MARUTI SUZUKI VS HYUNDAI

Hyundai vs Maruti Suzuki

The name Hyundai is Korean 現代 (“hanja”), which means “modernity” in English.

The Hyundai logo, a slanted and stylized‘H’ , symbolizes the companyshaking-hands

with its customers.
 As a slogan that summarizes the Company’s entire social contribution philosophy is –
(“Moving the World Together” )
 Expresses Hyundai Motor Company’s desire to make changes for the better together with its
neighbors through love and actions.
“Moving” represents the desire for continuous change and development.
“World” represents the hopes and dreams of the world.
“Together” represents the harmonious partnership with society.
Hyundai Vision 2020
• Lifetime partner in automobiles and beyond
• Car has become a lifespace that occupies a central role in
people’s lives.
• Hyundai seeks to become a life time partner in the everybody
lives of customers.
• To come one step closer to its customer and become their
beloved brand.
• Hyundai is developing eco friendly and human oriented
technologies for thefuture.
 Mission
Mission to create
our community and
exceptional automotive With our diverse team,
environment while
value for our customers we will provide
achieving stability and
by harmoniously responsible stewardship
security now and for
blending safety, quality to
future generations.
and efficiency.
 I.Taking the customer
experience and
satisfaction to another
level. Penetrate the service
centre and distribution
network in tier-II and
tier-III cities.

Goals of Hyundai

Aggressively pitching
premium and micro
hatchback segment
Improving the
experience of driving
through advanced
technology.
Macro environmental factors
 Car Density:
Only 60 cars per 1000 people •
 60% of the PV market is Hatchback segment •
Consumers are informed and they are value driven •
 Huge growth potential for HMIL

 Social Factors
 Emerging markets are slowing.
 the number of first time buyers of HMC is huge
 Rapid urbanization – increase in Rural demand
 Existing distribution channels and service networks
 Preference for small and compact cars. They are socially acceptable even amongst the well off
 Preference for fuel efficient cars with low running costs.
 Task Environment
 Large and growing domestic auto market.
 Competition is huge in this segment
 12 brands are competing against each other in the hatchback segment
 HMIL has market share of 48% of the total exports of PV from India.
Digital thrust
 75% of buyers use internet to research before buying a car.
 125% growth in auto query volumes in mobile platforms.
 54% buyer choose their brand considering online research.
 44% customer have already decided what they want to buy before visiting a dealer.
 55% buyer search for the dealer address online.
Man vs woman (priorities differ)

• Brand fame 19%

• Mileage 15%
Men
• Price of the car
14%

• Brand fame 15%

• Safety 13%
Women
• Mileage 10%
• Type of car 10%
She power

 Women today account for up to 12% of car sales, twice such as 5 years ago.
 Working women specially in urban India have high disposable income and
enjoy decision making.
 The positioning would be unique in India specially inclined towards women.
 The attraction is only in the colour of the cars but also safety features and
comfortable for the drivers.
 43% men ask their mother, wife, girlfriend or crush before buying a car.
 36% men buy car only if it’s comfortable for women.
 • Power front window
Men • Central locking
• Airbag for drivers

• Automatic gear system

Women • ABS
• Airbag for drivers
Rise of the automatic
12

10

2
Loved by youngsters and women
0
2011 2014 2010 2018

52% Indians are considering buying an automatic car as their next purchase.

26-30 yr

31-40 yr

41-50 yr

0 10 20 30 40 50 60 70
 Diesel losing ground

120

100

80

60

40

20

0
2012 2016 2020 2025

petrol Diesel Hybrid

 Flavour of the season- UV
35
30
25
20
15 30
24
10 20.8 21 21.2 21.1
13.9
5
0 0 0 0 0 0 0 0
2011-12 2012-13 2013-14 2014-15 2015-16 2016-17 2017-18

63 67 68
42

HATCHBACK SEDAN COMP. SEDAN UV

Internal environmental factor
 Innovation
 Gives good quality cars to Customers
 Vehicles are certified by Hyundai Engineers using 147 check points
 aggressive investment in advertisement and sponsorships
 No compromise on quality
 Human centric, eco-friendly technologies and services.
 Brand Positioning
 High brand equity
 HML has become an Indian brand due to its long time presence in the Indian market
 Perceived as value for money vehicle

 India is a cricket crazy nation so tie ups with ICC is the best possible marketing strategy.

