Brand awareness of hyundai eon

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Brand awareness of hyundai eon

  1. 1. Brand awareness of Hyundai Eon 1 G.K.M.C.M.T CHAPTER -1 INTRODUCTION
  2. 2. Brand awareness of Hyundai Eon 2 G.K.M.C.M.T Perhaps the most distinctive skill of professional marketers is their ability to create, maintain, protect, and enhance brands. Branding is the art and cornerstone of marketing. The American Marketing Association defines a brand as: a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. Thus a brand denitrifies the seller or maker.―What distinguished a brand from its unbranded commodity counterparts is the consumer‘s perceptions and feelings about the product‘s commodity counterparts is the consumer‘s perceptions and feelings about the product‘s attributed and how they perform. Ultimately, a brand resides in the minds of consumers. A brand can be better positioned by associating its name with desirable benefits. A brand is much more than a name, logo, colors, a tagline, or symbol . These are marketing tools tactics. A brand is essentially a marketer‘s promise to deliver a specific set of feature, benefits and services consistently to the buyers. The marketer must establish a mission for the brand and a vision of what the brand must be and do. Brand nodding occur when customers experience the company as delivering on its benefit promise. The fact is that brands are not built by advertising but by the brand experience. Brands vary in the amount of power and value they have in the marketplace. At one extreme are brands that are not known buy must buyers then there are brands for which buyers have a fairly high degree of brand awareness. Beyond this are brands with a high degree of brand acceptability. We define brand equity as the positive differential effect that knowing the brand name has on customer response to the product or service. Brand equity results in customers showing a preference for one product over another when they are basically identical. The extent to which customers are willing to pay more for the particular brand is measure of brand equity. A brand needs to be carefully managed a so that its equity does not depreciate. This requires maintaining or improving brand awareness, perceived quality and functionality, and positive associations. These tasks require continuous R and D investment, skillful advertising, and excellent trade and consumer service.
  3. 3. Brand awareness of Hyundai Eon 3 G.K.M.C.M.T Brands identify the source of market of a product and allow consumers-either individuals or organizations-to assign responsibility to a particular manufacturer or distributor. Consumers may evaluate the identical product differently depending on how it is branded. Consumers learn about brands through past experiences with the product and its marketing program. They find out which brands satisfy their needs and which ones do not. As consumers‘ lives become more complicated, rushed, and time-starved, the ability of a brand to simplify decisions making and reduce risk is invaluable. Brands also perform valuable functions for firms. First, they simplify product handling or tracing. Brands help to organize inventory and accounting records. A brand also offers the firm legal protection for unique features or aspects of the product. The brand name can be protected through registered trademarks; manufacturing processes can be protected through patents; and packaging can be protected through copyrights and designs. These intellectual property rights ensure that the firm can safely invest in the brand and reap the benefits of a valuable asset. Brands can signal a certain level of quality so that satisfied buyers can easily choose the product again. Brand loyalty provides predictability and security of demand for the firm and creates barriers to entry that make it difficult for other firms to enter the market. Loyalty also can translate into a willingness to pay a higher price—often 20 to 25 percent more. Although competitors may easily duplicate manufacturing processes and product designs, they cannot easily match lasting impressions in the minds of individuals and organizations from years of marketing activity and product experience. In this sense, branding can be seen as a powerful means to secure a competitive advantage. To firms, brands thus represent enormously valuable pieces of legal property that can influence consumer behavior, be sought and sold, provide the security of sustained future revenues to their owner. Large earning multiple have been paid for brands in mergers or acquisitions, starting with the boom years of the mid-1980s. The price premium is often justified on the basis of assumptions of the extra profits that could be extracted and sustained from the brands, as well as the tremendous difficulty and expense of creating similar brands from scratch.
  4. 4. Brand awareness of Hyundai Eon 4 G.K.M.C.M.T 1.1 BACKGROUND OF THE PROBLEM In the emerging knowledge based economy it has become necessary to know how much market power lies with the brand name. The study of brand awareness is essential in marketing planning. Customer needs and preferences keep changing where brands ultimately command customer‘s loyalty. The realistic side of the problem is to know the acceptance level of the brand awareness towards the product. This study will help us to understand the brand awareness and what problems are being faced by the consumers, to which appropriate measures to be taken to solve the problems. This project has mainly been taken up to understand the brand awareness, buying motives to ensure the ―Brand awareness towards Hyundai Eon‖ apart from this, it is to understand the new opportunities in the market for the improvement of brand awareness and sales towards the products.
  5. 5. Brand awareness of Hyundai Eon 5 G.K.M.C.M.T 1.2 HYUNDAI MOTOR COMPANY Hyundai Motor Company is a South Korean multinational automaker headquartered in Seoul, South Korea. Hyundai was founded in 1967 and it, along with Kia, together comprise the Hyundai Motor Group, which is the world's fourth largest automobile manufacturer in the world based on annual vehicle sales in 2010 after Toyota,General Motors, and Volkswagen AG. As of 2011, it is the world's fastest growing automaker for two years running. In 2008, Hyundai (without Kia) ranked as the eighth largest automaker. In 2010, Hyundai sold over 3.6 million vehicles worldwide. Hyundai operates the world's largest integrated automobile manufacturing facility in Ulsan, which is capable of producing 1.6 million units annually. The company employs about 75,000 persons worldwide. Hyundai vehicles are sold in 193 countries through some 6,000 dealerships and showrooms. HISTORY Chung Ju-Yung founded the Hyundai Engineering and Construction Company in 1947. Hyundai Motor Company was later established in 1967. The company's first model, the Cortina, was released in cooperation with Ford Motor Company in 1968. When Hyundai wanted to develop their own car, they hired George Turnbull, the former Managing Director of Austin Morris at British Leyland. He in turn hired five other top British car engineers. They were Kenneth Barnett body design, engineers John Simpson and Edward Chapman, John Crosthwaite ex-BRM as chassis engineer and Peter Slater as chief development engineer. In 1975, the Pony, the first Korean car, was released, with styling by Giorgio Giugiaro of ItalDesign and power train technology provided by Japan's Mitsubishi Motors. Exports began in the following year to Ecuador and soon thereafter to the Benelux countries. In 1991, the company succeeded in developing its
  6. 6. Brand awareness of Hyundai Eon 6 G.K.M.C.M.T first proprietary gasoline engine, the four-cylinder Alpha, and transmission, thus paving the way for technological independence. In 1986, Hyundai exported the Pony to Canada, but not to the United States, because the Pony didn't pass emissions standards there. Canadian sales greatly exceeded expectations, and it was at one point the top-selling car on the Canadian market. The Pony afforded a much higher degree of quality and refinement in the lowest price auto segment than the Eastern-bloc imports of the period then available. In 1986, Hyundai began to sell cars in the United States, and the Excel was nominated as "Best Product #10" by Fortune magazine, largely because of its affordability. The company began to produce models with its own technology in 1988, beginning with the midsize Sonata. In 1996, Hyundai Motor India Limited was established with a production plant in Irungattukottai near Chennai, India. In 1998, Hyundai began to overhaul its image in an attempt to establish itself as a world-class brand. Chung Ju Yung transferred leadership of Hyundai Motor to his son, Chung Mong Koo, in 1999.Hyundai's parent company, Hyundai Motor Group, invested heavily in the quality, design, manufacturing, and long-term research of its vehicles. It added a 10-year or 100,000-mile (160,000 km) warranty to cars sold in the United States and launched an aggressive marketing campaign. In 2004, Hyundai was ranked second in "initial quality" in a survey/study by J.D. Power and Associates. Hyundai is now one of the top 100 most valuable brands worldwide. Since 2002, Hyundai has also been one of the worldwide official sponsors of the FIFA World Cup. In 2006, the South Korean government initiated an investigation of Chung Mong Koo's practices as head of Hyundai, suspecting him of corruption. On April 28, 2006, Chung was arrested, and charged for embezzlement of 100 billion South Korean won (US$106 million). As a result, Hyundai Vice Chairman and CEO, Kim Dong-jin, replaced him as head of the company. On September 30, 2011, Yang Seung Suk announced his retirement as CEO of Hyundai Motor Co. In the interim replacement period, Chung Mong-koo and Kim Eok-jo will divide the duties of the CEO position.
