Canon EOS: World Of EOS

Canon faced multiple threats to its digital SLR camera business, including price pressure, fragmentation of the entry-level market and lack of new technology.

Canon EOS: World Of EOS

Agency: Leo BurnettClient: Canon AustraliaProduct: EOS Cameras (DSLR)

Objectives

Objectives

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...

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