How to Market a Specific Product to a Specific Target in the US Hispanic Market - Research Paper Example

? A strategy document on how to market a specific product to a specific target in the US Hispanic market. of Submission 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). One of the key reasons that the auto sales have been unchallenged by the gas prices is that the US economy is also strengthening. This positive outlook of the US economy has helped the automobile industry immensely. So with an option of an all-electric car that would not be vulnerable to gas prices, the consumers should be very attracted to the offer of Nissan Leaf. 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 7.Guidelines for Implementation 15 8.Guidelines for Evaluation of Effectiveness 16 Advertising and Media effectiveness for Nissan Leaf is a complicated because not only would this campaign be repositioning the brand, they would be requiring f rte target audience to exhibit a change in behavior as a result of their change towards adapting to electric vehicles. Te company also need to grab considerable amount of market share before other car manufacturers enter the market with similar product offerings. So the campaign effectiveness should be such that it boosts purchases in the more lucrative Hispanic male market before competition designs a product to appeal exclusively to the same. 16 The advertising effectiveness can be translated into the eventual sales the campaign brings; although this is not the only measure in case of a new brand it is an important one. The initial target audience of the brand was actually very limited, by expanding into the growing Hispanic male market, it can be expected that the sales for the brand should increase manifold. The product offers unique benefits and a sustainable competitive advantage as the innovator, this along with other features designed t appeal to the male audiences should help the brand gain better footing in the market. 16 The two advertising messages that the company has already used have yielded very good results. However with the help of market research the advertising messages can be used to help reposition the brand with the male target audience too. In terms of media the message exposure needs to be in music, sports or car magazine, promotional articles in Hispanic car oriented websites, Hispanic rap and rock music channels on radio, and television programs that cater to the same audience. Since a lot of the target audience uses cell phones to access information on cars, podcasts and video streaming features of the advertisements would account for a large viewership over the internet. Professional data collection organization need to b consulted to gather data to evaluate the effectiveness of the various media that the company has used in marketing the product. This way the least effective ones can be eliminated and greater funds can be channeled towards the more effective ones. 16 9.References 18 Abrams, R. (2011). “ Small Business Strategies: Hispanic market is an opportunity.” USA TODAY. Retrieved 18 April 2012 from 18 1. Definition of the Problem Nissan’s Leaf is the first 100% electric car. It is a market pioneer and has a lot of potential keeping in mind the limitations of fuel-based cars. However a glance at the current marketing strategies and positioning it shows that the car is meant to appeal to the upper-class, working mothers and white females who feel strongly about environmental conservation. The purpose of this report is to highlight the more than 50% of the automobile male target audience that the car is missing out on. And as a car of the future, it needs to consider the rapidly growing Hispanic markets. This report further highlights the market potential of the Hispanic market, the successful Nissan marketing strategies in this market as well as suggestions on tapping the potential of the same market with the Nissan Leaf Brand. In United States the Hispanics represent the largest minority group. In some areas where the population is predominantly Spanish, one would have difficulty communicating in English (Schultz, 2006). According to Media Mark Research, currently the Hispanic population is 44.8 million and is estimated to grow 126.4% from 1990 to 2011. According to Sonderup, the biggest mistake that a company can make while designing a marketing strategy for the Hispanic market is to assume that they are a homogenous lot. The segment comprises of various sub-segments on the basis of their preferences, acculturation level and the country of origin (Advertising and Marketing Review). Sonderup further elaborates that the single most factor that forms the basis of segmentation in the Hispanic market is the country of origin. The Hispanic market in the United States comprises of various sub-cultures that take roots from more than 22 countries, however the three largest Hispanic nationalities that are represented in the United States are from Mexico, Puerto Rico and Cuba (Media Mark Research (2011, p7). 2. Product and Industry Overview 1. 2. 