PROJECT REPORT

ON

“Promotional strategy and pricing strategy of Nissan Motor”

BY

Mr. AKHIL KUMAR BEHERA

REGD NO - 6088

Under the Guidance of

Mr. R Ravi Kishore

A PROJECT REPORT

SUBMITTED IN PARTIAL FULFILLMENT OF THE

REQUIREMENT FOR THE AWARD OF THE DEGREE

POST GRADUATE DIPLOMA IN MANAGEMENT

Declaration

1

IAKHIL KUMAR BEHERA hereby declares the project titled

“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 Certificate2

I 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:

Acknowledgment

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A 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.

(AKHIL KUMAR BEHERA)

INTRODUCTION

One 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

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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.

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

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promotion.

The study was conducted in Hyderabad and Secunderabad area.

The study covers the customer’s perceptions and their most used

product.

The study covers the customer’s 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

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Strengths, Weaknesses, Opportunities and Threats of Nissan Micra by

analyzing the responses through the questionnaire

COMPANY PROFILE

TYPE Public (TYO: 7201;Pink Sheets: NSANY)

Founded December 26, 1933

Founders Kenjiro Den

Rokuro Aoyama

Meitaro Takeuchi

YoshisukeAikawa

Headquarters Nishi-ku, Yokohama, Japan

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

Area served Worldwide

Key people Carlos Ghosn (President andCo-Chairman)

Toshiyuki Shiga (President and Co-Chairman, COO)

Industry Automotive

Financial services

Engineering

Products Automobiles

Outboard Motors

Forklift Trucks

Revenue ¥7.517 trillion / $80.92 billion FY 2011

Operating income ¥ 311.6 billion / $3.35 billion FY 2011

Net income ¥ 48.4 billion / $560 million FY 2011

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Employees 30,718(non-consolidated basis)

175,766 (consolidated basis)

Divisions Infiniti

NISMO

Infiniti Performance Line

Subsidiaries Nissan Forklift

Nissan Marine

Autech

Slogan 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

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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 History

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Nissan 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 : Nissan Motor Co., Ltd., is established in Japan.

1937 : 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 built a strong reputation in both

the American and the Japanese markets. The Datsun 2000 roadster, valued both for its

style and performance, becomes synonymous with early Nissan design. Soon after, the

Datsun 'Z' changes the way people think of sports cars.

1960

Nissan Motor Corporation U.S.A. (NMC) is established in Gardena, California. The

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model year witnesses the birth of Datsun's first sports car, the SPL 210. This high,

narrow, 4-seat roadster features a fold down soft top with side curtains, '4 on the floor,'

and a 48-hp 1200-cc engine (soon replaced by an 85-hp version).

1962

Focused on American driving needs, the Bluebird is the first Datsun with a full

synchronized 3-speed transmission. It also sports classic two-tone paint, wide whitewalls

and optional bucket seats. Off the road, Nissan's first utility vehicle, The Patrol, makes its

debut, with TV hero Roy Rogers as its spokesman. Pitched as the world's most powerful,

most advanced 4-wheel drive, the Patrol's brawny 145-hp 4000-cc 6-cylinder engine

develops enough torque 'to climb trees.'

1966 :The first Japanese-owned production facility in North America, Nissan Mexicana

(NMEX) manufactures its first vehicle.

1967 :The Datsun most-desired by collectors, the 2000 Roadster, is also the first

Japanese production sports car to come with a 5-speed. That, plus its robust 150-hp

engine, makes it extra fun to drive. Production is limited to 1,000 and the first 10 are

lightweight versions for racing. The 2000 Roadster wins 10 SCCA National

Championships between 1967 and 1987.

1968 :Nissan launches the first car styled for the U.S. market, the Datsun 510 sedan.

1969:

Datsun introduces the 'Z' as a 1970 model. By offering European performance, plus

creature comforts like roll-up windows and a heater — all at an affordable price — the

240Z becomes the best-selling sports car in the world. The Corvette took nearly twenty-

five years to sell 500,000 units; the Z does it in fewer than ten.

The Seventies

In the '70s, Nissan continues to gain in popularity, with annual U.S. sales surpassing a

quarter of a million cars. Nissan also begins to display unrivaled racing skills, with the

Datsun 510 winning a number of championship races. Meantime, the civilian 510

provides the verve of a sports car to the general driving population, a goal Nissan

achieves to this day through the Maxima and Sentra SE-R.

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1971

Annual sales in the United States pass the quarter million mark. Nissan also establishes

itself on the racetrack: the BRE 510 wins the SCCA 2.5-liter Trans-Am Championship in

1971, claiming Nissan's first professional racing championship. It proceeds to dominate

the series, winning 15 out of 21 events. Meanwhile, another 510 wins the East African

Safari, while yet another wins the American Rally Championship in 1971. Today, the 510

enjoys a cult-like following and is still active in SCC Calibrating.

1972

The civilian 510 introduces a new concept: a 4-door sports sedan. This good-looking, 5-

passenger family car is fun to drive, economical, and sells over 300,000 sedans and

wagons. As a result, race-bred sportiness remains very much part of Nissan today.

1973 :The one-millionth Datsun vehicle is sold in America.

1975 :Datsun becomes the top U.S. vehicle importer.

1977 :Nissan expands the idea of how much work a truck can do by introducing the

King Cab, the first extended cab pick up.

1979 :Nissan Design International (NDI) is established in La Jolla, California, to provide

American concepts and style to Nissan vehicles. Among their many creations (including

today's popular Xterra SUV) is the 'out there' Gobi Truck concept. Developed in the late

1980s, it is a direct extension of the very first Datsun truck.

The Eighties

In the '80s, the Nissan brand comes into its own as the first Nissan truck is manufactured

in the U.S. Not long after this milestone, Nissan introduces its Infiniti line of luxury

vehicles, ending the decade with a tremendous new business venture.

1980

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Nissan Motor Manufacturing Corporation (NMMC) is established in Smyrna, Tennessee

to fulfill the growing demand for Nissan vehicles.

1981

Nissan Motor Acceptance Corporation (NMAC), Nissan's financing division, is

established in Torrance, California.

1982 :Nissan's rich off-road truck-racing history includes 19 championships from 1982-

1992. A King Cab desert racer, competing as an HDRA/SCORE Class 1 Unlimited

Vehicle, packs a sand-scorching 380 hp. It has full-time 4WD, a radical mid-engine

design and a 4-wheelfully independent suspension.

1983 :Worldwide marketing of vehicles using the Nissan name begins. And the first

truck produced by Nissan in America rolls off the line in Smyrna, Tennessee. Nissan

Research and Development (NRD) is established in Michigan.

1985 :Legendary Hollywood actor Paul Newman races the Newman/Sharp Trans-Am

300ZX to an SCCA GT1 championship in 1985 and 1986. Particularly noteworthy is the

1985 win, which is Nissan's 50th national SCCA championship. Meanwhile, the first

Sentra rolls off the line in Smyrna, Tennessee.

1988:Nissan driver Geoff Brabham wins the first of four consecutive IMSA Camel GTP

Drivers Championships. The streak includes eight straight races, breaking the American

road record. Almost unbeatable, the IMSA GTP Race Car dominates with a breath

taking top speed of 200 miles per hour.

1989:It's a year of remarkable milestones: Nissan launches the Infiniti line of luxury

vehicles. NMMC produces its one-millionth vehicle. And Nissan begins the Summer

Institute for Historically Black Colleges and Universities.

The Nineties

Nissan demonstrates its agility in the '90s — retaining the Nissan heritage, while moving

in new directions. The company remains committed to long-standing quality and service

in the automotive development, while also receiving numerous corporate and

environmental awards.

1990 :Nissan North America, Inc. (NNA) is established in Torrance, California, to

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oversee all Nissan operations in North America.

1991 :Nissan unveils a $490 million, 1.7 million-square-foot expansion of the Smyrna,

Tennessee plant. It builds an $80 million Research and Development Technical Center

in Farmington Hills, Michigan. And on the environmental front, Nissan lends its

Alternative Fuel Vehicle to a California testing program, unveils the Future Electric

Vehicle concept car, and receives the Stratospheric Ozone Protection Award from the

Environmental Protection Agency.

