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    Presented By:: Nayan Bhatia Jyotsna Bhatia Alka Barad Urvashi Chaudhari Diru Brambhatt Dhaval Bhagora

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    Hyundai entered the Indian automobile market in 1998 with the launch of the Santro. [1] The Santro was a big gamble for Hyundai as it aimed to educate customers about the Hyundai brand and create hype around the Santro. [2] Hyundai used careful marketing strategies to position the Santro for mainstream Indian consumers and develop a positive association with Korean carmakers. [3] The Santro was a runaway success that helped Hyundai become the second largest player in India's passenger car market.

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    Presented By:: Nayan Bhatia Jyotsna Bhatia Alka Barad Urvashi Chaudhari Diru Brambhatt Dhaval Bhagora

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    Hyundai entered the Indian automobile market in 1998 with the launch of the Santro. [1] The Santro was a big gamble for Hyundai as it aimed to educate customers about the Hyundai brand and create hype around the Santro. [2] Hyundai used careful marketing strategies to position the Santro for mainstream Indian consumers and develop a positive association with Korean carmakers. [3] The Santro was a runaway success that helped Hyundai become the second largest player in India's passenger car market.

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    Hyundai entered the Indian automobile market in 1998 with the launch of the Santro. [1] The Santro was a big gamble for Hyundai as it aimed to educate customers about the Hyundai brand and create hype around the Santro. [2] Hyundai used careful marketing strategies to position the Santro for mainstream Indian consumers and develop a positive association with Korean carmakers. [3] The Santro was a runaway success that helped Hyundai become the second largest player in India's passenger car market.

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    26 views23 pages

    Presented By:: Nayan Bhatia Jyotsna Bhatia Alka Barad Urvashi Chaudhari Diru Brambhatt Dhaval Bhagora

    Uploaded by

    tgaurav123
    Hyundai entered the Indian automobile market in 1998 with the launch of the Santro. [1] The Santro was a big gamble for Hyundai as it aimed to educate customers about the Hyundai brand and create hype around the Santro. [2] Hyundai used careful marketing strategies to position the Santro for mainstream Indian consumers and develop a positive association with Korean carmakers. [3] The Santro was a runaway success that helped Hyundai become the second largest player in India's passenger car market.

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    of 23

    Presented By:

    Nayan Bhatia Jyotsna Bhatia Alka Barad Urvashi Chaudhari Diru Brambhatt Dhaval Bhagora

    Roadmap

    1. 2. 3.

    Industry analysis of automobile sector Launch of Santro


    Strategies at the time of launch Marketing Strategies Customer Care

    Hyundai Elantra Hyundai Verna

    Industry analysis of Indian Automotive Industry


    Passenger Car Sales
    1000000 900000 800000 700000 600000 500000 400000 300000 200000 100000 0 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08

    975703
    843200 754700 608673 547083 898400

    Export sales Domestic Sales

    Industry analysis of Indian Automotive Industry

    Export by various manufacturers


    50000 40000 30000 20000 10000 0

    1999

    2000

    2001

    2002

    2003

    0 0 22,792 Ford (CKD) 21,598 17,796 11,939 Maruti 316 960 879 Tata 20 3,743 6,087 Hyundai

    28,979 23,836 24,652 45,475 2,495 6,913 8,245 30,433

    Export of different cars

    Hyundai Motors India


    Second

    Largest Player in passenger car

    market It has made India its Global Sourcing base for small car Market share: 20% Turnover: US $ 1 billion (approx) Santro & Accent - Run away success stories

    Hyundai Santro
    A

    decade of presence Initial Scenario A Big Gamble!!!

    Strategies at the time of Launch

    1. 2. 3.

    Market Survey Three sided approach


    Educate Customer about Hyundai building a corporate image Create hype and expectations about Santro Explain the virtues of Santro

    A simple strategy

    Hyundai Santro !!!


    Positioning

    and Targeting The downstream Strategy The upstream Strategy

    Marketing strategy of Santro

    It is a classic example of successful marketing in Indian context. Marketing Strategy : To ensure that Indian consumers develop a positive association with Korean car makers. To develop a corporate image for Hyundai. To introduce Santro. To reposition the brand.

    Closer to the Customer


    Hyundai offers free fuel vouchers with every purchase of santro and i10. Hyundai plans to launch Santro in rural India. (Ghar Ghar Ki Pehchaan) HMIL recently hosted a golf event called Hyundai Motor Invitation Golf Tournament in Mumbai.

    Distributing free anti-magnetic stickers to its customers. Hyundai Motor India Organises Medical Camp.

    Hyundai encourages Children to Sketch the i Hyundai unveils Santro LPG at Auto Expo 2008

    Just

    call the Hyundai Elantra the comeback kid. Introduced in the early 2000, the economy-priced sedan didn't exactly get off to an auspicious beginning. Early Elantras quickly earned a welldeserved reputation for overall shoddiness and unreliability

    In

    editorial reviews, the Hyundai Elantra scored points for its brisk acceleration and stable ride quality. Gripes concerned the din made by the car's engine above 3,500 rpm, and the presence of a few cheap plastics on the dash. In consumer reviews, the Elantra was lauded for its sleek looks, fuel-efficient engine, and spacious, upscale interior

    Shortcomings?

    You'll find one or two with a new or used Elantra. Still, these blemishes vanish into insignificance when you consider what a great value this Hyundai is for its low price. If you're looking for a small sedan that suits a tight budget, this one belongs on your short list of contenders.

    Hyundai Verna
    Feel It

    Hyundai Verna

    Mid-size Sedan Positioned in C+ segment Main competitors :


    Honda City Ford Fiesta Chevrolet Aveo

    Contemporary automotive design Large on the inside and compact outside Price Approx: 650,000 Rs.

    Verna inside Hyundai


    Positioned

    at a segment above the

    Accent. Both Verna and Accent are still in market with no replacement of each other Strategic choice of introducing Verna was to fill up the gap between the range of Accent and Sonata Price differentiation helped Hyundai to grab some portion of the Honda City market

    Verna Advantage
    Access

    to C+ segment with price economy Good response from market Introduction of latest technology at lower cost to user High performer in both mileage and price category Achieved many award during initial periods

    Against Verna
    Looks

    are quite less attractive compared to Honda city that fits in C+ segment Advertisement was a crucial strategy and wasnt managed well so created less impact to attract users. Still user prefer Accent in substitute to Verna due to price economy, styling and nominal feature addition to that of Accent.

    Thank You.

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