Sales and Marketing Strategy of Navjeevan Hyundai Moters

8/2/2019 Sales and Marketing Strategy of Navjeevan Hyundai Moters

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CHAPTER1

INDUSTRY

PROFILE


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CHAPTER 1

INDUSTRY PROFILE

1.1 HISTORY OF THE AUTOMOBILE

The history of the automobile begins as early as 1769, with the creation of steam engine

automobiles capable of human transport. In 1806, the first cars powered by an internal

combustion engine running on fuel gas appeared, which led to the introduction in 1885 of the

ubiquitous modern gasoline- or petrol-fueled internal combustion engine.

1.1.1 EARLY AUTOMOBILES GROWTH & DEVELOPMENT

Ferdinand Herbiest, a member of a Jesuit mission in China, built the first steam-powered vehicle

around 1672, designed as a toy for the Chinese Emperor,

Second (1771) version
http://en.wikipedia.org/wiki/File:CugnotSteamTrolly.pnghttp://en.wikipedia.org/wiki/File:FardierdeCugnot20050111.jpg


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It being of small scale and unable to carry a driver or passenger but, quite possibly, the first

working steam-powered vehicle ('auto-mobile')

A replica of Richard Trevithick's 1801 road locomotive 'Puffing Devil'

Steam-powered self-propelled vehicles large enough to transport people and cargo were first

devised in the late 18th century. Nicolas-Joseph Cannot demonstrated his faddier vapeur

("steam dray"), an experimental steam-driven artillery tractor, in 1770 and 1771.

Such vehicles were in vogue for a time, and over the next decades such innovations as hand

brakes, multi-speed transmissions, and better steering developed. Some were commercially

successful in providing mass transit, until a backlash against these large speedy vehicles resulted

in the passage of the Locomotive Act (1865), which required self-propelled vehicles on public

roads in the United Kingdom to be preceded by a man on foot waving a red flag and blowing a

horn.

Among other efforts, in 1815, a professor at Prague Polytechnic, Josef Bozek, built an oil-fired

steam car. What some people define as the first "real" automobile was produced by

AmdeBolle in 1873, who built self-propelled steam road vehicles to transport groups of

passengers.

The American George B. Selden filed for a patent on May 8, 1879. His application included not

only the engine but its use in a 4-wheeled car.
http://en.wikipedia.org/wiki/File:Trevithick_Road_Loco_01.jpg


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The four-stroke petrol (gasoline) internal combustion engine that constitutes the most prevalent

form of modern automotive propulsion is a creation of Nikola us Otto. The similar four-stroke

diesel engine was invented by Rudolf Diesel.

1.2 INTERNAL COMBUSTION ENGINES

1) 1885 2) 1870 'first Marcus

car'

3) The second Marcus car of

1888

Early attempts at making and using internal combustion engines were hampered by the lack of

suitable fuels, particularly liquids, and the earliest engines used gas mixtures.

About 1870, in Vienna, Austria (then the Austro-Hungarian Empire), inventor Siegfried Marcus

put a liquid-fuelled internal combustion engine on a simple handcart which made him the first

man to propel a vehicle by means of gasoline. Today, this car is known as "the first Marcus car".

In 1883, Marcus secured a German patent for a low-voltage ignition system of the magneto type;

this was his only automotive patent. This design was used for all further engines, and the four-

seat "second Marcus car" of 1888/89. This ignition, in conjunction with the "rotating-brush

carburetor", made the second car's design very innovative.

One of the first four-wheeled petrol-driven automobiles in Britain was built in Birmingham in

1895 by Frederick William who also patented the disc brake; and the first electric starter was

installed on an Arnold, an adaptation of the Benz Velo, built between 1895 and 1898.
http://en.wikipedia.org/wiki/File:MW2_05_02_24_klein.jpghttp://en.wikipedia.org/wiki/File:MW1_signiert.jpghttp://en.wikipedia.org/wiki/File:Benz-1.jpg


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In all the turmoil, many early pioneers are nearly forgotten. In 1891, John William Lambert built

a three-wheeler in Ohio City, Ohio, which was destroyed in a fire the same year, while Henry

Nadig constructed a four-wheeler in Allentown, Pennsylvania. It is likely they were not the only

ones.

1.2.1 E-Bike:

The two-wheeled pedal powered bicycle was first conceived in Paris in the 1860s. By 1888 John

Dunlop's pneumatic tire and the chain drive made possible the safety bicycle, giving the bicycle

its modern form.

The origins of the motorized bicycle or motorbike can be traced back to the latter part of the 19th

century when experimenters began attaching steam engines to stock tricycles and Quadra cycles.

The first true motorized bicycle is generally developed in 1868.

One of the first gas motor-assisted bicycle designs was developed by Flix Millet in France

around 1892/93. Millet's designs had both pedals and a fixed-crankshaft radial engine built into

the back wheel.

In 1896, E.R. Thomas of Buffalo, New York began selling gasoline engine kits for propelling

ordinary bicycles. After forming the Thomas Motor Company, he began selling complete motor-

assisted bicycles under the name Auto-Bi. The Auto-Bi is generally considered to be the first

production motorized bicycle made in the United States.


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The 1900 Singer Motor Wheel was a wheel incorporating a small ICE power plant that could be

substituted for the front wheel of a bicycle. A later design, the 1914 Smith Motor Wheel, was

attached to the rear of a bicycle by means of an outrigger arm, a design later taken up by Briggs

& Stratton.

1.2.2 Brass or Edwardian Era

Model-T Ford car in Australia in 1915

Named for the widespread use of brass in the United States, the Brass (or Edwardian) Era lasted

from roughly 1905 through to the beginning of World War I in 1914.

Within the 15 years that make up this era, the various experimental designs and alternate power

systems would be marginalized. This system specified front-engine, rear-wheel drive internal

combustion engine cars with a sliding gear transmission. Traditional coach-style vehicles were

rapidly abandoned, and buckboard runabouts lost favor with the introduction of tonneaus and

other less-expensive touring bodies.

Safety glass also made its debut, patented by John Wood in England in 1905. (It would not

become standard equipment until 1926, on a Rickenbacker)

Some examples of cars of the period included:

1) 19081927 Ford Model Tthe most widely produced and available car of the era. It used aplanetary transmission, and had a pedal-based control system. Ford T was proclaimed as the

most influential car of the 20th century in the international Car of the Century awards.

2) 1910 1920 Bugattis Type 13 a notable racing and touring model with advancedengineering and design. Similar models were the Types 15, 17, 22, and 23.
http://en.wikipedia.org/wiki/File:TModel_launch_Geelong.jpg


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1.2.3 Vintage Era

1923 Lancia Lambda 1926 Austin 7 Box saloon

1926 Bugatti Type 35 1927 Ford Model A

1930 Cadillac V-16 19251928 Hanomag 2

Exemplary vintage vehicles:

1) 19221939 Austin 7 the Austin Seven was one of the most widely copied vehicles ever,serving as a template for cars around the world, from BMW to Nissan.

2) 19221931 Lancia Lambda very advanced car for the time, first car to feature a load-bearing monocoque-type body and independent front suspension.
http://en.wikipedia.org/wiki/File:Hanomag_Kommissbrot_Autostadt.jpghttp://en.wikipedia.org/wiki/File:Cadillac_Series_452-A_V-16_Convertible_Coupe_1931.jpghttp://en.wikipedia.org/wiki/File:1931_Ford_Model_A_Deluxe_Tudor.jpghttp://en.wikipedia.org/wiki/File:Bugatti_Typ_35C_Grand_Prix_Racer_1926.jpghttp://en.wikipedia.org/wiki/File:1926.Austin.Seven.saloon.jpghttp://en.wikipedia.org/wiki/File:MHV_Lancia_Lambda_1923_01.jpg


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3) 19241929 Bugatti Type 35the Type 35 was one of the most successful racing cars of alltime, with over 1,000 victories in five years.

