How Renault India achieved the success in Indian Market with help of its super stunning SUV model Duster is mainly shown in to this presentation. the 3F strategy of renault Duster, success factors of Duster, Launch strategy of Duster has been explained in it. The Company renault thrived for the success from their first model (Fluence) launched in India in May 2011. but eventually by understanding Indian Market and Customer's want they finally came up with the SUV 5 seater model 'Duster' and company got a massive success with it. the whole journey of how the company how it survived in the market and got a huge success like abroad in India too like a phoenix bird does, is explained here.

1. A Presentation On:-
Renault-India
The Rise of Phoenix
Guided By:- Professor Krunal Joshi
Prepared By:- Manthan Chaunhan
NICM,Gandhinagar
+91 9428640036

2. Introduction
Renault Is a French multinational vehicle manufacturer established in 1899
The company produces a range of cars and vans, and in the past, trucks, tractors, tanks,
buses/coaches and autorail vehicles
In 2013 Renault was the third biggest European automaker by production behind Volkswagen
Group and PSA and the ninth biggest automaker in the world by production in 2013
The company is known for its role in motor sport, and its success over the years in rallying
and Formula 1
Renault has a 43.4% stake in Nissan, and Nissan holds a 15% stake (with no voting rights) in
Renault, thereby giving it effective control
Renault-Nissan and Daimler alliance
Renault-Nissan and Mitsubishi collaboration--to exchange electric vehicle technology between
the three companies
Renault India Private Limited is the Indian subsidiary of Renault established in 2005. Originally
Renault's presence in India was as a result of the joint venture Mahindra Renault which
manufactured the Dacia Logan until 2011

3. Joint venture between Mahindra & Mahindra and Renault
The joint venture is a 51:49 partnership between the two companies
The Logan plant at Nasik has a capacity to produce 50,000 units per year
The aim of this joint venture between these two companies was to produce
no-frills Logan car with class-defying features at an aggressive price & launch
them exclusively for Indian market with the advantage of using dealers of
Mahindra in order to reduce the time required to increase the market shares
The biggest challenge for this joint venture was to design a car model that
suits Indian driving conditions which includes contemporary styling and design
Logan was supposed to be the unique product in its segment with above
features along with the room for the middle passenger in the rear seat

4. Poor
marketing
strategies
Reasons for
failure
Market
Analysis
Price
Margin
“Low-price
tag”
Failed to
understand
the image of
the brand
car

5. The Rise of the Phoenix - Renault India
Except the dubious distinction of its logo, the diamond, plastered across
Logan, a functional boxy looking car that soon became a favourite with fleet
taxis
Renault roped in Agency Law & Kenneth:-The task was to make people
understand the diamond is Renault and not Logan
In spite of Renault not being the most well recognised name, the agency was clear
that it wasn't going to recommend a celebrity ambassador
 It tied in well with Renault's own philosophy of consumer as ultimate brand endorser
Three critical elements determine a purchase of a passenger vehicle:--
initial value
cost of running
finally resale
Renault focused on a core model strategy of having 7-8 models rather than
offering a "bunch of cars" in India
Lessons in building and retaining consumer trust after the car rolls out of the
Dealership,programs like Renault Care kicked in
It offers four years warranty and there's a 24 hour helpline for consumer
complaints

6. PRODUCT PORTFOLIO
Flunce
SEPTEMBER 2012
SEPTEMBER 2011,
Registered 120+
bookings in launch
month
RENAULT LAUNCHES ITS FIRST CAR IN INDIA IN MAY 2011
JULY 2012
JANUARY 2012

7. The Entry of DUSTER In the Indian Market
No other car in recent times has created the sensation the Renault Duster has done in the
Indian automotive industry
This predominantly European car has won over the Indian consumer. It has turbo-charged the
compact sport-utility vehicle segment and revived the fortunes of Renault India
The Duster took the Indian market by storm. It fuelled the segment of compact SUVs and
grabbed a 23 per cent market share within a year

8. How did a predominantly European car win the hearts and minds of difficult
Indian customers?
 Company went back to the drawing board to understand the Indian customer
 41 modifications were made from the European Duster
Survey resulted that Indian consumers liked
especially the exterior.
a strong dose of chrome on their cars,
body-colored bumpers.
dual tone interior, and
switches for power windows on the door
Fast (the adaptation to Indian needs must happen within 12 months)
Frugal(on limited budget)
Fantastic (with no compromise on quality)
strategy
3F
Globally positioned as the ‘shockingly affordable’ car it was re-positioned as
‘for the unstoppable Indian”
Globally sold as Dacia Duster, it was sold as Renault Duster in India due
to higher brand awareness among Indian consumers for Renault also Highly
Localized, carrying 60 per cent localized parts

10. Increased
road travel
Renault
Duster's
success
factors
Image
Competitive
pricing
Category
growth
Success factors...
Safety

11. Different Launch Strategy
Pre-launch
Digital
platform
Associa.
with
Cricket
Encourag-ement
“Renault
Lounge”
360
media
activities
Three weeks
prior to the
launch of the
vehicle a
commercial
men weeping
and a
statement
“our
apologies to
those who
just brought
a sedan”
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’
The company
also
encouraged
auto
reviewers,
journalists
from auto
publications,
even
bloggers, to
test drive the
vehicle and
write and
speak about it
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
Including
television
commercials,
radio spots,
out-of-home
and digital
media
activities
It also
extended to
digital
platform to
reach the
right
audience for
the car
Created a lot
of buzz
among the
Indian
consumers
for the new
Renault
Duster

12. Duster -- A marketing achievement…
The Duster's success is more of a marketing achievement than the result of
engineering excellence
 Renault's strategy indicates a coming of age for the car industry in India with focus on
customer-centric product development and use of consumer insights to drive engineering
Renault identified a gap in the market and used the customer voice to develop an
appealing product
It is a product that delivers a strong value for-money proposition of price, convenient
handling and mileage
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

13. How should Renault further enhance its Brand Name..?

14. How should Renault further enhance its Brand Name..?