2.1. Automobile Industry 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). One of the key reasons that the auto sales have been unchallenged by the gas prices is that the US economy is also strengthening. This positive outlook of the US economy has helped the automobile industry immensely. So with an option of an all-electric car that would not be vulnerable to gas prices, the consumers should be very attracted to the offer of Nissan Leaf. Snavely (2012) writes in his article that further issues that have increased the sale of vehicles include: A relatively warmer weather which lowered the heating cost in automobiles. In terms of performance of the US economy an increase in employment and the confidence in the economic performance have encouraged consumers to step out and spend money. Banks also in an attempt to snag the largest share of customers have relaxed their policies on automobile loans. 2.2. Nissan and Competition The US Hispanic vehicle market represents about 8.7% of the total US automobile market (Perez, 2012). The top three brands preferred by Hispanic males 18-35 include Toyota, Honnda and Nissan (Perez, 2012). This suggests that Hispanics have a strong preference for Asian cars, much more so that domestic or European Nissan is presently the sixth largest automaker in the United States, and the company has an impressive 7% market share of the automotive market in the United States (Corredor-Diamond, p31). The company continually invests in innovative offerings to exceed customer demands. Nissan has focused their attention on the very lucrative Hispanic markets and are designing products and marketing strategies to meet their demands and preferences. Presently Toyota and other companies have introduced and successfully sold hybrid cars. Nissan Leaf is unique because of its all-electric nature, the closest competition for the car is the Chevy Volt. 3. Statement of the Marketing Objective Marketers should understand that the Hispanic consumers have a significantly different approach to buying automobiles than the non- Hispanic people. The non-Hispanics would treat the processes as any other buying decision. The Hispanic consumer on the other hand, treats buying a car as an event, they plan for it in advance and when the time comes to buy it the event is a proud celebration with friends and family. According to research conducted by Polk, the Hispanic automobile consumers represented a gaping 27% of the total new vehicle buyers in the United States(Rousseau 2011), so there is little debate about the profitability of this market. Nissan in particular developed a clear understanding of the automobile market and eventually concluded that Hispanic represent a very attractive segment. They have significant purchasing power, a rapidly increasing consumer base and are gradually inclining towards luxury car brands. By 2000, Nissan focused on developing strategies to cater to the needs of this clientele. It started off with significant investment in Hispanic advertising efforts, by propagating their first Hispanic Television Campaign followed by the Hispanic version of their website in 2003 (www.bc.edu) called Nissan en Espanol. Looking at the performance of the Nissan brand in the Hispanic Market, the company can be fairly optimistic and make efforts to promote their luxury Infiniti line and SUVs. Marketing objectives for Nissan for Hispanic markets could be: Create product awareness; communicate features and competitive advantages though a variety of media. Mainly media like websites, social networking and marketing campaigns specifically designed for Hispanics, leading to a 10% increase in sales next year. Attract buyers for Nissan Leaf and grab a 20% share in all new vehicle sales. In a decade each residential block in America should have at least one electric vehicle. Target Segment and Justification The target segment for the Nissan Leaf on the basis of: Demographics: young Hispanics, male of the 18-35 ages group. Geographic: all Hispanic populations located in the United States. Psychographics: people seeking to use an all-electric car and pay for the convenience that comes with it, environmentally conscious individuals and seeking sustainability, willing to pay a good price for quality and make savings in long-term for the miles the car gives for each dollar According to data provided by a blog.truecar.com, Hispanic buyers of the age group 18-34 considered Mitsubishi as the most popular brand followed by Nissan, Toyota, Suzuki and Honda. However the same age and demographic considered Nissan Sentra as the top car followed by Toyota Yaris, Nissan Versa and Toyota Corolla (blog.truecar.com, 201o). According to Abrams, in her article in USA Today, Hispanic consumers represent an impressive 14% of the population in 2010 which has increased further, and the median age for this population is 27, which is very young as compared to 41 for non-Hispanic whites. A present and growing young population for a marketer holds a lot of potential. The young consumers have growing families so they need to buy cars, are technology savvy and are willing to spend on entertainment and gargets. Furthermore, if they become brand loyal at a young age it is likely they will contribute a great deal to the brand during their lifetimes. Hispanics not only have family and car needs but also have money to buy them