Nissan Strategy Presentation
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Transcript of Nissan Strategy Presentation
![Page 1: Nissan Strategy Presentation](https://reader033.fdocuments.net/reader033/viewer/2022042813/54bb54fa4a795981248b45eb/html5/thumbnails/1.jpg)
Strategy Presentation12/21/2013
![Page 2: Nissan Strategy Presentation](https://reader033.fdocuments.net/reader033/viewer/2022042813/54bb54fa4a795981248b45eb/html5/thumbnails/2.jpg)
What’s the Situation?
With the “Nissan Power 88” initiative, Nissan needs a global partner to
solidify its brand messaging.
![Page 3: Nissan Strategy Presentation](https://reader033.fdocuments.net/reader033/viewer/2022042813/54bb54fa4a795981248b45eb/html5/thumbnails/3.jpg)
What’s the Situation?
That journey begins in the US.
![Page 4: Nissan Strategy Presentation](https://reader033.fdocuments.net/reader033/viewer/2022042813/54bb54fa4a795981248b45eb/html5/thumbnails/4.jpg)
What’s the Problem?
US demand for Nissan vehicles is at a historical low.
![Page 5: Nissan Strategy Presentation](https://reader033.fdocuments.net/reader033/viewer/2022042813/54bb54fa4a795981248b45eb/html5/thumbnails/5.jpg)
What’s the Problem?
Why?
![Page 6: Nissan Strategy Presentation](https://reader033.fdocuments.net/reader033/viewer/2022042813/54bb54fa4a795981248b45eb/html5/thumbnails/6.jpg)
What’s the Problem?
American drivers don‘t know who Nissan is.
![Page 7: Nissan Strategy Presentation](https://reader033.fdocuments.net/reader033/viewer/2022042813/54bb54fa4a795981248b45eb/html5/thumbnails/7.jpg)
What’s the Problem?
“What does Nissan mean to me? Not a doggone thing!”
“Nissan is ‘that other’ Japanese company that build perfectly competent vehicles, but doesn’t have that one factor that makes them stand out.”
*actual comments on Nissan as a car brand
“Today, Nissan is the company that builds everything. I am not sure what Nissan is, exactly.”
“’Innovation For All’” is a perfectly reasonable aspiration for Nissan, though they are a fair distance from it.”
![Page 8: Nissan Strategy Presentation](https://reader033.fdocuments.net/reader033/viewer/2022042813/54bb54fa4a795981248b45eb/html5/thumbnails/8.jpg)
Why do EVs matter?
First and foremost, Nissan has put electric vehicles at the forefront of its
innovations.
![Page 9: Nissan Strategy Presentation](https://reader033.fdocuments.net/reader033/viewer/2022042813/54bb54fa4a795981248b45eb/html5/thumbnails/9.jpg)
Why do EVs matter?
And people are noticing.
![Page 10: Nissan Strategy Presentation](https://reader033.fdocuments.net/reader033/viewer/2022042813/54bb54fa4a795981248b45eb/html5/thumbnails/10.jpg)
Why do EVs matter?
“The Leaf on the other hand is a huge departure for them.”
*actual comment on Nissan car as a brand
![Page 11: Nissan Strategy Presentation](https://reader033.fdocuments.net/reader033/viewer/2022042813/54bb54fa4a795981248b45eb/html5/thumbnails/11.jpg)
What’s the Problem?
This is a brand knowledge problem.
![Page 12: Nissan Strategy Presentation](https://reader033.fdocuments.net/reader033/viewer/2022042813/54bb54fa4a795981248b45eb/html5/thumbnails/12.jpg)
What’s the Goal?
So how can we fix this identity crisis?
![Page 13: Nissan Strategy Presentation](https://reader033.fdocuments.net/reader033/viewer/2022042813/54bb54fa4a795981248b45eb/html5/thumbnails/13.jpg)
What’s the Goal?
Prove to American drivers who Nissan really is with the Nissan Leaf.
![Page 14: Nissan Strategy Presentation](https://reader033.fdocuments.net/reader033/viewer/2022042813/54bb54fa4a795981248b45eb/html5/thumbnails/14.jpg)
What’s the Goal?
