Professional Documents
Culture Documents
Hyundai 161127193648
Hyundai 161127193648
Hyundai 161127193648
ON
SALES PROMOTION ON HYUNDAI
1
Certificate
2
ACKNOWLEDGE MEN T
I would like to thanks Priyanka Anjor (Faculty) for their support and
encouragement during this summer training. The opportunity provided by
his was an immense learning experience.
The help received from something without which the project would not have
been complete. Their insight as well as guidance helped me to understand
the essentials of the Project. I would like to thank them for their support.
3
PREFACE
Sales promotion is one of the four aspects of promotional mix. (The other
three parts of the promotional mix are advertising, personal selling, and
publicity/public relations.) Media and non-media marketing communication
are employed for a pre-determined, limited time to increase consumer
demand, stimulate market demand or improve product availability
Many of the examples above are focused upon consumers. Don't forget that
promotions can be aimed at wholesalers and distributors as well. These are
known as Trade Sales Promotions. Examples here might include joint
promotions between a manufacturer and a distributor, sales promotion
leaflets and other materials (such as car), and incentives for distributor sales
people and their retail clients.
4
EXECUTIVE SUMMARY
Authentic marketing is not the art of selling what you make but knowing
what you knowing .It is the art of identifying and understanding customers
needs and creating solution that deliver satisfaction to the customer, profits
to be produces and benefits for the stake holders-PHILIP KOTLER.
5
The project report take a look on various aspects on marketing and study if
marketing strategies adopted by HYUNDAI MOTAR INDIA LIMITED
.We settled for HMIL because at the time its entry in the Indian market back
in 2007 , it was taken as another foreign car maker entry in Indian passenger
car market. But the way in which HIML has achieved a constant growth rate
of around 30% in past 8 years. Hence a detailed study at the marketing
strategies and various facilities adopted by HMIL gives customers excellent
opportunity to be benefited from it.
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TABLE OF CONTENT
1) INTRODUCTION
2) COMPANY PROFILE
3) PRODUCT PROFILE
4) RESEARCH METHODOLOGY
5) ANALYSIS
6) CONCLUSION
8) RECOMMENDATIONS
9) SURVEY QUESTIONNAIRE
10) BIBLIOGRAPHY
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INTRODUCTION
8
INTRODUCTION
9
promotions are launched daily!). Here are some examples of popular sales
promotions activities:
New media - Websites and mobile phones that support a sales promotion.
For example, in the United Kingdom, Nestle printed individual codes on
KIT-KAT packaging, whereby a consumer would enter the code into a
dynamic website to see if they had won a prize. Consumers could also text
codes via their mobile phones to the same effect.
Free gifts e.g. Subway gave away a card with six spaces for stickers with
each sandwich purchase. Once the card was full the consumer was given a
free sandwich.
Discounted prices e.g. Budget airline such as Easy Jet and Ryanair, e-mail
their customers with the latest low-price deals once new flights are
released, or additional destinations are announced.
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(i) Vouchers and coupons, often seen in newspapers and magazines, on
packs.
(k) Cause-related and fair-trade products that raise money for charities,
and the less well off farmers and producers, are becoming more popular.
Many of the examples above are focused upon consumers. Don't forget
that promotions can be aimed at wholesalers and distributors as well.
These are known as Trade Sales Promotions. Examples here might
include joint promotions between a manufacturer and a distributor, sales
promotion leaflets and other materials (such as car), and incentives for
distributor sales people and their retail clients.
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COMPANY’S PROFILE
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COMPANY’S PROFILE
Hyundai
Industry Conglomerate
Fate Broken up
Founded 1947
Defunct 2003
Products Automobiles
Heavy industry
Finance and Insurance
Construction
Engineering
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Retail
Aerospace
Defense
Steel
Hyundai
Hangul 현대
Hanja 現代
McCune–Reischauer Hyŏndae
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1.1 ABOUT HYUNDAI MOTORS INDIA LIMITED
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 currently exports cars to more than 110
countries across EU, Africa, Middle East, Latin America, Asia and
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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 290
strong dealer network and 580 strong service points across India,
which will see further expansion in 2010. To support its growth and
expansion plans, HMIL currently has a 290 strong dealer network and
580 strong service points across India.
