Nissan Motor Company Ltd. is a Japanese car manufacturer. It was Nissan Motor Company Ltd. is a Japanese car manufacturer. It was established on December 26, 1933. It is the second largest established on December 26, 1933. It is the second largest automobile manufacturing company of Japan, popularly known as automobile manufacturing company of Japan, popularly known as "Nissan". Nissan Motors are of the opinion that India has a huge "Nissan". Nissan Motors are of the opinion that India has a huge market potential and that the economy is growing at a market potential and that the economy is growing at a tremendous rate. They believe that India is a market of tremendous rate. They believe that India is a market of opportunities and growth. They are of the opinion that their opportunities and growth. They are of the opinion that their investment in India will help in the growth of the company. They investment in India will help in the growth of the company. They are also planning to open manufacturing units in India.They are also planning to open manufacturing units in India.They believe that India is strategically very important for them. And the believe that India is strategically very important for them. And the company's future growth is a lot dependent on the outcome of company's future growth is a lot dependent on the outcome of their investment in India. They have immense expectation from their investment in India. They have immense expectation from the Indian market. They have bigger plans in the future for India. the Indian market. They have bigger plans in the future for India. And setting up manufacturing units and initial investment is just And setting up manufacturing units and initial investment is just the starting point of the bigger picture.Nissan Motors India Pvt Ltd. the starting point of the bigger picture.Nissan Motors India Pvt Ltd. is the Indian division of Nissan Motors. They deal with all the is the Indian division of Nissan Motors. They deal with all the aspects of automobile manufacture. That would include import aspects of automobile manufacture. That would include import (presently, later it might be manufacturing), spare parts, sales, (presently, later it might be manufacturing), spare parts, sales, after sales, marketing, distribution etc.after sales, marketing, distribution etc.

Nissan Motors India has car dealerships outlets in places like Delhi, Nissan Motors India has car dealerships outlets in places like Delhi, Mumbai, Bangalore, Secunderabad and Chennai. Nissan Motors Mumbai, Bangalore, Secunderabad and Chennai. Nissan Motors India has started their operations in India with the launch of new India has started their operations in India with the launch of new X-Trail. This particular model is very popular throughout the world. X-Trail. This particular model is very popular throughout the world. They have been very successful throughout. Moreover Nissan has They have been very successful throughout. Moreover Nissan has been able to complete its revival plan according to its planning been able to complete its revival plan according to its planning and timing. Infact, they had actually completed their project a and timing. Infact, they had actually completed their project a year ahead. This makes it even easier for them to concentrate year ahead. This makes it even easier for them to concentrate better on the India market and work accordingly.better on the India market and work accordingly.

The new X-Trail has been launched in two different variants in The new X-Trail has been launched in two different variants in India. It's a very powerful SUV. It's has four wheel drive system. It India. It's a very powerful SUV. It's has four wheel drive system. It has the 4x4 ALL MODE systems as well. Hence, driving the new has the 4x4 ALL MODE systems as well. Hence, driving the new Nissan X-Trail will be a treat for everybody.Nissan X-Trail will be a treat for everybody.

HISTORY OF NISSANHISTORY OF NISSAN

Nissan started its operations in India in 2005, with the Nissan started its operations in India in 2005, with the launch of the launch of the Nissan X-TrailNissan X-Trail SUV, which was imported fully- SUV, which was imported fully-built.built.[1][1]

In 2007, the company launched the In 2007, the company launched the Nissan Nissan TeanaTeana sedan. sedan.

Along with Nissan's global alliance partner, Renault, NMIPL Along with Nissan's global alliance partner, Renault, NMIPL is setting up a manufacturing facility in Chennai to is setting up a manufacturing facility in Chennai to manufacture 200,000 cars per annum.[1] The facility with manufacture 200,000 cars per annum.[1] The facility with an investment of US$ 920 million will manufacture an investment of US$ 920 million will manufacture the Nissan Micra for the European market, besides various the Nissan Micra for the European market, besides various other models for the Indian market.[2]other models for the Indian market.[2]

NMIPL sells the Nissan X-Trail and the Nissan Teana in India, NMIPL sells the Nissan X-Trail and the Nissan Teana in India, both of which are currently imported fully-built.both of which are currently imported fully-built.