How do we convince American drivers?
![Page 15: Nissan Strategy Presentation](https://reader033.fdocuments.net/reader033/viewer/2022042813/54bb54fa4a795981248b45eb/html5/thumbnails/15.jpg)
Who are American Drivers?
“There are car people, and there is everyone else.”
![Page 16: Nissan Strategy Presentation](https://reader033.fdocuments.net/reader033/viewer/2022042813/54bb54fa4a795981248b45eb/html5/thumbnails/16.jpg)
Who are American Drivers?
Car people care about how they get from point A to point B. They understand mechanics. They’re gear heads. The details matter. But, they’re a small niche.
![Page 17: Nissan Strategy Presentation](https://reader033.fdocuments.net/reader033/viewer/2022042813/54bb54fa4a795981248b45eb/html5/thumbnails/17.jpg)
Who are American Drivers?
Most Americans that buy cars are the “everyday drivers.” To them, cars are just a means, not an end. The majority wants what is
simplest, easiest, and most efficient to use.
![Page 18: Nissan Strategy Presentation](https://reader033.fdocuments.net/reader033/viewer/2022042813/54bb54fa4a795981248b45eb/html5/thumbnails/18.jpg)
Why Do Drivers Buy Plug-Ins?
EARLY
ADOPTERS
GREENER
US
ENERGY
CONCERN
FRUGAL
REFLECTS
“ME”
![Page 19: Nissan Strategy Presentation](https://reader033.fdocuments.net/reader033/viewer/2022042813/54bb54fa4a795981248b45eb/html5/thumbnails/19.jpg)
Why Don’t They?
EARLY
ADOPTERS
GREENER
US
ENERGY
CONCERN
FRUGAL
REFLECTS
“ME”
DON’T
LIKE
FADS
ELECTRIC
IS
“DIRTY”AGAINST
GOV.
SUBSIDIES
UPFRONT
EXPENSES
“OUT
THERE”
DESIGN
DO DON’T
![Page 20: Nissan Strategy Presentation](https://reader033.fdocuments.net/reader033/viewer/2022042813/54bb54fa4a795981248b45eb/html5/thumbnails/20.jpg)
Why Do Drivers Buy Plug-Ins?
Drivers are hung up on all the ways EVs are just so… different.
![Page 21: Nissan Strategy Presentation](https://reader033.fdocuments.net/reader033/viewer/2022042813/54bb54fa4a795981248b45eb/html5/thumbnails/21.jpg)
What’s the Consumer Truth?
A CAR NEEDS TO
BLEND IN TO THEIR LIVES*
*for the everyday driver (the one that needs convincing)
![Page 22: Nissan Strategy Presentation](https://reader033.fdocuments.net/reader033/viewer/2022042813/54bb54fa4a795981248b45eb/html5/thumbnails/22.jpg)
Who Are We?
How does Nissan fit into that?
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Who Are We?
NISSAN
ADVANCED TECHNOLOGY
COMMITTEDTO EV
MOBILITYFOR ALL
![Page 24: Nissan Strategy Presentation](https://reader033.fdocuments.net/reader033/viewer/2022042813/54bb54fa4a795981248b45eb/html5/thumbnails/24.jpg)
Who Are We?
NISSAN
COMMITTEDTO EV
MOBILITYFOR ALL
ADVANCED TECHNOLOGY
In the next six years, Nissan is launching 66 new vehicles and 90 new automotive technologies. It has a historic relationship with motorsports, including its partnership with fellow innovator Renault.
![Page 25: Nissan Strategy Presentation](https://reader033.fdocuments.net/reader033/viewer/2022042813/54bb54fa4a795981248b45eb/html5/thumbnails/25.jpg)
Who Are We?
NISSAN
MOBILITYFOR ALL
ADVANCED TECHNOLOGY
Nissan is completely committed to sustainability by producing 100% electric vehicles, even incorporating EV technologies into its racing and concept cars.
COMMITTEDTO EV
![Page 26: Nissan Strategy Presentation](https://reader033.fdocuments.net/reader033/viewer/2022042813/54bb54fa4a795981248b45eb/html5/thumbnails/26.jpg)
Who Are We?
