Nissan Qashqai
„ Lady warriors” <ul><ul><li>Paulina Chlebicka </li></ul></ul><ul><ul><li>Matylda Czerwik </li></ul></ul><ul><ul><li>Sabin...
Mission Our mission is to create successful marketing campaign for our customer to help him sell the product and attract y...
Target group First of all, Nissan Qashqai is directed to the middle-aged people who have a driving license. The main targe...
Size of our target group In Poland there are 40 million of people and there are 10 million who are between 25-35, but we e...
Why would somebody buy Nissan Qashqai? The major reason why we buy a car is we need a comfortable transport. It can be con...
Decision process The product is expensive and exclusive, so the decision making process takes a lot of time. We have to ta...
Competitors Means of transport Train Car Bus Sport Plane/ helicopter By foot Off road Road
Tom B. electronics engineer  PERSONAL NISSAN BUYER <ul><ul><li>High school, started work at 20., 32 years old </li></ul></...
Susan M. Student POTENCIAL NISSAN BUYER <ul><ul><li>Student of Economy, 23 years old </li></ul></ul><ul><ul><li>Unmarried,...
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:  Em...
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,...
Goals Category Goal Awareness Raising the awareness of Nissan Qashqai among people from the target group, making them more...
Nissan Qashqai Awareness 50% of Polish population (appr.20 mio people) Positive Attitude 70% of Nissan-concious (10 mio pe...
Campaign instruments High Involvement / Thinking Website ++ Blog + Viral ? Video YouTube +++ Banner adds ++ Social Media S...
Campaign instruments 10-12.2011 1-3.2012 4-6.2012 7-9.2012 Online Website ++ ++  -  first official  test results ++ ++ Blo...
Budget <ul><ul><li>INCOME  (approximately) </li></ul></ul><ul><li>30.000 sold cars x 75.000 zl/car =  2.250.000.000 zł </l...
Expenses
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Kopia nissan qashqai woaaah wszystko lasery

  1. 1. Nissan Qashqai
  2. 2. „ Lady warriors” <ul><ul><li>Paulina Chlebicka </li></ul></ul><ul><ul><li>Matylda Czerwik </li></ul></ul><ul><ul><li>Sabina Musztyfaga </li></ul></ul><ul><ul><li>Korina Świętek </li></ul></ul>
  3. 3. Mission Our mission is to create successful marketing campaign for our customer to help him sell the product and attract young and dynamic people.
  4. 4. Target group First 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”.
  5. 5. Size of our target group In 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.
  6. 6. 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.
  7. 7. Decision process The 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.
  8. 8. Competitors Means of transport Train Car Bus Sport Plane/ helicopter By foot Off road Road
  9. 9. Tom B. electronics engineer PERSONAL NISSAN BUYER <ul><ul><li>High school, started work at 20., 32 years old </li></ul></ul><ul><ul><li>Unmarried, no children </li></ul></ul><ul><ul><li>Works for electronic firm </li></ul></ul><ul><ul><li>Expects comfortable travel to </li></ul></ul><ul><li>and from work </li></ul><ul><ul><li>Works hard and earns high salary </li></ul></ul><ul><ul><li>Needs cosy and suitable car also </li></ul></ul><ul><li>modern and cityproof </li></ul><ul><ul><li>Wants to travel a lot by car </li></ul></ul><ul><ul><li>Doesn’t read newspapers, </li></ul></ul><ul><ul><li>Reads online websites, has Twitter and </li></ul></ul><ul><li>Facebook account </li></ul>
  10. 10. Susan M. Student POTENCIAL NISSAN BUYER <ul><ul><li>Student of Economy, 23 years old </li></ul></ul><ul><ul><li>Unmarried, no children, lives with parents </li></ul></ul><ul><ul><li>Works as a insurance agent , </li></ul></ul><ul><ul><li>Can spend all her money on paying for the car </li></ul></ul><ul><ul><li>Has students’ credit </li></ul></ul><ul><ul><li>Is looking for new, comfortable and </li></ul></ul><ul><ul><li>economical car </li></ul></ul><ul><ul><li>Reads a lot of newspapers, watches TV </li></ul></ul><ul><ul><li>Is addicted to the Net, </li></ul></ul><ul><ul><li>Has a social account on </li></ul></ul><ul><li>Twitter, Facebook </li></ul>
  11. 11. Urban design Fun and joy Spaciousness Durability Freedom Fancy MOODBOARD
  12. 12. 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 <ul><li>5. Values and Personality </li></ul><ul><ul><li>Values </li></ul></ul><ul><ul><ul><li>Durable </li></ul></ul></ul><ul><ul><ul><li>Reliable </li></ul></ul></ul><ul><ul><ul><li>Cityproof </li></ul></ul></ul><ul><ul><ul><li>Value for money </li></ul></ul></ul><ul><ul><li>Personality: </li></ul></ul><ul><ul><ul><li>Classy </li></ul></ul></ul><ul><ul><ul><li>Elegant </li></ul></ul></ul><ul><ul><ul><li>Modern </li></ul></ul></ul><ul><ul><ul><li>‘ Cool’ </li></ul></ul></ul>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: Target Value 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 Environment All 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 .
  13. 13. Concept: Urban design, cityproof Brand: Product:
  14. 14. 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
  15. 15. Goals Category 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
  16. 16. 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)
  17. 17. Campaign instruments High Involvement / Thinking Website ++ Blog + Viral ? Video YouTube +++ Banner adds ++ Social Media Sites (Facebook, Twitter) +++
  18. 18. Campaign instruments 10-12.2011 1-3.2012 4-6.2012 7-9.2012 Online Website ++ ++ - first official test results ++ ++ Blog + + + + Viral ++ ++ ++( new ways of making people interested ) ++ YouTube Video +++ +++! +++ +++ Social media site +++! ( at the m oment of lau n ching ) +++ +++ +++! ( when people start to ‘forget’ about Qashqai) Email marketing ++ +++ ++ ++ Other instruments Mobile -------------------------------------------------- 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)
  19. 19. Budget <ul><ul><li>INCOME (approximately) </li></ul></ul><ul><li>30.000 sold cars x 75.000 zl/car = 2.250.000.000 zł </li></ul><ul><ul><li>EXPENSES FOR ADVERTISEMENT </li></ul></ul><ul><li>30.000.000 zł </li></ul>
  20. 20. Expenses
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