4) 19251928 Hanomag 2 / 10 PSearly example of pontoon styling.5) 19271931 Ford Model A (1927-1931)after keeping the brass era Model T in production

for too long, Ford broke from the past by restarting its model series with the 1927 Model A.

More than 4 million were produced, making it the best-selling model of the era. Ford A was a

prototype for the beginning of Soviet mass car production (GAZ A).

6) 1930 Cadillac V-16developed at the height of the vintage era, the V16-powered Cadillacwould join Bugatti's Royale as the most legendary ultra-luxury cars of the era.

1.2.4 Pre-WWII Era

Ford V-8 (Model B) Rolls-Royce Phantom III

Citron Traction Avant Volkswagen Beetle
http://en.wikipedia.org/wiki/File:VolkswagenBeetle-001.jpghttp://en.wikipedia.org/wiki/File:Traction_avant.jpghttp://en.wikipedia.org/wiki/File:RollsRoycePhantomCirca1936.jpghttp://en.wikipedia.org/wiki/File:1932_Ford_Model_18_55_De_Luxe_Tudor_Sedan_JEH168.jpg


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Exemplary pre-war automobiles:

1) 19321939 Alvis Speed 20 and Speed 25the first cars with all-synchromesh gearbox.2) 19321948 Ford V-8 (Model B)introduction of the powerful flathead V8 in mainstream

vehicles, setting new performance and efficiency standards.

3) 19341940 Bugatti Type 57a singular refined automobile for the wealthy.4) 19341956 Citron Traction Avant the first mass-produced front-wheel drive car, built

with monocoque chassis.

5) 19361955 MG T seriessports cars with youth appeal at an affordable price.6) 19382003 Volkswagen Beetlea design for efficiency and low price, which was produced

for over 60 years with minimal basic change; it has the largest production in history withover 20 million units produced in several counties. The car was awarded the fourth place in

the international Car of the XX Century competition. A new car echoing the styling of the

original has been produced in the 21st century.

1.2.5 Modern Era

Toyota Corollasmall Japanese

best-selling car

Range Rover, non-commercial

comfortable off-road vehicle

Mercedes-Benz S-Class

European etalon of the mass

class car
http://en.wikipedia.org/wiki/Toyota_Corollahttp://en.wikipedia.org/wiki/Range_Roverhttp://en.wikipedia.org/wiki/Mercedes-Benz_S-Classhttp://en.wikipedia.org/wiki/File:450SELI_0411.jpghttp://en.wikipedia.org/wiki/File:Range_Rover_front_20080331.jpghttp://en.wikipedia.org/wiki/File:Toyota_Corolla_First-generation_001.jpghttp://en.wikipedia.org/wiki/Mercedes-Benz_S-Classhttp://en.wikipedia.org/wiki/Range_Roverhttp://en.wikipedia.org/wiki/Toyota_Corolla


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BMW 3 Series technically

perfect European small car

Honda Accord one of the

world's most mass cars

Ford Taurusmass America

Ford Focus one of the world's

most popular hatchbacks

Toyota Prius the world's most

iconic hybrid electric vehicle

Tata Nano Inexpensive car

The modern era is normally defined as the 25 years preceding the current year. However, there

are some technical and design aspects that differentiate modern cars from antiques. Without

considering the future of the car, the modern era has been one of increasing standardization,

platform sharing, and computer-aided design.

Some particularly notable advances in modern times are the widespread offront-wheel drive and

all-wheel drive, the adoption of the diesel engine, and the ubiquity offuel injection. While all of

these advances were first attempted in earlier eras, they so dominate the market today that it is

easy to overlook their significance Nearly all modern passenger cars are front-wheel drive

monologue/unibody designs, with transversely mounted engines, but this design was considered

radical as late as the 1960s.

Since 2009 China became the new world's absolute car manufacturer leader with productionmore than US, Japan or all Europe. Besides of large growth of car production in Asian and other

countries,

Exemplary modern cars:
http://en.wikipedia.org/wiki/BMW_3_Serieshttp://en.wikipedia.org/wiki/Honda_Accordhttp://en.wikipedia.org/wiki/Ford_Taurushttp://en.wikipedia.org/wiki/Ford_Focus_%28international%29http://en.wikipedia.org/wiki/Toyota_Priushttp://en.wikipedia.org/wiki/Hybrid_electric_vehiclehttp://en.wikipedia.org/wiki/Tata_Nanohttp://en.wikipedia.org/wiki/Future_of_the_carhttp://en.wikipedia.org/wiki/Standardizationhttp://en.wikipedia.org/wiki/Automobile_platformhttp://en.wikipedia.org/wiki/Computer-aided_designhttp://en.wikipedia.org/wiki/Front-wheel_drivehttp://en.wikipedia.org/wiki/All-wheel_drivehttp://en.wikipedia.org/wiki/Diesel_enginehttp://en.wikipedia.org/wiki/Fuel_injectionhttp://en.wikipedia.org/wiki/Monocoquehttp://en.wikipedia.org/wiki/Unibodyhttp://en.wikipedia.org/wiki/Transverse_enginehttp://en.wikipedia.org/wiki/Chinahttp://en.wikipedia.org/wiki/File:Nano.jpghttp://en.wikipedia.org/wiki/File:Toyota_Prius_--_07-14-2011.jpghttp://en.wikipedia.org/wiki/File:Ford_Focus_MK1.jpghttp://en.wikipedia.org/wiki/File:1991_Ford_Taurus_GL_sedan_--_09-07-2009.jpghttp://en.wikipedia.org/wiki/File:HondaAccord1st.jpghttp://en.wikipedia.org/wiki/File:E21_BMW_316.jpghttp://en.wikipedia.org/wiki/Chinahttp://en.wikipedia.org/wiki/Transverse_enginehttp://en.wikipedia.org/wiki/Unibodyhttp://en.wikipedia.org/wiki/Monocoquehttp://en.wikipedia.org/wiki/Fuel_injectionhttp://en.wikipedia.org/wiki/Diesel_enginehttp://en.wikipedia.org/wiki/All-wheel_drivehttp://en.wikipedia.org/wiki/Front-wheel_drivehttp://en.wikipedia.org/wiki/Computer-aided_designhttp://en.wikipedia.org/wiki/Automobile_platformhttp://en.wikipedia.org/wiki/Standardizationhttp://en.wikipedia.org/wiki/Future_of_the_carhttp://en.wikipedia.org/wiki/Tata_Nanohttp://en.wikipedia.org/wiki/Hybrid_electric_vehiclehttp://en.wikipedia.org/wiki/Toyota_Priushttp://en.wikipedia.org/wiki/Ford_Focus_%28international%29http://en.wikipedia.org/wiki/Ford_Taurushttp://en.wikipedia.org/wiki/Honda_Accordhttp://en.wikipedia.org/wiki/BMW_3_Series


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1) 1966present Toyota Corolla a simple small Japanese saloon/sedan that has come to bethe best-selling car of all time.

2) 1970present Range Rover the first take on the combination of luxury and four-wheeldrive utility, the original 'SUV'. Such was the popularity of the original Range Rover Classicthat a new model was not brought out until 1994.

3) 1973present Mercedes-Benz S-Classelectronic Anti-lock Braking System, supplementalrestraint airbags, seat beltpretensioners, and electronic traction control systems all made their

debut on the S-Class. These features would later become standard throughout the car

industry.

