Executive Summary:• Background: Nissan yearlong advertising campaign runs from April 2013 to March 2014. Nissan’s campaign is primarily targeting African, Hispanic, and Chinese millennial consumers ages 18-29 in the United States. This particular campaign is aimed to help Nissan build awareness and lasting favorability amongst African Americans, Hispanic Americans, and Chinese Americans. The budget provided was $100 Million, with $15 million for production and visuals and $85 million for the media plan.• Target: The target is Multicultural Millennials ages 18-29 in the African American, Hispanic, and Chinese segment. Ideally, we are targeting 27 year old African American men, 25 year old Hispanic American women, and 26 year old Chinese American women. This will help increase and expand Nissan’s total Multicultural market share.• Media Plan: The $100 Million media budget is dispersed in different mediums such as television, print, internet, OOH and radio.
Industry Overview:• Nissan’s net revenues of 2.082 trillion, include an operating profit of 150.4 billion and a net income of 85 billion.• Globally, sold a total of 1,056,000 vehicles in the first quarter of fiscal year 2011, up 10.6% compared to the same period in fiscal 2010.• A full time car manufacturer. An international corporation that is committed to diversity because they are committed to excellence.• Recent challenge is to create an IMC campaign that will help build awareness and lasting favorability among Hispanics, Chinese, and African American millennial consumers.
Marketing Mix (4Ps) Product:• Nissan is a full time car manufacturer and a international corporation.• Nissan’s produces electric cars, sports cars, SUV’s, minivans, and trucks in locations around the worldPlace:• Nissan’s distribution channel consists of dealerships, online, and car shows.• Customers are able to build their own Nissan on Nissan’s web-page.Price:• Pricing varies because they have both used and new automobiles.• Customers are able to lease or buy their automobiles.• Nissan offers low interest financing during holiday months.• Their prices also varies based on the location of their dealership.Promotion:• Nissan primarily uses television as its main medium for advertising.• Seasonally they offer different promotions.
Positioning Previous Campaigns“Innovation for Endurance” • “I Lost My Keys!”• Sponsorship with Heisman Guerrilla style marketing and NCAA Football as well campaign aimed at young and as a football program. hip generation that appreciates• Branding: attitudes, performance, quality, and • “SHIFT_The Way You Move” style. Highlights brand evolution, shifting closer to current campaign ideals. • “Innovation for All” Old and Current campaign, creating brand image of innovative and cutting-edge products.
Competitive Analysis:• Nissan competes with other Japanese (OEMs) such as Toyota and Honda.• Chevy, Ford, and Hyundai also compete with Nissan is the multicultural market share.Analysis:• Compare ourselves to the main competitors to rise above them.• Tell our customers why they should choose Nissan over the competition.
Problems:• The Chinese market share has the greatest challenge for the Nissan campaign.• Nissan’s multicultural market share has been declining in the last past three years.• The recession is impacting the automobile industry and sales have begun to plummet.
Opportunities:• Increase the MC market share, so can become leader in marketplace.• To build awareness of lasting favorability among target.• Create a MarCom plan that will speak to target.• To evaluate diversity as Nissan’s source of strength.
Marketing Objectives:• Increase Nissans total multicultural share amongst target market in the United States.• Maintain the message that Nissan is a pioneer and innovator in automotive technology.• Increase multicultural sales volume by the end of the campaign.• Attract potential multicultural consumers and sustain current multicultural consumers.• Establish Nissan as the leading automobile choice for target.
Advertising Objectives:• To build further awareness and maintain the message of Nissan amongst target.• To position Nissan as the ultimate automobile innovator.• To unify the “Innovation for All”, campaign with the MC audience to increase awareness of the full line of Nissan products.• To merge Nissan with the culture of the selected target audience by running spots they relate to culturally.• To promote events that will collect public relation and social media buzz.• Creating a memorable brand image.
