GLOBAL MARKETING STRATEGY OF NISSAN MOTOR COMPANY
Submitted by: GURSANT SINGH 11102320 MBA – 2 ND SEM
Introduction Nissan Mt! "m#any$ %td& Is a 'a#anese (m#any s)!tened t Nissan$ is a mu*tinatina* autma+e! )ead,ua!te!ed in 'a#an& It -as .!me!*y a (!e membe! . t)e Nissan G!u#$ but )as be(me m!e inde#endent a.te! its !est!u(tu!in/ unde! "a!*s G)sn "E& It .!me!*y ma!+eted e)i(*es unde! t)e 4Datsun4 b!and name and is ne . t)e *a!/est (a! manu.a(tu!e!s in t)e -!*d& As . Au/ust 2005$ t)e (m#any6s /*ba* )ead,ua!te!s is *(ated in Nis)i7+u$ 8+)ama& In 1555$ Nissan ente!ed a t- -ay a**ian(e -it) Renau*t S&A& . 9!an(e$ -)i() -ns &; . Nissan -)i*e Nissan )*ds 1<; . Renau*t s)a!es$ as . 200=& T)e (u!!ent ma!+et s)a!e . Nissan$ a*n/ -it) Hnda and Tyta$ in Ame!i(an aut sa*es !e#!esent t)e *a!/est . t)e autmtie .i!ms based in Asia t)at )ae been in(!easin/*y en(!a()in/ n t)e )ist!i(a**y dminant US7based 4Bi/ T)!ee4 (nsistin/ . GM$ 9!d and ")!ys*e!& In its )me ma!+et Nissan is t)e t)i!d *a!/est (a! manu.a(tu!e!$ -it) Hnda bein/ se(nd by a sma** ma!/in and Tyta in a e!y dminant .i!st& A*n/ -it) its n!ma* !an/e . mde*s$ Nissan a*s #!du(es a !an/e . *u>u!y mde*s b!anded as In.initi& The Nissan V en!ines" o# V$ con#i!uration" ha%e &een #eatured a'on! (ard)s *+ Best En!ines #or *, strai!ht -ears.
Nissan Mt! "& is ne . t)e ma?! (a! manu.a(tu!e!s in t)e -!*d& Nissan Mt! "& is in autmbi*e indust!y .! e! @0 yea!s& Nissan )as s#!ead ut its manu.a(tu!in/ e! a** ma?! (unt!ies and te!!it!ies . t)e -!*d& Nissan Mt! "& .unded in 153$ .!ma**y +n-n as Datsun unti* 15=3$ is a 'a#anese autmbi*e manu.a(tu!e! and is 'a#ans se(nd *a!/est (m#any a.te! Tyta& It is amn/ t)e t# Asian !ia*s . t)e bi/ t)!eeC in t)e US& Initia**y$ Nissan #!du(ed mi*ita!y e)i(*es .! 'a#ans mi*ita!y& Nissan #!du(es an e>tensie !an/e . mainst!eams (a!s$ t!u(+s .! dmesti( and inte!natina* (nsume!s& In a+istan Nissan is #e!atin/ in (**ab!atin -it) Bib?ee Se!i(es t& %imited -it) *(a* b!and name . Gand)a!a Nissan %imited& Gand)a!a Nissan %imited -as estab*is)ed in 15=1 as a #!iate %imited "m#any and )as sa*e *i(ense .! dist!ibutin . Nissan e)i(*es& In a+istan Nissans net sa*es .! yea! endin/ 30t) 'une 200 -e!e abut Rs& bi**in& In a+istan Nissan )as .**-in/ ma?! (a!s a*!eady in ma!+et : F Nissan Sunny F Nissan at!* F Nissan "e.i! F Nissan 7T!ai*
NISSAN/S VISION Nissans isin is t en)an(e t)e ,ua*ity and sa.ety . t!ae* and a()iee (ustme! satis.a(tin& Nissan .(uses n maintain and im#*ement bette! ,ua*ity standa!ds t ensu!e #e#*e -it) m!e (m.!tab*e and sa.e d!ie& T)ei! isin is e>#!essed in t)ei! statement as: Nissan7En!i()in/ #e#*es %ies&C T)e si/ni.i(an(e . t)is is t)at Nissan aims t #a!ti(i#ate in t)e dee *#ment and #!/!ess . s(iety t)!u/) its business a(tiities -!*d-ide& T)is is n*y a()ieed t)!u/) set . b?e(ties t)at needs t be .(used and bette! im#*emented t)!u/) e..e(tieness and e..i(ien(y&
NISSAN/S MISSION Nissan #!ides uni,ue and innatie autmtie #!du(ts and se!i(es t)at de*ie! su#e!i! measu!ab*e a*ues t a** sta+e)*de!sC
