Marketing Project on Renault Kwid

1. Renault Kwid
Bhavith Sunkara (MBA2019-029)
Harish S (MBA2019-048)
Harsh Shah (MBA2019-050)
Sanjay Kollipara (MBA2019-069)
Kuna Avaneeja (MBA2019-075)
Manvi Singh (MBA2019-081)
Sri Venkatesh (MBA2019-094)
Shubhi Gupta (MBA2019-137)
Venu Vedant (MBA2019-169)
Nidhin (PHD 1907)
Kartik (PHD 1903)

2. Introduction
 Renault Kwid is produced by French Manufacturer Renault for Indian Market.
 It is entry level micro SUV for Indian market.
 The car was unveiled in May 15.
 Eye catching design and far better in comparison to cars in this segment.
 One of the best selling mini car in the segment.
 It has done well under Make in India initiative and produced with 98%
localization and helped in increasing sales of vehicle in India.
 When launched It took on the likes of market leaders like: Hyundai Eon and
Maruti Alto.
 It promoted itself as micro SUV.

3. History of the Renault S.A.
 Established in year 1899
 By 1903 Renault had started manufacturing engines of its own design.
 During the First World War (1914-1918), Renault spread out to produce ammunition and military aircraft
engines.
 After 1918, Renault started producing agricultural and industrial machinery.
 Subsidiaries and alliances
 Renault is comprised of the namesake Renault marque and subsidiaries, Alpine, Automobile Dacia
(Romania), Renault Samsung Motors (South Korea), and AvtoVAZ (Russia). RCI Banque (car financing)
and Renault Retail Group (car conveyance) are also part of Renault S.A.
 Renault- Nissan Mitsubishi alliance
 Renault–Nissan–Mitsubishi Alliance is a French-Japanese strategic partnership which together sell more
than 1 in 9 vehicles worldwide

4. History of Renault
 1899: Founded as Société Renault Freres by the three Renault siblings - Louis,
Marcel and Fernand
 1902: Renault developed its first 2-cylinder engine
 1908: Renault claimed the top spot, in terms of volume, amongst the car-
manufacturers of France
 1929: Brand presence across 49 nations
 1945: Nationalization of Renault
 1946: Renault introduces rear engine 4CV model
 1984: Launch of ESPACE- first minivan in history
 1996: The company was privatised
 2000: Became the top manufacturer in France
 2010: Inauguration of the Renault-Nissan alliance manufacturing facility in
Chennai (capacity - 400,000 cars per year)
 2011: Renault launches its first car in India, the Renault FLUENCE.

5. Product Lines
 Renault Triber
 Renault Duster

6.  Renault Captur
 Renault Lodgy

7.  Renault Kwid

8. MARKETING STRATEGIES
1. Segmentation
2. Target Market
3. Positioning
4. Marketing Mix
5. Reason for Success and Failure
6. Branding
7. Competitor Analysis
8. The Unique Strategies
9. SWOT Analysis
10. ANSOFF Matrix
11. BCG Matrix
12. Market Share Analysis
13. Concepts we imply as CEO

9. SEGMENTATION
Segmentation
Geographic
Urban(City)
Behavioral
Brand and
Outlook
Psychographic
Upper Middle
Class
Demographic
Age between
20-35

10. TARGET MARKET
Middle/Economy
Class
First Time BuyersYouth
Youth who are first
time buyers and are
from
Middle/Economy
Class

11. POSITIONING
• Micro SUV at the price of a small car
• It is not positioned as a cheap car but as
a car which is value for money
• Made sure that customers perceive the
brand as a quality brand rather than a
cheap brand

12. Marketing mix- 7P’s
Marketing
mix
Product
Promotion
Price
PlacePhysical
evidence
People
Process
• Distinct color
packaging.
• View, book and
personalize the car
online.
• After sales service
app.
• Market coverage.
• Retail and Online Sale
• 419 Renault Car Showroom
in 320 cities.
• 98% of localization of parts
as 80% R&D is done in India.
• Car for Middle Class
People.
• Base Variant- 2.76-4.02
Lakh.
• New Variant- 4.02-4.75
Lakh.
• French and Japanese
Technology.
• Stylish Car youth
centric.
• Highly Economic
Vehicle.
• Available in 5 color
variants.
• Availability of
products.
• Exploring market
opportunities
through feedback.
• Sales team are trained
in persuasive
techniques.
• Trained staff for
assistance in all the
processes.
• Multiple media
channels.
• Digital media tops
campaign strategy.
• Virtual Showroom.

