Marketing Strategy of Nissan analyzes the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). These business strategies, based on Nissan marketing mix, help the brand succeed in the market. Let us start the Nissan Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in Nissan marketing strategy can be explained as follows:
Nissan is one of the leading car brands in the world. Since the product line up of Nissan is huge, we can take a company wise arrangement of its product mix in its marketing mix. Some of the cars of the company are Nissan Micra, Nissan Sunny, Nissan GTR, Nissan Terrano. The brand Nissan itself is a large seller of budget and most volume cars are sold through the Nissan brand. Datsun –After its demise in 1984, the Datsun brand was resurrected and only targeted emerging markets.
It also made inroads to India and launched budget cars. The Infiniti brand from Nissan is primarily a luxury car brand and caters to American markets and is headquartered in HongKong where it is formed as Infiniti Global Limited. Lastly Nismo the tuning company known as Nissan Motorsport International Sport is the next performance brand for Nissan and focusses on enhancing the performance of its current products as well as produce dedicated performance products. Some of the famous cars are 300ZX, Altima 3.5 SL, Maxima 350Z.
Nissan Price/Pricing Strategy:
Below is the pricing strategy in Nissan marketing strategy:
Nissan realizes the need to price its products as competitively in order to not just capture the market share but also to ensure that customer loyalty is always maintained. However for its high end or luxury cars, it has priced them at par.
Nissan 370z however, which is a sports car loaded to the brim with technology and safety features commands a premium over others. Datsun which Nissan launched as a brand for emerging markets is prices its products competitively and carried forward its value for money proposition. Nissan's spare parts are priced at par with competition and aren't too expensive. Nissan prices basically vary with engine configuration, safety features, trim levels depending on features and comfort equipment on offer. This gives an insight in the Nissan marketing mix pricing strategy.
Following is the distribution strategy in the Nissan marketing mix:
Nissan is a global brand and present across the world. It is present in North America and Mexico, Europe, Latin America and Caribbean, Asia, Oceania, Latin America and Caribbean, Middle East, Gulf States and Africa. Nissan manufactures vehicles in Japan, India, Vietnam, China, Indonesia, Malaysia, Thailand, Taiwan, Mexico, Argentina, Brazil, Egypt, Morocco, Kenya, South Africa, United Kingdom, Spain, Russia, United States, Australia and has an even more extensive distribution and sales network spread all across the globe. Nissan Infiniti brand, which is a major luxury brand in North America also has presence in 15 other countries and has 230 dealers.
By 2014, Nissan’s products were sold in 200 countries in 2014 and the number crossed 8.5 million cars.
Nissan Promotion & Advertising Strategy:
The promotional and advertising strategy in the Nissan marketing strategy is as follows:
Nissan understands the need to meaningfully communicate its core philosophy as well as relay to customers the various product features including performance both on and off road, reliability, feature list, safety features and luxury features. Apart from the usual television, radio, print and Nissan has exceptionally interesting advertisement campaigns. Nissan focuses on 360 branding in its marketing mix promotion strategy. From online ads to read world car sections Nissan utilizes customer interaction and experience to help push across its messages of high performance or high quality of materials. Hence, this covers the marketing mix of Nissan.
A Japanese manufacturer of automobiles headquartered in Yokohama, Japan, Nissan is one of the iconic and well recognized brands of the world. Under its Infiniti, Datsun and Nissan brands it manufactures and sells cars. It also has performance wing, Nismo which produced in house tuning products for enhanced performance. The Renault-Nissan partnership or alliance has been very successful in which Renault holds 43.4% share while a 15% non voting stake is held by Renault. Behind Ford, Volkwagen Group, General Motors, Hyundai and Toyota, Nissan is the 6th largest automobile maker in the world. It is a leading manufacturer in Russia, Mexico and China while in India it is expecting good market capture with the high volume sale of its Terrano SUV.
Apart from this Nissan is also the biggest producer of electric vehicles and sales crossed 275,000 by 2016. The Leaf is Nissan‘s largest selling electric vehicle, a highway ready plug in electric vehicle and 240000 copies have been sold.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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