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. It has the potential to gain the maximum market share and with marketing and extended features the car can even increase the size of the pie. 13 Media approaches that would appeal to the target audience based on an internet survey, we need to incorporate the following means of advertising: 13 Cable or Satellite TV: 13 Select cannels and shows which coincide with the target audience of the car. Cable also provides national coverage and reach and the message can be reinforced using high frequency. 13 Internet Marketing: 13 As established already the company Nissan already has a strong presence on social networking sites and blog forums. The Leaf can be promoted using these avenues. The key benefit that the internet marketing is that it provides a targeted audience so there is minimum waste. And by linking the product promotions and advertisements to their facebook page and blogs, the company would be reaching an audience that is already interested in buying the brand or at least getting to know about it. The company can evaluate the effectiveness with the number of clicks, the traffic and also sue input provided by the audience for improving the features of the car. 13 Radio 14 Radio is also a very effective medium, for two reasons. First is that the Hispanic males listen to a great deal or radio in both English and Spanish and provides high frequency and targeted reach. Furthermore the highest consumption of radio is while travelling in cars, so the promotional message would hit close to home. 14 Print Advertisements 14 The key benefit of advertisements in magazines is their ability to reach a very targeted audience as well as have a long life and high transferability. Nissan needs to select magazines with high reach of the Hispanic populous. 14 Celebrity Endorsements and Unconventional Methods 14 Since the product is attempting to reposition itself and appeal to the Hispanic male audience, it is important that the product is also made to appear macho and the concept of energy-saving appear cool, this can be accomplished with celebrity endorsements and Spanish music sponsorships. 14
A strategy document on how to market a specific product to a specific target in the US Hispanic market. Author Name Name of University 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)…
Carter. The A-Z Encyclopedia of Food Controversies and the Law. Santa Barbara, Calif: Greenwood/ABC-CLIO, 2011.) There are the majority of the states which have kept the dinking age at the 21 years whereas on the other hand, there are some which have reduced the underage drinking to 18-20 years.
In America drink age is 21 even though a person gets voting rights at the age of 18. America is believed to be one of the most civilized countries in the world. It should be noted that in most of the European countries, the drink age is 18 whereas in America, the authorities are not allowing the people to drink until they reach 21 years of age.
There is a growing fear among the citizenry that such limitless opportunities are no longer the case today or that they no longer are as easy as they were in the past. The US government has actually wavered in terms of addressing the issue head-on
Of course this shows a wide range of nations and ethnic crowds with variety of social, political as well as emotional experiences and divergence. Most Hispano-Americans see them in according to their particular ethnic ipseity, being a Mexican American or Puerto Rican or Cuban, etc.
In the adult population, binge drinkers form 23 percent of the population but drink 76 percent of the alcohol. Frequent bingers form 7 percent of the population but drink 45 percent of the alcohol. The survey made the conclusion that most American adults either abstain or drink very little.
The graduating students are called graduates. They are conferred with degrees by the presiding officers of their particular graduation ceremonies. Graduations take place after completion of study for a specific time of period, most probably between 3-5 years of study.
According to the study the issue of the switch from gasoline-powered automobiles to electric automobiles takes on even greater significance. But despite the economic and social impetus that such a switch seems to be gaining in the public mind, there still exist almost insurmountable barriers to a fleet of automobiles on the world’s roadways.
The mission is to provide environmentally friendly vehicles to everyone in the world.
The legal-political environment is very strict because of the regulations advanced by government authorities. There are
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