Kia's Use of the 7p's Marketing Mix

1. ICT & eCommerce
Presented by
Kemby E. Ross-Jones

2. Introduction

4. Vision and Mission
 Group’s Vision
“Together for a better future” - The Hyundai Motor
Group aims to create ultimate value and promote
harmonious growth for all stakeholders through eco-
friendly management and respect for mankind.
 Automotive Vision
“Lifetime partner in automobiles and beyond” - To
become a trusted lifetime partner of our customers, we will
bring a new perspective to automobiles through innovative
mobility solutions based on human-centric, eco-friendly
technologies and services.

5. Core Values

6. 7p’s Marketing Mix

7. Product
 Who is the product aimed at?
 What benefit will customers expect?
 How does the firm plan to position the product within
the market?
 What differential advantage will the product offer
over their competitors?

8. Price
Pricing factors taken into account by
Kia:
• Fixed and variable costs.
• Competition
• Company objectives
• Proposed positioning strategies.
• Target group and willingness to pay.

9. Place
Sells the cars through appropriate outlets such as
dealerships and showrooms in prime locations, i.e. in the
right places.

10. Promotion
Promotion is about communicating with customers and
potential customers. It has a number of purposes, for
example:
 To increase awareness – such as the range of vehicles Kia
offers
 To raise brand recognition – this is important in an industry
with many competitors
 To increase demand – thereby helping to meet the objective
of growth
 To improve brand perception – promotion communicates
the fun approach of the Kia brand
 To highlight the superiority of the product – e.g. the high
quality and great design of Kia cars.
 AIDA

11. Use of Sports Marketing
to
Engage Customers
• Entrantsface many different challenges as they try to develop their
brand profile
• Market has a number of long established brands (e.g. Ford)
• The awareness and brand loyalty that exists for established brands
form a barrier to entry for new organisations
• A South Korean motor company, has used sports marketing to
develop its brand identity in the European motor market…complete
success
• So why not do the same locally???

12. Promotional Methods
 Use of online banner advertisements
 Placing advertisements on billboards, online banner ads,
Facebook, Twitter
 Use of company’s website to meet the needs of their consumers
 TV advertising campaigns
 Sponsorship of major sport events
 Sales promotions
 Public relations
 Personal selling
 Direct marketing
 Online videos

13. People
Kia Motors Slovakia, carries out a project to educate their
employees called: With quality education of Kia Motors
Slovakia, to increase the competitiveness and development of
company and promoting job retention.
The target group are employees of the company and the main areas
of education: comprehensive development managers, operators’
development programme, education in IT area, language
learning, technical trainings and soft skills development.
In 2011, Kia Motors Slovakia, educated 2,598 employees in 84
educational activities for a total of 875,797.65 EUR.

14. Physical Evidence
Kia Sedona Wheelchair Vehicle Kia Dealership in
Miami, Florida

17. Process
100% automation
Outsourcing e.g. Infogain (software consulting firm)
Software “engine” that examines 5 systems:
 Warranty claims
 Parts sales
 Vehicle ID no.
 Vehicle inventories
 Master storage files

18. Partnerships
 In 2005, Hyundai•Kia Motors signed a long-term
agreement to continue the partnership until year 2014 as
one of the six top FIFA Partners
 Kia Motors has been expanding its sports marketing
partnerships to raise awareness and consideration for the
Kia brand. They partnered with the New York Red Bulls
and have expanded their presence with the game of soccer
 Kia Motors Corporation and Total Lubricants, entered into
a five-year international cooperation agreement at a signing
ceremony held on March 22, 2011 at Kia Motors