Hyundai Motor India Limited was formed in 6 May 1996 by The Hyundai
Motor Company of Korea. The first production plant was established in
Irrungattukotai near Chennai, India.
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.
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Hyundai sells several models in India, The most popular being The Santro
Xing, i10 and The i20.OTheR models Include Getz Prime, Accent, Verna
TRANSFORM, Tucson, and The Sonata Transform.
The company’s strive to create a more affluent lifestyle for humanity, and
contribute to the harmony and co-prosperity with shareholders, customers,
employees and other stakeholders in the automobile industry.
The spirit of creative challenge of the company has been a driving force in
leading HMIL to where it is today. It is the permanent key factor for HMIL
to actively respond to change in the company’s the management system and
seek creative and self–innovative system. The spirit of creative challenge,
creates profits, are the primary objective of a private enterprise.
Furthermore, the company’s takes responsibility for the environment and
society and provide benefits to all stakeholders including shareholders,
customers, executives, employees, suppliers, and community.
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Management Philosophy
With the spirit of creative challenge, we will strive to create a more affluent
lifestyle for humanity, and contribute to the harmony and co-prosperity with
shareholders, customers, employees and other stakeholders in the
automobile industry.
The spirit of creative challenge has been a driving force in leading HMC to
where it is today.
It is the permanent key factor for HMC to actively respond to change in the
management system and seek creative and self–innovative system. With the
spirit of creative challenge, we create profits, as the primary objective of a
private enterprise. Furthermore, we take responsibility for the environment
and society we belong to, and offer sustainable mobility in order to
implement our corporate philosophy and provide benefits to all stakeholders
including shareholders, customers, executives, employees, suppliers, and
communities.
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Mid-and Long-term Strategies. We developed five mid–and long–term
strategies: global management, higher brand values, business innovation,
environmental management, and strengthening product competitiveness.
Especially, we selected environmental management as one of our strategies
to meet the needs of our stakeholders and the society we belong to. We also
intend to promote sustainability development and preservation of the
environment.
At a time when India was awakening to the call of freedom, MGF was
taking a revolutionary step that would help hasten the country's
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development. Today, the MGF Developments portfolio spans the entire
spectrum of small, medium and large-scale equipment finance as well as big
ticket leasing, vehicle financing, Automobiles dealerships, factoring
services, consumer finance, and infrastructural development. The MGF
Developments brings international expertise, cutting-edge technology and
global scale of operations to deliver 100 percent satisfaction to its customers,
clients and employees. The MGF Developments vision is to be recognized
as:
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Operation
21
BUSINESS
Hyundai
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In 2004, Hyundai Motor Company had $57.2 billion in sales in South Korea
making it the country’s second largest corporation, or chaebol. Worldwide
sales in 2005 reached 2,533,695 units, an 11 percent increase over the
previous year. Hyundai has set as its 2006 target worldwide sales of 2.7
million units (excluding exports of CKD kits).
Hyundai motor vehicles are sold in 193 countries through some 5,000
dealerships and showrooms. After a recent survey of global automotive sales
by Automotive News, Hyundai is now the tenth largest automaker in the
world in 2007.
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Hyundai in the United States
Hyundai Azera
Hyundai Genesis
Hyundai entered the United States market in 1986 with a single model, the
Hyundai Excel. The Excel was offered in a variety of trims and body styles.
That year, Hyundai set a record of selling the most automobiles in its first
year of business in the United States compared to any other car brand (c.
126,000 vehicles).
25
Initially well received, the Excel’s faults soon became apparent; cost-cutting
measures caused reliability to suffer. With an increasingly poor reputation
for quality, Hyundai sales plummeted, and many dealerships either earned
their profits on repairs or abandoned the product. At one point, Hyundai
became the butt of many jokes (i.e. Hyundai stands for "Hope you
understand nothing's drivable and inexpensive") and even made David
Letterman's Top Ten Hilarious Mischief Night Pranks To Play In Space: #8 -
Paste a "Hyundai" logo on the main control panel.
