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Team Adverb and Finomenon in association with Nissan present

Shifting Gears - the Case Study Challenge

Nissan India: Nissan is a Japanese multinational automaker headquartered in Japan and is the sixth largest automaker in the world. In 1999, Nissan entered a two way alliance with Renault S.A. of France, which owns 43.4% of Nissan while Nissan holds 15% of Renault shares, as of 2008. Along with its normal range of models, Nissan also produces a range of luxury models branded as Infiniti. Nissan Motor India Private Ltd. (NMIPL), a 100% subsidiary of Nissan Motor Co., Ltd., was incorporated in 2005 with a vision of Enriching Peoples Lives through latest Nissan Technology and products.NMIPL has appointed Hover Automotive India (HAI) as their sole distributor for India to handle sales and marketing, dealer development, customer relationship management and after sales in India. The company has 70 dealers operational in major cities across the country and aims to have more than 150 dealers by 2013. In India, Nissan offers innovative and exciting products across hatchback, sports, SUV and sedan segments. Nissan has successful introduced two locally-produced models in India in less than two years - Micra& Sunny. Nissan Micra, the first locally made global compact hatchback, marked Nissans foray into the mass market. It was launched with RanbirKapoor as its brand ambassador. Nissan Sunny is a blend of smart technology, next-generation efficiency and generous cabin space and was positioned as a caaar. Nissan also recently launched its Urban-Class Utility Vehicle, the Evalia in 2012, with the tagline, Moves like Music. Other existing range of products include the X-Trail (SUV model), the Teana (luxury Sedan) and 370Z (iconic sports car) all three imported from Japan as CBU (completely built units). NMIPL also commenced exports in September 2010 to more than 100 countries including Europe, Middle East and Africa. Key Deliverables: 1. Pick one of the three car segments listed below and analyse that particular segment in India: a. A2-Compact (Nissan Micra) b. A3-Midsize (Nissan Sunny) c. B2-MUV/MPV (Nissan Evalia) 2. Do on a gap analysis and understanding Nissans strengths and weaknesses in the segment that you have picked. 3. Based on the above, devise an advertising plan for that particular Nissan car for FY 2013-14 4. Also allocate a marketing budget for the same and provide a breakup of how you will spend your budget with the rationale for the same. (Max. 10 crores) Brand Nissan stands for - Innovation and excitement for everyone. Do keep that in mind when working on your ideas.

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Rules & Guidelines: 1. Register in teams of 1-2 members 2. A team should have all members from the same institute 3. An individual can be a part of only one team 4. Last date for registration: 28th November, 2012 5. There is no Campus Round 6. Deadline is 3rd Dec, 2012 EOD 7. Max 5 slides excluding slide for cover page and slide for Reference links & URLs. 8. Mention - team name, institute name, members name, number, and email on cover slide

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