Nissan Leave Behind

7/28/2019 Nissan Leave Behind

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NISSAN ULTIMATEROAD TRIP

TEAM BEAST



PART1:SituationAnalysis................3-39CompanyOverview........................................................4MarketOverview.............................................................5

MarketingCommunicationsProgram......................6-15SWOT...........................................................................16

CompetitorOverview..............................................17-25BrandProblem..............................................................26ConsumerInformation............................................27-33

IndustryTrends.......................................................34-36RegulatoryProblems..............................................37-39

PART2:ResearchandObjectives...40-48PrimaryResearch...................................................41-44Objectives................................................................44-48

PART3:CreativeStrategyBrief.......49-60DeineTargetAudience..........................................50-51 CreativeStrategyBrief............................................52-53BelowTheLineIdea.....................................................54

CreativeExecutions.................................................55-60

PART4:TheDetails................61-68PreviousNissanSpending.............................62EstablishMediaPlan................................63-66

ExamplePrintAd............................................67Budget.............................................................68

PART5:Conclusion...............69-70

ConslusionSummary......................................70

PART6:AppendixBibliography……………………………………..71PrimarySources

SecondarySources

TABLE OF CONTENTS

2BEASTSOURCE



PART I: SITUATION ANALYSIS

3BEAST

CompanyOverviewMarketOverview

MarketingCommunicationsProgramSWOT

CompetitoroverviewBrandProblem

Targetuniicationmodel

ConsumerInformationIndustryTrends

RegulatoryProblems



OVERVIEW

4MICHELLE,ILONASOURCE

CompanyOverview:Productsandinancials

NissanMotorisengagedintheplanning,developing,manufacturing,andmarketingofpassengerautomobiles,automobileparts,marineequipmentandforklifts.Thegrouphassigniicant

operationsinJapan,NorthAmerica,andEurope.ItisheadquarteredinTokyo,Japanandemploys151,698people.Eachmodelintheline-upgetssomedegreeofmarketingsupport,withthelion’sshareoftotalmarketingexpendituresassignedtothemodelsNissanhasidentiiedas

coreandthoseinlaunchmode.Theadvertisingandpromotionsbudgetsforeachmodelareallocatedtoactivitiesandresourcesforbuyingmediaandproducingcreativematerials.BeingthelargestvolumedrivingvehicleintheNissanfamily,AltimagetsabulkofNissan’smarketingdollarsandamorerobustmarketingmix.This

strategyappliestoallMulticultural(MC)marketingeffortsaswell.AndeachMCsegmentisanalyzedtodeterminewhich,ifany,additionalmodelsshouldbesupported.

Nissanisafull-linecarmanufacturer,withvehiclesineverysegmentincludingsedans,sportscars,SUVs,crossovers,trucks,aminivan,anda100%electricvehicle.

Inthelastyear,NissanhasadoptedaCoreModelstrategy,focusingontheupcominglaunchesofourtopvolume-drivingvehiclesinitsline-up:Altima,Rogue,Sentra,PathinderandVersa.TheMCsegmentswillplayatremendousroleinreachingsalesvolumegoalsforthesevehiclesbecauseeachofthemhasahighcompositionofMCconsumers.NissanAltimacontinuestobetheleadingvolumedriverforthebrand,andtheMCsegmentsarenoexception.Versa,Sentra,andRogueareamongthe

top5volumedriverswithinMCaswell.Pathinderhasanaggressivesalesvolumegoalfortheupcominglaunch,whichwillincreaseitsrelativesalessharewithineachMCsegmentandelevateittoCoreModelstatus.

ThecompanyrecordedrevenuesofJPY7,517,277million($81,036.2million)intheinancialyearendedMarch2010(FY2010),adecreaseof10.9%comparedtoFY2009.TheoperatingproitofthecompanywasJPY311,609million($3,359.1million)inFY2010,

comparedtoanoperatinglossofJPY137,921million($1,486.8million)inFY2009.ThenetproitwasJPY42,390million($457million)inY2010,comparedtoanetlossofJPY233,709million($2,519.4million)inFY2009.

Product/Service:

“Nissanisafull-linecarmanufacturer,withvehiclesineverysegmentincludingsedans,sportscars,SUVs,crossovers,trucks,aminivan,anda100%electricvehicle.”TechnologicalAdvances

Environmenttechnology:Nissan’senvironmentaltechnologiesarefocusedondevelopingzero-emissionvehiclesandfueleficientengines,aswellasreducingco2emissions,withanapproachirmlycenteredonpeopleandthemobilityenvironment

Safetytechnology:Nissan’ssafetytechnologiesaredevelopedbylookingatsafetyissuesfromeverypossibleangle,tocreateasaferandsecurermobilesociety

Dynamicperformance:Nissancarsarebuiltsothateverydetailgivesyouagreatdrivingexperience.Comfortableacceleration,asoothingenginesound,smoothcornering,andsafeandsecureatspeed.

Lifeonboard:adriver’scockpit,comfortablecabin,stylishinterior.Fromthemomentyougetonboardtowhenstepoutontothepavement,Nissanvehiclesarebuilttogiveyouafantasticride.

http://www.nissan-global.com/EN/TECHNOLOGY/



MARKET OVERVIEW

5ELIZABETHSOURCEShivSingh,“MeasuringSocialInluenceMarketingintheAutomotiveIndustry,”Headlight,August2009,August2011

<http://www.headlightblog.com/2009/08/measuring-social-inluence-marketing-in-the-automotive-industry/>

Marketing Communications Programs

Share of Voice and Net Sentiment

IncomparingsentimentHonda,Nissan,andToyotaarefairlysimilar

butFordandGMindicatedrastic

differences.IntheoflineworldpeoplespeaklessfavorablyofFord

andGM.InthecaseofGMOflinesentimenthasa30percentdifference

totheonlinesentiment.

TheSIMScoreisanindex

developedbyRazorish(an

interactivemarketingagency)

whichstandsforSocialInluence

Marketing.Thismonitorstheamountof"buzz"orhowabrandis

beingtalkedaboutonline.

Elizabeth



MARKET SUPPORT PROGRAMS

6ELIZABETHSOURCE

Nissan has created a fully integrated, multi-platform marketing campaign for the

Versa with the tagline "Most ___per dollar".

The centerpiece of the most__per dollar campaign is a new "First Person" digitalexperience designed to bring the best-in-class roominess to life. Providing an

immersive experience using iPad(R) 2 gyro technology, viewers are placed in the car.

Nissan amplified marketing support for the all-new 2012 Nissan Versa sedan with aninteractive social media promotion.

MyVersaRoadtrip.com is a facebook connect enabled site where users create their

own journeys selecting routes and destinations, picking a soundtrack and invitingthree facebook friends to join the trip. Select trips will be chosen for the grand

prize.

NissanCubeAugmentedRealityInteractiveBrochure

ThosewhoattendedtheLAautoshowin2009hadtheopportunitytoexperiencethecubethroughanaugmentedrealityplatform.Atwodimensionalbrochureallowedattendeestointeractwithahollogramofthevehicle.Withthe

helpofthisexcerciseconsumerswereabletolearnaboutprouctfeaturesinafunanduniqueway.Thiswasalso

extendedbeyondtheautoshow.Anyonewantingtoexperiencetheaugmentedrealityofthecubecandosointhecomfortoftheirownhome.Consumerscansimplydownloadtheapplication,printthelealets,anduseawebcamto

createtheeffect.NissanCube.TotalImmersion.1Dec2011.<http://nissan.t-immersion.com/>



MARKETING SUPPORT PROGRAMS

7ELIZABETHSOURCE

InanefforttoincreasetestdriverequestsfortheGT-R,Nissandecidedtoimplementanalternativeformofmedia.StaticilmprintswereplacedonwindshieldsofPorschevehiclesinthestreets.TheseprintsallowedthedriverstofeelasiftheywereoutdistancedbytheGT-R.ThistacticprovidedtheimpressionthattheGT-Rwasa"Porsche

Killer."Theresultwasanincreseof23%moretestdriverequestswithin2weeksfortheGT-R.

InordertocallattentiontotheNissanMicra’sparkingslotmeasurementtheydecidedtoimplementadistinctapproach.Theyplacedanumberofpostersinparkinggarageswhichhadthehighestneedforparkingslot

measurement.Theystrategicallyplacedthepostersnexttoscratchesonthewallsandpillarswithinthecar

garage.TheideabehinditwasthatthescratchescouldhavebeenpreventedwiththeMicra’sslotmeasurementtechnology.

NissanMicra.AdsoftheWorld.2Dec2011.<http://adsoftheworld.com/media/ambient/nissan_micra_scratches_on_the_wall>.NissanGT-R.AdsoftheWorld.2Dec2011.<http://adsoftheworld.com/media/ambient/nissan_gtr_porsche_killer>



MARKETING COMMUNICATION PROGRAMS

8ELIZABETH

LikemostautomotivemanufacturersNissanutilizesavarietyofsalespromotionstoenticeconsumerstopurchasetheircars.

ThesesnapshotsdepictpromotionsfromoneofNissans

recentcampaigns.WhatisparticularlyinterestingtopointoutisthecustomizationthatNissanmakesavailabletoitsaudience.Theconsumerisabletoind

dealsthatarespeciictotheirparticulararea.



NISSAN GLOBAL VISION

9ELIZABETH

Nissansglobalvisionisto"enrichpeopleslives."Theyseektosupportthisvisionintheofferingoftheirproductsaswellastheirlevelofcommunityofinvolvement.

Nissanisinvolveedinanumberofiniaitivesincluding:

NissanNeighborswhichisdediacatedtoimprovingcommunitiesthroughchariatablecontributions

TheNissanFoundationwhichsupportseducationprogramsthatcelebrateandfosteranappreciationandunderstanding

culturaldiversity.

NissanGreenProgram"seekingasymbiosisofpeoplevehiclesandnature."Thisprogrampromotestheideaofasustainable

mobilesociety.



