Essay on Indian Givers - 969 Words

Indian Givers How the Indians of the Americas transformed the world By J. McIver Weatherford This paper tries to explain Jack Weatherfords Indian Givers by examining the history of the Native American connection to many agricultural products would not have been produced without the knowledge that Indians gave. Weatherford further stipulates that it is through these advances in agriculture that the United States has remained a strong contender in the global market, that without the influences of the Native Americans on the early settlers those early immigrants to America would not have survived. Through his work, Indian Givers: How Indians of the Americas Transformed the World, Weatherford brings an insight to a people that most†¦show more content†¦The drugs together with their improved agriculture made possible the population explosion of the last several centuries. They developed and refined a form of democracy that has been haphazardly and inadequately adopted in many parts of the world. They were the true colonizers of America who cut th e trails through the jungles and deserts, made the roads, and built the cities upon which modern America is based. America owes a debt to slavery that can never be repaid. Thats not to say it shouldnt be. At the very least, it should be acknowledged, validated, and honored with the respect that it deserves. Presents information and ideas that are too often overlooked in our day-to-day thinking about what we have, and where those things came from. Issues rose such as the American Indians contributions to the geopolitical influence of American silver and gold on the rest of the world. Questions from my youth are where did all of the Inca gold go to? Why is not Spain not a major world power? Why does it seem as though most foods are native to the Americas? These are questions that are avoided in popular history books, giving all of the stability of modern life to the credit of the civilized Europeans. Chapter 7, Liberty, Anarchism, and the Noble Savage was very subjectively and one-sidedly trying to glorify the Indian nature, Indian government and IndianShow MoreRelatedMinistry Needs For Pastors And Evangelists870 Words   |  4 Pagesbased in the hills of Ooty is burdened by the vision of Bibles for Bible-less homes. In the last 8 years the Lord has allowed them to share His word with over 125,000 families in 5500 villages. The Bible has been translated into twenty-six major Indian languages and this is remarkable but are these Bibles reaching Bible-less homes? One of the greatest investments for eternity that you can make is to gift a Bible to someone who has never held one in his life before! Here s where you can help: forRead More A Conformist Community on The Giver Essay example1752 Words   |  8 Pagesdifferent cultures. 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Emotion to the Screen with Composition and Shot Variation...

Translating Emotion to the Screen with Composition and Shot Variation In A Raisin in the Sun Filmmaking and cinematography are art forms completely open to interpretation in a myriad ways: frame composition, lighting, casting, camera angles, shot length, etc. The truly talented filmmaker employs every tool available to make a film communicate to the viewer on different levels, including social and emotional. When a filmmaker chooses to undertake an adaptation of a literary classic, the choices become somewhat more limited. In order to be true to the integrity of the piece of literature, the artistic team making the adaptation must be careful to communicate what is believed was intended by the writer. When the literature being adapted is†¦show more content†¦Obvious even to the first-time and recreational reader or audience member, A Raisin in the Suns familial relationships play an integral role to the plot and overall tone of the play. In order to translate to the screen the importance of the emotions shared in the family, the filmmaking team working on the movie h ad to develop a system of shots and compositions that would imply the relationships visually in order to support the already emotional dialogue of the play. A number of very important scenes occur in the play, which are emphasized in the film by using these technical cinematic methods. The first good example of emotion translated through frame composition is that in which Mama reveals the purchase of the house in Clybourne Park, occurring in Act Two, Scene One of the play. This scene is pivotal in the course of the narrative. Walter Lees dream of opening his own liquor store seems truly killed during this scene, yet the dream so important to Mama and Ruth is simultaneously being fulfilled. The range of emotions present during the scene is wide. Walter feels anger, resentment, and hopelessness, while Mama and Ruth feel joy, relief, and satisfaction. Coupled with the womens joy, however, is the fear of what Walter may say or do in his disappointment. Present also is the nervousness Mama experiences when revealing that their new home is located in a whiteShow MoreRelatedDeveloping Management Skills404131 Words   |  1617 PagesVisual Research Permissions: Karen Sanatar Manager Central Design: Jayne Conte Cover Art: Getty Images, Inc. Cover Design: Suzanne Duda Lead Media Project Manager: Denise Vaughn Full-Service Project