Promotional Strategy of Dacia

This presentation discusses the promotional strategy of Dacia, a Romanian car manufacturing company. It explores how Dacia uses traditional and modern marketing channels to promote their products and make people more aware of their offerings. The presentation also highlights Dacia's sales strategy and its competitors in the automotive industry. Additionally, it provides information about Dacia's profit revenue and its success in selling vehicles.

Dacia
History
Automobile Dacia is a
Romanian car manufacturing
company which was founded
in the year of 1966 with its
original name Uzina de
Autoturisme Pitesti or UAP.
This is Romania’s top
company by revenue and has been a subsidiary of French car
manufacturer “Renault”.
• In the year 1999, Dacia was bought by Renault group
with a clear aim is to making a hub of automobile
development in Romania. Dacia is an exemplary model of
innovations, technology and uniqueness all wrapped
together to serve the needs of customers in an effective
manner.
• Dacia derived its name from the ancient region that
resembles very much to the present-day Romania. It
provides quality and assurance in its car with different
features as well as powerful engine.
• Dacia produced variety of cars with unique and different
model with Renault. Its most popular models are Dacia
1100/1100S, Dacia 1300/1310, Dacia Lăstun, Dacia
Solenza, Dacia Pick-Up, Dacia Logan, Dacia Sandero,
Dacia Duster, Dacia Lodgy, Dacia Dokker etc.
In respect of Dacia their profit revenue is increasing day by day
as its selling of vehicles are also enhancing but in past years
between 2008 to 2013 company is ups and downs in their sales.
Like in year 2008- 2562 units are sold, then at 2009 sale
decrease to 2253 units again in 2010 and 2011 sale get
increased to 4047 units, simply in 2012 it decrease to 3805; but
after 2013 the sale get increased and in 2018 Dacia sold 15221
units vehicles.
• It is consider as person or entity which is a rival against
another firm or person. In order to compete in
competitive market Dacia company need to adopt
different promotion channels for promoting their products
such as digital technique, social media, workshops and so
on. The main competitors of respective firm in
Automotive industry at Romina are Renault Captur,
Suzuki, Citroen, Volkswagen, Audi, Nissan, Fiat and so
on. So it is essential for Dacia to develop their
promotional strategies by consider their competitor's
strategies.
• Dacia’s sales strategy is majorly relying on boosting
promotional efforts through which they can provide
appropriate information to target customers. Therefore,
they implement several promotional strategies with the
aim is to target customer needs where price is the first
priority.
• Major objective of Dacia is to make people more aware of
their products instead of being familiar just by their brand
name. In order to promote the automobile Dacia in an
effective manner, the firm would make use of traditional
as well as modern marketing channels. In relation to
traditional channel of promotion, Dacia make use of paper
media, broadcast media such as radio, television and so
on.
• With respect to modern channels of promotion, Dacia
would be promoted its new and existing range with the
use of social media marketing.
• These kind of channels assist to validate a brand as well as
work as an essential tool for an organization to reach their
consumers effectively in order to create awareness of
business products. Social media marketing assist to
promote Renault Dacia from Romania with its strap line
“You do the maths”.
Promotional Strategy Competitors
Dacia Vehicles
Profit Revenue
References
• Publicis London Social Media Campaign for Dacia. 2019. [Online].
Available through:<https://lbbonline.com/news/publicis-london-
social-media-campaign-for-dacia/>.
• Dacia will focus on marketing as sales momentum stalls. 2019.
[Online]. Available
through:<https://europe.autonews.com/article/20160330/ANE/16033
9998/dacia-will-focus-on-marketing-as-sales-momentum-stalls>