1

Metro Edge Advertising Agency Team #3 MAR 321 Professor Nankin Neysa Smith, Lauren Buys, Blaine McCurry, Nicolas Morant, Simranjit Malhi, Twinkle Vakharia

Table of Contents 2





I. Executive Summary (3) II. Situation Analysis (4-40)  

   



Background (5) Industry Research (6-18) Primary Research (19-30) Secondary Research (31-39) SWOT Analysis (40)



   

  

  

Target Audience Profiles (43-45) Key Insight (46) Positioning Statement (47) Message/ USP (48) Reason to Believe (49) Organizing Idea (50)

V. Media Choices by Budget (7581) 

III. Objectives (41) IV. Creative Strategy Brief (42- 74)

 

    

Tagline (51) Commercial Story Board (52- 67) Print Advertisements & Billboards (68-70) Below-the-line (71-74)

Television Advertising (76) Magazine Advertising (77) Online Advertising (78) Newspaper Advertising (79) Other Advertising (80) Budget Breakdown (81)

VI. Conclusion (82) VII. Bibliography(83)

Executive Summary Simranjit Malhi 3











Potential for company growth is seen everywhere from technology to raw materials. To gain advantage, you must find where it is and attack the challenge. In the United States, there is a lot of potential in a growing audience. This audience is the multicultural millennials. Metro Edge Advertising is a creative and analytic marketing firm. We specialize in target profile definition and maximizing your company’s image. With our expertise, we generate a connection with your company and the target audience. Our mission is to develop a fully integrated marketing campaign to help Nissan build awareness and favorability among African American, Hispanic and Chinese millennial consumers in the United States. We have found the connection between Nissan and MC Millennials. The target audience wants a product that will express their individual creativity, interests and will boost their confidence. Our research finds those traits that express each group. This includes Rhythm, Style and Technology. Nissan is in great position to begin with. When you think of the leaders in innovation and design, you think of Nissan. We continued to work off Nissan’s “Innovation” theme to create the “What drives you?” campaign. This campaign will encourage the target market to see that Nissan mirrors their personality. Our research found a distinctive trait for each group that will connect with them emotionally. African Americans love style, Chinese Americans are passionate about the latest technology, and Hispanics Americans are inspired by music and rhythm. The Auto Industry in the United States is very competitive. Currently, the top 5 companies are Toyota (17.1%), GM (11.3%), Honda (12.3), Nissan (10.5), and Ford (12.4%). This campaign will build a relationship that will benefit Nissan now and in the future. Bottom line, Nissan will see an increased market share across this multicultural target.

II.

Situation Analysis Background, Research & SWOT Analysis

4

1 Background Nicolas Morant 5 

Founded in 1914 under the name of Datsun 



1970 - Datsun name is abandoned 

1 2

Created by three partners: Kenjron Den, Roburo Aoyama, Meitaro Takeuchi

High expansion (boom) of Nissan



1975 – Nissan  Top US vehicle importer



1984 – Creation of the brand Infinity in the US



1999 – Alliance with Renault Group (2nd French automaker)



2010 – Introduction of the first Nissan 100% electric car



2014 – Nissan NV200 will become New York City’s iconic yellow cab. 2

“Heritage”, Nissan - About Nissan, http://www.nissanusa.com/about/heritage. Paula Angelo, “Nissan NV200 Selected as New York City‘s Taxi of Tomorrow”, Nissan – Press Release, (May 3rd, 2011), http://www.nissancommercialvehicles.com/news-details?id=23.

Industry

3 Research _Financial

Statistics Blaine McCurry

6

Company

Location

Revenue

Toyota

Aichi Prefecture

$247,951.00 M Sales

General Motors

Detroit, Michigan

Ford

Dearborn, Michigan

Honda

Nissan

Hyundai

3

Tokyo

Yokohama-shi

Seoul

Standard & Poor’s Net Advantage Database

$135,592.00 M Sales

Company Name

S&P STARS Ranking

P/E

TOYOTA

3

21.40

HONDA

4

15.00

FORD

4

4.60

NISSAN

4

8.70

GENERAL MOTORS

5

4.50

$128,954.00 M Sales Company Name

Market ValueTotal ($M)

EPS

Yield %

Beta

TOYOTA

104,998.64

1.68

1.60

0.69

HONDA

51,798.13

1.96

1.70

0.75

FORD

34,940.51

1.74

2.42

NISSAN

36,707.01

1.71

1.57

GENERAL MOTORS

31,516.43

4.75

$116,170.90 M Sales

$114,827.10 M Sales

$78,457.00 M Sales

Industry

4 Research _Market

Share Blaine McCurry

7

Market Share:2010 (%) Nissan:

Toyota:

Units (thousands): 590.4 % of Total: 10.5%

Units (thousands): 962.1 % of Total: 17.1%

GM (Chevrolet):

Ford:

Units (thousands): 635.6 % of Total: 11.3%

Units (thousands): 696.9 % of Total: 12.4%

Hyundai:

Honda:

Units (thousands): 413.2 % of Total: 7.3%

Units (thousands): 691.6 % of Total: 12.3%

Nissan 12.30%

10.50%

Hyundai 7.30%

Toyota

12.40%

GM (Chevrolet) 17.10% 11.30%

Ford

Honda

4. Levy, Efraim. “Market Shares of US Dealer New Light Vehicle Sales.” GMID (accessed on 10/10/11).

Industry Research5_Competitor Expenditures Blaine McCurry 8 NISSAN U.S. AD SPENDING ($ in thousands)5 By Media Magazine

