Nissan Leaf Essay

1. Introduction harmonise to Nissan Global (2011), The Nissan twitch is the worlds first 100-percent galvanizing automobile, zero-emission political machine approach patterned for the plentifulness commercialise. With its advanced military grouptrain, Nissan hitchhike provides a totally new thrust experience, with its smooth and responsive acceleration, stable handling, and quietness. Incorporating the latest IT systems, Nissan pagination is unendingly connected to driving support functions for a stop and convenient ownership experience. Nissan Leaf was launched in December 2010 in japan and the United States and in 2011 in Europe and early(a) markets. The Leaf has won numerous international accolades, including the prestigious 2011 European motor elevator machine of the Year, 2011 World Car of the Year and 2011-12 Cars of the Year Japan awards.The continuous success of the Nissan Leaf electric car in the Japan and United States market is considered the developmental curriculum to expand into the Asian market, especially in the Vietnam market. As the Global advertizement Director on behalf of Nissan Cars announces that the Nissan Leaf electric car result be launched in January 2013 and other launched events relevant to the Nissan Leaf lasting within 3 calendar months. It is expected to fashion a green trend for the transportation. 2. Vietnamese market analysis2.1 Current market analysisThe car market in Vietnam is tending to grow strongly by three impacts. Firstly, the guests consider car as the main vehicle for the transportation increasingly more than. Especially, as report on Tienphong (2012), the individual-car segmentation raised up to 15% in 2012. This indicates that an append in the customers interest in purchasing cars. Furthermore, DanTri (2011) reported that the economic crisis has changed in the automobile market leading that the consumer tastes buzz off changed, and they tend to purchase grim cars with the good operation, fa cilities, affordable price and ability to save fuel. Finally, Trends (2010) article indicated that on that point is a tendency towards electric cars, supported by the emission economy. Based on these current situations, the Nissan Leaf cars design and operation argon atomic number 53 of the advant long times likely to gain the attention in the Vietnamese customers mind and the automotive market.2.2 Target interviewCustomers of the Nissan Leaf electric car will be contracted on 2 age groups 25-35 and 36-49 years old with an income monthly of 25 million VND and above. The gender is largely for women because they support green activities such as buying an eco-friendly car more than men. Besides, customers ar noticed by 2 main type of temper Thinker and Innovator. Thinkers lots have an educated orientation and good environmental aw atomic number 18ness. Innovators tend to grasp new technology and set trends. Additionally, there is a possible prediction for families that pargonnt world power purchase electric car for their children. Therefore, p atomic number 18nt will be in 45-55 years old with the new-fangled lifestyle. 3. publicizing ObjectivesIn the first 3 months of the launch period, there are 3 advertising objectives are identified obviously 1. Within 2 months of the launch period, building 70 % awareness of the target auditory modality about(predicate) the Nissan Leaf that is not a hybrid car, its completely electric, it has no gasoline or diesel powered engine to supplement for power that is an environmental brand with the good operations and friendly features as other diesel powered cars 2. Achieve 30% of the remaining target audience to understand the basic schooling of the Nissan Leaf 3. Convince two-thirds of the prospective customers to levy a retailer for a test drive 3.1 Target audience military rankGreen life is becoming the most compelling edge to Vietnamese consumers. The benefit of green activities is heartyly ap leavend sinc e numerous undertaken researches. Therefore, the strengths of Nissan Leaf electric car that are utilizing no fossil fuels, there are no emissions will be the great attention of the social because of its commanding eco-impacts. These evidences will efficiently support our advertising objectives which use green-conscious lifestyle as a key to influences their target audiences.4. The creative strategy4.1 Creative programme4.2 Advertising AppealAs indicated by V.K.Reddy on Scribd (2012), Advertising appeals intent to influence the way consumers view themselves and how buying certain yields peck prove to be beneficial for them. The message conveyed through advertising appeals influences the purchasing decisions of consumers. Therefore, by identifying the advertising appeals, the specific wants or needs of customers will be createed hard-hittingly. The advertizement is blended between Rational appeals accorded to William.F.A, Michael.F.W and Christian Arenss the broad stratum of a ppeals (2011, p.342), and Music appeals is mentioned by V.K.Reddy on Scribd (2012)Rational AppealsMusic AppealsRational appeals are placeed at customers practical, functional need for the return or service. (William.F.A, Michael.F.W and Christian Arens, 2012, p.432). It means that the rational appeals emphasize the features and characteristics of the overlap or service to highlight the benefits of development the specific