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Nissan
The
Splendid
Six:
Executive Summary:
SITUATION ANALYSIS
Industry Overview:
Nissans net revenues of 2.082 trillion, include an operating
profit of 150.4 billion and a net income of 85 billion.
Globally, sold a total of 1,056,000 vehicles in the first
quarter of fiscal year 2011, up 10.6% compared to the
same period in fiscal 2010.
A full time car manufacturer. An international corporation
that is committed to diversity because they are committed
to excellence.
Recent challenge is to create an IMC campaign that will
help build awareness and lasting favorability among
Hispanics, Chinese, and African American millennial
consumers.
Promotion:
Nissan primarily uses television as its main medium for advertising.
Seasonally they offer different promotions.
Positioning
Previous Campaigns
I Lost My Keys!
Guerrilla style marketing
campaign aimed at young and
hip generation that appreciates
SHIFT_The Way You Move
Highlights brand evolution,
shifting closer to current
campaign ideals.
Innovation for All
Old and Current campaign,
creating brand image of
innovative and cutting-edge
products.
Competitive Analysis:
Nissan competes with other Japanese (OEMs)
such as Toyota and Honda.
Chevy, Ford, and Hyundai also compete with
Nissan is the multicultural market share.
Analysis:
Compare ourselves to the main competitors to rise
above them.
Tell our customers why they should choose
Nissan over the competition.
Problems:
The Chinese market share has the greatest
challenge for the Nissan campaign.
Nissans multicultural market share has been
declining in the last past three years.
The recession is impacting the automobile
industry and sales have begun to plummet.
Opportunities:
Increase the MC market
share, so can become
leader in marketplace.
To build awareness of
lasting favorability among
target.
Create a MarCom plan
that will speak to target.
To evaluate diversity as
Nissans source of
strength.
ADVERTISING OBJECTIVES
AND
TARGET AUDIENCE
Marketing Objectives:
Increase Nissan's total multicultural share amongst target
market in the United States.
Maintain the message that Nissan is a pioneer and innovator
in automotive technology.
Increase multicultural sales volume by the end of the
campaign.
Attract potential multicultural consumers and sustain current
multicultural consumers.
Establish Nissan as the leading automobile choice for target.
Advertising Objectives:
To build further awareness and maintain the message of
Nissan amongst target.
To position Nissan as the ultimate automobile innovator.
To unify the Innovation for All, campaign with the
MC audience to increase awareness of the full line of
Nissan products.
To merge Nissan with the culture of the selected target
audience by running spots they relate to culturally.
To promote events that will collect public relation and
social media buzz.
Creating a memorable brand image.
Advertising Objectives
Rationale:
By building further recognition and awareness
through different media outlets of Nissan
amongst the multicultural market will help
affect consumers attitude and perception of
the brand.
Increasing awareness towards the multicultural
market will help improve Nissans current
market share of 13.04%.
Target Audience:
Objectives:
Nissans campaign is primarily targeting African, Hispanic, and Chinese millennial
consumers ages 18-29 in the United States.
General Beliefs/ Attitudes/ Values:
Life:
Believe in being yourself, being real, and unique.
Values importance of identity with country of origin.
Values passion and believes in pursuing their passions thorough education and
career.
Self-assured, confident, secure, and adventurous.
Love life and enjoy doing new, different, and fun things.
Brand/Product:
Purchase decisions are based on style, functionality, quality, and reliable, established
brands with good reputation.
Impact on the environment influences product choice.
Believes that brands are a part of their lives, but would rather be defined by choices
in music, art, etc.
It takes a case or incentive to get them to follow a mass brand.
Use social media and Smartphones to support and seek out brands.
Target Rationale:
Targeting both men and women in each of the multicultural
groups will help us understand how to reach our target
audiences most effectively and sufficiently.
Main focus is to increase Nissan's multicultural market
share and encourage these individuals to choose Nissan as
primary automotive choice.
Target audiences demographics, psychographics, etc. assists
us in our marketing and advertising objectives.
Target audience to be aware of the brand attributes
The character profiles reflect the key characteristics of
target audience.
These target profiles will help us identify a better way to
reach target.
MEDIA OBJECTIVES
Media Objectives:
Purpose:
To increase market share across the multicultural targets.
To increase favorability amongst the multicultural target audience.
To build awareness of Nissan amongst 18-29 multicultural millennials.
Primary Target:
Expose the communication message to:
- Single male college-educated African Americans who are middle class
and an average income of $30,000.
