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Lisa Donnelly October 5, 2011 Jour 470 Assignment 1 Research Outline I. Company/Organization - Nissan is an international corporation and is committed to diversity because they are committed to excellence. - “Workplace. Marketplace. Community. Nissan in North America values diversity in all of our relationships.” - In August of 2010 Nissan launched their “Innovation for All” marketing platform that supports all their Nissan products. - Nissan’s mission statement: “Nissan provides unique and innovative automotive products and services that deliver superior measurable values to all stakeholders in alliance with Renault.” II. Product - Nissan is a full line car manufacturer that includes vehicles in every segment such as sedans, sports cars, SUVs, crossovers, minivans, trucks and even a 100% electric vehicle. - Nissan is focusing on launching their upcoming top volume-driving vehicles aimed at multicultural consumers which consists of: Altima, Sentra, Rogue, Pathfinder and Versa. III. Competition - Nissan is in competition with other Japanese Original Equipment Manufacturers, mainly Toyota and Honda. - The car companies Nissan is in competition with based off of the multicultural space are Chevy, Ford and Hyundai. - Chrysler and Buick may play a role in the competitive MC market depending on specific models, but are overall indirect competitors. IV. Market/ Audience - Nissan’s overall market for this campaign is focusing on their multicultural consumers ages 18-29. - Multicultural consumers take up 25% of all Nissan sales. - MC consumers make big purchases based off of style, functionality, quality, and reliability from established brands with good reputations. - As a general rule, Nissan has discovered that the Nissan MC Millennial skews male, is educated, more than likely works part-time in a sales capacity, and may also be pursuing their passions in an artistic field.


V. Target Market - The general attitude of the Nissan MC Millennial can be described as selfassured, confident, secure, and adventurous. - MC consumers enjoy authenticity, doing things in a unique way. - MC consumers pursue passion whether it is for educational purposes or for their career. - The MC Millennial is engaged with life and love, they enjoy doing new and different, fun things, and want to fulfill all their desires. - Most MC consumers can’t afford luxury cars so they want to get the best out of what their vehicle has to offer.

*All information was taken from the packet and Nissan’s website.

Nissan Research Outline  

Research outline for IMC Campaign