4) 1975present BMW 3 Seriesthe 3 Series has been on Car and Driver magazine's annualTen Best list 17 times, making it the longest running entry in the list.

5) 1977present Honda Accord saloon/sedan this Japanese sedan became the most popularcar in the United States in the 1990s, pushing the Ford Taurus aside, and setting the stage for

today's upscale Asian sedans.

6) 19811989 Dodge Aries and Plymouth Reliant the "K-cars" that saved Chrysler as amajor manufacturer. These models were some of the first successful American front-wheel

drive, fuel-efficient compact cars.

7) 1983present Chrysler minivans the two-box minivan design nearly pushed the stationwagon out of the market, and presaged today's crossover SUVs.

8) 1984present Renault Espacefirst mass one-volume car of non-commercial MPV class.9) 1986present Ford Taurusthis mid-sized front-wheel drive sedan with modern computer-

assisted design dominated the American market in the late 1980s, and created a design

revolution in North America.

10)19891999 Pontiac Trans Sportwas one the first of the one box cars.11)1997present Toyota Priuslaunched in the Japanese market, in September 2010 reached

worldwide cumulative sales of 2.0 million units, becoming the most iconic hybrid electric

vehicle in the world.
http://en.wikipedia.org/wiki/Toyota_Corollahttp://en.wikipedia.org/wiki/Sedan_%28automobile%29http://en.wikipedia.org/wiki/Range_Roverhttp://en.wikipedia.org/wiki/Luxury_vehiclehttp://en.wikipedia.org/wiki/Four-wheel_drivehttp://en.wikipedia.org/wiki/Four-wheel_drivehttp://en.wikipedia.org/wiki/Sport_utility_vehiclehttp://en.wikipedia.org/wiki/Range_Rover_Classichttp://en.wikipedia.org/wiki/Mercedes-Benz_S-Classhttp://en.wikipedia.org/wiki/Anti-lock_braking_systemhttp://en.wikipedia.org/wiki/Airbaghttp://en.wikipedia.org/wiki/Seat_belthttp://en.wikipedia.org/wiki/Traction_control_systemhttp://en.wikipedia.org/wiki/BMW_3_Serieshttp://en.wikipedia.org/wiki/Honda_Accordhttp://en.wikipedia.org/wiki/Dodge_Arieshttp://en.wikipedia.org/wiki/Plymouth_Relianthttp://en.wikipedia.org/wiki/Front-wheel_drivehttp://en.wikipedia.org/wiki/Front-wheel_drivehttp://en.wikipedia.org/wiki/Compact_carhttp://en.wikipedia.org/wiki/Dodge_Caravanhttp://en.wikipedia.org/wiki/Minivanhttp://en.wikipedia.org/wiki/Station_wagonhttp://en.wikipedia.org/wiki/Station_wagonhttp://en.wikipedia.org/wiki/Crossover_SUVhttp://en.wikipedia.org/wiki/Renault_Espacehttp://en.wikipedia.org/wiki/Ford_Taurushttp://en.wikipedia.org/wiki/Mid-size_carhttp://en.wikipedia.org/wiki/Pontiac_Trans_Sporthttp://en.wikipedia.org/wiki/Toyota_Priushttp://en.wikipedia.org/wiki/Hybrid_electric_vehiclehttp://en.wikipedia.org/wiki/Hybrid_electric_vehiclehttp://en.wikipedia.org/wiki/Hybrid_electric_vehiclehttp://en.wikipedia.org/wiki/Hybrid_electric_vehiclehttp://en.wikipedia.org/wiki/Toyota_Priushttp://en.wikipedia.org/wiki/Pontiac_Trans_Sporthttp://en.wikipedia.org/wiki/Mid-size_carhttp://en.wikipedia.org/wiki/Ford_Taurushttp://en.wikipedia.org/wiki/Renault_Espacehttp://en.wikipedia.org/wiki/Crossover_SUVhttp://en.wikipedia.org/wiki/Station_wagonhttp://en.wikipedia.org/wiki/Station_wagonhttp://en.wikipedia.org/wiki/Minivanhttp://en.wikipedia.org/wiki/Dodge_Caravanhttp://en.wikipedia.org/wiki/Compact_carhttp://en.wikipedia.org/wiki/Front-wheel_drivehttp://en.wikipedia.org/wiki/Front-wheel_drivehttp://en.wikipedia.org/wiki/Plymouth_Relianthttp://en.wikipedia.org/wiki/Dodge_Arieshttp://en.wikipedia.org/wiki/Honda_Accordhttp://en.wikipedia.org/wiki/BMW_3_Serieshttp://en.wikipedia.org/wiki/Traction_control_systemhttp://en.wikipedia.org/wiki/Seat_belthttp://en.wikipedia.org/wiki/Airbaghttp://en.wikipedia.org/wiki/Anti-lock_braking_systemhttp://en.wikipedia.org/wiki/Mercedes-Benz_S-Classhttp://en.wikipedia.org/wiki/Range_Rover_Classichttp://en.wikipedia.org/wiki/Sport_utility_vehiclehttp://en.wikipedia.org/wiki/Four-wheel_drivehttp://en.wikipedia.org/wiki/Four-wheel_drivehttp://en.wikipedia.org/wiki/Luxury_vehiclehttp://en.wikipedia.org/wiki/Range_Roverhttp://en.wikipedia.org/wiki/Sedan_%28automobile%29http://en.wikipedia.org/wiki/Toyota_Corolla


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12)1998present Ford Focusone of the most popular hatchbacks across the globe that is alsoone ofFord's best-selling world cars.

13)2008present Tata Nano The Tata Nano is an inexpensive( 100,000 ~ $2200), rear-engine, four-passenger city car built by the Indian company Tata Motors and is aimedprimarily at the Indian domestic market.

14)2010present, Nissan Leaf and Chevrolet Volt an all-electric car and a plug-in hybridcorrespondingly, were launched in the U.S. and Japanese markets in December 2010,

becoming the first mass production vehicles of their kind.

1.3 AUTOMOBILE SCENARIO/PLAYERS

1.3.1 Global scenario

Auto component market

Estimated market size US$ 6.7 bn (billion)

Estimated market size (2012) US$ 17 bn (billion)

Presently a US$ 6.7 bn industry, The Indian auto ancillary industry is expected to touch US$ 17

bn by 2012.

1.3.2 INDIAN SCENARIO

Two wheeler market

Present estimated size 5.4 mn unit per year
http://en.wikipedia.org/wiki/Ford_Focus_%28international%29http://en.wikipedia.org/wiki/Hatchbackhttp://en.wikipedia.org/wiki/Fordhttp://en.wikipedia.org/wiki/World_carhttp://en.wikipedia.org/wiki/Tata_Nanohttp://en.wikipedia.org/wiki/Tata_Motorshttp://en.wikipedia.org/wiki/Nissan_Leafhttp://en.wikipedia.org/wiki/Chevrolet_Volthttp://en.wikipedia.org/wiki/All-electric_carhttp://en.wikipedia.org/wiki/Plug-in_hybridhttp://en.wikipedia.org/wiki/Mass_productionhttp://en.wikipedia.org/wiki/Mass_productionhttp://en.wikipedia.org/wiki/Plug-in_hybridhttp://en.wikipedia.org/wiki/All-electric_carhttp://en.wikipedia.org/wiki/Chevrolet_Volthttp://en.wikipedia.org/wiki/Nissan_Leafhttp://en.wikipedia.org/wiki/Tata_Motorshttp://en.wikipedia.org/wiki/Tata_Nanohttp://en.wikipedia.org/wiki/World_carhttp://en.wikipedia.org/wiki/Fordhttp://en.wikipedia.org/wiki/Hatchbackhttp://en.wikipedia.org/wiki/Ford_Focus_%28international%29


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1.3.3 INDIAN PLAYERS

Home Players

Product Players

Cars/SUVs Suzuki, Honda, Toyota, Mitsubishi, GM, Ford, Daimler-Chrysler, Skoda,fiat Hyundai, Tata, M&M

Two-Wheelers TVS, Hero, Honda, Bajaj, Yamaha, kinetic, LML

Commercial

Vehicle

Tata, Ashok Leyland, Tetra, Eicher-Mitsubushi, Swaraj- Mazda, M&M,

Volvo

Tractors Escorts, M&M, L&T, Punjab, Tractors, New Holland, ITL-Renault, John-

Deere.

Most global majors are now in India - be it in passenger cars, two-wheelers, commercial vehicles

or tractors.

Several new players have entered the Indian auto market industry, including DaimlerChrysler,

Fiat, Ford, General Motors, Hyundai, Toyota Motor and Honda.

Nearly two-thirds of the auto component production is consumed directly by Original Equipment

Manufacturers (OEMs).


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CHAPTER 2COMPANY

PROFILE


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CHAPTER 2

COMPANY PROFILE

2.1 INTRODUCTION TO THE HYUNDAI MOTORS

The beginning of Hyundai Motor Company dates to April 1946 when founder, Ju-Yung

Chung established Hyundai Auto Service in Seoul, South Korea at the age of 31 years. The

name Hyundai was chosen for its meaning which in English translates to modern. The

Hyundai logo is symbolic of the company's desire to expand. The oval shape represents the

company's global expansion and the stylized "H" is symbolic of two people (the company and

customer) shaking hands.

Hyundai Motor Company was founded by Ju-Yung Chung and younger brother Se-Yung

Chung in December 1967. In 1968 the company entered into a contract with Ford motor

company to assemble the Ford Cortina and Granada for the South Korean market and continued

to produce them until 1976. Hyundai completed construction of the Ulsan plant in six months

and achieved the shortest groundbreaking to first commercial production of any of Fords 118

plants. The eight year journey provided Hyundai with assembly knowledge, blueprints, technical

specifications, production manuals, and trained Hyundai engineers.

2.2 HYUNDAI HISTORY & DEVELOPMENT

o Established in 1967, Hyundai is presently South Koreas #1 carmaker, manufacturing dozensof models of cars, vans, and minivans

o Throughout the past two decades, Hyundai introduced various models: Pony, Excel, Scoupe,Sonata, and Accent.

o In 1990, Hyundai introduced its own engine design, the Alpha. Two years later, it introducedits second-generation engine, the Beta.

o Acquired a 51% stake in Kia Motors in 1998


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o In 2001, Hyundai sold a 9% stake to DaimlerChrysler to strengthen its global market positionand to boost sales abroad

o In 2003, according to Consumer Reports, Hyundais reliability rankings tied Hondas.o In 2005, Hyundai authorized Ed Voyles' Hyundai dealership in Smyrna, Georgia to become

the first "deaf friendly" dealership in the entire world. The staff in this dealership are able to

accommodate deaf customers with the use of American Sign Language and video

conferencing phones.

o In 2006, J.D. Power and Associates' quality ranking, overall the Hyundai brand ranked 3rd,just behind Porsche and Lexus, and beating longtime rival Toyota

o The brand overall is ranked much higher than the average industry and resale value continuesto improve; a comparable 2003 Hyundai Sonata sedan ranks just $2200 below a similarly

equipped Honda Accord, according to Kelley Blue Book Pricing 2006

2.3 HYUNDAI GLOBAL SEGMENT CARS

Model lineup

Excel Grandeur

Accent Grandeur XG/XG300/XG350

Atos/Santro Grandeur/Azera

Azera Matrix/Lavita

Dynasty Santamo

Elantra Sonata/i40

Equus/Centennial Tiburon/Coup/Tuscani

Genesis i30

Genesis Coupe i20

Click/Getz


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2.4 HYUNDAI CAR SEGMENT IN INDIA

CARS

Santro Getz

i 10 i 20

Accent Verna

ElantraSonata

Tucson

2.5 HYUNDAI'S ENTRY IN INDIA

One of the major players that entered the Indian car market was HMC through its subsidiary

HMIL. Before making its move, the company closely studied the industry for a year. The

company's officials talked to vendors, dealers and customers to get a thorough knowledge of the

industry

Hyundai is currently the second largest carmaker and largest auto exporter in India.It is making

India the global manufacturing base for small cars. Hyundai sells several models in India as of

the 2009 model year, one of the most popular being the Hyundai i10 and the Hyundai i20. Other

models include Hyundai Santro, Hyundai Getz, Hyundai Accent, second generation Hyundai

Verna, Hyundai Tucson, Hyundai Elantra, and the Hyundai Sonata.


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2.6 STUDYING THE INDIAN CONSUMER PSYCHE

In the late 1990s, car manufacturers like Ford, General Motors, and Fiat were faring miserably in

the Indian market. Maruti had a market share of a whopping 79 percent in the passenger car

segment. Daewoo and Telco were creating hype over the impending launches of their cars Matizand Indica, respectively. In such a scenario, the top management of Hyundai Motor India Ltd,

which has South Korean origins, had a tough decision to make. It was a big gamble to go ahead

with the launch of the small carSantro.

The Hyundai management stuck to a simple strategy launch a quality product in the most

promising segment with the latest technology and price it aggressively. In the pre-launch period

in late 1997, the company commissioned market research project to understand the Indian

consumer psyche and specify a benchmark for the pricing policy.

Marketing Santro

Santro received an encouraging feedback from customers who appreciated its unique design that

gave more headroom and facilitated easy entry and exit...

2.7 MARKETING STRATEGIES

o Hyundai tied up with the advertising agency Saatchio Shah Rukh Khan as Brand ambassador Three-pronged Strategy was desinged to attract the

consumer:

o Educate Indian Consumers about Hyundaio Create hype and expectations about the Santroo Explain the virtues of the Santro


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2.8 THE SUCCESS STORY

September 23, 1998 saw the launch of the Santro. There was an unprecedented rush for bookings

in spite of the fact that Hyundai was accepting bookings only against full payment for the car and

booking was opened only for a few days. Hyundai closed the calendar year 1998 with sales of8,447. The next year (October 1998-August 1999) saw Hyundai consolidating its market share,

as these figures of monthly sales show:

Thus, the cumulative sales during October 1998-August 1999 were 42,283 units. This accounted

for 30 per cent of the market share in the small car segment and 10 per cent of the overall auto

industry. Within a year of its launch, the Santro had dislodged the Maruti Zen as the no.1 car in

its category and slipped in behind Maruti Suzuki as the no.2 car manufacturer in India. The

launch of the Daewoo Matiz and the TATA Indica failed to dampen the demand for the Santro.

Ever since the historic launch of the Santro, Hyundaihas consistently has taken the no.1 spot in

all the segments of the passenger car industry in which it had launched a product. Santro stands

tall undisputedly market leader in the compact car segment.

2.9 LAUNCH OF ACCENT

By mid-1999, the major players realized that the 'B' segment would be the fastest growing in thecar industry. To cash in, Telco re-launched its 'Indica' by introducing several new features and

solving the glitches in the original model...

2.10 REPOSITIONING SANTRO

By late 2002, the competition in the B segment had increased significantly. MUL's Alto which

was launched in October 2000 had received a good response. Although HMIL's Santro remained

the largest selling car in the B segment, MUL commanded the largest market share in this

segment due to the combined sale of its three cars Zen, Wagon R and Alto...


