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Marketing Mix Analysis and Consumer Behavior For The New Model Dacia - Lodgy

- The document analyzes the marketing mix and consumer behavior for Dacia's new model, the Lodgy MPV. - It summarizes Dacia's product, pricing, promotion, and distribution policies for the Lodgy. This includes positioning it for families, a penetration pricing strategy, and advertising campaigns highlighting its space and reliability. - It also describes the results of a survey of 100 consumers regarding their familiarity with and perceptions of the Lodgy. The majority were aware of the Lodgy and saw Dacia's quality as improving, though some saw room for more improvement. Most also viewed the Lodgy positively.

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48 views4 pages

Marketing Mix Analysis and Consumer Behavior For The New Model Dacia - Lodgy

- The document analyzes the marketing mix and consumer behavior for Dacia's new model, the Lodgy MPV. - It summarizes Dacia's product, pricing, promotion, and distribution policies for the Lodgy. This includes positioning it for families, a penetration pricing strategy, and advertising campaigns highlighting its space and reliability. - It also describes the results of a survey of 100 consumers regarding their familiarity with and perceptions of the Lodgy. The majority were aware of the Lodgy and saw Dacia's quality as improving, though some saw room for more improvement. Most also viewed the Lodgy positively.

Uploaded by

Bryana
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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MARKETING MIX ANALYSIS AND CONSUMER BEHAVIOR FOR THE NEW

MODEL DACIA LODGY


Crenguta Ileana, TOMESCU1, Nicoleta, ISAC2 and Yanik, TALAT3
1

University of Pitesti, Pitesti, Romania, [email protected]


2
University of Pitesti, Pitesti, Romania, [email protected]
3
Ibrahim Cecen University of Agri, Turkey, [email protected]

ABSTRACT: Currently, SC Automobile Dacia S.A. operates in a dynamic environment changing, resulting in the need for
continuous adaptation of the work environment or external business requirements, requirements and restrictions occur in markets
where the company is present. Adapting business to the concrete conditions of the external environment can not do in the absence of
marketing. Integration of the marketing function within the firm functions Automobile Dacia involves carrying out specific
activities, such as: selection of personnel involved in marketing activities, policy development and practical marketing strategies,
quantifying interdependencies between marketing activity and all other activities in the company. Most work in the marketing
department of the Automobile-Dacia focuses on identifying the best ways to promote efficient first Dacia MPV - Lodgy launched
this year at the Geneva Motor Show
KEY WORDS: marketing mix, consumer behaviour, competitiveness

1. MARKETING MIX ANALYSIS OF THE


NEW MODEL DACIA LODGY
Product policy
Dacia Lodgy is a very practical and spacious car that
addresses predominantly family segment. Thus, the
promotion campaigns of the first Romanian MPV will
emphasis on the familial component that automatically sends
prospect to think of space and generosity of family fun
possibilities that this machine can offer. Name a car is a
strategic, tactical, and emotional. The choice is subject to
legal constraints, technical and language. The choice of name
for a car is an exciting stage, marked by creativity, but also an
important decision: acceptance and resonance it must be
immediate. Several sectors of the group (Design, Product,
Marketing, Software, Legal, Communications, etc.) are
involved in choosing the name. The process has three stages:

the first specification is established with the objectives to


be chosen name;
second legal verifying availability, ease of delivery and
consistency of meanings;
the third involves the decision taken by the Committee
on Names, which meets every two months.

Pricing policy
In this case it requires a penetration pricing strategy (which is
also the company's global strategy) based on low prices to
discourage competition, will then, once you have gained
some market share, to increase their price slightly, while
increasing quality. But this strategy was correlated with
greater flexibility in terms of features for the same model,
which makes the price vary from basic model to one with full
features optional, such as to preclude the possibility of
perception as a low quality product. Low-cost strategy
presents an increased interest in the context in which a great
deal of competitors reached a state cap, or even decline, and
given that there is a global state of economic crisis. A lower
price will get immediately obvious Dacia company and a
product with a good quality-price, adopting such a strategy is
likely to succeed

Promotion policy
The main objectives of the promotional campaign are:

Building a positive product perceptions among potential


customers as to underline the quality, usefulness and
reliability of the car;
Promote potential among clients who own a family
image "family car", spacious and very practical;
Create long term relationships with customers;
Message conveyed by the promotional campaign:
Lodgy is your car and your family is the car that will
accompany the fun.
Lodgy gives you and all your friends plenty of room for
fun and sufficient reasons to be happy.

