Tag Archives: colleges

Nissan and NCAA: 100 Schools and 22 Sports

Nissan

It’s no surprise to college students that they are a coveted group of consumers. College students are starting to come into their stride as independent shoppers and are exactly the type of customers that companies would like to gain and retain. But, a lot of companies are reaching out to this market. How can companies stand apart from the crowd?

The way Nissan is doing this by establishing undoubtedly the broadest sponsorship in NCAA college sports. Nissan recently announced an agreement with NCAA college sports covering 22 different men’s and women’s sports at 100 colleges and universities, plus select NCAA championships. The deal includes TV commercials, stadium signage, and new Wi-Fi networks at sports facilities.

Nissan also launched a mobile app that appeals to college sports fans. The Diehard Fan App helps users select from thousands of game faces to instantly “paint” on their game face over a favorite photo or video.

Put your game face on for your school this weekend!

Group Activities and Discussion Questions:

  1. Discuss college students as consumers. What products are they consumers of? What products are not of interest.
  2. Poll students about the impact that they think Nissan’s sponsorship will have on students.
  3. View the video: https://youtu.be/PZrjCqTd_Ls
  4. View Nissan’s Web site for the program:

http://www.nissanusa.com/diehard-fan-app/?dcp=vdx.gnr.EXP.hdf

  1. Divide students into teams. Have each team select a company, then develop a marketing campaign that gains awareness for the company on campus.

Source: Brandchannel.com, Ad Age Daily, other news sources

 

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Coffee Goes to College

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College students and alumni are notoriously loyal to their alma mater schools. In any college town there are labels, logos, mascots, decals, flags, and clothing that all promotes the hometown favorite. And for far-flung alumni, newsletters and emails help keep attention focused on the college and promote logo-bearing products. And there is no better way for a sleep-deprived college student (and alumni) to show their school pride than with a coffee machine labeled with their alma mater’s logo.

Green Mountain Coffee Roasters is now selling a version of its Keurig K-Cup Mini Plus brewers decorated with the logos of 10 different Division 1 colleges. The new coffee brewers are also available in multiple colors for those whose college decals are not yet available. And, if a customer already has a brewer and wants just a logo, they can be purchased separately.

It’s a great way to promote school pride along with solidifying the coffee-drinking habits of students and alumni alike.

Group Activities and Discussion Questions:

  1. Discuss the importance of clearly defining a target market.
  2. View the Web site and video: http://www.keurig.com/college#.UsyDGtGA2M8
  3. For this product, what is the target market?
  4. Divide students into teams and have each team develop a profile for the target market. Include demographics, psychographics, behaviors, values, and attitudes.
  5. Based on the profile, what makes this product unique for these customers.
  6. Debrief the exercise and discuss how the elements could apply to additional target markets.

Source:  Branchannel.com, 12/13

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