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

selling automobiles to male U.S. Hispanics ages 18-35 - Research Paper Example4 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 prospered Ad CampaignWhat If E reallything Ran on Gas? 10 5.Positioning and nub 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 harmonic 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 moorage e dge technology. Nissan Leaf has the benefit of being the first market entrant, the innovator and leader, the position is pretty much(prenominal) similar to that of Toyota Prius in Hybrid cars. It has the potential to gain the maximum market share and with marketing and protracted features the car can even increase the size of the pie. 13 Media approaches that would appeal to the target audience base on an profits 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 guinea pig coverage and reach and the message can be reinforced using high frequency. 13 net Marketing 13 As established already the political party 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 wa ste. 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 calling and also sue input provided by the audience for improving the features of the car. 13 radio receiver 14 Radio is also a very effective medium, for two reasons. First is that the Hispanic males listen to a corking deal or radio in both English and Spanish and provides high frequency and targeted reach. moreover the highest consumption of radio is while travelling in cars, so the promotional message would hit close-fitting 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 shift itself and appeal to the Hispanic male audience, it is important that the product is also made to appear macho and the judgment of energy-saving appear cool, this can be accomplished with celebrity endorsements and Spanish music sponsorships. 14