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ROAD TRIP
TEAM BEAST
TABLE OF CONTENTS
PART
5:
Conclusion...............69-70
Conslusion
Summary......................................70
PART
6:
Appendix
Bibliography..71
Primary
Sources
Secondary
Sources
SOURCE
BEAST
Company Overview Market Overview Marketing Communications Program SWOT Competitor overview Brand Problem Target uniOication model Consumer Information Industry Trends Regulatory Problems
BEAST
OVERVIEW
Company
Overview:
Products
and
Oinancials
Nissan
Motor
is
engaged
in
the
planning,
developing,
manufacturing,
and
marketing
of
passenger
automobiles,
automobile
parts,
marine
equipment
and
forklifts.
The
group
has
signiOicant
operations
in
Japan,
North
America,
and
Europe.
It
is
headquartered
in
Tokyo,
Japan
and
employs
151,698
people.
Each
model
in
the
line-up
gets
some
degree
of
marketing
support,
with
the
lions
share
of
total
marketing
expenditures
assigned
to
the
models
Nissan
has
identiOied
as
core
and
those
in
launch
mode.
The
advertising
and
promotions
budgets
for
each
model
are
allocated
to
activities
and
resources
for
buying
media
and
producing
creative
materials.
Being
the
largest
volume
driving
vehicle
in
the
Nissan
family,
Altima
gets
a
bulk
of
Nissans
marketing
dollars
and
a
more
robust
marketing
mix.
This
strategy
applies
to
all
Multicultural
(MC)
marketing
efforts
as
well.
And
each
MC
segment
is
analyzed
to
determine
which,
if
any,
additional
models
should
be
supported.
Nissan
is
a
full-line
car
manufacturer,
with
vehicles
in
every
segment
including
sedans,
sports
cars,
SUVs,
crossovers,
trucks,
a
minivan,
and
a
100%
electric
vehicle.
In
the
last
year,
Nissan
has
adopted
a
Core
Model
strategy,
focusing
on
the
upcoming
launches
of
our
top
volume-driving
vehicles
in
its
line-up:
Altima,
Rogue,
Sentra,
PathOinder
and
Versa.
The
MC
segments
will
play
a
tremendous
role
in
reaching
sales
volume
goals
for
these
vehicles
because
each
of
them
has
a
high
composition
of
MC
consumers.
Nissan
Altima
continues
to
be
the
leading
volume
driver
for
the
brand,
and
the
MC
segments
are
no
exception.
Versa,
Sentra,
and
Rogue
are
among
the
top
5
volume
drivers
within
MC
as
well.
PathOinder
has
an
aggressive
sales
volume
goal
for
the
upcoming
launch,
which
will
increase
its
relative
sales
share
within
each
MC
segment
and
elevate
it
to
Core
Model
status.
The
company
recorded
revenues
of
JPY7,517,277
million
($81,036.2
million)
in
the
Oinancial
year
ended
March
2010
(FY2010),
a
decrease
of
10.9%
compared
to
FY2009.
The
operating
proOit
of
the
company
was
JPY311,609
million
($3,359.1
million)
in
FY2010,
compared
to
an
operating
loss
of
JPY137,921
million
($1,486.8
million)
in
FY2009.
The
net
proOit
was
JPY42,390
million
($457
million)
in
Y2010,
compared
to
a
net
loss
of
JPY233,709
million
($2,519.4
million)
in
FY2009.
Product/Service:
Nissan
is
a
full-line
car
manufacturer,
with
vehicles
in
every
segment
including
sedans,
sports
cars,
SUVs,
crossovers,
trucks,
a
minivan,
and
a
100%
electric
vehicle.
Technological
Advances
Environment
technology:
Nissans
environmental
technologies
are
focused
on
developing
zero-emission
vehicles
and
fuel
efOicient
engines,
as
well
as
reducing
co2
emissions,
with
an
approach
Oirmly
centered
on
people
and
the
mobility
environment
Safety
technology:
Nissans
safety
technologies
are
developed
by
looking
at
safety
issues
from
every
possible
angle,
to
create
a
safer
and
securer
mobile
society
Dynamic
performance:
Nissan
cars
are
built
so
that
every
detail
gives
you
a
great
driving
experience.
Comfortable
acceleration,
a
soothing
engine
sound,
smooth
cornering,
and
safe
and
secure
at
speed.
Life
on
board:
a
drivers
cockpit,
comfortable
cabin,
stylish
interior.
From
the
moment
you
get
on
board
to
when
step
out
onto
the
pavement,
Nissan
vehicles
are
built
to
give
you
a
fantastic
ride.
http://www.nissan-global.com/EN/TECHNOLOGY/
SOURCE
MICHELLE, ILONA
MARKET OVERVIEW
Marketing Communications Programs Share of Voice and Net Sentiment
The SIM Score is an index developed by RazorOish (an interactive marketing agency) which stands for Social InOluence Marketing. This monitors the amount of "buzz" or how a brand is being talked about online.
In comparing sentiment Honda, Nissan, and Toyota are fairly similar but Ford and GM indicate drastic differences. In the ofOline world people speak less favorably of Ford and GM. In the case of GM OfOline sentiment has a 30 percent difference to the online sentiment.
Shiv Singh, Measuring Social InOluence Marketing in the Automotive Industry, Headlight, August 2009, August 2011 <http://www.headlightblog.com/2009/08/measuring-social-inOluence-marketing-in-the-automotive-industry/>
SOURCE
ELIZABETH
Elizabeth
Nissan Cube Augmented Reality Interactive Brochure Those who attended the LA autoshow in 2009 had the opportunity to experience the cube through an augmented reality platform. A two dimensional brochure allowed attendees to interact with a hollogram of the vehicle . With the help of this excercise consumers were able to learn about prouct features in a fun and unique way. This was also extended beyond the autoshow. Anyone wanting to experience the augmented reality of the cube can do so in the comfort of their own home. Consumers can simply download the application, print the leaOlets , and use a web cam to create the effect. Nissan Cube.Total Immersion. 1 Dec 2011. < http://nissan.t-immersion.com/> SOURCE ELIZABETH
In
order
to
call
attention
to
the
Nissan
Micras
parking
slot
measurement
they
decided
to
implement
a
distinct
approach.
They
placed
a
number
of
posters
in
parking
garages
which
had
the
highest
need
for
parking
slot
measurement.
They
strategically
placed
the
posters
next
to
scratches
on
the
walls
and
pillars
within
the
car
garage.
The
idea
behind
it
was
that
the
scratches
could
have
been
prevented
with
the
Micras
slot
measurement
technology.
Nissan
Micra.Ads
of
the
World.
2
Dec
2011.
<http://adsoftheworld.com/media/ambient/nissan_micra_scratches_on_the_wall>.
Nissan
GT-R.
Ads
of
the
World.
2
Dec
2011.<http://adsoftheworld.com/media/ambient/nissan_gtr_porsche_killer>
SOURCE
ELIZABETH
Like most automotive manufacturers Nissan utilizes a variety of sales promotions to entice consumers to purchase their cars. These snapshots depict promotions from one of Nissans recent campaigns. What is particularly interesting to point out is the customization that Nissan makes available to its audience. The consumer is able to Oind deals that are speciOic to their particular area.
ELIZABETH
Nissans global vision is to "enrich peoples lives." They seek to support this vision in the offering of their products as well as their level of community of involvement. Nissan is involveed in a number of iniaitives including: Nissan Neighbors which is dediacated to improving communities through chariatable contributions The Nissan Foundation which supports education programs that celebrate and foster an appreciation and understanding cultural diversity. Nissan Green Program "seeking a symbiosis of people vehicles and nature." This program promotes the idea of a sustainable mobile society.
ELIZABETH
Habitiat for Humanity is a program which Nissan is actively involved in. Nissan has: Collaberated with Habitat for 6 years Donated 7.5 million Sponsored 50 homes Donated 104 vehicles 5k emplyees volunteer
SOURCE
BEAST
10
INNOVATION CAMPAIGN
Innovation for Endurance features exclusive, daily content showcasing the latest innovations in running, cycling, yoga, strength training, and general fitness. The campaign is sponsored by the LEAF showcasing its innovation as the first mass market electric vehicle. This online community provides a new outlook on performance. The site highlights the best innovations in fitness and wellness to improve each individuals personal performance. Insider information is provided from experts such as elite runner ryan hall and yoga master tara stiles. The community actively involves the audience by recognizing them as innovators as well asking for their input and insight.
