BENTLEY UNIVERSITY OCTOBER 22, 2008 Nissan Altima Focus Group Analysis Alex Sun, MSMA ’08
Nissan Altima Focus Group Analysis <ul><li>Executive Summary </li></ul><ul><ul><li>Focus Group Details </li></ul></ul><ul>...
Nissan Altima Focus Group Analysis <ul><li>Focus Group Details </li></ul><ul><ul><li>Date: June 17, 2008 </li></ul></ul><u...
Nissan Altima Focus Group Analysis <ul><li>Focus Group Details </li></ul>Name   Gender   Model Year  Current Miles   Satis...
Nissan Altima Focus Group Analysis <ul><li>Confirmation of Secondary Research Findings </li></ul><ul><li>1.  Altima owners...
Nissan Altima Focus Group Analysis <ul><li>Confirmation of Secondary Research Findings </li></ul><ul><li>5. Altima owners ...
<ul><li>Low Brand Loyalty </li></ul>Nissan Altima Focus Group Analysis
Nissan Altima Focus Group Analysis <ul><li>Low Brand Loyalty </li></ul>Observation #1 “ I have a 2004 Altima, it’s been ru...
Nissan Altima Focus Group Analysis <ul><li>Low Brand Loyalty </li></ul>Observation #2 “ I am looking for a new Honda Fit…”...
Nissan Altima Focus Group Analysis <ul><li>Low Brand Loyalty </li></ul>Observation #3 “ I just can’t say yes…” ----- Ed
<ul><li>Pictures and Facts  </li></ul><ul><li>Generate Interest </li></ul>Nissan Altima Focus Group Analysis
Nissan Altima Focus Group Analysis <ul><li>Pictures and Facts Generate Interest </li></ul>Observation #1 “ Body type chang...
Nissan Altima Focus Group Analysis <ul><li>Pictures and Facts Generate Interest </li></ul>Observation #2 “ The new Mazda6 ...
<ul><li>Customer Satisfaction Relatively Low </li></ul>Nissan Altima Focus Group Analysis
Nissan Altima Focus Group Analysis <ul><li>Customer Satisfaction Relatively Low </li></ul>Observation  #1 “ We’ve had more...
<ul><li>Customer Satisfaction Relatively Low </li></ul>Nissan Altima Focus Group Analysis Observation  #2 “ I got a lot of...
Nissan Altima Focus Group Analysis <ul><li>Customer Satisfaction Relatively Low </li></ul>Observation  #3 “ There’s some s...
Nissan Altima Focus Group Analysis <ul><li>Customer Satisfaction Relatively Low </li></ul>Observation  #4 “ We have igniti...
<ul><li>2009 Mazda 6 Improvements Are  Important to Altima Owners </li></ul>Nissan Altima Focus Group Analysis
Nissan Altima Focus Group Analysis <ul><li>2009 Mazda 6 Improvements Are Important to Altima Owners </li></ul>Observation ...
Nissan Altima Focus Group Analysis <ul><li>2009 Mazda 6 Improvements Are Important to Altima Owners </li></ul>Observation ...
Nissan Altima Focus Group Analysis <ul><li>2009 Mazda 6 Improvements Are Important to Altima Owners </li></ul>Observation ...
Nissan Altima Focus Group Analysis <ul><li>2009 Mazda 6 Improvements Are Important to Altima Owners </li></ul>Observation ...
<ul><li>Altima Owners Dissatisfied With  Dealer Service </li></ul>Nissan Altima Focus Group Analysis
Nissan Altima Focus Group Analysis <ul><li>Altima Owners Dissatisfied With Dealer Service </li></ul>Observation  #1 “ I wa...
<ul><li>Altima Owners Dissatisfied With Dealer Service </li></ul>Nissan Altima Focus Group Analysis Observation  #2 “ Niss...
Nissan Altima Focus Group Analysis <ul><li>Altima Owners Dissatisfied With Dealer Service </li></ul>Observation #3 “ I had...
Nissan Altima Focus Group Analysis <ul><li>Altima Owners Dissatisfied With Dealer Service </li></ul>Observation #4 “ Find ...
