Nissan conducted research to understand the Hispanic millennial automotive market. They distributed surveys in English and Spanish and observed a dealership. Ethnographic interviews found that Hispanics care about peer and family opinions when making decisions. Survey results showed most Hispanics are proud of their cultural background. When thinking of Nissan, common associations were affordable, reliable, and good price but not innovative or futuristic. The research aimed to understand awareness and favorability among Hispanic millennials to help Nissan better target and appeal to this important demographic.
This presentation was given by Environics Research Group (www.environics.ca) Environics Analytics (www.environicsanalytics.ca) and Maple Diversity (www.maplediversity.ca) at the Direct Marketing Breakfast Seminar August 2013
This presentation was given by Environics Research Group (www.environics.ca) Environics Analytics (www.environicsanalytics.ca) and Maple Diversity (www.maplediversity.ca) at the Direct Marketing Breakfast Seminar August 2013
Full plans book for Harley Davidson that encompasses the Situational Analysis, Consumer Segments, SWOT, Media Budget, Brand Positioning, Advertising Message, Creative Idea, and Media Placement.
Case Study on American Apparel
By Liza Bain, Aaron Brown-Kert, Andrew Hyde, Maxie Winick and Mark Gronowski
For Marketing Management Class
Use for educational purposes only
Global Campaign Strategy and DevelopmentSimon Hjorth
**Going global and staying local**
As global brands strengthen and the competition for the consumer’s attention intensifies, it’s more important than ever for companies to create effective global campaigns – but there are already questions worth asking:
- What‘s the most effective way to approach a global campaign?
- Are the best campaigns the same all over the world or localized to some degree?
- What strategic and practical considerations need to be made when executing global campaigns?
Get the perspective in this white paper.
This Media plan was done for my Media & Connections Planning class. This semester long project took a lot of research when deciding on what media to use and how to execute them.
MediaMark MRI, LexisNexis, Standard Rate & Data Services and other databases became my close friends throughout the semester. You could say we had a love/hate relationships.
Just made a business plan for Outfitters Pakistan. Business plan just show how Outfitters can take advantage of technology to implement e-commerce with brick and mortar model.
This presentation offers an approach to global marketing, based on the recognition of diversity in world markets and on local consumer knowledge and marketing practices. Understanding international diversity in consumer behaviour, advertising, sales and marketing management becomes the central objective for an international marketing.
Full plans book for Harley Davidson that encompasses the Situational Analysis, Consumer Segments, SWOT, Media Budget, Brand Positioning, Advertising Message, Creative Idea, and Media Placement.
Case Study on American Apparel
By Liza Bain, Aaron Brown-Kert, Andrew Hyde, Maxie Winick and Mark Gronowski
For Marketing Management Class
Use for educational purposes only
Global Campaign Strategy and DevelopmentSimon Hjorth
**Going global and staying local**
As global brands strengthen and the competition for the consumer’s attention intensifies, it’s more important than ever for companies to create effective global campaigns – but there are already questions worth asking:
- What‘s the most effective way to approach a global campaign?
- Are the best campaigns the same all over the world or localized to some degree?
- What strategic and practical considerations need to be made when executing global campaigns?
Get the perspective in this white paper.
This Media plan was done for my Media & Connections Planning class. This semester long project took a lot of research when deciding on what media to use and how to execute them.
MediaMark MRI, LexisNexis, Standard Rate & Data Services and other databases became my close friends throughout the semester. You could say we had a love/hate relationships.
Just made a business plan for Outfitters Pakistan. Business plan just show how Outfitters can take advantage of technology to implement e-commerce with brick and mortar model.
This presentation offers an approach to global marketing, based on the recognition of diversity in world markets and on local consumer knowledge and marketing practices. Understanding international diversity in consumer behaviour, advertising, sales and marketing management becomes the central objective for an international marketing.
A converging vision of resilience building between the private sector and civ...Global Risk Forum GRFDavos
Andrew MITCHELL
ACF, France
Marcus OXLEY
Global Network for Disaster Reduction UK, United Kingdom
Otto KOCSIS
Global Head of Technical Center Business Resilience, Zurich Insurance Company Ltd, Switzerland
Hispanic Millennial Project - Opinions on Food & BeveragesThinkNow
What are Hispanic & other Millennials' retail behavior with Food, Beverage & Alcohol?
Discover how they feel about craft, artisanal, and established brands,Learn exactly what influences their food choices,Find out how often they consume specific beverages.
The Hispanic community is growing day by day. This Hispanic Heritage Month, discover how to reach the community by harnessing the power of contextual advertising and magnifying the impact of your advertising efforts.
