1. NIKON Presentation of Recommendations Prepared by: Adam Hakien #100169765

2. Perceptual Map Nikon as a brand is widely perceived as a traditional manufacturer of specialised high quality photographic equipment (Johnson 2012)

3. 3 Key Areas 1) Expansion of the Target Market 2) The Value Proposition 3) The Marketing Mix

4. Current Market Where are we now? The D750 is generally purchased by wildlife / landscape photographers and wedding photographers - which represent the low end of the professional market (Sherman 2014).

5. Target Market Where can we go? Nikon has an opportunity to expand into the vast amateur market with potential sales to hobbyists, enthusiasts and keen amateurs.

6. Price is the key to gain competitive advantage The perception of the difference between the prices is swayed by the first digit in the price, the difference is sometimes perceived to be as much as 50% lower ( Cain 2015).

7. Value proposition The D750 has many comparable features and functions when stacked up against competitors offerings in $2000-$3000 price range (Tuck 2013).

8. Nikon Eco-system Smaller Profits Quicker Returns

9. Marketing Mix Product. Price. Place. Promotion.

10. Product The basic body D750 camera remains unchanged with minor packaging modification to advertise the new price.

11. Price Nikon should cap the RRP of the D750 to a maximum of $1999

12. Place The objective is to place D750 units within reach of a larger target audience. The camera will need to be gradually introduced into retail stores such as the Good Guys, Harvey Norman, Kmart and Target

13. Promotion  Target Marketing in a form large bright RRP $1999 price label on the box.  Full page advertisements in glossy magazines: National Geographic, Playboy, People and Popular Photography

14. References Simon Johnson 2012,’ Digital Photography Review’. [ONLINE] Available at:. [Accessed 22 September 15]. John Sherman 2014, ‘Nikon D750 for Wildlife and Landscape Photography’. [ONLINE] Available at:. [Accessed 21 September 15]. Lisa Cain 2015,’Marketing Learn it Do it Profit’. [ONLINE] Available at:. Kirk Tuck 2013,’Visual Science Lab’. [ONLINE] Available at: [Accessed 20 September 15].