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INTRODUCTION

This document discusses the marketing strategies, problems and solutions for a selected company and its new product being launched. The company discussed in this document is Nissan India Limited working in India; in collaboration with Nissan Motor Co. Japan. Nissan is launching a new car with name of Nissan next and this document provide an efficient and workable marketing plan for the product. 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 stability of people economic condition. This has attracted a number of producers towards the market. Nissan along with other producers like Toyota, Suzuki and Honda etc. is a player in the automobile market. 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 deep study and research has been undertaken to develop an effective and efficient plan. Some of the important areas covered in this document while developing a Marketing Plan for the selected company are: Discussion of the Industry Analysis of companys position Marketing objectives Promotions strategies Pricing strategies Product strategies Distribution strategies.

Furthermore, action plan lays out successful implementation through monitoring has also been included.

TABLE OF CONTENTS
Introduction...........................................................................1 Table of Contents...................................................................3 1.0. Automobile Industry Overview .........................................6 1.1. Global Industry for Automobile.......................................................................6 1.2. Automobile Industry Overview of India...........................................................6 2.0. Nissan: History.................................................................7 2.1. Introduction...................................................................................................7 2.2. Nissans Vision...............................................................................................8 2.3. Nissans Mission.............................................................................................8 3.0. Nissan next: Marketing Environment.................................8 3.1. Micro Environment.........................................................................................8 3.1.1. Consumers...............................................................................................8 3.1.2. Competitors.............................................................................................9 3.1.3. Intermediaries..........................................................................................9 3.1.4. Publics.....................................................................................................9 3.2. Macro Environment........................................................................................9 3.2.1. Demographic Environment......................................................................9 3.2.1.1. Education...........................................................................................9 3.2.1.2. Population.......................................................................................10 3.2.2 Economic Environment...........................................................................10 3.2.3. Technological Environment....................................................................10 4.0. Nissan next: Product Evaluation......................................11 4.1. Core, Actual and Augmented Product...........................................................11

4.2. Consumer or Industrial Product?..................................................................11 4.3. Convenience, Shopping, Special or Unsought Product..................................11 4.4. Product Uses and Consumer Acceptance.....................................................12 4.5. Distribution Wide Spread or Not?...............................................................12 4.6. SWOT Analysis.............................................................................................12 4.6.1. Strengths...............................................................................................12 4.6.2. Weaknesses...........................................................................................12 4.6.3. Opportunities.........................................................................................13 4.6.4. Threats..................................................................................................13 5.0 Consumer Evaluation.......................................................13 5.1 Type of Purchase Decision ...........................................................................13 5.2 Consumption consumer response...............................................................13 5.3 Quality, Comfort & Safety.............................................................................14 5.4 Customer Awareness and Brand Switching...................................................14 5.5 Brand Prospects -- Location and Influence ....................................................14 6.0 Competitor Analysis........................................................16 6.1 Pricing...........................................................................................................16 6.2 Promotion.....................................................................................................16 6.3 Distribution...................................................................................................16 6.4 Future Competitors and Replacement Products............................................16 7.0 Marketing Objectives.......................................................18 Goals and Objectives..........................................................................................18 8.0 Marketing Strategies.......................................................19 8.1 Target Market...............................................................................................19 8.2 Nissan next Target Market: Geographic Segment.........................................19 8.3 Nissan next Target Market: Psychographics..................................................19

8.4 Nissan next Target Market: Demographics....................................................20 9.0 Marketing Mix Strategies.................................................21 9.1 Product Strategies.........................................................................................21 9.1.1 Packaging...............................................................................................21 9.1.2 Labeling..................................................................................................22 9.1.3 Product Line............................................................................................23 9.2 Pricing Strategies..........................................................................................23 9.3 Distribution Strategies..................................................................................23 9.4 Promotion Strategies.....................................................................................24 9.4.1 Environment Research............................................................................24 9.4.2 Advertising..............................................................................................25 9.5 Positioning Strategy......................................................................................25 9.6 Action Plan....................................................................................................25 10.0 Evaluation, Monitoring and Control.................................27 11.0 Budget..........................................................................28 11.1 Market Analysis Cost...................................................................................28 11.2 Questionnaire Cost......................................................................................28 11.3 Advertising and promotional cost................................................................29 11.3.1 Advertising cost....................................................................................29 11.3.2 Promos Cost..........................................................................................29 11.2.3 Sponsorships.........................................................................................29 12.0 Bibliography..................................................................30 Car Dealers Survey Summary.................................................32 KBC.....................................................................................................................32 MUST CARS.........................................................................................................32 CAR MAX.............................................................................................................32