% change $74,642

8.6

B-to-B magazine

242

1,725

-86.0

Local Magazine

399

276

44.8

22

155

-85.6

Newspaper

7,878

10,510

-25.0

National Newspaper

5,829

456

N/A

126

277

-54.6

196,427

126,988

54.7

92,990

77,452

20.1

186

3,375

-94.5

Cable TV Networks

99,031

65,685

50.8

Spanish-language Network TV

23,882

20,568

16.1

638

N/A

N/A

9,933

5,430

83.0

360

1,793

-79.9

92,487

58,379

58.4

Measured Media

611,458

447,708

36.6

Unmeasured Spending

255,976

187,425

36.6

Total

867,434

635,133

36.6

Spanish-language Newspaper Network TV

Spot TV Syndicated TV

Network Radio Local Radio

Outdoor Internet

AdAge DataCenter Database

2009 $81,029

Spanish-language Magazine

5

2010

Industry Research5_Competitor Expenditures Blaine McCurry 9 HONDA U.S. AD SPENDING ($ in thousands)5 By Media Magazine

2009

% change

$91,213

$95,092

-4.1

Sunday magazine

2,770

6,442

-57.0

B-to-B magazine

2,634

4,503

-41.5

4

NA

NA

Newspaper

9,064

2,449

270.2

National newspaper

8,207

5,341

53.6

104

47

123.1

1

0

200.0

Network TV

162,337

131,732

23.2

Spot TV

274,029

209,075

31.1

268

1,015

-73.6

Cable TV networks

74,578

68,613

8.7

Spanish-language network TV

10,494

18,542

-43.4

Network radio

7,788

8,914

-12.6

Local radio

4,290

4,534

-5.4

Outdoor

4,864

4,489

8.4

37,159

57,942

-35.9

Measured media

689,804

618,730

11.5

Unmeasured spending

370,856

332,534

11.5

1,060,659

951,264

11.5

Local magazine

Spanish-language newspaper

FSI (freestanding inserts)

Syndicated TV

Internet (display only)

Total 5

2010

AdAge DataCenter Database

Industry Research5_Competitor Expenditures Blaine McCurry 10 TOYOTA U.S. AD SPENDING ($ in thousands) By Media Magazine

% change $104,401

27.2

5,705

1,417

302.6

B-to-B Magazine

975

1,607

-39.4

Local Magazine

44

139

-68.3

559

622

-10.2

Newspaper

19,835

4,831

310.6

National Newspaper

10,976

16,334

-32.8

607

85

616.4

NA

67

NA

Network TV

381,432

340,436

12.0

Spot TV

135,394

108,268

25.1

19,342

1,554

NA

193,205

125,436

54.0

66,261

54,246

22.1

1,047

1,272

-17.7

60

189

-68.4

4,911

6,518

-24.7

Outdoor

17,210

16,843

2.2

Internet

131,337

47,032

179.3

1,121,730

831,297

34.9

613,929

454,973

34.9

1,735,658

1,286,270

34.9

Spanish-Language Magazine

Spanish-Language Newspaper

FSI

Syndicated TV Cable TV Networks Spanish-Language Network TV Network Radio National Spot Radio Local Radio

Measured Media Unmeasured Media

Total

AdAge DataCenter Database

2009 $132,833

Sunday Magazine

5

2010

Industry Research5_Competitor Expenditures Blaine McCurry 11 GMC (Chevrolet) U.S. AD SPENDING ($ in thousands) By Media Magazine

% change $246,456

59.8

Sunday Magazine

2,108

23,511

-91.0

B-to-B magazine

7,516

3,887

93.4

Local Magazine

2,641

756

249.6

Spanish-language Magazine

3,642

1,324

175.1

215,086

579,687

-62.9

27,559

50,135

-45.0

2,934

2,717

8.0

Network TV

602,547

544,209

10.7

Spot TV

188,033

108,710

73.0

41,523

44,508

-6.7

293,618

251,394

16.8

Spanish-language Network TV

76,857

64,993

18.3

Network Radio

31,285

41,808

-25.2

Local Radio

16,091

16,560

-2.8

Outdoor

17,469

19,380

-9.9

Internet

240,003

190,150

26.2

2,171,282

2,198,395

-1.2

697,670

262,545

165.7

Total

2,868,952

2,460,940

16.6

Chevrolet Total

1,128,746

917,645

23.0

National Newspaper Spanish-language Newspaper

Syndicated TV Cable TV Networks

Measured Media Unmeasured Spending

AdAge DataCenter Database

2009 $393,718

Newspaper

5

2010

Industry Research5_Competitor Expenditures Blaine McCurry 12 FORD U.S. AD SPENDING ($ in thousands) By Media Magazine

