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Marketing automobiles to male U.S. Hispanics ages 18-35 - Research Paper Example

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A strategy document on how to market a specific product to a specific target in the US Hispanic market. Author Name Name of University Table of Contents Table of Contents 2 1.Definition of the Problem 3 2.Product and Industry Overview 4 2.1.Automobile Industry 4 Over the years there has been a significant hike in the gas prices in the United States, however this does not reflect on the sales of automobiles that are currently at a five year high (Snavely, 2012)…
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Marketing automobiles to male U.S. Hispanics ages 18-35
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Download file to see previous pages 4 2.2.Nissan and Competition 5 3.Statement of the Marketing Objective 6 4.Media Sources and Strategy for Nissan Leaf 9 4.1.Traditional Electronic Media 9 4.2.New Media 9 4.3.A Combination of Media 10 4.4.Nissan Leaf Successful Ad Campaign—What If Everything Ran on Gas? 10 5.Positioning and Message Strategy for Nissan Leaf 11 6.Test of Message and Media Approaches 13 With the presence of Chevy Volt, the EV market has been split into two. In order to make it appealing to the target audience that we have identified as Hispanic male, Nissan would split the target audience as the Thinkers and the Innovators and aim to appeal to both of them. The thinkers would be persons who are well-educated and make informed decisions whereas; innovators are those who would be willing to embrace the latest technological developments. The message mainly propagated by Nissan Leaf is that it is an ultra-modern car with cutting edge technology. Nissan Leaf has the benefit of being the first market entrant, the innovator and leader, the position is pretty much similar to that of Toyota Prius in Hybrid cars. It has the potential to gain the maximum market share and with marketing and extended features the car can even increase the size of the pie. 13 Media approaches that would appeal to the target audience based on an internet survey, we need to incorporate the following means of advertising: 13 Cable or Satellite TV: 13 Select cannels and shows which coincide with the target audience of the car. Cable also provides national coverage and reach and the message can be reinforced using high frequency. 13 Internet Marketing: 13 As established already the company Nissan already has a strong presence on social networking sites and blog forums. The Leaf can be promoted using these avenues. The key benefit that the internet marketing is that it provides a targeted audience so there is minimum waste. And by linking the product promotions and advertisements to their facebook page and blogs, the company would be reaching an audience that is already interested in buying the brand or at least getting to know about it. The company can evaluate the effectiveness with the number of clicks, the traffic and also sue input provided by the audience for improving the features of the car. 13 Radio 14 Radio is also a very effective medium, for two reasons. First is that the Hispanic males listen to a great deal or radio in both English and Spanish and provides high frequency and targeted reach. Furthermore the highest consumption of radio is while travelling in cars, so the promotional message would hit close to home. 14 Print Advertisements 14 The key benefit of advertisements in magazines is their ability to reach a very targeted audience as well as have a long life and high transferability. Nissan needs to select magazines with high reach of the Hispanic populous. 14 Celebrity Endorsements and Unconventional Methods 14 Since the product is attempting to reposition itself and appeal to the Hispanic male audience, it is important that the product is also made to appear macho and the concept of energy-saving appear cool, this can be accomplished with celebrity endorsements and Spanish music sponsorships. 14 ...Download file to see next pagesRead More
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