MARKETING MANAGEMENT PROJECT

A STUDY

ON

“NIKON DSLR CAMERAS”

Submitted To:

Dr.H.Gayathri(Deputy – Director & Professor – Marketing , SDMIMD)

Submission Date : Submitted By:

August 31, 2014 Group 10 (Section B)

Harish Kumar(14062)

Saesh Naik(14131)

Shivendra Gupta(14146)

Srinidhi KS(14161)

VS Sindhura Sunkara(14176)

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TABLE OF CONTENTS

1. Indian Imaging Industry……………………………………………3

2. Major Players in Camera Market………………………………….3

3. Nikon Global………………………………………………………...4

4. Nikon India……………………………………………………….....5

5. Nikon Product Ranges……………………………………………...9

6. Nikon DSLR Cameras…………………………………………......13

7. Nikon STP…………………………………………………………..16

8. Nikon 4Ps…………………………………………………………...17

9. Nikon SWOT…………………………………………………….....19

10. Canon India………………………………………………………...20

11. Canon Product Ranges…………………………………………….21

12. Canon DSLR Cameras…………………………………………….26

13. Sony India…………………………………………………………..28

14. Sony Product Ranges…………………………………………… 30

15. Sony DSLR Cameras………………………………………………32

16. Comparison between Nikon , Canon and Sony………………….35

17. Recommendations…………………………………………………36

18. Bibliography………………………………………………………..37

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Indian Imaging Industry

Technology is playing an important role in our lives. The use of technology is no longer

restricted to a corporate device or network area but now includes the crossover between

personal devices, networks, and applications. Therefore, individuals are all-important now

and their behavior in adoption has become the key parameters in generating value for any

brand.The imaging industry is not far behind and the change has been rapid, from especially

in the camera category from a traditional roll-based analog camera, to the swanky, colorful

digital cameras.

Digital camera penetration in India stands at a negligible 6% when compared to the

developed nations of the world (hovering at around 80-90%). And it is this huge potential that

makes India one of the most lucrative markets to be in.

Indian imaging industry is quite sizable with tremendous growth potential. There are two

parts to it. First part is the Image capturing industry which comprises of digital cameras,

Digital SLR, cinematography, broadcasting cameras, lenses and accessories. It is around Rs

4,000 crore industry. The whole camera industry is growing at rate of 30% YoY. The current

DSLR Camera market is 3.2 Lakh units which is growing at a good pace of 25 % YoY.

Second part of imaging industry is the image creation & peripherals. This comprises of

printing, copiers, scanners, fax machines, multifunctional devices and commercial printing

equipment & commercial photo and printing services. This is around Rs 12,000 crore. This

part of industry is growing at around 10% with some categories growing a lot faster.

Managed services, digitisation & digital commercial printing are driving this market.

Major Players in Indian Camera Market

1. Nikon

2. Canons

3. Sony

4. Pentax (Ricoh Imaging)

5. Panasonic

6. Olympus

7. Samsung

8. Fujifilm

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Currently Canon is the market leader with 44 percent market share . Nikon holds a share of

30 percent . Sony holds 12 percent share of the Digital Camera market and other players like

Panasonic , Samsung , Pentax etc combinely holds 14 percent market share.

There is a very high level of competition in the industry.Each player is trying to gain more

and more share of the growing market. Everyday , new cameras are being launched which are

equipped with better technology and more features.

4

Nikon Global

Nikon Corporation , also known just as Nikon, is a Japanese multinational corporation

headquartered in Tokyo, Japan, specializing in optics and imaging products.

Its products include cameras, camera lenses, binoculars, microscopes, ophthalmic lenses,

measurement instruments, and the steppers used in the photolithography steps of

semiconductor fabrication, of which it is the world's second largest manufacturer.

The companies held by Nikon form the Nikon Group.Among its products are Nikkor imaging

lenses (for F-mount cameras, large format photography, photographic enlargers, and other

applications), the Nikon F-series of 35 mm film SLR cameras, the Nikon D-series of digital

SLR cameras, the Coolpix series of compact digital cameras, and the Nikonos series of

underwater film cameras. Nikon's main competitors in camera and lens manufacturing

include Canon, Sony, Pentax, and Olympus.