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2.11 RECENT HAPPENING

Domestic sales surge by 92.8%

Cumulative growth up 28.5%

Hyundai Motor India Ltd, the countrys second largest car manufacturer and the largest

passenger car exporter registered record cumulative sales for the month ending November 30,

2009. The cumulative sales accounted for 55,265 units which reflect a 28.5% growth as

compared to last November. The domestic market was the biggest gainer as it almost doubled its

sales to 28,162 units this month registering a growth of 92.8% over the same month last year.

The exports however showed a slight decline as it fell by 4.6% as compared to the same period

last year. In September, 2009 HMIL had clocked cumulative sales of 53,802 units which had

been the highest till now.

HMILs total sales for November, 2009 stood at an all-time high of 55,265 units against 43,020

units in November, 2008 registering 28.5% cumulative growth. The domestic sales grew at a

whopping 92.8% and accounted for 28,162 units as against 14,605 units in November, 2008

while the exports dipped marginally to 27,103 units as compared to 28,414 units last November

a fall of 4.6%

Commenting on November, 2009 sales Arvind Saxena, Sr. Vice President - Marketing and Sales,

HMIL said, The overall economic scenario has been positive and this has translated in to more

footfalls in the showroom and higher automobile sales as indicated by this months figures. We

hope the economy will continue on a growth trajectory as it will help the Indian automotive

industry to maintain a double digit growth figure.

The segment-wise cumulative sales in the month of November, 2009 are as follows: A2 Segment

(Santro, i10, Getz & i20) 50,501 units; A3 Segment (Accent & Verna) 4,748 units; A5 Segment

(Sonata Transform) 15 units; and SUV Segment (Tucson) 1 unit.


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CHAPTER 3

CONCEPTUAL

FRAMEWORK


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CHAPTER 3

CONCEPTUAL FRAMEWORK

3.1 OBJECTIVES OF HUINADAI MOTORS

First year Objectives: We are aiming for 5% market share of the Indian market through unit

sale volume of 100000.

Second year Objectives: We are aiming for 10% market share of the Indian market.

An important objective will be to establish a well-regarded brand name linked to a

meaningful positioning. We will have to invest heavily in marketing to create a memorable

and distinctive brand image projecting innovation, quality and value. We also must measure

awareness and response so we can adjust our marketing efforts if necessary.

3.2 TARGET MARKETS OF HUINADAI MOTORS

Hyundai Pas marketing strategy is differentiated marketing. Our primary consumer target is

middle to upper income professionals who need true value for their money and comfortable

ride in city conditions. Our secondary consumer target is college students who need style and

speed.

Our primary business target is mid-sized to large sized corporates that want to help their

managers and employees by providing them a car for ease of transport. Our secondary

business target is entrepreneurs and small business owners who want to provide discounts to

managers buying a new car.

Each of the four marketing strategies conveys Hyundai Pas differentiation to the target

marketing segments identified above.

3.3 POSITIONING OF HUINADAI MOTORS

Using product differentiation we are positioning the Hyundai Pa as the most versatile,

convenient, value added car model for above target market used. The marketing strategy will

be focused on promoting the car as economic car for the next generation.


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3.4 MARKETING MIX

3.4.1 PRODUCT

Features:

The all-new Hyundai Pa is fully loaded with a range of exciting new features. It's a perfect

complement to your evolved tastes and lifestyle. And the best way to take your driving

pleasure to a brand-new high. European Styling. Japanese Engineering. Dream-Like

Handling.

The new Hyundai Pa is a generation different from Getz and Santro design. Styled with a

clear sense of muscularity, its one-and-a-half box, aggressive form makes for a look of

stability, a sense that it is packed with energy and ready to deliver a dynamic drive.

Its solid look is complemented by an equally rooted road presence and class-defining ride

quality. New chassis systems allow for the front suspension lower arms, steering, and

gearbox and rear engine mounting to be attached to a suspension frame. You get lower road

noise and a greater feeling of stability as you sail over our roads with feather-touch ease.

3.4.2 PRICE

Hyundai is expected to take Maruti heads on with the pricing of their upcoming Hyundai Pa

car. After launching cars for the masses since so many years, Indias second largest

automobile manufacturer is now targeting the premium segment with their latest model from

the Hyundais stable. The analysts predict the pricing of this premium hunchback to start

from Rs. 3 lakh.

This price range would practically rip apart Marutis offering in Zen Estilo, which is priced

at a higher tag of Rs. 3.5 lakh. Both the companies are known for their value based offerings

and Hyundai with their extensive service network and brand reputation for making reliable

cars should get the customers nod over their competition.

The official pricing however is still not out. However, the company is said to be studying the

prospects of launching the base model at the 3 - lakh price tag.


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if they indeed do take the chance of pricing Hyundai at a considerable lower price than Zen

Estilo , they would quite likely force the competition to rethink their strategy.

Model Price

Accent 5.07 Lakh to 5.40 Lakh

I 10 3.55 Lakh to 6.01 Lakh

Santafe 21.46 Lakh to 24.37 Lakh

Santro 2.85 Lakh to 3.96 Lakh

Sonata 14.65 Lakh to 17.15 Lakh

Verna 7.00 Lakh to 11.00 Lakh

3.4.3 PROMOTION

1) Road ShowsThe company plans to stage road shows, to display vehicles in the pavilions during various

college festivals and exhibition. This car will appeal to youngsters more.

2) Television advertisementsAdvertisements to promote and market our product will be shown on leading television

channels. Major music and sports channels will promote and they will reach out to the youth

will be promoted through Star, Zee, Sony and Doordarshan etc as it has more viewers.

3) RadioRadio is the medium with the widest coverage. Studies have recently shown high levels of

exposure to radio broadcasting both within urban and rural areas, whether or not listeners

actually own a set. Many people listen to other people's radios or hear them in public places.

So radio announcements will be made and advertisements will be announced on the radio

about the product features and price, qualities, etc.


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4) Print AdsDaily advertisements in leading newspapers and magazines will be used to promote the

product. Leaflets at the initial stage will be distributed at railway stations, malls, college

areas and various other locations.

5) Workshops and SeminarsWorkshops and seminars will be held in colleges and big corporate to make people aware

about the companies past performance and product features, its affordability and usage, vast

distribution network. Road shows will be conducted where free trials of the car would be

given.

6) Banners, neon signsHoardings, banners, neon signs will be displayed at clubs, discs, outside theatres and shops

to promote our brand car.

7) Booklets and pamphletsBooklets will be kept at car showrooms, retail battery outlets, etc for the customer to read.

These booklets will provide information about our company; the products offered which

suits the customers need accordingly.


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3.5.4 PLACE / DISTRIBUTION

Registered Office & Factory

Irrugattukottai, NH No. 4, Sriperumbudur Taluk,

Kanchipuram District, Tamil Nadu - 602105

Telephones: 04447100000, Fax: 044 - 47100500

o The Stockist will represent 3 to 4 districts in a State.o The Dealer will represent a district or main City.o The Sub-Dealer shall represent a particular area or taluka.o The booking agents will be individuals working on freelance basis


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CHAPTER 4

RESEARCH

METHODOLOGY


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CHAPTER 4

RESEARCH METHODOLOGY

4.1 OBJECTIVE OF THE RESEARCH

o To study Automobile Industry.o To study company profile of Hyundai.o To study sales and marketing strategies of Hyundai motors.o To study occasion when consumer prefer to purchase the Hyundai car.o To study which car of Hyundai consumer want to purchase.o To study most important factor at the time of purchase Hyundai car.

