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Renault Duster Consumer Behavior And STP Analysis Group No 6
Anand Dalmia B017 Kaushtav Das B018 Yashovardhan Kanodia B037 Vivek Manjarekar B041 Arjun Padmanabhan B048 Vartika Singh B062
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Renault Overview Duster Renault €40,932 million Dacia Samsung Motors
2007 Renault M&M Logan 2010 Ends JV with M&M 2011 Fluence Koleos 2012 Pulse Duster Scala 2014 100,000 cars in India €40,932 million Dacia Samsung Motors Renault Introduction STP Marketing Mix Branding Env & Comp Analysis Survey Future Strategy
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SWOT Analysis STRENGTHS WEAKNESSES OPPORTUNITIES THREATS Brand Renault
Innovators - Strong focus on R&D Price Range 8-12 lac (2 petrol 6 diesel variants) Low Cost – As 70% localized parts Fuel Efficiency High understanding of the customer Poor network of service centres Expensive spare parts Short product line OPPORTUNITIES THREATS Less car penetration in India Growing SUV segment Increasing demand for hybrid electric vehicles Growing working population Upward migration of middle income families Competitors - Upcoming SUV launches Mahindra Scorpio Facelift, Suzuki SX4 S-Cross, Hyundai ix25 Economic climate Booming 2nd hand car market Introduction STP Marketing Mix Branding Env & Comp Analysis Survey Future Strategy
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Corporate middle-level executives
Segmentation Segmentation Economy Luxury Super-Luxury Key Attributes Influencing Choice Price Operating costs Driving ease Power Comfort Safety Driven By Owner Owner mainly Chauffer Models Alto Nano Santro Duster Scorpio Eco-Sport BMW Audi Mercedes-Benz Demand Drivers Household incomes New products Corporate executive Status symbol New models Financing schemes Income distribution Rising affluence Owner Profile Small businessmen Corporate middle-level executives Senior corporate executives Businessmen Diplomats STP Introduction Marketing Mix Branding Env & Comp Analysis Survey Future Strategy
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Targeting and Positioning
Target Segment 25-40 Years (Data Backed by Survey) Professionally Educated Well Paid Positioning Luxurious SUV in the price of a sedan Value for Money Convenient Handling and Mileage Repositioning An Aspirational Product STP Introduction Marketing Mix Branding Env & Comp Analysis Survey Future Strategy
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Marketing Mix Marketing Mix Product Increased focus on safety Price
Modified to suit Indian conditions Developed macho image Better fuel economy Price Competitive pricing Value Proposition Marketing Mix Place Targeted the southern Indian Market High visibility in commercial hubs Developed 141 dealers across India Promotion Targeted the young executives in their pre-launch commercial. Started 24 hour helpline Engaged with the customers Marketing Mix Introduction STP Branding Env & Comp Analysis Survey Future Strategy
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Brand Evolution in India
Renault Duster Campaigns Duster Launch Campaign Round The Clock Latest Campaign Gangs Of Duster Branding Introduction STP Marketing Mix Env & Comp Analysis Survey Future Strategy
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Brand Analysis Point Of Difference Branding Introduction STP
Marketing Mix Env & Comp Analysis Survey Future Strategy
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Brand Strategy Sales Volume Driver Pre-Launch buzz created
Using Renault Over Dacia Sales Volume Driver Pre-Launch buzz created Brand Positioning High visibility in commercial hubs Aggressively campaigned on digital platform Associated with IPL Compact SUV that didn’t exist in India Created 24 hour helpline, SMS facility Branding Introduction STP Marketing Mix Env & Comp Analysis Survey Future Strategy
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Environmental Analysis
Gap in SUV segment SUVs costing Rs 20 lakh and above manufactured by global players Those priced from Rs 6 lakh to Rs 10 lakh produced by Indian companies Critical purchasing factor SUV with rugged looks that stood out in a crowd At the same time wanted it to operationally perform like a sedan 3F Strategy Fast Frugal Fantastic Engine tuned to meet fuel quality in India Reinforced suspension More brackets to car doors Special provisions Mobile charger A reading light. Storage space Strong dose of chrome Body coloured bumpers Metallic body colours such as Woodland brown Customized interiors Dual-tone interior Power windows’ switches on the door Special rear seats Inclined seats Rear air-conditioning Armrest Env & Comp Analysis Introduction STP Marketing Mix Branding Survey Future Strategy
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Competitor Analysis Cars Env & Comp Analysis Mahindra Scorpio Leader
Leader/ Follower July 2014 Sales Price Strength Weakness Target audience Mahindra Scorpio Leader 3849 Rs lakhs - Rs lakhs Good performance in long distance, maintenance cost Limited international market, low presence in tier 1 cities in India Big Family/ Police Nissan Terrano Follower 1567 Rs lakhs- Rs lakhs Fuel efficient, Design and style Product recalls, terrible sales and support Sporty young audience, upper middle class segment Ford Ecosport 5176 Rs lakhs – Rs lakhs Compact design, Affordable Chunky looking car, Space constraints Young professionals Introduction Env & Comp Analysis STP Marketing Mix Branding Survey Future Strategy
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Primary Survey Analysis
Which Company in SUV is better? Which SUV is better? Which type of Engine do you prefer? Is Renault Duster a reliable SUV? Survey Introduction STP Marketing Mix Branding Env & Comp Analysis Future Strategy
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Primary Survey Analysis
North India East India South India West India Survey Introduction STP Marketing Mix Branding Env & Comp Analysis Future Strategy
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Potential Improvements
“If possible reduce price by one lakh” – Duster Owner From Delhi “The legroom of the hind side needs improvement” – Duster Owner From Jaipur “Improve the quality of plastic used for interiors” – Duster Owner From Chennai “Rattling door should be improved”- Duster Owner From Kolkata “The clutch needs improvement” – Duster Owner From Bangalore Future Strategy Introduction STP Marketing Mix Branding Env & Comp Analysis Survey
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Trends In SUV Market Market Share of SUVs Future Strategy Forecasted
Actual Source : SIAM & Team-BHP Future Strategy Introduction STP Marketing Mix Branding Env & Comp Analysis Survey
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Leverage the Advantage
Future Strategy 10% 12% 29% 49% Which SUV is the best? Renault Duster Leverage the Advantage Future Strategy Introduction STP Marketing Mix Branding Env & Comp Analysis Survey
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Introduce more Powerful Engine
Future Strategy Engine Performance matters the most! 2.2L Diesel 120 PS 1.5L Diesel 78% Say Engine Power is Most Important Purchasing Factor in an SUV 112 PS Introduce more Powerful Engine 1.5L Diesel 110 PS Future Strategy Introduction STP Marketing Mix Branding Env & Comp Analysis Survey
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Introduce Automatic Transmission
Future Strategy Launch a Facelift Introduce Automatic Transmission Ford EcoSport Mahindra Scorpio Renault Duster Build Renault Image in SUV Segment Look East Hey! Which is the most valued company in SUV? In the East, Scorpio is the leader ! It is Mahindra Future Strategy Introduction STP Marketing Mix Branding Env & Comp Analysis Survey
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