with; by 2009 the median household income in Hispanic homes was $38,039 (Abrams, 2011). Nissan-Leaf is an all-electric car. The price tag for this car is slightly higher than the other products in Nissan’s portfolio and is close to $32,780 which is still significantly lower than nearest competition Chevy Volt (Carpenter, 2010). However as an all-electric car and a low carbon footprint, the government is likely to provide federal tax credit of $7,500 and a $5000 rebate to Californians (Carpenter, 2010). These incentives are very likely to make the price of the car much more attractive. It is also noteworthy that the state of California has a very large portion of the Hispanic population which would be a big target market for the product. According to Carpenter (2010) the Leaf five-year operating cost is only $1800 which is so much lesser than a fuel-based car at $6000. Furthermore the tax benefits and rebates provided by government for the car are immense. Thus for Nissan the young Hispanic target segment holds a lot of potential for Nissan Leaf, that is an all-electrical but unlike competition, the car still falls in the grasp of most Hispanic consumers. 4. Media Sources and Strategy for Nissan Leaf Media is a driver of acculturation, the greater the Hispanics are exposed to media the more likely it is that they would be willing to adapt to the US culture are mould their behaviors and attitudes accordingly (Soto, 2006, p.96). 4.1. Traditional Electronic Media In terms of radio consumption young males Hispanics listen to both English and Spanish stations. Television on the other hand is primarily in English because of the content of their programming (Soto, 2006, p.96, this indicates that young Hispanics have a preference for popular culture. Thus, psychographic segmentation is of equal importance in the selection of media. Hispanics have a tendency to be influenced by influential sources than the non-Hispanics. For instance when a member of our target market wants to buy a car, they are very likely to watch advertisements in Spanish to be convinced of the brand credibility in their own language. Thus Nissan Leaf took steps to ensure that they developed television Spanish commercials to appeal to Hispanic people. 4.2. New Media Nissan America launched their Spanish language facebook page in 2011 (Hispanic Network, 2011). H main idea behind this move was to stand by their commitment to nourish their long-standing relationship with the Hispanic people. Through the facbook page, Nissan wants to create a forum where the Hispanic customers can come together, have access in Spanish to all of Nissan’ latest product offerings and to share comments and advice on Nissan products. For Nissan Leaf and other products Nissan can create open-ended questions through their facebook page and get input from potential and existing customers and channel this input into product development and improvement. As high as 43% of Hispanic consumers make use of the internet to through mobile phone devices to gain access to car-related decisions (Rousseau , 2011). 4.3. A Combination of Media Nissan’s Versa Sedan developed a very unique print ad, this campaign was exhibited in 14 English and Spanish language titles. Furthermore this unique ad was aired on the iPad issue of the Sports Illustrated and Youtube (gFk MRI, 2012). The truly creative and unique feature of this advertisement is that it makes use of the iPad gyroscope to add life to the advertisement making it a close to real-life experience (gFk MRI, 2012). This advertisement appears to have hit the mark because of the measurable ad engagement and direct response metrics. Through this advertisement that appears in Spanish as well, the tech-savvy Hispanic target audience is very likely to want to purchase the Versa after digitally experiencing the product. Nissan Leaf should follow the steps of Versa and create a multi-media advertisement too. 4.4. Nissan Leaf Successful Ad Campaign—What If Everything Ran on Gas? Nissan Leaf’s commercial, “What If Everything Ran on Gas?” takes a jab at their closest competitor Chevrolet Volt. Through this advertisement Nissan refutes the Volt claim at being an all-electric car because in fact the car is a hybrid using gas in a complicated mechanical process. The commercial depicts a rather sad looking world which is completely dependent on gas from a dentist’s drill to a hairdryer it even shows the Chevy Volt being refilled at a gas-pump 9  Lienert, 2011). The advertisement appears to be effective becase the same moth the advertisement was released, Leaf had the best sales totaling 1142 vehicles sold as opposed t 481 Volts by GM (Linert 2011). 