Hyundai Company

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A PROJECT REPORTON

MARKETING STRATEGIES OF HYUNDAI MOTORSINDIA LIMITED WITH FOCUS ON HYUNDAI

SANTRO

EXECUTIVE SUMMARY


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Indian Economy has undergone a radical transformation in the last three decades. The

discoveries and invention in various fields of life is perhaps being the reasons for this

transformation. The marketing strategy in India which was practiced in the olden

days has either been changed or been refined so as to adjust with this dynamic world.

If we consider the early years of development of our economy, It is observed that the

producers consumers as well as production and consumption is becoming more and

more complex and specialized.

The present emphasis is one matters of providing a complete comfort or status to

the customers every walk of life. In the light of the present marketing scenario,

through this project, How HYUNDAI MOTOR INDIA LTD. can increase its market

share in automobile industry emphasis on marketing.

Authentic marketing is not the art of selling what you make but knowing what to

make. It is the art of identifying and understanding customer needs and creating

solutions that deliver satisfaction to the customers, profits to the producers and

benefits for the stakeholders. - Philip Kotler

This Project report tries to take a look on various aspects on Marketing and study of

Marketing strategies adopted by Hyundai Motors India Limited (HMIL) with a

special focus on Hyundai Santro. We settled for HMIL because at the time of its entry

in Indian Market back in 2007, it was taken as another foreign car maker entering

Indian Passenger car market. But the way in which HMIL has achieved a constant

growth rate of around 30% in past 8 years and the way Santro has emerged as the

market leader in B-segment is all due to its fierce Marketing program. Hence adetailed study at the marketing strategies adopted by HMIL for Santro gives us an

excellent opportunity to apply our classroom learning in analyzing real life situations.


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TABLE OF CONTENTS

S.No. Topic

Chapter 1. Introduction - 1-9

Indian Automobile IndustryChapter 2. Hyundai Motors India Limited 14-20

An Overview Of The CompanyNew Milestones Awards And Recognition Product

Chapter 3. Research Methodology 21

Data Collection Sample Size Statistical Tools

Chapter 4. Analysis Of The Marketing Strategy With Focus To

Hyundai Santro

22-33

STPSegmentation, Targeting, Positioning Porter 5 Force Model SWOT Analysis Ps Of Hyundai Motor India Ltd. With Focus On Hyundai

Santro

Chapter 5. Findings And Analysis 34-42

Chapter 6. Recommendations 75-76


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Chapter 7. Conclusion 77

Questionnaire 78-79

References 80

Bibliography 81


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INTRODUCTION

INDIAN AUTOMOBILE INDUSTRY

A market is never saturated with a good product, but it is very quickly saturated with

a bad one. - Henry Ford

The automotive industry is one of the largest industries worldwide and in India as

well. The automotive sector is a vital sector for any developed economy. It drives

upstream industries like steel, iron, aluminium, rubber, plastics, glass and electronics,

and downstream industries like advertising and marketing, transport and insurance.

The automotive industry can be divided into five sectors:-

1) Passenger Cars2) Multi- Utility Vehicles (MUVs)3) Two- and Three- Vehicles4) Commercial Vehicles - Light Commercial Vehicles (LCVs) / Medium and

Heavy Commercial Vehicles (MHCVs)

5) TractorsWe will be looking at the Passenger car industry in India.

Despite a head start, the passenger car industry in India has not quite matched up to

the performance of its counterparts in other parts of the world. The primary reason has

been the all-pervasive regulatory atmosphere prevailing till the opening up of the

industry in the mid-1990s. The various layers of legislative Acts sheltered the industry

from external competition for a long time. Moreover, the industry was considered

low-priority as cars were thought of as unaffordable luxury.


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OBJECTIVES

Some of the Objectives which are focused upon in this report are:

A comprehensive analysis of Indian Automobile Industry. To study the Marketing Strategies of HMIL wit focuses on Santro. To focus on Marketing Mix of Hyundai Santro. To study the consumer satisfaction level with focus to Hyundai santro. Special emphasis on Promotional activities of Santro and how HMIL has been

able to reposition it in recent times.

Recommendations and observations regarding HMIL.


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Hyundai Motors India Limited

An Overview

Hyundai Motor India Ltd. (HMIL) is a wholly owned subsidiary of the Hyundai

Motor Company (HMC), Korea, a part of the Hyundai Motor Group comprising

Hyundai Motor Company, Kia Motors, Hyundai Mobis and other affiliated

companies, with a combined turnover of over US$ 50 Billion. The Hyundai Motor

Group with a presence in over 185 countries and combined annual sales of over 3

million units is one of the fastest growing auto manufacturers in the world.

HMIL has emerged as the second largest and the fastest growing car manufacturer in

India. HMIL presently markets over 26 variants of passenger cars in six segments.

The Santro in the B segment, Getz in the B+ segment, the Accent in the C segment,

the Elantra in the D segment, the Sonata in the E segment and the Tucson and

Terracan in the SUV segment.

The company recorded combined sales of 215,630 during calendar year 2006 with a

growth of 43% over year 2007. HMIL is India's fastest growing car company having

rolled-out over 700,000 cars in just over 70 months since its inception and is thelargest exporter of passenger cars with exports of over Rs. 1,700 crores. HMIL has

recorded a staggering growth of 149% in exports over the year 2007.

HMILs fully integrated state-of-the-art manufacturing plant near Chennai boasts

some of the most advanced production, quality and testing capabilities in the country.

In continuation of its investment in providing the Indian customer global technology,

HMIL has announced plans for its second plant, which will produce 150,000 units per

annum, raising HMILs total production capacity to 400,000 per annum by 2007. The

plant will be built on a 2.1 million square meter site adjacent to the existing facility

with an investment of $450-$500 million on its new integrated facility. HMIL is

investing to expand capacity in line with its positioning as HMCs global export hub

for compact cars. Apart from expansion of production capacity, HMIL plans to

expand its dealer network, which will be increased from 146 to 180 this year. And

with the companys greater focus on the quality of its after-sales service, HMILs

service network will be expanded to over 1,000 in 2007.


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HMIL has many awards in its bouquet. It was declared The Star Company amongst

unlisted companies by Business Standard this year. Getz got the coveted Car of the

Year 2007 award twice over. It was declared a winner by both Business Standard

Motoring and CNBC-TV18 Autocar Auto awards. Hyundai Elantra won the CNBC-TV18 Autocar Best Value for Money Car Award.

HMIL was also the Manufacturer of the Year two years in a row in 2006 and 2007.

ICICI Overdrive Awards declared Hyundai as the Car Maker of the Year in 2007.

Hyundai products with state of the art technology have also been winning many

accolades over the years. Santro bagged top honours in JD Power Asia Pacific for

three years. Accent was ranked No. 1 in J D Power Asia Pacific APEAL for two years

and also got Business Standard Motoring Jury award for its CRDi model.

HMIL has also been awarded the benchmark ISO 14001 certification for its

sustainable environment management practices.

The following table shows the HMILs cars and the various segments they belong to

as in the Indian market.

