2. • Volkswagen is a German car
manufacturer headquartered
in Wolfsburg, Germany and was
established in 1937
• Volkswagen India Pvt Ltd is a division
of the Volkswagen Group India,
founded in 2007.
• Its manufacturing plant is in Chakan,
Maharashtra which is capable of
producing 200,000 vehicles per
annum
• Volkswagen means "people's car"
in German. Its current
international slogan is "Das
Auto" (The Car).
VOLKSWAGEN
INDIA
PRODUCT
PORTFOLIO
MARKETING MIX
STP
SWOT ANALYSIS
MARKET SHARE IN
INDIA
3. PHAETON (Rs.79.25 LAKHS)
JETTA (Rs.13.87-15.35 lakhs)
BEETLE (Rs.21.57 LAKHS)
VOLKSWAGEN
INDIA
PRODUCT
PORTFOLIO
MARKETING MIX
STP
SWOT ANALYSIS
MARKET SHARE IN
INDIA
4. TOUAREG (Rs.58.50 lakhs)
PASSAT (Rs.26.97 LAKHS)
VOLKSWAGEN
INDIA
PRODUCT
PORTFOLIO
MARKETING MIX
STP
SWOT ANALYSIS
MARKET SHARE IN
INDIA
5. POLO (Rs.5.08 - 7.22 Lakhs)
Vento(9.87 - 11.12 lakhs)
VOLKSWAGEN
INDIA
PRODUCT
PORTFOLIO
MARKETING MIX
STP
SWOT ANALYSIS
MARKET SHARE IN
INDIA
6. • The company offers a wide range of
products which include Polo , Up , Golf,
Jetta, Beetle , Passat CC, Pasat, Sirocco,
Tiguan , Touran , Eos Sharan, Phaeton
and Touareg.
• The different models available, and the
models purchased by customers ,
depends on the tastes and preferences
of the customers .
PRODUCT
VOLKSWAGEN
INDIA
PRODUCT
PORTFOLIO
MARKETING MIX
STP
SWOT ANALYSIS
MARKET SHARE IN
INDIA
7. • The company used a lot of ATL media like TVC
s and print media in its initial year in India to
promote its brand and products.
• Company has adopted other marketing
strategies like digital, BTL and out of home
media in addition to the ATL media .
• The company is also using social media
platform to market its products.
• In a bid to strengthen its brand image , the
company launched an integrated marketing
plan in 2009 .
PROMOTION
VOLKSWAGEN
INDIA
PRODUCT
PORTFOLIO
MARKETING MIX
STP
SWOT ANALYSIS
MARKET SHARE IN
INDIA
8. • Each of Volkswagen car is manufactured and
distributed in key locations for strategic reasons.
• There are various car distributors throughout
the country who distribute the cars
manufactured by the company.
• The aim of the company is to penetrate the
automobile market in India because it views
India as one of the largest markets in the world.
• The company may be new in the Indian Market
but it has made a lot of improvements .
PLACE
VOLKSWAGEN
INDIA
PRODUCT
PORTFOLIO
MARKETING MIX
STP
SWOT ANALYSIS
MARKET SHARE IN
INDIA
9. • Depending on the size ,level of exclusivity ,
options and power of the engine ,
Volkswagen car prices range from
affordable to expensive.
• Volkswagen prides itself as a car
manufacturer which manufactures cars
that the average person can afford .
• Comparing the VW Polo with a Hyundai I10
you will find that the Polo is costlier .
• The best selling Volkswagen products are
Volkswagen Vento and Volkswagen Jetta.
PRICE
VOLKSWAGEN
INDIA
PRODUCT
PORTFOLIO
MARKETING MIX
STP
SWOT ANALYSIS
MARKET SHARE IN
INDIA
10. Segmentation:-
Car users looking for sedan, SUV, hatchback.
Volkswagen Polo – compact car segment
Volkswagen vento, jetta – mid size segment
Bettle, Passat, Toureq – luxury and premier segment.
Targeting:-
Young executive, businessmen and Urban families.
Some of the cars like Volkswagen phaeton is placed in a
niche market to target niche audience in india.
Positioning:-
Positioned themselves as the biggest automobile
giants.It has positioned itself as the safety leader that
also offer lower operating cost and eco friendly driving.
Projected themself as a Premium innovative brand.
