Marketing Strategy of Hyundai Final

MARKETING STRATEGY OF HYUNDAIBY- MONIKA SOOD

INTRODUCTIONHere 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 MARKETINGCUSTOMER COMPANY COMPETITION COLLABORATORS CONTEXT

CUSTOMERHyundai was planning at that time to launch a Csegment 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.

COMPANYAfter 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.

CompetitionWhen 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.

CONTEXTThe 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 SEGMENTATIONHyundai segmented the Indian market as- B&C segment. For B-segment they launched Santro car. For C-segment they launched Accent car.

TARGET MARKET SELECTIONHyundai 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 POSITIONINGHyundai 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 / SERVICEIndia is a rural country so Hyundai launched the product in rural area asGHAR- GHAR KI PEHCHAN

PLACE/CHANNEL For placing the product in Indian scenario Hyundai choosed the channel of Advertisement. Advertisement was SUNSHINE

CAR

PROMOTIONFor 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.

PRICINGSantro 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 ACQUISITIONFor acquiring customer Hyundai offered free fuel vouchers with every purchase of Santro. Distributed free anti- magnetic stickers .

CUSTOMER RETENTIONFor 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.

PROFITSAfter all the aspects the last is profit of the organisationWithin 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 ACHIEVEMENTSHyundai 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)(