Nissan Altima Focus Group Analysis <ul><li>Altima Owners Dissatisfied With Dealer Service </li></ul>Observation #5 “ I wil...
Nissan Altima Focus Group Analysis <ul><li>Altima Owners Dissatisfied With Dealer Service </li></ul>Observation #6 “ We wi...
<ul><li>Low Awareness Presents Opportunity </li></ul>Nissan Altima Focus Group Analysis
Nissan Altima Focus Group Analysis <ul><li>Low Awareness Presents Opportunity </li></ul>Observation #1 “ I don’t know anyt...
Nissan Altima Focus Group Analysis <ul><li>Low Awareness Presents Opportunity </li></ul>Observation #2 “ All I know is the...
Nissan Altima Focus Group Analysis <ul><li>Low Awareness Presents Opportunity </li></ul>Observation #3 “ Mazda6 is a sport...
<ul><li>New Incentives May Encourage  Brand Switching </li></ul>Nissan Altima Focus Group Analysis
Nissan Altima Focus Group Analysis <ul><li>New Incentives May Encourage Brand Switching </li></ul>Observation #1 “ 0% inte...
Nissan Altima Focus Group Analysis <ul><li>New Incentives May Encourage Brand Switching </li></ul>Observation #2 “ I like ...
Nissan Altima Focus Group Analysis <ul><li>New Incentives May Encourage Brand Switching </li></ul>Observation #3 “ I want ...
Nissan Altima Focus Group Analysis <ul><li>New Incentives May Encourage Brand Switching </li></ul>Observation #4 “ I want ...
Nissan Altima Focus Group Analysis <ul><li>New Incentives May Encourage Brand Switching </li></ul>Observation #5 “ I’ve ne...
Nissan Altima Focus Group Analysis <ul><li>New Incentives May Encourage Brand Switching </li></ul>Observation #6 “ Gas car...
Nissan Altima Focus Group Analysis <ul><li>New Incentives May Encourage Brand Switching </li></ul>Observation #7 “ I want ...
Nissan Altima Focus Group Analysis <ul><li>Questions? </li></ul><ul><li>Thank You! </li></ul>
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Nissan Altima Focus Group Analysis Oct 21 2008 Final

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A marketing research project I did for Mazda North America in 2008.

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  • Nissan Altima Focus Group Analysis Oct 21 2008 Final

    1. 1. BENTLEY UNIVERSITY OCTOBER 22, 2008 Nissan Altima Focus Group Analysis Alex Sun, MSMA ’08
    2. 2. Nissan Altima Focus Group Analysis <ul><li>Executive Summary </li></ul><ul><ul><li>Focus Group Details </li></ul></ul><ul><ul><li>Confirmation of Secondary Research Findings </li></ul></ul><ul><ul><li>Q&A </li></ul></ul>
    3. 3. Nissan Altima Focus Group Analysis <ul><li>Focus Group Details </li></ul><ul><ul><li>Date: June 17, 2008 </li></ul></ul><ul><ul><li>Participants: 10 Nissan Altima drivers, 4 female and 6 male. </li></ul></ul><ul><ul><li>Goal: To determine brand loyalty and conquest potential for the 2009 Mazda6. </li></ul></ul><ul><ul><li>Location: Center for Marketing Technology, Bentley University, MA </li></ul></ul><ul><ul><li>Moderator: Perry Lowe, Senior Lecturer, Bentley University </li></ul></ul><ul><ul><li>Length: 78 minutes </li></ul></ul>
    4. 4. Nissan Altima Focus Group Analysis <ul><li>Focus Group Details </li></ul>Name Gender Model Year Current Miles Satisfaction Brand Switch   Next Purchase Jackie Female 2008 Under 1,000  8 Camry Over 1y Donna Female 2004 Bought Brand New 8 Camry Within 1y Tracey Female 2000   Very High 10 Camry Within 1y Melanie Female 2004 N/A 7 Accord N/A Ed Male 2008   12,000 8 Passat Over 1y Caroline Female 1997 117,000 9 Mazda Within 1y Jonathan Male 2001 N/A 8 Passat Within 1y Jay Male 2000 N/A 8 Camry N/A Andrea Female 1999 Very High 10 Passat Within 1y David Male 1994 190,000 9 Passat Within 1y Average Satisfaction Score  8.5    