1992

As the Sentra surpasses two million sold in the U.S., the first Nissan mid-sized sedan

produced in the U.S. — the Altima — rolls off the assembly line in Tennessee. Nissan

wins the IMSA GTS Manufacturers Championship, with David Loring winning the IMSA

GTU Drivers Championship in a Nissan 240SX, and Steve Millen winning the IMSA GTS

Drivers Championship in a Nissan 300ZX. Nissan also establishes the Nissan

Foundation, with a five-year, $5 million endowment. Nissan Quest becomes the first

Nissan vehicle jointly produced with a U.S. manufacturer, Ford Motor Company.

1993

Nissan celebrates its first 10 years of manufacturing in the U.S. with authority. Altima

becomes the best-selling new nameplate in the United States, while the Maxima surpass

one million sold.

1995

Nissan introduces the all-new 200SX and fourth generation Sentra, both assembled in

the award-winning Smyrna, Tennessee plant. Nissan was recognized as Most

Distinguished Partner by the Los Angeles Urban League in 1995.

1996

After more than 26 years, the Z car was retired. In 1999, Nissan announced an all new Z

car will be built for release in 2002. Nissan served as a corporate sponsor of the 1996

Olympics in Atlanta, specifically the Official Import Vehicle of Choice for Truck, Sport

Utility, and Minivan. NMMC is named the most productive plant in North America in 'The

Harbour Report' for the third consecutive year. On a more creative front, Nissan's 'Toys'

commercial is named the best commercial of the year by Time and Rolling Stone

magazines. The last 300ZX is imported into the U.S. inducted into the Peterson

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Automotive Museum in Los Angeles.

1997

Nissan was named Best of the Best by the Environmental Protection Agency. In 1997,

Nissan received the Smithsonian Inaugural Corporate Leadership Award. The Nissan

Foundation celebrates its fifth anniversary. NMMC names the most productive

automotive plant in North America by Harbour and Associates for fourth year.

1998

Nissan Motor Corporation in U.S.A. (NMC) and Nissan North America, Inc. (NNA)

consolidated into one company Nissan North America, Inc., effective December 31,

1998.

1999

March 26, 1999, Nissan and Renault sign a global partnership agreement allowing both

companies to take advantage of their respective strengths and expertise. Nissan

introduces the Frontier Crew Cab, the first compact truck with four real doors. The Xterra

also launches a trend in 'no-nonsense' SUVs for outdoor enthusiasts. Frontier, Xterra,

and Pathfinder are named official vehicles of the Los Angeles County lifeguards and

become a hit on the TV series 'Baywatch.' Rhys Millen drives UPRD Nissan Skyline GT-

R to victory in the Pikes Peak International Hill Climb near Colorado Springs, Colorado,

on July 4.

2000

Now working with Renault of France, Nissan unveils the 2003 Z® Concept. Nissan

Research and Development (R&D) divisions in the U.S. and Europe are renamed Nissan

Technical Center North America, Inc. (NTCNA) and Nissan Technical Centre Europe

Limited (NTCE), respectively. Nissan Motor Co., Ltd., forms the North American

Management Committee (NAMC), the key decision-making body for Nissan in North

America, and the U.S. Management Committee. NNA announces the expansion of its

Decherd powertrain facility and the vehicle production level at its Smyrna assembly

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plant, both in Tennessee. The expansions are part of Nissan's moves to bring local

production closer to local markets. Nissan Motor Co., Ltd. announces preliminary

financial figures showing a consolidated operating profit of $1.26 billion for the first six

months of fiscal year 2000—the best performance in a decade. Nissan selects a site in

Canton, Miss. for a new $930 million assembly plant. The plant will produce a full-size

pickup truck, a full-size sport utility vehicle, and the next generation Nissan minivan.

Production set to begin in summer 2003.

2001

Nissan unveils the 2002 Sentra SE-R, Frontier Crew Cab Long Bed, and a totally new

Altima. Cumulative Nissan production surpasses 60 million vehicles to date. Nissan

Design International, headquartered in San Diego, Calif., is renamed Nissan Design

America (NDA). On behalf of its employees, affiliates, and dealers around the world,

Nissan donated $1 million to the American Red Cross and the Twin Towers Fund during

the first week following the September 11 terrorist attacks. Nissan also set up a

company-wide employee gift program, which resulted in a donation of $105,052.54 from

Nissan and its employees to support relief efforts after the tragedies in New York and

Washington, D.C.

2002

An icon of automotive soul, the legendary Nissan Z® is reborn--better than ever. The

first 8,000 Z's are pre-sold to customers who commit to buying without even a test drive.

The Murano, an on-road adventure masterpiece is launched. Nissan introduces the

Nissan Child Safety Seat Fit Guide, known as Snug Kids®, to assist Nissan and Infiniti

customers in identifying the right child seat for their vehicle. The first program of its kind

in the automotive industry, it is geared specifically toward car seat safety for children.

Nissan Technical Center North America, Inc. (NTCNA) announces a $38.8 million

expansion of its research and engineering facility northwest of Detroit to enhance the

company's worldwide vehicle development capabilities. Steve Lambert replaces Katsumi

Ishii as president of Nissan Motor Acceptance Corporation (NMAC).

2003

Among the many accolades for the 350Z, Nissan is awarded the 2003 Motor week

Driver's Choice Award, and the Altima receives the 2002 North American Car of the Year

Award. Nissan's 2004 product lineup is the most complete and exciting lineup ever 16

offered from Nissan. It includes Nissan's first entrance in the full-size truck and SUV

markets with the all-new Titan pickup and Armada sport utility vehicle (SUV). The top

was taken off the Z® with the 350Z Roadster, the Quest minivan makes its return to the

lineup with a slew of innovative features and an advanced design, Nissan's flagship

Maxima is completely new and reenergized, and the Sentra and Sentra SE-R receive a

fresh new fascia design. Nissan Motor Acceptance Corporation (NMAC) relocated to its

new 268,000 square foot customer service center in Irving, Texas, and is part of a

significant Nissan expansion program in North America. For a record tenth year in a row,

Nissan's versatile VQ V6 engine has been named to the annual 'Ward's Ten Best

Engines' award list by Ward's Communications, Inc.Nissan en Espanola, a new Spanish

language website tailored to the online Hispanic community is launched.

2004

Nissan Korea, Ltd. is established in February and plans to introduce five Infiniti models

to the market starting in mid-2005. Nissan Motor Co., Ltd., announced record operating

profits of $7.29 billion for fiscal year 2003.

The 2005 Pathfinder and Frontier make their show car appearances at the North

American International Auto Show in Detroit.The re-designed 2005 Altima is launched in

February. In April, the all-new, second generation 2005 Xterra made its world debut at

the New York International Auto Show. And the first ever Altima SE-R model is to be

released later this year.Nissan also produces cars at its factory near Pretoria, South

Africa. The company's head office is now in Tokyo but will move back to Yokohama in

2010.

Today

Nissan's heritage highlights a company always eyeing the future and never satisfied with

the status quo. Bold design.Innovativestyle.Inspiringperformance.Original cars and

trucks more than capable of taking you wherever you choose to go in life.

Company Perspectives:

Nissan's challenge is to enhance its corporate value and to build a corporate foundation

that will enable the Company to win out in the competitive environment of the 21st

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century. The management team is also keenly aware of its responsibility to meet the

expectations of shareholders by reinstating dividend payments as soon as possible. We

will do our utmost to achieve a new corporate consciousness and to implement

sweeping improvements in our corporate structure. We look forward to the continuing

support and guidance of our shareholders as we strive to attain these goals. 

NISSAN’S MISSION

“NISSAN provides unique and innovative automotive products ans services that deliver

superior measurable values to all stake holders”

NISSAN’S VISION

Enrichingpeople’slife.

NISSAN IN INDIA

Nissan Motor Company Ltd. is a Japanese car manufacturer. It was established on

December 26, 1933. It is the second largest automobile manufacturing company of

Japan, popularly known as "Nissan". Nissan Motors are of the opinion that India has a

huge market potential and that the economy is growing at a tremendous rate. They

believe that India is a market of opportunities and growth. They are of the opinion that

their investment in India will help in the growth of the company. They are also planning

to open manufacturing units in India. They believe that India is strategically very

important for them. And the company's future growth is a lot dependent on the outcome

of their investment in India. They have immense expectation from the Indian market.

They have bigger plans in the future for India. And setting up manufacturing units and

initial investment is just the starting point of the bigger picture. Nissan Motors India Pvt.

