Canon will attempt to increase its market share in the digital camera and printing market by injecting more than #4 million into its indirect channel to publicise its latest range of bubblejet printers.
The vendor made the announcement as it unveiled a range of bubblejet printers at its European headquarters in Amsterdam. Yamini Parekh, marketing manager at Canon for bubblejet printers, revealed that the printer launch will be supported by a #6.5 million advertising budget, of which about two thirds will take the form of channel marketing funds.
The company said it was strengthening its products in the mid-range inkjet market - an area which it had not addressed directly in the past - in response to moves into the market from the likes of Hewlett Packard and Epson.
Parekh said: 'Canon can make a maximum impact in the sub-#200 market, an area in which we've had a poor showing in the past.'
Commenting on the slowly evolving digital camera market, she said: 'The problem with the digital camera and printing market is a lack of convergence.
Our competitors are from different backgrounds, but we are the only ones with traditional strengths in all product areas.'
Andy Dow, general manager for peripherals at Computer 2000, said: 'This is the strongest line of printers Canon has had for a long time - it has knocked us over with the price.'
Another industry source said: 'The printer market between Hewlett Packard, Epson and Canon is extremely tight at present - but this will give Canon a boost.'
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