Home >Companies >Nikon to go ‘aggressive’ on brand visibility

New Delhi: Digital imaging equipment maker Nikon plans to go “aggressive" with its marketing campaigns as it looks to take on rivals like Canon and Sony for brand visibility and gain better growth momentum in the country.

The company, which is targeting a 45% market share in the Indian SLR market, said it is also planning to add another 30 exclusive outlets in all the major cities in the country.

“Our aim in India is to be the No.1 brand in the next few years. So we will do everything that we think is lacking behind our competitors, like Canon and Sony. And that is to get more aggressive on marketing campaigns, particularly TV commercials," Nikon Corporation managing director operating officer Nobuyoshi Gokyu told reporters here.

Nikon, which on Wednesday launched two models of digital SLR camera—D3000 and D300s—said it will also look at possibilities to associate with celebrities in future as part of its marketing campaigns.

“As of now, we do not intend to bring in any celebrities. But as we move forward we might look at it too," Nikon India managing director Hidehiko Tanaka said.

However, the company will focus on rolling out several marketing initiatives for the festive season and other awareness campaign about SLR cameras across the country.

“The size of SLR camera market is very small of around 17,000 units this year. Creating awareness about SLR cameras is what we will do, through seminars and other activities," Tanaka said.

Besides, Nikon hopes to maintain a growth rate of 35% and is scaling up its retail presence by the end of the year by adding another 30 exclusive outlets across the country.

“We only have 10 outlets which are the Nikon Touch Zones in four metros. We plan to take to 40 stores by the end of this year," he said.

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