RENAULT DUSTER
(CASE STUDY IN INDIA)
PRESENTED BY : AMIT KARANDE

INTRODUCTION :
• Duster was officially launched at the Geneva Motor Show, by the Romanian based
Dacia group.
• India’s first ‘Compact SUV’.
• Launched in India in July 2012.
• Increased shares of Renault India Pvt. Ltd.
• Renault Duster is a characteristic Compact SUV with aggressive looks and power.

HISTORY
• 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

WHY DUSTER BECOME POPULAR CAR IN INDIA?
• The right product at the right time and
price
• Aggressive & Innovative marketing
strategy
• Renault offered what no other car in
India offered
• Attractive design
• Innovative model
• Perfect price

RENAULT’S 3F’S STRATEGY
Fast (adaptation to the
needs of India must take
place within 12 months)
Frugal (limited
budget)
Fantastic (without
compromising on
quality)

STP OF RENAULT DUSTER :
Segmentation - SUV, Hatchback,
Sedan Segment of Car users
1
Target Group - Businessmen, Young
executives, Families
2
Positioning - Positioned as a car
manufacturing company which offers
Economic car as compare to other
with dynamic look and features
3

EXTERIOR DESIGN :

INTERIOR
DESIGN:

SPECIFICATION & PRICE :
• Rs.7.95 - 12.79 Lakh ( Diesel starts from 8.95 Lakh)
*Ex-showroom Price in New Delhi
• Mileage – 19.87 Km/L
• Engine – 1498 CC
• Transmission - Manual / Automatic
• Seats – 5
• Power windows : Front & Rear

Different
prices with
different
models :

THANK YOU…!