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Renault kwid
- 1. Renault Kwid Bhavith Sunkara(MBA2019-029) Harish S (MBA2019-048) Harsh Shah (MBA2019-050) Sanjay Kollipara (MBA2019-069) Kuna Avaneeja (MBA2019-075) Manvi Singh (MBA2019-081) Sri Venkatesh (MBA2019-094) Shubhi Gupta (MBA2019-137) Venu Vedant (MBA2019-169) Nidhin (PHD 1907) Kartik (PHD 1903)
- 2. Introduction Renault Kwidis produced by French Manufacturer Renault for Indian Market. It is entry level micro SUV for Indian market. The car was unveiled in May 15. Eye catching design and far better in comparison to cars in this segment. One of the best selling mini car in the segment. It has done well under Make in India initiative and produced with 98% localization and helped in increasing sales of vehicle in India. When launched It took on the likes of market leaders like: Hyundai Eon and Maruti Alto. It promoted itself as micro SUV.
- 3. History of theRenault S.A. Established in year 1899 By 1903 Renault had started manufacturing engines of its own design. During the First World War (1914-1918), Renault spread out to produce ammunition and military aircraft engines. After 1918, Renault started producing agricultural and industrial machinery. Subsidiaries and alliances Renault is comprised of the namesake Renault marque and subsidiaries, Alpine, Automobile Dacia (Romania), Renault Samsung Motors (South Korea), and AvtoVAZ (Russia). RCI Banque (car financing) and Renault Retail Group (car conveyance) are also part of Renault S.A. Renault- Nissan Mitsubishi alliance Renault–Nissan–Mitsubishi Alliance is a French-Japanese strategic partnership which together sell more than 1 in 9 vehicles worldwide
- 4. History of Renault 1899: Founded as Société Renault Freres by the three Renault siblings - Louis, Marcel and Fernand 1902: Renault developed its first 2-cylinder engine 1908: Renault claimed the top spot, in terms of volume, amongst the car- manufacturers of France 1929: Brand presence across 49 nations 1945: Nationalization of Renault 1946: Renault introduces rear engine 4CV model 1984: Launch of ESPACE- first minivan in history 1996: The company was privatised 2000: Became the top manufacturer in France 2010: Inauguration of the Renault-Nissan alliance manufacturing facility in Chennai (capacity - 400,000 cars per year) 2011: Renault launches its first car in India, the Renault FLUENCE.
- 5. Product Lines RenaultTriber Renault Duster
- 6. Renault Captur Renault Lodgy
- 7.
- 8. MARKETING STRATEGIES 1. Segmentation 2.Target Market 3. Positioning 4. Marketing Mix 5. Reason for Success and Failure 6. Branding 7. Competitor Analysis 8. The Unique Strategies 9. SWOT Analysis 10. ANSOFF Matrix 11. BCG Matrix 12. Market Share Analysis 13. Concepts we imply as CEO
- 9.
- 10. TARGET MARKET Middle/Economy Class First TimeBuyersYouth Youth who are first time buyers and are from Middle/Economy Class
- 11. POSITIONING • Micro SUVat the price of a small car • It is not positioned as a cheap car but as a car which is value for money • Made sure that customers perceive the brand as a quality brand rather than a cheap brand
- 12. Marketing mix- 7P’s Marketing mix Product Promotion Price PlacePhysical evidence People Process •Distinct color packaging. • View, book and personalize the car online. • After sales service app. • Market coverage. • Retail and Online Sale • 419 Renault Car Showroom in 320 cities. • 98% of localization of parts as 80% R&D is done in India. • Car for Middle Class People. • Base Variant- 2.76-4.02 Lakh. • New Variant- 4.02-4.75 Lakh. • French and Japanese Technology. • Stylish Car youth centric. • Highly Economic Vehicle. • Available in 5 color variants. • Availability of products. • Exploring market opportunities through feedback. • Sales team are trained in persuasive techniques. • Trained staff for assistance in all the processes. • Multiple media channels. • Digital media tops campaign strategy. • Virtual Showroom.
- 13. Reasons for A)Success B) Failures
- 14. Brand Personality Emotional Benefits FunctionalBenefits Features Power to do more Innovative. Explorer. Freedom. Reliability. Convenience. High performance and safety. Value for money Ground clearance. Power engine. Competitive pricing BRANDING Brand Idea
- 15. Competitor Analysis Existing Players TATA Tiago Datsun Redi-Go Maruti Suzuki Alto Hyundai Eon Distant Competitors Ola, Uber, Zoomcar Competitor Strength Weakness Maruti Suzuki Maruti Suzuki is the in this segment Poor safety features Hyundai Eon Reliable build quality Eon is overpriced Datsun Redi-Go Sporty and funky design Lack of automatic variant TATA Tiago Well designed and styling Poor build quality
- 16. THE UNIQUE STRATEGIES Virtualsalesroom app. Received 21,600 bookings simply through the app. Digital medium tops its campaign strategy. Targets to achieve 15 percent leads from digital platform. Tied up with mobile payment platform Paytm to help people to book online and pay. Unique Selling Proposition (USP): • Not just a hatchback car. • But it’s a mini SUV.
- 17. SWOT ANALYSIS • HighFuel Efficiency • Attractive Design • Spacious and Comfortable • Air Bags & ABS • Good Ground Clearance • Affordable Price • Lack of penetration into the Asian market. • There had been few legal issues of Renault cars being recalled for not meeting standards • Rise in car rental services. • Established hatchback players. • Investment opportunities in hybrid car field. • Shift towards Electric cars. S W O T STRE NGTHS WE AKNE SSE S THRE ATS OPPORTUNITIE S
- 18. Ansoff Matrix forPowerPoint • Strong existing market for hatchback. • Heavyweight competitor- Maruti Suzuki, Hyundai • Renault had zero fan base. • Ansoff matrix suggestion- work on product development. PRODUCTS MARKETS MARKET PENETRATION STRATEGY MARKET DEVELOPMENT STRATEGY PRODUCT DEVELOPMENT STRATEGY DIVERSIFICATION STRATEGY Existing New NewExisting
- 19. BCG Matrix StarCashcow QuestionMarkDog High Low Low High Relative MarketShare RelativeMarketGrowthRate ? $
- 20. Renault Kwid 20% Maruti SuzukiAlto 48% Datsun GO 2% Datsun redi-GO 4% Tata Tiago 26% Market Share Renault Kwid Maruti Suzuki Alto Datsun GO Datsun redi-GO Tata Tiago Market Share (September 2018- July 2019)
- 21. CONCEPTS WE IMPLYAS A CEO In addition to the above mentioned concepts already implied by Renault, as a CEO we will build a team which would look after the following: Good Dealership Network Good After Sales Cheap and easily available spare parts Easy Access to Service centres Competitive Pricing More importantly, it is imperative to know the customer well and the selling would occur on its own !!
- 22. MARKET SURVEY What comesto your mind when you think about Kwid? Which of the following car has a stylish design? Which of the following cars is most familiar to you? What do you think is the price range of Kwid?
Editor's Notes
- #2 Bhavith Sunkara (MBA2019-029) Harish S (MBA2019-048) Harsh Shah (MBA2019-050) Sanjay Kollipara (MBA2019-069) Kuna Avaneeja (MBA2019-075) Manvi Singh (MBA2019-081) Sri Venkatesh (MBA2019-094) Shubhi Gupta (MBA2019-137) Venu Vedant (MBA2019-169) Nidhin (PHD 1907) Kartik (PHD 1903)
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