1. Nissan Research Project: Phase III
The Final Report: African American Millennials
Due: December 12, 2011
Elena Carroll
Lauren Geniviva
Sarah Markowitz
Alana Rosenberg

2. SECTION I – phase 1
Introduction and Research Objectives
Our Topic Explained
How does being a member of their minority group affect African American Millenials’ brand
selection when buying cars? Ethnic identification could be a major construct in the prediction of
ethnic minorities’ behavior, attitudes, and consumption practices. So we will be exploring the
impact of ethnic identity on consumer attitudes when purchasing cars.
The social identity of ethnic minorities involves two elements:
(1) Race, which refers to phenotypical differences between groups such as skin color and
(2) Ethnicity, which incorporates the cultural intergroup differences in attitudes, beliefs, and
norms.
Research Objectives
We will conduct qualitative research to search for insights as to why certain car brands are
favored by African Americans.
With the insights collected through qualitative research we hope to build a better understanding
of how to position Nissan in a way that appeals to the African American Millennial
demographic.
Statement of Problems
Nissan launched its new marketing platform in August 2010. With the theme being innovation,
the new marketing initiative is called “Innovation for All”. In all of the marketing efforts, Nissan
continues to convey the innovation theme to its audience. Nissan is also committed to diversity
and multicultural segments are a huge component of Nissan sales success. Each Nissan vehicle
has a high composition of multicultural consumers, which is an extremely important part of these
vehicles reaching sales goals. In general, multicultural share exceeds the total market as of 2010.
In response to the recent economic downturn, Nissan reduced spending towards African
American targeted marketing efforts. Due to this response, Nissan’s competitors have had big
sales gains. Most importantly, less and less African Americans have been buying Nissan cars.
Nissan lost the large sales volume lead it had over its competitors (Nissan Case Study). The other
important issue is that the target, African American Millennials 18-24, probably will not be
buying a new car for at least another decade. In addition, a majority of them do not have the
money to buy a new car.
Significance
• Research will help to determine what can capture the attention of this multicultural
demographic to increase sales and emphasize the aspect of diversity in the Nissan brand
again.
• It is important to find out the overall perception African Americans have of the

3. automobile industry because this insight will help to position the brand in a way they will
appreciate and want to purchase a Nissan.
• Research on African Americans’ current opinion of different brands will help to see what
their expectations are in a car, as well as an advertising campaign.
o This can show whether or not Nissan already provides what they are looking for
in a car.
• Looking into African American culture is significant because by understanding their
culture, it will help to figure out how a product will enhance and fit into their lifestyle.
SECTION II – phase 1
Literature Review
Size of the Industry
• African American Population: 12.6% of total United States Population, 38,901938
• Number Black Owned Firms: 1,923,904
• Number persons aged 18-24: 30,672,000
• Nissan Car Industry (Sept 2011)
o YTD Sales: 774,079
o YTD % Market Share: 8.1%
• Car Industry: YTD 2011 Sales: 4,733,646 (WSJ, 2011).
African American Purchase Behavior
Marketplace discrimination
A study regarding Black shoppers’ purchase behavior found that African Americans reported
feeling “marketplace discrimination” in their daily lives. This is usually experienced with store
personnel (Crockett, 2003). This type of discrimination creates a frustrating and stressful
purchase experience for African-American shoppers. Another article explains that experiences
with race-driven decisions could result in unwelcome and segregating situations. It is seen as a
persistent social problem that’s often over looked and businesses needs to be aware of how to
attract and retain customers, even if they are of a different race (Davidson, 2009). Discrimination
is still a major part of their lives and as a result it is very important to them that they feel like
they are being respected and that their business is appreciated. An annual multicultural marketing
study found that 91% of African Americans feel that discrimination is a part of most African
Americans’ day-to-day lives. The same study also found that nearly half of the African American
respondents have been made to feel unwelcome in a store. As a result of this, African Americans
often support brands that consistently show its support and appreciation of African American
contributions (10 Things, 2008). Black men and women go out of their way to fight their history
of oppression and often act as if they are members of a higher social class as a result of how they
have been treated in the past (Crockett, 2003).

