Jeff Kuhlman Vice President

Global Communications

Nissan Motor Company

Taking the

Wheel with

Research to

Win the Game

What does Nissan mean to you?

VW

GM

Toyota Ford

BMW

Daimler

Fiat Hyundai Nissan

PSA Honda

Chrysler

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2

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0 2 4 6 8 10 12 14 16 18

Sh

are

of

Vo

ice

Share of Market

Are you leading the conversation …

or following?

Get into the conversation

Influence the conversation

2013 2016

NISSAN’S CHALLENGE:

GET INTO THE CONVERSATION …

INFLUENCE IT …

THEN CREATE IT.

Create the conversation

Organizational Assessment

http://blogs.wsj.com/japanrealtime/2011/06/27/nissans-challenging-new-plan/

Brand Power Improving Overall Opinion

Aligning Communications with Power 88

Power 88

Clarity Commitment Responsiveness Credibility Protection Differentiation Presence Consistency

Measurement of presence in coverage and conversation

#1 Tone of voice

Top 5 In share of voice across all OEMs

• Nissan’s credible and unique media positioning

• Backed up with solid proof points

• LEAF and GT-R

• Alliance strategy,

• Diverse management team

• Autonomous technology

• emerging market strategy

• Measured using PRIME

NISSAN MOTOR CO. NARRATIVE:

CHALLENGE CONVENTION (GAME CHANGER)

Remarkable.

Remarquable.

Extrardinario.

Extraordinário.

Bemerkenswert.

印象的。

WE’LL DO THIS BY PRESENTING OUR

STORY…

Katherine Zachary General Manager

Corporate & EV Communications

Nissan Europe

From Global to Regional

22 VIEW>HEADER AND FOOTER>SLIDE TAB

CROSSOVER

LEADERSHIP

ELECTRIC VEHICLE

LEADERSHIP

AUTONOMOUS DRIVE AND ADVANCED TECHNOLOGY TODAY

NO1 FOR QUALITY

INNOVATION AND EXCITEMENT FOR EVERYONE

Francesc Corbero Vinyals

Communication General Manager

Nissan Iberia

From Regional to Local

Good

product

Customer

knowledge

Action

plan

Data

analysis

How to Maintain Nissan’s

Crossover Leadership

COMMS NE VP/GM/Manager FY14 AOP

A M J J A S O N D J F M

BP 1,0 Raise Brand Opinion: Product Component O

1,0Drive editorial and earned media in print, online and

broadcastS SOV vs Asian Brands

#1 SOV in print & online

Rollout of broadcast media engagement plan#2 SOV in print & online

#1

19.1% SOV l l l l l l l l l l l l l

1,2 LCP development for Crossovers S Completion of plan rolloutDevelopment and rollout of cost effective LCP

for crossovers but within budget constraints

Development of cost effective LCP for

crossovers but within budget constraintsWIP l l l l l l l l l l l l l

1,3 Drive CCL technology communications strategy SSOV in technology media; key message -

"penetration"#1 Asian Brand #2 Asian Brand

#2

14.0% SOV l l l l l l l l l l l l l

BP 2,0 Raise Brand Opinion: Corporate Component O

2,1 Crisis management project completion SCompletion of training and drills HQ, rollout at

RBU levelQ2 Training with simulation Q3 Training with simulation l l l l l l l l l l l l l l

2,2Leverage Nissan's industrial presence and corporate

leadership to support product positioningS SOV vs Asian Brands, engagement #1 Corporate SOV Print & Online #2 Corporate SOV Print & Online

#1

21.8% SOV l l l l l l l l l l l l l

2,3Establish Russia storytelling connected to industrial

presence, new products and salesS Major media programme execution

15 earned media pieces in pan-European

markets

10 earned media pieces in pan-European

markets l l l l l l l l l l l l l l

2,4

Leverage UEFA Champions League partnership through

promotion of "Innovation and Excitement" messaging to new

audiences

S

Build brand through media engagement and

creative activations to engage sports, marketing

and lifestyle media

Widespread media coverage (200+ articles)

plus media engagement at top UCL eventsWidespread media coverage (200+ articles) l l l l l l l l l l l l l l