Segment Classification HMILs Car Price

(Ex Showroom in Delhi)

B Sub - Compact Santo Xing Rs. 278999

B+ Compact Getz Rs. 421000

C Mid Size Accent Rs. 529000

D Premium Elantra Rs. 853793

E Luxury Sonata Rs. 1399000


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NEW MILESTONES

The Indian passenger car market is a highly competitive market. Although its growth

has been hi in past several years, profitability has been impacted because of rising

costs, change in excise policies and intense price competition. With the developed

countries like USA and UK having 350 as an average no of cars per thousand persons

it is very low in India (5). So in future, the arena of competition is most likely to be

shifted to developing countries like India and that too in a highly competitive segment

like B-Segment.

With the opening of economy and relaxing norms by government, the market has

started witnessing the entry of new global players like Toyota, Honda and GM in the

Indian market, pointing to further intensification of competition in future. With the

consumer attaching higher value to the features and economy in case of car buying,

the players are likely to focus more o product development (to incorporate dvanced

features in their designs) and advertisements (to set up their own positions in a

consumer mind).

HMIL is emerging as a major player in Indian passenger car market. Its products are

Santro and Accent are success stories in themselves. But the buck does not stop here

only. Its parent company HMC is focusing upon HMIL as a base to integrate its

production and R & D facilities across Asia Pacific. For that HMIL is planning to

increase its present production capacity of 2.5 lakh cars per year to 4 lakh cars per

year by 2007.

Exports are also another front which is giving HMIL an intense opportunity to

expand. For the first six months of this fiscal HMIL has exported cars worth Rs. 1,325

crores and targeting an overall export of over Rs. 2,700 crores in this fiscal up from

Rs. 1,700 crores in 2006-07.

HMIL has sold a total of 236,878 vehicles in the Calendar Year 2007 so far, achieving

a growth of 21% over the January-November sales in 2007. While domestic sales in

January-November, 2007, were 148,515 - a growth of 16.6% over the previous year,

overseas sales during the period stood at 88,363 units - a growth of 29%.


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In November, 2007, HMI sold a total of 21,725 units - 14,010 vehicles in the

domestic market and 7,715 cars in the overseas market.

Over the years, HMIL has been focusing on effective brand building and consumer

strategy. This has contributed towards enhancing their bottom line. A significant

contribution in this success is of the advertisement strategy adopted by HMIL. It has

changed its advertisements time and again. Now HMIL has started a new initiative

under which they have started their own in house advertising agency known by the

name ofInnoceanwhich will handle its all promotions.

With the new initiatives, HMIL is all set to achieve its ambitious growth of 30% in

sales over last year. Thus, Hyundai motors India limited is all set to conquer the

Indian passenger car industry.


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AWARDS & RECOGNITIONS

As one of the fastest growing automobile compaies in India, Hyundai has many

accomplishments to its credit.

Business Standard - Star Company Award to Hyundai Motor India

JD Power Asia Pacific

Hyundai Santro has topped the JD Power Asia Pacific Initial Quality Study(IQS) that measures product quality for three years in a row (Years 2007,

2006 and 2007)

Hyundai Santro has topped the JD Power Asia Pacific APEAL study thatmeasures customer satisfaction for three years in a row (Years 2006, 2007 and

2008)

Hyundai Accent has topped the JD Power Asia Pacific IQS for 2007 and theAPEAL study for 2006 and 2007.

Business Standard Motoring

Hyundai Getz is BS Motoring's 'Car of the Year' 2007 BS MotoringBS 1000Company of the year 2007Hyundai Motor India

Limited

Hyundai Santro is BS Motoring's 'Car of the Year' for 1999CNBC

Hyundai Getz is the CNBC Autocar Car of the Year 2007 Hyundai ElantraBest Value for Money Car of the Year 2007 CompanyAwardsCNBC Autocar IndiaHyundai has been the

manufacturer of the year for two years in row.

ICICI Bank


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Hyundai MotorIndia was adjudged the Car Maker of the year at the ICICIBankOverdrive awards 2006

HMIL has also been awarded the benchmark ISO 14001 certification for its

sustainable environment management practices.


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PRODUCT HYUNDAI SANTRO

The Santro was launched on September 23rd 1998 in the Indian market and the

company sold around 17000 units in first five months. The Tall Boy concept was

well taken by the Indian Customer. Since its inception Santros sales has been

achieving an annual growth rate of about 20% on an average. An advertising

campaign starring Shah Rukh Khan and Preity Zinta was unleashed to further boost

the sales and this has certainly proven to be effective. As a result of which Santro has

now become a market leader in its own Segment (B-Segment) leaving earlier market

leader Maruti Zen and Tata Indica. Repositioned from being a family car to an

individuals first car, within a short span of time the Santro has been able to capture

the hearts and minds of the consumers.

The following table gives the ex-showroom prices of all the variants of

Santro:Models

Santro XK Non AC (Solid)

Santro XK Non AC (Metallic)Santro XK AC (Solid)

Santro XK AC (Metallic)

Santro XL (Solid)

Santro XL (Metallic)

Santro XO (Solid)

Santro XO (Metallic)

Santro Xing AT (Solid)

Santro Xing AT (Metallic)


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RESEARCH METHODOLOGY

As the purpose of study is analyze the marketing strategies of Hyundai motor India

ltd. with focus to Hyundai santro.

Data Collection

Data collection is the process through data is collected, it is basically done through 2

main sources i.e. primary source and secondary source. From these sources data s

compiled i.e. primary data and secondary data. In this project both primary data and

secondary data are used.

Primary Data

Primary data is the data which is collected through surveys and questionnaires.

Secondary Data

Secondary data is the data which is collected through internet, magazines,

newspapers, journals, broachers, television etc.

Sample Size

In this project questionnaire was prepared and multiple choices and the pattern of

questions was given to 50 respondents. With every question, multiple choices were

given.

Type of approach: The type of approach followed is descriptive approach. Indescriptive approach cross sectional design is used. Cross sectional design is used

because it is concerned with a sample of population of interest.


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MARKETING STRATEGYStrategy and timing are the Himalayas of marketing. Everything else is the Catskills.

- Al Ries

HMIL has been successful in capturing the car market because of the excellent

product it has produced. The market research conducted by Hyundai showed that

Indian cars were overcrowded, with turbans and sarees to be accommodated. The idea

was to create a voluminous compact car. The tall boy model was taken from the

Atoz and it was redesigned to meet Indian conditions. Thus, the Santro was born. The

Santro is available in a number of versions and has a number of new built-in

mechanisms---power windows, power steering, central locking, side impact beams,

frontal crumple zone, child safety locks, seat belts, multi-point fuel injection systems

and CFC-free air-conditioners. The Santro is available in nine new colours. The car

also gives high mileage. The engine delivers adequate torque i.e. the ability to pull

loads even at very low speeds---this proves to be very essential for slow and traffic-

heavy Indian conditions. The most important is the seating, which is, high and gives

road command.

Hyundai was competing with Maruti in the small car segment and it offered

technology that other car makers thought was too advanced for the slow growing

Indian market. Hyundai has now built up a reputation such that it is the first

preference of anybody who has driven or ridden in it.

