Hyundai Motor India LtdPRESENTED BY

MISAB P.T

new thinking new possibilities

Profile of HyundaiIndustry: AutomotiveHeadquarter:Sriperumbudur,Kanchipuram

district, Tamil Nadu, IndiaKey People: Mr. Bo Shin Seo (MD)Products: AutomobilesParent: Hyundai Motor CompanyWebsite: www.hyundai.co.inwholly owned subsidiary of hyundai motors company

Name & Logo

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

The Hyundai logo, a slanted and stylized 'H', symbolizes the company shaking-

hands with its customers.

 

Founder: Chung Ju-Yung

HYUNDAI VISION

Car Density: 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 for HMIL

EXTERNAL ENVIRONMENT FACTORS

Social Factors• 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 running costs.

Task EnvironmentLarge 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.

INTERNAL ENVIRONMENT FACTORS

Innovation• 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.Brand Positioning• 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

RANKING AND COMPETITORS

44.24%

13.88%

10.88%

5.11%

6.97%

19.21%

Passenger Car Sales in march 2013

MarutiHYUNDAIMahindraHondaTataOthers

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 India”

PRODUCT LINE

Marketing Strategies for Santro

Positioning and TargetingTargeted the B segmentSmall car with many additional features and low

prices

Marketing MixPricing based on consumer perceptions3 versions of product with additional featuresElaborated process to select dealers and place of

salePromotion done by Media Advertisements by

celebrities like SRK

PRODUCT LINE CONTI..

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)

MODELS IMPORTED

1.Hyundai Sonata (Launched 2012)

2.Hyundai Santa Fe Third Generation- 2014

Hyundai Eon

Hyundai i10

3- LUXURY MODELS

2-MID SIZE CARS

5-CARS INSMALL SEGMENT

PRODUCT LINE CONTI..

Pricing Strategy:-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 image-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.

PRICING BY HYUNDAI

PRICING STRATEGY

i- 10 (2007-10)Rs. 3.89 - Rs. 6.45 lakhs

Hyundai Eon 2011Rs. 2.96 - Rs. 4.08 lakhs

hyundai-grand-i10Rs. 4.52 - Rs. 6.75 lakhs

hyundai-xcent-Rs. 4.87 - Rs. 7.8 lakhs

Hyundai SantroRs. 3.13 - Rs. 4.35 lakhs

PRICING SMALL

SEGMENT CARS

Santa Fe 2011-13Rs. 26.31 - Rs. 29.79 lakhs

Verna 2010-11Rs. 7.51 - Rs. 12.28 lakhs

Hyundai i20 (2008-14)Rs. 5.12 - Rs. 8.04 lakhs

Hyundai-neo-fluidic-elantraRs. 13.35 - Rs. 17.02 lakhs

Hyundai-sonataRs. 19.64 - Rs. 21.77 lakhs

LUXURY PRICED

PRICES OF MID SIZE CARS

PRICING CONTI..

Hyundai EXPORTHyundai is the country's largest passenger car exporter in India

Exports to more than 120 countries across EU, Africa, Middle East, Latin America, Asia and Australi

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.

(Aravind Saxena -2012)

Automotive Mission Plan 2016

Turnover$35 billion

To$145 billion

Turnover$35 billion

To$145 billion

Employment +25 million

Will contribute 10 % of the countries GDPand 30-35% of the industry GDP

AUTO MOTIVE Plan 2016

Hyundai Grand wins the “Indian Car of Year 2014” award (ICOTY) (country's highest automotive award)Hyundai Elantra Won the 'Best Design and Styling' Award at Bloomberg UTV Auto Car India 2013'HMIL GETS THE 'AUTOMOTIVE COMPANY OF THE YEAR 2011' GOLDEN STEERING AWARD

HMIL gets the 'Best Car Manufacturer 2012' award by Motor Vikatan magazine.

THANK YOU

Misab P.TRoll No: 43