Consumer Questionnaire.......................................................33 QUESTIONNAIRE ANALYSIS..................................................................................37 Analysis Summary..............................................................................................42 Budget.................................................................................45

1.0. AUTOMOBILE INDUSTRY OVERVIEW


1.1. GLOBAL INDUSTRY FOR AUTOMOBILE
Automobile Industry is a business of manufacturing and selling vehicles. It has encouraged the expansion of road systems and allowing consumers to commute long distances. It has also allowed other industrial product to contribute as well, such as steel and thus is the key determinant for economic growth. Globalization of automotive industry accelerated exponentially after the 1980s. This was due to the construction of important overseas facilities and mergers alongside with improved production techniques adopted by Japanese in the 1970s. By 2005, the industrys global output touched 64.6 million vehicles. The auto market today is one of the largest segments in world trade. Today the annual automotive exports have reached a level of $600 billion which accounts for 10% of the worlds export. With increase awareness in consumers about potential hazards, automobile industries are in constant competition with each other to produce a better vehicle for the right consumer. It is estimated that the car industry will continue to prosper to increasing trends as national economies and population increases. Mobility 2030, of the World Business Council for Sustainable Development, reported that per capita mobility of china, Latin America, Russia and rest of Europe would double by 2030 to 5000-14000 km per year. This will contribute to the automotive industry a big deal.

1.2. AUTOMOBILE INDUSTRY OVERVIEW OF INDIA


In India automobile industry is growing at a rapid pace. There have been huge demand for cars in India over time but in the last few years due to improvement in economy of India this demand has increased tremendously. Total number of

automobiles in use today in India is 5 million. About two-third of the market demand is being met currently by local production and imports from other countries and one-third is left unmet. So there is a huge gap in market demand and supply which is still there to be met. Major producers currently in the market are Toyota, Suzuki, Nissan, Honda, Mitsubishi, Hyundai. The government is also supporting the investors to invest in India this has attracted more producers of cars to come in India and grasp market share from India automobile market.

2.0. NISSAN: HISTORY


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

In India Nissan has following major cars already in market : Nissan Sunny Nissan Teana Nissan Micra Nissan X-Trail Nissan 370Z

2.2. NISSANS VISION


Nissans vision is to enhance the quality and safety of travel and achieve customer satisfaction. Nissan focuses on maintain and implement better quality standards to ensure people with more comfortable and safe drive. There vision is expressed in their statement as: Nissan-Enriching peoples

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

2.3. NISSANS MISSION


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

3.0. NISSAN NEXT: MARKETING ENVIRONMENT


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

3.1.2. COMPETITORS
With strong economic growth and government relaxation on taxes, several companies are emerging to establish their market position. Nissan next stands a good chance of competing with existing competitors as several of Nissan products are already in the market. Nissan will position the new product with features such attractive look-n-feel. Direct - competitors are Toyota and Suzuki which have substantial market share.

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

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

3.2. MACRO ENVIRONMENT


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

3.2.1.2. Population
Population of India is increasing at rapid pace and has touched the figures of 1.21 billion in year 2011. This increase in population has also increased the number of buyers and expanded the market of automobiles. Requirement of more automobiles has grown. Automobile industry has also responded to this scenario. But there is still a huge gap between people demand and supply of cars. Nissan focuses on this gap and is trying to avail this opportunity to its best.

