Embed Size (px)
Citation preview
Ipsos
�������filesNissan Leaf
Predicting the Business Impact of Marketing DecisionsMay 2011
For More Information, Contact:John Kiser
Direct: 925.327.2007Main: 925.820.7350
Performance SummaryThe Nissan Leaf is a 100% electric vehicle available for sale in the UnitedStates. A $7,500 tax credit is offered to those who purchase the $32,500vehicle. Not to be confused with hybrids, the Nissan Leaf burns zero gas andproduces zero emissions, all the while driving like a V6 and achieving speedsof up to 90mph. It has a 100-mile range before it needs recharging.
The Leaf generates a strong profile. It scored at least average on everyconsumer metric, yielding an average Market Success Score. While it hasdemonstrated potential for relatively strong advertising strength, its potentialfor organic word-of-mouth awareness generation is only average. To furtherchances for a successful launch, Nissan can capitalize on the Leaf’s 100%electric, no-gas engineering (and resulting cost savings), as well as itscompetitive price, features that are totally unique to this vehicle for the timebeing.
© 2011 Ipsos Vantis Files 2
Source: http://www.nissan.com
Key Findings
Market Potential
�Nissan’s Leaf exhibits solid market potential. Its average Market Success Score was driven by strong consumer metrics, including value perceptions and likelihood to seek additional information, though was limited by middling purchase intent. Nonetheless, these are encouraging results for a high-ticket, long purchase cycle product.
KeyMarket
Segments
�Consumers most interested in the Nissan Leaf are younger and have children under age 12 at home. They tend to be non-white and live in urban-area multi-family dwellings. Additionally, they have a strong internet presence , particularly in gaming, entertainment and blogging.
�The initiative will benefit from an above-average
© 2011 Ipsos Vantis Files 3
CommunicationsOverview
�The initiative will benefit from an above-average Message Power Score, which is indicative of the power of future advertising; however its potential to generate organic buzz is only average. Primary interest drivers include the car’s gasless engine and its speed (up to 90mph).
CriticalSuccessFactors
�Nissan has a strong opportunity for differentiation since, unlike other “green” and efficient cars, the Leaf is 100% electric, uses no gas at all, and is competitively priced. As gas prices are rapidly rising, Nissan can easily demonstrate the cost savings attained by owning this vehicle –especially once the $7,500 tax credit is accounted for.
� In addition to this highly differentiating paradigm shift, the Nissan Leaf benefits by sporting some features that are similar to traditional automobiles (speed, handling). As this may provide comfort to some would-be drivers, these elements could also be folded into marketing communications.
Vantis Files Scores ExplainedMarket Success ScoreThe Market Success Score (MSS) is a calculation of the probability of success in market. MSSrelies on Vantis’ forecasting background; specifically its ability to convert survey claims to trueestimates of demand. A high MSS indicates mass potential in the market. Concepts in the top thirdon this measure have a 70% success rate when launched. A MSS in the middle requires moreanalysis. We look for hidden winners in this section – niche or targeted products and breakthroughs(see Key Measure Scorecard below for more information). Most concepts with a low MSS are notready for advancing without some improvement, typically in the messaging.
Key Measure ScorecardIpsos Vantis owns the world’s largest database of new concept scores in technology, durablegoods, health, and services sectors. Key survey measures for a concept are compared to surveynorms for a relevant subset of new products from the Vantis Database. The pattern of the scoresacross the scorecard is as important as the overall strength of the scores. There are two dozen newproduct archetypes – patterns of survey scores -- into which every new product can be classified.Some of the biggest opportunities often go missed because they have lower purchase intent, andreside in the middle of the pack. The key measure scorecard will find the obvious winners, and willdistinguish between truly Average ideas that should not be pursued and Breakthrough or Nicheideas with enormous potential.
Key Consumer SegmentsVantis Files utilize the standardized Vantis Express survey that includes demographics, shopping
© 2011 Ipsos Vantis Files 4
Vantis Files utilize the standardized Vantis Express survey that includes demographics, shoppingand media habits. The summary is meant to give a top-line understanding of the consumer targetwhich is essential to market success and also provides the framework for the market size (rightproduct : right audience rather than wrong product : wrong audience).
