Marketing Questions

Q1: What are the strategic objectives for the Micra and the Nano?
Ans - The strategic objective behind the launch of the Nissan Micra and Tata Nano was
to make many Indians who drove two wheelers and belongs from the lower middle class
income category can move up to the car category. The motive behind the launch of a
small car is to capture the market share of lower middle class family which belong to
larger population category in India.
Q2: What role can social media play in achieving these objectives?
Ans: Social media played a very crucial role in building brand awareness for Nissan
Micra and Tata Nano. Through social media, the companies were able to capture the
eye of the youth population of the country. They did this by launching several
campaigns on YouTube and Facebook like "The new star of India" a short film launch
by Nissan for Micra and Nano partnered with MTV to launch "Nano Drive with MTV"
India's first social streaming show. These campaigns capture the thousands of fan
following page with their posts, showing the enthusiasm among the youth of the country
for these campaign.
Q3: How effective is each campaign?
Ans: The campaigns were found very effective in terms of capturing the eye of the
populations, as they were able to engage youths on Youtube and Facebook. More than
2,300 people posted videos and acquired more than 500000 fans on Facebook page of
Nissan. In case of Tata Nano, eighty thousand fans were involved offering comments
and posting regularly on Tata Nano Facebook page.
However, these campaigns were failed to capture the sales of Micra and Nano
and market share of passenger cars. Although, 500 test drive were booked through
Nissan’s Facebook page but the total sales for the first eight months of 2012 were
11008, down 12% sales of 12556 for the same period in the previous year. The
campaign was launched in September 2011. Monthly sales of the Nano peaked in
March 2012 at 10475 units, then declined in the months of April, May and June. This
decline coincided with the deregulation of the gas price and Movement of the
consumers to diesel-powered cars. The Campaign was launch by Tata Nano in the
month of May, 2012 and were able to capture 16% of the market share among the A
segment hatchbacks Cars and place themselves on the 3rd position in the segment.
Sec – H
Group 7 ( Bikas, Isha Agnihotri, Rohit, Swati Negi, Vineeta, Anita Kumari, Pranjal singh,
Nikheel Champawat)