brand. When applying Rational appeals into the Nissan Leaf advertising, there is an increase in customers output understanding and credibility because they have a clear view and proper information as the ads might show the products operations and outstanding facilities to have a lively product-picture for customers. Besides, it offers an ex visualizeation of how it runs or other information such as the contact number, websites so that customers can evaluate quickly the product benefits According to V.K.Reddy on Scribd (2012), music has a certain intrinsic valu e and can help to increase the persuasiveness of the laborment. It also helps to capture the attention and retentivity of customers.When Music appeals are used in the ads, customers can base on the melody as the product identification to adjourn the product. Music appeals in the ads should be gentle and emotional.4.3 Advertising Executional StylesThe advertising styles identification is an important grow because it has a great influence on the customers perception. How do you convince customers to mean in the product during a few seconds of the publicisement? Therefore, the advertising styles are the impacted key to your success. In the Nissan Leaf advertisement, there are 2 advertising styles applied in toexpress the products featuresmodus vivendiDemonstrationAs presented about Advertising and Execution Styles by Brandon Schuster on Slideshare (2011), Lifestyle shows how well the product will fit in the customers lifestyle. Based on the features of Lifestyle style, the Nissan Leaf ads piss 2 conflicting worlds to makes customers imagine how the product is useful for them in their average life, how it can impact on their driving habits. Thereby, customers can filter the product benefits leading to the decision Demonstration style is interactive way to advertise the product because customers will have opport social unities to find out additional information after seeing the advertisement, thereby, the expected benefits are shown to customers. Applied in the Nissan Leaf, the materialisation style helps to show how the operating system runs, how to use the facilities and to charge synthetic rubber the battery.4.4 TV Commercial StoryboardThe story starts with the cyclorama of the up-down world space The Down-Worlds life is dark, has many dust and smoke, the citizens have to wear masks whereas the Up-world is bright, peaceful and has a great deal of trees. The Down citizens always ask themselves Why can the Up create the beautiful world like that? shown by the scene that the down citizens often look their face up. The music in this section is gentle and sophisticated. mavin day, a Down citizen find out a pipe to backing to the Up, he decides to find the answer. This scene is presented by his eye motions showing the seconds he was making decision with the faster beat music.After climbing, he is impress by the wonderful Up world, especially, when he sees a car. He sits into the car and drives it. In these scenes, the character will perform how to use the cars operating systems and other functions. The driving car speed is performed by the scene when the car crosses a tree, it creates a gust of wind blew a foliage following to the car. At the end, he stops and charges the battery. The leaf falls in the Nissan symbol and the logo/ slogan of Nissan occurs. 4.5 Overview of MediaThere are varied media vehicles to advertise the product however, each product needs to identify the specific media vehicles to increase their advantages fo r the product features. The Nissan Leaf Advertisement uses 3 main media vehicles including print, electric media and social media. Firstly, magazines are used as the first consideration in ground of print media because it is the best medium to narrow down to selected markets and allows an advertiser to reach a particular target audience with a high-quality presentation. It is strategically determined to appeal the different interests. Secondly, TV as electric media has a mass power to cover and reach huge audiences quickly and often. Especially, Nissan Leaf is a new product for the Vietnam market, the TV impacts is the key to reach the customers attention. Therefore, it moves more opportunities to express the brand with personality and externalise. Finally, social media is a highly interactive vehicle to evaluate easily the customer response. 5. Media platformThe media plan of the crowd will spread over 3 months February-March-April in 2013. In the first month of the launch p eriod, the core media vehicles are used frequently to build the Nissan Leaf awareness and the customers retention. The third month will focus more on direct marketing activities to recall the Nissan Leaf. 5. EvaluationAdvertising is one of the largest costs in a confederacys marketing budget. No wonder its effectiveness is a major(ip) concern (William.F.A, Michael.F.W and Christian Arens, 2011, p.234). In order to evaluate the effectiveness of the plan, examen is the important tool used to measure the advertising dollars is sent worthily. The evaluation is divided into 2 testing pretesting and post-testing. PretestingPost-testingPurpose Estimate the reaction train of the target customers in the marketplace Time January-2012Method Use a motion called Benefit testing. As explained by William.F.A, Michael.F.W and Christian Arens (2011, p.235), The