Consumer Behavior Class Project - Targeting a Subculture

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Information about Consumer Behavior Class Project - Targeting a Subculture
Marketing

Published on March 5, 2014

Author: ChristineSpitler

Source: slideshare.net

Description

This PowerPoint was the final culmination of a consumer behavior group project. The task was to choose a product and then develope market research and strategy on how to re-target this product towards a given subculture. My group chose to re-target Nikon's 1-J2 Camera to the LGBT subculture.

A FOCUS on the LGBT Subculture Cara Contini | Clare Grall | Christine Spitler | Tamika Turner MKT 325—Taylor—10:10AM

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Samadi, N. (2011). Camera & film wholesaling in the us. IBISWorld industry report 42341, Retrieved from http://clients1.ibisworld.com/reports/us/industry/majorcompanies.aspx?entid=926

Kodak advertises to LGBT but is not a threat. http://www.adforum.com/creative-work/ad/player/50022

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Promotion Details Magazine Ads GQ --$161,437 Full Page Color 3x Est. Total Expense $344,870 Vanity Fair -- $183,433 Full Page Color 3x Website Ads 2 websites—1 million impressions each. Facebook “FOCUS on What Matters” Campaign Low operating costs (since hosted on Nikon’s Facebook Page) Maximum Charity Contributions $100,000 $9,000 $100,000

Promotion Est. Total Expense $453,870 Magazine Ad, Website Ad & FB Campaign Total Return on Investment Details Est. Total Increase Increase in Sales 3% increase in sales $29,000,000 Increase in Social and Charitable Awareness Facebook Campaign promotes not only a product but also a conscientious brand image N/A Total RETURN ON INVESTMENT $29,000,000 $28,546,130

Cara Contini | Clare Grall | Christine Spitler | Tamika Turner

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