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NISSAN ULTIMATEROAD TRIP
TEAM BEAST
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PART1:SituationAnalysis................3-39CompanyOverview........................................................4MarketOverview.............................................................5
MarketingCommunicationsProgram......................6-15SWOT...........................................................................16
CompetitorOverview..............................................17-25BrandProblem..............................................................26ConsumerInformation............................................27-33
IndustryTrends.......................................................34-36RegulatoryProblems..............................................37-39
PART2:ResearchandObjectives...40-48PrimaryResearch...................................................41-44Objectives................................................................44-48
PART3:CreativeStrategyBrief.......49-60DeineTargetAudience..........................................50-51 CreativeStrategyBrief............................................52-53BelowTheLineIdea.....................................................54
CreativeExecutions.................................................55-60
PART4:TheDetails................61-68PreviousNissanSpending.............................62EstablishMediaPlan................................63-66
ExamplePrintAd............................................67Budget.............................................................68
PART5:Conclusion...............69-70
ConslusionSummary......................................70
PART6:AppendixBibliography……………………………………..71PrimarySources
SecondarySources
TABLE OF CONTENTS
2BEASTSOURCE
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PART I: SITUATION ANALYSIS
3BEAST
CompanyOverviewMarketOverview
MarketingCommunicationsProgramSWOT
CompetitoroverviewBrandProblem
Targetuniicationmodel
ConsumerInformationIndustryTrends
RegulatoryProblems
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OVERVIEW
4MICHELLE,ILONASOURCE
CompanyOverview:Productsandinancials
NissanMotorisengagedintheplanning,developing,manufacturing,andmarketingofpassengerautomobiles,automobileparts,marineequipmentandforklifts.Thegrouphassigniicant
operationsinJapan,NorthAmerica,andEurope.ItisheadquarteredinTokyo,Japanandemploys151,698people.Eachmodelintheline-upgetssomedegreeofmarketingsupport,withthelion’sshareoftotalmarketingexpendituresassignedtothemodelsNissanhasidentiiedas
coreandthoseinlaunchmode.Theadvertisingandpromotionsbudgetsforeachmodelareallocatedtoactivitiesandresourcesforbuyingmediaandproducingcreativematerials.BeingthelargestvolumedrivingvehicleintheNissanfamily,AltimagetsabulkofNissan’smarketingdollarsandamorerobustmarketingmix.This
strategyappliestoallMulticultural(MC)marketingeffortsaswell.AndeachMCsegmentisanalyzedtodeterminewhich,ifany,additionalmodelsshouldbesupported.
Nissanisafull-linecarmanufacturer,withvehiclesineverysegmentincludingsedans,sportscars,SUVs,crossovers,trucks,aminivan,anda100%electricvehicle.
Inthelastyear,NissanhasadoptedaCoreModelstrategy,focusingontheupcominglaunchesofourtopvolume-drivingvehiclesinitsline-up:Altima,Rogue,Sentra,PathinderandVersa.TheMCsegmentswillplayatremendousroleinreachingsalesvolumegoalsforthesevehiclesbecauseeachofthemhasahighcompositionofMCconsumers.NissanAltimacontinuestobetheleadingvolumedriverforthebrand,andtheMCsegmentsarenoexception.Versa,Sentra,andRogueareamongthe
top5volumedriverswithinMCaswell.Pathinderhasanaggressivesalesvolumegoalfortheupcominglaunch,whichwillincreaseitsrelativesalessharewithineachMCsegmentandelevateittoCoreModelstatus.
ThecompanyrecordedrevenuesofJPY7,517,277million($81,036.2million)intheinancialyearendedMarch2010(FY2010),adecreaseof10.9%comparedtoFY2009.TheoperatingproitofthecompanywasJPY311,609million($3,359.1million)inFY2010,
comparedtoanoperatinglossofJPY137,921million($1,486.8million)inFY2009.ThenetproitwasJPY42,390million($457million)inY2010,comparedtoanetlossofJPY233,709million($2,519.4million)inFY2009.
Product/Service:
“Nissanisafull-linecarmanufacturer,withvehiclesineverysegmentincludingsedans,sportscars,SUVs,crossovers,trucks,aminivan,anda100%electricvehicle.”TechnologicalAdvances
Environmenttechnology:Nissan’senvironmentaltechnologiesarefocusedondevelopingzero-emissionvehiclesandfueleficientengines,aswellasreducingco2emissions,withanapproachirmlycenteredonpeopleandthemobilityenvironment
Safetytechnology:Nissan’ssafetytechnologiesaredevelopedbylookingatsafetyissuesfromeverypossibleangle,tocreateasaferandsecurermobilesociety
Dynamicperformance:Nissancarsarebuiltsothateverydetailgivesyouagreatdrivingexperience.Comfortableacceleration,asoothingenginesound,smoothcornering,andsafeandsecureatspeed.
Lifeonboard:adriver’scockpit,comfortablecabin,stylishinterior.Fromthemomentyougetonboardtowhenstepoutontothepavement,Nissanvehiclesarebuilttogiveyouafantasticride.
http://www.nissan-global.com/EN/TECHNOLOGY/
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MARKET OVERVIEW
5ELIZABETHSOURCEShivSingh,“MeasuringSocialInluenceMarketingintheAutomotiveIndustry,”Headlight,August2009,August2011
<http://www.headlightblog.com/2009/08/measuring-social-inluence-marketing-in-the-automotive-industry/>
Marketing Communications Programs
Share of Voice and Net Sentiment
IncomparingsentimentHonda,Nissan,andToyotaarefairlysimilar
butFordandGMindicatedrastic
differences.IntheoflineworldpeoplespeaklessfavorablyofFord
andGM.InthecaseofGMOflinesentimenthasa30percentdifference
totheonlinesentiment.
TheSIMScoreisanindex
developedbyRazorish(an
interactivemarketingagency)
whichstandsforSocialInluence
Marketing.Thismonitorstheamountof"buzz"orhowabrandis
beingtalkedaboutonline.
Elizabeth
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MARKET SUPPORT PROGRAMS
6ELIZABETHSOURCE
Nissan has created a fully integrated, multi-platform marketing campaign for the
Versa with the tagline "Most ___per dollar".
The centerpiece of the most__per dollar campaign is a new "First Person" digitalexperience designed to bring the best-in-class roominess to life. Providing an
immersive experience using iPad(R) 2 gyro technology, viewers are placed in the car.
Nissan amplified marketing support for the all-new 2012 Nissan Versa sedan with aninteractive social media promotion.
MyVersaRoadtrip.com is a facebook connect enabled site where users create their
own journeys selecting routes and destinations, picking a soundtrack and invitingthree facebook friends to join the trip. Select trips will be chosen for the grand
prize.
NissanCubeAugmentedRealityInteractiveBrochure
ThosewhoattendedtheLAautoshowin2009hadtheopportunitytoexperiencethecubethroughanaugmentedrealityplatform.Atwodimensionalbrochureallowedattendeestointeractwithahollogramofthevehicle.Withthe
helpofthisexcerciseconsumerswereabletolearnaboutprouctfeaturesinafunanduniqueway.Thiswasalso
extendedbeyondtheautoshow.Anyonewantingtoexperiencetheaugmentedrealityofthecubecandosointhecomfortoftheirownhome.Consumerscansimplydownloadtheapplication,printthelealets,anduseawebcamto
createtheeffect.NissanCube.TotalImmersion.1Dec2011.<http://nissan.t-immersion.com/>
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MARKETING SUPPORT PROGRAMS
7ELIZABETHSOURCE
InanefforttoincreasetestdriverequestsfortheGT-R,Nissandecidedtoimplementanalternativeformofmedia.StaticilmprintswereplacedonwindshieldsofPorschevehiclesinthestreets.TheseprintsallowedthedriverstofeelasiftheywereoutdistancedbytheGT-R.ThistacticprovidedtheimpressionthattheGT-Rwasa"Porsche
Killer."Theresultwasanincreseof23%moretestdriverequestswithin2weeksfortheGT-R.
InordertocallattentiontotheNissanMicra’sparkingslotmeasurementtheydecidedtoimplementadistinctapproach.Theyplacedanumberofpostersinparkinggarageswhichhadthehighestneedforparkingslot
measurement.Theystrategicallyplacedthepostersnexttoscratchesonthewallsandpillarswithinthecar
garage.TheideabehinditwasthatthescratchescouldhavebeenpreventedwiththeMicra’sslotmeasurementtechnology.
NissanMicra.AdsoftheWorld.2Dec2011.<http://adsoftheworld.com/media/ambient/nissan_micra_scratches_on_the_wall>.NissanGT-R.AdsoftheWorld.2Dec2011.<http://adsoftheworld.com/media/ambient/nissan_gtr_porsche_killer>
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MARKETING COMMUNICATION PROGRAMS
8ELIZABETH
LikemostautomotivemanufacturersNissanutilizesavarietyofsalespromotionstoenticeconsumerstopurchasetheircars.
ThesesnapshotsdepictpromotionsfromoneofNissans
recentcampaigns.WhatisparticularlyinterestingtopointoutisthecustomizationthatNissanmakesavailabletoitsaudience.Theconsumerisabletoind
dealsthatarespeciictotheirparticulararea.
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NISSAN GLOBAL VISION
9ELIZABETH
Nissansglobalvisionisto"enrichpeopleslives."Theyseektosupportthisvisionintheofferingoftheirproductsaswellastheirlevelofcommunityofinvolvement.
Nissanisinvolveedinanumberofiniaitivesincluding:
NissanNeighborswhichisdediacatedtoimprovingcommunitiesthroughchariatablecontributions
TheNissanFoundationwhichsupportseducationprogramsthatcelebrateandfosteranappreciationandunderstanding
culturaldiversity.