NISSAN GLOBAL VISION

10BEASTSOURCE

HabitiatforHumanity isaprogramwhichNissanisactivelyinvolvedin.Nissanhas:

CollaberatedwithHabitatfor6years

Donated7.5million

Sponsored50homes

Donated104vehicles

5kemplyeesvolunteer

HabitatforHumanity.Nissan.1Dec2011http://www.nissanusa.com/habitat-for-humanity/



INNOVATION CAMPAIGN

11ELIZABETHSOURCE

Innovation for Endurance featuresexclusive, daily content showcasingthe latest innovations in running,

cycling, yoga, strength training, andgeneral fitness. The campaign is

sponsored by the LEAF™ showcasingits innovation as the first mass market

electric vehicle.

This online community provides a new

outlook on performance. The sitehighlights the best innovations infitness and wellness to improve each

individual’s personal performance.Insider information is provided fromexperts such as elite runner ryan hall

and yoga master tara stiles. Thecommunity actively involves the

audience by recognizing them asinnovators as well asking for theirinput and insight.

InnovationforEndurance.Facebook.2Dec2011.<https://www.facebook.com/innovationforendurance>





DIVERSITY

13ELIZABETHSOURCE

Nissan's commitment to diversity is valued in all of their relationships.

In order to develop advertising that resonates with diverse consumers Nissanhas formed partnerships with a variety of advertising agencies. In doing so Nissan is ableto create messages that are more meaningful to a multicultural audience.

Asian American

Advertising- Admerasia, New York. Jeff Lin, co-founder.

Public Relations-IW Group, Los Angeles. Jimmy Lee, VP.

Hispanic

Advertising- Dieste, Dallas. Kiska Howell, brand leadership grp.

African American

Advertising- Footsteps, New York. Darian Forh, acct dir; Jackie Cruz, sr acct super.

Multicultural

Advertising- Team Ignition Pancultural Marketing, Nashville, Tenn. DanielleAusten,management ptnr & CEO.

"AgencyTrees"AdAgeDataCenter.AdAge.1Dec2011<http://adage.com/agencyfamilytrees2011/#7>



TBWA RELATIONSHIP

14ELIZABETHSOURCE

Nissan has had a strong relationship with TBWA for almost 25 years. Despite any challengesthey may have seen along the way they have developed a very strong client/agencyrelationship.As past Nissan Motor USA president and chief executive officer Bob Thomasstates:

"The elements of a good agency relationship require a lot of balance, and you must involveindividuals who have a predilection toward doing what it takes to make relationships work,because every time you get in trouble, you can't blame your agency. It's easy to do that.But they're just doing what you asked or allowed them to do. Sure, we have our ups anddowns in this relationship. Something [C/D] taught me long ago--and it seemed self-servingthen but it's something I've come to believe--instead of [firing] your agency when you getin trouble, change your agency. Maybe it's a problem with an account manager, or aphilosophical disagreement or a misunderstanding of issues. We all just have to learn how

to better communicate with one another."

O'Leary,Noreen."Friendsinhighplaces."AdweekWesternEdition.46.49(1996):23,http//web.ebscohost.rlib.pace.edu



MARKETING COMMUNICATIONS PROGRAM

15ELIZABETHSOURCE

Advertising Analysis of Prospect and Major CompetitorsThe automotive industry is extremely competitive with a number of brands

and nameplates for the consumer to choose from. However within the scopeof this particular target five brands stood out as major competitors.

Chevy

Ford

ToyotaHonda

Hyundai

How each brand executes campaigns is vital in understanding the currentmarket, especially as it’s related to multicultural millennials.



SWOT

16ILONA

OpportunitiesExpansionofproductlineups

TheRenaultNissanalliancehascontributedtotheexpansionofproductline-ups.Growingopportunitiesinemergingmarkets

ThegroupisincreasingitsfocusintheemergingmarketssuchasRussia,China,andIndia.

Thesemarketsareexpectedwitnessstronggrowthinthecomingfuture.

StrategiccooperationwithDaimler

TheRenaultNissanallianceisplanningtobroadenandstrengthenitsproductofferingthroughnew

jointventuresandagreements.Inthiscontext,inApril2010,thealliancesignedabroad

strategiccooperationwithDaimlerthatwouldenablebothgroupstobeneitfromarangeofconcrete

projects.

Threats

CompetitionintheglobalautomotivemarketTheworldwideautomotivemarketishighlycompetitive.Nissanfacesstrongcompetition

frommanyautomotivemanufacturers.Thefactorsmajorlyimpactingcompetitioninclude

productqualityandfeatures,theamountoftimerequiredforinnovationanddevelopment,pricing,reliability,safety,fueleconomy,customerservice,andinancingterms.

AppreciatingJapaneseYenagainstUSDollar

NissanissensitivetotheluctuationsinforeigncurrencyexchangeratesandisprincipallyexposedtoluctuationsinthevalueoftheJapaneseYen,theUSDollar,andtheEuro.The

changesinforeigncurrencyexchangeratesmayimpactNissan'spricingofproductssold

andmaterialspurchasedinforeigncurrencies.

Tighteningemissionstandards

TheEuropeanUnion(EU)CommissionandtheEUParliamentadoptedadirectivethat

establishesincreasinglystringentemissionstandardsforpassengerandlightcommercial

vehiclesformodelyears2005andthereafter(EURO4).IntheUnitedStatessimilarstandardshavebeenissuedrequiringallvehiclesby2016toaverage35.5milespergallon.

Strengths

InnovationAlthoughmanyautomotivecompanieshavesimilarfeaturesasNissan,

sometechnologiesstillprovideacompetitiveadvantage.

ContinuouslyVariableTransmission(CVT)

“seamlessacceleration”,“improvedresponseandeficiency”,“improveddynamicperformance

Leaf-massmarketelectricvehicle

FastCompanyranksNissan4thmostinnovativecompany,“for

creatingtheLeaf,theirstmassmarketallelectriccar.”

FullLineUp

DynamicresearchanddevelopmentActivitiesFourmainfocuses:environonment,vehiclesfety,informationtechnology,

productdevelo

ProductDevelopment

NissansstrongR&Dcapabilityhasenabledthemtobuildanextensivevarietyofvehicleportfolios.Thisadvantageprovidescompetitivestrength

withintheautoindustry.

Affordability

AcrossitslineupNissanhasavarietyofstylishvehiclesataffordableprices.TheVersaisoneofthebestexamplesof\Nissansaffordability.TheVersais

theleastexpensivenewcarintheUnitedStates.

Thecarhasavarietyofstandardfeaturesincludingairconditioning,electricpowersteering,andradio.

Althoughtheoutgoingmodelwasconsideredawkwardthenewmodelhasbeenwellreceived

andhasamuchmorestreamlinedstylishlook.

Weakness

Nissanhasalowbrandawareness.Unlikeotherbrandsnissanisnotseenas

bestorworstitisinanambiguousgrayarea.

"DATAMONITOR:NissanMotorCo.,Ltd."NissanMototrCo.Ltd.SWOTAnalysis(2011):1-11.BusinessSourcePremier.Web.4Dec.2011.



MARKET SHARE

17MICHELLE

Nissanplaces5thintotalmarketshareforautomotivevehicles.



KEY PLAYERS

18MICHELLE

YTDSales %ofMarket

Share

Chevy/GeneralMotors

1,902,149 19.7

Ford 1,599,711 16.6

Toyota 1,194,524 11.5

Nissan 774,079 8.8

Honda 859,797 8.5

Hyundai 492,914 4.9

“"NissancompetesmostdirectlywiththeotherJapaneseOriginalEquipment

Manufacturers(OEMs),ToyotaandHonda.

Chevy,Ford,andincreasingly,Hyundai,arealsoformidablecompetitorsinthe

MCspaceand,dependingonthespeciicmodelandethnicsegment,other

competitorssuchasChryslerandBuick,mayplayarole.”



COMPETITOR PROFILE

19MICHELLE

ToyotaTOYOTAMOTORCORPORATION: A Japan-based company mainly engaged inthe automobile business and financial business. The Company operates through three

business segments. The Automobile segment is engaged in the design, manufacture

and sale of car products including passenger cars, minivans and trucks, as well as the

related parts and accessories. The Finance segment is involved in the provision of financial services related to the sale of the Company's products, as well as the leasing of

vehicles and equipment. The Others segment is involved in the design, manufactureand sale of housings, as well as information and communication business.”

Camery Corolla PriusTocomaRav4

Company Positioning:

The“#1ForAReason”campaignwillremindpeoplewhyToyotacontinuestobethetop

brandconsumersturntowhenbuyinganewvehicle.

“Forthreeconsecutiveyears,peoplehavepurchasedmoreToyotavehiclesthananyotherbrand,”saidBobCarter,groupvicepresidentandgeneralmanagerofToyotaDivisionfor

ToyotaMotorSales,U.S.A.,Inc.“Welookforwardtomaintainingthismomentumin2011

aswecontinuetofocusonfueleficiency,value,qualityandsafety.”

HondaHONDAMOTORCO.,LTD.Develops, produces and manufactures a variety of motor products, ranging from

small general-purpose engines and scooters to specialty sports cars. Its business

segments are the motorcycle business, automobile business, financial services

business, and power product and other businesses. Honda produces a range of motorcycles, ranging from the 50 cubic centimeters class to the 1,800 cubic

centimeters class in cylinder displacement. The Company's automobiles use

gasoline engines of three, four or six cylinder, diesel engines and gasoline-electric

hybrid systems. Honda also offers alternative fuel-powered vehicles, such as naturalgas, ethanol and fuel cell vehicles. Honda offers a variety of financial services to its

customers and dealers through finance subsidiaries. Honda manufactures a variety of power products, including tillers, portable generators, general-purpose engines

and grass cutters. Honda conducts its operations in Japan and worldwide.