Advertising ObjectivesRationale:• By building further recognition and awareness through different media outlets of Nissan amongst the multicultural market will help affect consumer’s attitude and perception of the brand.• Increasing awareness towards the multicultural market will help improve Nissan’s current market share of 13.04%.
Target Audience:Objectives:• Nissan’s campaign is primarily targeting African, Hispanic, and Chinese millennial consumers ages 18-29 in the United States.General Beliefs/ Attitudes/ Values:• Life: Believe in being yourself, being real, and unique. Values importance of identity with country of origin. Values passion and believes in pursuing their passions thorough education and career. Self-assured, confident, secure, and adventurous. Love life and enjoy doing new, different, and fun things.• Brand/Product: Purchase decisions are based on style, functionality, quality, and reliable, established brands with good reputation. Impact on the environment influences product choice. Believes that brands are a part of their lives, but would rather be defined by choices in music, art, etc. It takes a case or incentive to get them to follow a mass brand. Use social media and Smartphones to support and seek out brands.
Target Narrative- AfricanAmerican:• “Quincy Williams” represents our primary target audience in the African American• “Quincy Williams” represents our primary target audience in the African American multicultural group because currently on average, married African American men are the main consumer of Nissan products. He is a single, 27 year old man who is college educated and obtaining an income of $30,000. He is middle class and currently living in Atlanta, Georgia. He enjoys meeting new people and networking. He is very creative and considers himself a Hip-Hop aficionado. By targeting Quincy Williams, Nissan will be able to obtain a more diverse consumer market.
Target Narrative- HispanicAmerican:• “Juanita Hernandez” represents the Hispanic-American market segment.• Juanita Hernandez is our primary target audience in the Hispanic American multicultural group because on average, single Hispanic men are the current consumer of Nissan.• Juanita is a married 25 year old women with a college degree and an annual income of $30,000. She is middle class and living in Texas. She is very family oriented and focused on strong family ties and bonds between her friends. She pursues challenges and accepts change. By targeting Juanita Hernandez as the corresponding demographic, Nissan will be able to obtain a more diverse consumer market.
Target Narrative- ChineseAmerican:• “Kim Liu” represents the Chinese American market segment.• Kim Liu is our primary target audience in the Chinese American multicultural group because more married Chinese Americans purchase Nissan. As well, the current majority of the target audience is Chinese American women. Kim Liu is a single 26 year old with a college degress and an annual income of $30,000. She is middle class and currently living in California. She is very family oriented and perceived to change. She is very savvy and willing to try new things. By targeting women like Kim Liu, Nissan will be able to obtain a more diverse consumer market.
Target Rationale:• Targeting both men and women in each of the multicultural groups will help us understand how to reach our target audiences most effectively and sufficiently.• Main focus is to increase Nissans multicultural market share and encourage these individuals to choose Nissan as primary automotive choice.• Target audiences demographics, psychographics, etc. assists us in our marketing and advertising objectives.• Target audience to be aware of the brand attributes• The character profiles reflect the key characteristics of target audience.• These target profiles will help us identify a better way to reach target.
Media Objectives:Purpose:• To increase market share across the multicultural targets.• To increase favorability amongst the multicultural target audience.• To build awareness of Nissan amongst 18-29 multicultural millennials.Primary Target:• Expose the communication message to: - Single male college-educated African Americans who are middle class and an average income of $30,000. - Married female college-educated Hispanic Americans who are middle class with an average income of $30,000. - Single male college-educated Asian-Americans who are middle class male with an average income of $30,000.
Reach and Frequency:• To achieve a minimum frequency level of 3.0 throughout the campaign and a maximum of 5.0 during our pulsing months amongst our target audience during the campaign period.• To achieve a moderate level of 92.9% reach amongst African Americans, Hispanics, and Chinese.• To obtain a maximum of 460 GRPS during the high months and a minimum of 260 GRPS during the low months.Rationale:• We chose a moderate reach and low to medium frequency due to Nissan’s mature stage in the product life cycle. Re-targeting the brand to millennials will help prevent an entrance into the declining stage.• We want to strive for an average of 3.0+ frequency with a 5.0+ frequency on higher advertisement concentrated months because a 3.0+ is enough to keep public awareness and 5.0 because it brings more attention to the advertising, but doesn’t over-extend itself or cause a wear-out.