The marketing strategy employed by Hyundai for the Santro can be studied with

insights into their STP analysis and Marketing Mix.


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PEST ANALYSIS

In order to understand the conditions under which the Santro was launched in the

Indian market, its necessary to analyze the factors that influenced its effectiveness.

Political Conditions

Hyundai entered India when liberalization was at its peak. As a result,everyone was very open to the idea of foreign companies setting up base in

India.

The government insisted on the Companies using 70% local content in themanufacture of the cars as they would have generated tremendous revenue for

India. Hyundai achieved this in a very short time.

Change in government policies in recent times like opening of FDI in varioussegments has given a thrust to Hyundai initiatives in India like opening of its

R & D centre in Chennai.

A positive EXIM policy also has helped HMIL to boost its topline withExports of Santro to other countries.

Economic Conditions

The economic conditions during the launch of Hyundai were very relaxed andliberal. Hyundai was launched when the country had just opened its doors to

liberalization. So there were no strict norms or bylaws that the company had to

adhere by.

The resources available in India were utilized by the multinationals, whichgenerated considerable revenue for the government.

A booming banking sector and a phenomenonal growth in Auto Loans markethas made Santro more affordable.


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Social Conditions

A rise in Middle class and concept of small nuclear families has propelled ademand of B-Segment cars. Hyundai Santro provides an exact choice for this

demand leading to its high growth.

An average Indian was bored with the same Maruti 800 as his first car andSantros positioning as ones first car has led to Hyundais success.

TECHNOLOGICAL CONDITIONS

Hyundai is a fairly new company in India. As a result when it started out inIndia it started out with the best of machinery. So, the quality of products was

several times better than what was available at that time. This resulted in the

acceptance of Hyundai as a technologically superior company in the minds of

the people.

Since Hyundai manufacturers everything from the smallest of screws to thebiggest of machines in its factory it is able to maintain the efficiency of the

machines. Hyundai therefore manufactures cars under best of conditions with

the best of machinery. As a result, the cars manufactured are of top quality.


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STP SEGMENTATION, TARGETING, POSITIONING

Marketing is not an event, but a process . . . It has a beginning, a middle, but never an

end, for it is a process. You improve it, perfect it, change it, even pause it. But you

never stop it completely.

- Jay Conrad Levinson

Segmentation

Segmentation is based upon considerable evidence that a single marketing approach

or formula will not work for all members of the community to be served.

Geographic

The region of interest of HMIL for Santro is whole India with special focus on Type

A and fast growing Type B cities across India.

Demographic

AgeAnybody of age between 2040 yrs.

IncomeAnybody with an income of over 4 lakh p.a.

OccupationMillennials employed as professionals, managers and those want to buy

their first car.

Social ClassMiddle class, Upper middle, Lower Upper and Upper uppers.

Psychographic

Personality Dreamers, those who want to achieve big, ambitious, price conscious,

took their first step towards success and value driven.


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Behavioral

BenefitsQuality, Style, Price (economical)

User statusPotential users and first time users

BuyerReadiness Stage Those who are aware, informed, interested and intend tobuy

Targeting

In evaluating the market segments Hyundai has looked at two factors - The segments

overall attractiveness and the companies resources. As is very clearly seen Hyundai

has opted for a selective specialization kind of targeting. Hyundai has selected anumber of segments each objectively attractive and appropriate. There is minimal

synergy among the segments but each is a cash cow. This multi segment strategy has

had the effect of diversifying the firms risk.

Having Shah Rukh Khan to endorse the Santro paid off for Hyundai. Shah Rukh as a

brand ambassador targets two sections of the society. Firstly, his glamorous and

sophisticated image appealed to the elite effecting their purchase decisions. Secondly,

his adorable persona appealed to the middle class buyers who wanted a good car for

the big investment they were making and for people who were graduating from the

Maruti and the second hand car.

Hyundai Santro was first launched in September 1998. At that time the cars which

were prevailing in B-Segment was lead by Maruti Zen. With a price tag of only Rs.

2.99 lakh Santro was targeted as the best available alternative for Zen and was

described as The complete Family Car.

The low price tag of Santro initiated a price war among all companies and forced Tata

Indica to pre-pone its launch. The initial low price tag and strengthened by a solid

marketing initiatives in form of print advertisements provided a solid foundation for

Santro in India which showed in its sales of 17000 units in just 5 months. With that

started a journey of Santro whose sales grew at an average of 30% every year to


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emerge as the No. 2 car in B- Segment giving the established leader Zen sleepless

nights.

Hyundai has identified its target market based on its pricing strategy. Santro aims to

be the price leader in B-Segment cars. It has always priced its base model lower than

Zen or Indica giving all the features which they give in their higher models. With a

constant change in its positioning strategy, Hyundai Santro has succeeded in

identifying its target market every time and emerging as the fastest selling car in its

own segment. With the invent of Santro Xing, Hyundai is looking towards entire new

segment of consumers and all set to target it to emerge as the market leader in B-

Segment cars.


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POSITIONING

Since its inception, Santro has undergone a lot of changes in terms of its positioning.

First it was Santro, then Santro Zip drive, then came Santro Zip Plus and finally

Santro Xing as the latest model.

When Santro was initially launched it was positioned as The Complete Family Car.

Since Santro was launched in B-Segment, it had Maruti Zen and Tata Indica as its

biggest competitors in that segment. The stylish Tall Boy Design of Santro together

with its slogan helped it to position itself as one of the cars to look upon.

With a constant change in its positioning, Hyundai always tried to keep alive the buzz

associated with Santro. The Zip drive and Zip plus positioning of Santro helped to

portray its position as the car which changes with time and giving its owners

something extra.

With the invent of Santro Xing in 2007, which came with some design changes too,

Hyundai repositioned Santro as Sunshine Car (smart car for young people) from

earlier complete family car. This was done because the competitors were coming

out with similar products and then Hyundai started what they call as Emotional

Positioning. This repositioning of Santro also helped it to target the segment of first

time car buyers. Even the print ads at this time were designed in a way to project

Santro as the first car for the fastest growing consumer segment of India at that time,

The Young Professionals, of the service industry that combined with various loan

facilities were too eager to buy their first car. This led to a phenomenonal growth in

its sales and further strengthening its position as a brand in consumer mind. Thus the

repositioning of Santro gave it an edge over its competitors and also to emerge as a

tough rival to Maruti 800 as The First Car.


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PORTERS FIVE FORCES MODEL

Barriers to Entry

High capital investment required Strong distribution network of

existing players

Strong Brands existing Economies of Scale

Threat of Substitutes

Switching Cost to substituteis very low

Priceperformance Tradeoff of substitutes

Brand loyalty does not exist

Bargaining power of

Suppliers

No substitute for criticalInputs

Switching cost from onesupplier to other is high

Supplier integratingforward for higher prices

and margins

Bargaining power of

Buyers

Availability of manybrands

Price sensitivity Buyer Information Product differentiation

Rivalry among existing firms

Exit barrier Industry Growth Industry Concentration Diversity of rivals Price competition Product differences


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SWOT ANALYSIS

Strengths

Strengths

Brand Name Large Distribution

Network

Wide product offering atdifferent price points

Cheapest Cars incorresponding segments

Encouraging exports Awarded many awards Economy with technology

Weakness

Lack of in house R & D New model introduction

limited to only cosmeticchanges

Dominance mainly atlower level only (Santro)

Opportunity

Rise of Indian middleclass and small cities

A booming economy Rising exports

Threats

Many players fighting forthe same cake

Entry of new players Cannibalism


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1. Brand Name: Santro has emerged as a strong brand name in recent times.Backed with the parent company Hyundai this is recognized as a strong player in

worldwide automotive market, Santro has definitely a value associated with it any

individual will like associatd with.