NISSAN TEANANISSAN TEANA

In INDIA automobile industry is growing at a rapid pace. The demand for In INDIA automobile industry is growing at a rapid pace. The demand for cars in INDIA over time has increased a lot due to growth of economy and cars in INDIA over time has increased a lot due to growth of economy and stability of people economic condition. This has attracted a number of stability of people economic condition. This has attracted a number of producers towards the market. Nissan along with other producers like producers towards the market. Nissan along with other producers like Toyota, Suzuki and TATA etc. is a player in the automobile market.Toyota, Suzuki and TATA etc. is a player in the automobile market.

Now Nissan has planned to launch a new car with significant innovations Now Nissan has planned to launch a new car with significant innovations and steps towards improvements. For the success of the car in industry a and steps towards improvements. For the success of the car in industry a deep study and research has been undertaken to develop an effective deep study and research has been undertaken to develop an effective and efficient plan. and efficient plan.

Some of the important areas covered in this document while developing Some of the important areas covered in this document while developing a Marketing Plan for the selected company are:a Marketing Plan for the selected company are:

Discussion of the IndustryDiscussion of the Industry Analysis of company’s positionAnalysis of company’s position Marketing objectivesMarketing objectives Promotions strategiesPromotions strategies Pricing strategiesPricing strategies Product strategies Product strategies Distribution strategies. Distribution strategies. Furthermore, action plan lays out successful implementation through Furthermore, action plan lays out successful implementation through

monitoring has also been included monitoring has also been included

Automobile Industry Automobile Industry Overview Overview

Automobile Industry is a business of manufacturing and Automobile Industry is a business of manufacturing and selling vehicles. It has encouraged the expansion of road selling vehicles. It has encouraged the expansion of road systems and allowing consumers to commute long distances. systems and allowing consumers to commute long distances. It has also allowed other industrial product to contribute as It has also allowed other industrial product to contribute as well, such as steel and thus is the key determinant for well, such as steel and thus is the key determinant for economic growth. economic growth.

Globalization of automotive industry accelerated Globalization of automotive industry accelerated exponentially after the 1980’s. This was due to the exponentially after the 1980’s. This was due to the construction of important overseas facilities and mergers construction of important overseas facilities and mergers alongside with improved production techniques adopted by alongside with improved production techniques adopted by Japanese in the 1970’s. Japanese in the 1970’s.

By 2005, the industry’s global output touched 64.6 million By 2005, the industry’s global output touched 64.6 million vehicles. The auto market today is one of the largest vehicles. The auto market today is one of the largest segments in world trade. Today the annual automotive segments in world trade. Today the annual automotive exports have reached a level of $600 billion which accounts exports have reached a level of $600 billion which accounts for 10% of the worlds export.for 10% of the worlds export.

With increase awareness in consumers about potential With increase awareness in consumers about potential hazards, automobile industries are in constant competition hazards, automobile industries are in constant competition with each other to produce a better vehicle for the right with each other to produce a better vehicle for the right consumer. It is estimated that the car industry will continue to consumer. It is estimated that the car industry will continue to prosper to increasing trends as national economies and prosper to increasing trends as national economies and population increases. Mobility 2030, of the World Business population increases. Mobility 2030, of the World Business Council for Sustainable Development, reported that per capita Council for Sustainable Development, reported that per capita mobility of china, Latin America, Russia and rest of Europe mobility of china, Latin America, Russia and rest of Europe would double by 2030 to 5000-14000 km per year. This will would double by 2030 to 5000-14000 km per year. This will contribute to the automotive industry a big deal.contribute to the automotive industry a big deal.

Automobile Industry Overview of Automobile Industry Overview of INDIA INDIA

In INDIA automobile industry is growing at a rapid In INDIA automobile industry is growing at a rapid pace. There have been huge demand for cars in pace. There have been huge demand for cars in INDIA over time but in the last few years due to INDIA over time but in the last few years due to improvement in economy of INDIA this demand improvement in economy of INDIA this demand has increased tremendously. Total number of has increased tremendously. Total number of automobiles in use today in INDIA is 25 million. automobiles in use today in INDIA is 25 million. About two-third of the market demand is being About two-third of the market demand is being met currently by local production and imports met currently by local production and imports from other countries and one-third is left unmet. from other countries and one-third is left unmet.

So there is a huge gap in market demand and So there is a huge gap in market demand and supply which is still there to be met. Major supply which is still there to be met. Major producers currently in the market are Toyota, producers currently in the market are Toyota, Suzuki, TATA, Honda, FORD, Hyundai.Suzuki, TATA, Honda, FORD, Hyundai.

