Nissan Motor Company is a Japanese multinational automobile manufacturer with the reputation of affordability and quality.
1933 - founded.
1958 - came to the United States to sell vehicles.
1960 - began importing and making vehicles.
Nissan primarily produces low cost and fuel efficient small cars with standard comfort, safety, style, and performance.
Nissan’s motto is, “Nissan builds highly innovative, high-quality vehicles engineered to deliver a passionate and rewarding driving experience.”
THE BIG IDEA
Affordability with a high end feel
While other Nissan models experienced an increase in yearly sales in the past fiscal year, the Nissan Altima experienced a 7.8% decrease in yearly sales.
This calls for more effective marketing and advertising plans in order to improve the way the Nissan Altima is seen by consumers.
Nissan’s old big idea was “innovation that excites.”
Our new big idea will promote the affordability and quality of the Nissan Altima.
In order to successfully reach our target market, we will utilize a budget of $30 million directed towards digital, television, and magazine platforms.
Our media plan will strive to reach 70% with a frequency of 4 impressions per consumer.
We will be using a combination of continuous and pulse method advertising.
OUR TARGET AUDIENCe
Ages: 18 to 34 ~ MRI 124
Race: Asian ~ MRI 130
Gender: males ~ MRI 101
Household income: 150,000+ ~ MRI 140
Region: New England ~ MRI 156
Education: undergraduate + ~ MRI 129
According to our MRI data, our target audience is the above.
Nissan Altimas are designed with everyday use in mind, reasonably reliable, and less expensive to maintain.
We will be using a pulsing method for TV and magazine, advertising heaviest during the highest and lowest time of the year.
Highest - spring.
Lowest - fall.
While fall is not the start of the new year, consumers view it that way.
Fall is the time of year when the enjoyment of the summer is coming to a close, and school is coming to a beginning.
There are a great deal of holidays, events, and themes that are relevant to this time of year, such as Thanksgiving, football season, and winter preparation.
Consumers view the spring season as a good time to start fresh, and so do we.
There are a great deal of holidays, events and themes that are relevant to this time of year, such as Easter, Mothers Day, Fathers Day.
$13 million, 43.3%
Television reaches a wide and diverse audience; therefore, we are reaching our target audience while simultaneously not excluding other target market segments.
We will be using a pulsing advertising method for the following TV platforms.
NBC ~ MRI 135
Comedy Central ~ MRI 132
ESPN ~ MRI 125
$8 million, 26.7%
We will be using a continuously advertising method for the following media platforms.
Twitter ~ MRI 140
Youtube ~ MRI 119
Facebook ~ MRI 109
$3 million, 10%
Sports magazines ~ MRI 132
Mens magazines ~ MRI 130
Automotive magazines ~ MRI 125
$2 million, 6.7%
Los Angeles, California ~ MRI 252
New York City, New York ~ MRI 213
$2 million, 6.7%
Millennials have shown a passionate about products that have societal responsibility, and Nissan feels the same way.
Through actively promoting volunteerism and funding home building projects led by Habitat for Humanity, Nissan is committed to making housing affordable in the communities where our employees and customers live.