  7. 7. Brand awareness of Hyundai Eon 7 G.K.M.C.M.T 1.2.1 HYUNDAI MOTOR INDIA LIMITED Hyundai Motor India Limited was formed in 6 May 1996 by the Hyundai Motor Company of South Korea. When Hyundai Motor Company entered the Indian Automobile Market in 1996 the Hyundai brand was almost unknown throughout India. During the entry of Hyundai in 1996, there were only five major automobile manufacturers in India, i.e. MUL, HM, PAL, TELCO and M&M. Daewoo had entered the Indian automobile market with Cielo just three years back while Ford, Opel and Honda had entered less than a year back. For more than a decade till Hyundai arrived, Maruti Suzuki had a complete dominance and monopoly over the Passenger Cars segment because TELCO and M&M were solely Utility and Commercial Vehicle Manufacturers. HMIL's first car, the Hyundai Santro was launched in 23 September 1998 and was a runaway success. Within a few months of its inception HMIL became the second largest automobile manufacturer and the largest automobile exporter in India. Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary of Hyundai Motor Company (HMC), South Korea and is the largest passenger car exporter and the second largest car manufacturer in India. HMIL presently markets 6 models of passenger cars across segments. The A2 segment includes the Santro, i10 and the i20, the A3 segment includes the Accent and the Verna, the A5 segment includes the Sonata Transform and the SUV segment includes the Santa Fe. HMIL‘s manufacturing plant near Chennai claims to have the most advanced production, quality and testing capabilities in the country. To cater to rising demand, HMIL commissioned its second plant in February 2008, which produces an additional 300,000 units per annum, raising HMIL‘s total production capacity to 600,000 units per annum. HMIL has set up a research and development facility in the cyber city of Hyderabad. As HMC‘s global export hub for compact cars, HMIL is the first automotive company in India to achieve the export of 10 lakh cars in just over a decade. HMIL
  8. 8. Brand awareness of Hyundai Eon 8 G.K.M.C.M.T currently exports cars to more than 110 countries across EU, Africa, Middle East, Latin America, Asia and Australia. It has been the number one exporter of passenger car of the country for the sixth year in a row. To support its growth and expansion plans, HMIL currently has a 307 strong dealer network and 627 strong service points across India. Manufacturing facilities HMIL has two manufacturing plants in Sriperumbudur, Tamil Nadu capable of producing 600,000 vehicles annually. MODELS Manufactured locally 1. Hyundai Accent Executive (Launched 2011) 2. Hyundai Santro Xing (Launched 2003) 3. Hyundai Uber Cool i20 (Launched 2008) 4. Hyundai Next Gen i10 (Launched 2010) 5. Hyundai Fluidic Verna (Launched 2011) 6. Hyundai EON (Launched 2011) Imported 1. Hyundai Terracan (2003–2007) 2. Hyundai Elantra (2004–2007) 3. Hyundai Tucson (2005–2010) 4. Hyundai Sonata Transform (2010–2011) 5. Hyundai Santa Fe (Launched 2010) 6. Hyundai Sonata (Launched 2012)
  9. 9. Brand awareness of Hyundai Eon 9 G.K.M.C.M.T Discontinued 1. Hyundai Santro (1998–2001) 2. Hyundai Accent GTX (1999–2002) 3. Hyundai New Look Santro (2001–2003) 4. Hyundai Sonata Gold (2001–2005) 5. Hyundai Accent Viva (2002–2004) 6. Hyundai Accent CRDi (2002–2004) 7. Hyundai Atos Prime (2003–2008) 8. Hyundai Getz (2004–2007) 9. Hyundai Accent GLS (2004–2005) 10.Hyundai Amica (2005–2008) 11.Hyundai Sonata Embera (2005–2009) 12.Hyundai Accent GLE (2006–2011) 13.Hyundai Verna (2006–2010) 14.Hyundai Getz Prime (2007–2010) 15.Hyundai i10 (2007-2010) 16.Hyundai Verna Transform (2010-2011) 1.2.2 SALES AND SERVICE NETWORK As of March 2011, HMIL has 451 dealerships and more than 647 Hyundai authorised Service Centers in 340 cities across India. HMIL also operates its own dealerships known as Hyundai Motor Plazas in large metros across India. HMIL has the second largest sales and service network in India after Maruti Suzuki
  10. 10. Brand awareness of Hyundai Eon 10 G.K.M.C.M.T Hyundai Motor India Limited Annual Sales Calendar Year Domestic Sales Exports Total 1999 17,627 20 17,647 2000 82,896 3,823 86,719 2001 87,175 6,092 93,267 2002 102,806 8,245 111,051 2003 120,325 30,416 150,741 2004 139,759 75,871 215,630 2005 156,291 96,560 252,851 2006 186,174 113,339 299,513 2007 200,411 126,749 327,160 2008 245,397 243,919 489,316 2009 289,863 270,017 559,880 2010 356,717 247,102 603,819 2011 373,709 242,330 616,039
  11. 11. Brand awareness of Hyundai Eon 11 G.K.M.C.M.T Ideology and Environment at Hyundai: A management motto at Hyundai is ―Customer first, best in technology, best in quality and best value for human beings‖. Hyundai as a company is dedicated to create new value for its customers. Hyundai Motor Company‘s target is to care for the environment and devote attention to the future of our children and their ability to inhabit a clean, pollution managed world. Hyundai believes that they have achieved the current status as a world-class company by faithfully enforcing seven management principles and creating an atmosphere where by each and every member of the company is able to work for the benefit of common future. As a result, Hyundai motor company is committed to its social responsibilities as it fulfills its mission with dedication and strength of purpose. Goal of Hyundai – “To build the world’s best quality cars”. 1.2.3 HYUNDAI’S MILESTONES: 1947: The Hyundai Group is founded by Chung Ju-yung as a construction company. The company, Hyundai Civil Works Co. is formally established on May 25, 1947. 1967 : Hyundai motor company founded in seoul (south korea) 1968 : licensing agreement signed with ford 1968 : Cortina, first car launched 1975 : PONY first Korean car was launched 1986 : Sales in U.S.A commences 1988 : Sonata Launched 1996:Cumulative exports surpass 4 million units,cumulative production surpass 10 million units
  12. 12. Brand awareness of Hyundai Eon 12 G.K.M.C.M.T 1998 : Hyundai motors India limited was launched at Chennai with its plant in Irrungattukatoi. 1999 : selected as the official sponsor of 2002 FIFA world cup. 2004 : Hyundai ranked as the 2 best compact car in the world 2007 : I10 was launched, the much awaited car. 2009 : I20 was launched. 2010 :Launch of All New Next Gen i10 , Launch of SUV Santa Fe 2011: New Fluidic Verna launched, Santa Fe awarded ‗SUV of the Year‘ by Car India Awards 2011. 2012: HMIL gets the 'Automotive Company Of the Year 2011' Golden Steering Award ,Eon gets the 'Entry-Level Hatchback Of The Year' at ET Zig wheels Awards 2011 ,HMIL gets the 'Best Car Manufacturer 2012' award by Motor Vikatan magazine.
  13. 13. Brand awareness of Hyundai Eon 13 G.K.M.C.M.T 1.2.4 HISTORY OF AUTOMOBILES IN WORLD SCENARIO In 1769, a French Engineer Captain Nicholas built the first load vehicle propelled by its own power. It was a three-wheeler four-seater vehicle fitted with steam engine. It attained a speed of about 2 Y2 MPH for 15 minutes. In 1880, German & French efforts developed an internal combustion engine vehicle. The present day automobile is the development of this vehicle. In 1885, Bent in Germany built a tricycle propelled by an internal combustion engine in Germany In 1885-86, Gottlief Daimlet patented an internal combustion engine in Germany. In 1895, Charles E. Duryes and Elwood and J.Haynes in America developed an experimental automobile. In this year pan chard and elevator in French also developed a car with motor execution and incorporated, the chief features of the automobile as we know it today. In 1890-95, The European designers were also active in the development of the automobiles. In 1895, European designers purchased from France had the engine placed in front of chassis, housed on to a sliding gear transmission and incorporated brake pedal clutch and accelerator. In 1900, the design of the automotive was so improved that it awakened the public to the fact that this new form of the transportation was really practical form. In1906, many of the great name around which the world‘s largest manufacturing industry was to be built in America had already begin to manufacture the automobile vehicle Packard, autocar olds mobile, while, Bulk Overland, Ford, Cadillac-C etc., all these names were on motor vehicles before 1905. pierce-Arrow, Locomotive, Maxwell, Franking and peerless were also important in that time in the technical and commercial development of the motor vehicle. In 1920, there was a gradual change and refinement in automobile design It was clear by that the spark ignition gasoline engine was the power plant of the modem motor vehicle water-cooled engines were almost universal. The sliding gear transmission had established itself as predominant. The puppet value was used in almost every engine design. Engines were also located in the chassis . In this period the major improvements were made in very carry feature. The designers tried to produce a vehicle which will
  14. 14. Brand awareness of Hyundai Eon 14 G.K.M.C.M.T function at all times under all conditions and which were comfortable to ride and easy operate. Increased life of tires, independent front wheel suspension, four wheel hydraulic breaks, high compression ration, higher power, use of now materials and hundred‘s of other changes have been made. In recent years, the passengers car chassis construction has been forced to shape itself tore-designed bodies, while in the field of truck design, body-chassis problems now get simultaneous consideration to a greater than even before. Fluid play wheels, freewheeling over drives, automatic transmission and many other newer features are in the today‘s car. The diesel engine was invented only a few years after the spark ignition engine car had engine in the years had provided the owner with cars that are afe, easier to drive, more reliable and comfortable. 1.2.5 AUTOMOBILES IN INDIAN SCENARIO The most visible signs of entry of automobile multinational companies (MNC‘s) into India is the hue of multi colored cars seen on Indian roads, of courses this does not mean that the changes effected but those MNC‘s are only cosmetic. The truth is that their entry has led to far reaching changes in both manufacturing marketing of automobiles. The transition has been necessitated by the entrance of international companies accompanied by the infusion of modem technology. These manufactures continued to maintain their monopoly as to regulations then exist in the country did not permit any reputable automobile manufacturer to establish company here. While elsewhere in the world survival for automakers depended on introduction of cars with better technology at that time was a mute spectator to all these technological advances were protected and monopolist regime. The Indian automobile industry is at the threshold of a transition that will affect all the segments from two wheelers to tractors. This tradition has been necessitated by the entrances of MNC‘s by the infusion of modern technology. In the coming years all segments in the industry will face challenges on account of either over supply price was or a shifty in consumers preferences.
  15. 15. Brand awareness of Hyundai Eon 15 G.K.M.C.M.T This is likely to be felt more intensively in passenger car segments than in other segments in the industry with a 25% present growth of $8 billion. Indian automobile is one of the fastest growing industry in the world. The major automobile industry is one of the fasted growing world. The major auto manufacturers are well aware of the galloping growth rate and most of them have rushed to set up company in India to slice of the potentially gigantic market. The automobile industry long stifled in the era of the controls, is emerging as a driving force for the engineering sector with almost all the global leaders in the industry setting up a company in India. There is an old saying‖ take a pan with some water, put frog in it and start heating it, frog will never realize that with the rise in temperature in is nearing its death but if you put the frog in a pan of hot water, it will at once jump out.‖ Indian industries are in a similar situation, before liberalization, hey never realized that they are nearing death. It was only after the liberalization they realized. In the coming years all segments in the industry will face challenges on account of either over supply price wars or a shift in consumers preferences.. The trend in India is being changed by the so-called statues, need and necessary the people who previously went on bikes now go on cars not just one particular car but a variety of choicer among them. So, the result is upgrade in the salad of cars in India which was pretty low. The automobile not only an issue of consumption. It is regarded by the government as a sector that drives an entire economy. In 1991, the Government of India, announced an economic policy package and initiated measures which may be said to have brought about a qualitative change in the pattern of government business relationship and statically altered the character of business of environment. With the entry of MNC‘s and growth of foreign companies, domestic product markets are being increasingly subjected to forces of competition. It was in July, 1991 that the liberalization of economic policy started in real terms. India opened it‘s gated to foreign investors who were seriously looking fore untapped markets to prop up the sagging global passenger car segment.
