CASE PRESENTATION OF NIKON

SUBMITTED TO:-
Prof. P.K.Gupta

Prepared By:-
Bharati Vivekanand (15/MBA)
Pradeep Singh(38/MBA)
Rohit Pandey(46/MBA)
Snigdh Sinha(52/MBA)

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 ACKNOWLEDGEMENT

We are extremely thankful to Prof.P.K.G

upta for his valuable guidance and ess
ential support in the accomplishment o
f this presentation.We also thank all th
e individuals who graciously extended
their catalytic and enthuastic support
during the process of preparation.

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 TABLE OF CONTENT
S.NO DESCRIPTION SLIDE NO.
1 ABOUT NIKON CORPORATION 4
2 CASE IN BRIEF 5
3 QUESTION 7
4 SALES STRATEGY 8
5 DISTRIBUTION STRATEGY 33
6 CONCLUSION 38
7 REFERENCES 39

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 ABOUT NIKON CORPORATION
• One of the world’s leading manufacturers of optical and imaging equip
ments.
• Upholding the banner of “trustworthiness and creativity“ since 92 yrs.
• Founded in 1917 in Tokyo, Japan as Nippon Kōgaku; the company was
renamed in 1988 as Nikon Corporation.
• Starting with the F mount cameras in 1959, to the Titanium Cameras.B
e it space,(Nikon Camera is used by NASA) to the first underwater Nik
onos Camera , Nikons technology and innovation is unquestionable .
• clean vision for the next decade - “Our Aspirations - Meeting needs. Ex
ceeding expectations” as Nikon is steadily moving ahead to its 100 birt
hday.

4
 CASE IN BRIEF
• Nikon Corporation entered India by setting up Nikon India Priva
te Ltd. , as a wholly-owned subsidiary.
• Witnessed good sales growth by early 2009.
• Established market leadership in premium DSLR(Digital Single L
ens Reflex) camera segment.
• Also Cornered a 5% market share in compact camera segment.
• In Financial yr 2009-10,the company is ramping up its presenc
e in the country by:-
Expanding its retail presence with a shop- in- shop retail mod
el.
Putting a sales organization in place that includes 200 strong sa
les force. 5
 CASE IN BRIEF(Contd..)
• Expected to double its market share in the compact c
amera segment and further consolidate its leadershi
p position in the DSLR camera segment by the end of
2009-10.

6
 QUESTION
DEVELOP THEIR
SALES & DISTRIBUTION STRATEGY

7
 SALES
STRATEGY

8
 SALES STRATEGY IS COMPRISED OF:-

SCIENCE &
TECHNOLOG
Y
CUSTOMER
KNOWLEDGE SKILLS

COMPANY SALES
KNOWLEDGE STRATEGY

MARKET
KNOWLEDGE

SALES
KNOWLEDGE

9
Sales Knowledge

• The sales target

• The target audience

• The products on sal

e, and

• The technology use

d to promote the pr
oducts among custo
mers.

10
 NIKON‘s Current Scenario
• Established market leadership by 30% market sh
are in the premium DSLR camera segment and al
so cornered a 5% market share in the compact ca
mera segment.
• Primarily focusing professional photographers.
• Details of all the products given on internet as w
ell as given by salesman at showrooms.
• Promoting via online social networking sites & m
edia.
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NIKON ON FACEBOOK & ORKUT

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13
14
15
16
 NIKON’s Future Scenario
• The company aims to tap 45 per cent market share in SLRs
and 10 per cent in the compact segment by 2010.

• Need to focus compact camera segment customers in Indi

a. (The market in India is estimated at over one million u
nits which is dominated by the compact segment ).

• Hiring and training sales force about newly launched prod

ucts for e.g. NIKON DSLR D3S and its innovative features.

• Advertisements in COMPACT segment, banners in malls.

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 Features of a Nikon DSLR Camera
• Image Quality
• Adaptability
• Speed
• Optical Viewfinder
• Large ISO range 
• Manual Controls
• Retaining Value
• Depth of Field 
• Quality Optics 
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Market Knowledge

• Customers – Know customer segmentation.

• Competitors – Other major players in same market and their market share.

• Channel partners - To build Brand Image.

• Products of competitors - In DSLR segment, Sony and Canon are unable to compet
e with NIKON but in compact segment, their brand name is selling. So NIKON need
to focus more on promotion of compact segment.

