Canon EOS: World Of EOS
Agency: Leo Burnett
Client: Canon Australia
Product: EOS Cameras (DSLR)
Canon's category lead had suffered badly in the final quarter of 2009, due to new innovation entering the category and price cutting by the closest competitors.
2010 objectives were to return to clear category leadership and domination:
1) Value: Achieve 50% value share for the full year – essentially holding a position of category dominance which would require effective suppression of the Mirrorless entrants and regaining of share against Nikons gains end of 2009.
2) Volume: Achieve 49% volume share for the full year – retaining volume dominance would be critical if Canon EOS was to win in the lower-priced entry-level segment. However, this couldn't be achieved by lowering prices below category averages.