2. Large Distribution Network: With a strong dealer network of around 300 dealersal around the country, Hyundai has made its presence felt in each and every corner

of India.

3. Wide Product offerings at different price points: Hyundai has launched variousmodels in various segments and hence has a very good product mix of offerings as

different price points. Starting from Rs. 2,78,999/- for Xing XK Non AC to Rs.

4,28,298/- for Xing AT (M).

4. Cheapest cars in respective segments: Hyundai has always followed an aggressivepricing policy. As a result it has its cars priced at lowest possible rates in

respective segments.

5. Encouraging Exports: Backed by a strong production and a global setup atChennai plant, Hyundai is exporting a lot. An export of worth Rs. 1,325 crores has

been achieved in last six months.

6. Awarded Many Awards: Hyundai has been awarded with many awards andrecognitions like The Star Company amongst unlisted companies by Business

Standard this year. Its various models like Getz and Elantra too has achieved

many awards, thereby increasing the brand vale of the company.

7. Economy with technology: Hyundais cars have always seen as a companyproducing cars blending economy with technology. Santros initiative of putting a

16-bit microprocessor on board has proved as one of the major reasons for its

success and that too for the lowest price in its segment.


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Weaknesses

1. Lack of in house R & D: HMIL do not have a comprehensive R & D departmentin India and all the major design changes are sent by its parent company HMC.

2. New model introduction to only cosmetic changes: There is no major designchanges incorporated in Santro since its inception. Only some cosmetic changes

have been made.

3. Dominance mainly at lower level: HMIL dominance in Indian market is only at itslower level segments like Santro in B-Segment and Accent n C-Segment. It has to

focus on its upper segment models to strengthen its position in Indian car industry.

Opportunities

1. Rise of Indian middle class and small cities: As a phenomenonal growth isseen in recent times in Indian middle class and the purchasing power of

working class individuals. Also a rise in small cities across the country has

given a great opportunity to Hyundai for achieving a higher growth rate in

coming times.

2. A Booming Economy: Indian economy is growing at a rate of on an averageof 7% every year thereby giving an opportunity of larger sales in each and

every segment.

3. Rising exports: With a export of Rs. 1,325 crores in last six months, HMIL hasa great opportunity of achieving a export target of Rs. 2,700 crores in this

fiscal year.


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Threats

1. Many players fighting for the same cake: There a many major players in theB-Segment and since the size of market is not expanding rapidly, HMIL has a

major threat in form of tough competition.

2. Entry of new players: with coming of Fial Palio and other players planning tocome out with much more models in B-Segment, the competition is just

getting hotter.

3. Cannibalism: to some extent the Getz is affecting Santro because of its price.Thus HMIL has to focus more on its positioning strategy of Getz and Santro.


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Ps of Hyundai Motor India Ltd. With focus to

Hyundai Santro

First P - The Product

A New Shining Dawn

Here Comes the Sun Again

Ever since its launch in 1998 the Santro has proved to be the best compact car in

India, thanks to its excellent design and extensive testing for over 100,000 kilometers

in real Indian road and climate conditions. It is clever design that gives cars this touch

of practical beauty. Hyundai has come up with a vehicle that surprises with its ability

to utilize space extraordinarily well. The Hyundai Santro is probably the first of the

`big-small' cars that hit Indian roads. Set between the B and C segments in terms of

size and price, the Santro attempts to offer trim quality, interior space and build

quality on a par with the pricey sedans. First it was Santro. Then it got renamed asSantro Zip Drive. After a while, Santro Zip Drive got replaced by Santro Zip Plus.

And then came its new global' car, Santro Xing. Yes, Santro Xing is the new avatar

of the Santro Zip Plus. However, this time it is not just a change in the name; the new

avatar also looks different from its predecessor. The Santro Xing comes in five

versions, including automatic transmission, and has a new sporty exterior with safety

features which meet European standards. The Santro Xing is available in nine colours

viz., Ebony Black, Noble White, Satin Grey, Fairy Leaf, Forest Dew, Husky Blue,


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Mystic Lavender, Passion Red and Bright Silver. The colours present a varied choice

to consumers in picking a car that most closely defines their personality. Consumers

can have a feel of the color right from their homes by logging on to the website of

Santro Xing. Santro Xing comes with all new looking feel exterior and interior

styling. That, coupled with new advanced features, offers the best comfort & luxury in

the favourite compact car. New bigger & brighter clear headlamps, smiling radiator

grille, power operated rear windows with child lock and lots of other smart features

like the seat under tray are the hallmarks of your Sunshine Car. Santro is being

produced exclusively in India and the Indian Xing will now drives the World. The

idea was to create a constant hype around Santro to give it that competitive edge and

make it the truly sunshine car.


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CHIC AND CLEAN

Hyundai calls the Santro a Euro-styled, premium hatchback. If simple straight lines

and a practical, consistent design theme are indicative of pronounced European-

styling, then the Santro belongs to that class. European or not, the Santro is a good-

looking car that is also upfront about its focus on practicality, with marginal excesses

in design, a trait that could not be associated with Hyundai's first car for the Indian

marketthe Santro.

Its exterior styling gives it a sort of dual personality. The large format, clear lens-type

headlamp cluster dominate the car's frontal view. The short, sloping bonnet and the

single-slat grille seem to visually add some more measure to the Santros already

class-leading width. These features as well as the broad front bumper and the sharply

raked windscreen make it look very sedan-like, when viewed from the front. The

muscular shoulder flanks and the prominent, flaring wheel arches give ita well-

planted, aggressive profile.

However, viewed from the back, it seems to acquire a new, squat and wider

appearance. The short-hatch door, the raised position of the thickset bumper and the

relatively smaller combination lamps make the Santros rear seem more compact. The

wrap-around style tail-lamps are positioned mid-way, instead of lower and closer to

the bumpers as in older hatches or high up on the C-pillar as in the case of the newer

small cars such as the Tata Indica and the Suzuki Wagon-R. The overall design of the

tail-lamps and the circular reverse indicator integrated into it may remind the casual

observer of the Daewoo Matiz. The rear spoiler with the integrated high-mounted stop

lamp and the chunky, profiled external rear-view mirrors add a touch of exclusivity to


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the Santro. While visibility at the front is ample for the driver, thanks to the

panoramic windscreen and the large windowsfor the front doors, the thick, wrap

around body panels on the C-pillar limits the driver's rear visibility, especially while

backing the car into a cramped parking slot.


