Analysis of Article in Newspaper for Marketing

An article in the ‘The Weekend Australian’ on 1 March 2008 displays how Nissan utilise marketing concepts of segmentation and targeting in its upcoming effort to launch a new compact car to the youth of Japan.

Nissan identify that youth are the future generation of drivers, through which have revealed an innovation to target a particular market of 16 to 20 year olds. Each individual has a different preference with types and styles of car they drive. Consequently, Nissan in this example utilize demographic segmentation with intentions to deliver a conventional vehicle to the youth which will suit both the desires and needs of the targeted. Demographic segmentation is defined as “dividing a market into groups based on variables such as age, sex, family size etc” (Kotler et al, 2010 p.267)

As a result, 16 to 20 year olds were interviewed by Nissan designers, which is a strategic method entailed to identify the specific wants and tailor each model of car to the genders preferred requirements. The reason behind demographic segmentation is that wants and needs vary, hence manufacturing vehicles to specifically suite requirements is more triumphant then tailoring one general universal model. By doing this they are drawing attention to their ability to adapt and provide a vehicle suited to the specific needs of both gender markets. This is an effective strategy as it concentrates on the precise wants enhancing the popularity of the vehicle and confirming the success of the car.

References

Kotler, P, Brown, L, Adam, S, Burton, S, Armstrong, G, 2010, Marketing, 8th Edn, Pearson Australia

Murphy, J 2008, ‘Car designers target the young to revive an industry’, The Weekend Australian 1 March