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

28-November-2017
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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.”

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