The Nikon 1 J2 - Christine Spitler

The Nikon 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 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