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Tag: Nissan

  • CSK eyes 15-20 per cent revenue growth from IPL 6

    MUMBAI: The economic slowdown notwithstanding, the Indian Premier League (IPL) franchise Chennai Super Kings (CSK) is eyeing a revenue growth of 15-20 per cent.

    The franchise has a roster of 16 sponsors which includes Nissan and VGN who came on-board this year.

    “We expect revenue growth of 15-20 per cent led to an extent by sponsorship. We have a roster of 16 sponsors this year,” says India Cements joint president marketing Rakesh Singh.

    Apart from KKR, CSK has been the only franchise whose lead sponsor Aircel has continued with the team since the inception of IPL. The franchise had also de-risked itself from slowdown by doing long-term deals.

    “The good news for us is that brands have stayed on with us through the years. Aircel has been there with us from day one. Deals that we do are generally for three years and after that they get renewed,” avers Singh.

    Singh adds that local sponsorship and central revenue put together account for 75-80 per cent of CSK‘s total revenue which last year was said to be around Rs. 1.5 billion.

    “Ticket sales account for 15-20 per cent. This year there will be more seating as three more stands have opened. So there is more capacity which we expect will lead to more revenue. Licensing and merchandising accounts for around five per cent but we expect this area to grow by 30-35 per cent for us this season as we are being more aggressive on this front,” reveals Singh.

    The franchise has launched cricket kits this year. The main focus is Tamil Nadu. The team has tied up with Switcher, a European company owned by Tirupur-based PGC for merchandise.

    The cricket gear for all age groups will be available from 15 April. These kits will include kit bags, batting gloves, leg-guard, thigh-guard, arm pad, abdomen guard and English willow bats will be sold through retail sports stores, gift shops and whole sale stores in Tamil Nadu ranging from Rs. 3800 to Rs 9900.

    CSK has also launching their new range of merchandise strategically dividing them into categories such as fan gear and fashion wear. The new range includes school bags, sippers, and key chains along with a variety of home, office products and other accessories.

    “Our aim is that at least every second month there should be an activity. The Chennai Super Kings cannot be just about two months. So we do things across the year that touches different segments of society,” adds Singh.

    As part of its on-ground activities, CSK had organised a multi discipline tournament called Super Cup before the IPL involving corporates. The franchise had also organised a cricket event with schools a few months to find a CSK junior team. It had also associated with a chess tourney as the game is very popular in Tamil Nadu.

    “We feel that it is important that when the CSK brand engages with constituents it should not be only about cricket. This way CSK will be built as a sports brand,” explains Singh.

    For fans, there is a loyalty programme called Kings Club which has an estimated 18,000 paid members. They get to avail of special offers like meet and greet events with players, match tickets etc.

  • Nissan appoints TBWA for the return of Datsun

    MUMBAI: Nissan Motor Company has appointed TBWA as the global marketing agency for Datsun after a closely fought pitch. The appointment comes close on the heels of the announcement of the return of automobile brand Datsun.

    Global creative and strategic direction will be led by a combination of resources from TBWAHakuhodo and TBWALondon, supported by individual markets. The agency was appointed on the strength of the innovative ‘Riser’ brand platform developed for Datsun.

    Datsun is an automobile marque. The name was created in 1931 by the DAT Motorcar for a new car model, spelling it as “Datson” to indicate its smaller size when compared to the existing, larger DAT car. In 1934, after Nissan Motor took control of DAT Motorcar, the last syllable of Datson was changed to “sun”, because “son” also means “loss” in Japanese, and also to honour the sun depicted in the national flag, hence the name “Datsun”. Then later on in March 1986 Nissan phased out the Datsun brand. It is ow announcing the will revive the brand for use in Indonesia, India and Russia.

    Using this platform, TBWA will be responsible for developing the Datsun communications strategy, its global launch and local market activation.

    Datsun is due to launch in 2014, with initial focus on India, Russia and Indonesia, providing local products under a global brand to the young middle class in high-growth markets.

    Local TBWA offices will be responsible for delivering campaigns in their home countries – TBWAMoscow, TBWAMumbai, and TBWA and HAKUHODO Jakarta.

    TBWA Worldwide president and CEO Tom Carroll said, “We are honoured and delighted to be leading the Datsun launch. We are mobilising our key rising markets’ expertise and resources around the world to ensure that we have our very best people working on Datsun.”