VOLKSWAGEN
INDIA
PRODUCT
PORTFOLIO
MARKETING MIX
STP
SWOT ANALYSIS
MARKET SHARE IN
INDIA
11. • Wide range of cars which provides
enough options to choose from
high brand presence and recall
• One of the oldest car
manufacturers, resulting into
increased reach to masses
• Owner of Audi, Bentley, Bugatti,
Lamborghini, Skoda which gives a
wide and large customer base
• Volkswagen also has presence in
hybrid cars and motorsports
STRENGTH
VOLKSWAGEN
INDIA
PRODUCT
PORTFOLIO
MARKETING MIX
STP
SWOT ANALYSIS
MARKET SHARE IN
INDIA
12. • Intense competition from
global Car manufacturing
companies
• Limited presence in emerging
markets where some other
brands have taken over the
market
WEAKNESS
VOLKSWAGEN
INDIA
PRODUCT
PORTFOLIO
MARKETING MIX
STP
SWOT ANALYSIS
MARKET SHARE IN
INDIA
13. • Create long term relationships with non-
German car manufacturers
• Implement continuous innovations in cars
to stand competition
• To enter different markets by offering cars
with features attractive for the targeted
market
• Increasing purchasing power of people
Opportunity
VOLKSWAGEN
INDIA
PRODUCT
PORTFOLIO
MARKETING MIX
STP
SWOT ANALYSIS
MARKET SHARE IN
INDIA
14. • Innovative features included by
competitors
• Increasing fuel costs
• Government regulations and
policies to protect interest of local
car manufacturers e.g. TATA in India
Threats
VOLKSWAGEN
INDIA
PRODUCT
PORTFOLIO
MARKETING MIX
STP
SWOT ANALYSIS
MARKET SHARE IN
INDIA
15. • Current market share in the
Indian car market is around 3%.
The target is to achieve around
6-7% market share by 2018.”
• Earlier they targeted of 20%
market share in 2018, while
entering in India.
VOLKSWAGEN
INDIA
PRODUCT
PORTFOLIO
MARKETING MIX
STP
SWOT ANALYSIS
MARKET SHARE IN
INDIA
16. • Hyundai motor India limited was formed in
6 may 1996 by the Hyundai motor
company of south Korea.
• During the entry of Hyundai in 1996, there
were only five major automobile
manufacturers in India, i.e. Maruti ,
Hindustan, premier , Tata and Mahindra.
• HMIL's first car, the Hyundai Santro was
launched in 23 September 1998 and was a
runaway success.
• The name Hyundai was chosen for its
meaning in English translate to ‘modern’
• The Hyundai logo, a slanted and stylized H
symbolizes the company shaking hands
with customers.
HYUNDAI MOTORS
INDIA LTD
PRODUCT
PORTFOLIO
MARKETING MIX
STP
SWOT ANALYSIS
MARKET SHARE IN
INDIA
17. Getz (Rs 5 Lakhs)
i20 (Rs.5.34 - 8.28 lakhs)
HYUNDAI MOTORS
INDIA LTD
PRODUCT
PORTFOLIO
MARKETING MIX
STP
SWOT ANALYSIS
MARKET SHARE IN
INDIA
18. i10 (Rs.4.20 - 5.01 lakhs)
ACCENT (Rs.5.18 - 5.55 lakhs)
HYUNDAI MOTORS
INDIA LTD
PRODUCT
PORTFOLIO
MARKETING MIX
STP
SWOT ANALYSIS
MARKET SHARE IN
INDIA
19. SANTA FE (Rs.27.09 -
30.41 lakhs)
SONATA EMBERA (Rs.13.77 lakhs)
HYUNDAI MOTORS
INDIA LTD
PRODUCT
PORTFOLIO
MARKETING MIX
STP
SWOT ANALYSIS
MARKET SHARE IN
INDIA
20. TUCSON ( Rs 17.0 Lakhs)
VERNA (Rs.7.80 - 12.28 lakhs)
HYUNDAI MOTORS
INDIA LTD
PRODUCT
PORTFOLIO
MARKETING MIX
STP
SWOT ANALYSIS
MARKET SHARE IN
INDIA
21. • Hyundai Motor India Ltd is currently the
second largest auto exporter from India .It
is making India the global manufacturing
base for the small cars . Hyundai sells
several models in India, the most popular
being the Santro Xing, i10 and the i20
• 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.