Ltd. is the Indian division of Nissan Motors. They deal with all the aspects of automobile

manufacture. That would include import (presently, later it might be manufacturing),

spare parts, sales, after sales, marketing, distribution etc. Nissan Motors India has car

dealerships outlets in places like Delhi, Mumbai, Bangalore, Secunderabad and

Chennai. Nissan Motors India has started their operations in India with the launch of new

X-Trail. This particular model is very popular throughout the world. They have been very

successful throughout. Moreover Nissan has been able to complete its revival plan

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according to its planning and timing. In fact, they had actually completed their project a

year ahead. This makes it even easier for them to concentrate better on the India market

and work accordingly. The new X-Trail has been launched in two different variants

inNissan started its operations in India in 2005, with the launch of the NissanX-

Trail SUV, which was imported fully built. In 2007, the company launched the Nissan

Teana sedan. Along with Nissan's global alliance partner, Renault, NMIPL is setting up a

manufacturing facility in Chennai to manufacture 200,000 cars per annum.The facility

with an investment of US$ 920 million will manufacture the NissanMicra for

the European market, besides various other models for the Indian market.NMIPL sells

the Nissan X-Trail and the Nissan Teana in India, both of which are currently imported

fully-built.

FORTUNE NISSAN,HYDERABAD

Fortune Nissan opened its doors for the first time in February, 2011. Since that time

our mission has not wavered: "We are in business to sell and service Nissan

vehicles and provide a delightful experience to our customers".

 Fortune Nissan is a 50:50% Joint Venture set up between two well-known and

reputed families in Hyderabad, the Modis and the   Babu Khans Fortune Nissan is a

blend of experience and youth.The experience and good will that Mr.

MisbahuddinBabukhan and Mr.PramodModi enjoy blend very well with the youth and

energy of the youngsters Nirav, Siraj, Bashir &Ashish to make Fortune Nissan a truly

world class Nissan Dealership.   

FORTUNE NISSAN SHOWROOM

“We have 10,000sft centrally air conditioned showroom, located in the heart of the city

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inPatny Nagar” “ just Opp.to Ashok Bhopal Chambers. This makes convenient for almost

every one residing in and around Hyderabad  and Secunderabad.”

 The facilities offered from the showroom are :

1. Very easy finance facility with in-house finance team to cater to your every car

Finance requirements. All the leading finance counters are available like ICICI,

HDFC, KOTAK, SUNDARAM, SBI, etc.

2. Exchange offer for any of your used car. Free spot evaluation for any used car.  

3. Professionally trained and courteous sales staff to take care of every relevant

needs of the customers.

4. Nissan preferred insurance for cashless transactions in the event of claims. Special offers on

Insurance renewals. You can also renew your insurance by just making call to our Service

marketing help line 9666914000.

5. Full range of Nissan cars with all colors and models to choose from.

6. A good stock of Nissan genuine accessories to make your Nissan ownership more delightful

and safe.

7. A well maintained fleet of test drive cars to give you the feel and experience the drive

dynamics on actual driving conditions before take the purchase decisions. You can call our sales

help line for test drive or fill the on-line test drive requisition form.

SERVICE CENTER

     We believe that a customer is for life and it will be our endeavor to make

your Nissan ownership experience truly cherish able. We will make all efforts in

meeting this commitment and will always welcome your suggestions  and advice

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to achieve excellence in everything we do.

 The state of the art Service Centre is located at IDA Uppal which has the most

modern Service & Body shop equipment as per global Nissan Standards.

    OUR SERVICE CENTER LOCATION

UPPAL SERVICE CENTER

      C-15, IDA Uppal, Hyderabad - 500 039.

       Service Appointment No. 9666933000

       e-mail: service@fortunenissan.co.in

The following are some of the facilities provided by Fortune Nissan to all

our esteemed customers:

In case of any break down, you can call our Road side assistance help

line no.98488. Towing facility is arranged with a nominal cost.

Free Pick-up and Drop facility.

Entire range of spare parts and accessories are available to ensure

minimum downtime of your car.

A team of Nissan trained and experienced service technicians to take care

of your car. Customer care executives are available at interactive bays

(IR) to attend to your queries regarding all Nissan products and

maintenance, on your arrival at our service facility.

An air-conditioned Customer lounge with valuable reading material and

related information to make your waiting time more memorable.

Body shop with computerized color mixing equipment and well trained

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skilled staff to take care of your every body shop repair job.

We are Having Hi-Fi Equipments like Autarobot XLSPP (Bench Type)

Crash Repair System with 3D electronic metering, Paint Booth, Robotic

Spot Welder Machine, Infra Red Baser, Portable Dust Extractor, Hydraulic

Push Pull Kit, 3D Wheel Aligner and Balancer, Pneumatic Door Skin

Remover etc.

Insurance help desk to assist you in the event of any accident repair.

MANAGEMENT PROFILE

Carlos Ghosn-

Mr. Carlos Ghosn has been serving as Chairman of the Board, President, Chief

Executive Officer and Representative Director of Nissan Motor Co., Ltd. since June

2008. He is also Chairman of the Board, President and Chief Executive Officer of an

associated company, Renault S.A.S., Chairman of the Board and President of another

company, as well as Director in ARCORE Co., Ltd.

Toshiyuki Shiga-

Mr. Toshiyuki Shiga has been serving as Chief Operating Officer and Representative

Director of Nissan Motor Co., Ltd., since June 2005. He joined the Company in April

1976. His previous titles include Manager of Planning Office, Manager of Alliance

Promotion Office and Managing Executive Officer

Colin Dodge-

22

Mr. Colin Dodge has been serving as Executive Vice President and Director of Nissan

Motor Co., Ltd., as well as President and Director of a subsidiary, since June 2009. He

previously served as Managing Executive Officer of the Company. He also used to work

for a United Kingdom-based subsidiary.

Hidetoshi Imazu –

Mr. Hidetoshi Imazu has been serving as Executive Vice President and Director of

Nissan Motor Co., Ltd. since June 2007. He joined the Company in April 1972. His

previous titles include Managing Executive Officer and Director of Auto Body

Technology.

Hiroto Saikawa-

Mr. HirotoSaikawa has been serving as Executive Vice President and Representative

Director of Nissan Motor Co., Ltd. since April 1, 2011. He is also serving as Director of

an associated company, Renault S.A.S. He joined the Company in April 1977. His

previous titles include Director of Purchase Planning and Managing Executive Officer

Carlos Tavares

Mr. Carlos Tavares has been serving as Executive Vice President and Director Nissan

Motor Co., Ltd., as well as President and Director of a subsidiary, since February 2009.

He joined the Company in April 2004. Prior to joining the Company, he worked for

Renault S.A.S.

Mitsuhiko Yamashita

Mr. Mitsuhiko Yamashita Executive Vice President and Director of Nissan Motor Co.,

Ltd. since June 2005. He joined the Company in April 1979. His previous titles include

Director of 1st Vehicle Development and Managing Executive Officer. He used to work

for a United States-based subsidiary as President.

23

PRODUCT PROFILE

All Car Models of Nissan Micra in India

There are six different car Models of Nissan Micra in India.

NISSAN MICRA (PETROL)

Ex-

showroomPrice(HyderabadRs.)

Micra XE

Micra XE Plus

Micra XL

Micra XV

429041

4

Transmission Type Manual

Engine Description DOHC, 12-Valve, 3 Cylinder, In-

Line Petrol Engine

Engine Displacement(cc) 1198

Maximum Power 76 PS at 6000rpm

24

Maximum Torque 104 Nm at 4000rpm

Mileage-City(kmpl) 14.0

Mileage-Highway(kmpl) 18.0

Fuel Type Petrol

Fuel Tank Capacity(litres) 41

Seating Capacity 5

Standard Features ofMicra XE Micra XE PlusMicraXLMicra XV

Air Conditioner

CD Player

Anti-Lock Braking System

Power Steering

Leather Seats

Central Locking

NISSAN MICRA DIESEL

Ex-showroomPrice(HyderabadRs.)Micra Diesel XV PremiumMicra Diesel XV

6,33,8495,85,617

Transmission Type Manual

Engine Description 1.5L, 1461cc, 8 Valve, 4 Cylinder, SOHC, In-Line Diesel Engine

Engine Displacement(cc) 1461

Maximum Power 64 PS at 4000 rpm

Maximum Torque 160 Nm at 2000 rpm

Mileage-City(kmpl) 18.5

Mileage-Highway(kmpl) 23.08

Fuel Type Diesel

Fuel Tank Capacity(litres) 41

Seating Capacity 5 Passengers

25

Standard Features ofMicra Diesel XV Premium Micra Diesel XV

Air Conditioner

CD Player

Anti-Lock Braking System

Power Steering

Power Steering

Leather Steering cover

Central Locking

Alloy Wheels

The top of the line variant XV of Nissan Micra comes fully loaded with

following features:

-Automatic Climate Control system

-Keyless Entry System Push Button Engine Start/Stop System

- Electronic Power Steering

- Power Windows

- Rear Defogger, Wiper & Washer

- Dual SRS Airbags

- Electronic ORVMs

- ABS with EBD

- Music System with 4 Speakers

Shades Available in Nissan Micra

-Sunlight Orange 

-Blade Silver26

-Storm White 

-Onyx Black 

- Pacific Blue 

- Brick Red

Nissan Teana

Ex-showroomPrice(HyderabadRs.)

