The Nikon 1 J2

Cara Contini | Clare Grall | Christine Spitler | Tamika Turner

A FOCUS on the LGBT Subculture

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

Incomeof 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

Casio: the first to enter the LGBT

market through Osmosis

MediaLab.

http://www.adforum.com/creative-work/ad/player/50022

Canon has a new social media campaign: the photochain.

Targeting the Instagram generation.

Kodak advertises to LGBT but is not a threat.

THE PRODUCT

The Product

Position Nikon as universally appealing and LGBT-friendly

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.comBest BuyTarget 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

• GQFull Page Color, 3x$161,437

• Vanity Fairo 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.

autostraddle.com

afterelton.com

Pricing: $4500 per 1 million impressions

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 AnalysisPromotion Details Est. Total ExpenseMagazine Ads GQ --$161,437

Full Page Color 3x

Vanity Fair -- $183,433Full Page Color 3x

$344,870

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)

Maximum Charity Contributions $100,000

$100,000

Total $453,870

Return on Investment

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 $29,000,000

Promotion Est. Total Expense

Magazine Ad, Website Ad & FB Campaign Total $453,870

RETURN ON INVESTMENT $28,546,130

Questions?

Cara Contini | Clare Grall | Christine Spitler | Tamika Turner