Company Name – Renault India Private Limited
Founder – Louise Renault, Marcel Renault, and Fernand Renault
Renault India Private Limited is a subsidiary operated entirely by the French car manufacturers, Renault S.A. The company stepped into the Indian market back in 2008. Initially, it faced challenges from the existing automobile brands of India but soon it marked its place in the country.
Within a small span of fewer than three years, the company successfully reached the landmark by selling 100,000 cars in the Indian market. At the present date, it is one of the preferred cars by the Indian families who looks for a different taste altogether.
How It All Started
As mentioned, the company came up with its idea to expand its business in India back in 2008. Then two companies, Renault and Nissan signed an MOU (Memorandum of Understanding) with the government of Tamil Nadu to build a manufacturing unit near Chennai. The manufacturing started progressing from the month of June and completed its operation within 21 months.
The Renault Design Studio is the first vehicle studio established by the foreign manufacturers in India, in Mumbai back in 2008. By the end of 2015, the company acquired more the 200 dealerships across different states of India.
Renault turned out to be one of the emerging companies among its competitors by acquiring more number of awards. Since, the years of 2012, the model Renault Duster itself received 29 awards among the sum total of 34 awards by the Renault Company.
The Renault Design Studio is one of its 5 satellite design studio across the globe, in Mumbai in September 2008. It was established with an objective to monitor customization and diversified trends of the Indian consumer.
In 2010, Nissan and Renault came into MOU to build a manufacturing plant which was intended to build to produce 400,000 vehicles annually. In 2011, Renault launched its first car Renault Fluence which started smoothly; however, the model becomes obsolete in 2017.
In 2012, the company launched its most trustable model Renault Duster which is still being manufactured and successfully sold in the Indian Market. By the third quarter of 2015, the company was targeting 210 outlets and 175 dealerships, across 9 states, 16 cities including 2 union territories.
With the successful launch and sale of Renault Kwid by the end of 2015, the total count of dealerships rose to 190. The current models offered by the company are Renault Duster, Renault Kwid, Renault Lodgy, and Renault Captur.
Renault Duster’s Marketing Strategy and Interesting Reasons behind its Success
Product Strategy of Renault Duster
With the new design and features of Renault Duster, Renault has left no loop or whole to raise a finger against them. The company had identified a gap in the market that has raised the brand above all odds. The vehicle has all the attributes of an SUV and smooth driving and performance like a Sedan. The company had to make certain modifications in the car with their 3F strategy which expands to Fast, Frugal and Fantastic.
Here Fast means, to meet the requirements of the Indian consumer within 12 months. Frugal refers to affordable pricing and budget and Fantastic which refer to high-class features without compromising on the quality. The changes were made within the targeted period of 12 months and the resultant product was loved the targeted audience.
Pricing Strategy of Renault Duster
The 3F strategy which is mentioned above in the previous point also targeted to offer a vehicle for the minimum value. The company had found a gap in the market which is that there other SUVs in the market offered by Indian and well as foreign.
However, other international SUVs cost about 15 to 25 lakhs whereas; the Renault Duster costs only rupees 10 lakhs. This is where the strategy was successful and the company acquired the untouched gap of the marketing by meeting consumer desires without compromising on quality.
Placing Strategy of Renault Duster
Only producing high quality vehicles and selling them for affordable do not alone proves successful. The placing part of the marketing plays a silent role in the overall success of Renault Duster. It targeted all those mediocre to big size families who seek big SUVs but at an affordable price.
It was one of the important segments which were omitted by many of the leading vehicle manufacturers. In the current date, more than 60,000 Renault Duster itself is running through the Indian Streets.
Promotional Strategy of Renault Duster
Experts say that the success behind the launch of Renault Duster is promotional excellence rather than the orientation of physical features. However, certain features make it very convenient for short to long road trips and also when it comes to cross terrains and uneven roads.
The numbers of cars that have been sold are entirely based on psychological desires and not on the basis of functionality. It targeted the youth traveler depicting the perfect companion for mountain trips which is hardly done by anybody.
Renault Duster’s Campaign
The core target of the company’s promotional campaign has been encouraging people to be a travel enthusiast. The latest campaign launched by the company is
Gang of Duster
Renault has made its strategy clear which is to make Duster even better with solid prepositions, to acquire the tag of urbaneness and cool quotient to depict it as the volume driver. ‘Gang of Duster’ used the social media platform, specifically, for their campaign to it make among the minds of enthusiast travelers.
It targets the young and Duster owners by forming a vigorous community on one of the social platforms, Facebook and encouraged people to use the hashtag #GangofDuster. The company has also launched a dedicated application for featuring GoD and not the functionality. This initiative has acquired gradual popularity and has more than 40,000+ members
In the end, it can be concluded that Renault Duster is one of the game changers for the company. With the new model of Renault Duster, the company is even more confident for facing the upcoming challenge that might arises in the future course of events.