The government is also supporting the investors The government is also supporting the investors to invest in INDIA this has attracted more to invest in INDIA this has attracted more producers of cars to come in INDIA and grasp producers of cars to come in INDIA and grasp market share from INDIA automobile market.market share from INDIA automobile market.

Nissan: History Nissan: History

Nissan Motor Co. is one of the major car Nissan Motor Co. is one of the major car manufacturers in the world. Nissan Motor Co. is in manufacturers in the world. Nissan Motor Co. is in automobile industry for over 70 years. Nissan has automobile industry for over 70 years. Nissan has spread out its manufacturing over all major spread out its manufacturing over all major countries and territories of the world. Nissan countries and territories of the world. Nissan Motor Co. founded in 1934, formally known as Motor Co. founded in 1934, formally known as Datsun until 1983, is a Japanese automobile Datsun until 1983, is a Japanese automobile manufacturer and is Japan’s second largest manufacturer and is Japan’s second largest company after Toyota. It is among the top Asian company after Toyota. It is among the top Asian rivals of the “big three” in the US. Initially, Nissan rivals of the “big three” in the US. Initially, Nissan produced military vehicles for Japans military. produced military vehicles for Japans military. Nissan produces an extensive range of Nissan produces an extensive range of mainstreams cars, trucks for domestic and mainstreams cars, trucks for domestic and international consumers international consumers

Nissan’s Vision Nissan’s Vision

Nissan’s vision is to enhance the quality and Nissan’s vision is to enhance the quality and safety of travel and achieve customer safety of travel and achieve customer satisfaction. Nissan focuses on maintain and satisfaction. Nissan focuses on maintain and implement better quality standards to ensure implement better quality standards to ensure people with more comfortable and safe drive. people with more comfortable and safe drive.

There vision is expressed in their statement as: There vision is expressed in their statement as: “Nissan-Enriching people’s Lives.”“Nissan-Enriching people’s Lives.”

The significance of this is that Nissan aims to The significance of this is that Nissan aims to participate in the development and progress of participate in the development and progress of society through its business activities worldwide. society through its business activities worldwide. This is only achieved through set of objectives This is only achieved through set of objectives that needs to be focused and better implemented that needs to be focused and better implemented through effectiveness and efficiency through effectiveness and efficiency

Nissan’s Mission Nissan’s Mission

““Nissan provides unique and Nissan provides unique and innovative automotive products and innovative automotive products and services that deliver superior services that deliver superior measurable values to all measurable values to all stakeholders”stakeholders”

Nissan Nissan nextnext: Marketing : Marketing Environment Environment

Micro EnvironmentMicro Environment . Consumers. Consumers Consumers are the main target which needs to be Consumers are the main target which needs to be

understood and satisfied in the market. Their purchasing understood and satisfied in the market. Their purchasing behavior will most likely be an impact affecting an behavior will most likely be an impact affecting an organization in several unprecedented ways. It is important organization in several unprecedented ways. It is important to understand their mindset patterns of purchasing a family to understand their mindset patterns of purchasing a family car, the basic pattern includes affordability, fuel efficiency, car, the basic pattern includes affordability, fuel efficiency, safety and comfort giving the consumer a mood of safety and comfort giving the consumer a mood of acceptance and appreciation. The main focus of the Nissan acceptance and appreciation. The main focus of the Nissan will be the low level car owners and low income consumers. will be the low level car owners and low income consumers. It will also target product to bike owners as they are very It will also target product to bike owners as they are very unsafe. unsafe.

CompetitorsCompetitors With strong economic growth and government relaxation With strong economic growth and government relaxation

on taxes, several companies are emerging to establish their on taxes, several companies are emerging to establish their market position. Nissan market position. Nissan nextnext stands a good chance of stands a good chance of competing with existing competitors as several of Nissan competing with existing competitors as several of Nissan products are already in the market. Nissan will position the products are already in the market. Nissan will position the new product with features such attractive look-n-feel. Direct new product with features such attractive look-n-feel. Direct - competitors are TATA and Suzuki which have substantial - competitors are TATA and Suzuki which have substantial market share.market share.

IntermediariesIntermediaries Nissan will adopt both distribution channels, Nissan will adopt both distribution channels,

direct and indirect. Intermediaries (i.e authorized direct and indirect. Intermediaries (i.e authorized dealers of Nissan) are important, since indirect dealers of Nissan) are important, since indirect distribution of its product is carried out through distribution of its product is carried out through them. This will help to further enhance the reach-them. This will help to further enhance the reach-ability of the car. ability of the car.