  16. 16. Brand awareness of Hyundai Eon 16 G.K.M.C.M.T Most of this automobile MNC‘s entered into joint ventures with existing Indian automobiles manufacturer and simply used up the existing facilities to assemble their cars. So, the entry of Mac‘s into the Indian protected market created a wide range of choice for the buyers with latest models for the ultimate satisfaction of the customers. Very soon one can expect a multitude of years specially designed and priced for Indians to hit the market. The new competitors are offering product technologies that are far more advanced than the Maruti of 80‘s vintage. Many say that competition brings out the best in the people posing challenges for all the old and new in the automobile industry. In1769, a French engineer CAPTIN NICHOLAS built the first load the vehicle propelled by its own power. It was a three-wheeler, four-seatwork vehicle fitted with steam engine.It attained a peed of about 21/2 M.P.H. for 15 minute. In 1880. German & French efforts developed of this vehicle. In 1885, Benz in Germany built a tricycle propelled an internal combustion engine. In 1885-86, Gottleef daimlet patented an internal combustion engine. In 1895, Charles e.duryes and Elwood and J. Haynes in America developed experimental automobile. In this year Panchard and Levamor in France also developed a car with minor executions incorporated the chief features of the automobile as we know it today. In 1890-95, the European designers were also active in the development of automobile. In 1900. The design of the automobile so improved that it awakened the public to the fact that it was new form of transportation. In 1906, many of the great names around which the world‘s largest manufacturing industry was to be built in America had already begin to manufacture the automobile vehicle, Packard, Auto car –Oldsmobile, white, bulk overland, ford, cadillan-c etc., all these names were, motor vehicles before 1905. Pierce-arrow, locomotive, Maxwell, franking and peerless were also important at that time in the technical and commercial development of the motor vehicle.
  17. 17. Brand awareness of Hyundai Eon 17 G.K.M.C.M.T In 1920, there was a gradual change and refinement in automobile design. It was clear by the spark ignition gasoline engine, which was the power plant of the modern motor; vehicle water-cooled engine was almost universal. The sliding gear transmission had established itself as predominant. The puppet value was used in almost every engine. Engines were all located of the chassis. In this period the major developments were made in every carry features. The designers tried to produce a vehicle which will function at all times under all conditions and which were comfortable to ride and easy to operate. Increased life of tyres ,independent, front wheel suspension, four wheeler hydraulic brakes, high compressions ratio, higher power, use of new materials and hundreds of other changes have been made. In recent years, the passenger car‘s chassis construction has been forced to shape itself and redesigned bodies. While in the field of truck design , body chassis problems now get simultaneous consideration to automatic transmission and many other new feature are in today‘s car. The diesel engine was invented only a few years after the spark ignition engine cars came into existence. Cars provided the facility to the owners that are safe, easier to drive, more reliable and comfortable.
  18. 18. Brand awareness of Hyundai Eon 18 G.K.M.C.M.T 1.2.6 HYUNDAI - EON South Korean car maker Hyundai, claimed to be world‘s fastest growing automaker and fourth largest car manufacturer across the globe, has introduced its eight car and fourth hatchback-Hyundai EON in India. Within no time after its incorporation in 1996 in India Hyundai Motor India became the country‘s second largest car manufacturer and it offers seven cars in India including three hatchbacks, three sedans and one SUV. The eight addition of a hatchback was earlier known as Hyundai HA and Hyundai 800 in car market. However the company started publicizing the name-EON soon after that. Hyundai EON is blowing trumpet left, right and centre with this three letter name which actually means ‗long period of time‘. According to Hyundai ‗India is ON‘ now with the advent of this bug-eyed hatchback. Produced at Hyundai‘s Chennai plant, the EON car has been conceived, designed and developed over four years, keeping the Indian consumer‘s preferences in mind and is not a hurried result. Chennai-based Hyundai‘s research and development team in Hyderabad worked in tandem with Hyundai‘s R&D engineers in Korea to develop the Eon exclusively for the market in India. The new Hyundai small car is sure to stir competition in the under Rs 3 lakh price range as it is accorded with a starting price of Rs 2.69 lakh (ex-showroom Delhi). It yells to be a close rival of cars from top player Maruti India and homegrown Tata Motors. It will be the arch enemy of Maruti‘s bestselling car ‗Maruti Alto‘ and will no doubt sit over Tata Nano. Although the car is launched the actual sales and acute competition will be visible after a few months only when the car will be perfectly perceived by the Indian audience. Being priced affordably, it will also prove to be an excellent option of people‘s hatchback Maruti 800 which is thinking of a re-launch.
  19. 19. Brand awareness of Hyundai Eon 19 G.K.M.C.M.T A hatchback by body built-up, EON is the lowest priced car by Hyundai in India running on and on and on at 21.1 kmpl mileage. It is powered by 814cc engine. The mighty petrol engine is packed in all 6 variants released at the time of launch and will manage to deliver maximum power of 56 bhp at 5,500 rpm which is quite enough to power a small hatch. What‘s more interesting is that Hyundai Motors India unveiled 3 more new variants of Hyundai Eon, namely D-Lite plus, Era plus and Eon Magna plus in 2012. These variants are priced more than the corresponding variants but with more features on board. All these three variants are offered to the consumers in LPG options too. The company took a wise decision by launching LPG variants for the consumers as the fuel prices are amplifying with a super speed, which is preventing the people from buying petrol vehicles. These 3 variants are priced intelligently that it won‘t burn a hole in your pocket. At this point of time, Hyundai Motors India tagged along with the policy of ‗Go Green‘ and designed its LPG variants as a part of Hyundai‘s Blue Drive range that is in the company of factory fitted individual 32 litre of petrol and 34 litres of LPG tanks, which make sure safety to the consumers together with a 2 year warranty. Hyundai EON inherits its looks from Hyundai i10 but it is relatively smaller. At the same time it has some things in common to Hyundai Santro also. The new Hyundai car is much inspired by the company‘s new Fluidic design platform also used in other cars of Hyundai. The front of Hyundai‘s small car EON, similar to Hyundai Verna Fluidic, is much satisfactory with hexagonal grille and sweeping headlamps slanting towards back, while it has a side similar to Hyundai i10. It would seem to be too much of boasting but the wheel arches and shoulder line parallels Mercedes CLS Class in appearance. It shows-off an exclusive curvy rear with half-moonlike tail-lights to lure youngsters. The design revolution continues in the roomy interiors also, where there is a comfortable seating option for four persons. In order to keep pricing in control, not plethora of features are given on EON but the list is certainly not condemnable. The higher end variants Magna and Sportz house advanced features such as power steering and power windows that can be operated with the touch of a button. Safety features including Anti-lock Braking System, EBD etc are
  20. 20. Brand awareness of Hyundai Eon 20 G.K.M.C.M.T missing from Hyundai EON although driver side airbag on EON Sportz ensures that EON is the safest car in its class. Amongst the new pricey variants of Hyundai Eon, the new D-Lite Plus model comes with powerful air conditioning system and power steering, which provides a terrific ride to the owner. On the other hand, Hyundai Eon Era Plus features central locking system, power windows while Hyundai Eon Magna Plus has 2- Din audio system with USB support that would make the ride much more entertaining and fun. Following its low price, Hyundai has cut some features but surely stands on pedestal in front of Maruti 800 and Tata Nano who can be treated as mere audience in front of EON. The unique digital gear shift indicator helps attain maximum optimum gear usage and best possible fuel efficiency. Alternate Management System allows control of power supply to a battery depending on the load and thus reduces fuel consumption and improves entire performance. Now, what else an Indian buyer wants.
  21. 21. Brand awareness of Hyundai Eon 21 G.K.M.C.M.T Hyundai EON Petrol Models Hyundai EON D Lite This is the base variant of Hyundai EON and is powered by 814cc engine. This variant has no power steering, power windows and is a standard model with heater and 4 blowers, child lock, chrome radiator grille, engine immobilizer, rear seat belts, cup holder, remote tail gate release, low fuel indicator and 2-tone beige and brown interiors. Hyundai EON D Lite Plus This is the improved base model of Hyundai EON and has the same engine specifications and same features as D-Lite but has an AC and full wheel cover with Hub cap. Hyundai EON Magna Plus If you seek front and rear speaker grille, utility options like rear parcel tray, 2 DIN Radio+CD+MP3 Audio with 2 speakers in front, USB Port, Aux-in Port and a digital clock, Hyundai EON Magna is the best option for you. Hyundai EON Sportz There are some buyers who cannot just be satisfied without a keyless entry and consider safety to be on priority. For such customers, Hyundai EON Sportz is the suitable choice. This is the high end variant with all the features offered in other models along with front fog, lamps, driver side airbag, keyless entry, body color outside mirror and door handles, metallic finish 3 spoke steering wheel unlike other variants which have 2 spoke steering. It also adorns metallic finished inside door handles which enhance the sporty style on EON. Hyundai EON Era Plus Tinted glass, body color bumpers are found in this model of Hyundai EON. Other specs are same as predecessor but a metallic finish centre console and electric power steering are introduced in this.
  22. 22. Brand awareness of Hyundai Eon 22 G.K.M.C.M.T Hyundai EON LPG Models Hyundai EON Mileage Hyundai EON is parading all round the country to spread the word that the car gives phenomenal mileage that will bring cheers to EON customers this Diwali. An ARAI certified mileage of 21 kmpl is something which can drop many jaws seeing the size and price of the car. The highly appraisable Hyundai‘s hatchback EON comes powered with 814cc, 3 cylinder petrol engine which is capable of producing peak power of 56 bhp@5,500 rpm and 76 Nm of maximum torque at 4,000 rpm. Besides the petrol version, the company also offers Hyundai Eon LPG variants on D-Lite plus, Era plus and Magna Plus. All these variants also deliver similar amount of power and torque accompanied with the mileage that would give other cars a run for their money. All variants‘ engines are coupled to a five Hyundai EON LPG D Lite Plus This new Eon variant will be offered to the Indian consumers with LPG option that would surely control your budget in terms of fuel. The car will run on LPG and churn out impressive power and torque that would deliver a remarkable mileage. Hyundai EON LPG Era Plus Hyundai Eon Era Plus is positioned just above the Era plus model and is available in LPG. Giving an LPG option on the car model has definitely helped the car to gain more consumers. Hyundai EON LPG Magna Plus Hyundai Eon Magna Plus is the highest amongst the LPG variants introduced by Hyundai.
