Digital Single-lens Reflex Camera and Nikon

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Table of Contents

Introduction …………………………………………………………………. 2 Target Market …………………………………………………….…………. 2, 3 Product Strategy ……………………………………………………………. 4 Pricing Strategy …………………………………………………………….. 4, 5, 6 Place Strategy ………………………………………………………………. 6, 7 Promotion Strategy …………………………………………………………. 7, 8,9 Summary ……………………………………………………………………. 9 Appendix …………………………………………………………………… 10, 11, 12 Bibliography ………………………………………………………………... 13

Introduction

Company background
Nikon Corporation is well known for its cameras in consumer world, and it also produces film scanners, telescopes and binoculars, eyeglasses and ophthalmic equipment, microscopes, surveying equipment, precision equipment, and optical equipment. According to Nikon Corporation - Company Profile, Information, Business Description, History, Background Information on Nikon Corporation, “Nikon has also famous in the semiconductor industry by manufacturing integrated circuit exposure systems, or steppers, that etch circuitry onto wafers. The imaging products business of Nikon Corporation provides approximately 36 percent of total sales, while business segment secures nearly half of company sales. Operating as a member of the Mitsubishi keiretsu, or business group, Nikon spent 1999 and the early years of 2000 restructuring by adopting an in-house company system as well as an executive officer platform, spinning off various operations, and consolidating its holding companies in both the United States and Europe (Appendix 1).” http://www.referenceforbusiness.com/history2/9/Nikon-Corporation.html (accessed 11 17, 2011).

Product background and information
Nikon D90 is an upgraded product of D80 and it uses a 12.3-megapixed DX format CMOS sensor, which as good as that of D300. In addition, D90’s EXPPED processor was even better because Nikon improves D90’s shooting speed and photo quality. 4.5 / second continuous shooting speed and 3.0 inch with 920,000 pixel LCD screen is also the improvement of Nikon D90. The camera’s distinguishability can be up to 1280 × 720p. It can make 24 frames / second video clips with a rich lens group, which makes the video creative and beautiful.

Target Market

The main target market for the Nikon D90 is both males and females between the ages of 17-60 who are interested in traveling, taking high quality photos, and new with this model, recording video in HD. As the world develops, more and more electronic products are emerging to make everyday life more convenient. The D90 is the third edition of the Nikon D70, and with the addition of the HD video recording capability, this is a very convenient camera. This new design and style of the base helps the cameras overall control, has better hardware and looks better as well. This will increase interest, and desire so customers want to purchase the camera. The target market Nikon is trying to reach with this particular camera is preference, students and females. They picked these segments for three main reasons.

First reason is focused on preference. At this point in the individual’s life, they are likely to be buying a high quality with lower price which product it is. This is because they probably have yet to decide on a preferred good. As long as D90 ensures easy access to a high quality with lower price as well as encourages people to buy it, this will go a long way towards making them customers for life.  By doing this, even the older audience who does not buy this product that often, then be much more likely to choose D90 over the many competitors. Second, Nikon aims to students. Students are usually less focused towards settling down and more interested in, following the fashion trends, are full of personality, strong brand awareness that keeps them interested, and in some cases either the student or the parents have a large disposable income. Nikon’s new camera model provides the consumers the freedom to have their own style and be as creative as they want, creating a demand for the...
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