Renault launched the Duster compact SUV in India in 2012. It was a success due to its aggressive yet affordable pricing and marketing strategy. Renault positioned the Duster as an affordable SUV that offered more features than other cars in its price range. It targeted businessmen, young executives, and families. The Duster had an starting ex-showroom price of Rs. 7.95 lakh in New Delhi and offered a mileage of 19.87 km/L from its 1498 CC engine.

1. RENAULT DUSTER
(CASE STUDY IN INDIA)
PRESENTED BY : AMIT KARANDE

2. INTRODUCTION :
• Duster was officially launched at the Geneva Motor Show, by the Romanian based
Dacia group.
• India’s first ‘Compact SUV’.
• Launched in India in July 2012.
• Increased shares of Renault India Pvt. Ltd.
• Renault Duster is a characteristic Compact SUV with aggressive looks and power.

3. HISTORY
• Duster was officially launched at the Geneva Motor Show, by the Romanian based
Dacia group
• Dacia is one of the Romania based automobile company founded in 1966
• It was later acquired by Renault in 1999 with an ambition to make Romania the
automobile hub for Europe and Central Asia
• Duster positioned as the ‘shockingly affordable car in Europe is considered as one
of its most successful launch

4. WHY DUSTER BECOME POPULAR CAR IN INDIA?
• The right product at the right time and
price
• Aggressive & Innovative marketing
strategy
• Renault offered what no other car in
India offered
• Attractive design
• Innovative model
• Perfect price

5. RENAULT’S 3F’S STRATEGY
Fast (adaptation to the
needs of India must take
place within 12 months)
Frugal (limited
budget)
Fantastic (without
compromising on
quality)

6. STP OF RENAULT DUSTER :
Segmentation - SUV, Hatchback,
Sedan Segment of Car users
1
Target Group - Businessmen, Young
executives, Families
2
Positioning - Positioned as a car
manufacturing company which offers
Economic car as compare to other
with dynamic look and features
3

8. EXTERIOR DESIGN :

10. INTERIOR
DESIGN:

12. SPECIFICATION & PRICE :
• Rs.7.95 - 12.79 Lakh ( Diesel starts from 8.95 Lakh)
*Ex-showroom Price in New Delhi
• Mileage – 19.87 Km/L
• Engine – 1498 CC
• Transmission - Manual / Automatic
• Seats – 5
• Power windows : Front & Rear

13. Different
prices with
different
models :

14. THANK YOU…!