+

Nissan, we’ll help you get there.

+

+Our Team

Jenielle Balkowski

Jonathan Brantley

Stephanie Milicia

Monique Oquendo

Johanna Rodriguez

Wendy Tang

+Table of Contents

Creative Strategy Brief Target Market Unification Model “A Day in the Life Of” Advertisements

Commercials Print Ads

PR & Promotions YouTube “Education for All” NCAA Final Four Sochi Olympics Chinese New Year Hispanic Heritage Month Black History Month

Works Cited

+Automobile Market Shares

Nissan holds one of the smallest shares of the market.

Realistically, we are not going to overpower companies like Ford and GM, therefore we must compete in a way that shows Nissan is more personal and cares about its customers.

+Competitive

GM is the biggest player in the car

industry, along with Ford and Toyota.

Toyota and Honda are Nissan’s biggest

competitors.

Honda and Toyota both have

comparable cars to Nissan, such as: Altima – Honda

Accord and Civic, Toyota Camry.

Because Nissan has a smaller market share, it needs to set itself apart from the other in a different way.•style, features•Fuel efficiency•Safety

+Sales Trends

Top 20 car

models in the

US.Nissan’s main

seller is the

Altima, and its

sales compet

e mainly

with Honda’s

cars.

+Competitive Sales

The Altima is Nissan’s top selling car and is only below three other brands.

Boosting sales by just about 2,000 would put us in the ranks of the top three selling

sedans

+

As can be seen from the above chart, Nissan mainly succeeds in dealing with multicultural consumers. Therefore, its share exceeded the total market as of the fourth quarter in 2010. However, due to the its increase, the share of non-multicultural consumers declined over the past three years as it had a reduction in marketed targeting efforts.

+Market Segmentation

Nissan's success is mainly based on certain segments they follow in order to help exhibit its growth or stagnation. They are ethnic, sexual, income,

education and marketing segments.

Among the ethnic segment, they focus on multicultural consumers, with certain ethnicities that purchase more Nissan cars than others. Hispanics and

African Americans are consumers that Nissan is successful with.

Nissan is focusing on Asians in order to further prosper its market

. Among the sexual segment, males usually buy more Nissan cars than women.

Among the income segment, consumers usually have to own a household income over 60K to be able to purchase Nissan's cars. Therefore, Nissan will

usually advertise towards people with high education or a decent job.

As for the marketing segment, much of Nissan's success relates to the marketing strategies that Nissan uses through social media such as

Facebook, blogs, and search engines.

+

As a result of digital technology's importance nowadays, Nissan focuses more of its advertisements on the internet, compared with the past. However, Nissan still majorly use magazines and television to advertise its products or campaigns as can be seen from the following chart:

Source: https://blackboard.pace.edu/webapps/portal/frameset.jsp?tab_tab_group_id=_2_1&url=%2Fwebapps%2Fblackboard%2Fexecute%2Flauncher%3Ftype%3DCourse%26id%3D_99238_1%26url%3D

+Brand Positioning

Currently, the brand positioning of Nissan is "Innovation for All", which implies that all of Nissan's products are new and creative. This position is effective as it makes Nissan's products special and different compared with

its competitors, therefore granting it an advantage.

+Target Audience

III. Target audience analysis This target is a person who:

Pursues challenges, novelty, and change Likes to try things no one else has Enjoys keeping in touch with family and friends Knows things that often surprise other people Chinese Americans

Male, married, college educated Median age 36 Average income $78,000

African American Singe college educated mothers Median age 45 Average income $45,000

Hispanics They see Nissan as a family vehicle Median age 39 Married households with children Average household income $68,00

+Target Audience (cont.)

What are the media usage habits of the current target? Chinese Americans

Consuming Asian media is a matter of choice 2nd generation Chinese consumes mostly English media Target Chinese Americans through TV, online, and newspapers

African Americans Consume more traditional media than Caucasians Twice as likely to trust Black media than mainstream media

Hispanic Over 75% of Hispanic media consumption is spent on TV and Radio Consume more media per week than the general market

+ Positioning

Desired Perception – Nissan in the minds of the consumer is not number one on the list of cars that the consumer thinks of when buying a car. Nissan is an after thought when choosing a car in today’s market. The competition of Toyota, Honda, Ford and Hyundai are more in the minds of the consumer. Nissan desired perception would be to be in the fore front when consumers think of hybrid cars, cars good to the economy and their wallet.

