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Nikon Case Study
Nikon Case Study
2. What are the Pros and cons of the sales strategy discussed in this case?
Pros
a. Nikon analysed its audience and targeted them accordingly by branding the product
& making well known celebrities Chopra and Ashton kuctcher as their brand
Ambassadors to attract & increase its consumers by focussing more on the visuals.
b. Nikon created its awareness through social, print media like TV, radio and
Newspapers and also by running workshops which attracted the youth audience
more.
c. As Nikon became one known popular brand, it created more employment in sales
and technical department where hiring and training was provided by the company
to build strong customer relationships.
Cons
a. Nikon focussed mainly on the camera visuals but not on the features in terms of
changing technology as how the product will hold the same value 5 years down the
line when new technologies in other cameras with different & new features will get
introduced.
b. Nikon did not focus much on the durability of the product
c. Nikon only aimed at building customer relationships for sales but not on long and
lasting customer relationship as post sales facilities which includes damage, repair
issues were less as compared to stores selling cameras.
d. Nikon did not educate and reached Tier2 & Tier3 cities effectively.
e. Nikon did not captured customers feedback well and focused on making sales
3. If you were hired as a Marketing consultant in an organization what would have been
your recommendations?
Detailed distribution and Sales plan to open a retail shop in a small town in UP
Understand the demography of the area. Distinguish the city to see which city is more
sellable through surveys and advertisements in newspapers, pamphlets & magazines & local
radio channels.
Determine the LIG, MIG and HIG groups to target the suitable audience.
Analysing the colleges for running workshops on photography for students and encourage
them to take up photography as a part time hobby or career and popular market places to
for running promotional events for attracting the local photographers and different age
group of audience.
Focus on the main festival of the city to run discounts during the time to attract more
customers.
Using social media facebook, intsagram and twitter to reach youth with attractive
photography displays especially of the city’s most visited place so that youth gets inspired
and attractive to buy the camera.
The retail shop would look beautiful and attractive and would also consist of camera
accessories such as camera cases, tripods and different lenses.
The shop would also allow its customers to try and test the camera and will be given best
offers, discounts & warrantee. The sales and technical workforce would be hired and trained
in such a way that sales persons will be responsible for presenting and making the customer
understand the product which helps in building trust and sale whereas technical persons are
able to handle the technicality of the product so that the customer feels comfortable and
easy to reach out in case of any issues while using the camera independently.
Set up for number of repair shops which are accessible to customer for damage.
Identifying the potential customers by maintaining the records of the customers who visit
the shop, customers who reach us through advertisements and customers who participate in
Nikons promotional events and workshops.
Converting the potential customers into prospects and reach them through calls,
promotional sms & emails especially during discounts & promotions.
Combining the Nikon retail shop with other retailers such as clothing, cosmetics etc and
provide vouchers to customers.