1 / 15

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.

yeva
Download Presentation

Media Plan: Nissan

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

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

More Related