A campaign developed for Nissan with specific intentions on marketing towards multicultural demographics

1. Renee Balgobin, Vanessa Garzon, Kat Kielpinski, Justin LaBarbera, Frank
LoBello, Mike Spinella

2. To create a fully integrated
marketing plan for
Nissan, specifically for
multicultural millennials.

3. Weaknesses Threats
• Global Brand • Alliance with
• Research and • Dependence Renault
Development on overseas • Competition
• Investment in in global
• Variety of market zero-emission
different vehicles • Innovation automobile
at different price
technology market
points
time lag
Strengths Opportunities

4.  Nissan is geared towards the hard working individual who
does not want to spend a fortune on their car.
 For an individual that desires a cost efficient yet stylish
and reliable car.
 The various Nissan models out today are for both men and
women alike who want drive a car that has elegance and
style without compromising price and safety.
 Nissan is positioned for those who want a nice car that’s
safe and includes the new technological amenities that the
higher end cars have.
 Nissan customers want a car that they can buy that leaves
them with money still in their pockets.
 They look for these aspects without the compromising
what is most important to them- safety and reliability.

5.  Nissan has a current market share of
 Nissan’s growth in China has become steady, even though overall growth is
stabilizing.
 The European nations have grown to become huge markets for Nissan.
Plans for the Future
• Nissan Motor Co. plans to widen its operating profit margin to 8% from the current 6.1% by
the year 2016.
• Utilize the fast growing, up and coming economies to gain achievements in its profit share.
• Aiming to capture 10% of the global luxury car sales and introduce a total of 51 new models
over the next six years.
• Built a new production plant in Brazil and raise its current market share there from 1.2% to
5%.
• Regain profits due to losses from the recent Earthquake in Japan and the increasing strength
of the Yen.
▪ Yen increased 15% against the US dollar last year
▪ Profit expected to fall a total of 15% ($270 million) this year due to earthquake.
• Increase global dealerships from 6,000 to 7,500.
• Aiming for a 25% payout dividend ration within the next 6 years.
**Source: Business Source Premier Database-Datamonitor

6. Nissan
 Net revenues of 8.7731 trillion yen ($115.682 billion US $)
 Operating profit of 537.5 billion yen ($7.087 billion US $)
 Net income of 319.2 billion yen ($4.208 billion US $)
 Japan is Nissan’s largest geographical market and it accounts for 27.6% of the total revenues in 2010.
 Revenues from Japan reached $22,403.9 million in 2010, which is a decrease of 10.7% compared to 2009.
 North America accounts for 35.7% of the total revenues in 2010. Revenues from North America
reached $28,907.9 million in 2010, which is a decrease of 10% compared to 2009.
 Europe accounts for 14.5% of the total revenues for 2010. Revenues from Europe reached $11,727.2 million in
2010, which is a decrease of 23.9% compared to 2009.
 Other foreign countries account for 22.2% of the total revenues in 2010. Revenues from other foreign countries
reached $17,997.2 million in 2010, which is a decrease of 1.7% compared to 2009.
**Source: Business Source Premier Database-Datamonitor

7. Top Global Competitors
 Fiat S. P. A.
 BayerischeMotorenWerke AG
 Ford Motor Company
 General Motors Corporation
 Honda Motor Co., Ltd.
 Hyundai Corporation
 Isuzu Motors Limited
 Mazda Motor Corporation
 Mitsubishi Motors Corporation
 Navistar International Corporation
 PSA Peugeot Citroen S.A.
 Suzuki Motor Corporation
 Toyota Motor Corporation
 Volkswagen AG
 Kia Motors Corporation
**Source: Business Source Premier Database-Datamonitor

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9. QUALITY
INNOVATION

10. African-Americans
From family to cultural “Without it you won’t go
values, the importance anywhere”
Knowledge is power.
of having an education
has been stressed. “Through family values instilled
in me, it is very important to
continue my education so I can
They believe that being make something out of myself
Education is the most and be successful”
educated will get them
significant contribution
one step closer to living
to achieving goals.
the life they want. “Best opportunities can come
from learning and getting an
education “
A quality education will
help make it so they
can buy luxury products
they long for.

11. Chinese-Americans
 “Hope to find a job”  9 out of 10 include getting a job
 9 out of 10 include
getting a job in their in their future
future
 “Working in finance by
networking with  Most answers we received
professionals and included education and/or
applying for jobs” getting a job
 “Entrepreneur by
starting a business”  Living in New York with a good
 “Get a good paying job was common
accountant job by
getting more work  Education is extremely important
experience, in 5 years
married with a stable
job”
 “Living in NY by
managing my personal

12. Hispanic-Americans
 THEY want to achieve success through
higher education while remaining true to
their cultural roots. FAMILY is the most
important thing to them.

13. What is the highest level of education you have completed, or are currently in?
# Answer Response %
1 High School 2 4%
2 College 22 45%
3 Some College 20 41%
4 Grad School 5 10%
Total 49 100%
Pertaining to automobiles, how important is innovation?
# Answer Response %
1 Important 32 64%
2 Somewhat Important 13 26%
3 Neutral 5 10%
4 Somewhat Unimportant 0 0%
5 Unimportant 0 0%
Total 50 100%

14.  Around 92% of respondents feel education is
important or somewhat important.

15. Do you find that celebrity endorsements work?
# Answer Response %
1 Yes 19 38%
2 No 31 62%
Total 50 100%
What type of advertising do you prefer?
# Answer Response %
1 Humorous 20 40%
2 Sexual 2 4%
3 Emotional 2 4%
4 Relatable 8 16%
5 Inspirational 18 36%
Total 50 100%

16. Consumer-Oriented
Reliable Affordable

17.  Key Insight
 Key Message
 Reason To Believe
 Organizing Idea

18.  Multicultural millennials are inspired to strive
for a gratifying lifestyle. Nissan provides
millennials with innovative vehicles that can
help them get to where they need to be at an
affordable price

19. Inspiration Drives Innovation

20.  Our target audience consist of Chinese
American’s, African American’s, and Hispanic
American’s all within the age of 18-29 whom
strive for excellence driven by their
inspiration, leading to education, career
opportunities, and family life.

21.  We will show millennials in different
situations where they use Nissan to take
them to where they need to be, their
inspiration. Each multicultural will be driving
to their unique inspiration such as education,
family, and success. At the end of the
commercial they will state their inspiration
and “Nissan helps me get there.”

22. “I got this…” Resume…check, business cards…check
Cell phone…check Keys…check

23. “Phew…you got this” Turns music up
Gets out of car, voice over: Success is my
inspiration, and Nissan helps me get there

24. Resume…check, business cards…check “Phew…you got this”
Gets out of car, voice over: Success is my
inspiration, and Nissan helps me get there

25.  African-American: Same format, stressed
going through list of assignments due for
school, get’s in his Nissan, relaxes, pulls up to
school and voice over.

29.  Facebook/Twitter (@nissancares): Upload video/tweet
about what inspires you, and how your Nissan helps you
get there
 10 Winners: Will receive $10,000 toward their inspirational goals
 Gift Card: For every car purchased the person receives an
unknown amount on a gas gift card ranging from $50-
$1,000
 Nissan will offer a student discount on a Nissan Altima for
any student who who drives around in promotional
advertised car for a two month time period. The limit will
be two students per college campus in the Tri-State Area
and the discount for participating will be 10% on the
current Altima price.