Nissan Micra : Consumer Survey


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This ppt has everything about Nissan Micra (India).
Nissan : History, about the company
Micra : Product, price, place, promotion
Competition, Market Share
Consumer Survey

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Nissan Micra : Consumer Survey

  1. 1. Nissan Micra
  2. 2. History
  3. 3. 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.
  4. 4. Nissan Headquarters at Nishi-ku, Yokohama.
  5. 5. Nissan in India
  6. 6. 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).
  7. 7.  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)
  8. 8. Nissan’s Vision
  9. 9. 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.
  10. 10. Nissan Micra
  11. 11. Exterior
  12. 12. Interiors
  13. 13. Advanced Features
  14. 14. Safety
  15. 15. Colours
  16. 16. Price
  17. 17. Advertisement
  18. 18. Competition
  19. 19. Brand Image
  20. 20. 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
  21. 21. Sales
  22. 22. 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
  23. 23. Bitter side of Nissan Micra Sales  Past 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.
  24. 24. 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
  25. 25. 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
  26. 26. 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.
  27. 27. 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
  28. 28. Promotion Of Competitors
  29. 29. 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
  30. 30. Market Research
  31. 31. We conducted a survey among 50 people in this college The Results are as follows
  32. 32. What people see while buying a car? Promotion, 18% Brand Name, 22% Product Features, 35% Average, 25%
  33. 33. Awareness of Nissan Micra 89% 11% Yes No
  34. 34. Do you consider Micra as an option during your purchase? 97% 3% Yes No
  35. 35. Have you seen Ranbir Kapoor is Micra’s advertisements? 73% 27% Ranbir Kapoor Yes No
  36. 36. Why Nissan Micra is lagging behind? Lack in Promotion, 20% Highly Priced, 27% Low Average, 12% Not Very Popular, 41% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Category 1
  37. 37. Which Car do Consumer prefer? Swift, 34% i20, 23% Polo, 19% Brio, 11% Others, 13% 0% 5% 10% 15% 20% 25% 30% 35% 40%
  38. 38. Drawbacks Promotion 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.
  39. 39. Recommendations  Focus 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.
  40. 40. Presentation By: Vrit Vaibhav Shah Ayush Parekh Amara Bandukda Anushree Ambardekar Umme Baba