NISSAN
ADVANCED TECHNOLOGY
COMMITTEDTO EV
MOBILITYFOR ALL
Nissan sells popular cars like the Versa and Pathfinder; fuel-efficient, functional, and affordable, and plans to expand its number of entry-level vehicles.
![Page 27: Nissan Strategy Presentation](https://reader033.fdocuments.net/reader033/viewer/2022042813/54bb54fa4a795981248b45eb/html5/thumbnails/27.jpg)
Who Are We?
The truth is, driving is about so much more than the car.
![Page 28: Nissan Strategy Presentation](https://reader033.fdocuments.net/reader033/viewer/2022042813/54bb54fa4a795981248b45eb/html5/thumbnails/28.jpg)
Who Are We?
Nissan is committed to engineering more than just a car, but a
total driving experience
in sync with people’s lives.
![Page 29: Nissan Strategy Presentation](https://reader033.fdocuments.net/reader033/viewer/2022042813/54bb54fa4a795981248b45eb/html5/thumbnails/29.jpg)
Who Are We?
In sync with their desire for the most functional technology, doing their best
to preserving the planet, and not spending a fortune to do so.
![Page 30: Nissan Strategy Presentation](https://reader033.fdocuments.net/reader033/viewer/2022042813/54bb54fa4a795981248b45eb/html5/thumbnails/30.jpg)
What’s the Brand Truth?
NISSAN IS ABOUT THE
EVOLUTION OF THE TOTAL
VEHICLE EXPERIENCE
![Page 31: Nissan Strategy Presentation](https://reader033.fdocuments.net/reader033/viewer/2022042813/54bb54fa4a795981248b45eb/html5/thumbnails/31.jpg)
Who’s Our Competition?
CHEVY
VOLT
TOYOTA
PRIUS
TESLA
S
CADILLAC
ELR
![Page 32: Nissan Strategy Presentation](https://reader033.fdocuments.net/reader033/viewer/2022042813/54bb54fa4a795981248b45eb/html5/thumbnails/32.jpg)
Who’s Our Competition?
STILL
USES GAS
EXPENSIVE
PLUG-IN
TECH
WALLET
BUSTING
MORE
FLASH
THAN
POWER
![Page 33: Nissan Strategy Presentation](https://reader033.fdocuments.net/reader033/viewer/2022042813/54bb54fa4a795981248b45eb/html5/thumbnails/33.jpg)
STILL
USES GAS
EXPENSIVE
PLUG-IN
TECH
WALLET
BUSTING
MORE
FLASH
THAN
POWER
What’s Missing?
![Page 34: Nissan Strategy Presentation](https://reader033.fdocuments.net/reader033/viewer/2022042813/54bb54fa4a795981248b45eb/html5/thumbnails/34.jpg)
For all other leadings EVs and hybrids, buying one is a luxury. It’s something
extra. You have to sacrifice something. It doesn’t fit naturally like a comparable ICE car does.
What’s Missing?
MASSIVE
RANGE
![Page 35: Nissan Strategy Presentation](https://reader033.fdocuments.net/reader033/viewer/2022042813/54bb54fa4a795981248b45eb/html5/thumbnails/35.jpg)
What About the Big Picture?
We live in an a technocracy, a culture saturated with innovation and the
“startup” mentality.
![Page 36: Nissan Strategy Presentation](https://reader033.fdocuments.net/reader033/viewer/2022042813/54bb54fa4a795981248b45eb/html5/thumbnails/36.jpg)
What About the Big Picture?
What does this mean for consumers?
![Page 37: Nissan Strategy Presentation](https://reader033.fdocuments.net/reader033/viewer/2022042813/54bb54fa4a795981248b45eb/html5/thumbnails/37.jpg)
What About the Big Picture?
People don’t settle for what’s “now”–they expect the best, newest solution. What we buy needs to keep up with us.
![Page 38: Nissan Strategy Presentation](https://reader033.fdocuments.net/reader033/viewer/2022042813/54bb54fa4a795981248b45eb/html5/thumbnails/38.jpg)
What’s the Cultural Truth?