PRODUCT
HYUNDAI MOTORS
INDIA LTD
PRODUCT
PORTFOLIO
MARKETING MIX
STP
SWOT ANALYSIS
MARKET SHARE IN
INDIA
22. • Targeting the premium segment
with their latest model from the
Hyundai’s stable. The analysts
predict the pricing of this premium
hunchback to start from Rs. 3 lakhs.
• Hyundai is known for value based
offerings and with the extensive
service network and brand
reputation for making reliable cars.
PRICE
HYUNDAI MOTORS
INDIA LTD
PRODUCT
PORTFOLIO
MARKETING MIX
STP
SWOT ANALYSIS
MARKET SHARE IN
INDIA
23. • The company plans to stage road shows,
to display vehicles in the pavilions
during various college festivals and
exhibition.
• Advertisements to promote and market
our product through various leading
channels. Major music and sports
channels will also promote.
• Promotion done by Media
Advertisements by celebrities like SRK
PROMOTION
HYUNDAI MOTORS
INDIA LTD
PRODUCT
PORTFOLIO
MARKETING MIX
STP
SWOT ANALYSIS
MARKET SHARE IN
INDIA
24. • HMIL currently has 388 strong dealer
network and more than 1000 strong
service points across India.
• Hyundai Motors India has introduced a
new marketing initiative - 'Ghar Ghar Ki
Pehchaan' to tap the India rural car
market.
• The company has rolled out special
schemes for government employees in
rural areas and members of gram
panchayats on the purchase of Santro
PLACE
HYUNDAI MOTORS
INDIA LTD
PRODUCT
PORTFOLIO
MARKETING MIX
STP
SWOT ANALYSIS
MARKET SHARE IN
INDIA
25. Segment
• Complete automobile segment including
hatchbacks, sedans & SUV’s
Target Group
• Young executives from the upper-middle
income.
Positioning
• Hyundai gives luxury cars at affordable
prices which is a globally recognized and
accepted brand
HYUNDAI MOTORS
INDIA LTD
PRODUCT
PORTFOLIO
MARKETING MIX
STP
SWOT ANALYSIS
MARKET SHARE IN
INDIA
26. • Hyundai Motor India limited is the largest
car exporter from Asian Market which
showed a 10% growth compared to last FY
• The domestic sales is increasing at an
average rate of 19. 1%
• It is also known for its quality products and
better performance has constantly been
ahead in the race with Maruti Udyog ltd in
many parameters
• Among the automobile players only HMIL
is known for its CSR activities
• Hyundai , has the largest network of
showrooms and service station next to
Maruti in India
STRENGTH
HYUNDAI MOTORS
INDIA LTD
PRODUCT
PORTFOLIO
MARKETING MIX
STP
SWOT ANALYSIS
MARKET SHARE IN
INDIA
27. • HMIL took a long time to gain the market share
as its not the first mover in India
• In terms of most reliable and trusted brand;
Maruti is more strong in Indian subcontinent.
• Spare parts are comparatively priced higher.
• Increase in prices such as steel , aluminium and
ancillary parts has affected margin.
• Hyundai is still struggling to make a better
impact in small car segment in terms of cost
efficiency like other manufactures
• Hyundai doesn’t have any product match to
compete in Corporate orders like Tata Indica V
2, Tata Sumo, Tata Indigo , Chevy Tavera, Ford
Fiesta etc .
WEAKNESS
HYUNDAI MOTORS
INDIA LTD
PRODUCT
PORTFOLIO
MARKETING MIX
STP
SWOT ANALYSIS
MARKET SHARE IN
INDIA
28. • The export markets growth rate is 22.30%
compared to last fiscal year
• The saving consumption pattern of India is
an added advantage for any segment doing
business in India.
• Hyundai is one of the very few companies
that has widest R &D network across the
world located in Korea , Europe , India, US ,
Japan.
• Good opportunity for entering into
commercial vehicles and Recreational
vehicles as they are already doing well
outside India.
HYUNDAI MOTORS
INDIA LTD
PRODUCT
PORTFOLIO
MARKETING MIX
STP
SWOT ANALYSIS
MARKET SHARE IN
INDIA
OPPORTUNITIES
29. • There are Indian players like Tata , Mahindra
imposing a strong threat for Hyundai Motors
India to expand its product category
• Foreign Direct Investments flowing in Indian
automobile space are not good signs for
already existing Giants like Hyundai.