NissanGreenProgram"seekingasymbiosisofpeoplevehiclesandnature."Thisprogrampromotestheideaofasustainable
mobilesociety.
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NISSAN GLOBAL VISION
10BEASTSOURCE
HabitiatforHumanity isaprogramwhichNissanisactivelyinvolvedin.Nissanhas:
CollaberatedwithHabitatfor6years
Donated7.5million
Sponsored50homes
Donated104vehicles
5kemplyeesvolunteer
HabitatforHumanity.Nissan.1Dec2011http://www.nissanusa.com/habitat-for-humanity/
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INNOVATION CAMPAIGN
11ELIZABETHSOURCE
Innovation for Endurance featuresexclusive, daily content showcasingthe latest innovations in running,
cycling, yoga, strength training, andgeneral fitness. The campaign is
sponsored by the LEAF™ showcasingits innovation as the first mass market
electric vehicle.
This online community provides a new
outlook on performance. The sitehighlights the best innovations infitness and wellness to improve each
individual’s personal performance.Insider information is provided fromexperts such as elite runner ryan hall
and yoga master tara stiles. Thecommunity actively involves the
audience by recognizing them asinnovators as well asking for theirinput and insight.
InnovationforEndurance.Facebook.2Dec2011.<https://www.facebook.com/innovationforendurance>
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DIVERSITY
13ELIZABETHSOURCE
Nissan's commitment to diversity is valued in all of their relationships.
In order to develop advertising that resonates with diverse consumers Nissanhas formed partnerships with a variety of advertising agencies. In doing so Nissan is ableto 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. DanielleAusten,management ptnr & CEO.
"AgencyTrees"AdAgeDataCenter.AdAge.1Dec2011<http://adage.com/agencyfamilytrees2011/#7>
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TBWA RELATIONSHIP
14ELIZABETHSOURCE
Nissan has had a strong relationship with TBWA for almost 25 years. Despite any challengesthey may have seen along the way they have developed a very strong client/agencyrelationship.As past Nissan Motor USA president and chief executive officer Bob Thomasstates:
"The elements of a good agency relationship require a lot of balance, and you must involveindividuals 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 anddowns in this relationship. Something [C/D] taught me long ago--and it seemed self-servingthen but it's some- thing I've come to believe--instead of [firing] your agency when you getin trouble, change your agency. Maybe it's a problem with an account manager, or aphilosophical disagreement or a misunderstanding of issues. We all just have to learn how
to better communicate with one another."
O'Leary,Noreen."Friendsinhighplaces."AdweekWesternEdition.46.49(1996):23,http//web.ebscohost.rlib.pace.edu
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MARKETING COMMUNICATIONS PROGRAM
15ELIZABETHSOURCE
Advertising Analysis of Prospect and Major CompetitorsThe automotive industry is extremely competitive with a number of brands
and nameplates for the consumer to choose from. However within the scopeof this particular target five brands stood out as major competitors.
Chevy
Ford
ToyotaHonda
Hyundai
How each brand executes campaigns is vital in understanding the currentmarket, especially as it’s related to multicultural millennials.
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SWOT
16ILONA
OpportunitiesExpansionofproductlineups
TheRenaultNissanalliancehascontributedtotheexpansionofproductline-ups.Growingopportunitiesinemergingmarkets
ThegroupisincreasingitsfocusintheemergingmarketssuchasRussia,China,andIndia.
Thesemarketsareexpectedwitnessstronggrowthinthecomingfuture.
StrategiccooperationwithDaimler
TheRenaultNissanallianceisplanningtobroadenandstrengthenitsproductofferingthroughnew
jointventuresandagreements.Inthiscontext,inApril2010,thealliancesignedabroad
strategiccooperationwithDaimlerthatwouldenablebothgroupstobeneitfromarangeofconcrete
projects.
Threats
CompetitionintheglobalautomotivemarketTheworldwideautomotivemarketishighlycompetitive.Nissanfacesstrongcompetition
frommanyautomotivemanufacturers.Thefactorsmajorlyimpactingcompetitioninclude
productqualityandfeatures,theamountoftimerequiredforinnovationanddevelopment,pricing,reliability,safety,fueleconomy,customerservice,andinancingterms.
AppreciatingJapaneseYenagainstUSDollar
NissanissensitivetotheluctuationsinforeigncurrencyexchangeratesandisprincipallyexposedtoluctuationsinthevalueoftheJapaneseYen,theUSDollar,andtheEuro.The
changesinforeigncurrencyexchangeratesmayimpactNissan'spricingofproductssold
andmaterialspurchasedinforeigncurrencies.
Tighteningemissionstandards
TheEuropeanUnion(EU)CommissionandtheEUParliamentadoptedadirectivethat
establishesincreasinglystringentemissionstandardsforpassengerandlightcommercial
vehiclesformodelyears2005andthereafter(EURO4).IntheUnitedStatessimilarstandardshavebeenissuedrequiringallvehiclesby2016toaverage35.5milespergallon.
Strengths
InnovationAlthoughmanyautomotivecompanieshavesimilarfeaturesasNissan,
sometechnologiesstillprovideacompetitiveadvantage.
ContinuouslyVariableTransmission(CVT)
“seamlessacceleration”,“improvedresponseandeficiency”,“improveddynamicperformance
Leaf-massmarketelectricvehicle
FastCompanyranksNissan4thmostinnovativecompany,“for
creatingtheLeaf,theirstmassmarketallelectriccar.”
FullLineUp
DynamicresearchanddevelopmentActivitiesFourmainfocuses:environonment,vehiclesfety,informationtechnology,
productdevelo
ProductDevelopment
NissansstrongR&Dcapabilityhasenabledthemtobuildanextensivevarietyofvehicleportfolios.Thisadvantageprovidescompetitivestrength
withintheautoindustry.
Affordability
AcrossitslineupNissanhasavarietyofstylishvehiclesataffordableprices.TheVersaisoneofthebestexamplesof\Nissansaffordability.TheVersais
theleastexpensivenewcarintheUnitedStates.
Thecarhasavarietyofstandardfeaturesincludingairconditioning,electricpowersteering,andradio.
Althoughtheoutgoingmodelwasconsideredawkwardthenewmodelhasbeenwellreceived
andhasamuchmorestreamlinedstylishlook.
Weakness
Nissanhasalowbrandawareness.Unlikeotherbrandsnissanisnotseenas
bestorworstitisinanambiguousgrayarea.
"DATAMONITOR:NissanMotorCo.,Ltd."NissanMototrCo.Ltd.SWOTAnalysis(2011):1-11.BusinessSourcePremier.Web.4Dec.2011.
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MARKET SHARE
17MICHELLE
Nissanplaces5thintotalmarketshareforautomotivevehicles.
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KEY PLAYERS
18MICHELLE
YTDSales %ofMarket
Share
Chevy/GeneralMotors
1,902,149 19.7
Ford 1,599,711 16.6
Toyota 1,194,524 11.5
Nissan 774,079 8.8
Honda 859,797 8.5
Hyundai 492,914 4.9
“"NissancompetesmostdirectlywiththeotherJapaneseOriginalEquipment
Manufacturers(OEMs),ToyotaandHonda.
Chevy,Ford,andincreasingly,Hyundai,arealsoformidablecompetitorsinthe
MCspaceand,dependingonthespeciicmodelandethnicsegment,other
competitorssuchasChryslerandBuick,mayplayarole.”
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COMPETITOR PROFILE
19MICHELLE
ToyotaTOYOTAMOTORCORPORATION: A Japan-based company mainly engaged inthe automobile business and financial business. The Company operates through three
business segments. The Automobile segment is engaged in the design, manufacture
and sale of car products including passenger cars, minivans and trucks, as well as the
related parts and accessories. The Finance segment is involved in the provision of financial services related to the sale of the Company's products, as well as the leasing of
vehicles and equipment. The Others segment is involved in the design, manufactureand sale of housings, as well as information and communication business.”
Camery Corolla PriusTocomaRav4
Company Positioning:
The“#1ForAReason”campaignwillremindpeoplewhyToyotacontinuestobethetop
brandconsumersturntowhenbuyinganewvehicle.
“Forthreeconsecutiveyears,peoplehavepurchasedmoreToyotavehiclesthananyotherbrand,”saidBobCarter,groupvicepresidentandgeneralmanagerofToyotaDivisionfor
ToyotaMotorSales,U.S.A.,Inc.“Welookforwardtomaintainingthismomentumin2011
aswecontinuetofocusonfueleficiency,value,qualityandsafety.”
HondaHONDAMOTORCO.,LTD.Develops, produces and manufactures a variety of motor products, ranging from
small general-purpose engines and scooters to specialty sports cars. Its business
segments are the motorcycle business, automobile business, financial services
business, and power product and other businesses. Honda produces a range of motorcycles, ranging from the 50 cubic centimeters class to the 1,800 cubic
centimeters class in cylinder displacement. The Company's automobiles use
gasoline engines of three, four or six cylinder, diesel engines and gasoline-electric
hybrid systems. Honda also offers alternative fuel-powered vehicles, such as naturalgas, ethanol and fuel cell vehicles. Honda offers a variety of financial services to its
customers and dealers through finance subsidiaries. Honda manufactures a variety of power products, including tillers, portable generators, general-purpose engines
and grass cutters. Honda conducts its operations in Japan and worldwide.
