Market Follower- Renault

Strategies adapted –
Renault India Private Limited is a wholly owned subsidiary of the French automaker Renault S.A. The
firm first entered the Indian market in 2008. Initially, it faced competition from India's existing
vehicle brands, but it quickly cemented its place in the country.

In less than three years, the company successfully attained the milestone of selling 100,000 cars in
the Indian market. At the moment, it is one of the favourite cars among Indian families looking for a
unique flavour.

Renault Duster's Adapter Strategy and the Interesting Factors

Contributing to Its Success:

Renault Duster Product Strategy

Renault has left no loophole or whole to raise a finger against them with the new design and features of
the Renault Duster. The company found a market gap, which propelled the brand above all odds. The
vehicle features all of the characteristics of an SUV as well as the smooth driving and performance of a
Sedan. With its 3F strategy, which stands for Fast, Frugal, and Fantastic, the corporation had to make
certain changes to the car.

Fast means meeting the needs of the Indian consumer within a year. Frugal relates to low-cost pricing
and budget, whereas Fantastic alludes to high-end features without sacrificing quality. The adjustments
were implemented over a 12-month period, and the resulting product was well received by the target
demographic.

Renault Duster Pricing Strategy

The 3F method indicated above in the previous point also aimed to provide a vehicle at the lowest
possible cost. The company identified a market gap, as there are other SUVs available in the market from
both Indian and foreign manufacturers.

Other international SUVs, on the other hand, cost between Rs. 15 and Rs. 25 lakhs, whilst the Renault
Duster costs only Rs. 10 lakhs. This is where the plan was successful, and the corporation filled an unfilled
marketing gap by addressing consumer needs without sacrificing quality.

Renault Duster Placement Strategy

Producing high-quality vehicles and selling them at reasonable prices does not guarantee success. The
positioning aspect of marketing is crucial to the overall success of the Renault Duster. It aimed at average
to large families looking for large SUVs at a reasonable price.

It was one of the critical categories that many of the main vehicle manufacturers overlooked. More than
60,000 Renault Dusters are currently running across Indian streets.

Renault Duster Promotional Strategy

According to experts, the success of the Renault Duster introduction is due to promotional perfection
more than the direction of physical features. Certain aspects, however, make it highly useful for short to
lengthy road journeys, as well as crossing terrains and bumpy roads.

The quantity of cars sold is solely determined by psychological preferences rather than functionality. It
aimed at the young traveller, depicting the ideal partner for mountain journeys, which are uncommon.