Nissan Teana XL 250

Nissan Teana XV 250

21,03,000

25,40,000

Transmission Type Manual

Engine Description 2.5L 179.6bhp V6, VQ engine

Engine Displacement(cc) 2496

Maximum Power 182 @ 6,000 (PS@rpm)

Maximum Torque 23.2 @ 4,400 (kgm@rpm)

Mileage-City(kmpl) 5.8

Mileage-Highway(kmpl) 8.5

Fuel Type Petrol

Fuel Tank Capacity(litres) 70

Seating Capacity 5

27

Standard Features of Nissan Teana XL Nissan Teana XV

Air Conditioner

CD Player

Anti-Lock Braking System

Power Steering

Power Windows

Leather Seats

Central Locking

Nissan X-Trail

Ex-showroom Price (Hyderabad Rs.)

Nissan X-Trail LE

Nissan X-Trail SLX AT

Nissan X-Trail SLX MT

20,81,000

25,08,000

23,18,000

Transmission Type

Nissan X-Trail LE

Nissan X-Trail SLX AT

Nissan X-Trail SLX MT

Manual

Automatic

Manual

Engine Description 2.0L 149.6bhp 4-cyl. in-line

Engine Displacement(cc) 1995

Maximum Power 149.6 @ 4,000 (PS@rpm)

Maximum Torque 32.7 @ 2,000 (kgm@rpm)

Mileage-City(kmpl) 10.5

Mileage-Highway(kmpl) 14

Fuel Type Diesel

28

Fuel Tank Capacity(litres) 65

Seating Capacity 5

Standard Features of X-Trail LE X-Trail SLX AT X-Trail SLX MT

Air Conditioner

CD Player

Anti-Lock Braking System

Power Steering

Power Windows

Leather Seats

Central Locking

Nissan 370Z

Ex-showroom Price (HyderabadRs.)

Nissan 370Z MT

Nissan 370Z AT

53,50,000

54,50,000

Transmission Type Manual

Engine Description -

Engine Displacement(cc) 3696

Maximum Power 245 (332)/7000

Maximum Torque 363 (37)/5200

Mileage-City(kmpl)

Nissan 370Z MT

Nissan 370Z AT

8.0

7.0

Mileage-Highway(kmpl)

Nissan 370Z MT

Nissan 370Z AT

11.0

10.0

Fuel Type Petrol

29

Fuel Tank Capacity(litres) 72

Seating Capacity 2

Standard Features of Nissan 370Z MT Nissan 370Z AT

Air Conditioner

CD Player

Anti-Lock Braking System

Power Steering

Power Windows

Leather Seats

Central Locking

Nissan Micra XV DCiVs Volkswagen Polo 1.2 Trendline Diesel Vs Ford Figo 1.4 Duratorq Titanium VsMaruti Suzuki Swift VDi BS-IV

Nissan Micra XV DCi Volkswagen Polo 1.2 Trendline Diesel

Ford Figo 1.4 Duratorq Titanium

Maruti Suzuki Swift VDi BS-IV

Ex-Showroom Price

Rs.5,85,764 Rs.5,47,463 Rs.5,71,100 Rs.5,47,519

FeaturesACSunroofRear wash/wipeAudio system CD CD

30

typeCruise controlAirbags 1ABSCentral lockingPower windows

Front Front

Power steeringTachometerTech SpecsARAI efficiency

23.08 kmpl 22.07 kmpl 20.00 kmpl 17.94 kmpl

Fuel type Diesel Diesel Diesel DieselTorque 160Nm @

2000rpm180Nm @ 2000rpm

160Nm @ 2000rpm

190Nm @ 2000rpm

Power 64PS @ 4000rpm

75PS @ 4200RPM

69PS @ 4000rpm 75PS @ 2000rpm

Displacement 1461 cc 1199 cc 1399 cc 1248 cc

Nissan Micra XE PlusVs Skoda Fabia Classic 1.2 MPI Vs Volkswagen Polo 1.2 Trendline Petrol VsMaruti Suzuki Swift LXi BS-IV

1st CarNissan Micra XE Plus

2nd CarSkoda Fabia Classic 1.2 MPI

3rd CarVolkswagen Polo 1.2 Trendline Petrol

4th CarMaruti Suzuki Swift LXi BS-IV

Ex-Showroom Price

Rs.4,53,759 Rs.4,35,459 Rs.4,47,595 Rs.4,41,392

FeaturesACSunroofRear wash/wipeAudio system type

CD

31

Cruise controlAirbags 1 1ABSCentral lockingPower windows

Front

Power steeringTachometerTech SpecsARAI efficiency

18.03 kmpl 15.62 kmpl 17.24 kmpl 17.94 kmpl

Fuel type Petrol Petrol Petrol PetrolTorque 104Nm @

4000rpm110 PS @ 3750rpm

110Nm @ 3750rpm

113Nm @ 4500rpm

Power 76PS @ 6000rpm

55PS @ 5400 rpm

75PS @ 5400rpm

85PS @ 6000rpm

Displacement 1198 cc 1198 cc 1198 cc 1197 cc

INDUSTRY PROFILE

One of the fastest growing industries in the world is automobile industry. This automobile

industry has its influence on the Indian market. Probably automobile Industries occupy a

large market share in the worlds market as well as in the Indian market. Nearly 18% of

the total national income is being incurred from the automobile industry. From this we

can estimate how important the automobile industry in the improvement of GDP of a

country is. In India automobile industry has a growth rate is at the average of 10-12%.

Automotive industry in India

The Automotive industry in India is one of the largest in the world and one of the fastest

growing globally. India manufactures over 17.5 million vehicles (including 2 wheeled and

4 wheeled) and exports about 2.33 million every year. It is the world's second largest

32

manufacturer of motorcycles, with annual sales exceeding 8.5 million in 2009.India's

passenger car and commercial vehicle manufacturing industry is the seventh largest in

the world, with an annual production of more than 3.7 million units in 2010.According to

recent reports, India is set to overtake Brazil to become the sixth largest passenger

vehicle producer in the world, growing 16-18 per cent to sell around three million units in

the course of 2011-12.In 2009, India emerged as Asia's fourth largest exporter

of passenger cars, behind Japan, South Korea, and Thailand.

As of 2010, India is home to 40 million passenger vehicles and more than 3.7 million

automotive vehicles were produced in India in 2010 (an increase of 33.9%), making the

country the second fastest growing automobile market in the world. According to the

Society of Indian Automobile Manufacturers, annual car sales are projected to increase

up to 5 million vehicles by 2015 and more than 9 million by 2020.By 2050, the country is

expected to top the world in car volumes with approximately 611 million vehicles on the

nation’s. A chunk of India's car manufacturing industry is based in and around Chennai,

also known as the "Detroit of India"]with the India operations

of Ford, Hyundai, Renault and Nissan headquartered in the city and BMW having an

assembly plant on the outskirts. Chennai accounts for 60 per cent of the country's

automotive exports. Gurgaon and  Manesar in Haryana are hubs where all of the Maruti

Suzuki cars in India are manufactured. The Chakan corridor near Pune, Maharashtra is

another vehicular production hub with companies like General

Motors, Volkswagen, Skoda, Mahindra and Mahindra, Tata Motors, Mercedes

Benz, Land Rover, Fiat and Force Motorshaving assembly plants in the

area. Ahmedabad with the Tata Nano plant, Halol again with General

Motors,Aurangabad with Audi, Skoda and Volkswagen, Kolkatta with Hindustan

Motors, Noida with Honda and Bangalore with Toyota are some of the other automotive

manufacturing regions around the country

Overview

The Indian Automobile Industry is manufacturing over 11 million vehicles and exporting

about 1.5 million every year.[18] The dominant products of the industry are two wheelers

with a market share of over 75% and passenger cars with a market share of about 16%

Commercial vehicles and three wheelers share about 9% of the market between them.