Considerations – The drama of the brand is few fold. One the cost of the vehicle to purchase. Next the cost of the vehicle to maintain. The effect of the vehicle on the environment and the potential resale value of the vehicle. The target audience would want an eco friendly car that is good to their wallet and has great resale potential. The main competitors, Ford and Toyota to mention two, are know to be innovative, well run companies that give the consumer options for their wallet as well as type of vehicles. They have proven to be resilient in tough times and to have brand loyalty.

The brand is currently positioned as the forefront of innovation. The brand needs to be repositioned so that Nissan’s is looked at as a smart choice for the consumer, one that they will enjoy and will bring them back when they look for their next vehicle. In addition, Nissan needs to invent new innovation technology to stay ahead of the competition by providing costumers and potential new customers with new and improved safety features.

+Creative BriefKey Insight: Our targets are they type that actively pursues challenges, novelty, and change. They are also big on keeping in touch with family and friends. Cannot afford the more luxury cars but want a car that is sleek, technological and isn’t hard on the environment

Primary Message: With Nissan you can reach your goals

Reason to Believe: Our primary target audience has dreams of advancing in life and many times it may be hard to get where they want because of numerous obstacles, we want to be the vehicle to help get them further .

Organizing Idea: We want to be part of our targets lives. We hope that we can be their every step as they aspire towards reaching their goals. We are going to do this by showing them that we can help them get anywhere that they need. Where they have been helps push them forward and closer to where they are going. Our target has dreams of getting far in their lives and we believe they can get there ! Nissan will help them get there.

Tagline: “Nissan, We’ll Help You Get There.”

Tone: Encouraging and Friendly

+Advertising Strategies

Since Nissan has a past sponsoring sporting events so we will have advertising during the upcoming Winter

Olympics

Spotlight on each heritage group ex. Hispanic Heritage Month Sept 15- Oct 15 African American History Month

Feb Chinese New Year January 23rd

Run magazine ads year round

Have YouTube channel that will show videos from a camera inside the car allowing viewers to watch a

journey to drivers to hometowns/places of importance

Have section on website where consumer can place videos of them in their Nissan car showing where is

important to them

+

Asian American

s

African American

s

Hispanic American

s

I am the first among my friends to try new styles.

52%143

29.5%290

18.1%176

I want to get to the very top of my career.

48.2%153

45.6%145

52.8%167

I spend less time sleeping because of internet

46%126

*23.1%177

19.1%147

Target Market18-29 year old African American, Chinese, and Hispanic “Millennials”

Stylish – they are trendsetters and like to keep up with the

latest fashions.

Keep up with the times – spend great deal of time on the internet: to meet people, to acquire information.

These multi-cultural Millennia's tend to stay “up to date” in areas such as fashion and technology. They are unique individuals that strive for success and will put forth the effort to achieve it, even if that requires some sacrifice.

Target Unification Model

Key Shared Attribute: We found that our Target Market

is most interested in advancing themselves

further

Younger

Older

FemaleMale

Sam Jones, 18

Where do you want to go? The military base where my brother is living.Biggest goal: Getting a scholarship to the college of my choice.Location: Piscataway, New Jersey

Jack Smith, 20

Where do you want to go? My old high school to thank my coach.Biggest goal: To make it to the championship.Location: Maples, Florida

Michelle Johnson, 19

Where do you want to go? My elementary school to thank the teacher that helped me decide I want to do the same thingBiggest goal: Graduate from college early.Location: Chicago, Illinois

Sarah Padro, 21

Where do you want to go? The apartment I lived in as a kid.Biggest goal: Take a trip across the country.Location: Queens, New York

Andrew Chang, 23

Where do you want to go? All over the world.Biggest goal: Pass the CPA examLocation: San Francisco, California

Mike Lopez, 26

Where do you want to go? Back to the spot where I saw my wife for the first time.Biggest goal: Get a big promotionLocation: Boston, Massachusetts

Jessica Gomez, 23

Where do you want to go? Visit family I haven't seen in a while.Biggest goal: Buy a house.Location: San Antonio, Texas

Lisa Wu, 27

Where do you want to go? To visit the town my parents are from.Biggest goal: Write a book.Location: Seattle, Washington

Monique Oquendo

+Meet Our Target MarketChinese American: Jason Li

Lives in New York

Recently graduated from college with plans to

take the CPA exam

Close ties to his Chinese roots, but not as traditional

Still living at home with family

Has an interview for his first real job lined up

During his free time, Jason likes to spend time online, especially on Facebook and YouTube.

