Fujifilm to step up brand campaign to catch up with rivals

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New Delhi, June 20 (PTI) Japanese digital imaging firm Fujifilm today said that it will step up brand-building activities in India to catch up with competitors like Nikon, Canon and Sony. The company, which has earmarked Rs 20 crore for various brand-building activities, has also set a target of touching 1,500 retail points from the present 1,000 by this year-end. "This year, we plan to accelerate our brand awareness activities. One of the challenges before us is the lack of awareness among the customers that we are also in the digital camera segment," Fujifilm India Managing Director Kenichi Tanaka told PTI. He said the company will spend around Rs 20 crore on advertising and other below-the-line activities this year to enhance its brand presence in the country. The digital camera segment in India is currently dominated by Sony, Nikon and Canon. This is being done to double Fujifilm''s market share to 8 per cent in the estimated 1.5 million units digital camera market in the next one year, he added. Tanaka said the company will also expand its shop-in-shop format to around 100 outlets from the existing 10 stores across the country, as part of its plan to add another 500 outlets this year. "We want to enhance our brand building activities at the retail level, as we increase out presence to 1,500 outlets from 1,000 by the end of the year," he said. He said Fujifilm will make deeper inroads into Tier II and Tier III cities across the country. Besides this, the company will also seek to exploit its first-mover advantage in the 3D camera business. After launching its first 3D camera in India last year, the firm has now decided to expand its product range and ramp up promotional campaigns in the wake of increased awareness on 3D televisions and contents in India. "We expect a good sales from 3D cameras this year because of the growing awareness of 3D products and TVs in India recently. Now we want to do more promotional campaigns for it and introduce more range this year," Tanaka said. The company had launched 3D cameras priced at Rs 39,000 in October last year. However, it is currently sold only at select shops. The company plans to introduce it in more outlets across the country this year.

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