The document discusses Renault's marketing mix for their Kwid model car. It provides details on the 4Ps of Product, Price, Place and Promotion for the Kwid. The key points are: 1) The Kwid is Renault's new small car launched in India in 2015, with an 800cc engine and fuel efficiency of 25 kmpl, to target cost-conscious customers. 2) Pricing starts at Rs. 2.56 lakh to Rs. 3.53 lakh, making it one of the most affordable cars in India. 3) It is sold through Renault's dealership network of over 130 showrooms across India. 4) Promotion includes Bollywood star

1. Product, Price, Place and Promotion
By- Kanchan Yadav

2. MARKETING MIX HISTORY
INTRODUCTION TO MARKETING MIX
MARKETING ELEMENTS
EXTANED –MARKETING MIX
 A PRESENTATION ON RENAULT’S
MODEL “KWID”

3.  It is the set of tools that the firm uses to pursue its
marketing objectives in the target market .
 Levers marketers adjusts to satisfy customers.
 Marketing mix is composed of a large battery of
advices which might be employed to induce
customers to buy a product.
Marketing Mix = Controllable Variables(4P’s

4. •The term "marketing mix" became popular after
Neil H. Borden published his article “The
Concepts of the Marketing Mix” in 1964.
•The marketer E. Jerome McCarthy proposed a
four Ps classification in 1960
•Robert F. Lauterbor proposed a four Cs
classification in 1990.

5. The marketing mix is a business tool
used in marketing and by marketers.
The marketing mix is often crucial when
determining a product or brand's offer,
and is often associated with the four P's:
price, product, promotion, and place.

6. Product
•Product variation
•Product differentation
•Product innovation
•Product elimination
Price
•Cost recovery pricing
•Penetration pricing
•Price skimming
Place
•Distribution channel
•Direct sales
•Indirect sales
•E-Commerce
Promotion
•Individual communication
•Mass communication
•Brand management
•Corporate Idenity

7. Kotler opines ‘A product is anything that can be offered to a market for
attention, acquisition, use or consumption that might satisfy a want or
need’. A Glance at Banking Products Marketing Mix – Product
New Product Development Process
idea generation & screening
concept development and testing
marketing strategy development
business analysis
product development
market testing
commercialization

8. You don’t sell through price. You sell the
price! A Price is:
“What You Think your product is Worth to
That Customer at That Time.”

9. The price is the amount a customer pays for
the product.
It is determined by a number of factors
including market share, competition, material
costs, product identity and the customer's
perceived value of the product.
The business may increase or decrease the
price of product if other stores have the same
product.

10. Place represents the location where a
product can be purchased.
It is often referred to as the distribution
channel . It can include any physical store as
well as virtual stores on the Internet.

11. Channels
Coverage
Locations
Inventory
Transportation
Logistics

12. Promotion has five distinct elements – advertising,
personal selling, public relations, word of mouth and
point of sale .
A certain amount of crossover occurs when
promotion uses the five principal elements together.
Advertising covers any communication that is paid
for, from and cinema commercials, radio and Internet
adverts through print media and billboards.
Promotion -Promotion represents all of the
communications that a marketer may use in the
marketplace.

13. Advertising
Price-offs
Personal selling
Sales promotion-
POS
 Public Relations
Word of mouth
 Viral advertisin
Premiums
Free Displays
Buy-back
guarantee
Discounts

14. •Product
•Price
•Place
•Promotion
•Customer/Consume
•Customer Cost
•Convenience
•Communication

15. TARGET
MARKET
PLACE
PRICE
PROMOTION
PEOPLEPROCESS
PHYSICAL
ENVIRONMENT
PRODUCT

16. The 7P
Organisation Facing
Product
Price
Place
Promotion
People
Processes
Physical Evidenc
The 7Cs
Customer Facing
Customer/Consumr
Cost
Convenience
Communicatiom
Caring
Co-ordinated
Confirmation

19. Renault-Nissan alliance signed MOU with
Tamilnadu Govt. for production plant.
Invests more than 4500 crore rupees.
1st ever car designing studio built in Mumbai by
any MNC.
Success of Duster helps them to gain 2% market-
share in Indian market
Next target is to achive 5% share by their new
product KWID.
More then 1,00,000 unit sold out by the company.

20. The Renault corporation was founded in Febuary 1899 as Société Renault Frères by Louis
Renault and his brothers Marcel and Fernand
The first Renault car, the Renault Voiturette 1CV, was sold to a friend of Louis' father
after giving him a test ride on 24 December 1898
Founded- February 1899; 117 years ago
Founder- Louis Renault, Marcel Renault, Fernand Renault
Headquarters- Boulogne-Billancourt, France
Area served - Worldwide (118 countries)
Key people- Carlos Ghosn (Chairman and CEO) Louis Schweitzer
(Chairman and CEO 1992-2005)
Products- Automobiles, commercial vehicles, Luxury Cars, financing

21. Renault Kwid. 2.79L Onwards.
Renault Pulse. 5.17L Onwards.
Renault Scala. 8.12L Onwards.
Renault Duster. 8.78L Onwards.
Renault Fluence. 15L Onwards.
Renault Koleos. 23.92L Onwards.

