Marketing strategy of Dacia Duster SUV

Posted by Zander Henry on Aug-22-2018

1. The vision of Dacia Duster SUV

The vision of Dacia Duster SUV is to be the leading quality service and product provider for customers. Being the best and the leading player means that Dacia Duster SUV marketing strategy and operations focus on:

• Providing high quality of products and services
• Providing value to customers
• Concentrate on building customer experience

2. The mission of Dacia Duster SUV

Dacia Duster SUV marketing strategy is grounded in its mission. The mission for Dacia Duster SUV is to be the favorite brand of the customers. This mission is essential for the marketing strategy of Dacia Duster SUV as it focuses on all operations and marketing activities in the direction of:

• Consumer centrism
• Using research to understand and influence consumers

3. Brand Equity of Dacia Duster SUV

Understanding and knowing the brand equity is vital for directing and giving meaning to the marketing strategy of Dacia Duster SUV. The knowledge of brand equity will help in shaping Dacia Duster SUV marketing strategy effectively – thereby facilitating the growth of business for Dacia Duster SUV.

3.1. Brand awareness

• Dacia Duster SUV has high brand awareness because of international operations
• The company focuses on higher budget allocation in the country of origin
• Each market for Dacia Duster SUV has modified marketing and strategic directives and plans

3.2. Brand association

• Dacia Duster SUV is directly associated with the brand name and product category
• Dacia Duster SUV has a broad product portfolio
• Dacia Duster SUV is associated with promising and delivering quality and innovative products
• Dacia Duster SUV is also associated with excellent customer service

3.3. Brand loyalty

• Dacia Duster SUV has been successful at gaining high consumer loyalty because of unique and influential marketing strategy
• Dacia Duster SUV has a global customer base
• Dacia Duster SUV keeps adding value addition to the products and product portfolio to keep consumers engaged

3.4. Brand asset

• Dacia Duster SUV has a substantial brand value
• Dacia Duster SUV also enjoys the high financial worth
• Dacia Duster SUV focuses on building a reliable and robust employee base

3.5. Brand element

• Dacia Duster SUV uses the brand element as a means of competitive advantage
• Uses adaptability in product, services, and marketing to meet different cultural demands

4. Situational Analysis of Dacia Duster SUV

The situational analysis will help in developing the marketing strategy of Dacia Duster SUV by conducting a thorough market analysis. This market analysis will aid in understanding the compatibility between external opportunities and other factors, and internal strengths – to be used to maximize the marketing influence of Dacia Duster SUV.

4.1. SWOT

4.1.1. Strengths

Dacia Duster SUV marketing strategy can benefit from the following internal advantages:

• Strong brand image
• Global distribution network
• Investment in market research
• Innovation

4.1.2. Weakness

Dacia Duster SUV faces challenges in marketing strategy because of the following weakness:

• Slow organizational processes
• High product prices

4.1.3. Opportunity

Dacia Duster SUV has the following possibilities of business growth:

• Green lifestyles
• Regional expansion
• Diversification

4.1.4. Threats

Dacia Duster SUV faces business threats because of the following factors:

• Increased competition
• Increased imitation

4.2. PESTEL

4.2.1. Political

• Dacia Duster SUV operates I markets with political stability
• Dacia Duster SUV has funding support from the government for small businesses

4.2.2. Economic

• Dacia Duster SUV enjoys high sales because of higher GDP
• Lower interest rates make business expansion and loaning easier for Dacia Duster SUV
• Low inflation strengthens the financial position of Dacia Duster SUV

4.2.3. Social

• Higher education and awareness increases sales of Dacia Duster SUV predict
• Dacia Duster SUV focuses on understanding consumers and fulfilling their demands through its offerings

4.2.4. Environmental

• Dacia Duster SUV has an active CSR program
• Dacia Duster SUV ensures environmental safety in all its operations

4.2.5. Legal

• Dacia Duster SUV is aware of local and global laws of business and human resource management
• Dacia Duster SUV abides by all statutes – especially labour law, discrimination law, and employee safety laws

4.3. Porter’s Five Forces

4.3.1. Threat of substitutes

• High risk of replacements
• Substitutes offer similar products at low prices

4.3.2. The threat of new entrants

• New entrants need high financial investment
• New entrants need updated technology for keeping par with industry progress

4.3.3. Bargaining power of buyers

• Sales made to end consumer directly
• Stocking of products at retailers, as well as own-controlled retail outlets

4.3.4. Bargaining power of suppliers

• Multiple suppliers of raw materials
• Suppliers are chosen after careful inspection, and through contracts

4.3.5. Industry rivalry

• High industry rivalry
• Players offer similar products
• Players compete through marketing to influence consumers

5. Marketing Objectives for Dacia Duster SUV: The Marketing Strategy of Dacia Duster SUV

Dacia Duster SUV marketing strategy has the following objectives for the current financial year:

5.1. Increased market penetration

• Increase top of mind recall for Dacia Duster SUV brand and products by 30%
• Increase sales for Dacia Duster SUV by 40% by the third quarter of the financial year
• Achieve a trial rate for new products of 10% during the first quarter of the launch
• Increase consumption rate of existing products by 45% during the current financial year

5.2. Enhanced brand recognition

• Increase top of mind recall by 65% during the current fiscal year
• Increase brand recognition by 80% during the first two quarters of the current financial year

5.3. Increased use of digital marketing

• Acquire 25,000 new online customers during the financial year
• Increase website traffic through using blogging and email tactics effectively by 505 during the first two quarters of the year
• Acquire 65,000 likes on the official Facebook page of Dacia Duster SUV during the first quarter of the financial year

5.4. Retail Growth

• Contract with five more leading supermarkets in the first quarter of the year to stock product at eye level shelving
• Contract with two leading online retail sites – eBay and Amazon – to stock our products, and increase accessibility for consumers globally by the second quarter of the financial year

6. Segmentation of Dacia Duster SUV

Dacia Duster SUV marketing strategy uses different means of segmentation to reach an increase in market penetration.

6.1. Demographic segmentation

6.1.1. Age

Dacia Duster SUV has consumers of age groups

• 20-45 years
• 45-60 years

6.1.2. Gender

• Dacia Duster SUV has a broad product portfolio for both males and females

6.1.3. Life-cycle stage

Consumers for Dacia Duster SUV, according to the marketing strategy, are in the following various life cycle stages:

• Single students
• Single graduates
• Single people living at home/not living at home
• Young couples without children
• Married couples with one to four children – all at home
• Married couples with one or two children in college
• Old married couples with an empty nest

6.1.4. Occupation

The marketing strategy devises the following occupations for Dacia Duster SUV consumers:

• Professionals
• Students
• House makers

6.2. Psychographic segmentation

6.2.1. Social class

• Dacia Duster SUV focuses on segments of middle-upper and upper social classes

6.2.2. Lifestyle

Dacia Duster SUV consumer segments have the following lifestyle characteristics:

• They aspire towards a better and higher living standard
• They want to be successful – professionally and socially
• They are not hesitant to try new things, products and services in life
• They are confident in their behaviour and attitude
• They are mainstreamers in their fields

6.3. Geographic segmentation

6.3.1. Region

• Dacia Duster SUV has operations spread across the western developed countries such as America, the united kingdom, and the Netherlands
• It also has operations in emerging markets such as Brazil, India, and China

6.3.2. Density

• The focus of Dacia Duster SUV remains on the urban part of the population

6.4. Behavioural segmentation

6.4.1. Personality

The marketing strategy defines personality characteristics for the consumers of the brand of Dacia Duster SUV, such as:

• Determined
• Confident
• Ambitious
• Hardworking

6.4.2. Usage frequency

• The consumer segments for Dacia Duster SUV are regular and frequent users of the product

6.4.3. Benefits sought

• Consumers seek functional benefits
• The focus, however, is more on the emotional benefits reaped from the consumption of the brand

6.4.4. Degree of loyalty

• Consumers are very loyal
• Have an emotional attachment with the brand

7. Targeting of Dacia Duster SUV Positioning of Dacia Duster SUV

The marketing strategy of Dacia Duster SUV targets consumer groups based on segmentation as follows:

7.1. Target market

• The target market for Dacia Duster SUV is from middle to upper class
• The target market is ambitious and desires to purchase high-end consumer products
• This target market also seeks affordability
• To meet target market expectations, the Dacia Duster SUV focuses on quality control

7.2. Mass marketing

• The marketing strategy of Dacia Duster SUV focuses on mass marketing
• This also requires unique marketing designs and product promotion programs
• Dacia Duster SUV makes use of one strategy to influence all segments

7.3. Undifferentiated marketing strategy

• Dacia Duster SUV does not differentiate between market segments
• It uses a single marketing strategy to target all segments and consumer groups
• Based on this, Dacia Duster SUV also created the marketing mix under the marketing strategy as a singular one for the whole market – regardless of the segmentation divides.