    Datsun Business Unit corporate vice president Vincent Cobee added, “We are bringing the Datsun brand back, to provide a new experience to up-and-coming customers in high-growth markets. We are pleased to have TBWAWorldwide join us for the successful launch of this great Brand.”

  • Nissan launches a musical TVC for Evalia created by TBWA/India

    Mumbai: Nissan Motor India has rolled out a new television campaign “Evalia Moves like Music” to promote the Nissan Evalia.

    The campaign has been created by TBWA/India and is on air across leading news and entertainment channels.

    The ad film aims to impart an emotional engagement between the customer and the vehicle through a fusion of classical and contemporary music while highlighting some of the features of Evalia like spaciousness and fuel efficiency.

    According to the company, the campaign reinforces the promise of world class product that Nissan provides to the Indian customer.

    In 60 seconds, the new Nissan Evalia TVC brings out the proposition of ‘moves like music‘ while driving. The campaign features six musicians – Sunidhi Chauhan, Swanand Kirkire, Anushka Manchanda, Andrea Jeremiah, Shantanu Moitra and Vijay Prakash – who create music while they travel together in the Nissan Evalia.

    Film music composer Clinton Cerejo has composed the number while Shimit Aminhas directed the ad.

    TBWAIndia NCD Rahul Sengupta said, “For Nissan Evalia, we‘ve highlighted its drivability by comparing its movements to graceful musical notes. In casting some very gifted musicians for the new campaign, ‘Moves like Music‘, we were able to show the Evalia as an enjoyable space, moving in a new direction from the conventional ‘show us more of the car‘ in the campaign.”

    Hover Automotive India director – sales and marketing Nitish Tipnis said, “Innovation has been an integral part of our communication strategy at Nissan and our products too reflect that seamlessly. For the Nissan Evalia, we chose to convey the key features and innovations in a unique way through music, as music brings together people from all walks of life. TBWA‘s ‘Moves like Music‘ campaign beautifully captures the innovative story of the Evalia.”

    The TV campaign will be supported by an integrated marketing campaign including a new print ad campaign. Apart from outdoors and increased visibility at trade outlets, Nissan is also executing a number of demand generation initiatives to reap maximum advantage of the new TVC.

    The media agency working on the account is OMD.

  • Coca-Cola retains top spot in Interbrand’s Global Brands report

    MUMBAI: Coca-Cola, Apple and IBM lead brand consultancy Interbrand‘s 13th annual Best Global Brands report.

    While Coca-Cola retained its top position, Apple jumped to number two with stellar sales in both developed and emerging markets over the last year.

    Social media giant, Facebook (69), enters the report after making headlines as the third largest IPO in US history, and Google in fourth spot experienced a 26 per cent increase in brand value over the last year, exceeding rival Microsoft‘s (5) brand value for the first time in the history of Interbrand‘s report.

    Interbrand publishes its Best Global Brands report of the world‘s 100 most valuable brands on an annual basis.

    Interbrand‘s methodology – the first of its kind to be ISO certified – analyses the many ways a brand touches and benefits an organisation, from driving bottom-line business results to
    delivering on customer expectations.

    To develop its report, Interbrand examines the three key aspects that contribute to a brand‘s value:

    • The financial performance of the branded products or service
    • The role the brand plays in influencing consumer choice
    • The strength the brand has to command a premium price, or secure earnings for the company

    2012 Overview: Delivering meaningful brand experiences across all touchpoints

    Against the backdrop of continued global economic uncertainty, this year‘s top 100 brands excelled in securing their market position and delivering more personal and enriching experiences to consumers — across geographies and platforms.

    Interbrand Global CEO Jez Frampton said, “As global competition increases and many competitive advantages, like technology, become more short-lived, a brand‘s contribution to shareholder value will only increase. The world‘s 100 most valuable brands are leading the way by listening to consumers, employees, and investors alike and delivering a seamless and holistic brand experience across an ever-evolving range of touchpoints.”

    In a fast-moving world where consumers‘ offline and online brand experiences constantly intertwine, the leading brands are staying actively engaged, tapping into the inexorable rise of data and information in order to drive innovation across all industries. They are spending the time and money required to understand the role their brand plays in consumers‘ lives – and they are strategically weaving their brand proposition into every interaction.

    New entrants in 2012

    Pampers (34): Pampers, the top-selling diaper brand in the US and P&G‘s number one selling brand in the world, earned the highest ranking position among this year‘s new entrants. Pampers has effectively used social media platforms and loyalty programmes to connect to its consumer base. Such efforts (and increased financial transparency on P&G‘s part) have earned Pampers a high-ranking spot in this year‘s Best Global Brands report.

