Group Project at International Business League ShARE Seoul. Hyundai Motor Group's current CSR campaigns were analyzed along with their marketing initiatives to refine their CSR campaign.

1. Hyundai
Motor
company
Marketing Team B I Jung Bin Yoo, Rona Bae, So Yun Kim
New Thinking.
New Possibilities.
Situation Analysis
2
1

2. CONTENTS
01 Overview of the Firm
03 External Analysis
04
02 Internal Analysis & Customer Analysis
SWOT Analysis

3. CONTENTS
01 Overview of the Firm
03 External Analysis
04
02 Internal Analysis & Customer Analysis
SWOT Analysis

4. Hyundai Motor Group is the second largest automobile manufacturer in
Korea.
01 Overview of the Firm
+
4

5. Vision:
Safety and happiness of customers is realized in our
quality management, which leads to the creation
of unlimited value for our society
01 Overview of the Firm
HMG strives to build customer value by fulfilling economic and social
Responsibility.
“
5
Source: Hyundai Motor Group Homepage

6. 01 Overview of the Firm
HMG strives to build customer value by fulfilling economic and social
Responsibility.
Consistent linkage between customer satisfaction and value for society.
Customer
Core
Values
Challenge
CollaborationPeople
Globality
6
Source: Hyundai Motor White Paper

7. CONTENTS
01 Overview of the Firm
03 External Analysis
04
02 Internal Analysis & Customer Analysis
SWOT Analysis

8. Hyundai conducts CSR activities to make their business stronger.
02 Hyundai Motor Group’s CSR
Sharing Profits
with stakeholders
Develop-oriented &
sustainable movement
Expanding number of
people served
Partnership with society as a
global citizen
8
Source: Forbes, Appendix 1Synergy with surrounding stakeholders

9. To fulfill their social responsibility, HMG has developed their 4 move
campaign.
02 4 Moves
Provide transportation
services to ensure safety
and convenience of the
mobility-impaired and
underprivileged groups
Expand safe and
enjoyable traffic culture
without car accidents
Restoring and conserving
the natural environment for
a green future
Vitalizing volunteering to
creating energy
to neighbors through
sharing concern and
passion for the welfare of
everyone
9
Source: Hyundai Motor White Paper

10. HMG has dedicated efforts to become a trusted company by organizing
sustainable and organized social contribution activities.
02 CSR Activities in Korea
10
Happy Move Global
Youth Volunteers
Giftcar Campaign
H-On Dream Audition
H-Star Festival
Hyundai-KOICA
Dream Center
Robocar Poli Traffic Safety Campaign
KIA Motors
Green Light
Project
Source: Community Relations White Book

11. To make a safer world and
healthier traffic culture
Preschoolers and lower
graders in elementary
school
02 Robocar Poli Traffic Safety Campaign
Objective
Audience
11

12. ü Official website
ü Internet portal sites
ü Cable TV
ü IPTV
ü YouTube
ü Mobile app
ü Roi Visual
02 Promotion of Robocar Poli
12

13. üSeason 1, 2, 3 (78 episodes)
ü50,000 copies
ü300 million views
üNational Police Agency, daycare centers, kindergartens
02 Public Response & Performance
13

14. • Robocar Poli Kid’s Café
• Seoul Character-Licensing Fair
• Children’s Safety First Experience Expo
• Robocar Poli Traffic Park
• Free of charge
• Exhibition & experience facilities
• Outdoor road traffic safety learning center
• bike safe riding experience center
• children’s school bus experience hall
• Robocar Poli traffic safety Animation Theater
02 Campaigns and Facilities

15. • ROI VISUAL and the Citizen’s
Coalition for Safety
• 139 classes for education in
Seoul and 6 metropolitan
cities
• Training
• Free souvenirs
• 1,050 kindergartens &
daycare centers
• 30,000 children
02 Traffic Safety Classroom with Robocar Poli
15

16. Created
social
contribution
projects
together
Collaboration
with professional
institutions
Production
support &
distribution
Raised awareness
on traffic safety
Cooperation
between a large
conglomerate
and a small and
medium-sized
corporation
02 Achievements
16