    5. 5. Nissan Altima Focus Group Analysis <ul><li>Confirmation of Secondary Research Findings </li></ul><ul><li>1. Altima owners may have lower brand loyalty than Honda Accord, Toyota Camry, and VW Passat. </li></ul><ul><li>2. Pictures and facts about the 2009 Mazda6 may indicate potential for brand switching. </li></ul><ul><li>3. Altima Customer Satisfaction relatively low. </li></ul><ul><li>4. 2009 Mazda6 improvements are important to Altima owners. </li></ul>
    6. 6. Nissan Altima Focus Group Analysis <ul><li>Confirmation of Secondary Research Findings </li></ul><ul><li>5. Altima owners dissatisfied with Dealer service. </li></ul><ul><li>6. Altima owners' low awareness of the Mazda6 presents new opportunities. </li></ul><ul><li>7. New incentives may encourage brand switching. </li></ul>
    7. 7. <ul><li>Low Brand Loyalty </li></ul>Nissan Altima Focus Group Analysis
    8. 8. Nissan Altima Focus Group Analysis <ul><li>Low Brand Loyalty </li></ul>Observation #1 “ I have a 2004 Altima, it’s been running great until recently…” ----- Donna
    9. 9. Nissan Altima Focus Group Analysis <ul><li>Low Brand Loyalty </li></ul>Observation #2 “ I am looking for a new Honda Fit…” ----- Melanie
    10. 10. Nissan Altima Focus Group Analysis <ul><li>Low Brand Loyalty </li></ul>Observation #3 “ I just can’t say yes…” ----- Ed
    11. 11. <ul><li>Pictures and Facts </li></ul><ul><li>Generate Interest </li></ul>Nissan Altima Focus Group Analysis
    12. 12. Nissan Altima Focus Group Analysis <ul><li>Pictures and Facts Generate Interest </li></ul>Observation #1 “ Body type changed a lot, it’s a lot nicer .” -----------Ed
    13. 13. Nissan Altima Focus Group Analysis <ul><li>Pictures and Facts Generate Interest </li></ul>Observation #2 “ The new Mazda6 is a lot bigger .” -----------Ed
    14. 14. <ul><li>Customer Satisfaction Relatively Low </li></ul>Nissan Altima Focus Group Analysis
    15. 15. Nissan Altima Focus Group Analysis <ul><li>Customer Satisfaction Relatively Low </li></ul>Observation #1 “ We’ve had more repairs than I have anticipated…” ---------Melanie
    16. 16. <ul><li>Customer Satisfaction Relatively Low </li></ul>Nissan Altima Focus Group Analysis Observation #2 “ I got a lot of little problems lately…” ---------Caroline
    17. 17. Nissan Altima Focus Group Analysis <ul><li>Customer Satisfaction Relatively Low </li></ul>Observation #3 “ There’s some serious rust going on…” ---------Tracy
    18. 18. Nissan Altima Focus Group Analysis <ul><li>Customer Satisfaction Relatively Low </li></ul>Observation #4 “ We have ignition problems…” ---------Donna and Caroline
    19. 19. <ul><li>2009 Mazda 6 Improvements Are Important to Altima Owners </li></ul>Nissan Altima Focus Group Analysis
    20. 20. Nissan Altima Focus Group Analysis <ul><li>2009 Mazda 6 Improvements Are Important to Altima Owners </li></ul>Observation #1 “ But I noticed this Altima has a good size trunk and a good size back seat . “ ----------Donna
    21. 21. Nissan Altima Focus Group Analysis <ul><li>2009 Mazda 6 Improvements Are Important to Altima Owners </li></ul>Observation #2 “ You know what, it’s (Altima) kind of small to me.” ------ Jay
    22. 22. Nissan Altima Focus Group Analysis <ul><li>2009 Mazda 6 Improvements Are Important to Altima Owners </li></ul>Observation #3 “ I don’t like the body style of the new Altima.” ------ David
