The ni kon 1 j2
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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

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The Ni kon 1 J2

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The ni kon 1 j2

The Nikon 1 J2

A FOCUS on the LGBT Subculture

Cara Contini | Clare Grall | Christine Spitler | Tamika Turner

MKT 325—Taylor—10:10AM


The ni kon 1 j2

  • AGENDA

  • Target Market

  • Competitor Information

  • The Product

  • Pricing of Product

  • Promotion of Channel Members

  • Promotional Tools

  • Return on Investment


Target market

Target Market


Target market lgbt community

Target Market: LGBT Community

LGBT= Lesbian, Gay, Bisexual, & Transgender

6.8% (21,188,250) of Americans identify as LGBT

Buying power: $790 billion


The ni kon 1 j2

Mean Individual Earning and Household Income

of Women

by Sexual Orientation

Mean Individual Earning and Household Income of Men

by Sexual Orientation


Why lgbt

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


C ompetitor information

Competitor information


Competitor information market share

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

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


T h e 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 of Product


Pricing

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


Promotion of channel members1

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

Ritz Camera Exclusive Promotion


Promotional tools

PromotionAL Tools


The ni kon 1 j2

1. Bold Magazine Ads

2. Interactive Website Ad

3. Compelling Social Media Campaign


The ni kon 1 j2

1. Bold Magazine Ads

2. Interactive Website Ad

3. Compelling Social Media Campaign


General market magazines

General Market Magazines

  • GQ

    Full Page Color, 3x

    $161,437

  • Vanity Fair

    • Full Page Color, 3x

      • $183,433


The ni kon 1 j2

1. Bold Magazine Ads

2. Interactive Website Ad

3. Compelling Social Media Campaign


Website ad

Website Ad

  • afterelton.com

On average 43% of gay men and 46% of lesbian women report visiting LGBT-specific websites on a regular basis.

  • autostraddle.com

Pricing: $4500 per 1 million impressions


The ni kon 1 j2

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 campaign1

The "Focus on What Really Matters" Campaign


The focus on what really matters campaign2

The "Focus on What Really Matters" Campaign


The focus on what really matters campaign3

The "Focus on What Really Matters" Campaign


The focus on what really matters campaign4

The "Focus on What Really Matters" Campaign


Return on investment

RETURN ON INVESTMENT


Cost analysis

Cost Analysis


Return on investment1

Return on Investment


Questions

Questions?

Cara Contini | Clare Grall | Christine Spitler | Tamika Turner


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