% change $164,251

-16.7

N/A

989

N/A

7,191

5,739

25.3

21

34

-38.2

672

748

-10.1

6,424

13,197

-51.3

13,545

11,221

20.7

Spanish-Language Newspaper

72

607

-88.1

FSI

13

N/A

N/A

561,155

509,427

10.2

Spot TV

81,972

68,610

19.5

Syndicated TV

28,425

19,372

46.7

124,200

88,745

40.0

Spanish-Language Network TV

14,078

12,889

9.2

Network Radio

19,937

16,456

21.2

2,914

3,447

-15.5

10,099

9,005

12.2

3,887

3,342

16.3

145,369

111,312

30.6

1,156,829

1,039,391

11.3

758,119

435,493

74.1

1,914,948

1,474,885

29.8

B-to-B Magazine Local Magazine

Spanish-Language Magazine Newspaper

National Newspaper

Network TV

Cable TV Networks

National Spot Radio Local Radio Outdoor Internet

Measured Media Unmeasured Media

Total

AdAge DataCenter Database

2009 $136,854

Sunday Magazine

5

2010

Industry Research5_Competitor Expenditures Blaine McCurry 13

HYUNDAI U.S. AD SPENDING (In thousands) By Media Magazine

% change

$16,567

104.4

428

593

-27.8

Newspaper

2,638

1,163

126.9

National Newspaper

1,305

1,105

18.0

154,252

140,064

10.1

20,649

33,190

-37.8

395

13,443

-97.1

73,422

44,057

66.7

200

N/A

N/A

Local Radio

3,686

2,868

28.5

Outdoor

1,466

458

220.4

Internet

23,283

17,467

33.3

Measured Media

315,593

270,975

16.5

Unmeasured Spending

152,247

130,723

16.5

Total

467,840

401,697

16.5

Network TV Spot TV

Syndicated TV Cable TV Networks Network Radio

AdAge DataCenter Database

2009

$33,871

B-to-B magazine

5

2010

Industry Research5_Competitor Expenditures Blaine McCurry 14

Advertising Expenditures of Major Competitors: 2010 (in millions) Nissan

Toyota

$1,060,659

$867,434

$1,735,658

5

AdAge DataCenter Database

Honda

Industry Research5_Competitor Expenditures Blaine McCurry 15

Advertising Expenditures of Major Competitors: 20105 Media Internet Outdoor Radio

Spanish Network TV Honda Toyota Nissan

Cable TV Syndicated TV Spot TV Network TV Newspaper Magazine 0% 5

AdAge DataCenter Database

5%

10%

15%

20%

25%

30%

Industry Research_Competitor Strategy Appealing to the MC Millenial

Twinkle Vakharia

16 









Toyota has strategically appealed to the Hispanic crowd by issuing around 450,000 decals exclaiming Toyota ownership and Latin pride to showcase on vehicles.6 Toyota has seen their sales in the Hispanic market increase significantly as a result. A Google study found that African Americans are more prone to be influenced by advertising on Smart Phones. They are 53% more likely to click on banner ads, watch commercials and manage their finances through a Smart Phone.7 Last year, Cadillac decided to invest in employing an African American agency to appeal to that demographic more specifically.8 Both Fiat and Honda have used their campaigns to inspire a nostalgic emotion from their younger segment of their target audiences.9 Hyundai has tapped into a new use of a car through its marketing: socializing. They have decided to stress on the versatility of their car, both as a “need” as well as a “want”. A Hyundai can now be used as a social hub for music, video games and movies.10

_______________ 6“Toyota

Brings 'We Are Many' Social Media Effort to TelemundoNovela,” April 2011, http://adage.com/article/hispanic-marketing/toyota-brings-somos-muchos-effort-telemundo-novela/227019// 7“Digital Truths about African Americans,” September 2011, http://www.adweek.com/news/advertising-branding/google-study-sees-african-americans-more-responsive-digital-marketing-1349/ 8“Cadillac Picks African American Agency,” September 2010, http://www.adweek.com/news/advertising-branding/cadillac-picks-african-american-agency107818/ 9“2012 Honda Civic Spot Choking on Nostalgia,” July 2011. http://www.adweek.com/adfreak/2012-honda-civic-spot-practically-choking-nostalgia-133619/ 10“Velostar is a ‘Hangout,’” October 2011,

Nissan Brand Advantages

Simranjit Mallhi

17



Design o o



Innovation o

o o o o 

Nissan is inspired by the emotional value customers expect from a car.15 The intelligent key with the push button ignition is a standard on most cars. Gas Mileage: Nissan cars have great gas mileage for the variety of models they provide. All Nissan vehicles have a gas mileage that ranges from 17 – 38 mpg (highway), and 12 – 33 mpg (city).16 The Nissan LEAF is the world’s first affordable zero-emission car.17 The Nissan Versa has the highest horsepower and most passenger room in its class. Nissan utilizes racing technologies for the GT-R Sports automobile. Nissan introduced Brake Override Technology. Some say they will be required by the government to include the same engineering in the future.

Customer Service o

Nissan was awarded “The Greatest Resale Value Award” by the Kelley blue book and Popular Science.

Nissan Global "Nissan Design Vision.” Nissan. < http://www.nissan-global.com/EN/DESIGN/POLICY/> Wang, Andrew. "The advantages of Nissan Automobiles." Personal Transportation. 22 Oct. 2011. http://www.personaltransportation.org/transportation/the-advantages-of-nissan-automobiles/ 13 Skentzos, George. "Nissan unveils LEAF zero-emission vehicle." CarAdvice. 19 Aug. 2009. 11

12

Nissan Brand Disadvantages & Problems

Simranjit Mallhi

18

Disadvantages •

•

•

•

14

Insurance and Maintenance: It costs a lot more to insure and maintain a foreign car. Nissan vehicles depreciate slower because it is a foreign car, causing domestic cars to be cheaper for consumers. Nissan announced a recall on 540,000 vehicles due to issues with brake pedals and gas gauges. There is currently an investigation on 2007 and 2008 Altima’s concerning brake fluid leaks affecting 440,000 vehicles.18

Problems •

Nissan needs to alleviate the impacts of the Japanese industry inventory troubles caused by the March 11 earthquake and tsunami.19

•

Nissan fell from No. 12 to No. 24 in Power’s 2011 Initial Quality Study.20

Rall, Patrick. " NHTSA investigating Nissan Altima for brake fluid leaks." Torque News. 131 May 201. \ http://www.torquenews.com/106/nhtsa-investigating-nissan-altima-brake-fluid-leak 15Chappel, Lindsay. "Nissan brand sales jump 22% despite Irene." Automotive News. 1 Sept. 2011. http://www.autonews.com/apps/pbcs.dll/article?AID=/20110901/RETAIL01/110909980/1448 16Chappel, Lindsay. " Ghosn's task: To help Nissan grow and solve quality issues Automotive News. 1 Sept. 2011.