• Hyundai faced a slight decline in market share
due to tough competition from Ford’s - Figo
and Volkswagen – Polo.
• Many manufacturers have started to
concentrate on small car segment as an
alternative to Nano . These will slowdown the
expected sales of Eon.
HYUNDAI MOTORS
INDIA LTD
PRODUCT
PORTFOLIO
MARKETING MIX
STP
SWOT ANALYSIS
MARKET SHARE IN
INDIA
THREATS
30. Hyundai achieved its highest-ever;
Single month sales of 39,525 units
&
Financial Year sales of 4,20,668 units.
The market share of 16.3% was highest-
ever with strong performance of
successful launch of new models like
Elite, i20 Active, Xcent & Verna.
HYUNDAI MOTORS
INDIA LTD
PRODUCT
PORTFOLIO
MARKETING MIX
STP
SWOT ANALYSIS
MARKET SHARE IN
INDIA
Market share in India
32. •The Hyundai i20 has a smooth run due to
its stylish looks and feature-rich cabin.
•Hyundai even gave a mid-life update in
March, 2012 to freshen up the appeal of its
premium hatchback.
•Its rival, the Volkswagen Polo, has now also
been updated and makes a compelling case
for itself with typically understated styling, a
premium-looking cabin and almost as much
kit as the feature-rich i20.
•So, of the two premium hatchbacks, which
makes for the better buy?
OVERVIEW
RIDE AND
HANDLING
SPACE AND
PRACTICALITY
EQUIPMENT
VERDICT
INTERIORS
33. OVERVIEW
RIDE AND
HANDLING
SPACE AND
PRACTICALITY
EQUIPMENT
VERDICT
In the Polo the steering is more direct
and weighty, the car has more grip and it
feels more secure at speed as well.
Suspension are generally flexible at low
speeds and a lot more composed at
higher speeds (Soft-ish front suspension).
The i20’s low-speed ride is good, it
absorbs bumps without transferring too
much to the occupants. It comes with
great driving but the steering is too light,
it runs out of grip faster and the brakes
aren’t as good as the Polo’s.
INTERIORS
34. OVERVIEW
RIDE AND
HANDLING
SPACE AND
PRACTICALITY
EQUIPMENT
VERDICT
INTERIORS
The Polo’s dashboard is very
straightforward, The Polo’s high
dashboard may hamper visibility for
shorter drivers. and there’s a certain
tactile feel in the way the switchgear
works. There is adjustable steering.
The i20’s dashboard is certainly more
user friendly than the Polo’s. Nothing
in here has the same build quality as
the VW. Its Front seats are more
supportive and has adjustable steering
35. OVERVIEW
RIDE AND
HANDLING
SPACE AND
PRACTICALITY
EQUIPMENT
VERDICT
INTERIORS
The Polo’s biggest drawback is its
rear seat, The front seats, however,
have plenty of space. The Polo’s 294
ltr boot is usefully big and it’s well
shaped too.
The i20 has more space, front seats
and rear. Its 295 ltr boot is slightly
bigger than the Polo’s and the cabin
has plenty of storage space as well. It
has a longer rear doors too.
Overall It is the better all-rounder in
this respect and the better multi-
purpose car.
36. OVERVIEW
RIDE AND
HANDLING
SPACE AND
PRACTICALITY
EQUIPMENT
VERDICT
INTERIORS
The Polo is well equipped with two
airbags, ABS, alloy wheels, rear parking
sensors, electrically adjustable mirrors,
a trip computer, remote locking and
USB and Bluetooth connectivity, except
climate control, auxiliary port either.
The i20 is very well equipped. It gets
electric folding mirrors, climate control,
a reversing camera, six speakers and an
auxiliary port. Rear wash-wipe function
is lacking, but the Polo has.
37. OVERVIEW
RIDE AND
HANDLING
SPACE AND
PRACTICALITY
EQUIPMENT
VERDICT
INTERIORS
The Volkswagen Polo, then, comes across as
a hatchback that is nice to drive, is well built
and has a more premium feel to it compared
to the i20.It misses out on features like
automatic climate control and aux-in
capability. Its rear seats are also quite
cramped.
The Hyundai i20 at Rs 5.85 lakh has more
space, front seats and rear. The downsides are
its lackluster engine and bland driving
experience. But it gives you almost everything
the VW has and then some, making it a car
that has practically everything Indian car
buyers want.
