Nissan Motors

History of Nissan
 Headquartered in Yokohama, Japan.
 The Third largest auto manufacturer in Japan, founded on 26
December 1933
 Nissan is a Fortune 500 company with around $93 billion
revenue in 2008.
 It has manufacturing centers in 18 countries
 R&D centers in five nations
 services in around 160 countries in the world.
 Nissan Vision

 Nissan’s vision is to enhance the quality and safety of travel and

achieve customer satisfaction.
 There vision is expressed in their statement as: “Nissan-Enriching
people’s Lives.”
Nissan Mission
 “Nissan provides unique and innovative automotive products
and services that deliver superior measurable values to all
stakeholders”
Global Strategy of Nissan
 Nissan aims to be a leader in all the markets where it is operating,
at least in its high priority countries.
 Nissan follows a transnational strategy by reducing its costs as well
as localizing its products.
 Nissan strongly believes in alliances to grow in the current global
world.
 Nissan has entered into several global alliances with firms like
Renault, Mazda, Mitsubishi, etc.
 Nissan's biggest reason for alliances is gaining knowledge about
local market
Corporate Strategy
 Nissan use 4G strategy for global coordination:
 Global training center.
 Global production engineering center.
 Global Launching Expert.
 Global package design center.
Marketing Strategy
• With the help of correct brand positioning Company wants
to increasing the awareness of their products among the
Clients.
• company has gained larger market share
• Adds the service extension to make the products different
from the competitors.
• Nissan incorporate the customer oriented attitude in the
overall activities of the company.
Competitors
 strong economic growth and government relaxation on
taxes, Several companies are emerging to establish their
market position.
 Nissan has a good chance of competing with existing
competitors as several of Nissan products are already in the
market.
 Nissan will position the new product with features such
attractive look and feel.
 . Direct competitors are Toyota and Suzuki which have
substantial market share.
SWOT Analysis
Strengths Weaknesses
• Innovative technology • Falling Sales in home Market
• Strategic partnership with Renault • Products recalls
• Excellent Sale and financial
performance worldwide
• Fast growing brand awareness and
reputation globally
Opportunities Threats
• Increasing popularity in Indian markets • Rising prices of raw materials
• Growth through acquisition and • Economic fluctuation
partnership • Intense competition globally in the
• Increasing demand for Zero emission Automotive industry
vehicles
 Market Segmentation
 Nissan has focused its segmentation mainly on the basis of
these four factors:

 Geographic
 Demographic
 Psychographic
 Behavioral
 Geographic Segmentation
 Urban Areas

 Nissan Micra:
 Reliability
 Excellent build quality
 User friendliness
 Geographic Segmentation
 Rural Areas
 SUV (X-Trail):
 Powerful luxury SUV with on-road and off-road capabilities

 Cross-Overs (Juke)
 Geographic Segmentation
 Sub Urban Areas

 Micra:
 Driving the vehicle
around sub-urban
landscapes at night lit up
visual effects

 Cross-Overs (Juke)
Demographic Segmentation - Income
Level

Middle Class Upper Class

Upper Middle Nissan 370Z (C+)
• Nissan Micra (B+)
• Nissan Teana (B+)
Skyline GTR (C+)
• Nissan X-Trail (C)

Nissan Leaf (C+)

Lower Middle
• Nissan Micra (A)
 Demographic Segmentation

• Income Level

• Micra:  Skyline GTR:

• Upper middle class  Upper class executives
executives
• Pounds 11995 to 18765

• Nissan 370Z:
• Upper class executives
 Demographic Segmentation
 Income Level

 Nissan Teana: • Nissan Leaf:

 Upper middle class • Clients that are in highly
executives affluent

 Nissan X-Trail:
 Upper middle class
executives
 Demographic Segmentation
 Family Size
 Micra:
 Nuclear families