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SIMPLE INTERIORS

The interiors of the Santro wear a fresh and simple look. The finish quality is good

and dimensional accuracy of dashboard and door panels rival those of a few C-

segment cars. The soft feel plastic used for the dashboard panels adds a touch of class,

but the dimpled finish may be a bit difficult to clean and maintain in Indian

conditions.

There are ample storage options, including the deep glove box, the removable ashtray

cup, bottle and cup holders at the front and rear, seat side pockets, coin storage on the

door handles, bag hook at the rear of the front passenger seat and the 60:40 split,

folding rear seats that go on to more than treble the boot storage space. The

instrument cluster is housed in a simple semicircular dashboard panel and features

two rounds, chrome-lipped gauges for the rpm meter and speedometer. The cluster

also features a digital clock and trip meter. Power and tilt-adjustable steering is

standard. The centre console features a brushed aluminum slap-on panel and houses

rotary type controls of the HVAC (air-conditioning) system and positive type controls

for the rear defogger, hazard lights and fog lamps. The dual adjusting air-conditioner

louvers look sophisticated and add to the Santros up market image. The dashboardextends more than a foot into the cabin. While this gives the driver even more open

storage space on the flat faced top, at the bottom, after the dashboard tapers off, the

driver and co-passenger get loads of recessed leg space.


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ENGINE & TRANSMISSION

The Santro had been brought in with Hyundai's new 1,341cc, in-line, four-cylinder,

SOHC engine that develops a maximum power of 82.9PS at 5,500 rpm and a peak

torque of 11.8 kgm at 3,200 rpm. With the peak torque kicking at a low 3,200 rpm,

you will not have to rev the engine up to a grunt to get the best out of it. However, as

the Santro's engine is mapped for economy, there is a mild lag before the torque kicks

in the first three gears. The other side of this slightly slow, but steady rise in torque is

that this powerful 1.3-litre engine is surprisingly tolerant of lower speeds in every

gear slot. As a result, knocking is minimal obviating frequent shifts to a lower gear.

So, while the Santro delivers a lively performance in city traffic, the lull before peak

torque kicks in may be only a tad bothersome on the highway. But once you are past3,000 rpm, it zips.

The five-speed manual transmission that the Santro comes with is one of the

smoothest in its class. The short throw, short-talked gearshift stick is a delight to use.

The suspension set-up features McPherson-type struts in the front and coupled torsion

beam axle and gas-filled shock absorbers at the rear. This configuration, coupled with

the rigid chassis, gives the car excellent handling dynamics.


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VALUE FOR MONEY

The Santro is the first of the large sub-compacts that made their way into the Indian

market. This cusp segment is likely to find more buyers as the market matures and as

the expectations of customers in the small-car segment increase. For Indian car buyers

looking for a good value for money proposition in the high-end B-segment category,

the Santro with its new and exciting variations is an attractive choice.

With a fuel economy of about 10 kmpl in city and about 15 kmpl on highway, it

attempts to keep running costs relatively low.


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KEY TECHNICAL SPECIFICATIONS AND FEATURES

Santro Xing

Dimension and Weight Overall Length (mm) 3565

Overall Width (mm) 1525

Overall Height (mm) 1590

Wheelbase (mm) 2380

Min. Turning Radius 4.4 m

Engine Number of cylinders 4

Number of valves 12

Engine Displacement(cc) 1086

Performance Maximum Output

(ps@rpm)

63@5500

Maximum Torque

(kgm@rpm)

9.1 / 4000

Tyres Size 155/70 R 13 Radial


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THE SECOND P THE PRICE

Using money as a magnet to attract customers kills loyalty, mangles margins and

encourages defections. But Unique Selling Price is undoubtedly one of the roads to

success in the intensely competitive automobile business. Ceteris Paribus, the

purchase decision of the first-time buyer is influenced by four factors---Price, Price,

Price and Price. The first is the price of acquisition. The second is the price of finance

or the rate of interest on the loan. The third is the price of maintenance, which

includes the cost of fuel, service and spare parts. And the fourth is the price of

disposal or the resale value of the car.

High indigenization stood Hyundai in good stead when it came to its entry pricing.

Hyundai surprised its competitors with a under Rs.3 lakh (ex-factory) price, slightly

below the Maruti Zen (Rs.3.2 lakh). Competitors and analysts criticized Hyundai for

predatory pricing, but Hyundai maintained that the low price is a result of high

indigenization level and effective ancillarisation. This gave Hyundai a strong foot-

hold as its production costs were lower. Hyundai ensured cost competitiveness

through tie-up between Lumax (well known supplier of lighting systems) with

Hyundais Korean vendor Samlip, to form Lumax-Samlip Industries. This was

because they were operating on much better overhead absorption, being suppliers to

other manufacturers in India. Also, they already had a grasp of technology because

they had partnerships with Japanese, European or American companies.

Hyundai offers a comprehensive range of finance packages to suit all budgets,

including Hyundai Finance which as an affiliated finance company offers complete

financing packages tailored to individual requirements. Hyundai also has tie ups with

banks like ICICI, Bank of America, KPML etc to offer loans to buyers.


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The following table gives the ex-showroom prices of all the variants of

Santro:

Models Ex-Showroom Price (in Rs.)

Santro XK Non AC (Solid) 2,78,999

Santro XK Non AC (Metallic) 2,82,973

Santro XK AC (Solid) 3,32,999

Santro XK AC (Metallic) 3,36,972

Santro XL (Solid) 3,55,999

Santro XL (Metallic) 3,59,972

Santro XO (Solid) 3,81,999

Santro XO (Metallic) 3,85,975

Santro Xing AT (Solid) 4,24,324

Santro Xing AT (Metallic) 4,24,298

70% of the cost of a car over its lifetime goes in maintenance. Accordingly, in

Hyundai, pre-delivery inspection takes place at three stages---one, after the car rolls

off the assembly line, the next when it is loaded into the auto compound and finally, at

the dealers premises before it is handed over to the customers. This increases thetime between services for Santro. For instance, Maruti recommends services after

every 5,000 kilometers; whereas Hyundai recommends it after every 10,000

kilometers. Similarly, the engine oil, filter assembly for the Santro is priced lower

than that for the Maruti Zen. This low-cost proposition for spares offers an added

advantage when a buyer compares running costs.

Hyundai realized the difficulty to compete in the car markets and decided to go for a

sharp differentiation strategy. In order to avoid the price game, it decided to reinforce

the individualistic positioning of the brand and tried to match the customers

perception that the car is a commodity using other differentiators. Hyundai opted

against the drop in prices, one reason being the fact that, buyers are shopping for

brand associations and customers are unlikely to let their decisions be swayed by

savings of a few thousands.


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THE THIRD P THE PLACEHyundai has spent time studying dealer networks. It found that dealers were

inconveniently located, their behavior towards customers left much to be desired, and

there was a lack of transparency in dealer operations. So the Hyundai outlook towards

dealership is compact dealership instead of a mammoth network. The emphasis is on a

dealer-customer relationship where each customer is given time. The company insists

on a one-to-one relationship to build a long lasting association. To this end, the

company insists on ownership and operation of dealerships resting on one person,

thus reducing absenteeism and promoting immediate decisions.