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1986), a subsidiary responsible for all engineering activities in the U.S. for
Hyundai. Hyundai America Technical Center moved to its new 200,000-
square-foot (19,000 m2), $117 million headquarters in Superior Township,
Michigan (near Ann Arbor) in 2005. Later that same year, HATCI
announced that it would be expanding its technical operations in Michigan
and hiring 600 additional engineers and other technical employees over a
period of five years. The center also has employees in California and
Alabama.
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In 2005, Hyundai allowed Ed Voyles Hyundai in Smyrna, Georgia to
become the first "deaf friendly" dealership in the entire world. The staff in
this dealership are able to accommodate deaf customers with the use of
American Sign Language and video conferencing phones.
In 2006 JD Power and associates quality ranking, overall the Hyundai brand
ranked 3rd, just behind Porsche and Lexus, and beating long time rival
Toyota.[12] The brand overall is ranked much higher than the average
industry and resale value continues to improve; a comparable 2003 Hyundai
Sonata sedan ranks just $2200 below a similarly equipped Honda Accord,
according to Kelley Blue Book Pricing 2006.
In 2007 Strategic Vision Total Quality Awards, Hyundai Motors leads the
most vehicle segments in Strategic Vision’s Total Quality Index, measuring
the ownership experience. They attempt to measure more than just the
number of problems per vehicle. Hyundai tops in Strategic Vision Total
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Quality Awards. For the first time ever, Hyundai has risen to share the
position of having the most models leading a segment. three models with the
top Total Quality Index (TQI) score in their segments, including the
Hyundai Azera, Entourage, Santa Fe.
In 2007, Hyundai’s midsize SUV Santa Fe earns 2007 TOP SAFETY PICK
award by IIHS.
In 2007 at the New York International Auto Show, Hyundai unveiled its V8
rear-drive luxury sedan called Concept Genesis to be slotted above the Azera
in the Hyundai line-up. This concept will make its American debut in mid
2008.[21]
In 2007 at the Los Angeles International Auto Show, Hyundai unveiled its
second rear-drive concept car, this car, called Concept Genesis Coupe, will
be Hyundai’s first sports car due to make its debut in early 2009.
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In 2008, at the North American International Auto Show, the production
version of the luxury & performance-oriented Hyundai Genesis sedan made
its debut, dealerships will have the Genesis as soon as Summer 2008.
In 2008, at the New York International Auto Show, Hyundai debuted it's
production version of the performance-oriented rear-drive Hyundai Genesis
Coupe, slated to hit dealerships in early 2009.
2009, Hyundai has announced the five-door hatchback variant of the Elantra
compact sedan will carry the name Elantra Touring when it goes on sale in
the spring as a 2009 model. [25]
US sales
Calendar
Sales
Year
2005 244,391
2006 346,235
2007 375,119
2008 400,221
2007 418,615
2008 455,012
2009 455,520
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2010 467,009
2011 401,742
Electric vehicles
Since 2004, Hyundai has supplied about 3,000 hybrid versions of its Getz
and Accent small cars to government fleets as part of a testing program. The
automaker cites a lack of local tax benefits for purchasing hybrids as a
barrier to its hybrid development program. But Hyundai expects the tax
situation to change in 2009 [30].
The new hybrid electric Sonata will make its debut at the Los Angeles
International Auto Show in November 2008. Hyundai expects to release it in
the U.S. market in 2010, featuring lithium-ion battery technology [31].
Environmental record
Motorsport
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Australia. In 2001, Hyundai debuted a new evolution of the Accent WRC,
which was intended to improve reliability, but the performance of the car
was still not good enough to challenge the four big teams (Ford, Mitsubishi,
Peugeot and Subaru). However, at the season-ending Rally GB, the team
achieved their best result with McRae finishing fourth and Eriksson sixth.