Developing communicative mix


Advertising - Dacia Lodgy promotion among potential clients
existing national market will be achieved through two
commercials that will target the market segment targeted at
consumers Families. Developing effective advertising spots
will be made when identifying Advertiser will provide the
optimum response to the requirements set by the company.
This response will be to provide additional ideas on achieving
advertising spots for the two target audiences., And company
requirements will cover the following aspects:
- If the intended primary destinations advertising market
segment family wants the car highlighting generous (both in
terms of interior space, and luggage carrier size) and its
reliability firmly on road conditions through a sequence of
images shows a large family eager for fun that starts a
journey. In addition chain of emotional character images will
be provided at the end and rational character providing
information such as model name, contact a distributor and
possibly Dacia logo.
Sales promotion - In terms of existing, state that this is
possible but receive certain discounts depending on the
evolution of the sales. Other methods of sales promotion:

Giving a 5 year guarantee and free revisions within 2;


Allowing potential clients to participate in a test drive in
order to convince them of the benefits derived from
purchasing the car.

55

Public Relations - in this respect will be conducted the


following activities:

sponsorship of various sporting


rting and social events to
promote the product in the population;
participation in various trade fairs, exhibitions, shows
and events nationwide character or that relate to the
business of the company in question;
publications will be granted interviews that
th will require
this and will be contacted some of them to propose an
advertorial.

the
he questionnaire was structured in two parts as follows:
the first part includes 10 questions open, closed and
mixed, and a table of scale on respondents' views on
Lodgy and Dacia generally, and the second part contains
questions to identify respondents.
place
lace collection: on the street, public institutions

2. INTERPRETATION OF RESULTS
RE
BASED
ON THE ANALYSIS AND PROCESSING
OF INFORMATION
yes

Sales force - given the fact that the models will be sold on a
distribution network, training and skills of staff directly
depend distributor and personnel policy adopted by it. If the
company will register complaints regarding the process of
acquisition, the distributor shall be summoned to solve the
problem, otherwise it will be removed from the distribution
network Dacia.

no

38%
62%

Distribution policy
Selling car Dacia Lodgy will be authorized through the
network of agents nationwide. In Romania, where it has the
most extensive network of dealers, with 99 points of sale,
Dacia is the market leader detached, each range is unbest
selling models in its segment respectively. Dacia commercial
commer
network Romanian number currently 69 authorized
authoriz agents
who sell operations by vehicles new and after-sale
after
service,
plus 34 agents who focus solely on selling new cars and 23
points with only after-sale.
Following the presented research purposes is to identify
consumer opinions about the new Dacia Lodgy, and their
degree of satisfaction with respect to its main features.
Objectives
3.

Identifying the extent to which subjects sample holds a


Dacia;
4. Measuring progress toward owning a car are satisfied;
5. Determination awareness Dacia Lodgy among
respondents;
6. Shaping the image that respondents have on this new
model;
7. Determine the extent to which respondents are
considered Lodgy Dacia has several positive features;
8. Determine the extent to which the subjects investigated
are pleased the new features first introduced on Dacia
model portfolio;
9. Identifying consumer opinions about the direction that
has evolved in terms of quality cars Dacia sold;
10. Identify respondents' opinion on the possibility of
introducing LPG
G engine variant for Dacia Lodgy;
11. Determination of consumer satisfaction regarding the
cost model;
12. Identifying consumer purchase intentions

Figure 1. Proportionn of respondents who own a car Dacia


D
or
not
Following the results it is observed that 62% of respondents
own a Dacia car, while 38% said they do not have a car
Dacia.

24%

very satisfied

49%

satisfied
19%

neither-neither
8%

unhappy
0%

very dissatisfied
0%

20%

40%

60%

Figure 2. Satisfaction of Dacia


D
car owned by respondents
Of the 62 respondents in the sample, 24.20% are very
satisfied with the car Dacia owned, 48.38% are satisfied and
only 8.06% of them said they were unhappy about it. High
degree of satisfaction is mainly due to favorable image of
Dacia cars on the national market.
yes

no

8%

Research methodology

56

general investigated the community dimension: people


aged between 18 and 50 years belonging to urban, male
and female;
sample size: total number of respondents was 100.
structure sampling: random sampling;
Research Method: For this research we chose the method
of Collecting information questionnaire, responses were
recorded by the field operator to each individual, using
the interview as a means of communication 'face to face'.