4. Foreign Cars
In a study regarding African American consumer and domestic and foreign made automobiles,
African Americans throughout the study ranked Japanese cars as more innovative, better, higher
in quality and better for upper class. However, they also viewed those who owned one as
unconcerned with the U.S. economy. African Americans showed more involvement in their
purchase decisions and more of a pride in their own car. When targeting African Americans,
some good ways to segment their population within the African-American population is gender,
age and income (McMaines, 2002).
Safety
African Americans find safety to be a large factor in their purchase decisions when purchasing
cars. Americans use safety belts 70% of the time and the number is increasing. NHTSA
Administrator Jeffrey Runge explains the numbers are due to hard work by traffic safety partners
in AA community (Safety, 2003).
Nissan
Nissan is a company that understands that the African-American market is influential enough to
not be overlooked. “True” is the first multi-cultural company hired by Nissan to directly target
African Americans. It ran for all target markets but has an emphasis toward African-Americans
(Ede, 2000). It is clear that Nissan is a brand that cares about this minority group, unlike Honda,
who is seen as a discriminatory brand toward African-Americans. It was found that African-
American borrowers consistently paid higher “finance markup charges” than white customers
when they financed their cars at dealerships through American Honda Finance Corporation
(Mokhiber, 2004). Nissan, on the other hand does very well with the African American market.
A 2005 Study found that African Americans favored Nissan because they focused on two key
aspects of their culture: pride and individuality. The study found that African Americans that are
potential new vehicle buyers show a distinctive emotional profile that deals with “super values”
which are security, freedom, esteem, and balance. (Elias, 2011)
Culture
While the African-American market is not homogeneous, African Americans do share a “black
experience” and strong cultural bonds that give them a perspective quite different from the Non-
Hispanic White population. For a brand to develop true connections with this segment they must
understand that African Americans' strong personal culture makes them respond to marketing
efforts differently from Non-Hispanic White consumers. A Consumer Profile of African
Americans conducted by The Futures Company found that there are 4 major value trends that
exist as cultural bonds among the African American market. A major trend is identity expression,
which is a result of an attempt to overcome stereotypes and discrimination. Personal
empowerment and celebration of life are also themes that dominate African American culture.
Lastly, a strong sense of community is a very important facet of their lifestyles and outlook on
life in general. (Consumer Profile, 2009)

5. Buying Power
African Americans represent the largest minority group in the United States that is continuing to
grow more rapidly than the rest of the population. As a whole, they have a projected buying
power of around $1.1 billion that is expected to continue to increase. Through analyzing U.S.
Census data, researchers have found that a key reason for the economic growth is a result of an
increasing number of African Americans who are starting and expanding their own businesses.
The desire to start their own businesses reflects the groups desire to control their own destiny and
hold more power as a result of their history of oppression. This group is not one that should be
ignored by marketers. However, this group is very unique in several ways. Purchasing decisions
are more strongly affected by certain cultural influences. An important finding in this study was
that African Americans seek out brands that provide emotional rewards and personal perks.
African Americans find it very important to connect with brands that demonstrate they
understand them and support causes that the demographic also supports.
In order for a brand to build a connection with the African American consumer segment the
brand must first understand their values, personal culture, relationships, and behaviors (10
Things, 2008).
SECTION III – phase 2
Research Questions for Qualitative Study
1. What is the brand equity of Nissan in the African American demographic? And what are
the sources of this brand equity?
A basic premise of brand equity is that the power of a brand lies in the minds of
consumers and what they have experienced and learned about the brand over time. What
aspects of the car and the way the car is positioned in the marketplace are appealing to
our target market? What are the key identifiers that African Americans respond to when it
comes to cars?
2. How does being a member of a minority affect African American purchase patterns of
cars?
We are interested in seeing what aspects of African American culture have an effect on
purchasing a car. What do they want in life? What role does their car play in their daily
lives? What aspects of advertising and the presentation of products appeal most to our
target? Who do African Americans turn to when seeking information about cars? Are
there certain brands and models that African Americans believe their peers mainly buy?
We hope to develop a consumer profile of lifestyle and psychographic characteristics.
Method of Qualitative Study
Samples
• Convenience sample