For the 2002 season, Hyundai hired the four-time world champion Juha
Kankkunen, along with Freddy Loix and Armin Schwarz. Kankkunen's fifth
place in New Zealand was the team's best result, but they managed to edge
out Škoda and Mitsubishi by one point in the battle for fourth place in the
manufacturers' world championship. In September 2003, after a season
hampered by budget constraints, Hyundai announced withdrawal from the
WRC and a plan to return in 2006.
Electric propulsion
Hyundai plans begin producing hybrid electric vehicles in 2009. They are
going to use Hybrid Blue Drive, that includes lithium polymer batteries,
instead of lithium-ion.
The Avante will be the first vehicle to be produced.. Other are the Santa Fe
Hybrid, the Elantra, Sonata Hybrid (to the U.S. market in 2010) and the
Hyundai i20 (this last, replaces the Getz)
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PRODUCT RANGE
Accent
Atos/Santro
Azera
Dynasty
Elantra
Genesis
Genesis Coupe
Click/Getz
Grandeur XG/XG300/XG350
Grandeur/Azera
Matrix/Lavita
Sonata/i40
Tiburon/Coupé/Tuscani
i30
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i20
i10
H-1/Satellite/Starex/Libero/H-200
Hyundai H-1/iMax/i800
HD1000 (Minibus/Porter)
Santa Fe
Starex
Terracan
Trajet
Tucson
Veracruz
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Commercial vehicles
Ford D Series
Ford DK Series
Ford R Series
Aero City
Hyundai DQ-7
Chorus
County (e-County)
e-Mighty
Hyundai FB
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HD160
HD170
Mega Truck
Mighty II
Hyundai RB
Super Truck
Trago
Universe
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Hyundai ix20
Hyundai i40
The Hyundai i40 is a large family car designed for the European market by
South Korean manufacturer Hyundai. Sharing its platform with the US
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marketed Hyundai Sonata, the i40 sedan was unveiled at the 2011 Barcelona
Motor Show.
In some markets the Sonata remains on sale as a separate model, such as the
USA, where the i40 is not available.
The estate variant of the i40 was released in Europe and South Korea in
September 2011, followed by the sedan variant in January 2012, and it is
also available in Australia and New Zealand. For Malaysia, Hyundai
launched the i40 at the 2013 Kuala Lumpur International Motor Show, in
both sedan and tourer specifications. It is placed above the Hyundai Sonata.
The engine is the 2 litre GDI motor which is linked to a paddle shifted six-
speed automatic gearbox.
39
COMPETITORS
. MARUTI SUZUKI
. HONDA
. TATA
. TOYOTA
. FORD
. NISSAN
Hyundai Eon
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The wraps are off the much-awaited entry-level small car from Hyundai
India. The car, to be called Eon, is the South Korean car maker's challenge
to Maruti's Alto, the current bestseller in the segment in India. It has enter
the Indian roads between October 10 and 15, days ahead of Diwali at a
starting price of Rs 2.50 lakh to Rs 2.60 lakh.
Although Eon is positioned against Alto, the car promises a lot more than
what the latter offers. "There is no car that is comparable with Eon. Yes, it is
an entry-level car but with no compromise. It is a very spacious car with a
large boot - something that you get only in bigger cars. And most
importantly it doesn't compromise on style," said Arvind Saxena, Hyundai
India sales & marketing director.
Eon sports the 'Fluidic' design characteristic of the restyled Verna that threw
a serious challenge to its rivals like Honda City and Volkswagen Vento after
its makeover. Although the company officials refused to divulge the price of
the car other than saying that it would be "competitively priced and finalised
only closer to the launch in October", ET has learnt from its sources at two
Hyundai dealerships that the base version of the car is being priced between
Rs 2.50 lakh and Rs 2.60 lakh. The upper end of the car will cost less than
the base variant of Hyundai's bigger sibling i10. Rival Alto sells at Rs 2.32
lakh (base variant ex-showroom price Delhi).
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Alto 800
While Alto may be the nearest rival to Eon, the company said the
comparison is not really oranges to oranges as Eon comes with a number of
high-end features. With an 814 cc engine, Eon promises a mileage of 21.1
km. Eon compares with Alto in length (3.5 meter), but is wider and
taller by 75 mm and 40 mm, respectively.
