Nikon Corporation : advertising & marketing assignments

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Selected Nikon advertising

Nikon is well-known as one of the world's leading manufacturers of cameras and photographic lenses, but also makes electronic components, microscopes and precision lithography instruments used to make display panels for TVs, computers and smartphones. Although highly regarded by professionals, Nikon's camera business lost money for several years until the boom in digital imaging led to the introduction of its range of very successful Coolpix models, aimed at ordinary consumers. It remains the world's #3 in digital still cameras behind Sony and Canon, but growing competition from high-end smartphones has begun to erode all traditional camera sales again since 2012. That decline has been partly offset by a surge in revenues from components and instruments. Revenues for the year ending 2018 were around $6.5bn. Cameras and lenses account for around half of sales; precision equipment for almost another third, but also the largest share of profits. Kazuo Ushida is president. The company is an affiliate of the Mitsubishi business group. It was formed in 1917 from the merger of three Tokyo lens manufacturers under the name Nippon Kogaku. During the 1930s, it adopted the brandname Nikkor for the camera lenses it was making for the government, its principal client, and then the Nikon brand on camera bodies from 1946. The move into components came with the growth of the semiconductor industry in the 1980s, became Nikon's biggest business throughout the 1990s until overtaken again by cameras in 2002.

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Who are the competitors of Nikon? See Consumer Devices Sector for other companies.

Capsule checked 30th December 2018

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