Renault DusterDrive the change
Being big or being small doesn't make it ..
Being Just RIGHT makes it !!
DUSTER !!
•A car that married to the comfort of a Sedan and the rugged strength of a SUV !!
•Launched in 2012 , as the car for the unstoppable Indian !
1. Market Structure : Oligopoly
I1 I2 I3 I4 I5 I6 I7 I8 I9
Few Less High Medium
Medium
High High Medium
Medium
I1- No of Sellers
I2- Degree of DifferentiationI3-Entry and Exit barriersI4-Degree of Vertical IntegrationI5-Cost Structure
I6-Level of informationI7-Availability and access of resourcesI8-Degree of GlobalizationI9-Econimic Powers.
View point DusterFactor Average
Design and colour 3.4
Fuel efficiency 3.4
Comfort and space 3.8
Speed 3.6
Economy 3.3
Pride 3.7
* Source : Primary data collected based on the opinions of different people using Google forms.
2.Duster,…. a leader ? ? ?
•“Among French car-makers, Renault enjoys the first-mover advantage in the compact SUV segment as competitors such as Skoda Yeti are over-priced while the Premier Rio that starts at Rs 5 lakhs has technical and quality issues” *
• Indian Car of the Year 2013. Its market share is 20%.**
*Source : articles.economictimes.indiatimes.com -Article - SUV war heats up
** Source : articles.economictimes.indiatimes.com - Article - India launches compact SUV
Challenger !!
• Eco Sport has surpassed the sales of duster in every way and switched places with Duster !!
LEADER CHALLENGER
*Source: SIAM, RCML research
Competitors
•Eco Sport--Leader
•XUV 500 --Follower
•Ertiga, Elantra-other Competitors
Ecosport – Main Rival
Competitors MatrixAttributes Duster Ford Eco
SportXUV 500 Skoda Yeti
Exteriors 3 1 2 4
Mileage 2 1 3 4
Interiors 2 1 2 3
Speed 3 4 2 1
Safety & Comfort
2 1 3 4
Ground Clearance
2 1 3 3
Price Price: ₹ 12.18 lakhs
Price: ₹ 7.39 lakhs
Price: ₹ 10.95 -14 lakhs
Price: ₹ 15.19 lakhs
* Source : Overdrive.in
3. Strategies for Duster
4. Response and Strategy to Duster
Ecosport
Duster
Dusted Away…………………………………………………
Thank You