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    Case Study MM

    Uploaded by

    Akshat Bansal
    The document summarizes the success of Renault Kwid in the Indian automotive market. It discusses how Renault initially focused on premium products but struggled to gain market share. In response, Renault developed Kwid as an entry-level hatchback, targeting the largest passenger vehicle segment in India. The Kwid was launched after extensive research and development. The summary will discuss Renault's market mix strategy for Kwid that helped it achieve substantial market share in India's automotive industry.

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    Case Study MM

    Uploaded by

    Akshat Bansal
    43 views3 pages
    The document summarizes the success of Renault Kwid in the Indian automotive market. It discusses how Renault initially focused on premium products but struggled to gain market share. In response, Renault developed Kwid as an entry-level hatchback, targeting the largest passenger vehicle segment in India. The Kwid was launched after extensive research and development. The summary will discuss Renault's market mix strategy for Kwid that helped it achieve substantial market share in India's automotive industry.

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    The document summarizes the success of Renault Kwid in the Indian automotive market. It discusses how Renault initially focused on premium products but struggled to gain market share. In response, Renault developed Kwid as an entry-level hatchback, targeting the largest passenger vehicle segment in India. The Kwid was launched after extensive research and development. The summary will discuss Renault's market mix strategy for Kwid that helped it achieve substantial market share in India's automotive industry.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    43 views3 pages

    Case Study MM

    Uploaded by

    Akshat Bansal
    The document summarizes the success of Renault Kwid in the Indian automotive market. It discusses how Renault initially focused on premium products but struggled to gain market share. In response, Renault developed Kwid as an entry-level hatchback, targeting the largest passenger vehicle segment in India. The Kwid was launched after extensive research and development. The summary will discuss Renault's market mix strategy for Kwid that helped it achieve substantial market share in India's automotive industry.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 3

    ABSTRACT

    To examine the shift


    in customer insights in
    the Indian Automotive
    Market based on
    Renault Kwid success.
    Also, to describe the
    Market Mix strategy of
    Renault Kwid which
    worked well to gain the
    substantial market
    share of the Indian
    Automotive Market.

    CASE STUDY #1 Author


    [Course title]

    THE RENAULT KWID: DISRUPTING INDIA’S HATCHBACK MARKET


    INTRODUCTION
    The French Automaker Renault started their operations in India in the year 2005. Renault
    followed the similar Business Strategy in India as of Tesla. Renault India started their operations
    with premium products like Fluence (premium Sedan) and Koleos (Premium SUV) to build the
    premium brand image. Although, Renault India was never able to gain the Indian Automobile
    Industry Market Share with their premium products. They started gaining attention from Indian
    customers with Renault Duster and Renault Kwid. It took Renault more than a decade to be in
    the top 5 Auto brands in India. Renault India decided to extend their product line and decided
    to conquer the biggest passenger vehicle segment in India which is entry-level hatchback. It was
    not an easy segment to conquer and Renault which is the synonym for Innovation started the
    KWID project in 2012. Renault launched their entry-level hatchback Kwid after 3 years of
    innovation, research, and product development.

    MARKET NEED FOR RENAULT


     Ansoff Grid
     Entry-level hatchback into New product development and Existing market.
     Explanation of Existing market size.
    STRATEGY TO SHIFT CUSTOMER’S INSIGHTS IN ENTRY LEVEL HATCHBACK
     Product USPs and Product targeting
     Customer’s perception
     Pricing strategy
     Marketing strategy to attract customers
     Renault Kwid Porter’s 5 Force Model
     SWOT Analysis
    MARKETING MIX MODEL
     Price
     Place
     Product
     Promotion
    CONCLUSION

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