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The Ni kon 1 J2 Cara Contini | Clare Grall | Christine Spitler | Tamika Turner A FOCUS on the LGBT...
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Transcript of The Ni kon 1 J2 Cara Contini | Clare Grall | Christine Spitler | Tamika Turner A FOCUS on the LGBT...
The Nikon 1 J2
Cara Contini | Clare Grall | Christine Spitler | Tamika Turner
A FOCUS on the LGBT Subculture
MKT 325—Taylor—10:10AM
AGENDA
Target Market Competitor Information The Product Pricing of Product Promotion of Channel Members Promotional Tools Return on Investment
TARGET MARKET
Target Market: LGBT Community
LGBT= Lesbian, Gay, Bisexual, & Transgender
6.8% (21,188,250) of Americans identify as LGBT
Buying power: $790 billion
Mean Individual Earning and Household
Incomeof Women
by Sexual Orientation
Mean Individual Earning and
Household Income of Men
by Sexual Orientation
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
COMPETITOR INFORMATION
Competitor Information: Market Share
Samadi, N. (2011). Camera & film wholesaling in the us. IBISWorld industry report 42341, Retrieved from http://clients1.ibisworld.com/reports/us/industry/majorcompanies.aspx?entid=926
Competition
Casio: the first to enter the LGBT
market through Osmosis
MediaLab.
http://www.adforum.com/creative-work/ad/player/50022
Canon has a new social media campaign: the photochain.
Targeting the Instagram generation.
Kodak advertises to LGBT but is not a threat.
THE PRODUCT
The Product
Position Nikon as universally appealing and LGBT-friendly
Not changing product features or attributes
Focus is on advertising
PRICING OF PRODUCT
Pricing
Competitive pricing strategy
Highly competitive market
We will not be changing the price of the Nikon 1 J2
PROMOTION OF CHANNEL MEMBERS
Promotion of Channel Members
The Nikon 1 J2 is already sold at these retailers:Amazon.comBest BuyTarget Walmart
Retailer RITZ CAMERA, carrying 17.9% of the camera store market share does NOT carry our specific camera model.
Ritz Camera Exclusive Promotion
PROMOTIONAL TOOLS
1. Bold Magazine Ads
2. Interactive Website Ad
3. Compelling Social Media Campaign
1. Bold Magazine Ads
2. Interactive Website Ad
3. Compelling Social Media Campaign
General Market Magazines
• GQFull Page Color, 3x$161,437
• Vanity Fairo Full Page Color,
3x $183,433
1. Bold Magazine Ads
2. Interactive Website Ad
3. Compelling Social Media Campaign
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
1. Bold Magazine Ads
2. Interactive Website Ad
3. Compelling Social Media Campaign
The "Focus on What Really Matters" Campaign
The "Focus on What Really Matters" Campaign
The "Focus on What Really Matters" Campaign
The "Focus on What Really Matters" Campaign
The "Focus on What Really Matters" Campaign
RETURN ON INVESTMENT
Cost AnalysisPromotion Details Est. Total ExpenseMagazine Ads GQ --$161,437
Full Page Color 3x
Vanity Fair -- $183,433Full Page Color 3x
$344,870
Website Ads 2 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
Return on Investment
Return on Investment Details Est. Total Increase
Increase in Sales 3% 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
Promotion Est. Total Expense
Magazine Ad, Website Ad & FB Campaign Total $453,870
RETURN ON INVESTMENT $28,546,130
Questions?
Cara Contini | Clare Grall | Christine Spitler | Tamika Turner