23. The Kwid is the first car to be based on the new CMF-A
platform jointly developed by Renault and Nissan.
Dimensions:-
Wheelbase2,422 mm (95.4 in)
Length3,679 mm (144.8 in)
Width1,579 mm (62.2 in)
Height1,478 mm (58.2 in)
Manufacturer-Renault
Production-2015present
Assembly -Chennai, India (Renault India)

24. Premium SUV inspired hatchback car, 1st time in India.
800 cc engine with power of 59bhp, with 72nm torque, 180 mm ground
clearance.
3 cyl petrol engine in all variant.
Boot capacity almost 300 ltr, more than i20.
Fuel efficiency almost 25kmpl, most fuel efficient.
Pricing 2.56-3.53 lakh.
ABS in the top varient.
Digital instrumental cluster is very clear and straightforward.
gear shift indicator, on the top-end variant is a 7-inch touchscreen,
which sits proudly in the centre console.

25. 3d Image Of Interior Driver Side Airbag
Media Nav Handsfree Callin Feature Ergo Smart Cabin

26. Best In Class Ground Clearance With 180mm
7 Inch Touch Screen Media Nav Is First In ClassRenault Kwid Boot Space 300 Liters
Head Light back and front light (Left or Right )

27. In Lawn Looking Great
Bold Look
Top View Shot
Renault Kwid Media Ad

28. Renault Kwid STD
799cc Petrol, Manual,25.17 kpl
2.57 lakh Ex-showroom Price
(New Delhi)
Renault Kwid RXE
799cc Petrol, Manual, 25.17 kpl
2.89 lakh Ex-showroom Price
(New Delhi)
Renault Kwid RXE Opt
799cc Petrol, Manual, 25.17 kpl
2.95 lakh Ex-showroom Price
(New Delhi)
Renault Kwid RXL
799cc Petrol, Manual, 25.17 kpl
3.12 lakh Ex-showroom Price
(New Delhi)
Renault Kwid RXT
799cc Petrol, Manual, 25.17 kpl
3.44 lakh Ex-showroom Price
(New Delhi)
Renault Kwid RXT Opt
799cc Petrol, Manual, 25.17 kpl
3.53 lakh Ex-showroom Price
(New Delhi)

29. Renault Kwid Std - Rs 2,56,968
Renault Kwid RxE - Rs 2,88,960
Renault Kwid RxE - Rs 2,94,960
Renault Kwid RxL - Rs 3,11,664
Renault Kwid RxT - Rs 3,44,131
Renault Kwid RxT - Rs 3,53,131
Hyundai EON D-Lite - 3,69,463
Hyundai EON D-Lite Plus - 3,99,634
Hyundai EON Era Plus - 4,16,210
Hyundai EON Magna Plus - 4,52,704
Hyundai EON Sportz - 4,86,10
Hyundai EON 1.0 Kappa Magna Plus -
4,87,996
Hyundai EON 1.0 Kappa Magna Plus (O) -
5,02,761

30. Maruti Alto STD – 2.8 LAC
Maruti Alto LX – 3.4 LAC
Maruti Alto LXI – 3.5 LAC
Maruti AltoVXI – 3.5 LAC
Maruti Alto LXIAirbag – 3.6 LAC
Maruti AltoVXI Airbag – 3.7 LAC
Maruti ALTO CNG LXI – 3.9 LAC
Datsun GO D – 3.24 LAC
Datsun GO D1 – 3.26 LAC
Datsun GO A – 3.59 LAC
Datsun GOT – 4.05 LAC
Datsun GO NXT – 4.10LAC
Datsun GO GOT - 4.20 LAC

31. Mostly targeted segment is the HATCHBACK segment.
Middle-class, Upper middle-class people.
SUV inspired hatchback model to attract more customer.
Effective fuel efficiency (best in class – 25.57 kmpl) to attract cost
sensitive buyers.
Fully loaded interiors & exteriors (Better than Alto. Eon, WagonR,
Datsun GO)
Price is very affordable (Key factor of this car, 2.56lac-3.52lac)

32. Bollywood actor Ranbir Kapoor is the new brand ambassador
for Renault India

33. Ranbir Kapoor is the brand ambassador.
He is heart throab of young generation so can easily inspire
young gen.
Success of Duster made this brand popular in India.
More than 130 dealers & showrooms.
Online and offline promotion.
TV commercials.

38. Highest market share hold by Maruti (Almost 50% IN hatchback segment)
Nearest copetitors are WogonR, Datsun GO, Hyundai eon, Alto 800
Renault’s target is achiving 5% share.