Management: Sharon Anderson/BookMasters, Inc. Composition: Integra Software Services Printer/Binder: Edwards Brothers Cover Printer: Coral Graphics Text Font: 10/12 Weidemann-Book Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear on appropriateRead MoreMarketing Management 14th Edition Test Bank Kotler Test Bank173911 Words   |  696 Pagesskilled in stimulating demand for a companys products. Just as production and logistics professionals are responsible for supply management, marketers are responsible for demand management. Marketing managers seek to influence the level, timing, and composition of demand to meet the organizations objectives. List and briefly characterize the eight different demand states. Answer: The eight different demand states are (1) negative demand—consumers dislike the product and may even pay a price to avoidRead MoreBrand Building Blocks96400 Words   |  386 PagesBrand Image One of the advantages of a well-known and well-liked brand is that consumers form expectations over time concerning its performance. Similarly, with an extension, consumers can make inferences and form expectations as to the likely composition and performance of a new product based on what they already know about the brand itself and the extent to which they feel this information is relevant to the new product These inferences may improve the strength, favorability, and uniqueness of

Advertising Theory and Practice Of Ford Motor Company - Samples

Question: Discuss about the Advertising Theory and Practice Ford Motor Company: Tough is not Enough. Answer: Introduction Instrategic management of a business organisation there are fundamentally four Ps in the marketing mix is used as a guideline to develop an operational framework for the company. These four Ps are: price, product, place and promotion. Therefore, it can be said that promotion is one of the key elements in the success of a business enterprise. Business organisations send a lot of investment on the promotional aspect of the product or services in order to increase the profitability and the sales of the business (Khan 2014). Promotional mix is the way of communication for the organisation with the end customers, with the help of the strategies developed in this department an enterprise reaches out to the end customers in order to not only communicate but also develop a valuable relationship. Promotional mix includes: public relation, advertising, sales promotion direct marketing, digital marketing and personal selling (Kumar Patra 2017). These can be further subdivided in several categor ies depending on the type of medium used or the kind of promotion that is being done. In this report the campaign of Ford motors taking over the market is discussed. With the help of Integrated Marketing Communication and strategic communication the organisation gained an edge over the competition in the market (Haughton et al. 2015). About the company and background of the case study Ford is an American multinational organisation that manufactures automobiles. The company was established in the 1903 and has over the years gained good reputation and goodwill from the market as well as the customers (Corporate.ford.com, 2018). The subject that is going to be discussed in the report is regarding the strategy the company had undertaken in 2013 to become the market leader in 5 years in the 4x4 pick-up truck/Ute market. In the Australian market Toyota HiLux was a tough competitor and one of the major threat to Ford as the popularity of the vehicle was immense. Ford was up for challenge as the vehicle that the company was launching was not only facing a tough competition it was also going to face challenges due to the higher price. The company had gained a lot of good reputation in the personal vehicle segment but this was a big step hence themanagement has a strategic communication planned to deal with the competition. Integrated Marketing Communication IMC is the process by which a business organisation effectively incorporates the resources in order to connect all the medium of communication so that the outcome of the process yields maximum profitability to the organisation. All the promotional tools that have been mentioned above are used strategically in order to ensure the desired outcome of the process. Business organisations incorporate IMC in the marketing strategies in order to build brand images emphasis and add depth to the messages they want to send to the consumers as well as ensure that the target market is communicated properly without a gap (Mazzei 2014). A gap in the communication process is one of the significant barriers in the process of marketing. There are four stages of IMC: strategic communication and marketing, understanding the scope of the medium, application of technology andfinancial management of the decisions. In the case, the Toyota Hilux had formed an image of commercial vehicles which was hard to in filtrate, the company focused on the promoting the image of a commercial vehicle being related to toughness, durability etc (Shkurupskaya and Litovchenko 2016). Ford used one of the most important tools in marketing i.e. market research. In order to get insight of the target market, it was found that the behavioural and physiographic stereotyping regarding the target market was wrong not only that it was also discovered that the target market was also not pleased with the image companies had regarding their image (Grigorescu and Lupu 2015). Role of media planning in IMC The promotional mix constitutes of several tools which can be implemented by an organisation to ensure the communication process leaves no gap. This tool that has been mentioned above have the various segments for example: advertising can be divided according to the medium that is being used. Print medium like magazine, newspaper and pamphlets, on the other hand, there broadcast medium like radio and television advertising have its own set of advantages and disadvantages (Haughton et al. 2015). Media planning helps the organisation analyze the effectiveness of the medium with respect to the target market and the budget of the organisation. Here are some of the steps that are followed while deciding the media that has to be incorporated in the promotional mix of the product or service. First the objectives have to be set, then the strategy to proceed in order to achieve these strategies, selection of the group of promotion along with selecting the particular media lastly the significa nce of the medium chosen must be established in order to ensure maximum output. Some of the aspects that should be kept in mind are: target market, compatibility of the message with media and the process of selection (Grigorescu and Lupu 2015). Ford with the help of research grabbed the opportunity to cater to the requirements of the new target of the market that was discovered. The company largely used broadcast media to change the outlook as well as the image of the target market. Analysis of the Ford campaign The objective of the campaign is that was set by the organisation were in twofold: Primary objective: To increase the growth of the Ford Ranger two times, in achieving this objective it would mean gaining an edge over the competition To boost the profitability by increasing the revenue as well as boosting the average retail price Secondary objective: To use advertisement to boost the awareness regarding the vehicle To develop a brand image for the vehicle To gather online traffic in the and searches about Rangers on com.au It is difficult to enter a market that has stiff competition, becoming the market leader is a matter that can be disused later, Ford while entering the Australian commercial vehicle market was aware of the macro business environment. In order to combat the situation the organisation took several strategic marketing steps. The motive behind of the campaign was to break the idea that the being rough and tough is the only attribute required for a truck; it is much more than just being tough (Shkurupskaya and Litovchenko 2016). The company not only focused on the strengths of the company it also concentrated on the gaps that was created by the completion. The first strategy that the company had undertaken was to break the stereotype surrounding the target market. As discussed the use of market research had helped recognize the gap in the target audience and the agitation among them regarding the brainless stereotype. The organisation found that the target market are men and women who are successful accomplishers in life who have understanding and knowledge this was most of the times misinterpreted by the ruggedness of the image by automobile companies while setting the target market. Ford in the next strategy grabbed the opportunity of catering to the new found target market. Critics awarded the vehicle which helped the vehicle gain goodwill among the new identified market. The company placed the vehicle with a new outlook towards a truck it was not supposed to be any other old truck, the performance and the features in the vehicles were all top notch and it was not anything like a traditional truck it was positioned as a new commercial vehicle catering to the requirement of the people who are beyond brawn. Placing the vehicle as a smarter alternative was the next strategic move of the marketing team. Smart engineering, intelligent features and cutting edge technology for consumers who are smart and ahead of being brawn were implemented in this campaign. The image of the Ranger was like an advanced mechanism in the ute buyer market (Haughton et al. 2015). Traditional media used in the campaign by ford Some of the traditional medium of advertising is the radio, newspaper, magazine, television etc. According to the target market and also the budget of the organisation the medium is selected. In 2014, Ford opted to advertise the new smarter version of the truck they had created in television. Examples of real life ranger drivers were taken and used to advertise the diverse features of the vehicle. The advertisement had followed the model of AIDA (Attention, interest, desire and action) to create awareness among the target market regarding the role of a truck and how it is helping a the driver get to his workplace (Grigorescu and Lupu 2015). The driver of the vehicle on the other hand are people who are not from the blue collar segment rather one of them is an aquatic ecologist and the other individual in this series was a trail designer (Woo et al. 2015). The Advertisement made sure that the profession of the drivers along with the utility of the truck is the focal point of the message. The visuals used in these advertisements are