Nikon Corporation was established on 25 July 1917 when three leading optical manufacturers

merged to form a comprehensive, fully integrated optical company known as Nippon Kōgaku

Tōkyō K.K. Over the next sixty years, this growing company became a manufacturer of

optical lenses (including those for the first Canon cameras) and equipment used in cameras,

binoculars, microscopes and inspection equipment.

Nikon Global Network

The Americas

Europe

Asia

Oceania

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Middle East

Africa

Company Profile

Corporate Name Nikon Corporation

Head Office Shin-Yurakucho Bldg., 12-1, Yurakucho 1-

chome, Chiyoda-ku, Tokyo 100-

8331, Japan

President and Representative Director Kazuo Ushida

Date of Establishment July 25 , 1917

Outline of Business Manufacture and sales of optical and

Imaging instruments

Capital 65,475 million Japanese Yen (Rs.3826

Crores ) (as of March 31, 2014)

Number of Employees Consolidated: 23,859 (as of March 31,

2014),

Non-Consolidated*: 5,684 (as of March 31,

2014)

6

Plants

Oi Plant

6-3, Nishioi 1-chome, Shinagawa-ku, Tokyo 140-8601

Yokohama Plant

471, Nagaodai-cho, Sakae-ku, Yokohama, Kanagawa 244-8533

Sagamihara Plant

10-1, Asamizodai 1-chome, Minami-ku, Sagamihara, Kanagawa 252-0328

Kumagaya Plant

201-9, Miizugahara, Kumagaya, Saitama 360-8559

Mito Plant

276-6, Motoishikawa-cho, Mito, Ibaraki 310-0843

Yokosuka Plant

1-15, Shinmei-cho, Yokosuka, Kanagawa 239-0832

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About Nikon India

Nikon India distributes markets and services the complete range of Nikon imaging products,

the newly introduced Nikon Sport Optics & Nikon Instruments. The Nikon Imaging includes

its Nikon D-SLR as well as its compact camera, the Nikon COOLPIX, the Nikon 1 camera

system, a range of NIKKOR lenses & accessories. With offices in Mumbai, Kolkata,

Bengaluru, Delhi and Gurgaon, Nikon is strengthening its Sales & Services network all

across India. The company has established total of 5 Nikon owned Service Centers (5

Branches), 31 ASCs (authorized service centers), 57 Nikon Collection Centers and over 3000

dealer base for complete service & support of Nikon customers. Nikon has also set up 120

COOLPIX and D-SLR zones pan India which showcases the entire range of D-SLR cameras,

COOLPIX cameras, Nikon 1, an elaborate range of NIKKOR lenses and Nikon Sport Optics.

Company Overview

Nikon India was incorporated on 01 May 2007, a 100 % subsidiary of Nikon Corporation

Tokyo. Over the years Nikon had established a strong base in India through a local

distributor. Now, Nikon India will further reinforce this excellent platform to enhance

Nikon's brand image and brand promise through various activities and programs.

Description

Nikon India distributes, markets and services the complete range of Nikon imaging products,

including its Nikon D-SLR as well as its compact camera, the Nikon COOLPIX and a range

of NIKKOR lenses and service and repair of industrial products.

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Nikon Product Ranges

1. Digital SLR Cameras

Nikon manufactures and markets D series of Digital SLR cameras in Indian market.

Some of the best selling DSLR models are:

D4S, D4, D600, D610

2. Nikon 1

The Nikon 1 series are high-speed[1] mirrorless interchangeable-lens cameras with

60 frames per second (fps). The series currently includes Nikon 1

V1, J1, J2, and S1 with a 10-megapixel image sensor

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3. Digital Compact Camera (Coolpix Series)

The Nikon Coolpix series are digital compact cameras in many variants produced

by Nikon. It includes super zoom, bridge, travel-zoom, miniature

compact and waterproof/rugged cameras.

Some of the models are: coolpix300, Coolpix 340, Coolpix L830.

4. Film SLR Camera

In this category there are two varients namely F6 35MM FILM SLR, FM10 35MM

FILM SLR.

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5. Nikkor Lenses

The Nikon F-mount is a type of interchangeable lens mount developed by Nikon for

its 35 mm Single-lens reflex cameras.

