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

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 Certificate

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
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 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 used
product. 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

COMPANY PROFILE

TYPE Founded Founders

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

Kenjiro Den Rokuro Aoyama Meitaro Takeuchi YoshisukeAikawa

Headquarters

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

Area served Key people

Worldwide

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

Industry

Automotive Financial services

Engineering Automobiles Outboard Motors Forklift Trucks

Products

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)

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 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.

History
Established 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
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 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.

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

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

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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. 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, 5passenger 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.

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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 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 19821992. 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.

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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 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 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. Protection Agency.

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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 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 GTR to victory in the Pikes Peak International Hill Climb near Colorado Springs, Colorado, on July 4.

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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 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 2000the 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.

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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 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.

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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 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. NISSANS MISSION NISSAN provides unique and innovative automotive products ans services that deliver superior measurable values to all stake holders NISSANS VISION Enrichingpeopleslife.

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.

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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 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 NissanXTrail 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.

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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 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.

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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 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

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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 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.

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MANAGEMENT PROFILE

Carlos GhosnMr. 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 ShigaMr. 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 DodgeMr. 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.

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Hiroto SaikawaMr. 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.

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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 Transmission Type Engine Description Manual DOHC, 12-Valve, 3 Cylinder, In-Line Petrol Engine Engine Displacement(cc) Maximum Power Maximum Torque Mileage-City(kmpl) Mileage-Highway(kmpl) Fuel Type Fuel Tank Capacity(litres) Seating Capacity 1198 76 PS at 6000rpm 104 Nm at 4000rpm 14.0 18.0 Petrol 41 5 429041 4

Standard Features ofMicra XE Micra XE PlusMicraXLMicra XV Air Conditioner CD Player Anti-Lock Braking System Power Steering Leather Seats Central Locking

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NISSAN MICRA DIESEL

Ex-showroomPrice(HyderabadRs.) Micra Diesel XV Premium Micra Diesel XV Transmission Type Engine Description Engine Displacement(cc) Maximum Power Maximum Torque Mileage-City(kmpl) Mileage-Highway(kmpl) Fuel Type Fuel Tank Capacity(litres) Seating Capacity

6,33,849 5,85,617 Manual 1.5L, 1461cc, 8 Valve, 4 Cylinder, SOHC, In-Line Diesel Engine 1461 64 PS at 4000 rpm 160 Nm at 2000 rpm 18.5 23.08 Diesel 41 5 Passengers

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

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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 Silver -Storm White -Onyx Black - Pacific Blue - Brick Red

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Nissan Teana
Ex-showroomPrice(HyderabadRs.) Nissan Teana XL 250 Nissan Teana XV 250 Transmission Type Engine Description Engine Displacement(cc) Maximum Power Maximum Torque Mileage-City(kmpl) Mileage-Highway(kmpl) Fuel Type Fuel Tank Capacity(litres) Seating Capacity 21,03,000 25,40,000 Manual 2.5L 179.6bhp V6, VQ engine 2496 182 @ 6,000 (PS@rpm) 23.2 @ 4,400 (kgm@rpm) 5.8 8.5 Petrol 70 5

Standard Features of Air Conditioner CD Player Anti-Lock Braking System Power Steering Power Windows Leather Seats Central Locking

Nissan Teana XL

Nissan Teana XV

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Nissan X-Trail
Ex-showroom Price (Hyderabad Rs.) Nissan X-Trail LE Nissan X-Trail SLX AT Nissan X-Trail SLX MT Transmission Type Nissan X-Trail LE Nissan X-Trail SLX AT Nissan X-Trail SLX MT 20,81,000 25,08,000 23,18,000 Manual Automatic Manual

Engine Description Engine Displacement(cc) Maximum Power Maximum Torque Mileage-City(kmpl) Mileage-Highway(kmpl) Fuel Type Fuel Tank Capacity(litres) Seating Capacity Standard Features of Air Conditioner CD Player Anti-Lock Braking System Power Steering Power Windows Leather Seats Central Locking X-Trail LE

2.0L 149.6bhp 4-cyl. in-line 1995 149.6 @ 4,000 (PS@rpm) 32.7 @ 2,000 (kgm@rpm) 10.5 14 Diesel 65 5 X-Trail SLX AT X-Trail SLX MT

