A FOCUS on the LGBT Subculture
Cara Contini | Clare Grall | Christine Spitler | Tamika Turner
MKT 325 —Taylor—10:10AM

AGENDA
 Target Market
 Competitor Information
 The Product
 Pricing of Product
 Promotion of Channel Members
 Promotional Tools
 Return on Investment

Target Market: LGBT Community
LGBT= Lesbian, Gay, Bisexual, & Transgender
6.8% (21,188,250) of Americans identify as LGBT
Buying power: $790 billion

Mean Individual Earning and Household Income of Women by Sexual Orientation
Mean Individual
Earning and
Household Income of
Men by Sexual Orientation

Why LGBT?
Early adopters of technology
70-80% report being influenced favorably by companies advertising in the LGBT media (such as Gay/Lesbian magazines and LGBT Television Networks) and sponsoring LGBT charities
More likely to spread positive information about a brand via word of mouth

Competitor Information: Market Share
Samadi, N. (2011). Camera & film wholesaling in the us. IBISWorld industry report 42341 , Retrieved from http://clients1.ibisworld.com/reports/us/industry/majorcompanies.aspx?entid=926

Competition Canon has a new social media campaign: the photochain.
Targeting the Instagram generation.
Casio: the first to enter the LGBT market through
Osmosis
MediaLab.
Kodak advertises to
LGBT but is not a threat.
http://www.adforum.com/creative-work/ad/player/50022

The Product
Position Nikon as universally appealing and LGBTfriendly
Not changing product features or attributes
Focus is on advertising

Pricing
Competitive pricing strategy
Highly competitive market
We will not be changing the price of the Nikon 1 J2

PROMOTION OF CHANNEL
MEMBERS

Promotion of Channel Members
The Nikon 1 J2 is already sold at these retailers:
Amazon.com
Best Buy
Target
Walmart
Retailer RITZ CAMERA, carrying 17.9% of the camera store market share does NOT carry our specific camera model.

Ritz Camera Exclusive Promotion

1. Bold Magazine Ads
2. Interactive Website Ad
3. Compelling Social Media Campaign

1. Bold Magazine Ads
2. Interactive Website Ad
3. Compelling Social Media Campaign

General Market Magazines
GQ
Full Page Color, 3x
$161,437 o
Vanity Fair
Full Page Color, 3x
 $183,433

1. Bold Magazine Ads
2. Interactive Website Ad
3. Compelling Social Media Campaign

Website Ad
On average 43% of gay men and 46% of lesbian women report visiting LGBT-specific websites on a regular basis.
autostraddle.com
afterelton.com
Pricing: $4500 per 1 million impressions

1. Bold Magazine Ads
2. Interactive Website Ad
3. Compelling Social Media Campaign

The "Focus on What Really Matters" Campaign

The "Focus on What Really Matters" Campaign

The "Focus on What Really Matters" Campaign

The "Focus on What Really Matters" Campaign

The "Focus on What Really Matters" Campaign

Cost Analysis
Promotion
Magazine Ads
Website Ads
Facebook “FOCUS on What
Matters” Campaign
Details
GQ --$161,437
Full Page Color 3x
Vanity Fair -- $183,433
Full Page Color 3x
2 websites—1 million impressions each.
Low operating costs (since hosted on Nikon’s Facebook
Page)
Maximum Charity Contributions
$100,000
Est. Total Expense
$344,870
$9,000
$100,000
Total $453,870

Return on Investment
Promotion
Magazine Ad, Website Ad & FB Campaign
Return on Investment
Increase in Sales
Increase in Social and
Charitable Awareness
Details
3% increase in sales
Facebook Campaign promotes not only a product but also a conscientious brand image
Total
RETURN ON INVESTMENT
Total
Est. Total Expense
$453,870
Est. Total Increase
$29,000,000
N/A
$29,000,000
$28,546,130

Cara Contini | Clare Grall | Christine Spitler | Tamika Turner