SUMMER TRAINING

RESEARCH REPORT ON SALES PROMOTION ON HYUNDAI

SUBMITTED IN PARTIAL FULFILLMENT FOR THE REQUIREMENT OF DEGREE OF BACHELOR OF BUSINESS ADMINISTRATION Submitted by:

ACKNOWLEDGEMENT

Any fruitful work is incomplete without a word of thanks to those involved directly or indirectly in its completion. With my sincere gratitude I would like to thanks everyone who has supported me in my project.

I would like to extend my sense of acknowledgement to Mr. for their immense help & guidance that they have provided me during this summer training. The present work has taken its Sharpe largely to their wise counsels, concrete and constructive suggestion and sincere courtesy.

I would like to thanks Mr. for their support and encouragement during this summer training. The opportunity provided by his was an immense learning experience.

The help received from something without which the project would not have been complete. Their insight as well as guidance helped me to understand the essentials of the Project. I would like to thank them for their support.

I would also like to place on record my sense of gratitude to my parents and friends for their support and encouragement, which has always guided me my entire endeavourer.PREFACESales promotion is one of the four aspects of promotional mix. (The other three parts of the promotional mix are advertising, personal selling, and publicity/public relations.) Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availabilityMany of the examples above are focused upon consumers. Don't forget that promotions can be aimed at wholesales and distributors as well. These are known as Trade Sales Promotions. Examples here might include joint promotions between a manufacturer and a distributor, sales promotion leaflets and other materials (such as car), and incentives for distributor sales people and their retail clients.

TABLE OF CONTENT

1. research objective

2. introduction 3. Companys profile 4. Research methodology

5. Data analysis 6. Conclusions

7. Limitations

8. Suggestion and Recommendations

9. Bibliography Annexure THE RESEARCH OBJECTIVE

Based on the problem the objective of the research is divided into two which are as follows:

Primary Objective:

To analyse brand loyalty of customers towards the companys products range

Secondary Objective:

Analyse consumer satisfaction and sales promotion of Hyundai for different cars.

Analyse the after sales service provided by companyINTRODUCTIONSales promotion is any initiative undertaken by an organisation to promote an increase in sales, usage or trial of a product or service (i.e. initiatives that are not covered by the other elements of the marketing communications or promotions mix). Sales promotions are varied. Often they are original and creative, and hence a comprehensive list of all available techniques is virtually impossible (since original sales promotions are launched daily!). Here are some examples of popular sales promotions activities:

(a) Buy-One-Get-One-Free (BOGOF) - which is an example of a self-liquidating promotion. For example if a loaf of bread is priced at $1, and cost 10 cents to manufacture, if you sell two for $1, you are still in profit - especially if there is a corresponding increase in sales. This is known as a PREMIUM sales promotion tactic.

(b) Customer Relationship Management (CRM) incentives such as bonus points or money off coupons. There are many examples of CRM, from banks to supermarkets.

(c) New media - Websites and mobile phones that support a sales promotion. For example, in the United Kingdom, Nestle printed individual codes on KIT-KAT packaging, whereby a consumer would enter the code into a dynamic website to see if they had won a prize. Consumers could also text codes via their mobile phones to the same effect.

(d) Merchandising additions such as dump bins, point-of-sale materials and product demonstrations.

(e) Free gifts e.g. Subway gave away a card with six spaces for stickers with each sandwich purchase. Once the card was full the consumer was given a free sandwich.

(f) Discounted prices e.g. Budget airline such as EasyJet and Ryanair, e-mail their customers with the latest low-price deals once new flights are released, or additional destinations are announced.

(g) Joint promotions between brands owned by a company, or with another company's brands. For example fast food restaurants often run sales promotions where toys, relating to a specific movie release, are given away with promoted meals.

(h) Free samples (aka. sampling) e.g. tasting of food and drink at sampling points in supermarkets. For example Red Bull (a caffeinated fizzy drink) was given away to potential consumers at supermarkets, in high streets and at petrol stations (by a promotions team).

(i) Vouchers and coupons, often seen in newspapers and magazines, on packs.

(j) Competitions and prize draws, in newspapers, magazines, on the TV and radio, on The Internet, and on packs.

(k) Cause-related and fair-trade products that raise money for charities, and the less well off farmers and producers, are becoming more popular.