  23. 23. Brand awareness of Hyundai Eon 23 G.K.M.C.M.T speed manual gearbox. The hatchback is quite fuel efficient and the engine is designed in such a way that it becomes most fuel efficient car in its segment. Moreover the Alternator Management System present in top variant reduces fuel-consumption and meliorates overall performance. Hyundai EON possess all ability to beat Maruti Alto which offers a mileage of 20.2 kmpl. Something exceptional like this is enough in a mileage-ridden country like India. Power of Hyundai EON Hyundai EON, the petite car with 814cc petrol power plant with 3 cylinders and 9 valves is capable of generating maximum power of 56 bhp at 5,500 rpm and produces peak torque of 76 Nm at 4,000 rpm through a five speed manual gearbox. Since the power train carries an 814cc engine, the power and acceleration delivered by EON can beat Alto‘s 796 cc engine but cannot stay over the newly launched 998 cc K10 engine of Maruti Alto which delivers 68 bhp of power. ‗Very powerful‘ term cannot be attributed to Hyundai EON but overall, EON is a city car with a decent engine tuned to perform well in even congested city roads. On the other hand, the Hyundai Eon LPG variants (D-Lite Plus, Era Plus and Magna Plus) churn out similar power and torque that gives the owner a delight to drive and makes the car fuel efficient so that it isn‘t heavy on your pocket. Hyundai EON Colours These colors are available with all variants of Hyundai EON Coral White Pristine Blue Dark Grey Metallic Sleek Silver Maharajah Red Mushroom
  24. 24. Brand awareness of Hyundai Eon 24 G.K.M.C.M.T Acceleration & Pick-Up As far as the acceleration of Hyundai EON is concerned, the hatchback, loaded with 814cc engine, and the engine output is transmitted through a five speed manual gearbox. The engine promises to offer usual acceleration that crosses the speed of 100 km per hour from nil in 21.1 seconds. This hatchback will be able to reach a top speed of 135 km per hour. The hatchback has decent pick-up but is essentially a city car. Unfavorable road conditions can make the drive a little treble and vibration at idle status can be received with EON. However, the engine has reasonable amount of pep. The Hyundai Eon LPG is alike to the other petrol variants of the small car and delivers great pick-up and acceleration. When accelerated, Hyundai Eon LPG touches its top speed in merely few seconds. Hyundai EON Exteriors Hyundai EON is based on the platform of Hyundai i10 but is essentially smaller than it. Pictures of this car suggest that it will not share Santro's tall boy proportions. Clever use of steel in varied proportion and thickness enables EON to be reasonably stiff and light. EON which means an 'indefinitely long period of time' hints that the Korean car makers are relying on the hatch big time. Features of Hyundai EON make it a strong contender of Maruti Alto, Chevrolet Spark, Indica e-Xeta and Tata Nano among which the Alto is the arch rival. Hyundai EON has a reinforced body structure. The body structure of EON is pretty strong with square shaped radiator panel and reinforcement on the floor panel.
  25. 25. Brand awareness of Hyundai Eon 25 G.K.M.C.M.T The hatch has an independent type of front displaying a sporty look. The front end gets the hexagonal chrome tip radiator grille, which is now the new global face of all Hyundai cars. Meanwhile, large headlights with chrome detailing and clamp type bonnet enhance luxury element in the car. The front look is dominated by steeply raked front windscreen. Even the tight-fit roof with a micro antenna renders the sporty look to Hyundai EON. Fog lamps will not be a standard fitment but they are present on top-end variant of Hyundai EON in triangular shape. The small car gets body colored bumpers in 4 of its top variants. In profile, the Hyundai EON gets a rather sweeping shoulder line and body colored door handles and side mirrors. The wheels have full cover with hub cap looks slick and stylish while cruising. The shoulder line and the wheel arches can be compared to super luxurious Mercedes-Benz CLS-Class. A sharp ridge runs up the B &C-pillar at the sides. There is a keyless entry option in high end variant which also adorns body color door handle and side mirrors. Eon‘s rear is very curvy and splitted giving the car a crunched look from back. One can find an integrated spoiler at the rear side which will enhance the aerodynamics of the small car. Hyundai EON gradually gets wider at its rear and can seat 5 although comfortably 4 can fit in the car. Elongated and squeezed tail lights give it a unique half- moon like look different than Nissan Micra and Maruti Alto. It comes devoid of a quarter glass on the rear door enhancing the sportiness of the car. The rear bumpers are also bent towards the ground that exhaust pipe seems to be out of one‘s vision. Hyundai Eon LPG variants have no prominent changes on the exteriors. But, the firm has added on gift shift indicators and body colored bumpers, which make it look more stylish and in sync with the entire look.
  26. 26. Brand awareness of Hyundai Eon 26 G.K.M.C.M.T Hyundai EON Interior Hyundai EON at a price tag of Rs 2.69 lakh (ex-showroom Delhi) is the cheapest Hyundai car in India. But still, many interior features are loaded in EON. The roomy interiors are done with 2-tone beige and brown colors. The floor console is deluxe with enough leg space for front passengers. Hyundai designers sampled a considerable 30 mineral water bottles for size before designing the door pad of EON. While the front seats are bucket-type, there is upright seating position for rear-seat passengers to place their feet under the front seats. Thigh support is fairly decent and headroom is sufficient as well. The best place to sit, of course, is up front. The seats are reasonably large and supportive and semi-cloth premium seat upholstery is used to cover them. Boot space is something on which car can trump over its competitors. But buyers will have to mull for long over knee-room for rear-seat passengers which is supposed to be tight, especially when there‘s a tall driver at the wheel. EON is based on fluidic model of Hyundai for smooth and comfortable journey. The five-seater car features power and tilt steering, front power windows, armrests, air conditioner and 3 spoke metallic finish steering wheel in the partially and fully loaded variants but the base variant of Hyundai EON is devoid of these features. However, exclusive dashboard storage with pedestal space, cup holders and 3 assist grips are present on the base D Lite model. Driver seat adjustment will be manual and remote levers for fuel lid and tail gate are standard in all variants. The interior space is said to be better than Maruti Alto with good amount of leg space. A 5-speed manual gearbox can be seen in the cabin with a digital gear shift indicator in futuristic instrument panel. EON sports a CD player with Radio and MP3, USB support with AUX-in port and remote locking (not in all 6variants). Moreover, utility features like map-pockets in front with bottle holder, rear parcel tray, metallic
  27. 27. Brand awareness of Hyundai Eon 27 G.K.M.C.M.T finish curvy central console and molded door trims are add-on features in some variants of Hyundai EON. The company is expecting to drive volumes with this low cost car which is designed keeping the urban audience in view. Talking about the interior features of Hyundai Eon LPG variants (D-Lite Plus, Era Plus and Magna Plus); they are no less in any way. The Hyundai Eon D-Lite Plus features an impressive air conditioning system along with power steering making the ride for the owner much simpler and pleasant. On the other hand, the Hyundai Eon Era Plus is a higher model than D-Lite plus and features central locking system along with power windows. The highest LPG variant, Hyundai Eon Magna Plus and is loaded with ample features, including power steering, power windows, air conditioning system, heater, central locking and 2-Din audio/MP3 player with USB support. Interior Comfort Air Conditioner has not made its way in the base variant to incorporate it at reasonable price of Rs 2.69 lakh, but has gradually been added in all 5 variants to provide comfortable journey in sunny weather. ‗Automatic‘ is a word far from the dictionary of Hyundai EON with all simple features. However remote locking as well as child lock is added to the feature list for a time saving key-less entry. Full size arm-rests are given on the front doors but auto-wiper is missing. Two rear seat belts are provided on spacious and comfortable seats done with semi-cloth upholstery in addition to the front seat belts. A unique feature is the ‗low fuel warning‘ which allows driver to know in advance that the petrol tank needs fuel. Hyundai EON would not attract complaints regarding faulty features causing accidents like Tata Nano as the car comes with driver seat airbag, reinforced body structure, engine immobilizer, incise rear view mirror and front fog lamps. Dual Tripmeter is also given as a convenient feature in Hyundai EON. Similar kinds of comfort features are also present in Hyundai Eon LPG variants making the car exclusive and very competitive. Overall, the car will be as comfortable as is Hyundai i10 or Hyundai Santro and interior build quality will speak for itself and offer more comfort.
  28. 28. Brand awareness of Hyundai Eon 28 G.K.M.C.M.T Hyundai EON Engine and Performance The very naive small car Hyundai EON has hit Indian market with 814 cc three cylinder petrol SOHC 9 Valve engine exhibiting a decent power of 56 bhp (56 Ps) and 76 Nm of torque. The Hyundai Eon LPG variants have similar engine specification, but being run on LPG, the fuel efficiency increases a bit more. The maximum power is applied at 5,500 rpm and maximum torque is applied on wheels at 4,000 rpm. This engine is comparable to Hyundai Santro and is better than Maruti Alto‘s 796 cc base engine delivering power of 47 Ps. One cannot determine the actual performance of this hatch just by gazing at the car. Its size can dodge you as this small car attains a phenomenal top speed 135 kmph and can manage the acceleration of 0-100 km in just 21.1 sec especially on city roads. According to sources, Hyundai EON petrol makes some amount of vibration at start but the engine gradually smoothens up after the move. The fuel tank capacity is 32 litre, whereas the LPG models of Hyundai Eon comes with a fuel tank capacity of 34 litres. The ARAI certified mileage of the petrol version of this car is exceptionally good at 21.1 kmpl. The brilliant ‗Toroidal‘ tank in the new Hyundai Eon LPG variants endow with much bigger boot space instead of the archetypal and expected LPG-fitted models that are available in the market today. Wheels Wheels are an attractive feature on Hyundai EON petrol and LPG variants. Normally for small cars, small wheelbase is anticipated. However, long wheelbase is equipped in Hyundai EON (2,380 mm) Hyundai EON tyre size is 145/80 R12 on Hyundai EON D Lite, Hyundai EON D Lite Plus and Hyundai EON Era whereas a tyre of the size of 155/70 R13 dress on Hyundai EON Magna, Hyundai EON Magna Plus and
  29. 29. Brand awareness of Hyundai Eon 29 G.K.M.C.M.T Hyundai EON Sportz. McPherson Strut with Coil Spring & Anti-Roll Bar bar suspension is connected to the front wheel whereas Torsion Beam Axle with Coil Spring is attached to the rear wheels. Steel wheels are covered with full wheel cover with hub cap in first 3 variants gives EON a grand appearance. Braking & Handling The Breaking and Handling of Hyundai EON is marked by an excellent braking system to ensure utmost safety of the passengers even at the top speed of 135 kmph. The front brakes of this car are disc brakes and the rear brakes will be drum. The powerful brakes help the car bring to halt to avoid any untoward happenings. In all, we can say that the car offers expected stability and comfort to the user compared to any other small car in the segment. Gas type shock absorber gives extra stability to the car. Tubeless tyres give extra safety as chances of sudden air leakage, vanishes during accident. Moreover, better heat dissipation, balanced weight and cost saving is ensured. All the variants are accompanied with great braking and handling specifications including the LPG variants, Hyundai Eon D-Lite Plus, Era Plus and Magna Plus. Handling & Safety The safety is taken care of by Hyundai India. EON, being a small with 814 cc engine mated to 5 speed manual transmission, offers ease of handling and safety on the Indian roads. EON is blessed with driver side airbag. The reinforced structured on EON is extremely strong with a square shaped radiator support panel, reinforcement on floor panel and door side impact beams. All of them bolster the already strong structure and provide connection strength to counter the huge forces generated on impact. It offers a seating
  30. 30. Brand awareness of Hyundai Eon 30 G.K.M.C.M.T arrangement for 5 passengers who can view the rear side with the help of a mirror in the console. Targeted as an A segment car, it offers the rear seat belts ensuring the safety for the rear occupants too by pulling the belts tautly against the passengers in case of accidents. The remote locking system with child lock is featured in the car to avoid car thefts. The car is expected to offer a smooth drive and comfortable handling even at a high speeds. Hyundai EON will be quite agile and keen when turning into corners. Other safety features such are front fog lamps, keyless entry and engine immobilizer. All in all it is small wonder car in Indian market. Stereo & Accessories in Hyundai EON Hyundai EON carries off well a 2 DIN Audio CD player with radio and MP3 player. Also, USB connectivity and AUX-in supports are given to enhance entertainment. The car caters to all audiences and takes care of all the features including music and entertainment. Accessories include rear parcel tray, cup holders, and map pockets with bottle holder, floor console storage.
