1.
Renault Beginning

2.
• Established in 1899.
• 9TH Biggest Automaker in the
World in 2016.
• World's biggest seller of light vehicles.

3.
•

4.
Renault Group

5.
Louis Renault with his first car.
• The French Government nationalized Renault in 1945.
• In 1996 the company was privatized.

6.
Renault In India
• Entered in October 2005
• Joint venture with Mahindra & Mahindra.
• Launch of Logan

7.
Competitors
• Ford Ecosport and Chevrolet

8.
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.

9.
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.

10.
Faced a dust storm

11.
Faced a dust storm
Faced a 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.

12.
Faced a dust storm
Faced a dust 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.

13.
Faced a dust storm

14.
Faced a dust storm

15.
• Ford EcoSport and Chevrolet Enjoy,
in the emerging compact SUV segment.
• Duster’s smaller size and
Poor image

16.
• 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

17.
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.

18.
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

19.
• Limited market penetration.
- Fewer number of dealers.
- Only Major City areas.
- Limited service centers.
- Limited market coverage.

20.
• 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.