Case Study of Marketing the Nissan Micra and Tata Nano
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This is the Case Study on the Marketing the Nissan Micra and Tata Nano. Basically in it we've tried to use how the social media helps in the marketing.
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Case Study of Marketing the Nissan Micra and Tata Nano
- 1. Copyright2013-2014 MARKETING THE NISSAN MICRA AND TATA NANO GURBAAJ RANDHAWA 501504027 RAJAT BATRA 501504028 HIMANSHU ARYA 501504014 CASE STUDY:
- 2. Copyright2013-2014 INTRODUCTION • CASE STUDY OVERVIEW:- TATA MOTORS hired new MD Karl Slym, the former head of GM , India. • NISSAN MICRAAND ADVERTISEMENT:- Nissan was a global automobile manufacture with no presence in India until 2008. • TATA NANO AND ADVERTISEMENT:- Tata Group had a long history in India. It was founded in 1868 as a trading company. Tata motors was established in 1945. • PRODUCTS AND CAMPAIGN COMPARISON:- Both Nissan and Tata heavily utilised the traditional media and social media for increasing awareness and sales. • CHALLENGES AND SUGGESTIONS:- What are the lessons learnt from these campaigns and how to use these learnings in future ?
- 3. Copyright2013-2014 CASE STUDY OVERVIEW • NEW MD OBJECTIVES:- Push Tata Nano to other markets so he’s looking after the results of previous campaigns launched by TATA so that he can play a way forward. • 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. • NISSAN MICRA CAMPAIGN:- MD shown great interest in NISSAN’s Micra hatchback car which started from a short Bollywood type film and aired on Facebook page and Ranbir Kapoor played a vital role in campaigning. • 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?
- 4. Copyright2013-2014 WHAT IS SOCIAL MEDIA Social media is a combination of means to
- 6. Copyright2013-2014 INDIA is getting Social…1.2 Billion people
- 7. Copyright2013-2014 BACKGROUND • Global automobile manufacturer. • Hatchbacks dominancy in Indian Market. • Started selling Micra in July, 2010.
- 8. Copyright2013-2014 HATCHBACK DOMINANCY Hatchbacks dominated Indian Market Hatchbacks classified as A,B1 and B2 B2 hatchbacks- Greatest volume of sales
- 9. Copyright2013-2014 NISSAN MICRA MICRA B2 Hatchback COMPETITORS Swift,Ritz,Figo, i10 and i20
- 10. Copyright2013-2014 MICRA BRANDING • Ranbir Kapoor- Brand Ambassador. • Featured in numerous advertisements. • Both new and traditional advertising used. • Social media-connections with wider youth base. “Drive Simpler. Live Better”
- 11. Copyright2013-2014 SOCIAL MEDIA CAMPAIGN • Short film aired on Social Media. • Starring:- Ranbir Kapoor, Micra and 20 Indian Customers. • Campaigning began in 2011. • Placed ads in Times of India. • Auditions throughout fall of 2011 • 4 minute film released on March 1, 2012
- 12. Copyright2013-2014 EFFECTS ADVERTISEMENTS • Not particularly effective- only 12000 Micras were sold between July 2010 and March 2011. The New Star of India • Became one of the top car brands on Facebook in India • 2300 videos were posted online. • Publicised in 3500 theaters, advertised in The Times of India. • More than 500 test drives were booked via Facebook. • Sales in Jan-Feb 2012 increased, peaking at 2198, but dropped after this peak.
- 14. Copyright2013-2014 IDEA GENERATION OF TATA NANO “I saw families riding around on scooters with kids standing up and mother carrying a baby and decided to do something about it. It started as a quest for an affordable transportation solution”. --Ratan Tata
- 15. Copyright2013-2014 • In 2007 Ratan Tata announced his vision of producing low priced car at 1 Lakhs. • Substitute for the ones who drove two wheelers. • Tata Nano was launched in April 2009 and dubbed as world’s cheapest car. • Shaky start- results of delays & limitations in production followed by incidents. • By 3rd anniversary sales increased. • In June 2012, Nano accounted for 32% of Tata passenger sales, ahead of Indica Vista. • Nano-hatchback-competed in segment A-Alto,800,spark. BACKGROUND
- 18. Copyright2013-2014 TARGET MARKET • Second Hand Car User. • Family of Four Riding Scooter. • Two-Wheeler Market. • Middle and Lower Income Group.
- 19. Copyright2013-2014 ADVERTISEMENT • Publicity as “One Lakh Car” by mouth to mouth. • Auto expo 2008- New Delhi & Geneva. • Print & Electronic Media. • Social Media- Facebook. • In May 2012, Tata partnered with MTV to launch “Nano Drive with MTV”.
- 22. Copyright2013-2014 Facebook page of Nano Drive With MTV
- 23. Copyright2013-2014 SOCIAL MEDIA CAMPAIGNS NISSAN MICRA TATA NANO
- 24. Copyright2013-2014 MICRA CAMPAIGN IMPACT 5,00,000 Facebook fans 500 Test Drives Increased sales in April Sustain Growth Campaign period: Sep 2011 to Mar 2012
- 25. Copyright2013-2014 NANO CAMPAIGN IMPACT 80,000 Facebook Fans Higher perceived quality Increased sales in June Sustain Growth Campaign period: May to June 2012
- 26. Copyright2013-2014 CHALLENGES • Media Role: 1.Traditional media. 2.Social Media. • Campaign: 1.Ranbir Kapoor. 2.Campaign for Nano. • Sales: 1.Domestic Sales. 2.Other Markets. • Sustain Social Media: 1.Engagement. 2.Make it more effective.
- 27. Copyright2013-2014 SUGGESTIONS • Media Role: 1.Should be used for future campaign. 2.Resulted into effective campaign, can be used in future. • Campaign: 1.Celebrity ambassador for Nano. 2.Do not limit only to social media. • Sales: 1.Increase market share. 2.Learn from Nissan. • Sustain Social Media: 1.Engage Celebrities. 2.Launch more seasons.