  31. 31. Brand awareness of Hyundai Eon 31 G.K.M.C.M.T Hyundai Eon specification Variants Trans mission Engine Descripti on Mileage Power AC Power Steerin g Cent ral Lock ing City High way DLite (Petrol) Manual 814cc 3 Cylinder 9 Valve 17.3 21.1 55bhp @ 5500rpm Not Availabl e Not Availab le Not Avail able D Lite Optional (Petrol) Manual 814cc 3 Cylinder 9 Valve 17.3 21.1 55bhp @ 5500rpm Standard Standar d Not Avail able Magna Optional (Petrol) Manual 814cc 3 Cylinder 9 Valve 17.3 21.1 55bhp @ 5500rpm Standard Standar d Stand ard Sportz ( Petrol) Manual 814cc 3 Cylinder 9 Valve 17.3 21.1 55bhp @ 5500rpm Standard Standar d Stand ard Era (Pet rol) Manual 814cc 3 Cylinder 9 Valve 17.3 21.1 55bhp @ 5500rpm Standard Standar d Not Avail able LPG (LP G) Manual 814cc 3 Cylinder 9 Valve 17.3 21.1 5bhp @ 5500rpm Standard Standar d Not Avail able LPG Era Plus (LP G) Manual 814cc 3 Cylinder 9 Valve 17.3 21.1 55bhp @ 5500rpm Standard Standar d Not Avail able LPG Magna Plus(LP G) Manual 814cc 3 Cylinder 9 Valve 17.3 21.1 55bhp @ 5500rpm Standard Standar d Stand ard
  32. 32. Brand awareness of Hyundai Eon 32 G.K.M.C.M.T HYUNDAI EON PRICE MODEL Ex-Showroom Prices (Rs.) EON Dlite (S) 277,349 EON Dlite (M) 280,972 EON D-Lite + (S) 306,340 EON D-Lite + (M) 309,962 EON ERA + (S) 320,725 EON ERA + (M) 324,348 EON D-Lite + (S) LPG 334,714 EON D-Lite + (M) LPG 338,337 EON ERA + (S) LPG 349,115 EON Magna + (S) 351,551 EON ERA + (M) LPG 352,738 EON Magna + (M) 355,174 EON Magna + (S) LPG 379,923 EON Sportz (S) 380,321 EON Magna + (M) LPG 383,546 EON Sportz (M) 383,944
  33. 33. Brand awareness of Hyundai Eon 33 G.K.M.C.M.T 1.2.7 COMPANY PROFILE VTJ having lead the history of sea food exporters in Kochi, is now coming up with one of the largest Hyundai passenger car dealer situated at the centre of automobile hub Kundanoor -Kochi. VTJ the 3‘s facility, currently has a strong sales and service point with more than 35,000 Sq.Ft covered area. It will cater 100 vehicles in single shift supported by its 22 service and 10body shop bays which will truly see furthur expansion in coming years. VTJ will respond to the fast changing customer expectation & are fully dedicated to provide satisfaction to all who deals with them by its profiled and professional talents in all departments.VTJ is entitled to wards global organizational culture that will ensure the priortizes customers by all means. Within the shortest span of time vtj has built a record of 2nd place in retail sales (Q2) and 3rd place in India for customer care, in the year 2011. ―We deliver Happiness – Feel the Happiness of owning and driving your Dream Hyundai car‖& We Value The Journey.VTJ, a name synonymous with the Sea foods exporting business, is one of the major automobile dealers in Kochi, today. Located at Kundannoor, a place deemed as the automobile hub of Kochi, VTJ, after analyzing the significance of an esteemed and loyal dealer, who would cater to the growing needs of the family, provide better after-sales service and abide by norms of Corporate Social Responsibility and stick to the principles of better business,
  34. 34. Brand awareness of Hyundai Eon 34 G.K.M.C.M.T is a new window for Hyundai passenger cars. Being ranked second in Retail sales and third in Customer care in 2011, the very same year of its inception, VTJ is single- mindedly oriented towards the Global organizational culture that is vowed at ―Customer is the King‖ ideology. SERVICE FACILITIES Genuine spare parts VTJ provies genuine parts which are needed for the vehicles .They hold a very large inventory store for the spare parts.Easily available from the store and all the additional fittings that are needed for the vehichle are available here. All the genuine parts of the vehicle can be changed there it self. Happiness delivered They see that all the customers are happy and wether all the customer needs are satisfied. They offer customer relation executive to make sure that the customer‘s needs are fully satisfied.
  35. 35. Brand awareness of Hyundai Eon 35 G.K.M.C.M.T 24 x 7 mobile assistance They provide 24 x 7 mobile service to the customers .If any problem happens to the vehicle then the customer can ring a call and the technicians will be there within a few time, thus they provide a full time service to the customers. Fully equipped bays They holds a fully equipped bay that can hold upto twenty cars at a time.thus these twenty cars can be checked at the same time. Sophisticated equipments They have the latest technology used for paint shops. All the equipments are easy to handle and the work can be finished within no time.
  36. 36. Brand awareness of Hyundai Eon 36 G.K.M.C.M.T Pickup & delivery They give pickup and delivery service to the vehicles. If the customers are busy they can call and register the vehicle will be picked up and delivered on time as per the customers wish. Experienced, trained man power The technicians who are working here are trained persons and they have high experience also. Since they are experienced they can afford any type of work that had been given to them and will finish it in time. Quick service in 2 hour They provide a quick service of the vehicle within two hours. Full check up of the car can be done within a short period of time.
  37. 37. Brand awareness of Hyundai Eon 37 G.K.M.C.M.T Internet facility They provide internet facility to all the customers to check and to collect all the data that are needed. Customer lounge They have a beautiful customer lounge with fully air conditioned. There is also magazines, newspaper etc for the customers. The head of VTJ Hyundai that is the managing director is, Mr.Thomas.J.Vayalaat and general manager is Mr.Varghese. Mr.Nibu is in charge of marketing department, Mrs.Tilda is in charge of human resource department. Sales manager is Mr. Jhonson, and Works manager is Mr.Jibhu
  38. 38. Brand awareness of Hyundai Eon 38 G.K.M.C.M.T ORGANISATION STRUCTURE OF VTJ HYUNDAI Managing Director G.M(Finance Operation) Senior Accountant Service Manager Asst Sales Manager A.G.M(Sales & Marketing) &&&Marketing Accountant Sales Manager Team Leader Sales Consultant Duty Manager Hyundai Advantage Sourcing Officers Customer Relation Manager Customer Relation Officers Customer Relation Executive HR Executive I T Parts in charge Body shop in charge C.R.M Asst. works Manager Parts in Executive s Body shop Advisor CRO CRE Service Advisor Floor in charge Supervisor Mechanics Body Shop Supervisor Denter Painter
  39. 39. Brand awareness of Hyundai Eon 39 G.K.M.C.M.T 1.3 RESEARCH METHODOLOGY Research definition The goal of the research process is to produce new knowledge and to deepen the understanding of a particular topic. 1.3.1 OBJECTIVES OF THE STUDY The main objective of any business is to acquire larger market share ,or higher percentage of sales in the Industry, This could be only achieved by building a higher percentage of brand loyal customers. Any company can survive through the stiff competition of the market if its has brand loyal customer. Today many major companies in the market has brand loyal customers and they adopt many strategies to maintain and improve there branded equity. Without creating a proper Brand awareness they cannot build brand image. Strong brands help build the corporate image and also by making it eager for the companies launch new brands. Today brands are treated, as major enduring assets of a company-more over brand equity are major contributor to customer equity. This all can happen only there is proper brand awareness. The light four wheeler industry has been expanding rapidly are gone the day when possessing a small and mid-size cars was seen as a luxury. Now days it is viewed as a mere necessity. The study has been conducted with the following objectives in mind:-  To judge the awareness level of the prospect customer.  To know how they are aware regarding the product.  To judge which promotional tool is effective to increase the awareness level among the people.  To see whether brand awareness influences the buying behaviour or not.
