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    Hyundai Motor Company

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    Sana Zargar
    Hyundai Motor Company entered the Indian car market in 1996 by establishing Hyundai Motor India Limited as a subsidiary. They initially studied the Indian automobile industry closely before launching their first car, Santro, which was very successful. Hyundai offers a wide range of vehicles from entry-level models like Santro and Eon to premium cars like Sonata and Verna, targeting both mass market and high-income customers. Their pricing strategy aims to offer good value, and they promote their cars aggressively through celebrities, print ads, and roadshows to tap the growing rural market in India.

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    Hyundai Motor Company

    Uploaded by

    Sana Zargar
    178 views9 pages
    Hyundai Motor Company entered the Indian car market in 1996 by establishing Hyundai Motor India Limited as a subsidiary. They initially studied the Indian automobile industry closely before launching their first car, Santro, which was very successful. Hyundai offers a wide range of vehicles from entry-level models like Santro and Eon to premium cars like Sonata and Verna, targeting both mass market and high-income customers. Their pricing strategy aims to offer good value, and they promote their cars aggressively through celebrities, print ads, and roadshows to tap the growing rural market in India.

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    Hyundai Motor Company entered the Indian car market in 1996 by establishing Hyundai Motor India Limited as a subsidiary. They initially studied the Indian automobile industry closely before launching their first car, Santro, which was very successful. Hyundai offers a wide range of vehicles from entry-level models like Santro and Eon to premium cars like Sonata and Verna, targeting both mass market and high-income customers. Their pricing strategy aims to offer good value, and they promote their cars aggressively through celebrities, print ads, and roadshows to tap the growing rural market in India.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    178 views9 pages

    Hyundai Motor Company

    Uploaded by

    Sana Zargar
    Hyundai Motor Company entered the Indian car market in 1996 by establishing Hyundai Motor India Limited as a subsidiary. They initially studied the Indian automobile industry closely before launching their first car, Santro, which was very successful. Hyundai offers a wide range of vehicles from entry-level models like Santro and Eon to premium cars like Sonata and Verna, targeting both mass market and high-income customers. Their pricing strategy aims to offer good value, and they promote their cars aggressively through celebrities, print ads, and roadshows to tap the growing rural market in India.

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    Hyundai Motor Company

    Introduction
    It is a South Korean Company. Entered Indian Car market in 1996 in Tamil Nadu near Chennai. Set up in India as a subsidiary of HMC Hyundai Motor India Limited(HMIL). Initially had a close study of Indian Automobile Industry. Had to launch Accent but launched Santro as first car. Has the capacity of producing 1.2 lakh cars and 1.3 lakh transmission engines.

    Marketing Mix of Hyundai.


    Product:
    Product mix include wide variety of cars ranging from cars for masses to premium segment. Santro: The first car launched in September 1998.New design with special features better than its competitor Maruti Zen. The model was very successful and with this model only Hyundai became the second largest automobile producer in India.

    Accent(1999): It has a technology and luxury of Japanese Mitsubishi Lancer. It has both petrol and diesel versions. Sonata(2002) Santro Xing(2003):The improved version of Santro. Elantra(2004) Getz: A competitor to WagonR. i10 & i20 in recent years. Hyundai eon with exiting features. Hyundai Verna-totally new car.

    Price
    Mostly used pricing strategy is Customer Value Perception. Santro at Rs. 2,89,000 which was below than that of Maruti Zen which was Rs. 3,45,000. Accents price was below than that of Lancer. Getz a car introduced with price between Santro & Accent. Hyundai eon for Rs.3,17,000 i10 & i20 for upper middle class. For both masses and high class society. Hyundai verna starts at above Rs. 7 lakh.

    Place
    HMC chose India as best place for setting up automobile industry for following reasons: Liberalised Indian economy & delicencing of Automobile Industry. Huge growth potential of India. Rural market was untapped. Cost of labour is low in India. Low manufacturing cost. Only one player was there i.e. MUL.

    Advertising: Santro was promoted through advertising agency called Satchi Satchi Priety Zinta and Shahrukh Khan promoted Santro Xingthe sunshine car. Accent was promoted through print media i.e. newspaper.

    Promotion

    Sales promotion: Various road shows are conducted in order to tap the rural market. Workshops and seminars were held in colleges & exhibitions.Banners ,sign boards,etc. are also used. Personal selling: e.g. in showrooms.

    THANK YOU

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