Message Power ScoreMessage Power scores the ability to execute the message in mass marketing. A high score vs. thenorm results when one or a few clear, differentiated benefits are present. An offer with highMessage Power Score will be very responsive to advertising spend. Thus, seeing heavy spend is asignal of an uptick in business trajectory.
Buzz Power ScoreSome products are more likely to be discussed, even hyped by faithful buyers. Buzz Powerindicates how much word-of-mouth (buzz) a new product will generate. Buzz Power links directly todemand potential, whereby high buzz scores translate to incremental awareness in the market.Breakthrough products will generally have high potential here.
Critical Success FactorsPhrase-by-phrase analysis, indicating why consumers will buy. This analysis, based on a concepthighlighter exercise, identifies key message components that motivate the target audience.
Top 5 PhrasesThis “elevator test” identifies the 5 most important parts of the message - phrases that A) reach theconsumer and B) persuade them. Reach is calculated using the click rate for each phrase in theconcept highlighter exercise. Persuasion is derived by correlating the click rate (reach) with the keymeasure scorecard.
Vantis ScoresMarket Performance Indicators
The Nissan Leaf generates strong performance, with all consumer metrics placing at leastaverage versus the Vantis database. Despite its high sticker price, both value ratings andconsumers’ intent to seek information were above average; even more encouraging was theinitiative’s Top 20% uniqueness rating. Actual purchase intent, however, was only average,as were several other measures. These consumer metrics yield an average MarketSuccess Score, indicating a relatively good possibility of a successful launch.
Market Success Score
Key Measure ScorecardVantis Database Ranking
Raw
120
MSS Interpretation: Determine If Hidden Winner
0 67 133 200
© 2011 Ipsos Vantis Files 5
Although the Vantis Database consists of over 20,000 product evaluations, the scores of this study were compared to a subset of approximately 536 similarly priced products.
Seek Information(Top Two Box %)
Purchase Intent(Top Box %)
Purchase Intent(Top Two Box %)
Liking(Mean 6-Point Scale)
Price/Value(Mean 5-Point Scale)
Uniqueness(Mean 5-Point Scale)
Believability(Top Box%)
Need Fulfillment(Top Two Box %)
54%
5%
26%
3.9
3.3
3.8
45%
37%
RawScore����
Bottom20%
BelowAvg.
AboveAvg.
Top20%Average
Key Market Segments (1 of 2)Likely buyers of the Nissan Leaf tend to be younger with young children (<age12) at home. The car also appealed non-white consumers, especially Asians,as well as those who live in multi-family dwellings in urban areas.
Those interested in the Nissan Leaf also have a strong internet presence,particularly in regards to gaming, writing blogs, and participating in auctionwebsites.
© 2011 Ipsos Vantis Files 6
Key Market Segments (2 of 2)Likely buyers of the Nissan Leaf tend to be younger with young children (<age12) at home. The car also appealed non-white consumers, especially Asians,as well as those who live in multi-family dwellings in urban areas.
Those interested in the Nissan Leaf also have a strong internet presence,particularly in regards to gaming, writing blogs, and participating in auctionwebsites.
© 2011 Ipsos Vantis Files 7
Communications OverviewThe Top 5 analysis indentifies those phrases that had the greatest impact and arecorrelated with purchase intent. For the Nissan Leaf, the most impactful phrases mainlyappeared in the latter half of the copy, suggesting potential for greater attention-grabbing ifsome of these ideas can be incorporated earlier in the copy, or even made into a headline.While some of the phrases dealt with technical specifications such as the vehicle’s rangeand speed, consumers also seemed to appreciate the pricing and value of the car (whichwas also evident in the above-average value rating). In all, the concept generated anabove-average Message Power Score, which is indicative of relatively strong advertisingimpact.
The Buzz Power Score for the Nissan Leaf was middling versus other initiatives Vantis hastested, indicating only average potential to generate organic word-of-mouth awareness.This is slightly alarming given likely buyers’ strong internet and blog-writing presence.