  40. 40. Brand awareness of Hyundai Eon 40 G.K.M.C.M.T 1.3.2 METHODOLOGY OF THE STUDY The study is conducted empirically using both primary and secondary data. Primary data was collected with the help of well structured questionnaire. Around 50 potential customers were surveyed to understand the brand awareness level of Hyundai Eon in an around Ernakulam. All the persons interviewed were in the age group above 25 years. It has been deliberately decoded to conduct the survey among this age group because they are the people who are generally looking ahead for the purchase of a four- wheeler. Many of these persons interested are either businessmen or professionals; few of them are corporate managers also. The secondary data is collected from Hyundai‘s website and by going through their corporate records, brochures and annual reports of the company along with their newsletters were used to substantiate the information.The details about the four-wheeler market are collected from a few specialized magazines like Auto India etc. to get information regarding the organization and products. 1.3.3 RESEARCH DESIGN The objective of the present study can be accomplished by conducting a systematic research. Research is the systematic design, collection, analysis, and reporting of data and findings that are relevant to different situations facing the company. Research design is concerned with turning a research question into a testing project. The best design depends on the research question as well as the orientation of the researcher. Every design has its positive and negative sides. The research design has been considered a "blueprint" for research, dealing with at least four problems: which questions to study, which data are relevant, what data to collect, and how to analyze the results.
  41. 41. Brand awareness of Hyundai Eon 41 G.K.M.C.M.T Type of the research design A research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure.The research was done in the study is Descriptive Research. Descriptive research is also called Statistical Research. The main goal of this type of research is to describe the data and characteristics about what is being studied. The idea behind this type of research is to study frequencies, averages, and other statistical calculations. Although this research is highly accurate, it does not gather the causes behind a situation. Descriptive research is mainly done when a researcher wants to gain a better understanding of a topic. 1.3.4 PERIOD OF STUDY AND SOURCES OF DATA Period of the Study: The period of the study was confined to 30 days that is from 13th March 2012 to 13th April 2012. Sources of data: Primary data:- Primary data has been collected through questionnaires. The questionnaire was mostly related to the brand awareness towards Hyundai Eon on different feature such as the model, price, effectiveness of the brand etc. Secondory data:- Secondary data has been taken from bellow sources: 1. Reports 2. Pamphlets 3. Advertisement 4. Newspapers 5. Internet
  42. 42. Brand awareness of Hyundai Eon 42 G.K.M.C.M.T Sampling techinique:- Only simple random sampling technique is adopted in selection the sample. In this technique, each and every unit of the population has on equal opportunity of being selected in the sample Sampling:- The sample of 50 has been chosen randomly from in an around Ernakulam , the people residing in an around Ernakulam are considered as the population for the study. Sample size:- The sample size of 50 is selected randomly. The study requires on in depth survey and keen observation in collecting data regarding the brand awareness levels of Hyundai Eon. Scaling Techniques The scaling technique is used in a research to examine a variable across some range of possible values, designed to capture the intensity of feeling or action. The technique which is used for this study is a 3 Point scale technique and in some cases it ranges upto 5 Point scale. 1.3.5 Tools of Data analysis The data collected through questionnaire are analyzed using appropriate statistical technique. Simple percentage analysis = Number of respondents/ Total no. of respondents*100
  43. 43. Brand awareness of Hyundai Eon 43 G.K.M.C.M.T Data collection process:- Based on need and objectives, types of data required for study and other sources of data are identified. Data was collected with the help of the questionnaires Observation Primary Data Questionnaire Data News Letters Documents Inside the OrganizationSecondary Data Libraries, Maga-zines etc Outside the Organization
  44. 44. Brand awareness of Hyundai Eon 44 G.K.M.C.M.T 1.4 SCOPE OF THE STUDY The overall scope of the present study considers all the variables and factors that have major impact over the customers in considering particular brands. This especially included how a customer regally evaluate recognizes the brand and what position particular brand occupies in the customer mind. this includes how a customer gets attracted towards the brands and what makes a brand highly significant over their competitive brand. The study includes how brand awareness among potential customers can be maintained and improves. The project has been done in Ernakulam city only. The survey was confined all people for finding how they are influenced by the brand and what made them aware of the brand. After the survey was done the data was analyzed and also relevant suggesting were made in order to improve its brand awareness towards Hyundai Eon.
  45. 45. Brand awareness of Hyundai Eon 45 G.K.M.C.M.T 1.5 LIMITATIONS OF THE STUDY As a study is concerned it has got its own limitations. It is obviously understood that such limitations are unavoidable. Some important limitations can be read as;  An in depth study was not possible due to time constraints  The study was conducted at Ernakulam city; it may not be applicable for the whole country.  The study was purely confined to 50 samples. May not be applicable to entire customers.  There are chances of bias in the data collected from the respondents  The data given by the respondents may limit to their own knowledge, feelings and awareness.
  46. 46. Brand awareness of Hyundai Eon 46 G.K.M.C.M.T 1.6 CHAPTERISATION This report ― Brand awareness of Hyundai Eon with respect to Ernakulam district‖ is done with the special reference to the Ernakulam district only. For the purpose of easy reference the report is divided into five chapters as follows; CHAPTER-1 The first chapter introduces the study, describes the objectives of study and presents the study methods, scope and limitations faced during the study. CHAPTER-2 The second chapter provides an overview about the review of literature. CHAPTER-3 The third chapter of this report presents the empirical results. CHAPTER-4 The fourth chapter deals with the findings and suggestion CHAPTER-5 The last chapter concludes the Brand awareness of Hyundai Eon and highlights the findings and suggestions for the study report.
  47. 47. Brand awareness of Hyundai Eon 47 G.K.M.C.M.T CHAPTER - 2 LITERATURE REVIEW
  48. 48. Brand awareness of Hyundai Eon 48 G.K.M.C.M.T 2.1 Brand Perhaps the most distinctive skill of professional marketers is their ability to create, maintain, protect and enhance brands. Marketers say that "branding is the art and cornerstone of marketing. The American Marketing Association defines a brand as follows: A brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. In essence, a brand identifies the seller or maker. It can be a name, trademark, logo, or other symbol. Under trademark law, the seller is granted exclusive rights to the use of the brand name in perpetuinity. Brands differ from other assets such as patents and copyrights, which have expiration dates. A brand is essentially seller's promise to deliver a specific set of features, benefits, and services consistently to the buyers. The brands convey a warranty of quality. But a brand is an even more complex symbol. It can convey up to six levels of meaning: 1. Attributes: A brand brings to mind certain attributes. Mercedes suggests expensive, well-built, well-engineered, durable, high-prestige automobiles. 2. Benefits: Attributes must be translated into functional and emotional benefits. The attribute "durable" could translate into functional benefit "I won't have to buy another car for
  49. 49. Brand awareness of Hyundai Eon 49 G.K.M.C.M.T several years". The attribute "expensive" translates into the emotional benefit ―the car makes me feel important and admires.' 3. Values: The brand also says something about the producer's values Mercedes stands for high performance, safety and prestige. 4. Culture: The brand may represent a certain culture. The Mercedes represents German culture: organized, efficient, high quality. 5. Personality: The brand can project a certain personality. Mercedes may suggest a no-nonsense boss (person), a reigning lion (animal), or an austere place (object). 6. User: The brand suggests the kind of consumer who buys or uses the product. We would expect to see a 55-year-old top executive behind the wheel of a Mercedes, not a 20- year-old secretary. If a company treats a brand only as a name, it misses the point. The branding challenge is to develop a deep set of positive associations for the brand. Marketers must decide at which level(s) to anchor the brand's identity. One mistake would be to promote only attributes. First, the buyer is not as interested in attributes as in benefits. Second, competitors can easily copy attributes. Third, the current attributes may be come less desirable later.
  50. 50. Brand awareness of Hyundai Eon 50 G.K.M.C.M.T Promoting the brand only on one benefit can also be risky. Suppose Mercedes touts its main benefit as "high performance". Then several competitive brands emerge with high performance as compared to other benefits. Mercedes needs the freedom to maneuver into a new benefit positioning. The most enduring meanings of a brand are its values, culture, and personality. They define the brand's essence, The Mercedes stands for high technology, performance and success. Mercedes must project this in. its brand strategy. Mercedes must resist marketing an inexpensive car bearing the name; doing so would dilute the value and personality. Mercedes has built up over the years. 2.2 The definition of brand: A brand is an identifiable entity that makes specific promises of value. In its simplest form, a brand is nothing more and nothing less than the promises of value you or your product makes. These promises can be implied or explicitly stated, but none-the- less, value of some type is promised. 2.3 Brand Awareness: Brand awareness is when people recognize your brand as yours. This does not necessarily mean they prefer your brand (brand preference), attach a high value to, or associate any superior attributes to your brand, it just means they recognize your brand and can identify it under different conditions. Brand awareness consists of both brand recognition, which is the ability of consumers to confirm that they have previously been exposed to your brand, and brand recall, which reflects the ability of consumers to name your brand when given the product category, category need, or some other similar cue.
