Renault Case Study- Evan Goldenstein

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Cleveland State University *

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100

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Marketing

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Feb 20, 2024

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1) What was the original positioning of the Groupe Renault and how they intended to change it? - The original positioning of the Groupe Tanult was a Frenchness positioning. They intended to change this positioning to more of a global brand positioning and begin marketing to other places outside of Europe. They also began testing eSports, Formula 1 and virtual reality. The purpose of this was to target a younger audience that they had not previously targeted. In order to accomplish this they crafted a four-year plan that would help them put their messages in larger media and precise offers in the precise media. 2) Describe briefly Groupe Renault’s portfolio of car brands and brief history - Group Renault has been making cars since 1898 in around 134 countries. Their company has two operational sectors, the Automotive sector and the Services sector. The company was formed by three brothers Louis, Marcel, and Fernand Renault. In 1908 they produced over 1,000 units a year. Post-WWII they steadily increased to produce 1 million units and only grew more from there. Their leading brand was their French brand Renault that was sold in over 12,000 dealerships. The company focused on mobility through the innovation of their concepts and models. Dacia brand, a Romanian brand that has been a part of Renault since 1999 is another brand that is a part of their portfolio. Renault also acquired Samsung Motors in 2000 and Alpine company in 1973. The Russian market leader Lada, also became a part of Renault in 2017. 3) Summarize Groupe Renault’s international expansion strategy - Their strategy was to highlight their French prestige and expertise. Renault used a lot of different advertising methods and campaigns to promote their brand and expand it to other countries. They worked alongside the Publicis Groupe to create campaigns that first struck a chord with the French public and then expanded to other markets. They accomplished this through using motorsport to promote their brand. They also used different logos like an alligator logo and then a diamond shaped logo to help promote their brand. Another part of the strategy was to market themselves as a leader in low-cost vehicles. They also purchased international brands to expand their assets in other markets. To expand internationally they focused on their international advertising account including their strategy, creative work, and production. 4) Give as examples the positioning of the Renault models Twingo and Clio - The position of the Twingo model was to invent a lifestyle to go with a car. This targeted more style-oriented, younger customers looking for a good looking smaller car. The Clio models positioning was similar as they positioned it as a car with higher quality within everyone's reach. This would target people looking for something a little more affordable that is still very high quality.

5) What were the main levers for the 2010 “driving the change strategy”? - The objective of this strategy was to secure their position as one of Europe's largest car makers and increase sales to over 3 million vehicles annually while generating at least 2 billion in cash flows. The main levers of the strategy were innovation, strengthened product offer, reinforced image of the brand, network excellence in customer relations, optimized R&D and investment expenditures, cost reduction, and maintained positions in Europe and international growth. This strategy worked as by 2015 they were at 2.8 million vehicles and growing at 3.3%. 6) What were the key elements of the 2015 “passion for life” strategy? - This strategy focused on building a better brand identity by improving the company's communication in words, pictures, sounds, and movements. One part of the strategy was changing their diamond log to make it bigger and give the impression of quality. They also made the name Renault in their logo bigger which improved legibility to help them in foreign markets. This campaign was their pledge to their customers that they will continue innovating their models to make the lives of their customers easier and more pleasant every day. 7) Briefly explain Groupe Renault’s communication strategy - Their strategy was to move away from mass advertising and be more targeted. To do this they revised their communication strategy to show more relevant, original, and creative messages that put data and digital the foundation of it. The pillars of this strategy included securing Renaults’s data infrastructure, dynamic and individually targeted ad assembly, and altering the way the company buys its media.

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Renault Case Study- Evan Goldenstein

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