ADVERTISING

STRATEGIES USED BY
MARKETERS IN THE
AUTOMOBILE SECTOR
 The aim of the marketing strategy is to use advertising as well
as other tools to maximize sales.

Advertising is a tool which can attract the prospective

customers to a product or service.

Advertising strategies are part of overall marketing strategies

which also include public relations , incentives, word of mouth
etc.

Advertising stimulates demand, develops brand preference, cuts

cost and also acts as a competitive weapon.
It involves an adequate mix of various types
of advertising like, competitive, persuasive,
informative to gain attention of consumers
and initiate purchase.

Companies rely on these strategies to

persuade consumers to buy their products.
 The Indian automobile industry is the tenth largest in the world with an
annual production of approximately 2 million units

Indian automobile industry is involved in design, development,

manufacture, marketing , and sale of motor vehicles.

Due to fierce competition among the competitors in the automobile

sector advertising strategies are to be made with caution .
Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary
of Hyundai Motor Company (HMC), South Korea and is the
largest passenger car exporter and the second largest car
manufacturer in India.

HMIL presently markets 8 models of passenger cars across

segments. The A2 segment includes the EON, Santro , i10 and
the i20, the A3 segment includes the Accent and the Verna, the
A5 segment includes the Sonata Transform and the SUV
segment includes the Santa Fe.
• The Hyundai i10 is a 5-door hatchback subcompact produced by
the Hyundai Motor Company.

• It was launched in October 2007, replacing the Hyundai Atos in some

markets.

• The i10 is produced in India at Hyundai's Chennai plant for the

domestic and export markets.

• It is positioned near the lower end of Hyundai's hatchback

subcompact range (above the Hyundai Eon)
Segmentation of the auto industry is primarily customer driven. It
evolves as manufacturers model their products and brand
positions according to customer profiles.

Keys factors in advertising strategies Hyundai Motor India Limited

(HMIL)

•Style and Power

•Goes along with Sports (Mainly Football World cup)
•Concentrate on brand Ambassadors
Main campaign objective of this advertising campaign
was to announce the launch of the new car; it was
supposed to be the most desirable car in the segment.

They wanted to capture a large market share in the

already existing market segment.
But they had their target set since it catered to the youth
of the country.
Geographical- the target has been the entire country with no
specific cities embattled. The same advertisement campaign has
been used all throughout the country.

Demographic- the target has been the youth of the country. The
targeted age group has been from 18 to 30 years.

Psychographic- it has targeted the new economy businesses like

the’ IT’ and the ‘BPO’ sector.

Behavioural - it targets either singles or young couples without

children, it targets the style conscious and innovative individuals .It
is for the early adopters that is the people who get on to the new
technology first. It targets the upper middleclass youth (with an
income of above Rs. 3.5 Lac annually.
As the above figure shows the budget was divided into 2 phases:

Launch and Post launch

Approximately 22crores were spent during the launch phase and

approximately 15 cores were spent during the launch phase.

Production cost was 1.2 cores.

The world premiere of the car was done in India .
Usually these cars are launched in Europe at the
auto shows, but this was one of the only cars
launched in India.

This was an informative advertisement. The creative

concept they worked on was 'world premiere'
Above the line: Through a channel mix targeting core
group –youth. A channel mix comprising al lmain TV channels
including news, entertainment, music, movies like Star
Network(Star Plus, Star One, Star News), Zee TV, Sony Network
etc. were selected on the basis of affinity, time spent & loyalty.
Sponsorships were taken to add to the visibility of the brand.

Below the line :Posters and danglers were used to raise

awareness. Activities were conducted in the showroom as well.
The activities conducted in the showrooms were mainly around
test drives, and to encourage people to check out the car.
They did a promotion called 'Win the “ I “.’
Television
Trade/ Professional Magazine
Point-of-Purchase
Radio
Consumer Magazine
Newspaper
Public Relations
Sales Promotion
The Hyundai i10(transformed ) was launched in October 2010 .

Its marketing strategy , advertising strategy and sales promotion

strategies were similar to its previous models.
i10 was revamped into the new Hyundai i10 transformed
giving it a sports car kind of a look.

This was targeted mainly at the youth generation.

Far-fetched advertising campaign by the company lead to

its popularisation in the initial stage.

Familiar ad on the print and electronic media.

Shahrukh Khan as the brand ambassador-enhanced

product appeal.
Companies engage in advertising of their products
to increase awareness and induce purchase .

Hyundai has engaged in aggressive advertising of

the i10 transformed .

The various mix of advertising strategies including

print, outdoor etc have enhanced sales and has
paved way for the product’s success in the
competitive and grueling market !
 AMAN LUNIA (82)
PUJA AGARWAL (85)
ANSHU KHEMKA (112)
SURABHI SARAF (113)
KARISHMA SHARMA (115)
ANCHAL SIKARIA (132)
RICHA GOYAL (137)
SAKSHI AGARWAL (140)
SHANTANU MODI (141)