4.2 BENEFIT OF THE STUDY

o To know customers expectation regarding Hyundai motors.o To know People which model mostly prefer.o It helps the company to know whether their current marketing strategies are effective

or not.


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4.3 THE RESEARCH PROCESS

Following are the research process which can be useful to determine the project and project title

also. There are mainly eight steps of the following charts:-

4.3.1 Formulating the Research Problem

It is very first and most important step in the applied research process because, poorly defined

problem will not yield useful results. It is rightly said A problem well defined is half solved.

Poorly defined problem cause confusion and do not allow to develop a good research design.

In this study researcher find problem like

o Decline the sales so which strategies are uses.o People mostly which model prefers that dont know.

Research Topic

Sales and marketing strategy of Navjeevan Hyundai Moters with respect to Surat City in

November-December 2011

PREPARING THE RESEARCH REPORT

ORGANIZING AND CONDUCTING THE FIELD SURVEY

DETERMINING SAMPLING DESIGN AND SAMPLING SIZE

DESIGNING DATA COLLECTION FORMS

DETERMINING SOURCES OF DATA

CHOICE OF RESEARCH DESIGN

FORMULATING THE RESEARCH PROBLEM


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Sampling Unit

The individuals or objects whose characteristics are to be measures are called sampling unit. The

sampling units always identify the objects to be studies. It is necessary that the universe is well

defined.

The researcher want to study on Sales and marketing strategy of Navjeevan Hyundai Moters , so

the researcher may consider all customers of Navjeevan Motors, Surat as sampling unit.

4.3.2 Choice of Research Design

The research design is the blue print of the study. A research design is a logical and systematical

planning and it helps directing a piece of research.

Types of research design are following:

Descriptive researchdesign was taken by the researcher for Sales and marketing strategy ofNavjeevan Hyundai Moters with respect to Surat City in November-December 2011Becausethis, research design is focused on accurate descriptive of the variable present in the problem. A

descriptive study is undertaken when the researcher wants to know the characteristics of certain

groups such as age, sex, education level, income, occupations, etc.

ResearchDesign

Exploratorystudy

LitratureSearch

ExperinceSurvey

Focus GroupAnalysis of

Selected Cases

DescriptiveStudy

Longitudinal

True PanelOmnibus

Panel

Cross Section

Sample Surver

Causal Study

Natural Ex.

Time SeriesCross

SectionalDesigns

Combinaof These T

Design

Controlled


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4.3.3 Determining Sources of Data

After research design has been selected, the other important step is to collect the required data.

There are two types of data:

1) Primary Data,2) Secondary Data.

For the purpose of the study, primary data is collected by directly personal interview of the

respondents to collect their view about Navjeevan Motors, Surat. This was flat necessary because

people in gravel have a tendency in answering question.

There are some secondary data collected from Internet, websites, magazine to collect the

proper information and the industry details about Hyundai Motors, Navjeevan Motors, Surat.

4.3.4 Designing Data CollectionFormsOnce the decision in favor of collection or sources of data, one has to decide the mode of

collection. The two methods are available:

1) Observation Methodo This method suggests that data are collect through ones observation. If the researcher is

a keen observer, with integrity he would be in a position to observe and record data

faithfully and accurately. While the observational method may be suitable in the case of

some studies, several things of interest such as attitudes, opinions, motivations and other

intangible states of mind cannot be observed.

2) Survey Methodo

In marketing research, field surveys are commonly used to collect primary data from therespondents. Surveys can be 1) Personal, 2) Telephonic, 3) Mail, 4) Diary.

The researcher decided to collect data through primary data collection; the researcher was

selecting the survey method for collection of primary data. In the survey method, the researcher

selects personal survey for data collection. For the collection of required primary data, the


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researcher prepared the questionnaire, which is enclosed at the end of the topic. The

questionnaire includes two types of question that is single choice, multi-choice and rank

question.

4.3.5 Determining Sampling Design and Sampling Size

When the researcher had decided to carry out a filed survey, he had to decide whether it is to be a

census survey or sample survey. The researcher was select a sample surveyfor his research as

it has an overwhelming advantages over a census survey and it is not possible for researcher to

meet every and each customers of Surat city as it has population is large.

Sample size: In sample size the researcher have taken 125 samples as a sample size which

include 125 as a personal interview.

4.3.6 Organizing and conducting The Field Survey

After selection of sample size and sample method, the researcher was went for a field survey.

The researcher was collected required data by filing up the questionnaire from various

respondents.

4.3.7 Processing and Analyzing the Collected Data

When the researcher was complete his field survey, the researcher processed the collected data

and analyze it in a systematic manner so as the researcher derived results from it. In order to

derive meaningful outcomes from the data, the researcher formed the data in tables and then uses

various statistical tools and interprets the data as it shown in the chapter of findings and analysis

of data.

4.3.8 Preparing the Research Report

After data had been tabulated, interpreted and analyzed, the researcher prepared his report

embodying the findings of his research study and his recommendations.


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CHAPTER 5

DATA ANALYSIS

&INTERPRETATION


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CHAPTER 5

DATA ANALYSIS & INTERPRETATION

1) Do you like to purchase Hyundai car?Option Response

Yes 87

No 38

125

Interpretation: - From the above charts we can infer that in 70% (87) respondents are aware

of automobile and 30% (38) responses are not aware of automobile.

70%

30%

Yes

No


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2) At which time have you like to purchase Hyundai car?Option Response

New year/Diwali 24

Any festival 19Any Special Dates like Birthday, Anniversary etc 32

Any time 12

87

Interpretation: - From the above table 27%(24) people like to buy car at the time of New

Year/Diwali, 22%(19) at Any festivals like Navratri, 37% (32)at special dates like birthday,

Anniversary &14% (12)like to buy at Any time

27%

22%

37%

14%

New year/Diwali

Any festival

Any Special Dates like

Birthday, Anniversary etc

Any time


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3) Which car model do you like to purchase?Option Response

i-10 8

i-20 9Accent 18

Verna 15

Sonata

Embera 19

Santro 7

Santafe(SUV) 11

87

Interpretation: - From the above research we conclude that 9% (8)like i-10,10%(9) like i-

20,21%(18) like Accent,17% (15)like verna,22% (19)like Sonata Embera,8%(7) like Santro,13%

(11)like Santafe(SUV).

9%

10%

21%

17%

22%

8%

13%i-10

i-20

Accent

Verna

Sonata Embera

Santro

Santafe(SUV)


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4) Which types of Gear car do you like to buy?Option Response

Manual

Gear 63Auto Gear 24

87

Interpretation: - From the above table 72 %( 63) Hyundai car lover like Manual Gear car and

28 %( 24) like Auto Gear car.

72%

28%

Manual Gear

Auto Gear


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5) Which factor attracts your purchase of Hyundai car?

Attributes Excellent Very Good Good Poor Very Poor

Price 15 13 39 15 5

Quality 31 37 15 2 2

Colour 39 29 16 2 1

Scheme 23 19 35 9 1


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A.Price (5= Strongly Agree,..,1= Strongly Disagree)Response (Fi) Wi Fi Wi

15 5 75

13 4 52

39 3 11715 2 30

5 1 5

Total = 87 279

WAM

Interpretation: - From the above table 17%(15) are excellent, 15%(13)very good,45%(39)

good, 17%(15)poor & 6%(5)very poor with the price.

17%

15%

45%

17%

6%

Excellent

Very good

good

poor

Very poor


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B.Quality (5= Strongly Agree,..,1= Strongly Disagree)Response (Fi) Wi Fi Wi

31 5 155

37 4 148

15 3 452 2 4

2 1 2

Total = 87 354

WAM


good, 2%(2)poor & 2%(2)very poor with the quality.