empowering and encouraging, the narration in the 30 sec ad film added to the communication process and gave extra information regarding the person as well as the vehicle. These commercials were aired in national television which is one of the most common platforms for any automobile advertisement (Shkurupskaya and Litovchenko 2016). Some of the advantages of using traditional media like television for advertising the product or services are: As television is an audiovisual medium it has a stronger impact than any other traditional medium, in order to change a set of perception it is important for the stories of the two individuals to reach out to the audience so that they can comprehend with the situation in a improved way and also adds to the credibility of the vehicle in terms with the claims that the comp any is making. The Ad film that has been created has performance and human approach towards the product and the image of the driver. Another advantage of advertising in this medium is using the popularity of the medium to reach out to the target market and also it is a medium that has a large coverage (Roberts 2013). Online media used in the campaign by Ford Digital media or online media is the contemporary addition to the promotional mix. With the advancement of technology and the increased usage of internet among the common people digital media has quickly gained importance in the promotional mix of a product or service (Baltes 2015). The reach and coverage of online media is beyond the geographical boundaries another significant strength of the digital platform is that the company can easily get feedbacks from the customers which helps the company build the fundaments of a valuable relationship with the customers. In the next campaign Ford has used this platform to deliver the message to the target market (Jackson and Ahuja 2016). The point of initiation of this campaign is also based on a research which revealed that the customers had lot of queries regarding the products which remain unanswered. The new information that was gathered was transformed in to content for the series called the science of truck (Ford.com.au 2018). In the series set of questions were answered by the ford engineers which in turn focused on the smart science and technology that was involved in making of the Ranger truck, this ensured that the message of reassuring the that this vehicle is much more than just an old truck that is strong, it is rather an ergonomic instrument that fits in the utility of the consumer. The content was generated for an audience that was looking for answers hence the process gained popularity instantly (Seyyed Amiri et al. 2017). The company used social media platforms like Facebook and YouTube along with other digital medium like popular automobile websites to launch the trailer. The science of truck page i n the official website of Ford Australia. This campaign links with the objective of increasing the traffic of the official website of the company in the Ranger page as well. This camping not only fulfils one objective it also ensures that the gap in communication that was created by other competitors regarding the reputation of the driver and a truck being a bulky vehicle was changed (Dahl et al. 2015). Strategic and information driven content was developed as trailer for the show which was circulated in the digital platform that has been discussed above, by targeting specific audience with the help of searches and content usually viewed by the people. Ford developed content in this series keeping up with the queries by the target audience which made it easier for the company to grab the attention; this also increased the reliability of the product. Digital media has offered business organization with a plethora of opportunity to not only communicate but also interact with the end customers. Instant feedback and immediate reaction to an idea can help the business in a significant way (Dahl et al. 2015). Conclusion It can be concluded from the above discussion that even with tough competition and traditional target market companies can enter a market and gain edge over the competition with the help of an advanced product which recognizes the requirement of the customers and a good promotional mix support. It can be said that in the two Ford campaigns that has been discussed, market research plays a key role. The identification of the gap in target market as well as the lack in knowledge was discovered with the help of research. Important contrast in traditional and online media has been gathered that the process of gathering feedback ensures a complete cycle of communication; this process is rapid and quick in online advertising than in traditional medium. This gives digital media a great advantage over traditional media. References: Baltes, L.P. 2015, "Content marketing - the fundamental tool of digital marketing",Bulletin of the Transilvania University of Brasov.Economic Sciences.Series V,vol. 8, no. 2, pp. 111-118. Corporate.ford.com 2018.About Ford. [online] corporate.ford.com. Available at: https://corporate.ford.com/company.html?gnav=footer-aboutford [Accessed 4 Feb. 2018]. Dahl, S., Eagle, L. and Low, D. 2015, "Integrated marketing communications and social marketing",Journal of Social Marketing,vol. 5, no. 3, pp. 226-240. Ford.com.au 2018.The Science of