Nissan Gros Bon Sens
EXECUTIVE SUMMARY
Business Results Period (Consecutive Months): | April 2008 – April 2009 |
Start of Advertising/Communications Effort: | April 2008 |
Base Period for Comparison: | 2007 Calendar Year |
a) Synopsis of the Case
In late 2007, Nissan brand awareness and share in Québec had been flat and stagnating for the past two years. Although it did not have the sales, market share or budgets of Toyota, Honda and Mazda (the leaders in Québec), Nissan saw an opportunity to reposition the brand and completely rethink its advertising activities and investments.
b) Summary of Business Results
Nissan recorded its largest-ever percentage...