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Nissan 370Z
Ex-showroom Price (HyderabadRs.) Nissan 370Z MT Nissan 370Z AT Transmission Type Engine Description Engine Displacement(cc) Maximum Power Maximum Torque Mileage-City(kmpl) Nissan 370Z MT Nissan 370Z AT Mileage-Highway(kmpl) Nissan 370Z MT Nissan 370Z AT Fuel Type Fuel Tank Capacity(litres) Seating Capacity 11.0 10.0 Petrol 72 2 8.0 7.0 53,50,000 54,50,000 Manual 3696 245 (332)/7000 363 (37)/5200

Standard Features of Air Conditioner CD Player Anti-Lock Braking System Power Steering Power Windows Leather Seats Central Locking

Nissan 370Z MT

Nissan 370Z AT

30

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

Rs.5,85,764 ExShowroom Price Features AC Sunroof Rear wash/wipe Audio system CD type Cruise control Airbags 1 ABS Central locking Power windows Power steering Tachometer Tech Specs ARAI efficiency 23.08 kmpl Fuel type Diesel Torque 160Nm @ 2000rpm Power 64PS @ 4000rpm Displacement 1461 cc

Rs.5,47,463

Rs.5,71,100

Rs.5,47,519

CD

Front

Front

22.07 kmpl Diesel 180Nm 2000rpm 75PS 4200RPM 1199 cc

20.00 kmpl Diesel @ 160Nm @ 2000rpm @ 69PS @ 4000rpm 1399 cc

17.94 kmpl Diesel 190Nm @ 2000rpm 75PS @ 2000rpm 1248 cc

31

Nissan Micra XE PlusVs Skoda Fabia Classic 1.2 MPI Vs Volkswagen Polo 1.2 Trendline Petrol VsMaruti Suzuki Swift LXi BS-IV
1st Car Nissan Micra XE Plus 2nd Car Skoda Fabia Classic 1.2 MPI 3rd Car Volkswagen Polo 1.2 Trendline Petrol 4th Car Maruti Suzuki Swift LXi BS-IV

Rs.4,53,759 Rs.4,35,459 Rs.4,47,595 ExShowroom Price Features AC Sunroof Rear wash/wipe Audio CD system type Cruise control Airbags 1 1 ABS Central locking Power Front windows Power steering Tachometer Tech Specs ARAI 18.03 kmpl 15.62 kmpl 17.24 kmpl efficiency Fuel type Petrol Petrol Petrol Torque 104Nm @ 110 PS @ 110Nm 4000rpm 3750rpm 3750rpm Power 76PS @ 55PS @ 5400 75PS 6000rpm rpm 5400rpm Displacement 1198 cc 1198 cc 1198 cc

Rs.4,41,392

17.94 kmpl Petrol @ 113Nm 4500rpm @ 85PS 6000rpm 1197 cc

@ @

32

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 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 nations. 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

33

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 and with companies like General

Motors, Volkswagen, Skoda, Mahindra Benz, Land Rover, Fiat and Force

Mahindra, Tata assembly

Motors, Mercedes plants in the

Motorshaving

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 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

34

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, Indias 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 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.

35

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. 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

36

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.

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 2010 2,814,584 2009 2,175,220 2008 1,846,051 2007 1,713,479 2006 1,473,000 2005 1,264,000 % Change 29.39 17.83 7.74 16.33 16.53 7.27 722,199 466,330 486,277 540,250 546,808 362, 755 Commercial % Change 54.86 -4.10 -9.99 -1.20 50.74 9.00 Total Vehicles % Change 33.89 13.25 3.35 10.39 19.36 7.22

Production 3,536,783 2,641,550 2,332,328 2,253,999 2,019,808 1,628,755

37

2004 1,178,354 2003 907,968 2002 703,948 2001 654,557 2000 517,957 Year Motor Vehicle Production Industry Revenue Exports (Units) Exports (Revenue)

29.78 28.98 7.55 26.37 -2.85 2004-2005 8,467,853 24,379 629,544 1,915

332,803 253,555 190,848 160,054 283,403 2005-2006 9,743,503 26,969 806,222 2,231

31.25 32.86 19.24 -43.52 -0.58

1,511,157 1,161,523 894796 814611 801360

23.13 22.96 8.96 1.62 -2.10

2006-2007 2007-2008 2008-2009 11,087,997 10,853,930 11,175,479 30,507 1,011,529 2,552 32,383 1,238,333 3,008 33,342* 1,530,660 3,718*

