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The Ni kon 1 J2

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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  1. The Nikon 1 J2 A FOCUS on the LGBT Subculture Cara Contini | Clare Grall | Christine Spitler | Tamika Turner MKT 325—Taylor—10:10AM

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

  3. Target Market

  4. Target Market: LGBT Community LGBT= Lesbian, Gay, Bisexual, & Transgender 6.8% (21,188,250) of Americans identify as LGBT Buying power: $790 billion

  5. Mean Individual Earning and Household Income of Women by Sexual Orientation Mean Individual Earning and Household Income of Men by Sexual Orientation

  6. 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

  7. Competitor information

  8. 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

  9. 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

  10. The Product

  11. The Product Position Nikon as universally appealing and LGBT-friendly Not changing product features or attributes Focus is on advertising

  12. Pricing of Product

  13. Pricing Competitive pricing strategy Highly competitive market We will not be changing the price of the Nikon 1 J2

  14. Promotion of Channel members

  15. 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.

  16. Ritz Camera Exclusive Promotion

  17. PromotionAL Tools

  18. 1. Bold Magazine Ads 2. Interactive Website Ad 3. Compelling Social Media Campaign

  19. 1. Bold Magazine Ads 2. Interactive Website Ad 3. Compelling Social Media Campaign

  20. General Market Magazines • GQ Full Page Color, 3x $161,437 • Vanity Fair • Full Page Color, 3x • $183,433

  21. 1. Bold Magazine Ads 2. Interactive Website Ad 3. Compelling Social Media Campaign

  22. 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

  23. 1. Bold Magazine Ads 2. Interactive Website Ad 3. Compelling Social Media Campaign

  24. The "Focus on What Really Matters" Campaign

  25. The "Focus on What Really Matters" Campaign

  26. The "Focus on What Really Matters" Campaign

  27. The "Focus on What Really Matters" Campaign

  28. The "Focus on What Really Matters" Campaign

  29. RETURN ON INVESTMENT

  30. Cost Analysis

  31. Return on Investment

  32. Questions? Cara Contini | Clare Grall | Christine Spitler | Tamika Turner

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