Marketing mix of Renault in India
Renault’s rise in India can be attributed to its effective marketing mix. During the previous year, Renault expanded its physical distribution and sales network from 157 outlets in 2014 to 205 outlets in 2015 (Iyer, 2016). The company aims to add another 65 outlets this year (Iyer, 2016). Through this place strategy, the company aims to make its cars available at different locations throughout the country. In terms of product strategy, Renault focuses on selling small cars in India. Small cars are the most popular car segment in India, owing to the country’s large middle class population. Renault intends to have as many as 22 models in the light-vehicle segment till the end of 2016 (Shah, 2012). In designing its cars, Renault adopts a localisation strategy in determining the ride, handling, emission and driveability of its cars, rather than imposing some other country’s strategy. For instance, it achieved almost 98 per cent localisation of its mini car Kwid model (Iyer, 2016). This strategy is similarly followed in all other models produced by Renault in India. In terms of pricing, Renault pursues a penetrative pricing strategy in India to ensure that it delivers the right value for the right price for the country’s large and growing middle class population (Iyer, 2016). Renault had considerable brand awareness in India due to its previous joint venture with Mahindra. It intensified its promotions through pre-launched communication strategies over conventional and digital media platforms, sports – and particularly cricket sponsorship, test drive campaigns, and through customer service programs such as Renault Care kick. Through these marketing mix strategies, Renault has been able to achieve remarkable success in India during the last decade.
Iyer, S (2016). Basics hold the key to success in India: Renault India chief. Times of India. Available from http://timesofindia.indiatimes.com/business/india-business/Basics-hold-the-key-to-success-in-India-Renault-India-chief/articleshow/51787262.cms (cited on 20th October, 2016). Shah, S (2012). Marketing Key to Renault-Nissan’s India Strategy. Wards Auto. Available from http://wardsauto.com/industry/marketing-key-renault-nissan-s-india-strategy (cited on 20th October, 2016).
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