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new thinking new possibilities
Hyundai Motor India Ltd
Profile of Hyundai
district, Tamil Nadu, India
Key People: Mr. Bo Shin Seo (MD)
Parent: Hyundai Motor Company
wholly owned subsidiary of hyundai motors company
Name & Logo
The name Hyundai was chosen for its
meaning which in English translates to
The Hyundai logo, a slanted and stylized 'H',
symbolizes the company shaking-hands
with its customers.
Only 13 cars per 1000 people • 60% of the PV market is Hatchback segment •
Consumers are informed and they are value driven • Huge growth potential
• Emerging markets are slowing • the number of first time buyers of HMC is huge
•Rapid urbanization – increase in Rural demand • Existing distribution channels
and service networks• Preference for small and compact cars. They are socially
acceptable even amongst the well off • Preference for fuel efficient cars with low
Large and growing domestic auto market • Competition is huge in this segment
– 12 brands are competing against each other in the hatchback segment • HMIL
has market share of 48% of the total exports of PV from India.
• Gives good quality cars to Customers
• Vehicles are certified by Hyundai Engineers using 147 check points
• aggressive investment in advertisement and sponsorships
• No compromise on quality
• Human centric, eco-friendly technologies and services.
• High brand equity
• HML has become an Indian brand due to its long time presence in the Indian market
• Perceived as value for money vehicle
• India is a cricket crazy nation so tie ups with ICC is the best possible marketing strategy.
Company Culture & Values
• Management philosophy
•Realization of Possibilities
•Unlimited sense of Responsibility , Respect for Mankind
• Core Values – Customer, Challenge, Collaboration, People, Global
• Frequent change in management not good for the organization
• Car sales dropped in July 2012 when the sales and marketing head resigned
Passenger Car Sales in march
First Car 1998-01
“ Hyundai Santro was a runaway success.
By which HMIL became the second largest automobile
manufacturer and the largest automobile exporter in
Marketing Strategies for Santro
Positioning and Targeting
Targeted the B segment
Small car with many additional features and low prices
Pricing based on consumer perceptions
3 versions of product with additional features
Elaborated process to select dealers and place of sale
Promotion done by Media Advertisements by celebrities like
MODELS MANUFACTURED IN INDIA
1.Hyundai Eon (Launched 2011)
2.Hyundai Santro Xing (Launched 2003)
3.Hyundai Next Gen i10 (Launched 2010)
4.Hyundai Grand i10 (Launched 2013)
5.Hyundai Xcent (Launched 2014)
6.Hyundai Elite i20 (Launched 2014)
7.Hyundai Fluidic Verna (Launched 2011)
8.Hyundai Neo Fluidic Elantra (Launched 2010)
1.Hyundai Sonata (Launched 2012)
2.Hyundai Santa Fe Third Generation- 2014
2-MID SIZE CARS
PRODUCT LINE CONTI..
PRICING BY HYUNDAI
-Price of regular has been standardized across all the models,
and is the first step towards standardized service cost.
-Final aspect of the strategy is to increase the average selling
price of Hyundai cars all over India by introducing more premium
and higher end products.
Non- Pricing Strategy:
-Educate the customer about Hyundai building a corporate
-Create hype and expectation about the cars
-Explain the virtues of its products
-To ensure that Indian customers develop a positive association
with Korean car makers.
Hyundai is the country's largest passenger car exporter in India
HML has two manufacturing plants in Sriperumbudur with total production
capacity of 600,000 units per annum.
HMIL is the first automotive company in India to achieve the export of 10 lakh
cars in just over a decade.
Exports to more than 120 countries across EU, Africa, Middle East, Latin
America, Asia and Australi
Automotive Mission Plan 2016
Will contribute 10 % of the countries GDPand 30-
35% of the industry GDP