- Married female college-educated Hispanic Americans who are middle
class with an average income of $30,000.
- Single male college-educated Asian-Americans who are middle class
male with an average income of $30,000.
Rationale:
We chose a moderate reach and low to medium frequency due to Nissans
mature stage in the product life cycle. Re-targeting the brand to millennials
will help prevent an entrance into the declining stage.
We want to strive for an average of 3.0+ frequency with a 5.0+ frequency
on higher advertisement concentrated months because a 3.0+ is enough to
keep public awareness and 5.0 because it brings more attention to the
advertising, but doesnt over-extend itself or cause a wear-out.
Pulsing Schedule:
Use a pulsing schedule that is a combination of continuous and
fighting. Scheduling should be heavier during winter because of
Christmas and summer because of graduations and weddings. These
events cause a consumer to purchase a car more than the other
months. The remaining months will have a lighter schedule.
High months: June through August, December through February.
Low months: September through November, March through May
Timing: To schedule advertising to equal or exceed the individual
efforts of directly competitive brands during Nissans advertising
periods.
Creative Requirements:
To seek media that connects to the target audience
on a more cultural and personal level by
implementing usages of the languages and
cultural references of the target audience in
coherence with American values.
To seek media that offers maximum opportunity
to effectively portray the emotional aspect of the
relationship between Nissan and our multicultural
target.
Geographic Coverage:
African American:
Hispanic American:
Example DMAs:
Georgia:
Atlanta
Florida:
Tampa-St. Pete (Sarasota)
Miami/Ft. Lauderdale
Texas:
Dallas-Ft. Worth
Houston
Chinese Americans:
*Based on our Simmons findings these are the top populations of each
Geographic Rationale:
Based on our findings these are the top
populations of each multicultural groups.
We have regions and specific DMA examples.
By targeting the high centralized areas of the
population by regions we can produce more
direct messages.
MEDIA STRATEGIES
Print:
We chose to advertise through magazines and not newspapers because newspapers are cluttered, not
read thoroughly, and are not very popular with our target audience. Magazines offer special
opportunities to reach your specific target audience. The magazine is also portable, time independent,
and can be easily preserved and reread.
Television:
Television is the best way to reach a given target audience. As a group we chose to advertise in both
mediums, network TV and cable TV. These two mediums offer a variety of opportunities to reach our
three different target audiences. Cable TV is inexpensive and network TV can have a very large
impact. Also our young target audience consumes a high volume of television.
Out-of-Home:
We chose to advertise in OOH because this medium offers frequency and repetition to large audience
and at a low cost. This OOH medium will allow us to display a strong visual that will cover our three
different target audience.
Digital media:
We chose to use sponsored searches as the primary form of online advertising because it is the fastestgrowing. We will also use sites such as Facebook, Yahoo, Youtube, and other popular websites to
advertise.
BUDGET ALLOCATIONS
Media Types:
Budget of 85 Million
Percent of Budget per Medium:
Magazine:
(21%)
Television:
-Network TV
-Cable TV
-Spot TV
(51%)
(36%)
(5%)
(10%)
Digital Media:
(25%)
Out of Home:
(3%)
Other:
(2%)
Time Periods:
Percent of Budget from 85 Million
Months/Quarters
Q1= April, May, June:
(15%) $12750000 each month 4250000
Q2=July, August, September:
(40%) 34000000 each month 11333333
Q3=October, November, December:
(15%) $12750000 each month 4250000
Q4=January, February, March:
(30%) 25500000 each month 8500000
African Americans
(33%)
South Region
DMAs
Georgia:
Atlanta
Florida:
Tampa-St. Pete
(Sarasota)
Miami/Ft. Lauderdale
Texas:
Dallas-Ft. Worth
Houston
Hispanic Americans
(34%)
Chinese Americans
(33%)
*Based on our Simmons findings these are the top populations of each
multicultural groups.