Likes keeping up with technology

Monique Oquendo

+Hispanic : Sandra Perez

Lives in California

Works full time

Newly engaged and looking forward to starting a new chapter of her life

Plans on having kids sometime in the near future

Close to family; talks to her mother almost everyday

Likes to be up to date and stylish, while keeping within a budget

Monique Oquendo

+African American: Chris Harris

From Chicago

Just starting College

First time away from home and out of a big city

Taking advantage of all the school has to offer, keeping up with student activities.

Likes to watch sporting events with his friends during his free time.

Wants to stay in touch with friends from back home as much as possible

Monique Oquendo

+

Advertisements

+Commercial – Versa

The commercial starts with a 22 year old Asian male, Jason, driving through his town in his Nissan Versa reflecting on the inspirational story of his grandfather as he watches the road.

It then cuts to Joseph standing by the open back door of his now parked Versa, zipping up his graduation gown with his cap already on. He is parked in front of a big football field set up with chairs, stage, and podiums, with a “Congrats Grads” banner visible in the background.

(voice over is no longer playing) The commercial will then show Joseph waiting in line at the bottom of the steps to get on to stage for his name to be called to walk across and receive his college diploma.

(A voice over of Joseph’s thought are playing while he is driving and putting on his gown. He is thinking about his grandfather coming to America with his pregnant wife many years ago and how hard his grandfather has always worked. He is Joe’s inspiration to become a successful individual.)

Stephanie Milicia

+Commercial – Versa (cont.)

Over the speakers, you hear “Joseph Lee”. Joe proceeds to walk onto the stage smiling, towards the woman handing out the diplomas.

As he’s crossing the stage, Joe looks into the crowd and looks right at his grandfather who is smiling proudly with a tear in his eye.

The camera then pans out showing a shot of the car with the ceremony going on in the background. The commercial will then cut to a black screen with the Nissan logo, a man’s voice says: “Nissan, we’ll help you get there.” End.

Stephanie Milicia

+Commercial – Leaf

The commercial will start with an interracial couple is driving in their Leaf through the suburbs in the spring time, the weather is beautiful. The man is driving, while the woman is in passenger seat, gazing out the window. They are not speaking. They are peacefully driving, both with slight smiles on their faces and holding hand on the center console.

The commercial then pans out to show the Leaf pulling up in front of a cute suburban home with a SOLD sign on the front lawn. They park curbside right in front of the house.

The man gets out and walks around the back of the car smiling and staring at the house. He opens his wife’s door and helps her out of the car by grabbing her hand.

Stephanie Milicia

+Commercial – Leaf (cont.)

The commercial will then first show the woman’s foot stepping out onto the sidewalk, then the camera pans out as she is getting out, showing her whole body and showing that she is pregnant. The husband closes the door behind her.

Smiling, the couple walks up the path towards the front door holding hands. The husband puts his key in the front door and unlocks it. He turns the nob and lets it swing open. He then looks at his wife, she smiles at him and says: “We’re home.”

The camera then pans out to look at the car in front of the house, showing the whole scene. The commercial will then cut to a black screen with the Nissan logo, a man’s voice says: “Nissan, we’ll help you get there.” End.

Stephanie Milicia

+Print Ad – Leaf

Jenielle Balkowski

+Print Ad – Altima

Jenielle Balkowski

+

PR & Promotions

+

Nissan has previously associated itself with college sports. Much of our target market is into college sports, so to launch our campaign in April,

we are going to take over the last game in the Final Four of March Madness. The Final Four takes place during the first week in April, so it will be our campaign’s

launch event.