(l) Finance deals - for example, 0% finance over 3 years on selected vehicles.

Many of the examples above are focused upon consumers. Don't forget that promotions can be aimed at wholesales and distributors as well. These are known as Trade Sales Promotions. Examples here might include joint promotions between a manufacturer and a distributor, sales promotion leaflets and other materials (such as car), and incentives for distributor sales people and their retail clients.

SALES PROMOTIONMarketing

Key concepts

Product / Pricing / PromotionDistribution / Service / RetailBrand managementAccount-based marketingMarketing ethicsMarketing effectivenessMarket researchMarket segmentationMarketing strategyMarketing managementMarket dominance

Promotional content

Advertising / BrandingDirect marketing / Personal SalesProduct placement / Public relationsPublicity / Sales promotionSex in advertising / Underwriting

Promotional media

Printing / Publication / BroadcastingOut-of-home / Internet marketingPoint of sale / Novelty itemsDigital marketing / In-gameWord of mouth

This box: viewtalkedit

Sales promotion is one of the four aspects of promotional mix. (The other three parts of the promotional mix are advertising, personal selling, and publicity/public relations.) Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include:

contests

point of purchase displays

rebates

free travel, such as free flights

Sales promotions can be directed at either the customer, sales staff, or distribution channel members (such as retailers). Sales promotions targeted at the consumer are called consumer sales promotions. Sales promotions targeted at retailers and wholesale are called trade sales promotions. Some sale promotions, particularly ones with unusual methods, are considered gimmick by many.

Consumer sales promotion techniques Price deal: A temporary reduction in the price, such as happy hour

Loyal Reward Program: Consumers collect points, miles, or credits for purchases and redeem them for rewards. Two famous examples are Pepsi Stuff and AAdvantage.

Cents-off deal: Offers a brand at a lower price. Price reduction may be a percentage marked on the package.

Price-pack deal: The packaging offers a consumer a certain percentage more of the product for the same price (for example, 25 percent extra).

Coupons: coupons have become a standard mechanism for sales promotions.

Loss leader: the price of a popular product is temporarily reduced in order to stimulate other profitable sales

Free-standing insert (FSI): A coupon booklet is inserted into the local newspaper for delivery.

On-shelf couponing: Coupons are present at the shelf where the product is available.

Checkout dispensers: On checkout the customer is given a coupon based on products purchased.

On-line couponing: Coupons are available on line. Consumers print them out and take them to the store.

Mobile couponing: Coupons are available on a mobile phone. Consumers show the offer on a mobile phone to a salesperson for redemption.

Online interactive promotion game: Consumers play an interactive game associated with the promoted product. See an example of the Interactive Internet Ad for tomato ketchup.

Rebates: Consumers are offered money back if the receipt and barcode are mailed to the producer.

Contests/sweepstakes/games: The consumer is automatically entered into the event by purchasing the product.

Point-of-sale displays:-

Aisle interrupter: A sign that juts into the aisle from the shelf.

Dangler: A sign that sways when a consumer walks by it.

Dump bin: A bin full of products dumped inside.

Glorifier: A small stage that elevates a product above other products.

Wobbler: A sign that jiggles.

Lipstick Board: A board on which messages are written in crayon.

Necker: A coupon placed on the 'neck' of a bottle.

YES unit: "your extra salesperson" is a pull-out fact sheet.

Trade sales promotion techniques Trade allowances: short term incentive offered to induce a retailer to stock up on a product.

Dealer loader: An incentive given to induce a retailer to purchase and display a product.

Trade contest: A contest to reward retailers that sell the most product.

Point-of-purchase displays: Extra sales tools given to retailers to boost sales.

Training programs: dealer employees are trained in selling the product.

Push money: also known as "spiffs". An extra commission paid to retail employees to push products.

Trade discounts (also called functional discounts): These are payments to distribution channel members for performing some function .