6. • Number of participants
o Focus Group 1: 3 participants
 Charles: 21 years old, male, from Syracuse, New York, owns his own car
 Dan: 22 years old, male, from Syracuse, New York, has owned 2 cars
 Ben: 23 years old, male, from the Bronx, New York, uses family’s car
o Focus Group 2: 4 participants
 Jeremy: 21 years old, male, from Brooklyn, New York, no car
 Morgan: 20 years old, female, from Washington DC, owns car at home
 Kenny: 19 years old, male, from Montclair, New Jersey, uses family’s car
 Jordan: 20 years old, male, from Houston, Texas, owns a car at home
o Individual interviews: 2 participants
 Ariana: 21 years old, female, from Las Vegas, Nevada, no car
 Arielle: 21 years old, female, born in Holland, from Montreal, Canada, no
car
Explanations of Materials to be tested
Our goal with conducting focus groups and individual interviews was to determine how African
American Millenials feel about the car industry and Nissan as a brand, and the cultural aspects
that influence this as a result of being a minority. We conducted this qualitative research in a
comfortable setting, either in a one-on-one atmosphere or in a small focus group of no more than
6 participants.
Location
• Focus groups: living room at 204 Comstock, Apartment #2
• Interviews: quiet room with no distractions inside of Theta sorority house
Atmosphere
• Focus Group 1:
o Nighttime, relaxed, participants were tired from long day of classes
o Pizza and refreshments were available to participants
• Focus Group 2:
o Daytime, relaxed, participants were comfortable and friendly
o Pizza and refreshments were available to participants
Timeline
• First focus group:
o Tuesday, October 25, 2011 at 6:30 PM
• Second focus group:
o Friday, October 28, 2011 at 2:00 PM
• Interviews:
o Monday, October 31, 2011 at 6:00 PM
o Tuesday, November 1, 2011 at 4:30 PM
Analysis
Grounded Theory: Rather than beginning with a hypothesis, the first step we took was collecting

7. data through a variety of methods including secondary research, focus groups, and interviews.
From the data collected, we made lists of key points that we found. The key points were then
grouped into larger themes. With these themes we created a perceptual map to visualize and
analyze the data. From this perceptual map we will move on to create concepts and insights
important to the rest of the research.
Findings of Qualitative Study
Results
• Nissan Themes:
o Nissan is thought to be out of price range
 “Are they expensive? I don’t think I would want to pay that much”
o Not a car that they would ever want
 “They are not cars that appeal to younger kids”
o Slips under the radar
 “Most of my peers drive big expensive cars or something small and
efficient, there is no in-between. I don’t see Nissans that much.”
o Can only picture a Nissan vaguely, but most didn’t know what they look like
 “When I think of Nissan I think of red, fast, and their break light pattern.
You can recognize a car very easily by their lights”
o Look luxurious before realize is a Nissan
 “Nissans are more luxury but not sporty”
 “If you took the Nissan logo off of the car I would have thought it was a
Lexus, the Nissan logo makes it less appealing”
o Thought of Nissan as a luxurious brand
 “Nissans are more luxury, not sporty”
o Racing, flashy cars
 “I associate speeding with Nissans”
• Cars Themes:
o Big on safety
 “ I always get mad at my friends if they don’t put their seatbelts on”
 “Safety, I feel like, should be very important”
o Space is important
 “I need a car that fits all my things if I need to move something”
 “ I like my car to be big enough to drive around with friends”
o Very practical thinkers
 “Having a reliable car is key”
 “I want my ideal car to be luxurious yet sporty, but for now I just need a
car to get me places”
o Want to be comfortable
 “I am always driving and hanging out with my friends so I want a car that
fits all of us comfortably”
 “I definitely would only buy a 4-door car”
o Cares about style
 “The interior of cars tells a lot about you so I like to keep mine very clean”
o Mileage is important