3.2.2 ECONOMIC ENVIRONMENT


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

3.2.3. TECHNOLOGICAL ENVIRONMENT


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

4.0. NISSAN NEXT: PRODUCT EVALUATION


4.1. CORE, ACTUAL AND AUGMENTED PRODUCT
The Core Product is an easily affordable Vehicle for consumers. The Actual Product is Nissan next car which is a new launch of Nissan. It provides its users with an affordable choice to buy and ensures a safe and comfortable travel. The Augmented Product is the added features this car provides to its buyers. Major add-on features Nissan next provides to its buyers are : o 1 year parts and service warranty. o Integrated Tracking System. o Highly attractive design. o CNG installed in car for user convenience.

4.2. CONSUMER OR INDUSTRIAL PRODUCT?


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

4.3. CONVENIENCE, SHOPPING, SPECIAL OR UNSOUGHT PRODUCT


Nissan next is a shopping product, as there is high involvement of buyers while buying cars. They want more information about the product and also this is not daily purchase or frequent purchase product. There is a huge demand of affordable and safe automobiles in the market. Getting a comfortable travel facility has become a desire of every person as frequency of travel has increased a lot. Nissan next will provide users will all three major factors in demand for automobiles i.e. economy, comfort, safety.

4.4. PRODUCT USES AND CONSUMER ACCEPTANCE


The consumer acceptance for this car will be highly as people are becoming more and more sensitive towards traveling. People now prefer cars which are more comfortable and look attractive. Economic strengthening of the country has also improved the economic condition of people resulting in more demand of automobiles. Therefore there is a huge gap in market and Nissan next through its low pricing, more safety and comfort will get huge consumer acceptance.

4.5. DISTRIBUTION WIDE SPREAD OR NOT?


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

4.6. SWOT ANALYSIS


4.6.1. STRENGTHS
Following are some of the major strengths of company: Brand image of Nissan Motor Co. and Gandhara Nissan Limited. Variety of Automobiles being produced. Local Production of cars / low cost of production. Financially Nissan is a strong company. High Quality products.

4.6.2. WEAKNESSES
Following are some of the weaknesses of the Product and company: Currently Nissan has low share in market. Nissan next is currently being launched in two varieties only. Nissan has small distribution network currently.

4.6.3. OPPORTUNITIES
Following are some of the opportunities which Nissan can avail in future to increase its market share: Increased awareness of people. Improved economic condition of people. Increased population/consumption Increased media influence on people. Increased market demand.

4.6.4. THREATS
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.

5.0 CONSUMER EVALUATION


5.1 TYPE OF PURCHASE DECISION
Automobile industry has a number of producers already in market including Nissan, Nissan next will introduce a new image of the company and will most likely attract consumers as it will be a customized model for the people. Since any consumer will be a long lasting relationship, it is important that it stands out in front of its competitors and has a competitive edge. There will be high involvement of user as it has to make a big purchase decision and also there are competitors like Suzuki and Toyota etc. giving services to people; so this purchase behavior will be categorized as Dissonance-Reducing Buyer behavior.

5.2 CONSUMPTION CONSUMER RESPONSE


Commute has become a necessity and more roads infrastructure has been established. More people are interested in purchasing as their needs and interests

increases. As competition is on the rise so public is more informed about cars. They are more conscious about the safety and economic features of the car. This awareness and consciousness is increasing the buying and there is already a gap in market so production of Nissan next will be tremendous.

5.3 QUALITY, COMFORT & SAFETY


Nissan india Limited is working in collaboration with its mother company in Japan, Nissan motor Co. Thus it has an international image in local market & public mind stands on good grounds when considering Quality, comfort and Design. The new image will provide a new quality, price and comfort pattern which will be very favorable to consumers. Since consumers relationship is going to last, it is important that these variables are constantly improved. Nissan next will be affordable most of all, and safety should be first priority so that the consumers first impact would be that this is a car for my family. Design will be unique from the rest of its competitors and will be designed after evaluating customer buying patterns.

5.4 CUSTOMER AWARENESS AND BRAND SWITCHING


Since this is a high value purchase, it is most likely that the brand loyal consumers are loyal to the company and believe that the Nissan products are much better than others. The new car will attract our existing customers as it will contain additional unique features. Nissan next aim is to capture the new market of its level and provide its existing customer a new opportunity to experience a new ride experience. Nissan will provide unique differentiated points to create awareness and presentations proving the consumers the advantages and luxury it can provide to a small family. With increase in awareness in consumer minds, it is imperative that safety features are emphasized and provide core values which the consumers like to see.

