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Marketing Plan for new product launch |
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EXECUTIVE SUMMARY This report has been compiled for the main purpose of the launch of the new Nissan 350z into the Australian market, and the sale of 800 vehicles. The management and implementation of the plan has been conducted by “Best Marketing” and is primarily focussed on the capital cities of the east coast of Australia. ... The target market identified for the Nissan 350z launch campaign is the “corporate climbers.” All launch promotional material and positioning of the vehicle has been directed towards this group who are in the age group of twenty to fifty, are urban dwellers, are from an upper socio-economic background, are hard working, and status conscious. The recommended effective means of communication with this target market are outdoor advertising, print media advertising, a launch function and public relations activities to be conducted primarily in the first three (3) months following the official national launch of the 350z. ... 0 INTRODUCTION As the marketing team at “Best Marketing” we are responsible for the management and implementation of the advertising plan for the Nissan Company’s new 350z racing car. ... Both direct and indirect competitors are relatively passive and advocate similar marketing strategies to that of Nissan which include broadcast and print advertising, sponsorships, exhibitions and billboards. ... 3 ENVIRONMENTAL ANALYSIS In preparing the promotional plan it is also necessary to take into consideration the demographic, economic, technological, geographic, cultural and legal or political factors which may influence a prospective buyers decision to purchase the Nissan 350z. In considering the demographics of the target market for the campaign it is evident that a person’s income and family size will affect the decision to purchase the product. ... If interest rates are extremely high than a prospective customer may not be convinced to purchase the product at that time. ... Those people who are loyal to a particular brand of car are often the most difficult people to convert with a new car launch. ... 4 OPPORTUNITY ANALYSIS The opportunities for the product are very much related to the “added extras” components which the car features. ... 1 OVERALL MARKETING OBJECTIVES · Create awareness among 70-80 percent of target market. ... The advertising has to make the consumer feel attraction to the product. ... Preference of the product will lead to the final step in the process, where the product is the first choice of competing brands. ... The conviction of the consumer results in a purchase of the advertised product. ... Please note that 200 contracts have been lodged before the Australian launch of the 350Z following the preview at the 2002 Sydney Motor Show. ... By being powerful, performance oriented and at the same time sophisticated, the product will be perceived as a necessity for those who want to succeed. ... R Events Eve of the Melbourne Motor show Launch Party- Canapés selection per guest x 2 hours $35- Beverage package per guest x 5 hours $65- 200 guests- River Room hire $1000- Live D.J $5 000Media kits- Invitations x 200 $1000- Feature Articles x 200 $200 $27 200 Promotion First month of campaign Promotional Cars x3- $59 990 x 3Promotional Prize at Launch- 1 x Track model 350z- $65 990 $245 960 Grand Total $744,778 5. ... 2 BRAND & PRODUCT PERCEPTIONS As a brand, the target audience needs to see Nissan as a performance orientated company, as innovators in the industry, creating powerful and strong vehicles, whilst still conveying an image of style and refinement in an exclusive product. As a product, the 350Z needs to be viewed as a top performance vehicle, with engineering to rival even its most fierce competitors. ... The use of a celebrity would devalue the quality of the product as a dependence on the celebrity’s endorsement may suggest the product needs to buy favour, rather than having its own merits. ... 4 MESSAGE AUDIENCE By the ‘Corporate Climber’ feeling similarity with the slice of life depicted, this will generate affinity with the product as part of the lifestyle. Creating a favourable opinion of the product and brand will generate interest in the brand and product that hopefully results in preference, and subsequent purchase of the product. ... A launch function preceding the motor show in Melbourne will be the main introduction of the vehicle to the Australian market. ... 1 SELECTED MEDIA TYPES The selected mediums for the delivery of this campaign are print media, outdoor advertising, direct marketing and public relations activities. ... W § Financial Review § The Bulletin · Billboards: Two positioned in capital cities § Brisbane: o Gray St pedestrian bridge, South Brisbane o Outbound – Pacific Motorway, Underwood § Sydney: o Inbound – New Southead Rd, Double Bay o Inbound – Pacific Hwy, Chatswood § Melbourne: o Lygon St, Carlton o Toorak Rd, Toorak · Motor Shows: § Melbourne § Brisbane § Sydney · Launch Function: An invitation only event for press, business people and celebrities § Crown Casino, River Room, Melbourne · Media Kit (provided to guests prior to Launch) § Contains items such as invitation and feature articles · Promotional Vehicles § Touring Model 350zs given to selected companies · Direct Mail § Approaching companies to suggest usage as a corporate vehicle 8. ... The timing of the campaign in these areas will be the three (3) months after the initial launch in February 2003. |
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Title: Marketing Plan for new product launch
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