An Explanation of Nikon's bizarre marketing practices

Started Mar 13, 2013 | Discussions thread
photoreddi Veteran Member • Posts: 7,945
A bizarre explanation of Nikon's marketing practices

jthomas wrote:

This is from post on the "A." Perhaps this explains what seems, on the surface at least, to be completely crazy strategies. Food for thought.

David McKiben's theory is interesting and may well be correct about using the "A" to make use of excess D7000 sensors, and this would also avoid the great expense of having to fab a new sensor which couldn't recoup its costs if it was used only in the "A". Photography Life's Romanas Naryškin admits that it isn't certain that the A's sensor is the same as the D7000's sensor. At the very least, even if the base sensor is the same, it would probably need to have its own microlenses to enhance image quality since the A's lens would be much closer to the sensor than DSLR lenses could ever hope to get to the D7000's sensor.

What's bizarre is McKiben's theory that Nikon knowingly produced the "A" thinking that it would kill 1 Series sales. The "A" is nothing like the J1, J2, J3, V1 and V2, and the market for these cameras is most certainly NOT the market for the "A". Despite being identified as a Coolpix, the "A" should overwhelmingly sell to photographers whose main cameras are DSLR, not Coolpix P&S cameras. Nikon may have called it a "Coolpix" because it would be recognized as a high image quality camera and as such would provide a halo effect to inspire customers to purchase many more of Nikon's slumping, less expensive Coolpix cameras.

Definition of 'Halo Effect' The halo effect is a term used in marketing to explain the bias shown by customers towards certain products because of a favorable experience with other products made by the same manufacturer or maker. Basically, the halo effect is driven by brand equity.
  Investopedia explains 'Halo Effect' For example, if a customer buys product C which is made by company X, not because of the attributes or benefits of the product, but because he or she had a favorable experience with product D - another product made by company X, the purchased item is said to be prospering because of the halo effect.
A classic example of the halo effect is the relationship between the Mac notebooks and iPod. When the iPod was released, there was speculation in the market place that the sales of Apple's Mac laptops would increase, because of the success of the iPod. The belief was based on the halo effect, as customers who had a great experience with the iPod would buy a Mac computer simply because it is made by Apple Inc.

Whether it's soccer moms getting great photos of kids flying down the field, grandpa capturing frisky puppies, taking advantage of the 1 Series' incredibly effective VR (5 stops worth of stabilization) or pro's using the FT1 with a V1 or V2 in order to turn their 300mm f/2.8 and 400mm f/2.8 lenses into mega-supertelephotos, the "A" could never be a substitute for them.

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