Primary Research_Survey Results Demographics of Respondents 19

    

Male: 51% Female: 49% 47% are over 22 years old 39% are African American/Hispanic/Chinese 53% are Students

Simranjit Malhi

Primary Research_Survey Results 20



Do you currently have a driver’s license? 



Do you currently own or lease a vehicle? 



Most respondents, within 1 year

When do you see yourself purchasing your next car? 



Most respondents, 2 cars

How long ago did you purchase your last car? 



60%, YES; 40%, NO

How many cars do you have in your household? 



92%, YES; 8%, NO

Most respondents, 2-4 years

What is the primary reason for which you drive? 

Most respondents, commuting for work

Simranjit Malhi Blaine McCurry

Primary Research_Survey Results Most preferred brands from 1-7 (1 being most preferred)Simranjit Malhi 21

6.3 5.49

5.36

GM

Chevrolet

4.59 3.59

2.72

Toyota

Nissan

Kia

Ford

Primary Research_Survey Results What do you value most in a car?

Simranjit Malhi

22

89% 61%

51% 25%

32%

26% 13% 3%

Primary Research_Survey Results How important is innovation to you on a scale of 1-10?

Simranjit Malhi

23

20%

13%

9%

9% 7%

6%

14%

13%

7% 3%

0%

0

1

2

3

4

5

6

7

8

9

10

Primary Research_Survey Results What does innovation mean to you?

Simranjit Malhi

24 

Text Response:  Next cool thing  Fast, fuel efficient  Leading the way in creative use of technology  Love taking risks.  New technology, better to function, fixing previous problems  To bring about change for the better  To me, innovation means to improve upon something that's already in existence.  Introducing new methods or techniques  Finding the most cost effective and efficient way way to make something better than the current best  Power and ability to change current ideas/systems with own ideas  Being creatively unique.  Never seen before products that work better than other (somehow similar) products in the market  Something new that changes the standard, something that is groundbreaking and different that breaks the norm  It can be several things. Doing something new. Doing something better. Doing something in a different way than normal.  New & unique feature

Primary Research_Survey Results What media types do you frequent most often?

Simranjit Malhi

25

41%

37%

14% 8%

Print Media (magazine, newspaper)

Television

Social Media Websites other than (Facebook, Twitter, social media sites Yelp) (Google, Huffington Post)

Primary Research_Survey Results Most frequented magazines

Simranjit Malhi

26 1.

Architectural Digest

12.

Esquire

23.

adage

2.

economist

13.

Time

24.

Wired

3.

Sports Illustrated

14.

Glamour

25.

Latina

4.

Men's Health

15.

NYLON

26.

ESPN

5.

Cosmopolitan

16.

Motor Trend

27.

Lucky Magazine

6.

People

17.

time out

28.

Fortune500

7.

Rollingstone

18.

Bloomberg Magazine

29.

Hot Rod

8.

Women's Health

19.

Elle

30.

Chicago Magazine

9.

oprah

20.

Maxim

31.

Popular Science

10.

Entertainment Weekly

21.

High Times

11.

GQ

22.

Wired

Primary Research_Survey Results Most frequented television

Simranjit Malhi

27

20%

8% 7%

0%

8% 9% 5%

9%

8%

5% 4%

7%

4% 1%

0% 1%

0% 1%

Primary Research_Survey Results Most frequented websites

Simranjit Malhi

28

Social Media:  Facebook  Twitter  Tumblr  Foursquare  Google +

Other:  CNN.com (4)  ESPN.com (3)  Gmail.com (5)  Google.com (20)  Reddit.com (10)  Yahoo.com (11)  Youtube.com (6)

Primary Research_Survey Results Primary research results

Simranjit Malhi

29

Lifestyles of Those Surveyed

Top Websites Excluding Social Sites: Google, Yahoo

Top Social Media Site: Facebook, Twitter

Most commonly watched cable networks: NBC, Discovery Channel, ABC and Food Network

Most common use of driving: Driving to work

Most common media type used: Social Media

Most commonly read magazines: Wired, Cosmopolitan, Time

Primary Research_Survey Results Primary research results, continued

Simranjit Malhi

30

Cars • • • • • •

Most preferred car brands: Kia, GM, Chevrolet Prefer Japanese cars more Most preferred car type: SUV, Sedan, Hybrid Price and Fuel Efficiency are the top 2 factors when purchasing a car 34% are willing to spend $20,000 to $30,00 40% selecting 7 or above on a scale of 10 when asked how important innovation is • 19% selected 10 out of 10 when asked the importance of a car being eco-friendly • Navigation System, Stereo System and Storage space are the top three interior features

Consumer Research Target Consumer Characteristics18

Blaine McCurry

31

250

Index

200

150

Hispanic

100

Asian African American

50

0 Work Early "Green" Centered Adoptor •

•

18

Hispanics and Asians are over 110% more likely to be work centered. • African Americans are about 71% more likely to be work centered.

African Americans are 118% more likely to be early adopters. • Hispanics and Asians are over 85% more likely to be early adopters.

Simmons Database: Simmons Choices III (2008). Accessed on 11/9/11.

Brand Loyal •

Hispanics and Asians are over 23% more likely to be environmentally conscience. • African Americans are 23% less likely to be environmentally conscience.

•

All three segments of our target are less likely to be brand loyal: • Hispanics-18% less likely • Asian-27% less likely • AA-26% less likely

Consumer Research Target Consumer Self-concepts18

Blaine McCurry

32

•

Targets are more likely to be self-centered and narcissistic: • Hispanic-87% more likely • Asian-159% more likely • AA-112% more likely

•

Asians don’t consider themselves as adventurous as Hispanics and African Americans.

•

Asians tend to consider themselves more refined, creative, open-minded, intelligent and trustworthy than Hispanics or African Americans.

•

Hispanics consider themselves to be more refined and creative than African Americans.

•

African Americans and Hispanics hold similar views of themselves in regards to being openminded, intelligent and trustworthy.

300 250

Index

200 150

Hispanic Asian

100

African American

50 0

18 Simmons Database: Simmons Choices III (2008). Accessed on 11/9/11.

Consumer Research Target Consumer Activities and Hobbies18

Nicolas Morant

33 250

Index

200 150

100 50

0

Hispanic 18 to 29

•

•

18

Asian 18 to 29

African American 18 to 29

18 to 29 year old Hispanics, Asians and African Americans tend to have similar activities & hobbies such as going to bars, nightclubs and dancing. They are 29%, 38% and 45%, respectively, more likely to do that compared to the entire U.S. population. Education courses tend to be more important for Asians and African Americans who are 122% and 65% more likely to study than the entire U.S. population.

Simmons Database: Simmons Choices III (2008). Accessed on 11/9/11.

Consumer Research Target Consumer Attitudes Toward Automobiles18

Nicolas Morant

34 350 300

Index

250 200 150 100 50 0 Foreign cars more prestige Choose a car mainly on than American looks

Hispanic 18 to 29

•

• • 18

My car should catch people's attention

Asian 18 to 29

Often drive by self for sense of freedom

My car should express my personality

African American 18 to 29

Multicultural millennials tend to have similar attitudes toward automobiles, but Asians tend to focus more on foreign cars (223% more likely) and cars that express their personality (82% more likely). African Americans drive cars for a sense of freedom (35% more likely). Hispanics tend to show a mixture of the other two targets’ attitudes towards automobiles.

Simmons Database: Simmons Choices III (2008). Accessed on 11/9/11.

Consumer Research Target Consumer Attitudes Toward Media18

Twinkle Vakharia

35

250

200

Index

150

100

50

0 I use the internet to socialize and meet others

Magazines are the main Radio is the main source Internet is the main source of entertainment of entertainment source of entertainment Hispanic

18

Simmons Database: Simmons Choices III (2008). Accessed on 11/9/11.

Asian

African American

Enjoy reading ads in magazines

I notice ads in the lobbies of movie theatres

Consumer Research Target Consumer Attitudes Toward Media,18continued

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





18

Hispanic American, Asian American, and African Americans have similar attitudes in noticing advertisements in movie theaters Asians are also more prone to socialize and meet others on the internet and use the Internet as their primary source of information and entertainment. All three target segments tend to read ads out of curiosity.

Simmons Database: Simmons Choices III (2008). Accessed on 11/9/11.

Consumer Research Target Consumer Geographic Concentration19

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Target Segment Concentration, by Market

Hispanic

African American

Market

19

Pop.

Market

Asian

Pop.

Market

Pop.

New York

4,021

Los Angeles

8,200

Los Angeles

2,331

Chicago

1,906

New York

4,300

New York

1,578

Atlanta

1,614

Miami

2,100

San Francisco

1,511

Washington D.C.

1,552

Chicago

1,900

Honolulu

860

Philadelphia

1,542

Houston

1,900

Chicago

505

Los Angeles

1,458

San Francisco

1,700

Sacremento

494

Detroit

1,200

Dallas/Fort Worth

1,600

Washington D.C.

434

Miami

1,011

Phoenix

1,200

Seattle

389

San Antonio

1,200

San Diego

360

Boston

339

Houston

983

Dallas

935

Magazine Publishers of America. “African-American/Black Market Profile, Asisan American Market Profile, Hispanic Market Profile.” (11/11/11).

Consumer Research Distinguishing Chinese from Asian20

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

Two proverbs 85% of Chinese Americans swear to live by:  “If

you don’t climb the high mountain, you wont feel the pain; if you don’t take extreme challenges, you won’t see exciting discoveries.”  “He who hurries cannot walk with dignity. It is better not to hurry so as to appear dignified and respectable.” 

Both of these proverbs suggest a strong priority for career, wealth, and social recognition.

20 Yabuuchi, Akio. "Face in Chinese, Japanese, and U.S. American cultures." Journal Of Asian Pacific Communication (John Benjamins Publishing Co.) 14, no. 2 (September 2004)

Consumer Research Distinguishing Chinese from Asian 39



Characteristics of Chinese Americans Include:  Career

Oriented  Early Adopters  Eco-Friendly 

Priorities of Chinese Americans : Descending Order21 1. 2. 3. 4.

Achievement Social Recognition Success Social Power

21 Haibin, Dong. 2009. "Identity Discussion: A Discourse Analysis of the Ingroup Identity Differences Enacted by One Thread of Online Discussions."

