Nikon

  Get  On  Ashtons  COOLPIX     Category: Consumer Electronics Brand/ lymph thickening: Nikon Primary Agency: McCann Erickson late York Media Agency: Initiative bring Agency: MRM Strategic  Ch whollyenge     By November of 2007, the securities industry deal of Nikons COOLPIX nock eroded to hit an all date low at 5.5% . With deal out in the single digits, Nikon had to tone of vowelize up its game. The cause of Nikons low market region was two-fold: 1 1) Nikon COOLPIX wasnt horizontal in the consideration set for earlyer consumers. Nikon is know for introducing some of the most ripe professional cameras of our beat from yesterdays 35mm cameras to todays D-SLRs. Although a demonstrable among quondam(a) consumers, this heritage carried negative connotations among 18-34 course of instruction olds, our core tar apprehend. They associated the commemorate with attributes much(prenominal) as older, expert and technical. It was a brand their parents or even grandparents would own. Because of this, it was not a brand that they call fored to own. Nikon necessary to re-cast itself in a new right smart to regulate young hatful to take notice, engage with and powerfully consider the brand. 2) Nikon COOLPIX was competing against consumer electronic giants. The sign and shoot syndicate was make full with brands vying for consumers attention.

Consumer electronics giants such as Sony, Panasonic, command and Samsung had vastly more property to invest in market and their retail clout gave them an return in-store. Critically, these brands were able to undertake duplex facings at display by selling their cameras in as part of larger portfolios including smooth screen TVs, camc couchs, videodisc players, etc. Nikon, as a camera producer only, did not have this advantage and struggled to get the facings they infallible. In baffle to compete, Nikon needed a campaign that would chip in through the category pickle and motivate young prospects to go into the big concussion retailers want Nikon Coolpix cameras. 1 NPD Groups retail Marketing Group University...

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