5. Positioning and Message Strategy for Nissan Leaf Nissan Leaf is the first-all electric car of its nature. It is a first step towards catering to the needs of the “green consumers”, it is noteworthy that the practicality and attractiveness of the market at present is very limited but it holds tremendous potential in future, which is why Nissan leaf needs to reposition itself to appeal to a broader male Hispanic audience. Nissan Leaf has positioned itself as the “green” car for consumers that are also early adapters of technology and are able to overlook the initial cost for the benefit of long-term savings. Hispanic are technology savvy and are also economically practical so the positioning of the brand in terms of environmentally friendly and a high mileage provider per dollar is very accurate. Presently the Hybrid sales account for 2% of the total car sales in the United States and a large portion of this minuscule share is dominated by Toyota Prius, so rest of the hybrid manufacturers are probably getting an even smaller share of the market (Kiley, 2011). Since a hybrid functions both on gas and electricity, the consumer does not fear that they would run out of power in the middle of nowhere. So indirectly the sales and demand for hybrid vehicles is tied to gas prices, which make them vulnerable to hike in gas prices too. So the positioning of as an all-electric car can give Nissan Leaf a significant competitive advantage. Nissan proudly launched their first all-electric car in 2011called Nissan Leaf (Winston, 2011). The name itself although shows the concept of an environmentally friendly car, does not however relate much to the product itself. Winston further mentions in his article that the “term leaf” does not touch with the car consumers as one of the key characteristics they would expect out of a car advertisement. In order to appeal to the Hispanic audience the brand leaf needs to be repositioned in a rather exciting manner that would emphasize the product attributes as the first all-electric car. A recent print ad for Leaf had focused instead on the number of miles travelled for one dollar, instead of miles per gallon as a typical advertisement would depict (Winston, 2011). This however is a unique approach that should appeal to the Hispanic audience as they can translate the value for money they would be getting out of the car, and with the tough economy and investment in a new car this factor counts for a lot. Thus for Leaf and other cars in their portfolio, Nissan need to highlight their unique product offerings in a unique manner so as to break the clutter and reach out to their target audiences. The aim of the campaign "Gas-Powered Everything" is very basic, that is to promote that the dependence of the world on something finite as gas is dangerous, especially when it is being consumed at such massive rate. So putting forward a vehicle which is 100% electric is something that would relieve that target audience of such dependence. The message strategy for Nissan in “Gas-Powered Everything” and “the number of miles travelled for one dollar” both are very effective and strong unique selling propositions for the brand. The first uses the fear-approach for persuading the consumer by highlighting a world where all humans were dependant on gas and suggesting at a doom’s day scenario if the gas were exhausted. The second message strategy implies the economy of the product, this too is a persuasive message pointing out to the customers that the all-electric car is very economically feasible. Although they have not used the financial benefit provided to the consumer in the form of rebates and tax discounts in their advertising, the no-fuel economy is a selling point on its own However he government incentives are also too attractive to ignore, so they could propagate the benefit in the form of personal selling, word-of-mouth or through forums on their social networking sites. 6. Test of Message and Media Approaches 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. Media approaches that would appeal to the target audience based on an internet survey, we need to incorporate the following means of advertising: Cable or Satellite TV: 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. Internet Marketing: 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. Radio 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. Print Advertisements 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. Celebrity Endorsements and Unconventional Methods 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. 7. Guidelines for Implementation Leaf is primarily a city car, because of its all-electric nature the availability of its charge points are a huge set back towards the appeal of the car. So whenever an individual is planning an inter-city or inter-state trip they need to plan a route where the charging stations are located, which is not entirely practical. According to Carpenter (2010) the charge time for a Leaf to 80% of its capacity takes about 25 minutes, which is very time-consuming as opposed to fuel-based car. Perhaps as an answer to this problem, Nissan plans to launch wireless charging for their next generation of Leaf cars, these wireless charge stations are expected to be equally efficient to wired ones (Coldwey, 2011). Furthermore charging the car is although efficient but slightly time-consuming and effort-worthy. So any attempt that adding greater power to the car will increase Leaf’s attraction towards the target audience. The longer the power lasts and the more powerful the car is the less charging would be required--which is a huge selling point to young Hispanic consumers who have families and a busy life-style. On key factor that the Nissan manufacturers need to bear in mind is that men are less-environmentally conscious as compared to women but it is not an idea that cannot be sold to them. For example Lululemon that is famous for selling yoga apparel to women is now selling all kinds of clothes to men. It is a matter of successful marketing a creating perception. And now is a time that Nissan should try to sell the idea to Hispanic males because they represent a very lucrative automobile market. 