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 growth in sales in 2008—23.4%. This compared to the average 4% increase for all manufacturers in the province. And despite the especially difficult economic context, the results continued into the early months of 2009, with sales exceeding monthly targets three months out of four.

SITUATION ANALYSIS

a) Overall assessment