36%

43%

17%

2% 2%

Excellent

Very good

good

poor

Very poor


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C.Colour (5= Strongly Agree,..,1= Strongly Disagree)Response (Fi) Wi Fi Wi

39 5 195

29 4 116

16 3 482 2 4

1 1 1

Total = 87 364

WAM


good, 2%(2)poor & 1%(1)very poor with the colour.

45%

33%

19%

2%1%

Excellent

Very good

good

poor

Very poor


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D.Scheme (5= Strongly Agree,..,1= Strongly Disagree)Response (Fi) Wi Fi Wi

23 5 115

19 4 76

35 3 1059 2 18

1 1 1

Total = 87 315

WAM


good, 10%(9)poor & 1%(1)very poor with the scheme.

27%

22%

40%

10%

1%

Excellent

Very good

good

poor

Very poor


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5.1) Weighted Average Mean

Option Very Good

Price 3.21

Quality 4.07Color 4.17

Scheme 3.62

Interpretation: - From this diagram researcher may interpret that colour and quality are most

attractive factors.

3.21

4.07

4.18

3.62

3.00

3.20

3.40

3.60

3.80

4.00

4.20

4.40

Price Quality Colour Scheme


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6) Are you aware about Navjeevan Hyundai motors?Option Response

Yes 64

No 23

87


about Navjeevan Hyundai motors and 26% (23) responses are not aware about Navjeevan

Hyundai motors.

74%

26%

Yes

No


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7) Have you seen any advertisement of Navjeevan Hyundai motors?Option Response

Yes 63

No 1

64

Interpretation: - From the above charts we can infer that in 98% (63) respondents are seen any

advertisement of Navjeevan Hyundai motors 2% (1) responses are not seen any advertisement of

Navjeevan Hyundai motors.

98%

2%

Yes

No


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8) By which source you seen advertisement of Navjeevan Hyundai motors?Option Response

Television 16

Newspapers and magazine 24

Hoarding 19

Other 5

64

Interpretation: - From the above charts we can infer that in 25%(16) respondents get

information on Television,37%(24) respondents get information on Newspaper& magazine,30%

(19) respondents get information on Hoarding,8% (5) respondents get information on Other.

25%

37%

30%

8%

Television

News papers and

magazine

Hoarding

Other


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9) Which types of advertisement are effective as your point of view?Option Response

Television 25

Newspapers and magazine 19

Hoarding 12

Other 8

64

Interpretation: - From the above charts we can infer that in 39% (25) respondents are believe

that Television,30%(19) respondents are believe that Newspaper& magazine,19% (12)

respondents are believe that Hordings,12% (8) respondents are believe that Other.

39%

30%

19%

12%

Television

News papers and

magazine

Hoarding

Other


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10) Have you seen any publicity related Navjeevan Hyundai motors?Option Response

Yes 54

No 10

64

Interpretation: - From the above charts we can infer that in 84% (54) respondents are seen any

publicity related Navjeevan Hyundai motors and 16% (10) responses are notseen any publicity

related Navjeevan Hyundai motors.

84%

16%

Yes

No


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11) At which occasion you seen publicity related Navjeevan Hyundai motors?Option Response

At award ceremony 9

At opening new outlets 19

Car festival 15

Auto expo 13

Other 8

64

Interpretation: - From the above charts we can infer that in 14% are seen publicity at award

ceremony, 30% at opening new outlets, 23% car festival, 20% Auto expo, 13% from other.

14%

30%

23%

20%

13%

At award ceremony

At opening new outlets

Car festival

Auto expo

Other


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12) Are you aware about sales promotion scheme of Navjeevan Hyundaimotors?Option Response

Yes 59

No 5

64


about sales promotion scheme of Navjeevan Hyundai motors and 8% (5) respondents are not

aware about sales promotion scheme of Navjeevan Hyundai motors.

92%

8%

Yes

No


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13) Which scheme you know under the Navjeevan Hyundai motors?Option Response

Free insurance 5

Free accessories 11

Cash discount 8

Free services 36

Exchange offers 1

61

Interpretation: - From the above charts we can infer that in 8%(5) respondents are known

about free insurance,18%(11) respondents are known aboutfree accessories,13%(8) respondents

are known about cash discount,59%(36) respondents are known aboutfree services and 2%(1)respondents are knowabout exchange offers.

8%

18%

13%59%

2%

Free insurance

Free accessories

Cash discount

Free services

Exchange offers


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14) Do you prefer to buy at the existing promotional schemes of NavjeevanHyundai motors?Option Response

Yes 58

No 6

64

Interpretation: - From the above charts we can infer that in 91% (58) respondents are prefer to

buy at the existing promotional schemes of Navjeevan Hyundai motors and 9% (6) respondents

are notprefer to buy at the existing promotional schemes of Navjeevan Hyundai motors.

91%

9%

Yes

No


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15) Rate of the following parameters of Navjeevan Hyundai motors?

Attributes Excellent Very Good Good Poor Very Poor

Quality 16 15 31 2 0

Price 18 18 17 8 3

Brand image 27 19 14 4 0

Promotional offer 19 24 18 3 0

Availability of car 18 15 21 6 4

Services after sales 27 17 16 2 2


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A.Quality (5= Strongly Agree,..,1= Strongly Disagree)Response (Fi) Wi Fi Wi

16 5 80

15 4 60

31 3 932 2 4

0 1 0

Total = 64 237

WAM


good,3%(2)poor & 0%(0)very poor with the quality.

25%

24%

48%

3% 0%

Excellent

Very good

good

poor

Very poor


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B.Price (5= Strongly Agree,..,1= Strongly Disagree)Response (Fi) Wi Fi Wi

18 5 90

18 4 72

17 3 518 2 16

3 1 3

Total = 64 232

WAM


good,12%(8)poor & 5%(3)very poor with the price.

28%

28%

27%

12%

5%

Excellent

Very good

good

poor

Very poor


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C.Brand Image (5= Strongly Agree,..,1= Strongly Disagree)Response (Fi) Wi Fi Wi

27 5 135

19 4 76

14 3 424 2 8

0 1 0

Total = 64 261

WAM

Interpretation: - From the above table 42%(27) are excellent, 30%(19) very good,22%(14)

good,6%(4) poor & 0%(0) very poor with the brand image.

42%

30%

22%

6%

0%

Excellent

Very good

good

poor

Very poor


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D.Promotional offer (5= Strongly Agree,..,1= Strongly Disagree)Response (Fi) Wi Fi Wi

19 5 95

24 4 96

18 3 543 2 6

0 1 0

Total = 64 251

WAM


good,5%(3) poor & 0%(0) very poor with the promotional offer.

30%

37%

28%

5%

0%

Excellent

Very good

good

poor

Very poor


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E. Availability of car (5= Strongly Agree,..,1= Strongly Disagree)Response (Fi) Wi Fi Wi

18 5 90

15 4 60

21 3 636 2 12

4 1 4

Total = 64 229

WAM


good,9%(6) poor & 6%(4) very poor with the availability of car.

28%

24%

33%

9%

6%

Excellent

Very good

good

poor

Very poor


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F. Services after sales (5= Strongly Agree,..,1= Strongly Disagree)Response (Fi) Wi Fi Wi

27 5 135

17 4 68

16 3 482 2 4

2 1 2

Total = 64 257

WAM

Interpretation: - From the above table 42%(27) are excellent, 27%(17) very good, 25%(16)

good,3%(2) poor & 3%(2) very poor with the services after sales.

