2011

Nissan Micra

Submitted By:-Group 1 Dipinder Guncha Manmeet Singh Manveer Rupali PGDM-2B

8/31/2011

Introduction of the Company:-Nissan Micra is brand of Nissan Co.

Nissan is the third largest Japanese car makers and one of the top 10 in the world. It was acquired by Renault group in 1999 when it ran into financial trouble. Having recovered quickly under the leadership of Carlos Ghosn, Nissan is now stronger than its mother companyNissan Motor

Company Ltd usually shortened to Nissan), is a multinational automaker ,headquartered in Japan. It was formerly a core member of the Nissan Group, but has become more independent after its restructuring under Carlos Ghosn (CEO). It formerly marketed vehicles under the "Datsun" brand name and is one of the largest car manufacturers in the world. As of 2011, the company's global headquarters is located in Nishi-ku, Yokohama. In 1999, Nissan entered a two way alliance with Renault S.A. of France, which owns 43.4% of Nissan while Nissan holds 15% of Renault shares, as of 2008. The current market share of Nissan, along with Honda and Toyota, in American auto sales represent the largest of the automotive firms based in Asia that have been increasingly encroaching on the historically dominant US-based "Big Three" consisting of GM, Ford and Chrysler. In its home market, Nissan became the second largest car manufacturer in 2011, surpassing Honda with Toyota still very much the dominant first. Along with its normal range of models, Nissan also produces a range of luxury models branded as Infiniti. The Nissan VQ engines, of V6 configuration, have been featured among Ward's 10 Best Engines for 14 straight years. Nissan Motor Company Ltd. Products-Cars

Nissan Micra:-

Nissan Micra Logo Parent Company Category Sector Tagline/ Slogan USP Nissan Motors Hatchback Automobiles Drive simpler Live better A fully featured small car with intelligent security system STP Segment Target Group Positioning Nuclear families in the Hatchback segment Upper middle class executives A simple small car which would make life better for the owner

Introduction:Nissan Micra is a product of Nissan Motor Co., Ltd. The headquarters of Nissan Motor Co., Ltd is located in Tokyo. This model is offering great competition to Maruti Suzuki Ritz, Hyundai i10, Chevrolet Beat and Volkswagen Polo. It is latest Japanese hatchback car counted in the category of small car segment. Engine Nissan Micra XE is outfitted with 3-cylinder petrol engine with a valve-timing control (VTC). The automobile has ability to produce a maximum power of 75 Bhp with a maximum torque of 104 Nm. Its engine has been coordinated well with the manual gearbox that's make it peppy and travelable. Variants of Nissan Micra 1. Micra XE, 2. Micra XE Plus, 3. Micra XL 4. Micra XV

Appearance and Available Colors It has a cute and cheerful design would utterly appeal to the senses of men and women alike. This automobile is available in different colors which include onyx black, pacific blue, sunlight orange, blade silver, storm white and brick red. Safety Every variant of Nissan Micra have been outfitted with safety specification like dual front bags. XE, XE Plus and XL version don't have central locking, ABS and fog lamps while XV version is equipped with excellent safety features, such as front passenger airbags, front fog lamps, security alarm, ABS (Anti-lock Braking System), remote central locking, power windows, EBD (Electronic Brake Distribution), climate control system and brake support.
Dimensions: As far as dimension of the car is concerned, it has Length of 3780 mm, Width of 1665 mm and Height of 1530 mm. One can call it quite spacious car and allows five people to sit and comfortably enjoy the journey.

b)Ad Expenditure:- From 2006 to 2008 Nissan spent around 25m a year on promotion,
but this fell sharply in 2009 with a total expenditure of only 16.1m. In 2010, the Japanese company raised its budget by 8m on the year, returning to a total spend of 24.1m. Over the last five years, TV has become by far Nissans favoured advertising platform, receiving 12.6m, more than half of Nissans ad budget in 2010. TV ads last year included the campaign for its new Juke model, which showed the hatchback driving through the streets of Berlin and activating everything it drives past. Press garnered 20% of the total spend with 4.9m, including a newspaper ad for the GT-R model that referenced Englands World Cup defeat with the headline, One match the Germans didnt win. Nissan mixed up its advertising focus throughout the year. The manufacturer spent 36% of its below-sector-average radio budget in the second quarter, while it spent over half its outdoor activity in the third quarter, and 230k of its 260k direct mail budget in the fourth quarter. The entire 480k spent on cinema occurred in the first six months. The proportion that Nissan spends on internet has held steady between 2% and 3% for the past five years, with the 2.7% in 2010 no exception. The 640k that Nissan invested in the medium in 2010 was the most it has spent in this area since 2007.