6. 1 Nikkor Lenses

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The Nikon 1 camera system is a little-sensor (2.7x crop factor) digital replacement for

the Pronea series of APS cameras of the late 1990s. 2.7x crop factor means tiny 9 x

13mm sensors, with tiny lenses and huge depths-of-field — the same as 110 film of

the early 1970s.

7. Flashes (Speedlights)

Nikon also has a wide range of Flashlights in its product range some of them are:

Speedlight SP300, Speedlight SB-N5,Speedlight SB-R200.

8. Spot Optics

In this category Nikon has Binoculars, filed and spotting scope, Laser range finder

with different models and specification.

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9. Accessories

Besides DSLRs and other products it also provides with dofferent type of accessories

like AC ADAPTERS, BATTERY CHAMBER COVERS, BATTERY PACKS,

BODY CAPS, CABLES AND CORDS

Nikon DSLR

1. Nikon D810

The Nikon D810 is a 36.3 megapixel professional-grade full-frame digital

single-lens reflex camera produced by Nikon.

Dimensions of this camera Approx.146, x123, x81.5mm (5.8, x4.9, x3.3in.)

Completely redesigning for peak image quality

The lenses used in this camera is Nikon F mount.

Battery is one rechargeable Li-ion EN-EL15 battery.

Supply accessories provided with this are Monitor Cover BM-12, Body Cap

BF-1B, Rechargeable Li-ion Battery EN-EL15 with terminal cover, Battery

Charger MH-25a (comes with either an AC wall adapter or power cable of a

type and shape that varies with the country or region of sale), USB Cable Clip,

HDMI Cable Clip, USB Cable UC-E22, Strap AN-DC12, ViewNX 2 Installer

CD

Targetting professional photographers , this camera is priced at 1,99,950 INR

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2. Nikon D3200

The Nikon D3200 is a 24.2 megapixel DX format DSLR Nikon F-mount camera

officially launched by Nikon on April 19, 2012. It is marketed as an entry-level DSLR

camera for beginners and experienced DSLR hobbyists who are ready for more

advanced specs and performance.

Battery is one rechargeable Li-ion EN-EL14 battery.

Dimensions of this camera Approx. 125 x 96 x 76.5 mm (5.0 x 3.8 x 3.1 in.)

It has a simple and stylist deign and is mainly targeted to the beginners and is priced

at 32,950 INR with AF-S lense kit.

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3. Nikon D7100

Nikon D7100 is a 24.1-megapixel DX-format CMOS and precise 51-point

autofocus system.

Heavyweight performance. Lightweight body.

3.2-inch, TFT LCD monitor with 1,228,800-dot resolution.

One rechargeable Li-ion EN-EL15 battery

It is one of the high end DSLR cameras from Nikon and is priced at INR 102,950

(with AF-S 18-140mm VR Kit Lens) 

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4. Nikon D3100

The Nikon D3100 is a 14.2 megapixel DX format DSLR Nikon F-mount camera

announced by Nikon on August 19, 2010. It replaced the D3000 as Nikon's entry level

DSLR.

3.0-inch 230,000-dot resolution fixed TFT LCD.

Being the entry level DSLR camera , it is priced INR 23,250

Segmentation , Targeting and Positioning for Nikon

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STP

SegmentationGeographic : Tier 1 and Tier 2 cities (for DSLR Cameras)

Demographic : Upper Middle Class and Upper class

Target Group

Earlier Nikon targeted only professionals for its DSLR Range , now

they are targeting anyone who has interest in photography.

Positioning

Positions itself as one of the best Camera brand with tagline “At the

heart of the Image” which sells quality imaging products for

professionals as well as non-professionals.

4 Ps of Marketing for Nikon

Product : Nikon India is manufactures and retails Digital Cameras , Digital SLR Cameras ,

Nikkor lenses , Film Cameras and Flashes.

They have vast range of product in DSLRs , Digital Cameras , Film Shooting

Cameras , ,Lenses and Accessories.

Nikon’s DSLR Cameras are :

Nikon D3200 DSLR Camera

Nikon D3200 DSLR Camera

Nikon D5300 DSLR Camera

Nikon D7000 DSLR Camera

Nikon D3200 DSLR Camera

Nikon D7100 DSLR Camera

Nikon D800 DSLR Camera .

