Daci Duster SUV:

PACADI Cas Analysi

 Daci melin
Dacia, the first Romanian Expansion of product
car manufacturer built a line to include various
plant in South Romania. types of vehicles.

1966 1968 1970 1995

A contract was signed between Launch of Dacia Nova,

Renault and Romanian state, first fully
which led to commencement of Romanian-design motor
manufacturing the Dacia 1100. car.
 Cas Backgroun
●Over its 63 years of experience, Dacia had built a strong company with
modern diversified products at affordable prices
●It has grown enormously and known as a role model of an industrial
success in Romania
●Driven by the 2009 global crisis, Dacia designed and built the Dacia
Duster sport utility vehicle (SUV) at an affordable price
●Dacia focused on producing vehicles with three major characteristics:
Modern, Robust and Affordable
 #1 Proble
1. Designing an effective Communication plan for
selling Duster

2. Dacia needed to find an optimal way to promote

efficiently on its three important pillars
(Reputation, Reliability, Rightfulness) and also
taking consideration of differences in culture and
values at international level in the market

3. Finding the right Slogan

 #2 Alternative

GNCAP (Global New

Text
AD Here movies,
through Car Assessment 03
01 reality shows,
sports events
Programme)

Market research
Internet, TV ( region wise Ads) 04
02 campaign
 #5 Criteri

30% 25% 20% 25%

Speed
Improve Customer
Cost of
Sales Awareness
Implementation
 Analysi
CRITERIA/ Cost Improve sales Speed of Consumer Overall
ALTERNATIVES (Weight- (Weight-0.25) implementati Awareness Rating
0.3) on (Weight-0.25) (Out of
(Weight- 5)
0.2)

Alternative 1 1 4 3 5 3.15

Alternative 2 3 3 4 3 3.20

Alternative 3 3 3 3 2 2.75

Alternative 4 2 5 2 4 3.25
 #5 Decisio

MARKET RESEARCH

Region Based Ads

INTEGRATED MARKETING
PLAN
 Marke Researc
●Dacia had to acclimate to the local market environment and
make an effort to understand the needs of their customers in
various geographies.

●Keeping in mind the economic crisis, production of economically

priced vehicles having similar characteristics.

●Culture and individual values were given weightage, these

included : collectivism culture, power distance, quality of life and
uncertainty avoidance
#6 Implementatio (Schwar Mode )
 How t Implemen ...
● Use of questionnaire to understand different geographies better.
● Developing a strategy keeping in mind the macroeconomic factors.
● Promotion of vehicle as 4 by 4 delivering the essentials of an SUV
at competitive prices and an all weather terrain car
Personal e Ad
an Yo !