5.5 BRAND PROSPECTS -- LOCATION AND INFLUENCE


Therefore Nissan next will provide a very different level of customization to different locations which will be favorable to low-income families. Most of them travel by bikes and buses. Nissan will introduce a better shift to its new car which is Compaq, secure and most economical.

6.0 COMPETITOR ANALYSIS


Major competitors of Nissan next are Suzuki, Toyota, Hyundai. All products of these companies of same size and capacity will give tough competition to Nissan next.

6.1 PRICING
As making cars more affordable is the major objective of launching this car therefore the prices of this car are kept lower than that of all the current competitors in the market. This will help grasping larger market share and compete well in market. CNG plus AC car will be available at Rs. 3, 50,000 only. Only AC car will be available at Rs. 3, 15,000 only.

6.2 PROMOTION
Major competitors of Nissan next like Toyota and Suzuki; are spending huge revenue on promotion of their brand and products. Nissan will also make extensive effort and heavy investment on creating awareness about Nissan next in market. Promotion of Nissan next will be done at nation wide scale as Nissan aims at targeting all major areas of country. Although their Brand Ambassador is Indian Rockstar Ranbhir kapoor.

6.3 DISTRIBUTION
Nissan has currently distribution setup in the major divisional headquarters only but the competitors specially; Toyota and Suzuki has a wider network. There presence in more areas than Nissan is giving tough competition to Nissan. For Nissan next , Nissan india Limited will come up with a new strategy of distribution to reach all those areas where there they are not currently present.

6.4 FUTURE COMPETITORS AND REPLACEMENT PRODUCTS


In future the most effective competitor for Nissan next can be a small car from Honda Limited. Honda is a large car manufacturing company but not currently

producing small cars in India. Therefore a step of producing small cars by Honda can give tough time to Nissan next. Nissan should develop strategy to cope with the situation if Honda also jumps into the market with small cars for consumers.

7.0 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 well define performance parameters and baseline in light of Nissans 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 OBJECTIVES


Capture at least 25% of market share for small cars in defined Target market. Occupy Good position in the market following Maruti,Tata,Toyota,and other Motor Company. Target middle class and low earning income class specially by providing them an affordable option. Create awareness among target audience. Use excessive advertising especially using media preferred by the target market. Use unique features like good design, low prices and comfortable environment to create attraction towards product. Create product belonging and position among buyers mind.

8.0 MARKETING STRATEGIES


This section of the plan basically outlines Nissans plan to achieve its objectives that are mentioned above as well, it is the most essential part of the marketing plan.

8.1 TARGET MARKET


Nissan nexc target market will be the low-level income group, middle class and bike owners. Bike owners are the most critical as large number of consumer currently in India travel through bikes. Safety hazards of this type are tremendous considering the increasing number of accidents that occur due to unsafe bikes. With constant awareness and education about Nissan affordability and safety features, this type of group could be acquired resulting in increase of brand loyal consumers. People are more aware and therefore, they are constantly more particular when deciding which car to purchase. With strategic advertisement, consumers can be attracted with its latest features and a new image Nissan will provide to owners.

8.2 NISSAN NEXT TARGET MARKET: GEOGRAPHIC SEGMENT


The major concern of Nissan next is to capture all the district headquarters of the country resulting in its coverage of almost all over the country.

8.3 NISSAN NEXT TARGET MARKET: PSYCHOGRAPHICS


With new image Nissan next will provide to its buyers, owners will feel more confident and proud considering that Nissan is an international organization with strong background resulting driving Nissan next a status symbol. Also safety and comfort are big factors of considerations in a consumers mind so Nissan by focusing on these factors will attract safety and comfort conscious people. Seeing its potential, consumers will most likely shift to Nissan next.

8.4 NISSAN NEXT TARGET MARKET: DEMOGRAPHICS


Primary Target market belongs to middle class, upper middle class and low earning income people in society, falling in income bracket of below Rs. 50,000. Also the target will be people from 25 - 60year old who are major automobile buyers.

