What would a self-made brand take as the next step? FPS prepared a roadmap for Camarena to take the brand to the next level.

1. asks ‘Why everyone is a photographer?’

2. We are all photographers out here!

3. Gears are cheap these days

4. Digital has made everything easier

5. Proliferation of smart phones

6. Too many photography apps...

7. Software has suddenly become cheap

8. Learning has become free

9. Nothing is sacred anymore.
There are no secrets anymore.

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

11. There is only one real reason why there are so many
photographers these days.
There is no point complaining!

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

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

14. Some of them make far more money than photographers.

15. 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.

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

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

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

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

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

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

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

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

24. Camarena will talk about ‘enabling photographers’!

25. The Game Plan

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

28. Don’t advertise… feel first
Don’t sell product …pitch a dream
Create a story

29. Relevance
Mapping the opportunities of brandscape
Consumer is the king!
They are here too.
New kids in the block.
Suppliers: A vital cog in the wheel.
Competition within the industry

30. 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

31. 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)

32. 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

33. 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.

34. 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.

35. Capacity
Cutting out the guesstimating factors and analyzing reality
Budget
Intention
Manpower
Logistics support

36. Media Budget
4 Cr/annum

37. 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

38. Manpower
Trained in Photography. This is the Edge
Be the Brand! Live the Brand

39. Logistics Support
have the people/bandwidth to execute

40. Attributes > Distinctiveness > Novelty
One of it’s Kind
only National Level Camera Retail Chain
and has First Mover Advantage with formidable lead
Knowledge

41. 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!

42. 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

43. 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

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

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