Nissan LEAF Marketing Plan

Nissan LEAF

Blakey, Dana
Board, Casey
Caimol, Stefanie
Cormany, Amy
Delsolar, Romina
Sequei, Gustavo
Yu, Barbara
Zhu, Lin
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Table of Contents
Executive Summary and Introduction…………………………………………………..……………….3

1.0 Product Description, Key Users and Brand Factors………………………………………..………4

2.0 Company Description………………………………………………………………………................5 2.1 Vision……………………………………………………………………………………..................5 2.2 Mission……………………………………………………………………………………………...5 2.3 Objective……………………………………………………………………………………………5
2.4 Competitive Advantage…………………………………………………………………….................5 2.4.1 First Mover Advantage…………………………………………………………………………..5 2.4.2 Critical Brand Advantage…………………………………………………………….................6
2.5 Competitive Strategies………………………………………………………………………………...6 2.5.1 Brand Power……………………………………………………………………………………...6 2.5.2 Sales Power…………………………………………………………………………….................6 2.5.3 Enhancing Quality…………………………………………………………………….................7 2.5.4 Zero-Emission Leadership………………………………………………………………………7 2.5.5 Business Expansion………………………………………………………………………………7 2.5.6 Cost Leadership………………………………………………………………………..................7
3.0 Macro-environmental Analysis…………………………………………………………….................8 3.0.1 Demographics………………………………………………………………..…………………...8 3.0.2 Economic Environment………………………………………………………………..………...8 3.0.3 Natural Environment……………………………………………………………….…………...8 3.0.4 Technological Environment…………………………………………………………………..…9 3.0.5 Cultural Environment………………………………………..………………………………….9
3.1 Market Trends………………………………………………………………..……………………….9

4.0 Competitor Analysis……………………………………..…………………………………………..10 4.1 Industry Dynamics……………………………………………..…………………………………11
5.0 SWOT Table………………………………………………………………….………………………12

6.0 Segments Selection, Evaluation and Targeting......................……………………..……………….13 6.0.1 Strategy/Objective………………………………………………………………………..……..13 6.0.2 Describe Segments………………………………………………………………...…………….13 6.0.3 Evaluate Segment Attractiveness……………………………………………………….……..13 6.0.4 Select Target Market…………………………………………………………………..……….13 6.0.5 Identify and Development Positioning Strategy………………………….…………………..13
7.0 Positioning Statement……………………………………………………………………..…………14
8.0 Perceptual Map……………………………………………………………………..………………..14
9.0 Marketing Mix………………………………………………………………………………….……15 9.0.1 Product/Services Offered………………………………………………………………………15 9.0.2 Price……………………………………………………………………………………………...15 9.0.3 Place/Distribution………………………………………………………………………………15 9.0.4 Promotion……………………………………………………………………………………….15

10.0 Competitors’ Reaction……………………………………………………………………………...16
11.0 Performance Evaluation……………………………………………………………………………16
Executive Summary

The Nissan LEAF is a 100% electric car that requires zero gasoline. The MSRP of the Nissan LEAF is $32,000, less than the nearest competitor. The U.S. federal government offers a $7,500 rebate bringing the cost of the LEAF to $27,000. It is the first zero emission, mass-produced car in the world. The LEAF uses state of the art computer programs that display and transmit data, not only the driver, but to a global data center that supports and provides information back to the driver. With the exponential growth in the global population, the increase awareness of carbon emissions and gasoline nearing the four-dollar mark without any relief in sight, the Nissan LEAF is uniquely positioned to take advantage of the current automobile market.
The Nissan LEAF’s marketing campaign goal is to invoke an emotional response. The marketing does this by emphasizing the LEAF’s zero emission operation and the positive impact the zero emission has on the environment. The marketing also