SOURCE
ELIZABETH
11
INNOVATION CONT.
TBWA Worldwide, Los Angeles. Russell Wager, pres-TBWA/Hakuhodo Int'l & mg dir-Nissan & Infiniti global; Jon Castle, mg dir-Americas. Admerasia, New York. Jeff Lin, co-founder. -- Asian-American adv. Ansira, St. Louis. John Cook, VP-client ptnrship. -- digital mktg, trade promo mgmt & new media. Critical Mass, Chicago, Calgary, Canada & Nashville,, Tenn. Sandy Schadler, sr acct dir. -digital mtg. Designory, Nashville, Tenn. Nick Johnston, acct exec; Katie Kleinheskel, acct exec. -collateral, point-of-purchase, Nissan, Nissan commercial vehicles. Dieste, Dallas. Kiska Howell, brand leadership grp. -- Hispanic adv. Footsteps, New York. Darian Forh, acct dir; Jackie Cruz, sr acct super. -- African-American adv. George P. Johnson, Auburn Hills, Mich. Jeff Rutchik, sr VP-client svcs & ww genl mgr. -experiential mktg. GMR Marketing, New Berlin, Wis. Ann Janikowsky, exec VP-client mgmt. -- event mktg, Leaf. IW Group, Los Angeles. Jimmy Lee, VP. -- Asian American PR. Marketing Store, Toronto. Liam Steuart, VP-client svcs. -- direct mktg, customer relationship mktg, Nissan. OMD Worldwide, Los Angeles. Kristi Lind, grp acct dir. -- media svcs. Team Ignition Pancultural Marketing, Nashville, Tenn. Danielle Austen, mg ptnr & CEO. -multicultural adv, Nissan.
"Marketer
Trees"
AdAge
DataCenter.
Ad
Age.
1
Dec
2011<http://adage.com.rlib.pace.edu/datacenter/marketertrees2011/#85
SOURCE
ELIZABETH
12
DIVERSITY
Nissan's commitment to diversity is valued in all of their relationships. In order to develop advertising that resonates with diverse consumers Nissan has formed partnerships with a variety of advertising agencies. In doing so Nissan is able to create messages that are more meaningful to a multicultural audience. Asian American Advertising- Admerasia, New York. Jeff Lin, co-founder. Public Relations-IW Group, Los Angeles. Jimmy Lee, VP. Hispanic Advertising- Dieste, Dallas. Kiska Howell, brand leadership grp. African American Advertising- Footsteps, New York. Darian Forh, acct dir; Jackie Cruz, sr acct super. Multicultural Advertising- Team Ignition Pancultural Marketing, Nashville, Tenn. Danielle Austen,management ptnr & CEO.
SOURCE
ELIZABETH
13
TBWA RELATIONSHIP
Nissan has had a strong relationship with TBWA for almost 25 years. Despite any challenges they may have seen along the way they have developed a very strong client/agency relationship.As past Nissan Motor USA president and chief executive officer Bob Thomas states: "The elements of a good agency relationship require a lot of balance, and you must involve individuals who have a predilection toward doing what it takes to make relationships work, because every time you get in trouble, you can't blame your agency. It's easy to do that. But they're just doing what you asked or allowed them to do. Sure, we have our ups and downs in this relationship. Something [C/D] taught me long ago--and it seemed self-serving then but it's some- thing I've come to believe--instead of [firing] your agency when you get in trouble, change your agency. Maybe it's a problem with an account manager, or a philosophical disagreement or a misunderstanding of issues. We all just have to learn how to better communicate with one another."
O'Leary,Noreen. "Friends in high places." Adweek Western Edition. 46.49 (1996): 23, http//web.ebscohost.rlib.pace.edu
SOURCE
ELIZABETH
14
SOURCE
ELIZABETH
15
SWOT
Strengths
Innovation
Although
many
automotive
companies
have
similar
features
as
Nissan,
some
technologies
still
provide
a
competitive
advantage.
Continuously
Variable
Transmission
(CVT)
seamless
acceleration,
improved
response
and
efOiciency,
improved
dynamic
performance
Leaf-
mass
market
electric
vehicle
Fast
Company
ranks
Nissan
4th
most
innovative
company,
for
creating
the
Leaf,
the
Oirst
mass
market
all
electric
car.
Full
Line
Up
Dynamic
research
and
development
Activities
Four
main
focuses:
environonment,
vehicle
sfety,
information
technology,
product
develo
Product
Development
Nissans
strong
R
&
D
capability
has
enabled
them
to
build
an
extensive
variety
of
vehicle
portfolios.
This
advantage
provides
competitive
strength
within
the
auto
industry.
Affordability
Across
its
line
up
Nissan
has
a
variety
of
stylish
vehicles
at
affordable
prices.
The
Versa
is
one
of
the
best
examples
of
\Nissans
affordability.
The
Versa
is
the
least
expensive
new
car
in
the
United
States.
The
car
has
a
variety
of
standard
features
including
air
conditioning,
electric
power
steering,
and
radio.
Although
the
outgoing
model
was
considered
awkward
the
new
model
has
been
well
received
and
has
a
much
more
streamlined
stylish
look.
Weakness
Nissan
has
a
low
brand
awareness.
Unlike
other
brands
nissan
isnot
seen
as
best
or
worst
it
is
in
an
ambiguous
gray
area.
Opportunities
Expansion
of
product
line
ups
The
Renault
Nissan
alliance
has
contributed
to
the
expansion
of
product
line-ups.
Growing
opportunities
in
emerging
markets
The
group
is
increasing
its
focus
in
the
emerging
markets
such
as
Russia,
China,
and
India.
These
markets
are
expected
witness
strong
growth
in
the
coming
future.
Strategic
cooperation
with
Daimler
The
Renault
Nissan
alliance
is
planning
to
broaden
and
strengthen
its
product
offering
through
new
joint
ventures
and
agreements.
In
this
context,
in
April
2010,
the
alliance
signed
a
broad
strategic
cooperation
with
Daimler
that
would
enable
both
groups
to
beneOit
from
a
range
of
concrete
projects.
Threats
Competition
in
the
global
automotive
market
The
worldwide
automotive
market
is
highly
competitive.
Nissan
faces
strong
competition
from
many
automotive
manufacturers.
The
factors
majorly
impacting
competition
include
product
quality
and
features,
the
amount
of
time
required
for
innovation
and
development,
pricing,
reliability,
safety,
fuel
economy,
customer
service,
and
Oinancing
terms.
Appreciating
Japanese
Yen
against
US
Dollar
Nissan
is
sensitive
to
the
Oluctuations
in
foreign
currency
exchange
rates
and
is
principally
exposed
to
Oluctuations
in
the
value
of
the
Japanese
Yen,
the
US
Dollar,
and
the
Euro.
The
changes
in
foreign
currency
exchange
rates
may
impact
Nissan's
pricing
of
products
sold
and
materials
purchased
in
foreign
currencies.
Tightening
emission
standards
The
European
Union
(EU)
Commission
and
the
EU
Parliament
adopted
a
directive
that
establishes
increasingly
stringent
emission
standards
for
passenger
and
light
commercial
vehicles
for
model
years
2005
and
thereafter
(EURO
4).
In
the
United
States
similar
standards
have
been
issued
requiring
all
vehicles
by
2016
to
average
35.5
miles
per
gallon.
"DATAMONITOR: Nissan Motor Co.,Ltd." Nissan Mototr Co.Ltd. SWOT Analysis(2011): 1-11. Business Source Premier. Web. 4 Dec. 2011.
ILONA
16
MARKET SHARE
Nissan
places
5th
in
total
market
share
for
automotive
vehicles.
MICHELLE
17
KEY PLAYERS
"Nissan
competes
most
directly
with
the
other
Japanese
Original
Equipment
Manufacturers
(OEMs),
Toyota
and
Honda.
Chevy,
Ford,
and
increasingly,
Hyundai,
are
also
formidable
competitors
in
the
MC
space
and,
depending
on
the
speciOic
model
and
ethnic
segment,
other
competitors
such
as
Chrysler
and
Buick,
may
play
a
role.
