Sie sind auf Seite 1von 3

TOPIC : RENEWING THE NISSAN BRAND

Situation Analysis:

Nissan,

the first Japanese company to design cars specifically for North


American Market in 1959 stunned the country that used to belief what is
Good for General Motors was good for America. The gas shortage of 1970s
turned attention to the fuel efficient cars then again to SUVs & then reliable
cars with good mileage were another two Japanese companies Toyota &
Honda started gaining the reputation for the quality & unprecedented
reliability that was giving tough competition to American Luxary Car makers
too.
By the early 1990s Nissan was simply the 3 rd place Japanese brand that cost
the company to compelling price competition whereas their other Japanese
competitors were sold at premium.
Under the leadership of Carlos Ghosn(the President of Nissan) Nissan had
started its remarkable revival journey to reposition itself as Strong Brand in
the automotive industry by setting continuous ambitious goals like
Nissan 180(N180 is to increase operating margin from 1.5% to 4.5%)
Value Up
Commitment to sustained growth, High Profitability & High ROI
The company took some significant risky steps to renew its Brand.

Problem Definition:

Lack of Innovation & uniqueness in product offering or Brand


Positioning, a sort of Me too offering to the market copying other lead
car makers.
Little patience & complacency.
Sales is Volume driven ,not profit & customer driven culture.
Product is not demand driven & not addressing the unmet needs of the
customers.
Competing in Price and dealers incentives.
Nissan was loss of $2000/car due to missing brand power.
Elusive Brand loyalty in the Automotive Market leads to declining Sales
Volume & very low operating margin i.e 1.5% only for Nissan.
Customers react unfavourably to the change in quality (with cost
reduction motive).

Central Idea of the problem is to define & decide the right balance
between managing cost and building demand, achieving the aggressive

sales target and the level of differentiation that would maintain the
customers relationship to the brand.

Analysis:
To create Nissan brand identity and restore financial performance, Carlos
Ghosn has created urgency inside Nissan for transformation and taken
following initiatives:
Creation of cross functional team (CFT), alignment of design,
engineering & marketing to build Nissan as corporate brand in NA
effective utilization of middle level manager & empowering people
High entrepreneur approach for unmet demand of customer by
creative Product Differentiation through STP
More investment in R&D
Positioning the Brand distinctly with more emotional connection with
customers to achieve better Brand loyalty.
SHIFT_ campaign for cultural change and emotional connection with
customer.

Evaluation of Alternatives:
Nissan has shifted from mass common market customer segment
to upper level niche player segment.
Alternatives
Creative Product differentiation
Segmentation,
Targeting
&
addressing the unmet needs of
the target segment
Positioning the Brand with more
emotional
connect
with
the
customers

Impacts/Effects
Achieved models ranging from Altima &
Titan involved cost in a competitive industry
A highly entrepreneurial approach that
leads to successful launch of Maxima,
Altima & Xterra.
Resulting
from
a
new
mode
of
psychographic survey & there evolved
SHIFT_,
Brand Identity: Bold & Thoughtful
Core Customer: Set their own standard and
maximize lifestyle
Brand Emotion: Total driving experience.
Brand Identity: High interior quality and
superior design.

Brand Maxima, Altima & Xterra:


Specific design and marketed in NA.
Brand Slogan: Cure for the common car
Required high no of sales

Brand Altima:
Launched in China, Russia, Middle East & Taiwan.
Targeted customer were Passionate Curator having emotional
value
Attributes: Superior Interior Quality & innovative design
Benefit: Driving experience
Value: Maximizing life style
Recommendation of the Alternatives:

Brand Laddering to further enhancing product attributes to meet the


customer requirement at feasible cost
Continued value creation & strong product differentiation with
unconventional branding strategies (Brand Mantras like Shift_, Not for
everyone , Customer Values: Bold & Thoughtful, Confident driving) to
position as most preferred brand among its target customers.
Adhering to the commitment to maintain the Strong Brand Promise,
Brand Culture and reputation in the market.
Exploring the opportunities to grow in the Global Market.

Implementation of Alternatives:

Most of the alternatives mentioned above cant independently be


held responsible for the Brand Building, profitability, sustainable
growth of Nissan however a better balance of Creative Product
differentiation with more value propositions utilizing its core
strength of design & engineering(exhibit-3) as also the
innovative psychographic market survey thereby to identify &
addressing the unmet needs of the target segments & delivering
the values through better marketing communication(exhibit-9) to
create emotional bonding & Brand loyalty.
**********************************************

Das könnte Ihnen auch gefallen