BP 3,0 Raise Brand Opinion: Employee Component O

3,1Develop understanding of the Nissan brand, products and

customers through curated content and feature storiesS Overall online tool readership

6.5 (average articles read per month per

user)

5.3 (average articles read per month per

user) l N/A l l l l l l l l l l l l

SP 4,0 Deliver Market Share & Volume: New model launches O

4,1Optimize traditional and online coverage of X-Trail, Juke MC

for crossover dominationS Crossover SOV #1 SOV print & online #1 SOV print & online

#1

16.5% SOV l l l l l l l l l l l l l

4,2 Deliver powerful brand-driving unveil and launch of PULSAR S

SOV

(measured during 2 months following unveil & 3

months from start of LIVE)

#3 Asian competitors & #6 C segment overall #5 Asian competitors & #8 C segment overall#4

10.1% SOVN/A l l N/A N/A l l l N/A N/A N/A N/A l

ZEL 5,0Mass Market EV: Build EV leadership with integrated EV

activation programmes O

5,1Sustain EV media interest through integrated launch of e-

NV200S Campaign SOV #2 SOV for alt-fuel vehicles (e-NV +LEAF) #3 SOV for alt-fuel vehicles (e-NV +LEAF)

#3

11.9% SOV l l l l l l l l l l l l l

5,2Sustain momentum surrounding zero-emissions vehicles

through content-driven strategy S Content: delivery 1/month 18/yr 12/yr l l l l l l l l l l l l l l

BE 6,0 Datsun Launch in Russia O

6,1Support Datsun launch in Russia through media attendance

of key milestone eventsS

Media engagement at key milestones including

MMS; unveil event20+ articles in Russia, 10+ outside Russia 20+ article in Russia l l l l l l l l l l l l l l

Monthly Performance (Green/Amber/Red)

FY14 results

(Green/

Amber/ Red)

O/SNoFull Year FY 14

ResultsFY14 EOY Target

P88

PillarObjective/ Strategy Control Item Description FY 14 EOY Commit.

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

April'1

4

Ma

y'1

4

June

'14

July

'14

Augu

st'1

4

Septe

mb

er'14

Octo

be

r'1

4

No

ve

mbe

r'1

4

De

ce

mbe

r'1

4

Janu

ary

'15

Feb

ruary

'15

Ma

rch

'15

Share of Voice

SOV0

50

100

150

200

April'1

4M

ay'1

4June

'14

July

'14

Augu

st'1

4S

epte

mb

…O

cto

be

r'1

4N

ove

mb…

De

ce

mb…

Janu

ary

'15

Feb

ruary

…M

arc

h'1

5

Crossover # Articles

CrossoverNum. Articles0

12345

April'1

4M

ay'1

4June

'14

July

'14

Augu

st…

Septe

…O

cto

b…

No

ve

…D

ece

…Janu

ar…

Feb

ru…

Ma

rch

'15

Crossover News Release

CrossoverNews release

Nissan

Nwesroom

20 Nissan Crossover Press

Release

3.3 Articles Per Day

1218 News about Nissan

Crossover

%

Influence

by Channel

27% EARNED

25.3% OWNED

20.9% PAID

Crossover event Madrid Feb 2016

Nissan Spain

Crossover PR

Results FY14

#1 Brand

20,3% SOV

31% favorability

Qashqai #1 car

• Be bold and proactive

• Be smart using data sources

• Be innovative to get a big SOV

• Be flexible to adapt your plan

• Be consistent with the brand promise

• Be quick in your decisions

Communication Lessons Learned

Measurement makes us more relevant in the global

marketplace

Thank You