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

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Presentation on theme: "The Ni kon 1 J2 Cara Contini | Clare Grall | Christine Spitler | Tamika Turner A FOCUS on the LGBT Subculture MKT 325—Taylor—10:10AM."— Presentation transcript:

1 The Ni kon 1 J2 Cara Contini | Clare Grall | Christine Spitler | Tamika Turner A FOCUS on the LGBT Subculture 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

9 Competition Casio: the first to enter the LGBT market through Osmosis MediaLab. Canon has a new social media campaign: the photochain. Targeting the Instagram generation. Kodak advertises to LGBT but is not a threat.

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

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22 General Market Magazines GQ Full Page Color, 3x $161,437 Vanity Fair o Full Page Color, 3x  $183,433

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

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27 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

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

29 The "Focus on What Really Matters" Campaign

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34 RETURN ON INVESTMENT

35 Cost Analysis PromotionDetailsEst. Total Expense Magazine AdsGQ --$161,437 Full Page Color 3x Vanity Fair -- $183,433 Full Page Color 3x $344,870 Website Ads2 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

36 Return on Investment DetailsEst. Total Increase Increase in Sales3% 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 PromotionEst. Total Expense Magazine Ad, Website Ad & FB CampaignTotal $453,870 RETURN ON INVESTMENT$28,546,130

37 Questions? Cara Contini | Clare Grall | Christine Spitler | Tamika Turner


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