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Mkt571 Marketing Product Launch Essay

4344 words - 18 pages

Innovation and quality describes the Canon Inc brand and its development of professional products. “Canon’s HD camcorders, digital SLR cameras, precision lenses, projectors, and professional printers deliver the advanced imaging performance and capabilities that HDTV program producers, broadcasters, ad agencies, filmmakers, and other digital content creators rely on for making dynamic visual media” (Canon Film & Television, 2012)
Offering new camera concepts to fundamentally and continuously introduce change in photography is key in aligning the Canon brand and image to be synonymous with reliability, ease in functionality, and quality to the professional consumer and ...view middle of the document...

This allows the user to shoot in picture or video capture intervals between 2D and 3D mode and obtain picture and video evidence of any target. To do this the camera has two buttons, conveniently adjustable on either the left or right side for left or right handed users that automatically switches from 2D to 3D for either picture or video. For example, the user can be under 2D picture and 3D video capture simultaneously and have the option of setting any mode to the off position. Interval 2D/3D shooting mode allows further flexibility; it’s possible to take two shots from different viewpoints continuously while the photographer or filmmaker is moving to achieve 2D/3D images or video of long-distance views (Fujifilm, 2009). Users can enjoy more dynamic pictures and video in 2D/3D, whether they are capturing video of birds from an airplane, or taking pictures of distant views from a car window (Fujifilm, 2009). Adjustable in both live images on OLED while shooting and recorded images; this simplicity-of-use lets users get creative when shooting in 2D or 3D (Fujifilm, 2009). In addition, it boasts such additional specifications as a 26.9 megapixel sensor, 1080p HD video capabilities, high ISO sensitivity range, 2.0x focal-length multiplier, 16 frames per second, hybrid-solar powered inter-changeable battery for longer field use, etc. This is suited to match the requirements of journalists and film-makers on the go who wish to obtain photographic captures for online social media feeds and video for television and movie development, a first for the industry and another innovative leap for Canon Inc.

Product Positioning

Positioning the Renegade 3D effectively in both the domestic Japanese market and the U.S. International markets will be performed by the marketing department core team and creating an image for the Renegade 3D that emulates Canons already credible and distinguished global notoriety. The goal will be to market the Renegade 3D as a reliably built product that produces the highest quality results with ease and influence our existing and potential consumer base. Using clear, concise, and meaningful product positioning will help lower costs by cutting through the relentless advertising and marketing noise of the marketplace and our ultimate message about our product can be better heard, accepted, and ultimately always on top of the consumer’s mind. To do this the Renegade 3D product launch will incorporate 3 steps:
1. differentiate the product from the competition
2. address important customer buying criteria
3. articulate key product characteristics
Canon will need to connect with the target audience and contrast its brand image and product strengths against the competition and their current product offerings to maximize sustainability. This will allow Canon’s product offerings to resonate with the target audience well into the future. A clear understanding of how the target market makes its...

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