In order to expand on my previous post, I will discuss some of the means by which Nikon strives to maintain its current market share and consumer base. Through a series of marketing campaigns, Nikon is successfully advertising its products to two distinct consumer groups. Though the company is clearly ‘camera and optics’ oriented, it does serve various market segments. Its main product categories are: DSLR’s and Point-and-Shoot (referred to as PHD’s: Push-Here-Dummy).
Since 2008, Nikon has employed actor Ashton Kutcher to be the company’s spokesperson for the point-and-shoot products. This product line is named COOLPIX, a suitable name for Kutcher’s public image. Nikon realizes that one of the psychological needs of its consumers is to ‘fit in’ or simply: be cool. As most amateur photographers do not need high-end cameras, the COOLPIX series has been designed for them specifically. Through a series of television and multi-media advertisements, Nikon links Kutcher with the COOLPIX series, in essence, putting the ‘cool’ back in COOLPIX. Using the actor as their spokesperson, the company successfully shapes the consumer’s perception of what it means to be cool.
In order to address the DSLR-consumer, Nikon has used the ‘I am Nikon’ campaign to promote a sense of individuality and customization. The ads illustrate the ways in which people can express themselves with a Nikon camera. There is a Facebook group for this campaign where its creators regularly post intersting facts/techniques to keep the consumers interested. (76,362 members… myself being the 76,362th)
One of the famous photographers working with Nikon is Chase Jarvis (http://www.chasejarvis.com/), a commercial photographer with international fame. Jarvis, the creator of ‘IPhone as Art’, has always striven to interact with his fans on a regular basis. Through a multitude of YouTube-videos and blog posts, Jarvis keeps his fans updated with the gear he uses, the techniques he implements, and the campaigns he is involved with. Personally, I greatly enjoy watching his videos, and they have certainly affected my decision to go with Nikon. Jarvis uses and tests cameras given to him by Nikon, and his reviews are watched by many. An effective marketing method.
In essence, Jarvis and Kutcher are not much different, they simply appeal to different market segments.
Jarvis is the Kutcher of Serious Photography; Kutcher is the cool in COOLPIX.
Combined, these proponents of Nikon present a formidable opposition for any of Nikon’s competitors.