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Hyundai Amrit, Apurva


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marketing strategy of hyundai in india

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Hyundai Amrit, Apurva

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