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    Renault Duster-The Way Forward: Group 12

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    ravi007kant
    This document presents a marketing plan for the Renault Duster SUV in India. It first discusses the Duster's presence in the Indian market and the market segmentation, targeting, and positioning at launch. It then addresses challenges faced by the Duster, including segment rivalry and substitute products. The document identifies the problem statements of how to position the Duster in rural markets and maintain its share in urban markets. It proposes segmentation of rural markets and outlines the marketing mix - product, price, place, and promotion - to target different segments.

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    Renault Duster-The Way Forward: Group 12

    Uploaded by

    ravi007kant
    333 views13 pages
    This document presents a marketing plan for the Renault Duster SUV in India. It first discusses the Duster's presence in the Indian market and the market segmentation, targeting, and positioning at launch. It then addresses challenges faced by the Duster, including segment rivalry and substitute products. The document identifies the problem statements of how to position the Duster in rural markets and maintain its share in urban markets. It proposes segmentation of rural markets and outlines the marketing mix - product, price, place, and promotion - to target different segments.

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    Renault Duster

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    This document presents a marketing plan for the Renault Duster SUV in India. It first discusses the Duster's presence in the Indian market and the market segmentation, targeting, and positioning at launch. It then addresses challenges faced by the Duster, including segment rivalry and substitute products. The document identifies the problem statements of how to position the Duster in rural markets and maintain its share in urban markets. It proposes segmentation of rural markets and outlines the marketing mix - product, price, place, and promotion - to target different segments.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    333 views13 pages

    Renault Duster-The Way Forward: Group 12

    Uploaded by

    ravi007kant
    This document presents a marketing plan for the Renault Duster SUV in India. It first discusses the Duster's presence in the Indian market and the market segmentation, targeting, and positioning at launch. It then addresses challenges faced by the Duster, including segment rivalry and substitute products. The document identifies the problem statements of how to position the Duster in rural markets and maintain its share in urban markets. It proposes segmentation of rural markets and outlines the marketing mix - product, price, place, and promotion - to target different segments.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 13

    RENAULT DUSTER- THE WAY

    FORWARD
    Group 12
    Sriram Bharadwaj (1411318)
    Ranjan Choudhary (1411321)
    Ravi Kant (1411323)
    Vidhyadhar S (1411342)
    Mihir Malve (1411350)

    Group 12 Marketing Management Renault Duster IIM Bangalore
    Group 12 Marketing Management Renault Duster IIM Bangalore
    Dusters presence in market
    Market STP at time of Launch
    Renault Duster
    Challenges Faced by duster
    Problem Statement
    5 C
    STP
    4P
    Marketing Plan
    Conclusion
    Group 12 Marketing Management Renault Duster IIM Bangalore
    0
    50
    100
    150
    200
    250
    300
    2008 2009 2010 2011
    SUV Sales in India by year (in '000)
    Launch of compact SUV
    RENAULT DUSTER
    0
    10
    20
    30
    40
    50
    60
    Market Share of Indian
    Auto Market by Body Style
    Group 12 Marketing Management Renault Duster IIM Bangalore
    Threat of New
    Entrants
    Segment Rivalry
    Substitute
    Products
    Bargaining power
    of Suppliers
    Bargaining power
    of buyers
    Porters Five Forces Model- Compact SUV Segment
    Group 12 Marketing Management Renault Duster IIM Bangalore
    Threat of New
    Entrants
    Segment Rivalry
    Substitute
    Products
    Bargaining power
    of Suppliers
    Bargaining power
    of buyers
    Porters Five Forces Model- Compact SUV Segment
    Group 12 Marketing Management Renault Duster IIM Bangalore
    For the Unstoppable Indian
    Ruggedness of SUV with comfort of Sedan
    Group 12 Marketing Management Renault Duster IIM Bangalore
    CHALLENGES FACED BY DUSTER
    Group 12 Marketing Management Renault Duster IIM Bangalore
    CHALLENGES FACED BY DUSTER
    Group 12 Marketing Management Renault Duster IIM Bangalore
    PROBLEM STATEMENT
    With very few players
    such as Bolero, Scorpio
    in the rural market and
    with the income levels of
    rural India rising, can
    the Duster position and
    market its product in the
    rural market?
    What should the Duster
    do to sustain itself and
    maintain its market
    share in the urban
    Compact SUV market?
    Group 12 Marketing Management Renault Duster IIM Bangalore
    SEGMENTATION
    GEOGRAPHIC SEGMENTATION
    Group 12 Marketing Management Renault Duster IIM Bangalore
    SEGMENTING RURAL MARKETS
    Rural India
    68% of Indias Population
    19.2% increase in per-capita expenditure
    57000+ Utility Vehicles sold in Oct 2013 (7% rise)
    Steady rise in rural car sales despite overall reduction
    0 10 20 30 40 50
    R1
    R2
    R3
    R4
    Rural SEC Classification (% of Total Population)
    Rural SEC
    Classification (% of
    Total Population)
    Group 12 Marketing Management Renault Duster IIM Bangalore
    Threat of New
    Entrants
    Segment Rivalry
    Substitute
    Products
    Bargaining power
    of Suppliers
    Bargaining power
    of buyers
    Porters Five Forces Model Segments Attractiveness
    Group 12 Marketing Management Renault Duster IIM Bangalore
    THANK YOU

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