Dacia marketing MIX

Marketing Mix: Dacia

Student: Bogdan Savulescu

History

•1968 partnership with Renault

•2004 Dacia Logan

• 1995 first 100% Romanian car

• 2010 Dacia Duster

Marketing Mix • VARIETY - products tailored to the needs and demands of consumers: Dacia Logan sedan, Dacia Logan estate, Dacia Duster 4x4, Dacia Logan Pick-up and Van; • QUALITY - quality of products is guaranteed by the Dacia-Renault group; • DESIGN - Dacia vehicle design is attractive and modern also is characterized by simplicity and comfort, managing to attract a large group of consumers; • SERVICE - Dacia Group provides post-sale support and maintenance services to authorized services Dacia.

Marketing Mix • Dacia Logan has starting price of 5,900 euros (all taxes included)

• Dacia Duster attracts by the very low price, the most cheapest SUV vehicle in the world (starting price of 10,500 euros, all taxes included).

Marketing Mix • Coverage - Dacia has dealership in almost all counties of Romania, but its offices are exceeding the national borders. • Transport – Dacia has contracts with different companies for road transport in Europe, but also since 2009 a contract with the National Railway Company (GFR) for railway transport which seems to be very efficient.

Dacia exports situation • 1 Germany 84 937 • 2 France 65 956 • 3 Italy 21 739 • 4 Algeria 17 327 • 5 Turkey 9 727 • 6 Spain 9 030 • 7 Austria 4 754 • 8 Belgium 4 750 • 9 Holand 4 080 • 10 Serbia 3 000

CARS SOLD SERBIA

HOLAND

BELGIUM

AUSTRIA

SPAIN

TURKEY

ALGERIA

ITALY

FRANCE

GERMANY

0

10000

20000

30000

40000

50000

60000

70000

80000

90000

Marketing Mix • Channels of communication - full campaign with:  Specific Events  The media (print, TV and radio)  Internet  Viral Marketing  Marketing unconventional  Games and online competitions  Forums

Dacia Ads

Dacia Ads

Dacia Ads

Thank You!