EXPERIMENTAL MARKETING

Experimental marketing

Experimental Marketing

Situation and Background

In August 2009, Nissan revealed Nissan LEAF, the world's first inexpensive, zero-emission car. In the identical month, Nissan and Showa Shell Sekiyu (Showa Shell) begun investigations on junction development of a fast ascribing scheme for electric driven vehicles (EV) utilising Showa Shell's next-generation CIS solar panels and Nissan's sophisticated lithium-ion electric batteries for automotive use.

Experiential objectives

The objective of this study paper is to characterise the strategic position of LEAF in market.

 

TARGETING

In the vehicle industry all the producers have a broad variety of vehicles in the portfolio that are appealing distinct persons with distinct way of life, state or communal status. The producers will not use a widespread marketing strategy for the entire market rather they have to focus on the distinct segments and evolve a marketing strategy respectively.

Today when we converse about the Nissan brand the first thing that arrives to the buyers brain is a family vehicle for persons in the middle class. To proceed into minutia can split up the Nissan customers into the next segments.

 

GEOGRAPHIC:

-urban people

-living in foremost towns (over 20000 habitants) or in the suburb

 

DEMOGRAPHIC

-both male and female

-age 25 - 55

-married with children

-family oriented, serene, satisfied

PSYCHOGRAPHICS

-middle class

-gregarious

-believers, loyal

 

BEHAVIOURAL

-quality and solace is important

-medium and hefty vehicle drivers

-practical attitude

In the present targeting strategy of Nissan is to aim primarily on middle elderly middle class persons with steady family background.

Message

The message for this campaign would be that help earth by buying these cars as it is an environmental friendly cars and this kind of cars are not that much independent on petroleum, with the increase in prices of petroleum it is a good to go for electric cars.

Key communication

ADVERTISING

-Emphasis is on creative exclusive look of the cars.

-Build attachment between personalized vehicle conceive and Nissan brand

-Express youthful eagerness of drivers to be distinct from the mass

-Three character pattern the key component (sporty, creative, fancy)

 

TV ADVERTISEMENTS

Sporty:

a.DIAMOND: Young and untamed vehicle followers managing illicit rush inside the town every night. They accumulate in mystery, they propel very fast and furious. Having established a exclusive path for the rush, the policeman find it exceedingly tough to follow them up with their cars. One day the policeman conclude to find their route of rushing and impede their way. The only way they can manage this is to use helicopters and make images from the above. The rush begins, the camera zooms to the first two of rushing vehicles, both being Nissan Clio, sporty type. Recognizing the logo, the camera zooms out to the larger image, and only now they glimpse the rush route being emphasised by the headlights and neon of the cars. As they zoom out the form begins to resemble a precious gem logo of Nissan. (Schipchandler 2000 pp.12-25)

 

Artistic:

b.GRAFFITI: We pursue the life of a French downtown town individual from the early childhood. Playing in the kindergarten, drawing in the sand vehicles and forms when he has replacement time for it. As he develops, he gets more complicated but this time he adorns the tables ...