Nissan Play campus marketing: sales management to break the curse of iterations

Posted on 5/31/2016 10:13:03 AM

May 29, Dongfeng Nissan in Beijing China Agricultural University Gymnasium play night run in everywhere orchestrated "Sports Fan children" promotion, venue atmosphere is ignited. Many young students gathered around to inquire into what happened here.
This is the Nissan desired effect. Nissan is the purpose of marketing a new generation of the hatchback TIIDA, is aimed at the younger age groups. After the proposed rejuvenation strategy, Nissan especially like in universities, or close to the university students to engage in marketing activities.
Engage in marketing aimed at young college students, short-term is difficult to bear fruit. After all, before work, college students can not be the main car groups. However, this investment is worth, the period may have an effect within five years. And the crowd can easily be affected, preconceived notions will be very strong.
"After the listing of the new generation TIIDA, Nissan completed three family SUV, sedans, sports series conversion." Nissan marketing Total minister Liuzong Xin said. Originally positioned as household TIIDA, after the introduction of a new generation of motion is converted to locate.
Release sports positioning of the product, is an important direction for Nissan younger transformation. After four years of transition, Nissan used to be called typical sales model car company, now no longer obvious characteristic of the pursuit of short-term sales no longer directly.
From a long-term return razor
TIIDA Nissan interior is typical models, some of Nissan's first semi-automatic driver assistance system, it is mounted on TIIDA, but in the localization process, many functions are transformation.
Generation TIIDA positioned as household because TIIDA larger space itself, and then Nissan judgment that, in order to curry favor, to be close to the Chinese market mainstream - family sedan market.
Such judgments and Nissan effective short-term requirements of the relevant marketing, product, marketing and other strategies must focus on "Three months is reflected in sales" on do. This is the Nissan rapid response, quick play of the core tenets.
When the overall market growth, Nissan's "Razor" Speed Marketing, sights many hills, to achieve annual sales of Dongfeng Nissan sold 800,000 pre-development speed very quickly.
A typical Nissan rapid response is that for the terminal market price monitoring on a weekly basis, every week, adjusted for changes in the market ahead of competitors. A few years ago, this is a very a competitive advantage, but now many of our competitors have been able to do.
Including management and strategy flat market, Nissan around Come hit the market, in fact, to solve the problems in the development through rapid development. So when the market enters the micro-growth period, Nissan has entered a period of adjustment. The problem is Deputy General Manager Zhou Xianpeng directionality problem after taking office, the focus of reflection.
Marketing strategy must change. Nissan to take marketing short-term effective indeed stimulating sales, but in after-sales service, and the potential consumer culture, brand character set on the Nissan tasted the bitter fruit of the impact on sales 1 million mark, wandering several years.
Nissan marketing can effectively promote the four or five-tier cities and even towns, many brands is difficult to achieve. Five years ago, caravan enabled marketing, the effect is very good. However, such marketing may bring short-term sales growth, with a more down to earth way to find the traditional communication is difficult to hit the market, but for brand awareness, as well as a brand, the impact could be in the opposite direction.
Brand awareness is often the emotional impact of what the crowd is what the crowd, but also to define the brand. Height of the brand, often determined by his consumer groups. If a brand to the village, a long time it will become a local brand.
Nissan four years ago realized this and started playing younger card. Nissan marketing, close to the university campus and students carrying out: 1. use College temperament, can enhance the brand itself highly in the outside world; 2 college students in three to five years will become the mainstream consumer car, just a little longer on marketing investment .
The last two months alone, Nissan binding activity University there: About Peking University, Fudan dialogue, TIIDA listed in China Agricultural University, as well as a very strong artistic range went into Beijing 798 Youth Dialogue. Nissan campus activities with intensive, long-term focus on brand influence.
Fine surgeon product operations
As Nissan CEO, Carlos Ghosn also aware of the rapid development with Nissan to cover up the problem of misunderstanding. Nissan developments in recent years, the introduction of new models considerably less than other brands of the same scale of the joint venture car prices.
After 2008, Nissan had no reintroduction new models have greater influence and sales, Nissan cars and updating the original shift over and over, from Loulan Sylphy TIIDA so were the replacement. 21st Century Business Herald reporter when asked personally had any Nissan Executive Vice President Andy Palmer, the answer is "a lot of Nissan models."
In other words, think Nissan Nissan existing models, should further enhance the potential for more sophisticated operation. Market and consumption change at any time, the popularity of the product also changes, Nissan sales are not fully open to models done.
Based on the existing models of products to expand the market, Nissan is the main trend of recent years. So, when the rise of the Chinese SUV market, with fast response, known for Nissan, and no timely introduction of complementary small SUV segment.
Nissan began meticulous collation of existing products, it will be divided into three families, in the SUV, based on the sedan, derived from a family of sports. SUV products Tule, Loulan, X-Trail, Qashqai; Jiajiao products Teana, Sylphy, the sun; sports products Cima, Blue Jays, and then a new generation TIIDA also included therein.
The product segments of division, actually determine the future trend of the market. In the past not to be optimistic about the sports car at younger, personalized consumer trends, will form a certain size of the market. "One is the emotion-driven consumption, one is driving function." Liuzong Xin believes Nissan is currently walking on these two roads development.
Nissan transformation in recent years, executives have been changed over and over. From deputy general manager Zhou Xianpeng, marketing copy to the Minister Hao Chen, Minister of the market Yan Hongbin, Kai Chen Hao Minister Division, although both promoted from Dongfeng Nissan internal production, but a complete change of thinking and mode of play is not easy.
Ghosn saw this, last October, in the village of Nissan marketing headquarters stationed former chief minister ahead of a pro-Japanese repatriated by Ford to leave only two months of Taiwanese Liuzong Xin took over. Liuzong Xin understanding of Chinese culture and automotive markets, Changan Ford has accumulated a wealth of marketing experience, and Chinese communication easier.
Last year, Nissan finally break the curse, sales exceeded 1 million, a long sigh of relief senior surgeon transformation. But the first four months of this year, Nissan sold 327,300, did not stand. SUV is still the main force driving sales, Trail increase of nearly 30%. Nissan had to find a new impetus, a lot of people are asking, it is sports products TIIDA it?

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