c)Ad Agency-TBWA India

TBWA India has come up with the launch communication of Nissan's new car - The Micra. The communication for the launch of the new B+ segment car will be in two stages and features its new brand ambassador, Ranbir Kapoor. Currently, the communication for its pre-booking is on air. The start-of the sale communication, which is the second phase will break by mid-July. The theme of the campaign conceptualized by TBWA is Art of City Living. Talking about the launch campaign, Abhijeet

Pandit, VP- Operations, Hover Automotive India said, that they wanted the communication to convey the car's positioning. It is a small-sized urbaniser, its features make it easy and stress-free to drive. they appointed Ranbir Kapoor as our brand ambassador as they saw lots of similarities between the two. Ranbir comes from a well known family, the Micra comes from the well known Nissan family. Also, Ranbeer is good looking and very passionate about the various roles that he gets in movies. Similarly, the Micra is good looking and can serve varied roles too."Talking about the campaign, Nirmalya Sen, managing director, TBWA\India, said, "The Nissan Micra is positioned as the urban driving simplifier, packed as it is with features that make driving on city roads less stressful, leaving the car owner far happier at the end of the journey. The pre-booking commercials are on-air right now. These are supported by print, online and on-ground activities. The two TVCs on air right now talk about the Micra's two distinct features. One commercial shows Ranbir Kapoor showcase the I-key feature of the Micra, while the other shows the push start button technology Nissan has brought for the car. Both the spots end with Kapoor informing the viewers that the bookings for the car are open. Both these TVCs support the car's tagline, 'Drive Simpler. Live Better'.

Credits Title: Art of City Living Client: Nissan Motors Agency: TBWA India Account Management: Nirmalya Sen, Anand Narayan, Priya Chandni, Neha Sharma Account Planning: Kalyan Challapalli, Carl Michael DSouza Creative: Rahul Sen Gupta, Rahul Ghosh, Siddharth Deo Film department: Hriday Dowerah, Shyamprasad D

d)Target Audience-youth(28-35 yr )
The brief was to address the target group of 28-35 year old, urban families and working professionals in the SEC A and B segments. In a crowded segment, the Micra had to make an impact by being different and generate rapid awareness for Brand Nissan. The brief was to position the Micra as an Urban Simplifier. Ranbir was portrayed as a New Age leader among his peer group, who helps show a better way.

e)Media preferred By Nissan Micra:

1. Television

2.Print Media 3.Radio 4.web Sites/social networking sites

e.1)Television
About The Advertisement Showing on Television featuring Ranbir KapoorThe Execution: The ad has been directed by Anurag Basu, while Red Ice is the production house. Sen added, Ranbir Kapoor, who is an upcoming star and appeals to our TG with his easy urban charm, was signed up to give the campaign instant recognition in the clutter of ads. The positioning of the Micra was as an Urban Simplifier, a car that simplifies or eases the hassles of city driving. The campaign was devised for a multi-media platform, with high impact executions. Talking about the challenges, Sen said, The TVC was shot in a very tight schedule of 36 hours in peak summer. The production house did an exceptional job of executing the ad in these conditions. The Final Product: The campaign thought is The Art of City Living and presents the Micra as a smart, technologically advanced car that reduces the stress of city driving, and thereby improves life. This is summed up in the Micra promise Drive Simpler. Live Better. The campaign focuses on the revolutionary features of the Micra like the I-key, push button start, short turning radius, fuel efficiencyand spacious interiors. Ranbir is the young, cool advocate of the Art of City Living and demonstrates the classleading features of the Micra to others. Xpert Comments about Advertisement Commenting on the ad, Naren Kaimal, Executive Creative Director, M&C Saatchi, said, I like the attempt. I think it successfully breaks away from the usual bombastic, revolutionary, new tonality that most new cars would feel obligated to use, especially if they had features like the Micra does. I like the easy, friendly mood that seems to fit well with the cars styling and personality. It is well shot, nice colours, good music and the celebrity choice works too. Criticism? I would have liked to see better crafting of the words to avoid some logic loopholes. Also, I think many viewers will fall through the gap between the philosophy of life and the baseline thought of live better. Targeted at a younger audience, the ad features the Micra driving through the city dodging traffic lights and congested roads.

