Marketing Tata Nano and Nissan Micra using social media (Ali Raza Anjum)
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Transcript of Marketing Tata Nano and Nissan Micra using social media (Ali Raza Anjum)
Marketing Nissan Micra
& Tata Nano Using
NUST Business School
Amina Khalid NiaziAli Raza AnjumShehbaaz AalamEMBA: [email protected]
Agenda
Nissan Micra
&Advertisement
Tata Motors
hired new
managing
director Karl
Slym, the
Former head of
General Motors
India.
Nissan was a
global
automobile
manufactured
with no
presence in
India until 2008.
Tata Group had
a long history in
India It was
founded in 1868
as a trading
company. Tata
Motors
established in
1945.
Both Nissan and
Tata heavily
utilized the
traditional media
and social
media for
increasing
awareness and
sales.
What are the
lesson learnt
from these
campaigns and
how to use
these learnings
in future.
Case Study Overview
Social Media
Effectiveness ?Social Media director had one
week to gauge and present insights how much effective were social media campaign for Tata Nano
and Nissan Micra ?
New MD
ObjectivesPush Tata Nano to Other Markets so he is looking after the resultsof previous campaigns launched
by Tata so that he can plan a Way forward.
Nissan Micra
CampaignMD shown great interest in Nissan
Micra’s hatchback car which started from a short Bollywood type film and aired on Facebook Page. And
Ranbir Kapoor played a vital role in campaign.
Meeting with
Social Media Director Briefing about Social Media
campaign launched by Tata with MTV featuring Race-Style Road Trip where Facebook played a central
role.
Essentials of Social Media Growth
Communication channel to
connect across peers
Access to communication
channel everywhere
What to share and How to Share
Education
Social
Media
India is getting Social … 1.2 Billion People
243 Mill. of the Indians have
Internet Access.
970 Mill. of Indians have
Mobile Phones.
816 Mill of Indians can read and
write.
Education
Social
Media
Networks
100 Mill. Of Indians
BACKGROUND
Global automobile manufacturer
Hatchbacks dominancy in Indian Market
Started selling Micra in July 2010
HatchBack Dominancy
B2 hatchbacks-Greatest volume of
sales
Hatchbacks classified as
A,B1 and B2
Hatchbacks dominated
Indian Market
NISSAN MICRA
• B2 HatchbackMICRA
• Maruti Swift and Ritz, the Ford Figoand the Hyundai i10 and i20
Competitors
MICRA BRANDING
Ranbir Kapoor - Brand Ambassador
Featured in numerous advertisements.
Both new and traditional advertising used.
Social media-connection with wider youth
base
“Drive Simpler. Live Better”
IDEA GENERATION OF TATA NANO
RatanTata
Vision
Tata Nano
“I saw families riding around on scooters with kids standing up and the mother carrying a baby and decided to do something about it. It started as a quest for an affordable transportation solution”.
-- Ratan TataCEO
T A T A N A N O
The Tata Nano was introduced at the 9th auto expo by Tata Motors in New Delhi, India on Jan. 10, 2008.
Maruti 800 Tata Nano
Engine 800 cc 623 cc
Length 3.335 m 3.1 m
Width 1.440 m 1.5 m
Height 1.405 m 1.6 m
Top speed 120 km/hr 90 km/hr
Cost 2.25 Lakh (on road) 1.26 lakh (on road)
COMPARISON WITH MARUTI
PRICING STRATEGY
Target Costing
Method
Low Manufacturing
Cost
Low Pricing Policy
with Minimum
Profit Margin.
SPECIFICATION OF NANO
• Looks: The snub-nosed car keeps in the tradition of the Fiat 500, Nissan Micra and the Smart.
• Dimensions: 3.1 metres (10.23 feet) long, 1.5 metres wide and 1.6 metres high. Can seat four to five people.
• Engine: A two cylinder 623 cc, 35 horsepower rear mounted, all aluminium, multi-point fuel injection petrol engine can power the car to top speeds of 105 kilometres per hour (65 miles per hour).
• Fuel Efficiency: 20 kilometres per litre, or 50 miles per gallon is claimed.
• Safety: Car exceeds current regulatory requirements with a strong passenger compartment, crumple zones, intrusion resistant doors, seat belts, strong seats and anchorage.
• Nearest Domestic Car Rival: Maruti 800, part of Japanese-owned Suzuki Maruti stable whose base model sells for about 4,800 dollars --nearly double the price of the Nano
• Market: India's car market is a huge draw because car penetration is just seven per 1,000 people, compared to 550 per 1,000 in such countries as Germany or 476 in France, according to the Society of Indian Automobiles.
SPECIFICATION OF NANO (Cont..)
ADVERTISEMENT OF TATA NANO
Publicity as “One lakh car” by mouth to mouth.
Auto expo 2008 New Delhi & Geneva.
Print & electronic media. Social Media.
Orkut, Facebook
o
Strengths
Nano MicraAffordable
Easy to drive in traffic
Fuel Efficiency
Low Maintenance Cost
Intl. Brand Nissan
Build Quality
Fuel Efficiency
Excellent Advertising
Weakness
Nano Micra
Perceived as Cheap Product
Smaller Fuel Tank
Limited Intl. Presence
Less Powerful Engine
Limited Sales Channel
Limited Service Channels
Price vs Size
Opportunities
Nano
Micra
Motivation for Bikers
Say no to Second Hand
Target Third World Countries
World Cheapest Car
Growing Automobile Industry
Use the Japanese Brand Name
Renault/Low Cost Cars
Threats
Nano
Micra
Motorcycles
Improvement in public transport
Innovation by competitors
Cheap Car Perception
Intense Competition
Increasing Fuel Prices
Improvement in public transport
SegmentNuclear families in the
Hatchback segment
PositionA simple small car which
would make life better for the ownerTarget
Upper middle class executives
NissanMicra
Segment-Target-Position
SegmentHatchback segment for
middle class
PositionPositioned as the
cheapest and most affordable carTarget
Targeted towards the families belonging to middle class segment
TataNano
Segment-Target-Position
Micra Campaign Impact
500,00 Facebook Fans
500 Test Drives
Increased Sales in April
Sustain Growth
Campaign Period: September 2011 To March 2012
YoY Growth Comparison
Nano Campaign Impact
80,000 Facebook Fans
Higher Perceived Quality
Increased Sales in June
Sustain Growth
YoY Growth Comparison
Campaign Period: May To June 2012
Challenges
4
Media Role
Traditional Media Social Media
Micra Campaign
Ranbir Kapoor Campaign for Nano
Sales
Domestic Sales Other Markets
Sustain Social Media
Engagement Make it more effective
Suggestions
4
Media Role
Traditional Media Social Media
Micra Campaign
Sales
Domestic Sales Other Markets
Sustain Social Media
Engagement Make it more effective
Ranbir Kapoor Campaign for Nano
Should be used for future campaigns
Resulted into effective campaign Do not limit only to social media
Increase Market Share
Learn from Nissan
Engage Celebrities
Launch more seasons
Use it in future
Local Language Barriers
Celebrity Ambassador for Nano