Nissan
Team Splendid
Student
Diana Prado
Professor
Scott Liu
Semester
Fall 2011
Target Demo: All Adults ages 18-34
Medium
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Jan
Feb
Mar
Total Across
Net TV-Prime
20
20
45
45
45
20
20
20
45
45
45
20
GRPS:
390
$(000)
459.9
459.9
1034.8
1034.8
1034.8
459.9
459.9
459.9
1034.8
1034.8
1034.8
459.9
COST:
8968.4
Net Cable-Prime
20
20
45
45
45
20
20
20
45
45
45
20
GRPS:
390
$(000)
285.3
285.3
642.0
642.0
642.0
285.3
285.3
285.3
642.0
642.0
642.0
285.3
COST:
5563.7
Magazines-Mens
10
10
20
20
20
10
10
10
20
20
20
10
GRPS:
180
$(000)
280.3
280.3
560.6
560.6
560.6
280.3
280.3
280.3
560.6
560.6
560.6
280.3
COST:
5045.6
Magazines-Womens
20
20
35
35
35
20
20
20
35
35
35
20
GRPS:
330
$(000)
468.2
468.2
819.4
819.4
819.4
468.2
468.2
468.2
819.4
819.4
819.4
468.2
COST:
7725.3
Magazines-General Interest
30
30
35
35
35
30
30
30
35
35
35
30
GRPS:
390
$(000)
589.8
589.8
688.1
688.1
688.1
589.8
589.8
589.8
688.1
688.1
688.1
589.8
COST:
7667.4
Internet-Keyword/Search
25
25
50
50
50
25
25
25
50
50
50
25
GRPS:
450
$(000)
591.3
591.3
1182.5
1182.5
1182.5
591.3
591.3
591.3
1182.5
1182.5
1182.5
591.3
COST:
10642.5
Internet-Trgtd Sites
20
20
50
50
50
20
20
20
50
50
50
20
GRPS:
420
$(000)
473.0
473.0
1182.5
1182.5
1182.5
473.0
473.0
473.0
1182.5
1182.5
1182.5
473.0
COST:
9933.0
Internet-Sponsorship
20
20
50
50
50
20
20
20
50
50
50
20
GRPS:
420
$(000)
473.0
473.0
1182.5
1182.5
1182.5
473.0
473.0
473.0
1182.5
1182.5
1182.5
473.0
COST:
9933.0
15
15
15
15
15
15
GRPS:
90
$(000)
99.9
99.9
99.9
99.9
99.9
99.9
COST:
599.2
Spot TV-Prime
30
30
50
50
50
30
30
30
50
50
50
30
GRPS:
480
$(000)
471.8
471.8
786.4
786.4
786.4
471.8
471.8
471.8
786.4
786.4
786.4
471.8
COST:
7549.4
20
20
30
30
30
20
20
20
30
30
30
20
GRPS:
300
$(000)
130.2
130.2
195.3
195.3
195.3
130.2
130.2
130.2
195.3
195.3
195.3
130.2
COST:
1952.7
Spot Cable
30
30
50
50
50
30
30
30
50
50
50
30
GRPS:
480
$(000)
243.8
243.8
406.4
406.4
406.4
243.8
243.8
243.8
406.4
406.4
406.4
243.8
COST:
3901.4
164
164
330
330
330
164
164
164
330
330
330
164
GRPS:
2970
$(000)
3620.8
3620.8
7292.4
7292.4
7292.4
3620.8
3620.8
3620.8
7292.4
7292.4
7292.4
3620.8
Cost:
65479
Reach
75.2
75.2
88.4
88.4
88.4
75.2
75.2
75.2
88.4
88.4
88.4
75.2
Avg. Freq.
2.2
2.2
3.7
3.7
3.7
2.2
2.2
2.2
3.7
3.7
3.7
2.2
95
95
129
129
129
95
95
95
129
129
129
95
GRPS:
1349
$(000)
945.7
945.7
1388.1
1388.1
1388.1
945.7
945.7
945.7
1388.1
1388.1
1388.1
945.7
Cost:
14002.8
Reach
55.4
55.4
62.4
62.4
62.4
55.4
55.4
55.4
62.4
62.4
62.4
55.4
Avg. Freq.
1.7
1.7
2.1
2.1
2.1
1.7
1.7
1.7
2.1
2.1
2.1
1.7
Spot + National
GRPS
259
259
460
460
460
259
259
259
460
460
460
259
GRPS:
4320
$(000)
4566.5
4566.5
8680.4
8680.4
8680.4
4566.5
4566.5
4566.5
8680.4
8680.4
8680.4
4566.5
Cost:
79481.8
Reach
86.8
86.8
92.9
92.9
92.9
86.8
86.8
86.8
92.9
92.9
92.9
86.8
Avg. Freq.
3.0
3.0
5.0
5.0
5.0
3.0
3.0
3.0
5.0
5.0
5.0
3.0
Evaluation:
This media plan has an effective reach and
frequency that will support our marketing,
advertising, and media objectives, strategies
and tactics.
Through better understanding of the MC
audience we can provide most efficient
message and deliverance to achieve marketing,
advertising, and media goals.