POLITICAL ISSUESSales promotions have traditionally been heavily regulated in many advanced industrial nations, with the notable exception of the United States. For example, the United Kingdom formerly operated under a resale price maintenance regime in which manufacturers could legally dictate the minimum resale price for virtually all goods; this practice was abolished in 1964. Most European countries also have controls on the scheduling and permissible types of sales promotions, as they are regarded in those countries as bordering upon unfair business practices. Germany is notorious for having the most strict regulations. Famous examples include the car wash that was barred from giving free car washes to regular customers and a baker who could not give a free cloth bag to customers who bought more than 10 rolls. PROMOTIONAL MIXThere are four main aspects of a promotional mix. These are:

1 Advertising- Any paid presentation and promotion of ideas, goods, or services by an identified sponsor. Examples: Print ads, radio, television, billboard, direct mail, brochures and catalogs, signs, in-store displays, posters, motion pictures, Web pages, banner ads, and emails.2 Personal Selling - A process of helping and persuading one or more prospects to purchase a good or service or to act on any idea through the use of an oral presentation. Examples: Sales presentations, sales meetings, sales training and incentive programs for intermediary salespeople, samples, and telemarketing. Can be face-to-face or via telephone.3 Promotions- Incentives designed to stimulate the purchase or sale of a product, usually in the short term. Examples: Coupons, sweepstakes, contests, product samples, rebates, tie-ins, self-liquidating premiums, trade shows, trade-ins, and exhibitions.4 Public relations - Paid intimate stimulation of supply for a product, service, or business unit by planting significant news about it or a favorable presentation of it in the media. Examples: Newspaper and magazine articles/reports, TVs and radio presentations, charitable contributions, speeches, issue advertising, and seminars.Direct Marketing is often listed as a the fifth part of the marketing mix

Sponsorship is sometimes added as a sixth aspect.

CATEGORY: SALES PROMOTIONSubcategories

This category has only the following subcategory.

C

[+] Customer loyalty programs (1)

"Sales promotion"

BBargain

Buy one, get one freeC

Clip strip

CouponD

Discounts and allowances

Doorbuster

Drug CouponF

Free sampleG

Grand openingH

Happy hour

Hoover free flights promotionI

Institute of Sales PromotionL

Ladies' nightM

Magalog

Money back guaranteePPick 'n' mix

Point of sale display

Price markdownP cont.

Promotional itemR

Rebate (marketing)

Running of the BridesS

Sample sale

Serverbuster

Specialty catalogs

Student Price CardV

Visual merchandisingW

Wiki wiki dollarY

Young America Corporation

COMPANY PROFILE

Hyundai Motor Company

TypePublic (KRX: 005380,LSE: HYUD)

Founded1967

Founder(s)Chung Ju-Yung

HeadquartersSeoul, South Korea

Area servedInternational

Key peopleChung Mong-Koo, Chairman and CEO

IndustryAutomobile manufacturer

ProductsAutomobiles

Revenue US$ 74.3344 billion

ParentHyundai Kia Automotive Group

WebsiteHyundai-Motor.com

The Hyundai Motor Company, a division of the Hyundai Kia Automotive Group, is the worlds fifth largest automaker in terms of units sold per year.[1] Headquartered in Seoul, South Korea, Hyundai operates the worlds largest integrated automobile manufacturing facility in Ulsan, which is capable of producing 1.6 million units annually. The Hyundai logo, a slanted, stylized 'H', is said to be symbolic of two people (the company and customer) shaking hands. Hyundai means "modernity" in Korean.

HistoryChung Ju-Yung founded the Hyundai Engineering and Construction Company in 1947. Hyundai Motor Company was later established in 1967. The companys first model, the Cortina, was released in cooperation with Ford Motor Company in 1968. In 1975, the Pony, the first Korean car, was released, with styling by Giorgio Giugiaro of ItalDesign and powertrain technology provided by Japans Mitsubishi Motors. Exports began in the following year to Ecuador and soon thereafter to the Benelux countries. In 1991, the company succeeded in developing its first proprietary gasoline engine, the four-cylinder Alpha, and transmission, thus paving the way for technological independence.

In 1986, Hyundai began to sell cars in the United States, and the Excel was nominated "Best Product #10" by Fortune magazine, largely because of its affordability. The company began to produce models with its own technology in 1988, beginning with the midsize Sonata.

In 1996, Hyundai Motors India Limited was established with a production plant in Irrungattukatoi near Chennai, India.[2]In 1998, Hyundai began to overhaul its image in an attempt to establish itself as a world-class brand. Chung Ju Yung transferred leadership of Hyundai Motor to his son, Chung Mong Koo, in 1999. [3] Hyundais parent company, Hyundai Motor Group, invested heavily in the quality, design, manufacturing, and long-term research of its vehicles. It added a 10-year or 100,000-mile (160,000km) warranty to cars sold in the United States and launched an aggressive marketing campaign.

