Nissan SE-R Project
Section I — BASIC INFORMATION
Business Results Period in Consecutive Months: April 5 2010 – June 30 2010
Start of Advertising/Communication Effort: April 5 2010
Base Period as a Benchmark: Year-Ago
Geographic Area Covered: Canada
Annual Budget Range: $500K – $1 million
Section II — SITUATION ANALYSIS
a) Overall Assessment
The small car segment in Canada is the largest and most competitive, with 22 entries. It is dominated by Honda Civic and Toyota Corolla, purchased more for their DQR (durability, quality, reliability) than for their driving dynamics or performance. Nissan Sentra is a small player with 4.6% of the market.
Sentra suffers an unwarranted image problem informed by perceptions of the previous Sentra generation, which was cheap and sold on price. The new Sentra model has been out since 2006, but with relatively little support, familiarity is low and sales are below target.