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PROJECT REPORT ON Promotional strategy and pricing strategy of Nissan MotorBY













Promotional strategy and pricing strategy of Nissan Motor. is an original work carried out under the guidance of Mr. R RAVI KISHORE the report submitted is a bonfire work of my own efforts and has not been submitted to any institution or published before.

Signature of the student (AKHIL KUMAR BEHERA) Date: Place:


Faculty Guide CertificateI Mr. RAVI KISHORE certify that Mr. AKHIL KUMAR BEHERA that the work done and training undertaken by him is genuine to the best of my knowledge and acceptable.

Signature: Date:


AcknowledgmentA mammoth thesis of this nature calls for intellectual nourishment, professional help and encouragement from many quarters; I would like to express gratitude to: The pioneers in the field of financial management who have shaped their understanding through their rich and varied contribution. Professor and seniors for providing the stimulus for making this project successful. It is my immense pleasure to work under the guidance of Mr. R RAVI KISHORE, and we heartily thanks them for providing me the guidance whenever needed. I had liked to thank my institution, VISHWA VISHWANI INSTITUTE OF SYSTEMS AND MANAGEMENT-HYDERABD, for providing me this great opportunity and attempting to inculcate the traits needed to succeeds.



INTRODUCTIONOne of the fastest growing industries in the world is automobile industry. ThisAutomobile industry even has its influence on the Indian market. There is anemergence of global automobile players in India, each player have their different promotional strategies to interact customers. This project is an effort to understand these promotional strategies adopted by different automobile companies in India. This project concerns with the study of choosing the most appropriate mix of advertising, sales promotion, personal selling and publicity for cars in India with a detailed study of promotional strategy of Nissan Micra. This project also targets the customers in India regarding the promotions of cars in India by reviewing and interpreting a questionnaire. My training in Fortune Nissan was an attempt in this regard. The project work provided to me was a titled Promotional strategy and pricing strategy of Nissan Motor.To promote Nissan cars across the twin city Hyderabad and Secuendrabad. I conducted the event show of popular NissanMicra,Nissan Teana, Nissan Sunny, Nissan X trail and met a lot of customer and got information from their side. While working on the project, I came to know about the latest marketing and promotional strategies and trends prevailing in the market. The way of promoting the products, providing a better convenience of customer, and developing the new strategic technique to sell the product

OBJECTIVE OF THE STUDY To study and analyze the elements of Promotional Strategies and pricing strategies of Nissan Products - Nissan Micra, Sunny, Teana, X trail. Study the customer response regarding the promotions of cars in India. To develop the relationship with bankers to make the auto finance options easy for customers. To know the level of awareness of the cars. To know whether the customers are satisfied with the offers given by the dealer.

To find out satisfaction levels of the customers. 5

SCOPE OF THE STUDY Study the basic aspects of Promotional Strategies such as Sales Promotion, Personal Selling, Advertising and Publicity Studying the customer response regarding promotions of cars in India through a questionnaire. Study the promotional strategies of Nissan Micra with all the tools of promotion.

The study was conducted in Hyderabad and Secunderabad area. The study covers the customers perceptions and their most usedproduct. The study covers the customers perception for auto finance.

NEED FOR THE STUDY To know the products of the competitors and their features. To understand all the features of product, which I should be promote. To study the growth and development of Nissan Motor in Hyderabad.

To provide the complete information and features to the customers and helping the customers in buying the car.


Data Collection and Analysis

Secondary data collection from the various car information websites, Newspapers, magazines, etc. Primary data collected from a questionnaire designed to target the customer regarding the promotions of Nissan Micra in India. Analysis of promotional strategies by SWOT analysis by evaluating the Strengths, Weaknesses, Opportunities and Threats of Nissan Micra by analyzing the responses through the questionnaire


TYPE Founded Founders

Public (TYO: 7201;Pink Sheets: NSANY) December 26, 1933

Kenjiro Den Rokuro Aoyama Meitaro Takeuchi YoshisukeAikawa


Nishi-ku, Yokohama, Japan (Officially registered in Kanagawa-ku, Yokohama, Kanagawa)