In 2004, Hyundai was ranked second in "initial quality" in a survey/study by J.D. Power and Associates. Hyundai is now one of the top 100 most valuable brands worldwide. Since 2002, Hyundai has also been one of the worldwide official sponsors of the FIFA World Cup.

In 2006, the South Korean government initiated an investigation of Chung Mong Koos practices as head of Hyundai, suspecting him of corruption. On April 28, 2006, Chung was arrested, and charged for embezzlement of 100 billion won (US$106 million), [4] with Hyundai Vice Chairman and CEO, Kim Dong-jin taking over as head of the company.

Business

Assembly line at Hyundai Motor Companys car factory in Ulsan, South KoreaHyundaiIn 1998, after a shake-up in the Korean auto industry caused by overambitious expansion and the Asian financial crisis, Hyundai acquired rival Kia Motors.

In 2000, the company established a strategic alliance with DaimlerChrysler and severed its partnership with the Hyundai Group.

In 2001, the Daimler-Hyundai Truck Corporation was formed.

In 2004, however, DaimlerChrysler divested its interest in the company by selling its 10.5 percent stake for $900 million.

Hyundai has invested in manufacturing plants in the North America, China, Pakistan, India, and Turkey as well as research and development centers in Europe, North America, and Japan.

In 2004, Hyundai Motor Company had $57.2 billion in sales in South Korea making it the countrys second largest corporation, or chaebol. Worldwide sales in 2005 reached 2,533,695 units, an 11 percent increase over the previous year. Hyundai has set as its 2006 target worldwide sales of 2.7 million units (excluding exports of CKD kits).

Hyundai motor vehicles are sold in 193 countries through some 5,000 dealerships and showrooms. After a recent survey of global automotive sales by Automotive News, Hyundai is now the tenth largest automaker in the world in 2007. Hyundai Motor Companys brand power continues to rise as it was ranked 72nd in the 2007 Best Global Brands by Interbrand and BusinessWeek survey. brand value estimated at $4.5 billion. Public perception of the Hyundai brand has been transformed as a result of dramatic improvements in the quality of Hyundai vehicles.

Hyundai in the United States

Hyundai Azera

Hyundai Genesis

Hyundai entered the United States market in 1986 with a single model, the Hyundai Excel. The Excel was offered in a variety of trims and body styles. That year, Hyundai set a record of selling the most automobiles in its first year of business in the United States compared to any other car brand (c. 126,000 vehicles).

Initially well received, the Excels faults soon became apparent; cost-cutting measures caused reliability to suffer. With an increasingly poor reputation for quality, Hyundai sales plummeted, and many dealerships either earned their profits on repairs or abandoned the product. At one point, Hyundai became the butt of many jokes (i.e. Hyundai stands for "Hope you understand nothing's driveable and inexpensive") and even made David Letterman's Top Ten Hilarious Mischief Night Pranks To Play In Space: #8 - Paste a "Hyundai" logo on the main control panel. In response, the parent company of Hyundai began investing heavily in the quality, design, manufacturing, and long-term research of its vehicles. It added a 10-year or 100,000-mile (160,000km) powertrain warranty (known as the Hyundai challenge) to its vehicles sold in the United States. By 2004, sales had dramatically increased, and the reputation of Hyundai cars improved. In 2004, Hyundai tied with Honda for initial brand quality in a survey/study from J.D. Power and Associates, for having 102 problems per 100 vehicles. This made Hyundai second in the industry, only behind Toyota, for initial vehicle quality. The company continued this tradition by placing third overall in J.D. Powers 2006 Initial Quality Survey, behind only Porsche and Lexus. Hyundai continues to invest heavily in its American operations as its cars grow in popularity. In 1990, Hyundai established the Hyundai Design Center in Fountain Valley, California. The center moved to a new $30 million facility in Irvine, California in 2003, and was renamed the Hyundai Kia Design and Technical Center. Besides the design studio, the facility also housed Hyundai America Technical Center, Inc. (HATCI, established in 1986), a subsidiary responsible for all engineering activities in the U.S. for Hyundai. Hyundai America Technical Center moved to its new 200,000-square-foot (19,000m2), $117 million headquarters in Superior Township, Michigan (near Ann Arbor) in 2005. Later that same year, HATCI announced that it would be expanding its technical operations in Michigan and hiring 600 additional engineers and other technical employees over a period of five years. The center also has employees in California and Alabama.

