Canon Pixma iP110 Wireless Mobile Printer

1.0 Executive Summary:

Canon is the leading name in imaging and has been for the past 80 years. We are the leading
provider of consumer, business-to-business, and industrial digital imaging solutions. An
emphasis on technology is part of Canon’s corporate DNA and we are dedicated to helping
people reimagine what is possible through imaging.

2.0 Situation Analysis:

We are utilizing our imaging technologies to go beyond the rich line up of our existing products to
cultivating new areas of business where our imaging technology can push the boundaries of what is
possible. This reaches into satellite development, medical advancements, growing the possibilities of
print and industrial equipment and network video cameras, which contribute towards building smart
cities. Canon’s core strength in optical and imaging technology is also contributing to advances in
astronomy.

3.0 Market Analysis:

The canon Pixma iP110 wireless mobile printer will compete directly with several other branded and
innovative portable printers like the HP Sprocket Photo Printer and the Lifeprint 2x3 Hyperphoto Printer,
have managed top ratings in PCMag reviews. The market size for portable printers is forecast to be $582
million retail dollars in 2007, growing to $ 746 million by 2019. Annual market growth is expected to
exceed 20 percent through 2019, exceeding our current annual sales growth.

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3.1 Market Segmentation:

Segmentation helps in profiling/grouping the various characteristics of the population. For our canon
Pixma portable photo printers we have used a mix of demographic, geographic and psychographic
segmentation strategy for a different set of its businesses. Its segments are based on factors such as
income & occupation, social class etc. It uses need based analysis to target their customer basically
corporate and individual customers.

3.1.1 Demographic segmentation:

Age Percent of buyers Percent of population Relative purchase index

13-19 33% 13% 1.56
20-30 35% 19% 0.82
31-45 19% 40% 1.63
46-55+ 13% 29% 0.48

Age:

As show in Table 1, those under 33 years of age purchase slightly over 50 percent of all branded wireless
portable printers. The highest purchase prevalence is those from 25 to 34 whom purchase 74 percent
more wireless portable printers per capita than those the average consumer.

Income and Occupation:

The age segment mostly includes young college/university students, employees and office workers and
families. There are many advantages that can fulfill students’ needs. Buying a printer can help students
with their studies, printing notes, homework, research and assignments. They will not have to waste
their time by going to libraries, shops and internet cafes to get their notes printed. Since students live on
budget, canon’s portable inkjet printer provides a reasonable price. Similarly, office workers and
employees need constant assess to printer to print documents, application and reports and assessing a
printer can be difficult task and time consuming.

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Though the percentage of families is relatively low in this case but they also partake interest in buying a
versatile multifunctioning printer without blowing their budget.

3.1.2 Geographic Segmentation:

Geographic segmentation is a common strategy when you serve customers in a particular area. Pakistan
is versatile in the geographic sense. Our product competes its versatility by being a perfect quality
product, fit for every season. The demand for a portable printer of this quality will always be in every
time duration of the year. The community is also versatile as well. Our portable printer focuses on a vast
segmented population of nearly every age. A portable printer is just as important for students of all
ages, as it is important and handy for office workers. The real benefit for introduction of such product is
in a time where consumers are opting for easy-going, handy and efficient options for their daily use. This
is the perfect opportunity to grasp the attention of all hard-copy enthusiasts who love the touch of
paper, but now can do it on the go with just one click!

Consumer purchases of branded and innovative wireless portable printers are also varying by region. In
Pakistan, most consumers to buy wireless printers are in Islamabad/Rawalpindi and overall Punjab area.

3.1.3 Psychographic Segmentation:

Canon has changed the game of the printing industry by encouraging ownership of multiple reasonably-
priced, carefully designed wireless photo printing devices. Brand switching and experimentation by
consumers is easy for these reasonably priced printing devices, assuming availability. Consumers are
work and vogue oriented when buying these branded innovative products. The attributes of the wireless
portable printer that we consider most important include the functionality, compatibility, efficiency and
the design and body of the device, packaging, price, and durability. Distribution and display are very
important in this market and can encourage impulse purchases for personal use, project or office use
and be given as gifts.

3.2 Target Markets:

The mini portable printer is a product that is mostly used by the people of age 20-30 as per demographic
segmentation. These people are mostly professionals and they find the printer convenient for their use.

