Business report: Nikon

Résumé du document

Advertising and co., our agency is pleased to present the business report of the advertising campaign we want to implement throughout this closing date April 2006-March 2007 for the camera Coolpix on behalf the Japanese company Nikon. After understanding the target consumers' motives and the brand positioning of the company, the report will explain the consistent strategy of our specific and innovative advertising campaign. Nikon represents the second biggest major company on the worldwide camera market with a market share of 12.7% registered in 2005. Behind its American competitor Canon, Nikon has the most potential in market shares as it has registered the highest growth among all its competitors, 17.2%. Our advertising campaign must thus benefit from this potential gained from the past years and challenge in order to maintain its leadership on the market. As the worldwide camera market, Nikon's product line is split into two different segments.

Extraits

[...] The more accurate the information is, the less likelihood the consumer will have to find it by the competitors. In fact, the rational appeal must be used in order to fulfill the requirements of the consumers. The informative ad will be used mostly in magazines where the ad will explain very clearly the technology used such as the innovative lens allowing a great quality of the photo Emotional appeal The emotional appeal fosters elicit affective responses and conveys an overall image. [...]

[...] Consequently our advertising campaign must stress the specific features added to the product in order to differentiate the product from competing products to maintain market shares Strong brand values : Unique Selling Point & aesthetic design The brand values of the Nikon's product are relying heavily on quality, ease of use, high value-added products which fit to consumer's needs and usages. These values are all the more important as most consumers consider the quality of resolution measured by number of mega pixel as one of the most significant criteria for the buying purchase. In order to have an edge on the market, Nikon has to keep on using as its differential advantage its high technology. [...]

[...] Here the camera is not regarded as a functional product but tend to be more affective and original. The creativity demonstrated by unusual photos will catch the consumer's attention and the simple and clear slogan “What's your style” enables the audience to involve in the product and remember the brand name Celebrity endorsement The potential endorser for our EU campaign would be Victoria Beckham as she embodies fashion style and glamour. She's young, likes special luxury products and thereby would justify the idea of the camera as a premium product. [...]

[...] Moreover the high quality context offered by the standard of the magazine is a good medium for image building. As for special interest magazines such as Amateur Photographer or what digital camera, they target directly our segment group which are really aware of the camera market. The special interest magazines have one main advantage that they induce high involvement level and being perceived as highly credible. The outdoor placement will be billboards and stations in big and medium cities since the lifetime of our message can be seen over and over again. [...]

[...] An overview on Nikon's camera market 1. Nikon : a global brand Nikon represents the second biggest major company on the worldwide camera market with a market share of registered in 2005. Behind its American competitor Canon, Nikon has the most potential in market shares as it has registered the highest growth among all its competitors Our advertising campaign must thus benefit from this potential gained from the past years and challenge in order to maintain its leadership on the market. [...]