Camcorders and Digital Cameras in Japan Market Research & Evaluation (EN)

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Camcorders and Digital Cameras in Japan Market Research & Evaluation (EN)

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Camcorders and Digital Cameras in Japan Market Research & Evaluation (EN)

  1. 1. Camcorders and Digital Cameras in Japan Market Research & Evaluation 2008.12.05~2008.12.07 -1-
  2. 2. General Overview 1. Camcorders - Best-selling items on the Japanese market are all HDD-equipped -The two most-mentioned advertisement keywords are: HD-support, extra long recoding times and a PC-independent backup function - HD-supportive(1) camcorders and its performance were viewable in real-time on HD-supportive displays - Miniature-items were ranged in order to efficiently test the zoom-function of each camera(2) - By releasing, small cutting-edge cameras, more and more companies are trying to market products directly towards female users(3) - Exposure of product related promotion-assets (e.g. Videos) on YouTube et.al 2. Digital Cameras - All brands were promoting the CCD and Full Touch-Panel functions - To demonstrate ISO-features, a printed ISO-image is available with the devices - Representative models were separated showcased separately to maximize exposure - Reinvented form of camera accessories (4) - Visitors are given the opportunity to test and first-hand experience most of the available products - Focus on blog-users by promoting products as “exclusively designed and optimized for blog sites” or similar features (5) (1) (2) (3) (4) (5) -2-
  3. 3. Electro Mall in Shinjuku and Akihabara Possibilities to test products directly at location - Features or technologies such as the “AF Tracking” could be tested on a set to showcase the advantages of those kind of features(1) Intelligent Exposure : A technique, which automatically adjusts gamma-parameters to lighten up specific items on a picture AF Tracking : Focus tracking technology which automatically focuses a specific item displayed on a LCD-display Face Detection : Multiple face detection can be tested in front of a picture with various models - Two separate monitors are available to compare the quality-difference of SD and HD cameras (1) (2) Newest products are being displayed separately to their normal booth(3) Product quot;How-Toquot; Video Latest products are showcased alongside with relative video-assets, to describe product-relative features, advantages and instructions of how to use the camera properly. (3) (4) -3-
  4. 4. CANON Digital House / Gallery Overview -An quot;testingquot;-Area is installed, consisting the showcased cameras and miniature-figures to provide visitors with a first-hand experience of the advertised features (e.g. Zoom-function) -Camcorders are showcased alongside with flying/moving item. -Season-related areas are available as well. Brand Specific Services Printing services for cameras -Each camera booth is equipped with a printing service, so customers are able to print their shoots. -To maximize the performances of each camera, feature-optimized items are displayed -To demonstrate pixel-resolutions, camcorder-booths are equipped with a printing-area as well (1) (2) (3) Promotional Assets Product videos -For each product, a detailed video is available, showcasing and describing each functions and features, in detail DSLR - Professional information's for visitors -Even the smallest mechanism inside the cameras is described in detail -Besides cameras; Lenses and other relative accessories are showcased The most representative model is the 920IS (4) -4-
  5. 5. CANON Digital House / Gallery -5-
  6. 6. SONY Showroom / Style Overview Cameras All products are sorted by model-type, and depending on the model miniature figures were available Camcorders Showcase-assets such as miniature-figures or similar objects were available for first-hand experience shootings Brand Specific Services At the Sony Style Room, a set, based on the PS3 game quot;HAKUNAMATAquot;, was installed for showcase purposes. (1) (2) Miscellaneous -Camcorders, Cameras are connected to HD Displays To demonstrate pixel-resolutions, and promote showcase displays, HD-displays were installed (3) -6-
  7. 7. SONY Showroom / Style Overview An separated studio area to test camera functions - A separate studio for camcorder-users was installed to film children's. Results could be seen on external monitors. - Especially for blogger's life log, a tutorial-booth was installed to educate them, considering the maintenance of cameras et.al (4) (5) Miscellaneous Showcase of photo frames T-Series also introduces leather-cased - DSLR-camera users could also visit a booth with several gadgets for them - Representative model: DSC-T77, HDR-TG1 (6) (7) -7-
  8. 8. PENTAX FORUM Overview Blogger-dedicated Marketing - To directly market towards bloggers, a blog-alike diary was showcased - On online-sites various photo albums and life-style albums were available Product videos - For Pentax's latest product: the K-M, Pentax prepared several videos to showcase the camera's features at the exhibition, as well as, stores. (1) (2) Miscellaneous Cooperation with a well-known photographer to showcase a calendar made with a Pentax DSLR camera (3) Slideshow on LCD-displays of the pictures made (DSLR: EIZO Monitor usage) Image sensor Cleaning Kit purchase - Product history showcase (4) -8-
  9. 9. NIKON PLAZA Overview -Besides products, a detailed overview of the definition and know-hows were showcased Promotional Assets - A video introducing and explaining the mechanisms of NIKON cameras (1) (2) (3) Miscellaneous Corporations Packages In co-operation with Porter, Nikon showcased DSLR-camera dedicated bags et.al Cooperation with a well-known photographer to showcase a calendar made with a Nikon DSLR camera A tutorial of how to use NIKON's PHOTO EDITIING SW Capture NX2 Representative models: D3X, COOLPIX S60 (4) (5) -9-
  10. 10. OLYMPUS PLAZA Overview Olympus Life Art Marketing - A promotional event to showcase the ease of way to upgrade normal images to fabulous images - E-30 promoted its event by cooperating with Aoi Myazaki and Lily Franky - Various images in different enjoinments were lined up for showcasing purposes (1) (2) (3) Promotional Assets - A video to showcase the mechanism and lenses were showcased A studio for first-hand-experiences was available Miscellaneous A WWF calendar, shoot with Olympus camera was available Representative model: E-30, U1060 (4) (5) (6) - 10 -
  11. 11. Results Product feature Items All brands allocated miniature figures for feature-testing For all kind of features, such as HD-supportative recording or AF-Tracking, optimized assets were provided to fully experience the potential of those features Usage of Product videos A video to showcase and explain mechanisms or features were used Marketing towards bloggers Special blogger-dedicated events were opened and executed - 11 -
  12. 12. Thank you - 12 -

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