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MARKETING THENISSAN MICRA

ANDTATA NANO

GURBAAJ RANDHAWA 501504027RAJAT BATRA 501504028HIMANSHU ARYA 501504014

CASE STUDY:

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INTRODUCTION• CASE STUDY OVERVIEW:- TATA MOTORS hired new MD Karl

Slym, the former head of GM , India.

• NISSAN MICRA AND 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 ?

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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?

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WHAT IS SOCIAL MEDIA

Social media is a combination of means to

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ESSENTIALS OF SOCIAL MEDIA GROWTH

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INDIA is getting Social…1.2 Billion people

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BACKGROUND

• Global automobile manufacturer.• Hatchbacks dominancy in Indian Market.• Started selling Micra in July, 2010.

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HATCHBACK DOMINANCY

Hatchbacks dominated Indian

Market

Hatchbacks classified as A,B1

and B2

B2 hatchbacks-Greatest volume

of sales

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NISSAN MICRA

MICRA B2 Hatchback

COMPETITORS Swift,Ritz,Figo, i10 and i20

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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”

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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

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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.

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TATA NANO

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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

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• 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

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PROBLEMS FACED

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COMPETITORS

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TARGET MARKET

• Second Hand Car User.• Family of Four Riding Scooter.• Two-Wheeler Market.• Middle and Lower Income Group.

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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”.

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NANO DRIVE WITH MTV

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Facebook page of Nano Drive With MTV

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SOCIAL MEDIA CAMPAIGNS

NISSAN MICRA TATA NANO

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MICRA CAMPAIGN IMPACT

5,00,000 Facebook fans

500 Test Drives

Increased sales in April

Sustain Growth

Campaign period: Sep 2011 to Mar 2012

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NANO CAMPAIGN IMPACT

80,000 Facebook FansHigher perceived qualityIncreased sales in JuneSustain Growth

Campaign period: May to June 2012

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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.

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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.

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THANK YOU