Fps talks to Camarena!

asks ‘Why everyone is a photographer?’

We are all photographers out here!

Gears are cheap these days

Digital has made everything easier

Proliferation of smart phones

Too many photography apps...

Software has suddenly become cheap

Learning has become free

Nothing is sacred anymore. There are no secrets anymore.

The last nail in the coffin, the new breed will shoot it for free!

There is only one real reason why there are so many photographers these days.

There is no point complaining!

Waiters and waitresses, bank-tellers, doctors, pharmaceutical salespeople, teachers, even musicians…

We all have friends with all of the above job descriptions who would rather be photographers.

Some of them make far more money than photographers.

No one tells them “You really killed it today, waiting those tables.”

No one gets 1,000 likes for teaching a kindergarten class.

No doctor gets over 300 likes when he saves a life.

Sure, we all know that saving a life is more important than photography and teaching is a noble profession.

But in today’s times, gratification matters to all doctors and teachers and waiters. They want to be known, seen and heard.

People come home from their jobs, post a photo to Instagram or Flickr and get validation by everyone.

Being a photographer is the new “rockstar” in an online, visual culture.

So they come home and buy a camera. They put the word “Photographer” on their Twitter bio.

The first wedding comes along and now they’re officially a photographer.

What is the lesson? It’s time someone welcomes them instead of shunning them as amateur photographers.

We’re all in this together. Enough with the complaining.

Camarena will talk about ‘enabling photographers’!

The Game Plan

We shall look into a model which will derive a conclusion based on market study and trend spotting; presenting the

Storytelling model

Don’t advertise… feel first Don’t sell product …pitch a dream

Create a story

Relevance

Consumer is the king!

They are here too.

New kids in the block.

Suppliers: A vital cog in the wheel.

Competition within the industry

Mapping the opportunities of brandscape

Consumer is the king!

The Call Center / Self help / Social Media savvy generation

High Disposable Income

Exposure to all things West

Earn More .. Want More…Do More

They are here too

Large Format Electronics National Chains - (Croma, Reliance Digital, Ezone)

Large Format Electronics Regional Chains - (Khosla Electronics, Great Eastern, Capital Electronics)

Regional Camera Retail Chains - (Sheethala, FutureForward)

Brand Stores – (Canon Image Square, Nikon D-SLR Zone/Coolpix Zone)

Traditional Stand Alone Camera Stores - (Chowringee Studios, Metro Gully)

E-commerce Websites - (Flipkart & Amazon)

New kids in the block

E-Commerce

The World is going Digital

Easiest Form of Entry today

Single Window Model Like B&H Photo Video

FDI may Bring Giants like Jessops, Etc

Products Like Google Glass, GoPro, Pentax

Suppliers: A vital cog in the wheel

Canon – Have a deep rooted relationship – Have Control over, but Canon is also opening Own Brand Shops.

Nikon – Strong Player in DSLR and perceives CAMARENA to be Canon Skewed.

Others – FUJIFILM, SONY, trying to make some sort of Inroads, they can be Leveraged.

Competition within the industry

PRICE is the only Factor

LFR uses the category to keep consumers for other white Goods, i.e. Fridge, Washing Machine etc.

Capacity

Budget Intention

Manpower Logistics support

Cutting out the guesstimating factors and analyzing reality

Media Budget

4 Cr/annum

Intention

Grown from SIS to Super Store format

City to Regional to National

From 0 Marketing Spends in yr1 &2 to Rs. 2.0 Cr in yr 4

Manpower

Trained in Photography. This is the Edge

Be the Brand! Live the Brand

Logistics Support

have the people/bandwidth to execute

Attributes > Distinctiveness > Novelty

One of it’s Kind only National Level Camera Retail Chain

and has First Mover Advantage with formidable lead

Knowledge

Decoding the Brand

4 Years of Existence

2 years spent on Advertising

Mostly tactical – using Print Media/Radio

Facebook has been primarily used

No Proper Brand Campaign to propagate the values of the brand,

capture the imagination of consumers and establish it’s leadership position!

Doesn’t have a specific brand personality!

Decoding the Consumer

Age: 25-35 Male

Working Profession/College/Post Graduate

Ambitious and non apologetic

Owns a Smart Phone or similar

Wants to do more in life than just Work

Indian Travel Industry has exploded

Travels the unbeaten path and seeks adventure

And lives his parallel life on Social Media through IMAGES

only Knowledge can counter the PRICE CONSCIOUS CONSUMER

Perception Present Brand Image

We are Sellers of Cameras and Photographic Equipment

Competition Analysis They are Sellers of Photographic Equipment cheaper than you

Target Consumer Behavior

Is wanting to create Amazing Imagery like he sees on Nat Geo etc

Untapped Consumer Most People want to buy Camera for Documentation

Not really bothered about the finer points of Photography Price is the only factor

Adaption Method

Change the mindset. Buying a camera based on price will not get you the desired results. Create Aspiration

Conversation

Conversation modules are to be discussed as per the proposed / desired brand archaeology and personality.

Bottomline:

Camarena would move into a zone where photographers would find the brand as a consulting medium.