Pulsing Schedule:• Use a pulsing schedule that is a combination of continuous and fighting. Scheduling should be heavier during winter because of Christmas and summer because of graduations and weddings. These events cause a consumer to purchase a car more than the other months. The remaining months will have a lighter schedule.• High months: June through August, December through February.• Low months: September through November, March through May• Timing: To schedule advertising to equal or exceed the individual efforts of directly competitive brands during Nissan’s advertising periods.
Creative Requirements:• To seek media that connects to the target audience on a more cultural and personal level by implementing usages of the languages and cultural references of the target audience in coherence with American values.• To seek media that offers maximum opportunity to effectively portray the emotional aspect of the relationship between Nissan and our multicultural target.
Geographic Coverage: African American: Hispanic American: Chinese Americans:• South Region including • Northeast Region and • Northeast Region and West South Central, Pacific Region Pacific Region East South Central, and • Example DMAs: • Example DMAs: South Atlantic Texas: New York:• Example DMAs: Dallas- Ft. Worth New York Georgia: Houston California: Atlanta California: Los Angeles Florida: Los Angeles San Francisco-Oak-San Tampa-St. Pete Arizona: Jose (Sarasota) Phoenix (Prescott) New Jersey: Miami/Ft. Lauderdale Philadelphia Texas: Dallas-Ft. Worth Houston*Based on our Simmons findings these are the top populations of each multicultural groups.
Geographic Rationale:• Based on our findings these are the top populations of each multicultural groups.• We have regions and specific DMA examples.• By targeting the high centralized areas of the population by regions we can produce more direct messages.
Media Selections- African American: National cable: National cable contains many of the media vehicles that are popular among this target audience. African- Americans are also expected to consume this type of media in the upcoming year more than any other type. Specific Media Vehicles: B.E.T. (The Game, 106 & Park), ESPN, Adult Swim (Family Guy, The Boondocks) Print: In terms of print, most of our media dollars will focus on magazines, specifically General Interest magazines and Men’s magazines. Specific Media Vehicles: Sports Illustrated, The Source, Maxim, GamePro, ESPN The Magazine, Time, GQ Digital Media: Target audience is mostly concerned with social networking and general interest sites. Specific Media Vehicles: Amazon.com, Craigslist.com, Facebook.com, Twitter.com, Youtube.com, Pandora.com, Weather.com, Google.com, ESPN.com, hulu.com*Based on our Simmons findings these are the top TV spots
Media Selections- Hispanic Americans: Network TV: Majority of media consumption by Hispanic Americans is through network television. For this reason, we want to allocate adequate funds to network TV, especially in prime time. Specific Media Vehicles: FOX (The Simpsons, Glee, House), The CW (90210) National cable: Cable television is also a major factor in Hispanic American media consumption. Many of the Spanish-speaking channels, shows and other culturally relevant programming are featured on cable. Specific Media Vehicles: Adult Swim (Family Guy), ABC Family (The Secret Life of the American Teenager), E! (Keeping Up with the Kardashians), MTV (Jersey Shore, The Real World) Univision (Noticero, Despierta America, Primer Impact Extra), Telemundo (Noticero, Corazones, Caso Cerrado), MTV Tr3s Digital Media: Internet is used for their source of information. For this reason, we want to focus the digital media aspects of our media plan for Hispanic Americans on the Internet. Specific Media Vehicles: Amazon.com, Craigslist.com, Facebook.com, Twitter.com, Youtube.com, Pandora.com, Weather.com, Google.com, Zappos.com, Huffingtonpost.com,*Based on our Simmons findings these are the top TV spots
Media Selections- Chinese Americans: Digital Media: Our focus for this segment, however, will be more on mobile devices and other forms of technology as opposed to restricting much of our focus to the Internet. Specific Media Vehicles: Amazon.com, Craigslist.com, Facebook.com, Twitter.com, Youtube.com, Pandora.com, Weather.com, Google.com, Ebay.com, gizmodo.com, cnet.com Spot TV: Local television plays a major role in helping Chinese Americans adjust to American culture, specifically for the areas around them. Cable TV: Since we are targeting millennials, it is important to note that much of our target audience is assimilated into American culture. Specific Media Vehicles: Adult Swim (Family Guy), ABC Family (Pretty Little Liars), MTV (Jersey Shore, True Life), TLC (Extreme Couponing, Cake Boss)*Based on our Simmons findings these are the top TV spots
Media Selections- Combined:Digital Media:Our combined multicultural audience spends a lot of their time on the Internet.They use social networking, e-mail, search engines, and online shopping. They usetheir mobile devices, specifically smart phones to do the same activities.Print:We are using print advertising in magazines. The multicultural audience is youngso they like to keep up with trends by reading American magazines. There aregeneral and specialized magazines that can appeal to a wide-ranging audience.Out of Home advertising:We are using OOH because we can select which market areas we want theadvertisement in, meaning we can advertise in our specific DMA’s. They are visualstimuli that a variety of people is exposed to, not just multicultural millennials,specifically. They also have a high reach and frequency for a large audience, whichworks well for a national campaign that also seeks to increase it’s general marketshare.
Selected Media TypeWeighting:• Print: We chose to advertise through magazines and not newspapers because newspapers are cluttered, not read thoroughly, and are not very popular with our target audience. Magazines offer special opportunities to reach your specific target audience. The magazine is also portable, time independent, and can be easily preserved and reread.• Television: Television is the best way to reach a given target audience. As a group we chose to advertise in both mediums, network TV and cable TV. These two mediums offer a variety of opportunities to reach our three different target audiences. Cable TV is inexpensive and network TV can have a very large impact. Also our young target audience consumes a high volume of television.• Out-of-Home: We chose to advertise in OOH because this medium offers frequency and repetition to large audience and at a low cost. This OOH medium will allow us to display a strong visual that will cover our three different target audience.• Digital media: We chose to use sponsored searches as the primary form of online advertising because it is the fastest-growing. We will also use sites such as Facebook, Yahoo, Youtube, and other popular websites to advertise.
Media Types:•Budget of 85 MillionPercent of Budget per Medium:Magazine:(21%)Television:-Network TV-Cable TV-Spot TV(51%)(36%)(5%)(10%)Digital Media:(25%)Out of Home:(3%)Other:(2%)
Time Periods:Percent of Budget from 85 Million Months/Quarters Q1= April, May, June: (15%) $12750000 each month 4250000 Q2=July, August, September: (40%) 34000000 each month 11333333 Q3=October, November, December: (15%) $12750000 each month 4250000 Q4=January, February, March: (30%) 25500000 each month 8500000
National vs. Regional/ Local Coverage: African Americans Hispanic Americans Chinese Americans (33%) (34%) (33%)• South Region • Northeast Region and • Northeast Region and DMAs Pacific Region Pacific Region Georgia: DMAs: DMAs: New York: Atlanta Texas: Florida: New York Tampa-St. Pete Dallas-Ft. Worth California: (Sarasota) Houston Los Angeles Miami/Ft. California: San Francisco-Oak- Lauderdale Los Angeles San Jose Texas: Arizona: New Jersey: Dallas-Ft. Worth Phoenix (Prescott) Philadelphia Houston*Based on our Simmons findings these are the top populations of each multicultural groups.
Evaluation:• This media plan has an effective reach and frequency that will support our marketing, advertising, and media objectives, strategies and tactics.• Through better understanding of the MC audience we can provide most efficient message and deliverance to achieve marketing, advertising, and media goals.