Marketing Tata Nano and Nissan Micra using social media (Ali Raza Anjum)
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Case Study : How Tata Nano and Nissan Micra Used Social Media for effective advertisement and marketing across India.
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Marketing Tata Nano and Nissan Micra using social media (Ali Raza Anjum)
- 1. Marketing Nissan Micra & Tata Nano Using NUST Business School Amina Khalid Niazi Ali Raza Anjum Shehbaaz Aalam EMBA: 2K14 Aliraza_anjum@Hotmail.com
- 2. Agenda Nissan Micra & Advertisement Tata Motors hired new managing director Karl Slym, the Former head of General Motors India. Nissan was a global automobile manufactured with no presence in India until 2008. Tata Group had a long history in India It was founded in 1868 as a trading company. Tata Motors established in 1945. Both Nissan and Tata heavily utilized the traditional media and social media for increasing awareness and sales. What are the lesson learnt from these campaigns and how to use these learnings in future.
- 3. Case Study Overview 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 ? New MD Objectives Push Tata Nano to Other Markets so he is looking after the results of previous campaigns launched by Tata so that he can plan a Way forward. Nissan Micra Campaign MD shown great interest in Nissan Micra’s hatchback car which started from a short Bollywood type film and aired on Facebook Page. And Ranbir Kapoor played a vital role in campaign. 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.
- 4. What is Social Media Social Media combinations of means to Create Share Exchange
- 5. Essentials of Social Media Growth Communication channel to connect across peers Access to communication channel everywhere What to share and How to Share Education Social Media
- 6. India is getting Social … 1.2 Billion People 243 Mill. of the Indians have Internet Access. 970 Mill. of Indians have Mobile Phones. 816 Mill of Indians can read and write. Education Social Media Networks 100 Mill. Of Indians
- 7. India Social and Internet Statistics 2014
- 8. BACKGROUND Global automobile manufacturer Hatchbacks dominancy in Indian Market Started selling Micra in July 2010
- 9. HatchBack Dominancy B2 hatchbacks- Greatest volume of sales Hatchbacks classified as A,B1 and B2 Hatchbacks dominated Indian Market
- 10. NISSAN MICRA
- 11. NISSAN MICRA • B2 HatchbackMICRA • Maruti Swift and Ritz, the Ford Figo and the Hyundai i10 and i20 Competitors
- 12. MICRA BRANDING Ranbir Kapoor - Brand Ambassador Featured in numerous advertisements. Both new and traditional advertising used. Social media-connection with wider youth base “Drive Simpler. Live Better”
- 13. Social Media Campaign Short Movie Aired on Social Media Campaign Details
- 15. T A T A MOTORS
- 16. H I S T O R Y O F T A T A
- 17. IDEA GENERATION OF TATA NANO Ratan Tata Vision Tata Nano “I saw families riding around on scooters with kids standing up and the mother carrying a baby and decided to do something about it. It started as a quest for an affordable transportation solution”. -- Ratan Tata CEO
- 18. THE CHALLENGE
- 19. THE CHALLENGES
- 20. T A T A N A N O The Tata Nano was introduced at the 9th auto expo by Tata Motors in New Delhi, India on Jan. 10, 2008.
- 21. T A T A N A N O The ONE lakh Rs that car drives ONE billion dreams…
- 22. THE COMPETITORS
- 23. Maruti 800 Tata Nano Engine 800 cc 623 cc Length 3.335 m 3.1 m Width 1.440 m 1.5 m Height 1.405 m 1.6 m Top speed 120 km/hr 90 km/hr Cost 2.25 Lakh (on road) 1.26 lakh (on road) COMPARISON WITH MARUTI
- 24. PRICING STRATEGY Target Costing Method Low Manufacturing Cost Low Pricing Policy with Minimum Profit Margin.
- 25. TARGET MARKET
- 26. THE PEOPLE’S CAR Khushyon ki chaabi….
- 27. SPECIFICATION OF NANO • Looks: The snub-nosed car keeps in the tradition of the Fiat 500, Nissan Micra and the Smart. • Dimensions: 3.1 metres (10.23 feet) long, 1.5 metres wide and 1.6 metres high. Can seat four to five people. • Engine: A two cylinder 623 cc, 35 horsepower rear mounted, all aluminium, multi-point fuel injection petrol engine can power the car to top speeds of 105 kilometres per hour (65 miles per hour). • Fuel Efficiency: 20 kilometres per litre, or 50 miles per gallon is claimed.
- 28. • Safety: Car exceeds current regulatory requirements with a strong passenger compartment, crumple zones, intrusion resistant doors, seat belts, strong seats and anchorage. • Nearest Domestic Car Rival: Maruti 800, part of Japanese-owned Suzuki Maruti stable whose base model sells for about 4,800 dollars -- nearly double the price of the Nano • Market: India's car market is a huge draw because car penetration is just seven per 1,000 people, compared to 550 per 1,000 in such countries as Germany or 476 in France, according to the Society of Indian Automobiles. SPECIFICATION OF NANO (Cont..)
- 29. ADVERTISEMENT OF TATA NANO Publicity as “One lakh car” by mouth to mouth. Auto expo 2008 New Delhi & Geneva. Print & electronic media. Social Media. Orkut, Facebook o
- 30. NANO DRIVE WITH MTV
- 31. NANO DRIVE WITH MTV
- 32. FACE BOOK - NANO DRIVE WITH MTV
- 34. FACE BOOK - NANO DRIVE WITH MTV
- 36. Nano Drive
- 38. Strengths Nano Micra Affordable Easy to drive in traffic Fuel Efficiency Low Maintenance Cost Intl. Brand Nissan Build Quality Fuel Efficiency Excellent Advertising
- 39. Weakness Nano Micra Perceived as Cheap Product Smaller Fuel Tank Limited Intl. Presence Less Powerful Engine Limited Sales Channel Limited Service Channels Price vs Size
- 40. Opportunities Nano Micra Motivation for Bikers Say no to Second Hand Target Third World Countries World Cheapest Car Growing Automobile Industry Use the Japanese Brand Name Renault/Low Cost Cars
- 41. Threats Nano Micra Motorcycles Improvement in public transport Innovation by competitors Cheap Car Perception Intense Competition Increasing Fuel Prices Improvement in public transport
- 42. Segment Nuclear families in the Hatchback segment Position A simple small car which would make life better for the ownerTarget Upper middle class executives Nissan Micra Segment-Target-Position
- 43. Segment Hatchback segment for middle class Position Positioned as the cheapest and most affordable carTarget Targeted towards the families belonging to middle class segment Tata Nano Segment-Target-Position
- 45. Micra Campaign Impact 500,00 Facebook Fans 500 Test Drives Increased Sales in April Sustain Growth Campaign Period: September 2011 To March 2012 YoY Growth Comparison
- 46. Nano Campaign Impact 80,000 Facebook Fans Higher Perceived Quality Increased Sales in June Sustain Growth YoY Growth Comparison Campaign Period: May To June 2012
- 47. Challenges 4 Media Role Traditional Media Social Media Micra Campaign Ranbir Kapoor Campaign for Nano Sales Domestic Sales Other Markets Sustain Social Media Engagement Make it more effective
- 48. Suggestions 4 Media Role Traditional Media Social Media Micra Campaign Sales Domestic Sales Other Markets Sustain Social Media Engagement Make it more effective Ranbir Kapoor Campaign for Nano Should be used for future campaigns Resulted into effective campaign Do not limit only to social media Increase Market Share Learn from Nissan Engage Celebrities Launch more seasons Use it in future Local Language Barriers Celebrity Ambassador for Nano
- 49. Thank You