PublicsPublics Publics are the general public who are involved in Publics are the general public who are involved in

the reputation of Nissan and its products. Nissan the reputation of Nissan and its products. Nissan has to provide several strategic approaches in has to provide several strategic approaches in order to stand out with the public opinions. Any order to stand out with the public opinions. Any critics against Nissan would impact the sales and critics against Nissan would impact the sales and repute. With such diverse culture, consumers are repute. With such diverse culture, consumers are highly deterred with public opinions. This very highly deterred with public opinions. This very thin line, the public offers, can effect production, thin line, the public offers, can effect production, distribution and diversification of Nissan. Nissan distribution and diversification of Nissan. Nissan will have to stand out in their primary objective will have to stand out in their primary objective and not loose that position. and not loose that position.

Macro Environment Macro Environment EducationEducation The literacy rate of the country is increasing and The literacy rate of the country is increasing and

as a result it has increased the consciousness in as a result it has increased the consciousness in people about safety and quality of travel. People people about safety and quality of travel. People are now more sensitive about how safe and are now more sensitive about how safe and comfortable is the automobile they are using. comfortable is the automobile they are using. With the increased awareness in people they With the increased awareness in people they have now shifted towards the automobiles which have now shifted towards the automobiles which are according to safety standards and give more are according to safety standards and give more comfortable travel. This shift is also helping comfortable travel. This shift is also helping Nissan Motor Co.’s business as people are moving Nissan Motor Co.’s business as people are moving towards it. towards it.

PopulationPopulation Population of INDIA is increasing at rapid pace Population of INDIA is increasing at rapid pace

and has touched the figures of 150 million in year and has touched the figures of 150 million in year 2006. This increase in population has also 2006. This increase in population has also increased the number of buyers and expanded increased the number of buyers and expanded the market of automobiles. Requirement of more the market of automobiles. Requirement of more automobiles has grown. Automobile industry has automobiles has grown. Automobile industry has also responded to this scenario. But there is still a also responded to this scenario. But there is still a huge gap between people demand and supply of huge gap between people demand and supply of cars. Nissan focuses on this gap and is trying to cars. Nissan focuses on this gap and is trying to avail this opportunity to its best. avail this opportunity to its best.

Economic EnvironmentEconomic Environment With the rapid growth of national economy With the rapid growth of national economy

purchase power of people has also increased. Also purchase power of people has also increased. Also the priorities have changed a lot. The affordability the priorities have changed a lot. The affordability of cars has improved and this resulted in huge of cars has improved and this resulted in huge increase in the sales of cars. This provides Nissan increase in the sales of cars. This provides Nissan an opportunity to jump into market with strong an opportunity to jump into market with strong impact and grab a major share in automobile impact and grab a major share in automobile industry.industry.

Technological EnvironmentTechnological Environment Rapid improvement and advancements in Rapid improvement and advancements in

technology impacts the automobile industry a great technology impacts the automobile industry a great deal. It impacts the manufacturing, assembling and deal. It impacts the manufacturing, assembling and furbishing of automobiles. New technological furbishing of automobiles. New technological advancements pace up the operations; results in advancements pace up the operations; results in more rapid production of cars. Technological more rapid production of cars. Technological improvements also impact Nissan’s operations a improvements also impact Nissan’s operations a great deal and forces towards technological shift. great deal and forces towards technological shift. Nissan keeps on improving its technological Nissan keeps on improving its technological structure with time and has to continue its strategy structure with time and has to continue its strategy of regular improvements.of regular improvements.

Core, Actual and Augmented Core, Actual and Augmented ProductProduct

The The Core Product Core Product is an easily affordable Vehicle is an easily affordable Vehicle for consumers.for consumers.

The The Actual Product Actual Product is “is “Nissan nextNissan next” car which is ” car which is a new launch of Nissan. It provides its users with a new launch of Nissan. It provides its users with an affordable choice to buy and ensures a safe an affordable choice to buy and ensures a safe and comfortable travel.and comfortable travel.

The The Augmented Product Augmented Product is the added features is the added features this car provides to its buyers. Major add-on this car provides to its buyers. Major add-on features Nissan next provides to its buyers are :features Nissan next provides to its buyers are : 1 year parts and service warranty.1 year parts and service warranty. Integrated Tracking System.Integrated Tracking System. Highly attractive design.Highly attractive design.

CNG installed in car for user convenience CNG installed in car for user convenience

Consumer or Industrial Consumer or Industrial Product? Product?