Asked if it would not cannibalize its successful and only slightly higher
priced Santro (Santro base price is Rs 2.80 lakh in Delhi), Saxena said, "The
Eon will expand our market share by cannibalizing into our competitors'
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products. Santro is positioned very differently from the Eon. We have no
plans of withdrawing the Santro when it is doing so well."
Eon appears to score over its rivals with features that one sees only in bigger
cars, like keyless entry, driver air bags, front power windows, fog lamps,
central locking, two-tone interiors. "Eon is targeted at the first time buyer
who is young, who has just started earning. It is also targeted at the young
family that is looking for its first car," Saxena told ET.
Hyundai said Eon was conceived, designed and produced exclusively for the
Indian market. The Eon project director YH Song said that the car, the
smallest ever produced by the company, was in the making for the past four
years. The sporty design and the functional interiors of the final product
were the result of a series of interactions the company's global R&D officials
have had with National Institute of Design, Indian auto journalists,
renowned Indian auto designer Dilip Chhabria and a number of other
designers. "The company's R&D centre at Hyderabad was totally involved
with the project, especially in developing important components for the car,"
Saxena said. Eon, however, will have to brace for competition from the
country's largest car maker Maruti when it launches its latest version of the
earlier 800. But that would be at least a year away.
43
ORGANIZATION STRUCTURE
44
ACHIEVEMENTS
Hyundai Motor India, India’s second largest car maker on Monday achieved
significant milestone when the cumulative exports of the car company
crossed the 10 lakh mark.
HW Park, managing director & CEO, HMIL said, “Reaching the 10lakh
export car landmark is not only a significant milestone but also a matter of
great pride for the Hyundai family as it showcases the global success story
that Hyundai as a brand enjoys.” He also flagged off the one millionth car
from the Chennai Port Trust in Chennai.
45
The company has also started exporting cars to Australia and is the only
manufacturer to do so in such a short span of a decade presence.
In 2008, Hyundai witnessed the fastest exports of five lakh cars from India
to various destinations including UK, HMIL Vice-President (Sales and
Marketing) Arvind Saxena said. Terming it as a "significant milestone",
State Industries Secretary Rajeev Ranjan said, “It is no small achievement.
This has been done in a record time". "In 2008, they have exported five lakh
cars but this year they have doubled it. It is a significant milestone” he said.
Lauding Hyundai's feat, Chennai Port Trust Chairman Subhash Kumar said
two multilevel car parkings have been planned in the Port. Urging the Union
government to continue the fiscal stimulus package, Saxena said exports
may come down if it was withdrawn. "If the stimulus package is withdrawn,
then the exports may come down. We have been emphasising the need for
extending it", he said adding the demand came down 7.5 per cent in
countries like Russia due to the global meltdown.
46
Hyundai Motor India Ltd. (HMIL) has said that it is confident of adding 10
new markets to its export map in 2010. Currently, HMIL cars are sent to 110
countries.
Export Milestone:
July 21, 2000 First major export-shipment of 760 Accent and Santro cars
rolls out of the Chennai Port for Algeria March 13, 2003 Hyundai Motor
India commences exports to Latin America August 12, 2003 Export
shipment of 1,500 Santro Xing cars leave for Europe, HMI becomes the
small cars export hub for Hyundai Motor Company October 31, 2004 HMIL
crossed the figure of 1 lakh vehicles in exports and emerged as the largest
exporter in the Indian automobile industry October 18, 2005 HMI exported
its 2 lakh car to the overseas market November 29, 2005 HMI exports its
first shipment to UK October 31, 2006 Hyundai Motor India rolls out the
fastest 300,000th export car March 26, 2007 Hyundai Motor India ships out
the first Getz June 1, 2007 Hyundai Motor India adjudged the Top Exporter
of the Year for 2005-06 in the category of ‘Large Enterprises’ and received
the Gold Trophy by the Engineering Export Promotion Council (EEPC)
August 6, 2007 Fastest Export of 4 lakh units March 27, 2008 Fastest
Export of 5 lakh units June 11, 2008 Fastest Export - Over One lakh units of
i10 exported since its launch in Oct 31, 2007 November 5, 2008 Hyundai
exports its first batch of ‘i20’ to European market. The first export
consignment comprised 2,820 units of ‘i20’.