13.  Reasons for
A) Success
B) Failures

14. Brand Personality
Emotional Benefits
Functional Benefits
Features
Power to do more
Innovative. Explorer.
Freedom. Reliability. Convenience.
High performance and safety. Value for money
Ground clearance. Power engine.
Competitive pricing
BRANDING
Brand
Idea

15. Competitor Analysis
Existing Players
 TATA Tiago
 Datsun Redi-Go
 Maruti Suzuki Alto
 Hyundai Eon
Distant Competitors
 Ola, Uber, Zoomcar
Competitor Strength Weakness
Maruti Suzuki Maruti Suzuki is the
in this segment
Poor safety features
Hyundai Eon Reliable build quality Eon is overpriced
Datsun Redi-Go Sporty and funky design Lack of automatic variant
TATA Tiago Well designed and
styling
Poor build quality

16. THE UNIQUE STRATEGIES
Virtual salesroom app.
Received 21,600 bookings simply through the
app.
Digital medium tops its campaign strategy.
Targets to achieve 15 percent leads from digital
platform.
Tied up with mobile payment platform Paytm to
help people to book online and pay.
Unique Selling Proposition (USP):
• Not just a hatchback car.
• But it’s a mini SUV.

17. SWOT ANALYSIS
• High Fuel Efficiency
• Attractive Design
• Spacious and Comfortable
• Air Bags & ABS
• Good Ground Clearance
• Affordable Price
• Lack of penetration into
the Asian market.
• There had been few
legal issues of Renault
cars being recalled for
not meeting standards
• Rise in car rental
services.
• Established hatchback
players.
• Investment
opportunities in hybrid
car field.
• Shift towards Electric
cars.
S
W
O
T
STRE NGTHS
WE AKNE SSE S
THRE ATS
OPPORTUNITIE S

18. Ansoff Matrix for PowerPoint
• Strong existing market for hatchback.
• Heavyweight competitor- Maruti Suzuki,
Hyundai
• Renault had zero fan base.
• Ansoff matrix suggestion- work on product
development.
PRODUCTS
MARKETS
MARKET
PENETRATION
STRATEGY
MARKET
DEVELOPMENT
STRATEGY
PRODUCT
DEVELOPMENT
STRATEGY
DIVERSIFICATION
STRATEGY
Existing New
NewExisting

19. BCG Matrix
StarCashcow
QuestionMarkDog
High
Low
Low
High
Relative Market Share
RelativeMarketGrowthRate
?
$

20. Renault Kwid
20%
Maruti Suzuki Alto
48%
Datsun GO
2%
Datsun redi-GO
4%
Tata Tiago
26%
Market Share
Renault Kwid Maruti Suzuki Alto Datsun GO Datsun redi-GO Tata Tiago
Market Share
(September 2018- July 2019)

21. CONCEPTS WE IMPLY AS A CEO
 In addition to the above mentioned concepts already implied by Renault, as a CEO
we will build a team which would look after the following:
 Good Dealership Network
 Good After Sales
 Cheap and easily available spare parts
 Easy Access to Service centres
 Competitive Pricing
 More importantly, it is imperative to know the customer well and the selling
would occur on its own !!

22. MARKET SURVEY

What comes to your mind when you think
about Kwid?
Which of the following car has a stylish
design?
Which of the following cars is most
familiar to you?
What do you think is the price range of
Kwid?