18
COMPETITOR PROFILE
The
automotive
industry
is
extremely
competitive
with
a
number
of
brands
and
nameplates
for
the
consumer
to
choose
from.
Within
the
scope
of
this
particular
target
four
brands
stood
out
as
major
competitors.
How
each
brand
executes
campaigns
is
vital
in
understanding
the
current
market,
especially
as
its
related
to
multicultural
millennials.
HondaHONDA
MOTOR
CO.,
LTD.
Develops, produces and manufactures a variety of motor products, ranging from
ToyotaTOYOTA
MOTOR
CORPORATION: A Japan-based company mainly engaged in small general-purpose engines and scooters to specialty sports cars. Its business the automobile business and financial business. The Company operates through three segments are the motorcycle business, automobile business, financial services business segments. The Automobile segment is engaged in the design, manufacture business, and power product and other businesses. Honda produces a range of and sale of car products including passenger cars, minivans and trucks, as well as the motorcycles, ranging from the 50 cubic centimeters class to the 1,800 cubic related parts and accessories. The Finance segment is involved in the provision of centimeters class in cylinder displacement. The Company's automobiles use financial services related to the sale of the Company's products, as well as the leasing of gasoline engines of three, four or six cylinder, diesel engines and gasoline-electric vehicles and equipment. The Others segment is involved in the design, manufacture hybrid systems. Honda also offers alternative fuel-powered vehicles, such as natural and sale of housings, as well as information and communication business. gas, ethanol and fuel cell vehicles. Honda offers a variety of financial services to its customers and dealers through finance subsidiaries. Honda manufactures a variety Camery
Corolla
Prius
Tocoma
Rav4
of power products, including tillers, portable generators, general-purpose engines
and grass cutters. Honda conducts its operations in Japan and worldwide. Company Positioning: The
#1
For
A
Reason
campaign
will
remind
people
why
Toyota
continues
to
be
the
top
CRV
Accord
Civic
brand
consumers
turn
to
when
buying
a
new
vehicle.
Company Positions: Good Reasons"In
this
campaign,
we
took
the
values
that
are
core
For
three
consecutive
years,
people
have
purchased
more
Toyota
vehicles
than
any
other
to
Honda's
brand
image-simple,
smart
and
straightforward-and
made
them
really
brand,
said
Bob
Carter,
group
vice
president
and
general
manager
of
Toyota
Division
for
engaging
and
fun,"
said
RPA
SVP/GCD
Jason
Sperling.
"We
created
a
layer
of
honesty
Toyota
Motor
Sales,
U.S.A.,
Inc.
We
look
forward
to
maintaining
this
momentum
in
2011
that
isn't
seen
from
most
car
manufacturers.
And
we
show
Honda's
many
strengths
in
as
we
continue
to
focus
on
fuel
efOiciency,
value,
quality
and
safety.
a
way
that
cuts
through
the
clichs
and
usual
tactics
and
feels
incredibly
fresh""
FordFORD MOTOR COMPANY:
A producer of cars and trucks. Ford and its subsidiaries also engage in other businesses, including financing vehicles. It operates under two segments: Automotive and Financial Services. The Automotive segment includes the operations of Ford North America, Ford South America, Ford Europe, Ford Asia Pacific Africa and Volvo. The Financial services include the operations of Ford Motor Credit Company and Other Financial Services. In August 2010, the Company completed the sale of its Swedish Volvo Car unit and related assets to China's Zhejiang Geely Holding Group Co. Company Positiong: Drive One
HyundaiHYUNDAI MOTOR COMPANY: A Korea-based automobile manufacturer. The Company produces and markets passenger cars under the brand names of Equus, Genesis, Genesis Coupe, Azera, Sonata, Elantra, Accent, Getz, i30, i30cw, i20 and i10; recreational vehicles under the brand names of Veracruz, Santa Fe, Tucson, Matrix and H-1, and commercial vehicles, which include medium and heavy duty trucks, and buses. The Company also provides automobile maintenance services. Company Positiong: New Thinking, New Possibilities
MICHELLE
19
FORD
Drive
One
Fiesta
"Inspired
by
Color"
Campaign:
"Mixes
Fashion,
Style
and
2011
Ford
Fiesta"
Ford offered a chance for five unique and stylish individuals to express their indivuality as the company kicks off Inspired By Color. A casting call event was opened to find people who could personify the vibrancy and style of the 2011 Ford Fiesta.This took place on Howard University's campus in Washington, D.C.The mission behind the campaign was to "invite participants to let the fresh design and colors of the new Fiesta inspire them as they show off their unique style while tying it back to the colors and distinct features of the Fiesta." Swap
Your
Ride
2011
Marketing
Campaign
The
ads
chronicle
the
experiences
of
actual
consumers
who
were
given
the
opportunity
to
swap
their
competitive-make
vehicles
for
a
Ford.
The
ads
were
also
targeted
toward
multicultural
consumers
through
Spanish-language
television
spots
and
through
commercials
designed
to
connect
with
the
African
American
community.
Ford
Fiesta
and
Roxy
Riders
Ford
promotes
their
subcompact
Oiesta
with
a
video
series
of
Roxy
team
riders.
The
Riders
take
their
Oiestas
up
the
coast
of
california.The
videos
chronicle
their
automotive
journey
and
include
entertaining
surOing
spots.
This
campaign
is
targeted
speciOically
at
millenials.
Fords
Swap
Your
Ride
Ad
Campaign
Proves
a
Real
Eye-Opener
for
Consumers,
Ford
Media,
April
5,
2011,
http://media.ford.com/article_display.cfm?article_id=34341
SOURCE
ELIZABETH
20
CHEVY
"Runs Deep"
Current
maketing
efforts
are
heavily
based
on
Chevy
heritage
and
tradition
as
they
celebrate
100
years
as
an
automaker.
One
tactic
Chevy
has
implemented
is
an
interactive
microsite
that
pays
tribute
to
its
heritage.
The
video
series
on
the
site
takes
place
in
Bridgeville,
PA
a
town
that
is
the
home
of
Colussy
Chevrolet
one
of
the
oldest
dealerships
in
the
country.
Viewers
are
given
the
opportunity
to
see
how
Chevy's
history
has
played
out
in
this
small
town.
A
centennial
music
station
is
another
unique
tactic
which
chevy
has
implemented
to
embody
their
brand
through
classic
tunes.
ELIZABETH
21
HONDA
"Power of Dreams"
"Honda is a company founded by a dreamer. And we are a company that believes in the Power of Dreams."
Honda has created a micrositte where they celebrate individuals who have achieved their goals and are using their sucess to create a better future. They created a series of short films to depict this.
ELIZABETH
22
TOYOTA
"Moving Forward"
Toyotas
Auto-Biography
Campaign
is
a
good
example
of
engaging
consumers
through
social
media.
This
campaign
gave
Toyota
car
owners
the
opportunity
to
share
their
personal
stories
about
their
vehicles.
A
selection
of
these
stories
were
turned
into
animated
shorts.
Toyota positions towards Hispanics in this campaign entitled Somos Muchos Latinos. Somos Muchos Toyota." As a part of the campaign Toyota offers drivers a series of stickers that celebrate their speciOic Hispanic heritage. There are 100 different stickers to honor the names of Latin American countries and major cities. These stickers were offered on Toyotas facebook page in Spanish language.
ELIZABETH
23
HYUNDAI
"New
Thinking
New
Possibilities"
In their most recent campaign Hyundai is promoting the idea that they are using new thinking in their cars which in turn creates new possibilities for the consumer.
ELIZABETH
24
AWARENESS OF BRANDS
Nissan is a blank slate, the brand is not seen as best or worst in the eyes of the consumer. Ford:
American,
poor
quality,
average,
associated
with
trucks.
Toyota:
safe,
affordable,
generational
car,
cheap,
characterized
by
recalls,
no
style.
Chevy:
inefOicient,
associated
with
trucks,
many
in
this
segement
do
not
know
much
about
the
vehicles.
Honda:
reliable,
average,
good
quality.
Nissan:
some
association
with
innovation,
considered
stylish.
