nissan qashqai campaign

Nissan Qashqai

„Lady warriors”• Paulina Chlebicka• Matylda Czerwik• Sabina Musztyfaga• Korina Świętek

MissionOur mission is to create

successful marketing campaign for our customer to help him sell the product and

attract young and dynamic people.

Target groupFirst of all, Nissan Qashqai is directed to the middle-aged people who have a driving license. The main target group

are young, urban, dynamic people, who expect spaciousness, comfort

and safety of driving. Because of his agility and fuel combustion, Nissan

Qashqai is the most suitable for people travelling through the “city

jungle”.

Size of our target groupIn Poland there are 40 million of

people and there are 10 million who are between 25-35, but we estimate that size of our target group equals

approximately 3 million people.

Why would somebody buy Nissan Qashqai?

The major reason why we buy a car is we need a comfortable transport. It can be considered as a work tool as

well. People want to travel safely. Nissan Qashqai can guarantee

durability, reliability, value for money and good customer service. Also, it is cityproof which is very important for

Polish reality.

Decision processThe product is expensive

and exclusive, so the decision making process

takes a lot of time. We have to take into consideration

features like price, finances, family status and

competitors’ prices. We are emotionally attached with

the product.

CompetitorsMeans of transport

Train Car Bus

Sport

Plane/helicopter By foot

Off road Road

Tom B.electronics engineer

PERSONAL NISSAN BUYER

• High school, started work at 20., 32 years old• Unmarried, no children

• Works for electronic firm• Expects comfortable travel to

and from work• Works hard and earns high salary • Needs cosy and suitable car also

modern and cityproof• Wants to travel a lot by car• Doesn’t read newspapers,

• Reads online websites, has Twitter and Facebook account

Susan M.Student

POTENCIAL NISSAN BUYER

• Student of Economy, 23 years old• Unmarried, no children, lives with parents

• Works as a insurance agent ,• Can spend all her money on paying for the car

• Has students’ credit• Is looking for new, comfortable and

economical car• Reads a lot of newspapers, watches TV

• Is addicted to the Net, • Has a social account on

Twitter, Facebook

Urban design

Fun and joy

Spaciousness Durability

Freedom

Fancy

MOODBOARD

4. Benefits Rational (cognitive) : Durable and reliable means of transport, comfortable way of travelling

Emotional: Emotional attachment, being ‘cool’ and ‘classy’

6. Reasons to Believe

Great independent test results

Satisfied users’ opinions

5. Values and Personality• Values

o Durableo Reliableo Cityproofo Value for money

• Personality:o Classyo Eleganto Moderno ‘Cool’

8. Essence: Enough cityproof

to cross the city

jungle

3. Consumer Insight:Value for money – great design and safety

of driving connected with low fuel consumption.

2: TargetValue Seekers: consumers who expect spaciousness, comfort and safety of driving. Nissan Qashqai is the most suitable for people travelling through the “city jungle”

1: Competitive EnvironmentAll means of transport, such as bikes, buses, planes, and other car brands.

7. Discriminator Only Nissan Qashqai delivers

comfortable driving and low fuel consumption for reasonable price.

Concept: Urban design, cityproof

Brand: Product:

Kia Soul

HIGHER PRICE

HIGHER FUEL CONSUMPTION

Nissan Qashqai Ford Kuga

Dacia Duster

*7,7l*70-105tys

*7,5l*49-70 tys

*10,5l*40-60tys

*11,5l*106-134tys

LOWER FUEL CONSUMPTION

LOWER PRICE

GoalsCategory Goal

Awareness Raising the awareness of Nissan Qashqai among people from the target group, making them more brand-concious

Attitude Make people feel brand-loyalty towards Nissan, convince them of all values and features of Nissan Qashqai

Behaviour Make people choose Qashqai instead of competetive models and trust the Nissan brand

Nissan Qashqai

Awareness 50% of Polish population(appr.20 mio people)

Positive Attitude

70% of Nissan-concious(10 mio people)

Buying Intention

1% of target group(30.000 people)

Campaign instruments High Involvement / ThinkingWebsite ++

Blog +

Viral ?

Video YouTube +++

Banner adds ++

Social Media Sites(Facebook, Twitter)

+++

Campaign instruments

10-12.2011 1-3.2012 4-6.2012 7-9.2012

OnlineWebsite ++ ++ - first official

test results++ ++

Blog + + + +

Viral ++ ++ ++(new ways of making people interested) ++

YouTube Video +++ +++! +++ +++

Social media site+++! (at the moment of launching)

+++ +++ +++! (when people start to ‘forget’ about Qashqai)

Email marketing ++ +++ ++ ++

Other instrumentsMobile --------------------------------------------------

TV & offline(car showroom, test drives)

The whole year long, most suitable for target group. (Product needs to be checked before buying) – many events(+special pre-launch conference for journalists with driving test possibility)

Budget• INCOME (approximately)

30.000 sold cars x 75.000 zl/car = 2.250.000.000zł

• EXPENSES FOR ADVERTISEMENT30.000.000zł

Expenses