Hyundai America Technical Center completed construction of its Hyundai/Kia proving ground in California City, California in 2004. The 4,300-acre (17km2) facility is located in the Mojave Desert and features a 6.4-mile (10.3km) oval track, a Vehicle Dynamics Area, a vehicle-handling course inside the oval track, a paved hill road, and several special surface roads. A 30,000-square-foot (2,800m2) complex featuring offices and indoor testing areas is located on the premises as well. The facility was built at a cost of $50 million. An aerial view can be found here. Hyundai completed an assembly plant just outside Montgomery, Alabama in 2004, with a grand opening on May 20, 2005, at a cost of $1.1 billion. At full capacity, the plant will employ 2,000 workers. Currently, the plant assembles the Hyundai Sonata and the Hyundai Santa Fe. It is Hyundais second attempt at producing cars in North America, as the Hyundai Auto Canada Inc. plant in Quebec closed down in 1993.

In 2003, According to Consumer Reports, Hyundais reliability rankings tied Hondas. In 2005, Hyundai allowed Ed Voyles Hyundai in Smyrna, Georgia to become the first "deaf friendly" dealership in the entire world. The staff in this dealership are able to accommodate deaf customers with the use of American Sign Language and video conferencing phones.

In 2006 JD Power and associates quality ranking, overall the Hyundai brand ranked 3rd, just behind Porsche and Lexus, and beating long time rival Toyota.[12] The brand overall is ranked much higher than the average industry and resale value continues to improve; a comparable 2003 Hyundai Sonata sedan ranks just $2200 below a similarly equipped Honda Accord, according to Kelley Blue Book Pricing 2006.

In 2006, Hyundais minivan Entourage earned a five-star safety rating the highest honor the National Highway Traffic Safety Administration bestows for all seating positions in frontal and side-impact crashes. The Insurance Institute for Highway Safety also rates Good its highest rating in front, side and rear impacts. The IIHS (Insurance Institute for Highway Safety, United States), in fact, named the 2006 Hyundai Entourage and Kia Sedona a Gold Top Safety Pick, making the safest minivan ever tested. [13]

HYPERLINK "http://en.wikipedia.org/wiki/Hyundai_Motor_Company" \l "cite_note-13#cite_note-13" \o "" [14]

HYPERLINK "http://en.wikipedia.org/wiki/Hyundai_Motor_Company" \l "cite_note-14#cite_note-14" \o "" [15]In 2006, Hyundai was awarded 'Top-rated 2006 Ideal Vehicle' by Autopacific, Marketing research and consultancy firm for the automobile industry

In 2007 Strategic Vision Total Quality Awards, Hyundai Motors leads the most vehicle segments in Strategic Visions Total Quality Index, measuring the ownership experience. They attempt to measure more than just the number of problems per vehicle. Hyundai tops in Strategic Vision Total Quality Awards. For the first time ever, Hyundai has risen to share the position of having the most models leading a segment. three models with the top Total Quality Index (TQI) score in their segments, including the Hyundai Azera, Entourage, Santa Fe. In 2007, Hyundais midsize SUV Santa Fe earns 2007 TOP SAFETY PICK award by IIHS.

In 2007 at the New York International Auto Show, Hyundai unveiled its V8 rear-drive luxury sedan called Concept Genesis to be slotted above the Azera in the Hyundai line-up. This concept will make its American debut in mid 2008.[21]In 2007 at the Los Angeles International Auto Show, Hyundai unveiled its second rear-drive concept car, this car, called Concept Genesis Coupe, will be Hyundais first sports car due to make its debut in early 2009. In 2008, Hyundai Santa Fe and Hyundai Elantra awarded 2008 Consumer Reports "top pick" which was among the top 10 vehicles for 2008 unveiled in the magazine's issue. The magazine's annual ratings, based on road tests and predicted safety and reliability are considered highly influential among consumers. [23] and Hyundai Elantra earned Consumer Reports' 'excellent' rating in predicted reliability. Hyundai Elantra is Consumer Reports top-ranked 2008 vehicle amongst 19 other compacts and small family cars. Beating out such high-quality stalwarts as the Honda Civic, Toyota Corolla and Toyota Prius.]In 2008, at the North American International Auto Show, the production version of the luxury & performance-oriented Hyundai Genesis sedan made its debut, dealerships will have the Genesis as soon as Summer 2008.

