Every now and then at Switched on Media, we are privileged enough to learn from experts in the higher echelons of marketing. Last week, we had the opportunity to ask Darren Ryan, General Manager of Marketing for Canon in Australia, seven burning questions.
What is the biggest challenge you’ve ever had in marketing and sales?
Over the last 4 years, we have shifted Canon from a relatively sleepy place to a more dynamic organisation. During this time, we took what was a poorly performing business, the PIXMA inkjet brand, from a mere 20% market share to market leadership. Our share results are now pushing 40%. Our success has been about finding out what consumers want and don’t want, energising our Marketing and Sales teams as well as redefining how our customers view the space.
Throughout this journey, I have had moments where I thought we were making tremendous progress and other times where I felt like we hadn’t moved very far at all. Ultimately, I learned that we only have to be better than we were yesterday and if we have a clear plan to move forward, we can continue to move ahead of the competition.
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