process is presenting the core product benefits to a group of customers in a focus group. Thereby, themost persuasive or compelling bene fits the group considers will be identified. Time May-2013MethodFor electric mediaUse Advertising Tracking criterionCollect Feedback from Feedback devices toll-free numbers and Web addresses provided in ads so that the responses or redemptions can be made to estimate the impact of advertising media. take the rating of programmesFor prints base on Tear-sheets- Copy of the ads for verification decides as indicated on Admedia (2007)6. PR TacticsPR TacticsDescriptionSupported manifestationPress ReleasesThe tool of publicity for the launch period. It is important to write effective news releases and submit them to editors so that they may publish in their publication. dispense to build the product awareness in the first days, increase the visibleness of the brand, and may be an excellent way to find new capableness customers for the Nissan Leaf Trade showBe organized before the media plan and interacts with it by inviting journalists to interview about the Nissan Leaf and write ar ticles. By using press relationships, it can often lead to press coverage that bullion cannot buy. It is a highly visible action for participants and observers and helpful when needing to speak louder than dustup and to curl news media audiences Invite international organizationsFFI (Fauna and Flora International) IUCN (International Union for communion of Nature) to support the Nissan Leaf image and cooperate during the launch period. Based on the reputation and credibility of these organizations, it helps to improve consumer perception of EVs as a unanimouscould be the most effective strategy given the perception fix goals SponsorshipBe a sponsor of Go Green Club. Members of Go Green, will cycle in the third moth of the launch period This will attract other eco-friendly supporters. All of which fit into a good consumer niche for the Nissan Leaf.7. Advertisings role in Marketing MixAdvertising is one of the most important factors affecting directly for the success, therefore, the advertising plan plays a mass role in the marketing mix portions for the Nissan Leaf. 4Ps divisionAdvertising Role inProductProduct is the core element in the marketing mix because the market take in bases on the products utility and popularity. According to William.F.A, Michael.F.W and Christian Arens (2011, p.66), An ad may not address a products quality directly, the positive image conveyed by advertising implies quality. It means that advertising creates the added value for the Nissan Leaf. Especially, Nissan Leaf is a new product in the Vietnam car-market, advertising and PR activities as Trade Show are used to introduce and educate customers about it. Thereby, Advertising ensures the survival and success of the Nissan Leaf. Besides, Advertising and PR create demand for the Nissan Leaf because they spread information about the product and increases customers positive awareness through technological advances of the media and the power of press release. PriceBuyers are al ways sensitive about the market price, therefore, advertising has the effect of keeping prices down. That again serves the consumers self-interest. (William.F.A, Michael.F.W and Christian Arens, 2011, p.66) Besides, according to William.F.A, Michael.F.W and Christian Arens, advertising and PR may attract many manufacturers to engage in mass production. Thereby, the unit cost for unit product may decrease leading the subvert price. PlaceThere are various channels of distribution including direct and indirect channels to deliver the Nissan Leaf to more markets. Especially in the large-scale distribution, advertising plays an important part in distributing process. It will maximise the areas where distribution is not to reach, ensure that smooth distribution of goods and keep customers well-informed. progressWhen implementing the marketing mix, the Nissan Leaf will introduce sales promotion campaign to capture the target audience and potential customers. PR and advertising are ins truments of Sales promotions so that customers may update, be informed on the sales promotions. 8. ConclusionNissan Leaf provides electric cars which are targeted to the Vietnamese women market with purpose of building the Nissan Leaf awareness for Vietnamese customers and convincing them to change their driving habits by purchasing them. The goal of advertising plan in 3 months is promoting the Vietnamese car market for Nissan Leaf and aiming to persuade women consumers by an advertising image for Nissan Leaf as a zero-emission product that can bring many significant health benefits as well as very well state.References1. Nissan Global (2011). Nissan Leaf. Online 2011. Available from http//www.nissan-global.com/EN/NISSAN/LEAF/ Accessed November, 17th, 2011 2. Tienphong (2012). Th trng t ang l lt leo dc. Online October, 9th, 2012. Available from http//www.tienphong.vn/xe/594690/Thi-truong-o-to-dang-le-let-leo-doc-tpov.html Accessed November, 17th, 2011 TranslationTienphong (2012). The automotive market is increasing uphill. Online October, 9th, 2012. Available from http//www.tienphong.vn/xe/594690/Thi-truong-o-to-dang-le-let-leo-doc-tpov.html Accessed November, 17th, 2011 3. Dantri (2011). Th trng t M nm 2011 Xe nh ln ngi. Online December, 26th, 2011.