HMIL has established a start-up network of 70 dealer workshops (now close to 150),

equipped with the latest technology machines and international quality press, body

and paint shops, across the country. These dealer workshops include company owned

outlets called Hyundai Motor Plaza, that provide a Hyundai customer a one-stop

shop for meeting all needs.

In place of large showrooms and workshops, Hyundai decided that the workshop

should be ideally 10,000 sq.feet, which could be worked in three shifts and the

showrooms it preferred were 1,600-1,800 sq.feet. Dealers who already had land

would have to invest Rs.1.5 crores for the rest. With this infrastructure dealers can

handle 200-250 cars a month, which gives them adequate time to establish rapport

with customers.


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The company has also cut expenses of its dealers by keeping inventories low.

Hyundais dealers are given limited stock. This does not mean that Santros spares

come late. On the contrary, the cars parts are available within 24 hours.

The dealer network is established with the objectives of providing the customer the

very best through a 24 hour hotline system, round the clock workshop services,

roadside services with tow away facilities, round the clock helpline services, etc.


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HYUNDAI DEALER NETWORK IN INDIA

So the kind of marketing channel that Hyundai follows for its cars is simple one level

Marketing channel.

Manufacturer Retailer Consumer


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THE FOURTH P THE PROMOTION

If you're trying to persuade people to do something, or buy something, it seems to me

you should use their language, the language in which they think. - David Ogilvy

Strapped with the tagline Smarter people drive Santro Hyundai Santro hit the Indian

roads nearly a decade back. Hyundai Santro being a much admired lifestyle brand was

launched in nine colors with a colorful and jazzy advertising campaign developed by

its advertising agency Saatchi and Saatchi. Hyundai set aside as high as Rs 5 crore for

advertising and promotions each month. Effective advertising can add immense value

to brands, even in the small car segment, where the typical customer is far more

informed and aware of the product behind the brand.

Hyundai Motor India Ltd (HMIL) realized Indian consumers' penchant for unique

designs soon after their entry into India. With the run away success of the Santro,

HMIL was right with its promotion strategy and came up with a winning campaign.

Hyundai Santro has come a long way from its original Santro version to Santro zip

drive moving on to Santro zip plus and now to the newer and refreshed Santro

Xing, employing a different tag-line and promotional approach each time.

The first version of Santro was launched with much vigour as Indias very first big

small car and Indias very own family car. Being the first of its kind in the small

car segment Hyundai positioned itself well in the eyes of the consumer encouraging

them to buy the car. The earlier platform of Zip Drive suggested Santro's USP of

power steering. "The Zip Drive positioning was successful at a time when air


41/67

conditioners were seen as brand differentiators," Hyundai hoped that in a market

where power steering accounts for over three-fourth of B segment sales (Santro was

one of the early power steering campaigners), and air conditioning had more or less

become an integral part of car purchases, the focus on Zip Plus with a new brand

positioning of More Power, More Fun' will be a critical differentiator. Hyundai

contended that the Zip Plus positioning aimed at suggesting that something critical

had been added to the brand's current avatar. Hyundai was very generous in

promoting its new Xing model, promoting it as the sunshine car and roping in

Bollywood actress as the brand ambassador. Intense competition in the B-category

from Fiat Palio, the Maruti trio of Zen, WagonR and Alto, and Tata Indica forced

Hyundai to keep the excitement about santro alive encouraging the fresh new

positioning and attitude with Santro Xing, promoting it as a new age car targeted at

stylish individuals.


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GROUND PROMOTIONS

To promote its new offering, Hyundai chalked out a strategy which included press

ads, television campaign, outdoor media and internet advertising. In addition, the

company is in the process of rolling out a slew of marketing initiatives to promote its

launch. In a bid to reach out to a wider target audience, Hyundai has recently

extended its dealership to 133 across the country. To support its mass media

advertising, the company is now focusing on ground promotions. It sponsored many

shows and musical events like the MTV Style Awards in order to increase visibility.

MTV Santro Xing Kitni Mast Hai Xing-dagi Contest

They are hosting dance competitions at discos and night clubs in major metros across

the country. As its a new age car, it has also launched a slew of internet ad

campaigns to promote the brand online. For this purpose, the company has tied up

with portals like Rediff and Yahoo! India Hyundai is giving its four-year old small car

Santro a new and fresh positioning, and has roped in young and vibrant Bollywood

actress Preity Zinta for promotions worth Rs 5 crore.


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PRINT PROMOTION

Hyundai Santro was the top Car brand on Print in 2007 accounting for nearly 10% of

the advertising spends. Hyundai Motor India unveiled a hard-hitting print campaign to

announce the emergence of Santro as the countrys No. 1 Small Car. Ingredients of

the campaign are comparative ratings, which points to Santros certain superiority

over other B class rivals. Shah-Rukh Khan being the brand ambassador was mainly

featured in the print ads. Its said that Shah Rukh Khan ad has been the ad with the

highest recall value with as high as seven people out of ten being able to remember

him and connecting him with Santro. Over time as Santro excitement fizzed out

Hyundai roped in actress Preity Zinta with Shah-Rukh Khan giving birth to the

sunshine giving a bubbly and youthful feel to the entire campaign to revive some

amount of brand fatigue. While sticking to the complete family car' positioning ,

Sunshine' created new interest for the brand in the consumer's .Since the buyer is

young Santro was then promoted as a car that can change the life of a young person

mind .Since the buyer is young Santro was then promoted as a car that can change the

life of a young person.


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Print Ads through the ages

Headline: "The other home my husband doesn't mind me living in!"

Bodycopy: That's what you too would say about the Santro zip Drive! A feather

touches power steering for home-comfort rides (even bindis won't feel out of place)!

No fatigue, no stress. Because you don't need muscles to zip! And you'll feel safer

because it's so responsive. Add to it 'tall-boy' leg room, tasteful upholstery, divan-like

seats and snug headrests. No wonder, your husband won't mind you relaxing in

this mobile home of yours!

Baseline: Don't drive. Just zip!

Headline: Presenting the New Look SANTRO ZIPDRIVE.

Bodycopy: New clear lens headlampsnew rear combination lamps

new clear lens fog lamps

new chrome-plated front grille

new rear spoiler with LED stop lamp

new interiors

new colours


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Baseline: India's favourite family car.

Headline: India's best-loved family car is now also India's simplest car to drive.

Subhead: Hyundai introduces Santro Zip Plus Automatic.

No shifting gears, no clutch, no problems.

Bodycopy: Hyundai brings back the sheer joy of driving by introducing Santro Zip

Plus Automatic with the Anti-lock Braking System (ABS). The only car in its

segment to use a state-of-the-art 4 speed, electronically controlled gearbox. While the

light-weight automatic transmission allows you to ease your way through city traffic,

the Anit-lock Braking System, a first for a car under 1500cc, stops you instantly

without any trace of a skid. So, go ahead and pick up a Santro Zip Plus Automatic.

And make driving the way it should be - Simple.

Baseline: The Sunshine Car

Headline: Heads I'll drive, tails you won't.