Nikon has 46 cameras in DSLR segment.

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Price : Nikon DSLR Cameras are priced in range of Rs.23000 to Rs.2,50,000.The basic

DSLR starts at Rs.23000 which comes with some features while a high end model can go

upto Rs.2,49,995 with best in class features.

Nikon D3200 DSLR Camera – Rs.28,950

Nikon D5300 DSLR Camera – Rs..59,950

Nikon D7000 DSLR Camera- Rs.68,950

Nikon D3200 DSLR Camera- Rs.43,950

Nikon D7100 DSLR Camera- Rs.99,950

Nikon D800 DSLR Camera- Rs.1,63,950

Place : Nikon sells its products through its own retail stores , multi brand stores like Croma &

Reliance Digital and Online portals such as Flipkart , Infibeam and Amazon India.

Nikon has several regional distribution hubs across the country , from where its products

reach to 45 Distributors . These distributors transfer products to around 1500 retailers across

the nation.

Promotion : Nikon promotes its products through celebrity endorsements , trade fairs and by

launching various festive offers from time to time.They sponsor sports events, runs a Nikon

school to develop photography skills in the interested people and create awareness about

photography.. They also run a club among corporate people to take care of their photography

interests.

Celebrity endorsements

Trade fairs

Sponsorship of events and teams

Television , magazine and newspaper advertisements

Nikon SWOT Analysis

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SWOT Analysis

Strength

1. Brand Image.

2. Strong research and development capabilities.

Weakness

1. In India ,ads are less focused on DSLR Cameras.

2. Weak After-sales service.

Opportunity

1. Online sales opportunities by leveraging e-commerce market

and effectively using online marketing options.

2. Growing Imaging Industry (25% Growth Rate ).

Threats

1. Competition.

About Canon India

The history of Canon dates back to 1933, when a young gynecologist named Takeshi Mitarai

worked with some technician friends to develop cameras; to do so they founded Precision

Optical Instruments Laboratory in Roppongi, Minato-ku, Japan. Their first major invention

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had applications that ranged far beyond the medical field. In 1934 Mitarai and his colleagues

developed Japan's first 35-millimeter camera, closely patterned after the German Leica 35-

millimeter camera, the industry standard. They named it the Kwanon, after a Buddhist figure

representing mercy. In 1937 they incorporated their venture under the name Precision Optical

Industry Company Ltd.

In 1940 Precision Optical made a significant contribution to Japanese medical imaging

technology when it developed the nation's first indirect X-ray camera, which played a major

role in preventing the spread of tuberculosis in Japan. When Japan went to war with the

United States, the Japanese economy was entirely given over to supporting the military.

The company barely survived World War II. It was unable to manufacture its mainstay 35-

millimeter cameras for the duration of the war, and only Mitarai's tireless efforts kept it afloat

in the economic desolation that followed Japan's surrender in 1945. With raw materials

rationed and capital scarce, Mitarai had to scramble just to keep his production lines going

and the company's finances in order. He also drilled into his workers the importance of

producing high-quality products, but his most important move may have been persuading the

Allied occupation forces to stock Precision Optical cameras in their post exchanges and ships'

stores. This arrangement laid the groundwork for Canon's later success as an exporter; U.S.

servicemen bringing their cameras home with them gave the company its first foothold in the

U.S. market. In 1947 Precision Optical changed its name to Canon Camera Company, Inc.,

using a transliteration of the original Kwanon.

Another international breakthrough for Canon occurred in the early 1950s, when news

photographers covering the Korean War found that the best Japanese lenses were every bit as

good as German lenses. The export market began to open up, and Canon prospered

throughout the decade. The company created a U.S. subsidiary, based in New York, in 1955

and two years later it formed a European subsidiary, Canon Europa, headquartered in

Geneva. In 1956 Canon added an 8-millimeter movie camera to its product lines, and in 1959

it became the first company in the world to manufacture an 8-millimeter camera with a built-

in zoom lens.

Principle Subsidiaries:

Canon Sales Co., Inc. (51.1%);

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Canon Electronics Inc. (54.2%);

Canon Finetech Inc. (58.5%);

Canon Software Inc. (57.7%);

Canon Machinery Inc. (67.3%);

Nisca Corporation (51.1%);

Canon U.S.A., Inc.;

Canon Europa B.V. (Netherlands).

