE OF RESEARCH METHODOLOGY:
A photocopier is also known as a copier or copy machine. It is a machine that

makes paper copies of documents and other visual images quickly and cheaply.
Most current photocopiers use a technology called xerography, a dry process
that uses electrostatic charges on a light-sensitive photoreceptor to first attract
and then transfer toner particles onto paper in the form of an image. Heat,
pressure or a combination of both is then used to fuse the toner onto the paper.
Earlier versions included the Gestetner stencil duplicator, invented by David
Gestetner in 1881.
Commercial xerographic office photocopying was introduced by Xerox in

1959, and it gradually replaced copies made by Verifax, Photostat, carbon
paper, mimeograph machines, and other duplicating machines.
Photocopying is widely used in the business, education, and government

sectors. While there have been predictions that photocopiers will eventually
become obsolete as information workers increase their use of digital document
creation, storage and distribution, and rely less on distributing actual pieces of
paper, as of 2015, photocopiers continue to be widely used. In the 2010s, there
is a convergence in some high-end machines between the roles of a photocopier,
a fax machine, a scanner, and a computer network-connected printer into
a multi-function printer. Lower-end machines that can copy and print in color
have increasingly dominated the home-office market as their prices fell steadily
through 2017.
Higher-end color photocopiers capable of handling heavy duty cycles and large-
format printing remain a costlier specialty for print and Design shops.
28
Chandrapur.
29
Chandrapur.
OBJECTIVES OF THE STUDY
o To study sales promotion and customer satisfaction for copypro

technologies pvt ltd. in urban and rural Nagpur.
o To visit all the potential buyers of the product example – jobbers, schools,
photo studios etc.
o To connect market segments through cold calling.
o To generate the leads and convert them into actual sales.
o To take feedback from every customer and convey it to the company.
o To take the follow up of leads in proper time intervals.
o To pitch the product i.e. IR3020 and plotter to the customers and provide
them quotations.
o To promote the product in every possible segment of the market

efficiently.
o To interact with customers in order to make them aware of the new

product available in the market.
30
Chandrapur.
NATURE OF WORK DONE:
In First Week first two days there was briefing session given by the Director
about machine. In this the company profile, photocopier industry and
specification of machine were discussed and which types of media use in
photocopier also discussed.
Also the discussion about strategies used for promotion and sales.
Remaining four days visits jobber’s shops in Nagpur area. Approx forty shops
was visited in four days and generated leads.
In Second Week visited to manewada ,omkar nagar,sakardara area and

genratded leads.
In the Third Week taken the follow up of leads was generated in previous
week. At the same time also visited some government sector offices in Nagpur .
In Fourth Week did the tour of Wardha District and visited approx 100+
jobbers, 10-20 schools and Colleges,10-15 photo studios and Tehsil offices.
In Fifth Week visited T- point higna 20-25 jobbers visited.

Also visited some schools of Nagpur.
In Sixth Week visited Ashti, all jobbers, photo studio and school was covered
and taken follow up of generated leads in Nagpur .
31
Chandrapur.
In Seventh Week did the tour of chandrapur district and also taken follow up
of leads that was generated and tried to convert some genuine leads into
prospective client.
Also visited the schools and colleges of Nagpur area.
Chapter - 5
DATA Analysis & Interpretation :
Identifying your competitors and evaluating their strategies to determine their

strengths and weaknesses relative to those of your own product or service.
A competitive analysis is a critical part of your company marketing plan. With
this evaluation, you can establish what makes your product or service unique
and therefore what attributes you play up in order to attract your target market.
Evaluate your competitors by placing them in strategic groups according to how
directly they compete for a share of the customer's dollar. For each competitor
or strategic group, list their product or service, its profitability, growth pattern,
marketing objectives and assumptions, current and past strategies,
organizational and cost structure, strengths and weaknesses, and size (in sales)
of the competitor's business.
32
Chandrapur.
Chapter - 6
9. FINDINGS OF THE STUDY

 The product which was given to me was canon printer IR3020 and
plotter.
 The segments in which the product required to be pitched was jobbers of
nagpur west, schools, hospitals & jobbers of Wardha, Nagpur &
Chandrapur etc.
 About 60% of the customers were having positive response about the
product.
 Leads were generated at high rate and about 20% of them were
converted.
 The competitors of the product are kyosera, Xerox, hp,Epson etc.
 The market segment where the research was done was not very easily
adapting the product as they are satisfied with their existing Rc Machines.
 Jobber section of the market were having machine alternatives at cheaper
price with almost similar features.
 Customers were not satisfied with the service provided by the canon
which withdrew their interest.
33
Chandrapur.
 Some customers were really interested in listening about the product.

