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a faster response and personalised services, and would be equipped with trained engineers to handle repairs and queries.Apart from being a single face/single point of contact for Canon customers, these centres would also sell consumables and accessories.

Canon plans to launch about 32 such Canon Care Centres across the country in cities such as Udaipur, Chandigarh, Indore, Surat, Cochin, Hyderabad, Patna, Bhubaneshwar and Ranchi and has already established 18 such centres.

Mobile on Site Support (MOSS) van Canon also plans to launch a ‘Mobile on Site Support’ (MOSS) van, which will be available on call at the customer's doorstep.This initiative would help Canon provide better and faster service to its customers. Initially, the MOSS van will be available at Canon Care Centres located at Delhi, Mumbai, Kolkata, Chennai, Bangalore, and Hyderabad.

Aggressive marketing and promotion strategy Canon plans to adopt an aggressive market strategy in the brand building and marketing front. The company aims to focus on digital lifestyle mainstream and has set aside an advertising budget of US$ 4 million. Its marketing goal is to elaborate on how Canon products connect in a consumer’s daily life.This launch will be backed by three new advertising campaigns on print, radio and TV, direct mail and sponsorships.All these will reflect Canon’s focus on the digital imaging entertainment space.

The company believes the market is quite competitive with a vast number of options available to the consumers. However, Canon’s new products with latest technology and a new marketing approach will enable it to address this challenge.


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