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Nissan SWOT Analysis Blaine McCurry 40 Strengths

Weaknesses

The term innovation has strong meaning amongst the MC millennial segments

Nissan currently does not hold the majority share of the overall market or the MC millennial market

Nissan offers a wide variety of vehicles that appeal to the target segment needs

Many consumers have preconceived notions about the Nissan brand and the type of individual who generally owns a Nissan

Opportunities

Threats

MC millennials do not have strong brand loyalties

Nissan’s competitors are also directing their advertising efforts toward the growing MC millennial market

A large budget has been provided in order to efficiently reach all of the target segments

III. Objectives

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





To outline the benefits of owning a Nissan product in a way that will appeal to the MC millennial market. To utilize media frequented by our target market to communicate our message. To convey a favorable brand image to the market in ways that will prosper Nissan.

IV.

Creative Strategy Brief Brand Advantages, Disadvantages, & Problems Target Audience Profiles Creative Strategy

42

Target Profile African Americans

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Name: Danielle Williams Age: 24 Location: Atlanta, GA Relationship Status: Engaged Occupation: Store Manager (The Gap) Education: BA in Fashion Design Interests: Fashion, shopping, planning her wedding, spending time with her sisters, reading romance novels, dancing and physical fitness Social Preferences: Prefers to have many friends. Enjoys socializing in clubs as well as lounges. Media Preferences: She primarily watches VH1 and BET, reads Vogue, Entertainment Weekly and Cosmo and spends most of her time on the Internet browsing , sharing photos and updating her status on Facebook and reading news stories on Yahoo.

Name: Ty Jones Age:21 Location: Los Angeles, CA Relationship Status: Single Occupation: Free-lance Model Education: Currently pursuing a BA in Acting (full time) Interests: Music production, women, cars, basketball, men’s fashion, acting, movies, the beach, spending time with his family and going out with his guy friends. . Social Preferences: Prefers to have a few close guy friends that he spends most of his time with. Enjoys socializing in bars , clubs and lounges as well as on the beach. Media Preferences: He primarily watches action and adventure movies in cinema’s as well as at home. He watches MTV, FX, ESPN and BET on TV, has a subscription to Maxim magazine and spends his Internet time surfing videos YouTube and browsing Facebook.

Target Profile Hispanic Americans

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Name: Andrés Mendoza Age: 28 Location: Miami, FL Relationship Status: Engaged Occupation: Manager in a nightclub Education: Associate degree in events planning Interests: Cars, women, bodybuilding, partying, men’s fashion, going out, watching sports on TV and action movies. Social Preferences: Like to have many friends. Enjoys socializing in clubs as well as lounges. Media Preferences: Primarily watches action movies, reads Maxim magazine, has a subscription for Sports Illustrated magazine and spends his Internet browsing on social media sites like Facebook and Twitter.

Name: Ana Delguado Age:22 Location: Los Angeles, CA Relationship Status: Single Occupation: Looking for a job Education: BA in drawing and painting Interests: Art, fashion, shopping, spending time with her friends, reading novels and magazines, going to the beautician. Social Preferences: Prefers to have a few close girl friends that she spends most of her time with. Enjoys socializing in bars , clubs and lounges as well as on the beach. Media Preferences: She primarily reads Latina, People, has a subscription to National Geographic magazine and spends most of her time on the Internet updating her Facebook and chatting with her friends.

Target Profile Chinese Americans

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Name: Stephanie Lee Age: 24 Location: New York, NY Relationship Status: Single Occupation: Student, Part-Time Corporate Law Intern Education: BA in Economics, Currently studying Corporate Law at NYU Interests: She loves reading, art, music and movies Social Preferences: Spending time with her family and close friends Media Preferences: She watches TBS, reads Bon Apetit and Marie Claire magazine. She is also connected with her friends, family and professional colleagues through LinkedIn, Facebook and email.

Name: Benjamin Zhang Age: 28 Location: Chicago, IL Relationship Status: Married Occupation: Designer at a web design firm Education: B.A in Graphic Design, currently going to school part time to finish up his M.B.A so that he can open up his own business one day. Interests: Art, plays the guitar, loves music, traveling. Social Preferences: When he isn’t with his wife, Ben loves to go out for drinks with his colleagues and vacation with his friends and family. Media Preferences: He is very active on websites such as reddit and Deviantart, he reads Forbes magazine, and watches Showtime, HBO and Comedy Central.

Key Insight

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The multicultural millennial consumer wants an automobile that will enhance their perceived self-image by showcasing their interests and creativity, thus boosting their self-confidence.

Positioning Statement

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Nissan surpasses their competition by offering their drivers innovative features that make it an exceptionally desirable brand for a wide variety of individuals, while still maintaining their affordability and their appeal to consumers personal interests.

Message/ USP

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When driving a Nissan, you will be showing the world your individual passion for style, technology and rhythm.

Reason to Believe

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Innovation is technically defined as a newly introduced idea, method or device developed for some benefit or use. Innovation is Nissan’s leading sales initiative and essentially defines the brand’s mission. Nissan offers it’s consumers many options to customize every vehicle to individual interests through Nissan’s build a car feature on their website. Selecting a vehicle will bring you to that vehicle’s own customized page where all of the interior and exterior features can be personalized. These features include; industry leading technology such as GPS capability or the ability to sync your other portable devices to the system in your vehicle, customizable interior and exterior designs and colors that allow you to best represent your personality as well as innovative and customizable sound systems for optimal rhythm.

