Nissan Leaf Essay

1. IntroductionAccording to Nissan existencewide (2011), The Nissan folio is the worlds number mavin 100-percent galvanic, zero-emission cable rail steering cable gondola designed for the mass trade. With its move on powertrain, Nissan peruse provides a totally saucy driving experience, with its down and responsive acceleration, perpetual handling, and quietness. Incorporating the latest IT systems, Nissan cockle is always affiliated to driving support functions for a skilful and convenient ownership experience. Nissan foliation was launched in December 2010 in lacquer and the fall in States and in 2011 in Europe and opposite foodstuffs. The alternate has won numerous foreign accolades, including the prestigious 2011 European Car of the Year, 2011 origination Car of the Year and 2011-12 Cars of the Year Japan awards.The continuous success of the Nissan alternate voltaic car in the Japan and joined States mart is casted the developmental platform to blow u p into the Asian market, especially in the Vietnam market. As the Global advert Director on behalf of Nissan Cars announces that the Nissan Leaf voltaic automobile car leave behind be launched in January 2013 and other launched events germane(predicate) to the Nissan Leaf lasting within 3 months. It is expected to pee a commons trend for the transportation. 2. Vietnamese market compend2.1 Current market analysisThe car market in Vietnam is die harding to take on strongly by three matchs. Firstly, the nodes consider car as the main fomite for the transportation increasely much. specially, as report on Tienphong (2012), the individual-car segmentation raised up to 15% in 2012. This indicates that an growing in the customers interest in buying cars. Furthermore, DanTri (2011) account that the economic crisis has changed in the automobile market leading that the consumer tastes direct changed, and they tend to obtain small cars with the good operation, facilities, affor dable come to the forelay and ability to save fuel. Finally, Trends (2010) article indicated that thither is a tendency towards electric cars, support by the emission legislation. establish on these current situations, the Nissan Leaf cars design and operation ar one of the advantages likely to gain the tending in the Vietnamese customers mind and the self-propelled market.2.2 Target audienceCustomers of the Nissan Leaf electric car ordain be pore on 2 age groups 25-35 and 36-49 geezerhood old with an income monthly of 25 meg VND and above. The gender is more or lessly for women beca consumption they support spurt activities such as purchasing an eco- hail-fellow car more than men. Besides, customers argon noticed by 2 main type of genius Thinker and Innovator. Thinkers oft prep atomic number 18 an educated orientation and good environmental aw atomic number 18ness. Innovators tend to grasp new technology and beat trends. Additionally, there is a possible prospic ience for families that p arent might purchase electric car for their children. thitherfore, parent give be in 45-55 years old with the mod lifestyle. 3. Advertising ObjectivesIn the first 3 months of the launch period, there are 3 advertizement objectives are identified patently 1. Within 2 months of the launch period, make uping 70 % cognisance of the shoot for audience about the Nissan Leaf that is not a hybrid car, its completely electric, it has no gasoline or diesel supply 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 rank audience to understand the basic schooling of the Nissan Leaf 3. Convince two-thirds of the prospective customers to huckster a retailer for a test drive 3.1 Target audience rating reverse lightning life is becoming the most compelling term to Vietnamese consumers. The get ahead of green activities is complaisantly appro ved since numerous undertaken researches. Therefore, the strengths of Nissan Leaf electric car that are utilizing no fossil fuels, there are no emissions will be the capital watchfulness of the social because of its authoritative eco-impacts. These evidences will efficiently support our advance objectives which use green-conscious lifestyle as a recognize to influences their target audiences.4. The creative outline4.1 seminal platform4.2 Advertising AppealAs indicated by V.K.Reddy on Scribd (2012), Advertising appeals occupy to influence the way consumers view themselves and how buying certain yields merchant ship prove to be beneficial for them. The message conv spunkd through advertisement appeals influences the purchasing finalitys of consumers. Therefore, by seting the publicize appeals, the ad hoc wants or needs of customers will be executeed proceedsively. The advertisement is blended between apt appeals accorded to William.F.A, Michael.F.W and Christian Aren ss the broad kinsperson of appeals (2011, p.342), and Music appeals is mentioned by V.K.Reddy on Scribd (2012) wise AppealsMusic AppealsRational appeals are say at customers practical, direct(a) need for the growth or dish up. (William.F.A, Michael.F.W and Christian Arens, 2012, p.432). It means that the rational appeals emphasise the features and characteristics of the crossing or service to shine up the bene functions of using the specific brand. When applying Rational appeals into the Nissan Leaf ad, there is an increase in customers overlap understanding and credibility because they have a clear view and proper training as the ads might return the intersection points operations and outstanding facilities to have a lively harvest-tide-picture for customers. Besides, it offers an ex contriveation of how it runs or other learning such as the contact number, websites so that customers can gauge quickly the product benefits According to V.K.Reddy on Scribd (2012), eup hony has a certain inborn value and can help to increase the persuasiveness of the advertisement. It also helps to capture the attention and retention of customers.When Music appeals are employ in the ads, customers can base on the melody as the product denomination to recall the product. Music appeals in the ads should be gentle and emotional.4.3 Advertising Executional StylesThe publicizing styles credit is an of the essence(p) work because it has a great(p) influence on the customers perception. How do you change over customers to believe in the product during a few seconds of the advertisement? Therefore, the ad styles are the impacted secernate to your success. In the Nissan Leaf advertisement, there are 2 advertising styles applied in toex loo the products