Case Study : How Tata Nano and Nissan Micra Used Social Media for effective advertisement and marketing across India.

1. Marketing
Nissan Micra
&
Tata Nano Using
NUST Business School
Amina Khalid Niazi
Ali Raza Anjum
Shehbaaz Aalam
EMBA: 2K14
Aliraza_anjum@Hotmail.com

2. Agenda
Nissan
Micra
&
Advertisement
Tata Motors
hired new
managing
director Karl
Slym, the
Former head of
General Motors
India.
Nissan was a
global
automobile
manufactured
with no
presence in
India until 2008.
Tata Group had
a long history in
India It was
founded in 1868
as a trading
company. Tata
Motors
established in
1945.
Both Nissan and
Tata heavily
utilized the
traditional media
and social
media for
increasing
awareness and
sales.
What are the
lesson learnt
from these
campaigns and
how to use
these learnings
in future.

3. Case Study Overview
Social Media
Effectiveness ?
Social Media director had one
week to gauge and present insights
how much effective were social
media campaign for Tata Nano
and Nissan Micra ?
New MD
Objectives
Push Tata Nano to Other Markets
so he is looking after the results
of previous campaigns launched
by Tata so that he can plan a
Way forward.
Nissan Micra
Campaign
MD shown great interest in Nissan
Micra’s hatchback car which started
from a short Bollywood type film
and aired on Facebook Page. And
Ranbir Kapoor played a vital
role in campaign.
Meeting with
Social Media Director
Briefing about Social Media
campaign launched by Tata with
MTV featuring Race-Style Road Trip
where Facebook played a central
role.

4. What is Social Media
Social Media combinations of means to
Create Share
Exchange

5. Essentials of Social Media Growth
Communication channel to
connect across peers
Access to communication
channel everywhere
What to share and How to Share
Education
Social
Media

6. India is getting Social … 1.2 Billion People
243 Mill. of the Indians have
Internet Access.
970 Mill. of Indians have
Mobile Phones.
816 Mill of Indians can read and
write.
Education
Social
Media
Networks
100 Mill. Of Indians

7. India Social and Internet Statistics 2014

8. BACKGROUND
Global automobile
manufacturer
Hatchbacks dominancy
in Indian Market
Started selling Micra in
July 2010

9. HatchBack Dominancy
B2 hatchbacks-
Greatest volume of
sales
Hatchbacks
classified as
A,B1 and
B2
Hatchbacks
dominated
Indian
Market

10. NISSAN MICRA

11. NISSAN MICRA
• B2 HatchbackMICRA
• Maruti Swift and
Ritz, the Ford Figo
and the Hyundai
i10 and i20
Competitors

12. MICRA BRANDING
 Ranbir Kapoor - Brand Ambassador
 Featured in numerous advertisements.
 Both new and traditional advertising used.
 Social media-connection with wider youth
base
“Drive Simpler. Live Better”

13. Social Media Campaign
Short Movie Aired on Social Media
Campaign Details

15. T A T A MOTORS

16. H I S T O R Y
O F
T A T A

17. IDEA GENERATION OF TATA NANO
Ratan
Tata
Vision
Tata
Nano
“I saw families riding around on scooters with
kids standing up and the mother carrying a
baby and decided to do something about it. It
started as a quest for an affordable
transportation solution”.
-- Ratan Tata
CEO

18. THE CHALLENGE

19. THE CHALLENGES

20. T A T A N A N O
The Tata Nano was introduced at the 9th auto expo by Tata Motors in New Delhi,
India on Jan. 10, 2008.

21. T A T A N A N O
The ONE lakh Rs that car drives ONE billion dreams…

22. THE COMPETITORS

23. Maruti 800 Tata Nano
Engine 800 cc 623 cc
Length 3.335 m 3.1 m
Width 1.440 m 1.5 m
Height 1.405 m 1.6 m
Top speed 120 km/hr 90 km/hr
Cost 2.25 Lakh (on road) 1.26 lakh (on road)
COMPARISON WITH MARUTI