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Evaluating market segments

For evaluating market segments we looked up to three segments:

1. Segment size and growth

2. Segment structural attractiveness

3. Company objectives and resources

The segment size and growth is quietly increasing. People are more likely to use printer and as per
attractiveness, the printer is catching eyes of different people in different segments. The company is not
lacking any resources to make a mini printer which is a win-win situation for both, the consumers and
the manufactures.

Selecting target market segments

A set of buyers sharing common needs that a company decides to serve.

For the mini portable printer, the market targeting is carried out by undifferentiated marketing. In this
strategy the firm decides to ignore market segment differences and target the whole market with one
offer. This mass marketing strategy focuses on what is common in the needs of consumer. This printer is
designed to attract the highest numbers of buyers.

Micro marketing

It is a practice of tailoring products and marketing programs to the needs and wants of specific
individuals and local customer groups. Micro marketing further includes:

1. Local marketing

2. Individual marketing

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Individual marketing

We’ll be targeting customers one-to-one. It will make the selling more easily and fast. We’ll be
demonstrating them how the product works and what its perks are. This strategy would give customers
better understanding and they will be more likely to buy the product.

Choosing a targeting strategy

Many factors are considered when choosing a suitable strategy.

1. Company resources

2. Product variability

3. Product’s life cycle stage

4. Market variability

5. Competitors marketing strategy

Product’s life cycle stage: at first, only the one version of this printer will be launched. If we hit the
maximum numbers of sales we’ll be launching the second version with updates features.

Lastly, after the different segments to consider we are choosing the people from age 20-30 as they are
more in number and willing to pay a little higher price than teens or people above 30.

3.3 Positioning:

In today's busy environment everything is done on the go. Thanks to the much advancement in
technology over the past decade everything has become portable to save time. One field where this was
lacking is the field of printing, although with the advancement in smartphone technology entire
documents can easily be made on the go with your phone, both students as young as age 16 to veteran
professionals as old as 60 still need to take valuable time to print the document from a stationary
printer. Cannon has answered the growing need for portable printing with the Ivy Mini Photo Printer.
Now, you can not only construct and format your documents with your smartphone but also get them
printed immediately saving valuable time for our consumers both students and professionals.

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3.4 Marketing Mix

3.4.1 Product

The iP110 weighs 4 pounds 5 ounces, or roughly 5 pounds with the optional battery. Its size is at 2.5 by
12.7 by 7.3 inches (HWD).

The model also has unique hardware features, including a 50-sheet input capacity; the iP110's print
speed is astounding for a portable printer. iP110 is able to print 2.3 pages per minute (ppm). The iP110
adds built-in Wi-Fi and—far more importantly—Canon's Access Point mode, which is equivilent to Wi-Fi

Direct.

With standard Wi-Fi (or, more properly, Infrastructure mode), you can connect the printer to your
network in your home or office though an access point on the network. With Access-Point mode, you
can connect your laptop, phone, or tablet directly to the printer while on the go with minimum fuss and
without a cable.

The iP110's support for mobile printing includes the ability to print from both iOS and Android phones
and tablets and print through the cloud. According to Canon's website, you can also print files from
selected Web services

3.4.2 Price

The Canon Pixma iP110 wireless photo printer will be sold for a suggested retail price of 15,000/- PKR.
Our positioning as well as our finances, demands above average pricing. We believe that we have
product quality, and feature advantages which encourage the use of a pricing scheme slightly exceeding

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other wireless portable printers. This pricing strategy, coupled with our efficient production methods,
aids in achieving our relatively high market share for a new product entry. The scheme may be high
comparatively, but it also excels in delivering an excellent quality.

3.4.3 Place

We ensure that our product is available to distributors, retailers and customers at reasonable cost and
with ease. We have formed transportation partnerships with various agencies and courier services such
as FedEx and Leopard. A dedicated team looks over this chain for continuous and smooth flow of goods.
We have also built up our warehouses in different cities like Islamabad, Karachi and Lahore, very
strategically and logically so that our product is available at an ease and is present at a shorter distance.
From here, our product is easily shipped to shops and showrooms such as stores like Sony, Canon and,
Miniso. We also have our own website which is very well presented and all the product details are
available there. You will be able to find all the products with their images along with description and
price tags attached with it. It is presented in a professional manner. Another distribution channel
through which we are profited is E-commerce such as Flipkart and Amazon. It is also available on local
sites such as Daraz and OLX, where you are able to further get discounted deals and prices.