47
December 16, 2008 Hyundai Motor India awarded with the ‘Niryat Shree’
Silver Trophy for the year 2005-06 by the Federation of Indian Export
Organizations (FIEO). February 11, 2009 Hyundai Motor India conferred
the Top Exporter of the Year for 2006-07in the category of ‘Large
Enterprises’ and received the Gold Trophy at the Southern Region Annual
Award Presentation by the Engineering Export Promotion Council (EEPC).
March 25, 2009 Hyundai Motor India honored with ‘EXIM Achieved
Award’ for the year 2008 by Tamil Chamber of Commerce August 29, 2009
Hyundai Motor India Ltd. receives the EEPC ‘National Award for Export
Excellence for 2007-08. Hyundai won the Gold Trophy in the ‘Large
Enterprise’ category. February 22, 2010 Fastest Exports of 10 lakh cars
48
MARKET SHARE OF HYUNDAI
Sales
Maruti hyundai Tata ford
9%
10%
23% 58%
49
FUTURE PROSPECT
Hyundai is currently the only auto company in the world that has not
decreased production.
o Hyundai is investing millions into hybrid and electric cars and plans to start
producing highly fuel efficient cars in late 2009.
Hyundai is already a industry leader with its standard cars rating at 25-35
mpg without any hybrid technology.
o Hyundai is also expanding its brands into a higher luxury brand, while its
newly acquired Kia brand is covering more of the lower price market as it
works to transform its image just as Hyundai has done in the past few years.
In 2010 and 2011 Hyundai will release over 8 newly redesigned and
improved models with upgraded features and modern ascetics.
o Also Hyundai plans to release its newest giant killer the Hyundai Equus, a
high end luxury car to compete with the Mercedes S class (some of the
worlds most expensive cars). The Equus can be seen bellow (last picture on
page).
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o Hyundai is bringing the future now and is introducing new concept cars and
making ideas into realities through R&D, an improved design team, and
vertical integration into the value chain of manufacturing.
2011-hyundai-sonata-1
51
52
SALES PROMOTION
53
SALES PROMOTION
Marketing
Key concepts
Promotional content
Advertising / Branding
Direct marketing / Personal Sales
Product placement / Public relations
Publicity / Sales promotion
Promotional media
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Printing / Publication / Broadcasting
Out-of-home / Internet marketing
Point of sale / Novelty items
Digital marketing / In-game
Word of mouth
Sales promotion is one of the four aspects of promotional mix. (The other
three parts of the promotional mix are advertising, personal selling, and
publicity/public relations.) Media and non-media marketing communication
are employed for a pre-determined, limited time to increase consumer
demand, stimulate market demand or improve product availability.
Examples include:
contests
rebates
55
Consumer sales promotion techniques
Point-of-sale displays:-
o Aisle interrupter: A sign that juts into the aisle from the shelf.
57
Trade sales promotion techniques
Trade contest: A contest to reward retailers that sell the most product.
58
POLITICAL ISSUE
59
PROMOTIONAL MIX
Direct Marketing is often listed as a the fifth part of the marketing mix
60
OBJECTIVE OF THE STUDY
61
OBJECTIVE OF THE STUDY
Based on the problem the objective of the research is divided into two which
are as follows:
Primary Objective:
Secondary Objective:
62
RESEARCH
METHODOLOGY
63
RESEARCH METHODOLOGY
Primary sources:
64
Secondary sources:
Pamphlets.
Posters.
Press clippings.
News releases.
Newsletters.
Pictures.
Exchange schemes.
Loan fair.
65
DATA COLLECTION
The task of data collection begins after a research problem has been defined
and research design has been chalked out while decided about the method of
data collection to be used for the study we must know that there are basically
two types of data Primary data and Secondary data.
