Marketing Mix: Dacia

Student: Bogdan Savulescu

History
1968 partnership with Renault




1995 first 100% Romanian car





2004 Dacia Logan




2010 Dacia Duster
Marketing Mix
VARIETY - products tailored to the needs and demands of consumers:
Dacia Logan sedan, Dacia Logan estate, Dacia Duster 4x4, Dacia Logan
Pick-up and Van;

QUALITY - quality of products is guaranteed by the Dacia-Renault group;

DESIGN - Dacia vehicle design is attractive and modern also is
characterized by simplicity and comfort, managing to attract a large
group of consumers;

SERVICE - Dacia Group provides post-sale support and maintenance
services to authorized services Dacia.
Marketing Mix

Dacia Logan has starting price of 5,900 euros (all taxes
included)


Dacia Duster attracts by the very low price, the most
cheapest SUV vehicle in the world (starting price of 10,500
euros, all taxes included).
Marketing Mix

Coverage - Dacia has dealership in almost all counties of
Romania, but its offices are exceeding the national borders.

Transport Dacia has contracts with different companies for
road transport in Europe, but also since 2009 a contract with
the National Railway Company (GFR) for railway transport
which seems to be very efficient.

Dacia exports situation
1 Germany 84 937
2 France 65 956
3 Italy 21 739
4 Algeria 17 327
5 Turkey 9 727
6 Spain 9 030
7 Austria 4 754
8 Belgium 4 750
9 Holand 4 080
10 Serbia 3 000
0 10000 20000 30000 40000 50000 60000 70000 80000 90000
GE R MA NY
F R A NC E
I T A L Y
A L GE R I A
T U R K E Y
S P A I N
A U S T R I A
B E L GI UM
H OL A ND
S E R B I A
CARS SOLD
Marketing Mix
Channels of communication - full campaign with:
Specific Events
The media (print, TV and radio)
Internet
Viral Marketing
Marketing unconventional
Games and online competitions
Forums
Dacia Ads
Dacia Ads
Dacia Ads
Thank You!