Monthly Archives: March 2012

Taking The Nissan Cube For Another Test Drive

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In this posting, I will be referring to James Shaw’s original post which can be found at the bottom of this composition.  From the detail to customization, James very much enjoys the Nissan cube and even suggests toward the end of his post that he would

Nissan Cube

even invest in a cube himself.  Although I entirely respect James’ opinion and find the cube to have no more sex appeal than a postal truck, I would like to explore to see if these boxes are selling and if so, who are the buyers?

 

According to autoblog (link bellow), 2009 cube sales were estimated at  21,000 cubes, followed by 23,000 cubes in 2010.  On the other hand, 2011 sales have dipped to a devastating 13,850.  While sales were climbing between 2009 to 2010, 2011 proved to be absolutely horrific for Nissan.  In many articles discussing this decrease in sales, many professionals including the cube designer himself suggested that the cube simply lost its trend.  This would explain why we see many fewer boxes-on-wheels on the road today.

 

Although popularity is dimming, Nissan refuses to throw in the towel.  They claim that the cube has finally found its place in the market and is sure to surprise everyone.  Sales manager Brian Carolin mentioned that cube sales were strong and steady when the gas prices spiked and in that moment, Nissan was even “struggling to get a supply.”

 

Contrary to what Carolin claims, I believe that the cubes are just not selling – and as I mentioned before, this is why they are going obsolete in the street.  Why do I say this?  The cube is a trend.  Cars with unique designs like the cube have a lower resale value simply because trends come to an end.  Stated otherwise, in a few years, the cube’s trend will be even more dead and at that point, the lack of trend means a lack in sales – therefore, the resale value is insignificant.  Comparable vehicles would be many of Sion models, where sales are pitched in a trend interval.  In other words, a “trend vehicle” is usually not expected to be selling a few years after release.  With respect to this concept, investing in a cube cube seems to be a poor investment choice.

 

I do however agree with James that  the cube is targeted toward the millennial generation.  The curves, plastic luxury and overdose of pointless accessories simply cries for the young generation.  The engine intentions are ambiguous as well – although it may appear to fit with the SUV category,  122 horse power with four valves does not meet up to SUV standard.  Moreover, with a funky design, it is absolutely perfect for the younger generation who only does not care much for luxury, power or comfort.

 

To answer my initial question whether or not Nissan cubes are selling, I believe that they are not.  Although Nissan seems to disagree, I would expect them to as most companies are not comfortable admitting a failure.  Furthermore, although the cube may seem appealing to some, it does not hold its value whatsoever.  This is because it is a trend, and trends come to an end.  However with a price under $20,000, the younger generation who does not worry about resale and only cares about looks may just pick one of these up.  It may seem chique, trendy and cheap, and may not be selling but there must be a niche!

 

To further solidify my point of a lack in sales: how many cube owners do you know?

 

Original Blog Post By James Shaw: https://blogs.ubc.ca/jamesshaw/2012/03/12/nissan-cube-doing-it-right/

 

Autoblog: http://www.autoblog.com/2011/11/22/nissan-says-its-still-committed-to-cube-despite-slow-sales/

 

Car Specifications: http://www.nissan.ca/vehicles/common/specifications/en/specifications.aspx?series=D&group=CUBE&vehicleBase=/vehicles/cars/cube/en/

Will You Understand After One Hundred Times?

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In this blog post I would like to refer to one of my colleagues, Dan Neufeld who posted about the Cheetah Power Surge Energy Drink (the URL to his original post can be found below).  Dan dominated his blog post by highlighting how annoying the repetitive advertising of this energy drink could be.  Dan comments that he not only “can’t stand watching the same ads all the time”, but also “believe[s] that this almost always negatively affects the company advertised.”  With all due respect, I would like to dig deeper and highlight the true motive of Cheetah Power Surge.

AI Laugtenslager illustrates on his Marketing Tactics blog how after advertising once, many companies are not delivered business.  Take for example the following three dialogues that Lautsenslager highlights:

“I did a mailing once and never got any business.”

“I sent a press release once and never got published in the newspaper.”

“I attended a chamber of commerce meeting once and never g
ot any business from it.”

What do these all have in common? Laugenslager first highlights that these are realistic sayings by many high positioned CEOs and entrepreneurs – but moreover, all of these quotations possess the word “once.”  Doing something once is an event, but doing it over and over again is a process.  Marketing is not an event; it’s a process – something where it may be necessary to do over and over again “to achieve results.”

Tying back to Dan’s opinion, if Cheetah Power Surge marketed as an “event” then they would have not but one advertisement.  However, in taking a “process” route, they were able to repeat themselves enough that it got into people’s heads.  To hit the nail on the head, Cheetah furthermore provides the most utterly generic and stupid commercials that anyone will remember whether they want to or not.  In having repetitive and unorthodox commercials, the marketing gets done and delivers the message into the consumers mind.  All in all, the only reason my colleague decided to write about Cheetah is because the marketing broke into his mind.

Although Dan is frustrated with the Cheetah repetitive campaigns, many marketers suggest that this is only a stage for some.  In other words, there will be a paradigm shift where frustration shifts to curiosity for the marketed product or service which could result in a purchase – the whole goal of marketing: pushing the consumer to the good.  Perhaps Dan has not hit this point yet, but many others have for their products.

Take for example Buckleys cold medicine: “it tastes awful and it works.”  This plain and repeated message has penetrated into my brain and the many brains of others resulting in curiosity of this products validity causing us to purchase and consume.

To harmonize everything, if you repeat something enough, it will get into people’s heads.  Whether or not the consumer despises such reiteration, curiosity will soon override and   result in the translation of person to consumer.

 

Dan’s Blog Post: https://blogs.ubc.ca/danneufeld/2012/01/10/commercial-overplay-cheetah-power-surge/

AI Laugtenslager: http://www.entrepreneurmag.co.za/advice/marketing/marketing-tactics/the-power-of-repetitive-marketing/

General Further Insight: http://www.anniedeladolce.com/2011/04/hornets.html