Whicker 1

Dr. Mackoy
Sophia Whicker
Assignment 2
MK380 Section 4

Summary
Nissan is a well-known automobile manufacturer. The company sells cars, trucks, crossovers, SUVs, and
electrical vehicles. I will be focusing on the 2021 Nissan Rogue and the 2021 Nissan Rogue with cargo
and Yakima accessories. While the product is the same in both advertisements, it is evident that Nissan
targets different markets.

Target Market 1
In Appendix A, Nissan’s target market is young parents, both men and women, of families. The product
is shown to be safe and suitable for families. Nissan aims to market to parents that desire a car that
provides safety and accessibility at an affordable price for their family.

Positioning
Nissan manufactures its cars intentionally, considering safety, space, and storage. The car company
targets this market by filming advertisements that show families the functionality and ease of the family-
friendly car. The video [Appendix A] displays security features, access for up to three car seats, and room
for storage. It is important for parents to have a secure car while their children are in it and for space as
their family grows. Furthermore, families value storage as they have strollers, groceries, sports
equipment, and more to travel with. Parents look for reliable, quality cars while adhering to the family
budget. The company positions its cars as both safe and suitable for families.

4 P’s
The product is the 2021 Nissan Rogue. Next, the pricing begins at $26,745 for a new 2021 Rogue. The
place includes Nissan’s website and local dealers. The promotion that Nissan uses includes television
commercials, social media platforms, dealerships, and Google searches.

Competitors
• Honda
• Ford

Two of Nissan's top competitors include Honda and Ford. I believe all three companies have comparable
pricing; however, Nissan is the most affordable. Personally, I perceive Nissan as an affordable car
because when I was looking at cars two years ago, I found that Nissan had competitively low prices for
higher package cars than other car brands. According to my perceptual map [Appendix C], Honda is
known as a safe and reliable car company. Comparing Nissan’s safety to Honda, it is minimally lower in
my opinion, but its lower prices make up for that. These tradeoffs are highly considered by families that
are on a budget, but also need to provide a safe car for travel. Nissan positions itself as safe by
highlighting the numerous safety features in Appendix A including the Nissan Intelligent Key.

Target Market 2
Examining Appendix B, the target market is men and women with active and adventurous lifestyles.
The product is shown to be accessible for a variety of adventures including bikes and kayaks. The
accessories and organizers provided in the Nissan are highlighted. Nissan intends to target active men and
women that value accessibility and storage for their next adventure.
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Positioning
Nissan targets its Nissan Rogue with cargo and Yakima accessories as being accessible for adventures
and providing adequate storage. In Appendix B, the audience sees the man unload his bike from the roof
rail crossbars with ease and empty his gear out of the trunk. After that, you see the woman load up her
large kayak onto the car and pack her accessories into the trunk organizer. These features make the man
and woman’s adventures more enjoyable with the ease of loading and unloading. Nissan’s goal is to
position its vehicle as the most accessible and suitable for loading gear for any quest.

4 P’s
The product is the 2021 Nissan Rogue with cargo and Yakima accessories. Furthermore, the pricing
begins at $26,745 for a new Rogue with additional costs for the accessories. The place includes online on
Nissan’s website and local dealers. The promotion that Nissan uses includes television commercials,
social media platforms, dealerships, and Google searches.

Competitors
• Subaru
• Honda

Competitors of the Nissan Rogue with cargo and Yakima accessories include Subaru and Honda. Based
on my perceptual map [Appendix D], I believe that Subaru is most accessible for adventures. The Subaru
Outback is known for its off-road adventure in advertisements, however, depending on the model, I
believe there is less interior storage. From my point of view, I have a friend that owns a Subaru, and she
finds that her car is very accessible for traveling large distances. Looking at Honda, I believe the car
provides large interior storage but is less accessible for the adventures that Nissan’s target market is
seeking. Personally, I own a Nissan and find that its storage is expansive, however, it does not fit large
items when I travel to school. Overall, Nissan provides above-average storage and gives passengers ease
while creating experiences.

Comparison
Comparing the Nissan Rogue in Market 1 and 2, the slight difference in the product is the added cargo
and Yakima accessories. To compare, the Rogue is the same in both advertisements but marketed
strategically differently. Reviewing the promotion choice, the Market 1 advertisement [Appendix A] has
different features displayed including the accessibility shown by the father putting the car seat in. To
continue, this advertisement also shows kids in a car seat and a dog to display the comfort for a growing
family. It displays the access that the back row has to the thermostat as well as the sunshades, which are
perfect for young children. This advertisement also highlights the safety features that parents seek when
looking for a car to keep their families secure. Now looking at the commercial in Market 2 [Appendix B],
the video features the accessories by showing the biker unloading his bike and the woman loading her
kayak. The adventurers load and unload their gear with ease thanks to their Nissan. Looking at the
similarities between the ads, both emphasize the storage of the Rogue. The first market is shown the
storage by displaying the father using the folding seats to load a bike and flower supplies. The second
market is exposed to the storage organization when the man and woman load their gear into the trunk.
Nissan displays the same feature in different ways to reach its target markets.

Looking at the price of the two products, both vehicles start at $26,745. However, the Nissan Rogue with
cargo and Yakima accessories differs because the additional attachments cost extra to consumers. The
place is comparable between both markets. Consumers can find the Rogue and the Rogue with added
cargo at similar locations and the vehicle passes through similar distribution channels. Overall, the
company successfully advertises the same vehicle in intentionally varying ways to reach its different
target markets.
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Appendix A: Nissan YouTube Video

“2021 Nissan Rogue Interior and Cargo”
https://youtu.be/0XfCkd8onE0

Appendix B: Nissan YouTube Video

“2021 Nissan Rogue Cargo and Yakima Accessories”
https://youtu.be/RD4-kbXu5QU

Appendix C: Perceptual Map- Market 1

Appendix D: Perceptual Map- Market 2