8. Guidelines for Evaluation of Effectiveness Advertising and Media effectiveness for Nissan Leaf is a complicated because not only would this campaign be repositioning the brand, they would be requiring f rte target audience to exhibit a change in behavior as a result of their change towards adapting to electric vehicles. Te company also need to grab considerable amount of market share before other car manufacturers enter the market with similar product offerings. So the campaign effectiveness should be such that it boosts purchases in the more lucrative Hispanic male market before competition designs a product to appeal exclusively to the same. The advertising effectiveness can be translated into the eventual sales the campaign brings; although this is not the only measure in case of a new brand it is an important one. The initial target audience of the brand was actually very limited, by expanding into the growing Hispanic male market, it can be expected that the sales for the brand should increase manifold. The product offers unique benefits and a sustainable competitive advantage as the innovator, this along with other features designed t appeal to the male audiences should help the brand gain better footing in the market. The two advertising messages that the company has already used have yielded very good results. However with the help of market research the advertising messages can be used to help reposition the brand with the male target audience too. In terms of media the message exposure needs to be in music, sports or car magazine, promotional articles in Hispanic car oriented websites, Hispanic rap and rock music channels on radio, and television programs that cater to the same audience. Since a lot of the target audience uses cell phones to access information on cars, podcasts and video streaming features of the advertisements would account for a large viewership over the internet. Professional data collection organization need to b consulted to gather data to evaluate the effectiveness of the various media that the company has used in marketing the product. This way the least effective ones can be eliminated and greater funds can be channeled towards the more effective ones. 9. References “Drawing on Diversity for Successful Marketing. Hispanic/Latino Market Profile.” Media Mark Research Inc. Retrieved 18 April 2012 from < http://www.magazine.org/ASSETS/C0724E188C664BE88305971FE6BBCD80/MPAHispMktPro.pdf> “Hispanic Car Buyers Prefer Imported Brands According to TrueCar.com Study.” 2010. (2012) TrueCar, Inc. Retrieved 18 April 2012 from < http://blog.truecar.com/2011/04/14/hispanic-car-buyers-prefer-imported-brands-according-to-truecar-com-study/> “Insights from Starch Advertising Research into Print Ad Effectiveness. (2012) Cover-to-Cover. Issue No. 9 . Retrieved 18 April 2012 from Abrams, R. (2011). “ Small Business Strategies: Hispanic market is an opportunity.” USA TODAY. Retrieved 18 April 2012 from Anita Lienert,A. (2011). “Nissan Leaf Ad Takes Swipe at Chevrolet Volt.” Edmunds.com, Inc. Retrieved 18 April 2012 from Carpenter, S. (2010). “ Nissan Leaf's promise: An affordable electric With incentives”. Los Angeles Times. Retrieved 18 April 2012 from < http://articles.latimes.com/2010/mar/30/business/la-fi-nissan-leaf31-2010mar31> Corredor-Diamond, K. (2008). “ Selling Luxury to the Hispanic Market: Automotive Advertisements And the Achievement of the American Dream Krystle. Department of Communication of Boston College Kiley, D. (2012). “Carlos Ghosn Is Alone In 'All-In' Position on Electric Vehicles.” TheHuffingtonPost.com. Retrieved 18 April 2012 from < http://www.huffingtonpost.com/david-kiley/carlos-ghosn-electric-vehicles_b_1205528.html> Perez, E. (2012). “Brand Preference among U.S. Hispanic Automotive Buyers.” 2012 Hispanic Market Info. Retrieved 18 April 2012 from < http://www.hispanicmarketinfo.com/2011/01/03/brand-preference-among-u-s-hispanic-automotive-buyers/> Rousseau, S. (201)1. Marketers Reveal Campaigns that Showcase Hispanics’ Unique Affinity to the Car Buying Process. Retrieved 18 April 2012 from Schultz, L. (2006). “The Growing Hispanic Market in the United States.” Strictly Spanish LLC, Cincinnati, Ohio. Retrieved 18 April 2012 from Snavely, B. (2012). “ Growing US Economy Spurs Autosales” Hispanic Business Inc. Retrieved 18 April 2012 from Sonderup, L.  Hispanic Marketing: A Critical Market Segment. Heinrich Marketing, Inc. Retrieved 18 April 2012 from < http://www.ad-mkt-review.com/public_html/docs/fs075.html> Soto, T. (2006) .Media Language. Marketing to Hispanics: A Strategic Approach to Assessing and Planning Your Initiative. Kaplan Publishing. P. 94 Winston, A. (2012). “Nissan (Finally) Gets the Pitch Right on the Leaf.” TheHuffingtonPost.com, Inc. Retrieved 18 April 2012 from Read More