Today's News: Nissan "Gets It"
According to today's edition of MediaPost's Marketing Daily, Nissan "gets it" about the importance of marketing to women. The article says, "INFINITI, THE LUXURY DIVISION OF Japanese automaker Nissan, plans to increase its marketing budget by 20% this year and focus on women consumers for its new small crossover vehicle and G coupe, says Vice President of Marketing Jan Thompson."
Nissan just finished an ethnographic study of women. The article quotes Thompson about the findings of the study and the reason for Nissan's new approach, "We found that women really want to understand the brand. They want to know what it will do for them and what to expect from the brand. If they don't know that, they may not be willing to take the time to search a brand out." She states that Nissan needs to find ways to be "contextually relevant to women, which is different than the way we speak to male consumers."
Thompson stated that the company plans on reaching out to women via the internet and magazines.
To read the full article, visit http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticleHomePage&art_aid=54373
posted by Woman-Centric Matters @ 9:33 AM
2 Comments:
When purchasing a car, I always do extra research on gas mileage, safety and customer ratings through consumer reports. I am glad to hear that at least one car company is stepping up to the plate and realizing women want facts and not to be treated like we don't know what we want when we walk through the doors.
It is about time that auto manufactuters realize that women don't all want the same car or the same brand. More companies should take the time to look into what women's needs are, at all stages of life. What I want at 23 is not what I want at 43.
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