case study

1. TEAM : INFINITY
Pooja Singh
SCMHRD
Pooja_singh@scmhrd.edu
TEAM : INFINITY
Pooja Singh
SCMHRD
Pooja_singh@scmhrd.edu
8554934221
Shifting Gears - the Case Study ChallengeShifting Gears - the Case Study Challenge

2. A2 – Compact SegmentA2 – Compact Segment
Sub compact
(<2.5 lakhs)
compact
(2.5 to 3.5 L)
Premium
compact
(3.5 to 4.5 L)
Super-Hatch
(>4.5L)
Maruti Alto – “Lets Go”- “äpka sachcha Humsafar “
TARGET : First time car buyer
Target customer demographics : lower middle class , New couple , 25 – 30 yrs.
Maruti Alto – “Lets Go”- “äpka sachcha Humsafar “
TARGET : First time car buyer
Target customer demographics : lower middle class , New couple , 25 – 30 yrs.
Maruti Wagon R – “For the smarter race”
TARGET : Individualistic and smart type generation
Target customer demographics : Middle class , Second time buyer , 25 – 35 yrs.
Maruti Wagon R – “For the smarter race”
TARGET : Individualistic and smart type generation
Target customer demographics : Middle class , Second time buyer , 25 – 35 yrs.
Hyundai Santro : “First Car . First Choice”
TARGET : First time buyer looking for a popular car .
Target customer demographics : Middle class , 25 – 35 yrs.
Hyundai Santro : “First Car . First Choice”
TARGET : First time buyer looking for a popular car .
Target customer demographics : Middle class , 25 – 35 yrs.
Chevrolet Spark: “Full of Life”
TARGET : Young, Bubbly , college going crowd
Target customer demographics : Upper Middle class college goers, 25 – 30 yrs.
Chevrolet Spark: “Full of Life”
TARGET : Young, Bubbly , college going crowd
Target customer demographics : Upper Middle class college goers, 25 – 30 yrs.
Fiat Palio: “The Drive of the new generation”
TARGET : Customers who want superior Diesel Tech. at affordable price..
Target customer demographics : Middle class , 25 – 35 yrs.
Fiat Palio: “The Drive of the new generation”
TARGET : Customers who want superior Diesel Tech. at affordable price..
Target customer demographics : Middle class , 25 – 35 yrs.
Fiat Punto :“FA Bold New Drive”
TARGET : Customers who prefer Style statement and a Bold Personality
Target customer demographics : Upper Middle class , 25 – 45 yrs.
Fiat Punto :“FA Bold New Drive”
TARGET : Customers who prefer Style statement and a Bold Personality
Target customer demographics : Upper Middle class , 25 – 45 yrs.
Maruti Swift :“You are the Fuel”
TARGET Urban young couple who have love peppy rides
Target customer demographics : Upper Middle class , 25 – 35 yrs.
Maruti Swift :“You are the Fuel”
TARGET Urban young couple who have love peppy rides
Target customer demographics : Upper Middle class , 25 – 35 yrs.
Honda Jazz:“One Life. Why So serious?”
TARGET :A person who likes to have fun , wants to be envied by the onlooker.
Target customer demographics : High class , 25 – 35 yrs.
Honda Jazz:“One Life. Why So serious?”
TARGET :A person who likes to have fun , wants to be envied by the onlooker.
Target customer demographics : High class , 25 – 35 yrs.
Nisan Micra: “Drive simpler Live better”
TARGET : Nuclear families
Target customer demographics : Upper middle class executives.
Nisan Micra: “Drive simpler Live better”
TARGET : Nuclear families
Target customer demographics : Upper middle class executives.
Market Share (A2 –Segment)Market Share (A2 –Segment)
Domestic sales in numbers (10-11)Domestic sales in numbers (10-11)
A2 – Perceptual MapA2 – Perceptual Map

