Social Media Assignment- Nissan Micra

For

NISSAN MICRA

NEW MEDIA LAUNCH CAMPAIGN

Neha Arora- 80

Midhun Murali- 68

MBA (PR)

SIMC-2010

YOU KNOW IT FITSMY CAR. MICRA

Suggested Tagline

Micra in India

•In 1.2L, 1.4L Petrol and 1.5L Diesel options

•Launch: Second Quarter of 2010

•How Much: About Rs. 4 Lakh

•May posses strong competition to Suzuki Swift

and other cars in the same category.

Competition in IndiaEngine Capacity Ground

Clearance

Price Range( Approx. )

Mileage (in Test

Conditions)

Max. Speed Special Features

Chevrolet Aveo U-VA 1150 cc 188 mm Rs. 4.0-5.0 Lac 11-12 km/l 148 km/hBoasts roomy and premium

quality interior.

Chevrolet Beat 1248 cc 145 mm Rs. 4.30 Lakhs 13-14 km/l 160 km/hSpacious Interiors &

Beautiful Design.

Chevrolet Spark 995 cc 170 mm Rs. 3.0-4.0 Lac 14-15 km/l 150 km/hSmall turning radius of

4600 mm.

Fiat Palio Stile 1105 cc 170 mm Rs.3.50-4.25 Lac 12-13 km/l 131 km/h260 litres of boot space

expandable upto 950 litres.

Fiat Grande Punto 1300 cc - Rs. 5 Lac - 165 km/h

Comfortable Height adjustable driver seat for better sitting posture

Hyundai Getz 1341 cc 160 mm Rs. 4.50-5.50 Lac 13-14 km/l 147 km/h

Innovative and fuel

efficient 1.3 L

SOHC engine

Hyundai i10 1086 cc 165 mm Rs. 3.50-5.00 Lac - -New-age 1.1 L iRDE engine

with electric control unit.

Hyundai i20 1197 cc Rs. 5.00-6.00 LacMore sporty from the

outside and more roomy from inside.

Hyundai Santro Xing 1086 cc 164 mm Rs. 3.0-4.50 Lac 12-13 km/l 141 km/hImproved fuel efficiency,

reduced emission, increased power.

Competition in India contd.Maruti 800 796 cc 170 mm Rs. 2.0-2.25 Lac 13-14 km/l 144 km/h

Low cost & highly fuel-efficient.

Maruti A-Star 998 cc 170 mm Rs. 3.5-4.25 Lac 18-19 Km/l 155 km/hEquipped with ligth-weight

KB series engine for refined performance.

Maruti Alto 796 cc 160 mm Rs. 2.50-3.0 Lac 13-14 km/l 137 km/hPowered with 32-bit

computer technology.

Maruti Swift 1298cc 170 mm Rs. 4.0-5.50 lac 12-13 km/l 156 km/hBigger and better with

European style looks.

Maruti WagonR

1061 cc 165 mm Rs. 3.50-4.50 Lac 12-13 km/l 145 km/hRoomy interiors, 32-Bit

Electronic Control Module (ECM)

Maruti Zen 993 cc 165 mm Rs. 3.50-4.00 Lac 11-12 km/l 145 km/hErgonomically crafted seats

withrich upholstery

Maruti Zen Estilo

1061 cc 165 mm Rs. 3.0-4.0 Lac 12-13 km/l 148 km/hSporty looks and roomy

space.

Maruti Suzuki Ritz

1197cc K12M 145 mm Rs. 4 to 4.5 Lacs - -Smart Distributor Less

Ignition (SDLI) system

Skoda Fabia 1198 cc 146 mm Rs. 5.0 LacEye catching looks with lots

of interior space.

Tata Indica 1405 cc 170 mm Rs. 3.50-4.50 Lac 12-13 km/l 148 km/hMicroprocessor based Engine

Management System.

