Promotion (Marketing Communication Strategy)

Promotion strategy is an important element in the marketing mix of every company.

Canon company uses a lot of methods for promoting their product. For instance, they used
advertising, sales promotion, personal selling and direct marketing to promoting their product.

Advertisement

There are many types of advertising, as we can see Canon promote their product
through an advertisement on tv, on the internet or social media and also through printed leaflet
such as magazine, newspaper and also poster. Through these advertisements, the consumer
can easily get the newest information and the latest update of Canon company. Social media
that Canon uses to promote and update its newest information are such as Facebook,
Instagram, Twitter, Youtube and many others. Therefore, if Canon company doing any sales
promotion, they can update the information on their official social media so that the consumer
will aware of it. Besides, social media are not just allowed Canon to update their newest
information but they also can interact with their consumer and get the feedback in the form of
comments. Using social media to advertising the company product are cost more cheaper
compare by using printed leaflet. In 2018 July, Canon Marketing Malaysia has announced six
Malaysian photographers as Canon EOS ambassadors. These six ambassadors are Asmady
Ahmad, Andrew Koh, Bonnie Yap, Glenn Guan, Johnson Wee and Adam R. Adzim. The Chief
Executive Officer of Canon Marketing Malaysia said that the EOS ambassadors were selected
based on their unique photography journeys that they have made a mark in the industry. These
ambassadors will represent the Canon brand at different events and workshops where they
can share their own experience about using Canon camera.
Sales Promotion

Canon uses sales promotion such as promotions or discount to increase company

sales in the short term. For example, Canon will hold sales promotions during festival seasons
or the anniversary of the company. Discount is a good strategy to boost company sales. As
we know that Canon cameras are expensive due to the high quality of the cameras and also
are at the top-ranking compared to other brand cameras. Therefore, if there is a discount on
a camera, consumers will not hesitate to buy it. Besides giving a discount, Canon also offers
coupons where the consumer can get an extra discount on that particular of Canon products.
This means the consumer can get a high-quality product with just paying a lower price. “Gift
with purchase” is also another sales promotion which means when consumer buy those
particular products of Canon, they will get addition gift without extra paying. For instance, if a
consumer buying a camera, the gift with purchase maybe will be the camera tripod, a memory
cards and three years of warranty. “Free Shipping” also provided by Canon company if the
consumer buys their products online.

Direct marketing

By using direct marketing, Canon company can directly reach to the consumers without
involves any third parties. For example, Canon has its email where consumers can find it on
their official websites. Therefore, if consumers have problems or anything that they need
further information about Canon products they can directly send the questions through email
to the Canon company. Besides, consumers also can order consumable of Canon products
on their official websites without involves any third parties. Canon also organizes a workshop
for those who are interested. In the workshops, the presenter will teach the basic theory about
photography and how to use their camera to take a striking photo to the participants. The
participants of the workshops are once attracted to the photography that presenter show will
become potential consumers of the company.
Personal Selling

Personal selling is where the retail store of Canon, the salespersons will use their
knowledge of Canon products and abilities skills to persuade a consumer to buy their products.
Usually, salespersons of Canon will introduce the product such as camera by its
characteristics, service that the company provided, compare prices and various features that
have in that particular camera. Besides, salespersons not just only introducing the camera but
they will also do the demonstration to the consumer on how to use it and what features that
have in this camera. This will help consumer more understanding and maybe will be more
professional when using the camera. Besides, Canon also holds a large salesforce in its retail
store. Haruo Murase, chairman of Canon said that “through the large salesforce, we can track
how much business new products generate and manage these new opportunities.”
Public Relations

- Sponsorship
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