9.0 MARKETING MIX STRATEGIES


Nissan nexts marketing efforts will be based on the priority of expanding its market share and increase the brand loyalty among buyers by achieving customer satisfaction. Nissan is launching Nissan next at this particular time because of boom in the automobile industry in India. The demand of cars for private usage is increasing a great deal but there are a few car production companies currently in the market. Nissan feels that there is a very good opportunity to jump into the market at this time with a quality product and grasp a major share in market.

9.1 PRODUCT STRATEGIES


The name of the car will be Nissan next. It should be a highly quality

product focusing on three important parameters of economy, safety and comfort to compete the major competitors in the market i.e. Maruti Suzuki,Toyota and others.

9.1.1 PACKAGING
Nissan next will be built on one standard size. It will be available in both color types i.e. Metallic and Non-Metallic. The color range will be 5 major colors red, white, black, blue and green with capacity to increase other colors on demand. The design of the car will be smooth and catchy.

Imp. Recommendations
The shape of the car should be kept different from the shape of competitors products. The design of the car is recommended to be kept innovative and unique in order to attract customers. The design should also be kept on improving on regular basis.

9.1.2 LABELING
The Label of car presents only basic information about the car i.e. brand name and car name.

Imp. Recommendations
The name of the car proposed is Nissan next. The name represents innovation and movement ahead as is the plan to move the car ahead of its competitors in aspects like Affordability, comfort, design and safety. The label of the car should be innovative and attractive. The fonts used should be decent and attractive. Only precise text should be presented.

9.1.3 PRODUCT LINE


Nissan next will be available in two major types of cars: 1. Nissan next CNG/AC 2. Nissan next AC

Imp. Recommendations
It is recommended both products should be launched simultaneously with major production and share to CNG car as demand of CNG is much more than that of simple car. After three months time a survey should be conducted to judge customers response to the car.

9.2 PRICING STRATEGIES


The price of the cars will be as following: Nissan next CNG/AC Nissan next AC ------------- Rs. 3,50,000/---------------Rs. 3,15,000/-

Imp. Recommendations
The price of the car should be kept lesser than the competitors as Nissan nexts major objective is providing economical car to users. Also the target market of the car is Middle and low income class so it should be kept in their affordability. This is accomplished by reducing the overhead costs like OWN payment etc. by developing efficient distribution mechanism.

9.3 DISTRIBUTION STRATEGIES


Basically there are two types of distribution channels available: Direct distribution and In-direct distribution

Recommendations
Nissan next will adopt both distribution channels for distribution of car. Use of Direct Channel: Nissan has its showrooms in major divisional

headquarters; at these stations Nissan next will use its direct distribution channel.

Also it is recommended to increase the direct distribution coverage area by setting up showrooms in more areas to have better control over distribution. Use of In-direct Channel: In those areas where Nissan doesnt have its showrooms it will use its chain of authorized dealers to sell out its cars in these areas.

9.4 PROMOTION STRATEGIES


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

Recommendations
Nissan can use electronic and print media to advertise about its car. Nissan can advertise on billboards, flex signs, bus boards, telemarketing etc. Special advertisement campaigns can be launched e.g. seminars, road shows publications etc. to create awareness about Nissan next. Nissan will sponsor special events like concerts etc. to introduce the car to public.

9.4.1 ENVIRONMENT RESEARCH


An extensive market research will be conducted to have better idea about consumers perception about Nissan and its competitors. For this purpose Nissan will acquire services of marketing and research agencies to better analyze market environment. This will enable Nissan to learn about the consumers behavior, how they perceive us and compare with the competitor. The media of the advertising a product is always chosen after the market environment research to get knowledge that if the target audience is interested in that mode of advertisement or not

9.4.2 ADVERTISING
To advertise the product better and create awareness about product; Nissan will use different advertisement methods to approach the consumers. The diversity of advertisement channels will help in reaching the masses of different mindsets. Following Advertisement methods will be used: Nisan will use print and electronic media to introduce the product to consumers. Special events will be sponsored by Nissan. Use of Billboards, flex signs etc for massive introduction of cars launch. Special road shows and displays will be set at dealers outlets. Prize contest will be conducted to attract people towards the car.

