Hyundai Amrit, Apurva
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Hyundai Amrit, Apurva

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marketing strategy of hyundai in india

marketing strategy of hyundai in india

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     Hyundai Amrit, Apurva Hyundai Amrit, Apurva Presentation Transcript

    • Hyundai - A case study on its marketing strategies in India
    • 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
    • The Indian Car Industry 1947 1983 Late 1990’s Ambassador Maruti 800 Ford Motors (Hindustan < 85% market GM Motors) share Toyota Motors Fiat Daewoo Motors (Premier Motors) Honda Motors High price, low MUL’s market quality share fell to 53%
    • 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
    • Hyundai’s diversification to India Strengths Weakness Opportunities Threats Proper Korean High demand MUL had a market cars were of small cars dominating Research ranked with only MUL market Introduction below as a player in share of new small Indian cars small car Making car by industry people Establishing customers believe in own plant the new brand
    • 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
    • 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
    • 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
    • Launch Of Accent Strength Weakness Opportunity Threat Priced below New entry in Leading the Tough Mitsubishi C segment Market of C competition Lancer with segment from Maruti same quality cars Esteem and and Ford Ikon technology
    • 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
    • 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
    • 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.
    • Thank you  Amriteshwar  Apurva