1. Marketing Communications Group Report
(MK2E01C)
Kalin Stoev 08009233
Anfisza Bulgakova 08026964
Oluwayemisi Oshinuaia 08026964
Pavlos
Module leader: Jonathan Taylor
Tutor: Rehnuma Ali Choudhury
Words: 8391
Budget: ₤25m
Report deadline: 18th
December, Friday
2. Contents
1. The Report – 500 702
2. Introduction – Nikon – 350 383
3. Market situation – SWOT – 1500 (240)
a. Macro 734
b. Micro 926
c. USP 163
4. Product – 900
a. Nikon Alpha Hi-fi Products 741
b. Packaging 251
5. Objectives – 600
a. Marketing 157
b. Communication 73
6. Strategy, Tactics and Actions – 2000 316
a. Segmentation 137
b. Targeting 285
c. Advertising 1104
d. Internet sales and spreading 651
e. PR and Publicity 290
f. Direct Marketing 229
g. Sales Promotion 193
h. Exhibitions 331
i. Message and Brand 113
7. 3M’s - 900
a. Men – human resources 309
b. Money and Minutes *171
8. Evaluation and Control– 500
a. Control 179
b. Prediction 429
9. Conclusion (decision for the future of the project) – 250 233
10. Reference
11. Appendix
3. 1. The Report
This report is a marketing communications plan for Alfa Hi-fi Product Line (APL) by Nikon.
A detailed research is needed for quality analysis of the macro and microenvironment of Nikon,
as well as PESTLE and SWOT analysis, Company profile, Competitors, Distribution channels,
Media, Customers.
The next stage is detailed description of APL and possible approaches for product situation in the
market with selected targeting of customers. The priority objective is rise in market share, brand
recognition, awareness and unit sales using various marketing tools, strategies and tactics. In
order to achieve all set objectives, Nikon will access various resources like people, money and
time management. One of the main issues to be reviewed in the report is analyses of the UK Hi-
fi market in relation with Nikon. In addition, we have research several niche opportunities in the
electrical market and how best to take advantage of them. Audio segmentation was on the focus.
It is thought that Nikon have strong brand identity and their products include all of the latest technology
available. We think it is appropriate to use them as possible strengths.
Nikon - It is not just about digital
The market for cameras has changed enormously over recent years, as digital cameras have
fallen in price and increased in sophistication. Mobile phone cameras have also improved in their
capacity and quality, and this has been depressing demand for digital compacts. Internet trading
has eaten into market. Nikon should recognise the need for research for new opportunities in the
electrical market and we have chosen it because it has potential to coupe with almost any kind of
competitors, develop technologies to satisfy customers’ needs and it has good financial
background to cover the costs.
Mintel (2009a)
The changing perception of digital content
There are now more ways than ever to take pictures, record video or listen to digital audio file,
from standard digital cameras and camcorders, to compact cameras and pocket-sized video and
mp3 players. At the same time, high technology is now a norm and is rapidly improving in
quality and demand. As the market for digital devices proliferates, the report will assess how
consumers evaluate new technology for audio Hi-fi products, what they look for in a new device
and opportunities to fight back at the threat from competitors. The product design is an all-
inclusive Hi-fi professional system with compatibility of Wi-Fi connection, professional audio
amplifier with turntable, digital converter, CD, mp3 and high power four speakers. Home
entertainment system includes CD, DVD, mp3 player and speaker system. In addition, radio
tuner with some additional features will be available. The report presents how Nikon can
overcome challenges facing dedicated devices like stereo speakers, mp3 players, simple
amplifiers, radio receivers from the type ‘all in one’ products.
Mintel (2009b)
The design is will be developed by Nectar Design and Reference Audio Systems. The
manufacturing will be negotiated with Sandy Audio Equipment Co., Ltd based in China. The
target customers will be both genders in age range of 20-40 from A and B social groups. This
market has been chosen as they have more buying power. This communication plan aims to reach 4%
market share and 75% brand recognition with 70% awareness within one year. Psyop will create
animated clips for the advertising campaign. The clip should mostly be focused on the younger
audience in age range 25-35 and should emphasis on high technology and superior quality.
Appendix 1
4. Strategies, actions and tactics have been developed in order to control the marketing process
throughout the product life cycle (PLC). PLC theory is used for general market forecast and
provided later implementation in management in order to achieve better understanding of how
the product is performing at any given moment in time and react accordingly. An analysis of the
three key resources has been included, also called the 3M‟s: 1. Men – as for human resources - it is
intended for Nikon to use all available resources to the maximum; 2. Money - The budget was set at £25
million. After the budget was properly divided, 10% of the budget has been set in reserve for unforeseen
expenditures; 3. Minutes - The given timeline is one year from the beginning of the campaign.
2.Introduction – 381 words
This report will introduce the marketing communication plan of launching new products in the
market. We decided to extend Nikon’s profile and develop high quality electronic Hi-fi
equipments with many innovations. After detailed research in electronic Hi-fi market, we are
ready to present the marketing communication report to chief executives about the new product
line Nikon Alfa Hi-fi.
Nikon Corporation is a Japan-based company, established in 1917, mainly engaged in the
manufacture and sale of optical products. The company is one of the leading manufacturers of
digital single-lens reflection (SLR) cameras, focus lenses, microscopes and equipment used for
manufacturing semiconductors and liquid crystal displays. It collaborates with leading
companies like Microsoft, Hewlett-Packard and Essilor.
Nikon (2009a)
We have identified the gap in the Hi-fi consumer market, established the objectives and worked
out a statement and strategy. The target audience and the product positioning are put together
after a full research on relevant channels and by conducting a survey for the Internet social
networks spreading. The action plan presents Nikon Alfa Hi-fi advertising campaign, the
different marketing and advertising tools that are used in the launch, such as radio,
newspapers/magazines, posters/outdoor adverts, internet, etc. The tactics will show the details of
our action plans, e.g. the timing and the cost of our actions. 3 M’s – men, money and minutes,
will take through the exact cost, time and extra help needed for launching this product line.
Lastly, the unique selling point and the monitoring of the launch have been fully explained.
The reliability of the Nikon brand is based on high-level technological power and ongoing R&D
activities since the company’s establishment. Nikon technologies are active not only in Nikon’s
core products but they also squarely support innovation in leading-edge science, and they
contribute to the development of society and industry as a whole. This corner casts light on
Nikon technologies from various perspectives.
HI-FI
Hi-fi is simply the shortened term for high fidelity. It became popular in the 1950s and was used
to describe the reproduction of images or sound in their purest form. Hi-fi is most often
associated with sound, such as music. Hi-fi means that reproductions are clear, generally free of
background noise and offer minimal distortion. Hi-fi equipment is meant to make reproductions
as true to the original as possible.
