Vietnam Nissan Leaf Advertising Plan
DRAFT ADVERTISING PLAN
1) INTRODUCTION:
The main Vietnam target audience for the Nissan Leaf is women, aged 40-60, with high incomes exceeding 1500 dollars per month These customers not only love gentle and silent cars, they are also worried about car pollution and prefer environmentally friendly products. They are the main influencers in their families to decide the suitable cars for their families. According to business monitor international (2012), recently, rapid growth of the Vietnam economy has increased Vietnamese’s incomes. For a country of approximately 90 million people, premium car segments are growing and a low level of vehicle ownership, Vietnam is a potential market to increase the sale growth (BMI, 2012). However, according to 24h (2012), the demand for electric cars in Vietnam is small because Vietnam 's infrastructure and charging stations for electric cars are not available.
2) ADVERTISING OBJECTIVES:
Within three month, the existence of the Nissan Leaf will be communicated to 500,000 Vietnamese buyers who want to buy foreign cars. Haft of this “aware” group will be informed that the Nissan Leaf is an economic car with many designing, safety devices, and environmentally friendly characteristics; that it is a brand new electric car with excellent service, quality, and value; and Nissan dealers are only providers in Vietnam. In addition, Nissan Leaf has to convince haft of the “informed” people that it is an excellent-quality car, dependable, economic, and comfortable to drive. Desire needs to be stimulated within haft of the “convinced” customers for a test drive. Finally, half of the “desire” group will be motivated to see a retailer for a test drive.
3) THE STRATEGY:
Product concept: The Nissan Leaf is a medium-size electric hatchback with five doors and five passengers (David, 2011). The Leaf has a range of around 90 miles on a single charge (Conor, 2012). It goes from 0-60 mph in 10 seconds (David, 2011). Its compact lithium-ion
1) INTRODUCTION:
The main Vietnam target audience for the Nissan Leaf is women, aged 40-60, with high incomes exceeding 1500 dollars per month These customers not only love gentle and silent cars, they are also worried about car pollution and prefer environmentally friendly products. They are the main influencers in their families to decide the suitable cars for their families. According to business monitor international (2012), recently, rapid growth of the Vietnam economy has increased Vietnamese’s incomes. For a country of approximately 90 million people, premium car segments are growing and a low level of vehicle ownership, Vietnam is a potential market to increase the sale growth (BMI, 2012). However, according to 24h (2012), the demand for electric cars in Vietnam is small because Vietnam 's infrastructure and charging stations for electric cars are not available.
2) ADVERTISING OBJECTIVES:
Within three month, the existence of the Nissan Leaf will be communicated to 500,000 Vietnamese buyers who want to buy foreign cars. Haft of this “aware” group will be informed that the Nissan Leaf is an economic car with many designing, safety devices, and environmentally friendly characteristics; that it is a brand new electric car with excellent service, quality, and value; and Nissan dealers are only providers in Vietnam. In addition, Nissan Leaf has to convince haft of the “informed” people that it is an excellent-quality car, dependable, economic, and comfortable to drive. Desire needs to be stimulated within haft of the “convinced” customers for a test drive. Finally, half of the “desire” group will be motivated to see a retailer for a test drive.
3) THE STRATEGY:
Product concept: The Nissan Leaf is a medium-size electric hatchback with five doors and five passengers (David, 2011). The Leaf has a range of around 90 miles on a single charge (Conor, 2012). It goes from 0-60 mph in 10 seconds (David, 2011). Its compact lithium-ion
References: William F. Arens,2010. Contemporary Advertising. 13th ed. New York: McGraw-Hill Higher Education.Business Monitor International, 2012. Vietnam auto Q1 2012.[pdf]. Available at: http://tintuc.sanotc.com/userfiles/File/VietnamAutosQ12012_200212_BMI.pdf24h, 2012. san-xuat-tieu-thu-o-to-dien-o-vn-co-kha-thi. Available at: < http://hn.24h.com.vn/thi-truong-tieu-dung/san-xuat-tieu-thu-o-to-dien-o-vn-co-kha-thi-c52a467451.html>David Gluckman, 2011. 2011-nissan-leaf-sl-long-term-road-test-review. Available at: http://www.caranddriver.com/reviews/2011-nissan-leaf-sl-long-term-road-test-reviewConor Macauley, 2012. BBC reporter takes an Ecar test drive across Northern Ireland. Available at: http://www.bbc.co.uk/news/uk-northern-ireland-19548957Nissan-zeroemission, 2012. Nissan Leaf Concept. Available at: < http://www.nissan-zeroemission.com/EN/LEAF/concept.html>Hanoitv, 2012. Thi-truong-dich-vu-truyen-hinh-tra-tien-o-Viet-Nam. Available at: http://hanoitv.vn/Tap-chi/Thi-truong-dich-vu-truyen-hinh-tra-tien-o-Viet-Nam/13791.htvSCTV, 2012. CABLE TELEVISION. Available at: http://www.sctv.com.vn/en/cable_television.html |