Bodycopy: With the new souped up 1.1 litre engine, the Santro ZipPlus is so full of

sunshine that you'll do anything to get your hands on the wheel.

Baseline: The simplest car to drive.


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Headline: I drive, you drive, I drive, you drive, I drive, you drive, I drive, you

drive.Bodycopy: With the new souped up 1.1 litre engine, the Santro ZipPlus is so full

of sunshine that you'll do anything to get your hands on the wheel.


Headline: Ok fine, you drive first. I'll drive next.

Bodycopy: With the new souped up 1.1 litre engine, the Santro Zip-Plus is so full of sunshine that

you'll do anything to get your hands on the wheel.

(if u want to save soace dont mention details. Just say the old ads highlighted

specifications of the car ans targeted it to the women as an easy to drive car while the

new ads of santro talk about the experience of driving the car..and show the new ads)


47/67


Bodycopy: Hidden inside the woman is a little girl. Your little girl. You've watched

her grow from pigtails, to jeans, to sarees. She's made the last twenty one years seem

like twenty one weeks.

And now, another man is laying claim to her attention. You don't know whether

you're happy or jealous.

This is the time to reinforce your position as the best man in her life. Give her

something she'll treasure.

Baseline: The simplest car to drive.

Bodycopy: Your wife.there's something special about her.

In the way she looks at you. In the way she smiles

In the way she squeezes your hand when you're feeling low. In the way she makes

your house feel like home.


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There's something special in the way she says her father is the best man in her life,

with a twinkle that tells you he's not the only one.

There's something special in the way she just fits into your life.

You know she's special. Gift her something that'll make her feel so.

Santro Xing Promotions: Repositioning of Santro

Santro Automatic


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The Five Seater Santro: A Consumer Awareness campaign


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CELEBRITY ENDORSEMENTS

Hyundai Santro has greatly benefited from its TV ad campaigns. Thanks to their

brand ambassador Shah-Rukh Khan Santro ads have the distinction of having the

highest recall value. With Preity Zinta adding more Xing to the campaign the run -

away success speaks for itself. More than the ads it is the positioning strategy of the

Santro that needs to be complemented. They have positioned the car as the

consumers first choice while buying a car for the first time in his life as al the first

things in his life are special. The initial ad aired featured Shah-Rukh with a certain

Mr.Kim, who also became an instant hit with the masses. Of interest is the fact that by

the time (Shah Rukh) Khan came around and agreed' to an endorsement contract, Mr

Kim had told Indian consumers a few things about Hyundai (the company) and theSantro (the car). It might even be argued that it was the fictitious Mr Kim - and not

brand ambassador Shah Rukh Khan - who first appealed to the left-brain of Indian

consumers by selling brand Hyundai, which went some way in later establishing the

Santro as a standard in the B' segment of the Indian passenger car market. That, of

course, was five years ago. Since then, Shah Rukh has been regularly endorsing the

Santro and its many variants, while Mr Kim dignifiedly withdrew into anonymity, his

job done.

Well, after a five-year interregnum, gentleman Kim is back in the Santro's

communication - though, at first glance, he doesn't come across as being particularly

gentlemanly any longer. Quite the opposite, he is rather curt - even boorish - in the

way he stops the cheerful Shah Rukh (driving a Santro) in the middle of nowhere and

tells him to hand over the car's keys, explaining that his contract for the Santro Zip

Plus is over'. He virtually dumps Shah Rukh by driving away with the car, leaving

the nonplussed endorser stranded on the highway. (Incidentally, this teaser' interludeis part one of a two-part communication.) If Mr Kim's behaviour is at odds with his

earlier warm, gracious persona, everything is soon explained - in the second part of

the communication. As Shah Rukh walks down the lonely road, a car draws up to

him. And out steps Mr Kim. An understandably angry Shah Rukh demands an

explanation, and Mr Kim readily offers one: the new Santro Xing, from which he has

just exited. Your contract for Santro Xing begins now,' he smiles genially at Shah

Rukh, handing him the keys of the new car. This was a smart move on Hyundais part


51/67

as the consumer could easily relate to the new and improved version of Santro Xing

the earlier Santro zip plus. It was during this time that Hyundai promoted it as the

sunshine car and came out with the print and TV campaign featuring Preity Zinta.

This promotional campaign was successful in imparting a youthful and bubbly feel to

the brand. She is the physical embodiment' of the sunshine' that Santro supposedly

brings to the lives of its customers. To keep the excitement alive, they have aired the

ads with a storyline which has been broken up into four parts.

The first ad was the teaser that introduced the concept of sunshine (without actually

showing Preity Zinta). In the second part, we get a glimpse of Preity Zinta. It is only

in the third part that the love between Shah Rukh Khan and Preity Zinta blossoms.

The final ad in the series would delve into the chemistry' between the two.It is

therefore, rightfully said that Hyundai has been very smart in perceiving the

consumers interest and thus coming out with a campaign which is both visually

pleasing and is successful in putting its point across.

HYUNDAI ROAD SHOW "WORLD OF WHEELS"


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Hyundai has by hosting and participating in auto car shows believes in increasing its

visibility all across. Hyundai Motor India's second road show, the "World of Wheels"

(WOW), began its four-month long journey across the country on December 2, 2006,

with a grand display of nine cars from the Hyundai stable.

The "World of Wheels" will drive into 34 non-metro cities, beginning with Ludhiana

in Punjab and then move to other cities in the Northern region. In each of the cities,

covering all the four regions, the road show would be a three-day event, with a special

press preview on the inaugural day. All the seven Hyundai brands currently sold in

India will be on display at the exhibitions. As a special attraction, Hyundai has

shipped from Korea two premium Hyundai cars which are yet to be launched in India

- the super-luxury sedan Azera and the sports coupe Tuscani. This is for the first time

that the two cars would be displayed all over India.

The World of Wheels will not only showcase the sophistication of Hyundai's

technological advancement and design capabilities, but also give the people an

opportunity to book their vehicles at the venues. The road show in each city promises

to be an exciting affair with special offers and a "WOW package" of goodies for

people who book their cars at the venue. The event will also have its share of fun and

entertainment - with game-shows, contests and exciting prizes.

The country wide road show is part of Hyundai Motor India's continuing effort to

connect with and reach out to the customer directly. The event will give our

customers in non-metro cities a first-hand experience of the entire range of Hyundai

cars in India and some which may enter India in the near future.

Ques1


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Total income

Below 1 lakh 5

1 lakh1.5 lakhs 10

1.5 lakhs3 lakhs 22

Above 3 lakhs 13

10%

20%

44%

26%

Below 1 lakh 1 lakh 1.5 lakhs 1.5 lakhs 3 lakhs Above 3 lakhs

This doughnut graph represents the income level of the respondents. Under this

category as we can see that a lion share of respondents i.e. 44% belongs to middle

group that is with income between 1.5 lakhs to 3 lakhs.


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Ques 2

For how many years you are using Hyundai santro

1 year 5

2 year 15

3 year 20

More than 3 year 10

10%

30%

40%

20%

1 year 2 year 3 year more than 3 year

This pie graphs shows the experience of number of respondents who are using

Hyundai santro. As we can see that 40% respondents are using Hyundai santro from

last 3 years.


