Hyundai Evolution

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Group presentation for a course called Products and Brands at HEC Montreal. (MBA 2010)

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Hyundai Evolution

  1. 1. HYUNDAIAlain Ajamian Fotini Costopoulos Claudine Hart Gareth Jones David Senik
  2. 2. AGENDA1 Issue Identification2 Analysis3 Recommendations4 The Road Ahead
  3. 3. HYUNDAI’S BRAND EVOLUTION1980s 1990s TODAY
  4. 4. PERCEPTION SOURCE: YOUTUBE.COM
  5. 5. PERCEPTION SOURCE: YOUTUBE.COM
  6. 6. CONSUMER PERCEPTION1980s TODAY
  7. 7. THE ISSUES WILL THE GENESIS BE ABLE TO OVERCOME HYUNDAI’S NON- PREMIUM IMAGE? ANDCAN THE GENESIS AUGMENTHYUNDAI’S BRAND IMAGE INTURN?
  8. 8. YES UNIQUE POSITIONING ECONOMIC ENVIRONMENTWE EMERGING MARKETSCAN! LUXURY MARKET GROWTH
  9. 9. FOCUS ON SIGNIFICANCEPOWERPERFORMANCESTYLEFEATURESRANKINGSAWARDS
  10. 10. PRODUCT EVOLUTION CONSISTENCYRECREATING THEHYUNDAI FAMILY
  11. 11. PROUD LEADEROF THEHYUNDAIFLEET
  12. 12. COMMUNICATIONSTRATEGYWHAT?TO WHOM?WHERE?HOW?
  13. 13. VALUE PROPOSITIONBRAND PARADOX
  14. 14. TARGET SEGMENTYOUNG EXECS FAMILIES CAR BUFFS NON-CONFORMISTS
  15. 15. GEOGRAPHIC FOCUS BRAZIL RUSSIA INDIA CHINA
  16. 16. CREATEELEMENT OFSURPRISE
  17. 17. HOW? MARKETING ACTIVITIES USE THE GENESIS– PLAY WITH PRECONCEPTIONS HYUNDAI
  18. 18. BRAND ASSOCIATIONATTITUDE BRAND AMBASSADORS
  19. 19. BRAND ASSOCIATION PRODUCT PLACEMENT
  20. 20. BRAND ASSOCIATION PERFORMANCE F1 CIRCUIT DRIVING WORKSHOPS
  21. 21. ACT NOW POST V=B/C BRIC RECESSION
  22. 22. FUTURE EVOLUTION$ FEATURES
  23. 23. QUESTIONSQUESTIONS? ?

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