8.  “Saving money on gas is important also”
• Answers to research questions:
o What is the brand equity of Nissan in this African American demographic?
 Nissan in the minds of this demographic is either bland, almost
nonexistent, or on the verge of having a negative connotation. Although
they are viewed as “luxurious” cars they are not a top choice in their
minds when considering purchasing a car.
o How does being a member of a minority affect African American purchase
patterns of cars?
 Our respondents want their car to bring them from point A to point B; that
is the most important aspect of their car because they are very rational
about their car purchasing behavior. The rest are added bonuses: being
luxurious, having a good stereo, being fast, etc. This group is very
community oriented: they are always at school, driving around with
friends, or spending time with their family members. Respondents said
they would ask their parents for advice when buying a car and would also
consider purchasing a brand solely because their parents once owned one.
Although it is not incredibly important, they are also very interested in
personalization of cars. They want their car to express themselves in subtle
ways such as keeping the interior clean and having a nice stereo system.
• Summary of Focus Group 1:
o Our first focus group included three very sociable men who were very willing to
speak with us and give their opinions. All three men were very familiar with
Nissan as a brand and knew a great deal about cars in general. Although they
knew many specific features and models of Nissan cars they were still
unimpressed by the brand in general. Nissan was not a brand that they would
consider first when buying a new car because it is too expensive and it is not a
type of mind brand when thinking of buying a new car. The group had great
insights as a result of knowing so much about car brands and often went off
subject because of their enthusiasm about certain cars. They agreed that flashy
luxurious cars were not ideal for their lifestyle but they would instead prefer a
comfortable reliable car with enough room for their friends to ride with them.
Therefore, this would not align with what the participants think of when they
think of Nissan because no participants mentioned Nissan as a car that they would
want. They wanted reliability, safety and comfort, but never mentioned Nissan
when asked what first car they would want. It is clear that Nissan is overlooked
when being considered as a first car.
• Summary of Focus Group 2:
o Participants in Focus Group 2 also confirmed the fact that Nissan lacks a specific
brand identity. One participant even remarked, “I can’t even think of what a
Nissan looks like.” Participants seemed lost to grasp an overall theme, image, or
person they could associate with Nissan. They seemed to collectively agree
Nissan was a fine car, but not a car they would consider buying. It seemed to have
no place in their consumer awareness.
• Summary of Interview 1:
o Peers mainly drive BMWs and Hondas both at school and at home

9. o Driving usually with friends going out, getting alcohol, or going out to eat
o Believes that a car does show a lot about your personality, but only if you have
the money to buy any car that you wanted
o Practicality and getting from A to B are the most important factors
o Couldn’t think of anyone that owns a Nissan
o Wouldn’t be opposed to buying a Nissan but not first choice
o Nothing stands out about the Nissan brand that attracts her
o “If it didn’t have the logo on it, I wouldn’t know it was a Nissan”
• Summary of Interview 2:
o Not many peers have cars but those who do have Hondas
o Most important factor is getting her from A to B
o It’s very important to have a car that’s environmentally friendly
o Likes Nissan, but would prefer another car – has nothing against them
o They have nice sports cars, but their ordinary sedans are “bleh”
o Nissan has a large array of designs but don’t have a target market
o Possibly a copycat brand imitating other cars and models
Discussions of Qualitative Study
• What we found:
o Not considered a top of mind brand
o Slips under the radar
o No brand personality, need to know “who they are”
o No consistent way to draw a person that was Nissan
o Need to advertise more
o Come off as trying too hard
o African Americans live in their “here and now” – not concerned about the future
 Often said “I’d take a Nissan maybe in the future.”
• Answer to research objective:
o Current advertising for Nissan is not effective because it isn’t positioned as a top
of mind car for African American Millenials
• Relation to Secondary Research
CARS
o The study entitled “Honda’s Race Problem” describes how in the pat Honda
Finance Corporation discriminated against African Americans by charging them
higher finance markup charges than white customers. This is interesting due to the
fact that many of our respondents thought favorably of Honda as a brand.
o Our findings did somewhat correspond to the article “African American Attitudes
toward domestic and foreign made automobiles”. The Article mainly argues
African Americans do favor foreign cars. Our focus group findings demonstrated
they view Honda as a car brand that they know is safe and reliable, as well as a
car their friends drive. Nissan, as a brand, is not associated with being a foreign
made car, but it does not negatively impact sales among this group of consumers.
(Mokhiber, 2004)