Wisegeek (2009)
5. 3.Analysis of the Marketing Situation
All businesses perform to produce goods and services that will appeal to customers allowing for
a continuous business cycle, where there is the potential to exploit opportunities and being able
to respond to threats in the most profitable way, especially where the industry is such a dynamic
and volatile market - like that of consumer electronics.
Understanding the context of the environment is essential for growth and success. In home, audio
accounted for 20.5% of the overall consumer electronics market in 2006. This is forecasted to
rise to 25% by 2011, with the United Kingdom leading the way achieving 19.8% of the overall
market share in Europe. Although specific areas, such as portable electronics, have seen very
significant growth and elements related specifically to design have shown a shift to micro
systems or space saving Hi-fi units.
Mintel (2006)
Factors most likely to effect purchase decisions: Pricing
In Marketing Mix, pricing plays significant role. Despite the rises in disposable income on the
whole consumer electronic, specifically in the case of the audio sector there are high levels of
price erosion and new products can only demand premium prices for short periods. These rapid
changes in price impact industry players in various ways; price can be used as a tool for greater
market and household penetration, alternatively consumers may delay buying newer
technologies as they expect and fear the rapid depreciation in cost or value of the new product.
Mintel (2006)
a.Macro Environment PESTLE Analysis
Political, Economical and Social
Appendix 3
Technological
Technology is not a new concept in business. Yet, it has drastically changed the way businesses
function. There is increasing emphasis on “perpetual innovation” (Hitt, Hoskisson & Ireland,
2007) and further more the use of this information to develop and personalise strategies.
Employing opto-electronics and precision technologies that have been developed since the
company was founded; Nikon not only conducts R&D activities to improve product technology,
but also carries out highly advanced element technology development and basic research from a
long-term standpoint. All these technologies are essential to support the Nikon of tomorrow.
Nikon (2009b)
6. We assume that Nikon’s electrical experience and
background is sufficient for producing any technologically
cutting-edge and competitive audio Hi-fi products. For
delivering the best sound quality, effort is put on the focus
but not invention only. Investing in invention is risky and
there is a chance for not delivering the set objectives.
Nevertheless, enough investment, marketing, management
and strategic effort combined with technological and
electrical know-how will most certainly deliver the
desired results.
Legal
The legal analysis helps an organisation to see what limitations are enforced on them and should
be carefully examined. Waste Electrical and Electronic Equipment (WEEE) Directive is one of
the biggest legislations that were developed in terms of the Hi-fi market. This established a set of
rules that manufacturers and distributors of electrical and electronic equipment must operate by.
There is also regulation known as the Restriction of Hazardous Substances (RoHS) Directive.
This states that as of the 1st July 2006, all electrical equipment manufactured or sold in the UK
must be free of certain hazardous substances.
Ethical
The four fundamental principles of Nikon’s Corporate Social Responsibility (CSR) –
Trustworthiness and Creativity
o Compliance – Business ethics
o Risk Management
o Environment
o Social Contribution
Nikon (2009c), Appendix 3
b.Micro Environment Analysis
Strengths and weaknesses
Some of the identified strengths for Nikon are the specific targeting, effective segmentation, USP based
on design and quality, already established brand name with strong corporate identity and using all latest
technology available.
In addition, some weaknesses like economic recession, reducing disposable income and purchasing
power; strong competition and customer loyalty to some very well established other brands should not be
underestimated.
7. Competitors
Customers’ satisfaction is very important in marketing and especially to our team. On the other
hand, simply satisfying customers is insufficient. Many organisations offer similar product and
services are directly competing with one and other. Competition is continually increasing
especially because the global market place is now a reality and technology is developing in
exponential speed. The consumers will usually buy from the organisation that best satisfies
consumer needs. Because of this, Nikon Alfa department has to monitor the competitive
environment and competitors offerings constantly. If someone wants to buy any Hi-fi system
product for home or business, consumers might consider brand name, price, and features of the
Hi-fi system product, the component accessories and the after sales guarantees. Nikon will be
using the Michael Porter’s five forces model to understand who there competitors are. The
models are competitive rivalry, treats from potential entrants, buyer’s power, supplier’s power
and treats from substitutes. Nikon have realised that companies compete on price and promotion
and companies can be aggressive towards each other. To avoid this, Nikon have constant price
offers and high level of advertising to attract consumers to their new products. Some of the
competitors in Hi-fi product range are:
Competitors: Sony, JCV, Apple
(Appendix 4)
All these companies are competitors of Nikon Alfa Hi-fi Product range in electronic market.
They provide the same product range at a competitive price. Nikon realise how powerful this
companies are, so therefore Nikon will be penetrating in a competitive way to gain the targeted
market share.
Unique Selling Point
The customers would be attracted by Nikon APL’s key benefits. Firstly, the product will be
relatively low cost in relation to quality. As our target audience is aware of the environmental
issues, our Hi-fi products will include a built-in gadget called Bye Standby, which is a brand new
energy saving solution designed to reduce the daily energy consumption of electrical devices and
therefore our customers will be able to save energy, carbon emissions and money. Nikon Alfa
Products are very easy to use and we offer a great variety on how to put the components
together. The products are more attractive due to its universal dock for all major types of MP3
players and a variety of convertors for wide range of cable standards. Overall, Nikon Hi-fi
systems are space-saving audio equipment with futuristic design.
All in one build in product brings competitive advantage to Nikon products and deliver
maximum customer satisfaction with less number of products and more features with superior
quality.
8. 4.Product
a.Nikon Alfa Hi-fi Products
Customers are always looking for the best product.
Nikon Alfa Products consists of two different types of products: Home Entertainment and
Professional Equipment products are design to cover wide range of market segmentation.
All products are Wi-Fi certified and they connect to each other by simply pressing the “Alfa
CNCT” button, which is sufficient for each product to find all other Nikon Hi-fi products and
build Home Entertainment system within seconds. Home products include digital visual radio
tuner, four-unit speaker cinema system with DVD, CD, and MP3 player. The professional
equipment include turntable with integrated amplifier and CD/MP3 input with powerful four-
unit speaker system for other businesses. All these products are Wi-Fi capable and have a lot of
distinctive features and functions in a different price range. This is a perfect opportunity for B2B
relations with clubs, bars and nightlife events.
Home Entertainment
Nikon Digital Visual Radio (NDVR) is a Wi-Fi capable NDVR with touch screen display
including two speakers and a Bluetooth remote control. Nikon DVR has an access to more than
10000 internet radio stations, favourite websites and features like news, weather and Facebook.
