The Nikon 1 J2 - Christine Spitler

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The Ni

kon

1 J2

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

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

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

The Product

Position Nikon as universally appealing and LGBT friendly Not changing product features or attributes Focus is on advertising

PRICING OF PRODUCT

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

PROMOTIONAL TOOLS

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

RETURN ON INVESTMENT

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

Questions?

Cara Contini | Clare Grall | Christine Spitler | Tamika Turner

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