 Schools and colleges showed less interest as compared to the jobber
segment as their requirement were fulfilled by lower versions of the
product.
10. CONCLUSIONS OF THE STUDY
 Overall interaction with all the customer segments was quite learning.
 Different demands of customers were portray in a very convenient way.
 Customers were showing positive response towards the product.
 Personal as well as professional skills were developed.
 The product was more suitable for the jobber segment as compared to
schools and hospitals.
 Feedback of customers was one of the important aspect of the project.
 More number of leads were generated from the jobber segment.
 Customers were satisfied with the main function i.e print ,copy, scan all
in one feature of product.
 Few customers were having the price issue of the product.
34
Chandrapur.
Chapter - 7
11. RECOMMENDATIONS :
IMPROVISING THE WEBSITE-
o The company must emphasise on making their website more attractive

and provide enough informations about their different products.
o The company should mention all the services provided for several
segments of the market very appropriately.
o The company must include all the areas in which it is dealing on its
website so that it becomes very convenient for the customers.
o The company must add all the details regarding their office address,
contact numbers, name of the person to be contacted etc.
o In short all the details in brief must be added in the company website so
that it attracts the customers in a positive manner.
PRICING STRATEGY OF THE COMPANY-
o The company must fix the product price for all the market segment.
o Although the current pricing strategy of the company is different for

different segment, it withdraws the interest as well as trust of the
customers.
o The price of toner and others items of the product is also different for
different customers, which should be changed.
o The company must evaluate the price of its competitors as well while
formulating their strategy.
35
Chandrapur.
SERVICES PROVIDED BY THE COMPANY-
o Their were many complaints regarding the aftersale services of the

product, which should be looked upon and necessary actions must be
taken.
o Usually the customers were unaware about the original product available
in the market and were using the RC machines, which in result were
hindering customers to avail the services by canon and therefore proper
awareness must be made in all the market segments.
CUSTOMER SATISFACTION-
o Proper questionnaire must be prepared so that proper feedback must be

taken.
o Complaints and issues of customers must be solved as soon as possible.
o The data collected from cold calling must be preserved for long term use.
o Customer interaction must be done on regular intervals so that they

should get aware about all the new products and policies of the company.
36
Chandrapur.
12. BIBLIOGRAPHY
Books & Journals

Marketing Management by Phillip Kotler
Marketing Management by Ramasamy & N. Namakumari
Brand positioning by Subroto Sengupta
Websites
1. www.canon.co.uk
2. www.canon.co.in
3. www.copypro.in
4. en.wikipedia.org
5. www.businessdictionary.com
6. www.forbes.com
7. www.quora.com
8. www.kotlermarketing.com
9. historycooperative.org
10. smallbusiness.chron.co
11.timesofindia.indiatimes.com
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A Study on Promotion and Business Development for Canon Products In Nagpur, Wardha and

Marketing is the process of getting consumers interested in your company’s

Promotions refer to the entire set of activities, which communicate the

Sales promotions can be directed at either the customer, sales staff, or

Sales promotion includes several communications activities that attempt to

Sales promotion is implemented to attract new customers, to hold present

“Those marketing activities other than personal selling advertising and

In the simplest terms, business development can be summarized as the ideas,

Business development activites are required to be done by all the business

Customer satisfaction is a part of customer’s experience that exposes a

Customer’s perception on supplier helps the customer choose among the

It is necessarily required for an organization to interact and communicate

In these interactions and communications it is required to learn and determine

Higher the satisfaction level, higher is the sentimental attachment of customers

The industry is a relatively small industry, with approximately 3000 firms. It

Large-format reproductions are produced with a variety of technologies

 High value product and may require finance

In particular, the ability to provide equipment and software that connect

 Canon is a Japanese multinational Corporation engaged in producing imaging

 Hewlett Packard is a brand the whole world recognises for various

 Seiko Epson is a Japanese electronics company engaged in production of many

 Brother Industries Ltd are Japanese electronics and equipments producing

 Ricoh Company Limited is a Japanese Multi-national company engaged in

The solution is Web-to-print – a service with investment of around $259 million

Digital Content Distribution

In 2010 Canon acquired Tereck Office Solutions, Inc.

On 13 June 2014, Canon announced it had acquired Danish IP Surveillance

On 10 February 2015, Canon announced that it had intentions to buy Swedish

On 24 April 2015, Canon Europe announced it had acquired the London-based

- Counter the technological obsolescence

Revenue 4,156,759 million Yen (FY 2006)

Canon has continued to invest aggressively in competitive new products and

COPYPRO is a well-known name as best service provider for copier industry in

Total Guarantee Contract (TG)

Total Guarantee Contract / service contract is inclusive of all services, spares,

Due to consumers switching from compact cameras to Smartphone’s, Canon's

EOS M100 Digital Camera SX 355 Digital Camera

Image runner C3020 Image runner 4500

Image runner 4500 Image runner 3500

Pixma mg-3670 MF232w

Speed Light 430EX 580 EX

VIRTUAL REALITY HEADSET:

PROFILE OF RESEARCH METHODOLOGY:

A photocopier is also known as a copier or copy machine. It is a machine that

Commercial xerographic office photocopying was introduced by Xerox in

Photocopying is widely used in the business, education, and government

OBJECTIVES OF THE STUDY

o To study sales promotion and customer satisfaction for copypro

o To connect market segments through cold calling.

o To generate the leads and convert them into actual sales.

o To take feedback from every customer and convey it to the company.

o To take the follow up of leads in proper time intervals.

o To promote the product in every possible segment of the market

o To interact with customers in order to make them aware of the new

NATURE OF WORK DONE:

In Second Week visited to manewada ,omkar nagar,sakardara area and

In Fifth Week visited T- point higna 20-25 jobbers visited.

DATA Analysis & Interpretation :