In 2008, at the New York International Auto Show, Hyundai debuted it's production version of the performance-oriented rear-drive Hyundai Genesis Coupe, slated to hit dealerships in early 2009.

2009, Hyundai has announced the five-door hatchback variant of the Elantra compact sedan will carry the name Elantra Touring when it goes on sale in the spring as a 2009 model.[25]US salesCalendar YearSales

2005244,391

2006346,235

2007375,119

2008400,221

2007418,615

2008455,012

2009455,520

2010467,009

2011401,742

Electric vehiclesHyundai plans to begin producing hybrid electric vehicles in 2009. The Avante will be the first vehicle to be produced.

Since 2004, Hyundai has supplied about 3,000 hybrid versions of its Getz and Accent small cars to government fleets as part of a testing program. The automaker cites a lack of local tax benefits for purchasing hybrids as a barrier to its hybrid development program. But Hyundai expects the tax situation to change in 2009 [30].

The new hybrid electric Sonata will make its debut at the Los Angeles International Auto Show in November 2008. Hyundai expects to release it in the U.S. market in 2010, featuring lithium-ion battery technology [31].

Environmental recordOn April 23, 2008 Hyundai Motor announced the beginning of a five-year project to turn 50 km of infertile land into grassland by 2012. Hyundai is doing so with the help of the Korean Federation for Environmental Movement (KFEM). The project, named Hyundai Green Zone, is located 660 km north of Beijing. The goal of the project is to end the recurring dust storms in Beijing, block desertification and protect the local ecosystem. Local weeds will be planted in the region that have the ability to endure sterile alkaline soil. This is the first environmental project of the companys social contribution program. Hyundai Motor plans to aid Chevron Corporation in the construction of up to six hydrogen fueling stations that will be located in California, including locations at the University of California-Davis and the Hyundai America Technical Center in Chino. Hyundai is going to provide a collection of 32 Tucson fuel cell vehicles, which are powered by UTC Fuel Cell power plants. Motorsport

Alister McRae driving an Accent WRC at the 2001 Rally Finland.

Hyundai entered motorsport by competing in the F2 class of the World Rally Championship in 1998 and 1999. In September 1999, Hyundai unveiled the Accent WRC, a World Rally Car based on the Hyundai Accent. The Hyundai World Rally Team debuted the car at the 2000 Swedish Rally and achieved their first top-ten result at that year's Rally Argentina, when Alister McRae and Kenneth Eriksson finished seventh and eighth, respectively. Eriksson later drove the car to fifth place in New Zealand and fourth in Australia. In 2001, Hyundai debuted a new evolution of the Accent WRC, which was intended to improve reliability, but the performance of the car was still not good enough to challenge the four big teams (Ford, Mitsubishi, Peugeot and Subaru). However, at the season-ending Rally GB, the team achieved their best result with McRae finishing fourth and Eriksson sixth.

For the 2002 season, Hyundai hired the four-time world champion Juha Kankkunen, along with Freddy Loix and Armin Schwarz. Kankkunen's fifth place in New Zealand was the team's best result, but they managed to edge out koda and Mitsubishi by one point in the battle for fourth place in the manufacturers' world championship. In September 2003, after a season hampered by budget constraints, Hyundai announced withdrawal from the WRC and a plan to return in 2006. Electric propulsionHyundai plans begin producing hybrid electric vehicles in 2009. They are going to use Hybrid Blue Drive, that includes lithium polymer batteries, instead of lithium-ion [37] [38] [39].

The Avante will be the first vehicle to be produced. [30]. Other are the Santa Fe Hybrid, the Elantra, Sonata Hybrid (to the U.S. market in 2010) and the Hyundai i20 (this last, replaces the Getz) [37].