You can easily find any music station by name, language and country. You can choose which
podcast or episode you want to listen, without downloading it. You have also an access to any
FM stations. If you have a computer or a storage device connected to your wireless network, you
can store music from it direct to your DVR. You can also input your iPod or your mp3 player. It
is very easy to set up your alarm and you can simply choose what you wake up to. It can be your
favourite song, FM, or radio station. If you would like to stay in a bed for a bit, you can snooze
the alarm for as long as you like. In addition, it wakes up the body gradually with a light using a
20 minutes sunrise simulating process.
The home entertainment DVD/CD player with MP3 dock, which is connectable with TV comes
with system designed shapes for perfect fit in almost every interior. You can choose your own
concept design for your speakers with many different textures such us: wood, plastic, glass, steel.
For the shapes you can get tall, small, flat, thin, thick speakers. With the four-unit Wi-Fi speaker
system, you can allocate the loudspeakers all over your flat. That means you can control the
sound and you will be able to listen the music in any room around your flat.
9. Professional Equipment
Nikon TurnAmp
This product will be known for unconstrained
sound, speed and the ultimate sense of freedom
this is it. Integrated Ultimate Nikon-Amp creates a musical experience with the finest musical
details. We can provide you an improved professional speaker system with the upgraded
amplifier and turntable on top of it that is suitable mostly for Club, Discos and big music events.
A Nikon TurnAmp benefits include input selection of MP3, CD, USB, iPod with a balance
control and adjustable input gain. DJs do not need to worry about the connection of amplifier and
turntable, because this product is all in one. We offer a powerful amplifier and CD player with
unique sound reproduction with bigger power and quality. This amplifier ensures that music is
delivered with a precise control.
Our elegant product design talks for it. The turntable builds on the quality, it has an extra level of
isolation, better structural damping, and an improved motor drive system. With its ultra creative
look it will attract a lot of new customers, who might go not just for the sound, but also for the
look. It has an eye catching silver volume wheel and an evolution tone arm. If you have once
used it you will never want to use anything else. Ultimate Amp has a cooling system with
proportional fans. It means that the fans run with the excellent cooling speed that will protect
them from overheat power pack failures and speaker short cuts.
With Ultimate Amp we offer professional speaker system, that suitable for Clubs and any other
event where the sound is the most important.
You can get loudspeakers from us in much different size, design, with any number of drivers and
within different power. Their bass simply offers magnificent detail and a good sense of punch.
All loudspeakers are Wi-Fi capable, which means they are suitable everywhere within your
chosen place.
b.Packaging
Our packaging will be sourced from an Asian manufacture, AVC that also have the supportive
design capabilities facilitating a shorter time frame needed to have the product packaging design
and prototype ready for approval. This will help to give the product a look of difference on the
shelf and highlight the distinctive brand image as well as product features. The colour of the
product must reflect the style and ease of use, so the colour range will mainly be of a higher
finish in metallic inks in deeper shades, we will avoid using primary colours as we would like to
show the product with the supporting package design of sophistication and uniqueness. Further
more it is an environmentally friendly product made from one type of plastic- for ease of
recycling eliminating cross-contamination of paper and plastic or of multiple types of plastic,
which will work alongside the green aspect of the Nikon S.O.M. brand.
AVC’s Colour House is staffed with a complete team of designers and provides all types of
graphic design services including consultation on layout, design, digital pre-press, sample mock-
ups, and colour separations, the design can be swiftly prototyped to give the best visual
presentation of the potential finished design. AVC offers top design studio services as part of our
Colour House division.
Nikon (2009d)
Financemarkets.co.uk (2009)
10. 5.Objectives
The following are marketing and communication objectives for Nikon Ltd for the period from April 2010
to April 2011:
a.Marketing Objectives
• The fundamental objective will be to gain a 4% of the market share by the end of the
campaign, in April 2011. However, if 2% of the market share has not been reached in the
first two months, the market strategy will be re-evaluated.
• In 2006, the total of UK households was 24.9million. (National Statistics, 2008)
Nikon Ltd is an established brand in the camera industry but not as recognizable as its
new competitors in the Hi-fi industry like Samsung, Sony and Philips.
In terms of brand recognition, the aim is to target 75% (18.7million) of UK households
by January 2011.
• By April 2011, the aim is to achieve an annual turnover of £56.7 million.
• The target unit sales will be 35 000 units for the first 6 months and 54 000 units for the
last 6 months.
• It is planned that 32% distribution penetration should have been achieved by April 2011.
b.Communications Objectives
• To achieve 70% product awareness in our target market by November 2010.
• Enhance consumer’s long term attitudes and perception towards the Nikon Alfa brand
and its product. Build on customers’ trust and loyalty.
• Achieve consumer’s brand preference and establish the company amongst competitors by
April 2011.
• Nikon would like existing, loyal and new consumers to attain increased knowledge of the
company and its products by Christmas holidays of 2010.
11. 6.Strategy, Tactics and Actions
The communication tools used in the campaign are Audio Exhibitions, PR and Publicity,
Advertising, Direct Marketing, Sales Promotion and generally the SOSTEC model.
Nikon will achieve the intended brand awareness and attitudes perception objectives by attending
the leading audio technology exhibition in the UK and establishing positive media relations.
Advertising will be used to guide the customer throughout the decision-making process and
favour the brand above competitors. Direct mail will be issued to existing customers of Nikon to
make them aware of the new Alfa product line as well as using sales promotional tools, such as
discounts to push the target market towards a purchase and reach sales objectives.
The strategy should fit well within the segmented market that has been previously defined. It also
helps to reach other target markets, such as B2B relations with audio professionals, which will
affect the sales and overall result. Using the defined strategy for reaching the set objectives, the
launch of the product line should be successfully executed and it will help to overcome the
already positioned competition.
This strategy should mean that the market share will be achieved within the given time frame of
1 year and with the available resources in terms of investment – ₤25m.
A multi-stage strategy has been designed in order to cover as many stages of the customers
buying process as possible. It also lends itself to an integrated marketing communications
technique as several communications tools have been used.
To show our expected positioning within the market a perceptual map has been included.
Nikon Alfa Professional is situated very high in the quality perception in respect to
price, which is slightly less then Bose but still more expensive in comparison to Sony.
Nikon Alfa Home is cheaper then well-established brands as Apple but still
competitive with quality and more affordable. Lower priced competitors such as JVC
are cheaper but fall back in sound quality.