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Ques 3

Do you like Hyundai Santro?

Yes 42

No 8

1

No

Yes

0

10

20

30

40

50

No

Yes

This bar graphs represents responds of respondents about their likings for Hyundai santro.

And as we can see that 84% of respondents like Hyundai santro, which is a very good

sign of consumer satisfaction.


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Ques 4

What were the factors which influence you to buy Hyundai santro?

Brand name 13

Style 2

Fuel efficiency 15

Comfort 10

Performance 5

Any other 5

26%

4%

30%

20%

10%

10%

Brand name style Fuel efficiency

comfort Performance any other

This doughnut graphs represents the factors that influenced the respondents to buy

Hyundai santro. As we can see that 30 % of respondents buy their Hyundai santro for fuel

efficiency and 26% of respondents for brand name.


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Ques 5

Are you satisfied with your Hyundai santro?

Yes 38

No 12

1

no

Yes

0

10

20

30

40

no Yes

This bar graph represents the consumer satisfaction for Hyundai santro. As we see

that 76% of respondents are satisfied with their Hyundai santro.


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Ques 6

What you dont like about Hyundai santro

After sales services 20

Air conditioner 5

Comfort 8

Fuel efficiency 2

Performance 9

Any other 6

0

5

10

15

20

25

1

After sales services air conditioner Comfortfuel efficiency Performance any other

This bar graph represents disliking about their Hyundai santro. This shows that 40%

of respondents are not satisfied with after sales services.


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Ques7

What you like about Hyundai santro

After sales services 8

Air conditioner 12

Comfort 10

Fuel efficiency 15

Performance 5

Any other 0

0

2

4

6

8

10

12

14

16

1

After sales services Air conditioner Comfort

Fuel efficiency Performance Any other

This bar graph represents likings about their Hyundai santro. This shows that 30% of

respondents are satisfied with fuel efficiency of the car.


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Ques 8

Did advertisement influenced your Hyundai santro buying decision

Yes 39

No 11

1

No

Yes

0

10

20

30

40

No Yes

This bar graph represents the advertisement influence in the buying decision of

Hyundai santro. This shows that advertisements influenced 78% of respondents for

buying Hyundai santro.


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Ques 9

Hyundai santro to you

Just a car 5

More than a car 15

The sunshine car 10

The family car 20

10%

30%

20%

40%

Just a car more than a car

The sunshine car the family car

This doughnut graph represents the emotional bonding of the respondents with Hyundai

santro. This shows that for 40% of respondents, Hyundai santro is not just a car but a

Family Car.


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Observations & Recognitions

Today, in India there are only 5 cars among 1000 people so there is a huge marketto exploit.

According to Recent Sales Satisfaction survey Hyundai lies at the second lastposition.

Thus Hyundai should train their technical staff to deal with customer who is in the

workshop to get their cars serviced/repaired. No doubt it is hard to manage and

handle such a big network but the company has to handle it properly to satisfy its

customers. We should always remember that loyal and satisfied customer gives a

chain of new customers.

114 114

110109

105

102 102

96

98

100

102

104

106

108

110

112

114

SSI Scores

Companies

Indian Sales Satisfaction Index (SSI)

HM/MitsubishiHonda SielFord IndiaM&MDawood MotorsHyundaiMUL


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Hyundai should emphasis on after sales services. Hyundai should launch the CNG variant of its models used for public transport. Hyundai dealer network is still small as compared to segment it is targeting. So it

has to expand its dealer network to keep up with its rising sales.

The comprehensive promotional campaign of Hyundai should continue giving itmore brand visibility.

Hyundai should take this fact into consideration that the demand for passengercars in the long run will be robust due to rising income levels and also due to rise

in Indian middle class.

HMIL can also focus on exports as this is one area which is having the largestshare in its Top line growth.


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CONCLUSION

This project was conducted on marketing strategies of Hyundai motor India ltd. with

focus on Hyundai santro. In this project questionnaire was prepared to know the

consumer satisfaction level of respondents and the conclusion is based on the same.

Few years ago, on September 23rd 1998 the company launched Hyundai santro in the

Indian market. The company was new in the market but still the company sold around

17000 units in first five months. The company has already created their market share till

now and can be distincted from other brands.

From findings and analysis we can conclude that the consumers are very much satisfied

from their Hyundai santro. For them Hyundai santro is not just a car but for them i ts a

family car, that is the company has already created their emotional bindings with their

consumers. As Hyundai santro is a middle segment car so its main focus is to give more

fuel efficiency, and according to respondents, the company has given them what they

want, that is most of the respondents are satisfied from fuel efficiency of the car. But the

company also lies behind in some fields like few respondents were not happy when after

a sales service is taken into account.

Success will largely be determined to the extent a company can differentiate itself in

terms of intangibles that go with a car. Thus, success could well hinge on the best of

bundle of services that a carmaker can provide.


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QUESTIONNAIRE

Name ____________________________________

Address ____________________________________

Age ____________________________________

Occupation ____________________________________

Ques1

Total income

A) Below 1 lakh B) 1 lakh1.5 lakhs

C) 1.5 lakhs3 lakhs D) above 3 lakhs

Ques 2

For how many years you are using Hyundai santro

A) 1 year B) 2 year

C) 3 year D) more than 3 year

Ques 3

Do you like Hyundai Santro?

A) Yes B) no

Ques 4

What were the factors which influence you to buy Hyundai santro?

A) Brand name B) style

C) Fuel efficiency D) comfort

E) Performance F) any other

Ques 5

Are you satisfied with your Hyundai santro?

A) Yes B) no

Ques 6


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What you dont like about Hyundai santro

A) After sales services B) air conditioner

C) Comfort D) fuel efficiency


Ques7

What you like about Hyundai santro

A) After sales services B) air conditioner

C) Comfort D) fuel efficiency


Ques 8

Did advertisement influenced your Hyundai santro buying decision

A) Yes B) no

Ques 9

Hyundai santro to you

A) Just a car B) more than a car

C) The sunshine car D) the family car


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BIBLIOGRAPHY

Marketing Management by Phillip Kotler Brand positioning by Subroto sengupta Positioning: The Battle for your mind by Al Ries & Jack Trout

Newspapers, Journals & Magazines

Business World The Economist Economic Times Autocar India

Websites

www.hyundai.co.in www.hyundai.com www.google.com www.agencyfaqs.com www.brandchannel.com www.superbrands.org www.marketingprofs.com www.netmba.com www.economictimes.com www.blonnet.com
http://www.hyundai.co.in/http://www.hyundai.com/http://www.google.com/http://www.agencyfaqs.com/http://www.brandchannel.com/http://www.superbrands.org/http://www.marketingprofs.com/http://www.netmba.com/http://www.economictimes.com/http://www.blonnet.com/http://www.blonnet.com/http://www.economictimes.com/http://www.netmba.com/http://www.marketingprofs.com/http://www.superbrands.org/http://www.brandchannel.com/http://www.agencyfaqs.com/http://www.google.com/http://www.hyundai.com/http://www.hyundai.co.in/

Hyundai Company

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