Description
RENAULT DUSTER CASE STUDY
Renault Duster Case Study
Renault India
• Renault came to India in 2005 in a JV with Mahindra and launched the Renault-Mahindra Logan Within a short span of 5 years, Renault ended its JV with Mahindra and planned to strengthen its network in India by launching new cars by 2011 Fluence became the first car launched by Renault in India Expanded it portfolio by launching Koleos and Pulse However, it was 2012 which proved to be a tipping point for the company when it launched its iconic compact SUV Renault Duster
•
• • •
Dacia Duster
• Duster was officially launched at the Geneva Motor Show, by the Romanian based Dacia group Dacia is one of the Romania based automobile company founded in 1966
•
•
It was later acquired by Renault in 1999 with an ambition to make Romania the automobile hub for Europe and Central Asia
Duster positioned as the ‘shockingly affordable car in Europe is considered as one of its most successful launch
•
SUV Market in India
Vehicle Categories in India
SUV’s
MUV’s
Renault’s Category Innovation
Compact SUV
A SUV that married the comfort of a sedan, to the rugged strength of a SUV
Renault Duster “Made in India”
•
Globally sold as Dacia Duster, it was sold as Renault Duster in India due to higher brand awareness among Indian consumers for Renault Globally positioned as the ‘shockingly affordable’ car it was re-positioned as ‘for the unstoppable Indian” Highly Localized, carrying 60 per cent localized parts
•
•
Different Launch Strategy
• • A relentless pre-launch communication strategy Three weeks prior to the launch of the vehicle a commercial men weeping and a statement “our apologies to those who brought a sedan” The campaign was also extended to digital platform to reach the right audience for the car It created a lot of buzz among the Indian consumers for the new Renault Duster Clearly understanding the Indian consumer’s love for cricket, Renault associated with Cricket by sponsoring the Extra Innings (IPL) and Ind Vs SL series where the car was given to Virat Kohli for being the ‘Man of the Series’
•
•
•
Different Launch Strategy
• The company also encouraged auto reviewers, journalists from auto publications, even bloggers, to test drive the vehicle and write and speak about it In metro cities, special “Renault Lounge” were created at five star hotels, complete with an LED entrance arch, circular stage with LED screens, white leather couches for guests and a long ramp as a strategic driveway for the Duster Renault Duster targeted 360 media activities, including television commercials, radio spots, out-of-home and digital media activities Renault Duster also offered a four years warranty assurance and a 24 hour helpline for consumer complaints.
•
•
•
What has worked for Duster in India?
• • • • The right product at the right time and price Renault offered what no other car in India offered Aggressive & Innovative marketing strategy Higher Customer Satisfaction, An independent survey from TNS nine months after the launch of the vehicle ranked Duster No 1 in post purchase customer satisfaction Most importantly, Duster emerged as car designed and marketed keeping the ‘Unstoppable Indians’ in mind
•
T H A N K Y O U
doc_974068085.pptx
RENAULT DUSTER CASE STUDY
Renault Duster Case Study
Renault India
• Renault came to India in 2005 in a JV with Mahindra and launched the Renault-Mahindra Logan Within a short span of 5 years, Renault ended its JV with Mahindra and planned to strengthen its network in India by launching new cars by 2011 Fluence became the first car launched by Renault in India Expanded it portfolio by launching Koleos and Pulse However, it was 2012 which proved to be a tipping point for the company when it launched its iconic compact SUV Renault Duster
•
• • •
Dacia Duster
• Duster was officially launched at the Geneva Motor Show, by the Romanian based Dacia group Dacia is one of the Romania based automobile company founded in 1966
•
•
It was later acquired by Renault in 1999 with an ambition to make Romania the automobile hub for Europe and Central Asia
Duster positioned as the ‘shockingly affordable car in Europe is considered as one of its most successful launch
•
SUV Market in India
Vehicle Categories in India
SUV’s
MUV’s
Renault’s Category Innovation
Compact SUV
A SUV that married the comfort of a sedan, to the rugged strength of a SUV
Renault Duster “Made in India”
•
Globally sold as Dacia Duster, it was sold as Renault Duster in India due to higher brand awareness among Indian consumers for Renault Globally positioned as the ‘shockingly affordable’ car it was re-positioned as ‘for the unstoppable Indian” Highly Localized, carrying 60 per cent localized parts
•
•
Different Launch Strategy
• • A relentless pre-launch communication strategy Three weeks prior to the launch of the vehicle a commercial men weeping and a statement “our apologies to those who brought a sedan” The campaign was also extended to digital platform to reach the right audience for the car It created a lot of buzz among the Indian consumers for the new Renault Duster Clearly understanding the Indian consumer’s love for cricket, Renault associated with Cricket by sponsoring the Extra Innings (IPL) and Ind Vs SL series where the car was given to Virat Kohli for being the ‘Man of the Series’
•
•
•
Different Launch Strategy
• The company also encouraged auto reviewers, journalists from auto publications, even bloggers, to test drive the vehicle and write and speak about it In metro cities, special “Renault Lounge” were created at five star hotels, complete with an LED entrance arch, circular stage with LED screens, white leather couches for guests and a long ramp as a strategic driveway for the Duster Renault Duster targeted 360 media activities, including television commercials, radio spots, out-of-home and digital media activities Renault Duster also offered a four years warranty assurance and a 24 hour helpline for consumer complaints.
•
•
•
What has worked for Duster in India?
• • • • The right product at the right time and price Renault offered what no other car in India offered Aggressive & Innovative marketing strategy Higher Customer Satisfaction, An independent survey from TNS nine months after the launch of the vehicle ranked Duster No 1 in post purchase customer satisfaction Most importantly, Duster emerged as car designed and marketed keeping the ‘Unstoppable Indians’ in mind
•
T H A N K Y O U
doc_974068085.pptx