12. a.Segmentation
Demographic shifts have a significant effect on the audio-visual market; any shift in the age of
the population indicates possible outcomes for future demand. The key target group for much of
the consumer electronics sector is predominantly in the range of 15-34. However, the general
trend in the UK is that of an aging population, there is an opportunity here as the older to middle
age groups are under catered for in this sector. Establishing the right audio electronics now,
effectively builds a basis from which to maintain the relationship as these consumers mature.
These consumers will generally have a higher level of disposable income than younger groups
and spend more of their leisure time at home.
They will therefore have both the motivation and the means to spend heavily on high-ticket items
like home audio centres.
b.Targeting
The suggested target audience is both of the male and female gender in the 20-40 age range.
A and B social groups are the main targets for Nikon APL. These potential customers have been
chosen because they have more of disposable income and so they will be able to afford the
premium product. It is also felt that sales of the product would do better by not segmenting the
market by gender. Additionally, most Hi-fi products are currently targeting men and the idea is
that this would present a unique opportunity. Nikon wants to attract consumers with a keen
interest in audiophile Hi-fi products, which are non-compromising in performance, construction
and finish. People usually purchase different products to satisfy their basic needs, solve problems
and make themselves feel good.
Home Entertainment
For the home entertainment products, our ideal costumers would be families, young
professionals, middle-class men and women in their 30s or 40s who purchase seasonally
different electronic equipments. Research shows that the best costumers who are interested in
buying home entertainment equipment are young professionals.
We want to extend our market and include 40-50 years old men and women and win bigger
market share.
Professional equipment
For professional equipments, we made a special target and we market products to specifically
target businesses such as clubs, bars, entertainment music events, where professional music
equipments are well needed. We also want to target young professionals such as Djs, people in
their 20s or 30s who are also interested in music and want to buy high quality equipments. The
company wants to extend the market and reach the selling volume objectives.
Table: Consumer spending on electrical products, 2003-07
Table: Retail distribution of audio equipment in UK, 2005-07
Appendix 2
13. c.Advertising
We would like to use diversity in our advertising .By controlling the media communication
channels we will be able to reach the audience directly through media. To increase the
company’s Nikon Alfa Hi-fi products sales and create strong and favourable brand awareness we
want to publish the information through mass media such as television, magazines, newspapers,
broadcast stations, news releases, emails, brochures, posters, electronic news.
Television
Unique brand association is a necessity for a successful advertising campaign.
The television campaign will be one of the strongest mediums for creating brand image because
it allows reaching wide range of end customers. Product specifications and benefits can be
addressed directly with creating add movie clip. Our team chose Psyop (www.psyop.tv) as
agency for creating the movie adds for the first advertising campaign. Their style correspond the
best to our targeting and segmentation. The movie should be focused on the young customers of
Nikon Alfa that are impressed by visual and sound effects and should demonstrate the superior
technology and quality offered in the product range. The add can be showing a nice living room
with Nikon Alfa Home Entertainment system installed, where a man or a family sits in the
middle and enjoys the time spending at home by imagining being at a concert, club, cinema or
really good discotheque. The simulation of the real situation should create similar feeling like the
one created in “E3 2009: Project Natal Xbox 360 Announcement” (http://tinyurl.com/qygm56)
and the imaginative situation should have the effect of the new Heineken clip by Psyop.tv (can
be seen on the web site). The adverts are to be shown frequently over an average period of time
(first twice a week for two months and then once a month), because it is considered to be more
effective in terms of creating huge engagement with targeted customers. The campaign will
circulate throughout internet and specially focused attention to promoting over social networks
where word of mouth has huge effect. The TV campaigns will start in April 2010 on ITV1 , with
preparations beginning in March 2010. The ads will be released about 2 weeks before the launch,
starting with hidden ads to create interest and cause the market to wonder about the product.
Targeted customers should be reached constantly throughout the year and Nikon Alfa Products
should be in the decision making process list of customers looking to buy Hi-fi products.
Newspapers
We will purchase an entire page in newspapers like Evening Standard and The Telegraph.
The adverts for the newspapers will start appearing in April 2010, which means that the space has to be
bought earlier. The London Evening Standard is a free local daily newspaper, published in tabloid
format in London, England. It is the dominant regional evening paper for London and the
southeast of England, with coverage of national and international news and a strong emphasis on
City of London finance. In October 2009, the paper ended a 180-year history of paid circulation
and doubled its circulation as part of a change in its business plan. The paper relaunch as the
London Evening Standard, with a new layout and masthead. The paper marked the relaunch and
became a free newspaper by giving away 650,000 free copies on the day. Evening Standard has a
circulation of around 263,000, high for a local paper compared to The Times 's national
circulation of 640,000 and the Mail’s of around 2,300,000.
Associatednewspapers (2009)
First round of publishing our products on a full page in the Evening Standard will be at the
beginning of April 2010. Second round is going to be published from February 2011 until the
14. end of the campaign. The objective will be to generate mass awareness and sales volume.
For Christmas period our advertising campaign will shift from Evening Standard to the
Telegraph in order to reach the target audience with more exposable income during the holidays.
Most of the people reading paid newspapers are professionals with higher income and they can
be easily persuade for making a purchase during Christmas time. It will be published from
November until the end of December.
Magazines
Hi-fi World magazine is one of the top selling audio magazines across UK. It is fully packed
with interesting, insightful and informative content. All interested in audio industry finds this
magazine as a must read source. Their readership is worldwide and it is a good way to share a
passion for music and the desire to hear it as enjoyably as possible. Run by enthusiasts, their
commitment shows in everything from the rigorous technical measurements, which they
undertake on almost every product, reviewed to the weird and wonderful editorial mix. In this
magazine, you can check all news, hot events, articles, features, buyer's guide, reviews and lots
more. As Hi-fi World is one of the top-selling audio magazines and its amazing consistency in
finding great products that become hugely loved by the public for years to come. The reviews are
very informative and not over bearing like some other magazines in the Hi-fi world.
enjoythemusic.com (2009)
The magazine also comes with a host of advertisements, which tell you about all the latest audio
equipments available out there. For Hi-fi enthusiasts, the advertisements greatly complement the
content of the magazine, as they can easily find the brand new products and can easily compare
prices. Hi-fi News Magazine is the best choice, if someone is a true lover of music, DVD
players, home theatre systems, etc of the highest class. At the same time, it keeps people updated
about the latest developments and the latest products. In Hi-fi News magazine we will publish
our home entertainment products for three following months. By advertising in these magazines,
both the men and women who are able to afford the luxurious Hi-fi system would be targeted.
Magazines have been chosen because of their longer shelf life and better reproduction quality.
