About Grupo Nissul Gala
Representing manufacturers for 27 years, Grupo Nissul Gala brings together BAIC, CAOA Chery, Geely, GWM, Hyundai, Jeep, RAM and Renault, with 17 dealerships in 9 cities across inland Rio Grande do Sul, Brazil.
Beyond new vehicles, the group works with used cars, insurance, parts and accessories, body repair and wholesale stock for other dealers.
Challenge
Eight brands without losing any identity
A group with eight manufacturers does not have one marketing operation: it has eight identities, inventory that changes every week, different local markets and sales teams with their own routines.
The risk is every brand communicating alone, with scattered budgets and little visibility on what turns into sales. Used and wholesale stock also needed a channel of its own, separate from the consumer showroom.
- Consistent messaging across TV, radio and digital.
- Marketing and sales looking at the same data.
- A dedicated channel for wholesale stock.
Solution
360 marketing with data and technology
Cluster runs planning, creative and media by brand, model and region, connecting communications, data and sales operations.
360 campaigns by brand and dealership
Concepts, creative, offers and media follow one strategy across TV, radio and digital, respecting each manufacturer's identity, inventory and local market.
Salesforce and a connected data lake
Marketing and sales data brought into one foundation to track opportunities and guide strategy decisions.
Wholesale portal
For stock aimed at other dealers, Cluster built the Repasses Nissul Gala portal: a dedicated public channel, separate from the retail showroom, with photos, full details and real-time FIPE price table.
Repasses Nissul Gala, a portal built by Cluster.
Results
What the group gained
One marketing operation for eight brands, connected to sales data and backed by custom technology where the process needed it.
- One strategy for eight brands, without erasing any of their identities.
- TV, radio and digital speaking the same language, with media planned by market and by model.
- Marketing and sales looking at the same data in Salesforce and the data lake.
- A dedicated wholesale channel, built by Cluster.
