2010-06-28 09:59

Salesman to boss

Ozawa is typical of many Japanese people who serve just one company throughout their working lives. He joined Canon after he graduated from college in 1973 and worked first as a sales person. But he said his typically Japanese personality did not change much until 1978 when he was sent to Canon's subsidiary in the United States.

"When I first came to America, I was very overcautious and shy to speak to my clients, partly because of my poor English," remembered Ozawa. "So my American colleagues told me to take things more easily."

During the following 12 years, Ozawa gradually learned English well and grew in confidence in dealing with clients and colleagues. He even started liking American country music.

Thanks to his excellent performance in the US, Ozawa was called back to Canon Japan and became the general manager of the company's imaging group in 1990. Four years later, he was appointed general manager of Canon's image group in Singapore.

China story

Ozawa's relationship with China came first in 1999 when he was appointed to the vice-presidency of Canon Hong Kong. He said in an interview with the Chinese media that he didn't form a good first impression with people in the region. But he soon found merit among local consumers.

"They are hard to get close to at first, but once you start to establish a good friendship with them, you will find them very kind and considerate," he said.

After a few years getting familiar with the region, Ozawa's talent in marketing gradually revealed itself.

In 2003, Severe Acute Respiratory Syndrome (SARS) struck the mainland and Hong Kong and business activity declined dramatically as people's fears of the infectious disease reached a climax.

In order to boost consumer confidence, Ozawa launched a charity campaign that donated HK$1.5 million to the Hong Kong Hospital Authority to support frontline medical staff. He also launched a marketing campaign called "Hong Kong Ka Yau" (Go ahead, Hong Kong), in public locations such as the airport, bus stations and subways to revitalize confidence and to attract visitors from around the world.

These activities helped to boost the brand image of Canon in Hong Kong. As a result, sales revenues of Canon in Hong Kong increased dramatically by 54 percent in 2003, year-on-year.