Organizing Idea

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We will show a role model from each of the multicultural millennial segments (ChineseAmerican, African-American, Hispanic-American) following their individual passions (of Technology, Style, and Rhythm) in their careers and how that creative unique passion is also incorporated in their Nissans as they drive confidently in their respective neighborhoods. Chinese-American  Our Male Chinese-American role model is working with technology, his individual passion, and shows that translated into the technological innovations he uses in his Nissan Z coupe. African-American  Our Female African-American role model is working in fashion dealing with style, her individual passion, and shows how her style in the fashion world translates into the new style innovations in her Nissan Altima Coupe. Hispanic American  Our Male Hispanic-American role model is working at his night club as the DJ enjoying the rhythm, his individual passion, and shows how this passion or rhythm translates into the new innovations for rhythm in his Nissan Armada.

Tagline

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Innovations in Technology Innovations in Style Innovations In Rhythm Innovation. It’s what drives us. What drives you?

Commercial Story Board Chinese Americans 52

Video: Chinese American male role model utilizing innovative technology in his workplace Audio: “Midnight City” –M83

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Commercial Story Board Chinese Americans 53

Video: Close-up of role model using interactive technology at work Audio: “Midnight City” –M83

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Commercial Story Board Chinese Americans 54

Video: Close-up of male role model transitions into interactive technology in his Nissan Z-coupe Audio: “Midnight City” –M83

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Commercial Story Board Chinese Americans 55

Video: Zoom out of the innovative technological interior features of the Nissan Z-coupe Audio: “Midnight City” –M83

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Commercial Story Board Chinese Americans 56

Video: Exterior view of Chinese American male role model driving his technologically innovative Nissan with the words Innovation in Technology flashed across the screen. Audio: “innovations in technology” spoken with music playing softly in the background. “Midnight City” –M83

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Commercial Story Board African Americans 57

Video: African American female role model using style to help shape her passion for designing clothing. Audio: “Midnight City” –M83

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Commercial Story Board African Americans 58

Video: Close-up of African American female role model designing clothing with innovative style Audio: “Midnight City” –M83

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Commercial Story Board African Americans 59

Video: Close-up of African American female role model expressing her sense of style with the new stylish innovations of Nissan. Audio: “Midnight City” –M83

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Commercial Story Board African Americans 60

Video: Zoom-out of the interior of the Nissan Altima coupe showing the new stylish innovation that this vehicle has to offer. Audio: “Midnight City” –M83

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Commercial Story Board African Americans 61

Video: Exterior view of the African American female role model driving her stylishly innovative Nissan Altima coupe with the words Innovations In Style flashed across the screen. Audio: “innovations in Style” spoken with music playing softly in the background. “Midnight City” –M83

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Commercial Story Board Hispanic Americans 62

Video: Hispanic American male role model DJing his innovative rhythmic beats at his club. Audio: “Midnight City” –M83

Lauren Buys Neysa Smith

Commercial Story Board Hispanic Americans 63

Video: Close-up of Hispanic American male role model’s hand turning up the rhythm at the club with his innovative and advanced equipment. Audio: “Midnight City” –M83

Lauren Buys Neysa Smith

Commercial Story Board Hispanic Americans 64

Video: Transition into close up of Hispanic American male turning up the rhythm while utilizing his advanced stereo system in his Nissan Armada. Audio: “Midnight City” –M83

Lauren Buys Neysa Smith

Commercial Story Board Hispanic Americans 65

Video: Zoom out of the interior of the Nissan Armada to show the new innovative rhythmic stereo features. Audio: “Midnight City” –M83

Lauren Buys Neysa Smith

Commercial Story Board Hispanic Americans 66

Video: Exterior view of the Hispanic American male role model driving his rhythmically innovative Nissan Armada with the words Innovations In Rhythm flashed across the screen. Audio: “Innovations in Rhythm” spoken with music playing softly in the background. “Midnight City” –M83

Lauren Buys Neysa Smith

Commercial Story Board All Segments

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Video: Shows the three role models driving their Nissans and expressing their passions and lifestyles through style, technology, and rhythm with the words, “Innovation. Its what drives us. What drives you?” flashed across the screen.

Audio: “Innovation. Its what drives us. What drives you?” spoken with music fading out in the background. “Midnight City” –M83

Print Advertisement & Billboard Hispanic American 68

Nicolas Morant Simranjit Malhi

Print Advertisement & Billboard African American 69

Nicolas Morant Simranjit Malhi

Print Advertisement & Billboard Chinese American 70

Nicolas Morant Simranjit Malhi

Below-the-Line Nissan Catch-a-Cab Promo Event 71 



Prior to the 2014 launch of the Nissan yellow cabs in NYC, Nissan will hold a promotional test run with the brands top notch cabs for free in three major cities; New York, Los Angeles, and Miami. Passengers will be able to flag down our very noticeable cabs to “win” a free cab ride anywhere within the cities. While in the cab, they will be able to get the Nissan experience by being exposed to all of the technological advances the cars have to offer. This promotional event will create a lot of buzz as well as expose the brand to our target market. Nissan Catch-a-Cab will be advertised through all of our existing social mediums: Facebook, Twitter, YouTube.

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Below-the-Line What DrivesYou - Facebook Contest

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We want to give our target the opportunity to show us what drives them. How would their own personal inspiration be reflected into their Nissan? Inspiration can come from family, community, art, etc. We’re giving our customer’s a chance to submit a video to Nissan’s Facebook page showing us what inspires them!  The video that the public votes as the best video will receive a brand new Nissan customized with the innovations that inspire them the most.  The 2nd & 3rd place winners will receive a $5,000 voucher for their next Nissan purchase.