Ads The Nissan logo and slogan “Nissan, we’ll help you get there.” will consistently be

displayed on the big screen with the scores and next to the score box for people watching from home to see.

For the viewers at home, when cutting to a commercial break, a voice over will say “team A vs. team B game brought to you by Nissan, we’ll help you get there.” while a picture of a Nissan is on the screen (the car in the image will change every commercial break.) Then it will go directly to a Nissan commercial.

Nissan pamphlets featuring the new cars will be placed on every seat in the stadium for the fans to look at and take home.

There will be Nissan banners featuring the logo and slogan, along with a picture of one of the Nissan vehicles (different banners will feature different vehicles) hanging up within the stadium and out by the concession stands and bathrooms to catch the fans’ eyes during arrival, departure, and half time.

Budget: $40mil

Final FourMarch Madness

Stephanie Milicia

+

Nissan Tailgating Party A Nissan tent will be located in the

parking lot, near the stadium entrance before the game.

There will be people grilling and giving out free hotdogs, hamburgers, water, and soft drinks to fans.

Nissan employees will be available to discuss car specs and deals, along with passing out pamphlets.

Fans can sign up for email deals and notifications from Nissan.

There will be free Nissan key chains for all fans.

There will be a raffle to win a signed jersey from the winning team. The winner will be contacted after the game and the jersey will be sent to them.

During the Game All the players will have towels donated

by Nissan with the Nissan logo. As fans walk into the stadium, they will

be given clappers with the Nissan logo and “Nissan, we’ll help you get there.” printed on them.

During halftime, t-shirts will be thrown into the crowd.

On the front of these shirts it will say “Team A vs. Team B

NCAA Final Four 2013” with each teams logo. On the back it will say “brought to

you by” with the Nissan logo and our slogan “Nissan, we’ll help you get there.” underneath.

Final FourMarch Madness

Stephanie Milicia

+2014 Sochi Olympics

Nissan will be one of the focal worldwide sponsors of the Olympic games in 2014 .

During the games, Nissan will be the main source of transportation for the United States Olympic team members.

We will film short interview/documentary videos of the US team members talking about their journey to the Olympics, “Shift_Your Dreams,” which will be on its own page on the Nissan website as well as on our YouTube channel. Also on the Nissan Olympic page, there will be Olympic news and updates on

the scores, standings, etc.

On the site, visitors and supporters of the United States teams can participate in user generated content, via comments, likes, tweets, etc. on pictures, videos, news, and blogs.

Budget: $45mil

Jenielle Balkowski

+Chinese New Year

Nissan will have stands at parades in major cities that have a “Chinatown” and greatly celebrate the Chinese New Year for a week starting January 31, 2014 (the first day of Chinese New Year) as it can go on for 15 days. Cities include: New York City (Chatham Square), San

Francisco, and Boston This will run for week as its main purpose is to let Chinese-

Americans know about Nissan.

Employees will be dressed in red During Chinese New Year people usually wear red clothing

because it was believed in the past that this color could scare away evil spirits and bad fortune. It also symbolizes prosperity.

Wendy Tang

+Chinese New Year (cont.)

The stand will say, “Nissan 祝大家新年快樂” (which means “Nissan Wishes Everyone a Happy Chinese New Year” in Chinese on the following Banner:

This will give people a sense of familiarity and friendliness, while it also attracts people’s attention.

Wendy Tang

+Chinese New Year (cont.)

We will be handing out Red Nissan bags People will be more willing to accept these as they

are similar to the red envelopes traditionally given out during the holiday. Red Envelopes: Passed on to either unmarried

people or kids that usually contain money to “suppress or put down evil spirit.”

The bags will be labeled with the words “Nissan” and “ 福” in Gold Writing “ 福” means blessing in Chinese and is a popular word

to put on the red envelopes. The color gold symbolizes wealth to the Chinese.

Wendy Tang

+Chinese New Year (cont.)

The bags will be filled with Nissan pamphlets and a horse, lantern, or fish key chain. They will be tied shut with red ribbons.