9.5 POSITIONING STRATEGY


Nissan next will use the image of NISSAN MOTOR CO. and hope that it will attract the customers towards the car. Also Nissan nexts extensive marketing with focus on its special features like economy, safety and comfort will draw attention of buyers and create room for the product in the market.

9.6 ACTION PLAN


The action plan will commence from the month of January 2007 and will go up to June 2007.
PROMOTION ACTIVITY DURATION RESPONSIBILITY

Launch a blind ad campaign on billboards 2 weeks and magazines in all A class areas of major cities and magazine. Heavy advertising on TV, newspapers and 4 weeks magazines Sponsor a highly prestigious chain of events 3 weeks or concerts.

Marketing department Marketing department Marketing department, Finance

Department
Set displays of car at all the Nissan 3 weeks

Marketing department Finance Department, Marketing Department. Marketing department Marketing department

showrooms and major dealer outlets in all cities. A contest will be held and people who win April will get prizes (Car Info. Books, Key chains, phone cards etc.)

Reduce number of billboards, television and May magazines advertisements. Continue Advertising

June

10.0 EVALUATION, MONITORING AND CONTROL


The goal of the marketing plan is to outline the strategies, tactics, and programs that will make the sales goals outlined in the Nissan next business plan a reality by the end of the season. There are a number of KPI s which are needed to be measured for better evaluation of the performance. The monthly and the annual revenue generation, then the amount of expenses incurred in a month or in a year, then the increased level of customer satisfaction and ensuring the brand loyalty.. For complying with these scenarios the advertising efforts made by the company, strength of the distribution channels, launch of the new products and the pricing will be measured. The possible increase in growth of the target market also depend all these efforts made by Nissan next. The people who are responsible for the monitoring and control of the marketing plan involves, the Marketing Executives, Sales Managers, Media Managers, Market Research Departments, and the Production Managers. Some activities must be carried out for precisely and closely evaluating the effectiveness of the strategies and tactics for example the gathering and structuring of data regarding market, product, consumers and the pricing trends, then the generation of daily sales report should be maintained and then in the end continuous reconfirming of the marketing budget and activities by the managers of different divisions.

11.0 BUDGET
As Nissan has a tough competition with some big names like Suzuki and Toyota so there is need of strong financial support to all marketing activities. Nissan has allocated initially Rs. 30 millions for the marketing of Nissan next. This budget will be used during the fiscal year of 2006-2007. This amount will be further sub-allocated to different areas. Rs. 15 millions has been allocated to the budget of initial cost for the marketing analysis and all activities of advertising and promotion during first quarter of the year. For the continuity of the promotional and advertisement activities Rs. 15 millions has been sub-allocated for each quarter over the years as Rs. 5 million per quarter. These allocations of finances can be altered with respect to the future requirements

11.1 MARKET ANALYSIS COST


Nissans marketing department includes professionals for market analysis, competitor analysis, etc. These people are advised to do their best and for more extensive approach. Nissan has also acquired the services of marketing research and analysis agencies for better approach and more in-depth research. The cost estimated for market research is Rs. 2 million. The further subdivision of this cost is given below in table 1.2 in Appendix B.

11.2 QUESTIONNAIRE COST


Nissans has conducted an extensive questionnaire with general public to have better idea about the mindset and understanding of general public. This survey costs for its development, execution and then process of interpretation. Cost estimated for this survey is Rs. 1 million. The further subdivision of this cost is given below in table 1.3 in Appendix B.

11.3 ADVERTISING AND PROMOTIONAL COST


The cost allocated for advertising and promotion is Rs. 12 million. This cost is allocated to the areas of advertisements, sponsorships, promos, etc. The further subdivision of this cost is given below in table 1.4 in Appendix B.

11.3.1 ADVERTISING COST


Advertising costs includes advertisement on electronic media, print media (news papers, magazines, etc.), billboards, road shows, displays etc. etc. These all activities have been allocated Rs. 8 million. The further subdivision of this cost is given below in table 1.4.1 in Appendix B.

11.3.2 PROMOS COST


Promo cost includes the cost of handouts; information books, prize contests etc. these all promo activities will cost around Rs. 2 million. The further subdivision of this cost is given below in table 1.4.2 in Appendix B.

