The document outlines a marketing campaign plan for the Nissan Qashqai aimed at young, urban people in Poland. The target group is estimated at 3 million people between ages 25-35. The campaign will use websites, blogs, videos and social media to raise awareness of the Qashqai's spaciousness, comfort and safety for city driving at a reasonable price. Goals are to raise brand awareness to 50% of Poles, achieve 70% positive attitude, and encourage 1% of the target group to purchase.

1. Nissan Qashqai

3. Mission Our mission is to create successful marketing campaign for our customer to help him sell the product and attract young and dynamic people.

4. Target group First of all, Nissan Qashqai is directed to the middle-aged people who have a driving license. The main target group are young, urban, dynamic people, who expect spaciousness, comfort and safety of driving. Because of his agility and fuel combustion, Nissan Qashqai is the most suitable for people travelling through the “city jungle”.

5. Size of our target group In Poland there are 40 million of people and there are 10 million who are between 25-35, but we estimate that size of our target group equals approximately 3 million people.

6. Why would somebody buy Nissan Qashqai? The major reason why we buy a car is we need a comfortable transport. It can be considered as a work tool as well. People want to travel safely. Nissan Qashqai can guarantee durability, reliability, value for money and good customer service. Also, it is cityproof which is very important for Polish reality.

7. Decision process The product is expensive and exclusive, so the decision making process takes a lot of time. We have to take into consideration features like price, finances, family status and competitors’ prices. We are emotionally attached with the product.

8. Competitors Means of transport Train Car Bus Sport Plane/ helicopter By foot Off road Road

11. Urban design Fun and joy Spaciousness Durability Freedom Fancy MOODBOARD

13. Concept: Urban design, cityproof Brand: Product:

14. Kia Soul HIGHER PRICE HIGHER FUEL CONSUMPTION Nissan Qashqai Ford Kuga Dacia Duster *7,7l *70-105tys *7,5l *49-70 tys *10,5l *40-60tys *11,5l *106-134tys LOWER FUEL CONSUMPTION LOWER PRICE

15. Goals Category Goal Awareness Raising the awareness of Nissan Qashqai among people from the target group, making them more brand-concious Attitude Make people feel brand-loyalty towards Nissan, convince them of all values and features of Nissan Qashqai Behaviour Make people choose Qashqai instead of competetive models and trust the Nissan brand

16. Nissan Qashqai Awareness 50% of Polish population (appr.20 mio people) Positive Attitude 70% of Nissan-concious (10 mio people) Buying Intention 1% of target group (30.000 people)

17. Campaign instruments High Involvement / Thinking Website ++ Blog + Viral ? Video YouTube +++ Banner adds ++ Social Media Sites (Facebook, Twitter) +++

18. Campaign instruments 10-12.2011 1-3.2012 4-6.2012 7-9.2012 Online Website ++ ++ - first official test results ++ ++ Blog + + + + Viral ++ ++ ++( new ways of making people interested ) ++ YouTube Video +++ +++! +++ +++ Social media site +++! ( at the m oment of lau n ching ) +++ +++ +++! ( when people start to ‘forget’ about Qashqai) Email marketing ++ +++ ++ ++ Other instruments Mobile -------------------------------------------------- TV & offline ( car showroom, test drives ) The whole year long, most suitable for target group. (Product needs to be checked before buying) – many events (+special pre-launch conference for journalists with driving test possibility)

20. Expenses