About 91% of the vehicles sold are used by households and only about 9% for

33

commercial purposes.[18] The industry has attained a turnover of more than USD 35

billion and provides direct and indirect employment to over 13 million people.

The supply chain of this industry in India is very similar to the supply chain of the

automotive industry in Europe and America. This may present its own set of

opportunities and threats. The orders of the industry arise from the bottom of the supply

chain i. e., from the consumers and go through the automakers and climbs up until the

third tier suppliers. However the products, as channeled in every traditional automotive

industry, flow from the top of the supply chain to reach the consumers.

Interestingly, the level of trade exports in this sector in India has been medium and

imports have been low. However, this is rapidly changing and both exports and imports

are increasing. The demand determinants of the industry are factors like affordability,

product innovation, infrastructure and price of fuel. Also, the basis of competition in the

sector is high and increasing, and its life cycle stage is growth. With a rapidly growing

middle class, all the advantages of this sector in India are yet to be leveraged.

Note that, with a high cost of developing production facilities, limited accessibility to new

technology and soaring competition, the barriers to enter the Indian Automotive sector

are high. On the other hand, India has a well-developed tax structure. The power to levy

taxes and duties is distributed among the three tiers of Government. The cost structure

of the industry is fairly traditional, but the profitability of motor vehicle manufacturers has

been rising over the past five years. Major players, like Tata Motors and Maruti Suzuki

have material cost of about 80% but are recording profits after tax of about 6% to 11%.

The level of technology change in the Motor vehicle Industry has been high but, the rate

of change in technology has been medium. Investment in the technology by the

producers has been high. System-suppliers of integrated components and sub-systems

have become the order of the day. However, further investment in new technologies will

help the industry be more competitive. Over the past few years, the industry has been

volatile. Currently, India’s increasing per capita disposable income which is expected to

rise by 106% by 2015and growth in exports is playing a major role in the rise and

competitiveness of the industry.

Tata Motors is leading the commercial vehicle segment with a market share of about

64%.Maruti Suzuki is leading the passenger vehicle segment with a market share of

46%.Hyundai Motor India and Mahindra and Mahindra are focusing expanding their 34

footprint in the overseas market. Hero Honda Motors is occupying over 41% and sharing

26% of the two wheeler market in India with Bajaj Auto. Bajaj Auto in itself is occupying

about 58% of the three wheeler market.

Consumers are very important of the survival of the Motor Vehicle manufacturing

industry. In 2008-09, customer sentiment dropped, which burned on the augmentation in

demand of cars. Steel is the major input used by manufacturers and the rise in price of

steel is putting a cost pressure on manufacturers and cost is getting transferred to the

end consumer. The price of oil and petrol affect the driving habits of consumers and the

type of car they buy.

The key to success in the industry is to improve labor productivity, labor flexibility, and

capital efficiency. Having quality manpower, infrastructure improvements, and raw

material availability also play a major role. Access to latest and most efficient technology

and techniques will bring competitive advantage to the major players. Utilizing

manufacturing plants to optimum level and understanding implications from the

government policies are the essentials in the Automotive Industry of India.

Both, Industry and Indian Government are obligated to intervene the Indian Automotive

industry. The Indian government should facilitate infrastructure creation, create favorable

and predictable business environment, attract investment and promote research and

development. The role of Industry will primarily be in designing and manufacturing

products of world-class quality establishing cost competitiveness and improving

productivity in labor and in capital. With a combined effort, the Indian Automotive

industry will emerge as the destination of choice in the world for design and

manufacturing of automobiles.

HISTORY OF INDIAN AUTOMOBILE INDUSTRY

The first car ran on India's roads in 1897. Until the 1930s, cars were imported directly,

but in very small numbers. Embryonic automotive industry emerged in India in the

1940s. Mahindra & Mahindra was established by two brothers as a trading company in

1945, and began assembly of Jeep CJ-3A utility vehicles under license from WillysThe

company soon branched out into the manufacture of light commercial vehicles (LCVs)

and agricultural tractors.

35

Following the independence, in 1947, the Government of India and the private

sector launched efforts to create an automotive component manufacturing industry to

supply to the automobile industry. However, the growth was relatively slow in the 1950s

and 1960s due to nationalization and the license raj which hampered the Indian private

sector. After 1970, the automotive industry started to grow, but the growth was mainly

driven by tractors, commercial vehicles and scooters. Cars were still a major

luxury. Japanese manufacturers entered the Indian market ultimately leading to the

establishment of Maruti Udyog. A number of foreign firms initiated joint ventures with

Indian companies.

In the 1980s, a number of Japanese manufacturers launched joint-ventures for

building motorcycles and light commercial-vehicles. It was at this time that the Indian

government chose Suzuki for its joint-venture to manufacture small cars. Following the

economic liberalization in 1991 and the gradual weakening of the license raj, a number

of Indian and multi-national car companies launched operations. Since then, automotive

component and automobile manufacturing growth has accelerated to meet domestic and

export demands.

Following economic liberalization in India in 1991, the Indian automotive industry has

demonstrated sustained growth as a result of increased competitiveness and relaxed

restrictions. Several Indian automobile manufacturers such as Tata Motors, Maruti

Suzuki and Mahindra and Mahindra, expanded their domestic and international

operations. India's robust economic growth led to the further expansion of its domestic

automobile market which has attracted significant India-specific investment by

multinational manufacturers. In February 2009, monthly sales of passenger cars in India

exceeded 100,000 unitsand has since grown rapidly to a record monthly high of 182,992

units in October 2009. From 2003 to 2010, car sales in India have progressed at a

CAGR of 13.7%, and with only 10% of Indian households owning a car in 2009 (whereas

this figure reaches 80% in Switzerland for example ) this progression is unlikely to stop

in the coming decade. Congestion of Indian roads, more than market demand, will likely

be the limiting factor.

SIAM is the apex industry body representing all the vehicle manufacturers, home-grown

and international, in India.

36

Key statistics

The production of automobiles has greatly increased in the last decade. It passed the 1

million mark during 2003-2004 and has more than doubled since.

Year Car

Production

 %

Change

Commercial  %

Change

Total Vehicles

Production

 %

Change

201

0

2,814,584 29.39 722,199 54.86 3,536,783 33.89

200

9

2,175,220 17.83 466,330 -4.10 2,641,550 13.25

200

8

1,846,051 7.74 486,277 -9.99 2,332,328 3.35

200

7

1,713,479 16.33 540,250 -1.20 2,253,999 10.39

200

6

1,473,000 16.53 546,808 50.74 2,019,808 19.36

200

5

1,264,000 7.27 362, 755 9.00 1,628,755 7.22

200

4

1,178,354 29.78 332,803 31.25 1,511,157 23.13

200

3

907,968 28.98 253,555 32.86 1,161,523 22.96

200

2

703,948 7.55 190,848 19.24 894796 8.96

200

1

654,557 26.37 160,054 -43.52 814611 1.62

200

0

517,957 -2.85 283,403 -0.58 801360 -2.10

Year 2004-2005 2005-2006 2006-2007 2007-2008 2008-2009Motor Vehicle Production

8,467,853 9,743,503 11,087,997 10,853,930 11,175,479

Industry Revenue

24,379 26,969 30,507 32,383 33,342*

37

Exports (Units) 629,544 806,222 1,011,529 1,238,333 1,530,660Exports (Revenue)

1,915 2,231 2,552 3,008 3,718*

Automobile Production

Type of Vehicle 2005-2006 2006-2007 2007-2008 2008-2009 2009-2010

Passenger

Vehicles 

1,209,876 1,309,300 1,545,223 1,777,583 1,838,697

Commercial

Vehicles 

353,703 391,083 519,982 549,006 417,126

Three

Wheelers 

374,445 434,423 556,126 500,660 501,030

Two Wheelers  6,529,829 7,608,697 8,466,666 8,026,681 8,418,626

Total 8,467,853 9,743,503 11,087,997 10,853,930 11,175,479

Automobile SalesPassenger Vehicles  1,061,57

2

1,143,076 1,379,979 1,549,88

2

1,551,880

Commercial Vehicles  318,430 351,041 467,765 490,494 384,122

Three Wheelers  307,862 359,920 403,910 364,781 349,719

Two Wheelers  6,209,76

5

7,052,391 7,872,334 7,249,27

8

7,437,670

Total 7,897,62

9

8,906,428 10,123,988 9,654,43

5

9,723,391

LITERATURE REVIEW

Promotional Strategy

A successful product or service means nothing unless the benefit of such a service can

38

be communicated clearly to the target market. An organizations promotional strategy can

consist of:

Advertising: Is any non-personal paid form of communication using any form of mass

Media.

