Home >> Digital >> Article Presented By, IDMA - Mathrubhumi.com presents e4m's IDMA 2018, gold partner - Republic TV           Techमंच - exchange4media presents Techमंच - Digital Conference 2018, gold partner - Mathrubhumi.com

Digital is leading our marketing strategy: Jerome Saigot, MD, Nissan India

28-November-2017
Font Size   16
Digital is leading our marketing strategy: Jerome Saigot, MD, Nissan India

Datsun which forayed into India in 2014 has come a long way. From being a lesser known player in the market to becoming a serious competitor, the brand has deployed a winning marketing strategy that has delivered on its promise. In three years since its run in India, Datsun has rolled out over one lakh cars. According to the company, now more than half of the total sales of Nissan India come from Datsun.

This spurt in sales is not accidental. It is the result of a well thought out strategy aimed at young buyers who are looking at international quality at affordable pricing.

Speaking about the success of Datsun in India, Jerome Saigot, Managing Director, Nissan Motor India Pvt. Ltd, credits their digital-first strategy as the biggest driver of this growth, “We are taking a digital lead. In fact, digital is leading our main marketing strategy. This approach is driven by the fact that globally almost 70% of the car sales are digitally influenced. Customers today have very high knowledge of the product before visiting a showroom. This has hugely influenced the way we are communicating with our customers. We are also focusing on experiential more than the traditional media. I think traditional media is behind us and digital and experiential is ahead of us”, says Saigot.

In June this year, the company launched a campaign called #VoteForChange with actor Vinay Pathak as brand ambassador for Datsun redi-Go. The campaign created by TBWA parodied popular actors, politicians among others and attracted a fair bit of attention on social media.

With the sale of over one lakh cars in India, Datsun has become one of the top ten players in the country. “Last year we were the fastest growing brand in the market. We are looking at 5% marketshare by 2020 and fifty per cent of this will come from Datsun and the other fifty per cent from Nissan. This ambition will be backed by a very strong product line. Moreover, we will keep on deploying our network to be as close as possible to our customers and this is one of the key pillars of our growth strategy”, explains Saigot.

Saigot also believes that there is immense scope for players like Datsun as customers have not been served well in the last 25 years and with Datsun making international technology accessible to them at an affordable price, the brand is benefiting from this unique positioning

Speaking about how Datsun has the winning DNA when compared to its competitors Saigot adds, “Possessing a car in Rs 3 lakh is a big challenge but our engineering team has done a fantastic job. Now, the biggest challenge in front of us is to make the brand known and appreciated and also make it accessible in terms of network. The best part is that we have a high level of acceptance among the young generation and we are getting good response especially from the tier 2 and tier 3 markets.”

Tags

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

He spent 13 years at HT; his previous stints include Whirlpool, Procter & Gamble and Godrej

The case study explains in detail the people strategy executed at GroupM to ensure its talent is digitally charged and is data-centric.

As Zee Telugu completes 13 years, Anuradha Gudur tells us about the channel’s journey