CRV Accord Civic

Company Positions: Good Reasons"Inthiscampaign,wetookthevaluesthatarecore

toHonda'sbrandimage-simple,smartandstraightforward-andmadethemreally

engagingandfun,"saidRPASVP/GCDJasonSperling."Wecreatedalayerofhonesty

thatisn'tseenfrommostcarmanufacturers.AndweshowHonda'smanystrengthsinawaythatcutsthroughtheclichésandusualtacticsandfeelsincrediblyfresh""FordFORD MOTOR COMPANY:

A producer of cars and trucks. Ford and its subsidiaries also engage in other

businesses, including financing vehicles. It operates under two segments: Automotive and Financial Services. The Automotive segment includes the

operations of Ford North America, Ford South America, Ford Europe, Ford Asia Pacific Africa and Volvo. The Financial services include the operations of

Ford Motor Credit Company and Other Financial Services. In August 2010, the

Company completed the sale of its Swedish Volvo Car unit and

related assets to China's Zhejiang Geely Holding Group Co.

Company Positiong: Drive One

HyundaiHYUNDAI MOTOR COMPANY:

A Korea-based automobile manufacturer. The Company produces and markets passengercars under the brand names of Equus, Genesis, Genesis Coupe, Azera, Sonata, Elantra,

Accent, Getz, i30, i30cw, i20 and i10; recreational vehicles under the brand names of

Veracruz, Santa Fe, Tucson, Matrix and H-1, and commercial vehicles, which includemedium and heavy duty trucks, and buses. The Company also provides automobile

maintenance services.

Company Positiong: New Thinking, New Possibilities

Theautomotiveindustryisextremelycompetitivewithanumberofbrandsandnameplatesfortheconsumer

tochoosefrom.Withinthescopeofthisparticulartargetfourbrandsstoodoutasmajorcompetitors.Howeachbrandexecutescampaignsisvitalinunderstandingthecurrentmarket,especiallyasit’srelatedto

multiculturalmillennials.



FORD

20ELIZABETHSOURCE

Fiesta"InspiredbyColor"Campaign:"MixesFashion,Styleand2011FordFiesta"Ford offered a chance for five unique and stylish individuals to express their indivualityas the company kicks off Inspired By Color. A casting call event was opened to find people who couldpersonify the vibrancy and style of the 2011 Ford Fiesta.This took place on HowardUniversity's campus in Washington, D.C.The mission behind the campaign was to "inviteparticipants to let the fresh design and colors of the new Fiesta inspire them as theyshow off their unique style while tying it back to the colors and distinct features

of the Fiesta."

“SwapYourRide”2011Marketing

Campaign

Theadschronicletheexperiencesofactualconsumerswhoweregiventheopportunitytoswap

theircompetitive-makevehiclesforaFord.TheadswerealsotargetedtowardmulticulturalconsumersthroughSpanish-languagetelevisionspotsandthroughcommercialsdesignedtoconnect

withtheAfricanAmericancommunity.

FordFiestaandRoxyRiders

FordpromotestheirsubcompactiestawithavideoseriesofRoxyteamriders.TheRiderstaketheiriestasupthecoastofcalifornia.Thevideoschronicletheirautomotivejourneyandincludeentertainingsuringspots.Thiscampaignis

targetedspeciicallyatmillenials.

Ford’s‘SwapYourRide’AdCampaignProvesaRealEye-OpenerforConsumers,FordMedia,April5,2011,http://media.ford.com/article_display.cfm?article_id=34341

“DriveOne”



21ELIZABETHSOURCE

"Runs Deep"CurrentmaketingeffortsareheavilybasedonChevy

heritageandtraditionastheycelebrate100yearsasan

automaker.

OnetacticChevyhasimplementedisaninteractivemicrositethatpaystributetoitsheritage.ThevideoseriesonthesitetakesplaceinBridgeville,PAatownthatisthehomeofColussyChevroletoneoftheoldestdealershipsinthecountry.ViewersaregiventheopportunitytoseehowChevy'shistoryhasplayedoutinthissmalltown.

Acentennialmusicstationisanotheruniquetacticwhichchevyhasimplementedtoembodytheirbrandthroughclassictunes.

Highlight: Chevy Sonic"Let's do This"

TheSonicisanexampleofavechiclebeingmarketed

towardmillenials.Addtionallysomeoftheeffortsareittingtotargetmulticulturalsaswell.Theentirecampaignisaboutrisktakingordoingthingsthathavenotbeendonebefore.TheSonicisplacedintoextremesituationsaspicturedabove.OnthetoprighttheSonicgoesskydiving.Thephotobelowitisabungeejumpingstunt.Thebungeestuntwasdifferentinthatitwasdrivenbyconsumers.Onlineclickspushedthesonicofftheedge,activelyinvolvingtheaudienceintheevent.

CHEVY



HONDA

22ELIZABETH

"Power of Dreams"

"Honda is a company founded by a dreamer. And weare a company that believes in the Power of

Dreams."Honda has created a micrositte where they celebrateindividuals who have achieved their goals and are usingtheir sucess to create a better future. They created aseries of short films to depict this.

Highlight: Honda CivicA 30 Second Spot for each

Multicultural Segment

Honda'sadvertisementsfortheCivicplayupontheuniquenessofmillenials.Speciically,thereare

threeexecutionsthatitwithintheMulticultural

segments.Thehispanicamericanspotisinspanishbutfollowssimilarguidelinestotheothertwo.IntheAfricanAmericanandAsianAmericanexecutionstheindividualsintheadsareportrayed

asasuperheroandaninja.



TOYOTA

23ELIZABETH

"Moving Forward"

ToyotapositionstowardsHispanicsinthiscampaignentitled

“SomosMuchosLatinos.SomosMuchosToyota."AsapartofthecampaignToyotaoffersdriversaseriesofstickersthatcelebrate

theirspeciicHispanicheritage.Thereare100differentstickerstohonorthenamesofLatinAmericancountriesandmajorcities.

ThesestickerswereofferedonToyota’sfacebookpageinSpanishlanguage.

Toyotas“Auto-Biography”Campaignisagoodexampleofengagingconsumersthroughsocialmedia.ThiscampaigngaveToyotacar

ownerstheopportunitytosharetheirpersonalstoriesabouttheirvehicles.Aselectionofthesestorieswereturnedintoanimated

shorts.



HYUNDAI

24ELIZABETH

"NewThinkingNewPossibilities"

"Newthinkingcreatesnewvalues"

IntheirmostrecentcampaignHyundaiispromotingthe

ideathattheyareusingnewthinkingintheircarswhichinturncreatesnewpossibilitiesfortheconsumer.



AWARENESS OF BRANDS

25ELIZABETH

Nissan is a blank slate, the brand is not seen as best or worst in the eyes of theconsumer.

Ford:American,poorquality,average,associatedwithtrucks.Toyota:safe,affordable,generationalcar,

cheap,characterizedbyrecalls,nostyle.Chevy:ineficient,associatedwithtrucks,manyinthissegementdonotknowmuchaboutthevehicles.Honda:reliable,average,goodquality.

Nissan:someassociationwithinnovation,consideredstylish.

Overallbrandperception

Best Worst

Brand Score Brand Score

Toyota 147 Isuzu 2

Ford 144 Suzuki 5Honda 121 Mitsubishi 8

Chevrolet 102 LandRover 9

BMW 93 Saab 10

Mercedes-

Benz

90 Jaguar 13

Volvo 84 Mercury 14

Lexus 69 Jeep 16

Cadillac 66 Mini 19

Subaru 50 Volkswagen 19"Fordleadsinthefactorsthatmattermosttocarshoppers."ConsumerReportsJan2011:1Dec.2011<http://www.consumerreports.org/cro/cars/new-cars/news/2011/01/2011-car-brand-perception-survey/

overview/index.htm>.

Elizabeth



BRAND PROBLEM Afterstrugglingwithanonymity,Nissanneedsanewimage.

Nissanneededamakeover.Thebrandwasstagnatinginthemarket.

Saleswereinchingforward,butnewproductsjustweren'tcatchingire.Toyotaownedthequalityspaceintheimportsegment,andthePriuswastheindustrydarlinginhybrids.

Hondawascool,lightandnimbleandstayedstubbornlyaheadwithareputationforfueleconomyandreliability.JustagenericJapanesebrand.

BrianCarolin,NissanNorthAmerica'ssalesandmarketinghead,nodsinagreement."I'mnotadvertisingtheLeaftosellLeafs.We'resoldout.I'mdoingittobuildthebrand,"Mr.Carolinsaid."Wearenotregardedasastrongbrand.Our

missioninlifeistoimprovethatbrandopinion."AsNissanpreparestolaunchamoderatelypricednewglobalfamilycarpoweredbyanonpollutingelectricbattery,Nissanwilltoutthezero-emissionLeafEVasagame-changer.Butitsbiggermissionistoredeineanentirebrandthatexecutives,infrankdisclosureslastweek,sayhaslostitswayagainstthe

competition.It'safairquestion.Hondadealerssell27%morecarsandtrucksthanNissandealersintheUnitedStates,andToyotadealersselllalmosttwiceasmany.Theconsumershavestated,"Wedon'tknowwhatyoustandfor,"

TheLeaf'sinluencewillbelarge."It'sabrand-builder,"Mr.Carolinacknowledgedtheenormityoftheproject.ButhesaidtheLeafwillbringotherbeneitstothebrand.Mr.CarolinsaidtheLeafalsowillhelpmakeNissanamoreattractive

franchise,eventoautodealerswhocurrentlydonobusinesswiththecompany.SanFrancisco,oneofthegreenestofthegreenmarkets,currentlyhasnoNissandealership.Mr.Carolinvowsthattheelectriccarwillhelphimplugthathole.TheLeafalsowillboostNissan'scorporatefueleconomynumbers.Althoughthecompanyisstillwaitingforfederaloficials

toissuerulesonhowtofactorinvehiclesthatusenofossilfuelButinNissan'snewmarketingequation,theLeafwillserveasthetangibleproofofabiggerclaim:thatthebrandisdeinedbyinnovation.

26KRISTINESOURCE



TARGET UNIFICATION MODEL

27ILONA

Byfocusingondifferentmulticulturalmillenialgroups,werecognizethatthetargetmarketconsistsofpeoplewhodifferwithrespectoftheirculture,age,gender,race,location,aspirationsandinterest.Thechallengeistodevelopamessagethattakesallofthoseaspectsandconnectsallattributesofthe

verydiverseindividuals.WecreatedourstrategybasedontheTargetUniicationModel.Themodesportrayhowthemedia,strategy,andIMCprogramsarebuiltaroundkeyattributesoftargetmarket.