The adverts in the Hi-fi World and Hi-fi News magazines start appearing in November 2010,
which means they will have to be handed into the advertising departments of the magazines by
October 2010.
Posters
Posters are an effective way of advertising products. They are one of the simplest and
most effective ways of communicating messages to masses and are a good way of
ensuring that the message reaches wide audience. Nikon will use both indoor and
outdoor posters to promote the product. Outdoor posters will be used in tube stations and
on big banners in the city centre. It will be done by the beginning of January 2011. This
communication tool will enable the company to draw the attention of potential
customers and maintain interest.
15. d.Internet sales and spreading
When people did not use the internet, the professionals communicators understood the value of
favourable recommendations and ,,buzz'' about the product or service. The most important
program for public relations was to achieve the best reputation of the company, celebrity or
product. In our days, spreading the word of mouth through the web sites can be one of the best
productive ways to advertise your product or service, where both marketing and public relations
can be met. The primary purpose of viral marketing is to stimulate impulse purchases or
downloads, but increasingly pass-it –on techniques on the Web servepublic relations objectives
in reputation management and message dissemination''(D.L Wilcox.,G T.Cameron Public
Relations 2006) .
Internet sales have become an important sales channel for many companies. On the company’s web
site www.nikon.com we will post all the information about the new Nikon Alfa product line. It
will be easy to purchase, order, and check all the available products and innovations through the
website. By e-mail, we want to suggest story ideas about Nikon Alfa product line to journalists
and letting them know about each particular item within the company’s web site and also
answering media queries.
Internet Spreading
o Social Networks and the word of mouth
o Banners in audio related web sites and retailers/resellers online stores
o PR publications and interview with opinion leaders and formers
o Movie ads and spreading brand message
o Design innovations and customer engaging
Targeted customers should be reached constantly throughout the year and Nikon Alfa Products
should be in the decision making process list of customers looking to buy Hi-fi products.
According to Retail distribution of audio equipment in UK, 2005-07, the Internet retail share rise
with 14.8%. Our team agreed that Internet marketing strategy and Online marketing campaign is
essential for delivering long-term results. Nikon APL will be positioned over the Internet with
wide selections of tools, platforms and media to establish and support the company brand name.
First, a social networks profile will be created and distributed in all of the following platforms in
order to establish the necessary minimum basis for conduction a successful online campaign of
any type. For example, Nikon Creates advertising short movie and uploads it to YouTube for
engaging subscribed users in discussions. Another example is Promoting discount codes in
MySpace or looking for Feedback in Twitter for previously posted design flyer in Flickr and
etc. Engaging many social users is one of the most efficient ROI techniques becoming widely
used right now.
16. Nowadays, every big brand is certainly on the Social Web, somewhere and somehow. Whether
you want it or not. The opportunity for investment in that area is right now and the goal is not to
control it but lead it. The table above shows the most appropriate social networks that will be
used to position the APL on the Web. Developing every single social profile in the table has an
exponential growth effect over the overall Online awareness. The connection between these
networks is so easy that developing one profile leads all other profiles to grow and users
(potential customers) are jumping from one platform to another searching for the best deal. Very
precise segmentation and direct marketing is possible due to detailed statistics and analytics.
Social networks are very good at targeting people that are easy to convince. People are looking
for the product that you are offering and this significantly reduces the decision making process in
Nikon’s favour. Developing online marketing campaign will help achieving brand recognition
and annual turnover objectives as well as reaching the unit sales needed for break-even. In
addition, Last.fm will be official Alfa partner and will promote Nikon’s audio equipment to its
24 hours online radio listeners. The products will be developed with special software for
integrating last.fm’s radio stream platform so that customers using Alfa equipment will have
easy access to favourite music tracks without even downloading them.
e.PR and Publicity
Publicity is closely related to public relations. Public relations is the management of all
communications between the company and its publics whereas publicity is the management of
product or brand related communications between the firm and its publics. (Dennis. L., Glen T.
Cameron 2000)
It is primarily an informative activity, but its ultimate goal is to promote the company products
and brands. A publicity plan objectives are obtaining favourable and positive press and media
coverage for Nikon Alfa products. Publicity is able to be obtained through written press releases
and featured articles for the press, video news releases for television programmes etc. A form of
this kind of publicity is known as editorial publicity, which is used to increase awareness.
Furthermore, unlike other communications tools i.e. advertising, there is little or no media cost,
the message has a higher credibility and there is no control over it. The marketing
communications team has decided to use Public Relations and publicity as one of the main
communications tools by:
17. o Issuing press releases prior to the product launch, outlining the new product range as well
as future events and projects that will be coming up over the next few months.
o Appearing in leading technology publications such as Hi-fi News, Music Tech and Future
music in featured articles in order to gain both brand awareness and make potential
buyers aware of Nikon Alfa Products.
o In order to attract as much attention as possible to both the company and the new product,
Nikon will launch a design competition for students and freelancers. The objective will
be to design innovative and original speakers.
o The Nikon’s celebrity spokesperson will appear in audio technology television
programmes informing the viewers of product expansion of Nikon.
f. Direct Marketing
Direct marketing is a promotional marketing tool that aims to send direct messages to consumers
with little or no media intervention. It often aims to generate sales and it is characterised by
commercial communication such as direct mail or e-mail, telemarketing and direct advertising
with both consumers and businesses. Another advantage of DM is easy measurement of the
results.The purpose of the direct marketing plan is to generate awareness, sales and cause interest
among consumers. By using demographic information, targeted messages with the product
description brochures will be sent out to the target audience within different locations and areas.
The brochures will be also used as 10 to 20% discount vouchers when customers provide them in
store. The brochures will be sent out one week after the product has been launched and as a
reminder 2 weeks after the advertisement has been broadcasted on TV.
Adverts are directed to the segmented audiences and only certain targets will be reached. Online
marketing gives a unique possibility of spreading different messages and engaging with customers with
every online activity in contrast with mass-produced, one-message, monologue type ads. Our DM strategy
will focus the allocated budget where it is most likely to produce results of raising awareness, which is
one of our communication objectives. Accurately measuring the success of our campaigns will result in
large gains in our target 4% market share.
g.Sales Promotion
Sales promotions are incentives or offers that encourage people to behave in a particular way at a
particular time and place. They usually delivered by other tools in the communications mix.
