New agencies, new brand face: Nikon’s aggressive marketing plans
Nikon is on a complete roll and all set to make significant noise in the market.
On March 15, 2011 Nikon announced the launch of its COOLPIX spring series 2011 and Bollywood actor Priyanka Chopra as its brand ambassador.
Two months back, Nikon appointed K&L Arms as its creative agency. Then came the appointment of Alliance as its media agency; prior to which its media mandate was handled by Carat.
Sajjan Kumar, General Manager, Imaging, on the whole new marketing strategy of Nikon said, “In India the Nikon journey so far has been very good, when we entered the market had begun with expansion so we believe we came at the right time. In compact camera market, 2008 we had a five 5 per cent market share and this March we are closing at 20 per cent market share which is very encouraging in such short span of time. In DSLR , 2008 we had less that 30 per cent share and now we are at a 60 per cent.Our promotional activities have started very recently. With Priyanka on board we are now looking at a 360 degree marketing approach; right from television to radio to digital to print. Our marketing spent for this year will be approximately 120 crores which is double of last year spent.”
In a press gathering, Priyanka Chopra, on the association with the brand, said, “Some of my best memories have been captured on Nikon. I am very excited to be associated with a brand that is not only renowned for its’ superior quality but also one that has helped us capture and retain so many special memories lasting a lifetime. With its pioneering COOLPIX series, Nikon easily brings out the photographer in everyone of us with its affordable yet exclusive collection of compact cameras.”
Nikon India was incorporated on 01 May 2007, a 100 per cent subsidiary of Nikon Corporation Tokyo. It is now planning to expand its base across the nation with all the new promotional activities.
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