Overall
brand
perception
Best
Brand
Score
Worst
Brand
Score
Toyota Ford Honda Chevrolet BMW Mercedes- Benz Volvo Lexus Cadillac Subaru
2 5 8 9 10 13
"Ford leads in the factors that matter most to car shoppers." Consumer Reports Jan 2011: 1 Dec. 2011< http://www.consumerreports.org/cro/cars/new-cars/news/2011/01/2011-car-brand-perception-survey/ overview/index.htm>.
25
BRAND PROBLEM
After
struggling
with
anonymity,
Nissan
needs
a
new
image.
Nissan
needed
a
makeover.
The
brand
was
stagnating
in
the
market.
Sales
were
inching
forward,
but
new
products
just
weren't
catching
Oire.
Toyota
owned
the
quality
space
in
the
import
segment,
and
the
Prius
was
the
industry
darling
in
hybrids.
Honda
was
cool,
light
and
nimble
and
stayed
stubbornly
ahead
with
a
reputation
for
fuel
economy
and
reliability.
Just
a
generic
Japanese
brand.
Brian
Carolin,
Nissan
North
America's
sales
and
marketing
head,
nods
in
agreement.
"I'm
not
advertising
the
Leaf
to
sell
Leafs.
We're
sold
out.
I'm
doing
it
to
build
the
brand,"
Mr.
Carolin
said.
"We
are
not
regarded
as
a
strong
brand.
Our
mission
in
life
is
to
improve
that
brand
opinion."
As
Nissan
prepares
to
launch
a
moderately
priced
new
global
family
car
powered
by
a
nonpolluting
electric
battery,
Nissan
will
tout
the
zero-emission
Leaf
EV
as
a
game-changer.
But
its
bigger
mission
is
to
redeOine
an
entire
brand
that
executives,
in
frank
disclosures
last
week,
say
has
lost
its
way
against
the
competition.
It's
a
fair
question.
Honda
dealers
sell
27%
more
cars
and
trucks
than
Nissan
dealers
in
the
United
States,
and
Toyota
dealers
selll
almost
twice
as
many.
The
consumers
have
stated,
"We
don't
know
what
you
stand
for,"
The
Leaf's
inOluence
will
be
large.
"It's
a
brand-builder,"
Mr.
Carolin
acknowledged
the
enormity
of
the
project.
But
he
said
the
Leaf
will
bring
other
beneOits
to
the
brand.
Mr.
Carolin
said
the
Leaf
also
will
help
make
Nissan
a
more
attractive
franchise,
even
to
auto
dealers
who
currently
do
no
business
with
the
company.
San
Francisco,
one
of
the
greenest
of
the
green
markets,
currently
has
no
Nissan
dealership.
Mr.
Carolin
vows
that
the
electric
car
will
help
him
plug
that
hole.
The
Leaf
also
will
boost
Nissan's
corporate
fuel
economy
numbers.
Although
the
company
is
still
waiting
for
federal
ofOicials
to
issue
rules
on
how
to
factor
in
vehicles
that
use
no
fossil
fuel
But
in
Nissan's
new
marketing
equation,
the
Leaf
will
serve
as
the
tangible
proof
of
a
bigger
claim:
that
the
brand
is
deOined
by
innovation.
SOURCE
KRISTINE
26
By focusing on different multicultural millenial groups, we recognize that the target market consists of people who differ with respect of their culture, age, gender, race, location, aspirations and interest. The challenge is to develop a message that takes all of those aspects and connects all attributes of the very diverse individuals. We created our strategy based on the Target UniOication Model.The modes portray how the media, strategy, and IMC programs are built around key attributes of target market. Through research, we decided to use the millenial attitudes and interest to create a "reality TV" web show. This illustrates Nissans key attibutes while engaging the target audience in multicultural challenges throughout the United States.
ILONA
27
CONSUMER OVERVIEW
Hispanic American 16.3% of the total U.S. Population (50.5 million people) Originate from 20 diverse countries Largest ethnic group in the united states Average Household Income $68,000
African American 12.3% growth (37 million people) $66,000 Average Household Income
Chinese American 23% of Asian Population 1.2% of U.S. Population Largest ethnic group among Asian Americans $ 78,000 average household income for Asian Americans
SOURCE
Elizabeth ELIZABETH
28
Market Penetration: Nissan in Total Market and Total Multicultural Market Nissan controls 8.83% of the ENTIRE market, and 13.04% of the ENTIRE multicultural market. Of the total population that purchases Nissan, 18.66% are Multicultural.
Market Penetration: % MC Segments Purchasing Nissan or Similar Brands Chinese: 1.48% Nissan Comp, 8.39% Nissan Market Share, 1.56% Non-Lux Comp *Asian sales volume has greatest challenges in terms of market share Hispanic: 9.97% Nissan Comp, 13.66% Nissan Market Share. 6.45% Non-Lux Comp *Hispanic sales volume has the most favorable attitude towards Nissan Market
Market Penetration: Of the Total Multicultural Share in Q1 2010 and Q1 2011 Market Penetration: of the total multicurtural share 1) Toyota...25% 2010, 22% 2011 2) Honda...17% 2010, 16.6% 2011 African American: 3) Nissan...13% 2010, 13.1% 2011 7.21% Nissan Comp, 13.74% Nissan *Nissan may be ranked 3rd, but it was the only brand to increase in Total MC Share Share, 4.63% Non-Lux Comp 4) Chevy...10% 2010, 10.7% 2011 5) Ford...9% 2010, 9.7% 2011 6) Hyundai... 5% 2010, 5.9% 2011 * Chevy, Ford, & Hyundai may be underdogs, but their MC share is increasing at a higher rate than Nissan.
JOHANNA
Johanna Penry
29
CONSUMER OVERVIEW
Multicultural
Americans
are
concentrated
in
certain
geographical
areas
Hispanic
American
African
American
Asian
American
California, New York, Texas, and Florida are the most populated states for all three ethnic groups.
Schreiber, Alfred, and Barry Lenson. Multicultural Marketing: Selling to the New America. NTC Businessbooks, 2001.
ELIZABETH
30
ELIZABETH, JOHANNA
31
CONSUMER OVERVIEW
Consumer Overview Attention Seeking Millenials enjoy standing out and taking risks.
Hispanic
White
37.9% 167
29.9% 132
46.4% 137
44.1% 130
44.5% 131
45.1% 133
Hispanic I like to look for new/interesting websites 41.8%, 130 Internet is a prime source of entertainment 33.8%, 178 Self concept - Brave, Courageous, Daring, Adventuresome 57.5% 121 Scale: Brave/Courageous- Far above average 29.9% 158 African American I like to look for new/interesting websites 55.4% 172 Internet is a prime source of entertainment 24,9% 131 Asian Americans I like to try new things no one else has 52% 143 Internet is a prime source of entertainment 48% 134 Simmons Experian OneView Study 2010 12 Month Demographic 18-34
ELIZABETH
32
Multicultural purchasing power is growing. African Americans Purchasing power is currently $913 billion Expected to reach $1.2 trillion in 2013 9% of the nations estimated buying power. Hispanic American 108 percantage gains in buying power over the past decade Purchasing power is expected to rise from $1 trillion in 2010 to $1.5 trillion in 2015 Will be an estimated 11% of the nations buying power Asian American Current purchasing power is estimated at $544 billion More than 525,000 Asian households have reported more than $500,000 in assets
Fahmy, Sam. "Despite Recession, Hispanic and Asian Buying Power Expected to Surge in U.S., According to Annual UGA Selig Center Multicultural Economy Study." Terry College of Business - University of Georgia | The Flagship Business School in the State of Georgia, Founded in 1912. Terry College of Business, 4 Nov. 2010. Web. 11 Sept. 2011. <http://www.terry.uga.edu/news/releases/2010/ minority-buying-power-report.html>.
ELIZABETH
33
INDUSTRY TRENDS
Highway
Attendance
The
number
of
vehicles
on
the
road
in
the
United
States
remains
high.
Based
on
US
Department
of
Transportation
information,
the
number
of
registered
automobiles
on
the
road
has
increased
by
240
million
between
1997
and
2007.
People
are
also
holding
on
to
their
cars
longer
before
making
a
new
purchase.
