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Media Plan: Nissan

Media Plan: Nissan. Group Fantastic. Situation Analysis. Strengths: AA segment has historically favored Nissan Market share has increased by 20% from 2009 to 2010 Weaknesses Nissan had to pull money from its AA marketing Toyota and Honda are active players in the Asian community.

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Media Plan: Nissan

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Presentation Transcript

  1. Media Plan: Nissan Group Fantastic

  2. Situation Analysis • Strengths: • AA segment has historically favored Nissan • Market share has increased by 20% from 2009 to 2010 • Weaknesses • Nissan had to pull money from its AA marketing • Toyota and Honda are active players in the Asian community

  3. Opportunities • Chinese Americans represent the greatest potential for Nissan based on size • Heisman and College Football sponsorships provides Nissan with opportunity to reach MC audiences

  4. Threats • Chevy, Toyota and Ford were the only companies who bought heavy integration within Hispanic programming • Toyota has initiated media activities in non-traditional out of home

  5. Key objectives • To increase Nissan market share across Chinese American, Hispanic American and African American markets by 2 percent • To maintain brand loyalty among current customers • To spread awareness and acceptance of the notion that Nissan represents innovation

  6. To achieve a minimum of 75 percent reach among the targets over the course of the campaign • To achieve a frequency of 6 – 8 amongst targets over each 4 week period

  7. Strategy • Pulsing schedule • High months: March – May, July – September, December • Low months: January – February, June, October – November • Geographic coverage: • California (Los Angeles, San Diego, San Francisco) • Texas (Austin, San Antonio, Dallas, Houston) • New York (New York) • Pennsylvania (Philadelphia)

  8. Print: • Vibe • Essence • Ebony • ALMA Magazine • People en Espanol • Vanidades • Latina • Hypen • Audrey Magazine • Giant Robot • 13 Minutes Magazine

  9. Television: • ESPN “Monday Night Football” • BET’s “Soul Train Awards” • Univision’s “Latin Grammys” • Galavision’s “FutbolLiga Mexico” • Fox’s NFL Thursday football game

  10. Digital/Internet: • Facebook.com • AOL.com • CNN.com • In-language news sources

  11. Out-of-home: • Bilboards • Posters • Signage • Car artwork

  12. Budget Allocation

  13. Media flow chart

  14. Tactics and Rationale • Magazines • Television • Digital/Internet • Out-of-home

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