The key chains will attract attention. The Nissan pamphlets will be informative and provide the people with

information about Nissan’s vehicles. Contains horse key chains because 2014 is the year of the horse. Contains lantern key chains because red paper lanterns are traditionally used on

the 15th day of celebration as it marks the end of the Chinese New Year. Contains fish key chains because the fish symbolizes “surplus” or “success” in

Chinese culture. The bags are tied with a red ribbon because it adds importance to the power of

the object it surrounds and symbolizes miraculous power in Chinese tradition. Key chains: $150.00 Production of over 5,000 customized key chains will require about $1,680. Production of over 5,000 customized pamphlets will require about $350-400. Production of banners will require about over $1,000.

Wendy Tang

+Hispanic Heritage Month

Nissan will host an event dedicated to Hispanic Heritage Month. We will have the event on the first day of Spanish Heritage month, September 15.

Hispanic Heritage Month is dedicated to “celebrating the histories, cultures and contributions of American citizens whose ancestors came from Spain, Mexico, the Caribbean and Central and South America (Hispanic Heritage Month Website)”.

This glorious event will take place in three different locations: California, Texas, and New York City These three states have the highest Hispanic populations, according to the Nissan case study.

We used the US Census information to determine exactly what area will give us the greatest opportunity to reach our target audience.

Referring to the census data for Texas, the areas of Houston, Sugar Land, and Baytown have the highest Hispanic populations.

In California, the areas of Los Angeles, Long Beach, and Santa Ana have the highest Hispanic populations.

In New York, the areas of Long Island and New York City have the highest Hispanic populations.

This information helped us narrow down an exact location as to where the particular events will be held.

Johanna Rodriguez

+Hispanic Heritage Month (cont.)

In Texas, the event will take place at the Herman Park. This public park is minutes from Houston’s downtown area.

In California, the event will take place at the Pershing Park, which is a public square and park located near downtown Los Angeles.

Lastly, for New York, our event will take Place at El Museo Del Barrio in New York City. The particular locations chosen for Texas, Los Angeles, and New York will help us reach the majority of our target audience.

At the event, we will have the top four Nissan vehicles that are most popular among Hispanic buyers:

Altima Sedan Rogue, Sentra Versa.

We will have Nissan representatives showing and answering any questions our prospective buyers may have about the vehicles.

Johanna Rodriguez

+Hispanic Heritage Month (cont.)

There will also be many kid and family friendly activities going on at this event. This is due to the fact that over half of Hispanic buyers come from married

households with children. We will have a Hispanic chef at our event cooking and handing out Spanish

inspired food samples. We will have face painting, different genres of Spanish music playing, traditional

Mexican dancers, a mariachi band, and balloons for the kids (The balloons will have the Nissan logo and our theme “We’ll help you get there”). We will also be handing out free water for attendees.

There will be a digital slideshow of videos from our Nissan YouTube channel, sharing stories of Hispanic Nissan purchasers.

We will also handout gift bags for people to take home. The gift bags will have Nissan Brochures containing information on their

latest vehicles and information on the top four Nissan vehicles purchased among Hispanics, a pen with the Nissan logo and our slogan, “We’ll help you get there”, a T-shirt with the Nissan logo and our slogan, “We’ll help you get there”, and a Nissan keychain.

Johanna Rodriguez

+Hispanic Heritage Month (cont.)

Furthermore, Nissan will be having multiple raffles to get the crowd excited. We will be giving away:

five $50 gas cards twenty Nalgene water bottles (The water bottles will have the Nissan logo

and our theme, “we’ll help you get there” five lucky attendees will be given a $1000 rebate if they buy a Nissan

before the calendar year is over. In promoting this event for Hispanic Heritage Month, we will be promoting it

over our Nissan Facebook page and broadcasting it over popular radio stations in Houston, Los Angeles, and New York City.

We will also be running a print ad for Nissan honoring Hispanic Heritage Month. It will be shown on billboards in Houston, New York City, and Los Angeles, in the areas with the highest Hispanic populations.

Budget: $30,000

Johanna Rodriguez

+Black History Month

Nissan wants to reach out to the African American consumers by scheduling a group of PR events in major population regions that honor African American History and Innovative ideas.