• Promotion - Which promotional modes are on top gear. for e.g. :- for compact seg
ment, Newspaper advertisements/ banners will have larger reach to common mass
es.

• Prices – Comparison of similar products of other companies like Canon and Sony.

• Places - Promoting as well as selling your product.

 Pick your preferred camera
S No. Age Gender
Compact Segment Cameras DSLR Cameras
1 20 M Yes
2 24 F Yes
3 21 M Yes
4 27 M Yes
5 17 M Yes
6 35 M Yes
7 31 M Yes
8 29 M Yes
9 37 M Yes
10 44 M Yes
11 26 M Yes
12 32 M Yes
13 25 F Yes
14 28 M Yes
15 24 F Yes
16 27 F Yes
17 31 M Yes
18 29 M Yes
19 28 M Yes
20 23 M Yes
Total 13 7
Percentage 65% 35% 20
Market Share

21
Company Knowledge(SWOT
Analysis)

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Grand Total : - +31 + 27 – 29 – 22 = +7
Customer Knowledge

• Existing customers
• Better after sales service.
• Extended warranty.
• Invitations to promotional photography compe
titions.
• Attractive exchange / upgrade offers.

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24
• Potential customers.

Travelling General
usages
purpose

What will
you use
camera
for?

Micro Professional
photography photography

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Science & Technology

• Photography begin as a curiosity and has

evolved as worlds most popular hobbies.
– Face recognition
– High defination video recording
– Anti shake(image stablization)

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 Sales call
planning

Buyer Questioning
seller skills
relationship

Skills

Gaining
commitment Presentation
skills skills

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Buyer seller relationship

• FACT: 82% of Salespeople fail to differenti

ate

• Most salespeople fail to follow a process t

hat matches the natural buying process th
at nearly all customers make. 

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Sales call planning
• FACT: 99% of Salespeople fail to set the ri
ght call objectives.
• This is not surprising since over two-thirds
of companies lack a formal sales process.
Even fewer have a documented "Best Sal
es Practices."

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Questioning skills

• FACT: 86% of Salespeople ask the wrong

questions.
• Poor Questioning leads to resistance in th
e form of Objections
• Poor Questioning doesn't allow product or
company differentiation
• Poor Questioning leads to poor sales strat
egy

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Presentation skills

• FACT: 95% of Salespeople talk too much

and listen too little.
• Price or product objections
• Losses to competition

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Gaining commitment skills

• FACT: 62% of Salespeople fail to ask for c

ommitment.
• The principle mission of the salesperson is
to Gain Commitment.
• They miss buying signals from the custom
er.
• Don’t talk price-talk value (sell moments).

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DISTRIBUTION STRATEGY

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NIKON ‘s focus

“Having the ability—

and visibility—to
predict how much
merchandise is
available and when
it can be distributed
makes the difference
in staying ahead of
customers’ needs.”

—Arnold Kamen,
Vice President of Operations and Customer Service,
Nikon Inc.

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Current distribution strategy of NIKON India Pvt. Ltd.

Nikon currently have exclusive kind of dist

ribution strategy in India
• There is one national distributor all ove
r India.
• There are two exclusive showrooms on
e in Delhi and other one is Mumbai.
• Then they have twenty two local distrib
utors.
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Proposed distribution strategy

• There should be more distributors region wise lik

e in East India , West India, North India, South In
dia and central India.
• We will be opening more exclusive showrooms.
• We then will be focusing on metro cities like Del
hi, Mumbai , Chennai, Kolkata, Bangalore.
• After this next will be first tier cities like Hydera
bad, Bhopal, Pune, Chandigarh.

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(Contd..)

• Shop-in-Shop retail model.

- Croma
- ebay
• Nikon’s exclusive COOLPIX Zones in retail
s stores which will improve the quality of th
e store and greatly enhance retailer-custo
mer interface.

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CONCLUSION

With these strategies and vision,Nikon India

Pvt. Ltd. is all set to rise, mark its footstep
all over the country and put an extra pie in
Nikon’s kitty.

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REFERENCES

• www.google.com
• www.orkut.com
• www.facebook.com
• www.nikon.co.in
• www.wikipedia.com

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 “ WE SELL MOMENTS ”

THANK YOU
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