92%

Figure 3. Level of knowledge


nowledge of the respondents on Dacia
L
Lodgy
According to the analysis presented in the table 92% of
respondents know Lodgy Dacia car, while only 8% of them

said they have never heard of this model of car. The high
degree of knowledge of new Lodgy Dacia model is due to the
numerous articles posted online, present information through
media channels, the official presentation at the Geneva Motor
Show, and because of the reputation
putation already enjoyed Dacia
products which has amassed a clear interest
erest for holding
information about possible future releases.

56%

In a good direction
In the right direction
11%
No No
In the wrong direction 0%
In a very wrong direction 0%
0%

33%

20%

40%

60%

29%

Unfavorable

Figure 7. Quality evolution Dacia cars

Favorable

71%
0%

20%

40%

60%

80%

Figure 4. Opinion respondents about Dacia Lodgy


71% of respondents have a favorable opinion on Lodgy Dacia
car, the most common words used by respondents about their
contacts are: beautiful, modern, spacious,
acious, 29% of respondents
have an unfavorable opinion, the words used by them are:
bad design, expensive, and bad parts.

According to results from the questionnaire, over half of the


respondents is 56% appreciated the quality of Dacia cars as
having a very favorable development, while 33% considered
this development as a good direction. Also, a percentage of
11% expressed a neutral attitude towards this issue. It
outlines such a favorable image of the quality of the product
portfolio offered by Dacia
cia in the national market.

Yes

90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

Reliable
Accesible

88%

No

10%

Do not know / No answer

2%

Confortable

0%

Modern design

50%

100%

Large
Trunk light

Very much
Largely No-No
Small extent
Very little

Figure 5. Extent to which respondents are satisfied with the


following features
Very much
Largely
No-No
Small
Very little
0%

Figure 8. Extent desired motoring on LPG


From the questionnaire showed that 88% of respondents
agreed with the introduction of LPG motoring on the new
Dacia model Lodgy. There was still
sti a 10% who chose not to
introduce this option, while 2% refused to answer this
question. In this respect, will demand on the preferences of
o
potential customers satisfaction.
satisfaction

54%

0%

33%
10%
5%
0%
20%

40%

60%

21%

Very expensive
Expensive
No No
Cheap
0%
Very cheap

17%

0%

20%

52%

40%

60%

Figure 6. Extent
xtent to which respondents are satisfied with the
new features of Dacia lodgy
54% of sample members are very much satisfied with the
new features of the car Dacia Lodgy, 10% of them shows
indifference in relation to them and only 4% of respondents
are satisfied with the facilities Dacia Lodgy lesser extent.
Satisfactory results in this
his case arising from the introduction
of new features not available in previous models Dacia and
speed limiter and navigation system with touch screen.

Figure 9. Opinions on price model Dacia Lodgy


According to the results, the majority of respondents
r
ie 52%
consider that price is an acceptable Dacia Lodgy nor
expensive nor cheap. Also, there was a 21% car price has
appreciated as an expensive one and only 17% felt that the
new model is cheaper, so affordable for any pocket.
pocket

57

subjects included in the sample indicated that they would


wou like
to buy this car in the future.

17%
Yes

41%

No
Do not know / No
answer

42%

REFERENCES
0% 10% 20% 30% 40% 50%

Figure 10. Future intention


on to acquire the new model
In this case, the chart above shows that respondents are
mostly undecided (42%) or do not intend to buy a Dacia car
Lodgy in the near future (41%). Furthermore, only 17% of

58

These results do not constitute a source of confusion under


the car a top seller is Logan nationally and in terms of
preference for a spacious car that also offers enough space for
up to 5 people, the Romans preferred model Dacia MCV.

1.
2.
3.
4.
5.
6.

Derek, A., Rao, Tanniru, R., Analysis of Customer


Satisfaction Data,, Milwaukee , (2004)
* Jurnal de Bord DACIA
* Flash Info DACIA
* Global DACIA
* Ecoton DACIA
* Intranet DACIA-RENAULT
RENAULT

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