Kwid : Alive For More

Brand : Kwid
Company : Renault

Brand Analysis Count : #567

Kwid is a skillful illustration of a successful strategy to challenge a well-established marketplace pose leader. We possess got seen many together with hence called flagship killers inwards the marketplace pose but likewise possess got seen these celebrated launches biting the dust soon. In the highly competitive machine manufacture inwards India, many firms possess got been timid to challenge the monopoly of Maruti Suzuki inwards the small-scale machine segment. Maruti holds only about 45% part inwards the machine market.

Alto has been a bestseller for Maruti all along. The  brand had a potent equity inwards the marketplace pose together with unmatched value proposition. No competitors dared to compete alongside the build because of the low-cost base of operations of Maruti. Since the small-scale machine marketplace pose is driven yesteryear toll ( value), unless the contender tin laissez passer notice tally the cost of Maruti Suzuki, it is unviable to possess got on a book build similar Alto. 

It is inwards this context that Kwid becomes an interesting brand. The build which was launched during September 2015 has actually shocked the marketplace pose alongside the huge involvement generated amid the customers. Since its launch, the build was able to garner only about 1,50,000 orders together with has managed to clock a sale of over 9000 units per month. According to companionship reports, the build has grabbed a part of only about 15% inside 10 months of the launch.

The most affected build alongside the launch of Kwid is Alto. So what made Kwid generate positive consumer involvement ? 

• Differentiation - Renault changed the game of small-scale machine marketplace pose yesteryear launching Kwid with a really bold blueprint derived from its successful SUV - Duster. Kwid doesn't human face similar a small-scale machine but looks similar a micro-SUV. This has appealed to many buyers who larn the experience of an SUV at the toll of a small-scale car. This (IMHO) is the unmarried major constituent that aided such a positive answer to Kwid. Many small-scale machine buyers are the first-time machine buyers together with Kwid never looks similar a compromise at to the lowest degree inwards price of design, 
• Localization : According to reports, Renault has ensured that  Kwid has 98% localization inwards price of the parts. This ensured low-cost base of operations for the Kwid. So the high book of Kwid is non going to bleed the companionship together with the depression cost is a deterrent against a toll nation of war yesteryear the marketplace pose leader- Alto.

Besides these factors, Alto every bit a build has been only about for a while. So customers are pretty bored alongside the product. While the value suggestion is even together with hence unmatched, Kwid brought inwards a lot of freshness to the blueprint of the car. 

At the branding front, Renault roped inwards the star Ranbir Kapoor every bit the build ambassador. The build is non positioned every bit a inexpensive machine but every bit a urban meat car. The get upwards focuses on the accessories together with the slow maneuverability of the car. The smart positioning  along alongside the build ambassador ensures that the client perceives the build every bit a character build rather than a inexpensive build ( lessons from Tata Nano).The build has the tagline " Live for More" which talks close the value suggestion of the brand. 

Watch the get upwards hither : Renault Kwid

One of the complaints that many auto reviews highlight was the lack of mightiness of the Kwid. Kwid was launched alongside an 800 cc engine that was non coming together the expectations many sentiment leaders. This month, the build launched 1000cc version of Kwid which the companionship feels would address the final result of lack of power. 

So far Kwid has been doing everything correct inwards its challenge against the marketplace pose leader. The build has been able to depository fiscal establishment check the correct boxes together with is rightly rewarded yesteryear the consumers.