Where did we start?

- Began by understanding the intention and the objective behind Nissan…

Nissan stands for

- Innovation Ever After...

Monozukuri – The science of making things

Nissan Believes in

- Not just inventing, but inventing for the masses...

Innovation is for everyone

Nissan ‘s overall objective

- Anticipate needs, be prepared for tomorrow

Technology that is sustainable,

solutions that can last

Technology that serves not just our present

but is also prepared to comfort our futures’

needs

Technology that anticipates

requirements, think beyond “cars”

Towards this, Nissan‘s current endeavors include

- Shift_the way you move

Peoples’ reaction to Nissan Shift_ the way you move

- Nissan Leaf, was the product championing this initiative the general response was

lukewarm

There were two basic problems:

1. Business Problem –

Poor Infrastructure

2. Brand Problem – Poor

Communication

The Business Problem – Poor infrastructure: Catch 22

The car has limited

range, esp. in winters

Potential solution -

Build more charging

stations/battery

innovations

Operators hesitant to invest till there is

adequate demand

People don’t buy the car

because there’s no

infrastructure to support

it

The Brand Problem – Over Promise, disjointed advertising

- Poor story telling – Kotozukuri -bringing the brand to life through stories

The Polar bear was used and abused, did not drive the message of future forward innovation

In the attempt to bring the brand alive, the brand smell stunt at CES didn’t connect either

In all this noise what were we hearing?

Cars are going out of fashion

Everyone’s working towards improving the infrastructure for electric vehicles and versions of concept cars

Everyone is focusing on the “vehicle” needs of two types of consumer mindsets - The green mindset

The technology junkie mindset

While everyone was being myopic about “cars”

We were listening to…

Wanted a sustained marketing campaign that went beyond the same old, "It's good for you and the planet" message

Formulated a new six-year mid-term plan, under which they plan to launch 51 new models particularly in major growth markets such as China, Brazil, Russia, India and Indonesia.

Reorganized its corporate structure to bring marketing into closer contact with the product planning division

We were listening to…

- Nissan was focusing more on sculpting out their consumer groups

Early Adopters

The tech junkies, they want in on the latest trend and they want to be the first to get there. These are future forward

technology evangelists

- Nissan was focusing more on sculpting out their consumer groups

Uber Green

These buyers genuinely care about reducing their impact on the planet, and modify their life accordingly. They pay attention to details such their carbon footprint, recycling, solar heating etc.

We were listening to…

- Nissan was focusing more on sculpting out their consumer groups

The Lazies

These are younger demographics who are not particularly “crazy” about technology or the environment… they are motivated by comfort!

They like technology that drives convenience. And if being green is convenient, then they’ll adopt that too.

We were listening to…

Hence, we identified the opportunity…

Across growing and developed markets

Across consumer segments be it families with young kinds or the

collegiate segment

They all needed and loved to travel. They were all motivated by comfort, convenience

and journeys

Decoding the opportunity…

Relevance to Developed Markets…

In the developed markets, people refrain from buying cars because of –

• Traffic congestion

• Parking limitations

• Gas Prices

• And amongst college youth, while they’re away from

home they seldom have their own cars.

However, they love Road-tripping…

Relevance to Emerging Markets…

In the emerging markets, people continue to buy cars but complain of –

• Lack of convenience – they make larger number of

short trips

• Lack of facilities for daily drivers

• Everyday hassles of owning a car

However, they often are frequent fliers and seek budget travel options…

The big idea therefore…Cars Might go but the journeys are here to stay

Nissan_Route

- Nissan would facilitate the end benefit of a car- travel, transport, mobility and convenience

Nissan_Route International ID

Nissan_Route

This would be a digital ID that every Nissan owner could own –

• It would require an annual membership fee of a nominal amount

• The card could be swiped in a slot on the dashboard inside the car and of course

there’ll be reading machines at participating dealers and facilities

• And it would unlock a plethora of discounted services for Nissan user across the

globe

Nissan _Route: Services would include

• Information on parking

• Discounted national and

international car hire

• Local and international Restaurant

information and booking

• Participating hotels would have a

quota of pre-booked rooms for

Nissan members

• Grocery purchase and delivery

• Unlocking your car

• Manipulating car temperature

• Unlocking Wi-Fi facilities at

airports

• Membership discounts at coffee

shops etc

• Nissan community or Route

users..the more they use the

service the higher points they get

Nissan_Route: Positioning Statement and Brand Role

Nissan_Route

Nissan_Route: Positioning Statement and Brand Role

- The brand role that we intent for Nissan Shift_xyz to take on is that of a “Hero”

Nissan_Route: Positioning Statement and Brand Role

- The singular brand value that would define all our business and consumer interaction is that of “Deliverance”

DELIVERANCE

N i s s a n S h i f t _ x y z

Nissan_Route: Positioning Statement and Brand Role

Nissan_Route strives deliver its partners

(for us they are not merely consumers) from

routine inconveniences and limitations

by anticipating needs and developing

innovative, sustainable solutions (that

can last) that facilitate more fulfilled lives

in harmony with their environment.

Nissan_Route: Place and role in the brand architecture

-Nissan_Route will borrow from mother brand Nissan the trust and credibility of “affordable innovation”, the belief that if its from Nissan, it must be functionality driven and meant for “everyone”…

Nissan Shift_ Xyz: Place and role in the brand architecture

-Nissan Shift_xyz will borrow from sister initiatve Nissan Shift _ the vibrancy and youth quotient, solutions that are relevant not just to the current crop but are also listening and preparing for tomorrows problems…

Nissan_Route: Place and role in the brand architecture

Nissan Shift_xyz will lend to both, its sister initiative and mother brand two vital things:

1. A new platform for product extensions and service offerings that go beyond “cars”

2. An untapped reservoir of “leads” as this will allow for conversation with

consumers whose needs were not “cars” but one or more of the other services

that are provided under this brand…

Nissan_Route: Brand architecture

Nissan

Nissan Shift_

Current vehicle driven initiatives

(concept cars etc)