CANON AIMS TO BE NO 2 IN CAMCORDERS

       Canon Marketing (Thailand) intends to become No 2 locally in digital video camcorders this year, buoyed by its newly launched Legria subbrand.
       It is in third place now.
       Canon entered the Kingdom's digฌital videocamcorder market 10 years ago but did not focus on it as much as it did its other business, such as inkjet printers.
       However, the faster growth of flashmemory camcorders internationally, including in Thailand, is allowing Cannon to focus more on the segment now by launching its new Legria camcorder subbrand, said Warin Tantipongpanich, director and general manager of the Consumer Imaging and Information Division.
       Digital video camcorders account for 10 per cent of the division's Bt3 billion in annual sales.
       Canon is No 3 in digital video camฌcorders, with a 7percent market share. The No2 player enjoys a 12percent share, while the market leader commands 62 per cent.
       The company believes the launch of the new Legria lineup, especially flashmemory camcorders, will drive its market share to 14 per cent this year, enough to bump Canon up into second place.
       Warin said the new subbrand would allow Canon to communicate more easily with clients and that the company would create awareness through belowtheline marketing activities.
       "We'll hold roadshows to introฌduce Legria digital video camcorders. Customers will be able to see for themselves the quality of these camฌcorders before deciding to buy, which is a good strategy for competing against the market leader," he said.
       Warin said flashmemory camฌcorders were the only segment enjoying growth this year, while harddisk and DVD camcorders had declined.
       The company predicts the flashmemory camcorders will become a major segment, replacing harddisk camcorders next year.
       The overall digital videocamฌcorder market plunged nearly 30 per cent year on year in the first half, because of the economic crisis and reduced consumer purchasing power. However, the overall growth rate for Canon Marketing (Thailand) was 18 per cent.