Throughresearch,wedecidedtousethemillenialattitudesandinteresttocreatea"realityTV"webshow.ThisillustratesNissanskeyattibuteswhileengagingthetargetaudienceinmulticulturalchallengesthroughouttheUnitedStates.



CONSUMER OVERVIEW

28ELIZABETHSOURCE

HispanicAmerican AfricanAmerican ChineseAmerican

16.3%ofthetotalU.S.Population(50.5millionpeople)

Originatefrom20diversecountries

LargestethnicgroupintheunitedstatesAverageHouseholdIncome$68,000

12.3%growth(37millionpeople)$66,000AverageHousehold

Income

23%ofAsianPopulation1.2%ofU.S.

Population

LargestethnicgroupamongAsianAmericans$78,000averagehouseholdincomeforAsian

Americans

ElizabethNationalStudentAdvertisingCompetitionCaseStudy



MULTICULTURAL MARKET PENETRATION

29JOHANNA

Nissan controls 8.83% of the ENTIRE market, and13.04% of the ENTIRE multicultural market.

Of the total population that purchases Nissan,18.66% are Multicultural.

Market Penetration: Nissan in Total Market andTotal Multicultural Market

Market Penetration: % MC Segments PurchasingNissan or Similar BrandsChinese:1.48% Nissan Comp, 8.39% Nissan Market Share,1.56% Non-Lux Comp*Asian sales volume has greatest challenges interms of market share

Hispanic:9.97% Nissan Comp, 13.66% Nissan Market

Share. 6.45% Non-Lux Comp*Hispanic sales volume has the most favorableattitude towards Nissan

African American:7.21% Nissan Comp, 13.74% Nissan MarketShare, 4.63% Non-Lux Comp

Market Penetration: Of the Total Multicultural Share in Q1 2010 and Q1 2011Market Penetration: of the total multicurtural share1) Toyota...25% 2010, 22% 20112) Honda...17% 2010, 16.6% 20113) Nissan...13% 2010, 13.1% 2011*Nissan may be ranked 3rd, but it was the only brand to increase in Total MC Share4) Chevy...10% 2010, 10.7% 20115) Ford...9% 2010, 9.7% 20116) Hyundai... 5% 2010, 5.9% 2011* Chevy, Ford, & Hyundai may be underdogs, but their MC share is increasing at a higher rate thanNissan.

Johanna Penry



CONSUMER OVERVIEW

30ELIZABETH

MulticulturalAmericansareconcentratedincertaingeographicalareas

HispanicAmerican AfricanAmerican AsianAmerican

Schreiber,Alfred,andBarryLenson.MulticulturalMarketing:SellingtotheNewAmerica.NTCBusinessbooks,2001.

California,NewYork,Texas,andFloridaarethemostpopulatedstatesforallthreeethnicgroups.



DEMOGRAPHICS AND CONSUMER INSIGHTS OF MM

31ELIZABETH,JOHANNA

Key Demographics

Overall the MC Millennial: Attended college

44% of Hispanics57% of African AmericansAltough Asian Americans make upa small part of the population

they are more likely to pursue

higher education than any otherethnic group in the U.S.

Work part-time if not full-time in a salesor office setting

Are passionate about the arts and entertainment

Attitudes/Perceptions ofProducts/Brands

Important product attributesinclude:excitement,environmentallyfriendly, new technology,personalization

There are a few key valuesthat multicultural millenials

look for in a car:

Style and looks of the car arean important factor

As close to luxury as possible,without the pricetag



CONSUMER OVERVIEW

32ELIZABETH

Hispanic African American

Asian American

White

I like to stand

out in a crowd 37.9% 167 35.4% 156 29.6% 131 29.9% 132

I enjoy taking

risks46.4% 137 44.1% 130 44.5% 131 45.1% 133

Consumer Overview Attention Seeking

Millenials enjoy standing out and taking risks.

Hispanic I like to look for new/interesting websites 41.8%, 130

Internet is a prime source of entertainment 33.8%, 178

Self concept - Brave, Courageous, Daring, Adventuresome 57.5% 121 Scale: Brave/Courageous- Far above average 29.9% 158 African American

I like to look for new/interesting websites 55.4% 172

Internet is a prime source of entertainment 24,9% 131 Asian AmericansI like to try new things no one else has 52% 143

Internet is a prime source of entertainment 48% 134

Simmons Experian OneView Study 2010 12 Month Demographic 18-34



CONSUMER PURCHASE POWERMulticulturalpurchasingpowerisgrowing.

AfricanAmericans

Purchasingpoweriscurrently$913billionExpectedtoreach$1.2trillionin2013

9%ofthenationsestimatedbuyingpower.

HispanicAmerican108percantagegainsinbuyingpoweroverthepastdecade

Purchasingpowerisexpectedtorisefrom$1trillionin2010to$1.5trillionin2015Willbeanestimated11%ofthenationsbuyingpower

AsianAmerican

Currentpurchasingpowerisestimatedat$544billionMorethan525,000Asianhouseholdshavereportedmorethan$500,000inassets

33ELIZABETH

Fahmy,Sam."DespiteRecession,HispanicandAsianBuyingPowerExpectedtoSurgeinU.S.,AccordingtoAnnualUGASeligCenterMulticulturalEconomyStudy."TerryCollegeofBusiness-UniversityofGeorgia|TheFlagshipBusinessSchoolintheStateofGeorgia,

Foundedin1912.TerryCollegeofBusiness,4Nov.2010.Web.11Sept.2011.<http://www.terry.uga.edu/news/releases/2010/minority-buying-power-report.html>.



INDUSTRY TRENDS

34JONATHAN

HighwayAttendanceThenumberofvehiclesontheroadintheUnitedStatesremainshigh.BasedonUSDepartmentofTransportationinformation,the

numberofregisteredautomobilesontheroadhasincreasedby240millionbetween1997and2007.Peoplearealsoholdingontotheircarslongerbeforemakinganewpurchase.However,whiletherearestillmanycarsontheroad,thenumberofmilesdrivenhasdeclined,

whichmeanspeoplearenotdrivingasmuch.Thisisduetotheriseingaspricesanddecliningeconomy.Therewasadecreaseddifferenceof3.6%(108billionmiles)between2007and2008.

TechnologyToday,carsareseeinganincreaseintechnology,tothepointwheretheyarebeingconsidered“computersonwheels.”Microprocessors

arecontrollingjustabouteveryfeature.Carsarenowexpectedtohavehightechenginecontrolsforeficientfuelconsumption,moresafetyfeaturesincaseofthedriver’serror,andmorediversedigitalentertainmentandmediaoptions.

FuelEficiencyand"Green"Themostdominanttrendincarstodayisthe“green”factor.Again,becauseofgaspricesandtheweakeconomy,consumersarelookingforthemostfuel-eficientcars.TheseincludesmallerJapanesecars,hybrids,fullyelectric,andotheralternativeenergies.

http://www.altera.com/end-markets/auto/industry/aut-industry.htmlhttp://www.franchisedirect.com/automotivefranchises/automotiveindustrytrendsbusinessreportii/7/249



INDUSTRY TRENDS (CONT)

35KRISTINESOURCE5,7

Thebestwaytoachieveenergyef]icientinnovationsiswithweightreduction,costcontrol,

improvedperformance,andinnovativestyling.

Economy=InnovationAsAmericansbecomemoreeco-friendly/aware,vehiclesareevolvingwithnewinnovationsaccommodatingthechangingenvironment

Higheroilpricesleadtoincreasesinnovationinenergy-eficientautomotivetechnology

TheVolt,HMEV,andtheLeafaretheirstthreemanufacturerstodeliveroneconomicpromisesandgetavehicletothedealerships.Ecofriendlycarsarealsoquiteaniceride.mostdriversgettingbehindthewheelofanelectriccarfortheirsttimeareamazedattheirreinement,quietnessandalmostinstantresponsetotheacceleratorpedal

Thereisagrowingarrayofspecialtyandcommodityplasticsdevelopedfornewapplicationareasinautomotiveinteriors,lighting,

glazing,structuralcomponents,andmore.Thecreativeuseofplasticsisacceleratingwithopportunitiestoreplacetraditionalmaterials.Theiscreatesustainablesolutionstodecreasecarbonfootprints.Thistrendalsoencompassesthelatestelectricandhybridelectricvehicles(EVsandHEVs)currentlybeingdeveloped



INDUSTRY TRENDS (CONT)

36ELIZABETHSOURCE

Duetothestrugglingeconomyconsumersaremorelikelytopurchasesmallercars.

Smallercarshavetakenabigroleinthemarket.Salesofsmallervehiclesarerising.Consumersareoftenenticedbytheseparticular

vehiclesbecauseofthelowpriceandpositiveenvironmentalfootprint.Thisisfavorableforirsttimecarbuyersespeciallybecausefor

someitmaybealltheycanafford.

Competitivelyautomakersarepositioningthemselvesasbestinfollowingthistrend.Inthepast,Japaneseautomakershavehadtheadvantageinlowcostfueleficientvehicles.However,theDetroitthreeautomakershaverepositionedthemselvestofollowthistrendand

aremorecompetitivethaneverinthissegment.VehiclessuchastheFordFiestaandChevyCruzeofferattractiveAmericanbrandalternatives.

Levy,Efraim."AutosandAutoparts,IndustryProile."IndustryTrends.NetAdvantage.StandardandPoors.23June2011<

http://www.netadvantage.standardandpoors.com.rlib.pace.edu/NASApp/NetAdvantage/showIndustrySurvey.do?code=aup>



REGULATORY PROBLEMS

37KRISTINESOURCE8,9

RegulatoryProblemsLawsregardingrealitytelevisionanddragracingmustbetakenintoaccounttoinsurethesafetyandvalidityoftheshow.

