Nikon recently diversified its full-frame mirrorless camera portfolio with the Z6III model. The brand also has marketing plans to further amplify the product’s reach.
The brand also launched a campaign titled ‘Outperform’ to introduce the new Nikon Z6III, along with the tagline- Designed to keep up with your creativity.
The campaign aims to tell all creators to outperform any limitations holding their creativity back and get the shot they crave. It features footage and images captured with the Z6III by creators Aparupa Dey, Danny Gevirtz and Luiz Claudio.
Sajjan Kumar, Managing Director, Nikon India shared with e4m, “Looking at the marketing activities for the product, it's never a model specific approach. There are many factors which play the crucial role in this like seasonality, how festivities will come up and maybe the wedding time, which is very important.”
When it comes to marketing for Nikon on different mediums, it is a good blend or mix of offline and online, according to Kumar.
One of the best marketing strategies that have worked for Nikon are on-ground workshops, where professionals can join a session, try out their hands on Nikon products and they can interact with their technical team to know what is so unique. This helps them to reach their consumer in the best possible manner.
Further speaking about the marketing mix, Kumar shared, “We are not really on print, but our marketing plans are mainly on digital and offline activities. A when the new product is announced, that month takes around 60% of our total marketing budget. That is very important to create that awareness about the new product and what is so different in it.”
Coming to a DSLR price point, it may look to be an aspirational product for many. But, Kumar believes otherwise. He said, “This notion is wrong that mirrorless is costly or DSLR is costly. Now it is according to consumer requirements what they expect from the brand and what kind of offerings we have. There are many smart devices which are selling close to Rs 100K. So, I think affordability is going up every passing year.”
Ultimately, consumers are mainly looking for what solutions can the brand offer to them which will ease out their life, their process flow, their workflow. And within that Nikon tries to make the technology affordable.
Speaking of tier 2 and 3 demand, the MD opines that if a Nikon new Z6 III is in demand in Delhi, it doesn't mean that a Kota customer will not look at it, An Ajmer customer or the Gorakhpur customer will also give it a try. “Yes, numbers can be different because the population base of those professionals is different. From a metro city to a tier 2,3 or even 4 city, their requirement expectation is the same,” he added.
With respect to leading competitors in the Indian market, he highlighted Nikon has 32% market share and is a strong player when it comes to full frame mirrorless cameras. According to him, they are the number 1 player when it comes to mid-range APS-C mirrorless camera range.
“The brand positioning depends more on the overall market and the kind of solution a brand is offering. Hence, we are working more towards strengthening our presence and our solution to our consumers,” Kumar said.
Nikon also focuses on community-led marketing which helps the brand in understanding their consumers in a better way. The My Nikon app is a big leap in that direction which offers freedom to the consumer to directly talk to the brand..
Towards the end of the discussion, he shared the top consumer insight that helps in strong brand recall is when a brand revolves its communication around its consumers. If a customer is at the center, a brand can make out what they want and what is the best medium to reach out to them.
With 2024’s Q3 coming up, weddings and festivities will bring peak sales for the camera industry and therefore, Nikon is also very optimistic. Kumar revealed their plan is not only marketing but offline activities beyond that for the upcoming quarter.
For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook, Youtube & Google News