42%

27%

25%

3% 3%

Excellent

Very good

good

poor

Very poor


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15.1) Weighted Average Mean

Option Very Good

Quality 3.70

Price 3.63Brand image 4.08

Promotional offer 3.92

Availability of car 3.58

Services after sales 4.02

Interpretation: - From this diagram researcher may interpret that brand image and service

after sales of Navjeevan Motors are better.

3.70

3.63

4.08

3.92

3.58

4.02

3.50

3.60

3.70

3.80

3.90

4.00

4.10

4.20

Quality Price Brand Image Promotional

offer

Availability

of car

Services

after sales


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16) Are you aware about brand ambassador Hyundai motors?Option Response

Yes 42

No 22

64


about brand ambassador of Hyundai motors and 34% (22) respondents are notaware about brand

ambassador of Hyundai motors.

66%

34%

Yes

No


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17) Income per Month.Option Response

< 20,000 12

20,000 to 40,000 80

40,000 to 60,000 18

> 60,000 15

125

Interpretation: - From the above charts we can interpret that 10% respondents income are 60,000

rupees.

10%

64%

14%

12%

< 20,000

20,000 to 40,000

40,000 to 60,000

> 60,000


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CHAPTER 6

FINDING&

CONCLUSION


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CHAPTER 6

FINDING & CONCLUSION

5.1 FINDING

o 70% respondents are like to purchase Hyundai car and 30% are not.o 27% people like to buy car at the time of New Year/Diwali, 22% at Navratri, 37% at

birthday, Anniversary &14% at any time.

o 9% like i-10, 10% like i-20, 21% like Accent, 17% like verna, 22% like Sonata Embera, 8%like Santro, 13% like Santafe(SUV).

o 72 % Hyundai car lover like Manual Gear car and 28 % like Auto Gear car.o From Weighted Average Mean researcher may interpret that colour and quality are most

attractive factors.

o 74% respondents are aware about Navjeevan Hyundai motors and 26% (23) responses arenot.

o 98% respondents are seen any advertisements of Navjeevan Hyundai motors 2% are not.o 25% respondents get information on Television, 37% on Newspaper& magazine, 30% on

Hoarding, 8% (5) other.

o 39% respondents are believed that Television is effective, 30% to Newspaper& magazine,19% to Hordings, 12% to other.

o 84% respondents are seen any publicity related Navjeevan Hyundai motors and 16% are not.o 14% are seen publicity at award ceremony, 30% at opening new outlets, 23% car festival,

20% Auto expo, 13% from other.

o 92% respondents are aware about sales promotion scheme of Navjeevan Hyundai motors and8% are not.

o 8% respondents are known about free insurance,18% aboutfree accessories,13% about cashdiscount,59% known aboutfree services and 2% about exchange offers.


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o 91% respondents are prefer to buy at the existing promotional schemes of NavjeevanHyundai motors and 9% are not.

o From Weighted Average Mean researcher may interpret that brand image and service aftersales of Navjeevan Motors are better.

o 66% respondents are aware about brand ambassador of Hyundai motors and 34% are not.o 10% respondents income are < 20,000 rupees, 64% 20,000 to 40,000 rupees, 14% 40,000 to

60,000 rupees and 10% >60,000 rupees.


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5.2 CONCLUSION

o In my serve I found that Sonata Embera, Accents and Verna are the most popular cars ofHyundai motors.

o From Weighted Average Mean researcher may interpret that colour and quality are mostattractive factors.

o From Weighted Average Mean researcher may interpret that brand image and service aftersales of Navjeevan Motors are better than other.

o From this study conclude that TV and newspaper are most effective medium ofadvertisement.


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CHAPTER 7SUGGESTION


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CHAPTER 7

SUGGESTION

oNavjeevan Hyundai motors should give more promotional offers to increase their customers.oNavjeevan Hyundai motors should give more sales after service to satisfy their customers.oHyundai car should give the car on delivery time.oHyundai have to do more advertisement for Santro because only 8% know about it.


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BIBLIOGRAPHY

Books:Name Author

MarketingResearch:Research Design

G.C. Beri

BusinessResearchMethod

Donald R.Cooper &Pamela S.Schindler

StatisticalMethods

S P Gupta

Websites:o www.en.wikipedia.orgo http://dir.indiamart.com/impcat/hyundai motors.html
http://www.en.wikipedia.org/http://www.en.wikipedia.org/http://dir.indiamart.com/impcat/hyundai%20motors.htmlhttp://dir.indiamart.com/impcat/hyundai%20motors.htmlhttp://dir.indiamart.com/impcat/hyundai%20motors.htmlhttp://www.en.wikipedia.org/


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ANNEXURE

QUESTIONNAIRE

I Kakadiya Tulsi S. student of S.P.B. College of business administration. I am

doing my winter project on. Sales & Marketing Strategies Adopted by

Navjeevan Hyundai Motors. This information is purely for an academic

purpose, and will be kept completely confidential.

1. Are you aware about automobile?

[ ] Yes [ ] No

2. Do you like to purchase Hyundai car?

[ ] Yes [ ] No

(If, no then please stop)

3. At which time do you like to purchase Hyundai car?

[ ] New year/Diwali

[ ] Any festival

[ ] Any Special Dates like Birthday, Anniversary etc[ ] Any time

4. Which car model do you like to purchase? (Multi choice option)

[ ] i-10 [ ] i-20

[ ] Accent [ ] Verna

[ ] Sonata Embera [ ] Santro

[ ] Santafe(SUV)

5. Which types of Gear car do you like to buy?

[ ] Manual gear [ ] Auto gear


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6. Which factor attracts your purchase of Hyundai car?

Particulars Excellent Very good good poor Very poor

Price

Quality

Color

Scheme

7. Are you aware about Navjeevan Hyundai motors?

[ ] Yes [ ] No

(If, no then please stop)8. Have you seen any advertisement of Navjeevan Hyundai motors?

[ ] Yes [ ] No

9. By which source you seen advertisement of Navjeevan Hyundai motors?

[ ] television

[ ] newspapers and magazine

[ ] hoarding

[ ] other

10. Which type of advertisement is effective as your point of view?

[ ] television [ ] newspapers and magazine

[ ] hoarding [ ] other

11. Have you seen any publicity related Navjeevan Hyundai motors?

[ ] Yes [ ] No

12. At which occasion you seen publicity related Navjeevan Hyundai motors?

[ ] at award ceremony [ ] at opening new outlets

[ ] car festival [ ] auto expo

[ ] other


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13. Are you aware about sales promotion scheme of Navjeevan Hyundai motors?

[ ] Yes [ ] No

(If, no then go to question no.15)

14. Which scheme you know under the Navjeevan Hyundai motors?

[ ] free insurance [ ] free accessories

[ ] cash discount [ ] free services

[ ] exchange offers

15. Do you prefer to buy at the existing promotional schemes of Navjeevan

Hyundai motors?

[ ] Yes [ ] No

16. Rate of the following parameters of Navjeevan Hyundai motors?

parameter excellent Very good good poor Very poor

Quality

Price

Brand image

Promotional offer

Availability of car

Services after sales

17. Are you aware about brand ambassador Hyundai motors?

[ ] Yes [ ] No

(If, yes go to the question no.19)

18. Who is a brand ambassador of Hyundai motors?

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19. Give your suggestion.

NAME:-...............................................................................................................

AGE:-...........................PH.NO.:-..............................................................................

ADDRESS:-..........................................................................................................

INCOME:-......................................................................................

..................................................................................................................

Sales and Marketing Strategy of Navjeevan Hyundai Moters

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