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a presentation on hyundai motors india with a strategic managament persepective

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  1. 1. Presented By: Nayan Bhatia Jyotsna Bhatia Alka Barad Urvashi Chaudhari Diru Brambhatt Dhaval Bhagora
  2. 2. Roadmap <ul><li>Industry analysis of automobile sector </li></ul><ul><li>Launch of Santro </li></ul><ul><ul><li>Strategies at the time of launch </li></ul></ul><ul><ul><li>Marketing Strategies </li></ul></ul><ul><ul><li>Customer Care </li></ul></ul><ul><li>Hyundai Elantra </li></ul><ul><li>Hyundai Verna </li></ul>
  3. 3. Industry analysis of Indian Automotive Industry
  4. 4. Industry analysis of Indian Automotive Industry
  5. 5. Export by various manufacturers
  6. 6. Export of different cars
  7. 7. Hyundai Motors India <ul><li>Second Largest Player in passenger car market </li></ul><ul><li>It has made India its Global Sourcing base for small car </li></ul><ul><li>Market share: 20% </li></ul><ul><li>Turnover: US $ 1 billion (approx) </li></ul><ul><li>Santro & Accent - Run away success stories </li></ul>
  8. 8. Hyundai Santro <ul><li>A decade of presence </li></ul><ul><li>Initial Scenario </li></ul><ul><li>A Big Gamble!!! </li></ul>
  9. 9. Strategies at the time of Launch <ul><li>Market Survey </li></ul><ul><li>Three sided approach </li></ul><ul><ul><li>Educate Customer about Hyundai building a corporate image </li></ul></ul><ul><ul><li>Create hype and expectations about Santro </li></ul></ul><ul><ul><li>Explain the virtues of Santro </li></ul></ul><ul><li>A simple strategy </li></ul>
  10. 10. Hyundai Santro !!! <ul><li>Positioning and Targeting </li></ul><ul><li>The downstream Strategy </li></ul><ul><li>The upstream Strategy </li></ul>
  11. 11. Marketing strategy of Santro <ul><li>It is a classic example of successful marketing in Indian context. </li></ul><ul><li>Marketing Strategy : </li></ul><ul><ul><ul><li>To ensure that Indian consumers develop a positive association with Korean car makers. </li></ul></ul></ul><ul><ul><ul><li>To develop a corporate image for Hyundai. </li></ul></ul></ul><ul><ul><ul><li>To introduce Santro. </li></ul></ul></ul><ul><ul><ul><li>To reposition the brand. </li></ul></ul></ul>
  12. 12. Closer to the Customer <ul><li>Hyundai offers free fuel vouchers with every purchase of santro and i10. </li></ul><ul><li>Hyundai plans to launch Santro in rural India. </li></ul><ul><li>(Ghar Ghar Ki Pehchaan) </li></ul><ul><li>HMIL recently hosted a golf event called ‘Hyundai Motor Invitation Golf Tournament’ in Mumbai. </li></ul><ul><li>  </li></ul>
  13. 13. <ul><li>Distributing free anti-magnetic stickers to its customers. </li></ul><ul><li>Hyundai Motor India Organises Medical Camp. </li></ul><ul><li>Hyundai encourages Children to ‘Sketch the i’ </li></ul><ul><li>Hyundai unveils Santro LPG at Auto Expo 2008 </li></ul>
  14. 15. <ul><li>Just call the Hyundai Elantra the comeback kid. Introduced in the early ‘2000, the economy-priced sedan didn't exactly get off to an auspicious beginning. Early Elantras quickly earned a well-deserved reputation for overall shoddiness and unreliability </li></ul>
  15. 16. <ul><li>In editorial reviews, the Hyundai Elantra scored points for its brisk acceleration and stable ride quality. Gripes concerned the din made by the car's engine above 3,500 rpm, and the presence of a few cheap plastics on the dash. In consumer reviews, the Elantra was lauded for its sleek looks, fuel-efficient engine, and spacious, upscale interior </li></ul>
  16. 17. <ul><li>Shortcomings? You'll find one or two with a new or used Elantra. Still, these blemishes vanish into insignificance when you consider what a great value this Hyundai is for its low price. If you're looking for a small sedan that suits a tight budget, this one belongs on your short list of contenders. </li></ul>
  17. 18. Hyundai Verna Feel It
  18. 19. Hyundai Verna <ul><li>Mid-size Sedan </li></ul><ul><li>Positioned in C+ segment </li></ul><ul><li>Main competitors : </li></ul><ul><li>Honda City </li></ul><ul><li>Ford Fiesta </li></ul><ul><li>Chevrolet Aveo </li></ul><ul><li>Contemporary automotive design </li></ul><ul><li>Large on the inside and compact outside </li></ul><ul><li>Price Approx: 650,000 Rs. </li></ul>
  19. 20. Verna inside Hyundai <ul><li>Positioned at a segment above the Accent. </li></ul><ul><li>Both Verna and Accent are still in market with no replacement of each other </li></ul><ul><li>Strategic choice of introducing Verna was to fill up the gap between the range of Accent and Sonata </li></ul><ul><li>Price differentiation helped Hyundai to grab some portion of the Honda City market </li></ul>
  20. 21. Verna Advantage <ul><li>Access to C+ segment with price economy </li></ul><ul><li>Good response from market </li></ul><ul><li>Introduction of latest technology at lower cost to user </li></ul><ul><li>High performer in both mileage and price category </li></ul><ul><li>Achieved many award during initial periods </li></ul>
  21. 22. Against Verna <ul><li>Looks are quite less attractive compared to Honda city that fits in C+ segment </li></ul><ul><li>Advertisement was a crucial strategy and wasn’t managed well so created less impact to attract users. </li></ul><ul><li>Still user prefer Accent in substitute to Verna due to price economy, styling and nominal feature addition to that of Accent. </li></ul>
  22. 23. Thank You.