NISSAN NE0T1 MARKETING ENVIRONMENT MICRO ENVIRONMENT CONS2MERS "nsume!s a!e t)e main ta!/et -)i() needs t be unde!std and satis.ied in t)e ma!+et& T)ei! #u!()asin/ be)ai! -i** mst *i+e*y be an im#a(t a..e(tin/ an !/aniatin in see!a* un#!e(edented -ays& It is im#!tant t unde!stand t)ei! mindset #atte!ns . #u!()asin/ a .ami*y (a!$ t)e basi( #atte!n in(*udes a..!dabi*ity$ .ue* e..i(ien(y$ sa.ety and (m.!t /iin/ t)e (nsume! a md . a((e#tan(e and a##!e(iatin& T)e main .(us . t)e Nissan -i** be t)e **ee* (a! -ne!s and *- in(me (nsume!s& It -i** a*s ta!/et #!du(t t bi+e -ne!s as t)ey a!e e!y unsa.e&
COMPETITORS it) st!n/ e(nmi( /!-t) and /e!nment !e*a>atin n ta>es$ see!a* (m#anies a!e eme!/in/ t estab*is) t)ei! ma!+et #sitin& Nissan ne>t stands a /d ()an(e . (m#etin/ -it) e>istin/ (m#etit!s as see!a* . Nissan #!du(ts a!e a*!eady in t)e ma!+et& Nissan -i** #sitin t)e ne- #!du(t -it) .eatu!es su() att!a(tie *+7n7.ee*& Di!e(t 7 ( m#etit!s a!e Tyta and Suu+i -)i() )ae substantia* ma!+et s)a!e&
INTERME3IARIES Nissan -i** ad#t bt) dist!ibutin ()anne*s$ di!e(t and indi!e(t& Inte!media!ies i&e aut)!ied dea*e!s . Nissan a!e im#!tant$ sin(e indi!e(t dist!ibutin . its #!du(t is (a!!ied ut t)!u/) t)em& T)is -i** )e*# t .u!t)e! en)an(e t)e !ea()7abi*ity . t)e (a!&
P2BLICS ub*i(s a!e t)e /ene!a* #ub*i( -) a!e in*ed in t)e !e#utatin . Nissan and its #!du(ts& Nissan )as t #!ide see!a* st!ate/i( a##!a()es in !de! t stand ut -it) t)e #ub*i( #inins& Any (!iti(s a/ainst Nissan -u*d im#a(t t)e sa*es and !e#ute& it) su() die!se (u*tu!e$ (nsume!s a!e )i/)*y dete!!ed -it) #ub*i( #inins& T)is e!y t)in *ine$ t)e #ub*i( ..e!s$ (an e..e(t #!du(tin$ dist!ibutin and die!si.i(atin . Nissan& Nissan -i** )ae t stand ut in t)ei! #!ima!y b?e(tie and nt *se t)at #sitin&
MACRO ENVIRONMENT 3EMOGRAP4IC ENVIRONMENT Education T)e *ite!a(y !ate . t)e (unt!y is in(!easin/ and as a !esu*t it )as in(!eased t)e (ns(iusness in #e#*e abut sa.ety and ,ua*ity . t!ae*& e#*e a!e n- m!e sensitie abut )- sa.e and (m.!tab*e is t)e autmbi*e t)ey a!e usin/& it) t)e in(!eased a-a!eness in #e#*e t)ey )ae n- s)i.ted t-a!ds t)e autmbi*es -)i() a!e a((!din/ t sa.ety standa!ds and /ie m!e (m.!tab*e t!ae*& T)is s)i.t is a*s )e*#in/ Nissan Mt! "&s business as #e#*e a!e min/ t-a!ds it&
Po5u6ation #u*atin . a+istan is in(!easin/ at !a#id #a(e and )as tu()ed t)e .i/u!es . 1<0 mi**in in yea! 200& T)is in(!ease in ##u*atin )as a*s in(!eased t)e numbe! . buye!s and e>#anded t)e ma!+et . autmbi*es& Re,ui!ement . m!e autmbi*es )as /!-n& Autmbi*e indust!y )as a*s !es#nded t t)is s(ena!i& But t)e!e is sti** a )u/e /a# bet-een #e#*e demand and su##*y . (a!s& Nissan .(uses n t)is /a# and is t!yin/ t aai* t)is ##!tunity t its best&
ECONOMIC ENVIRONMENT it) t)e !a#id /!-t) . natina* e(nmy #u!()ase #-e! . #e#*e )as a*s in(!eased& A*s t)e #!i!ities )ae ()an/ed a *t& T)e a..!dabi*ity . (a!s )as im#!ed and t)is !esu*ted in )u/e in(!ease in t)e sa*es . (a!s& T)is #!ides Nissan an ##!tunity t ?um# int ma!+et -it) st!n/ im#a(t and /!ab a ma?! s)a!e in autmbi*e indust!y&
