A group with industrial and commercial presence in 118 countries, Renault designs, develops, manufactures and sells innovative, safe and environmentally-friendly vehicles worldwide.
Its 128,893 employees contribute to a strategy of profitable growth based on three key factors:
competitiveness, innovation and international expansion.
Renault is Europe's leading brand, the only vehicle manufacturer to have eight cars with the maximum five-star Euro NCAP rating, and the winner of the Formula 1 World Championship for Constructors and Drivers. The Group is accelerating its international development with the new Logan and pursuing the Alliance with Nissan.

The Group's activities are organized in two main Divisions:

  • Automobile Division: 
    Alongside Renault, this Division includes the brands Samsung and Dacia. The Automobile Division designs, develops and markets passenger cars and light commercial vehicles. In 2006, the contribution was down 0.8% compared with 2005, to EUR39,605 million (95,3% of total revenues).
  • Sales Financing Division
    This Division contributes to Renault's sales and marketing activities. It includes RCI Banque and its subsidiaries, making a total of some 60 companies underpinning the Group's international development. 
    In 2006, the Division reported revenues of EUR1,923 million, 4.6% of total Group revenues.     

(1)Including Dacia and Renault Samsung Motors
(2)Payroll at December 31, 2005 (excluding CASA early retirement plan)
(3)2005 2006 scope


Renault cars have performed well in the European Car of the Year awards. The is Clio the only car since the prize's conception in 1964 to win the award twice.

•        1966: Renault 16

•        1982: Renault 9

•        1991: Renault Clio

•        1997: Renault Scénic

•        2003: Renault Mégane II

•        2006: Renault Clio III

The Renault 12 (1970), Renault 5 (1972), Renault 20 (1976), Renault 25 (1985) and Renault Laguna (2002) have all achieved runners-up in spot in the competition. Renaults most recent models are well known for their safety, all but 4 of the current models have achieved the maximum 5-star rating by the EuroNCAP crash-test assessment programme. Renault has regularly topped the French car sales charts, fighting off fierce competition from Citroën and Peugeot.

Overseas Accolades

Wheels magazine has announced its Car of the Year every year since 1963, with the exception of 1972, 1979 and 1986 when no cars were considered worthy of the honour. It is considered Australia's most prestigious automotive award. Wheels Magazine itself contends that its Car of the Year award remains the oldest continuous award of its kind in the world.

In 1970 the Renault 12 won the prestigious Australian Wheels Car of the Year award.


To begin with,we have to explain the three levels of Renault’s products.As we know the product of Renault is cars in general.So the core benefit of this product is transportation.The first aim for using these cars is to get transported to our destinations. Secondly;the actual product consists of design,quality,color,style and branding.All of these attributes play an important role in the products of Renault.And the augmented product consists of;warranties,delivery,services,customer care,finance,installation for Renault.



Consumer products are the products bıught by final customer for personal cosumption.Consumer products include convenience products,shopping products,specialty products and unsought products.Among these alternatives Renault’s type of consumer product is Shopping Product.Because deciding to buy a car is not an easy one.You have to think a lot about it,it’s not a thing that you  buy everyday.It requires much planning and much shopping effort,much research,comparison of brands on price,quality,style.The distribution is selective.Advertising is also used for consumers.


Industrial products are those used for further processing or for use in conducting a business.The three groups of industrial products and services include materials and parts,capital items,and supplies and services.All three of these components are included in Renault’s products.



Product attributes  BrandingPackagingLabelingProduct Support Services


Product Attributes:By attributes we mean comfort,safety,style and design. Safety plays an important role now .Many Renault models get the maximum score of five stars in the EuroNCap-crash tests. Renault is establishing a place on the list of the world’s top sellers.Quality is also as important as safety. The ability of a product to perform its functions is called quality.A huge percent of Renault’s customers have returned on quality as a sign of their satisfaction.Style and design are also very important because a car without a style is impossible to dream of.Renault sets its sights high,aiming for customer recognition,in all parts of the world and in every market segment,as one of the world’s top three auto manufacturers of quality and service.

Branding:Brand is the thing which identifies the goods and services of a group of sellers. In an increasingly competitive environment, brand image is a major asset for a company represents value added for a company's products (trust, loyalty, prices...). This image is based on fundamental values (safety, product and service quality, robustness and reliability, respect for the environment) which must be beyond reproach.

On that basis, Renault defines its own identity, what makes it different: a visionary, daring, and warm car manufacturer for non-conformist customers valuing practicality, Renault enables you to experience unique driving and travelling pleasure.

Packaging: Packaging is not included due to the nature of the product.