However,
while
there
are
still
many
cars
on
the
road,
the
number
of
miles
driven
has
declined,
which
means
people
are
not
driving
as
much.
This
is
due
to
the
rise
in
gas
prices
and
declining
economy.
There
was
a
decreased
difference
of
3.6%
(108
billion
miles)
between
2007
and
2008.
Technology
Today,
cars
are
seeing
an
increase
in
technology,
to
the
point
where
they
are
being
considered
computers
on
wheels.
Microprocessors
are
controlling
just
about
every
feature.
Cars
are
now
expected
to
have
high
tech
engine
controls
for
efOicient
fuel
consumption,
more
safety
features
in
case
of
the
drivers
error,
and
more
diverse
digital
entertainment
and
media
options.
Fuel
EfOiciency
and
"Green"
The
most
dominant
trend
in
cars
today
is
the
green
factor.
Again,
because
of
gas
prices
and
the
weak
economy,
consumers
are
looking
for
the
most
fuel-efOicient
cars.
These
include
smaller
Japanese
cars,
hybrids,
fully
electric,
and
other
alternative
energies.
http://www.altera.com/end-markets/auto/industry/aut-industry.html
http://www.franchisedirect.com/automotivefranchises/automotiveindustrytrendsbusinessreportii/7/249
JONATHAN
34
SOURCE 5,7
KRISTINE
35
Due to the struggling economy consumers are more likely to purchase smaller cars. Smaller cars have taken a big role in the market. Sales of smaller vehicles are rising. Consumers are often enticed by these particular vehicles because of the low price and positive environmental footprint. This is favorable for Oirst time car buyers especially because for some it may be all they can afford. Competitively automakers are positioning themselves as best in following this trend. In the past, Japanese automakers have had the advantage in low cost fuel efOicient vehicles. However, the Detroit three automakers have repositioned themselves to follow this trend and are more competitive than ever in this segment. Vehicles such as the Ford Fiesta and Chevy Cruze offer attractive American brand alternatives.
Levy, Efraim. "Autos and Autoparts, Industry ProOile." Industry Trends. Net Advantage. Standard and Poors. 23 June 2011 < http://www.netadvantage.standardandpoors.com.rlib.pace.edu/NASApp/NetAdvantage/showIndustrySurvey.do?code=aup>
SOURCE
ELIZABETH
36
REGULATORY PROBLEMS
Regulatory Problems Laws regarding reality television and drag racing must be taken into account to insure the safety and validity of the show. Reality Television: All rules and regulations of the FCC must be cooperated with. The Federal Communications Commission (FCC). According to the FCC, standards must be censored such as rigging of any kind, exploiting children, and other such things as nudity and language that are not censored. All prohibitions of the FCC must be taken into account Drag Racing: There are many regulations and safety issues to be considered while executing the "drag race" portion of the campaign. These regulations come from the NHRA (National Hod Ros Association) While many versions of speciOic regulations must be taken into account, some important rules include: For years, the NHRA has required certain safety equipment on any car running down a dragstrip. These rules are designed to ensure safety not only for the driver but for other competitors and spectators as well. To prevent the driveshaft from breaking at the front U-joint area and perhaps coming into the interior of the car, or digging into the track and pole-vaulting the car, NHRA mandates that a steel loop be placed just behind the front U-joint of the driveshaft. The clutch and Olywheel must also be SFI certiOied. These are few of the important safety precautions to drag racing. In the competition, all rules of the NHRA must be followed.
SOURCE 8, 9
KRISTINE
37
REGULATORY ISSUES
Regulatory Issues When minorities are not depicted as central ("tokenism"), the message is that the host culture considers them unimportanton the fringes of social life, not at its center. For society as a whole, non-stereotypical portrayals of Asian-Americans can help expose other groups to Asians in contexts in which they have not often been portrayed in. Through exposure to portrayals that contradict the stereotype, members of society may be encouraged to question the stereotype and perhaps gain a better understanding of Asian- Americans. An example of how non-stereotypical portrayals may help at a societal level involves the lack of portrayals of Asian-Americans in family and social situations. The collective absence of Asian models in such situations sends a message that is counter to American core beliefs. Ironically, the message is false and may contribute to the misunderstanding of Eastern cultures, in which family identity is a long-standing tradition. If advertisers begin depicting Asian models in family and social situations, however, viewers will be exposed to images that counter the "all work, no play" stereotype.
SOURCE 10
KRISTINE
38
REGULATORY ISSUES
Regulatory Issues New regulations require better fuel economy on all vehicles by 2016. Automakers must comply with government regulations regarding safety, fuel consumption, and pollution control. Sometimes one value is taken at the price of the other. For example in order to improve fuel economy commonly the cars weight is lightened. In doing so the vulnerability in collisions increases. Fuel efOiciency is a major issue currently in the automotive industry. Obamas Administration has implemented new rules requiring stricter emission and mileage standards for new vehicles. By 2016 all vehicles will be required to average 35.5 miles per gallon. This is something that should be considered when marketing the fuel efOiciency of vehicles. Fuel efOiciency has environmental and political implications. When marketing for this speciOic attribute it will be important to remain sensitive to these implications. Insensitivity could cause a negative brand image and diminish the reliability of the brand in the eyes of the consumer.
Levy, Efraim. "Autos and Autoparts, Industry ProOile." Industry Trends. Net Advantage. Standard and Poors. 23 June 2011 < http://www.netadvantage.standardandpoors.com.rlib.pace.edu/NASApp/NetAdvantage/showIndustrySurvey.do?code=aup>
ELIZABETH
39
40
PRIMARY RESEARCH
In order to better understand our target audience we distributed a survey with the help of Qualtrics. The following is a breakdown of the respondents that we collected.
50
Total
Respondents
Age
Distribution
18-21
22-25
26-29
17
12
7
Gender
Male
Female
28
22
Ethnic
ClassiOication
African
American
19
BEAST
41
PRIMARY RESEARCH
Our
team
has
conducted
a
survey
to
determine
multicultural
perception
of
the
Nissan
brand,
as
well
as
how
it
compares
to
other
car
brands.
In
result,
we've
received
answers
to
questions
as
follows:
Q: What is your impression of Nissan? "They have a very large selection of vehicles in their brand" "...has a very good design" "...utilizes all of the newest technology" "It is an innovative car company that has managed to introduce an electric car that is affordable" "A car for young adults"
In a research survey, Nissan has also been compared to other major car brands. Ranking from most innovated to east innovated, Nissan has been considered #1 in innovation and providing the newest technology. Knowing this information, we have decided to use that information to apply it to our campaign. Not only is Nissan innovative, it is the perfect vehicle for the multicultural millennial, because of their wide variety of cars and the ability to personalize it to every person's different needs and wants. Nissan is affordable, especially its electric car, the LEAF compared to its competitors.
ILONA
42
BEAST
43
PERCEPTION CHART
The
Innovation
axis
depicts
the
publics
perception
of
how
much
each
car
brand
has
innovative
features
and
technology.
Consumers
have
a
low
perception
of
Nissan
in
innovation
because
of
the
lack
of
awareness
of
its
features.
Our
goal
is
to
promote
the
features
in
order
to
raise
recognition
and
build
a
brand
image
that
is
associated
with
innovation.
The
Multicultural
Relevance
axis
depicts
the
total
market
share
of
each
car
brand.
Nissan
currently
has
a
strong
position
with
multicultural
consumers.
However,
this
does
not
mean
we
do
not
have
place
to
improve.
Toyota
and
Honda
are
still
ahead
of
Nissan
and
has
a
strong
lead.
Our
goal
is
to
attract
more
multicultural
customers
and
increase
the
total
multicultural
market
share.
JONATHAN
44
MISSION STATEMENT
Our
Mission:
Investment
in
the
future
To
Oind
people
with
their
eyes
on
the
future
and
provide
them
with
the
opportunity
to
experiment,
experience,
and
evaluate
the
kind
of
society
that
humanity
wants
to
be
a
part
of;
and
to
make
meaningful
contributions
to
the
creation
of
societal
values
through
programs
that
foster
diversity
and
promote
the
participation
in
society
of
the
employees
of
Nissan.