TEC4NOLOGICAL ENVIRONMENT Ra#id im#!ement and adan(ements in te()n*/y im#a(ts t)e autmbi*e indust!y a /!eat dea*& It im#a(ts t)e manu.a(tu!in/$ assemb*in/ and .u!bis)in/ . aut mbi*es& Ne- te()n*/i(a* adan(ements #a(e u# t)e #e!atinsJ !esu*ts in m!e !a#id #!du(tin . (a!s& Te()n*/i(a* im#!ements a*s im#a(t Nissans #e!atins a /!eat dea* and .!(es t-a!ds te()n*/i(a* s)i.t& Nissan +ee#s n im#!in/ its te()n*/i(a* st!u(tu!e -it) time and )as t (ntinue its st!ate/y . !e/u*a! im#!ements&
NISSAN NE0T1 PRO32CT EVAL2ATION CORE" ACT2AL AN3 A2GMENTE3 PRO32CT F T)e "!e !du(t is an easi*y a..!dab*e Ke)i(*e .! (nsume!s& F T)e A(tua* !du(t is Nissan ne>tC (a! -)i() is a ne- *aun() . Nissan& It #!ides its use!s -it) an a..!dab*e ()i(e t buy and ensu!es a sa.e and (m.!tab*e t!ae*& F T)e Au/mented !du(t is t)e added .eatu!es t)is (a! #!ides t its buye!s& Ma?! add7n .eatu!es Nissan ne>t #!ides t its buye!s a!e : 1 yea! #a!ts and se!i(e -a!!anty& Inte/!ated T!a(+in/ System& Hi/)*y att!a(tie desi/n& "NG insta**ed in (a! .! use! (nenien(e&
CONS2MER OR IN32STRIAL PRO32CT7 Nissan ne>tC (mes unde! t)e (ate/!y . (nsume! #!du(ts as it is desi/ned and *aun()ed .! t)e satis.a(tin and .a(i*ity . indiidua* ! .ami*y use!s . midd*e (*ass and *-7ea!nin/ in(me ##u*atin&
CONVENIENCE" S4OPPING" SPECIAL OR 2NSO2G4T PRO32CT Nissan ne>tC is a s)##in/ #!du(t$ as t)e!e is )i/) in*ement . buye!s -)i*e bu yin/ (a!s& T)ey -ant m!e in.!matin abut t)e #!du(t and a*s t)is is nt dai*y #u!()ase ! .!e,uent #u!()ase #!du(t& T)e!e is a )u/e demand . a..!dab*e and sa.e autmbi*es in t)e ma!+et& Gettin/ a (m.!tab*e t!ae* .a(i*ity )as be(me a desi!e . ee!y #e!sn as .!e,uen(y . t!ae* )as in(!eased a *t& Nissan ne>tC -i** #!ide use!s -i** a** t)!ee ma?! .a(t!s in demand .! autmbi*es i&e& e(nmy$ (m.!t$ sa.ety&
PRO32CT 2SES AN3 CONS2MER ACCEPTANCE T)e (nsume! a((e#tan(e .! t)is (a! -i** be )i/)*y as #e#*e a!e be(min/ m!e and m!e sensitie t-a!ds t!ae*in/& e#*e n- #!e.e! (a!s -)i() a!e m!e (m.!tab*e and *+ att!a(tie& E(nmi( st!en/t)enin/ . t)e (unt!y )as a*s im#!ed t)e e(nmi( (nditin . #e#*e !esu*tin/ in m!e demand . autmbi*es& T)e!e.!e t)e!e is a )u/e /a# in ma!+et and Nissan ne>t t)!u/) its *- #!i(in/$ m!e sa.ety and (m.!t -i** /et )u/e (nsume! a((e#tan(e&
3ISTRIB2TION 8 (I3E SPREA3 OR NOT7 Dist!ibutin . Nissan ne>tC -i** be -ides#!ead as Nissan -ant t !ea() a** t)e ma?! a!eas . t)e (unt!y& It -i** be *aun()ed at a** t)e s)-!ms and dea*e!s . Nissan&
S(OT ANALYSIS STRENGT4S 9**-in/ a!e sme . t)e ma?! st!en/t)s . (m#any: F B!and ima/e . Nissan Mt! "& and Gand)a!a Nissan %imited& F Ka!iety . Autmbi*es bein/ #!du(ed& F %(a* !du(tin . (a!s L *- (st . #!du(tin& F 9inan(ia**y Nissan is a st!n/ (m#any& F Hi/) ua*ity #!du(ts&
(EAKNESSES 9**-in/ a!e sme . t)e -ea+nesses . t)e !du(t and (m#any: F "u!!ent*y Nissan )as *- s)a!e in ma!+et& F Nissan ne>t is (u!!ent*y bein/ *aun()ed in t- a!ieties n*y& F Nissan )as sma** dist!ibutin net-!+ (u!!ent*y&
OPPORT2NITIES 9**-in/ a!e sme . t)e ##!tunities -)i() Nissan (an aai* in .utu!e t in(!ease its ma!+et s)a!e: F In(!eased a-a!eness . #e#*e& F Im#!ed e(nmi( (nditin . #e#*e& F In(!eased ##u*atinL(nsum#tin F In(!eased media in.*uen(e n #e#*e& F In(!eased ma!+et demand&
T4REATS 9**-in/ a!e sme . t)e t)!eats -)i() may be .a(ed in t)e .utu!e: F Hi/) (m#etitin in t)e ma!+et& F Ne- Ent!ants (an a*s add t t)e (m#etitin& F !esen(e . t)e! b!ands in t)e ma!+et and t)ei! in.!ast!u(tu!e&
