This is an indepth analysis about the origin emergence and rise of Kia Motors about how it brought a revolution in the field of automotive and entirely swept away the auto market while challenging the age old players like Maruti and Hyundai Tata

1. KIA MOTORS: POSITIONING AND
GROWTH STRATEGIES IN INDIA
GROUP NO: 01
ASHISH SINGH - M2022HRM012
MITASHINI KOUL - M2022HRM038
ORGA BRAHMA BASUMATARY - M2022HRM042
RASHMI PATIL - M2022HRM049
RATNESH LAD - M2022HRM051
ROHAN DEORE - M2022HRM053
SIDDHARTH BHARDWAJ - M2022HRM065
YASHIKA - M2022HRM077
Submitted to: Prof. Sreeram

2. ABOUT KIA
• Kia Motors India (Kia) experienced enormous success in the Indian market a year
after the launch of its first made-in-India product, Seltos, in August 2019.
• Kia entered the Indian car market when the country’s economy was not
performing well.
• The remarkable feat achieved by Kia made automobile industry observers take
notice of this new entrant. Analysts were curious to know: in the complex Indian
automobile market ⎯ which had seen the failure of leading international brands
such as General Motors, Fiat, and Peugeot ⎯ what positioning and growth
strategies employed by Kookhyun Shim, Kia’s managing director and chief
executive officer, had led Kia onto this path of success?

3. ATTRACTIVENESS OF THE SUV
SEGMENT IN INDIA - PORTER’S FIVE
FORCES FRAMEWORK
Competition in the
Industry
4th largest automotive market in the
world (as of 2019)
7th largest manufacturer of commercial
vehicles in the world
Minimal differentiation amongst the
products of the competitors
Major competitors: Tata Harrier, MG
Hector, Mahindra XUV 500, Hyundai Creta
Barriers to Entry
Capital requirement
Brand identity
Establishing a network
Abiding to government policies

4. Bargaining Power of
Suppliers
Moderate bargaining power
Capital and labor intensive industry
Vital role in the value chain
Affects the lead time and quality
Bargaining Power of
Buyers
Significant bargaining power
Customer driven market
Customer preferences (price to be the
most important one)
Brand consciousness and brand loyalty
Threat of Substitute
Products
Significantly high threat
Substitute for car ownership (app-
based car services)
Alternative modes of transport
Substitute within the industry

5. DETERMINE THE FRAME OF REFERENCE FOR KIA IN
INDIAAND IDENTIFY THE POINTS OF PARITY AND THE
POINTS OF DIFFERENCE WITHIN THIS FRAME OF
REFERENCE
DYNAMIC CHANGES ACCORDING TO THE MARKET DEMAND AND CUSTOMER EXPECTATIONS
PRODUCTION OF VEHICLES WITH SUPERIOR BUILD QUALITY AND TECHNOLOGY
TEAM WORK, CREATIVITY AND VALUE BASED RELATIONSHIPS AT THE BOTTOM OF THIS PYRAMID
POINTS OF PARITY

6. DETERMINE THE FRAME OF REFERENCE FOR KIA IN
INDIAAND IDENTIFY THE POINTS OF PARITY AND THE
POINTS OF DIFFERENCE WITHIN THIS FRAME OF
REFERENCE
PROMOTING MOBILITY SERVICE ENTRY INTO PBV BUSINESS
FINANCIAL AND INVESTMENT STRATGEY
PRE-EMPTIVE TRANSITION TO EV
BUSINESS
POINTS OF
DIFFERENTIATION
A FRAME OF REFERENCE IS A POINT OF COMPARISON THAT HELPS YOUR
MARKETERS POSITION AND DIFFERENTIATE YOUR PRODUCT WITHIN THE
MARKETPLACE.

7. IDENTIFY AND APPLY VARIOUS
DETERMINANTS OF PRODUCT
DIFFERENTIATION THAT WOULD ENABLE KIA
TO MAINTAIN A DISTINCT POSITION IN INDIA
Product
Differentiatio
n
Functional
Features
Design/
Styling
Performanc
e
Quality
Pricing
Strategy
Service &
Support
Brand
Reputation
Customizatio
n

8. WHAT RELEVANT MARKETING STRATEGIES
COULD BE APPLIED TO DRIVE KIA’S GROWTH IN
INDIA?
Innovate and update
the product line to
meet changing
needs
Marketing tactics
should focus on the
uniqueness and
emotional appeals
may be used.
Build a strong
digital presence
to connect with
customers
Expand dealership
network
and distribution
channels, especially
in Tier-4 cities
Invest in research
and development
for EV & Hybrid
vehicles
Focus on
after-sales
service and
customer support
Market segmentation to
break down a target
market audience into
smaller more
manageable groups
Product
classification into 4
categories- stars,
question marks, cash
cows and dogs to
assess market share
and growth rate

9. THANK YOU !