CRV Accord Civic
Company Positions: Good Reasons"Inthiscampaign,wetookthevaluesthatarecore
toHonda'sbrandimage-simple,smartandstraightforward-andmadethemreally
engagingandfun,"saidRPASVP/GCDJasonSperling."Wecreatedalayerofhonesty
thatisn'tseenfrommostcarmanufacturers.AndweshowHonda'smanystrengthsinawaythatcutsthroughtheclichésandusualtacticsandfeelsincrediblyfresh""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 passengercars 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 includemedium and heavy duty trucks, and buses. The Company also provides automobile
maintenance services.
Company Positiong: New Thinking, New Possibilities
Theautomotiveindustryisextremelycompetitivewithanumberofbrandsandnameplatesfortheconsumer
tochoosefrom.Withinthescopeofthisparticulartargetfourbrandsstoodoutasmajorcompetitors.Howeachbrandexecutescampaignsisvitalinunderstandingthecurrentmarket,especiallyasit’srelatedto
multiculturalmillennials.
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FORD
20ELIZABETHSOURCE
Fiesta"InspiredbyColor"Campaign:"MixesFashion,Styleand2011FordFiesta"Ford offered a chance for five unique and stylish individuals to express their indivualityas the company kicks off Inspired By Color. A casting call event was opened to find people who couldpersonify the vibrancy and style of the 2011 Ford Fiesta.This took place on HowardUniversity's campus in Washington, D.C.The mission behind the campaign was to "inviteparticipants to let the fresh design and colors of the new Fiesta inspire them as theyshow off their unique style while tying it back to the colors and distinct features
of the Fiesta."
“SwapYourRide”2011Marketing
Campaign
Theadschronicletheexperiencesofactualconsumerswhoweregiventheopportunitytoswap
theircompetitive-makevehiclesforaFord.TheadswerealsotargetedtowardmulticulturalconsumersthroughSpanish-languagetelevisionspotsandthroughcommercialsdesignedtoconnect
withtheAfricanAmericancommunity.
FordFiestaandRoxyRiders
FordpromotestheirsubcompactiestawithavideoseriesofRoxyteamriders.TheRiderstaketheiriestasupthecoastofcalifornia.Thevideoschronicletheirautomotivejourneyandincludeentertainingsuringspots.Thiscampaignis
targetedspeciicallyatmillenials.
Ford’s‘SwapYourRide’AdCampaignProvesaRealEye-OpenerforConsumers,FordMedia,April5,2011,http://media.ford.com/article_display.cfm?article_id=34341
“DriveOne”
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21ELIZABETHSOURCE
"Runs Deep"CurrentmaketingeffortsareheavilybasedonChevy
heritageandtraditionastheycelebrate100yearsasan
automaker.
OnetacticChevyhasimplementedisaninteractivemicrositethatpaystributetoitsheritage.ThevideoseriesonthesitetakesplaceinBridgeville,PAatownthatisthehomeofColussyChevroletoneoftheoldestdealershipsinthecountry.ViewersaregiventheopportunitytoseehowChevy'shistoryhasplayedoutinthissmalltown.
Acentennialmusicstationisanotheruniquetacticwhichchevyhasimplementedtoembodytheirbrandthroughclassictunes.
Highlight: Chevy Sonic"Let's do This"
TheSonicisanexampleofavechiclebeingmarketed
towardmillenials.Addtionallysomeoftheeffortsareittingtotargetmulticulturalsaswell.Theentirecampaignisaboutrisktakingordoingthingsthathavenotbeendonebefore.TheSonicisplacedintoextremesituationsaspicturedabove.OnthetoprighttheSonicgoesskydiving.Thephotobelowitisabungeejumpingstunt.Thebungeestuntwasdifferentinthatitwasdrivenbyconsumers.Onlineclickspushedthesonicofftheedge,activelyinvolvingtheaudienceintheevent.
CHEVY
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HONDA
22ELIZABETH
"Power of Dreams"
"Honda is a company founded by a dreamer. And weare a company that believes in the Power of
Dreams."Honda has created a micrositte where they celebrateindividuals who have achieved their goals and are usingtheir sucess to create a better future. They created aseries of short films to depict this.
Highlight: Honda CivicA 30 Second Spot for each
Multicultural Segment
Honda'sadvertisementsfortheCivicplayupontheuniquenessofmillenials.Speciically,thereare
threeexecutionsthatitwithintheMulticultural
segments.Thehispanicamericanspotisinspanishbutfollowssimilarguidelinestotheothertwo.IntheAfricanAmericanandAsianAmericanexecutionstheindividualsintheadsareportrayed
asasuperheroandaninja.
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TOYOTA
23ELIZABETH
"Moving Forward"
ToyotapositionstowardsHispanicsinthiscampaignentitled
“SomosMuchosLatinos.SomosMuchosToyota."AsapartofthecampaignToyotaoffersdriversaseriesofstickersthatcelebrate
theirspeciicHispanicheritage.Thereare100differentstickerstohonorthenamesofLatinAmericancountriesandmajorcities.
ThesestickerswereofferedonToyota’sfacebookpageinSpanishlanguage.
Toyotas“Auto-Biography”Campaignisagoodexampleofengagingconsumersthroughsocialmedia.ThiscampaigngaveToyotacar
ownerstheopportunitytosharetheirpersonalstoriesabouttheirvehicles.Aselectionofthesestorieswereturnedintoanimated
shorts.
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HYUNDAI
24ELIZABETH
"NewThinkingNewPossibilities"
"Newthinkingcreatesnewvalues"
IntheirmostrecentcampaignHyundaiispromotingthe
ideathattheyareusingnewthinkingintheircarswhichinturncreatesnewpossibilitiesfortheconsumer.
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AWARENESS OF BRANDS
25ELIZABETH
Nissan is a blank slate, the brand is not seen as best or worst in the eyes of theconsumer.
Ford:American,poorquality,average,associatedwithtrucks.Toyota:safe,affordable,generationalcar,
cheap,characterizedbyrecalls,nostyle.Chevy:ineficient,associatedwithtrucks,manyinthissegementdonotknowmuchaboutthevehicles.Honda:reliable,average,goodquality.
Nissan:someassociationwithinnovation,consideredstylish.
Overallbrandperception
Best Worst
Brand Score Brand Score
Toyota 147 Isuzu 2
Ford 144 Suzuki 5Honda 121 Mitsubishi 8
Chevrolet 102 LandRover 9
BMW 93 Saab 10
Mercedes-
Benz
90 Jaguar 13
Volvo 84 Mercury 14
Lexus 69 Jeep 16
Cadillac 66 Mini 19
Subaru 50 Volkswagen 19"Fordleadsinthefactorsthatmattermosttocarshoppers."ConsumerReportsJan2011:1Dec.2011<http://www.consumerreports.org/cro/cars/new-cars/news/2011/01/2011-car-brand-perception-survey/
overview/index.htm>.
Elizabeth
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BRAND PROBLEM Afterstrugglingwithanonymity,Nissanneedsanewimage.
Nissanneededamakeover.Thebrandwasstagnatinginthemarket.
Saleswereinchingforward,butnewproductsjustweren'tcatchingire.Toyotaownedthequalityspaceintheimportsegment,andthePriuswastheindustrydarlinginhybrids.
Hondawascool,lightandnimbleandstayedstubbornlyaheadwithareputationforfueleconomyandreliability.JustagenericJapanesebrand.
BrianCarolin,NissanNorthAmerica'ssalesandmarketinghead,nodsinagreement."I'mnotadvertisingtheLeaftosellLeafs.We'resoldout.I'mdoingittobuildthebrand,"Mr.Carolinsaid."Wearenotregardedasastrongbrand.Our
missioninlifeistoimprovethatbrandopinion."AsNissanpreparestolaunchamoderatelypricednewglobalfamilycarpoweredbyanonpollutingelectricbattery,Nissanwilltoutthezero-emissionLeafEVasagame-changer.Butitsbiggermissionistoredeineanentirebrandthatexecutives,infrankdisclosureslastweek,sayhaslostitswayagainstthe
competition.It'safairquestion.Hondadealerssell27%morecarsandtrucksthanNissandealersintheUnitedStates,andToyotadealersselllalmosttwiceasmany.Theconsumershavestated,"Wedon'tknowwhatyoustandfor,"
TheLeaf'sinluencewillbelarge."It'sabrand-builder,"Mr.Carolinacknowledgedtheenormityoftheproject.ButhesaidtheLeafwillbringotherbeneitstothebrand.Mr.CarolinsaidtheLeafalsowillhelpmakeNissanamoreattractive
franchise,eventoautodealerswhocurrentlydonobusinesswiththecompany.SanFrancisco,oneofthegreenestofthegreenmarkets,currentlyhasnoNissandealership.Mr.Carolinvowsthattheelectriccarwillhelphimplugthathole.TheLeafalsowillboostNissan'scorporatefueleconomynumbers.Althoughthecompanyisstillwaitingforfederaloficials
toissuerulesonhowtofactorinvehiclesthatusenofossilfuelButinNissan'snewmarketingequation,theLeafwillserveasthetangibleproofofabiggerclaim:thatthebrandisdeinedbyinnovation.
26KRISTINESOURCE
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TARGET UNIFICATION MODEL
27ILONA
Byfocusingondifferentmulticulturalmillenialgroups,werecognizethatthetargetmarketconsistsofpeoplewhodifferwithrespectoftheirculture,age,gender,race,location,aspirationsandinterest.Thechallengeistodevelopamessagethattakesallofthoseaspectsandconnectsallattributesofthe
verydiverseindividuals.WecreatedourstrategybasedontheTargetUniicationModel.Themodesportrayhowthemedia,strategy,andIMCprogramsarebuiltaroundkeyattributesoftargetmarket.
Throughresearch,wedecidedtousethemillenialattitudesandinteresttocreatea"realityTV"webshow.ThisillustratesNissanskeyattibuteswhileengagingthetargetaudienceinmulticulturalchallengesthroughouttheUnitedStates.
