The Nikon 1 J2 - Christine Spitler

Report
The Nikon 1 J2
A FOCUS on the LGBT Subculture
Cara Contini | Clare Grall | Christine Spitler | Tamika Turner
MKT 325—Taylor—10:10AM
AGENDA
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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 LGBTfriendly
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
•
Vanity Fair
o 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.
afterelton.com
Pricing: $4500 per 1 million
impressions
autostraddle.com
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
Details
Magazine Ads
GQ --$161,437
Full Page Color 3x
Est. Total Expense
$344,870
Vanity Fair -- $183,433
Full Page Color 3x
Website Ads
2 websites—1 million
impressions each.
$9,000
Facebook “FOCUS on What
Matters” Campaign
Low operating costs (since
hosted on Nikon’s Facebook
Page)
$100,000
Maximum Charity Contributions
$100,000
Total
$453,870
Return on Investment
Promotion
Est. Total Expense
$453,870
Magazine Ad, Website Ad & FB Campaign
Total
Return on Investment
Details
Est. Total Increase
Increase in Sales
3% increase in sales
$29,000,000
Increase in Social and
Charitable Awareness
Facebook Campaign
promotes not only a
product but also a
conscientious brand
image
N/A
Total
RETURN ON INVESTMENT
$29,000,000
$28,546,130
Questions?
Cara Contini | Clare Grall | Christine Spitler | Tamika Turner

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