CONS2MER EVAL2ATION TYPE OF P2RC4ASE 3ECISION
Autmbi*e indust!y )as a numbe! . #!du(e!s a*!eady in ma!+et in(*udin/ Nissan$ Nissan ne>t -i** int!du(e a ne- ima/e . t)e (m#any and -i** mst *i+e*y att!a(t (nsume!s as it -i** be a (ustmied mde* .! t)e #e#*e& Sin(e any (nsume! -i** be a *n/ *astin/ !e*atins)i#$ it is im#!tant t)at it stands ut in .!nt . its (m#etit!s and )as a (m#etitie ed/e& T)e!e -i** be )i/) in*ement . use! as it )as t ma+e a bi/ #u!()ase de(isin and a*s t)e!e a!e (m#etit!s *i+e Suu+i and Tyta et(& /iin/ se!i(es t #e#*eJ s t)is #u!()ase be)ai! -i** be (ate/!ied as Dissnan(e7Redu(in/ Buye! be)ai!&
CONS2MPTION 8 CONS2MER RESPONSE "mmute )as be(me a ne(essity and m!e !ads in.!ast!u(tu!e )as been estab*is)ed& M!e #e#*e a!e inte!ested in #u!()asin/ as t)ei! needs and inte!ests in(!eases& As (m#etitin is n t)e !ise s #ub*i( is m!e in.!med abut (a!s& T)ey a!e m!e (ns(ius abut t)e sa.ety and e(nmi( .eatu!es . t)e (a!& T)is a-a!eness and (ns(iusness is in(!easin/ t)e buyin/ and t)e!e is a*!eady a /a# in ma!+et s #!du(tin . Nissan ne>t -i** be t!emendus&
2ALITY" COMFORT 9 SAFETY Gand)a!a Nissan %imited is -!+in/ in (**ab!atin -it) its mt)e! (m#any in 'a#an$ Nissan mt! "& T)us it )as an inte!natina* ima/e in *(a* ma!+et #ub*i( mind stands n /d /!unds -)en (nside!in/ ua*ity$ (m.!t and Desi/n& T)e ne- ima/e -i** #!ide a ne,ua*ity$ #!i(e and (m.!t #atte!n -)i() -i** be e!y .a!ab*e t (nsume!s& Sin(e (nsume!s !e*atins)i# is /in/ t *ast$ it is im#!tant t)at t)ese a!iab*es a!e (nstant*y im#!ed& Nissan ne>t -i** be a..!dab*e mst . a**$ and sa.ety s)u*d be .i!st #!i!ity s t)at t)e (nsume!s .i!st im#a(t -u*d be t)at t)is is a (a! .! my .ami*y& Desi/n -i** be uni,ue .!m t)e !est . its (m#etit!s and -i** be desi/ned a.te! ea*uatin/ (ustme! buyin/ #atte!ns&
C2STOMER A(ARENESS AN3 BRAN3 S(ITC4ING Sin(e t)is is a )i/) a*ue #u!()ase$ it is mst *i+e*y t)at t)e b!and *ya* (nsume!s a!e *ya* t t)e (m#any and be*iee t)at t)e Nissan #!du(ts a!e mu() bette! t)an t)e!s& T)e ne- (a! -i** att!a(t u! e>istin/ (ustme!s as it -i** (ntain additina* uni,ue .eatu!es& Nissan ne>t aim is t (a#tu!e t)e ne- ma!+et . its *ee* and #!ide its e>istin/ (ustme! a ne- ##!tunity t e>#e!ien(e a ne- !ide e>#e!ien(e& Nissan -i** #!ide uni,ue di..e!entiated #ints t (!eate a-a!eness and #!esentatins #!in/ t)e (nsume!s t)e adanta/es and *u>u!y it (an #!ide t a sma** .ami*y& it) in(!ease in a-a!eness in (nsume! minds$ it is im#e!atie t)at sa.ety .eatu!es a!e em#)asied and #!ide (!e a*ues -)i() t)e (nsume!s *i+e t see&
BRAN3 PROSPECTS :: LOCATION AN3 INFL2ENCE In a+istan$ 30; . t)e ##u*atin is *iin/ be*- t)e #e!ty *ee* -)i() be t!ans*ated as ea!nin/ *ess t)an O2 a day and abut <; (mes in t)e b!a(+et . e*ite (*ass& T)e!e.!e Nissan ne>t -i** #!ide a e!y di..e!ent *ee* . (ustmiatin t di..e!ent *(atins -)i() -i** be .a!ab*e t *-7in(me .ami*ies& Mst . t)em t!ae* by bi+es and buses& Nissan -i** int!du(e a bette! s)i.t t its ne- (a! -)i() is "m#a,$ se(u!e and mst e(nmi(a*&
COMPETITOR ANALYSIS Ma?! (m#etit!s . Nissan ne>tC a!e Suu+i$ Tyta$ Hyundai and ")e!!y & A** #!du(ts .