Vantis Database Ranking
Bottom Below Above TopAverage
Communications Indices
© 2011 Ipsos Vantis Files 8
Top 5 Phrases
Rank PhraseOrder in Concept
1 Speeds up to 90 mph 13
2 100 mile range 9
3 100% electric - no gas required 11
4 $32,500 minus $7,500 tax credit 18
5 Competitively priced 12
Message Power Score
Buzz Power Score
Bottom20%
BelowAvg.
AboveAvg.
Top20%Average
Critical Success FactorsConcept Highlighter (1 of 2)
These two pages show the phrases in the order they appear in the NissanLeaf concept. In this analysis, consumers showed a bit more appreciation forsome of the earlier copy points, including those related to its being 100%electric, burning zero gas, and driving like a V6. However, the phrase mostfrequently cited as a purchase driver was “100% electric – no gas required.”Given the rapidly-increasing fuel prices, this is hardly surprising and should beemphasized in advertising copy.
38%
7%
37%
Nissan LEAF is our first zero-emissions electric car.
Don't confuse it with a hybrid or any other type of gas-powered, eco-friendly vehicle.
This is electric - 100%.
© 2011 Ipsos Vantis Files 9
35%
28%
35%
24%
13%
37%
27%
0% 20% 40% 60% 80%
Reasons to Buy
it burns zero gas
produces zero emissions.
But this is no golf cart. Off the line, Nissan LEAF performs like a V6.
Plus, there's room for five,
it comes with all the quality, reliability and versatility you've come to expect from Nissan cars.
100 mile range
Zero tailpipe emissions
Critical Success FactorsConcept Highlighter (2 of 2)
51%
21%
42%
100% electric - no gas required
Competitively priced
Speeds up to 90 mph
These two pages show the phrases in the order they appear in the NissanLeaf concept. In this analysis, consumers showed a bit more appreciation forsome of the earlier copy points, including those related to its being 100%electric, burning zero gas, and driving like a V6. However, the phrase mostfrequently cited as a purchase driver was “100% electric – no gas required.”Given the rapidly-increasing fuel prices, this is hardly surprising and should beemphasized in advertising copy.
© 2011 Ipsos Vantis Files 10
35%
33%
23%
27%
24%
21%
16%
0% 20% 40% 60% 80%
Reasons to Buy
5 passengers, 5 doors
Advanced airbags,
premium audio,
Nissan navigation system,
$32,500 minus $7,500 tax credit
Plug in at home
or at quick charge stations
Nissan should focus its marketing messages on the fact that the Leaf vehicle is 100% electric,requires no gas at all to run, and is competitively priced. These features distinguish the Leaf versusevery other car (including environmentally-friendly hybrids and other electric vehicles), and leads tolong-term cost savings in not having to purchase fuel. Moreover, the 100% electric, no-fuel idearesonated with consumers as the primary reason to purchase the car.
Secondarily, the Leaf benefits by having performance similar to that of a traditional car, offeringcomfort and familiarity to car buyers. It travels at speeds up to 90 mph, and drives like a V6. Thesecopy points were also appreciated by consumers, and may go a long way to enhance believabilityand ultimately purchase intent among the skeptics if dialed up.
Lastly, Nissan could include side-by-side comparisons versus other compact cars and hybrids, todemonstrate monthly and yearly fuel cost savings afforded by the Leaf.
To take full use of inbound marketing techniques, Nissan should:
• Work with leading automotive bloggers and make sure they have the opportunity to test drive aLeaf. Likely purchasers are themselves bloggers, underscoring the importance of this marketingangle.
Essential Guidance For Nissan LeafNissan Leaf
© 2011 Ipsos Vantis Files 11
angle.• Develop a promotion to perhaps auction a Nissan Leaf on eBay, to benefit an environmental
charity. Likely buyers participate in auction websites, and this could be a way to catch theirattention.
• Create more buzz by heavily promoting the Leaf through Nissan-sponsored Twitter accounts,Facebook pages, and targeted landing pages around entertainment, auction, gaming andinvestment sites.
Going forward, Nissan should:
• Emphasize the tax credit and long-term fuel savings,as well as traditional engineering elements of theVolt.
� As a compact vehicle,, the Leaf competes with cars that are much lower priced. The car’s long-term value will need to be communicated.