Labeling: Labeling is also not included due to the nature of the product.

Product Support Services:Customer service is an element of product strategy.Renault is very fond of supporting good customer services.It does provide a lot of options for after sale satisfaction.

The commitment to quality is closely monitored through actual results. These results are measured by independent bodies according to the criteria of appeal, reliability, durability and customer satisfaction. Specifically, Renault will track efforts to place Laguna in the top three using the indicators below:

  • Design and production quality indicator:
    - JD Power 3 months :
     measured by a customer satisfaction survey, conducted after three months on the road. Customers are asked to give their views on the quality and design of the car, and to rate their level of satisfaction. 
    - Sofres : an annual survey conducted in France, Germany and the UK, which measures customer satisfaction after 12 months on the road. The indicators produced by this survey are:
        - the number of problems encountered for 1,000 vehicles
        - the number of serious incidents for 1,000 vehicles
        - the number of breakdowns involving off-road repairs for 1,000 vehicles
  • Sales and After-Sales quality indicator
    - New Vehicle Questionnaire : a monthly survey conducted one month after delivery, which measures the satisfaction of private customers with the service provided during the sale and delivery of their new car by the Renault network. 
    - Workshop Service Questionnaire : a monthly survey that measures the satisfaction of Renault private customers with the service provided by the Renault after-sales network, one month after visiting the workshop.

Also there is a emergency help call line which is established in 1993.There are 195 helping points in all around Turkey to help the Renault customers who are in need.It is available for 365 days 24 hours.

In addition to these there are lots of aftersale support services in Renault ;Renault Dakik,Car Dvisit,Artı Oto,Renault Fix,Renault Estetik and of course for spare pieces opportunities of the automobiles.


A group of products that are closely related because they function in a similar manner are called product lines.Renault has a wide range of product line.There are family cars,sports cars,commercial cars,cars for the handicapped and other car types like ambulances or minibuses.To give examples;Clio HB,Symbol,Kangoo,Modus,Megane Sedan,Megane HB,Megane Coupe,Megane Wagon,Scenic,Laguna,Espace,Vel Satis,Master Vans etc.

The two ways of product line lengthening are used in Renault.Both line filling and line stretching are used.

Product line filling which is adding more items within the present range of the line is used.

Introducing new products into a product line at about the same price as existing products is line stretching.Renault uses an upward line stretching approach.It does this to add prestige to its current products.For example Renault Laguna Hatchback,Renault Espace or Renault Vel Satis are all upmarket products.


Renault has a product mix of automobiles in general.

Decisions that concern the relative amounts of each type of product or service that, given demand and resource constraints, will maximize total profits.There are four dimensions:width,length,depth and consistency.Width refers to just automobiles in Renault.But length consists of five major product lines:  family cars,sports cars,commercial cars,cars for the handicapped and other car types  like ambulances or minibuses.In depth there are 12 different variations of family cars: , , , ,,  ,Grand Scénic , , , .Renault’s product lines are consistent insofar as they are consumer products that go through the same distribution channels.

Current model line up:

•        Twingo (Launched 1992)

•        Modus (Launched 2004)

•        Clio II (Supermini with hatchback and sedan body styles, launched 1998)

•        Clio III (Lutécia III in Japan, launched 2005)

•        Kangoo (Launched 1998)

•        Trafic (Launched 2003)

•        Mégane II (SW, CC, Saloon, Hatch 3 and 5 doors, launched 2002)

•        Scénic II (Launched 2003)

•        Grand Scénic (Launched 2003)

•        Laguna II (Hatchback & Estate, launched 2000)

•        Espace IV (& Grand Espace, launched 2002)

•        Vel Satis (Launched 2002)

Renault's range is well known for safety. All of the models, except the Trafic, Clio II, Twingo, and Kangoo (the latter two are expected to be replaced soon while the Clio II to end its production in 2008) have obtained the maximum 5-star safety crash-test rating from EuroNCAP, and became the first maker to have seven cars with this rating. Renault Laguna was the first medium-size car to obtain five-star rating, as well as the Modus and Megane in its own category.



Brand equity is the value built-up in a brand. It is measured based on how much a customer is aware of the brand. The value of a company's brand equity can be calculated by comparing the expected future revenue from the branded product with the expected future revenue from an equivalent non-branded product. This calculation is at best an approximation. This value can comprise both tangible, functional attributes and intangible, emotional attributes.


Brand valuation is the process of estimating total financial value of a brand.high brand equity provides a company with many competitive advantages.A powerful brand enjoys a high level of  consumer brand awareness and loyalty.