3.4.4 Promotion

For promotion, we will be following the mainstream thinking about high end consulting. The
components are as follows:

1: Getting recognized by different industries and consumers, and be quoted as proficient.

2: Five new sales representatives will be added to assist in the development of new distribution outlets.
A sales trainer will be hired to train the sales force in the new product.

3: Consumers will not be so much aware of our brand; therefore, we will have to advertise more
aggressively to achieve brand awareness. To inform customers of our new product, following methods
will be used for the whole year: Rental of one billboard, Purchase of 6 one-eighth (1/8) page local
newspaper ads, Sponsorship of little league teams and charity events, Direct mailings campaign.

4: Word of mouth and reference sites.

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5: Promoting out product on the internet and social media apps. We need to dominate the Internet,
search terms, placement in searchers etc.

4.0 Marketing Budget

We believe that effective marketing requires a very high percentage of sales and marketing expenses to
sales during the early years, and that overtime we can bring that percentage down to more acceptable
levels.

Expenses divide over four main categories: advertising, public relations and websites. Smaller budget
includes word of mouth and we also have a substantial additional budget of contingencies.

Budget

Estimated Promotional Budget – 21,36,184 pkr per month

Promotional Price per Cost per month

Medium Advertisement

Public Promotion 20,000 20,000

Social Media Ads 30,000 900,000

Websites Ads 25,000 750,000

Total 1670000

Sources of finance

Bank loan

Personal investments

sponsors

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costs

Fixed Warehouse Shop Rent: R&D Cost

Cost Rent: 60,000 2000,000
50,000

Variable Labor cost:

Cost 200,000

Other Marketing Miscellaneous

Cost and Cost: 325,000
Promotion:
500,000

Estimated 40 lac
Total Cost

• Price:15000pkr
• Units per year: 100
• Revenue per year: 1500,000pkr
• Revenue Expected for 3 years: 4,500,000pkr

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Detailed Features of Canon Pixma iP110 Wireless Mobile Printer:

Ultimate portable printing

Connect and print on the go. Wherever life takes you this lightweight, slimline printer is the ultimate
companion for portable and stylish printing from smartphones, tablets and the cloud thanks to
advanced Wi-Fi connectivity.

Cloud connected

Go direct to the cloud. Enjoy the freedom to print effortlessly from the internet, wherever you are, using
just your smartphone or tablet. With improved PIXMA Cloud Link you can print office documents, PDFs
and JPGs direct from cloud services such as Dropbox, Google Drive, OneDrive and Evernote. Plus you can
print photos in seconds from Facebook, Twitter and online albums and - all without using a PC.

Smartphone and tablet ready

You're smartphone ready and so is this printer. Simply download the Canon PRINT app for your
smartphone or tablet. By using the app you can directly access cloud services. You can even check
printer status, the manual or real-time ink levels over Wi-Fi or internet. To complete your mobile
connectivity options, Apple AirPrint and Google Cloud Print support is also available.

Exceptional quality

Impress on the go with exceptional quality printing. Print professional looking documents with sharp
text and photos with rich color contrast and - thanks to Canon's FINE technology with enhanced 5-ink
system and up to 9,600 dpi print resolution. Printing is fast too. Enjoy print speeds of 9.0 ipm mono and
5.8 ipm colour that can deliver a beautiful 10 x 15 cm borderless photo in your hand in just 53 seconds.

Cost effective, convenient printing

For maximum convenience you can adjust printer settings to extend the amount of printing by using
'Save Black Ink Mode'. Don't worry if you run out of black ink when you're out and about, the printer will
keep on going by creating composite black from the other coloured inks.

Creative play

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Have fun exploring your creativity with Easy Photo Print+. You can easily design and print greeting cards,
photo collages and much more with this web-based service - using images from your tablet,
smartphone, PC or the cloud.

Wire-free printing

Experience the ultimate in portability and go mobile with the optional rechargeable battery pack. Ideal
for when you want to print where there's no mains power supply.