featuresLifestyle manifestationAs pre moveed about Advertising and Execution Styles by Brandon Schuster on Slideshare (2011), Lifestyle shows how rise the product will fit in the customers lifestyle. base on the features of Lifestyle style, the Nissan Leaf ads create 2 conflicting worlds to makes customers imagine how the product is utilizable for them in their normal life, how it can impact on their driving habits. Thereby, customers can stress the product benefits leading to the decision Demonstration style is interactive way to advertise the product because customers will have opport unities to visualise out additional information by and by seeing the advertisement, thereby, the expected benefits are shown to customers. utilize in the Nissan Leaf, the demonstration style helps to show how the operating system runs, how to use the facilities and to trust safety the battery.4.4 TV Commercial StoryboardThe chronicle starts with the scene of the up- conquer world space The depressed-Worlds life is dark, has some dust and smoke, the citizens have to wear masks whereas the Up-world is bright, peaceful and has lots 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. champion day, a Down citizen find out a pipe to climb 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 surprised by the askful Up world, especially, when he sees a car. He sits into the car and drives it. In these scenes, the character will exercise how to use the cars operating systems and other functions. The driving car pep pill is performed by the scene when the car crosses a tree, it creates a gust of wind blew a leaf 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 ve hicles to maximize their advantages for 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 equipment casualty of print media because it is the best medium to oppositeiate down to selected markets and allows an advertiser to reach a particular target audience with a high- quality presentation. It is strategically placed to appeal the different interests. Secondly, TV as electric media has a mass power to cover and reach huge audiences quickly and frequently. Especially, Nissan Leaf is a new product for the Vietnam market, the TV impacts is the key to reach the customers attention. Therefore, it brings more opportunities to express the brand with personality and image. Finally, social media is a highly interactive vehicle to valuate easily the customer response. 5. Media planThe media plan of the campaign will blossom forth over 3 months February -March-April in 2013. In the first month of the launch period, the hollow out media vehicles are used frequently to build the Nissan Leaf sense and the customers retention. The third month will nidus more on direct market activities to recall the Nissan Leaf. 5. EvaluationAdvertising is one of the largest costs in a corporations trade budget. No wonder its effectiveness is a major continue (William.F.A, Michael.F.W and Christian Arens, 2011, p.234). In order to evaluate the effectiveness of the plan, test is the crucial hawkshaw used to measure the advertising dollars is sent worthily. The evaluation is divided into 2 testing pretesting and post-testing. PretestingPost-testingPurpose Estimate the re operation level of the target customers in the marketplace conviction January-2012Method social function a do work 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 gro up of customers in a focus group. Thereby, themost persuasive or compelling benefits the group considers will be identified. Time May-2013MethodFor electric mediaUse Advertising Tracking measurement pucker 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. Examine the rating of programmesFor prints base on Tear-sheets- Copy of the ads for verification purposes as indicated on Admedia (2007)6. PR manoeuvrePR TacticsDescriptionSupported aspect insistency ReleasesThe tool of publicity for the launch period. It is important to write effective news releases and succumb them to editors so that they may publish in their publication. Serve to build the product awareness in the first days, increase the visibility of the brand, and may be an excellent way to find new potential customers for the Nissan Leaf business deal showBe make before the media plan and intera cts with it by inviting journalists to interrogate about the Nissan Leaf and write articles. By using press relationships, it can often lead to press coverage that money cannot buy. It is a highly visible action for participants and observers and helpful when needing to speak louder than words and to pull out news media audiences Invite international organizationsFFI (Fauna and flora International) IUCN (International Union for Conversation 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 emend consumer perception of EVs as a undividedcould be the most effective strategy given the perception positioning 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 merchandising 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 chemical elements for the Nissan Leaf. 4Ps elementAdvertising Role inProductProduct is the core element in the marketing mix because the market demand 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 tuck and educate customers about it. Thereby, Advertising ensures the natural selection 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 posit ive awareness through technological advances of the media and the power of press release. PriceBuyers are always sensible 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 more manufacturers to engage in mass production. Thereby, the unit cost for unit product may decrease leading the lower price. baffleThere are various conduct of distribution including direct and indirect conduct to deliver the Nissan Leaf to more markets. Especially in the large-scale distribution, advertising plays an important part in distributing process. It will maximize the areas where distribution is not to reach, ensure that smooth distribution of goods and keep customers well-informed. PromotionWhen implementing the marketing mix, the Nissan Leaf will introduce sales promotion campaign to capture the target audience and potential customers. PR and advertising are instruments 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 make the Nissan Leaf awareness for Vietnamese customers and persuade 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 fine state.References1. Nissan Global (2011). Nissan Leaf. Online 2011. obtainable 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.