t)ese (m#anies . same sie and (a#a(ity -i** /ie tu/) (m#etitin t Nissan ne>tC&
PRICING As ma+in/ (a!s m!e a..!dab*e is t)e ma?! b?e(tie . *aun()in/ t)is (a! t)e!e.!e t)e #!i(es . t)is (a! a!e +e#t *-e! t)an t)at . a** t)e (u!!ent (m#etit!s in t)e ma!+et& T)is -i** )e*# /!as#in/ *a!/e! ma!+et s)a!e and (m#ete -e** in ma!+et& F "NG #*us A" (a! -i** be aai*ab*e at Rs& 3$ <0$000 n*y& F n*y A" (a! -i** be aai*ab*e at Rs& 3$ 1<$000 n*y&
PROMOTION Ma?! (m#etit!s . Nissan ne>tC *i+e Tyta and Suu+iJ a!e s#endin/ )u/e !eenue n #!mtin . t)ei! b!and and #!du(ts& Nissan -i** a*s ma+e e>tensie e..!t and )eay inestment n (!eatin/ a-a!eness abut Nissan ne>tC in ma!+et& !mtin . Nissan ne>tC -i** be dne at natin -ide s(a*e as Nissan aims at ta!/etin/ a** ma?! a!eas . (unt!y&
3ISTRIB2TION Nissan )as (u!!ent*y dist!ibutin setu# in t)e ma?! diisina* )ead,ua!te!s n*y but t)e (m#etit!s s#e(ia**yJ Tyta and Suu+i )as a -ide! net-!+& T)e!e #!esen(e in m!e a!eas t)an Nissan is /iin/ tu/) (m#etitin t Nissan& 9! Nissan ne>t $ Gand)a!a Nissan %imited -i** (me u# -it) a ne- st!ate/y . dist!ibutin t !ea() a** t)se a!eas -)e!e t)e!e t)ey a!e nt (u!!ent*y #!esent&
F2T2RE COMPETITORS AN3 REPLACEMENT PRO32CTS In .utu!e t)e mst e..e(tie (m#etit! .! Nissan ne>tC (an be a sma** (a! .!m Hnda %imited& Hnda is a *a!/e (a! manu.a(tu!in/ (m#any but nt (u!!ent*y #!du(in/ sma** (a!s in a+istan& T)e!e.!e a ste# . #!du(in/ sma** (a!s by Hnda (an /ie tu/) time t Nissan ne>t& Nissan s)u*d dee*# st!ate/y t (#e -it) t)e situatin i. Hnda a*s ?um#s int t)e ma!+et -it) sma** (a!s .! (nsume!s&
MARKETING OB;ECTIVES T)e /a*s and b?e(ties . t)e ma!+etin/ #*an a!e usua**y de.ined unde! t)e *i/)t . (e!tain #e!.!man(e indi(at!s -)i() a!e !e*ated t t)e #!bab*e in(!ease in /!-t)$ sa*es and #e!.!man(e *ee*s in te!ms . in(!easin/ e!a** (m#any !eenues and ima/e& Ma!+etin/ b?e(ties *eads t t)e in(!eased sa*es i. t)ey a!e (*ea! and unde!standab*e 9! Nissan ne>tC -e** de.ine #e!.!man(e #a!amete!s and base*ine in *i/)t . Nissans isin t a()iee (ustme! satis.a(tin& A*s t)e /!-t) . autmbi*e indust!y in a+istan and in(!ease in demand . autmbi*es is +e#t unde! (nside!atin&
GOALS AN3 OB;ECTIVES F "a#tu!e at *east 2<; . ma!+et s)a!e .! sma** (a!s in de.ined Ta!/et ma!+et& F ((u#y se(nd #sitin in t)e ma!+et .**-in/ Suu+i Mt! "m#any& F Ta!/et midd*e (*ass and *- ea!nin/ in(me (*ass s#e(ia**y by #!idin/ t)em an a..!dab*e #tin& F "!eate a-a!eness amn/ ta!/et audien(e& Use e>(essie ade!tisin/ es#e(ia**y usin/ media #!e.e!!ed by t)e ta!/et ma!+et& F Use uni,ue .eatu!es *i+e /d desi/n$ *- #!i(es and (m.!tab*e eni!nment t (!eate
att!a(tin t-a!ds #!du(t& F "!eate #!du(t be*n/in/ and #sitin amn/ buye!s mind&
MARKETING STRATEGIES T)is se(tin . t)e #*an basi(a**y ut*ines Nissans #*an t a()iee its b?e(ties t)at a!e mentined abe as -e**$ it is t)e mst essentia* #a!t . t)e ma!+etin/ #*an&
TARGET MARKET Nissan ne>( ta!/et ma!+et -i** be t)e *-7*ee* in(me /!u#$ midd*e (*ass and bi+e -ne!s& Bi+e -ne!s a!e t)e mst (!iti(a* as *a!/e numbe! . (nsume! (u!!ent*y in a+istan t!ae* t)!u/) bi+es& Sa.ety )aa!ds . t)is ty#e a!e t!emendus (nside!in/ t)e in(!easin/ numbe! . a((idents t)at ((u! due t unsa.e bi+es& it) (nstant a-a!eness and edu(atin abut Nissan a..!dabi*ity and sa.ety .eatu!es$ t)is ty#e . /!u# (u*d be a(,ui!ed !esu*tin/ in in(!ease . b!and *ya* (nsume!s& e#*e a!e m!e a-a!e and t)e!e.!e$ t)ey a!e (nstant*y m!e #a!ti(u*a! -)en de(idin/ -)i() (a! t #u!()ase& it) st!ate/i( ade!tisement$ (nsume!s (an be att!a(ted -it) its *atest .eatu!es and a ne- ima/e Nissan -i** #!ide t -ne!s&