As we can clearly see from this table,Renault has a big place among the world’s most valuable barnds.It has a 5,173$ worth of brand value.Among the global top brands of 100 caompanies,Renault is the 86th company.It is above the brands like Opel,Volvo,Audi,Hermes,Rolex,Caterpillar,Gucci,Esprit,Zara and Lexus.

Renault’s brand has absorbed this motto “Creator of Cars” or  “Créateur  D’automobiles”  in its original language French.Renault corporation was founded in 1899 as Société Renault Frères by , his brothers  and , and his friend Thomas Evert. Louis was a bright, aspiring young engineer who had already designed and built several models before teaming up with his brothers, who had honed their business skills working for their father's  firm. While Louis handled design and production, Marcel and Fernand handled company management.

The first Renault car, the Renault Voiturette 1CV was sold to a friend of Louis' father after giving him a test ride on December 24, 1898. The client was so impressed with the way the tiny car ran and how it climbed the streets that he bought it.

The brothers immediately recognised the publicity that could be obtained for their vehicles by participation in motor racing and Renault made itself known through achieving instant success in the first city-to-city races held in Switzerland, resulting in rapid expansion for the company. Both Louis and Marcel Renault raced company vehicles, but Marcel was killed in an accident during the 1903 Paris-Madrid race. Although Louis Renault never raced again, his company remained very involved, including their Renault AK 90CV winning the first ever Grand Prix motor racing event in 1906. Louis was to take full control of the company as the only remaining brother in 1906 when Fernand retired for health reasons.

The Renault reputation for innovation was fostered from very early on. In 1899, Renault launched the first production sedan car as well as patenting the first turbocharger. At the time, cars were very much luxury items, and the price of the smallest Renaults available being 3000 francs reflected this; an amount it would take ten years for the average worker at the time to earn. As well as cars, Renault manufactured taxis, buses and commercial cargo vehicles in the pre-war years, and during World War I (1914 - 1918) branched out into ammunition, military airplanes and vehicles such as the revolutionary Renault FT-17 tank. Renault became the world's leading manufacturer of airplane engines, and the success of the company's military designs were such that Renault himself was honoured by the Allies for his company's contributions to their victory. By the end of the war, Renault was the number one private manufacturer in France.After the years during World War II Louis Remault was dead.And it continued the improvement of its cars and became a world-wide automobile brand.In 2005 Renault Clio III was elected as European Car of the Year and gains plaudits from all over Europe for its class-leading qualities.

This brand name “Renault” was chosen due to the founders’ surnames.As we explained before the firm was founded by Louis Renault, his brothers Marcel and Fernand, and his friend Thomas Evert.So the company was named after these people.Renault uses the same logo between years 1972 and 1992.For 20 years,as part of the major brand revamp carried out to coincide with the launch of the Renault 5 hatchback. The Renault diamond started out as a bonnet emblem. The horn lived behind it, and from 1922 the centre of the badge was cut out to allow the sound to escape. It started out circular and became a diamond shape in 1924. The new logo exists since 1992.Style Marque changes the company's logo, which becomes a 3D diamond shape. The company's headquarters transfers to the Quai du Point du Jour.

These are different variants for Renault’s logo since 1972.



Today this one is used.                             



There are four sponsorship options ;private brand,manufacturer’s brand,licensing and co branding.Renault uses several of them. Renault uses its own name as a brand as the  manufacturer of its products.In 1901 the Renault range expanded to include the models . The first international licensing contract is signed, with an assembly plant in Belgium. So Renault brand has been licensed since year 1901.

Co branding is the practice of using the established brand names of two different companies on the same product.Renault has established co branding partnerships before.For example the Brazilian subsidiary of Renault has formed a co-branding partnership with the cosmetic and perfume chain O Boticario expecting that the feminine market will account for 60% of total sales of Clio Sedan. Women accounted for 56% of total sales in 2002, when these companies forged a partnership, over the past 46%. Renault intends to sell 2,100 units in five months. The company chose Clio Sedan since women purchased 50% of total last year. It also plans to enter in markets where there is no Renault's dealer through O Boticario stores. They will undertake a marketing campaign soon.

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Being heard amid the roar of your competitor’s voices is a daunting task in today’s crowded marketplace. We find this to be shockingly true each time we read a magazine, watch the television, or surf the web. As a result, businesses are now seeking new and more effective ways of increasing brand awareness and more importantly, create brand loyalty. One of the most important tasks involved in ensuring a brand’s success, is to develop an effective branding strategy.

To successfully position your brand above your competitor’s continuing fight for your customers, you must develop a brand ...

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