Renault Kwid Case Study
Introduction:
The Renault corporation was founded on 25 February 1899 as Société Renault Frères by
Louis Renault and his brothers Marcel and Fernand.
The Renault kwid is an entry level car developed by the manufacturer called Renault. It is
launched in the year 2015 and made a big impact in the Indian automobile industry. The
kwid made 10,719 sales in the first year of it’s launch in the Indian market in august and
made cumulative sales of 1,07,033 units till October. Due to the success of the kwid the
Renault made five percent market shares in the Indian automobile industry within a year.
Problem Statement:
Based on the given study, Renault had adopted a different approach towards the
Indian Market.
Kwid and Duster were the hit models after the failed association and several product
offerings.
Steps taken by Renault for:
1. the success of the new Kwid
2. their competitors
3. target audience/ portfolio
4. difficulty in the new approach
5. Constant upgrading of the model
6. Keeping in pace with the customer demands
Consumer Insights:
Renault had a failed association with Mahindra during the launch of Logan, later they
adopted a different approach towards the Indian Market which made Kwid a top
performer.
Kwid was a competitor for the entry level cars like Santro, Alto and 800's.
Renault had targeted based on income and age.
The cost of Kwid was another positive aspect for customers to be attracted because
the components are made in India.
The differentiation in this product was that they had launched a car with a bold
design which was derived from Duster's design (an SUV).
Renault however lacked in keeping speedy momentum with the growing customer
demands who were also having negative feedback on the car.
, Marketing Mix:
Marketing mix is a set of actions that a company uses for promoting its brand and product in the
market.
Product:
Renault Kwid’s introduction to automobile market created a wide attraction among the
consumers and rivals. Kwid made a distinct impression which made them more appealing
among the other entry level variants.
GET AWAY’S:
The major getaway for kwid amongst the other product was its design, kwid’ s
SUV kind of look merged with the hatchback design attracted consumers
aggressively.
The 799cc petrol engine with the maximum power of 67bhp@5500rpm makes
them one of the most powerful cars in the entry level segment. Though Kwid
were power efficient they give mileage around 25kmpl which makes them fuel
efficient also.
Kwid comes around seven different colour options which gives consumers a wide
variety of options.
Introduction:
The Renault corporation was founded on 25 February 1899 as Société Renault Frères by
Louis Renault and his brothers Marcel and Fernand.
The Renault kwid is an entry level car developed by the manufacturer called Renault. It is
launched in the year 2015 and made a big impact in the Indian automobile industry. The
kwid made 10,719 sales in the first year of it’s launch in the Indian market in august and
made cumulative sales of 1,07,033 units till October. Due to the success of the kwid the
Renault made five percent market shares in the Indian automobile industry within a year.
Problem Statement:
Based on the given study, Renault had adopted a different approach towards the
Indian Market.
Kwid and Duster were the hit models after the failed association and several product
offerings.
Steps taken by Renault for:
1. the success of the new Kwid
2. their competitors
3. target audience/ portfolio
4. difficulty in the new approach
5. Constant upgrading of the model
6. Keeping in pace with the customer demands
Consumer Insights:
Renault had a failed association with Mahindra during the launch of Logan, later they
adopted a different approach towards the Indian Market which made Kwid a top
performer.
Kwid was a competitor for the entry level cars like Santro, Alto and 800's.
Renault had targeted based on income and age.
The cost of Kwid was another positive aspect for customers to be attracted because
the components are made in India.
The differentiation in this product was that they had launched a car with a bold
design which was derived from Duster's design (an SUV).
Renault however lacked in keeping speedy momentum with the growing customer
demands who were also having negative feedback on the car.
, Marketing Mix:
Marketing mix is a set of actions that a company uses for promoting its brand and product in the
market.
Product:
Renault Kwid’s introduction to automobile market created a wide attraction among the
consumers and rivals. Kwid made a distinct impression which made them more appealing
among the other entry level variants.
GET AWAY’S:
The major getaway for kwid amongst the other product was its design, kwid’ s
SUV kind of look merged with the hatchback design attracted consumers
aggressively.
The 799cc petrol engine with the maximum power of 67bhp@5500rpm makes
them one of the most powerful cars in the entry level segment. Though Kwid
were power efficient they give mileage around 25kmpl which makes them fuel
efficient also.
Kwid comes around seven different colour options which gives consumers a wide
variety of options.