Truck. [online] ford.com.au. Available at: https://www.ford.com.au/commercial/ranger/science-of-truck/ [Accessed 4 Feb. 2018]. Grigorescu, A. and Lupu, M. 2015, "Integrated Communication as Strategic Communication",Revista deManagement Comparat International,vol. 16, no. 4, pp. 479-490. Haughton, D., Hua, G., Jin, D., Lin, J., Wei, Q. and Zhang, C. 2015, "Optimization of the promotion mix in the healthcare industry",International Journal of Pharmaceutical and Healthcare Marketing,vol. 9, no. 4, pp. 289-305. Jackson, G. and Ahuja, V. 2016, "Dawn of the digital age and the evolution of the marketing mix",Journal of Direct, Data and Digital Marketing Practice,vol. 17, no. 3, pp. 170-186. Khan, M.T. 2014, "The Concept of 'Marketing Mix' and its Elements (A Conceptual Review Paper)",International Journal of Information, Business and Management,vol. 6, no. 2, pp. 95-107. Kumar, S. and Patra, S. 2017, "DOES PROMOTION MIX REALLY HELP TO ENHANCE BRAND EQUITY: A LITERATURE REVIEW",Indian Journal of Commerce and Management Studies,vol. 8, no. 2, pp. 80-86. Mazzei, A. 2014, "A multidisciplinary approach for a new understanding of corporate communication",Corporate Communications,vol. 19, no. 2, pp. 216-230. Roberts, C. 2013, "A Functional Analysis Comparison of Web-Only Advertisements and Traditional Television Advertisements from the 2004 and 2008 Presidential Campaigns",Journalism and Mass Communication Quarterly,vol. 90, no. 1, pp. 23-38. Seyyed Amiri, N., Dastourian, B., Foroudi, P. and Nankali, A. 2017, "Information technology directors' efforts on innovation, integrated marketing communications and brand equity",The Bottom Line,vol. 30, no. 4, pp. 297-309. Shkurupskaya, I.A. and Litovchenko, I.L. 2016, "Investigation of the influence of consumer behavior on the formation of integrated marketing communications",St.Petersburg State Polytechnical University Journal.Economics,, no. 5. Woo, J., Ahn, J., Lee, J. and Koo, Y. 2015, "Media channels and consumer purchasing decisions",Industrial Management Data Systems,vol. 115, no. 8, pp. 1510-1528.

Nikon Marketing Plan free essay sample

Nikon Inc. is involved in a broad spectrum of businesses centered around specializations in imaging products, precision equipment, and instruments. Nikon’s efforts to provide the kind of products and technologies that will exceed its customers’ expectations are already achieving impressive results. Nikon is perhaps most well known for its reputation as a world leader in imaging products, and its technologies continue to play a significant role in defining the photographic industry. Beyond photography, Nikon Inc. is also the leading innovator of precision optical lens and imaging devices. Our array of ophthalmic instruments, Nikon industrial inspection and measuring systems, Nikon microscopes and imaging systems for the biosciences and Nikon surveying instruments are improving the way companies advance their business and professionals care for their clients. Nikon’s precision equipment business is also driving remarkable innovation and growth. Immersion lithography technology in IC scanners and LCD scanners that feature Nikon’s multi-lens scanning system are now the finest in the industry, attracting keen attention. We will write a custom essay sample on Nikon Marketing Plan or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Nikon is also making active efforts in new fields, such as photomask substrates for liquid crystal displays (LCDs). Over the last 90 years, Nikon has consistently moved the photography, imaging and optics industry forward, discovery by discovery and product by product. As we continue our research and development mission to uncover advanced technologies that will enhance the lives of our customers, we also reaffirm our commitment to delivering the highest quality products and support. Mission Statement The Nikon philosophies are Trustworthiness and creativity, Our aspirations: Meeting needs. Exceeding expectations and the slogan is â€Å"At the heart of the image† SWOT Analysis Strength: 1. Strong market position built on broad product portfolio 2. Diversified geographic presence with focus on developing markets provides diversified revenue stream with reduced business risk 3. Strong research and development capabilities facilitate new product development in line with changing consumer preference 4. Effective integration of digital platforms like social networking sites in its marketing efforts has helped attract larger target audience 5. Excellent advertising and branding exercises through TVCs and print ads 6. Has a strong workforce of over 25,000 7. Good branding through sponsorships of events and sports teams Weakness: 1. Dependence on particular products and businesses. Precision equipment businesses and imaging products business account for 90% of total net sales 2. Instances of alleged violation of competition laws incurred penalties and hurt the brand image a few times Opportunity: 1. Online sales opportunities by leveraging e-commerce market and effectively using online marketing options 2. Expanding presence in the global market 3. More innovative product offerings for the customers Threats: 1. Rapid technological changes 2. Increasing appeal of high end camera phones and their social networking integration facilitating easy sharing of photos 3. Competition with black market, parallel import