Nissan altima By Oliver + Whitman

COMPANY REVIEW

  • 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.

MEDIA OBJECTIVES

  • 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

WHY THEM?

  • 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.

SEASONAL STRATEGY

  • 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.
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.
Spring
  • 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.

MEDIA STRATEGY

TELEVISION

$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

DIGITAL

$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

MAGAZINE

$3 million, 10%
  • Sports magazines ~ MRI 132
  • Mens magazines ~ MRI 130
  • Automotive magazines ~ MRI 125

outdoor

$2 million, 6.7%
  • Los Angeles, California ~ MRI 252
  • New York City, New York ~ MRI 213

PR EVENTS

$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.

BUDGET STRATEGY & ALLOCATION

FLOW CHART ALLOCATION

TV - $13 million, 43.3%
  • Comedy Central - $3,504,000, 11.68%
  • ESPN - $4,952,656, 16.51%
  • NBC - $4,543,344, 15.14%
MAGAZINE - $3 MILLION,10%
  • Sports magazine - $1 million, 3.33%
  • Mens magazine - $1 million, 3.33%
  • Automotive magazine - $1 million, 3.33%
DIGITAL - $8 MILLION, 26.7%
  • Twitter - $4,176,000, 13.92%
  • Youtube - $2,786,000, 9.29%
  • Facebook - $1,038,000, 3.46%
other - $6 million, 20%

MEDIA CONCLUSION & SUMMARY

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