10. SAFETY
o The article “Safety belt use among African Americans reaches record high”
explains that there has been a great increase in the percentage of African
Americans using their seat belts. The information from our focus group relates
directly to this article because both the article and our focus group findings
support that African Americans are extremely concerned with safety and this
trend has been growing. (Safety, 2003)
PURCHASE BEHAVIOR
o Our findings did not relate to “Coping with Marketplace Discrimination: An
Exploration of the Experiences of Black Men”. This article explains how many
black men experience marketplace discrimination when shopping. In our focus
group, no African American men reported feeling discriminated against or
stressed during shopping experiences. (Crockett, 2003)
o The article “Reaching America’s Minorities: Toyota Camry’s Pursuit of the Afro-
American Audience and Opinions on What Latinas Want.” touched upon an
important theme of the main psychographic characteristics of the African
American demographic when considering their car purchasing behavior. The
article stated that African Americans are best described as self-confident risk
takers, style conscious, savvy, have strong family ties, and often seek new
experiences. Our qualitative research found insights that related to the
characteristics of savvy and having strong family ties. In general most of our
respondents had a great deal of practical knowledge about cars and car brands. In
addition to this we found that family ties were closely related to car purchasing
behavior. Many respondents stated that they have previously owned or would
purchase a car that their parents have. (Precourt, 2009)
o To develop true connections with this consumer segment, marketers must
understand that African Americans' personal culture makes them respond to
marketing efforts differently from other consumers. The study, “Consumer
Profile: African Americans”, outlined some of the key cultural characteristics that
set this demographic apart from others. An important theme is the cultural aspect
of expressing their identity. Since many African Americans are forced to face and
overcome stereotypes they often express their identity in ways that goes against
the stereotypes that exist. The insights we collected related to this in that all of our
respondents had a negative opinion of the stereotypical flashy vehicle choices and
preferred reliability. Another key insight we found that agreed with this article
was the idea that African Americans have a strong sense of living in the moment.
Our respondents were very practical about their car purchasing opinions, with gas
expenses being a very important aspect of a car. (Consumer, 2009)
o “10 Things About African Americans” touched upon the fact that African
Americans tend to select brands that are reliable and represent quality. Although
they are brand loyal, they are not blindly brand loyal. This came up in our focus
groups when respondents admitted that they buy cars that their parents own but
they take many things into consideration when deciding which car to buy. (10
Things, 2008)

11. • Exercises
o See Appendices D & E
o Exercise 1: List top 5 qualities that are important to you when looking for a car
 Common themes we found in participants’ lists:
• Safety
• Space (4-door)
• Speed
• Gas efficient
• Reliable
• Comfort
o Exercise 2: Draw what Nissan, Toyota, and Honda would like as a person
 Majority of participants did not know how to portray Nissan, but when
they did it was a very bland and plain character
• Very all over the place because no true identity for Nissan
• Varied from plain stick figure, to cool kid, to businessman
 A common theme among Honda was a “geeky” or “nerdy” Asian
 Some participants drew a soccer mom for Toyota, while others drew an
every day guy such as a “cool” guy or a jock

12. Cognitive Map
Our cognitive map demonstrates two important themes that our target audience believes is true
about Nissan.
1. No Brand Personality
The first is that Nissan has no brand personality. They described is as “bland” and were often
vague in their descriptions of Nissan, We felt as if Nissan is a brand that often times slips under
the radar as a car that our target would consider as a new car. One important thing we found was
that many participants could not picture a Nissan in their mind.
2. Too Expensive
Many found Nissan to be too expensive of a car. Each respondent said that it was out of his or
her personal price range and that it wasn’t practical. At times, they said that they would consider
a Nissan “one day”.