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CONSUMER OVERVIEW
28ELIZABETHSOURCE
HispanicAmerican AfricanAmerican ChineseAmerican
16.3%ofthetotalU.S.Population(50.5millionpeople)
Originatefrom20diversecountries
LargestethnicgroupintheunitedstatesAverageHouseholdIncome$68,000
12.3%growth(37millionpeople)$66,000AverageHousehold
Income
23%ofAsianPopulation1.2%ofU.S.
Population
LargestethnicgroupamongAsianAmericans$78,000averagehouseholdincomeforAsian
Americans
ElizabethNationalStudentAdvertisingCompetitionCaseStudy
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MULTICULTURAL MARKET PENETRATION
29JOHANNA
Nissan controls 8.83% of the ENTIRE market, and13.04% of the ENTIRE multicultural market.
Of the total population that purchases Nissan,18.66% are Multicultural.
Market Penetration: Nissan in Total Market andTotal Multicultural Market
Market Penetration: % MC Segments PurchasingNissan or Similar BrandsChinese:1.48% Nissan Comp, 8.39% Nissan Market Share,1.56% Non-Lux Comp*Asian sales volume has greatest challenges interms of market share
Hispanic:9.97% Nissan Comp, 13.66% Nissan Market
Share. 6.45% Non-Lux Comp*Hispanic sales volume has the most favorableattitude towards Nissan
African American:7.21% Nissan Comp, 13.74% Nissan MarketShare, 4.63% Non-Lux Comp
Market Penetration: Of the Total Multicultural Share in Q1 2010 and Q1 2011Market Penetration: of the total multicurtural share1) Toyota...25% 2010, 22% 20112) Honda...17% 2010, 16.6% 20113) Nissan...13% 2010, 13.1% 2011*Nissan may be ranked 3rd, but it was the only brand to increase in Total MC Share4) Chevy...10% 2010, 10.7% 20115) Ford...9% 2010, 9.7% 20116) Hyundai... 5% 2010, 5.9% 2011* Chevy, Ford, & Hyundai may be underdogs, but their MC share is increasing at a higher rate thanNissan.
Johanna Penry
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CONSUMER OVERVIEW
30ELIZABETH
MulticulturalAmericansareconcentratedincertaingeographicalareas
HispanicAmerican AfricanAmerican AsianAmerican
Schreiber,Alfred,andBarryLenson.MulticulturalMarketing:SellingtotheNewAmerica.NTCBusinessbooks,2001.
California,NewYork,Texas,andFloridaarethemostpopulatedstatesforallthreeethnicgroups.
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DEMOGRAPHICS AND CONSUMER INSIGHTS OF MM
31ELIZABETH,JOHANNA
Key Demographics
Overall the MC Millennial: Attended college
44% of Hispanics57% of African AmericansAltough Asian Americans make upa small part of the population
they are more likely to pursue
higher education than any otherethnic group in the U.S.
Work part-time if not full-time in a salesor office setting
Are passionate about the arts and entertainment
Attitudes/Perceptions ofProducts/Brands
Important product attributesinclude:excitement,environmentallyfriendly, new technology,personalization
There are a few key valuesthat multicultural millenials
look for in a car:
Style and looks of the car arean important factor
As close to luxury as possible,without the pricetag
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CONSUMER OVERVIEW
32ELIZABETH
Hispanic African American
Asian American
White
I like to stand
out in a crowd 37.9% 167 35.4% 156 29.6% 131 29.9% 132
I enjoy taking
risks46.4% 137 44.1% 130 44.5% 131 45.1% 133
Consumer Overview Attention Seeking
Millenials enjoy standing out and taking risks.
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 AmericansI 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
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CONSUMER PURCHASE POWERMulticulturalpurchasingpowerisgrowing.
AfricanAmericans
Purchasingpoweriscurrently$913billionExpectedtoreach$1.2trillionin2013
9%ofthenationsestimatedbuyingpower.
HispanicAmerican108percantagegainsinbuyingpoweroverthepastdecade
Purchasingpowerisexpectedtorisefrom$1trillionin2010to$1.5trillionin2015Willbeanestimated11%ofthenationsbuyingpower
AsianAmerican
Currentpurchasingpowerisestimatedat$544billionMorethan525,000Asianhouseholdshavereportedmorethan$500,000inassets
33ELIZABETH
Fahmy,Sam."DespiteRecession,HispanicandAsianBuyingPowerExpectedtoSurgeinU.S.,AccordingtoAnnualUGASeligCenterMulticulturalEconomyStudy."TerryCollegeofBusiness-UniversityofGeorgia|TheFlagshipBusinessSchoolintheStateofGeorgia,
Foundedin1912.TerryCollegeofBusiness,4Nov.2010.Web.11Sept.2011.<http://www.terry.uga.edu/news/releases/2010/minority-buying-power-report.html>.
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INDUSTRY TRENDS
34JONATHAN
HighwayAttendanceThenumberofvehiclesontheroadintheUnitedStatesremainshigh.BasedonUSDepartmentofTransportationinformation,the
numberofregisteredautomobilesontheroadhasincreasedby240millionbetween1997and2007.Peoplearealsoholdingontotheircarslongerbeforemakinganewpurchase.However,whiletherearestillmanycarsontheroad,thenumberofmilesdrivenhasdeclined,
whichmeanspeoplearenotdrivingasmuch.Thisisduetotheriseingaspricesanddecliningeconomy.Therewasadecreaseddifferenceof3.6%(108billionmiles)between2007and2008.
TechnologyToday,carsareseeinganincreaseintechnology,tothepointwheretheyarebeingconsidered“computersonwheels.”Microprocessors
arecontrollingjustabouteveryfeature.Carsarenowexpectedtohavehightechenginecontrolsforeficientfuelconsumption,moresafetyfeaturesincaseofthedriver’serror,andmorediversedigitalentertainmentandmediaoptions.
FuelEficiencyand"Green"Themostdominanttrendincarstodayisthe“green”factor.Again,becauseofgaspricesandtheweakeconomy,consumersarelookingforthemostfuel-eficientcars.TheseincludesmallerJapanesecars,hybrids,fullyelectric,andotheralternativeenergies.
http://www.altera.com/end-markets/auto/industry/aut-industry.htmlhttp://www.franchisedirect.com/automotivefranchises/automotiveindustrytrendsbusinessreportii/7/249
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INDUSTRY TRENDS (CONT)
35KRISTINESOURCE5,7
Thebestwaytoachieveenergyef]icientinnovationsiswithweightreduction,costcontrol,
improvedperformance,andinnovativestyling.
Economy=InnovationAsAmericansbecomemoreeco-friendly/aware,vehiclesareevolvingwithnewinnovationsaccommodatingthechangingenvironment
Higheroilpricesleadtoincreasesinnovationinenergy-eficientautomotivetechnology
TheVolt,HMEV,andtheLeafaretheirstthreemanufacturerstodeliveroneconomicpromisesandgetavehicletothedealerships.Ecofriendlycarsarealsoquiteaniceride.mostdriversgettingbehindthewheelofanelectriccarfortheirsttimeareamazedattheirreinement,quietnessandalmostinstantresponsetotheacceleratorpedal
Thereisagrowingarrayofspecialtyandcommodityplasticsdevelopedfornewapplicationareasinautomotiveinteriors,lighting,
glazing,structuralcomponents,andmore.Thecreativeuseofplasticsisacceleratingwithopportunitiestoreplacetraditionalmaterials.Theiscreatesustainablesolutionstodecreasecarbonfootprints.Thistrendalsoencompassesthelatestelectricandhybridelectricvehicles(EVsandHEVs)currentlybeingdeveloped
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INDUSTRY TRENDS (CONT)
36ELIZABETHSOURCE
Duetothestrugglingeconomyconsumersaremorelikelytopurchasesmallercars.
Smallercarshavetakenabigroleinthemarket.Salesofsmallervehiclesarerising.Consumersareoftenenticedbytheseparticular
vehiclesbecauseofthelowpriceandpositiveenvironmentalfootprint.Thisisfavorableforirsttimecarbuyersespeciallybecausefor
someitmaybealltheycanafford.
Competitivelyautomakersarepositioningthemselvesasbestinfollowingthistrend.Inthepast,Japaneseautomakershavehadtheadvantageinlowcostfueleficientvehicles.However,theDetroitthreeautomakershaverepositionedthemselvestofollowthistrendand
aremorecompetitivethaneverinthissegment.VehiclessuchastheFordFiestaandChevyCruzeofferattractiveAmericanbrandalternatives.
Levy,Efraim."AutosandAutoparts,IndustryProile."IndustryTrends.NetAdvantage.StandardandPoors.23June2011<
http://www.netadvantage.standardandpoors.com.rlib.pace.edu/NASApp/NetAdvantage/showIndustrySurvey.do?code=aup>
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REGULATORY PROBLEMS
37KRISTINESOURCE8,9
RegulatoryProblemsLawsregardingrealitytelevisionanddragracingmustbetakenintoaccounttoinsurethesafetyandvalidityoftheshow.