and smuggled goods 4. Ever-increasing smart phones camera quality Maslow Pyramid of Needs Nikon’s Imaging Products are addresses around Esteem Stage and Self-actualization. So not necessary for survival, but photography, for those who have chosen to undertake it, is a part of all the things that lead to self-transcendence. Demographics Nikon users have traditionally been professional photographers with cameras from the Nikon D4 to the Nikon D3000, ranging in price from $500 to $6500. These cameras have typically been targeted towards more mature adults with income over $40,000 per year. Nikon decided to change their image and release a line of cameras more price friendly and stylish for the younger, tech savvy generation. The primary audience of the Nikon Coolpix collection of cameras is young women, mainly between the ages of 18-25. College students and young professionals don’t have as much income as Nikon’s traditional audience, so they kept that in mind by creating a camera for young adults with incomes right around $20,000 per year. Nikon has priced their Coolpix cameras at a cheaper price than their other professional cameras, ranging from $150 to $250. Cameras with the entire back being a touch screen are in the higher price range around $300. Age: 16 – 65 Gender: female and male Race: All Religion: All Education: high school and above Occupation: students and professionals Psychographics D series Nikon cameras’ target audience is mostly professional and semi-professional photographers. The target audience for the Nikon Coolpix values her family and friends. Their opinions are important and help aid her in the decision making process. She values high quality products and new technology. She is in the generation of the Millennials, which means she is very tech savvy and does thorough information search online before making a decision. This person has strong opinions toward different brand names. Quality of the products is directly correlated to the brand name. This woman lives either on her own or with roommates in a well-populated area. She is adventurous and likes to travel. The write, draw, and paint feature on the Coolpix allows her to personalize all of her memories. 4Ps Product Nikon is contributing to technology in numerous fields, from manufacturing ICs with nanometer-rule circuit patterns and advancing bioscience, to furthering the possibilities of imaging and capturing views of stars that are billions of light years away. What makes this possible? Nikon’s opto-electronics and precision technologies have nurtured throughout its history and used to create an extensive range of products, services and even more new technologies. Imaging Products Thanks to advances in digital technology, the camera has evolved into an everyday device anybody can use to easily take high-quality pictures. For professional photographers, digital camera technologies have yielded remarkably advanced functions and performance that can significantly intensify creativity and expression. Nikon camera production acumen and technologies, both supported by our long history, will continue to expand imaging possibilities. There are four main segments of Nikon imaging products; D series, New Nikon1 series, Coolpix series and Nikkor lenses. D Series Nikon’s DSLR ‘D’ camera is the culmination of leading technology that brings innovation to both photo imaging culture and the evolution of cameras. ‘D’ continues to aggressively inspire the creativity of photographers. Despite changing times, Nikon has constantly pushed to perfect and redefine the SLR category. ‘D’ is a product of Nikon’s tradition of technology and craftsmanship, and is well equipped with performance that puts it at top position within each camera class. Nikon 1 Series Nikon 1 is designed for the modern picture taker. Ready when you are, Nikon’s Advanced Camera with Interchangeable Lens (A-CIL), is the one camera you’ll want to take everywhere, to connect you to the world. Sharing your life in photos and videos is easy with the dynamic Nikon 1 digital camera. Beautifully crafted, its every control is intuitive; giving you everything you need to capture a complete view of your world. COOLPIX Series Behind every Nikon COOLPIX compact digital camera is the fundamental idea that photography should bring you joy. Every shot you take is a precious moment captured. With Nikon COOLPIX cameras, you can capture that moment and its joy forever. Its portability allows you to casually carry high-end equipment with you everywhere you go. Responsiveness allows you to react to any situation, at any time. Nikkor Lenses Nikon is the only company in the world that manufactures their imaging products all the way from glass manufacturing to finished product. The spirit and technology to freely maneuver light are deeply embedded in Nikon’s product. Nikkor is a lens brand for cameras that symbolizes the spirit of Nikon. It is â€Å"instrument of light† brand where advanced engineering technology and traditional lent craftsmanship are combined at the highest level. †¢Digital cameras †¢Film cameras †¢Interchangeable lenses †¢Speed lights †¢Photographic accessories †¢Software †¢Sport optics Precision Equipment Modern society reaps great benefits from the electronics fabricated in industrial sectors, including areas such as home appliances, personal computers and