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)