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Strategic Objectives: Micra

The document summarizes the marketing strategies and social media campaigns of Nissan Micra and Tata Nano in India. Nissan Micra positioned itself as a youthful and agile car, focusing on social media and performances. Tata Nano positioned itself as an affordable alternative to motorcycles and scooters, focusing on emotional benefits of car ownership. Micra's social media campaign starred Ranbir Kapoor and focused on engaging young customers. Nano's campaign showcased its performance through a treasure hunt to help customers judge it. Both social media campaigns were effective in creating brand awareness and increasing initial sales. However, sustaining consumer interest and ensuring resonance between consumers and products remained issues.

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402 views1 page

Strategic Objectives: Micra

The document summarizes the marketing strategies and social media campaigns of Nissan Micra and Tata Nano in India. Nissan Micra positioned itself as a youthful and agile car, focusing on social media and performances. Tata Nano positioned itself as an affordable alternative to motorcycles and scooters, focusing on emotional benefits of car ownership. Micra's social media campaign starred Ranbir Kapoor and focused on engaging young customers. Nano's campaign showcased its performance through a treasure hunt to help customers judge it. Both social media campaigns were effective in creating brand awareness and increasing initial sales. However, sustaining consumer interest and ensuring resonance between consumers and products remained issues.

Uploaded by

Abhijeet
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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PBM Group 1 Team 07 – Spartans

Marketing the Nissan Micra and Tata Nano using social media

Strategic Objectives
Nissan Micra Tata Nano
To successfully build a presence in India by To produce a low-priced (1 lakh) car that would
partnering with a company to introduce a car in enable many Indians to own a car by replacing
one of the most attractive segments two-wheelers and motorcycle.
(Hatchback – B2).

Brand Positioning
Micra
Nissan positioned Micra as a youthful, agile car with a small turning radius. Focusing extensively on
social media and that too through a young budding superstar – Ranbir Kapoor. The main idea
delivered was “Drive Simpler. Live Better.” Micra focussed on extensively on performance.

Nano
Nano positioned itself as an alternative to two-wheelers. Their ad campaigns focussed extensively on
the benefits of owning a car as compared to bikes and scooters. They did not elaborate on the
features but rather focussed on the emotional aspects. They focussed extensively on imagery.

Campaign Goals (Social Media)


Micra
Even their social media campaign which ended up in a short film, The New Star of India focused on
engaging young customers to initiate sales. The point driven across was that even you can be a star
just like Ranbir Kapoor; just like Nissan Micra by featuring in the film. Even the ad campaigns showed
multiple Micra rescuing a girl and ultimately being a star. The objective was to incite feelings from
the customers.

Nano
To showcase the performance of Nano. The treasure hunt like event enabled them to present the
real time performance of the car so that customers would judge its performance.

Campaign Effectiveness
Both the campaigns were complementing the traditional ad campaigns in the TV. Both the social
media campaigns were effective in creating brand awareness and both the product sales increased
momentarily.

The main issue is sustaining the consumer interest in the product. Also we find that there was no
resonance between the consumer and the product. The issue with Nano was that it positioned itself
as an alternative to two-wheelers and was competing only against two-wheelers. The problem for
Nissan was that its sedan, Sunny cannibalized on Micra’s sales.

The brand awareness is a good metric to judge the campaign effectiveness. This could tested by
unaided customer recall test. If the brand awareness has increased due to campaign, then it’s
effective.

Kshitij-1801014, Priyanka Ganesh-1801040, Shivam-1801049,


Karthigeyan-1801093, Suphil-1801150, Raju-1801166

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