RealityTelevision:AllrulesandregulationsoftheFCCmustbecooperatedwith.TheFederalCommunicationsCommission(FCC).AccordingtotheFCC,

standardsmustbecensoredsuchasriggingofanykind,exploitingchildren,andothersuchthingsasnudityandlanguagethatarenotcensored.AllprohibitionsoftheFCCmustbetakenintoaccount

DragRacing:Therearemanyregulationsandsafetyissuestobeconsideredwhileexecutingthe"dragrace"portionofthecampaign.Theseregulations

comefromtheNHRA(NationalHodRosAssociation)Whilemanyversionsofspeciicregulationsmustbetakenintoaccount,someimportantrulesinclude:

Foryears,theNHRAhasrequiredcertainsafetyequipmentonanycarrunningdownadragstrip.Theserulesaredesignedtoensuresafetynotonlyforthedriverbutforothercompetitorsandspectatorsaswell.TopreventthedriveshaftfrombreakingatthefrontU-jointareaandperhapscomingintotheinteriorofthecar,ordiggingintothetrack

andpole-vaultingthecar,NHRAmandatesthatasteelloopbeplacedjustbehindthefrontU-jointofthedriveshaft.Theclutchand

lywheelmustalsobeSFIcertiied.Thesearefewoftheimportantsafetyprecautionstodragracing.Inthecompetition,allrulesoftheNHRAmustbefollowed.



REGULATORY ISSUES

38KRISTINESOURCE10

RegulatoryIssues

Whenminoritiesarenotdepictedascentral("tokenism"),themessageisthatthehostcultureconsidersthemunimportant—onthefringesofsociallife,notatitscenter.Forsocietyasawhole,non-stereotypicalportrayalsofAsian-Americanscanhelpexposeother

groupstoAsiansincontextsinwhichtheyhavenotoftenbeenportrayedin.Throughexposuretoportrayalsthatcontradictthestereotype,membersofsocietymaybeencouragedtoquestionthestereotypeandperhapsgainabetterunderstandingofAsian-

Americans.Anexampleofhownon-stereotypicalportrayalsmayhelpatasocietallevelinvolvesthelackofportrayalsofAsian-Americansinfamily

andsocialsituations.ThecollectiveabsenceofAsianmodelsinsuchsituationssendsamessagethatiscountertoAmericancorebeliefs.Ironically,themessageisfalseandmaycontributetothemisunderstandingofEasterncultures,inwhichfamilyidentityisalong-standingtradition.Ifadvertisersbegin

depictingAsianmodelsinfamilyandsocialsituations,however,viewerswillbeexposedtoimagesthatcounterthe"allwork,noplay"stereotype.



REGULATORY ISSUES

39ELIZABETH

RegulatoryIssues

Newregulationsrequirebetterfueleconomyonallvehiclesby2016.

Automakersmustcomplywithgovernmentregulationsregardingsafety,fuelconsumption,andpollutioncontrol.Sometimes

onevalueistakenatthepriceoftheother.Forexampleinordertoimprovefueleconomycommonlythecarsweightislightened.Indoingsothevulnerabilityincollisionsincreases.

Fueleficiencyisamajorissuecurrentlyintheautomotiveindustry.Obama’sAdministrationhasimplementednewrules

requiringstricteremissionandmileagestandardsfornewvehicles.By2016allvehicleswillberequiredtoaverage35.5miles

pergallon.Thisissomethingthatshouldbeconsideredwhenmarketingthefueleficiencyofvehicles.Fueleficiencyhasenvironmentalandpoliticalimplications.Whenmarketingforthisspeciicattributeitwillbeimportanttoremainsensitivetotheseimplications.Insensitivitycouldcauseanegativebrandimageanddiminishthereliabilityofthebrandintheeyesofthe

consumer.

Levy,Efraim."AutosandAutoparts,IndustryProile."IndustryTrends.NetAdvantage.StandardandPoors.23June2011<http://www.netadvantage.standardandpoors.com.rlib.pace.edu/NASApp/NetAdvantage/showIndustrySurvey.do?code=aup>

PART 2 RESEARCH AND OBJECTIVES



PART 2: RESEARCH AND OBJECTIVES

PrimaryResearchObjectives

40

PRIMARY RESEARCH



PRIMARY RESEARCH

41BEAST

InordertobetterunderstandourtargetaudiencewedistributedasurveywiththehelpofQualtrics.Thefollowingisabreakdownof

therespondentsthatwecollected.

50TotalRespondents

EthnicClassiication

AfricanAmerican 19

HispanicAmerican 18

AsianAmerican 13

AgeDistribution

18-21 17

22-25 12

26-29 7

Gender

Male 28

Female 22

PRIMARY RESEARCH



PRIMARY RESEARCH

42ILONA

OurteamhasconductedasurveytodeterminemulticulturalperceptionoftheNissanbrand,aswellashowitcomparestoothercarbrands.Inresult,we'vereceivedanswerstoquestionsasfollows:

Q:WhatisyourimpressionofNissan?

"Theyhaveaverylargeselectionofvehiclesintheirbrand"

"...hasaverygooddesign"

"...utilizesallofthenewesttechnology""Itisaninnovativecarcompanythathasmanagedtointroduceanelectriccarthatisaffordable"

"Acarforyoungadults"

Inaresearchsurvey,Nissanhasalsobeencomparedtoothermajorcarbrands.Rankingfrommostinnovatedtoeastinnovated,Nissanhasbeen

considered#1ininnovationandprovidingthenewesttechnology.

Knowingthisinformation,wehavedecidedtousethatinformationtoapplyittoourcampaign.NotonlyisNissaninnovative,itistheperfectvehicleforthe

multiculturalmillennial,becauseoftheirwidevarietyofcarsandtheabilitytopersonalizeittoeveryperson'sdifferentneedsandwants.Nissanis

affordable,especiallyitselectriccar,theLEAFcomparedtoitscompetitors.

ETHNIC BACKROUND OF IDENTITY



ETHNIC BACKROUND OF IDENTITY

43BEAST

Q:WhatEthnicBackgrounddoyouidentifywith?

Wefoundthat43%ofrespondentsidentiiedwithboththeirethnicand

Americancultures.

Learningthisinformationwas

importantingettingabetterbackgroundontheconsumers.Many

oftheirhabitsaresimilartothegeneralmarket,mostlikelybecauseof

theirassimilationwiththeirAmerican

culture.

PERCEPTION CHART



PERCEPTION CHART

44JONATHAN

The“Innovation”axisdepictsthepublic’sperceptionofhowmucheachcarbrandhasinnovativefeaturesandtechnology.ConsumershavealowperceptionofNissanininnovationbecauseofthelackofawarenessofitsfeatures.Ourgoalistopromote

thefeaturesinordertoraiserecognitionandbuildabrandimagethatisassociatedwithinnovation.

The“MulticulturalRelevance”axisdepictsthetotalmarketshareofeachcarbrand.Nissancurrentlyhasastrongpositionwithmulticulturalconsumers.However,thisdoesnotmeanwedonothaveplacetoimprove.ToyotaandHondaarestillaheadof

Nissanandhasastronglead.Ourgoalistoattractmoremulticulturalcustomersandincreasethetotalmulticulturalmarketshare.

MISSION STATEMENT



MISSION STATEMENT

45ILONA

OurMission:InvestmentinthefutureToindpeoplewiththeireyesonthefutureandprovidethemwiththeopportunitytoexperiment,experience,andevaluatethekindofsocietythathumanity

wantstobeapartof;andtomakemeaningfulcontributionstothecreationofsocietalvaluesthroughprogramsthatfosterdiversityandpromotetheparticipationinsocietyoftheemployeesofNissan.

1)InvestinginSocietyThroughPartnershipwithNPOsTwoprioritiesforindependentprogramsandsupportofNPOsactivities:

-Fosteringthecreativityofchildrenandyoungpeople-Promotingabetterunderstandingofenvironmentalprotection

Nissanwantstobeinvolvedinbuildingavibrantsocietythatrespectsdiversity.Towardthatend,Nissaninvestsinsocietythroughitsinvolvementinactivities

carriedoutinpartnershipwithNPOsthathaveinitiatedpioneeringeffortstotacklevariousissuesofconcern.

2)FosteringanAwarenessofCommunityInvolvementAmongEmployeesSupportforcommunityinvolvementbyemployees

-Provisionofinformationonvolunteeractivitiesmatchingindividualinterests-Financialsupportforemployees'volunteeractivities

-Eventsandseminarsorganizedforemployees

Intoday'scivilsociety,companyemployeesarealsomembersofthecommunityandareencouragedtoparticipatevoluntarilyincommunityactivities.Takingpartincommunityactivitiesexposesemployeestovariousviewpointsandprovidesvaluableopportunitiestohonewell-balancedsensibilitiesby

cultivatingtheirsocialandculturalawareness.Nissanhascreatedvariousprogramsthatprovideopportunitiesforemployeestoparticipateincommunityactivitiesspontaneously.

3)CommunityRelationsCommunityactivitiesatNISSANplantsanddealers

-Providingplanttours-Makingfacilitiesavailableforcommunityuse

-Organizingvariousevents-Participatingincommunityevents

Nissanwantstobeacontributingandvaluedmemberofthecommunity.itseeks

tobuildcloserrelationswithpeopleinlocalcommunitieswhereitsplantsandotherbusinessoperationcentersarelocatedthroughahostofcommunityactivities.

http://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&ved=0CBwQFjAA&url=http%3A%2F%2Fwww.thebodyshop.com%2F_en%2F_ww%2Fvalues-campaigns%2Fassets%2Fpdf%2FValues_report_lowres_v2.pdf&ei=xtPZTsuQEOTn0QHw95TyDQ&usg=AFQjCNGMVQYeK2-QzJYrp9tMN-nesfSaSQ

MARKETING OBJECTIVES




46ILONA,KRISTINESOURCE

Forthepast5years(2011included),NissanhassponsoredtheHeismanandNCAAFootball,aswellasaitnessprogramrecentlyrenamed“InnovationforEndurance.”TheHeismanandCollegeFootballsponsorshipaffordsNissantheopportunitytoalignitselfwithkeyNissanbrandattributes:performance,qualityandstyle.ItalsoexposesNissanproductstoanextensivebreadthofconsumertargetsincludingasigniicantcompositionofethnicgroups,namelyAfricanAmericanandHispanic.NissanreliesonthissponsorshiptopositionthebrandandtoquicklydisseminatemarketingmessagesacrossadiverseaudiencethroughTV,consumerprint,online,andexperientialfootprintsat10collegefootballgamesacrossthecountry.“InnovationforEndurance”providesNissanwithanotherbrandafinity,PersonalAchievement,basedonthediscoverythatrunning,cyclingandpersonalitnessasrelevantactivitiesamongtheoverallNissanbrandtarget.ThisprogramconsistsofapartnershipwithRodalePublicationsthatinvolvessurroundingtheNissanbrandwithRodalecontentfocusedonitnessthroughprintandonlineadvertising,asocialmediahub,andon-siteactivationsatvariousmarathonsandcyclingeventsacrossthecountry.

