Nissan Micra

History

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Nissan Motor Co., Ltd.  Is a Japanese multinational automaker.

Nissan is the sixth largest automaker in the world.

Nissan Motors was founded in 1934.

Nissan used to built trucks, airplanes, and engines for the Japanese military.

It’s latest CEO is Carlos Ghosn.

The name 'Nissan' originated during the 1930s as an abbreviation for Nippon Sangyo. 

Nissan Headquarters at Nishi-ku, Yokohama.

Nissan in India

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Nissan Motor India Private Limited (NMIPL) started its operations in India in 2005.

It first launched the Nissan X-Trail (T30).

NMIPL's manufacturing plant is in Chennai

It manufacture 2,00,000 vehicles per annum.

The Chennai Plant has an additional 2,00,000 vehicles per annum capacity exclusively for French car maker Renault.

It has an investment of  45 billion and covers an area of 650 acres (2.6 km2).

Manufactured locally

Nissan Micra (launched 2010)

Nissan Sunny (launched 2011)

Nissan Evalia (launched 2012)

Imported

Nissan X-Trail (Launched 2005)

Nissan Teana (Launched 2007)

Nissan 370Z (Launched 2010)

Nissan’s Vision

Nissan’s Vision:

Its vision is to enhance the quality and safety of travel and achieve customer satisfaction

Their vision is expressed in their statement as : “Nissan – Enriching people’s lives.

Nissan Micra

Exterior

Interiors

Advanced Features

Safety

Colours

Price

Advertisement

Brand Ambassador of Micra

Competition

Micra vs Fiat Punto

Micra vs Polo

Micra vs Maruti Swift

Brand Image

Where does Micra stand among its competitors?

• Number of options to choose from• Mileage• Less turning radius• Price and Availability• Stylish, small yet powerfull• After sale services

Sales

Nissan Micra S.A.L.E.S

In March 2013 : NISSAN

Decrease percent in year-on-year growth

sold 30,975 units

Micra sold 604 units

In August 2012 :

growth marks 185.6 per cent

Sold 3953 units

Dealership count to more than 73

Bitter side of Nissan Micra SalesPast 6 months low performance

No sale of more than 3000 units a month

Its Rivals- Ford Figo, Hyundai i20 crosses 5000 units a month

Maruti Swift crosses 10000 units a month

On the other hand Nissan produces more Micras than many hatchback automakers in India.

But most of the Micra’s output is exported to 100 markets across Europe and Africa.

Nissan produces three lakh cars a year at the Renault-Nissan global alliance joint venture plant in Chennai.

About 85% of the produce is exported.

How to Overcome the failure

In the next one year, Nissan plans to focus on expanding its distribution network and improving brand visibility besides launching new models.

Another focus area will be beefing up its portfolio of luxury cars in the country.

They have introduced a new version of its flagship Micra hatchback in the Indian auto market.

With its new launch, the company is relying on its efficiency and value for money to trump the market conditions and achieve success by generating a good response from buyers

And now some good news For Nissan Micra

Nissan planning to increase market share to 3.6 per cent by 2014

Nissan India eyes 10 per cent market share by 2016

Nissan launches refreshed pre-facelift Micra at Rs 3.50 lakh; calls it Micra Active

Projections for coming year

Nissan Motor India's President and Chief Executive Officer believes that,

New Nissan Micra is the right product at the right time that will offer the customers ideal urban mobility with a complete package of premium design, performance, features, safety and comfort and expect New Micra, as well as Micra Active with its excellent value proposition and its unique features, to serve wider range of customers in India. They will reach out to different segments, where they have no presence so far and will launch products in the more competitive entry level segment too.

Nissan Dealers/Showrooms in India

Nissan sells cars through 60 dealerships in 54 cities across India

Agra

Ahmedabad

Ahmednagar

Bangalore

Bhopal

Bhubaneswar

Calicut

Pune

Rajkot

Chennai

Delhi

Goa

Hyderabad

Jalandhar

Kolhapur

Mumbai

Surat

Promotion Of Competitors

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Micra Review

Performance 3 out of 5 stars Fine, but no ball of fire

Ride & Handling 2 out of 5 stars Not great on either front

Refinement 2 out of 5 stars Makes a bit of a racket

Buying & Owning 3 out of 5 stars A Nissan Micra is cheap to run

Quality & Reliability 3 out of 5 stars Dependable, but far from posh

Safety & Security 4 out of 5 stars Stability control and six airbags

Behind The Wheel 3 out of 5 stars Good visibility; comfort could be an issue

Space & Practicality 3 out of 5 stars Uses its space well

Equipment 3 out of 5 stars Visia is very sparse, Tekna is tooled-up

Market Research

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We conducted a survey among 50

people in this collegeThe Results are as follows

What people see while buying a car?

Promotion; 18%

Brand Name; 22%

Product Fea-tures; 35%

Average; 25%

Awareness of Nissan Micra

Yes No

89%

11%

Do you consider Micra as an option during your purchase?

98%

3%

Yes No

Have you seen Ranbir Kapoor is Micra’s advertisements?

Ranbir Kapoor

73%

27%

Yes No

Why Nissan Micra is lagging behind?

Category 10%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Lack in Promotion;

20%

Highly Priced; 27%

Low Av-erage; 12%

Not Very Popular;

41%

Which Car do Consumer prefer?

0% 5% 10% 15% 20% 25% 30% 35% 40%

Swift; 34%

i20; 23%

Polo; 19%

Brio; 11%

Others; 13%

DrawbacksPromotion is not up to the mark. Brand

Ambassador Ranbir Kapoor is not able to drag consumers towards Micra.

Price proves to be a factor as Market leaders like Swift, i20 and Polo are in the same price range. So consumers don’t prefer Micra with lesser features.

Micra is not Popular among the customers.

Features are same as provided by others, nothing new or better.

RecommendationsFocus of effective Promotion.

Change Brand Ambassador if possible.

Decrease the price, still not compromising with the features.

Penetrate more in rural and semi-urban areas.

Innovate new features.

Increase the size of the car.

Presentation By:Vrit Vaibhav Shah

Ayush ParekhAmara Bandukda

Anushree AmbardekarUmme Baba