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