  51. 51. Brand awareness of Hyundai Eon 51 G.K.M.C.M.T Aided awareness occurs when you show or read a list of brands and the person expresses familiarity with your brand only after they hear or see it.Top-of-mind awareness occurs when you ask a person to name brands within a product category and your brand pops up first on the list. When you think about facial tissue, gelatins, and adhesive bandages, do the brands Kleenex®, Jell-O®, and Band-Aid® come to mind? These brands enjoy strong top-of-mind awareness in their respective categories. 2.4 Brand Awareness Plan The major components of a plan to develop brand awareness are: Identifying and understanding your target customers Creating a company name, logo, and slogans Adding value through packaging, location, service, special events, etc. Advertising After-sale follow-up and customer relations management Targeting the right audience is crucial to your success. Of similar importance is understanding that you need a plan along with specific actions that increase awareness of your brand amongst your consumers. Throughout the entire process of creating a brand, it is of utmost importance to consider how what you do will increase brand awareness. 2.5 How to Begin Creating Brand Awareness In deciding how you will go about creating brand awareness, you need to consider and to be aware of how your product value becomes know to the consumer and the importance of consistency:
  52. 52. Brand awareness of Hyundai Eon 52 G.K.M.C.M.T 1) The message of what a brand is offering to the consumer should be consistent. Wegmans, for example, offers fresh, high-quality foods for purchase and advertises the advantages, such as home-cooked meals, that their goods can provide for you. The layout of their perishable goods, the organization of complementary condiments and staple products, and the stands offering sample recipes to be cooked at home are all evidence of the company attempting to present a consistent message of what they are all about to the consumer. The presentation of Wegmans as a prominent player in providing quality foods for quality home-cooked meals is evident in each of the aforementioned examples. The company does not, for example, attempt to convey quality in its store layout and offerings and then convey cheap alternative in the mailings sent out. The impressions you hope to make on consumers and potential consumers should be consistent across various mediums, situations, and promotional attempts. 2) Images you present should also be consistent in order to increase brand awareness. It is important that you are consistent in your use of images so that you maximize recognition and positive impressions. Wegmans logo, for example, can be found on its storefront, on the products it produces itself, on the receipt consumers receive after purchase, on the bags customers carry out of the store, and in many of its distributed informational material. 3) Slogans and taglines should also be consistent throughout mediums and material. Once again, consistency is important in conveying a message that promotes awareness of your brand in a organized, recognizable manner. Wegmans‘ tagline, ―Helping you make great meals easy‖, is consistent throughout its promotional materials, website, and logo, to name a few. Consistency cannot be emphasized enough. It presents the consumer with an image that in the future the consumer can continue to associate with your products. For example, if the materials you distribute, the set-up of your sale table, the packaging of your product, and the logo and tagline are not all relatively similar, regularly consistent,
  53. 53. Brand awareness of Hyundai Eon 53 G.K.M.C.M.T and repeatedly recognizable over time, it is likely you will get nowhere with your brand. Creating brand awareness, through a collaborative, well-developed overall image, is essential to developing a success brand that achieves maximum benefits. 2.6 Maintaining Brand Awareness It is important to keep working at the issues and activities identified above. Pay attention to how customers are responding to products, packaging, displays, and messages. Look for ways to improve the image you are trying to get across. Ask your customers for suggestions. Work to maintain a consistent presence in the market place. This can mean a location and regular times where customers can reliably expect to find you. The NY Maple Producers booth at the State Fair has been in a prime location for many years. They need to move to gain more sales space and will have to have a plan to help customers find their new location. If your business is wholesaling maple products to retail locations, you need to stay in regular and reliable contact with your customers. They should not have to come looking for you when they need to re-stock or they will turn to suppliers that make it easier for them to operate their businesses. 1. Umit Kucuk (2011) This study introduces a new brand awareness conceptualization; 'push-based brand awareness' in the light of available retailing, distribution, and branding literature. Previously, push-based awareness merely defined brand/product availability. This study extends that definition by including available brand awareness created by in-store merchandising. While out-of-stock (OOS) literature extensively interprets product availability and consumers' responses to OOS brands, a brand's effect on consumer awareness remains unexamined. Because such brandawareness may be one of the major reasons behind frequently purchased product success, such consumer awareness deserves
  54. 54. Brand awareness of Hyundai Eon 54 G.K.M.C.M.T closer attention.This study introduces the push-based brand awareness concept with a proposed model including possible managerial implications. 2. Xuehua Wang,Zhilin Yang (2010) This study investigates the impact of brand credibility, composed of trustworthiness, expertise, and attractiveness, on consumers' brand purchase intention in emerging economies, focusing specifically on China's automobile industry. We propose that brand awareness and brand image play a moderating role in this relationship. Results reveal that brand credibility exerts a positive influence on consumers' brand purchase intention. Brand image and brand awareness are found to positively moderate the relationship between brand credibility and consumers' brand purchase intention. Implications concerning both research and managerial practices are offered. 3. Delgado-Ballester, Elena Navarro, Angeles Sicilia (2012) Purpose – From an integrated marketing communications perspective, this study aims to analyze what level of consistency among brand messages is more effective in terms of customer-based brand equity. In particular it aims to evaluate its impact on brand knowledge structure, and how brand familiarity moderates this influence. Design/methodology/approach – A sample of 194 subjects participated in a between subjects experiment. An integrated communication campaign composed of two different tools (advertising and nonmonetary promotion) was assessed by individuals. Brand familiarity (familiar brand vs unfamiliar brand) and consistency among messages (high vs moderate) were manipulated to test a set of hypotheses. Findings – Results show that the effectiveness of consistency among messages depends on brand familiarity. For familiar brands moderately consistent messages improve their awareness (recall), enrich their network of associations, and generate more favourable responses and brand attitudes. However, for unfamiliar brands, no significant differences are found between high and moderate levels of consistency, except for brand recall,
  55. 55. Brand awareness of Hyundai Eon 55 G.K.M.C.M.T being higher when highly consistent messages are used. Research limitations /implications – Limitations of the study are those typically associated with the experimental methodology. Specifically, a single product category and only two communication tools were used in the experiment which may limit the general is ability of the results. Practical implications – For unfamiliar brands, brand managers should focus on consistent brand messages to build awareness for these unknown brands. By contrast, for familiar brands the goal of the communication strategy must be to revive the interest in them through moderate consistent messages that can excite consumers and make them think again about these brands. Originality/value – The originality of this study resides in incorporating the newest approach of communication management (integrated marketing communication or IMC) to illustrate how consistency among messages could be used to build the type of brand knowledge structure that nurtures brand equity. Further more, compared to previous studies of IMC, which have addressed this issue under a merely conceptual perspective, this paper offers empirical evidences using a more practical perspective and focusing on managing brand knowledge structures as a way for improving brand image. 4. Sean Hyun, Sunghyup Kim (2011) Four of the dimensions that combine to contribute to chain restaurants‘ brand equity are brand awareness, brand image, perceived quality, and brand loyalty. A test of a structural model connecting these four attributes of brand equity was based on data collected from 188 patrons of five chain restaurant brands in Korea. The resulting data analysis demonstrates that the four dimensions of brand equity are interrelated. The model indicates that the foundation of brand equity is brand awareness. However, while brand awareness influences brand loyalty formation, its impact is mediated by the effects of brand image and perceived quality. In addition, although brand awareness is a prerequisite of brand loyalty, brand image and perceived quality bear a stronger impact on the development of brand loyalty. On balance, the implications of these findings support the restaurant industry‘s practices of constant promotion, quality assurance, and process improvement.
  56. 56. Brand awareness of Hyundai Eon 56 G.K.M.C.M.T 5. Hoyer, Wayne D.Brown, Steven P. (1990) Results of a controlled experiment on the role of brand awareness in the consumer choice process showed that brand awareness was a dominant choice heuristic among awareness-group subjects. Subjects with no brand awareness tended to sample more brands and selected the high-quality brand on the final choice significantly more often than those with brand awareness. Thus, when quality differences exist among competing brands, consumers may "pay a price" for employing simple choice heuristics such as brand awareness in the interest of economizing time and effort. However, building brand awareness is a viable strategy for advertising aimed at increasing brand-choice probabilities. 6. Woodside, Arch G.Wilson, Elizabeth J. (1985) Research is needed on how consumer awareness of brands and advertising of brands affects the consumer franchise of competing brands, purchase intention, and purchase behavior. Consumer franchise is the degree of brand preference within a marketing segment for each competing brand. Consumer franchise can be defined as a measure for finding the identity of those members of the target group who provide the highest potential for sales. Marketing managers of both consumer and industrial products and service companies may find this information useful in learning if advertising efforts are working to increase the level of awareness for their brand. The position of a brand in a consumer's mind measured by unaided recall is related positively to purchase intention toward the brand and the position of a brand in a consumer's mind is related positively to purchase intention toward the brand. Purchase intention toward a brand measured by preference is related positively to purchase intention measured by likelihood of buying. 7. Krasnikov, Alexander Mishra, Saurabh Orozco, David (2009) Firms spend considerable efforts to build brand awareness and associations among consumers. Yet there is a limited understanding of the financial returns of such investments. In this article, the authors present a framework that uses trademarks as measures of firms' branding efforts. They classify trademarks into two
  57. 57. Brand awareness of Hyundai Eon 57 G.K.M.C.M.T Categories —brand-identification trademarks and brand-association trademarks— and propose that they are indicators of firm efforts to build brand awareness and associations among consumers, respectively. The authors then evaluate the chain of effects linking such assets with metrics of firms' financial value. A longitudinal analysis of data collected from secondary sources reveals that the stock (i.e., total number) of brand-association trademarks available to firms in time period t increases their cash flow, Tobin's q, return on assets, and stock returns and reduces their cash-flow variability in period t + 1. Furthermore, the authors observe that the stock of brand-identification trademarks owned by firms in period t – 1 influences the effects of brand-association trademarks on cash flow, Tobin's q, and stock returns. Together, these findings provide useful insights into the financial value of branding. 8. Dabija, Dan Cristian Pop, Marcel Ciprian (2008) In the last time, retail stores are more and more often regarded as retail brands. Thus, the equity of a retail brand is given by several indicators that have to be recognized and taken into consideration by the retailers' management in order to reach a proper position on an existing or a new market, respectively to create competitive advantages. Beside sympathy, image and thrust in the retail brand, aided awareness (recognition), as well as unaided awareness (recall) are important indicators for a retailers positioning effort in consumers' minds. According to their experience with a retail brand, consumers order stores after the perceived importance. The purpose of this paper is on the one hand to highlight the dimensions of awareness -- as they are presented by the technical literature and on the other hand to measure the awareness grade of some selected European and Romanian retailers, who are present on the market of an important and relevant Romanian city. Questioning of more than 1000 consumers indicates a strong awareness for all retailers present on the market; top international retailers seem to be more known by indigenous consumers than smaller ones.
