Hidehiko Tanaka
MD, Nikon India
I have experienced many situations which demanded smart and effective marketing decision to pull up a successful result but I would consider the following strategies that we have adopted for the Indian market in the recent past as some defining moments: Change in our Distribution Network from National to Regional, wherein, Nikon appointed 27 local distributors across India; establishments of 30 Nikon Touch & feel zones all over the country (with a target to take this number to 80 by 2011); training of in-shop demonstrators as per Nikon’s standard; our plan to move beyond just print & BTL activities to TV commercials in India in 2010-11. All these initiatives were truly an outcome of a combined team effort.
MD, Nikon India
I have experienced many situations which demanded smart and effective marketing decision to pull up a successful result but I would consider the following strategies that we have adopted for the Indian market in the recent past as some defining moments: Change in our Distribution Network from National to Regional, wherein, Nikon appointed 27 local distributors across India; establishments of 30 Nikon Touch & feel zones all over the country (with a target to take this number to 80 by 2011); training of in-shop demonstrators as per Nikon’s standard; our plan to move beyond just print & BTL activities to TV commercials in India in 2010-11. All these initiatives were truly an outcome of a combined team effort.
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Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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