    Facebook (69): Facebook‘s IPO in May enabled Interbrand to examine the social media behemoth‘s financials for the first time. Despite its rocky start as a publicly listed stock and lingering uncertainty about its business model, Facebook‘s growth as a brand, especially in developing markets, earns it a position in this year‘s report.

    Prada (84): Prada returns to the Best Global Brands report this year. The brand‘s continued growth in revenue is fueled largely by 250+ DOS (Directly Operated Stores) worldwide – a network that has expanded by keeping a careful eye on increasingly sophisticated customers in developing markets.

    Kia (87): For the past few years, Kia has been one of the fastest-growing global automotive brands. In the US, Kia‘s market share has grown for 17 consecutive years and its sales numbers continue to rise, even in the troubled European marketplace.

    Ralph Lauren (91): Making its first appearance in the top 100 since 2009, Ralph Lauren‘s notable brand growth in the past year can be attributed to highly innovative communication patterns and consistency across all touchpoints and formats.

    MasterCard (94): MasterCard makes its debut in the 2012 Best Global Brands report after an impressive year. The company‘s launch of its “Priceless Cities” campaign and a growing suite of solutions for business owners are steadily increasing consumer satisfaction – and contributing to its rise in brand value.

    Top rising brands in 2012

    Apple (+129 per cent): Despite Steve Jobs‘ passing, consumers‘ emotional connection to the Apple brand remains stronger than ever – this was made clear just recently with the launch of iPhone 5. Even in the face of increasing competition from rivals Google and Samsung, the company continues to demonstrate its commitment to protecting the Apple brand and its intellectual property. Such commitment enabled Apple to post quarterly revenue of $35 billion and quarterly net profit of $8.8 billion in July.

    Amazon (+46 per cent): Amazon has introduced the Kindle Touch and Kindle Fire in 175 countries, stretching the Kindle beyond its e-reader origins and turning it into a serious
    rival to the iPad. The Kindle Fire now enjoys the world‘s second-largest tablet market share.

    Samsung (+40 per cent): Samsung became the global leader for smartphone shipments in 2011 ahead of Apple and Nokia. Samsung also generated a great deal of online buzz by integrating its Galaxy SIII and Note into the Opening Ceremony of the 2012 London Olympics. Despite its legal battle with Apple, Samsung‘s global market share is 32.6 per cent and its brand value increased by a meteoric 40 per cent in the past year.

    Nissan (+30 per cent): Nissan recovered quickly from last year‘s natural disasters in Japan and grew its market share by pushing the envelope on innovation and by creating bold vehicle designs like that of the Nissan Juke. Nissan‘s ability to overcome challenges and continually innovate caught the attention of consumers and helped increase its brand value by 30 per cent.

    Oracle (+28 per cent): Oracle has been branching out beyond database solutions in order to stay ahead of competitors. The company continues to make strategic acquisitions and grow its capabilities and offerings, especially in cloud computing. Oracle‘s 28 per cent increase in brand value this year proves that such strategies have impressed customers and investors alike.

    Technoplogy brands continue to dominate: Technology brands continued their strong push of recent years, with four of the five top risers hailing from the sector (Apple, Amazon, Samsung, and Oracle).

    In addition, five of this year‘s Top 10 brands come from within the technology sector (Apple, Google, Microsoft, Intel, and Samsung). Apple, in particular, experienced record growth in brand value. While there is no question that products like the iPad and iPhone 5 are attractive to consumers around the world, Apple‘s values and unmistakable human touch are what set it apart from competitors in the end.

    Automotive brnds move beyond recovery: Automotive brands are becoming more attuned to the emotional connection consumers have with their cars. This has caused many automakers to develop more effective, technologically savvy ways to reach target markets and help prospective buyers better relate to car brands.

    Audi‘s (55) digital showroom, Audi City, is revolutionising the future of retailing by combining digital product presentations and personal contact with dealers. Similarly, Ford (45) is working hard to improve MyTouch, its in-car communications and entertainment system. Brands like BMW (12) and Hyundai (53) are investing in global brand campaigns and are becoming more digitally connected and tailored to narrower target groups.

    For the most part, the entire industry appears to be focused on engaging customers and prospects in a more relevant and personalised manner throughout the entire purchase cycle.