RealityTelevision:AllrulesandregulationsoftheFCCmustbecooperatedwith.TheFederalCommunicationsCommission(FCC).AccordingtotheFCC,
standardsmustbecensoredsuchasriggingofanykind,exploitingchildren,andothersuchthingsasnudityandlanguagethatarenotcensored.AllprohibitionsoftheFCCmustbetakenintoaccount
DragRacing:Therearemanyregulationsandsafetyissuestobeconsideredwhileexecutingthe"dragrace"portionofthecampaign.Theseregulations
comefromtheNHRA(NationalHodRosAssociation)Whilemanyversionsofspeciicregulationsmustbetakenintoaccount,someimportantrulesinclude:
Foryears,theNHRAhasrequiredcertainsafetyequipmentonanycarrunningdownadragstrip.Theserulesaredesignedtoensuresafetynotonlyforthedriverbutforothercompetitorsandspectatorsaswell.TopreventthedriveshaftfrombreakingatthefrontU-jointareaandperhapscomingintotheinteriorofthecar,ordiggingintothetrack
andpole-vaultingthecar,NHRAmandatesthatasteelloopbeplacedjustbehindthefrontU-jointofthedriveshaft.Theclutchand
lywheelmustalsobeSFIcertiied.Thesearefewoftheimportantsafetyprecautionstodragracing.Inthecompetition,allrulesoftheNHRAmustbefollowed.
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REGULATORY ISSUES
38KRISTINESOURCE10
RegulatoryIssues
Whenminoritiesarenotdepictedascentral("tokenism"),themessageisthatthehostcultureconsidersthemunimportant—onthefringesofsociallife,notatitscenter.Forsocietyasawhole,non-stereotypicalportrayalsofAsian-Americanscanhelpexposeother
groupstoAsiansincontextsinwhichtheyhavenotoftenbeenportrayedin.Throughexposuretoportrayalsthatcontradictthestereotype,membersofsocietymaybeencouragedtoquestionthestereotypeandperhapsgainabetterunderstandingofAsian-
Americans.Anexampleofhownon-stereotypicalportrayalsmayhelpatasocietallevelinvolvesthelackofportrayalsofAsian-Americansinfamily
andsocialsituations.ThecollectiveabsenceofAsianmodelsinsuchsituationssendsamessagethatiscountertoAmericancorebeliefs.Ironically,themessageisfalseandmaycontributetothemisunderstandingofEasterncultures,inwhichfamilyidentityisalong-standingtradition.Ifadvertisersbegin
depictingAsianmodelsinfamilyandsocialsituations,however,viewerswillbeexposedtoimagesthatcounterthe"allwork,noplay"stereotype.
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REGULATORY ISSUES
39ELIZABETH
RegulatoryIssues
Newregulationsrequirebetterfueleconomyonallvehiclesby2016.
Automakersmustcomplywithgovernmentregulationsregardingsafety,fuelconsumption,andpollutioncontrol.Sometimes
onevalueistakenatthepriceoftheother.Forexampleinordertoimprovefueleconomycommonlythecarsweightislightened.Indoingsothevulnerabilityincollisionsincreases.
Fueleficiencyisamajorissuecurrentlyintheautomotiveindustry.Obama’sAdministrationhasimplementednewrules
requiringstricteremissionandmileagestandardsfornewvehicles.By2016allvehicleswillberequiredtoaverage35.5miles
pergallon.Thisissomethingthatshouldbeconsideredwhenmarketingthefueleficiencyofvehicles.Fueleficiencyhasenvironmentalandpoliticalimplications.Whenmarketingforthisspeciicattributeitwillbeimportanttoremainsensitivetotheseimplications.Insensitivitycouldcauseanegativebrandimageanddiminishthereliabilityofthebrandintheeyesofthe
consumer.
Levy,Efraim."AutosandAutoparts,IndustryProile."IndustryTrends.NetAdvantage.StandardandPoors.23June2011<http://www.netadvantage.standardandpoors.com.rlib.pace.edu/NASApp/NetAdvantage/showIndustrySurvey.do?code=aup>
PART 2 RESEARCH AND OBJECTIVES
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PART 2: RESEARCH AND OBJECTIVES
PrimaryResearchObjectives
40
PRIMARY RESEARCH
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PRIMARY RESEARCH
41BEAST
InordertobetterunderstandourtargetaudiencewedistributedasurveywiththehelpofQualtrics.Thefollowingisabreakdownof
therespondentsthatwecollected.
50TotalRespondents
EthnicClassiication
AfricanAmerican 19
HispanicAmerican 18
AsianAmerican 13
AgeDistribution
18-21 17
22-25 12
26-29 7
Gender
Male 28
Female 22
PRIMARY RESEARCH
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PRIMARY RESEARCH
42ILONA
OurteamhasconductedasurveytodeterminemulticulturalperceptionoftheNissanbrand,aswellashowitcomparestoothercarbrands.Inresult,we'vereceivedanswerstoquestionsasfollows:
Q:WhatisyourimpressionofNissan?
"Theyhaveaverylargeselectionofvehiclesintheirbrand"
"...hasaverygooddesign"
"...utilizesallofthenewesttechnology""Itisaninnovativecarcompanythathasmanagedtointroduceanelectriccarthatisaffordable"
"Acarforyoungadults"
Inaresearchsurvey,Nissanhasalsobeencomparedtoothermajorcarbrands.Rankingfrommostinnovatedtoeastinnovated,Nissanhasbeen
considered#1ininnovationandprovidingthenewesttechnology.
Knowingthisinformation,wehavedecidedtousethatinformationtoapplyittoourcampaign.NotonlyisNissaninnovative,itistheperfectvehicleforthe
multiculturalmillennial,becauseoftheirwidevarietyofcarsandtheabilitytopersonalizeittoeveryperson'sdifferentneedsandwants.Nissanis
affordable,especiallyitselectriccar,theLEAFcomparedtoitscompetitors.
ETHNIC BACKROUND OF IDENTITY
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ETHNIC BACKROUND OF IDENTITY
43BEAST
Q:WhatEthnicBackgrounddoyouidentifywith?
Wefoundthat43%ofrespondentsidentiiedwithboththeirethnicand
Americancultures.
Learningthisinformationwas
importantingettingabetterbackgroundontheconsumers.Many
oftheirhabitsaresimilartothegeneralmarket,mostlikelybecauseof
theirassimilationwiththeirAmerican
culture.
PERCEPTION CHART
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PERCEPTION CHART
44JONATHAN
The“Innovation”axisdepictsthepublic’sperceptionofhowmucheachcarbrandhasinnovativefeaturesandtechnology.ConsumershavealowperceptionofNissanininnovationbecauseofthelackofawarenessofitsfeatures.Ourgoalistopromote
thefeaturesinordertoraiserecognitionandbuildabrandimagethatisassociatedwithinnovation.
The“MulticulturalRelevance”axisdepictsthetotalmarketshareofeachcarbrand.Nissancurrentlyhasastrongpositionwithmulticulturalconsumers.However,thisdoesnotmeanwedonothaveplacetoimprove.ToyotaandHondaarestillaheadof
Nissanandhasastronglead.Ourgoalistoattractmoremulticulturalcustomersandincreasethetotalmulticulturalmarketshare.
MISSION STATEMENT
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MISSION STATEMENT
45ILONA
OurMission:InvestmentinthefutureToindpeoplewiththeireyesonthefutureandprovidethemwiththeopportunitytoexperiment,experience,andevaluatethekindofsocietythathumanity
wantstobeapartof;andtomakemeaningfulcontributionstothecreationofsocietalvaluesthroughprogramsthatfosterdiversityandpromotetheparticipationinsocietyoftheemployeesofNissan.
1)InvestinginSocietyThroughPartnershipwithNPOsTwoprioritiesforindependentprogramsandsupportofNPOsactivities:
-Fosteringthecreativityofchildrenandyoungpeople-Promotingabetterunderstandingofenvironmentalprotection
Nissanwantstobeinvolvedinbuildingavibrantsocietythatrespectsdiversity.Towardthatend,Nissaninvestsinsocietythroughitsinvolvementinactivities
carriedoutinpartnershipwithNPOsthathaveinitiatedpioneeringeffortstotacklevariousissuesofconcern.
2)FosteringanAwarenessofCommunityInvolvementAmongEmployeesSupportforcommunityinvolvementbyemployees
-Provisionofinformationonvolunteeractivitiesmatchingindividualinterests-Financialsupportforemployees'volunteeractivities
-Eventsandseminarsorganizedforemployees
Intoday'scivilsociety,companyemployeesarealsomembersofthecommunityandareencouragedtoparticipatevoluntarilyincommunityactivities.Takingpartincommunityactivitiesexposesemployeestovariousviewpointsandprovidesvaluableopportunitiestohonewell-balancedsensibilitiesby
cultivatingtheirsocialandculturalawareness.Nissanhascreatedvariousprogramsthatprovideopportunitiesforemployeestoparticipateincommunityactivitiesspontaneously.
3)CommunityRelationsCommunityactivitiesatNISSANplantsanddealers
-Providingplanttours-Makingfacilitiesavailableforcommunityuse
-Organizingvariousevents-Participatingincommunityevents
Nissanwantstobeacontributingandvaluedmemberofthecommunity.itseeks
tobuildcloserrelationswithpeopleinlocalcommunitieswhereitsplantsandotherbusinessoperationcentersarelocatedthroughahostofcommunityactivities.
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
MARKETING OBJECTIVES
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MARKETING OBJECTIVES
46ILONA,KRISTINESOURCE
Forthepast5years(2011included),NissanhassponsoredtheHeismanandNCAAFootball,aswellasaitnessprogramrecentlyrenamed“InnovationforEndurance.”TheHeismanandCollegeFootballsponsorshipaffordsNissantheopportunitytoalignitselfwithkeyNissanbrandattributes:performance,qualityandstyle.ItalsoexposesNissanproductstoanextensivebreadthofconsumertargetsincludingasigniicantcompositionofethnicgroups,namelyAfricanAmericanandHispanic.NissanreliesonthissponsorshiptopositionthebrandandtoquicklydisseminatemarketingmessagesacrossadiverseaudiencethroughTV,consumerprint,online,andexperientialfootprintsat10collegefootballgamesacrossthecountry.“InnovationforEndurance”providesNissanwithanotherbrandafinity,PersonalAchievement,basedonthediscoverythatrunning,cyclingandpersonalitnessasrelevantactivitiesamongtheoverallNissanbrandtarget.ThisprogramconsistsofapartnershipwithRodalePublicationsthatinvolvessurroundingtheNissanbrandwithRodalecontentfocusedonitnessthroughprintandonlineadvertising,asocialmediahub,andon-siteactivationsatvariousmarathonsandcyclingeventsacrossthecountry.
