Nissan Micra : Consumer Survey
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Transcript of Nissan Micra : Consumer Survey
Nissan Micra
History
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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.
Nissan Headquarters at Nishi-ku, Yokohama.
Nissan in India
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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).
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)
Nissan’s Vision
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.
Nissan Micra
Exterior
Interiors
Advanced Features
Safety
Colours
Price
Advertisement
Brand Ambassador of Micra
Competition
Micra vs Fiat Punto
Micra vs Polo
Micra vs Maruti Swift
Brand Image
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
Sales
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
Bitter side of Nissan Micra SalesPast 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.
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
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
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.
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
Promotion Of Competitors
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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
Market Research
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We conducted a survey among 50
people in this collegeThe Results are as follows
What people see while buying a car?
Promotion; 18%
Brand Name; 22%
Product Fea-tures; 35%
Average; 25%
Awareness of Nissan Micra
Yes No
89%
11%
Do you consider Micra as an option during your purchase?
98%
3%
Yes No
Have you seen Ranbir Kapoor is Micra’s advertisements?
Ranbir Kapoor
73%
27%
Yes No
Why Nissan Micra is lagging behind?
Category 10%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Lack in Promotion;
20%
Highly Priced; 27%
Low Av-erage; 12%
Not Very Popular;
41%
Which Car do Consumer prefer?
0% 5% 10% 15% 20% 25% 30% 35% 40%
Swift; 34%
i20; 23%
Polo; 19%
Brio; 11%
Others; 13%
DrawbacksPromotion 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.
RecommendationsFocus 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.
Presentation By:Vrit Vaibhav Shah
Ayush ParekhAmara Bandukda
Anushree AmbardekarUmme Baba