Automobile Production
Type of Vehicle Passenger Vehicles Commercial Vehicles Three Wheelers Two Wheelers Total 6,529,829 8,467,853 7,608,697 9,743,503 8,466,666 8,026,681 8,418,626 374,445 434,423 556,126 500,660 501,030 353,703 391,083 519,982 549,006 417,126 2005-2006 1,209,876 2006-2007 1,309,300 2007-2008 1,545,223 2008-2009 1,777,583 2009-2010 1,838,697

11,087,997 10,853,930 11,175,479

Automobile Sales
Passenger Vehicles Commercial Vehicles Three Wheelers Two Wheelers Total 1,061,572 1,143,076 1,379,979 318,430 307,862 351,041 359,920 467,765 403,910 1,549,882 1,551,880 490,494 364,781 384,122 349,719

6,209,765 7,052,391 7,872,334

7,249,278 7,437,670

7,897,629 8,906,428 10,123,988 9,654,435 9,723,391

38

LITERATURE REVIEW Promotional Strategy

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

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Promotional Mix

Promotional Mix

Advertising

Public Relations

Personal Selling

Sales Promotion

Direct Mail

Internet Marketing

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.

40

Companies with effective message strategies include:

Nike: Just do it. 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.

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Internet Promotion
The development of the World Wide Web has changed the business environment Forever. Dot com fever has taken the industry and stock markets by storm. The eCommerce 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 ones 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.

42

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 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.

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Issues in Brand Positioning

In deciding the brand positioning, the issues are: Which are the competing brands in the chosen product category? What are the unique claims/strengths of the various brands? What position do they enjoy in consumers 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 organizations communications with the market. The basic tools used to accomplish an organizations 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.

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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 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.

45

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 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 sponsors 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.

46

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. 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 companys 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 customers 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.

47

 Planning of the future marketing activity. 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.

48

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 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.

49

Analysis & Interpretation:

1) Which of the following companys car do you own? a) Maruti Suzuki d) Ford Data Analysis Name of the Company a) Maruti Suzuki b) Hyundai c) Honda d) Ford e) Nissan f) Other Total Table. No.1 No. of Respondents 36 15 9 14 18 8 100 b) Hyundai e) Nissan c) Honda f) Other

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.

50

2. Do you know about Nissan Micra? a) Yes b) No

Data Analysis Customers awareness a) Yes b) No Total Table. No.2 No. of Respondents 100 0 100

No. of Respondents
a) Yes 0% 0% b) No

100%

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.

51

3. What do you like most about Nissan Micra? a) Style/design c) Nissan brand Data Analysis Customers preference a) Style/design b) Comfort c) Nissan brand d) Service Total Table. No.3 No. of Respondents 17 29 46 8 100 b) Comfort d) Service

% of Respondents
8% 17%

a) Style/design b) Comfort

46%

29%

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.

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4. What do you feel great about your car when compared to other cars in the market? a) Fuel efficiency d) Sound quality b) Durability e) Brand name c) Low maintenance

Data Analysis Customer perspective a) Fuel efficiency b) Durability c) Low maintenance d) Sound quality e) Brand name Total Table. No.4 No. of Respondents 24 5 16 13 42 100

% of Respondents
a) Fuel efficiency 42% 24% c) Low maintenance 13% d) Sound quality 16% 5%
e) Brand name

b) Durability

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.

53

5. How did you come to know about your car before purchasing? a) From friends, relatives d) Sales persons visit b) Advertisements e) Auto magazines c) Car experts

Data Analysis Sources of awareness a) From friends, relatives b) Advertisements c) Car experts d) Sales persons visit e) Auto magazines Total Table. No.5 No. of Respondents 18 56 9 3 14 100

% of Respondents
3% 9% a) From friends, relatives 14% 18% b) Advertisements c) Car experts d) Sales persons visit e) Auto magazines

56%

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.

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6 . How do you rate the promotion of Nissan Micra by Fortune Nissan? a) Excellent d) Average b) Very good e)Poor c) Good

Data Analysis Rating a) Excellent b) Very good c) Good d) Average e)Poor Total No. of Respondents 9 29 53 9 O 100 Table No.6

% of Respondents
9% 0% 9% 29% 53% a) Excellent b) Very good c) Good d) Average

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.

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7. Where do you get your car serviced regularly? a) At authorized service centre b) At a local workshop near my home

Data Analysis Place of service a) At authorized service centre b) At a local workshop near my home Total Table. No.7 No. of Respondents 86 14 100

a) At authorized service centre b) 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.