BecauseNissanistypicalconsideredasagenericbrandwithoutabrandpersonality,itisourgoaltochangethosewhoarefamiliarwithNissantothosewholikeNissan.Bycreatinganimageofadventure,thosefamiliarwithNissanwillfeelmoreengagedbyNissan.OurothergoalistopushthosewhoareconsideringNissantoactualpurchase.Theaddedbrandpersonalitywithhelpmulticulturalrelatewiththeircultureaswellastheiradventurous
personality.
http://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&ved=0CB0QFjAA&url=http%3A%2F%2Fwww.brokendowndesign.com%2FcaseStudy.pdf&ei=WtPZTteRCKHx0gHiu8W_DQ&usg=AFQjCNHUuW0_Lv4KO-6KFaONruXjKAnM-Q
MARKETING OBJECTIVES
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Usergeneratedcontentwillengageviewersandincreasebrandexposureawareness.
FacebookandTwitterwillbeheavilyreliedontocreatebuzzandhypeabouttheroadtrip.Throughsocialmedia,prospective
consumersareabletosharetheirthoughtsabouttheshow,thecarsandhowtheyrelate.Pollswillbeplacedonthewebsiteandon
Facebook.suchpollswillaskaboutthefavoritechallenges,teamsandNissanmodels.Linkstosocialmediawillbeplaceonthewebsitewhichwillbe,nissanusa.com/roadtrip.ByincreasingtheUGCavailabletousers,theNissanbrandwillbecomemorerelevant
andconsistentwiththerapidlychangingtrendsofmulticultural.ErichMarxofNissanstatesthatagoalofNissanistogrowtheironlinepresence.Nissanwantsfanswhoareengaged.UGCandfanengagementhaveadirectrelationshiptherefore,themoreUGC,the
morefanengagement.
MARKETING OBJECTIVES
47KRISTINESOURCE11&12
"Nissan has a number of big new product launches in 2012. The goal is to grow our online presence -- the number of followerson Twitter, the number of likes on Facebook. The goal is to grow those as big as possible so we have maximum opportunity toexpose 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 andauthentic, 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 toa 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
GOALS OF NISSAN
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GOALS OF NISSAN
Nissan to Move Beyond Price-Driven Advertising
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 carscome 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.
48KRISTINESOURCE13
PART 3: CREATIVE STRATEGY BRIEF
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PART 3: CREATIVE STRATEGY BRIEF
49SOURCE
DeineTargetAudience
CreativeStrategyBriefBelowTheLineIdeaCreativeExecutions
TARGET AUDIENCE
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TARGET AUDIENCE
50JONATHAN
Multiculturalmillennialareindividualswhoareambitious,optimistic,andadventurous.Theyareconstantlyengagedwithvariousformsofmediaand
technology,andhaveahugepresenceontheInternet.Theyhaveadesire
forfunctionality,styleandquality.Multiculturalsmillennialsalsohaveasenseofculturalacknowledgment.
Theyidentifythemselveswiththeircountryoforiginandrelatetoalarger
group,suchasAfrican-American,Hispanic,orAsianAmerican.
Lastly,Multiculturalsmillennialsaredriventodothingsthatarefunanddifferent.Theywanttoplacetheirmarkontheworldandberecognizedforit.
Ourtargetaudinceismulticulturalmillennialages18to29,speciicallyHispnic,AfricanAmerican,andChineseAmerican.
TARGET PROBLEM
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TARGET PROBLEM
51BEAST
Multicultural Americans crave a car that not only
makes it easier for them to accomplish everyday tasks,
but also represent their exploratory nature.
CREATIVE STRATEGY
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ReasontoBelieveByshowcasingactualmulticulturalmillennialsexperiencingNissanmodelsandtheir
features,consumersgetanin-depthperspectiveofNissan.TheadventurousandinnovativeelementsofNissan’srevampedbrandpersonalitywillbecommunicated
throughthevariouscheckpointchallenges.TheamountofinteractionbetweenNissanand
theconsumer,asdemonstratedthroughsocialmediaandtheNissanUltimateRoadTrip
website,willcreateanintimateunderstandingandletconsumer’suniquevoicesbeheard.
CREATIVE STRATEGY
52BEAST
BrandPersonality:Nissanisadventurous
KeyInsightMulticulturalMillenialsareextremelysocialandvalue
entertainment.Theyaremorelikelythananyother
demographictoaddhypeaboutNissanasanextensionoftheir
socialcircle.
MessageNissan’slineembodiesinnovationanddiversity,
justliketheaverageMulticulturalMillenial.This
iswhytheygogreattogether,andhavethe
abilitytocreateauniquebond.TheMulticultural
Millenialneedsacarthathasfeaturestohelp
keepupwiththeirlifestyle.
Lifeisanadventure,Nissantakesyouthere.
OrganizingIdeaNissanTakesYouThere:TheUltimateRoadTrip
Nissanwillbefeaturingtwomulticulturalteamsdrivingcrosscountryin
thevariousNissanmodelsinarealitywebseries,highlightingthemost
impressivefeaturesofthecarsincheckpointchallenges.Printadsand
commercialswillstemfromtheseriesandsparknationwideinterestin
bothNissanmodelsandthedrama.
CREATIVE STRATEGY (CONT )
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CREATIVE STRATEGY (CONT.)
53BEAST
http://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&ved=0CCMQFjAA&url=http%3A%2F
%2Flibrary1.njit.edu%2Fstaff-folders%2Fsweeney%2FMillennials%2FArticle-Millennial-Behaviors.doc&ei=wNLZTsL-D6Po0QHPzrTCDQ&usg=AFQjCNEaGFMJ_yjHwMs7TCRtcAK3p8Y-Eg
CampaignGoals
UltimatelythepurposeofthecampaignistoA)DemonstrateandraiseawarenessofinnovativefeaturesintheNissanmodels
B)HaveconsumersassociateNissanwithdiversity
C)Engageconsumersonourwebsite
D)PurchaseaNissanvehiclethatrelectstheirdiversiityandhelpsthemsimplifytheirlives
MessageSupport
Millenialmulticulturalsarepeoplewhogrewupwithand
expectawidevarietyofchoicesandserviceselectivity.Theyfeellessneedtoconformintheirconsumerchoicesthaneveryone
elseintheirgeneration.Theyalsoprefertokeeptheirtimeandcommitmentslexiblelongerinordertotakeadvantageofbetter
options,andexpectotherpeopletogivethemmorelexibility.Millenialsdesiretohaveasmanypersonalizationandcustomization
featuresaspossibletomeettheirshiftingneeds,interests,andtastes.Theyhavenotolerancefordelays,andtheyareoften
impatient .Theyarepractical,resultorientedmultitaskers,borntojuggleseveraltasksatoncesincethisisaneficient,practical
useoftheirtime.Theyhighlydependonthenewesttechnology.Becauseofallthesetraits,thenew,innovativeNissangives
millenialmulticulturalstheabilitytochoosethecarthatitsnotonlytheirpersonality,butalsotheirneeds,providingthemwith
thenewesttechnologicaladvancestomaketheirlifeeasierandtocompletealltheirtasksquicklyandeficiently.
Beast
BELOW THE LINE
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BELOW THE LINE
54BEAST
NissanUltimateRoadTripTheNissanUltimateRoadTripwillincludetwoteamsofthree,travelingacrosstheUnitedStateswhilestoppingatseveral
majorcitiesalongthewaytocompletecheckpointchallenges.TheteamswillbegivenadifferentNissancaraftereachchallengetodrivetothenextcity.Pointswillbegivenforwinningchallengesandforsatisfyingotherdrivingbenchmarks,
suchasbeingthemostfuel-eficientteam.Theteamwiththemostpointsatendofthecompetitionwillwinanewcarusedinthecompetition,plus$100,000towardapersonalgoalsetbeforestartingthecompetition.(collegetuition,moneyfora
startupcompany)ThecompetitionwillbeilmedlikearealityTVshowandwillfollowthesixindividualsthroughtheiradventuresonthe
roadandinthecars.Theshowwillconsistof30minutewebisodesontheNissan’swebsiteeveryweekfora3months.Afterword’s,wewillhave2extralivewebisodesofinterviewsofthecontestantswiththechanceforfanstoaskquestionsliveontheInternet.Alongwiththeepisodes,thewebsitewillincludeextrabehindthesceneclips,andaninteractive
communitypageforfanstojoininonthefun.
CASTING PROCEDURE
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CASTING PROCEDURE
55
ApplicantscanapplythroughNissanwebsite,uploadinga5minutevideoofthemselvesthatwillbeviewedbytheNissanTeamaswellasotheruserstovotefor.Thewebsitewillbelinkedtoallsocialmedia,redirectingthemstraighttothecastingsite.Eventuallythecandidateswillbenarroweddownto12potentialcastmembers,anduserswillbeabletovote,withtheinaldecisionbeingmadebythe
NissanTeam.
DesiredCastingElementsInclude:
-Intelligence
-Motivation-Senseofadventure
-Competitivenature
Mostimportantly,thecontestantsmusthavetangliblelifegoals.InadditiontotheNissanmodelsgiventothewinningteamtheywill
alsobeawardedacertainamountofcashtowardsaworthyendeavorie.collegetuiton,studentloans,charity,newhome,personalimprovement.