Canon Digital Cameras :

Canon has been manufacturing and distributing digital cameras since 1984, starting with the

RC-701. The RC series was followed by the PowerShot and Digital IXUS series of digital

cameras. Canon also developed the EOS series of digital single-lens reflex cameras (DSLR)

which includes high-end professional models.

Canon introduced Thermal Transition Copying as a part of the manufacturing process for all

of its cameras. This process allows a camera's polymer casing to very slightly change

temperature through an exothermic reaction triggered by electronic sensors, to assist in the

prevention of condensation inside the camera; a common problem experienced when using

an SLR camera in certain conditions.

Related with consumers' trend of switching compact cameras to smartphones, in Q1 2013

Canon Inc. operating profit fell 34 percent year-on-year.

Product ranges:

Cameras:

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Power Shot and IXUS digital compact cameras:

Powered by innovative Canon technologies, our Power Shot and IXUS ranges of superb

quality, highly portable compact digital cameras will inspire you to take the next step to

shooting and sharing exceptional photos and movies. Plus our extensive range includes the

best compact digital camera for you - whether you’re a complete beginner or an advanced

professional.

EOS Digital SLR and Compact System Cameras:

Whether you are shooting for pleasure or for profit, Canon EOS digital SLR and Compact

System cameras empower you to be creative. State-of-the-art features, superb image quality

and intuitive design concepts come together to deliver advanced performance you can rely on

and enjoy.

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EF Lenses:

Whether macro, wide-angle or super-telephoto, a different lens can give you a new

perspective.

Speed lite Flashes:

Powerful, versatile and simple to use – the comprehensive Canon Speedlite range opens up

new options in flash photography. Used in bright daylight or total darkness, positioned on-

camera or remotely, these full-featured flashguns give any photographer extraordinary

creative control over lighting.

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Film SLR Cameras:

You can- by combining fast auto-focus SLR cameras with world-class EF lenses, the EOS

system takes your photography further. Recent EOS cameras have up to 45 auto-focus (AF)

points and shoot 10 frames per second to help you capture that moment decisively; other

models incorporate eye-control focus.

Camcorders:

Digital Creative Camcorders:

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Your audience is waiting - showcase your creativity in Full HD from a new perspective. The

mini series camcorders offer a unique compact and extremely portable design - with an ultra-

wide angle lens, vari-angle LCD and built-in stand– so you can effortlessly frame yourself

and capture more of your surroundings. Built in Wi-Fi lets you easily share, stream, control

and remotely monitor your creations, while superb audio makes them sound as good as they

look.

LEGRIA HD Camcorders:

Whether you’re looking to capture precious memories or want to take your video creativity to

the next level, you’ll find the best camcorder for you in the LEGRIA range. Combining the

ultimate in picture quality with Canon’s precision engineering and technological know how,

LEGRIA camcorders let you quickly and easily create and share superb Full HD movies.

Professional Camcorders:

Canon introduces an amazingly compact range of handheld professional HD video cameras.

Setting new benchmarks in image quality and versatility, these camcorders provide the

ultimate in picture quality, thanks to precision engineering and knowledge built up through

more than 50 years at the leading edge of professional imaging. With our unrivalled

reputation in HD television broadcast lenses, Canon’s optical know-how helps meet the

demands of professional users everywhere.

Digital cinema:

Cinema EOS Cameras:

Canon’s range of Cinema EOS cameras offer unparalleled creative options. Featuring

different mounts for compatibility with the widest possible range of lenses, and large Canon

Super 35mm CMOS sensors for amazing image quality, these cameras provide the freedom

to leave

no story untold.

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Range:

EOS C500

EOS C500 PL

EOS C300

EOS C300 PL

EOS C100

EOS-1D C

RC-V100

Canon Cine Lenses:

Canon cine lenses are designed and engineered to meet the exacting standards of

contemporary cinematographers. Advanced optical designs, and a fast 11-bladed apertures

deliver superb performance, while robust construction ensures exceptional usability in every

shooting situation.

Professional Displays:

Utilising decades of unique imaging expertise, Canon Professional Displays feature a range

of advanced imaging technology to provide accurate colour reproduction, high resolution and

outstanding image quality.

