Case Study of Micra and Nano

What are the strategic objectives for the Micra and the Nano?

Micra competes in the B2 segment and Tata competes in the A segment.

2. How is each brand positioned?

Nissan is the new foreign brand to the local Indian market.It supposed to be popular, young and fashion as reasons why they engaged as brand ambassador one of Bollywood’s top stars. At the same time, as one of the cheapest domestic car in the world, Tata Nano supposed to alter the two wheel motors. Tata is famous and normal in India.

What is the goal for each social media campaign?

To Nissan, the first target is to gain awareness the brand of Nissan and unknown Micra.And they promoted events and encouraged young people to active the Facebook page in order to take larger reach and frequency.To Tata, as a brand with long history in India, it defined the new segment for Nano. Even through they didn’t mention to compare to two-wheelers, it shows multi-features, focuses on good mileage and small turning radius,as well as its comfortable. All of these show their position as the alternative one of motorcycles.

How well does each campaign align with the goal you articulated for the campaign and the brand positioning?

According to the Figures shown in the article, obviously, the Nissan Micra didn’t perform very well but Tata Nano did a good work. The campaign of Nassan was launched in March, 2012, but the sales volume kept going down from March to May. Even through it returned from Mid-May, it didn’t back to the beginning point at all. In May 2012, Tata leased its new MTV, which successfully stopped the downtrend of the sales volume and returned the number moderately after a month.

5. How effective is each campaign?  What metrics would you recommend to determine effectiveness, and why?

Nissan Micro promoted the event brand ambassador for “New Star of India” and they also took an event on Facebook of “seeking twenty co-stars” to attract more clicks and attentions. As an TV advertisement, it is better to...