Nikon Analysis

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1. ã Current Customer Profileã Current Marketing Strategiesã Current SWOT analysisã New Customer Profileã New Marketing StrategiesRebecca Gray and Josh…
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  • 1. • Current Customer Profile• Current Marketing Strategies• Current SWOT analysis• New Customer Profile• New Marketing StrategiesRebecca Gray and Josh GallantMarketing 1 period CMrs. Scheffer
  • 2. ProductCamerasPrice$90-$8,000Place PromotionAshton Kutcher commercials andprint ads in photography magazinesIncluding DigitalPhoto, Shutterbug,Popular Photography.http://www.facebook.com/2008/fbml
  • 3. DemographicsAge- 16-35Gender- WomenIncome- $250-$1,000Ethnicity- Mainly whiteOccupation- Students, office workersMarital Status- singleEducation- High school or CollegePsychographicsValues- looking nice and presentableAttitude- exciting, carefree, outgoingLifestyle- fun, energeticOpinion- Carpe DiemBeliefs- not very religious, open mindedGeographicsWhere the target market lives:• Small cities• Large cities• Large townsCustomer Profile
  • 4. Strengths• Brand power• Quality• Reputation of good cameras• Classic- has been around for a while• Well-knownWeakenesses• People may not see thequality/understand it with what theprice is• Lenses can be expensive and unlessyou know about lenses it is confusingto choose oneOpportunities• Partner with cell phonecompanies to make cell phones havehigher quality cameras• Make their own lens filters instead ofpeople having to go to a differentcompanyThreats• Competitors- Canon, Pentax,Fujifilm• Recession- people spending less on ahobby
  • 5. Product (new or updated) Price$70-$100Place PromotionThis new product will bePromoted in commercials and printads that recreate things that olderpeople remember like how high schoolwas and how fashion was back in the40’s and 50’s. People will be doingthings like what people did back thenand they will be using the camera totake pictures and capture themoments.This camera willhave 12megapixels,autofocus, a 3-inch LCD screenand a viewfinder
  • 6. DemographicsAge- 60-80Gender- WomenIncome- $2,000-$3,000 / monthEthnicity- Mainly whiteOccupation- retiredMarital Status- marriedEducation- high school or college diplomaPsychographicsGeographicsWhere the target market lives:• Nursing homes• Florida• Small townsCustomer ProfileValues- living longer, being with familyAttitude-Physical way of rememberinggood times, Not in a rush not busyLifestyle-Trying to enjoy whats left,Opinion- Always thinking they are rightBeliefs- very religious, Closed minded,trying to be responsible
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