 Age:
 Nissan Leaf:
 Young baby boomer, at around 45 years old
 Psychographic Segmentation
 Social Class
 Life Style
 Safety and Comfort Cautious
 Personality - Sports Oriented
 Skyline GTR:
 Performance
 Speed
 Nissan 370Z:
 Luxury sports car
 Stylish fast sports car; changing the way people drive
 Psychographic Segmentation
 Teana:
 Luxury sedan with good performance
 X-Trail:
 For adventurous people looking for extreme excitement
 Micra:
 New and young customers
 Mature buyers looking to downsize in size but not gadgets
 Simple and small car for better life
 Deliver comfort in attractive package
 Safety
 Status symbol
 Behavioral Segmentation
 Benefits sought for consumer
 Nissan Leaf
 Environmental Friendly
 Highly efficient
Nissan’s Customer Relationship
Program
 Nissan motor company has introduced Omni channel
Program to develop tighten connection with customers
 Nissan improves customers engagement through Nouvelle
Nissan Micra using Whisbi (CRM software)
 Seamlessly connect to a sales expert for one-to-one session
 10 x more efficient
 6 x more engaging
Developing CRM Strategy after business
need analysis
 Added e-commerce tracking tags
 Implemented custom reporting to facilitate knowledge
sharing
 Nissan Motor Company owns a network of websites across
the world that helps consumers decide which Nissan vehicle
they’d like to purchase.
 Customers can download localized versions of promotional
materials, and submit a reservation for taking test drive
Developing CRM Strategy (cont.)
 Nissan Motor Company gains deep insights into users’
product preferences with Google Analytics e-commerce
 Makes informed decisions about serving demand in local
markets which gives them superior customer value
Nissan’s Contact Management
 Contact Management actually does the entire deal. It does
everything that traditional CRMs do and it gives you more process
than they’re ever going to be able to offer. Shows the
organizational commitment to CRM
 It tells all of the pertinent information e.g How many units we’ve
got sold, how many appointments we have, how many
appointments we have tomorrow, how many leads have come in.
 Result:
 Response time has been cut down
 Appointment ratio is higher
 Nissan’s Database Marketing
 Nissan Customer Database (NCD) reconciles information from 90 sources in
24 countries creating a true 360 view of their customers
 The aim of the Nissan Customer Database is to have a fully-rounded profile of
all customers and be able to improve the efficiency of their CRM
 The company also uses big data, analytics and marketing science to make
better business decisions – from measuring the success of marketing
initiatives, to determining pricing for various dealership locations, to evolving
its brand for a new generation of car buyers.
 Consumer insights generated by data analysis are also used in the design and
production of Nissan's various automotive brands, a strategy that allows
Nissan to evolve the brand to showcase new technologies while also building
cars people want to buy.
Creating Customer Lifetime Value
 Zinc Group is a company which controls CLV for Nissan and
responsible for creating value for the customers of vehicles
using promotional and relationship marketing with the goal
of customer retention and rewarding loyalty
 Zinc helps Nissan to drive customer lifetime value across
servicing, repeat purchase, finance and model engagement
 It simplifies data complexities across multiple segments and
customer life stages to ensure communications are accurate,
timely and targeted.
Nissan’s Value Chain Strategy
 By improving CSR management through sharing fundamental
values and principles with its business partners, Nissan promotes
consistency in the CSR activities undertaken throughout the value
chain.
 With Suppliers: Promote management of controlled and
banned substances at suppliers to meet environmental regulations.
Nissan continues to conduct environmental surveys of CO2
emissions, wastewater and waste at suppliers and carry out follow-
up activities
 With Dealers: Nissan has distributed training materials and held
trainings to prevent violations including information leaks,
harassment and reckless driving
Nissan’s Ethics and Social Responsibility (Blue
Citizenship Program)
 Market sensing & Learning process
 Through Customers: Opinions and comments received from the
customer call center in Japan are anonymized and shared companywide on
the intranet, where employees can access and view the database at any
time. Databases and CRM are the main knowledge resources for Nissan
 Nissan makes year-round use of the CSR scorecard as a fundamental tool
to manage, review and validate its progress in each of the sustainability
strategies defined for its CSR activities
 CSR Scorecard elements
 Product Quality
 Sales & service quality
 Indicators of Progress
 Assessment & Results
 Action plans for next fiscal year
 Market sensing & Learning process
(cont.)