Is one of your business goals to reach the Latino consumer? Last October, I was asked to speak at the BBB Networking Luncheon on this topic. This presentation covers consumer insights as well as quick actionable tactics you can implement today to reach this profitable segment.
Hispanic Shopper Insights - POPAI University on the Web Jan. 2009Mercury Mambo
This presentation provides a broad overview of the U.S. Hispanic market, trends, insights and observations as they pertain to Hispanic Shopper Marketing behaviors. This presentation was given as part of POPAI University on the Web seminar series. January 2009.
Many businesses are not sufficiently capitalizing on the Hispanic market, in part because of failed or ineffective outreach initiatives. For these efforts to be successful, organizations require a strategy that takes into account deep understanding of Hispanic family dynamics, cultural nuances, and language barriers. Retail institutions in the music industry would draw a competitive advantage by developing cultural competencies that directly relate to the particularities of the Hispanic community.
Digital Strategy for Chinese market - Abercrombie & FitchEmmanuel Peype
Abercrombie & Fitch has been facing many challenges in global markets, losing both hype and customers. I worked on a project proposal for A&F's incumbent agency in China. The aim was not only to generate hype but to reinforce the brand distinctiveness in the mind of Chinese consumers.
Memphis PR Firm- VIDA Communications Group- launched "Habla! Digital Creative,"a digital ad, digital marketing, and social media division. The team will focus on helping businesses and organizations understand and engage the Hispanic community, especially millennial and affluent members of the community, who account for $500 million of the Hispanic community's TRILLION dollars in spending power. Social media expertise will be focued on sites most heavily populated by these groups, including Facebook, Twitter, and YouTube.
4. To understand what drives awareness and favorability for this
Hispanic millennial market.
What best motivates millennial Hispanic families to purchase Nissan
Identify the challenges that may prevent Hispanics from buying a
Nissan.
What do Hispanics think Nissan could change to better appeal to their
culture and gain their brand loyalty?
6. Methods Focus: Hispanic Millenials ages 21-28
Distributed: Surveys both in English and Spanish.
Ethnography: Observed local Autobahn Car dealership.
Went to heavily populated Hispanic areas: like Supermercados
and Fiesta to Interview more of our demographics. We inquired
about their feelings toward Nissan.
11. Nissan has to give a more specific definition of their target
markets and not simply state millennial, since that could
mean more than one target market.
Older millennial’s look at Nissan as a Luxury car
Nissan needs to focus more on brand awareness and brand
definition
All Hispanics care about what friends and family members
think of their decisions.
13. Are you proud of your Hispanic
cultural background?
120%
100%
80%
60% Are you proud of your Hispanic cultural
background?
40%
20%
0%
Yes No I don´t care
14. What first comes to mind when you think of Nissan?
Affordable Innovative Reliable
Cheap Futuristic Quality
Good price
economic
16. To understand what drives awareness and favorability for this Hispanic
millennial market:
What best motivates millennial Hispanic families to purchase Nissan:
Identify the challenges that may prevent Hispanics from buying a Nissan:
What do Hispanics think Nissan could change to better appeal to their culture
and gain their brand loyalty?:
Editor's Notes
Intro: Group Name, Ourselves* For our project we researched the hispanicmillenial market.
Ok everyone, say hello to Maria and Carlos. They both are part of our Hispanic millennial target market which is from the age 21-28. Maria is 25 and is a first generation American because both her mother and her father were born in Latin America. She is a college graduate and is currently employed and would be considered in the middle-upper class. Maria is bilingual and speaks strictly Spanish at home. Maria currently drives a Toyota Camry. Maria purchased the Toyota Camry because her parents influenced her to do so. It was a family decision. Maria is looking for a new vehicle, she is considering Nissan, she wants to purchase a Murano, she is very family oriented and feels that this would be a car that meets her needs and fits her personality. Next, we have Carlos. Carlos is 23 and was born and raised in Mexico. He came to United Sates for college and has stayed on a work visa. He is currently in between jobs but hopes to find a job soon so he can continue to live in the United States. Carlos’ parents live and work in Mexico and he goes home as often as possible. He is looking for a vehicle because he currently doesn’t have one. Carlos is interested in the Cube, because it’s affordable and unique. It fits his needs and fits his personality.
Along the way we’ve discovered…
Carolina
Kai
When you apply these rules,
Kai
Sylvanna
Sometimes moving images can inspire in a way that static slides cannot. A slow moving animation creates a sense of nostalgia.