Canon's Marketing Battle with Xerox

Paper Summary:

In this article, the writer explores how Canon "planned" a deliberate, well-conceived marketing strategy that successfully secured market share for the company during the course of its ongoing battle with Xerox. Specifically, this paper looks at the details of the company's marketing plan with an eye towards determining what perceived consumer needs it addresses. In the final analysis, while a number of things may be said about Canon's new, aggressive approach to marketing, the writer maintains that it appears clear that the company has hit upon a strategy that will allow it to revisit its halcyon days of industry dominance.

From the Paper:

"Naturally, Canon's general movement towards penetrating into a younger market was only one part of its deliberate effort to gradually attenuate Xerox's position. To wit, in late 2004, Canon's Imaging Systems Group launched a multi-million dollar TV, print and radio ad campaign touting its office equipment as being "user-friendly" in a way that the products of its rivals were (and presumably are) not. The much-ballyhooed "New Day" campaign was highlighted by a "Not Business as Usual" tagline and was the third installment in a multi-pronged marketing blitz that actually began in early 2003. Notably, the "first and second legs" of Canon's long-range marketing campaign emphasized the imaging problems customarily faced by employees in the workplace and Canon's solutions to those problems."

Sample of Sources Used:

• Boyle, Dennis. "Business and the Schools: A Productive Partnership". Thomas B. Fordham Institute. 1997. T.B. Fordham Institute. 17 Aug. 2006 <http://www.edexcellence.net/institute/publication/publication.cfm?id=157>
• "Canon Launches 'Store Front' on World Wide Web". Long Island Business News, 42(45): 51.
• Van Camp, Scott. "Canon Breaks $30 Mil Copier Campaign". Adweek Magazine's Technology Marketing. Oct. 2004. Academic Search Elite. EBSCOhost. Univ. of Calgary Lib., Calgary, AB. 17 Aug. 2006 http://search.ebscohost.com/login.aspx?direct=true&db=afh&AN=16609843&site=ehost-live
• "Xerox Profits Fall Sharply from Last Year". CNNMoney.com. Cable News Network, LP, LLLP. 17 Aug. 2006 http://money.cnn.com/2006/07/25/news/companies/bc.tech.xerox.earns.reut/index.htm

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