Publications
Publications
- September 2015 (Revised February 2020)
- HBS Case Collection
Managing Consumer Touchpoints at Nissan Japan
By: Thales Teixeira, Nobuo Sato and Akiko Kanno
Abstract
In 2015, Nissan was third place in the Japanese auto market, behind Toyota and Honda. The challenge of increasing market share was that 80% of car shoppers who were non-Nissan owners did not consider Nissan during their purchase process. This process involved three main consumer touchpoints: mass media advertising, internet auto websites, and the physical dealerships. In the last five years, the importance of the dealers in influencing car sales had greatly diminished as consumers researched and chose which make and brand of car to buy online, going to the dealer only to negotiate price, purchase, and receive the car. Given this trend, how should Nissan's top marketer make changes in how Nissan manages these three key consumer touchpoints? And how to better integrate them to maximize sales.
Keywords
Nissan; Automobiles; Cars; Touch Points; Digital Marketing; Internet and the Web; Marketing Channels; Advertising; Auto Industry; Japan
Citation
Teixeira, Thales, Nobuo Sato, and Akiko Kanno. "Managing Consumer Touchpoints at Nissan Japan." Harvard Business School Case 516-035, September 2015. (Revised February 2020.)