Dongfeng Nissan successful marketing case?

In recent years, China's automobile sales forms are mainly automobile trade market, supermarket-style hypermarkets, automobile street, franchised dealers, stores and other forms, but with the increasingly fierce competition in the automobile market, automobile consumption into the mass stage and the development of automobile marketing methods, as a novel image of automobile brand stores*** automobile 4S stores*** also came Generated. The following is for you to organize about, welcome to read!

Dongfeng Nissan's successful marketing campaign overview:

Pre-World Cup, Dongfeng Nissan hand in hand with the CCTV5, the "Sports Weekly", a well-known portal site to organize the "Dongfeng Nissan Qijun Prowler? Super fans? Campaign". The activity to the network selection, promotion PK way, from the national fans selected two "super fans".

During the World Cup, the two "Super Fans" traveled to the site to watch the games and traveled around the South African continent in their Kizashi and Prowler. In addition to the daily prime time through the CCTV5 to the domestic coverage of the World Cup games, fans and South African style, the two "super fans" can also get 100,000 yuan of high monthly salary.

Dongfeng Nissan's external environment?

As one of the world's most influential sports events, the 2010 World Cup in South Africa has received widespread attention from the media and the public, and all sports media and some mass media are centered around the World Cup topic, the team, the star, and the coach of the vigorous dissemination;

In order to occupy a place in the limited media communication, almost all industries and brands are trying to be among the most popular in the world.

Because of the close contact between sports and cars, major car brands are more optimistic about this opportunity. Except for Hyundai, which has become a first-class sponsor, other brands can only take advantage of the situation to attract the attention of the media and consumers by implanting, signing up for football star spokespersons, and giving away tickets with the purchase of a car in the usual ways.

Dongfeng Nissan's internal environment:

As a mainstream domestic automobile enterprise, Dongfeng Nissan has the need to appear in the World Cup's communication boom, and create a greater impact;

In the whole series of Dongfeng Nissan's models, the sporty style of the Kijun and Prowler is the most obvious and has outstanding advantages in terms of product strength, but the two models did not achieve what they should in terms of market performance.

Challenge:

With the limited number of first-class sponsorships, which have already been taken up, the direct cooperation of World Cup events, such as title and implantation, cannot be realized, in which case, in what way and in what capacity to appear in the World Cup fever is the primary problem faced by Dongfeng Nissan;

Among the car brands, signing football stars, buying cars and giving away money to the customers are the most important problems. In this case, how to achieve double enhancement of brand influence and model sales, is another problem faced by Dongfeng Nissan.

Dongfeng Nissan's successful marketing strategy:

1 Introduction

In recent years, China's automobile sales are mainly in the form of automobile trade markets, supermarkets and hypermarkets, automobile streets, franchised dealers, stores and other forms, but with the increasingly fierce competition in the automobile market, automobile consumption has entered the mass stage and the development of automobile marketing methods. However, with the increasingly fierce competition in the automobile market, automobile consumption has entered the stage of massification, and the development of automobile marketing method, as the novel image of automobile brand stores - automobile 4S stores have also been created. Dongfeng Nissan 4S store is a kind of "four-in-one" as the core of the automobile franchise mode, including vehicle sales ***sale***, spare parts supply ***spare part***, after-sales service ***service***, information feedback ***survey***, etc.

1.

1.1 Overview of Dongfeng Nissan

Dongfeng Nissan, a joint venture between China's Dongfeng Motor Co. and Japan's Nissan Motor Co. founded on June 9, 2003, with a registered capital of 16.7 billion yuan RMB, is by far the largest joint venture in China's auto industry with the widest scope of cooperation and the most complete range of products. At present, DFL Passenger Vehicle Company has three production bases in Huadu, Guangzhou, Xiangfan, Hubei, and Zhengzhou, Henan, which are composed of five major workshops: stamping, welding, painting, general assembly, and resin. Since its birth, Dongfeng Nissan Passenger Vehicle Company has been determined to become one of the best brands in the Chinese passenger car market. The coverage includes small cars, medium-sized cars, large and medium-sized cars, MPVs and SUVs.

2 Marketing Environment Analysis

1. Advantages

***1***Dongfeng Nissan equivalent models have lower fuel consumption compared to European and American cars, and are sold at a lower price than European and American models;

***2***Nissan is one of the top three Japanese automakers, with a brand advantage and strong R&D strength;

***3***Nissan has an advantage of economies of scale, production experience, Nissan's advanced production methods and manufacturing technology to establish its leading edge in quality, cost, delivery;

***4*** Dongfeng Nissan localization advantages and R & D capabilities, sufficient human resources;

***5*** Dongfeng good public **** relations: Dongfeng Motor national industrial image has gained the general public's recognition, gained the support of *** and all walks of life, and formed a good reputation.

3 Product Strategy

3.1 Development of new products

Dongfeng Nissan and Infiniti cooperation, but also independent brand research and development, new energy vehicles, commercial vehicles joint venture cooperation and other situations, Dongfeng Nissan will be put into production in 2014 Infiniti for localization, but also the launch of the Dongfeng Nissan to the fashion, fashion, individuality, comfort, safety, new energy vehicles.

4 Channel Strategy

Dongfeng Nissan sales channel is divided into distribution network and service network according to the function, respectively assume the functions of product distribution and after-sales service, the management of the channel members are also set up two independent, parallel implementation of the system, that is, the dealership management system and service station management system, and respectively, by the Dongfeng Nissan Sedan Company Marketing Management Department of Marketing Management Division and service Dongfeng Nissan sedan company marketing management department of marketing management division and service department of network management division organization, planning, management, interesting phenomenon is that some members of the channel both product sales functions and after-sales service functions, so that the members of the channel and the two management system at the same time ***, appeared "a daughter-in-law two in-laws" phenomenon, although the two management system belongs to the same subject.