1. Presented by:
Anshumeek Upreti
Neeraj Kumar Phookan
Palak Anand

3. SUV market in India is growing and comprises
of 10% of the total car market because of the
following reasons-
 Changing preferences of the customers.
 Compact SUV’s entering the Indian market.
 Easy on Indian roads.
 Lesser fuel consumption.

4.  Renault S.A. is a French multinational vehicle
manufacturer started in 1899.
 Headquartered in Boulogne-Billancourt.
 Formed of a number of subsidiaries.

5.  Renault came to India in 2005 through a 51:49
joint venture with Mahindra & Mahindra.
 Logan was the first product launched in 2007.
 Renault India Private Limited was established in
October 2010 is a wholly owned subsidiary of
Renault S.A. of France.
 640 acre production facility located in
Oragadam, near Chennai, Tamil Nadu.

6.  Renault Logan initially was considered to be a success
in the Indian market.
 It had dated looks.
 High pricing was a big factor.
 Competitors like Maruti Suzuki Swift, Tata Indigo and
the Toyota Etios.
 Renault planned to leave the Indian market after this
failure.

7.  Renault re-entered Indian market in 2010.
 Its next offerings were the Fluence, Koleos and Pulse
which were not a big hit.
 Renault launched the Duster on 4th July 2012 in India,
with various modifications for the Indian market.
 Duster finally proved as the turning point for Renault
in the Indian market with its success.

8. POLITICAL:
 Relaxation in Foreign Exchange, tarrif rates etc.
 Emission regulations.
 Specifications of vehicles viz. body size, engine, capacity
etc.
ECONOMIC:
 Rise in GDP and the increase in disposable income.
 Contributes to 7% of total GDP.
 Gives employment to 7-8% of the total population.

9. SOCIAL-
 Changing lifestyle has led to increase in buying of vehicles.
 Growth in urbanization and increased average household
income has led to increase in buying of vehicles.
 The average Indian customer is always on the look for value
for money.
TECHNOLOGICAL:
 Innovations in terms of fuel economy and performance.
 Increased safety regulations has led to a rise innovation in the
same.
 Use of internet has changed the way of placing orders
according to needs and demands.

10. The Indian Automotive industry consists of
these three segments:
 Hatchbacks (55%)
 Sedans (18%)
 SUVs (9%)
 MUVs (18%)

11. Hatchback Sedan SUV

12. Sales volume:
 23,366,246 in 2015 from 21,500,165 in 2014, a growth of
8%.
Domestic sales(passenger vehicles):
 PVs grew by 3.90% in of which passenger cars had a grew
by 4.99% and Utility Vehicles by 5.30%.
Market Size:
 During Apr-Jan 2016 the auto industry produced a total
19.84 million compared to 19.64 million in the previous FY.

13. The Indian market is affected by the following
 New car launch in market and its comparison to existing
cars in the same segment.
 Cars that are in the market for 1-2 years.
 Cars that are in the market for more than 4 years.
 Purchase of second hand car.
 In India, buying a car is the 2nd most important and
expensive decision.
 Change in lifestyle.
 Increasing standards.

14. Hatchback
 Major share in the market.
 First car for an individual or small family(e.g. Maruti
800, Tata Nano)
 Rising incomes has lead to opting for premium
hatchbacks (e.g Maruti Swift, Hyundai Elite i20)

15. Sedan
 A family with a hatchback, upgrades to Sedan.
 Symbol of status
 Found in different ranges that are affordable
SUVs
 Compact SUVs in demand
 Advantageous over Sedans in the hilly regions.
 Made for Indian roads
 Affordable with elegant looks and light engines.

16. Mahindra XUV 500
Target Market
 Age group of customers in their late 20s and early 30s
 “ Live Young, Live Free”.
 Portrayed for the global market.
Postioning
 Design was inspired by a cheetah.
 6 inch touch screen with GPS.
 Dual zone climate control.
 DVD and I-pod functionality.
Differentiation
 monocoque chassis.
 transversely mounted engine in an SUV.

17. Marketing Mix
Product:
 Promoted as a global premium product.
 Innovations such as monocoque chassis and transversely mounted engine.
 Variations.
Price:
 Flexible as well as premium pricing strategy.
Promotion:
 Mahindra chose secrecy as a marketing strategy.
 “Guess the Name”, “Unveil the XUV campaign”, “Guess the price” were
part of the online promotional strategies.
Place:
 A wide range of showrooms and strong after sales service across India.

18. Ford EcoSport
Targeting Market
 It was projected towards the younger generation
 Marketed as an “Urban SUV” which was able to conquer bad Indian roads.
Positioning
 200mm ground clearance.
 Ability to park anywhere in the city
like a normal hatchback.
 Hill Launch Assist.
 Climate Control, ABS with EBD,
Traction Control etc.
Differentiation
 Sub 4 metre SUV, thus reducing the excise duty on raw materials.

19. Marketing Mix
Product
 Shorter wheelbase resulted in good maneuverability in city traffic.
 The innovations used were new in its segment like the use of Hill Launch
Assist.
Price
 Sub 4 metre design resulted in reduction in excise duties which thus
reducing the price of the car.
Promotion
 Urban Discoveries in 12 major cities in India and also on social media.
Place
 One Ford Plan unified the service networks and dealerships to provide
high quality after sales service.
 Ideal for a country like India with bad road conditions.

20.  Bookings reached to almost the 10,000 mark on the first week on
launch.
 Grabbed 23% market share in 2012 with production increasing
from 7 to 20 cars per hour.
 86 per cent of Renault India's production, 81 per cent of its sales
and 100 per cent of its exports.
 41 modifications to adapt with the Indian flavour.

21. As a French Automobile Company Entering India.
 Premium market offering.
 Frugal Engineering in terms of India without compromising
quality.
 Ability to adapt with changing market conditions.
 60% localization when sourcing raw materials.

22. The Market Research adopted for the Duster:
 Took a sample of 200 people from different age groups.
 Parameters like level of income, expectations from a
compact SUV, aesthetics were taken into account.
 30 families were selected .
 41 changes that were done on
the European model.
 Voting for the most liked car.

23. Role of Promotion
 Promotions on social networking sites.
 Facebook game “Big, Bold and Beautiful”.
 Renault invited car reviewers, journalists from auto publications,
bloggers to review about their new vehicle.

24.  Renault initiated the “Gang of Dusters” programme.

25.  In 2015 when 1 lakh, Duster Explore was launched at a price of
Rs. 9.99 lakhs.

26. Sales figures:
 The company sold a total of around 5924 units in December
2012.
 Duster alone had a sales figure of 4485 units.
Market Shares: