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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

The Nikon 1 J2

A FOCUS on the LGBT Subculture

Cara Contini | Clare Grall | Christine Spitler | Tamika Turner

MKT 325—Taylor—10:10AM

slide2

AGENDA

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

slide5

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

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

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
Pricing

Competitive pricing strategy

Highly competitive market

We will not be changing the price of the Nikon 1 J2

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.

slide18
1. Bold Magazine Ads

2. Interactive Website Ad

3. Compelling Social Media Campaign

slide19
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
slide23
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

slide28
1. Bold Magazine Ads

2. Interactive Website Ad

3. Compelling Social Media Campaign

questions

Questions?

Cara Contini | Clare Grall | Christine Spitler | Tamika Turner

ad