Alexandra Dacks - Beau Orth - Lisa Donnelly - Alecia Iachetta - Molly Everson - Lauren Bupp -

Samantha Olsen – Jasmine Gilliam

• Nissan is a full-line vehicle manufacturer with products in all segments to fit the needs and desires of every individual.

• Nissan is an innovative company that strives to provide the leading models in vehicle manufacturing by offers a wide range of products equipped with all of the necessities and luxuries life requires.

• Nissan’s vision is to enrich the lives of their consumers by providing a reliable, affordable and safe product that people can appreciate and identify with on a commercial and emotional level.

• Nissan’s main objectives stem from their tagline, “Innovation for All.” The company strives to make cars that excel in style, technology, safety, reliability, quality and performance

• Nissan strives to make diversity a commitment in all aspects of the corporation through the workplace, marketplace and community alike.

• Rather than marketing a few cars in the line to a specific target market, the company typically brands products as a complete line which blurs the position in the mind of the consumer.

• As a service Nissan provides a wide variety of vehicles, which allows individuals to choose the model that best suits his or her lifestyle.

• Nissan should highlight the innovative style of their vehicles while inserting the affordable price in their campaign.

• As an idea Nissan must enhance the consumer’s perception of the company by creating more consumer and brand interaction. The idea of innovation can be used to represent the individual line of cars as well as the company ideology as a whole.

• In terms of direct competition, Nissan’s most competitive brands are Toyota, Honda and Hyundai in both general sales and multicultural sales alike. Direct competition also includes American brands like Chevrolet and Ford that are making changes that directly compete with these more preferred foreign brands

• Indirect competition includes other methods of transportation (subways, bicycles, public transportation) that are more prevalent in metropolitan areas.

• The specific target market in this case has already been defined by Nissan as “Multicultural Millennials between the ages of 18 and 29 in the African American, Hispanic and Chinese segments.” Most of these people are concentrated in metropolitan areas and live lifestyles that are closely related to their multicultural roots.

• The most important thing about the specific audience is their cultural ties to their roots. Across the board, these people keep up with cultural traditions in their homelands through music, art, language and cuisine.

• Given the broadness of the target market, the focus of the audience should be on all of the groups as a whole with a link through their cultural ties.

• By finding a common thread, all three multicultural groups can use the same mediums and content to link them together. The cultural aspect of their lives is a general link that makes an emotional tie focusing on specific elements of their very different lifestyles.

• By establishing this emotional connection and linking it directly with “innovation,” the millenials will better identify with Nissan and eventually establish brand loyalty.

• Due to all of the competition, Nissan has not achieved the desired income from the target audience.

• Buyers are loyal to a specific brand or product, such as consumers of American made vehicles, which most often purchase Ford, Dodge, or Chevrolet. In order for Nissan to increase product sales and income they must generate consumer loyalty by increasing brand awareness among consumers.

• The primary weakness in this case is that Nissan has only established one of their cars, the Altima, as an identity separate from the rest of the line. This causes the cars to be blurred into one brand, which doesn’t necessarily appeal to any specific target market.

• To establish recognition of the Versa as its own separate Nissan brand by 50 percent of the target market by the end of the campaign period.

• To establish recognition of the Versa’s “Innovation for Culture” tagline by 20 percent of the target market by the end of the campaign period.

• To establish recognition of the “Versa Culture” ideology by 20 percent of the target market by the end of the campaign period.

• To increase positive perception of the Nissan brand as one that embraces cultural individuality by 10 percent of the target market by the end of the campaign period.

• Nissan’s existing brand position is based on innovation as a theme for all of the company’s products and vehicles. Nissan needs to position one of their cars directly to rh Multicultural Millennial target market without disturbing the current “innovation for all” position with the rest of the line. In this case, Nissan needs to position themselves as a more culturally aware company that promotes diversity in the mind of the consumer.

• This can be achieved through establishment of the “Versa Culture,” a deliberate and evident separation of the Versa from the rest of the Nissan line. The “Versa Culture” would represent diversity through music, art and culture that would appeal directly to the interests of the target audience.

• The 2012 Nissan 12 month campaign is utilizing four primary forms of media including broadcast, digital, public relations and non-traditional mediums. The campaign will primarily focus on reach while using flighting media techniques based on ideal sales periods.

• Nissan will heavily advertise during the months of March, April, and May as well as the months of October, November and December. In the months selected car purchasing is notoriously high due to life changes in education and career as well as the effect of holiday sales.

• Broadcast will become the campaign’s main medium. In order to reach the target market networks such as ABC, VH1, MTV, CBS and E! will be used.

• In order to establish our “Versa Culture” an internet presence is imperative. Nissan will establish itself on networking sites such as Facebook, and will incorporate a “Versa Culture” link on Nissans corporate page in an effort to create a “buzz” about the Versa product.