The document summarizes Nissan's strategy to shift from focusing solely on vehicles to facilitating transportation and travel. It identifies three consumer groups - early adopters, Uber Greens, and lazies - and sees an opportunity to offer a digital Nissan Route ID that provides discounted services for travel, parking, hotels, and more. This ID aims to deliver customers from routine inconveniences by anticipating needs and developing sustainable solutions. Nissan Route will borrow credibility from the Nissan brand and vibrancy from the Nissan Shift initiative to position itself as a "hero" that delivers customers.

1. Where did we start?
- Began by understanding the intention and the objective behind Nissan…

2. Nissan stands for
- Innovation Ever After...
Monozukuri – The science of making things

3. Nissan Believes in
- Not just inventing, but inventing for the masses...
Innovation is for everyone

4. Nissan „s overall objective
- Anticipate needs, be prepared for tomorrow
Technology that is
sustainable, solutions
that can last
Technology that
Technology that serves not
anticipates
just our present but is also
requirements, think
prepared to comfort our
beyond “cars”
futures’ needs

5. Towards this, Nissan„s current endeavors include
- Shift_the way you move

6. Peoples‟ reaction to Nissan Shift_ the way you move
- Nissan Leaf, was the product championing this
initiative the general response was lukewarm
There were two basic
problems:
1. Business Problem – Poor
Infrastructure
2. Brand Problem – Poor
Communication

7. The Business Problem – Poor infrastructure: Catch 22
The car has
limited
range, esp. in
winters
People don’t
buy the car Potential solution
because - Build more
there’s no charging
infrastructure stations/battery
to support it innovations
Operators
hesitant to
invest till there
is adequate
demand

8. The Brand Problem – Over Promise, disjointed advertising
- Poor story telling – Kotozukuri -bringing the brand to life through stories
The Polar bear was used and
abused, did not drive the message
of future forward innovation
In the attempt to bring the brand
alive, the brand smell stunt at CES
didn‟t connect either

9. In all this noise what were we hearing?
Everyone’s working towards
improving the infrastructure for
electric vehicles and versions of
Cars are going out of concept cars
fashion
Everyone is focusing on the “vehicle” needs of
two types of consumer mindsets -
The green mindset
The technology junkie mindset

10. While everyone was being myopic about “cars”

11. We were listening to…
Wanted a sustained marketing
campaign that went beyond the same
old, "It's good for you and the planet"
message
Formulated a new six-year mid-term
plan, under which they plan to launch
51 new models particularly in major
growth markets such as
China, Brazil, Russia, India and
Indonesia.
Reorganized its corporate structure to
bring marketing into closer contact
with the product planning division

12. We were listening to…
- Nissan was focusing more on sculpting out their consumer groups
Early Adopters
The tech junkies, they want in on the latest
trend and they want to be the first to get
there. These are future forward
technology evangelists

13. We were listening to…
- Nissan was focusing more on sculpting out their consumer groups
Uber Green
These buyers genuinely care about
reducing their impact on the
planet, and modify their life
accordingly. They pay attention to
details such their carbon
footprint, recycling, solar heating etc.

14. We were listening to…
- Nissan was focusing more on sculpting out their consumer groups
The Lazies
These are younger demographics who
are not particularly “crazy” about
technology or the environment… they
are motivated by comfort!
They like technology that drives
convenience. And if being green is
convenient, then they’ll adopt that
too.

15. Hence, we identified the opportunity…
Across growing and
developed markets
Across consumer
segments be it families
with young kinds or the
collegiate segment
They all needed and
loved to travel. They
were all motivated by
comfort, convenience
and journeys

16. Decoding the opportunity…

17. Relevance to Developed Markets…
In the developed markets, people refrain from buying
cars because of –
• Traffic congestion
• Parking limitations
• Gas Prices
• And amongst college youth, while they’re away from
home they seldom have their own cars.

18. However, they love Road-tripping…

19. Relevance to Emerging Markets…
In the emerging markets, people continue to buy cars but
complain of –
• Lack of convenience – they make larger number of
short trips
• Lack of facilities for daily drivers
• Everyday hassles of owning a car

20. However, they often are frequent fliers and seek
budget travel options…

21. The big idea therefore…Cars Might go but the journeys are here to stay

22. Nissan_Route
- Nissan would facilitate the end benefit of a car- travel, transport, mobility and convenience
Nissan_Route International ID

23. Nissan_Route
This would be a digital ID that every Nissan owner could own –
• It would require an annual membership fee of a nominal amount
• The card could be swiped in a slot on the dashboard inside the car and of course
there’ll be reading machines at participating dealers and facilities
• And it would unlock a plethora of discounted services for Nissan user across the globe

24. Nissan _Route: Services would include
• Information on parking
• Discounted national and
international car hire
• Local and international Restaurant
information and booking
• Participating hotels would have a
quota of pre-booked rooms for
Nissan members
• Grocery purchase and delivery
• Unlocking your car
• Manipulating car temperature
• Unlocking Wi-Fi facilities at airports
• Membership discounts at coffee
shops etc
• Nissan community or Route
users..the more they use the service
the higher points they get

25. Nissan_Route: Positioning Statement and Brand Role
Nissan_Route

26. Nissan_Route: Positioning Statement and Brand Role
- The brand role that we intent for Nissan Shift_xyz to take on is that of a “Hero”

27. Nissan_Route: Positioning Statement and Brand Role
- The singular brand value that would define all our business and consumer
interaction is that of “Deliverance”
Nissan Shift_xyz
DELIVERANCE

28. Nissan_Route: Positioning Statement and Brand Role
Nissan_Route strives deliver its partners (for us
they are not merely consumers) from routine
inconveniences and limitations by anticipating
needs and developing innovative, sustainable
solutions (that can last) that facilitate more
fulfilled lives in harmony with their environment.

29. Nissan_Route: Place and role in the brand architecture
-Nissan_Route will borrow from mother brand Nissan the trust and credibility of
“affordable innovation”, the belief that if its from Nissan, it must be functionality driven
and meant for “everyone”…

30. Nissan Shift_ Xyz: Place and role in the brand architecture
-Nissan Shift_xyz will borrow from sister initiatve Nissan Shift _ the vibrancy and youth
quotient, solutions that are relevant not just to the current crop but are also listening and
preparing for tomorrows problems…

31. Nissan_Route: Place and role in the brand architecture
Nissan Shift_xyz will lend to both, its sister initiative and mother brand two vital things:
1. A new platform for product extensions and service offerings that go beyond “cars”
2. An untapped reservoir of “leads” as this will allow for conversation with consumers
whose needs were not “cars” but one or more of the other services that are provided
under this brand…

32. Nissan_Route: Brand architecture
Nissan
Nissan Shift_ Nissan_Route
This would have a whole
platform of products and
Current vehicle driven services that cater to
initiatives (concept cars etc) consumer “lifestyle” as a
whole instead of just car
needs