1)
Investing
in
Society
Through
Partnership
with
NPOs
Two
priorities
for
independent
programs
and
support
of
NPOs
activities:
-Fostering
the
creativity
of
children
and
young
people
-Promoting
a
better
understanding
of
environmental
protection
Nissan
wants
to
be
involved
in
building
a
vibrant
society
that
respects
diversity.
Toward
that
end,
Nissan
invests
in
society
through
its
involvement
in
activities
carried
out
in
partnership
with
NPOs
that
have
initiated
pioneering
efforts
to
tackle
various
issues
of
concern.
2)
Fostering
an
Awareness
of
Community
Involvement
Among
Employees
Support
for
community
involvement
by
employees
-Provision
of
information
on
volunteer
activities
matching
individual
interests
-Financial
support
for
employees'
volunteer
activities
-Events
and
seminars
organized
for
employees
In
today's
civil
society,
company
employees
are
also
members
of
the
community
and
are
encouraged
to
participate
voluntarily
in
community
activities.
Taking
part
in
community
activities
exposes
employees
to
various
viewpoints
and
provides
valuable
opportunities
to
hone
well-balanced
sensibilities
by
cultivating
their
social
and
cultural
awareness.
Nissan
has
created
various
programs
that
provide
opportunities
for
employees
to
participate
in
community
activities
spontaneously.
3)
Community
Relations
Community
activities
at
NISSAN
plants
and
dealers
-Providing
plant
tours
-Making
facilities
available
for
community
use
-Organizing
various
events
-Participating
in
community
events
Nissan
wants
to
be
a
contributing
and
valued
member
of
the
community.
it
seeks
to
build
closer
relations
with
people
in
local
communities
where
its
plants
and
other
business
operation
centers
are
located
through
a
host
of
community
activities.
http://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&ved=0CBwQFjAA&url=http%3A%2F%2Fwww.thebodyshop.com%2F_en %2F_ww%2Fvalues-campaigns%2Fassets%2Fpdf%2FValues_report_lowres_v2.pdf&ei=xtPZTsuQEOTn0QHw95TyDQ&usg=AFQjCNGMVQYeK2- QzJYrp9tMN-nesfSaSQ
ILONA
45
MARKETING OBJECTIVES
For
the
past
5
years
(2011
included),
Nissan
has
sponsored
the
Heisman
and
NCAA
Football,
as
well
as
a
Oitness
program
recently
renamed
Innovation
for
Endurance.
The
Heisman
and
College
Football
sponsorship
affords
Nissan
the
opportunity
to
align
itself
with
key
Nissan
brand
attributes:
performance,
quality
and
style.
It
also
exposes
Nissan
products
to
an
extensive
breadth
of
consumer
targets
including
a
signiOicant
composition
of
ethnic
groups,
namely
African
American
and
Hispanic.
Nissan
relies
on
this
sponsorship
to
position
the
brand
and
to
quickly
disseminate
marketing
messages
across
a
diverse
audience
through
TV,
consumer
print,
online,
and
experiential
footprints
at
10
college
football
games
across
the
country.
Innovation
for
Endurance
provides
Nissan
with
another
brand
afOinity,
Personal
Achievement,
based
on
the
discovery
that
running,
cycling
and
personal
Oitness
as
relevant
activities
among
the
overall
Nissan
brand
target.
This
program
consists
of
a
partnership
with
Rodale
Publications
that
involves
surrounding
the
Nissan
brand
with
Rodale
content
focused
on
Oitness
through
print
and
online
advertising,
a
social
media
hub,
and
on-site
activations
at
various
marathons
and
cycling
events
across
the
country.
Because
Nissan
is
typical
considered
as
a
generic
brand
without
a
brand
personality,
it
is
our
goal
to
change
those
who
are
familiar
with
Nissan
to
those
who
like
Nissan.
By
creating
an
image
of
adventure,
those
familiar
with
Nissan
will
feel
more
engaged
by
Nissan.
Our
other
goal
is
to
push
those
who
are
considering
Nissan
to
actual
purchase.
The
added
brand
personality
with
help
multicultural
relate
with
their
culture
as
well
as
their
adventurous
personality.
SOURCE
ILONA, KRISTINE
46
MARKETING OBJECTIVES
"Nissan has a number of big new product launches in 2012. The goal is to grow our online presence -- the number of followers on Twitter, the number of likes on Facebook. The goal is to grow those as big as possible so we have maximum opportunity to expose the new product. To date, Nissan has not done any sort of sweepstakes or contest where you are required to be a fan before you can enter -- we haven't done any gimmicks to get fans. We want to build our fan base that's genuine and authentic, not to just grow the fan base for the sake of growing the fan base -- we want fans who are truly fans and truly engaged with us...Our brand has a celebrated history in performance cars, and social media gives us a chance to amplify it to a broader community. It's about building value so if we can offer our customers something that's of interest or of value to them -- that's a win." - Erich Marx Director of Social Media and Interactive Marketing User generated content will engage viewers and increase brand exposure awareness. Facebook and Twitter will be heavily relied on to create buzz and hype about the road trip. Through social media, prospective consumers are able to share their thoughts about the show, the cars and how they relate. Polls will be placed on the website and on Facebook. such polls will ask about the favorite challenges, teams and Nissan models. Links to social media will be place on the website which will be, nissanusa.com/roadtrip. By increasing the UGC available to users, the Nissan brand will become more relevant and consistent with the rapidly changing trends of multicultural. Erich Marx of Nissan states that a goal of Nissan is to grow their online presence. Nissan wants fans who are engaged. UGC and fan engagement have a direct relationship therefore, the more UGC, the more fan engagement.
SOURCE 11&12
KRISTINE
47
GOALS OF NISSAN
Nissan decided to add $100 million to its national marketing budget. Transition from a price-driven, model-specific strategy to a broader idea that Nissan cars come equipped with a range of innovative offerings, from keyless entry to air purifiers and smartphone apps, at an affordable price. The Leaf is the most recent example to believe that Nissan is an innovative company and that's how we want to transmit our message to consumers.
SOURCE 13
KRISTINE
48
DeOine Target Audience Creative Strategy Brief Below The Line Idea Creative Executions
SOURCE
49
TARGET AUDIENCE
Our
target
audince
is
multicultural
millennial
ages
18
to
29,
speciOically
Hispnic,
African
American,
and
Chinese
American.
Multicultural
millennial
are
individuals
who
are
ambitious,
optimistic,
and
adventurous.
They
are
constantly
engaged
with
various
forms
of
media
and
technology,
and
have
a
huge
presence
on
the
Internet.
They
have
a
desire
for
functionality,
style
and
quality.
Multiculturals
millennials
also
have
a
sense
of
cultural
acknowledgment.
They
identify
themselves
with
their
country
of
origin
and
relate
to
a
larger
group,
such
as
African-American,
Hispanic,
or
Asian
American.
Lastly,
Multiculturals
millennials
are
driven
to
do
things
that
are
fun
and
different.
They
want
to
place
their
mark
on
the
world
and
be
recognized
for
it.
JONATHAN
50
TARGET PROBLEM
Multicultural Americans crave a car that not only makes it easier for them to accomplish everyday tasks, but also represent their exploratory nature.
BEAST
51
CREATIVE STRATEGY
Key
Insight
Multicultural
Millenials
are
extremely
social
and
value
entertainment.
They
are
more
likely
than
any
other
demographic
to
add
hype
about
Nissan
as
an
extension
of
their
social
circle.
Message
Nissans
line
embodies
innovation
and
diversity,
just
like
the
average
Multicultural
Millenial.
This
is
why
they
go
great
together,
and
have
the
ability
to
create
a
unique
bond.
The
Multicultural
Millenial
needs
a
car
that
has
features
to
help
keep
up
with
their
lifestyle.
Life
is
an
adventure,
Nissan
takes
you
there.
Organizing Idea
Nissan Takes You There: The Ultimate Road Trip Nissan will be featuring two multicultural teams driving cross country in the various Nissan models in a reality webseries, highlighting the most impressive features of the cars in checkpoint challenges. Print ads and the series and spark nationwide interest in commercials will stem from models and the drama. both Nissan
Reason to Believe
By showcasing actual multicultural millennials experiencing Nissan models and their features, consumers get an in-depth perspective of Nissan. The adventurous and innovative elements of Nissans revamped brand personality will be communicated through the various checkpoint challenges. The amount of interaction between Nissan and the consumer, as demonstrated through social media and the Nissan Ultimate Road Trip website, will create an intimate understanding and let consumers unique voices be heard.
