We have a video-first approach for KICKS' marketing: Peter Clissold, VP- Marketing, Nissan

The Japanese automaker has launched KICKS, a compact SUV, in India after a gap of six years

e4m by Dolly Mahayan
Updated: Jan 24, 2019 8:51 AM
Nissan

After a long hiatus of six years, Nissan has finally rolled out KICKS, a compact SUV, in the Indian market. The brand launched its last product way back in 2013, when it brought Terrano. With the new offering, Nissan is aiming to reach out to the tier markets as part of its revival journey in India.

The brand believes that having SUV in its product portfolio is an apt choice to revive its fortunes in India. “We want to focus on pan-India. KICKS will be strong in tier markets, based on its price positioning,” said Peter Clissold, VP- Marketing, Nissan India.

The brand has also come out with subscription plans for its customers. When asked more about it, Clissold replied, “More details will be announced soon. The reason we have opted for this subscription plan is to deliver flexibility to consumers, ease of acquisition and ownership.”

The brand has created quite a hype around the newly launched car. The promotional activities began five months in advance. The company also unveiled a new TVC emphasising the products quality, design and features.

The brand may have decided to create a position in the SUV segment, but the space is highly competitive as Hyundai’s Creta clocks nearly half of the total sales, where Maruti Suzuki’s S- cross is at the second position. And so, creating a space for itself could be a challenge for Nissan.

On being asked about the best medium for the brand to reach out to people, Clissold said, “We have a video-first approach. It’s video-stimulation, doesn’t matter whether being played out on television or digital, but it has to have video element into it.”

He added, “We are not concerned about the marketing budgets, or how much money has to go for digital or television. It’s about creating assets which can be consumed across any medium.”

Nissan entered India in 2010. In last year, April- November, it sold 25, 353 units, down 28.12 per cent from same period of the last fiscal period. However, Clissold believes that the launch of KICKS “is the first substantial point to prove in India.”

Right now, the brand has 270 touch points. It plans to double the number in the next three years. The brand will also expand the regional marketing and sale operation teams to four key regions across the continent.

As new brands are entering into the automotive industry, the competition has become intense. Clissold agreed and said, “India is a very large market and is getting larger. This creates a huge opportunity for brands entering in the auto sector. But the other side is that it is furiously competitive. Indian consumers are truly in the driver seats, in terms of choices they’ve got. It’s great time to be present in the Indian market. No doubt, it is tough and highly competitive market, but all the global brands consider India as a very serious and strong market. This is the right place to invest and we’re happy to be here,” he shared. 

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