This is a way to get Nissan’s Creative Idea and name out to the public in a memorable fashion. The event would be publicized through print ads found throughout city transit areas as well as internet ads. The event would consist of a showcase of three primary Nissan vehicles. We would give people a chance to sit inside a car and experience the innovative technology it has to offer. The other part of the event is showing homage informing the public about African American history.

Events would take place in the following cities: New York City Washington D.C. Atlanta Houston San Francisco

These are heavily populated areas with a great percentage of African Americans and drivers.

Jonathon Brantley

+Black History MonthCreative Ideas

Keeping up with Nissan’s innovation idea we want to make a correlation with African American’s inventive ideas. Print ads would be a great way to raise awareness of the events

We will be using inspiring African-Americans as the face of these ads, with short facts about them.

Examples could be: Dr. Patricia. E. Bath (1949–) invented a method of eye

surgery that has helped many blind people to see. Her innovative thinking helped a lot of people and Nissan hopes there innovation can help you.

Jonathon Brantley

+Black History MonthEvent Planning and Expenses

Due to the season of the year, cold weather is expected. In order to comfortably accommodate guests, an in-door event would be ideal. We would rent out a stadium or other large indoor facility, a large part of the expense.

Because these events are happening in five major cities around the US, in the span of a month, transportation between cities for staff working the events is important.

Print ads and radio spots will be the main source to raise awareness.

Other comparatively small expenses would be giveaways.

The Event cost could be estimated to be about $30,000 per event bearing some extra cost. The total cost for all five events would come out to about $150,000.

Jonathon Brantley

+

Connecting

+Connecting Through YouTube

Nissan’s YouTube Channel will allow users to upload

video’s of themselves taking

a ride in their Nissan vehicle.

Users will shoot videos of

themselves going to places of

importance to them and post them on the

Nissan channel.

Building on what is important to each individual consumer will

help Nissan gain an understanding

of its users.

Users will also gain an

appreciation of where they have been and where they are heading

in their lives.

Since YouTube is one of the more popular websites

amongst our target market, it’s

a good way to build a

relationship with them and build a

community between the

users.

Monique Oquendo

+“Education for All” Nissan will Host a nationwide Scholarship contest through their

Facebook page.

To be eligible for the scholarship, contestants must first “like” Nissan’s Facebook page. All contestants must be 18 years or older and seeking, or already enrolled in, higher education to participate in the contest.

Each contestant will have to upload a 3-5 minute video describing how their past experiences have helped influence their future goals.

The Facebook community will help Nissan narrow down the applicants to the “Top Ten” by “liking” the contestant’s videos.

The “Top Ten” will then have to present, in person, a five minute speech to Nissan representatives in their area on how Nissan’s scholarship can “Shift_your future”

The Nissan Representatives will then choose three finalists who will be awarded prize money.

1st place – $10,000 2nd place – $5,000 3rd place – $2,500

Jenielle Balkowski

+Works Cited

CMYK Colour Online. N.p., n.d. Web. 1 Dec. 2011. <http://www.cmykonline.com.au/Product/Double_Sided_DL_115gsm/tabid/81/ProdID/12430/default.aspx>.

"Custom Key Chains." Promotional Key Chains. N.p., n.d. Web. 1 Dec. 2011. <http:// www.promotionalkeychains.biz/custom-keychains-manufacturer.html>.

DPS Banners. N.p., n.d. Web. 1. Dec. 2011. <http://www.dpsbanners.com/products/7/ vinyl-banners-custom-printed-full-color/>.

National Hispanic Heritage Month. The Library of Congress. National Hispanic Heritage Month. 2010. Web. <http://hispanicheritagemonth.gov/>.

"National Student Advertising Competition." Nissan Case Study. Washington: 2010. Print.

“Final Four.” NCAA. N.p., n.d. Web. 28 Nov. 2011. <http://www.ncaa.com/finalfour>.

United States Census 2010. U.S. Census Bureau. Census 2010. 2010. Web. http:// 2010.census.gov/2010census/.

"African American Demographics, Population, Incomes, Veterans, Education, Voting." Infoplease.© 2000–2007 Pearson Education, publishing as

Infoplease. 01 Dec. 2011 <http://www.infoplease.com/spot/bhmcensus1.html>.

+

Thank you.