Secondary Data:
The data collected for the project undertaken gives the information about the
sales measures and practice applied for selling the goods. The data has been
allocated from various information channels like company’s websites –about
the products and offers & different strategies, business magazines, news
websites etc.
66
RESEARCH PROCESS
67
AREA OF WORK
The report is the result of a survey which was undertaken in Lucknow city.
The objective of the project has been fulfilled by getting response from the
customer associated to these segments through a personal interview in the
form of a questionnaire. The responses available through the questionnaire
are used to evaluate the brand loyalty for the products of Hyundai and the
willingness of the customer to purchase its products on future.
68
THE DATA SOURCE
Websites
Books
Newspaper
Personal consultation
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THE SAMPLE SIZE
The sample size consists of 100 units out of which the most logical and non
biased response are selected thus the sample size is taken out to be 100
units.
The analytical tools used are mostly graphical in nature which include
Pie charts
Cylindrical charts
Column charts
70
LIMITATION
71
LIMITATION OF THE SURVEY
Since the road to improvement is never ending, so this study also suffers
from certain limitations. Some of them are as follows:
•The project was limited to a period of 10 weeks and is done purely for
the academic purpose.
72
DATA ANALYSIS &
INTERPRETATION
73
DATA ANALYSIS & INTERPRETATION
120
100
80
60 No.of Respondent
Percentage
40
20
0
Need Comfort Status Stylish Total
Interpreation:the above graph reveals that 48% of the respondent opt four
wheeler for Status 31% of respondent for the need on the regular bass 11%
of the repondent opt for comfort of service,and 10% of the respondent opt
four wheeler for the style
74
Q.2.HOW YOU AWARE ABOUT HYUNDAI CARS?
120
100
80
60 No.of respondent
40 Percentage
20
0
TV Ads Existing Magzine Friend Internet total
customer
Interpretation: From the above graph shows that 33% of the respondent
came to know of Hyundai car through TV ads,24% of the respondent
through magzine,21% of the respondent through existing customer and 12%
of respondent from friend,10% of respondent through internet.the above
explained that majority of respondent are tv ads and magzines.
75
Q.3.What is your perception about HYUNDAI Motors?
120
100
80
60
Series 1
Series 2
40
20
0
Best Good Ordinary No comment Poor TOTAL
Interpretation:
The above graph reveals tha best perception coms from 43%,26% have good
perception at the HYUNDAI car rest by 17% have ordinary ,14% have poor
perception.
76
Q.4.What is the standard of car in HYUNDAI MOTORS?
120
100
80
60
No of Respondent
40
Percentage
20
35
30
25
20
15
10 No of Respondent
5 Percentage
120 No of Respondent
Percentage
100
80
60
40
20
0
Under Economical Trendy Safety Etc Total
customer
strength
79
Q.7. Which feature of HYUNDAI cars attract you more?
120
100
80
60 No of Respondent
Percentage
40
20
0
Luxury Price Safety Style & Etc Total
Trend
80
Q.8.For passenger segment which is the highly considerable competition for
HYUNDAI MOTORS?
120
100
80
60
No of Respondent
40
Percentage
20
50
45
40
35
30
25 No of Respondent
20 Percentage
15
10
0
Excellent Better Good No Poor Worst Poorest
comment
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Décor of the waiting 3 0 0 2 1
area is pleasing
Offered a test Drive 0 0 0 3 2
Post sales follow ups 0 2 1 2 1
are done regularly
Respond to complaints 0 1 2 2 1
quickly
Service at Hyundai 0 0 2 3 3
service station is
excllent
Careful with personal 0 0 0 0 0
information
All the commitment 0 3 1 2 5
are fulfilled
Value for money 0 0 0 1 4
Total 12 10 11 38 29
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Sales
Strongly Disagree
Disagree
No comment
Agree
Strongly agree
Interpretation: The ratings that 29% are strongly agree and 10% are
disagree,12% says that they are strongly disagree ,and 11% don’t have
comment,32% are agreed to the ratings.
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Q11. Are you aware of the following Facilities provided by HYUNDAI
motor?
