Canon PIXMA P200: Cherish moments: An integrated marketing communications campaign for Canon Marketing (Philippines) Inc.

• Main Authors: Bautista, Irish Wendy P., Cueto, Maria Anna Isabela H., Gonzales, Patricia R.
• Format: text
• Language: English
• Published: Animo Repository 2013
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18255
• Institution: De La Salle University

from digital cameras to inkjet printers. Under the company comes the Canon PIXMA series that handles various kinds of printers from basic home printers to professional ones. Albeit the wide range of models, Canon PIXMA has a unified ambition: to endorse creative connectivity. Canon PIXMA P200 positions itself as a printer that fits essentially in your household with its compact design. An affordable quality printer with the basic functions of Print, Scan, and Copy, it was released on September 2013 with limited and minimal marketing efforts. With its promising features and accessories, it deserves to be advertised with more aggression and venture. The campaign aims to establish an integrated marketing communications strategy that would target a potential and growing market that suit s the characteristics of Canon PIXMA P200hip moms. These are moms ages 25-35 from socio-economic classes AB and C who have free time for their kids and are fond of documenting their kids activities. The campaign would employ advertising strategies that make use of a cross between digital or new media and below-the-line marketing efforts. Per clients request not to implement above-the-line or traditional marketing, the campaign would maximize the other techniques in order to spark the interest and gain the hearts of the consumers.