automobiles. Nikon is continuously advancing the production of steppers and scanners that are used to manufacture ICs — the very core of electronics — as well as liquid crystal panels and organic electroluminescence panels that are indispensable to LCD TVs, computers, and smartphones. In these and many other ways, Nikon is fostering and innovating our electronics-based society. †¢IC steppers and scanners †¢LCD steppers and scanners Instruments Microscopes and measuring instruments from our Instruments Business are contributing to fields ranging from medical and bioscience research to industrial sectors such as components for electronics, automobiles and aircraft. We also offer sophisticated, highcaliber surveying instruments used in architectural design and urban planning. Nikon supports the development of society with precision technologies and eyes firmly focused on the micro level. †¢Biological microscopes †¢Industrial microscopes †¢Stereoscopic microscopes †¢Measuring instruments †¢Semiconductor inspection equipment †¢Surveying instruments Price Nikon’s Imaging Company grosses 2/3’s of its companies net sales, therefore I will focus on the Imaging Company’s products and prices. Nikon offers a wide verity of imaging instruments from amateur to professional for almost every budget. Coolpix series, for amateur everyday purpose, price list: Digital SLR series, for mid-range and professional purpose, price list: Product Name Effective Pixels Image Sensor Format Maximum ISO Sensitivity Price D3100 14. 2 million DX 3200 $549. 95 D5100 16. 2 million DX 6400 $599. 95 D3200 24. 2 million DX 6400 $699. 95 D5200 24. 1 million DX 6400 $799. 95 D90 12. 3 million DX 3200 $899. 95 D7000 16. 2 million DX 6400 $999. 95 D7100 24. 1 million DX 6400 $1,199. 95 D300S 12. 3 million DX 3200 $1,699. 95 D600 24. 3 million FX 6400 $2,099. 95 D800 36. 3 million FX 6400 $2,999. 95 D4 16. 2 million FX 12800 $5,999. 95 D3X 24. 5 million FX 1600 $7,999. 95 Place Consumers do not need to go far to pick up Nikon products. There are many authorized actual and online Nikon dealers. Nikon cameras and accessories are available at electronic stores camera video stores and online stores such as Best Buy, Micro Center, BH, Amazon, Ebay and also on Nikon’s own website. Promotion Media Mix There are different approaches to marketing. Sex sells, as do celebrity. However, the appeal and effectiveness of advertising can vary greatly as witnessed by Nikons marketing efforts. In the first campaign, Nikon acknowledged the largest demographic of buyers of consumer electronics are adult males under the age of 45. Therefore, their advertising campaign, they selected the controversial Kate Moss, swapped her clothes for a Nikon, and ran a series of ads along the lines of Im a supermodel. Im naked. Im here. Heres a Nikon. When this campaign came to an end, Nikon searched high and low for a different celebrity who could represent the values of their brand to their key demographic. They settled on Ashton Kutcher. He is charming, handsome, smart, fun so Nikon. Nikon listens to customers and the voices of societies all over the world. Nikon’s product manufacturing process begins with us listening to people all over the world — people from different walks of life, people involved in different industries — so we can understand precisely what they want from us. We gather customers’ opinions in many different ways: sales, service and support activities, trade shows, promotional and other events, and via the Internet. To us, this information is invaluable. We are endeavoring to create new products and services that exceed customer expectations by aggregating and analyzing these opinions. Nikon Professional Service (NPS) is an organization that provides assistance and services to its full-time professional photographer members, with top-quality service depots at international events. NPS responds to the exacting demands of professional photographers while applying their valuable feedback for product development. We participate in many different kinds of trade shows around the world, using them as precious opportunities to explain our products to customers. The photo at right shows Nikon Metrology NV’s booth at Control Germany. Among the products we displayed were 3D coordinate measuring machines, 3D laser scanners, and X-ray CT inspection systems. Nikon Direct plans and sells products such as camera bags, accessories and photography clothing by analyzing customer feedback gathered via phone, e-mail and original marketing surveys. By creating unique products in response to customers’ tastes, Nikon Direct increases customer satisfaction. Competitive Profile There are three main competitors for Nikon in the imaging market; Canon, Sony, Olympus. Canon as Nikon’s biggest competitor has a quiet big reputation for low light situation and high quality video capturing but their image quality difference is practically non-existent, leaving the choice to the buyer’s preference. Sony and Olympus are second best options among professional cameras and equipments due to their limited variety in camera accessories and lenses and third party equipments for those brands. In professional DSLR market Nikon is known for its durability and its complementing Nikkor lenses. For snap-shot pocket cameras, Nikon stands out for its cheaper price and sleek, modern designs.