Comparative study on DSLR Camera Brands in India

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Study on Nikon DSLR Cameras

MARKETING MANAGEMENT PROJECT

A STUDY ON

NIKON DSLR CAMERAS

Submitted To:Dr.H.Gayathri(Deputy Director & Professor Marketing , SDMIMD)

Submission Date : Submitted By:August 31, 2014 Group 10 (Section B)Harish Kumar(14062)Saesh Naik(14131)Shivendra Gupta(14146)Srinidhi KS(14161)VS Sindhura Sunkara(14176)

TABLE OF CONTENTS

1. Indian Imaging Industry32. Major Players in Camera Market.33. Nikon Global...44. Nikon India.....55. Nikon Product Ranges...96. Nikon DSLR Cameras......137. Nikon STP..168. Nikon 4Ps...179. Nikon SWOT.....1910. Canon India...2011. Canon Product Ranges.2112. Canon DSLR Cameras.2613. Sony India..2814. Sony Product Ranges 3015. Sony DSLR Cameras3216. Comparison between Nikon , Canon and Sony.3517. Recommendations3618. Bibliography..37

Indian Imaging IndustryTechnology is playing an important role in our lives. The use of technology is no longer restricted to a corporate device or network area but now includes the crossover between personal devices, networks, and applications. Therefore, individuals are all-important now and their behavior in adoption has become the key parameters in generating value for any brand.The imaging industry is not far behind and the change has been rapid, from especially in the camera category from a traditional roll-based analog camera, to the swanky, colorful digital cameras. Digital camera penetration in India stands at a negligible 6% when compared to the developed nations of the world (hovering at around 80-90%). And it is this huge potential that makes India one of the most lucrative markets to be in. Indian imaging industry is quite sizable with tremendous growth potential. There are two parts to it. First part is the Image capturing industry which comprises of digital cameras, Digital SLR, cinematography, broadcasting cameras, lenses and accessories. It is around Rs 4,000 crore industry. The whole camera industry is growing at rate of 30% YoY. The current DSLR Camera market is 3.2 Lakh units which is growing at a good pace of 25 % YoY.Second part of imaging industry is the image creation & peripherals. This comprises of printing, copiers, scanners, fax machines, multifunctional devices and commercial printing equipment & commercial photo and printing services. This is around Rs 12,000 crore. This part of industry is growing at around 10% with some categories growing a lot faster. Managed services, digitisation & digital commercial printing are driving this market.Major Players in Indian Camera Market1. Nikon 2. Canons3. Sony4. Pentax (Ricoh Imaging)5. Panasonic6. Olympus7. Samsung8. Fujifilm

Currently Canon is the market leader with 44 percent market share . Nikon holds a share of 30 percent . Sony holds 12 percent share of the Digital Camera market and other players like Panasonic , Samsung , Pentax etc combinely holds 14 percent market share.

There is a very high level of competition in the industry.Each player is trying to gain more and more share of the growing market. Everyday , new cameras are being launched which are equipped with better technology and more features.

Nikon Global

Nikon Corporation , also known just as Nikon, is a Japanese multinational corporation headquartered in Tokyo, Japan, specializing in optics and imaging products.Its products include cameras, camera lenses, binoculars, microscopes, ophthalmic lenses, measurement instruments, and the steppers used in the photolithography steps of semiconductor fabrication, of which it is the world's second largest manufacturer.The companies held by Nikon form the Nikon Group.Among its products are Nikkor imaging lenses (for F-mount cameras, large format photography, photographic enlargers, and other applications), the Nikon F-series of 35 mm film SLR cameras, the Nikon D-series of digital SLR cameras, the Coolpix series of compact digital cameras, and the Nikonos series of underwater film cameras. Nikon's main competitors in camera and lens manufacturing include Canon, Sony, Pentax, and Olympus.Nikon Corporation was established on 25 July 1917 when three leading optical manufacturers merged to form a comprehensive, fully integrated optical company known as Nippon Kgaku Tky K.K. Over the next sixty years, this growing company became a manufacturer of optical lenses (including those for the first Canon cameras) and equipment used in cameras, binoculars, microscopes and inspection equipment.

Nikon Global Network The AmericasEurope AsiaOceaniaMiddle EastAfricaCompany Profile

Corporate Name Nikon Corporation

Head Office Shin-Yurakucho Bldg., 12-1, Yurakucho 1-chome, Chiyoda-ku, Tokyo 100-8331, Japan

President and Representative DirectorKazuo Ushida

Date of EstablishmentJuly 25 , 1917

Outline of BusinessManufacture and sales of optical and Imaging instruments

Capital65,475 million Japanese Yen (Rs.3826 Crores ) (as of March 31, 2014)

Number of EmployeesConsolidated: 23,859 (as of March 31, 2014), Non-Consolidated*: 5,684 (as of March 31, 2014)