17. CONTENTS
01 Overview of the Firm
03 External Analysis
04
02 Internal Analysis & Customer Analysis
SWOT Analysis

18. Research of children killed in car accident were done by the Road Traffic Authority
03 Activities of Ssangyong Motor Company
71.4% of the accidents
happened while walking
88.8% of the accidents
happened while walking
Children Killed in Car Accident
Children Killed in Car
Accident in School Zone
Children Killed in Car
Accident in School Zone
47.6% of killed children has
relatively smaller body size
Therefore, the campaigns are mostly targeting the
students in 1st and 2nd grade of elementary school.
18

19. 03 Activities of Ssangyong Motor Company
Mom’s Hand Campaign Walnut Biker Campaign
SMC focused the campaigns on little children with practical support
Holding the pickets that look like mom’s
hand while crossing the crosswalks
Encouraging kids to wear helmets while
riding bicycles
19

20. 03 Activities of Ssangyong Motor Company
Animation character stickers Other IncentivesAround View Monitoring System
Incentives for participating in the campaigns may vary depending on their age
For Children For Adults
20

21. 03 Activities of Renault Samsung Motors
RSM also focused the campaigns on education of traffic safety issues of
children.
2009 2011
2009
Studies were targeted only
to about 5,000 students in
grade 1 and 2
2011
The target of studies
increased to 6300
schools every year
Growth of Target Range
21

22. 03 Activities of Renault Samsung Motors
RSM grabbed the children’s attention with hand signal dance with a logo
song specifically for the campaign.
Street (Ga-Do) Campaign includes
flashmobs that are done by these
heroes in Busan Child Park.
The lyrics of this logo song were
constructed through picking out the
best comments in response to an SNS
posting online.
22

23. 03 Activities of Renault Samsung Motors
RSM also hosted some events that the children can enjoy.
Traffic Safety Board Game Children Traffic Safety Competition
23

24. CONTENTS
01 Overview of the Firm
03 External Analysis
04
02 Internal Analysis & Customer Analysis
SWOT Analysis

25. S
W
T
O
ü Hyundai holds strong reputation for its CSR &
positive outcomes
ü Positive enterprise image for educational
purposes – Cooperation with CSS & Roi Visual
ü Raise awareness on traffic safety
ü External firms’ campaigns have targeted
Busan-specific areas only
ü Increasing social concern for car accidents
in school zones
ü Marketing through SNS
04 SWOT Analysis
Our SWOT Analysis based on our internal and external analysis.
ü Competitive firms are reaching wider audience
ü Competing firms more competent in terms of
giving out practical incentives
ü Limited target audience coverage
ü Coverage lacks focus & relevance
25

26. Thank you
For your attention .
2

27. Appendix

28. Appendix #1 HMG’s Commitment in CSR
“Our concept of CSR at Hyundai isn’t driven by a specific metric or corporate mandate.
Rather, what we’ve found is that our CSR initiatives bind us all together – from our dealers
to our employees to our customers – in a way that makes our business stronger. We’ve
developed a more intuitive sense about the importance of deep connections with our
communities, not only through providing great products, but also by giving back our time,
talent and resources to solve big problems in society. Together, we can do good
things. We work proudly with communities all across the country in a number of ways.
….
It’s a commitment that delivers a critical social need, and a commitment that through the
unifying force it provides at Hyundai, helps us in all aspects of our business.”
Source: Forbes ‘How Does Hyundai Think About CSR, Sustainability And Clean Energy?’

29. Appendix #2 SMC Walnut Biker Campaign
Walnut Biker Campaign includes both
online – signing the signature through
online website – and offline – physical
learning processes. By participating on
online activity, SMC provides helmets and
protections for riding bicycles. Since the
cost of these protections were extremely
expensive, it was a big hit for both adults
and children.
http://blog.naver.com/viphys/140169835791
http://blog.daum.net/rotel/13491475
http://blog.naver.com/moonyoung22/50154088478

30. • Hyundai Motor Global Social Contribution Activities White
Paper. Tech. N.p.: n.p., 2013. Web.
• HMC CSR. N.p., 2016. Web.
• Hyundai Motor Robocar Poli. N.p., n.d. Web.
• Roivisual. "Robocar POLI TV." YouTube. YouTube, n.d. Web.
• “Robocar Poli - Google Search." - Google Images. N.p., n.d.
Web.
Works Cited