CHANGE MATTERS
![Page 39: Nissan Strategy Presentation](https://reader033.fdocuments.net/reader033/viewer/2022042813/54bb54fa4a795981248b45eb/html5/thumbnails/39.jpg)
What Do We Know?
CULTUREBRAND
CONSUMER
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What Do We Know?
CHANGE MATTERS
NISSAN IS ABOUT THE EVOLUTION
OF THE VEHICLE EXPERIENCE.
A CAR NEEDS TO BLEND IN
TO THEIR LIVES
![Page 41: Nissan Strategy Presentation](https://reader033.fdocuments.net/reader033/viewer/2022042813/54bb54fa4a795981248b45eb/html5/thumbnails/41.jpg)
What Do We Know?
CHANGE MATTERS
NISSAN IS ABOUT THE EVOLUTION
OF THE VEHICLE EXPERIENCE.
A CAR NEEDS TO BLEND IN
TO THEIR LIVES
KEY
INSIGHT
![Page 42: Nissan Strategy Presentation](https://reader033.fdocuments.net/reader033/viewer/2022042813/54bb54fa4a795981248b45eb/html5/thumbnails/42.jpg)
What’s Our Key Insight?
For an electric car to stand out, it has to fit in.
For everyday drivers to buy into EV, it has to be detached from its stigmas: “liberal green,” “oddball design,” etc. It can’t be the car for
“someone else,” because most Americans want a car that fits
seamless into the way they already do things, not the way they should
be doing things. An EV car has to seem like the natural choice.
![Page 43: Nissan Strategy Presentation](https://reader033.fdocuments.net/reader033/viewer/2022042813/54bb54fa4a795981248b45eb/html5/thumbnails/43.jpg)
What’s Our Key Insight?
“Nissan needs to work harder on not making their electric cars look like
electric cars”.
*actual comment on Nissan car as a brand
![Page 44: Nissan Strategy Presentation](https://reader033.fdocuments.net/reader033/viewer/2022042813/54bb54fa4a795981248b45eb/html5/thumbnails/44.jpg)
What Do We Do?
How does this work for Nissan and the Leaf?
![Page 45: Nissan Strategy Presentation](https://reader033.fdocuments.net/reader033/viewer/2022042813/54bb54fa4a795981248b45eb/html5/thumbnails/45.jpg)
What Do We Do?
HOLY S%?!
NUMBER
KEY INSIGHT
STRATEGY
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What Do We Do?
HOLY S%?!
NUMBER
KEY INSIGHT
STRATEGY
ELECTRIC VEHICLES TO BECOME 7% OF CAR SALES BY 2020*
FOR AN EV TO STAND OUT, IT HAS TO FIT IN
*compared to just 0.02% now!
![Page 47: Nissan Strategy Presentation](https://reader033.fdocuments.net/reader033/viewer/2022042813/54bb54fa4a795981248b45eb/html5/thumbnails/47.jpg)
What’s Our Strategy?
The Nissan Leaf isn’t about electric. It’s the natural upgrade to the driving
experience.
![Page 48: Nissan Strategy Presentation](https://reader033.fdocuments.net/reader033/viewer/2022042813/54bb54fa4a795981248b45eb/html5/thumbnails/48.jpg)
What’s Our Strategy?
It’s the natural upgrade to the driving experience.
People like to drive the way that works for them, and what better than communicating all the ways that the most affordable electric car on the market frees them from all of the traditional “roadblocks” of driving: stopping at the pump for gas, expensive engine maintenance, feeling bad about your carbon footprint. The Nissan Leaf isn’t a luxury. It’s an amenity-in-waiting. It’s the typical driving experience’s successor. Not a luxury, but an upgrade, to make things easier in your life.
![Page 49: Nissan Strategy Presentation](https://reader033.fdocuments.net/reader033/viewer/2022042813/54bb54fa4a795981248b45eb/html5/thumbnails/49.jpg)
What’s Our Strategy?
It’s the natural upgrade to the driving experience.
![Page 50: Nissan Strategy Presentation](https://reader033.fdocuments.net/reader033/viewer/2022042813/54bb54fa4a795981248b45eb/html5/thumbnails/50.jpg)