Public relations: Involves developing positive relationships with the organization

Media public. The art of good public relations is not only to obtain favorable publicity

within the media, but it is also involves being able to handle successfully negative

attention.

Sales promotion: Commonly used to obtain an increase in sales short term. It could

involve using money off coupons or special offers.

Personal selling: Selling a product service one to one.

Direct Mail: Is the sending of publicity material to a named person within an

organization. There has been a massive growth in direct mail campaigns over the last 5

years. Spending on direct mail now amounts to £18 bn a year representing 11.8% of

advertising expenditure (Source: Royal Mail 2000). Organizations can pay thousands of

pounds for databases, which contain names and addresses of potential customers.

Direct mail allows an organization to use their resources more effectively by allowing

them to send publicity material to a named person within their target segment. By

personalizing advertising, response rates increase thus increasing the chance of

improving sales. Listed below are links to organization whose business involves direct

mail.

Promotional Mix

39Promotional

Message and Media Strategy

An effective communication campaign should comprise of a well thought out message

strategy. What message are you trying to put across to your target audience? How will

you deliver that message? Will it be through the appropriate use of branding? Logos or

slogan design? The message should reinforce the benefit of the product and should also

help the company in developing the positioning strategy of the product.

Companies with effective message strategies include:

Nike: Just do it.

40

Advertising Public SalesPersonal InternetDirect

Honda City: The race lies within.

NISSAN motors: Shift the way you move.

Media strategy refers to how the organization is going to deliver their message. What

aspects of the promotional mix will the company use to deliver their message strategy.

Where will they promote? Clearly the company must take into account the readership

and general behavior of their target audience before they select their media strategy.

What newspapers does their target market read? What TV programmers do they

watch? Effective targeting of their media campaign could save the company on

valuable financial resources.

Communication Model- AIDA

AIDA is a communication model which can be used by firms to aid them in selling Their

product or services. AIDA is an Acronym for Attention, Interest, Desire, and Action.

When a product is launched the first goal is to grab attention. Think, how can an

organization use it skills to do this? Use well-known personalities to sell products? Once

you grab attention how can you hold Interest, through promoting features, clearly stating

the benefit the product has to offer? The third stage is desire, how can you make the

product desirable to the consumer? By demonstrating it? The final stage is the purchase

action; if the company has been successful with its strategy then the target customer

should purchase the product.

Internet Promotion

The development of the World Wide Web has changed the business environment

41

Forever. Dot com fever has taken the industry and stock markets by storm. The e-

Commerce revolution promises to deliver a more efficient way of conducting business.

Shoppers can now purchase from the comfort of their home 24 hours a day 7 days a

week. Owning a website is a now a crucial ingredient to the marketing mix strategy of an

organization. Consumers can now obtain instant information on products or services to

aid them in their crucial purchase decision. Sony Japan took pre-orders of their popular

Play Station 2 console over the net, which topped a 1 million after a few days, European

football stars are now issuing press releases over the web with the sites registered

under their own names. Hit rates are phenomenal. Advertisers have now moved their

money over to the internet as customers are on average spending more time online then

watching TV. Popular ways to advertise seem to be with banners and pop ups.

Promotion Process for Cars

Selecting the Target Market

To say that target market selection is a part of promotional/marketing strategy

Development is just stating the obvious. Marketing targeting simply means choosing

one’s target market. It needs to be clarified at the outset that market targeting is not

synonymous with market segmentation. Segmentation is actually tee prelude to target

market selection. One has to carry out several tasks besides segmentation before

choosing the target market. Through segmentation, a firm divides the market into many

segments. But all these segments need not form its target market. Target market

signifies only those segments that it wants to adopt as its market. A selection is thus

involved in it.

Marketing segmentation is a process that throws up not one but several market

segments. There may be segments that are sizeable and the ones that are not so

sizeable. There may be segments assuring immediate profits and the ones that call for

heavy investments in market development. There may also be segments that show great

potential, but display tough barriers to entry. As such, the question, which 42

segment/segments, the firm should select as its target market, assumes crucial

importance. Markets can be segmented using several relevant bases. For example,

demographic characteristics of consumers, such as age, sex, income/purchasing

capacity, education level etc, form one base for segmentation. Geographic

characteristics constitute another; and buying behavior of the consumers forms yet

another base. The various types of segmentations are Geographic segmentation,

Demographic segmentation, Psychographic segmentation, etc.

Product Positioning and Brand Positioning

It is essential to understand the relationship between products positioning and brand

positioning. Though in discussions, the two terms are synonymously andinterchangeable

used, technically they are different. Product positioning denotes the specific product

category/product class in which the given product is opting to compete. And brand

positioning denotes the positioning of the brand viz-a viz the competing brands in the

chosen product category. It is evident that for any product, before entering the market it

has to sequentially carry out the two exercises, product positioning and brand

positioning. In the first step, the product category where the new entrant should enter

and compete, i.e. against what all products it has to compete, has to be decided. In this

step, it is the broad function that the product is trying to serve that matters. This choice

of product category will decide the nature of the competition the product is going to face.

Once product category positioning is decided, the position for the new entrant

againstcompeting brands in the chosen product category has to be analyzed and fixed.

Issues in Brand Positioning

In deciding the brand positioning, the issues are:

Which are the competing brands in the chosen product category?

43

What are the unique claims/strengths of the various brands?

What position do they enjoy in consumer’s evaluation and perception?

What is the most favored position…?

Can the new brand claim the needed distinction and take the position and

Satisfy the need?

Promotional Decisions

Promotion has been defined as the coordination of all seller initiated efforts to set up

channels of information and persuasion in order to sell goods and services or promote

an idea. While implicit communication occurs through the various elements of the

marketing mix, most of an organization’s communications with the market. The basic

tools used to accomplish an organization’s communication objectives are often referred

to as the promotional mix.

Tools of Promotional Mix

Advertising

Advertising is defined as any paid form of non personal communication about an

organization, product, service, or idea by an identified sponsor. The paid aspect of this

definition reflects the fact that the space or time for an advertising message generally be

bought. An occasional exception to this is the public service announcement, whose

advertising space or time is donated by the media. Advertising is the best-known and

most widely discussed form of promotion, probably because of its pervasiveness. It is

also very important promotional tool, particularly for companies, whose products and

services are targeted at mass consumer markets. It is a very cost-effective method for

communicating with large audiences. It can be used to create brand images and

symbolic appeals for a company or brand.

Direct Marketing

One of the fastest-growing sectors of the U.S. economy is direct marketing, in which

organizations communicate directly with target customers to generate a response and a

transaction. It has become such an integral part of the IMC program of many

44

organizations and often involves separate objectives, budgets, and strategies; we view

direct marketing as a component of the promotional mix.

Direct Marketing is much more than direct mail and mail order catalogs. It involves a

variety of activities, including database management, direct selling, telemarketing and

direct response ads through direct mail, the Internet, and various broadcast and print

media.

One of the major tools of direct marketing is direct response advertising, whereby a

product is promoted through an ad that encourages the consumer to purchase directly

from the manufacturer.

Interactive/Internet Marketing

Interactive media allow for the back-and-forth flow of information whereby users can

participate in and modify the form and content of the information they receive in real

time. Unlike traditional forms of marketing communications such as advertising, which

are one-way in nature, the new media allow users to perform a variety of functions such

as receive and alter information and images, make inquiries, respond to questions and

of course make purchases. In addition to the Internet, other forms of interactive media

include CDROMs, Kiosks, and interactive television.

