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Renault India


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Marketing Research done on Renault India

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Renault India

  3. 3. Background <ul><li>Joint venture between Mahindra & Mahindra Ltd, and Renault SA (Mahindra Renault Ltd). </li></ul><ul><li>Launched as the “India’s first wide body car”. </li></ul><ul><li>“ a low frills sedan” </li></ul><ul><li>The sales of Logan are too far from the target </li></ul>
  4. 4. <ul><li>Background to the problem: </li></ul><ul><li>The problem is to identify the factors and their relative importance to customers of mid-sized cars, the relative favorability of Logan vis-à-vis other midsized cars and alternative customer propositions that Logan could offer </li></ul><ul><li>to improve it sales. </li></ul><ul><li>Statement: </li></ul><ul><li>“ Perception of consumers towards Logan and other mid sized segment cars” </li></ul>Marketing Research Problem
  5. 5. Descriptive Research <ul><li>Research Objectives: </li></ul><ul><ul><li>Attributes that customers look for in a mid-sized car. </li></ul></ul><ul><ul><li>Factors that customers consider most important while moving from a small to a mid-size car. </li></ul></ul><ul><ul><li>Comparison of different mid-sized cars based on different features. </li></ul></ul><ul><ul><li>Satisfaction level of customers with respect to the current features and after sales service </li></ul></ul><ul><ul><li>Test the effectiveness of the new advertisement of Logan – “India’s first wide body car”. </li></ul></ul>
  6. 6. Sampling <ul><li>Online Surveys – 154 </li></ul><ul><li>Hand filled - 60 </li></ul>
  7. 7. Logan Preference
  8. 8. H1 - Price, mileage and type (petrol/diesel) are the most important features considered by the customer while buying a mid-size car.
  9. 9. Factor Analysis <ul><li>70% of variance explained by 4 components </li></ul><ul><li>Performance </li></ul><ul><li>Value For money </li></ul><ul><li>Styling </li></ul><ul><li>Space </li></ul>
  10. 10. H2 - Price is the most important factor for customers to move from small to mid size segment.
  11. 11. H3 - Logan scores highest on price as compared to other cars.
  12. 12. H4 - Logan fares poor on looks
  13. 13. H–5 Customers do not associate style with Logan. <ul><li>Exterior Looks – 30% people feel that Logan is not upto the mark </li></ul><ul><li>Interior Looks – 20% people feel that Logan is not upto the mark </li></ul><ul><li>Considering neutral responses, we can’t reject the hypothesis </li></ul>
  14. 14. H-6 Brand recall is high among educated working people. <ul><li>Brand recall is pretty poor given the fact that this is a new car which was launched with much fanfare. </li></ul><ul><li>Only 2 ads were released, that too only at pre-launch stage </li></ul><ul><li>There were no post-launch promotions </li></ul>
  15. 15. H-7 Customers consider Logan to be good for city driving.
  16. 16. Recap <ul><li>Price, Comfort, Style, and Mileage are top priorities </li></ul><ul><ul><li>Logan fares as good as Industry Avg on Price and Mileage </li></ul></ul><ul><ul><li>Logan fares very poor on Style </li></ul></ul><ul><ul><li>Logan is perceived as good City car </li></ul></ul><ul><li>Little or no recollection of the advertisement campaigns </li></ul><ul><li>Campaign failed to even penetrate to the majority let alone leaving an impact on the viewers </li></ul><ul><li>People are not confident if it’s a quality product </li></ul>
  17. 17. Recommendations <ul><li>Mahindra Renault should advertise Logan more </li></ul><ul><li>Price can be used as a differentiating factor => give price discounts in festive seasons for Petrol Variant </li></ul><ul><li>They should have Post launch promotional campaign </li></ul><ul><li>Use brand ambassadors </li></ul>
  18. 18. <ul><li>Float Logan as a Passenger car </li></ul><ul><li>Sponsor major events, organize rallies and test drive campaigns </li></ul><ul><li>Mahindra should portray car making capabilities, Scorpio being an example </li></ul>
  19. 19. Thank You !!!