TheydonothavetoownaNissanorevenbefamiliarwiththebrandbecausetheywillgettoknowitin-depthduringtheadventure.
TherewillbeanAfricanAmerican,ChineseAmerican,andHispaniccontestantoneachteam,allbetweentheagesof18-29.
JOHANNA
PROSPECTIVE CONTESTANTS
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56JONATHAN,JOHANNA
PROSPECTIVE CONTESTANTS
56
ProspectiveContestants:
Contestant1:MirandaVega,age24.RecentlygraduatedfromStanfordwithherMastersinPoliticalScience.
PersonalInnovationGoal:HelptoreformUSforeignpolicyContestant2:AndrewJackson,age18.CurrentlyapplyingtofouryearuniversitieswithD1basketball
programs.PersonalInnovationGoal:MakeittotheNBAContestant3:StevenChang,age28.Volunteersatavarietyoflocalenvironmentalorganizations.PersonalInnovationGoal:Createhisownyouthoutreachorganizationtopromotetheimportance
ofenvironmentalsustainabilityContestant4:TashaBryant ,age22.Hasdedicatedherselftoballetsinceshewas4yearsold.
PersonalInnovationGoal:GetacceptedtoandbeabletoaffordJuliardContestant5:
MichaelAlvarez,age20.Anewfatherandyoungbusinessentreprenuer.PersonalInnovationGoal:Balancingworkandfatherhood.Contestant6:
AmyLiu,age23.GraduatestudentinFashionDesign.PersonalInnovationGoal:Createaculturalfusionapparelline.
EXECUTION TIMELINE
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EXECUTION TIMELINE
57ILONA
Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
CastingandPromotion
Pre-production
CompeitionandFilming
Post-competitionteaminterviews
Post-Production Episodes1-12oneperweek
Week1-2:Post-Show
Week3-4:
LiveEpisodes13-14:
Post-showOnline
Involvement
Post-showMedia
Promotion
Month10PostshowLiveepisodes13-14:Liveepisodeswillbeilmedwithallofthecontestantreuntion,wheretheaudiencewillhaveachancetoaskdirectquestionsandhavethemansweredonline
Month11Postshowonlineinvolvement,livechats:viewerswillgetachancetobeactivelyinvolvedinthecompetition,bloggingandchattingaboutthierownexperienceswithNissanvehicles,aswellaspotingtheirownpicturesandvideosMonth12Postshowmediapromotion:ThepastcompetitionandeacheventwillbepromotedastheNissanTakesYouTherecampaign
Months1-3CastingandPromotion:Allvolunteerswillbe
castedandpickedascontestantsPre-Production
Month4
Competitionandilming:AllepisodeswillbeilmedthroughouttheentireUnitedStates
Post-competitionteaminterviewsilming
Months5-6Post-Production:Allmaterialwillbeeditedand
developedbeforerunningonline
Months7-9Showepisodes1-12:Episodeswillberanona
weeklybasisontheNissanwebsite
COMPETITION TIMELINE
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COMPETITION TIMELINE
58BEASTIlona,Kristine,Elizabeth,Johanna,Michelle
CompetitionTimeline
Days Cities Models Activity-Innovation-CulturalHighlight
1-2 NewYorkCity CastofMulticulturalMillenialswillbeintroducedtoeachotherandthepublic.Theaudiencewillhavetheopportunitytogettoknowtheteamsonamoreintimatelevelbeforetheyembarkontheirjourney.
3 NewYorkCity
NissanShowcase
AllcontestantsaswellastheNissancrew,family,friends,andotherVIPswillmeetataprivateparty.AllNissanmodelsinthecompetitionwillbedisplayed.ThisallowstheaudiencetoseeNissansdiverselineupallatonce.Theshowcasewillprovideteamswiththechancetolearnmoreaboutthecarstheywillbeusing.Thiswillallowthemtobettertheirgamestrategy.
4-5 Washington,D.C. Altima IntheirQirstChallengeteamswillusethenavigationsystemtocompleteascavengerhuntaroundD.C.Thischallengeservestwo purposes.ToshowcaseNissan'snavigationsystem
TorelatetotheaudiencebyincludingsigniQicantmulticulturalQiguresandhistoricallandmarksaspartofthetasks
6-11 Miami Sentra Thischallengewillplaceaspotlightonhispanicculturethroughdance.TheversatilityoftheSentraisperfectQittointroducecontestantstoanauthenticsalsacompetition.Teamswillbetrainedbyprofessionalchoreographersduringdays7-11.Teamswillperformonday11.
12-14 NewOrleans Pathinder ForthischallengeteamswillhaveanopportunitytoexploreoffroadinthePathQinder.ThisexperiencewillfeaturethePathQindersshitingfourwheeldrive.Thischallengewillalsohighlightthevehiclessmoothabilitytoshiftfromsmoothtoroughterrain.InNewOrleanstheywilldevelopastrategyforacarwashtooccuronday14.ThemoneytheyraisewillgotoreliefeffortsfoHurricaneKatrina
victims.
15-16 SanAntonio Versa MebKelQlezighi,theQirstAmericantoQinishtheNewYorkMarathonwillhostthisepisode.SinceNissansponseredthemarathon,thisinspiringathletewillleadtheteamsthroughanobstaqclecoursethroughSanAntonio.ThischallengewillrepresenttheafricanamericancultureastheyracethroughSanAntonio.
17-21 LasVegas MaximaGT-RDay17willbespentdrivingtoLasVegas.Ondays18and19contestantswillgivengivenabreakfromcompetitionstoexplorethecityinstyleintheMaxima.Onday20and21thecontestantswillbetrainedbyprofessionaldriversandhavetheopportunitytodrivetheGT-Rathighspeedsonaclosedtrack.
22-26 SanFrancisco Rouge Forthischallengecontestantswillspendfourdaysdesigning,paintinganddecoratingtheirnissantorepresentadragon.Onday26theywillparadethroughlombardstreetandheadtowardablockpartyinSanFrancisco'shistoricchinatownincelebrationofchinesecultureandhistory.
27-28 LosAngeles Leaf TheLeafwillbehighlightedinLosAngeles.InacitythathasmanyproblemswithtrafQiccongestionandsmogtheLeafistheperfectcontrastadvocatingenvironmentalsustainability.LosAngeleswillalsobethelocationfortheclosingceremonies.ThewinningcontestantswillbegivenabrandnewNissancaroftheirchoice.Day28willendtheexperiencewithapartycelebratingthejourneyof
thecontestants.ContestantswillgetachancetorelaxamongVIPcelebrities.
EPISODE TIMELINE
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EPISODE TIMELINE
59ILONA,ELIZABETH
Week Activity
1 MeettheContestants
2 NYCTakeoffParty
3 AltimatakesonDC
4 SalsaSentrainMiami
5 GettingDirtyinNewOrleans
6 ObstacleCourse
7 SpeedVegas
8 DuelingDragonsinSanFrancisco
9 Sayinggoodbye
10 Afterparty:LA
11 WinnersCircle
12 BonusRound!Gagreel
13 Team1:Relections
14 Team2:Relections
ULTIMATE ROAD TRIP WEBSITE
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ULTIMATE ROAD TRIP WEBSITE
60ILONA
Websitelink:UniqueURLbringingtheviewerstraighttotheRoadTripwebsite
Community:sublinkbringingviewertoapagewithusergeneratedcontent,suchasallowingthemtochatabout
thecontestantsaswellasthecontests,blogabouttheirexperiencesandtheir
Nissanvehicles,andaddingtheNissanpagetodifferentsocialmediasuchasfacebook.
Episodes:Viewerscanwatchtheepisodeseveryweekonline,withtheleisureofrewatchingpast
episodes
Teams:Descriptionsofallthecontestantswithshortinterviews,
biographies,andopinions.
Facebook :Usershaveachanceto"like"thevideoandshareitwith
theirfriendsonline
Behind-the-scenes:Bonusclipswithbehindthescenescontent,andshortinterviewswhere
contestantscommentoneachjourney
PART 4: THE DETAILS
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PART 4: THE DETAILS
61BEAST
PreviousNissanSpendingEstablishMediaPlan
MediaRelevancyExamplePrintAd
Budget
NISSAN MEDIA SPENDING HISTORY
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NISSAN MEDIA SPENDING HISTORY
62ELIZABETH
U.S.ADSPENDING($inthousands)
Bymedia 2010 2009 %chg
Magazine $81,029 $74,642 8.6
B-to-Bmagazine 242 1,725 -86.0
Localmagazine 399 276 44.8
Spanish-languagemagazine 22 155 -85.6
Newspaper 7,878 10,510 -25.0
Nationalnewspaper 5,829 456 NA
Spanish-languagenewspaper 126 277 -54.6
NetworkTV 196,427 126,988 54.7
SpotTV 92,990 77,452 20.1
SyndicatedTV 186 3,375 -94.5
CableTVnetworks 99,031 65,685 50.8
Spanish-languagenetworkTV 23,882 20,568 16.1
Networkradio 638 NA NA
Localradio 9,933 5,430 83.0
Outdoor 360 1,793 -79.9
Internet(displayonly) 92,487 58,379 58.4
Measuredmedia 611,458 447,708 36.6
Unmeasuredspending 255,976 187,425 36.6
Total 867,434 635,133 36.6
MEDIA PLAN BELOW THE LINE PROGRAMS
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MEDIA PLAN, BELOW THE LINE PROGRAMS
63KRISTINESOURCE14
AccordingtothischartbasedonRIReporter,theindexesofpopularmediasourcescanbeanalyzed.AlargepercentageofthetargetmarketwatchesMTV.Yahoomailispopularamongthetargetaswell;speciicallypopularwithAsianAmericanswhoarenotasactiveinotherformsofmedia.Anonlinepresenceiscrucial.YouTube.comishighlyviewedbythemillennialpopulation,AsianAmericans,andAfricanAmericans.AdvertisementswillbeplacedonMTV,BET,YahooMail,TwitterandFacebook.
