A multi-billion peso company, Canon Marketing (Philippines), finds Davao City a tough market due to the presence of a “gray market”. Bong F. Serevo, Jr., vice president, director or imaging communications production, said gray importation of parallel products makes it difficult for the company to market their products. He cited that prices of products from the gray market are cheaper by 20-30% than those that are sold by the company in the Philippines. Noting that some of these gray products are not supposed to be sold in Asia, he said Canon products have specific features for a specific market. “The advantage of buying Canon products from us is the three-year warranty that other countries don’t offer,” he said. The company treats loyal customers differently such that those who bought from gray markets will pay three times higher for repair services. “That’s how we treat our loyal customers who abide by the laws, pay the right taxes,” he said. Only loyal customers are accepted to the Canon Photo Eskwela, a tutorial on photography using Canon cameras, provided by the company regularly. “This will give justice to consumers who have no ability to buy abroad. Buyers should be careful to know the right source of the right products,” he said. He added that Canon educates its clientele by telling them: ‘Buy red, not gray”. A 45.7 US billion dollar global company, Canon is among the top 25 companies according to the Brand Corporate Reputation index with strong reputation on performance and good corporate citizenship. Its products have been distinguished in the Philippines as number one camera and video brand and number on inkjet printer. Further, with Canon GreenNation environmental campaign and annual Canon Photomarathon event, the company was recognized by the Public Relations Society of the Philippines by giving an Award of Merit. [lorie a. cascaro]
Posted on: Sun, 30 Mar 2014 10:44:54 +0000
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