13. Implications for Advertising Campaign
After our qualitative research, we realized that for this target audience, Nissan has no brand
personality and is too expensive. It would be in Nissan’s best interest to create a campaign that
builds a brand personality for Nissan. It needs to create an image in people’s minds that they
envision when they think of Nisan. Nissan needs to decide what their most important quality is in
their cars and create a campaign that revolves around this one quality. This target audience finds
space, safety and reliability to be very important when purchasing a new car. If Nissan chose one
of these qualities and created a campaign that revolved around that word, it would hit home with
this group. The campaign also needs to provide customers incentives on why to buy such an
expensive car, since the majority of our respondents found Nissan to be extremely expensive.
We also believe that it would help Nissan to create advertisements that
Future Research of Quantitative Study
For future research, we would find it beneficial to find more about how African American
Millenials feel about being a minority. Asking questions about their purchase behaviors, what
brands they like and how often they shop would also be helpful in this study. We were very self-
conscious about not offending the respondents, however, this would help our research greatly.
Limitations of Qualitative Study
• We did not have many female respondents within our focus groups.
• Our one-on-one interviews were all female respondents.
SECTION IV – phase 3
Research Questions for Quantitative Study
1. What is the brand equity of Nissan in the African American demographic? And what
are the sources of this brand equity?
A basic premise of brand equity is that the power of a brand lies in the minds of
consumers and what they have experienced and learned about the brand over time. What
aspects of the car and the way the car is positioned in the marketplace are appealing to
our target market? What are the key identifiers that African Americans respond to when it
comes to cars?
2. How does being a member of a minority affect African American purchase patterns
of cars?
We are interested in seeing what aspects of African American culture have an effect on
purchasing a car. What do they want in life? What role does their car play in their daily
lives? What aspects of advertising and the presentation of products appeal most to our
target? Who do African Americans turn to when seeking information about cars? Are

14. there certain brands and models that African Americans believe their peers mainly buy?
We hope to develop a consumer profile of lifestyle and psychographic characteristics.
Method of Quantitative Study
The quantitative study was a 25 questions survey distributed to 231 people that contained a series
of multiple choice, fill in the blank, and ranked survey questions. Respondents were mostly
concentrated in the south, between the ages of 18 and 29.
Results of Quantitative Study
• Target demographic seems to greatly value their community. According to question 4,
38.7% of respondents agree their community influences what they buy. Also, 55.6% of
respondents are concerned about the welfare of their community. 53.6 % of respondents
agree spending time in the community is important.
• 42.2% of the target demographic also values education as the most important community
initiative, and 41.6% said arts and entertainment was the least important. This shows an
emphasis on practicality within the demographic.
• When respondents were asked to rank where they were most likely to look first to buy a
new car, 60% said were most likely to go to family first, and 48.3% said they were pretty
likely to go to friends. However, 61.3% said they would go to dealerships last for advice.
• Interestingly, the presence of brands Chevy, Toyota, Honda, and Nissan were all ranked
evenly among the respondents. Yet, Nissan continues to not be top of mind when buying
a car.
• Confidence (37%) was rated the most important when looking to a new trendsetter. Any
brand that is top of market must exude confidence. According to question 4, 38.8% of
respondents agree their community influences what they buy.
• 52% of respondents said they were most likely to listen to R & B, 39% said they were
secondly as likely to listen to hip hop, and 31% said their third most popular choice was
hip hop. A great majority of these artists are also African American, meaning they
associate and prefer most the artists they are most like.
Discussions of Quantitative Study
Our quantitative research revealed a presence of Nissan does exist within their community, and
is a somewhat favorable brand. The two qualities most associated with the brand are
“dependable,” and “stylish.” However, those who did not find Nissan to be a favorable brand
said the car was just “average.” Our main finding resided in this fact. Nissan blends into the
mind of consumer and buyers because they do not have a distinct trait or characteristic that
makes the brand stand out. Also, when respondents were asked when presented with cars of all
equal traits, which brand would they prefer, they preferred Honda and Toyota.

15. Conclusions of Quantitative Study
The demographic does value their community and has a sense of community values. They most
value musical artists within their demographic.
Nissan as a brand needs to break away from an “average” brand and focus on one aspect they do
well and sell that aspect to create a brand identity.
Future Research of Quantitative Study
Future research would include running the survey on a different demographic to compare the
results and see where the results differed.
Limitations of Quantitative Study
Respondents were 85% female.
SECTION V– phase 3
Final Recommendations
Nissan already is a good brand that sells a good product. They do not need to alter their product;
Nissan needs to focus their campaign. By having a consistent campaign with one tone and theme,
a brand identity will develop. Once a first identity is created, they then have a platform to
emphasize other features they offer and show their versatility. The most important aspect to
emphasize to the demographic is dependability, reliability, and economic stability. If Nissan can
emphasize what they do best, then consumers will trust them and think of them when looking for
a vehicle with those qualities.
To make a successful campaign they should pick one tone and convey it over and over. This
campaign will give Nissan an identity for possible consumers to use as a frame of reference.
Buyers trust brands with a confident and consistent message. Nissan should decide what they do
best and what pride themselves on as a brand, and make a campaign that drives those qualities
repeatedly.
Another suggestion, according to a 2011 article in the Journal of Interactive Advertising, it
emphasizes the importance of ethnicities to feel represented within advertising to become users.
The first step in engaging with a brand is to see their race represented within the campaign. If
Nissan were to take this implication, they could use black actors and have subtle audio focused
on rap or R&B music. By using these minute details, they would cater more to the African
American market, but not ostracize others.