 Through Employees: Moreover Nissan makes full use of the

capabilities of its diverse staff
 Employees are considered as internal marketing information
resources. Nissan aims for high implementation and
participation rates of employee satisfaction surveys to better
capture employees’ views
References
 Nissan Motor Corporation sustainability report 2016
 https://www.youtube.com/watch?v=zYJ4NNJWoxY
 https://www.youtube.com/watch?v=53wVctVTjE0
 http://www.zincgroup.com/case-studies/nissan/
 http://www.nissan-global.com/EN/DOCUMENT/PDF/SR/2016/SR16_E_P070.pdf
 http://www.nissan-global.com/EN/CSR/
Branding
 A brand is a name, term, design, symbol, or any other feature
that identifies one seller’s good or service as distinct from
those of other sellers.
Nissan’s proposed positioning
statement
 For environmentally conscious, urban drivers, Nissan satisfies
the need for affordable, reliable and trustworthy products
whilst offering the most innovative and exciting automobiles
available.
 Nissan’s previous campaigns have focused predominantly on
their “innovative and exciting “product range which is
conveyed through the imagery and messages in their
communications for the Nissan Juke
Nissan’s proposed positioning
statement Cont..
 However, when looking at factors considered when buying a
car, price was the single most important criteria, followed by
reliability.
 For this reason it is important that Nissan position themselves
to be affordable and reliable whilst highlighting the benefit of
being innovative and exciting.
 Points of difference can be communicated through the
innovative features that Nissan’s current product range
offers.
Nissan’s Perceptual Positioning Map
 Before a brand positioning strategy can be implemented it is important
that the market’s perceptions are understood.
 To do this a perceptual map can be used. This is a “two or three
dimensional display of customer perceptions of competing alternatives
in a market.
 The functional attributes chosen for the axes could include functional,
physiological-emotional, and personality.
 In Nissan’s case over all Satisfaction and Trust will be used.
 Trust gives a good indication of brand integrity and stature and
Differentiation gives an insight into the perceived energy and vitality of
the brand, something that Nissan is looking to communicate in its
positioning.
Brand Equity
 Nissan’s Brand Equity and The Customer-Based Brand Equity
Pyramid Full line automotive car brands have been
benefitting from an improved economy, pent-up demand,
attractive loan rates and easing credit restrictions, and as a
result, brand equity is at an all-time high for the industry.
Brand Identity
 Nissan’s brand identity composed of 6 facets; Physique,
relationship, reflection, self-image, culture and personality.
 The prism itself communicates that all six facets are inter-
related and are an echo of one another. This means they must
communicate a consistent message in order to create an
effective brand identity that will create brand equity, the end
goal of building a strong brand.
Brand Identity Cont..
 The Nissan brand is a promise to customers
 Nissan's brand strategy is to manage their promise
consistently, in order to increase customer brand loyalty
 If the Nissan brand is a promise to their customers, the
Nissan Brand Identity is a fulfillment of that promise. It
clarifies, through a customer's experience, the distinctiveness
of the brand -- of "Nissan-ness."
Nissan Brand Symbol
 The Nissan Brand Symbol is the core element of Visual
Identity. The Symbol appears on all Nissan vehicles as the
identifier of the brand to the customer.
Marketing Strategies
 There are various ways that NISSAN has achieved the cost
leadership strategy in the automobile industry in Japan.
 One of the methods has been producing vehicles in large volumes
 The company has also retained it operations costs at low levels as
part of its cost leadership strategy
 This has been achieved through initiatives such as using
standardized features in motor vehicles and partnering with
Renault in facilitating the purchasing process
Differentiation
 One of the major changes that should be made by NISSAN is
adopting the differentiation marketing strategy
 This is a strategy in which a company offers exclusive products
that a have been customized for the needs of consumers.
 In the case of NISSAN, the loyalty of consumers and brand
reputation may decline significantly if it continues introducing
models that have been slightly redesigned.
 It needs to change the strategy and introduce vehicles that are
highly differentiated
 The company has the financial capability of producing automobiles
that are highly differentiated
Thank You