Marketing the Electric Car Nissan LEAF - Research Paper Example

Marketing the Electric Car Nissan LEAF Nissan motor company is believed to have played a vital role in the initiation of motor vehicle manufacturing industry. Since it began its operation in 1933, Nissan motor company has developed to its current state where it can produce over 2 million units annually. The organization has contributed considerably in automobile innovation throughout the whole world. Having been ranked second automobile producer after Toyota, the company have recorded sales of up to 800,000 units annually. Organization has since seen increment in sales unit where the United States buys 30%, Japan 40% and 10% sold to Australia while Africa takes the remaining portion. Due to this recommendable improvement of sale and as a consideration to protect the environment, Nissan motor company venture into production of an electric car Nissan LEAF (Ireland et al 191). In its wave of advertisement, Nissan motor company introduced the LEAF in august 2009, then branding it a positive image to arouse the customers. The company vigorously campaigned for the LEAF as a special car in nature that is 100% and has a positive mile range. The LEAF having a torque showed potential of making movement without generating any form of emission. Besides, Nissan LEAF was also involved in online campaigns to outdo Chevrolet. This prompted General Motors to introduce a hybrid car with a capacity of 230 mpg. However, Nissan was quick to counter attack this by extending its range to 367mpg (Rowley, business weekly, 2009). Media advertisement Nissan succeeded in promoting the LEAF brand through several media outlets, notably Face Book, Tweeter and YouTube. Through media advertisement, the company created brand awareness among young members of the society. For instance, the LEAF gained awareness by offering scholarship to college students through a promotion leading to an award of $500 (Rowley, business weekly, 2009). Targeted audience By determining different kinds of variables based on the functionality of this car, LEAF’s marketing campaign was designed in accordance to gender, age and the level of income of the audience besides personality driven in focus of thoughts and behavior. This mainly constituted female gender between the age of 35-54, educated, married had children. It was realized that mothers at that specific age formed majority of the customers because of their concern to the environment. Morover, it was supported by children because they demonstrated high level of reception to the mode of advertisement (Rowley, business weekly, 2009). While marketing the new model, the company uses branding and environmental sustainability to capture the attention of the prospective buyers. For instance, through physical and social media, LEAF has been marketed as a unique brand that is considered an advancement of the original design, stylish and robust more or less like an SUV. Its interior design is spacious with seats modified to allow for adequate wheelbase with a cargo solution allowing the users to store some items on board. The first LEAF customer, a Buddhist priest in Japan concluded that, LEAF has since reach 100, 0000 units. This was enhanced by 0% emission of toxic waste into the atmosphere. The model also constitutes three different grades giving the customers room to choose from the variety. Besides, this car is cost effective since it has been made through utilization of weight and gas utility thus optimizing efficient performance as one of the best cars on the road. Despite the fact that LEAF has the latest design that conforms to the environment as compared to other cars in this industry, it is perceived less risky since it burns no fuel or gasolines, which are high explosive especially in a sudden crush during an accident (Mike 4). In order to capture the global market, the company has based its strategies by targeting mid income earners who prefer a fashionable life and recognizes the need for a green environment. The LEAF audiences are members of the society who are willing to protect the environment from unnecessary degradation (Mike 6). The audience campaign of Nissan LEAF has been characterized by main agenda of being sympathized by members of the society. There are several senses of emotion that draw attention of the audience within this advertisement. In essence, a section of this advertisement contains a polar bear who unbelievably tries to protect itself from the rain in some sections of a crossway. It goes around playing with butterflies passing out greetings before proceeding to the city night. The Nissan LEAF advert has vehemently succeeded by driving a sense of humor and emotion to the audience especially through the involvement of the polar bear, which drives a sense of humility and need for care to the audience. Moreover, Nissan LEAF audiences are also considered educated members of the society who understand the need for a green environment hence they purchase the cars as an appreciation to environmental sustainability. Consequently as part of the appreciation from the company, the Nissan LEAF dealers would send alone polar bear come and hug those who have made an effort to buy such cars by wishing them well and a better sustainable environment in the future (Roth Para 7). As part of its advertisement strategy, Nissan LEAF launched a campaign in Japan where it succeeded in laying an exhibition of up to 100% electric cars the first one of a kind under the assimilation of a polar bear. Later, a similar advertisement was taken to the United States. Most of the businesses scholar has also pointed out the choice of name LEAF capable of traveling up 160km with just a single charge. It is best suited the model bearing in mind that, the electric model was invented solely to show Nissan value the need for environment protection. this has been enhanced by the fact that majority of drivers cannot make beyond 100km in just a dy. Whereas later in the same year, Nissan received numerous orders for a customer in Japan who then influenced customers from the United States for a similar initiative. Since then, breakthroughs for an environmental sustainability of cars, achieved a higher level of recognition (Ghosn 5). Works cited: Ireland. Duane et al. Understanding business strategy: concepts plus. Mason, OH. : South- Western Cengage Learning. 2012. Print. http://books.google.co.ke/books?id=s4a3_wE0fgEC&pg=PA191&dq=Nissan+motor+company+venture+into+production+of++an+electric+car+Nissan+LEAF&hl=en&sa=X&ei=K3dRU9PkMaKT4ATfwYGoAQ&redir_esc=y#v=onepage&q=Nissan%20motor%20company%20venture%20into%20production%20of%20%20an%20electric%20car%20Nissan%20LEAF&f=false Ghosn Carlos. Nissan Motor Company Sustainability Report .2013.Nissan Motor Company. Print. (http://www.nissan-global.com/EN/DOCUMENT/PDF/SR/2013/SR13_E_All.pdf) Mike, Pasley. Nissan LEAF U.S. Marketing Plan. Web nd. http://citadel.sjfc.edu/students/msp08699/webdesign/portfolio2/writing/nissan_LEAF.pdf Edelstein. Stephen. Future Of Electric Cars Depends On China, Says Nissan CEO Ghosn. Grenn Cars reports. 4th .2014.Sept 23rd 2013. Print. http://www.greencarreports.com/news/1087034_future-of-electric-cars-depends-on-china-says-nissan-ceo-ghosn Roth, Matthew. Nissan LEAF Coming to SF Saturday, Polar Bear Hugging Expected. street Blog.4th .2014. December, 10th 2010. Print. http://sf.streetsblog.org/2010/12/10/nissan-LEAF-coming-to-sf-saturday-polar-bear-hugging-expected/ Rowley, Ian. Introducing Nissan LEAF Electric vehicle (weblog message). 22 oct 2009. Retrieved from business weekly blog. http:/www.businessweek.com/autos/autobeat Read More