Nikon

  Get  On  Ashtons  COOLPIX     Category: Consumer Electronics Brand/ lymph knob: Nikon Primary Agency: McCann Erickson New York Media Agency: Initiative give Agency: MRM Strategic  Challenge     By November of 2007, the market worry of Nikons COOLPIX punctuate eroded to hit an all fight embarrassed at 5.5% . With deal out in the adept digits, Nikon had to tone of voice up its game. The cause of Nikons low market share was two-fold: 1 1) Nikon COOLPIX wasnt even in the consideration set for earlyer consumers. Nikon is known for introducing some of the most modernistic professional cameras of our beat from yesterdays 35mm cameras to todays D-SLRs. Although a demonstrable among older consumers, this heritage carried negative connotations among 18-34 category olds, our core tar beguile. They associated the strike off with attributes such 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 steering to get young people to take notice, engage with and strongly consider the brand. 2) Nikon COOLPIX was competing against consumer electronic giants. The point and shoot syndicate was fill up with brands vying for consumers attention.

Consumer electronics giants such as Sony, Panasonic, Canon and Samsung had vastly more property to invest in marketing and their retail clout gave them an gain in-store. Critically, these brands were able to undertake multiple facings at display by selling their cameras in as part of larger portfolios including straight screen TVs, camc couchs, DVD players, etc. Nikon, as a camera! producer only, did not have this advantage and struggled to get the facings they needed. In order to compete, Nikon needed a campaign that would terminate through the category clutter and motivate young prospects to go into the big concussion retailers seeking Nikon Coolpix cameras. 1 NPD Groups Retail Marketing Group University...

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