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    Daci Duster SUV:: PACADI Cas Analysi

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    Shavika
    Dacia, a Romanian car manufacturer, designed and built the Dacia Duster SUV in 2009 to be affordable in response to the global economic crisis. Over its 63 years, Dacia had established itself with affordable, modern vehicles. To promote the Duster internationally considering cultural differences, Dacia implemented a region-based marketing plan through integrated advertising on internet, TV, and other media to improve sales cost-effectively while increasing customer awareness of the Duster's qualities of being modern, robust, and affordable.

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    Daci Duster SUV:: PACADI Cas Analysi

    Uploaded by

    Shavika
    61 views13 pages
    Dacia, a Romanian car manufacturer, designed and built the Dacia Duster SUV in 2009 to be affordable in response to the global economic crisis. Over its 63 years, Dacia had established itself with affordable, modern vehicles. To promote the Duster internationally considering cultural differences, Dacia implemented a region-based marketing plan through integrated advertising on internet, TV, and other media to improve sales cost-effectively while increasing customer awareness of the Duster's qualities of being modern, robust, and affordable.

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    Dacia Duster

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    Dacia, a Romanian car manufacturer, designed and built the Dacia Duster SUV in 2009 to be affordable in response to the global economic crisis. Over its 63 years, Dacia had established itself with affordable, modern vehicles. To promote the Duster internationally considering cultural differences, Dacia implemented a region-based marketing plan through integrated advertising on internet, TV, and other media to improve sales cost-effectively while increasing customer awareness of the Duster's qualities of being modern, robust, and affordable.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    61 views13 pages

    Daci Duster SUV:: PACADI Cas Analysi

    Uploaded by

    Shavika
    Dacia, a Romanian car manufacturer, designed and built the Dacia Duster SUV in 2009 to be affordable in response to the global economic crisis. Over its 63 years, Dacia had established itself with affordable, modern vehicles. To promote the Duster internationally considering cultural differences, Dacia implemented a region-based marketing plan through integrated advertising on internet, TV, and other media to improve sales cost-effectively while increasing customer awareness of the Duster's qualities of being modern, robust, and affordable.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 13

    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 !

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