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

• 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

• 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

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

• 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

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)

• Print: – Vibe– Essence– Ebony– ALMA Magazine– People en Espanol

– Vanidades– Latina– Hypen– Audrey Magazine– Giant Robot– 13 Minutes Magazine

• Television:– ESPN “Monday Night Football”– BET’s “Soul Train Awards”– Univision’s “Latin Grammys”– Galavision’s “Futbol Liga Mexico”– Fox’s NFL Thursday football game

• Digital/Internet:– Facebook.com– AOL.com– CNN.com– In-language news sources

• Out-of-home:– Bilboards– Posters– Signage– Car artwork

Budget AllocationMedia Percent of Budget AmountMagazines 15% 12 millionTelevision 45% 36 million - Network 14.4 million - Cable 10.8 million - Spot 10.8 millionDigital/Internet 20% 16 million - News 6.4 million - Social Media 4.8 million - Search Engines 4.8 millionOut-of-home 15% 12 million

Media flow chart

Tactics and Rationale

• Magazines• Television• Digital/Internet• Out-of-home