Tata Nano 624 cc 180 mm Rs. 1.12-1.34 Lac 23 km/l 105 km/h Worlds cheapest car

Nissan India• Nissan Motors India Private Limited (NMIPL) is the subsidiary of

Nissan Motor Company of Japan

• Started its operations in India in 2005

• Launched Nissan X-Trail SUV, in 2005 and Nissan Teana sedan in

2007

• Along with Renault, NMIPL is setting up a manufacturing facility in

Chennai to manufacture 200,000 cars per annum

• The Chennai plant will also bewill manufacturing the Nissan Micra

for the European market

Nissan Micra

• The Micra is known for its reliability, excellent build quality, and user

friendliness

• Launched as Nissan K 10 in 1982

• Followed by K11, K11-C, K12, K12-C

• European Car of the Year award for 1993 (the first Japanese car)

• Next generation Micra (K13) will be manufactured in India also (means

cost advantage)

Differentiating Factors

• Brand Name- Nissan inspires trust

• High Speed in the hatchback segment- 180 KM/H

• Impressive design (Volkswagen Beatle inspired)

• Cost Efficiency (Pricewise & fuel efficiency)

• 10% more fuel efficiency than almost all competitors

• The Credibility factor ( first model in 1982)

• 20 variances

• Durability- They’ve been running for more than two decades in other markets

• ECCS (Electronic Concentrated Control System) fuel injection- Makes it safer

Objective

To launch Micra in India. Our plan is to optimize and leverage

online medium to the maximum extent. To carve a niche in

the highly competitive hatchback segment in India.

Taking Inspiration- Competitor strategies

Fiesta had an

extensive online

presence through

facebook, flickr and

you tube.

Ford Fiesta

How many

people can

you fit in a

Fiesta!

YouTube Presence

Channel on

YouTube!

Ford Fiesta- Twitter

On twitter too!

Chevy’s Idea!

A good

idea but not

well

executed

Jeep

Engaging with

communities

Honda

Beyond

Videos-

Honda

Channel

Volkswagen

Making

iphones a

part of the

online plan

Existing Platforms

Various Car

communities

already in

place

Target Profiling

• Raj, 28 year old has just been promoted as

an assistant manager in a leading MNC. He

has a fiancée and looking forward to get

married soon. They have been searching the

markets for the perfect car which fits their

budget and style quotient.

• Mr. Vinod Singh Rathod is a leading

businessman, age 55 is the father of Riya 18

and Rahul 22. Rahul has just topped in his final

year engineering. To celebrate this Mr. Rathod

is planning on gifting his son his first car.

• Mr. Krishnan has been a diligent saver

for most of his life. At the age of 40, he

is happily married with wife Asha and

three kids aged 4,10 and 12. Now he is

planning to invest his savings to buy a

new car and sell his old Maruti 800.

PS: SEC B&C

Brand Positioning

• The brand tag line (brand positioning statement) is ‘ You Know it

Fits. My car. Micra.’ This conveys the message that the car fits the

target market in terms of size, design (style) and economic

compatibility. The brand would be leveraged in terms of brand

values and reputation of Nissan. The brand Micra will also

emphasize on environmental sustainability by initiating and

executing various CSR activities.

The IMC Plan

• As a part of the launch campaign we are planning to

do 60% PR activities and 40% advertisement. Further

the PR plan with 70% online and 30% offline.

Leveraging the online medium

On-Micra-Line

• We call in applicants from all over India to participate in a

competition to win a Micra. The main qualifying factor is their

presence online- so that they can blog, tweet, post pictures,

Facebook et al about Micra. 4 cars in all to be won (one from

every region i.e, North, South, East, West)- A risky

proposition, but a carefully weighted option.

Previous Nissan Strategies

• Nissan isextremelyactiveonline. Theyhave varioussites andmicrositesfor othercars in theirbrand.

