Nikon Camera Marketing

3098 Words Jun 22nd, 2012 13 Pages
| Marketing Coursework | Report on Digital Camera for Nikon Corporation | | Tung Nguyen | 2/7/2012 |

Part 1 of the report is the research which is aiming to identify the current product, new trends in the digital camera market. After examining the market, in part 2, a marketing plan is introduced for Nikon Corporation, including new product’s position, segmentation criteria, targeting strategy, distribution and promotion. |

List of contains

Part 1 - Market Research Page
Introduction 3 1. Current types of cameras in digital camera market 3 2. Aimed customers 4 3. Cameras design 7 4. New trend in digital camera market 8

Part 2 – Marketing Plan 1. Cameras’ position 9
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* Consumer DSLR: aimed at bridge users with a little budget. * Professional DSLR: aimed at professional users who work as photographers. Their incomes come from photography and they have adequate finance to afford expensive cameras, as equipment for their jobs.

| Age | Income | Social status | Lifestyle | Family status | Spending patterns | Consumer DSLR | 16-30 | Middle group income | B, C1, C2 | Creativity | BachelorNewly marriedFull nest II, IIIEmpty nest I, II | Upper lowMiddle | Professional DSLR | 20-55 | Higher group income | A, B, C1 | CreativityWork as photographers | BachelorNewly marriedFull nest II, IIIEmpty nest I, II | High |
Table 2.3: DSLR’s customers

* Outdoor cameras: People who are adventure seekers or travel a lot of require a durable camera. Because of their activities, they are likely to drop their cameras on the ground or into the water. Some of them may go to harsh climate places so they need the cameras can withstand the rain, snow and sand for instant. Sport players are also potential customers for these cameras.

Age | Income | Social status | Lifestyle | Family status | Spending patterns | 16-30 | Middle group income | B, C1, C2 | CreativityEnergeticTravellingSporty | BachelorNewly
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