NISSAN NE0T TARGET MARKET1 GEOGRAP4IC SEGMENT T)e ma?! (n(e!n . Nissan ne>t is t (a#tu!e a** t)e dist!i(t )ead,ua!te!s . t)e (unt!y !esu*tin/ in its (e!a/e . a*mst a** e! t)e (unt!y&
NISSAN NE0T TARGET MARKET1 PSYC4OGRAP4ICS it) ne- ima/e Nissan ne>t -i** #!ide t its buye!s$ -ne!s -i** .ee* m!e (n.ident and #!ud (nside!in/ t)at Nissan is an inte!natina* !/aniatin -it) st!n/ ba(+/!und !esu*tin/ d!iin/ Nissan ne>t a status symb*& A*s sa.ety and (m.!t a!e bi/ .a(t!s . (nside!atins in a (nsume!s mind s Nissan by .(usin/ n t)ese .a(t!s -i** att!a(t sa.ety and (m.!t (ns(ius #e#*e& Seein/ its #tentia*$ (nsume!s -i** mst *i+e*y s)i.t t Nissan ne>t&
NISSAN NE0T TARGET MARKET1 3EMOGRAP4ICS !ima!y Ta!/et ma!+et be*n/s t midd*e (*ass$ u##e! midd*e (*ass and *- ea!nin/ in(me #e#*e in s(iety$ .a**in/ in in(me b!a(+et . be*- Rs& <0$000& A*s t)e ta!/et -i** be #e#*e .!m 2< 7 0yea! *d -) a!e ma?! autmbi*e buye!s&
MARKETING MI0 STRATEGIES Nissan ne>tsC ma!+etin/ e..!ts -i** be based n t)e #!i!ity . e>#andin/ its ma!+et s)a!e and in(!ease t)e b!and *ya*ty amn/ buye!s by a()iein/ (ustme! satis.a(tin& Nissan is *aun()in/ Nissan ne>tC at t)is #a!ti(u*a! time be(ause . bm in t)e autmbi*e indust!y in a+istan& T)e demand . (a!s .! #!iate usa/e is in(!easin/ a /!eat dea* but t)e!e a!e a .e- (a! #!du(tin (m#anies (u!!ent*y in t)e ma!+et& Nissan .ee*s t)at t)e!e is a e!y /d ##!tunity t ?um# int t)e ma!+et at t)is time -it) a ,ua*ity #!du(t and /!as# a ma?! s)a!e in ma!+et&
PRO32CT STRATEGIES T)e name . t)e (a! -i** be Nissan ne>tC& It s)u*d be a )i/)*y ,ua*ity #!du(t .(usin/ n t)!ee im#!tant #a!amete!s . e(nmy$ sa.ety and (m.!t t (m#ete t)e ma?! (m#etit!s in
t)e ma!+et i&e& Suu+i and Tyta&
PACKAGING Nissan ne>t -i** be bui*t n ne standa!d sie& It -i** be aai*ab*e in bt) (*! ty#es i&e& Meta**i( and Nn7Meta**i(& T)e (*! !an/e -i** be < ma?! (*!s !ed$ -)ite$ b*a(+$ b*ue and /!een -it) (a#a(ity t in(!ease t)e! (*!s n demand& T)e desi/n . t)e (a! -i** be smt) and (at()y& Im#& Re(mmendatins F T)e s)a#e . t)e (a! s)u*d be +e#t di..e!ent .!m t)e s)a#e . (m#etit!s #!du(ts& F T)e desi/n . t)e (a! is !e(mmended t be +e#t innatie and uni,ue in !de! t att!a(t (ustme!s& F T)e desi/n s)u*d a*s be +e#t n im#!in/ n !e/u*a! basis&
LABELING T)e %abe* . (a! #!esents n*y basi( in.!matin abut t)e (a! i&e& b!and name and (a! name& Im#& Re(mmendatins T)e name . t)e (a! #!#sed is Nissan ne>tC& T)e name !e#!esents innatin and mement a)ead as is t)e #*an t me t)e (a! a)ead . its (m#etit!s in as#e(ts *i+e A..!dabi*ity$ (m.!t$ desi/n and sa.ety& T)e *abe* . t)e (a! s)u*d be innatie and att!a(tie& T)e .nts used s)u*d be de(ent and att!a(tie& n*y #!e(ise te>t s)u*d be #!esented&
PRO32CT LINE Nissan ne>t -i** be aai*ab*e in t- ma?! ty#es . (a!s: 1& Nissan ne>t "NGLA" 2& Nissan ne>t A" Im#& Re(mmendatins It is !e(mmended bt) #!du(ts s)u*d be *aun()ed simu*taneus*y -it) ma?! #!du(tin and s)a!e t "NG (a! as demand . "NG is mu() m!e t)an t)at . sim#*e (a!& A.te! t)!ee mnt)s time a su!ey s)u*d be (ndu(ted t ?ud/e (ustme!s !es#nse t t)e (a!&
PRICING STRATEGIES T)e #!i(e . t)e (a!s -i** be as .**-in/: F Nissan ne>t "NGLA" 7777777777777 Rs& 3$<0$000L7 F Nissan ne>t A" 7777777777777777 Rs& 3$1<$000L7 Im#& Re(mmendatins T)e #!i(e . t)e (a! s)u*d be +e#t *esse! t)an t)e (m#etit!s as Nissan ne>ts ma?! b?e(tie is #!idin/ e(nmi(a* (a! t use!s& A*s t)e ta!/et ma!+et . t)e (a! is Midd*e and *- in(me (*ass s it s)u*d be +e#t in t)ei! a..!dabi*ity& T)is is a((m#*is)ed by !edu(in/ t)e e!)ead (sts *i+e N #ayment et(& by dee*#in/ e..i(ient dist!ibutin me()anism&
