This project report is a comparative study between major DSLR Camera brands in India.These brands are Nikon , Sony and canon. I have given a brief profiling of the companies and given a comparison . It also contains SWOT , 4Ps and STP of Nikon. This report will help a management student if he is doing some study about DSLR camera market/imaging industry of India,

1. 1
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)

2. 2
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

3. 3
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

4. 4
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.

5. 5
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
Middle East
Africa

6. 6
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)

7. 7
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

8. 8
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.

9. 9
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

10. 10
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.

11. 11
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
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.

12. 12
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.
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

13. 13
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

14. 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
14
32,950 INR with AF-S lense kit.
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)

15. 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.
15
 3.0-inch 230,000-dot resolution fixed TFT LCD.
 Being the entry level DSLR camera , it is priced INR 23,250

16. 16
Segmentation , Targeting and Positioning for Nikon
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
STP
Segmentation
Geographic : 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.

17. 17
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.
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

18. 18
 Trade fairs
 Sponsorship of events and teams
 Television , magazine and newspaper advertisements
Nikon SWOT Analysis
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.

19. 19
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 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

20. 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.
20
Principle Subsidiaries:
Canon Sales Co., Inc. (51.1%);
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.

21. Related with consumers' trend of switching compact cameras to smartphones, in Q1 2013
Canon Inc. operating profit fell 34 percent year-on-year.
21
Product ranges:
Cameras:
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.

22. 22
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.
EF Lenses:
Whether macro, wide-angle or super-telephoto, a different lens can give you a new perspective.

23. 23
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.
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.

24. 24
Camcorders:
Digital Creative Camcorders:
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.

25. 25
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.
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.

26. 26
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.
 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.

27. 27
 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.

28. 28
About Sony Corporation
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)

29. 29
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.
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.

30. 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.
30
Sony Product Ranges
1. Cybershot Digital Camera series
Stylish, slim and outstanding optical zoom capability suitable for every lifestyle.
2. Cyber-shot Lens-Style Cameras
Your smartphone. Our camera. The perfect match for stunning image quality.

31. 31
3. Cybershot Accessories
This contains various accessories like camera case , Portable charges , Tripod stand ,
Batteries etc.
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.

32. 32
6. E mount and A mount Accessories
Accessories for E mount and A mount ranges of DSLR Cameras.
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.

33. 33
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

34.  Wi-Fi/NFC functions enable instant wireless connection with mobile
34
devices
 Targeted for upper class , the DSLR is priced at Rs.1,04,990.

35. 35
Comparison between DSLR Camera Brands
Factors of
Comparison/Brands
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

36. 36
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.

37. 37
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