� The Leaf also has some traditional engineering elements (drives like a V6, speeds up to 90 mph) that may get overlooked by its status as a “green” vehicle. Nissan will need to emphasize these features to enable consumers to make comparisons versus traditional cars.
Source: http://www.nissan.com
Methodology
Country �USA
Dates of Fieldwork
�November 20, 2009 – November 30, 2009
Data Collection Method
�Online
Concept Specs
� JPEG�1 pg
© 2011 Ipsos Vantis Files 12
Sample Size
�N=164
Sample Definition
�General population� Internet access
Exposure Method
�Sequential monadic survey�3 concepts per respondent�Test concept exposure rotated to avoid order bias
Length of Survey
�15 minutes
Key Measure Scorecard
Seek Information
� Which statement best describes how likely you would be to seek more information about the product/service?
� Response on a 5-Point Scale – “Definitely Would” to “Definitely Would Not”
Purchase/Sign-Up Intent
� Which statement best describes how you feel about buying/signing up for the product/service?
� Response on a 5-Point Scale – “Definitely Would” to “Definitely Would Not” Buy
Liking � How much do you think you would like or dislike the product/service?� Response on a 6-Point Scale – “Like Extremely Well” to “Not Like at All”
Price/Value� Considering the price, how do you feel about the value of the
product/service?� Response on a 5-Point Scale – “Very Good Value” to “Very Poor Value”
� How would you rate the product/service in terms of being new and different
Questionnaire Details
© 2011 Ipsos Vantis Files 13
Buzz Power
Agree/Disagree (5 pt scale)
� If I owned this product, I would want people to know I personally own it or use it
� I would email tor tell friends and family about this� I would recommend this to people I know� I would search websites for consumer ratings, blogs, or more information
about it� This product will create a lot of excitement and will be talked about
Uniqueness
� How would you rate the product/service in terms of being new and different from other products currently available?
� Response on a 5-Point Scale – “Extremely New and Different” to “Not at All New and Different”
Need Fulfillment
� How well would the product/service solve a problem or fulfill a need for you?� Response on a 5-Point Scale – “Definitely Would” to “Definitely Would Not”
Believability� Which statement best describes how you feel about the believability of the
statements made about the product/service?� Response on a 4-Point Scale – “Very Believable” to “Not at All Believable”
About Ipsos VantisPredicting the Business Impact of Marketing Decisions
ExperienceIpsos Vantis is a world leader in forecasting and optimizing new products and services before theyare introduced in market. Over the past 20 years Vantis has conducted 20,000 new product conceptstudies, and built the world’s largest database of new product survey scores in technology, durablegoods, health, and services sectors.
Forecasting validation is an absolute necessity for the success of our business among corporateand institutional investor clients. Ipsos Vantis tracks its forecasts vs. market launches and hasobserved a high degree of accuracy:
� 80% of forecasts are within 20% of actual sales results� Early stage concepts clearing the Vantis hurdles have a 70% success rate in-market
PhilosophyForecasting validation is a necessity for our business in order to ensure the validity of the advice,but our attention is placed on delivering research that informs the right business decision. EveryIpsos Vantis study delivers results that depict business impact. Our unique point-of-difference in themarket research community is the ability to translate survey data to business results. We reportanswers to business questions in terms that business partners can understand: Sales, Revenue,Probability of Success in Market.
Vantis Files and the Vantis Philosophy
© 2011 Ipsos Vantis Files 14
Vantis Files serve several purposes.
� Independent evaluations of new, emerging, and newsworthy product and service offerings� Monitoring a new product or service’s ongoing market acceptance, buzz potential, and reach� Competitive intelligence on new product and service offerings that you monitor
Vantis Files are highly standardized, making it easy, fast, and affordable to review the results of ourindependent tests of new product and service offerings. Vantis Files are based upon the metric ofVantis Express, our succinct collection of powerful market-proven metrics that relate to the threemajor components of a new offering’s success: demand potential, key consumer targets, and criticalsuccess factors. Vantis Files results, like our custom Vantis Express work, hold true to thephilosophy of translating survey scores to business impact. Vantis Files detail the opportunity for anew product or service offering, leaving little doubt as to the strength of the new idea.