Sales Promotion

The next variable in the promotional mix is sales promotion, which is generally defined

as those marketing activities that provide extra value or incentives to the sales force, the

distributors, or the ultimate consumer and can stimulate immediate sales, sales

promotion is generally broken into Consumer-oriented and Trade-oriented activities.

Consumer-oriented sales promotion is targeted to the ultimate user of a product or

service and includes couponing, sampling, premiums, rebates, contests, sweepstakes,

and various point-of-purchase materials. Trade-oriented sales promotions are targeted

towards marketing intermediaries such as wholesalers, distributors and retailers.

Effective Sales Promotion

Sales promotion consists of diverse collection of incentive tools mostly short term,

designed to stimulate quicker and greater purchase of particular products of services by

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the consumer. Sales promotion is the only method that makes use of incentives to

complete the push-pull promotional strategy of motivating the sale force, the dealer and

the consumer in transacting a sale.

Price-Off Offers

Price-off offers refers to offering the product at lower than the normal price. This

encourages immediate sales, attracts non-users, induces product trail and counters

competition.

Premium

Premium refers to the offer of an article of merchandise as an incentive in or to sell the

product.

Coupons

In order to encourage product trail, stimulate re-purchase rate and build loyalty

through newspapers.

Dealer stock display context

It is a type of point of purchase advertising which uses the show windows of the dealer

for providing exposure to the sponsor’s products. Dealer participating enthusiastically

and creatively are awarded.

Publicity/ Public Relations

Publicity refers to non-personal communications regarding an organization, product,

service, or idea not directly paid for or run under identified sponsorship. It usually comes

in the form of a news story, editorial or announcement about an organization and its

products and services. Like advertising, publicity is not directly paid for by the company.

An advantage of publicity over other forms of promotion is its credibility. Another

advantage of publicity is its low cost, since the company is not paying its time or space in

a mass medium such as TV, radio or newspapers.

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Public relations are defined as “the management function which evaluates public

attitudes, identifies the policies and procedures of an individual or organization with the

public interests and executes a program of action to earn public understanding and

acceptance”. Public relations generally have a broader objective than publicity, as its

purpose is to establish and maintain a positive image of the company among its various

publics.

Personal Selling

It is a form of person-to-person communication in which a seller attempts to assist and

persuade prospective buyers to purchase the company’s product or service or to act on

an idea. Unlike advertising, personal selling involves direct contact between buyer and

seller, either face-to-face or through some form of telecommunications such as

telephone sales. Personal selling involves more immediate and precise feedback

because the impact of the sales presentation can generally be assessed from the

customer’s reactions.

RESEARCH METHODOLOGY

MARKETING RESEARCH:

Definition of marketing research as approved as by the board of directors of the

association of American marketing association is: “Marketing research is the function

which links the customer and public to the marketer through information – information

used to identity and define marketing opportunities and problems generate define and

understanding of marketing as process”. Simply, marketing research is the systematic

design collection analysis and reporting of data finding relevant to a specific marketing

situation facing the company. Carefully planning through all stages of the research is a

necessity. Objectivity in research is all-important. The heart of scientific method is the

objective gathering of the information. The function as marketing research within the

company as to provide the information and analytical necessary for effective.

Planning of the future marketing activity.

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Control of the marketing operation in the present.

Evaluation of marketing results.

STEPS IN MARKETING RESEARCH:

Marketing research process can be out through following steps.

Define the problems and research objectives

Develops the research plan

Collect the information

Analysis and interpretation

Present the finding.

PRIMARY DATA:

It consists of information collected for the specific purpose, survey research was used

and he all the details of Nissan and their competitors were contacted. Survey research is

the approached gathering description and information.

SECONDARY DATA COLLECTION:

The secondary data consists of information that already existing somewhere having

been collected for another purpose. Any researcher begins the research work by first

going through secondary data. Secondary data includes the information available with

company. It may be the findings of research previously done in the field. Secondary data

can also be collected from the magazines, news papers, internet other service

conducted by researchers.

METHODS OF DATA COLLECTION:

The study includes in it the data collected through both primary and secondary

sources. Primary data is collected with the help of structured questionnaire and personal

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meeting. Questionnaire is administered on the sample respondents. However there are

certain cases where personal interactive method is followed with customers to find the

satisfaction level.

RESEARCH METHODOLOGY:

The respondents are the car owner of any company or intender of car. The survey was

carried in twin cities of Hyderabad and Secuendrabad with the sample size of 100. The

survey was carried out with the help of a structured questionnaire, which help in

accomplishing the research objective. The respondents by means of personal interview

administer during the event shows this structured questionnaire.

Analysis & Interpretation:

1) Which of the following company’s car do you own?

49

a) Maruti Suzuki b) Hyundai c) Honda

d) Ford e) Nissan f) Other

Data Analysis

Name of the Company No. of Respondents

a) Maruti Suzuki 36

b) Hyundai 15

c) Honda 9

d) Ford 14

e) Nissan 18

f) Other 8

Total 100

Table. No.1

No. of Respondents

a) Maruti Suzuki

b) Hyundai

c) Honda

d) Ford

e) Nissan

f) Other

Fig. no.1

Interpretation- This question is meant for taking the information regarding the most

preferred car company in Hyderabad. From the above graph it is found that most

preferred car company is Maruti Suzuki.

2. Do you know about Nissan Micra?

a) Yes b) No50

Data Analysis

Customers awareness No. of Respondents

a) Yes 100

b) No 0

Total 100

Table. No.2

100%

No. of Respondentsa) Yes b) No

Fig. no.2

Interpretation- This question is meant to know that people are aware about Nissan

Micra or not. From the above graph it is found that everyone knows about NissanMicra.

3. What do you like most about Nissan Micra?

a) Style/design b) Comfort

51

c) Nissan brand d) Service

Data Analysis

Customers preference No. of Respondents

a) Style/design 17

b) Comfort 29

c) Nissan brand 46

d) Service 8

Total 100

Table. No.3

17%

29%46%

8%

% of Respondents

a) Style/design b) Comfort c) Nissan brand d) Service

Fig. no.3

Interpretation- This question is meant to know the customers preferences and likes towards the cars. From the data we can position our product to the comfort seeking group of people.

4. What do you feel great about your car when compared to other cars in the

market?

a) Fuel efficiency b) Durability c) Low maintenance

d) Sound quality e) Brand name

52

Data Analysis

Customer perspective No. of Respondents

a) Fuel efficiency 24

b) Durability 5

c) Low maintenance 16

d) Sound quality 13

e) Brand name 42

Total 100

Table. No.4

24%

5%

16%

13%

42%

% of Respondents

a) Fuel efficiency

b) Durability

c) Low maintenance

d) Sound quality

e) Brand name

Fig. no.4

Interpretation - From this question we can position the cars according to the Respondents perspectives. Many of the Respondents are buying the cars by seeing its Brand Name only. The no. of customers satisfied with the fuel efficiency are very low.

5. How did you come to know about your car before purchasing?

a) From friends, relatives b) Advertisements c) Car experts

d) Sale’s persons visit e) Auto magazines

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Data Analysis

Sources of awareness No. of Respondents

a) From friends, relatives 18

b) Advertisements 56

c) Car experts 9

d) Sale’s persons visit 3

e) Auto magazines 14

Total 100

Table. No.5

18%

56%

9%

3% 14%

% of Respondents

a) From friends, rela-tives b) Advertisements c) Car expertsd) Sale’s persons visit e) Auto magazines

Fig. no.5

Interpretation- Most of the Respondents came to know about their vehicle through advertisements only. The major media that attracted the customers is television.

6 . How do you rate the promotion of Nissan Micra by Fortune Nissan?

a) Excellent b) Very good c) Good

d) Average e)Poor

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Data Analysis

Rating No. of Respondents

a) Excellent 9

b) Very good 29

c) Good 53

d) Average 9

e)Poor O

Total 100

Table No.6

9%29%

53%

9%

% of Respondents

a) Excellent b) Very good c) Good

d) Average

e)Poor

Fig. no.6

Interpretation- It has been observing from the table and graph above it can be seen that most of the people think that the promotion of Nissan Micra by Fortune Nissan was good.

