The digital imaging company Canon India is spreading the word about its newly launched laser printer through attention-grabbing human banners. These have been let loose in key IT hubs in five cities that include Delhi, Mumbai, Chennai, Kolkata and Hyderabad. Through this on-ground initiative Canon has offered a live experience of its LBP 6200D laser printer and its features.
With a view to increase brand awareness, Canonâ€™s sales demonstrator sports a banner on his body with a picture of the product along with its features and related-information. The 17 day marketing activity commenced on July 22 and will go on till August 10.
Nasir Mohd, Senior Manager – Marketing, Laser Product Division, CSP Group, Canon told Pitch, â€œThe sales person has a human banner with details of the printer, along with a live printer for the demo. This initiative is aimed at targeting retail outlets to increase the brand awareness about products in the key markets of India.â€
It has been just a week since the programme began and the response has been promising for Canon. Offers such as free cartridges for the first three months after purchase, have added to the buzz.
This initiative will be capturing important IT Hubs in several parts of India. This includes Nehru Place in New Delhi, Lamington Road Market in Mumbai, Ritchie Street Market in Chennai, Ganesh Chandra Avenue in Kolkata and Chenoy trade centre in Hyderabad.
Canon is targeting an increase of 1000 units per month in the 25-30 pages per minute laser printer category. This category of printers is growing at a rate of 25 per cent and Canon expects to capture 10 per cent foothold in this segment.