Promotional Analysis-Nikon
Sales Process
Nikon has a comprehensive sales process that has helped it maintain high sales. In 2009, the company created a functional sales unit to promote sales (Nikon, 2015). The unit includes a national sales manager, regional managers, and a host of sales promoters. The sales organization has helped the company keep attain its ambitious sales objectives.
Besides, Nikon leverages advanced technology to promote its products. Technology has helped the company attain distribution efficiency. For instance, listening to social media conversations helps the company gain insights into the market demand needs (Nikon, 2015). Also, their presence on global online platforms such as eBay and Amazon ensures that the company’s products reach a wider audience.
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Nikon Ambassadors
The brand’s ambassadors are some of the most skilled and versatile modern photographers. The ambassadors come from largely different shooting disciplines, but they represent Nikon’s love for photography. These professional photographers and artists constitute a perfect promotional partner for Nikon.
The choice of professional photographers as brand ambassadors is an optimal choice. Firstly, their contribution to the industry influences and inspires upcoming photographers. Also, these brand ambassadors do their job well since educating and empowering others is part of their daily job.
Communication Strategy
Nikon’s global marketing strategy department (based in Singapore) is responsible for communicating the company’s global campaigns. A centralized communication unit enables the company to communicate its global strategies better (Nikon, 2015). The global communications office is charged with media planning, market research, and overall communication with the global audience.
The company has multiple Instagram accounts globally and uses different influencers to drive its products. Instagram provides a great platform for the company to display the versatile features of its products. Also, professional photographers who act as the company’s ambassadors use their social media accounts to promote the brand. Instagram marketing does not necessarily drive much traffic, but the platform has high conversation rates.
The Effectiveness of Nikon’s Promotional Strategy
Nikon’s promotional strategy effectively delivers engaging content and creates awareness among customers. For instance, consistent messaging across social media platforms keeps consumers up to date (Wilken & Sinclair, 2011). The company’s social media content is sharable. That means other potential customers and general users can share marketing messages to reach a wider audience. Another strength associated with the company’s promotional strategy is bloggers and influencers to promote its products. Influencers and bloggers have a huge organic following which means they can reach a wider audience. Finally, educative content from the company’s influencers enhances the demand for the company’s products.
Impact of Nikon’s Integrated Marketing Program
One of the impacts of Nikon’s integrated marketing program is that it builds trust with customers. Customers are bound to be skeptical when it comes to advertising. Most of them suspect that brands lie about their products’ attributes to garner more sales. However, consistent marketing across all platforms gives clients give a brand the benefit of the doubt (Ahmed, 2011).
Another impact of integrated marketing is that it alleviates confusion. Segmented marketing may confuse if a brand sends different messages across different channels (Ahmed, 2011). However, integration ensures uniformity across all channels. Finally, integrated marketing communication is an effective promotional strategy. Sharing messages on different platforms reinforces the overall promotional campaign, making the messages across all platforms effective.
References
Ahmed, A. (2011). Benefits of Integrated Marketing Communication. Bizfluent. https://bizfluent.com/info-7801043-benefits-integrated-marketing-communication.html
Wilken, R., & Sinclair, J. (2011). Global Marketing Communications and Strategic Regionalism. Globalizations, 8(1), 1–15. https://doi.org/10.1080/14747731.2011.544189
Nikon. (2015, August 3). Nikon | News | Nikon to establish a Global Marketing Strategy Department in Singapore for the company’s Imaging Business Unit. Www.nikon.com. https://www.nikon.com/news/2015/0803_singapore_01.htm
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Question 
Instructions
Your analysis should cover all aspects related to promoting the product, including promotion to the customer and to other promotional audiences:
Analyze the sales process or techniques and how it impacts marketing and sales plans. What suggestions do you have for potential improvements?
Use of Media in Promoting Policy Change
Analyze choices of who represents the product. Do you consider the choices to be optimal?
Analyze the company’s communication strategy, including both the communication channels and the media.
Analyze the effectiveness of the promotion strategy, including how promotional efforts affect decisions for the marketing and sales plans. What are the cost implications of the promotion strategy?
Analyze the implications of the company’s integrated marketing program, including the impact on business economic success.
Cite any sources you use.
Be sure your analyses present a focused purpose through strong organizational skills. Also, be sure to present evidence through strong paraphrasing/summarizing and appropriate tone and sentence structure.