Marketing Analysis: Critical Reflection on Renault Kadjar Launch

This report provides a critical reflection on the marketing strategies employed during the launch of Renault's Kadjar. It examines various aspects, including advertising techniques like billboards and social media promotions, and the use of IMC tools such as direct selling, public relations, and sales promotion. The report highlights the importance of customer engagement through surveys, feedback, and contests, as well as the impact of customer-generated content. The analysis delves into Renault's approach to public relations, the effectiveness of its advertising campaigns, and the role of promotional strategies like free servicing and warranty offers. It also discusses the significance of rational thinking in consumer decision-making and suggests improvements to enhance the brand's marketing efforts and customer base. The report concludes with a focus on the need for enticing advertising that highlights the Kadjar's features and competitive pricing, and the importance of customer-friendly employee behavior.

Running head: MARKETING
Marketing- Critical reflection of KADJAR launched by Renault
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MARKETING
Table of contents
Concrete experience.........................................................................................................................2
Reflective observation.....................................................................................................................2
Abstract conceptualization...............................................................................................................3
Active experimentation....................................................................................................................3
References........................................................................................................................................4

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Critical reflection on Renault’s KADJAR (effective media relations as a part of the Public
relations)
Concrete experience
Renaults has achieved accolades and glory by enlivening the passion of the customers
towards adventure. Advertising the newly launched products has enhanced the brand image.
Typical example in this direction is the thrilling and adventurous KADJAR. The personnel abide
by certain techniques for reaching out to the customers for selling the cars. One of these
techniques is the creation of attractive hoardings or billboards, displaying the picture of
KADJAR along with its features (Renault.com.sg 2017).
Figure: Kadjar advertisement by Renaults
(Source: Renault.com.sg 2017)

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Using catchy lights in the advertising tools enhance the understanding of the customers
regarding the design of the car. Including the news of the test drives in the hoardings makes the
customers aware of the latest activities undertaken by the company. Putting the pictures of the
car in the social networking sites and the official website also promotes the business of Renault,
expanding the scope and arena. Some of the most important aspects of using the IMC tools are
the factors of direct selling, public relations, personal selling, direct marketing, sales promotion
and advertising. All these tools are of extreme importance for selling any merchandise of the
owners. This selected car has to be advertized in a wide range by Renaults. This will cater to
their target audience’s knowing about the car. If the target consumers of the car can be aware of
the major upgraded features of the car they will definitely feel attracted towards the car. It is
nearly impossible to attract the customers for buying the cars by personal selling. They can use
two important methods for communicating with the customers. These are advertising and making
sales promotions.
Reflective observation
Adoption of the means of survey, feedback, test drive bookings, fleet sales enquiry along
with the electronic newsletter possess direct relationship with the aspect of Public Relation in
case of Renaults. These sources strengthen the bond between the personnel and the customers. I
feel the company can conduct contests for the customers, which would enhance their awareness
regarding the effectiveness of the newly launched KADJAR car (Renault.com.sg 2017). Typical
example in this direction is the advertisement shown on YouTube for advertising Kadjar to the
public. Such advertisements have enabled the personnel to increase the trafficking of the
audience to the brand image (Youtube.com 2017).

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Figure 2: TV advertisement for Renaults Kadjar
(Source: Youtube.com 2017)
The immediate outcome of this advertisement is escalation in the sales revenue and
addition of maximum value to the profit margin. Moreover, the provision for customer-generated
content has enriched the knowledge of the personnel regarding the specific tastes and preferences
of the customers, especially the aristocratic and the classy people, searching for passion and
adventure.
Abstract conceptualization
Renaults is one of the reputed car companies in Singapore. Among the customers also,
Renaults has achieved accolades and glory by aligning with the passion of the customers. In
terms of review also, Renaults is on the topmost position. Countering this, the contests conducted
by the car companies places Renaults in the same alignment with the contemporary companies.

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The companies need to maintain consistency in seeking innovative means for the enhancement
of the Public Relations department (Babin and Zikmund 2015). The newsletter is one of the
typical examples, which enhances the clarity of the audience regarding the recent trends of the
company. I have also understood that as a part of the sales and promotion strategy, Renault has
provided a 3 year free servicing strategy for the car itself along with 5 years of warranty and
roadside assistance. I think they can make their advertisements for the car with an attractive
pricing strategy to give a zero down payment option with an attractive EMI policy. This will be a
huge strategy for promotion of the car. The direct marketing approach can also be helpful for
Renault I suppose. If they showcase their cars in their showrooms and put up banners and
distribute the leaflets through newspapers and other mediums, they will get a quite a good public
attraction.
Active experimentation
I have learnt that companies, in order to fulfill the needs, demands and requirements,
introduce many new things. However, I need to expose rational thinking in terms of making
decisions regarding my purchases. I think that this rationality is the main agent in terms of
making the company conscious regarding the aversion of unnecessary steps, which would delay
the provision of quality and branded products to the customers. Along with this, I also think that
the company personnel need to expose rational behavior, so that positive image is created in the
minds of the customers about the brand. It is my opinion that apart from the rational behavior of
the employees, Renault should also strengthen its marketing strategies so that this car can gain a
better customer base. The advertising methods should be so enticing that it should focus on the
major features of the car and its price, the customer friendly behavior of the employees will also
be important to attract the customers to buy the new Renault Kadjar.

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References
Babin, B.J. and Zikmund, W.G., 2015. Exploring marketing research. Cengage Learning.
Renault.com.sg (2017). KADJAR. Available at:
http://www.renault.com.sg/cars/kadjar/index.html Accessed on 16th October 2017]
Renault.com.sg (2017). Sales Promotion. Available at:
http://www.renault.com.sg/Promotions/Salespromotion.html [Accessed on 20th October 2017]
Youtube.com (2017). Renault Kadjar 2017 advertisement. Available at:
https://www.youtube.com/watch?v=_dm3dfxY19w [Aessed on 20th October 2017]