kopia nissan qashqai woaaah wszystko lasery
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Nissan Qashqai
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„Lady warriors”
• Paulina Chlebicka• Matylda Czerwik• Sabina Musztyfaga• Korina Świętek
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MissionOur mission is to create
successful marketing campaign for our customer to help him sell the product and
attract young and dynamic people.
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Target groupFirst of all, Nissan Qashqai is directed to the middle-aged people who have a driving license. The main target group
are young, urban, dynamic people, who expect spaciousness, comfort
and safety of driving. Because of his agility and fuel combustion, Nissan
Qashqai is the most suitable for people travelling through the “city
jungle”.
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Size of our target groupIn Poland there are 40 million of
people and there are 10 million who are between 25-35, but we estimate that size of our target group equals
approximately 3 million people.
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Why would somebody buy Nissan Qashqai?
The major reason why we buy a car is we need a comfortable transport. It can be considered as a work tool as
well. People want to travel safely. Nissan Qashqai can guarantee
durability, reliability, value for money and good customer service. Also, it is cityproof which is very important for
Polish reality.
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Decision processThe product is expensive
and exclusive, so the decision making process
takes a lot of time. We have to take into consideration
features like price, finances, family status and
competitors’ prices. We are emotionally attached with
the product.
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Competitors
Means of transport
Train Car Bus
Sport
Plane/helicopter
By foot
Off road Road
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Tom B.electronics engineer
PERSONAL NISSAN BUYER
• High school, started work at 20., 32 years old• Unmarried, no children
• Works for electronic firm• Expects comfortable travel to
and from work• Works hard and earns high salary • Needs cosy and suitable car also
modern and cityproof• Wants to travel a lot by car• Doesn’t read newspapers,
• Reads online websites, has Twitter and Facebook account
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Susan M.Student
POTENCIAL NISSAN BUYER
• Student of Economy, 23 years old• Unmarried, no children, lives with parents
• Works as a insurance agent ,• Can spend all her money on paying for the car
• Has students’ credit• Is looking for new, comfortable and
economical car• Reads a lot of newspapers, watches TV
• Is addicted to the Net, • Has a social account on
Twitter, Facebook
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Urban design
Fun and joy
Spaciousness Durability
Freedom
Fancy
MOODBOARD
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4. Benefits Rational (cognitive) : Durable and reliable means of transport, comfortable way of travelling
Emotional: Emotional attachment, being ‘cool’ and ‘classy’
6. Reasons to Believe
Great independent test results
Satisfied users’ opinions
5. Values and Personality• Values
o Durableo Reliableo Cityproofo Value for money
• Personality:o Classyo Eleganto Moderno ‘Cool’
8. Essence: Enough cityproof
to cross the city
jungle
3. Consumer Insight:Value for money – great design and safety
of driving connected with low fuel consumption.
2: TargetValue Seekers: consumers who expect spaciousness, comfort and safety of driving. Nissan Qashqai is the most suitable for people travelling through the “city jungle”
1: Competitive EnvironmentAll means of transport, such as bikes, buses, planes, and other car brands.
7. Discriminator Only Nissan Qashqai delivers
comfortable driving and low fuel consumption for reasonable price.
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Concept: Urban design, cityproof
Brand: Product:
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Kia Soul
HIGHER PRICE
HIGHER FUEL CONSUMPTION
Nissan Qashqai Ford Kuga
Dacia Duster
*7,7l*70-105tys
*7,5l*49-70 tys
*10,5l*40-60tys
*11,5l*106-134tys
LOWER FUEL CONSUMPTION
LOWER PRICE
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GoalsCategory Goal
Awareness Raising the awareness of Nissan Qashqai among people from the target group, making them more brand-concious
Attitude Make people feel brand-loyalty towards Nissan, convince them of all values and features of Nissan Qashqai
Behaviour Make people choose Qashqai instead of competetive models and trust the Nissan brand
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Nissan Qashqai
Awareness50% of Polish population
(appr.20 mio people)
Positive Attitude
70% of Nissan-concious(10 mio people)
Buying Intention
1% of target group(30.000 people)
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Campaign instruments High Involvement / Thinking
Website ++
Blog +
Viral ?
Video YouTube +++
Banner adds ++
Social Media Sites(Facebook, Twitter)
+++
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Campaign instruments
10-12.2011 1-3.2012 4-6.2012 7-9.2012
OnlineWebsite ++ ++ - first official
test results++ ++
Blog + + + +
Viral ++ ++ ++(new ways of
making people interested) ++
YouTube Video +++ +++! +++ +++
Social media site+++! (at the
moment of launching)+++ +++ +++! (when people
start to ‘forget’ about Qashqai)
Email marketing ++ +++ ++ ++
Other instrumentsMobile --------------------------------------------------
TV & offline(car showroom, test drives)
The whole year long, most suitable for target group. (Product needs to be checked before buying) – many events(+special pre-launch conference for journalists with driving test possibility)
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Budget• INCOME (approximately)
30.000 sold cars x 75.000 zl/car = 2.250.000.000zł
• EXPENSES FOR ADVERTISEMENT30.000.000zł
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Expenses