BecauseNissanistypicalconsideredasagenericbrandwithoutabrandpersonality,itisourgoaltochangethosewhoarefamiliarwithNissantothosewholikeNissan.Bycreatinganimageofadventure,thosefamiliarwithNissanwillfeelmoreengagedbyNissan.OurothergoalistopushthosewhoareconsideringNissantoactualpurchase.Theaddedbrandpersonalitywithhelpmulticulturalrelatewiththeircultureaswellastheiradventurous

personality.

http://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&ved=0CB0QFjAA&url=http%3A%2F%2Fwww.brokendowndesign.com%2FcaseStudy.pdf&ei=WtPZTteRCKHx0gHiu8W_DQ&usg=AFQjCNHUuW0_Lv4KO-6KFaONruXjKAnM-Q




Usergeneratedcontentwillengageviewersandincreasebrandexposureawareness.

FacebookandTwitterwillbeheavilyreliedontocreatebuzzandhypeabouttheroadtrip.Throughsocialmedia,prospective

consumersareabletosharetheirthoughtsabouttheshow,thecarsandhowtheyrelate.Pollswillbeplacedonthewebsiteandon

Facebook.suchpollswillaskaboutthefavoritechallenges,teamsandNissanmodels.Linkstosocialmediawillbeplaceonthewebsitewhichwillbe,nissanusa.com/roadtrip.ByincreasingtheUGCavailabletousers,theNissanbrandwillbecomemorerelevant

andconsistentwiththerapidlychangingtrendsofmulticultural.ErichMarxofNissanstatesthatagoalofNissanistogrowtheironlinepresence.Nissanwantsfanswhoareengaged.UGCandfanengagementhaveadirectrelationshiptherefore,themoreUGC,the

morefanengagement.


47KRISTINESOURCE11&12

"Nissan has a number of big new product launches in 2012. The goal is to grow our online presence -- the number of followerson Twitter, the number of likes on Facebook. The goal is to grow those as big as possible so we have maximum opportunity toexpose the new product. To date, Nissan has not done any sort of sweepstakes or contest where you are required to be a

fan before you can enter -- we haven't done any gimmicks to get fans. We want to build our fan base that's genuine andauthentic, not to just grow the fan base for the sake of growing the fan base -- we want fans who are truly fans and truly

engaged with us...Our brand has a celebrated history in performance cars, and social media gives us a chance to amplify it toa broader community. It's about building value so if we can offer our customers something that's of interest or of value to

them -- that's a win."

- Erich Marx Director of Social Media and Interactive Marketing

GOALS OF NISSAN



GOALS OF NISSAN

Nissan to Move Beyond Price-Driven Advertising

Nissan decided to add $100 million to its national marketing budget.

Transition from a price-driven, model-specific strategy to a broader idea that Nissan carscome equipped with a range of innovative offerings, from keyless entry to air purifiers

and smartphone apps, at an affordable price.

The Leaf is the most recent example to believe that Nissan is an innovative company and

that's how we want to transmit our message to consumers.

48KRISTINESOURCE13

PART 3: CREATIVE STRATEGY BRIEF



PART 3: CREATIVE STRATEGY BRIEF

49SOURCE

DeineTargetAudience

CreativeStrategyBriefBelowTheLineIdeaCreativeExecutions

TARGET AUDIENCE



TARGET AUDIENCE

50JONATHAN

Multiculturalmillennialareindividualswhoareambitious,optimistic,andadventurous.Theyareconstantlyengagedwithvariousformsofmediaand

technology,andhaveahugepresenceontheInternet.Theyhaveadesire

forfunctionality,styleandquality.Multiculturalsmillennialsalsohaveasenseofculturalacknowledgment.

Theyidentifythemselveswiththeircountryoforiginandrelatetoalarger

group,suchasAfrican-American,Hispanic,orAsianAmerican.

Lastly,Multiculturalsmillennialsaredriventodothingsthatarefunanddifferent.Theywanttoplacetheirmarkontheworldandberecognizedforit.

Ourtargetaudinceismulticulturalmillennialages18to29,speciicallyHispnic,AfricanAmerican,andChineseAmerican.

TARGET PROBLEM



TARGET PROBLEM

51BEAST

Multicultural Americans crave a car that not only

makes it easier for them to accomplish everyday tasks,

but also represent their exploratory nature.

CREATIVE STRATEGY



ReasontoBelieveByshowcasingactualmulticulturalmillennialsexperiencingNissanmodelsandtheir

features,consumersgetanin-depthperspectiveofNissan.TheadventurousandinnovativeelementsofNissan’srevampedbrandpersonalitywillbecommunicated

throughthevariouscheckpointchallenges.TheamountofinteractionbetweenNissanand

theconsumer,asdemonstratedthroughsocialmediaandtheNissanUltimateRoadTrip

website,willcreateanintimateunderstandingandletconsumer’suniquevoicesbeheard.

CREATIVE STRATEGY

52BEAST

BrandPersonality:Nissanisadventurous

KeyInsightMulticulturalMillenialsareextremelysocialandvalue

entertainment.Theyaremorelikelythananyother

demographictoaddhypeaboutNissanasanextensionoftheir

socialcircle.

MessageNissan’slineembodiesinnovationanddiversity,

justliketheaverageMulticulturalMillenial.This

iswhytheygogreattogether,andhavethe

abilitytocreateauniquebond.TheMulticultural

Millenialneedsacarthathasfeaturestohelp

keepupwiththeirlifestyle.

Lifeisanadventure,Nissantakesyouthere.

OrganizingIdeaNissanTakesYouThere:TheUltimateRoadTrip

Nissanwillbefeaturingtwomulticulturalteamsdrivingcrosscountryin

thevariousNissanmodelsinarealitywebseries,highlightingthemost

impressivefeaturesofthecarsincheckpointchallenges.Printadsand

commercialswillstemfromtheseriesandsparknationwideinterestin

bothNissanmodelsandthedrama.

CREATIVE STRATEGY (CONT )



CREATIVE STRATEGY (CONT.)

53BEAST

http://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&ved=0CCMQFjAA&url=http%3A%2F

%2Flibrary1.njit.edu%2Fstaff-folders%2Fsweeney%2FMillennials%2FArticle-Millennial-Behaviors.doc&ei=wNLZTsL-D6Po0QHPzrTCDQ&usg=AFQjCNEaGFMJ_yjHwMs7TCRtcAK3p8Y-Eg

CampaignGoals

UltimatelythepurposeofthecampaignistoA)DemonstrateandraiseawarenessofinnovativefeaturesintheNissanmodels

B)HaveconsumersassociateNissanwithdiversity

C)Engageconsumersonourwebsite

D)PurchaseaNissanvehiclethatrelectstheirdiversiityandhelpsthemsimplifytheirlives

MessageSupport

Millenialmulticulturalsarepeoplewhogrewupwithand

expectawidevarietyofchoicesandserviceselectivity.Theyfeellessneedtoconformintheirconsumerchoicesthaneveryone

elseintheirgeneration.Theyalsoprefertokeeptheirtimeandcommitmentslexiblelongerinordertotakeadvantageofbetter

options,andexpectotherpeopletogivethemmorelexibility.Millenialsdesiretohaveasmanypersonalizationandcustomization

featuresaspossibletomeettheirshiftingneeds,interests,andtastes.Theyhavenotolerancefordelays,andtheyareoften

impatient .Theyarepractical,resultorientedmultitaskers,borntojuggleseveraltasksatoncesincethisisaneficient,practical

useoftheirtime.Theyhighlydependonthenewesttechnology.Becauseofallthesetraits,thenew,innovativeNissangives

millenialmulticulturalstheabilitytochoosethecarthatitsnotonlytheirpersonality,butalsotheirneeds,providingthemwith

thenewesttechnologicaladvancestomaketheirlifeeasierandtocompletealltheirtasksquicklyandeficiently.

Beast

BELOW THE LINE



BELOW THE LINE

54BEAST

NissanUltimateRoadTripTheNissanUltimateRoadTripwillincludetwoteamsofthree,travelingacrosstheUnitedStateswhilestoppingatseveral

majorcitiesalongthewaytocompletecheckpointchallenges.TheteamswillbegivenadifferentNissancaraftereachchallengetodrivetothenextcity.Pointswillbegivenforwinningchallengesandforsatisfyingotherdrivingbenchmarks,

suchasbeingthemostfuel-eficientteam.Theteamwiththemostpointsatendofthecompetitionwillwinanewcarusedinthecompetition,plus$100,000towardapersonalgoalsetbeforestartingthecompetition.(collegetuition,moneyfora

startupcompany)ThecompetitionwillbeilmedlikearealityTVshowandwillfollowthesixindividualsthroughtheiradventuresonthe

roadandinthecars.Theshowwillconsistof30minutewebisodesontheNissan’swebsiteeveryweekfora3months.Afterword’s,wewillhave2extralivewebisodesofinterviewsofthecontestantswiththechanceforfanstoaskquestionsliveontheInternet.Alongwiththeepisodes,thewebsitewillincludeextrabehindthesceneclips,andaninteractive

communitypageforfanstojoininonthefun.