Area served Key people


Carlos Ghosn (President andCo-Chairman) Toshiyuki Shiga (President and Co-Chairman, COO)


Automotive Financial services


Engineering Automobiles Outboard Motors Forklift Trucks


Revenue Operating income Net income Employees

7.517 trillion / $80.92 billion FY 2011 311.6 billion / $3.35 billion FY 2011 48.4 billion / $560 million FY 2011 30,718(non-consolidated basis) 175,766 (consolidated basis)


Infiniti NISMO Infiniti Performance Line


Nissan Forklift Nissan Marine Autech


Shift_ The way you move


Nissan Motor Co., Ltd. is a Japanese automobile maker. From 1932 to 1983, they also used the trademark Datson. Their head offices are in the Ginza area of Chuo-ku, Tokyo, Japan. Nissan plans to move their headquarters to Yokohama, Kanagawa by 2010; the headquarters will start construction in 2007. Nissan used to be Japan's second-largest car company, after Toyota, but it has dropped to third in size after Honda. Due to financial problems throughout the 1990s (to the point where most believe an American company in a similarly bad financial state would have ceased trading), the French company Renault took a large shareholding in the company and installed Carlos Ghosn as president, the first non-Japanese person to run a Japanese car company (Mazda was run by an American, Mark Fields - and by Briton Lewis Booth - and Mitsubishi was run by a German, Rolf Eckrodt). Under Ghosn's "Nissan Revival Plan" (NRP), Nissan has rebounded in what many leading economists consider to be one of the most spectacular corporate turnarounds in history, catapulting Nissan to record profits and a dramatic revitalization of both its Nissan and Infiniti model line-ups. In 2001, the company initialed Nissan 180, capitalizing on the success of the NRP. Ghosn has since been idolized as a national hero in Japan as a symbol of the strength of the currently ailing Japanese economy, with Ghosn and the Nissan revival story prominently featured in Japanese mange and popular culture. His achievements in revitalizing the Japanese company have been noted by Emperor Akihito, who awarded him the Japan Medal with Blue Ribbon in 2004. Nissan is also noted for being one of the world's leading manufacturers of automobile engines, with its VG and VQ V6 engines appearing on "Ward's 10 Best Engines" for 11 straight years - every year since the award's inception.

HistoryEstablished in 1933, Nissan Motor Co., Ltd. was a pioneer in the manufacturing of automobiles. Nearly 70 years later, Nissan has become one of the world's leading automakers, with annual production of 2.4 million units, which represented 4.9 percent of the global market. Domestically, the company sells 774,000 vehicles on an annual basis, placing it second behind Toyota Motor Corporation. About 35 percent of Nissan's


vehicles are sold in Japan, 25 percent in the United States, and 20 percent in Europe. In the North American market, the company's top models include the Infiniti, Maxima, Altima, and Sentra passenger cars, the Quest minivan, the Frontier pickup truck, and the Pathfinder sport utility vehicle. After losing money for most of the 1990s, Nissan entered into a global alliance with Renault S.A. in March 1999, with the French company taking a 37 percent stake in Nissan. A massive restructuring was then launched.

Early HistoryNissan has demonstrated a commitment to innovation since the company's founding in 1933. Not only are Datsuns the first mass-produced Japanese vehicles, their unique, automotive style makes a major impact on the U.S. market when Datsun sedans and compact pickups are first imported in the late '50s. 1914 : The first Datsunis built. 1933 1937 : Nissan Motor Co., Ltd., is established in Japan. : The Datsun Type 15 is the first mass-produced Japanese vehicle. Other Type

15 models include a mini-pickup and delivery van. 1958 :The first Datsun sedan arrives in the United States. The strong, heavy 1200 Sedan packs a 48-hp 1200-cc engine encased in thick body panels.

1959: The first Datsun compact pickup is sold in America. Originally imported with a Modest 37-hp 1000-cc engine, the upgraded model features a 48-hp 1200-cc version. This quarter-ton pickup firmly establishes in the Americanmarket.


The Sixties Toward the end of this decade of change, Nissan has bu