16. Creative Brief
Why are we communicating?
Nissan does not have a strong presence currently among African American millennials.
Advertising needs to reach out to these millennials to expand their market.
What do we want the communication to do?
Make Nissan a top choice for this target when deciding when to purchase a new vehicle. The
target needs to understand know what Nissan does best.
Who is our audience?
African Americans ages 18-29, also known as millennials
What do they currently think?
Nissan is an average car with no brand identity or personality. The target knows of it but they
have no way to define it or distinguish it from other brands.
What do we want them to think?
Nissan is a dependable car that aligns with their needs and wants for an affordable price.
What is the big idea?
Nissan is a dependable car that fits your budget.
How do we make it believable?
By picking one aspect and consistently concentrating on this over and over again, it will begin to
create a brand image for the target. In addition, the repetition and reliability will convince the
target of Nissan’s brand identity and their promise to its customers.

17. References
10 Things About African Americans. (2008). The Futures Company, 1-12. Retrieved
October 8, 2011, from Warc.com.
Consumer Profile: African Americans. (2009). The Futures Company. Retrieved
October 8, 2011, from Warc.com.
Crockett, David, Sonya A. Grier, Jacqueline A. Williams. (2003). Coping with
Marketplace Discrimination: An Exploration of the Experiences of Black Men. Academy
of Marketing Science Review, 2003, 1. Retrieved October 15, 2011, from ABI/INFORM
Global. (Document ID: 395019941).
Davidson, Edith F. (2009). Unintended consequences of race-based segmentation
strategies. Journal of Consumer Marketing, Vol. 26. Retrieved December 1, 2011,
Emerald Group Publishing. http://www.emeraldinsight.com/journals.htm
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18. SECTION VI – appendix
APPENDIX A: Thoughts on Nissan from Focus Groups
• The collage above features images that came to mind when we asked respondents what
they thought of when they thought of Nissan.
• Many said Vin Diesel because he drives a Nissan in “Fast and Furious.”
• The pictures of the Nissan cars are what respondents described when they talked about
actual Nissan cars.
• Nicholas Cage, Disney stars and The Rock were three other actors who were mentioned
when respondents spoke about Nissan.

19.
APPENDIX B: Moderator’s Guideline
Focus Group Itinerary
1. Ask preliminary questions
2. Ask in depth car questions
3. Ask projective car questions
4. Projective technique #1
a. Write down list of top 5 qualities you find necessary in a car in order of
importance.
5. Projective technique #2
a. If Nissan, Toyota and Honda were people, draw how they would look.

20. APPENDIX C: Questionnaire
Preliminary questions:
• What year are you?
• Where are you from?
• What’s your major?
• Where do you live on campus?
In-depth car questions
• Do you currently own a car?
• Is your car up at school with you?
• What brand of car do you have now? What do you like/dislike about it?
• How many cars do you have in your household?
• Who paid for your car?
• Who is financially responsible for you car now?
• Describe where you begin to look for a new car?
• Do you have many friends/family who own Nissan vehicles?
• Would you like to own a Nissan? Is it a car you’d pick for yourself? Why or why not?
• What is the most commonly owned car among your peers? Why do you think it is that
car?
Projective:
• If Nissan were a celebrity, who would it be and why?
• What does a typical day and/or night look like when drive your car? Where do you go?
Who do you drive with?
• What visuals do you think of when you think of Nissan? Why?
• Do you find your car to be most important for getting you from point A to point B or is it
a definition of who you are as a person? Explain.

21. APPENDIX D: Exercise 2
Draw what Nissan, Toyota, and Honda would look like as a person.

23.
APPENDIX
E:
Exercise
1
List
the
top
5
qualities
that
are
important
to
you
when
looking
for
a
car.

24.
APPENDIX
F:
Nissan
Research
Timeline