7.4. Focus on quality

• Dacia Duster SUV has created, developed, and maintained a brand that satisfies all consumers under the undifferentiated marketing strategy and mass marketing
• No compromise on quality has been made in the broad product portfolio
• To ensure the influence of a single marketing strategy, the Dacia Duster SUV has also adopted a consumer-centric approach in its overall marketing strategy and operations as well
• This was used for targeting strategy as well as for maintaining growth

8. Company Competitive Advantage in the marketing strategy of Dacia Duster SUV

The marketing strategy of Dacia Duster SUV stands out from the clutter and competition. Dacia Duster SUV has also achieved a sustainable competitive advantage in its marketing strategy. This is because of the following factors that Dacia Duster SUV has utilized:

8.1. Cost-effectiveness

• Dacia Duster SUV focuses on reaching consumers effectively rather than grandeur
• Dacia Duster SUV focuses on developing an integrated marketing approach
• The use of digital marketing efficiently and expertly has helped the company reach a wider audience at a lower cost
• Dacia Duster SUV has in-house copywriters for marketing campaigns which also helps in controlling costs
• Dacia Duster SUV also focuses efforts on ground activities – which are less expensive than commercial marketing tactics

8.2. Innovation

• Dacia Duster SUV has stayed updated with latest developments in marketing research and marketing knowledge
• Dacia Duster SUV makes use of new and innovative tactics to reach its target consumers
• Dacia Duster SUV also employs top of the field marketers to facilitate its marketing strategy and promotional campaigns
• Each marketing campaign launched by Dacia Duster SUV is effective catchier and more influential than the previous one

8.3. Strong market research and consumer understanding grounded

• Dacia Duster SUV marketing strategy is strongly grounded in consumer and market research
• Dacia Duster SUV makes informed marketing campaigns and goals based on consumers’ behavioural feedback
• Dacia Duster SUV also incorporates consumer feedback in its marketing strategy
• Dacia Duster SUV marketing strategy is based on market trends, and consumer needs and wants

8.4. Making effective use of emotional appeals

• Consumers’ emotional needs strongly influence all marketing objectives and marketing goals set by Dacia Duster SUV
• In addition to fulfilling functional needs, Dacia Duster SUV also tries to fulfil the emotional and psychological needs of the consumer
• Dacia Duster SUV tries to build a strong emotional bond with the consumer, which also results in high consumer loyalty

9. Distribution Strategy of Dacia Duster SUV

Dacia Duster SUV marketing strategy highlights the use of the following distribution strategy to maximize reach and accessibility for consumers.

9.1. Intensive distribution strategy

• Dacia Duster SUV makes use of intensive distribution strategy because it is mass marketing
• Dacia Duster SUV’s marketing strategy is based on undifferentiated segments, and thus an intensive distribution strategy allows high penetration and reaches in the overall market
• With the use of the intensive distribution, Dacia Duster SUV tries to maximise its coverage of the markets where it's present
• For achieving the intensive strategy, the company uses hardcore 360-degree integrated marketing strategy and campaign to reach all consumers, across all segments in the market.

9.2. Direct distribution strategy

• Dacia Duster SUV uses direct distribution country of origin as well as in locations where it has subsidiary operations
• The Dacia Duster SUV also makes use of modern retailing channels
• Also, Dacia Duster SUV makes use of e-commerce and makes a sale through online retailers, as well as through the company website
• Direct distributions have allowed Dacia Duster SUV to increase market penetration and accessibility for consumers

9.3. Indirect distribution strategy

• This strategy is largely used for offshore operations where the Dacia Duster SUV does not have a subsidiary
• In these offshore locations, Dacia Duster SUV largely works through the export model
• This makes use of several intermediaries in between, before the product by Dacia Duster SUV reaches the target consumers
• Intermediaries for Dacia Duster SUV include not only the end retail outlets, but also sales agents, retail agents, and distribution agents in offshore locations

9.4. Selective distribution strategy

• For some products of its portfolio which are premium in nature, Dacia Duster SUV makes use of selective distribution channel
• Dacia Duster SUV has maintained a few outlets in the country of origin, and in selected offshore markets for these products
• These placements and locations are chosen based on the niche market that Dacia Duster SUV has for its premium products
• These locations, placements, and marketing strategy helps make the company’s product selectively, but readily accessible for its niche target audience

10. Competition Analysis in the marketing strategy of Dacia Duster SUV

The industry in which Dacia Duster SUV operates is very responsive to market and consumer trends. Dacia Duster SUV, therefore, needs to be vigilant in its market strategy towards competition – to make sure that it maintains its competitive advantage.

10.1. Strategic Group Analysis

• Dacia Duster SUV competes with direct and close competition based on quality and price
• Consumers choose between different companies from the industry based on their functional offering
• Consumers have progressively evolved to strengthen loyalty and form an emotional bond with products that they consume
• Dacia Duster SUV also competes, thereby, with close competition for building stronger brand image, increasing consume loyalty, and for forming strong emotional ties with the consumer

10.2. Industry rivalry

• Dacia Duster SUV experiences high industry rivalry
• The barriers to entry for the industry are low, and new entrants gain easy access in the industry
• The number of local as well as global players is increasing

11. Marketing mix of Dacia Duster SUV

The marketing mix for Dacia Duster SUV as per the marketing strategy is the following:

