Nissan Motor Co., established in 1934, is a leading Japanese automaker that began operations in India in 2005, launching various models including the Micra. The Micra has seen fluctuating sales performance, facing competition from rivals such as Maruti Swift and Hyundai i20, leading to plans for expanding distribution and launching new models to regain market share. Nissan aims to increase its presence by enhancing brand visibility and introducing competitively priced vehicles to attract a wider customer base in India.

1. Nissan Micra

2. History

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. Nissan
Headquarters at
Nishi-ku,
Yokohama.

5. Nissan in India

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.  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. Nissan’s Vision

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. Nissan Micra

13. Exterior

17. Interiors

22. Advanced Features

29. Safety

34. Colours

41. Price

44. Advertisement

48. Competition

53. Brand Image

54. 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

55. Sales

56. 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

59. 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.

61. 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

62. 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

63. 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.

64. 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

67. Promotion Of
Competitors

69. 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

70. Market Research

71. We conducted a survey
among 50 people in this
college
The Results are as follows

72. What people see while buying
a car?
Promotion,
18%
Brand Name,
22%
Product
Features, 35%
Average, 25%

73. Awareness of Nissan Micra
89%
11%
Yes No

74. Do you consider Micra as an
option during your purchase?
97%
3%
Yes No

75. Have you seen Ranbir Kapoor is
Micra’s advertisements?
73%
27%
Ranbir Kapoor
Yes No

76. 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

77. Which Car do Consumer
prefer?
Swift, 34%
i20, 23%
Polo, 19%
Brio, 11%
Others, 13%
0% 5% 10% 15% 20% 25% 30% 35% 40%

78. 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.

79. 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.

80. Presentation By:
Vrit Vaibhav Shah
Ayush Parekh
Amara Bandukda
Anushree Ambardekar
Umme Baba