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Hyundai Motor Group CSR Campaign
- 1. Hyundai Motor company Marketing Team BI Jung Bin Yoo, Rona Bae, So Yun Kim New Thinking. New Possibilities. Situation Analysis 2 1
- 2. CONTENTS 01 Overview ofthe Firm 03 External Analysis 04 02 Internal Analysis & Customer Analysis SWOT Analysis
- 3. CONTENTS 01 Overview ofthe Firm 03 External Analysis 04 02 Internal Analysis & Customer Analysis SWOT Analysis
- 4. Hyundai Motor Groupis the second largest automobile manufacturer in Korea. 01 Overview of the Firm + 4
- 5. Vision: Safety and happinessof 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 ofthe 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 ofthe Firm 03 External Analysis 04 02 Internal Analysis & Customer Analysis SWOT Analysis
- 8. Hyundai conducts CSRactivities 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 theirsocial 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 dedicatedefforts 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 asafer 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 üInternet portal sites ü Cable TV ü IPTV ü YouTube ü Mobile app ü Roi Visual 02 Promotion of Robocar Poli 12
- 13. üSeason 1, 2,3 (78 episodes) ü50,000 copies ü300 million views üNational Police Agency, daycare centers, kindergartens 02 Public Response & Performance 13
- 14. • Robocar PoliKid’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 VISUALand 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 Raisedawareness on traffic safety Cooperation between a large conglomerate and a small and medium-sized corporation 02 Achievements 16
- 17. CONTENTS 01 Overview ofthe Firm 03 External Analysis 04 02 Internal Analysis & Customer Analysis SWOT Analysis
- 18. Research of childrenkilled 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 ofSsangyong 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 ofSsangyong 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 ofRenault 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 ofRenault 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 ofRenault 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 ofthe Firm 03 External Analysis 04 02 Internal Analysis & Customer Analysis SWOT Analysis
- 25. S W T O ü Hyundai holdsstrong 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 yourattention . 2
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- 28. Appendix #1 HMG’sCommitment 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 SMCWalnut 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 MotorGlobal 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