Percentageoftargetthatusedifferentmediasources.
Source14
IMPLEMENTING MEDIA PLAN
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IMPLEMENTING MEDIA PLAN
64JOHANNA
1)SocialMedia(Facebook,Twitter):CreatingNissanUltimateRoadTrippage/Twitteraccount,whichwillservetoannouncethecastingprocedure(locations,age/demographicrequirements)fortheshow,aswellascreatingfreehypebeforethepaidadvertisingbegins.
2)NissanUltimateRoadtripSite:NissanwillhaveaspecialUltimateRoadtripsectionofnissanusa.comwhichwillencompassall
aspectsoftheshow,aswellasextraclipsfromtheshowwillbeaired.Specialvideossuchasbloopercompilationsandinterviewswithcastmemberswillbefeatured.Therewillalsobeablogcommunity,whereconsumerscancreateproilestocomment,like,andinteractinforumstomaketheirvoiceheardandinteractwithbothNissanasabrand,thecastmembers,andoneanother.NIssan
websitewillbelinkedtoallofthesocialmedianetworks.
3)Commercial:Wewillshowclipsoftheshowonceilmingwrapsinacommercialtohighlightthemostentertainingaspectsoftheroadtrip,aswellasthemosteducationalclipsintermsofthecarfeatures.ThiscommercialwillbeairedonMTV,BET,Mun2andPhoenixNorthAmericaChineseChannel(viaDirectTVandComcast)
4)Print:Aprintadwillbedevelopedfromthevariouschallengesthroughoutthetrip.Wewillformattheprintadsforbillboards,taxibanners,andmallpostersineachchallengecity(includingNewYorkandLA),aswellasaYahoo!mailskyscraperslot.
MEDIA PLAN RELEVANCY
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MEDIA PLAN RELEVANCY
65MICHELLE
1)Mun2:"Mun2isthelifestylecablenetworkfortoday’sculturalconnectors—biculturalLatinos18-34.AsthebilingualnetworktheampliiestheLatinosexperience,mun2isculturallygroundedandrelectsthebestofboldworlds—mun2isuniquelyAmerican.Mun2reachesover36millionU.S.TVhouseholdsnationwideondigitaland
analogcableandsatellite."
2)PhoenixNorthAmericaChineseChannel:PhoenixisthenumberonechoiceforChinesetelevistionmedia,reachingmorethan1/3ofChinesefamiliesinAmerica..
3)BET:"BlackEntertainmentTelevision(BET)istheirstandonlytelevisionnetworkintheUnitedStatesprimarilydevotedtotheattractionofAfricanAmericanviewers"
4)MTV: MTV, with a median viewer age of 21.6 years, is the top-rated network in the 12-24 demographicMTV
5) Twitter: With over 100,000,000 active users, anyone can read, write and share messages of up to 140characters.
6) Facebook: With over 800 million potential customers, Facebook allows advertisers to choose audience based on
location, age, and interests. "People treat Facebook as an authentic part of their lives, so you can be sure you areconnecting with real people with real interest in your products. "
7) Yahoo: Yahoo reaches 90% of the 126.9 million adults online, with an average of 3:30 spent on Yahoo Mail,
making Mail the second most popular content on Yahoo.
MEDIA ALLOCATION
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MEDIA ALLOCATION
66KRISTINE
Commercialsandprintadsmakeup55%ofthemediabudget.Basedonthetypesandplacementsoftheadvertisments,themostmoneywillgotowardcommercialsconsidering
itisquiteexpensive.Theprintbillboardsandmallposterswillhave35%ofmoney.FacebookandTwitterwillbeheavillyusedhoweverthecostwillbeverylowbecausethesitesarefreetheonlycostsincludepaying
employeeestpupdatethesites.
PRINT ADVERTISEMENT
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PRINT ADVERTISEMENT
67ILONA
CampaignSlogan:tellstheconsumerhowNissancontributestotheirlives
Proile:showstheperspective
multiculturalcontestant,whosheis,andherpersonalinnovationgoal
Photograph:MulticulturalmillenialwhosestylerelectsthatoftheirNissancar
Website:tellsconsumerthedirectlinkto
thecompetitionwebsite
BUDGET ALLOCATION OVERVIEW
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BUDGET ALLOCATION OVERVIEW
68BEAST
Timeline %ofBudget
NissanUltimateRoadTrip
Pre-production 15%
Production 60%
PostProduction&Showlaunch
25%
Media
CommercialSpots 20%
Print 35%
Internet 30%
SocialNetwork 5%
Website 10%
Explanation
Basedonourbelowthelineidea,ourtopdownbudgetallowcationwillconsidertheNissanUltimateroadtripinthreesectionsemphasising
theamountspentontheactualproductiontoensurethebestqualityshowpossible.
Theremainingfundswillcoverthespeciicmediaresourcesofmulticulturalmilenials.Ourtarget
willbewellinformedoftheNIssanUltimateroadtripbasedonthisallocationofmediasources.
PART 5: CONCLUSION
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PART 5: CONCLUSION
69
CONCLUSION
CONCLUSION
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CONCLUSION
70BEAST
MulticulturalMillenialsareuniqueindividualswithabrightfuture.Asabrand,itisourresponsibilitytotakethemwherevertheirpathslead.
Nissan’sinnovativefeatureshavethepowertoenhanceandsimplifytheirexperiencealongtheway.Lifeisajourney,Nissantakesyou
there.
SOURCES (1)
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SOURCES (1)
71BEASTSOURCE
1 NissanTechMagaizine,NTMTVVol.1NissanGlobalHeadquarter'sZeroEmissionVision.2011.Video.NissanTechnology
MagazineWeb.27Nov2011.<http://www.nissan-global.com/EN/TECHNOLOGY/MAGAZINE/
global_headquarter_zero_emission_vision.html>.
2 Consumer,Report."2011CarBrandPerceptionSurvey."ConsumerReports.(2011):3.Print.<http://
www.consumerreports.org/cro/cars/new-cars/news/2011/01/2011-car-brand-perception-survey/overview/index.htm>.
3 ShivSingh,“MeasuringSocialInluenceMarketingintheAutomotiveIndustry,”Headlight,August2009,[August2011]
<http://www.headlightblog.com/2009/08/measuring-social-inluence-marketing-in-the-automotive-industry/>
4 Chappell,L.(2010,October19).NissanGetaMarketingMakeoverWithLeaf.RetrievedOctober19,2011,from
AdvertisingAge:http://adage.com/article/news/nissan-s-marketing-makeover-starts-leaf/146568/
5 “AutomotiveTrendsDriveBroader,MoreDiversePlasticsUse."AdvancedMaterials&Processes169.3(2011):17-20.
AcademicSearchPremier.Web.26Nov.2011.
6 Chappell,L.(2010,October19).NissanGetaMarketingMakeoverWithLeaf.RetrievedOctober19,2011,from
AdvertisingAge:http://adage.com/article/news/nissan-s-marketing-makeover-starts-leaf/146568/
7 Whitney,T.(2010,November10).TRENDSPOINTTOELECTRICCARBOOM-PLUSBETTERFUELEFFICIENCYATEVERY
PRICEPOINT.RetrievedNovember5,2011,fromEBSCOHost: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
SOURCES (2)
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SOURCES (2)
72BEASTSOURCE
8 Nutt,Amy."RegulationsforRealityTVShows."CityTVWeb.Com.28June2008.Web.5Nov.2011.<http://
www.citytvweb.com/are-there-speciic-laws-andor-regulations-for-reality-tv-shows/>.
9 Smith,Jeff."NHRA-Rules&Regulations,Class&TimeBrackets-HotRod."HotRod,CustomRoadsters,Classic
MuscleCars&Trucks-HotRodMagazine.Web.26Nov.2011.<http://www.hotrod.com/techarticles/
nhra_legal_rules_regulations_time_brackets/>.
10 Stern,Barbara."Asian-Americans:TelevisionAdvertisingandThemodelMinorityStereotype.|Journalof
Advertising|ProfessionalJournalArchivesfromAllBusiness.com."SmallBusinessAdvice|BusinessNews&Articles|AllBusiness.com.AllBusiness.Web.02Dec.2011.<http://www.allbusiness.com/marketing-advertising/advertising-
television-advertising/653583-1.html>.
11 AccordingtoeMarketer.com,UGCorientedwebsitesgenerated$1billioninadvertisingrevenuesin2007,and
attracted75millionusersintheUS.Thosenumbersgrewto101millionusersand$4.3billion,respectively,in2011.
12 Slutsky,I.(2011,June3).Nissan'sNewHeadofSocialMediaonHowNottoSellCaronTwitter.RetrievedOctober
19,2011,fromAdAgeDigital:http://adage.com/article/digital/nissan-social-media-chief-sell-cars-twitter/227925/
13 Slutsky,I.(2011,June3).Nissan'sNewHeadofSocialMediaonHowNottoSellCaronTwitter.RetrievedOctober
19,2011,fromAdAgeDigital:http://adage.com/article/digital/nissan-social-media-chief-sell-cars-twitter/227925/14 MediamarkReporter.(n.d.).RetrievedNovember5,2011,fromMRI:http://www.mriplus.com/account/home.aspx
15
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THANK YOU