Whybin\TBWA\Tequlia Melbourne MD, Andrew Scott said Our main aim for the campaign is to present the main selling points of the Nissan Micra campaign to a young and professional audience by utilising modern music and colourful graphics.The ad will be supported by online, print and radio.

e.2)Media:-Radio
Nissan India has tied up with Fever 104 FM to promote the new Micra by conducting live shows across three cities from the car that is on the move

Radio Campaign:While hosting live radio shows from locations away from the studio is now common, hosting one from a car on the move is certainly a novel idea.Nissan Motor India has launched a unique promotional campaign for its new hatchback, Micra, in association with Fever 104 FM, where a four day initiative will involve well known radio jockeys (RJs) Anurag Pandey and Karan Singh conducting live shows from a Nissan Micra on the move. This activity had taken place from Tuesday, July 20 to Friday, July 23 in Delhi, Mumbai and Bengaluru. It aimed to promote the 'Coming to office in style and comfort' theme with a focus on the Micra The entire campaign had taken place in two phases - teaser and revealer. In the teaser phase, promos of the Nissan Micra were aired, along with RJ mentions, on July 20 and 21. The teaser involved the RJs saying things such as 'My life sucks, the traffic is a pain, how can I commute more comfortably?' and the boss offering the Micra as a solution for daily office commute. They had also asked listeners to call in and suggest how they can commute more comfortably. The revealer phase had entailed the actual airing of the shows live from a Micra being driven around the city. This unique concept with Fever will further help strengthen the Micra as the preferred mobility solution for city traffic conditions. They were confident that this alliance will hugely benefit the Micra." , "While there was a technical challenge in terms of getting the quality of sound right, they didn't foresee any other challenges. The RJ traveled across the city in the car doing his regular show but had tied in the Micra every now and then and discuss its style and comfort."The Micra boasts of category first features such as keyless entry, push button engine start/stop system and electric foldable mirrors, among other unique features.Nissan Motor India recently announced the pricing for the Micra. The ex-showroom (Delhi) prices for the Nissan Micra are INR 3,98,000 for XE (entry); INR 4,69,500 for XL (mid) and INR 528,800 for XV (top) variants respectively. Furthermore, the car will be offered at a uniform exshowroom price across the country.Nissan also carried out a few BTL (below-the-line) activities prior to the launch in the past few months. Specially created pavilions were set up in malls, with interactive LCD display kiosks, where trained Nissan promoters guided visitors and encouraged them to participate and learn more about the car. Additionally, a unique wire frame design of the Micra was on display, providing curious customers an opportunity to 'touch and feel' the car before they got to see the real one at dealer showrooms.For the record, the existing range of Nissan India's products include the X-Trail (SUV model), the Teana (luxury Sedan) and 370Z (iconic sports car) - all three imported from Japan as CBU (completely built units). The launch of the first locally made global compact hatchback (Nissan Micra) in July 2010 marks Nissan's serious foray into the mass market in India. It will encourage more people to buy Nissan Micra.

e.3)Media:-Print
Some Print Ads Are below:a)

e.4)Social Media Plan:- We plan to continue with website and have a specific micro site
for Micra featuring the following: Evolution of Micra since 1982-A graphic timeline-a game based on the sameSurvival Instincthighlighting durability of the car. The winner will get a Micra. A page of the variances Micra available-20 in total Customers can view the car in their favourite colour under this. A 360 degree view of the cars inside Apartfromtheaccountsofthewinners(facebook,twitterandblogs)Aseparatefacebookfanp age,atwitteraccountandablogwillbemaintained(Openforthewinnersaswellasenthusiasts) Atweetupcanbearrangedafewmonthsafterthelaunchtogettogetherallsatisfiedcustomers forahonkevent.WhereinthecustomerscanmeetupandenjoytheevenorganisedbyNissan, followedbyhonkingallthecars

A minimum visibility has to be maintained on these sites; tie ups can be explored.RSSfeeds should be setup so that even through these communities update on their site can be accessed.

As partofaCSRinitiativeandkeepinginmindthepositioningofasmallcar(Micramicro)weplanonpromotingsustainabilityonthemicrolevel.Tosupportthesamealinktoideasonho wthisisachievablewillbeprovidedonallonlineMicrasites. Aninteractivecommunitytobestartedonthesamewhereenthusiastsareinvitedtoleavetheirsuggesti onsandcalculatetheirsustainablediligenceleveli.e. howenvironmentallyconsciousaretheyatanindividuallevel

f)Other IMC Activities:Advertisements 60%advertisement revenue will b e spent on TVCs 30%in print advertisements 10%in radio Hoardings/Flexes on prime location like residential colonies and High profile colleges Road shows titledMyCar.Micra will be conducted with facility to test drive for potential customers. Consumer Sales Promotion Price discounts Though there will not be any direct price discount on the car, free gifts in the form of accessories will be provided with the car. Trade Sales Promotion Incentives for Dealers Special incentives for the dealers will be introduced. Advanced training Direct Marketing Direct mail Direct mails to the prospective clients from the database of previous customers as well as sales associates Telemarketing/SMS Sales associates will be advised to call up potential clients and to fix appointments for test driving. By tying up with any mobile service providers, the details of test drive and offers will be publicised through SMSs. Public Relations/Publicity Activities Events Different events will be organised related to the launch of the product. Celebrities will be invited for the same and hence publicised through local as well as national media. Press releases & Press conferences Press releases and press conferences related to the launch