Fujifilm to double retail presence; launch first TV ad

Japanese digital-imaging firm Fujifilm today said it plans to double its retail presence to around 6,000 outlets across the country, with increased focus on smaller cities and towns.

The company, which plans to launch its first TV ad by year-end, said it will invest up to Rs 22 crore this year on marketing campaigns and enhancing its distribution base.

"This year, we are focused on strengthening our distribution base and enhancing our brand image in the digital camera segment... We plan to double our retail presence to around 6,000 outlets by this fiscal," Fujifilm Country General Manager (Digital Imaging) A Rajkumar told reporters here.

 

The company said last year it had focused on strengthening its presence in the metros and big cities. This year, it is looking at penetrating deeper and reaching to the smaller cities like Moradabad.

Fujifilm has tied up with major retail players like Tata Chroma and other digital camera outlets for the purpose.

"We are already working with various small and large format stores. We are also right now focusing on introducing various innovative ways to attract customers," he said.

Besides, the firm is also mulling at launching its first television commercial by the year-end to catch up with its competitors like Sony, Canon and Nikon.

"We are looking at bringing our first TVC by year-end. But before that we have to reach out to every nook and corner of the country, which we are doing right now," he said.

Asked about the marketing budget of the company, Rajkumar said the company will invest around Rs 15-20 crore this year. "We usually invest around Rs 15-20 crore. But when we get a little aggressive like this year, it can go up to Rs 22 crore," he added.

On the back of these initiatives, the company, which today launched 14 new models of digital cameras, expects to double its market share to around 10 per cent by this fiscal-end in the estimated 20-million units Indian camera market.