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8. Which bank do you prefer in getting financial help while purchasing a car? a) ICICI c) SBI Data Analysis Place of service a) ICICI b) HDFC c) SBI d) others Total Table. No.8 No. of Respondents 34 18 39 9 100 b) HDFC d) others

% of Respondents
d) others 9% a) ICICI 34% c) SBI 39%

b) HDFC 18%

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.

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9. Which type of finance do you prefer? a) In house finance c) No difference between the two b) Out house finance

Data Analysis

Type of finance a) In house finance b) Out house finance c) No difference between the two Total Table. No.9

No. of Respondents 64 29 7 100

c) No difference between the two 7%

% of Respondents
0%

b) Out house finance 29%

a) In house finance 64%

Fig. no.9 Interpretation: It has been observe that most of the customers prefer house finance help while purchasing a car.

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10. To which media do you get expose regularly? a) Televisions c) Newspapers b) Magazines d) F.M/Radio

Data Analysis Media a) Televisions b) Magazines c) News papers d) F.M/Radio Total Table. No.10 No. of Respondents 56 29 15 0 100

% of Respondents
c) News papers 15% b) Magazines 29% a) Televisions 56%

d) F.M/Radio 0%

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.

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11. What kinds of offers do you like or expect from the dealer? a) Free insurance c) Extending the service period Data Analysis Offers a) Free insurance b) Special discount on sale of cars c) Extending the service period d) Finance availability with 0% interest Total Table. No.14 No. of Respondents 15 8 51 26 100 b) Special discount on sale of cars d) Finance availability with 0% interest

% of Respondents
d) Finance availability with 0% interest 26%

a) Free insurance 15%

b) Special discount on sale of cars 8% c) Extending the service period 51%

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.

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12. What more do you expect from your dealer? a) Information about new cars b) Information about service and mileage d) Understanding customer needs

c) Assistance regarding loans and insurance Data Analysis

Expectations of customer a) Information about new cars b) Information about service and mileage c) Assistance regarding loans and insurance d) Understanding customer needs Total Table No. 15

No. of Respondents 68 8 20 4 100

% of Respondents

13% 7% 15% 65%

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

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 customers expectations and their post purchase service demands from the dealer.

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13) As per you which vehicle comes close to Micra. a) Maruti Swift d) Volkswagen Polo b) Skoda Fabia Classic c) Ford Figo

Data Analysis Rating a)Maruti Swift b) Skoda Fabia Classic c) Ford Figo d) Volkswagen Polo Total Table. No.20 No. of Respondents 32 24 28 16 100

% of Respondents
d) Volkswagen Polo 28% a) Maruti Swift 18% b) Skoda Fabia Classic 23%

c) Ford Figo 31%

Fig. no.13 Interpretation-This question is meant to know that which vehicle come close to Micra as per the customer of Hyderabad

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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. 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 nonpersonal channels. Customers 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.

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RECOMMENDATION:
Advertisements through televisions can influence many categories of people. So try to concentrate on this segment. We dont 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.

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QUESTIONNAIRE:
Name: E-mail address: 1) Which of the following companys car do you own? a) Maruti Suzuki d) Ford b) Hyundai e) Nissan c) Honda 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 c) Nissan brand b) Comfort d) Service

4. What do you feel great about your car when compared to other cars in the market? a) Fuel efficiency d) Sound quality b) Durability e) Brand name c) Low maintenance

5. How did you come to know about your car before purchasing? a) From friends, relatives d) Sales persons visit b) Advertisements e) Auto magazines c) Car experts

6. How do you rate the promotion of Nissan Micra by Fortune Nissan? a) Excellent d) Average b) Very good e) Poor c) Good

7. Where do you get your car serviced regularly?

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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? a) ICICI c) SBI b) HDFC d) others

9. Which type of finance do you prefer? a) In house finance c) No difference between the two 10. To which media do you get expose regularly? a) Televisions c) News papers b) Magazines d) F.M/Radio b) Out house finance

11. What kinds of offers do you like or expect from the dealer? a) Free insurance c) Extending the service period b) Special discount on sale of cars 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 d) Understanding customer

c) Assistance regarding loans and insurance

13) As per you which vehicle comes close to Micra? a) Maruti Swift d) Volkswagen Polo b) Skoda Fabia Classic c) Ford Figo

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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-MotorCo-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_X V.htm http://autos.maxabout.com/cvid0000710/nissan_micra.aspx

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