Canon DSLR Cameras :

1. Canon EOS 600D DSLR Camera

equipped with a powerful CMOS sensor with an 18 MP APS-C size for better

photos

crisp 3-inch wide Vari-Angle Clear View LCD monitor that records and plays

back images and videos of exceptional quality.

shutter speed of 1/4000 sec to capture fast moving objects with excellent

clarity.

The EF-S 18 - 55 mm IS kit lens provided is ideal for clicking close ups,

portraits and landscapes with a wide focal length range.

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The camera is built with Stainless Steel and polycarbonate resin with

conductive fibre for better endurance and weather protection.

Targetting upper middle class , the camera is priced at Rs.39,995.

2. Canon EOS 7D DSLR Camera

18 Megapixel Camera

CMOS Image Sensor

Full HD Recording

3 inch TFT Color LCD Screen

ISO 100 - ISO 6400 Sensitivity

This DSLR camera has various additional features such a Digital noise

reduction, Auto Lighting Optimizer, Histogram display, Automatic display

brightness adjustment, Highlight point display, Camera orientation detection,

and In-camera movie editing.

The EOS 7D has face recognition software and self-timer of 2 and 10 sec

delay.

A user can shoot in the continuous mode (fast) at 8 shots per second.

Targetting Upper class , camera is priced at Rs.1,10,995.

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About Sony Corporation

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Sony Corporation  commonly referred to as Sony, is a Japanese multinational

conglomerate corporation headquartered in Kōnan Minato, Tokyo, Japan. Its diversified

business is primarily focused on the electronics, game, entertainment and financial services

sectors. The company is one of the leading manufacturers of electronic products for the

consumer and professional markets. Sony is ranked 87th on the 2012 list of Fortune Global

500.

Sony Corporation is the electronics business unit and the parent company of the Sony Group,

which is engaged in business through its four operating segments – Electronics

(including video games, network services and medical business), Motion pictures, Music and

Financial Services. These make Sony one of the most comprehensive entertainment

companies in the world. Sony's principal business operations include Sony Corporation (Sony

Electronics in the U.S.), Sony Pictures Entertainment, Sony Computer Entertainment, Sony

Music Entertainment, Sony Mobile Communications (formerly Sony Ericsson), and Sony

Financial. Sony is among the Worldwide Top 20 Semiconductor Sales Leaders and third-

largest television manufacturer in the world, after Samsung Electronics and LG Electronics.

The Sony Group is a Japan-based corporate group primarily focused on the Electronics (such

as AV/IT products and components), Game (such as PlayStation), Entertainment (such as

motion pictures and music), and Financial Services (such as insurance and banking) sectors.

The group consists of Sony Corporation (holding and electronics), Sony Computer

Entertainment (games), Sony Pictures Entertainment (motion pictures), Sony Music

Entertainment(music), Sony/ATV Music Publishing (music publishing), Sony Financial

Holdings (financial services)

Photography

Sony offers a wide range of digital cameras. Point-and-shoot models adopt the Cyber-

shot name, while digital single-lens reflex models are branded using Alpha.

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The first Cyber-shot was introduced in 1996. At the time, digital cameras were a relative

novelty. Sony's market share of the digital camera market fell from a high of 20% to 9% by

2005.

Sony entered the market for digital single-lens reflex cameras in 2006 when it acquired the

camera business of Konica Minolta. Sony rebranded the company's line of cameras as

its Alpha line.

Sony India

Sony India Pvt. Ltd., based in New Delhi is the Indian subsidiary of

Japan's Sony corporation, headquartered in Tokyo.

Sony's principal Indian businesses include Marketing, Sales and After-Sales Service of

electronic products & software exports Products: LCD Televisions, Video and Digital Still

Cameras, Notebooks and Business Projectors, Personal Audio, Audio Video Accessories, Hi-

fi Audios and Home Theater systems, Car Audio and Visual Systems, Game Consoles,

Mobile Phones, Recording Media and Energy Devices, Broadcast and Professional products. 

In India, Sony has its footprint across all major towns and cities in the country through a

distribution network of over 10,400 dealers and distributors, 270 exclusive Sony outlets and

23 direct branch locations. Moreover, Sony's 19 sales branches cover a total of 450 cities. It

has also developed a network of 270 Sony Center and established 30 warehouses across the

country to manage it's supply chain effectively.