  58. 58. Brand awareness of Hyundai Eon 58 G.K.M.C.M.T 9. Wiles, Michael A Danielova, Anna (2009) As a result of the diminishing effectiveness of broadcast advertising, firms are increasingly turning to product placements in films and television to promote their products. A growing stream of product placement research has conducted surveys of consumer and practitioner views on the practice and experiments to gauge product placement's impact on brand awareness, attitudes, and purchase intent. However, there is no evidence of whether firms' investments in film product placements are worthwhile. The event study of 126 product placements in successful films during 2002 reveals a mean cumulative abnormal return of .89% during the film's opening, indicating that product placement in a successful film is associated with positive movements in firm stock prices. Cross-sectional analysis of the returns offers new insight into how product, film, and execution factors influence the placement's worth. The authors find that placement abnormal returns are enhanced by tie-in advertising and brand equity but are inhibited by audience absorption, critical acclaim, and violent film content. Placement modality, character associations, and blatancy also significantly affect the placement's value. 10. Esch, Franz-Rudolf Schmitt, Bernd H.Redler, Joern Langner (2009) Following the Selective Activation, Reconstruction, and Anchoring (SARA) and consumer- based brand equity models, high awareness brands are expected to serve as anchors for forming impressions of co-branded entities. Comparing the brand personality profiles of fictitious with high and low awareness brands, the brand anchoring effect is found in Studies 1 and 2. Moreover, Study 3 shows that the effect generalizes to specific brand characteristics and results from making brand- related information more available. Future research on brand awareness and on the brand anchoring effect is discussed. 11. Sanyal, Shamindra Nath Datta, Saroj Kumar (2011) Purpose – The purpose of this paper is to explore the impact of country of origin image on brand equity of branded generic drugs. Design/methodology/approach – Brand equity of branded generics is examined through an analytical review. Country of origin image is
  59. 59. Brand awareness of Hyundai Eon 59 G.K.M.C.M.T hypothesized to influence components of brand equity, i.e. brand strength and brand awareness, which in turn influence brand equity. An empirical investigation was carried out among professionally similar respondents, i.e. doctors of different categories in Kolkata megavolt is, India. Findings – Results showed that country of origin image had a positive and significant effect on components of brand equity, i.e. brand strength and brand awareness, derived from factor analysis conducted on brand equity components. The result also showed that country of origin image of branded generics significantly, but indirectly, affected brand equity through the mediating variables, brand strength and brand awareness.Research limitations/implications – Different variables have influence on brand equity. This study dealt with only one type of variable, i.e. country of origin image, that may limit the total process of brand equity enhancement. Practical implications – Marketing actions should be implemented to enhance brand strength and awareness levels. Country of origin image should be assessed as a multidimensional concept for enhancing brand equity. Marketers should be aware of the fact that physicians are influenced by the brand's original country image. Originality/value – This research work has extended prior country of origin research by conceptualizing the country of origin image as a brand equity enhancing tool in a new area called branded generic drugs. 12. Nickell, David Cornwell, T. Bettina Johnston, Wesley J. (2011) Purpose – The purpose of this paper is to review the existing literature on sponsorship-linked marketing and to present a set of research propositions. Design/ methodology/ approach – The approach to the research propositions was to explore the existing literature to discover areas where opportunities for further research exist. Findings – The authors propose that not only does sponsorship-linked marketing influence attitudes towards the sponsor, but that the relationship is that of an S-shaped curve where the incremental impact of sponsorship is slight for brands with very little or very strong attitudes established towards the brand. The most dramatic influence that sponsorship-linked marketing will have is for those sponsors with a moderate amount of established brand attitude. The authors also present an argument that
  60. 60. Brand awareness of Hyundai Eon 60 G.K.M.C.M.T extreme congruity or extreme incongruity will drive brand awareness more dramatically than an expected level of sponsor-property congruity, thus suggesting a U-shaped relationship between awareness and congruency Moreover, while an extremely incongruent partnership may gain widespread attention, it is unlikely to positively influence an emotional or behavioral response for either the property or sponsor. Originality/value – The majority of the previous literature regarding sponsorship-linked marketing proposed or assumed a linear relationship between current brand attitudes and the impact of a sponsorship. This paper suggests that this relationship is actually non-linear and is, in fact, an S-shaped relationship. Further, while congruency was believed to be linearly related to awareness, this paper proposes that the association between awareness and congruency is a U-shaped phenomenon. 13. Naik, Prasad A. Sethi, Suresh P. (2008) Companies spend hundreds of millions of dollars annually on advertising to build and maintain awareness for their brands in competitive markets. However, awareness formation models in the marketing literature ignore the role of competition. Consequently, we lack both the empirical knowledge and normative understanding of building brand awareness in dynamic oligopoly markets. To address this gap, we propose an N-brand awareness formation model, design an extended Kalman filter to estimate the proposed model using market data for five car brands over time, and derive the optimal closed-loop Nash equilibrium strategies for every brand. The empirical results furnish strong support for the proposed model in terms of both goodness-of-fit in the estimation sample and cross-validation in the out-of-sample data. In addition, the estimation method offers managers a systematic way to estimate ad effectiveness and forecast awareness levels for their particular brands as well as competitors' brand. Finally, the normative analysis reveals an inverse allocation principle that suggests--contrary to the proportional-to-sales or competitive parity heuristics--that large (small) brands should invest in advertising proportionally less (more) than small (large) brands.
  61. 61. Brand awareness of Hyundai Eon 61 G.K.M.C.M.T 14. Homburg, Christian Klarmann, Martin Schmitt, Jens (2010) In Business-to- Business (B2B) environments, many firms focus their branding activities on the dissemination of their brand name and logo without developing a more comprehensive brand identity. Thus, the creation of brand awareness is an important goal in many B2B branding strategies. However, it is still unclear if the great investment necessary to build a high level of brand awareness really pays off in business markets. Therefore, drawing on information economics theory, this paper investigates under which conditions brand awareness is associated with market performance in a B2B context. Results from a cross-industry study of more than 300 B2B firms show that brand awareness significantly drives market performance. This link is moderated by market characteristics (product homogeneity and technological turbulence) and typical characteristics of organizational buyers (buying center heterogeneity and time pressure in the buying process). 15. Reid, Mike (2005) Proving the value of the integrated marketing communication (IMC) process in its relation to brand outcomes, such as brand awareness , brandloyalty, and sales, are critical issues. The research presented in this paper employs a modified version of the Duncan-Moriarty IMC miniaudit (Duncan and Moriarty 1997) to examine the relationship between the IMC process and brand outcomes. Data were collected from managers in both consumer goods and consumer services organizations. Results demonstrate a positive relationship between the implementation of the IMC process and brand outcomes, and provide encouragement for further research to validate the findings. It was also found that IMC is used more in companies with a market orientation, and in those that encounter a high level of competition. 16. Dong-Jenn Yang ,Jyue-Yu Lo Sheng Wang (2012) Celebrity endorsement is one of the most popular promotions of marketing communication. The purpose of this study is to understand the transfer effectiveness between celebrity and brand. Experiment 1 indicates that audiences perceive both images of a
  62. 62. Brand awareness of Hyundai Eon 62 G.K.M.C.M.T celebrity and a brand as being consistent/ inconsistent, and the positive/negative transfer effect did not occur. Experiment 2 shows a positive endorser image can benefit a negative brand image and a positive brand image can weaken a negative endorser image. Experiment 3 shows that when the same celebrity endorsement changed from high to low, brand awareness has a positive transfer effect; conversely, when the same celebrity endorsement changed from low to high, brand awareness has a negative transfer. The results show interesting transfer effects between celebrity and brand, and support most of the hypothesized relationships. These findings advance our understanding of the pervasive influence of celebrity in today's society. 17. Nedungadi, Prakash,Hutchinson, J. Wesley (1985) Although most theoretical accounts of market definition, competition and brand choice entail the assumption that consumers categorize products and brands, explicit accounts of product categorization have been lacking in the consumer research literature. Categorization processes are particularly relevant for constructs such as brand awareness and the evoked set. Much recent psychological research on categorization has investigated the representativeness, or "prototypicality," of category members. This paper presents results from an exploratory study that investigated various aspects of prototypicality for brands in several product classes. The study also examined the relationships between prototypicality and other marketing related variables such as brand name awareness, usage and liking. 18. Draganska, Michaela Klapper, Daniel (2011) The authors show how to use microlevel survey data from a tracking study on brand awareness in conjunction with data on sales and advertising expenditures to improve the specification, estimation, and interpretation of aggregate discrete choice models of demand. in a departure from the commonly made full information assumption, they incorporate limited information in the form of choice sets to reflect that consumers may not be aware of all available brands at purchase time. They find that both the estimated brand constants and the price coefficient are biased downward when
  63. 63. Brand awareness of Hyundai Eon 63 G.K.M.C.M.T consumer heterogeneity in choice sets is ignored. These biased estimates can lead firms to make costly price-setting mistakes. in addition, the tracking data enable the authors to identify separately two processes by which advertising influences market shares. They find that advertising has a direct effect on brand awareness (inclusion in choice set) in addition to its effect on consumer preferences (increase in utility). This improved understanding of how advertising works enhances researchers' ability to make policy recommendations. 19. Davis, Donna F,Golicic, Susan L.Marquardt, Adam (2009) The purpose of this paper is to present a test of scales that measure brand equity and its two dimensions - brand image and brandawareness - in the context of logistics services. The scales are tested with both logistics service providers and customers.Design/methodology/approach - Measurement items are adapted from existing scales found in the marketing literature. Academic colleagues and logistics practitioners reviewed the items for face validity and readability. The scales are evaluated for reliability, convergent validity, and discriminant validity using data collected in a mail survey of logistics service providers and customers. Findings - Findings suggest that brand awareness, brandimage, and brand equity scales are valid and reliable in the context of logistics services. Research limitations/implications - While there is a substantial research stream that examines branding of consumer goods and an increasing literature on industrial and service brands, little is known about branding in the context of logistics services. This paper extends existing measurement of brand equity and its dimensions to a new setting, namely logistics services. Originality This paper provides valuable insight into the measurementof brand awareness, brand image, andbrand equity in the logistics services context and offers a foundation for future logistics branding research. The paper provides evidence for the validity of constructs used in the customer-based brand equity framework, which is traditionally used in consumer contexts, in the context of logistics services.
  64. 64. Brand awareness of Hyundai Eon 64 G.K.M.C.M.T 20. Laurent, Gilles Kapferer, Jean-Noel Roussel (1995) There are three classical measures of brand awareness: aided, spontaneous, and top-of-mind. The relationships between these measures, across a set of brands in the same product category, are close, but highly nonlinear. We show that these relationships can be linearized, in all product classes, by performing a logistic transformation on each measure. This amounts to describing the process by which consumers answer awareness questions by a Rasch model, originally proposed to describe the success of students in answering exam questions. The brand's salience is equivalent to the students' competence, and the difficulty of the awareness question is equivalent to the test difficulty. We briefly summarize the research process that led to this empirical generalization. Managerial implications are described, mainly linked to the diagnosis of "locked" versus "open" product categories. 21. Henke, Lucy L. (1995) The author assesses young children's abilities to recognize cigarette brand advertising symbols and to identify adults as the appropriate target market for cigarettes. She used nonverbal measures in interviews with children three to eight years of age to assess how recognition of cigarettebrand advertising symbols is related to age, cognitive developmental level, children's affect toward cigarettes, children's evaluation of cigarettes, and children's ability to identify adults as the appropriate target market for cigarettes. The results show that recognition of cigarette brandadvertising symbols increases with age, as does overall recognition of brand advertising symbols in general. Regardless of age, cognitive developmental level, or recognition scores, children reported not liking cigarettes, believing cigarettes are "bad for you" and finding children to be an inappropriate target market for cigarettes. Findings are discussed in terms of social science and public policy, and in terms of the implications for cognitive development.

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