CASTING PROCEDURE



CASTING PROCEDURE

55

ApplicantscanapplythroughNissanwebsite,uploadinga5minutevideoofthemselvesthatwillbeviewedbytheNissanTeamaswellasotheruserstovotefor.Thewebsitewillbelinkedtoallsocialmedia,redirectingthemstraighttothecastingsite.Eventuallythecandidateswillbenarroweddownto12potentialcastmembers,anduserswillbeabletovote,withtheinaldecisionbeingmadebythe

NissanTeam.

DesiredCastingElementsInclude:

-Intelligence

-Motivation-Senseofadventure

-Competitivenature

Mostimportantly,thecontestantsmusthavetangliblelifegoals.InadditiontotheNissanmodelsgiventothewinningteamtheywill

alsobeawardedacertainamountofcashtowardsaworthyendeavorie.collegetuiton,studentloans,charity,newhome,personalimprovement.

TheydonothavetoownaNissanorevenbefamiliarwiththebrandbecausetheywillgettoknowitin-depthduringtheadventure.

TherewillbeanAfricanAmerican,ChineseAmerican,andHispaniccontestantoneachteam,allbetweentheagesof18-29.

JOHANNA

PROSPECTIVE CONTESTANTS



56JONATHAN,JOHANNA

PROSPECTIVE CONTESTANTS

56

ProspectiveContestants:

Contestant1:MirandaVega,age24.RecentlygraduatedfromStanfordwithherMastersinPoliticalScience.

PersonalInnovationGoal:HelptoreformUSforeignpolicyContestant2:AndrewJackson,age18.CurrentlyapplyingtofouryearuniversitieswithD1basketball

programs.PersonalInnovationGoal:MakeittotheNBAContestant3:StevenChang,age28.Volunteersatavarietyoflocalenvironmentalorganizations.PersonalInnovationGoal:Createhisownyouthoutreachorganizationtopromotetheimportance

ofenvironmentalsustainabilityContestant4:TashaBryant ,age22.Hasdedicatedherselftoballetsinceshewas4yearsold.

PersonalInnovationGoal:GetacceptedtoandbeabletoaffordJuliardContestant5:

MichaelAlvarez,age20.Anewfatherandyoungbusinessentreprenuer.PersonalInnovationGoal:Balancingworkandfatherhood.Contestant6:

AmyLiu,age23.GraduatestudentinFashionDesign.PersonalInnovationGoal:Createaculturalfusionapparelline.

EXECUTION TIMELINE



EXECUTION TIMELINE

57ILONA

Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar

CastingandPromotion

Pre-production

CompeitionandFilming

Post-competitionteaminterviews

Post-Production Episodes1-12oneperweek

Week1-2:Post-Show

Week3-4:

LiveEpisodes13-14:

Post-showOnline

Involvement

Post-showMedia

Promotion

Month10PostshowLiveepisodes13-14:Liveepisodeswillbeilmedwithallofthecontestantreuntion,wheretheaudiencewillhaveachancetoaskdirectquestionsandhavethemansweredonline

Month11Postshowonlineinvolvement,livechats:viewerswillgetachancetobeactivelyinvolvedinthecompetition,bloggingandchattingaboutthierownexperienceswithNissanvehicles,aswellaspotingtheirownpicturesandvideosMonth12Postshowmediapromotion:ThepastcompetitionandeacheventwillbepromotedastheNissanTakesYouTherecampaign

Months1-3CastingandPromotion:Allvolunteerswillbe

castedandpickedascontestantsPre-Production

Month4

Competitionandilming:AllepisodeswillbeilmedthroughouttheentireUnitedStates

Post-competitionteaminterviewsilming

Months5-6Post-Production:Allmaterialwillbeeditedand

developedbeforerunningonline

Months7-9Showepisodes1-12:Episodeswillberanona

weeklybasisontheNissanwebsite

COMPETITION TIMELINE



COMPETITION TIMELINE

58BEASTIlona,Kristine,Elizabeth,Johanna,Michelle

CompetitionTimeline

Days Cities Models Activity-Innovation-CulturalHighlight

1-2 NewYorkCity CastofMulticulturalMillenialswillbeintroducedtoeachotherandthepublic.Theaudiencewillhavetheopportunitytogettoknowtheteamsonamoreintimatelevelbeforetheyembarkontheirjourney.

3 NewYorkCity

NissanShowcase

AllcontestantsaswellastheNissancrew,family,friends,andotherVIPswillmeetataprivateparty.AllNissanmodelsinthecompetitionwillbedisplayed.ThisallowstheaudiencetoseeNissansdiverselineupallatonce.Theshowcasewillprovideteamswiththechancetolearnmoreaboutthecarstheywillbeusing.Thiswillallowthemtobettertheirgamestrategy.

4-5 Washington,D.C. Altima IntheirQirstChallengeteamswillusethenavigationsystemtocompleteascavengerhuntaroundD.C.Thischallengeservestwo purposes.ToshowcaseNissan'snavigationsystem

TorelatetotheaudiencebyincludingsigniQicantmulticulturalQiguresandhistoricallandmarksaspartofthetasks

6-11 Miami Sentra Thischallengewillplaceaspotlightonhispanicculturethroughdance.TheversatilityoftheSentraisperfectQittointroducecontestantstoanauthenticsalsacompetition.Teamswillbetrainedbyprofessionalchoreographersduringdays7-11.Teamswillperformonday11.

12-14 NewOrleans Pathinder ForthischallengeteamswillhaveanopportunitytoexploreoffroadinthePathQinder.ThisexperiencewillfeaturethePathQindersshitingfourwheeldrive.Thischallengewillalsohighlightthevehiclessmoothabilitytoshiftfromsmoothtoroughterrain.InNewOrleanstheywilldevelopastrategyforacarwashtooccuronday14.ThemoneytheyraisewillgotoreliefeffortsfoHurricaneKatrina

victims.

15-16 SanAntonio Versa MebKelQlezighi,theQirstAmericantoQinishtheNewYorkMarathonwillhostthisepisode.SinceNissansponseredthemarathon,thisinspiringathletewillleadtheteamsthroughanobstaqclecoursethroughSanAntonio.ThischallengewillrepresenttheafricanamericancultureastheyracethroughSanAntonio.

17-21 LasVegas MaximaGT-RDay17willbespentdrivingtoLasVegas.Ondays18and19contestantswillgivengivenabreakfromcompetitionstoexplorethecityinstyleintheMaxima.Onday20and21thecontestantswillbetrainedbyprofessionaldriversandhavetheopportunitytodrivetheGT-Rathighspeedsonaclosedtrack.

22-26 SanFrancisco Rouge Forthischallengecontestantswillspendfourdaysdesigning,paintinganddecoratingtheirnissantorepresentadragon.Onday26theywillparadethroughlombardstreetandheadtowardablockpartyinSanFrancisco'shistoricchinatownincelebrationofchinesecultureandhistory.

27-28 LosAngeles Leaf TheLeafwillbehighlightedinLosAngeles.InacitythathasmanyproblemswithtrafQiccongestionandsmogtheLeafistheperfectcontrastadvocatingenvironmentalsustainability.LosAngeleswillalsobethelocationfortheclosingceremonies.ThewinningcontestantswillbegivenabrandnewNissancaroftheirchoice.Day28willendtheexperiencewithapartycelebratingthejourneyof

thecontestants.ContestantswillgetachancetorelaxamongVIPcelebrities.

EPISODE TIMELINE



EPISODE TIMELINE

59ILONA,ELIZABETH

Week Activity

1 MeettheContestants

2 NYCTakeoffParty

3 AltimatakesonDC

4 SalsaSentrainMiami

5 GettingDirtyinNewOrleans

6 ObstacleCourse

7 SpeedVegas

8 DuelingDragonsinSanFrancisco

9 Sayinggoodbye

10 Afterparty:LA

11 WinnersCircle

12 BonusRound!Gagreel

13 Team1:Relections

14 Team2:Relections

ULTIMATE ROAD TRIP WEBSITE



ULTIMATE ROAD TRIP WEBSITE

60ILONA

Websitelink:UniqueURLbringingtheviewerstraighttotheRoadTripwebsite

Community:sublinkbringingviewertoapagewithusergeneratedcontent,suchasallowingthemtochatabout

thecontestantsaswellasthecontests,blogabouttheirexperiencesandtheir

Nissanvehicles,andaddingtheNissanpagetodifferentsocialmediasuchasfacebook.

Episodes:Viewerscanwatchtheepisodeseveryweekonline,withtheleisureofrewatchingpast

episodes

Teams:Descriptionsofallthecontestantswithshortinterviews,

biographies,andopinions.

Facebook :Usershaveachanceto"like"thevideoandshareitwith

theirfriendsonline

Behind-the-scenes:Bonusclipswithbehindthescenescontent,andshortinterviewswhere

contestantscommentoneachjourney

PART 4: THE DETAILS



PART 4: THE DETAILS

61BEAST

PreviousNissanSpendingEstablishMediaPlan

MediaRelevancyExamplePrintAd

Budget

NISSAN MEDIA SPENDING HISTORY



NISSAN MEDIA SPENDING HISTORY

62ELIZABETH

U.S.ADSPENDING($inthousands)

Bymedia 2010 2009 %chg

Magazine $81,029 $74,642 8.6

B-to-Bmagazine 242 1,725 -86.0

Localmagazine 399 276 44.8

Spanish-languagemagazine 22 155 -85.6

Newspaper 7,878 10,510 -25.0

Nationalnewspaper 5,829 456 NA

Spanish-languagenewspaper 126 277 -54.6

NetworkTV 196,427 126,988 54.7

SpotTV 92,990 77,452 20.1

SyndicatedTV 186 3,375 -94.5

CableTVnetworks 99,031 65,685 50.8

Spanish-languagenetworkTV 23,882 20,568 16.1

Networkradio 638 NA NA

Localradio 9,933 5,430 83.0

Outdoor 360 1,793 -79.9

Internet(displayonly) 92,487 58,379 58.4

Measuredmedia 611,458 447,708 36.6

Unmeasuredspending 255,976 187,425 36.6

Total 867,434 635,133 36.6

MEDIA PLAN BELOW THE LINE PROGRAMS



MEDIA PLAN, BELOW THE LINE PROGRAMS

63KRISTINESOURCE14

AccordingtothischartbasedonRIReporter,theindexesofpopularmediasourcescanbeanalyzed.AlargepercentageofthetargetmarketwatchesMTV.Yahoomailispopularamongthetargetaswell;speciicallypopularwithAsianAmericanswhoarenotasactiveinotherformsofmedia.Anonlinepresenceiscrucial.YouTube.comishighlyviewedbythemillennialpopulation,AsianAmericans,andAfricanAmericans.AdvertisementswillbeplacedonMTV,BET,YahooMail,TwitterandFacebook.