 Company Culture & Values

 Management philosophy
 Realization of Possibilities
 Unlimited sense of Responsibility , Respect for Mankind
 Core Values – Customer, Challenge, Collaboration, People, Global
 Frequent change in management not good for the organization
 Car sales dropped in July 2012 when the sales and marketing head resigned
Opportunities
Car density
 Tremendous growth opportunity for Hyundai for hatchback segment.
Social factor
 Disposable income level is at constant increase. The number of first time buyers are high.
Task environment
 Large and growing domestic auto market.
Innovation
 Human centric, eco friendly technology and services.
 High demand for hybrid and plug in vehicles.
Brand positioning
 High brand equity.
 Value for money but doesn’t compromise on quality.
Threats
Social factors
 Emerging markets are slowing.
 Poor service network of Hyundai than Suzuki
 Preference of low emission cars with low running costs.
Task environment
 Competition is huge in this segment.
Brand positioning
 Will have to increase its rural reach.
Company culture and values
 Frequent change in management is not good for organisation.

Unsure about Korean products.
First objective was to develop a
positive association with Indian
consumers.
Developing a corporate image for
Hyundai. Since people will make
choices upon manufacturer,
service support, spare
availability, quality etc.

Challenges for
Hyundai to launch
Santro in 1998

The grip of Maruti on the Indian

The design of Santro.
market.
 Sales

TataToyota
Honda 4%
Renault5% 5%
5%
Mahindra Suzuki
10% 52%
Hyundai
19%

Suzuki Hyundai Mahindra Renault Honda Tata Toyota

Positioning – The Battle of Your Mind

To succeed, the first step is to position or ‘situate’ the brand in the target consumer’s mind in
such a way, that in his or her perception of the brand.
It is distinctive and offers a persuasive customer value better than its competitors.
This is called competitive advantage.
 Perception and Positioning

 Perception in simple terms is the meaning added by an individual (in this

context consumer) to the information that has been sensed from the
environment.
 For instance, a consumer may feel that all products of Sony are high quality
technology products without having any experience with brand.
 Positioning, therefore starts with our understanding or ‘mapping’ of a prospect
consumer’s mental perceptions in such a way that it occupies a ‘slot’ in the mind
with reference to other brands.
 Segmentation
• Maruti Suzuki Alto
Micro
• Hyundai Eon
• Maruti Suzuki Wagon R
Mini
• Hyundai Santro Xing
• Maruti Suzuki swift
• Maruti Suzuki baleno
Compact • Hyundai i10
• Hyundai grand i10
• Hyundai elite i20
 Annual sales of hatchback sub-segment

300000

250000

200000

150000 Miro
Mini
Compact
100000

50000

0
2018 2017
Competitive frame of reference

who am I? What am I? (POP)

Comfortable hatchback Hatchback of compact
sub-segment

Hyundai elite i20

For whom? Why me ? (POD)

Young adults of Affordable yet
age group (25-35) powerful performance
 What am I? (POP)
who am I?
Hatchback of compact
Beautiful hatchback
sub-segment

Maruti Suzuki Baleno.

For whom?
Young adults of Why me ? (POD)
age group (25-35) Great fuel economy
 Perceptual mapping

Luxury

Low performance High performance

Hyundai elite i20

Suzuki Baleno

Budget
 Uncomfortable

Fuel inefficient Fuel efficient

Suzuki Baleno

Hyundai elite i20

Comfortable
 USP – The winning tech.

The following are powerful USPs that alleviate the "pain" experienced by the consumers in their industries.

Example #1 – Hyundai(Elite i20)

Pain- I need a car with good performance at affordable price.
USP- I got it all, Reliability, Design, Features

Example #2 – Maruti Suzuki (Baleno)

Pain- I need a car with sexy look with good fuel economy.
USP- Count on us, Maruti has car models in every segment.
Repositioning

 Renewing and refreshing the expression to ensure continuing relevance is a

challenging journey.
 Over time a great brand idea doesn’t change, only its expression does.
Maruti Suzuki
 The 2019 Maruti Suzuki Baleno is now available with a BS 6 version of the 1.2-
litre petrol engine. The hatchback, which recently received a facelift, also gets a
new 1.2-litre Dual jet petrol engine with the carmaker’s mild hybrid system on
the Delta and Zeta MT variants.
Hyundai
 It received an updated bumper and new 16-inch alloy wheels.

As Maruti Suzuki successfully repositioned their compact hatchback as facelift

version (Baleno), which Hyundai failed to do. Elite i20 sales started to slip.
ThankYou

Made by
 Raghavender Rao
 Swagata Rath
 Nitin Upadhyay
 Shalini Rawat
 Kumar Shanu