The Costa Mesa-based Digital Home and Personal Systems division of Canon U.S.A. Inc. has launched a $20 million advertising and marketing blitz in a bid to gain ground on industry leader Hewlett-Packard Co.
The campaign is to promote the S600 Bubble Jet color printer that was introduced in April.
“Canon boasts an 80% lion’s share in the portable printer market, while its desktop printer market share is only 17%,” said Sean Saeki, the division’s assistant director of marketing.
The division set up an 80,000-unit-per-month sales goal for the S600, which Saeki says is rather aggressive for this type of printer.
“We would like to gain back 20% of the share,” Saeki said.
The $199 printer caters to small offices and home users.
The S600 TV spot is airing during “West Wing,” “Good Morning America,” and “The Tonight Show with Jay Leno.”
Two-page print ads are appearing in general readership magazines including Time, Business Week, InStyle, and Entertainment Weekly.
The Digital Home and Personal Systems Division was renamed from Canon Computer Systems Inc. The division is responsible for marketing and sales of printers, multifunction products, scanners and fax machines.