Specifications

OVERVIEW approx. 5.8 ipm ¹

Photo Print Speed
Functions Borderless 10x15cm : approx. 53 sec. ¹
Wireless Print, Cloud Borderless Printing
Yes (A4, Letter, 13 x 18cm, 10 x 15cm, 20 x 25cm)
PRINTER SPECIFICATIONS
Two Sided Printing
Print Resolution Manual operation
Up to 9600¹ x 2400 dpi

Print Engine CARTRIDGES AND YIELDS

2 ink cartridges: Black (Pigment BK) and Colour
Compatible Inks
(BK, C, M, Y)
PGI-35 Black
Inkjet FINE print head with 1pl (min.) ink droplet
CLI-36 Color
size
Ink Cartridge Life
ChromaLife100 inks
PGI-35 Black: 191 pages or 1915 photos*
Photo Lab Quality Speed
CLI-36 Colour: 249 pages or 104 photos
Borderless 10 x 15cm: Approx. 50 seconds
Testing standards
(Standard)
ISO/IEC 24711 for A4 colour document pages
Mono Print Speed
ISO/IEC 29102 for 10x15cm colour borderless
approx. 9.0 ipm ¹
photos
Colour Print Speed

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Values obtained by continuous printing PIXMA Cloud Link
* Estimated supplemental yield Canon PRINT app
Canon Print Service Plugin (Android)
PAPER SUPPORT Google Cloud Print
Apple AirPrint
Paper Types
Access point mode
Plain Paper
WLAN PictBridge
Envelopes
Mopria Print Service (Android)
Photo Paper Glossy II (PP-201)
Glossy Photo Paper (GP-501)
Matte Photo Paper (MP-101)
Photo Stickers (PS-101) DRIVERS AND SOFTWARE
Maximum Paper Input
Supported Operating Systems
Sheet Feeder: Max. 50 sheets
Windows 10 (32 and 64-bit)
Paper Sizes
Windows 8.1 / 8 / 7 / Vista SP1 & SP2 / XP SP3 32-
A4, B5, A5, Letter, Legal, Envelopes (DL size or
bit
Commercial 10), 10 x 15cm, 13 x 18cm, 20x25cm
Mac OS X v10.6.8 or later
Paper Weight
Supported Mobile Systems
Plain paper: 64 to 105 g/m²
iOS
Canon photo papers up to 275 g/m²
Android

CONNECTIVITY Windows RT
Minimum System Requirements
Wired Connections Windows: 3GB disk space, Internet Explorer 8
Hi-Speed USB (B Port) Mac: Internet connection, 1.5GB disk space, Safari
Wireless Connections 5
Wi-Fi: IEEE802.11 b/g/n Display: 1024 x 768 XGA
Wi-Fi Security: WPA-PSK, WPA2-PSK, WEP, Software Included
Administration password Printer Driver
Wireless LAN Frequency Band: 2.4GHz My Image Garden
Please refer to the user manual for instructions on Quick Menu
how to activate/deactivate the wireless LAN. Easy-WebPrint EX (plug-in for IE8 or higher)
Applications Support
GENERAL FEATURES
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Power Source Weight
AC: 100-240V, 50/60Hz Approx. 2.2 kg
Li-ion battery Approx. 2.0 kg (without battery)
Power Consumption
Off: Approx. 0.2 W
PORTABLE BATTERY (OPTIONAL)
Standby (wireless connection to PC): Approx. 1.8
Type
W
Lithium-ion
Standby (all ports connected): Approx. 2.2 W
Voltage Level
Time to enter Standby mode: 2 minutes
11.1V 2110mAh
Printing: Approx. 10 W (wireless connection to PC)
¹
Charging Time (hrs)
approx. 3
Recommended Operating Environment
Temperature: 15-30°C
Remaining Indication
Humidity: 10-80%RH (no dew condensation) LED 3 steps

Acoustic Noise Levels Printable Pages

Approx. 38.0 dB(A)¹ approx. 240 sheets(Wireless LAN connection to
PC) ¹
Dimensions (W x D x H)
approx. 290 sheets(USB connection to PC) ¹
Approx. 322 x 226 x 62 mm
Approx. 322 x 185 x 62 mm (without battery)

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6.0 References

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Product development. John Wiley and Sons, Inc.

[5] Scheuing, E. (1974), New product management. Hinsdale: The Darden Press.

[6] Souder, W. (1987). Managing new products innovations. Massachussetts: D.C. Health and
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[7] Urban, C., & Hauser, J. (1993). Design and marketing of new products. New Jersey: Prentice-Hall.

[8] Thomke, S. & Donald, R. 2012. Six myths of product development. Harvard Business Review. URL :
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