Advertising Campaign for Nissan Skyline GTR R34 - Coursework Example

Task Advertising campaign for Nissan Skyline GTR R34 Product history Nissan Skyline GTR R34 was first released in 1999, with few modifications from the previous model. The car has been sold as a Nissan flagship performance vehicle, incorporating advanced systems like the Super-HICAS four-wheel steering and the ATTESA E-TS 4WD system. The car has gained its reputation in drag racing, time track, circuit track and magazine events. The “ride of your life in performance style” The “ride of your life in performance style” campaign will help the wide range of stakeholders that the Nissan brand is a high quality brand, which is devoted to giving the users of the Nissan Skyline GTR R34, a life experience in performance style. The performance campaign will feature well known sports car expert drivers, including Richard Atwood, who is a world class driver and instructor specialising in the Porsche and Ferrari cars. The second expert driver to feature in the campaign is Aaron Scott, who has sported in the GT’s and Formula 3 sports cars for the past fifteen years. He has been a well known instructor for the Carrera Cup and the GT cup. The choice of the two experts was aimed at increasing the effects of celebrity endorsements, which have a profound appeal to the social stature and the sense of belonging of the upcoming buyers of the Nissan Skyline GTR R34 and also sporting car enthusiasts. Through the car, the campaign should leave the mark of excellence, performance and expert status in the ownership of the Nissan Skyline GTR R34. By focusing on the image and the aura communicated by the sporting world, the new buyers and enthusiasts of the car will increase the uptake of the car (Macdonald & Sharp, 2003). Competition The sports car brands that the company is competing with in this segment include Toyota supra, Honda NSX, Mazda RX-7 and Mitsubishi Lancer. Through the advertising campaign, the company hopes to scoop more market from its competitors, by positioning the car as a well-priced sports car fit for racing (Niraj & Pillutla, 2000). The 4Ps of the Nissan Skyline GTR R34 advertising campaign Product – an excellent performance vehicle Price – a relatively low price for a performance car Placement – national availability in all major towns across the country and internationally Promotion – positioning the reputation of the car behind the capabilities of the driver; the campaign will emphasize the role of the driver and their competence. Advertising objective 1) Build the brand image of the car, by positioning it as the number one performance car for the lovers of speed and racers, with the aim of increasing its market share. 2) Change the perception of the public about the Nissan brand, by demonstrating that it is the number one competitor among performance class of vehicles, with the aim of increasing its presence in sporting events. 3) Increasing the presence of the GTR R 34 brand in sports-car and gaming related websites, information centres, magazines and blogs. Advertising Purpose The purpose of the advertising campaign is that of reassuring the customers, sporting event organizers and media users that the Nissan Skyline GTR R34 is very successful and the best performance vehicle in the world. SMART goals for the advertising Campaign 1) To increase the revenues from the sale of the GTR R34 sports car by 20 percent within the next 12 month period starting July 2014 to June 2015. 2) Increase the production capacity of the GTR R34 sports car in the company by 20 percent, which will cater for the increase in the increase of demand arising from the advertising campaign and follow-up campaigns. 3) Increase the customer care outlets in the country by 10, in order to cater for the increasing demand and to address all customer-related issues and enquiries. Key Performance indicators The first main indicator of performance improvement is sales. Apart from the gross sales of the brand, the company will track the sales made through distribution channels, including retailers, wholesalers, direct response channels and sales representatives will have improved. The sales increment target of the company is 20 percent for the next 12 months. Of major importance during the evaluation of performance, will also be the sales volumes, gross profits for different stores and the margins realised. The monitoring tools for this indicator include sales quota tools and sales forecasting software. The second main performance indicator will be brand awareness, and that will be evaluated from the records collected from distribution outlets, the knowledge about the car among racing events and over sporting vehicle websites and blogs. The monitoring tools for measuring brand awareness include online presence, sporting event presence and influence and customer engagement levels. The third main key indicator is market share is the increment of sales volumes, which will be determined from the comparison of the sales volumes of the car’s two main competitors. The strategies for getting the information include honouring coupons. The tools for monitoring the market share are sales volume and the competitive landscape. Campaign timeline Timeline in Weeks Planning and background 4 Creative Approach 6 Media Planning 4 Peer review 3 Approval process 6 Media buying 2 Campaign Duration Evaluation and Monitoring 4 The areas covered under the planning and the background duration of the period includes the collection of information, assigning the responsibilities and the roles to be played by the campaign team, including the specialist drivers. The other areas covered by the study include the engagement of internal resources, stakeholders and programs and planning the evaluative approach of the campaign. The creative approach stage will cover different activates, including writing the brief for the advertisement, response collection and determining the creative direction, including the testing of the focus. Other areas covered under this stage include the refinement of the final concept for the campaign and the production of the campaign and the dispatch of the contents of the campaign (Albert & O’Guinn, 2000). The media planning phase will cover the drafting of the campaign brief, the formulation of the media recommendation and choosing the strategy response to be taken. The phase will also cover the collection of feedback, which will entail the adjustment of the plan to get to the final one. The Preview phase of the campaign will cover the review initiation, the development of the documents for the campaign, tendering the documents for review and the provision of the reviewed report. Other areas covered by the phase include the reviewing of the report, the collection of the response report by the campaign team and the review of the documents for finalization and confirmation by the oversight committee. The approval process will cover the tendering of the advertising minutes to the oversight, the holding of the approval meeting and the hosting of the meeting discussion for formalization. During the media buying stage of the campaign, the advertising team will tender the final plan to the oversight media house, together with the instructions for buying. The campaign period will take about three weeks, and then the campaign will proceed to the evaluation and the monitoring stage. The evaluation and monitoring stage will cover the benchmarking and the measurement of the outcomes of the campaign before its conclusion. The next area will be the monitoring of the response made to the camping and the performance of the media. Other stages will include the evaluation of the campaign, which will be followed by the reporting of the campaign outcomes to the company. Task 2 The resources required during the company Macdonald, E., & Sharp, B., 2003. Management Perception of the Importance of brand awareness as an indication of Advertising Effectiveness. Marketing Bulletin, 14(2), 1-15. Aaker, D., & Erich, J. (2000). Brand Leadership. New York: The Free Press. Andreasen, A., & Minette, E. (2001). Alliances and Ethics in Social Marketing. In Ethical Issues in Social Marketing, Alan K. Andreasen, ed. Washington, DC: Georgetown University Press. Barich, H., & Kotler, P. (1991). A Framework for Marketing Image Management. Sloan Management Review, 32 (2), 94–104. Gabriel, B., & Sheinin, D. (1998). Managing the Brand in a Corporate Advertising Environment: A Decision-Making Framework for Brand Managers. Journal of Advertising, 27 (2), 99–110. Niraj, D., & Pillutla, M. (2000). Impact of Product-Harm Crises on Brand Equity: The Moderating Role of Consumer Expectations. Journal of Marketing Research, 37 (May), 215–26. Albert, M., Jr., & O’Guinn, T. (2000). Brand Community. Journal of Consumer Research, 27(March), 412–32. Skyline sales centers, including skyline online sales centers This source will be helpful as target centers for the sales campaign of the new enthusiast of the car and also the current market. Most notably, the sales sites and centers will be one of the channels, through which new customers and customer groups will be recruited. Video and blogging sites These will include YouTube, sporting events blog sites and information centers. This source will be important to the advertising campaign, because it will be a critical media platform for reaching current and potential clients as well as airing the campaign for long-term mass viewing. The company website The company website, email, telephone, and company magazine This source will help the team to collect vital information about customer views, customer feedbacks, change areas, action points for future business and also attend to the issues and the questions of customers. Read More