Assignment details
Write and submit a 3 page Marketing Plan for the Nissan LEAF case study (see case study attached to assignment requirements).
In the Marketing Plan, ensure the following is covered:
I have written the first parts of the assignment (see below). Please edit what I have written making the Marketing Plan better, add in communication under Marketing Mix and write expected results/ Metrics. If any of the content I have already written is incorrect change it. Use what I have already written as a guide.
Please note, no marketing budget requirement, please only cover the above.
Analysis:
Nissan’s hold on the German market (~1.5%) has room for growth compared to its benchmark in the European union (~4%). [1] Although the end of the car-scrapping incentives across the union in 2010 led to a significant decrease (~25%) in new car sales in Germany from 2009 to 2010, Nissan outperformed the statistic with double the market sales than the previous year.
The German car market is attractive as it represents one of the highest per capita income and one of the highest car-owning markets in Europe. Government policy’s expected focus on environmentally friendly incentives is anticipated by most car makers (BMW, Opel, VW, Peugeot and even Tesla) who are developing/marketing their own electric/hybrid vehicles. The development of the Nissan LEAF represents a new opportunity to expand Nissan’s foothold in German market taking advantage of this new interest in electric vehicles.
A number of characteristics are necessary to consider in appropriately identifying the proper segmentation of a new to market vehicle like Germany’s Nissan Leaf launch. JD Power and associates has commonly divided potential customers into 6 groups based on their attitudes towards cars ranging from the more enthusiastic “Gearhead”, “Epicure”, and “Purist” groups to the less excitable “Functionalist”, “Road-Hater”, and “Negative” groups. Given the Nissan Leaf’s perception as a reliable, green, safe, and easy to use vehicle, the less enthusiastic “Functionalist”, “Road-Hater,” and “Negative” segments who collectively represent about 54% of the Germany market represent the most natural attitude segment to target not currently targeted by competing market leaders like those from Mercedes Benz, BMW, and Volkswagen.
Similarly, Nissan Germany’s Marketing director has in the past grouped potential buyers into 4 broad categories based on lifestyle ranging from more conservative “Sensible Classic” and “No-Nonsense Neutral” groups to more expressive “Attention Seekers” and “Freedom Lovers.” Given Nissan’s relatively small market share in Germany and the Leaf’s potential appeal amongst women, targeting the brand wary and 62?male “No-Nonsense Neutrals,” is a likely fit. The innovative “Attention Seekers” category provides another opportunity for Nissan to impress potential customers with the novel benefits of an electric vehicle. Combined, the “No-Nonsense Neutrals” and “Attention Seekers” constitute 57% of new car buyers.
As alluded to previously, gender segmentation is likely to play a critical role in the success of the Nissan Leaf campaign in Germany. Today in Germany, women influence over 80% of all automobile sales and represent the fastest growing segment of car buyers. The Leaf offers a vehicle built for shorter drive distances, a focus on safety, long term cost of ownership savings, and a cleaner means of operation vs. traditional gasoline-based competitors, all of which are particularly appealing to female drivers.
The Nissan LEAF is differentiated from other cars in the market by being similar in size to “Germany’s favorite car,” the VW Golf, having great city performance (speed and range) and low use and maintenance costs.
Marketing Strategy:
Nissan to dominate the electric car market in Europe through Germany.
Financial Objectives
Toyota Prius sale price of Eur 23,450 - including the rebate. Nissan Leaf cost Eur 28, 315 - including subsidy. If Nissan Leaf’s is price 29,765 (+5.1%), total profits around Eur 2.9 mio where Eur 2.5 mio profit will cover the budget for marketing and extra Eur 0.4 mio pure benefit.
Non-Financial Objectives (Promotion to be up to 5% of budget - Eur 125k)
Customer Objectives
Strategic Objectives
Product:
Leading: A fresh, forward-looking vehicle.
Environmentally Friendly: Helps you get where you need to go without burning fossil fuels to do so.
Affordable: Eliminate fuel costs at an accessible price.
Family car: Five seats for whoever or whatever you need to transport safely.
Vision/Tagline
The Nissan Leaf is a car you can share a future with.
At $0/gallon, this 5-seat sedan will get you where you want to your destination with a low impact on your wallet and the earth.
Category: Cost-, safety-, convenience-, and climate-conscious individuals who value function over form.
Advantages:
Ideal buyer at-a-glance:
Targeting Criteria:
Lifestyle & Behavior:
Price:
Pricing - Nissan leaf uses high quality materials and state of the art technology and still offers competitive prices.
Price based on Trims - Various trims availability and price points are focussed to a wide range of customers based on their need and their budget.
Package Pricing - Nissan leaf will offer package pricing which includes extended warranty and free services for up to 4 years or 50k miles whichever comes first.
Leasing - Nissa leaf has the option to buy the car outright or we will provide a competitive leasing with 0.9 percent rate
Pre-order discounts - Customers who are early bird and does pre order will get additional 1,500 euros discount on top of all incentives
Nissan specials, exclusive for German customers - Nissan tied up with Local cuisine and gym. Customers buying or leasing the car will get free monthly once dining for 2 and 1 year gym membership.
Trade in - Nissan guarantees the best offer for the trade in program where customers can trade in old car for new Nissan leaf
Limited time offer - Nissan is confident our customers who use the car will love the comfort, safety and convenience, so we are offering for next 1 year short term rental and Pay per use model where Customers can try and be confident before buying the our car
Distribution:
Nissan planning to use both push and pull strategies to create a robust marketing plan for Nissan leaf car sales
Car Trade shows - In order to attract main and secondary dealers Nissan planned to host trade shows across Germany to showcase the Nissan Leaf to potential retailers and distributors
Incentives to Dealers - Nissan decided to offer 10% of the total sales price as an incentive for the highest trim and 7% for rest of them
Direct and email methods - Nissan decided to send brochures and information about new models, features and special offers using direct and email methods
Innovation in digital technology - Nissan understood the majority of customers start their car buying process through online and websites, having a well responsive online presence is needed. Nissan puts energy in scaling up the dealership websites and content with accurate pricing and enabling a way where happy customers leave positive reviews.
Advertising - Nissan decided to use all popular channels such as television, radio, print mails and digital billboards to reach potential customers
Customer sentiment analysis - By understanding how much time the customer was on the website or calls and analyzing their behavior using technology, Nissan plans to target the customers with followup and offering discount coupons for oil change to visit the dealers location.
Test Drive incentives - Nissan plan to offer 75 euros for potential customers who are doing test drive, Nissan strongly believe customer who drives the car will buy the car
Other incentives - Customers buying Luxury trim are offered various services like vehicle pickup and drop during any maintenance services. Dedicated customer service and access to the lounge. All customers regardless of packages or trim will receive loaner and complementary car wash.
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