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Amrit, Apurva

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Hyundai's marketing strategy in India

Hyundai's marketing strategy in India

Published in: Business, Automotive

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  • 1. Hyundai - A case study on its marketing strategies in India
  • 2. Background
      • 1947
      • Only two players Ambassador (Hindustan Motors), Fiat ( Premier Motors)
      • GOI decision to keep car industry tightly protected.
      • Poor technological improvement because of restriction on foreign collaboration
      • 1980
      • The need of an affordable small car was felt
      • GOI founded joint venture with Suzuki (26% equity stake) and Maruti Udyog ltd (74% equity stake)
      • Maruti 800 launched in 1983
      • 1993
      • Entry of domestic and foreign manufactures allowed
  • 3. The Indian Car Industry
    • Late 1990’s
    • Ford Motors
    • GM
    • Toyota Motors
    • Daewoo Motors
    • Honda Motors
    • MUL’s market share fell to 53%
    • 1983
    • Maruti 800
    • < 85% market share
    • 1947
    • Ambassador (Hindustan Motors)
    • Fiat
    • (Premier Motors)
    • High price, low quality
  • 4. Hyundai
    • South Korean company
    • Entered India through its subsidiary HMIL
    • Set up their manufacturing plant in Chennai on May 26, 1996
    • Decided to enter India through new product, Santro, a B segment car
  • 5. Hyundai’s diversification to India
    • Threats
    • MUL had a dominating market share
    • Making people believe in the new brand
    • Opportunities
    • High demand of small cars with only MUL as a player in small car industry
    • Weakness
    • Korean cars were ranked below Indian cars by customers
    • Strengths
    • Proper market Research
    • Introduction of new small car
    • Establishing own plant
  • 6. Santro
    • HMIL’s first car
    • Priced at Rs 2,89,000 against Maruti Zen at 3,45,000
    • 75000 vehicles sold in a period of one year ( Apr,1999- Mar, 2000)
    • Made HMIL second largest company after MUL
  • 7. Marketing Strategies for Santro
    • Positioning and Targeting
      • Targeted the B segment
      • Small car with many additional features and low prices
    • Marketing Mix
      • Pricing based on consumer perceptions
      • 3 versions of product with additional features
      • Elaborated process to select dealers and place of sale
      • Promotion done by Media Advertisements by celebrities like SRK
  • 8.  
  • 9. Repositioning Santro-2002
    • Required due to launch of Maruti Alto in 2000
    • Targeting and Positioning
      • Targeted the age group 25 to 30
      • Repositioned as sunshine car
      • Marketing Mix
      • Fresh commercials with Preity Zinta and SRK
      • New Variant- Santro Xing
      • Decided to tap the rural market – conducted road shows
      • Signed agreement with PNB for financing its cars
  • 10. Launch Of Accent Threat Tough competition from Maruti Esteem and Ford Ikon Opportunity Leading the Market of C segment cars Weakness New entry in C segment Strength Priced below Mitsubishi Lancer with same quality and technology
  • 11. Factors for success of Hyundai
    • Differentiation in Santro as compared to other B class cars available in India
    • Lower cost
    • Proper market survey
    • Tapping the right market and the need
    • Closer to the customer
  • 12. Getz
    • No, Getz will not affect the sale of santro because it has a different target market and moreover there is a difference of more than 1.5 lacs in the prices
    • Hyundai’s strategy: Produce one car each year is to maintain their cost leadership strategy in each segment and to put their car in each segment to compete with the other brands
  • 13. Present Scenario
    • Products- Santro, Getz Prime, Accent, Verna,i-10, i-20, Tucson, Sonata
    • Hyundai in news
    Hyundai Motor Company, which holds around 50 percent market share in Korea, announced it has sold a total of 250.995 new vehicles at home and abroad. The number represents a 23 percent increase from the same month a year ago.
  • 14. Thank you
            • Amriteshwar Bhullar
            • Apurva Miglani