11.2.3 SPONSORSHIPS
Nissan will sponsor different events like concerts, seminars and other social activities etc. to promote the car in masses and attract people. This sponsorship of a chain of activities over time will cost about to Rs. 2 million.

12.0 BIBLIOGRAPHY
ALLEN, G. (1998). Introduction to Marketing . Addison-Wesley. Fifth Edition. London. SAMUEL, B. (2003). Marketing for Beginners . Pearson Education . 2nd Edition. Boston. MERCER, D. (1996). Marketing . Blackwell Publishing . 2nd Edition. London. MINETTE, S. (2001). B2B Marketing . Pearson Education . Revised Edition. Boston. ALBERTO, J. (2005). Strategy Moves . Pearson Education . 1st Edition. New York.

Appendix A

CAR DEALERS SURVEY SUMMARY


KBC
Suzuki and Toyota are enjoying the most market share in Pakistan with about 40% and 35% respectively. Suzuki is successful due to its local production and economical cars but they have major problem of sustainability and designs of their cars. Toyota is enjoying good market share because of good quality and extensive production. If Nissan is launching new car and want to grasp market share then it has to focus on designs of cars and also provide more affordable option to buyers. Also Toyota and Suzuki do good marketing and to beat them Nissan must develop efficient marketing strategy.

MUST CARS
Due to increase in economic activity in the country, demand of automobiles especially cars for private use have increased hugely. Currently Suzuki is enjoying the major share in the market due its affordable cars, availability of spare parts and good marketing. Suzuki is dominating the market but there are a lot of problems which are being faced by users. Especially the week areas are design and safety standards. If Nissan wants to compete with Suzuki in the market and break into its dominance it should provide buyers with highly excellent designs of cars and also cars which are safe and comfortable to travel.

CAR MAX
The most important parameters while buying cars a buyer looks for are its Price, Safety standards, Design of car and how much comfortable the vehicle is. Currently some of the cars implemented the design, safety, comfort standards are very expensive and huge market share goes to those cars which are less standardized but are cheap. Nissan can stand in market and be successful if it make an ideal

combination of Affordability, design, safety, comfort and make a better and cheap product for buyers. Currently less quality cars of Suzuki are enjoying bulk of market share due to lack of better options available in market. Nissan is currently not so much successful in Pakistani market but they can improve their position by focusing at this area and developing effective marketing strategy to break the influence of Suzuki and Toyota.

CONSUMER QUESTIONNAIRE
What is your Gender? a. Male b. Female What is your age? a. 18-25 b. 25-35 c. 35 and above What is your income? a. Below 50,000 b. Above 50,000 Do you use Nissan cars? a. Yes b. No What comes to your mind when you think about Nissan? a. Affordable Cars

b. High quality Cars


c. Trust Worthy d. Expensive Cars

e. Safety f. High brand image How satisfied are you with Nissan? a. Very satisfied b. Satisfied c. Neutral

Do you own a car? a. Yes b. No If yes, which car do you prefer? a. Toyota b. Suzuki c. Nissan

d. Others, please specify

Do you prefer public transport to private cars? a. Yes b. No Are you satisfied with safety of cars already in market? a. Yes b. No What is your major preference when buying a car? a. Price b. Safety c. Comfort d. Design e. Other please specify . What power of car do you prefer?

a. 800 cc
b. 1000 cc c. 1200 cc or more What type of color you like? a. Non-Metallic b. Metallic

How satisfied are you with prices of cars in market?

a. Satisfied b. Not - Satisfied


c. Neutral How much are you willing to pay for 1000 cc. Cars?

a. Rs. 300, 000/b. Rs. 450, 000/-

to Rs. 450, 000/or more.

If one of the companies plans to launch a new car of great design, safety, comfort and affordable which one you will prefer? a. Toyota b. Suzuki c. Nissan d. Local companies

e.

Other please specify

What influences your buying decision? a. TV ad b. Magazine c. Word of mouth d. Bill board e. Other, Please specify ..