Nissan next”Nissan next” comes under the comes under the category of consumer products as it category of consumer products as it is designed and launched for the is designed and launched for the satisfaction and facility of individual satisfaction and facility of individual or family users of middle class and or family users of middle class and low-earning income population. low-earning income population.

Distribution – Wide Spread or Distribution – Wide Spread or Not?Not?

Distribution of Distribution of “Nissan next” “Nissan next” will be will be widespread as Nissan want to reach widespread as Nissan want to reach all the major areas of the country. It all the major areas of the country. It will be launched at all the showrooms will be launched at all the showrooms and dealers of Nissan.and dealers of Nissan.

SWOT AnalysisSWOT Analysis

StrengthsStrengths Following are some of the major strengths of Following are some of the major strengths of

company:company: Brand image of Nissan Motor Co. and Brand image of Nissan Motor Co. and

Gandhara Nissan Limited.Gandhara Nissan Limited. Variety of Automobiles being produced.Variety of Automobiles being produced. Local Production of cars / low cost of Local Production of cars / low cost of

production.production. Financially Nissan is a strong company.Financially Nissan is a strong company. High Quality products.High Quality products.

. Weaknesses. WeaknessesFollowing are some of the Following are some of the

weaknesses of the Product and weaknesses of the Product and company:company:

Currently Nissan has low share in Currently Nissan has low share in market.market.

Nissan next Nissan next is currently being is currently being launched in two varieties only.launched in two varieties only.

Nissan has small distribution network Nissan has small distribution network currently.currently.

OpportunitiesOpportunitiesFollowing are some of the Following are some of the

opportunities which Nissan can avail opportunities which Nissan can avail in future to increase its market in future to increase its market share:share:

Increased awareness of people.Increased awareness of people. Improved economic condition of Improved economic condition of

people.people. Increased population/consumptionIncreased population/consumption Increased media influence on people.Increased media influence on people. Increased market demand.Increased market demand.

THREATSTHREATS

Following are some of the threats which may be faced in the future:

High competition in the market.New Entrants can also add to the

competition.Presence of other brands in the

market and their infrastructure.

Marketing Objectives Marketing Objectives

The goals and objectives of the marketing plan are usually defined under the light of certain performance indicators which are related to the probable increase in growth, sales and performance levels in terms of increasing overall company revenues and image. Marketing objectives leads to the increased sales if they are clear and understandable

For “Nissan next” we’ll define performance parameters and baseline in light of Nissan’s vision to achieve customer satisfaction. Also the growth of automobile industry in INDIA and increase in demand of automobiles is kept under consideration.

Goals and ObjectivesGoals and Objectives

Capture at least 25% of market share for small Capture at least 25% of market share for small cars in defined Target market.cars in defined Target market.

Occupy second position in the market .Occupy second position in the market . Target middle class and low earning income class Target middle class and low earning income class

specially by providing them an affordable option.specially by providing them an affordable option. Create awareness among target audience. Use Create awareness among target audience. Use

excessive advertising especially using media excessive advertising especially using media preferred by the target market.preferred by the target market.

Use unique features like good design, low prices Use unique features like good design, low prices and comfortable environment to create attraction and comfortable environment to create attraction towards product.towards product.

Create product belonging and position among Create product belonging and position among buyer’s mind.buyer’s mind.

Promotion StrategiesPromotion Strategies

Promotion is one of the most important factors of marketing; Promotion is one of the most important factors of marketing; it is done to affect the consumer behavior in order to achieve it is done to affect the consumer behavior in order to achieve sales and increase product image. In promotion the major sales and increase product image. In promotion the major task is to make consumers aware of the product and to task is to make consumers aware of the product and to attract consumer towards the product by highlighting the attract consumer towards the product by highlighting the advantages of the product. Also it keep consumers aware advantages of the product. Also it keep consumers aware and well informed about product’s features and and well informed about product’s features and improvements. improvements.

RecommendationsRecommendations Nissan can use electronic and print media to advertise about Nissan can use electronic and print media to advertise about

its car.its car. Nissan can advertise on billboards, flex signs, bus boards, Nissan can advertise on billboards, flex signs, bus boards,

telemarketing etc.telemarketing etc. Special advertisement campaigns can be launched e.g. Special advertisement campaigns can be launched e.g.

seminars, road shows publications etc. to create awareness seminars, road shows publications etc. to create awareness about Nissan next.about Nissan next.

Nissan will sponsor special events like concerts etc. to Nissan will sponsor special events like concerts etc. to introduce the car to public.introduce the car to public.