In December, we will give customers the chance to be entered into a prize draw if they buy one
of our products. The prize will be a luxury trip to Paris for two people. We will offer four of
these prizes. In January, we will negotiate with retailer a 30% discount on the price of our
products, just before the first upgrades appear. We will also offer our retailers the chance to win
one gift at the end of every month based on sales performance. If customers buy our products on
10th
or 20th
of each month, they can win a free professional photo session with our Nikon
photographers. We will also have a contract with an RBA Event Management agency, which will
use Nikon Alfa products on different type of events. By this the company will be able to create
awareness and strong brand image. The agency will also give rent out the Nikon Alfa
professional equipments for big music events.
Appendix 1
18. h.Exhibitions
Audio exhibitions are unique because they can bring a whole market together. This includes the
customers, distributors and competitors. The products can be displayed, seen and tasted at one place.
Another benefit of the exhibitions is a face-to-face contact included with significant number of decision
makers in a business world. Furthermore, it can help in strengthening relationships between the market
groups and opportunities can be seized if careful consideration is taken. Some UK businesses spend up to
40% of the marketing budget on market exhibitions. The number of visitors that attended an exhibition in
the UK 2001 was over 10 million, and over 800 exhibitions were held. A business can expect to achieve
many of their objectives from taking part in an exhibition or trade show:
(Smith and Taylor (2007) p504, 505)
• Sales or enquires by previous or new customers, agents or distributors are possible.
• Ideal way of launching a new product.
• Ensuring your brand maintains a good presence in the market.
• Gaining press coverage is also a possibility both internal and external.
• Conduct market research.
• Reality-check analysis for competitors.
(Smith and Taylor (2007) p506)
All the above benefits can be achieved by a business taking part in an exhibition but it is vital that the
business chooses the right type of exhibition for their product. There are number of exhibitions that would
correlate well with the Hi-fi industry. The Sound and Vision: The Bristol Show, where we will present
Digital Visual Radio (NDVR) as one of the newest products of Nikon Alfa Product line. The
show would take place before the actual date of the launch, therefore allows the consumers and
distributors to become familiar with our product before its release. Also all exhibitors of this show receive
free coverage in the “What Hi-fi?” magazine. Strong competitors are expected in this show.
PLASA 2010 is the only exhibition where people can see the latest pro audio technologies.
Nikon Alfa Professional will be introduced there.
i. Brand and Message
Simples solution and ultimate sound! Nikon Alfa Hi-fi Products
The Alfa Product Line demo Logo was designed in cooperation between our team and freelance
graphic designer. The yellow color was chosen to keep the colour scheme of Nikon’s original
logo. Our social survey shows that customers at generally younger age (18-35) tent to associate
the sound of launching or buying “alfa product” with something new and after “beta” version.
This is perceived as already tested, reliable and proven version of the product. In addition, the
letter “A” is design to look like “fi” which suggest Hi-fi audio related products and brings
confidence within customers. Further development of the logo and slogan is necessary.
19. 7. The 3Ms
a.Men
As far as human resources are concerned, we will entrust Marcomm Group as the sole agency
with planning all our marketing communications activities. Macomb Group, a New York agency,
has already planned and carried out other advertising and PR campaigns for Nikon. Due to a
mutually satisfying business relationship, we see no reason to change the agency. Furthermore,
we do not have to spend time and money on a long agency selection process.
Appendix 1
In addition to that, a special designer team will be caring about the package design. This team is
part of the company that manufactures our package and will design the outer appearance of our
very innovative and environmentally friendly package. All direct sales teams will be integrated
in Nikon (UK) Ltd who currently employs over 2,000 people in the UK and Ireland. The main
business focus for Nikon (UK) Ltd have covered two clearly defined market segments so far:
Business Solutions covering both the office and professional printing environments and
Consumer Imaging. We will add a third segment that is called Consumer Audio Equipment.
Those sales teams will be entrusted with the selling of our new Hi-fi products.
Besides being sold by our direct sales team, the entire product will be available from a wide
range of consumer electronics retailers (e.g. Curry’s, Argos, and Dixons) and website stores.
Their sales people must be additionally included in the human resources that the product requires
even though they are not on Nikon’s payroll. Also, there will be personal training given to all
these companies that will be selling the products. As part of Nikon’s image to be a high quality
brand, a special dedication to our sales team is needed. We have a strong learning and
development programme for our sales teams and although targets can be tough, we reward them
well with great incentives.
b.Money and Minutes
Advertising (TV, Newspapers, Magazines, Posters, Brochures) 12 000 000
Public Relations 50 000
Exhibitions 4 000 000
Website expenses 1 200 000
Direct Marketing 2 500 000
Promotions 750 000
Other expenses 500 000
21 000 000
Reserve 4 000 000
20. The majority of the money is spent on advertisement activities. In order to achieve our objectives
we have to generate a high amount of awareness before and shortly after the product launch.
Therefore, it is essential to confront as many people as possible constantly with the product.
From what can be learned from Nikon’s previous product launches, many people recognise print
ads, for example, in shopping centres and tube stations. Due to the immensely fast increasing
competition in the consumer electronics sector it is also highly reasonable to spend the majority
of the budget on marketing communications activities that are carried out pre-launch or shortly
after launch. However, we allowed an amount of money for unexpected contingencies. This
reserve enables us to react to irregularities, e.g. Possible competitors that crop up unexpectedly
soon.
8. Evaluation and Control
a.Control
In order to control, monitor and measure our marketing communication plan, we are going to
apply different methods at different stages. In order to make sure our plan is working, we need to
assess various factors throughout our marketing communications process. The sales figures, the
brand-awareness and other response from our customers needs to be analysed using the support
of those involved in the advertising and distribution of the Nikon Hi-fi product range. A survey
is included in the direct-mail shots and also at the registration process of the Total Music after
the sale of the Hi-fi range, in order to assess and undertake an analysis of the customer response
to our marketing communications plan and the overall satisfaction of the whole process of
purchasing. The after-sale control would include a survey to assess the satisfaction of the Nikon
Hi-fi system. From our marketing objectives, we have derived our performance standards and
throughout the measuring process, we compare the results against our standards. In some cases,
we might need to make corrections and alterations to reach our marketing objectives.
b.Prediction - figures and range difference
As with any media and publicity related venture Nikon must take into account that there is major
risk. If something is to go wrong on any level of organisation or outcome, the company must be
ready and able to respond appropriately and in timely fashion. Negative publicity can hinder and
harm the outcome of the communication plan. Nikon’s aims are to ensure optimum positive
publicity, which on a basic level will rely on the careful efforts to sustain a smooth execution of
the strategy, as well as all ventures concerning it. Furthermore, Nikon must take action in order
to monitor and evaluate campaign objectives that are being met both during and upon completion
of the campaign. In the above campaign, our team aims to maintain a good level of transparency
within the company hierarchy. Good internal communication will allow all individuals involved
and affected by this campaign to be aware and able to respond to possible questioning as well
avoiding foresights of the marketing communication team. PLC will be constantly monitored in
order to evaluate any changes in the product behaviour. However, control over matters and
approvals will be reserved to the head of communication of Nikon Ltd. In order to measure
21. editorial coverage the PR team will monitor it throughout and upon completion of the campaign.