Below-the-Line iPhone and iPad Application 73

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V.

Media Choices by Budget These are the media that the MC millenials most frequently use through their daily lives1.

22. MRI MediaMark Reporter: 2010. Accessed on 11/29/11

74

Advertising Television 75

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Advertising Magazine 76

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Advertising Online 77

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Advertising Newspaper – Sunday Editions 78

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Advertising Other 79

   

Cinema Out of Home Radio Mobile Ads

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Budget Breakdown

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National Reach

Setup Process

Setup Cost

Cost of Media $35,000 to $2 million per 30 second spot

Budget

National TV Ad Spot

Design + Production

$750,000

National Magazine

Design

$1,500-$20,000

$3,000-$25,000 per full-page ad per issue

$30,000,000

National Newspaper Ad

Design

$1,500-$20,000

~$28,000 per half-page ad per day

$6,000,000

National SEO National PPC

Website Configuration Campaign Configuration

$4,000-$10,000 $4,000-$10,000

Free 5¢-$3 per qualified visitor

$6,000,000 $5,000,000

National Email Marketing

Email Template Design

$4,000-$10,000

Free

$100,000

Out of home Mobile Application Radio

Design Design + Development Production

$1,500-$20,000 $200,000 $1,500

25000 per city per month / $6,500

$5,000,000 $200,000 $3,400,000

National Cinema

Design + Production

Included in Advertising

$120 per week for one screen

$3,120,000

Miscellaneous Total

/

/

N/A

$1,180,000 $100,000,000

$40,000,000

VI. Conclusion Neysa Smith 81





With the implication of our IMC campaign, we are confident that Nissan will be able to increase sales within their target market of 18-29 African Americans, Chinese Americans, and Hispanic Americans through the multicultural advertising campaign that we have created. Our advertisements are designed to capture the attention of our target audiences and to influence them through style, technology, rhythm, and most importantly, Nissan’s foundation: innovation.

VII. Bibliography 82 1. 2.

“Heritage”, Nissan - About Nissan, http://www.nissanusa.com/about/heritage. Paula Angelo, “Nissan NV200 Selected as New York City‘s Taxi of Tomorrow”, Nissan – Press Release, (May 3rd, 2011), http://www.nissancommercialvehicles.com/newsdetails?id=23.

3.

Standard & Poor’s NetAdvantage Database

4.

Levy, Efraim. “Market Shares of US Dealer New Light Vehicle Sales.” GMID (accessed on 10/10/11).

5.

Source: AdAge DataCenter Database

6.

7.

“Toyota Brings 'We Are Many' Social Media Effort to TelemundoNovela,” April 2011, http://adage.com/article/hispanic-marketing/toyota-brings-somos-muchos-effort-telemundonovela/227019//

“Digital Truths about African Americans,” September 2011, http://www.adweek.com/news/advertising-branding/google-study-sees-african-americans-more-responsive-digitalmarketing-1349/

8.

“Cadillac Picks African American Agency,” September 2010, http://www.adweek.com/news/advertising-branding/cadillac-picks-african-american-agency-107818/

9.

“2012 Honda Civic Spot Choking on Nostalgia,” July 2011. http://www.adweek.com/adfreak/2012-honda-civic-spot-practically-choking-nostalgia-133619/

10.

“Velostar is a ‘Hangout,’” October 2011, http://adage.com/article/news/hyundai-veloster-a-hangout/230304//

11.

Simmons Database: Simmons Choices III (2008). Accessed on 11/9/11.

12.

Magazine Publishers of America. “African-American/Black Market Profile.”(11/11/11).

13.

Magazine Publishers of America. “Hispanic/Latino Market Profile.”(2007).

14.

Yabuuchi, Akio. "Face in Chinese, Japanese, and U.S. American cultures." Journal Of Asian Pacific Communication (John Benjamins Publishing Co.) 14, no. 2 (September 2004)

15.

Haibin, Dong. 2009. "Identity Discussion: A Discourse Analysis of the Ingroup Identity Differences Enacted by One Thread of Online Discussions."

16.

Datamonitor. “Nissan Motor Co., Ltd.: Company Profile.” Business Source Premier (accessed on 10/27/2011).

17.

Nissan Global "Nissan Design Vision.” Nissan. < http://www.nissan-global.com/EN/DESIGN/POLICY/>

18.

Wang, Andrew. "The advantages of Nissan Automobiles." Personal Transportation. 22 Oct. 2011. http://www.personaltransportation.org/transportation/the-advantages-of-nissanautomobiles/

19.

Skentzos, George. "Nissan unveils LEAF zero-emission vehicle." CarAdvice. 19 Aug. 2009. http://www.caradvice.com.au/36919/nissan-unveils-leaf-zero-emission-vehicle/

20.

Rall, Patrick. " NHTSA investigating Nissan Altima for brake fluid leaks." Torque News. 131 May 201. \http://www.torquenews.com/106/nhtsa-investigating-nissan-altimabrake-fluid-leak

21.

Chappel, Lindsay. "Nissan brand sales jump 22% despite Irene." Automotive News. 1 Sept. 2011. http://www.autonews.com/apps/pbcs.dll/article?AID=/20110901/RETAIL01/110909980/1448

22.

Chappel, Lindsay. " Ghosn's task: To help Nissan grow and solve quality issues Automotive News. 1 Sept. 2011. http://www.autonews.com/apps/pbcs.dll/article?AID=/20110705/COPY/307059955/1498

Neysa Smith Lauren Buys Blaine McCurry Nicolas Morant Twinkle Vakharia