Renault Beginning

• Established in 1899.
• 9TH Biggest Automaker in the
World in 2016.
• World's biggest seller of light vehicles.
•
Renault Group
• The French Government nationalized Renault in 1945.
• In 1996 the company was privatized.

Louis Renault with his first car.

 Renault In India
• Entered in October 2005
• Joint venture with Mahindra & Mahindra.
• Launch of Logan
 Competitors
• Ford Ecosport and Chevrolet
 Renault Duster
• Officially revealed on 8 December 2009
• Available in Europe from 18 March 2010
• Compact SUV by Dacia
• Price range – INR 0.719 million to INR 1.13 million.
 Objective of our presentation
• To identify the factors that effected the
success of Renault duster so that we can
come across with some salutation for
Renault.
Faced a dust storm
 Faced
Facedaa dust storm
dust storm
• Ineffective branding strategy.
• Improper pricing.
-Not exactly a low-cost entry mid-sized car,
-Only 50 per cent local sourcing,
-Import of the engines from France,
-Higher excise duty.
 Faced
Faced a dust
a dust storm
storm
• Poor performance of the car.
-Its dated appearance (a tourist taxi image)
• Poor localization.
-Lack of company-owned network of dealers and
service centers.
• Never aggressively
promoted.
Faced a dust storm
Faced a dust storm
• Ford EcoSport and Chevrolet Enjoy,
in the emerging compact SUV segment.
• Duster’s smaller size and
Poor image
• Only five passengers as opposed
to seven or eight of competitors.

Compact SUV Length (meters) Seating Capacity

Ford EcoSport 3.999 5 seaters

Chevrolet Enjoy 4.305 8 seaters

Mahindra XUV300 3.995 5 seaters

Renault Duster 4.315 5 seaters

The higher price-

• In 2013 union budget increased

excise duty on petrol variants of
the SUVs.

• Only 50 per cent local sourcing.

• Import of the engines from

France.
 Compact SUV Price

Ford EcoSport Rs.6.75 Lakh - Rs.7.7 Lakh

Chevrolet Enjoy Rs.7.41 Lakh - Rs.7.51 Lakh

Mahindra XUV300 Rs 7.90 lakh - Rs 10.25 lakh

Renault Duster Rs.8.35 Lakh - Rs.9.12 Lakh

• Limited market penetration.
- Fewer number of dealers.
- Only Major City areas.
- Limited service centers.
- Limited market coverage.
• Avoid mass advertising
campaign and Focused more
on online communications.

• Buzz marketing and social media marketing to promote the brand.

• Lost the Non-tech-savvy consumers.