Presently, Sony is selling 14 Alpha models in the market, ranging from Rs 27,990 to Rs

179,990. It has also launched 52 models of lenses, including Carl-Zeiss and G-lenses priced

between Rs 7,990 to Rs 1,39,990. According to market research firm GFK, Sony Alpha had

four per cent market share in 2012 and nine per cent in 2013 in the DSLR segment.

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Sony Product Ranges

1. Cybershot Digital Camera series

Stylish, slim and outstanding optical zoom capability suitable for every lifestyle.

2. Cyber-shot Lens-Style CamerasYour smartphone. Our camera. The perfect match for stunning image quality.

3. Cybershot Accessories

This contains various accessories like camera case , Portable charges , Tripod stand ,

Batteries etc.

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4. A- Mount Digital Cameras

This is a series of DSLR Cameras with the highest-quality CMOS sensors, Sony's α

A-mount DSLR camera range pushes the boundaries of what's possible.

5. E-mount Cameras

The Sony's α E-mount DSLR cameras range incorporates high-end-features within

their compact, stylish bodies, opening up a world of creative opportunities.

6. E mount and A mount Accessories

Accessories for E mount and A mount ranges of DSLR Cameras.

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Sony DSLR Cameras

1. Sony Alpha A57K SLT DSLR Camera

Full HD Recording

16.1 Megapixel Camera

3 inch TFT, Xtra Fine LCD with TruBlack Technology

Exmor APS HD CMOS Image Sensor

ISO 100 - ISO 12800 Sensitivity

Targeted to upper middle class , the camera is priced at Rs.39,990.

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2. Digital A-mount 24.3 Mega Pixel Camera with SAL18135 Lens

Reliable full-time subject tracking thanks to the newly developed high-

density, wide-coverage AF system with world’s highest phase-detection

AF point count*1 – 79 points*2 including 15 cross points.

Translucent Mirror Technology delivers ultra-fast, intelligent AF tracking

and up to 12 fps burst of up to 60 full-resolution frames

The 24.3-megapixel*3 Exmor™ CMOS sensor and BIONZ X™ image

processing engine realize superb image quality via high resolving power

and wide-ranging sensitivity (ISO 100 to 25600)

The high-contrast, high-resolution XGA OLED Tru-Finder electronic

viewfinder accurately displays the effects of users’ camera settings so they

can see their creative intentions faithfully reproduced

3-way tiltable LCD screen for easy and comfortable framing in any angles

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Wi-Fi/NFC functions enable instant wireless connection with mobile

devices

Targeted for upper class , the DSLR is priced at Rs.1,04,990.

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Comparison between DSLR Camera Brands

Factors of

Comparison/Brand

s

Nikon Canon Sony

Market Share 30% 44% 12%

Core Competency Quality Imaging

Products

Fine Optics and

Electronic

Imaging

Strong R&D

Price Range Rs.23,000-

Rs.2,50,000

Rs.22.000-

Rs.2,40,000

Rs.24,000-

Rs.1,50,000

No. of Cameras in

DSLR Category

46 40 35

Growth Rate 20 23 16

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Recommendations

1. Improve after - sales service.

2. Using its strong R&D , launch innovative products to capture more

market share.

3. Start some Photography shows / competitions to promote imaging

industry as a whole.

4. Advertise more about DSLR Range of cameras, currently Nikon

promotes its Coolpix series more as compared to DSLR Cameras.

5. Backward Integration to reduce costs.

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Bibliography

For our project , we have collected information from the following sources.

Web :

1. http://en.wikipedia.org/wiki/Canon_Inc .

2. http://www.canon.com/environment/index.html

3. http://www.nikon.co.in/en_IN/products/catalogue.page?lang =

4. http://en.wikipedia.org/wiki/Nikon

5. http://www.sony.co.in/section/product

6. http://en.wikipedia.org/wiki/Sony

7. http://www.techradar.com/news/photography-video-capture/cameras/

canon-vs-nikon-which-dslr-should-you-buy-939229

Books :

1. Marketing Management by Kotler and Keller (14th Edition , Pearson)

2. Digit Magazine

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