3ISTRIB2TION STRATEGIES Basi(a**y t)e!e a!e t- ty#es . dist!ibutin ()anne*s aai*ab*e: Di!e(t dist!ibutin and In7di!e(t dist!ibutin Re(mmendatins Nissan ne>t -i** ad#t bt) dist!ibutin ()anne*s .! dist!ibutin . (a!& Use . Di!e(t ")anne*: Nissan )as its s)-!ms in ma?! diisina* )ead,ua!te!sJ at t)ese statins Nissan ne>t -i** use its di!e(t dist!ibutin ()anne*& A*s it is !e(mmended t in(!ease
t)e di!e(t dist!ibutin (e!a/e a!ea by settin/ u# s)-!ms in m!e a!eas t )ae bette! (nt!* e! dist!ibutin& Use . In7di!e(t ")anne*: In t)se a!eas -)e!e Nissan desnt )ae its s)-!ms it -i** use its ()ain . aut)!ied dea*e!s t se** ut its (a!s in t)ese a!eas&
PROMOTION STRATEGIES !mtin is ne . t)e mst im#!tant .a(t!s . ma!+etin/J it is dne t a..e(t t)e (nsume! be)ai! in !de! t a()iee sa*es and in(!ease #!du(t ima/e& In #!mtin t)e ma?! tas+ is t ma+e (nsume!s a-a!e . t)e #!du(t and t att!a(t (nsume! t-a!ds t)e #!du(t by )i/)*i/)tin/ t)e adanta/es . t)e #!du(t& A*s it +ee# (nsume!s a-a!e and -e** in.!med abut #!du(ts .eatu!es and im#!ements& Re(mmendatins F Nissan (an use e*e(t!ni( and #!int media t ade!tise abut its (a!& F Nissan (an ade!tise n bi**ba!ds$ .*e> si/ns$ bus ba!ds$ te*ema!+etin/ et(& F S#e(ia* ade!tisement (am#ai/ns (an be *aun()ed e&/& semina!s$ !ad s)-s #ub*i(atins et(& t (!eate a-a!eness abut Nissan ne>t& F Nissan -i** s#ns! s#e(ia* eents *i+e (n(e!ts et(& t int!du(e t)e (a! t #ub*i(&
ENVIRONMENT RESEARC4 An e>tensie ma!+et !esea!() -i** be (ndu(ted t )ae bette! idea abut (nsume!s #e!(e#tin abut Nissan and its (m#etit!s& 9! t)is #u!#se Nissan -i** a(,ui!e se!i(es . ma!+etin/ and !esea!() a/en(ies t bette! ana*ye ma!+et eni!nment& T)is -i** enab*e Nissan t *ea!n abut t)e (nsume!s be)ai!$ )- t)ey #e!(eie us and (m#a!e -it) t)e (m#etit!& T)e media . t)e ade!tisin/ a #!du(t is a*-ays ()sen a.te! t)e ma!+et eni!nment !esea!() t /et +n-*ed/e t)at i. t)e ta!/et audien(e is inte!ested in t)at mde . ade!tisement ! nt
A3VERTISING T ade!tise t)e #!du(t bette! and (!eate a-a!eness abut #!du(tJ Nissan -i** use di..e!ent ade!tisement met)ds t a##!a() t)e (nsume!s& T)e die!sity . ade!tisement ()anne*s -i** )e*# in !ea()in/ t)e masses . di..e!ent mindsets& 9**-in/ Ade!tisement met)ds -i** be used: F Nisan -i** use #!int and e*e(t!ni( media t int!du(e t)e #!du(t t (nsume!s& F S#e(ia* eents -i** be s#ns!ed by Nissan& F Use . Bi**ba!ds$ .*e> si/ns et( .! massie int!du(tin . (a! s *aun()& F S#e(ia* !ad s)-s and dis#*ays -i** be set at dea*e!s ut*ets& F !ie (ntest -i** be (ndu(ted t att!a(t #e#*e t-a!ds t)e (a!&
POSITIONING STRATEGY Nissan ne>t -i** use t)e ima/e . NISSAN MTR "& and )#e t)at it -i** att!a(t t)e (ustme!s t-a!ds t)e (a!& A*s Nissan ne>ts e>tensie ma!+etin/ -it) .(us n its s#e(ia* .eatu!es *i+e e(nmy$ sa.ety and (m.!t -i** d!a- attentin . buye!s and (!eate !m .! t)e #!du(t in t)e ma!+et&
ACTION PLAN T)e a(tin #*an -i** (mmen(e .!m t)e mnt) . 'anua!y 200@ and -i** / u# t 'une 200@& RMTIN A"TIKIT8 DURATIN RESNSIBI%IT8
%aun() a b*ind ad (am#ai/n n bi**ba!ds and ma/aines in a** A (*ass a!eas . ma?! (ities and ma/aine& 2 -ee+s Ma!+etin/ de#a!tment Heay ade!tisin/ n TK$ ne-s#a#e!s and ma/aines -ee+s Ma!+etin/ de#a!tment S#ns! a )i/)*y #!esti/ius ()ain . eents ! (n(e!ts& 3 -ee+s Ma!+etin/ de#a!tment$ 9inan(e De#a!tment Set dis#*ays . (a! at a** t)e Nissan s)-!ms and ma?! dea*e! ut*ets in a** (ities& 3 -ee+s Ma!+etin/ de#a!tment A (ntest -i** be )e*d and #e#*e -) -in -i** /et #!ies "a! In.& B+s$ Pey ()ains$ #)ne (a!ds et(& A#!i* 9inan(e De#a!tment$ Ma!+etin/ De#a!tment& Redu(e numbe! . bi**ba!ds$ te*eisin and ma/aines ade!tisements& May Ma!+etin/ de#a!tment "ntinue Ade!tisin/ 'une Ma!+etin/ de#a!tment
