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Marketing automobiles to male U.S. Hispanics ages 18-35
Pages 13 (3263 words)
A strategy document on how to market a specific product to a specific target in the US Hispanic market. Author Name Name of University Date of Submission Table of Contents Table of Contents 2 1.Definition of the Problem 3 2.Product and Industry Overview 4 2.1.Automobile Industry 4 Over the years there has been a significant hike in the gas prices in the United States, however this does not reflect on the sales of automobiles that are currently at a five year high (Snavely, 2012)…
4 2.2.Nissan and Competition 5 3.Statement of the Marketing Objective 6 4.Media Sources and Strategy for Nissan Leaf 9 4.1.Traditional Electronic Media 9 4.2.New Media 9 4.3.A Combination of Media 10 4.4.Nissan Leaf Successful Ad Campaign—What If Everything Ran on Gas? 10 5.Positioning and Message Strategy for Nissan Leaf 11 6.Test of Message and Media Approaches 13 With the presence of Chevy Volt, the EV market has been split into two. In order to make it appealing to the target audience that we have identified as Hispanic male, Nissan would split the target audience as the Thinkers and the Innovators and aim to appeal to both of them. The thinkers would be persons who are well-educated and make informed decisions whereas; innovators are those who would be willing to embrace the latest technological developments. The message mainly propagated by Nissan Leaf is that it is an ultra-modern car with cutting edge technology. Nissan Leaf has the benefit of being the first market entrant, the innovator and leader, the position is pretty much similar to that of Toyota Prius in Hybrid cars. ...
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