11.1. Product

• Dacia Duster SUV has a broad product portfolio
• Dacia Duster SUV provides mass marketed products for all segments across the market undifferentiated
• Dacia Duster SUV also provides some selected, premium products to niche customer groups
• All products in the portfolio consistently maintain high quality
• All products are tailored to meet consumer specifications, demands and needs across different regional markets
• The Dacia Duster SUV maintains a high focus on innovation in products and introduces new products frequently to keep the consumers engaged

11.2. Place

• Dacia Duster SUV wants to have a close, emotional and personal relationship with its consumers
• The company maintains high control in its distribution strategies – especially through direct distribution strategy
• The company has a presence in leading supermarkets
• The Dacia Duster SUV also has company-operated stores in malls, and otherwise to make products accessible to consumers easily
• Dacia Duster SUV also makes use of e-commerce to increase penetration and sales

11.3. Price

• The Dacia Duster SUV prices its products so that its target consumers can afford it easily
• Dacia Duster SUV uses relative pricing strategy for its products
• The price of Dacia Duster SUV’s products include not only the high quality raw materials and value additions but also the enhanced customer experience they deliver
• The company’s pricing strategy allows it to enjoy stable revenue and profit growth

11.4. Promotion

• The Dacia Duster SUV has a high budget allocated towards marketing activities
• The Dacia Duster SUV invests substantially in digital marketing activities to reap high and effective results
• Use of digital marketing has also allowed Dacia Duster SUV marketing strategy to cap costs and expenses
• Dacia Duster SUV also takes part in direct consumer engagement through on-ground activities where the company initiates trials
• Dacia Duster SUV also invests in traditional media channels to reach maximum consumers in the market

11.5. People

• Dacia Duster SUV has a large workforce across different companies
• This workforce is continually trained to become experts in their respective fields of operations
• Dacia Duster SUV hires without discrimination
• Dacia Duster SUV ensures that its employees remain motivated through building an inspirational and creative organizational culture
• Dacia Duster SUV focuses on also building and maintaining organizational commitment and loyalty in its employees

11.6. Process

• All activities at Dacia Duster SUV - from raw material procurement to the final sale to the end consumer - undergo systematic processes
• The processes at Dacia Duster SUV are well defined, and well communicated to all employees
• All employees are trained to follow the processes internally to ensure consistently high quality as well as timely production and deliveries
• The systematic processes also ensure a smooth running of operations at the Dacia Duster SUV

11.7. Physical evidence

• The physical evidence for Dacia Duster SUV includes the company logo, company store designs, and the product packaging
• Satisfied and excited customers in the retail spaces of Dacia Duster SUV, as well as during product consumption create a bubbling and an inviting atmosphere
• The e-commerce website for retail by Dacia Duster SUV is also designed with a friendly customer interface to allow maximum interaction with the brand
• The store designs created by Dacia Duster SUV for its retail space allow consumers maximum interaction with the products directly.

12. Promotional tactics for the marketing strategy of Dacia Duster SUV

12.1. Digital marketing

• The company uses social media for reaching consumers effectively
• The Dacia Duster SUV interacts with the consumers directly, and engages with them, answers their queries and takes their feedback
• The company also shares information and build relationships with consumers through digital marketing
• Dacia Duster SUV also makes use of blogging, emails, and content creations as a means of digital marketing

12.2. Conventional marketing

• The company uses a 360-degree approach in its marketing strategy
• This means that the company makes use of traditional marketing channels as well – such as TV, magazine adverts, and out of house placements

12.3. Influencers

• For direct, on-ground engagement, the company uses influencers
• Influencers interact with consumers directly, or through their channels of communication as a means of content creation and endorsing the Dacia Duster SUV brand

13. Monitoring and evaluation of the marketing strategy of Dacia Duster SUV

13.1. Changes in sales

• Dacia Duster SUV regularly tracks its sales to identify the effectiveness of its marketing strategy
• Increase in sales reflect the success of marketing strategy of Dacia Duster SUV
• Sometimes, Dacia Duster SUV experiences increase ins ae after some time of the launch of the marketing promotions

13.2. Surveys and focus groups

• Dacia Duster SUV frequently conducts focus groups and surveys to identify its brand worth
• These methods also help the company identify brand value, brand recall, and brand recognition
• Focus groups allow Dacia Duster SUV to gather feedback on its marketing strategy and helps it understand consumers better

13.3. ROI

• Effectiveness of marketing strategy of Dacia Duster SUV can also be seen through the revenue and profit growth
• Return on investment allows Dacia Duster SUV to effective gauge the effect and influence of the marketing strategy, and measure its success

13.4. Attainment of marketing objectives

• All marketing objectives set by Dacia Duster SUV are SMART
• The quantitative set against each of the marketing objective can facilitate attainment evaluation for the overall marketing strategy
• Successful and timely attainment of these marketing objectives highlight the success of the marketing strategy of Dacia Duster SUV