Percentageoftargetthatusedifferentmediasources.

Source14

IMPLEMENTING MEDIA PLAN



IMPLEMENTING MEDIA PLAN

64JOHANNA

1)SocialMedia(Facebook,Twitter):CreatingNissanUltimateRoadTrippage/Twitteraccount,whichwillservetoannouncethecastingprocedure(locations,age/demographicrequirements)fortheshow,aswellascreatingfreehypebeforethepaidadvertisingbegins.

2)NissanUltimateRoadtripSite:NissanwillhaveaspecialUltimateRoadtripsectionofnissanusa.comwhichwillencompassall

aspectsoftheshow,aswellasextraclipsfromtheshowwillbeaired.Specialvideossuchasbloopercompilationsandinterviewswithcastmemberswillbefeatured.Therewillalsobeablogcommunity,whereconsumerscancreateproilestocomment,like,andinteractinforumstomaketheirvoiceheardandinteractwithbothNissanasabrand,thecastmembers,andoneanother.NIssan

websitewillbelinkedtoallofthesocialmedianetworks.

3)Commercial:Wewillshowclipsoftheshowonceilmingwrapsinacommercialtohighlightthemostentertainingaspectsoftheroadtrip,aswellasthemosteducationalclipsintermsofthecarfeatures.ThiscommercialwillbeairedonMTV,BET,Mun2andPhoenixNorthAmericaChineseChannel(viaDirectTVandComcast)

4)Print:Aprintadwillbedevelopedfromthevariouschallengesthroughoutthetrip.Wewillformattheprintadsforbillboards,taxibanners,andmallpostersineachchallengecity(includingNewYorkandLA),aswellasaYahoo!mailskyscraperslot.

MEDIA PLAN RELEVANCY



MEDIA PLAN RELEVANCY

65MICHELLE

1)Mun2:"Mun2isthelifestylecablenetworkfortoday’sculturalconnectors—biculturalLatinos18-34.AsthebilingualnetworktheampliiestheLatinosexperience,mun2isculturallygroundedandrelectsthebestofboldworlds—mun2isuniquelyAmerican.Mun2reachesover36millionU.S.TVhouseholdsnationwideondigitaland

analogcableandsatellite."

2)PhoenixNorthAmericaChineseChannel:PhoenixisthenumberonechoiceforChinesetelevistionmedia,reachingmorethan1/3ofChinesefamiliesinAmerica..

3)BET:"BlackEntertainmentTelevision(BET)istheirstandonlytelevisionnetworkintheUnitedStatesprimarilydevotedtotheattractionofAfricanAmericanviewers"

4)MTV: MTV, with a median viewer age of 21.6 years, is the top-rated network in the 12-24 demographicMTV

5) Twitter: With over 100,000,000 active users, anyone can read, write and share messages of up to 140characters.

6) Facebook: With over 800 million potential customers, Facebook allows advertisers to choose audience based on

location, age, and interests. "People treat Facebook as an authentic part of their lives, so you can be sure you areconnecting with real people with real interest in your products. "

7) Yahoo: Yahoo reaches 90% of the 126.9 million adults online, with an average of 3:30 spent on Yahoo Mail,

making Mail the second most popular content on Yahoo.

MEDIA ALLOCATION



MEDIA ALLOCATION

66KRISTINE

Commercialsandprintadsmakeup55%ofthemediabudget.Basedonthetypesandplacementsoftheadvertisments,themostmoneywillgotowardcommercialsconsidering

itisquiteexpensive.Theprintbillboardsandmallposterswillhave35%ofmoney.FacebookandTwitterwillbeheavillyusedhoweverthecostwillbeverylowbecausethesitesarefreetheonlycostsincludepaying

employeeestpupdatethesites.

PRINT ADVERTISEMENT



PRINT ADVERTISEMENT

67ILONA

CampaignSlogan:tellstheconsumerhowNissancontributestotheirlives

Proile:showstheperspective

multiculturalcontestant,whosheis,andherpersonalinnovationgoal

Photograph:MulticulturalmillenialwhosestylerelectsthatoftheirNissancar

Website:tellsconsumerthedirectlinkto

thecompetitionwebsite

BUDGET ALLOCATION OVERVIEW



BUDGET ALLOCATION OVERVIEW

68BEAST

Timeline %ofBudget

NissanUltimateRoadTrip

Pre-production 15%

Production 60%

PostProduction&Showlaunch

25%

Media

CommercialSpots 20%

Print 35%

Internet 30%

SocialNetwork 5%

Website 10%

Explanation

Basedonourbelowthelineidea,ourtopdownbudgetallowcationwillconsidertheNissanUltimateroadtripinthreesectionsemphasising

theamountspentontheactualproductiontoensurethebestqualityshowpossible.

Theremainingfundswillcoverthespeciicmediaresourcesofmulticulturalmilenials.Ourtarget

willbewellinformedoftheNIssanUltimateroadtripbasedonthisallocationofmediasources.

PART 5: CONCLUSION



PART 5: CONCLUSION

69

CONCLUSION

CONCLUSION



CONCLUSION

70BEAST

MulticulturalMillenialsareuniqueindividualswithabrightfuture.Asabrand,itisourresponsibilitytotakethemwherevertheirpathslead.

Nissan’sinnovativefeatureshavethepowertoenhanceandsimplifytheirexperiencealongtheway.Lifeisajourney,Nissantakesyou

there.

SOURCES (1)



SOURCES (1)

71BEASTSOURCE

1 NissanTechMagaizine,NTMTVVol.1NissanGlobalHeadquarter'sZeroEmissionVision.2011.Video.NissanTechnology

MagazineWeb.27Nov2011.<http://www.nissan-global.com/EN/TECHNOLOGY/MAGAZINE/

global_headquarter_zero_emission_vision.html>.

2 Consumer,Report."2011CarBrandPerceptionSurvey."ConsumerReports.(2011):3.Print.<http://

www.consumerreports.org/cro/cars/new-cars/news/2011/01/2011-car-brand-perception-survey/overview/index.htm>.

3 ShivSingh,“MeasuringSocialInluenceMarketingintheAutomotiveIndustry,”Headlight,August2009,[August2011]

<http://www.headlightblog.com/2009/08/measuring-social-inluence-marketing-in-the-automotive-industry/>

4 Chappell,L.(2010,October19).NissanGetaMarketingMakeoverWithLeaf.RetrievedOctober19,2011,from

AdvertisingAge:http://adage.com/article/news/nissan-s-marketing-makeover-starts-leaf/146568/

5 “AutomotiveTrendsDriveBroader,MoreDiversePlasticsUse."AdvancedMaterials&Processes169.3(2011):17-20.

AcademicSearchPremier.Web.26Nov.2011.

6 Chappell,L.(2010,October19).NissanGetaMarketingMakeoverWithLeaf.RetrievedOctober19,2011,from

AdvertisingAge:http://adage.com/article/news/nissan-s-marketing-makeover-starts-leaf/146568/

7 Whitney,T.(2010,November10).TRENDSPOINTTOELECTRICCARBOOM-PLUSBETTERFUELEFFICIENCYATEVERY

PRICEPOINT.RetrievedNovember5,2011,fromEBSCOHost:http://web.ebscohost.com.rlib.pace.edu/ehost/detail?

sid=9326ebbd-6e5d-4615-89e4-2db743b35a75%40sessionmgr111&vid=2&hid=123&bdata=JnNpdGU9ZWhvc3QtbGl2ZSZzY29wZT

1zaXRl#db=aph&AN=55592935

SOURCES (2)



SOURCES (2)

72BEASTSOURCE

8 Nutt,Amy."RegulationsforRealityTVShows."CityTVWeb.Com.28June2008.Web.5Nov.2011.<http://

www.citytvweb.com/are-there-speciic-laws-andor-regulations-for-reality-tv-shows/>.

9 Smith,Jeff."NHRA-Rules&Regulations,Class&TimeBrackets-HotRod."HotRod,CustomRoadsters,Classic

MuscleCars&Trucks-HotRodMagazine.Web.26Nov.2011.<http://www.hotrod.com/techarticles/

nhra_legal_rules_regulations_time_brackets/>.

10 Stern,Barbara."Asian-Americans:TelevisionAdvertisingandThemodelMinorityStereotype.|Journalof

Advertising|ProfessionalJournalArchivesfromAllBusiness.com."SmallBusinessAdvice|BusinessNews&Articles|AllBusiness.com.AllBusiness.Web.02Dec.2011.<http://www.allbusiness.com/marketing-advertising/advertising-

television-advertising/653583-1.html>.

11 AccordingtoeMarketer.com,UGCorientedwebsitesgenerated$1billioninadvertisingrevenuesin2007,and

attracted75millionusersintheUS.Thosenumbersgrewto101millionusersand$4.3billion,respectively,in2011.

12 Slutsky,I.(2011,June3).Nissan'sNewHeadofSocialMediaonHowNottoSellCaronTwitter.RetrievedOctober

19,2011,fromAdAgeDigital:http://adage.com/article/digital/nissan-social-media-chief-sell-cars-twitter/227925/

13 Slutsky,I.(2011,June3).Nissan'sNewHeadofSocialMediaonHowNottoSellCaronTwitter.RetrievedOctober

19,2011,fromAdAgeDigital:http://adage.com/article/digital/nissan-social-media-chief-sell-cars-twitter/227925/14 MediamarkReporter.(n.d.).RetrievedNovember5,2011,fromMRI:http://www.mriplus.com/account/home.aspx

15



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