QUESTIONNAIRE ANALYSIS
Gender
60 %age 50 40 30 20 10 0 Male Gender Type Female

Income
70 60 50 %age 40 30 20 10 0 Below 50000 A bove 50000 Incom e group

Age Group
45 40 35 30 25 20 15 10 5 0 18-25 25-40 40-60 Above 60 Age Grouping

%age

Do you use Nissan Cars?


100 90 80 70 60 50 40 30 20 10 0 Yes No

%age

Are you satisfied with Nissan cars?


70 60 50 40 30 20 10 0 Very satisfied Satisfied Neutral

%age

Which Car brand do you prefer?


45 40 35

%age

30 25 20 15 10 5 0 Toyota Suzuki Nissan Other

Do you prefer Public transport to Private Cars?


80 70 60 %age 50 40 30 20 10 0 Yes No

Are you satisfied with safety of cars already in Market?


80 70 60 %age 50 40 30 20 10 0 Yes No

What is your major preference when buying cars?


60 50 40 %age 30 20 10 0 Price Safety Comfort Design Other

What power of car do you prefer?


60 50 40 %age 30 20 10 0 800 cc 1000 cc 1200 cc or more

What type of color you prefer?


70 60 50 %age 40 30 20 10 0 Non-Metallic Metallic

How satisfied are you with prices of cars in market?


60 50 40 %age 30 20 10 0 Satisfied Not-Satisfied Neutral

How much are you willing to pay for 1000 cc Car?


90 80 70 60 50 40 30 20 10 0 3,00,000 - 4,50,000 4,50,000 or more

%age

If any one of the company launches a car whichone you will prefer?
35 30 25 %age 20 15 10 5 0 Toyota Suzuki Nissan Local Companies Other

What influences your buying decision?


45 40 35 30 25 20 15 10 5 0 TV ad Magazine Word of Mouth Billboards Other

%age

ANALYSIS SUMMARY
According to survey people with an income bracket less than Rs. 50,000 per month prefers buying small cars for their private use. A large percentage of people prefer buying their own cars then to use public transport but most of them are not satisfied with the safety standards of the cars in the market. There is very less market share of Nissan in the market i.e. about 8 % while its competitors are enjoying large share. People using Nissan cars are not greatly satisfied with the car and they expect Nissan to do more. According to survey the most important considerations by a buyer of car are price, safety, comfort and design with price having major influence. About 65% of the people surveyed were of age group 25 to 60 who are the major buyers. Most of the buyers are not satisfied with the prices of the cars and are willing to buy 1000 cc. cars for Rs. 3,00,000 to Rs. 4,50,000 but most of the cars in the market get more out of them as they are expensive. They consider Toyota and Suzuki more successful in launching a new car in market than Nissan. People seem to be more highly influenced by the TV ads and billboards.

Appendix B

Age Structure
Graph 1.1
0-14 years 15-64 years 65 and above

60 50 40 30 20 10 0 percentage population

Table 1.1
Age Limit 0-14 years 15-64 years 65 and above Percentage Population 41% 55% 4%

BUDGET
Table 1.2
Market Analysis Cost
Wages and Salaries 1 Professional Cost 2 Team Leader 3 Team Members Research Agencies Cost Grand Total: Rs. 500,000 Rs. 50,000 Rs. 150,000 Rs. 1300,000 Rs. 2 million Rs. 700,000

Table 1.3
Questionnaire Cost
1 Development Cost 2 Execution Cost 3 Interpretation Cost Grand Total: Rs. 200,000 Rs. 600,000 Rs. 200,000 Rs. 1 million

Table 1.4
Advertising & Promotional Cost
Table 1.4.1 Advertising 1 2 3 4 Table 1.4.2 Promos 1 2 Table 1.4.3 Rs. Bill Boards etc. TV/ Cable Networks News Paper, Magazines, etc Displays & Roadshows etc. Rs. Rs. Rs. Rs. 2 million 3 million 1 million 2 million 8

Rs. Hand outs etc. Prize Contest Rs. 500,000 Rs.

Sponsorships 1 Sponsor ship of concerts Rs. 1 million 2 Sponsorship of social Rs. 1 million Grand Total

Rs.

Rs.

12