3. GAP ANALYSIS (A2 – Segment )GAP ANALYSIS (A2 – Segment )
Major Gaps in A2 Compact segmentMajor Gaps in A2 Compact segment
Primary Research (Respondent analysis)Primary Research (Respondent analysis)
Value-conscious buyersValue-conscious buyers
Dealer satisfactionDealer satisfaction Safety featuresSafety features Fuel economyFuel economy Space and comfortSpace and comfort
Recommendation : Low price car in the sub compact segment (<= 2.5 lakhs) with the above gaps will act as a direct
competitor to Alto .
TARGET :Youth , Newly married couple , Low- economy section
Recommendation : Low price car in the sub compact segment (<= 2.5 lakhs) with the above gaps will act as a direct
competitor to Alto .
TARGET :Youth , Newly married couple , Low- economy section

4. SWOT Analysis – Nissan (Micra)SWOT Analysis – Nissan (Micra)
Strength:
Retro Looks
Good Quality Interiors
Unique features like the self-folding mirrors, key-less
entry, start button on the top-end version
Micra known for reliability, excellent build quality,
and user friendliness
Strength:
Retro Looks
Good Quality Interiors
Unique features like the self-folding mirrors, key-less
entry, start button on the top-end version
Micra known for reliability, excellent build quality,
and user friendliness
Weakness:
Smaller dimension
Low ground clearance
Uncomfortable seats with no thigh support
Loud engine noise
Limited dealership and servicing when compared to
competitors
Weakness:
Smaller dimension
Low ground clearance
Uncomfortable seats with no thigh support
Loud engine noise
Limited dealership and servicing when compared to
competitors
Advertising PlanAdvertising Plan
POSITIONING
TAGLINE : Ur Way to unhindered Happiness !!
Value for money Car
Fuel Economic and Trendy
POSITIONING
TAGLINE : Ur Way to unhindered Happiness !!
Value for money Car
Fuel Economic and Trendy
BTL PROMOTIONS
ONLINE:
Matrimonial sites
FB
Micro site
BTL PROMOTIONS
ONLINE:
Matrimonial sites
FB
Micro site
OBJECTIVE
To capture 10 % market share in the A2 compact segment targeting A2
sub compact audience in the first year .The goal is to capture a lions
share in the A2 segment .
OBJECTIVE
To capture 10 % market share in the A2 compact segment targeting A2
sub compact audience in the first year .The goal is to capture a lions
share in the A2 segment .
ATL PROMOTIONS
Newspaper Advertisement :
Radio Promotions: Association
with radio partners (Eg:
RadioMirchi )
Forms:
Holding Contests .
Word of mouth from buyers of
the Nissan Cars
ATL PROMOTIONS
Newspaper Advertisement :
Radio Promotions: Association
with radio partners (Eg:
RadioMirchi )
Forms:
Holding Contests .
Word of mouth from buyers of
the Nissan Cars
Microsoft Office
Excel Worksheet
Advertisement expenseAdvertisement expense
Digital promotions: 2988000
ATL promotion: 87560000
Total:90548000
Digital promotions: 2988000
ATL promotion: 87560000
Total:90548000

5. DIGITAL PROMOTIONSDIGITAL PROMOTIONS
Game Concept :
Nissan (Man) will have to pass stages to
reach up his wife to attain ultimate
happiness.
It will be in a form of a car race with lots of
Rouges behind Nissan.
This will be viral form of promotion targeting
the Youth.
Game Concept :
Nissan (Man) will have to pass stages to
reach up his wife to attain ultimate
happiness.
It will be in a form of a car race with lots of
Rouges behind Nissan.
This will be viral form of promotion targeting
the Youth.
The Nissan Ads in Matrimonial sites
redirecting to the Micro site.
The Nissan Ads in Matrimonial sites
redirecting to the Micro site.
Share Your “Nissan Happiness Moment” : An interactive
medium to let Nissan users share their experience to ultimate
happiness with the help of Nissan ! Best answer in the form of
maximum likes to be announced as winners.
Share Your “Nissan Happiness Moment” : An interactive
medium to let Nissan users share their experience to ultimate
happiness with the help of Nissan ! Best answer in the form of
maximum likes to be announced as winners.

6. Video in Micro site / TV Commercial on same linesVideo in Micro site / TV Commercial on same lines
HAPPNESS
100 miles
HAPPNESS
50 miles
HAPPNESS
10 miles
HAPPNESS

I M DEAD ..!!

I M DEAD ..!!
Awesomeness !!!Awesomeness !!!
UR WAY TO UNHINDERD HAPPINESS !