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Copy of Nissan LEAF Marketing Plan

Marketing Planning course - Católica Lisbon
by

Ragya Fahmy

on 29 September 2013

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Transcript of Copy of Nissan LEAF Marketing Plan

Thank you!
Francesca Leone
Henrique B. Barbosa
Matilde Neffe
Øystein Aspøy

Marketing Department Team:
SASHA FIERCE
The first 100% electric car.
Current Situation
Internal
Environment
External
Environment
Marketing
Objectives
SASHA sales
December 2010
2011
2013
Product Line
City cars
Crossover
Commercial
Vehicles
new Micra
Note
Pixo
Qashqai
Qashqai+2
Juke
4x4
Pathfinder
Navara
X-Trail
Sports
Cars
37oZ
Electric Vehicles
LEAF
Leading
Environmentally
Friendly
Affordable
Family Car
NO tailpipe
ZERO emissions
NO engine noise
Political
Economical
Social
Technological
Environmental
Legal
Competitors
Consumer Analysis
Direct
Indirect
Renault ZOE
“You switch to electric for so many things,
so why not for cars?”
Price: 55,000 L.E

Batteries on a leasing contract (100eur/month)
Performance:
Better Place’s Battery
Marketing:
Electric cars are trendy
Money savings
"Get a ZOE for the Weekend"
Customer Choice:
NOW:
We are the only ones in the market
FUTURE:
huge possibility that costumers with
preference for Renault will buy ZOE instead
Renault Sedan Fluence Z.E.
Electric version of
the luxurious car
Toyota Prius
hybrid
losing market share
Opel Ampera
Innovative Concept:
gas into electricity
More expensive
Mitsubishi i-EV
Renault Twizy
Small electric urban cars
Volkswagen Golf
Renault Mégane
Green Thinking
Innovator
Technology
Educated
Environmentally Concerned
2013
2018
2014
Short-term
Long-term
From Egyptian Market
Sales
Market Share
Awareness
Image
Sales
Market Share
Awareness
Image
From all egyptian market
Target Markets
Geographic
Egypt
92.090km2
115/km2
10.643million
Demographic
Portugal
92.090km2
115/km2
10.643million
Age
Gender
Income
Occupation
Education
Home ownership
All ages
Female
Male
Medium
High
College or more
Environmentally
Conscious
Professionals in urban areas
Parents
Young professionals
Home owners
Psychographic
Personality
Lifestyle
Behavioural
Benefits
Usage rate
Marketing
Product
Price
Placement
Promotion
top quality

fully equipped

high technological car

mileage coverage

top speed

charging time

Zero emission
35.990€
Government Incentive
5.000€
30.990€
-
=
automatic climate control
navigation system
parking camera
connectivity system
smart phone control
Includes
Vertical agreements & agents
Pull strategy
deliveries through orders
Stands and Representatives as Intermediaries
Advertising
Publishing
Outdoors
Lisbon
Porto
TV Spots
Radio
Online
Ambassador
Nelson Évora
+
=
Events
Strategies and Tactics
Evaluation and Control
Sales & Profits
Logistics
Image & Awareness
Financial commission
Semesterly Economic Analysis
Team of technical consultants
Constant Maintenance
Independent Market research company
Comprehension of costumer's opinions
FUEL
INDEPENDENT
ELECTRIC
RUNNING
CAR
EXPERIENCE
Our Mission
To Provide unique & innovative automotive product and service that deliver superior measurable values to all customers

Our Vision
Bringing a blue sky back to our earth , to become the world’s company for automotive products & services .
2012
Will enter

No engine noise
Easy to park
Competition from gasoline vehicle
Small size
Growing demand of green technologies

2,500
2.5%
25%
10%
7,500
10%
60%
50%
Financial
After Sales services
Full transcript