Nikon's 20% of ad spend to be on TV

MUMBAI: Imaging products maker Nikon‘s spend on television ads will be about 20 per cent of its total advertising expenditure.

Nikon has recently launched a new ad campaign for its COOLPIX series of cameras with brand ambassador Priyanka Chopra.

Nikon India VP-Imaging Sajjan Kumar said, "With a view to increase footprint in both the D-SLR and COOLPIX camera segments in India, we intend to spend about 40 per cent of total marketing spends on dedicated campaigns, amongst which total TV spend is around 20 per cent. India is a market that responds directly to advertising."

As per the company, Nikon‘s marketing spend this fiscal is around Rs 1.5 billion. The company is looking at "distinctive" 2012 brand campaign launch strategy and roll-out is designed specifically for India. The focus is on TVC, digital, radio spots, outdoor hoardings and print advertising campaign to generate brand awareness.

According to Kumar, Nikon India has been investing in the Indian market on advertising and promotion progressively from Rs 300 million crore (FY 2009-10) to Rs 620 million (FY 2010-11) and now from Rs 1.2 billion for FY 2011-12 to Rs 1.5 billion for FY12-13. "We have increased our marketing budgets in 2012-13 to 150 crore and hope to target more customers with our brand ambassador Priyanka Chopra. With aggressive advertisement in all mediums, Nikon has its eyes set for being the leading imaging player in Indian market."

The major areas of investment have been to strengthen the well-established distribution network and channel structure and brand awareness initiatives like focused TVC, digital, radio spots, outdoor hoardings and print advertising campaign. It also involves further empowering strong service support network across India, investment in Nikon school workshops (an initiative to support the amateurs as well as photography enthusiasts by providing tips, expert guidance and insights about photography) and Nikon professional services (a special priority service directed towards the select media photographers across India).

Kumar said that in the last two years, Nikon has made our offerings and value proposition to consumer so competitive that it appeals to a large consumer base. "We are now offering the highest quality products with best price points, extended warranty, free memory card and other valuable freebies so that the customer can enjoy the product with no dissonance. With our shop-in-shop concept of D-SLR and COOLPIX Zones, best-in-class service support network and call centre backup, it is now easier for a customer to buy the cameras from a nearest outlets."

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