An Integrated marketing communications campaign for Canon Marketing (Philippines), Inc

• Main Author: Tiu, Mer-Ben Sayo.
• Format: text
• Language: English
• Published: Animo Repository 2013
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4913
• Institution: De La Salle University

Kyosei guides Canons corporate philosophy. It means living and working together for the common good. For more than fifteen years, these Kanji characters continue to guide its stakeholders as illustrated in the slogan: Delighting You Always.1 On December 18, 1996, Canon Marketing (Philippines), Inc. started as a subsidiary of Canon in Asia with less than a quarter of a billion year end revenue. At present, it ranks 375th among the Philippines Top 5000 Corporations. Since then, Canon has become an imaging company that offers an extensive line of input and output devices. It also provides services to both corporate and individual clientele, from discerning consumers to rising entrepreneurs, to multi-million dollar companies.2 This integrated marketing communications campaign is designed to be a localized sustaining campaign for Canon Marketing (Philippines), Inc. for IXUS, a line of fashionably sleek and lightweight compact cameras for the fashion-forward who appreciate beautiful form and high functionality.3 This campaign is inspired by its global slogan: Where Style Meets Substance. The plan is to run the campaign from May 2013 towards April 2014, with a budget of Php20,000,000 for print, television, digital and on-ground below-the-line efforts. The selected media are based on the affinity index of each touch point accessed by the target market. This proposal is limited for execution in the Philippines. This paper uses sales figures and industry trends from Euromonitor International, results of industry study from researches funded by the client, and behavioristic study of the target market via surveymonkey.com to dig up the insights of the consumers about the brand. Also, it makes use of online resources and websites providing information about the imaging devices industry in the Philippines.