NISSAN PROJECT STUDENT’S NAME: MATRIX NUM:

TANG KOK SIONG 219944BEH SEONG HUI 220130NUR HIDAYU BT ALI 230106NOR IZZATI BT AZIZI 230154AZWA BT OSMAN 230161NORSYAMILA BT BAKAR

230184

COMPANY BACKGROUND

Nissan was established on December 26, 1933.

Founder is Yoshisuku Aikawa.

Began its business operation in Malaysia since 1950 in Tan Chong Motors

as vehicle distributor.

Provided diverse range of products such as cars, trucks, forklifts, and

motorboats.

Nissan ranked number 5 in Malaysia automotive industry.

The products of Nissan included Sylphy, Almera,

Leaf, GT-R, and others.

SWOT ANALYSIS

• Strong brand name and reputation

• Strategic partnerships• Innovative culture

Strengths

• Products recalls• Lack position in

consumers mind• Lack of diesel

technology

Weaknesses

• Globalization• Increasing fuel price• Growth through

strategic partnerships

Opportunities

• Global competition in automotive industry

• Fluctuation of exchange rate

• Natural disasters

Threats

SWOT

Analysis

COMPETITOR ANALYSIS

Strengths Quality &

Reliability Diversified

product Fuel-efficient

Weaknesses Decreased in

inventory Product recall

Strengths Quality &

Reliability High innovation

product Green car

development

Weaknesses Not stylish and

performance Multiple recall

Strengths Diverse product

line High reputation

Weaknesses Affected due to

bankruptcy of General Motors

Less promotion and advertising

Strengths Small car

manufacturers Affordable pricing Save cost on fuel

consumption

Weaknesses Low safety standard Inefficient

production

PRODUCTS PROMOTED BY NISSAN

Nissan Sylphy Nissan Almera

Nissan Leaf Nissan Serena S-Hybrid

NISSAN CAMPAIGN

Promotion Campaign Attract customers Open booking before new launch of car Test drive

Millionaire Drive Campaign Open for all customers Chance to win 1,000,000 Air Asia Big points

Nissan Safety Campaign Launched in LegoLand Raising safety awareness Safety driving experience

MARKET ANALYSIS

TARGET MARKET Nissan Sylphy target market will be the low level income class and middle

class people

It will also target major vehicle buyers who are aged 25 to 60

Nissan is focusing on people demand and supply of vehicles.

POSITIONING The act of designing the company's offer and image.

It occupies a distinct and value place in the target customer's minds.

Nissan is well-known ‘Japanese automotive brand’.

Customer know about their brand image and quality.

Nissan Sylphy creating a competitive compact

sedan.

The Sylphy’s interior which is roomy

CAMPAIGN MANAGEMENT

Campaign management is a series of interconnected promotional efforts designed to achieve precise marketing goals.

Composed of one or more promotions, each of which is an initiative or a device designed to attract the customers’ interest.

Campaign management aimed at prospects or existing customers.

The graph shows of one year Integrated Marketing Communication Plan for

Nissan Slyphy.

For the first quarter, we decide to use newspaper, magazine, commercial radio,

telemarketing and email marketing to get the customer attention to buy our

product.

For the next stage, we improve our IMC Plan for Nissan with added the

promotion, use the internet and maintain the email marketing because of

improving technologies day by day so that we can reach our prospect use the

internet. Besides that, promotion that we use can give awareness, then to persuade

and to remind customer about our product.

Then, the last quarter, we added the joint venture and use all the type of IMC Plan

except newspaper and email marketing.

MEDIA STRATEGY

1. PUBLIC RELATIONS

Joint venture with BSN and

other company

Endorser (ALEX YOONG)

2. PROMOTION Cause and charity

3. PRINT

Newspaper

Magazines

4. DIRECT MARKETING

Telemarketing

• Contacting potential customers over the phone to sell products or services.

• Involves planning and using accurate and well-researched customer data.

• Use warm-calling which is a cold call that uses 'warm' communication techniques designed to create a positive response .

DIALOG FOR PHONE CALL WITH CUSTOMER

 • PUAN MURNI: Hello

• CIK KAMILA: Hello, boleh saya bercakap dengan puan murni?

• PUAN MURNI: Ye, saya.

• CIK KAMILA: Saya cik kamila sale advisor dari nissan, nak bertanya hari itu

puan datang ke showroom kami bertanyakan kereta. Bagaimana keputusan puan,

berminat tak dengan jenama sylphy keluaran

terbaru kami?

• PUAN MURNI: Oh ya ya, saya dah bertanya suami saya.

saya berminat dan saya akan terus ke showroom awak nanti.

• CIK KAMILA: Ok Puan Murni, kami berbesar hati, jumpa

puan di showroom kami nanti ya. terima kasih.

• PUAN MURNI: Sama-sama.

Outdoor Advertising

• advertising that reaches the consumer while they are outside the home.

• transit advertising which is typically advertising placed on anything that moves.

• Such as buses.• use Mr. Alex Yong for Nissan new face to promote Nissan

Slyphy.• apply humors advertising to make customer aware about

them.

5. INTERNET MARKETING

Email Marketing• is directly marketing a commercial message to a group of

people using email.• every email sent to a potential or current customer .• Find by sold lists or a current customer database.• enhancing the relationship of a merchant with its current or

previous customers.

6. BROADCAST

Radio• use radio as they broadcast advertising.• aired several times until it sinks in the minds of the

consumers.

Internet• Internet or online advertising is the Internet or the World

Wide Web for the purpose of attracting consumers to buy their product and services.

• Availability of the commercial to a global audience. • Nissan company use of such advertising include

advertisement on search engine result pages, rich media advertisement, banner advertisements, social network advertising, and email marketing and so on.

RECOMMENDATION Nissan should improve the quality of their product to avoid product

recall. Nissan should adopt total quality management (TQM) strategy in order to

improve Nissan production process. The design of the car is recommended to be kept innovative and unique

in order to attract customers. Nissan can create the company website address or social media such as

Facebook, Instagram and Twitter. The Nissan campaign’s overall objective is to provide a full safety for

drivers while driving cars at nights and the ability to express the uniqueness and elegance.

Nissan also can sponsor special event like

sport sponsorship to introduce or create product

awareness to the public.

THANK YOU