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Promotion And Distribution Strategy For Nissan Leaf

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Question:

Discuss about the Promotion and Distribution Strategy for Nissan Leaf.

 

Answer:

Promotion Strategy

With the growing competition in the market, Nissan seeks to penetrate newer markets like Ireland where Nissan Leaf can replace other family cars and at least comes in the second position (nissan.in 2017). This promotional campaign will entail the following things:

Key Message of the Campaign: Nissan Leaf, as a green family car is perfectly in line with Ireland’s pollution free and good air condition. Combined with its strong and robust engine, this car is absolutely suitable for the highland areas and hill regions of Ireland (Chappell 2012).

Key Communication Objectives:

            The key communication objectives of Nissan Leaf in Irish market will be:

  • Raise Awareness: The car should be well introduced in the Irish market through social media and digital marketing (Shiga 2012).
  • Influencing Purchase Intent: The target customers should be motivated to buy the car through advertising (Bhasin 2016).
  • Brand Switching: To make the customers prefer Nissan Leaf over other competitive brands.
 

Key Channels Used:

The key channels for promotional activities that can be chosen are television advertising, social media advertising, advertisement through billboards and sponsorship.

Draft of Media Schedule:

Media Schedule

Duration and Timing of Advertising

Continuous Media Schedule

For the first 3 months

Flighted Media Schedule

For the next 6 months

Pulsing Media Schedule

For the next 3 months

Distribution Strategy

Nissan, for its distribution strategy focuses on both indirect and direct distribution methods. As for the direct distribution method for Nissan Leaf, the company aims to have more showrooms in Ireland than the existing ones (Chappell 2012).  Nissan owns an advantage that is its presence in locus points of Asia from where it can export its premium range of Nissan Leaf in the European countries and in Ireland too having a strong network of dealers like Renault and Nissan (nissan.in 2017). Nissan has also strategically placed the dealership network in every major city and popular towns so that the sales increases even in the remote Irish townships. It already has strong presence in many European countries like Germany, United Kingdom, Switzerland and the like and this will enable to strengthen the network of Nissan Leaf in Ireland too (Shiga 2012). The indirect distribution channels, however, is used by Nissan where there is no dealers present in the region. In these cases, Nissan uses the authorized dealers to sell several different ranges of cars including Nissan Leaf.

Recommendation on Distribution Strategy

Although Nissan has a very strong network of car dealers, it is recommended to increase the number o showrooms particularly in those places where Nissan has better control over its distribution channels. In addition, since Nissan Leaf is entirely an electric car Nissan should not ignore the short-term potential of its market while launching the car in Irish market. Besides, previously Nissan have faced a problem in lacking the necessary infrastructure for charging the EV while marketing in the U.S. This should not be repeated in the Irish market and hence, their initial focus should be on infrastructure.  

 

References 

Bhasin, H. 2016. Marketing mix of Nissan - Nissan Marketing mix. [online] Marketing91. Available at: https://www.marketing91.com/marketing-mix-nissan/ [Accessed 29 Apr. 2017].

chappell, L. 2012. Nissan shifts Leaf marketing strategy. [online] Automotive News. Available at: https://www.autonews.com/article/20121217/RETAIL03/312179957/nissan-shifts-leaf-marketing-strategy [Accessed 29 Apr. 2017].

nissan.in 2017. New Vehicles Range | Nissan India. [online] Available at: https://www.nissan.in/vehicles/new.html?utm_source=search&utm_medium=google&utm_term=text-ads-cpc&utm_content=nissan-brand&utm_campaign=always-on-search_2017 [Accessed 29 Apr. 2017].

Shiga, T. 2012. [online] Available at: https://www.nissan-global.com/EN/DOCUMENT/PDF/IREVENT/PRESEN/2012/121206_Shiga_COO_Presentation_E.pdf [Accessed 29 Apr. 2017].

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