EVAL2ATION" MONITORING AN3 CONTROL T)e /a* . t)e ma!+etin/ #*an is t ut*ine t)e st!ate/ies$ ta(ti(s$ and #!/!ams t)at -i** ma+e t)e sa*es /a*s ut*ined in t)e Nissan ne>t business #*an a !ea*ity by t)e end . t)e seasn& T)e!e a!e a numbe! . PI s -)i() a!e needed t be measu!ed .! bette! ea*uatin . t)e #e!.!man(e& T)e mnt)*y and t)e annua* !eenue /ene!atin$ t)en t)e amunt . e>#enses in(u!!ed in a mnt) ! in a yea!$ t)en t)e in(!eased *ee* . (ustme! satis.a(tin and ensu!in/ t)e b!and *ya*ty&& 9! (m#*yin/ -it) t)ese s(ena!is t)e ade!tisin/ e..!ts made by t)e ( m#any$ st!en/t) . t)e dist!ibutin ()anne*s$ *aun() . t)e ne- #!du(ts and t)e #!i(in/ -i** be measu!ed& T)e #ssib*e in(!ease in /!-t) . t)e ta!/et ma!+et a*s de#end a** t)ese e..!ts made by Nissan ne>t& T)e #e#*e -) a!e !es#nsib*e .! t)e mnit!in/ and (nt!* . t)e ma!+etin/ #*an in*es$ t)e Ma!+etin/ E>e(uties$ Sa*es Mana/e!s$ Media Mana/e!s$ Ma!+et Resea!() De#a!tments$ and t)e !du(tin Mana/e!s& Sme a(tiities must be (a!!ied ut .! #!e(ise*y and (*se*y ea*uatin/ t)e e..e(tieness . t)e st!ate/ies and ta(ti(s .! e>am#*e t)e /at)e!in/ and st!u(tu!in/ . data !e/a!din/ ma!+et$ #!du(t$ (nsume!s and t)e #!i(in/ t!ends$ t)en t)e /ene!atin . dai*y sa*es !e#!t s)u*d be maintained and t)en in t)e end (ntinuus !e(n.i!min/ . t)e ma!+etin/ bud/et and a(tiities by t)e mana/e!s . di..e!ent diisins&
B23GET As Nissan )as a tu/) (m#etitin -it) sme bi/ names *i+e Suu+i and Tyta s t)e!e is need . st!n/ .inan(ia* su##!t t a** ma!+etin/ a(tiities& Nissan )as a**(ated initia**y Rs& 30 mi**ins .! t)e ma!+etin/ . Nissan ne>t& T)is bud/et -i** be used du!in/ t)e .is(a* yea! . 2007200@& T)is amunt -i** be .u!t)e! sub7a**(ated t di..e!ent a!eas& Rs& 1< mi**ins )as been a**(ated t t)e bud/et . initia* (st .! t)e ma!+etin/ ana*ysis and a** a(tiities . ade!tisin/ and #!mtin du!in/ .i!st ,ua!te! . t)e yea!& 9! t)e (ntinuity . t)e #!mtina* and ade!tisement a(tiities Rs& 1< mi**ins )as been sub7a**(ated .! ea() ,ua !te! e! t)e yea!s as Rs& < mi**in #e! ,ua!te!& F T)ese a**(atins . .inan(es (an be a*te!ed -it) !es#e(t t t)e .utu!e !e,ui!ements
MARKET ANALYSIS COST Nissans ma!+etin/ de#a!tment in(*udes #!.essina*s .! ma!+et ana*ysis$ (m#etit! ana*ysis$ et(& T)ese #e#*e a!e adised t d t)ei! best and .! m!e e>tensie a##!a()& Nissan )as a*s a(,ui!ed t)e se!i(es . ma!+etin/ !esea!() and ana*ysis a/en(ies .! bette! a##!a() and m!e in7de#t) !esea!()& T)e (st estimated .! ma!+et !esea!() is Rs& 2 mi**in&
2ESTIONNAIRE COST Nissans )as (ndu(ted an e>tensie ,uestinnai!e -it) /ene!a* #ub*i( t )ae bette! idea abut t)e mindset and unde!standin/ . /ene!a* #ub*i(& T)is su!ey (sts .! its dee*#ment$ e>e(utin and t)en #!(ess . inte!#!etatin& "st estimated .! t)is su!ey is Rs& 1 mi**in&
A3VERTISING AN3 PROMOTIONAL COST T)e (st a**(ated .! ade!tisin/ and #!mtin is Rs& 12 mi**in& T)is (st is a**(ated t t)e a!eas . ade!tisements$ s#ns!s)i#s$ #!ms$ et(&
A3VERTISING COST Ade!tisin/ (sts in(*udes ade!tisement n e*e(t!ni( media$ #!int media ne-s #a#e!s$ ma/aines$ et(&$ bi**ba!ds$ !ad s)-s$ dis#*ays et(& et(& T)ese a** a(tiities )ae been a**(ated Rs& = mi**in&
PROMOS COST !m (st in(*udes t)e (st . )andutsJ in.!matin b+s$ #!ie (ntests et(& t)ese a** #!m a(tiities -i** (st a!und Rs& 2 mi**in&
SPONSORS4IPS Nissan -i** s#ns! di..e!ent eents *i+e (n(e!ts$ semina!s and t)e! s(ia* a(tiities et(& t #!mte t)e (a! in masses and att!a(t #e#*e& T)is s#ns!s)i# . a ()ain . a(tiities e! time -i** (st abut t Rs& 2 mi**in&