7. Where do you get your car serviced regularly?

a) At authorized service centre b) At a local workshop near my home

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Data Analysis

Place of service No. of Respondents

a) At authorized service centre 86

b) At a local workshop near my home 14

Total 100

Table. No.7

a) At authorized service centreb) At a local workshop near my home

Fig. no.7

Interpretation- Most of the people are interested to service their vehicles only at the authorized dealers. From this we come to know what the importance of authorized service centers for car is.

8. Which bank do you prefer in getting financial help while purchasing a car?

a) ICICI b) HDFC

c) SBI d) others56

Data Analysis

Place of service No. of Respondents

a) ICICI 34

b) HDFC 18

c) SBI 39

d) others 9

Total 100

Table. No.8

a) ICICI

34%

b) HDFC18%

c) SBI

39%

d) others9%

% of Respondents

Fig. no.8

Interpretation- Most of the customers prefers ICICI and SBI banks for taking financial help while purchasing a car. Customers are asking for min interest on financial help provided by the banks.

9. Which type of finance do you prefer?

a) In house finance b) Out house finance

c) No difference between the two

57

Data Analysis

Type of finance No. of Respondents

a) In house finance 64

b) Out house finance 29

c) No difference between the two 7

Total 100

Table. No.9

a) In house finance

64%

b) Out house finance29%

c) No difference be-tween the two

7%

% of Respondents

Fig. no.9

Interpretation: It has been observe that most of the customers prefer house finance help while purchasing a car.

10. To which media do you get expose regularly?

a) Televisions b) Magazines

58

c) Newspapers d) F.M/Radio

Data Analysis

Media No. of Respondents

a) Televisions 56

b) Magazines 29

c) News papers 15

d) F.M/Radio 0

Total 100

Table. No.10

a) Televisions 56%

b) Magazines29%

c) News papers

15%

% of Respondents

Fig. no.10

Interpretation- From this analysis we come to know that most of the Respondents are interested in watching televisions, which is a good media for communicating with people and delivering our intentions about product.

11. What kinds of offers do you like or expect from the dealer?

a) Free insurance b) Special discount on sale of cars

c) Extending the service period d) Finance availability with 0% interest59

Data Analysis

Offers No. of Respondents

a) Free insurance 15

b) Special discount on sale of cars 8

c) Extending the service period 51

d) Finance availability with 0% interest 26

Total 100

Table. No.14

a) Free insurance

15%b) Special discount on

sale of cars8%

c) Extending the ser-vice period

51%

d) Finance availability with 0% interest

26%

% of Respondents

Fig. no.11

Interpretation- By the result of this question we come to know about the various promotional techniques/offers which attract the customers. From the above analysis many customers are expecting the extension in the service period from the various offers given to them.

12. What more do you expect from your dealer?

a) Information about new cars b) Information about service and mileage

c) Assistance regarding loans and insurance d) Understanding customer needs

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Data Analysis

Expectations of customer No. of Respondents

a) Information about new cars 68

b) Information about service and mileage 8

c) Assistance regarding loans and insurance 20

d) Understanding customer needs 4

Total 100

Table No. 15

7%

65%

15%

13%

% of Respondents

a) Information about new cars

b) Information about service and mileage

c) Assistance regard-ing loans and insur-ance

d) Understanding cus-tomer needs

Fig. no.12

Interpretation- Most of the customers are expecting the information about service and mileage regarding the cars from the dealer. From the above analysis we come to know about the customer’s expectations and their post purchase service demands from the dealer.

13) As per you which vehicle comes close to Micra.

a) Maruti Swift b) Skoda Fabia Classic c) Ford Figo

d) Volkswagen Polo

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Data Analysis

Rating No. of Respondents

a)Maruti Swift 32

b) Skoda Fabia Classic 24

c) Ford Figo 28

d) Volkswagen Polo 16

Total 100

Table. No.20

a) Maruti Swift18%

b) Skoda Fabia Classic23%

c) Ford Figo31%

d) Volkswagen Polo

28%

% of Respondents

Fig. no.13

Interpretation-This question is meant to know that which vehicle come close to Micra as per the customer of Hyderabad

FINDINGS:

The brand image of NISSAN is Excellent. Everyone is aware of Nissan. In

Hyderabad most of the people are think that Nissan vehicles are for rich

people.

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Brand awareness has got a great range of influence on buying behavior.

Now-a-days people are Brand conscious. Products or Services having a

good Brand image has got a great range of influence on buying behavior.

Promoting a product and creating awareness through conducting event

show in different areas of a pre plane with bank manager and meeting

with customer personally has an influence on the people rather than non-

personal channels.

Customer’s perspectives, Many of the People are buying the cars by

seeing its brand name only. The no. of customers satisfied with the fuel

efficiency is very low.

Most of the People came to know about their vehicle through

Advertisements only. The major media that attracted the customers is

television.

Most of the customers prefer ICICI and SBI banks for taking financial help

while purchasing a car. Customers are asking for min interest on financial

help provided by the banks.

In hatchback cars millage plays a major role on buying behavior. People

who are choosing hatch back car segment are mostly from employees and

middle class. They cannot effort more.

Most of the people want to see entertainment channels and next

preference goes to the regional news channels.

RECOMMENDATION:

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Advertisements through televisions can influence many categories of

people. So try to concentrate on this segment. We don’t see or find much

of the Nissan Micra advertisements in T.V.

Try to provide financial facility of all customers at minimum interest.

Please try to increase the number of Service centers. And keep Service

Stations at main locations of the city, like Banjara Hills, Jubilee Hills,

Begumpet etc., where many customers feel it easy to go to service

centers..

Fortune Nissan has to concentrate on new strategies for the promotion of

Nissan Micra. As it is a newly launched model of the Nissan it is the time

to capture market of the hatchback car segment. Currently Micra is having

a good response in the market.

Fortune Nissan should poster of the all Models all Nissan Micra and put it

in all bank branches, because now many customer are firstly approaching

for car loan in bank and they make their decision there for good car.

Please provide information about new cars along with their price lists at

least once in 6 months.

QUESTIONNAIRE:

Name:

E-mail address:

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1) Which of the following company’s car do you own?

a) Maruti Suzuki b) Hyundai c) Honda

d) Ford e) Nissan f) Other

(Respondent can opt for more than one choice)

2. Do you know about Nissan Micra?

a) Yes b) No

3. What do you like most about Nissan Micra?

a) Style/design b) Comfort

c) Nissan brand d) Service

4. What do you feel great about your car when compared to other cars in the

market?

a) Fuel efficiency b) Durability c) Low maintenance

d) Sound quality e) Brand name

5. How did you come to know about your car before purchasing?

a) From friends, relatives b) Advertisements c) Car experts

d) Sale’s persons visit e) Auto magazines

6. How do you rate the promotion of Nissan Micra by Fortune Nissan?

a) Excellent b) Very good c) Good

d) Average e) Poor

7. Where do you get your car serviced regularly?

a) At authorized service centre b) At a local workshop near my home

8. Which bank do you prefer in getting financial help while purchasing a car?

65

a) ICICI b) HDFC

c) SBI d) others

9. Which type of finance do you prefer?

a) In house finance b) Out house finance

c) No difference between the two

10. To which media do you get expose regularly?

a) Televisions b) Magazines

c) News papers d) F.M/Radio

11. What kinds of offers do you like or expect from the dealer?

a) Free insurance b) Special discount on sale of cars

c) Extending the service period d) Finance availability with 0% interest

12. What more do you expect from your dealer?

a) Information about new cars b) Information about service and mileage

c) Assistance regarding loans and insurance d) Understanding customer

13) As per you which vehicle comes close to Micra?

a) Maruti Swift b) Skoda Fabia Classic c) Ford Figo

d) Volkswagen Polo

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BIBLIOGRAPHY

http://en.wikipedia.org/wiki/Automotive_industry_in_India

http://www.oncars.in/Compare-cars/1/7,55,23,38/1#pg

http://www.conceptcarz.com/view/makeHistory/110,19773/

Nissan_History.aspx

http://www.fundinguniverse.com/company-histories/Nissan-Motor-

Co-Ltd-Company-History.html

http://www.cardekho.com/compare4car/Nissan_Micra_XE/

Skoda_Fabia_1.2_MPI_Classic/Ford_Figo_Petrol_EXI/

Hyundai_i10_Magnas

http://www.cardekho.com/overview/Nissan_Micra/

Nissan_Micra_Diesel_XV.htm

http://autos.maxabout.com/cvid0000710/nissan_micra.aspx

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