Furthermore ‘Buzz monitoring’ will be employed in order to supervise publicity on line
specifically blogs, social media sites and internet social media. (Smith and Taylor, 2007)
In order to measure the size of the coverage gained, Nikon will employ AVE (Advertising Value
Equivalent) in order to calculate what the equivalent amount of space, in terms of media
coverage and it would be translated into the equivalent cost paid for as advertising. (Glossary of
terms, 2009). This method even though frowned upon in some publicity circles, nonetheless will
offer some understanding of publicity in a qualitative format. It will not be used as a primary
evaluation tool but as general understanding in a more tangible format. In addition, in order to
evaluate awareness and effectiveness of the campaign, focus groups will be held and surveys will
be carried out to retrieve feedback from publics. The data received will be processed and
assessed in order to measure to what extent the communication objectives have been met. If
evidence shows a different outcome of what expected, then our team will seek appropriate action
in order to rectify the situation. It should be noted that at this stage sales figures will be
monitored and assessed to evaluate to what extent the sales objectives have been met.
Glossary of Terms (2009)
9. Conclusion
Nikon is a well-established company in the consumer electronics markets with a good reputation
for its products. Although Nikon had no previous experience in the Hi-fi market, the
environmental analysis like SWOT and PESTLE reflected the external and internal influences to
the product. The situation analysis gave the company a better understanding of the Hi-fi market.
Furthermore the company has examined and taken into consideration both the key competitors
and potential customers and with Nikon’s vast distribution channels to which they will give
licences to sell Alfa Hi-fi Products, customers will be reached in already proved to be successful
ways.
Nikon weighed the opportunities and threats in relation to the launch of the product line and
considered them before the final decision was made. The creation of the product and the
campaign will proceed according to plan. The opportunity identified was the creation of well-
targeted Hi-fi product systems with creative design and technologically improved for the market
and innovative for the consumers specifications. The target market was the social groups A and
B. Key SMART marketing and communication objectives were identified and set out. Several
communication tools were used in the strategy. Each tool was carefully devised to produce the
best result in the market with less possible resources from the available budgets. Detailed
strategy and action plan was created to ensure that all Nikon’s resources are used in the most
efficient way.
22. Reference:
Name of the source (Published), Location (web), Topic, URL, Date
Mintel (2009a), “Photographic Retailing - UK - September 2007”, Mintel International Group,
Date accessed 15/11/2009
Mintel (2009b), “Digital Cameras and Camcorders - UK - March 2009”, Mintel International
Group, Date accessed 19/11/2009
Nikon (2009a), www.nikon.com, About, http://www.nikon.com/about/index.htm
Date accessed 14/11/2009
Wisegeek (2009), www.wisegeek.com, What is Hi-fi? http://www.wisegeek.com/what-is-Hi-
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Mintel (2006), Mintel - Audi-visual review – UK –March 2006, Mintel International Group,
Date accessed 15/11/2009
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http://www.nikon.com/about/technology/index.htm
Date accessed 14/11/2009
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London: Kogan Page: p504,506, 444-458
Brassington, F. & Pettitt, S. (2006), Principles of marketing. 4th ed. Harlow: Financial Times
Prentice Hall. Page: 58-64, 194, 859-867
24. Appendix 1
www.nectardesign.com
Nectar is an award-winning product development company based in southern California. Our
product design and development process is an interdisciplinary approach combining industrial
design, mechanical engineering, and prototyping that ensures product designs are successfully
executed into production. Established in 1992, we’ve been helping clients design products that
connect to their users and expand their markets for over 16 years.
We are firm believers in the team approach to product development, and our clients view us as
extensions of their in-house resources. Tight integration with our clients allows us to bring
products to the market quickly in the most cost-effective manner. Innovation is key to Nectar’s
development process. We discover unmet needs while creating new and better product features
that are essential to differentiating products in today’s competitive market.
www.referenceaudio.co.nz
Reference Audio Systems is a leading stockist of high-end audio equipment in New Zealand.
Worldwide distributor for Vitesse Audio cable
Agents for:
Analog Tube Audio, Bakoon Products (Satri), Akamai Audio: Goldenote/ Blacknote (Bluenote),
Coincident Speaker Technology, Crystal Cable, DeVore Fidelity, Emerald Physics, Furutech,
Helius Designs, HiFi-Tuning, ieGO, Keystrobe, ModWright, NuForce, Shindo Laboratory,
Soundsmith, Tom Evans Audio Design TT Weights and TW-Acustic.
Also stock:
Acoustic System Liveline cable, Aqvox, Auditorium 23, Audiodesk, Benchmark, Boston Audio
Design, Cathedral Sound, DH Labs, Slatedeck, Stereovox and Zu Audio.
Sandy Audio Equipment Co., Ltd
cnxiandi.en.alibaba.com
Our company was founded in 1995, integrating research, development, production, marketing,
and engineering services. We mainly produce and sell professional loudspeakers, amplifiers,
mixers and peripheral devices. After 10 years of development, we have covered an area of
15,000 square meters in a industrial park, with manufacturing plants nearly 7,000 square meters.
Accompanied with strong technical force and high quality staff, we have taken the shape with
strength of large scale production. Focusing on research and development, we enhance product
quality management, improve after-sale service, and provide satisfactory products and services
with the introduction of foreign advanced detection equipment. With good quality and stability,
25. our series products have been used in the Beijing Central Stadium for four consecutive years. In
2005, our products were accepted by the ITF and the Beijing Olympic Organizing Committee,
with the approval of using our audio equipment for Olympic Stadiums.
Our products won the honorary title of "10 best-known Speaker Brands in China" and "Qualified
Products of Quality Supervision", and received the CCC, CB and BE and other quality
certifications. At present, our audio equipment has been exported to South Korea, Russia, the
Middle East, Southeast Asia, America and other countries and areas.
www.psyop.tv/
Smuggler is a Film, TV, Commercial and Music Video production company. At its core it stands
for creative originality, integrity and excellence. The choice of personnel at SMUGGLER is very
carefully assembled. The talent is definite, the staff is energetic, and the unit is intelligent.
Founding partners are Patrick Milling Smith and Brian Carmody.