    23. 23. Nissan Altima Focus Group Analysis <ul><li>2009 Mazda 6 Improvements Are Important to Altima Owners </li></ul>Observation #4 “ I personally like a car that is more sporty .” -------David
    24. 24. <ul><li>Altima Owners Dissatisfied With Dealer Service </li></ul>Nissan Altima Focus Group Analysis
    25. 25. Nissan Altima Focus Group Analysis <ul><li>Altima Owners Dissatisfied With Dealer Service </li></ul>Observation #1 “ I wasn’t so sure that they are doing everything that I’ve asked.” ------Donna
    26. 26. <ul><li>Altima Owners Dissatisfied With Dealer Service </li></ul>Nissan Altima Focus Group Analysis Observation #2 “ Nissan Dealer service is expensive.” ------Jay
    27. 27. Nissan Altima Focus Group Analysis <ul><li>Altima Owners Dissatisfied With Dealer Service </li></ul>Observation #3 “ I had a very bad experience at a Nissan dealer…” ---------Andrea
    28. 28. Nissan Altima Focus Group Analysis <ul><li>Altima Owners Dissatisfied With Dealer Service </li></ul>Observation #4 “ Find a mechanic you trust .” ---------Jonathan
    29. 29. Nissan Altima Focus Group Analysis <ul><li>Altima Owners Dissatisfied With Dealer Service </li></ul>Observation #5 “ I will use Nissan dealer as the last resort.” ------Melanie
    30. 30. Nissan Altima Focus Group Analysis <ul><li>Altima Owners Dissatisfied With Dealer Service </li></ul>Observation #6 “ We will never think about going to the dealer.” -----David
    31. 31. <ul><li>Low Awareness Presents Opportunity </li></ul>Nissan Altima Focus Group Analysis
    32. 32. Nissan Altima Focus Group Analysis <ul><li>Low Awareness Presents Opportunity </li></ul>Observation #1 “ I don’t know anything about Mazda.” -----Jackie
    33. 33. Nissan Altima Focus Group Analysis <ul><li>Low Awareness Presents Opportunity </li></ul>Observation #2 “ All I know is they are nice to look at… that’s all. “ ---Caroline
    34. 34. Nissan Altima Focus Group Analysis <ul><li>Low Awareness Presents Opportunity </li></ul>Observation #3 “ Mazda6 is a sports car.“ ---Donna and Ed
    35. 35. <ul><li>New Incentives May Encourage Brand Switching </li></ul>Nissan Altima Focus Group Analysis
    36. 36. Nissan Altima Focus Group Analysis <ul><li>New Incentives May Encourage Brand Switching </li></ul>Observation #1 “ 0% interest rate is the most favorite incentive.“ ---All Participants
    37. 37. Nissan Altima Focus Group Analysis <ul><li>New Incentives May Encourage Brand Switching </li></ul>Observation #2 “ I like new tires.“ ---Donna
    38. 38. Nissan Altima Focus Group Analysis <ul><li>New Incentives May Encourage Brand Switching </li></ul>Observation #3 “ I want mats.“ ---Tracy
    39. 39. Nissan Altima Focus Group Analysis <ul><li>New Incentives May Encourage Brand Switching </li></ul>Observation #4 “ I want free service check.“ ---Caroline
    40. 40. Nissan Altima Focus Group Analysis <ul><li>New Incentives May Encourage Brand Switching </li></ul>Observation #5 “ I’ve never expected a dealer to say: we will buy you gas.” ---Jonathan
    41. 41. Nissan Altima Focus Group Analysis <ul><li>New Incentives May Encourage Brand Switching </li></ul>Observation #6 “ Gas card has to be non-restricted.” ---Donna
    42. 42. Nissan Altima Focus Group Analysis <ul><li>New Incentives May Encourage Brand Switching </li></ul>Observation #7 “ I want free repair of dents.” ---David
    43. 43. Nissan Altima Focus Group Analysis <ul><li>Questions? </li></ul><ul><li>Thank You! </li></ul>

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