BEAST
52
Beast
BEAST
53
Nissan Ultimate Road Trip The Nissan Ultimate Road Trip will include two teams of three, traveling across the United States while stopping at several major cities along the way to complete checkpoint challenges. The teams will be given a different Nissan car after each challenge to drive to the next city. Points will be given for winning challenges and for satisfying other driving benchmarks, such as being the most fuel-efOicient team. The team with the most points at end of the competition will win a new car used in the competition, plus $100,000 toward a personal goal set before starting the competition. (college tuition, money for a start up company) The competition will be Oilmed like a reality TV show and will follow the six individuals through their adventures on the road and in the cars. The show will consist of 30 minute webisodes on the Nissans website every week for a 3 months. Afterwords, we will have 2 extra live webisodes of interviews of the contestants with the chance for fans to ask questions live on the Internet. Along with the episodes, the website will include extra behind the scene clips, and an interactive community page for fans to join in on the fun.
BEAST
54
CASTING PROCEDURE
Applicants can apply through Nissan website, uploading a 5 minute video of themselves that will be viewed by the Nissan Team as well as other users to vote for. The website will be linked to all social media, redirecting them straight to the casting site. Eventually the candidates will be narrowed down to 12 potential cast members, and users will be able to vote, with the Oinal decision being made by the Nissan Team. Desired Casting Elements Include: - Intelligence -Motivation -Sense of adventure -Competitive nature Most importantly, the contestants must have tanglible life goals. In addition to the Nissan models given to the winning team they will also be awarded a certain amount of cash towards a worthy endeavor ie. college tuiton, student loans, charity, new home, personal improvement. They do not have to own a Nissan or even be familiar with the brand because they will get to know it in-depth during the adventure. There will be an African American, Chinese American, and Hispanic contestant on each team, all between the ages of 18-29.
JOHANNA
55
PROSPECTIVE CONTESTANTS
Prospective Contestants: Contestant 1: Miranda Vega, age 24. Recently graduated from Stanford with her Masters in Political Science. Personal Innovation Goal: Help to reform US foreign policy Contestant 2: Andrew Jackson, age 18. Currently applying to four year universities with D1 basketball programs. Personal Innovation Goal: Make it to the NBA Contestant 3: Steven Chang, age 28. Volunteers at a variety of local environmental organizations. Personal Innovation Goal: Create his own youth outreach organization to promote the importance of environmental sustainability Contestant 4: Tasha Bryant, age 22. Has dedicated herself to ballet since she was 4 years old. Personal Innovation Goal: Get accepted toand be able to afford Juliard Contestant 5: Michael Alvarez, age 20. A new father and young business entreprenuer. Personal Innovation Goal: Balancing work and fatherhood. Contestant 6: Amy Liu, age 23. Graduate student in Fashion Design. Personal Innovation Goal: Create a cultural fusion apparel line.
JONATHAN, JOHANNA
56
EXECUTION TIMELINE
Apr
May
Jun
Jul
Compeition
and
Filming
Post-competition
team
interviews
Aug
Sep
Oct
Nov
Dec
Jan
Week
1-2:
Post-Show
Week
3-4:
Live
Episodes
13-14:
Feb
Post-show
Online
Involvement
Mar
Post-
show
Media
Promotion
Post-Production
Months 1-3 Month 10 Casting and Promotion: All volunteers will be Post show casted and picked as contestants Live episodes 13-14: Live episodes will be Oilmed with all of the Pre-Production contestant reuntion, where the audience will have a chance to ask direct questions and have them answered online Month 4 Competition and Oilming: All episodes will be Oilmed Month 11 throughout the entire United States Post show online involvement, live chats: viewers will get a chance to Post-competition team interviews Oilming be actively involved in the competition, blogging and chatting about thier own experiences with Nissan vehicles, as well as poting their Months 5-6 own pictures and videos Post-Production: All material will be edited and developed before running online Month 12 Post show media promotion: The past competition and each event Months 7-9 will be promoted as the Nissan Takes You There campaign Show episodes 1-12: Episodes will be ran on a weekly basis on the Nissan website ILONA
57
COMPETITION TIMELINE
Competition
Timeline
Days
1-2
Cities
New
York
City
Models
Activity-Innovation-Cultural
Highlight
Cast
of
Multicultural
Millenials
will
be
introduced
to
each
other
and
the
public.
The
audience
will
have
the
opportunity
to
get
to
know
the
teams
on
a
more
intimate
level
before
they
embark
on
their
journey.
Nissan
Showcase
All
contestants
as
well
as
the
Nissan
crew,
family,
friends,
and
other
VIPs
will
meet
at
a
private
party.
All
Nissan
models
in
the
competition
will
be
displayed.
This
allows
the
audience
to
see
Nissans
diverse
line
up
all
at
once.
The
showcase
will
provide
teams
with
the
chance
to
learn
more
about
the
cars
they
will
be
using.
This
will
allow
them
to
better
their
game
strategy.
In
their
Qirst
Challenge
teams
will
use
the
navigation
system
to
complete
a
scavenger
hunt
around
D.C.
This
challenge
serves
two
purposes.
To
showcase
Nissan's
navigation
system
To
relate
to
the
audience
by
including
signiQicant
multicultural
Qigures
and
historical
landmarks
as
part
of
the
tasks
This
challenge
will
place
a
spotlight
on
hispanic
culture
through
dance.
The
versatility
of
the
Sentra
is
perfect
Qit
to
introduce
contestants
to
an
authentic
salsa
competition.
Teams
will
be
trained
by
professional
choreographers
during
days
7-11.
Teams
will
perform
on
day
11.
For
this
challenge
teams
will
have
an
opportunity
to
explore
off
road
in
the
PathQinder.
This
experience
will
feature
the
PathQinders
shiting
fourwheel
drive.
This
challenge
will
also
highlight
the
vehicles
smooth
ability
to
shift
from
smooth
to
rough
terrain.
In
New
Orleans
they
will
develop
a
strategy
for
a
car
wash
to
occur
on
day
14.
The
money
they
raise
will
go
to
relief
efforts
fo
Hurricane
Katrina
victims.
Meb
KelQlezighi,
the
Qirst
American
to
Qinish
the
New
York
Marathon
will
host
this
episode.
Since
Nissan
sponsered
the
marathon,
this
inspiring
athlete
will
lead
the
teams
through
an
obstaqcle
course
through
San
Antonio.
This
challenge
will
represent
the
african
american
culture
as
they
race
through
San
Antonio.
Day
17
will
be
spent
driving
to
Las
Vegas.
On
days
18
and
19
contestants
will
given
given
a
break
from
competitions
to
explore
the
city
in
style
in
the
Maxima.
On
day
20
and
21
the
contestants
will
be
trained
by
professional
drivers
and
have
the
opportunity
to
drive
the
GT-R
at
high
speeds
on
a
closed
track.
For
this
challenge
contestants
will
spend
four
days
designing,
painting
and
decorating
their
nissan
to
represent
a
dragon.
On
day
26
they
will
parade
through
lombard
street
and
head
toward
a
block
party
in
San
Francisco's
historic
china
town
in
celebration
of
chinese
culture
and
history.
The
Leaf
will
be
highlighted
in
Los
Angeles.
In
a
city
that
has
many
problems
with
trafQic
congestion
and
smog
the
Leaf
is
the
perfect
contrast
advocating
environmental
sustainability.
Los
Angeles
will
also
be
the
location
for
the
closing
ceremonies.
The
winning
contestants
will
be
given
a
brand
new
Nissan
car
of
their
choice.
Day
28
will
end
the
experience
with
a
party
celebrating
the
journey
of
the
contestants.
Contestants
will
get
a
chance
to
relax
among
VIP
celebrities.
4-5
Washington, D.C.