• Application,themes,games andringtonesrelated tothe theme‘Cube’

Nissan

Cube

Nissan Cube

Micra

• Similarly they have a specific ‘tweet city’ for Micra onTwitter!

Social Media Plan- Micra India

• We plan to continue with website and have a specific micro

site for Micra featuring the following:

o Evolution of Micra since 1982- A graphic timeline- a game

based on the same- “Survival Instinct” highlighting durability

of the car. The winner will get a Micra.

o A page of the variances Micra available- 20 in total

o Customers can view the car in their favourite colour under this.

o A 360 degree view of the car’s inside.


o Jingles and games downloadable on mobile phones, mp3

players and I-phones

o A Google map for the owners of Micra- to trace the path

taken or the road travelled since they have owned the car

o An interactive game on the site- a Farmville, Yoville (from

facebook) kind of setup where the player by earning points

can accessorize the car, buy petrol, get it serviced et al.

o Micra Viral ads and downloadable jingles in official site.


• Similarly we are planning to initiate an Indian counter part of

‘Tweet City’ in the name ‘Micra Tweets’

– Invites Twitter users to enter their own details or others and tells them

about the characteristics of their tweets.

– Showcases the Micra and offers a chance to win one as a part of a

database creation exercise.


• Apart from the accounts of the winners (facebook, twitter and

blogs) A separate facebook fan page, a twitter account and a

blog will be maintained (Open for the winners as well as

enthusiasts)

• A ‘tweet up’ can be arranged a few months after the launch to

get together all satisfied customers for a ‘honk’ event. Where

in the customers can meet up and enjoy the even organised

by Nissan, followed by ‘honking’ all the cars.

Social Media Plan- Existing Communities

Apart from setting up our own properties online itsimportant to leverage existing communities. For eg. Honk

Social Media Plan- Existing Communities

• A minimum visibility has to be maintained on these sites; tie ups can be

explored. RSS feeds should be set up so that even through these

communities a update on the Micra site can be accessed.

• As part of a CSR initiative and keeping in mind the positioning of a small

car (Micra- micro) we plan on promoting sustainability on the micro level.

To support the same a link to ideas on how this is achievable will be

provided on all online Micra sites.

– An interactive community to be started on the same where enthusiasts are invited to

leave their suggestions and calculate their ‘sustainable diligence’ level i.e., how

environmentally conscious are they at an individual level.

Offline Strategies

• The offline activities will be built largely to support the online activities.

• Promote the winners of the On-Micra-Line through traditional medium.

• Events to promote the CSR activity by tree plantation, garbage collection drives or an hour of ‘light out’

• Organizing the ‘Honking’ event

• Blogger meets- where the bloggers can review a Micra Model.

Other IMC activities

• Advertisements

– 60% advertisement revenue will be spent on TVCs

– 30% in print advertisements

– 10% in radio

• Hoardings/Flexes on prime locations like residential colonies

and High profile colleges

• Road shows titled ‘My Car. Micra’ will be conducted with

facility to test drive for potential customers


• Consumer Sales Promotion

– Price discounts

• Though there will not be any direct price discount on the car, free gifts in the form of accessories will be provided with the car.

• Trade Sales Promotion

– Incentives for Dealers

• Special incentives for the dealers will be introduced.

– Advanced training

• Direct Marketing

– Direct mail• Direct mails to the prospective clients from the database of

previous customers as well as sales associates.


– Telemarketing/SMS

• Sales associates will be advised to call up potential clients and to fix appointments

for test driving. By tying up with any mobile service providers, the details of test

drive and offers will be publicised through SMSs.

• Public Relations/Publicity Activities

– Events

• Different events will be organised related to the launch of the product. Celebrities

will be invited for the same and hence publicised through local as well as national

media.

– Press releases & Press conferences

• Press releases and press conferences related to the launch.

Thank You

Neha Arora-80

Midhun Murali- 068

Automotive

Social Media Assignment- Nissan Micra