RBA Event Management agency
www.rbaevents.co.uk
RBA Events is an event management company that undertakes all aspects of the event planning
and production process. Although based in London we operate throughout the UK and Europe. If
you're planning a conference but aren't too sure where to start or how to go about it, our event
planners and producers will conduct a venue search to find a suitable venue that meets your time
and budget requirements. RBA events managers also facilitate entertainment programmes to
tweak the mood of your conference, so that you can have them on the edge of their seats, crying
with laughter or taping their feet with a range of entertainment options. Our event management
services include the design and implementation of appropriate initiatives, such as conference
production, staging, film and video, audio-visual communication, script writing, direction and
logistics, as well as complete event management. In addition to our services as an event
management agency, we also offer corporate hospitality packages for premier sport,
entertainment and cultural events, such as cricket, rugby, football, horticultural shows, music
concerts, and theatre productions. Our event production crew add thoughtful details that help to
make your event unforgettable.
Marcomm Group
http://www.marcommgroup.com/
27. Appendix 3
Political
The political factors include areas such as tax policy, employment laws, political stability,
environmental regulations, trade restrictions and tariffs.
Between 2008 and 2012, the UK television services will be switching from analogue to digital
signals. In 2012, the analogue signal will be switched off completely and viewers will need to
upgrade their old television equipment to receive digital signals. Some consumers are waiting to
buying home entertainment until the switch over has been done in their region. (Keynote, 2008)
Since the abolition of the RRP (recommended retail price) on all brown and white goods in
September 1998, pricing has become even more competitive in the Hi-fi industry. After the
Monopolies and Mergers Commission (MMC) conducted an investigation in 1997, they found
that manufactures who set RRP were restricting competition. Manufactures were refusing to
supply companies that were offering discounted prices on goods. After the ban on RRP the
market has become more competitive as retailers can offer low-costing goods. Furthermore, it
has made it easier in terms of distribution, and many „value for money‟ internet sites can now
supply consumers with Hi-fi equipment. (Keynote, 2008)
Economical
The breakdown of the population into income segments helps to identify potential key groups
that may be more likely to spend on various products and can help with the development of
specific price points, which may appeal to targeted groups. The AB socio-economic group has
seen an increase of around 25% up to 2006, this group shows the greatest levels of disposable
income, and therefore they are particularly attractive to businesses as they have the most
concrete financial status to spend on new technology and are not extremely price conscious.
Generally this group consists of young to middle aged professionals between 35-44, with high
levels of education and tend to have 1-2 person households, they tend to shop in upper
department stores e.g. Waitrose, John Lewis. The Mintel AV Review also highlights that by
2010 over 30% of households will contain just one person (around 600,000 households more
than today). For the AV market, those living alone are likely to be just as interested in new
technologies, but may look for more compact and integrated equipment.
Social
Mintel research in the audio-visual sector highlighted a trend, which has been defined as
‘Cocooning’. For UK consumers, the desire to perform the majority of social and cultural
interactions such as working from home or entertaining, relaxing rather than going out has
become increasingly prevalent, according to the report. It would seen reasonable to assume that
consumers spending more leisure time at home are more likely to invest more in home audio
equipment.
28. Appendix 4
Sony
Sony is a multinational corporation and is one of the world’s largest media conglomerates with
profits of US$88.7 billion. (Keynote, 2008) A media conglomerate is a company that possesses
large numbers of companies in a range of mass media such as television, publishing, movies and
the internet. The two factories are in Wales and they manufacture broadcast cameras, television
sets and components for the UK and for export to other countries. The UK headquarters for Sony
UK is in Weybridge, Surrey. (Sony, 2008)
Sony launched a television in 2008 that was only 3mm thick. It was described by Sony as
groundbreaking due to the fact that it was reported to use less electricity than other flat screen
television and had an 11 inch screen. (Keynote, 2008)
After Toshiba withdrew from manufacturing HD DVD players, Sony took the first place in
February 2008. Also in February 2008 Sharp and Sony declared that they would combine efforts
to create a £2 billion factory to produce LCD panels.
Sony UK had an increase in profits in the year ending 31st March 2007, from £4.04billion to £4.57
billion.
sciencelinks.lipi.go.id (2008)
Apple Inc.
Apple Inc. is an American multinational cooperation. Building a reputation by developing
„stylish‟ and „user-friendly‟ personal computers and mp3 Players till 2001, until they launched
the revolutionary iPod that retains the dominant position in the portable digital audio market. It
invented the concept of personal electronics equipment as a fashion accessory. For example the
use of different colours to extend its appeal. The original iPod was marketed as an audio-only
device. The range has been developed to include models with higher capacity able to manage
pictures and video files as well as models targeted at lower price points. The triumph of the iPod
player has open the way for Apple to enter into a market for accessories including headphones,
cases, armbands and speakers. (Mintel, 2008)
The Apple accessories include:
o Hi-fi sound system with an incorporated docking station.
o Remote radio.
o Camera connector to download images direct from a digital camera.
o Universal docking station for charging and synching with the computer or connecting to a
home Hi-fi system.
Other companies like BMW, Honda and Volkswagen, include accessories as integrated docks
with interfaces in their new cars. Apple has also developed a transmitter and adaptor that enable
you to play iPod in any car.
Recent developments have been:
o 2006 iPod, iPod Nano and iPod Shuffle were all updated.
o In January 2007, the extended colour range of iPod Shuffle was announced.
o In April 2007, Apple announced that the 100m-th iPod had been sold since its launch in
November 2001.
o In January 2007, Apple introduced the iPhone, which combines three products: a mobile
phone, a wide-screen iPod with touch controls and an Internet communications device.
answers.com (2009)
docstoc.com (2009)
ilounge.com (2008)
29. JVC Manufacturing UK
JVC Manufacturing UK Ltd is a subsidiary of Victor Company of Japan Ltd (JVC), established
in 1927 the company is now involved in the research, development, manufacturing and sale of
audio, visual and computer-related consumer and professional electronics, software and media
products. Its headquarters are in London and a distribution centre is located in Leeds. Financially
the company’s turnover dropped in the year ending 31st March 2006 by 16.7 % from £297.5m to
£247.7m. Over the same period, a pre-tax profit of £12m was turned into a pre-tax loss of
£10.1m. Recent Developments have been in 2007/2008, JVC’s GZ-MG130/131 camcorder won
the European Imaging and Sound Association (EISA) award for European Family Camcorder. In
2007, the HD Everio GZ-HD7 camcorder won the Technical Image Press Association (TIPA)
award for Best Expert Camcorder. (Mintel, 2008)
fundinguniverse.com (2009)
dvdoctor.net (2005)