Plants

Oi Plant6-3, Nishioi 1-chome, Shinagawa-ku, Tokyo 140-8601Yokohama Plant471, Nagaodai-cho, Sakae-ku, Yokohama, Kanagawa 244-8533Sagamihara Plant10-1, Asamizodai 1-chome, Minami-ku, Sagamihara, Kanagawa 252-0328Kumagaya Plant201-9, Miizugahara, Kumagaya, Saitama 360-8559Mito Plant276-6, Motoishikawa-cho, Mito, Ibaraki 310-0843Yokosuka Plant1-15, Shinmei-cho, Yokosuka, Kanagawa 239-0832

About Nikon IndiaNikon India distributes markets and services the complete range of Nikon imaging products, the newly introduced Nikon Sport Optics & Nikon Instruments. The Nikon Imaging includes its Nikon D-SLR as well as its compact camera, the Nikon COOLPIX, the Nikon 1 camera system, a range of NIKKOR lenses & accessories. With offices in Mumbai, Kolkata, Bengaluru, Delhi and Gurgaon, Nikon is strengthening its Sales & Services network all across India. The company has established total of 5 Nikon owned Service Centers (5 Branches), 31 ASCs (authorized service centers), 57 Nikon Collection Centers and over 3000 dealer base for complete service & support of Nikon customers. Nikon has also set up 120 COOLPIX and D-SLR zones pan India which showcases the entire range of D-SLR cameras, COOLPIX cameras, Nikon 1, an elaborate range of NIKKOR lenses and Nikon Sport Optics.

Company OverviewNikon India was incorporated on 01 May 2007, a 100 % subsidiary of Nikon Corporation Tokyo. Over the years Nikon had established a strong base in India through a local distributor. Now, Nikon India will further reinforce this excellent platform to enhance Nikon's brand image and brand promise through various activities and programs.DescriptionNikon India distributes, markets and services the complete range of Nikon imaging products, including its Nikon D-SLR as well as its compact camera, the Nikon COOLPIX and a range of NIKKOR lenses and service and repair of industrial products.

Nikon Product Ranges1. Digital SLR CamerasNikon manufactures and markets D series of Digital SLR cameras in Indian market. Some of the best selling DSLR models are:D4S, D4, D600, D610 2. Nikon 1TheNikon1 seriesarehigh-speed[1]mirrorless interchangeable-lens cameraswith 60frames per second(fps). The series currently includesNikon 1 V1,J1,J2,andS1with a 10-megapixel image sensor

3. Digital Compact Camera (Coolpix Series)TheNikon Coolpix seriesaredigital compact camerasin many variants produced byNikon. It includessuper zoom,bridge,travel-zoom,miniature compactandwaterproof/rugged cameras.Some of the models are: coolpix300, Coolpix 340, Coolpix L830.

4. Film SLR CameraIn this category there are two varients namely F6 35MM FILM SLR, FM10 35MM FILM SLR.

5. Nikkor LensesTheNikon F-mountis a type of interchangeablelens mountdeveloped byNikonfor its35 mmSingle-lens reflex cameras.

6. 1 Nikkor LensesTheNikon 1 camera systemis a little-sensor (2.7x crop factor) digital replacement for theProneaseries ofAPS camerasof the late 1990s. 2.7x crop factor means tiny 9 x 13mm sensors, with tiny lenses and huge depths-of-field the same as 110 film of the early 1970s.

7. Flashes (Speedlights)Nikon also has a wide range of Flashlights in its product range some of them are: Speedlight SP300, Speedlight SB-N5,Speedlight SB-R200.

8. Spot OpticsIn this category Nikon has Binoculars, filed and spotting scope, Laser range finder with different models and specification.

9. AccessoriesBesides DSLRs and other products it also provides with dofferent type of accessories like AC ADAPTERS, BATTERY CHAMBER COVERS, BATTERY PACKS, BODY CAPS, CABLES AND CORDS

Nikon DSLR1. Nikon D810 TheNikon D810is a 36.3megapixelprofessional-gradefull-framedigital single-lens reflex cameraproduced byNikon. Dimensions of this camera Approx.146, x123, x81.5mm (5.8, x4.9, x3.3in.) Completely redesigning for peak image quality The lenses used in this camera is Nikon F mount. Battery is one rechargeable Li-ion EN-EL15 battery. Supply accessories provided with this are Monitor Cover BM-12, Body Cap BF-1B, Rechargeable Li-ion Battery EN-EL15 with terminal cover, Battery Charger MH-25a (comes with either an AC wall adapter or power cable of a type and shape that varies with the country or region of sale), USB Cable Clip, HDMI Cable Clip, USB Cable UC-E22, Strap AN-DC12, ViewNX 2 Installer CD Targetting professional photographers , this camera is priced at 1,99,950 INR

2. Nikon D3200 TheNikon D3200is a 24.2megapixelDX formatDSLRNikon F-mountcamera officially launched byNikonon April 19, 2012. It is marketed as an entry-level DSLR camera for beginners and expe