    Luxury brand prove resiliant: Despite the current economic landscape, all of the luxury brands in this year‘s report increased their brand value. As the meaning of luxury shifts, this year‘s top luxury brands reflect a changing global consciousness – with success dependent not only upon a portfolio of superior products and superb quality of service, but also a strong cohesive brand, a formidable digital presence, and reputation that is timeless, elevated, and refined. The 2012 Best Global Brand report includes seven luxury brands: Louis Vuitton (17), Gucci (38), Herm?s (63), Cartier (68), Tiffany (70), Burberry (82), and Prada (84).

    FMCG/CPG brands increase in brand value & expand product offerings

    The rise in value of several FMCG/CPG brands — Kellogg‘s (29), L‘Oréal (42), Heinz (46), Colgate (47), Danone (52), Nestlé (57), and Johnson and Johnson (79) — reflect successful growth, especially in the developing markets. Another growing trend observed this year was the increasing number of FMCG brands expanding into the healthcare space. Avon (71) and Kleenex (80) were the only two brands to lose brand value (-4 per cent and -7 per cent respectively).

    Financial Services: Financial services brands are continuing to feel the impact of 2008‘s global economic downturn. Recent events, such as the notorious Libor scandal, have tarnished the reputation of leading brands like Credit Suisse – it declined by five per cent in brand value and ranked 95. There is reason to be optimistic about the future of this sector, however: Five of the 12 financial services brands in this year‘s report increased in brand value, including American Express (24), Morgan Stanley (54), AXA (58), Allianz (62), and Visa (74). MasterCard (94) was a new entrant to this year‘s report, an indication that its “Priceless” campaign continues to succeed in building a stronger connection between the brand and its growing customer base.

  • Nissan to double marketing spend for the year

    Nissan to double marketing spend for the year

    MUMBAI: With the slowdown taking place in the auto sector many companies are looking at ways to cut costs including marketing. However, since Nissan is a new entrant in the market its marketing spend will more than double this year while promotional spend on a per car basis will rise by 30 per cent.

    Hover Automotive India is Nissan‘s sales and marketing partner in India. The company‘s CEO Dinesh Jain said that 60 per cent of its spend goes towards above the line activities.

    “Out of that 55 per cent goes towards television,” he said. The slowdown, he concedes, has posed challenges which mean increasing operational efficiencies and making sure that the marketing rupee travels further.
     
    The company has tied up with National Geographic Channel for the show ‘X-treme Trail‘ which is currently airing every Sunday at 9 pm. The company‘s SUV is featured in the show. Jain adds that it did not want to be associated with a run off the mill show. “We wanted a show that would showcase our product‘s capabilities. While the show was National Geographic Channel‘s idea the extreme part of it was co-created. We made sure that our vehicles were available. We also gave management time and also bore some part of the production cost.

    “Brand Nissan is known for its product Innovations around the world. Nissan X-trail with the new 2.0L M9R fuel-efficient diesel engine combined with the most capable ALL MODE 4X4-i system makes it a unique vehicle in its class. In the X-treme Trail program, the Nissan X-trail has surpassed the expectations of all 19 amateur drivers and the two final winners who successfully drove it to one of the most difficult terrains in the world, the Siachen Glacier which also reconfirms the claims that the car is perfectly designed for city as well has off-road driving.”

  • Discovery, Nissan Motor in sponsorship deal in Australia

    Discovery, Nissan Motor in sponsorship deal in Australia

    MUMBAI: Discovery has announced a 12-month sponsorship deal with Nissan Motor in Australia.

    The partnership, an exclusive in the auto category in Australia, will feature Bear Grylls, host of Discovery Channel’s series Man Vs Wild, in a variety of campaign activities to promote the Nissan X-Trail.

    Discovery Networks Asia-Pacific senior VP, GM – Australia and New Zealand Mandy Pattinson said, “This unprecedented partnership is a natural fit as Bear Grylls, who is extremely popular with our Australian audience, is the very embodiment of the Nissan X-Trail’s brand attributes. Through his series MAN VS WILD, Bear captures the spirit of exploration, endurance, adventure, and the strength of the human spirit.”

    Nissan executive GM Tim Stuckey said, “Nissan is very excited to be working with Bear Grylls while he’s in Australia. Nissan X-Trail will always be about the great outdoors and ‘living life.’ The Nissan X-Trail is a capable and practical SUV that can take what the life outdoors throws at it so the association with Bear Grylls is a perfect synergy.”

    Grylls is currently in Australia to launch the Australian episodes of the show, where he ventured into some of the world’s most treacherous terrain in the Northern Territory and the Torres Strait.