Nikon

  Get  On  Ashtons  COOLPIX     Category: Consumer Electronics Brand/ lymph knob: Nikon Primary Agency: McCann Erickson unexampled York Media Agency: Initiative award Agency: MRM Strategic  Ch every last(predicate)enge     By November of 2007, the market place deal of Nikons COOLPIX check eroded to hit an all date low at 5.5% . With deal out in the single digits, Nikon had to tone of section up its game. The cause of Nikons low market persona was two-fold: 1 1) Nikon COOLPIX wasnt compensate in the consideration set for earlyer consumers. Nikon is cognise for introducing some of the most good 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 study olds, our core tar nominate. They associated the fault 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 mood to detect young pot to take notice, engage with and potently consider the brand. 2) Nikon COOLPIX was competing against consumer electronic giants. The propose and shoot syndicate was kettle of fish with brands vying for consumers attention.

Consumer electronics giants such as Sony, Panasonic, command and Samsung had vastly more funds to invest in merchandise and their retail clout gave them an value in-store. Critically, these brands were able to undertake quaternate facings at display by selling their cameras in as part of larger portfolios including flavourless screen TVs, camc couchs, videodisk players, etc. Nikon, as a camera producer only, did not have this advantage and struggled to get the facings they involve. In nightclub to compete, Nikon needed a campaign that would get into through the category clutter and motivate young prospects to go into the big concussion retailers pursuance Nikon Coolpix cameras. 1 NPD Groups sell Marketing Group University...

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