Nikon COOLPIX – a vision of 2013

1. Nikon COOLPIX – a vision of 2013 Anca Fulger - Master in General Management at Vlerick Business School * All pictures in this presentation are credit of browse.deviantart.com

2. Discussion points • Why the smartphone? • But why Nikon COOLPIX? • Proposed directions • Product segmentation • Utility enhancement • “Do it yourself” movies

3. WHY THE SMARTPHONE?

4. Why the smartphone? • Easy to use for on the spot pictures • Accessible since we always have it on us • Camera incorporated means only one electronic device to carry around • Fast connection to online media to post the picture/s (Facebook, Twitter, etc.)

5. BUT WHY NIKON COOLPIX?WHAT DOES THE MARKET WANT?

6. But why Nikon COOLPIX? What does the market want? • Simple users, day-to-day photos • Easy to use cameras • Good pictures • A possibility to frame or modify pictures for their loved ones • Advanced users, quality photos (but not proficient) • A wide variety of options on the camera that they can set • High-quality pictures • A possibility to modify the features of the pictures

7. PROPOSED DIRECTIONS

8. Product segmentation • Why? • Because not all users are aware of what product characteristics fits their needs • Not all users understand the technology behind the cameras • Solution? • For the market segmentation, create easy to understand categories of products (example: Family Group, Advanced Group, Proficient Group) • Promote the categories by creating a direct connection with the market segment you are addressing (example: by a commercial add)

9. Utility enhancement • Why? • We are working mostly in the digital world now, we barely print pictures anymore • More and more people want to adjust digital pictures, put them into frames or make collages out of them… to PLAY with them, in other words • If people don’t print pictures anymore, then the market of digital pictures and what can be done with them should be explored, as enhancement of the camera that you are buying • Solution? • When buying a camera, a software should be given that enables buyers to work with pictures after they are taken down from the camera • The software should offer possibilities to make pictures into frames, printable pictures of different sizes, collages, desktop backgrounds, etc. • This software shouldn’t be a separate purchase anymore (as a laptop is sold with software, the camera should be sold with it’s “software” as well)

10. “Do it yourself” movies • Why? • To indirectly promote the features of a Nikon camera • To remind people why cameras are a safe bet when it comes to quality photos • Solution • Make movies of the different types of pictures that can be taken with a Nikon camera (you can add examples of more proficient pictures) • Explain what features of the camera are used and/or how the software can be used to reach the level of high quality pictures

11. CONCLUSION

12. THERE ARE MANY BY-STANDERS THAT WISH TO TAKE GOOD PICTURES BUT DON’T HAVE THE KNOWLEDGE/PATIENCE TO LEARN HOW • NIKON HAS TO MAKE IT EASY FOR THEM TO LEARN NOT ONLY BY PROVIDING A GOOD CAMERA, BUT ALSO BY ADDITIONAL SOFTWARE/INFORMATION • THIS WAY, THE MARKET INTERESTED IN PHOTOGRAPHY WILL EXPLORE IT MORE, IN DIGITAL VERSION • THERE ARE MANY BY-STANDERS THAT WISH TO TAKE GOOD PICTURES BUT DON’T HAVE THE KNOWLEDGE/PATIENCE TO LEARN HOW • NIKON HAS TO MAKE IT EASY FOR THEM TO LEARN NOT ONLY BY PROVIDING A GOOD CAMERA, BUT ALSO BY ADDITIONAL SOFTWARE/INFORMATION • THIS WAY, THE MARKET INTERESTED IN PHOTOGRAPHY WILL EXPLORE IT MORE, IN DIGITAL VERSION

13. Because a picture IS worth a million words… THANK YOU!