CLIENT
Canon USA, Inc.
Yuichi Ishizuka, Sr. VP-Genl. Mgmt.
Tony Kano, Dir.-Asst. Genl. Mgr.
Rick Booth, Dir.-PR
Sue Turner, Dir.-Mktg. Services
Joey Snyder, Asst. Mgr. Mktg. Services
Rob Altman, Asst. Mgr.-Camera Mktg.
AGENCY
Ken Levy, Exec. VP
Rob Hofferman, Sr. VP
Doug Kagan, VP -Assoc. Creative Dir.
Tony Marchesani, VP-Assoc. Creative Dir.
SUMMARY
The entry-level digital SLR camera segment became highly competitive due to commoditization of technology, brand proliferation and price pressure. Canon needed to establish a market leadership position in the face of a significant price premium vs. its nearest competitors. By creating a multiplatform communication program that leveraged Canon's undisputed leadership among professional sports photographers, the Canon Digital Rebel achieved and sustained a market share of 50% in units , securing a clearly dominant position in the segment.