Altima
6-11
Miami
Sentra
12-14
New Orleans
PathOinder
15-16
San Antonio
Versa
17-21
Las Vegas
Maxima GT-R
22-26
San Francisco
Rouge
27-28
Los Angeles
Leaf
BEAST
58
EPISODE TIMELINE
Week
1
2
3
4
5
6
7
8
9
10
11
12
13
14
Activity
Meet
the
Contestants
NYC
Take
off
Party
Altima
takes
on
DC
Salsa
Sentra
in
Miami
Getting
Dirty
in
New
Orleans
Obstacle
Course
Speed
Vegas
Dueling
Dragons
in
San
Francisco
Saying
goodbye
After
party:
LA
Winners
Circle
Bonus
Round!
Gag
reel
Team
1:
ReOlections
Team
2:
ReOlections
ILONA, ELIZABETH
59
Website link: Unique URL bringing the viewer straight to the Road Trip website Episodes: Viewers can watch the episodes every week online, with the leisure of rewatching past episodes Teams: Descriptions of all the contestants with short interviews, biographies, and opinions. Facebook: Users have a chance to "like" the video and share it with their friends online
ILONA
60
Previous Nissan Spending Establish Media Plan Media Relevancy Example Print Ad Budget
BEAST
61
U.S. AD SPENDING ($ in thousands) By media Magazine B-to-B magazine Local magazine Spanish-language magazine Newspaper National newspaper Spanish-language newspaper Network TV Spot TV Syndicated TV Cable TV networks Spanish-language network TV 2010 $81,029 242 399 22 7,878 5,829 126 196,427 92,990 186 99,031 23,882 2009 $74,642 1,725 276 155 10,510 456 277 126,988 77,452 3,375 65,685 20,568 % chg 8.6 -86.0 44.8 -85.6 -25.0 NA -54.6 54.7 20.1 -94.5 50.8 16.1
Network radio Local radio Outdoor Internet (display only) Measured media Unmeasured spending Total
ELIZABETH
62
Source 14
SOURCE 14
KRISTINE
63
1) Social Media (Facebook, Twitter): Creating Nissan Ultimate Road Trip page/Twitter account, which will serve to announce the casting procedure (locations, age/demographic requirements) for the show, as well as creating free hype before the paid advertising begins. 2) Nissan Ultimate Roadtrip Site: Nissan will have a special Ultimate Roadtrip section of nissanusa.com which will encompass all aspects of the show, as well as extra clips from the show will be aired. Special videos such as blooper compilations and interviews with cast members will be featured. There will also be a blog community, where consumers can create proOiles to comment, like, and interact in forums to make their voice heard and interact with both Nissan as a brand, the cast members, and one another. NIssan website will be linked to all of the social media networks. 3) Commercial: We will show clips of the show once Oilming wraps in a commercial to highlight the most entertaining aspects of the road trip, as well as the most educational clips in terms of the car features. This commercial will be aired on MTV, BET, Mun2 and Phoenix North America Chinese Channel (via Direct TV and Comcast) 4) Print: A print ad will be developed from the various challenges throughout the trip. We will format the print ads for billboards, taxi banners, and mall posters in each challenge city (including New York and LA), as well as a Yahoo! mail skyscraper slot.
JOHANNA
64
MICHELLE
65
MEDIA ALLOCATION
Commercials
and
print
ads
make
up
55%
of
the
media
budget.
Based
on
the
types
and
placements
of
the
advertisments,
the
most
money
will
go
toward
commercials
considering
it
is
quite
expensive.
The
print
billboards
and
mall
posters
will
have
35%
of
money.
Facebook
and
Twitter
will
be
heavilly
used
however
the
cost
will
be
very
low
because
the
sites
are
free
the
only
costs
include
paying
employeees
tp
update
the
sites.
KRISTINE
66
PRINT ADVERTISEMENT
Campaign Slogan: tells the consumer how Nissan contributes to their lives ProOile: shows the perspective multicultural contestant, who she is, and her personal innovation goal Photograph: Multicultural millenial whose style reOlects that of their Nissan car Website: tells consumer the direct link to the competition website
ILONA
67
Media Commercial Spots Print Internet Social Network Website 20% 35% 30% 5% 10%
BEAST
68
PART 5: CONCLUSION
CONCLUSION
69
CONCLUSION
Multicultural Millenials are unique individuals with a bright future. As a brand, it is our responsibility to take them wherever their paths lead. Nissans innovative features have the power to enhance and simplify their experience along the way. Life is a journey, Nissan takes you there.
BEAST
70
SOURCES (1)
1 NissanTechMagaizine, NTM TV Vol.1 Nissan Global Headquarter's Zero Emission Vision. 2011. Video. Nissan Technology MagazineWeb. 27 Nov 2011. <http://www.nissan-global.com/EN/TECHNOLOGY/MAGAZINE/ global_headquarter_zero_emission_vision.html>. 2 Consumer, Report. "2011 Car Brand Perception Survey."ConsumerReports. (2011): 3. Print. <http:// www.consumerreports.org/cro/cars/new-cars/news/2011/01/2011-car-brand-perception-survey/overview/index.htm>. 3 Shiv Singh, Measuring Social InOluence Marketing in the Automotive Industry, Headlight, August 2009, [August 2011] <http://www.headlightblog.com/2009/08/measuring-social-inOluence-marketing-in-the-automotive-industry/> 4 Chappell, L. (2010, October 19). Nissan Get a Marketing Makeover With Leaf. Retrieved October 19, 2011, from AdvertisingAge: http://adage.com/article/news/nissan-s-marketing-makeover-starts-leaf/146568/ 5 Automotive Trends Drive Broader, More Diverse Plastics Use." Advanced Materials & Processes 169.3 (2011): 17-20. Academic Search Premier. Web. 26 Nov. 2011. 6 Chappell, L. (2010, October 19). Nissan Get a Marketing Makeover With Leaf. Retrieved October 19, 2011, from AdvertisingAge: http://adage.com/article/news/nissan-s-marketing-makeover-starts-leaf/146568/ 7 Whitney, T. (2010, November 10). TRENDS POINT TO ELECTRIC CAR BOOM- PLUS BETTER FUEL EFFICIENCY AT EVERY PRICE POINT. Retrieved November 5, 2011, from EBSCOHost: http://web.ebscohost.com.rlib.pace.edu/ehost/detail? sid=9326ebbd-6e5d-4615-89e4-2db743b35a75%40sessionmgr111&vid=2&hid=123&bdata=JnNpdGU9ZWhvc3QtbGl2ZSZzY29wZT 1zaXRl#db=aph&AN=55592935
SOURCE
BEAST
71
SOURCES (2)
8 Nutt, Amy. "Regulations for Reality TV Shows." CityTVWeb.Com. 28 June 2008. Web. 5 Nov. 2011. <http:// www.citytvweb.com/are-there-speciOic-laws-andor-regulations-for-reality-tv-shows/>. 9 Smith, Jeff. "NHRA - Rules & Regulations, Class & Time Brackets - Hot Rod." Hot Rod, Custom Roadsters, Classic Muscle Cars & Trucks - Hot Rod Magazine. Web. 26 Nov. 2011. <http://www.hotrod.com/techarticles/ nhra_legal_rules_regulations_time_brackets/>. 10 Stern, Barbara. "Asian-Americans: Television Advertising and Themodel Minority Stereotype. | Journal of Advertising | Professional Journal Archives from AllBusiness.com." Small Business Advice | Business News & Articles | AllBusiness.com. AllBusiness. Web. 02 Dec. 2011. <http://www.allbusiness.com/marketing-advertising/advertising- television-advertising/653583-1.html>. 11 According to eMarketer.com, UGC oriented web sites generated $1 billion in advertising revenues in 2007, and attracted 75 million users in the US. Those numbers grew to 101 million users and $4.3 billion, respectively, in 2011. 12 Slutsky, I. (2011, June 3). Nissan's New Head of Social Media on How Not to Sell Car on Twitter. Retrieved October 19, 2011, from AdAge Digital: http://adage.com/article/digital/nissan-social-media-chief-sell-cars-twitter/227925/ 13 Slutsky, I. (2011, June 3). Nissan's New Head of Social Media on How Not to Sell Car on Twitter. Retrieved October 19, 2011, from AdAge Digital: http://adage.com/article/digital/nissan-social-media-chief-sell-cars-twitter/227925/ 14 Mediamark Reporter. (n.d.). Retrieved November 5, 2011, from MRI: http://www.mriplus.com/account/home.aspx 15
SOURCE
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THANK YOU
73