MARKETING STRATEGY OF

HYUNDAI

BY- MONIKA
SOOD
INTRODUCTION
 Here I have taken SANTRO brand of HYUNDAI
company .
 Marketing strategy for santro car is explained in
various points.
 Santro car was launched in the year 1998.
 Santro is Indian version of successful Hyundai model
ATOS.
 Hyundai was contemplating its foray in Indian market.
 CEO & M.D. of Hyundai is Mr. H.W. PARK.
5 C`S OF MARKETING
 CUSTOMER
 COMPANY
 COMPETITION
 COLLABORATORS
 CONTEXT
CUSTOMER
 Hyundai was planning at that time to launch a C-
segment car (accent) but changed the strategy and
launched santro in tough small car market.
 Hyundai studied the nature of customers and then
launched car for B-segment.
COMPANY
 After studying the needs of Indian customers next
thing was to acquire potential to satisfy the needs
of the customers.
 For this purpose Hyundai launched the B-segment
car.
Competition
 When Hyundai entered the Indian market the main
competitor of Hyundai was Maruti suzuki`s brand
ZEN.
 At that time ZEN was the most popular brand.
Collaborators

 For entering in to the Indian market Hyundai

Company hired ad agency SAATCHI & SAATCHI
 The ad agency did contract with Shahrukh Khan.
CONTEXT
 The biggest issue at the time of launch of santro
was that the Indians were unsure about the Korean
products especially automobiles.
 Hyundai is a Korean company.
 Hyundai was designed as a tall boy car but later on
it was found that Indians don`t like tall boy model.
MARKET SEGMENTATION
 Hyundai segmented the Indian market as- B&C
segment.
 For B-segment they launched Santro car.
 For C-segment they launched Accent car.


TARGET MARKET SELECTION
 Hyundai targeted 35-45 years middleclass Indians.
 With the passage of time Hyundai targeted youth
and launched Santro XING in the year 2003.
PRODUCT AND SERVICES POSITIONING

 Hyundai initially positioned on DESIGN aspect but

later on they positioned there product as family
aspect.
 Product was planned to be launched in RURAL
areas .

MARKETING MIX (4 P`S)
 PRODUCT / SERVICE
 PLACE / CHANNEL
 PROMOTION
 PRICING
PRODUCT / SERVICE
 India is a rural country so Hyundai launched the
product in rural area as-
 “GHAR- GHAR KI PEHCHAN”
PLACE/CHANNEL
• For placing the product in Indian scenario
Hyundai choosed the channel of Advertisement.
• Advertisement was-
• “ SUNSHINE CAR”
PROMOTION
 For promoting the car Hyundai did contract with
SHAHRUKH KHAN, PREITY ZINTA.
 From time to time Hyundai launched various
advertisements.
 Santro roped PRIETY ZINTY as brand
ambassador.
PRICING
 Santro priced Hyundai Santro Xing GL LPG
 Price
Rs 3,63,829*
Hyundai Santro Xing GL LPG Price In New Delhi
 Average(km/kg)City 13.7 | Highway 17.8
           LPGEngine1086 cc
CUSTOMER ACQUISITION
 For acquiring customer Hyundai offered free fuel
vouchers with every purchase of Santro.
 Distributed free anti- magnetic stickers .
CUSTOMER RETENTION
 For retaining the customers Hyundai keeps on
regularly upgrading, relaunching, repositioning
there product.
 Santro was launched in many variants-XK ,
XL,XO, AT.
 Santro is available in 18 colours some are-REAL
EARTH,HUSKY BLUE,NOBLE WHITE,AQUA
TINT,EBONY BLACK,CRYSTAL
WHITE,SLEEK SILVER AND MANY MORE.
PROFITS
 After all the aspects the last is profit of the
organisation-
 Within 4 years of launch Santro became the 2nd
largest selling car in India displacing ZEN.
 Santro has achieved highest record sales of 34,725
units in domestic market in the month of october.
SOME ACHIEVEMENTS
 Hyundai Motors India Ltd. renewed its corporate
identity standards to ensure uniform brand identity
and competitiveness .
 HMIL has been conferred with the coveted Niryat
shree gold &silver trophies for the year 2008-09 by
federation of Indian Exports organisation.( FIEO
AWARD)(