24. PRICING STRATEGY
Target Costing
Method
Low Manufacturing
Cost
Low Pricing Policy
with Minimum
Profit Margin.

25. TARGET MARKET

26. THE PEOPLE’S CAR
Khushyon ki chaabi….

27. SPECIFICATION OF NANO
• Looks: The snub-nosed car keeps in the tradition of the Fiat 500,
Nissan Micra and the Smart.
• Dimensions: 3.1 metres (10.23 feet) long, 1.5 metres wide and 1.6
metres high. Can seat four to five people.
• Engine: A two cylinder 623 cc, 35 horsepower rear mounted, all
aluminium, multi-point fuel injection petrol engine can power the
car to top speeds of 105 kilometres per hour (65 miles per hour).
• Fuel Efficiency: 20 kilometres per litre, or 50 miles per gallon is
claimed.

28. • Safety: Car exceeds current regulatory requirements with a strong
passenger compartment, crumple zones, intrusion resistant doors,
seat belts, strong seats and anchorage.
• Nearest Domestic Car Rival: Maruti 800, part of Japanese-owned
Suzuki Maruti stable whose base model sells for about 4,800 dollars --
nearly double the price of the Nano
• Market: India's car market is a huge draw because car penetration is
just seven per 1,000 people, compared to 550 per 1,000 in such
countries as Germany or 476 in France, according to the Society of
Indian Automobiles.
SPECIFICATION OF NANO (Cont..)

29. ADVERTISEMENT OF TATA NANO
 Publicity as “One lakh car” by mouth to
mouth.
 Auto expo 2008
New Delhi & Geneva.
 Print & electronic media.
 Social Media.
Orkut, Facebook
o

30. NANO DRIVE WITH MTV

31. NANO DRIVE WITH MTV

32. FACE BOOK - NANO DRIVE WITH MTV

34. FACE BOOK - NANO DRIVE WITH MTV

36. Nano Drive

37. Comparison
SWOT
STP

38. Strengths
Nano Micra
Affordable
Easy to drive in traffic
Fuel Efficiency
Low Maintenance Cost
Intl. Brand Nissan
Build Quality
Fuel Efficiency
Excellent Advertising

39. Weakness
Nano Micra
Perceived as Cheap Product
Smaller Fuel Tank
Limited Intl. Presence
Less Powerful Engine
Limited Sales Channel
Limited Service Channels
Price vs Size

40. Opportunities
Nano
Micra
Motivation for Bikers
Say no to Second Hand
Target Third World Countries
World Cheapest Car
Growing Automobile Industry
Use the Japanese Brand Name
Renault/Low Cost Cars

41. Threats
Nano
Micra
Motorcycles
Improvement in public transport
Innovation by competitors
Cheap Car Perception
Intense Competition
Increasing Fuel Prices
Improvement in public transport

42. Segment
Nuclear families in the
Hatchback segment
Position
A simple small car which
would make life better for
the ownerTarget
Upper middle class
executives
Nissan
Micra
Segment-Target-Position

43. Segment
Hatchback segment for
middle class
Position
Positioned as the
cheapest and most
affordable carTarget
Targeted towards the
families belonging to
middle class segment
Tata
Nano
Segment-Target-Position

44. Social Media Campaigns

45. Micra Campaign Impact
500,00 Facebook Fans
500 Test Drives
Increased Sales in April
Sustain Growth
Campaign Period: September 2011 To March 2012
YoY Growth Comparison

46. Nano Campaign Impact
80,000 Facebook Fans
Higher Perceived Quality
Increased Sales in June
Sustain Growth
YoY Growth Comparison
Campaign Period: May To June 2012

47. Challenges
4
Media Role
 Traditional Media
 Social Media
Micra Campaign
 Ranbir Kapoor
 Campaign for Nano
Sales
 Domestic Sales
 Other Markets
Sustain Social Media
 Engagement
 Make it more effective

48. Suggestions
4
Media Role
 Traditional Media
 Social Media
Micra Campaign
Sales
 Domestic Sales
 Other Markets
Sustain Social Media
 Engagement
 Make it more effective
 Ranbir Kapoor
 Campaign for Nano
Should be used for future campaigns
Resulted into effective campaign Do not limit only to social media
Increase Market Share
Learn from Nissan
Engage Celebrities
Launch more seasons
Use it in future
Local Language Barriers
Celebrity Ambassador for Nano

49. Thank You