Particulars Yes No
Hyundai insurance 10 2
Extended Warranty 9 12
True value 4 0
Auto card 14 12
Genuine Accessories 16 9
Hyindai Finance 6 6
YES
NO
Interpretation: The figure showing only 59% people know about the offers
and facilities of Hyundai, rest of them don’t know
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FINDINGS
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FINDINGS FROM SURVEY
According to the survey the customers who are already the customer of
Hyundai cars are satisfied with the service of Shree Hyundai, and the public
who are planning to purchase a new car should go for Hyundai because the
cars in Hyundai is economical in price, luxurious in look, comfortable, and
trendy in design. These features also attract our young age group due to the
new design, trendy look and style. The following are the findings I point out
from my study:
1. Customers are always demanding, but they don’t have to lose their
patients, because customer is the God for us. If they are creating
problems, then also we have to clear all matters with smile and
patients. Make them understand fully that what are the problems and
available solutions for that problem.
2. They are not here to provide comparisons. They have to provide test
drive to those customers only which seem to be the competent
customers.
3. They have to make their customers understand about their own need
and available options to satisfy their needs. Customers should be
known that money discount is not as important as their
personal satisfaction.
4. They have to integrate the operations of our all departments, so that
each and every department can help in operation of every department
and understand other department’swork.
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5. 5.Each and every employee should be having working knowledge of
each and every department, hence job rotation is better option for this.
6. 6.The management has to understand personal needs of the sales and
marketing people, hence weekly get to gather with top management
should be there about technical and personal problems for the
employees where everyone would be free to express his/her thoughts.
7. When they should be having first meeting with customer, initially
they have to make them understand about financial conditions for
available banking and non bankingcompanies. Then after they have
to give them plan for financial.
8. 8. They should be having one printed information about all formalities
for the finance and it should be given to the customer so that it would
be helpful to the customer while summing up documents for finance.
9. The customers who are having discontinued banking operations they
should be given support by making alliance with related banks, so that
it would be easy for the customers to get loan.
10. Executives may have to check that all documents they are sending to
the department.
11. All relevant information should be same for all sections and absolute.
12. First of all, they have to provide one more employee to the exchange
department. Hence, when Mr. R.K. Singh (corporate and exchange
dept) would not be free then he can manage the deal.
13. Customers will not understand the technicality and market conditions
hence we have to make them understand that what they are getting
that would be the best in the condition.
89
SUGGESTIONS
90
SUGGESTIONS
Aggressive Ad Campaign:
Shree Hyundai should educate the customers about the maintenance of the
vehicle.
Attractive schemes:
Give few attractive schemes at the time of after sales services. Like giving
quick service and charging them reasonably.
Asking the customers to come regularly for servicing even after the warranty
period.
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CONCLUSION
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CONCLUSION
The customers of Hyundai are brand loyal with only a small percent
want to shift over to other brands. Trying of other brands by
customers is mainly because the customer wants to try something
new.
93
BIBLIOGRAPHY
94
BIBLIOGRAPHY
India today
Business standard
Web sites
www.hyundai.com
www.altavista.com
www.google.com
95
ANNEXURE
96
Annexure
QUESTIONNAIRE
Name………………
Age
Annual Income
News paper
T.V ad
Trade show
Internet
Peer group
Personal approach by dealer
97
2. - Which language News paper and T.V channel do you prefer?
(1) Hindi
(2) English
(3) Other
Yes No
Print ad
T.V commercial
Yes
No
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7. - How many times do you see Hyundai and competitors advertisement at
T.V and in News paper?
Hyundai
News paper
T.V T.V ad
_____________________________________________________________
________
Ford Figo
News paper
T.V ad
_____________________________________________________________
___________
Swift desire
News paper
T.V ad
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_____________________________________________________________
__________
Indigo CS
News paper
T.V ad
Rating Scale-
1 2 3 4 5
(2) SWIFT
(3) BRIO
(4) Indigo CS
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10. - Which additional benefit are you getting with Hyundai, Swift Desire,
Indigo CS and Icon Ford?
Discount
Free accessories
Free gift
Extended warranty
Registration
Offers
Test Drive
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