PRODUCT RANGE Accent

Atos/Santro

Azera

Dynasty

Elantra

Equus/Centennial (joint project of Hyundai and Mitsubishi) Genesis

Genesis Coupe

Click/Getz

Grandeur (joint project of Hyundai and Mitsubishi)

Grandeur XG/XG300/XG350

Grandeur/Azera

Matrix/Lavita

Santamo (Rebadged Mitsubishi Chariot) (Originally produced by Hyundai Precision Industry)

Sonata/i40

Tiburon/Coup/Tuscani

i30

i20

i10

SUVs and vans Entourage (Similar to the Kia Sedona)

Galloper (Rebadged Mitsubishi Pajero) (Originally produced by Hyundai Precision Industry)

Grace (1st generation was a rebadged Mitsubishi Delica)

H-1/Satellite/Starex/Libero/H-200

Hyundai H-1/iMax/i800

Hyundai H-100 Grace / Porter

HD1000 (Minibus/Porter)

Porter (1st generation was a rebadged Mitsubishi Delica)

Santa Fe

Starex

Terracan

Trajet

Tucson

Veracruz

Commercial vehicles Ford D Series

Ford DK Series

Ford R Series

O303 Benz Bus

HM 1620 urban bus

HM 1630 suburban bus

Hyundai 4.5 to 5-ton truck (Rebadged Mitsubishi Fuso Fighter)

Hyundai 8 to 25-ton truck (Rebadged Mitsubishi Fuso Super Great)

Aero (Rebadged Mitsubishi Fuso Aero Bus)

Aero City

Aero Town (e-Aero Town)

Hyundai DQ-7

Bison & 3ton Truck

Chorus

County (e-County)

e-Mighty

Hyundai FB

HD160

HD170

Mega Truck

New Power Truck

Mighty (Rebadged Mitsubishi Fuso Canter)

Mighty II

Hyundai RB

Super Truck Medium

Super Truck

Trago

Universe

SWOT ANALYSISSTRENGTH

WEAKNESS

Strong Brand Image.

Technically Superior. Good After Sales services. Very high price

Major Competitors

OPPORTUNITIESTHREATS

Young generations need for more branded.

Brand image is necessary for looking rich

Proper advertising for brand building Strong competitors like Indigo CS, Swift DezireStrong advertising by competitors.

RESEARCH METHODOLOGY Research methodology is the Procedure adopted for conducting the research study. Research methodology should be carefully planned as the accuracy reliability and adequacy of results is totally depending on the Research Methodology followed. It gives the researcher a guideline by which he/she can decide which techniques and procedures will be applicable to a given problem. Moreover it helps in the evaluation of research by other also. So for the research to be successful, purposeful and effective the researcher should plan the Research Methodology before preceding the study.

The following aspect should be considered while designing a Research Methodology.

DATA COLLECTIONThe task of data collection begins after a research problem has been defined and research design has been chalked out while decided about the method of data collection to be used for the study we must know that there are basically two types of data Primary data and Secondary data.

In the present study only secondary data has been incorporated.

Secondary Data:

The secondary Data has been collected from

The data collected for the project undertaken gives the information about the sales measures and practice applied for selling the goods. The data has been allocated from various information channels like companys websites about the products and offers & different strategies, business magazines ,news websites etc.

RESEARCH PROCESS

AREA OF WORK

The report is the result of a survey which was undertaken in Lucknow city. The objectives of the project has been fulfilled by getting response from the customer associated to these segments through a personal interview in the form of a questionnaire. The responses available through the questionnaire are used to evaluate the brand loyalty for the products of Hyundai and the willingness of the customer to purchase its products on future. The project also covers an analysis of the switch over of customers to competitors products in the market.

The field work is conducted in the Lucknow city in various show rooms situated in different location all over the city. Some of them are in IndraNagar, Aliganj, Chowk, Hussainganj and Alambagh. THE RESEARCH PROBLEM

The problem formulation is the first step to a successful research process. The project undertake the problem of analyzing the customer satisfaction level of the Hyundai and to find the marketing sales promotion of the product in comparison to other products. THE RESEARCH OBJECTIVE

Based on the problem the objective of the research is divided into two which are as follows:

Primary Objective:

To analyse brand loyalty of customers towards the companys products range

Secondary Objective:

Analyse consumer satisfaction and sales promotion of Hyundai for different cars.

Analyse the after sales service provided by companyTHE RESEARCH DESIGN

The research design used in the project is exploratory design. The investigation is carried upon the customers in Lucknow city. The reason for choosing this design is to get responses from the customers so that their perception about the products of the company and their loyalty could be predicted.

THE DATA SOURCE

The data has been taken from two sources

Primary data source

The primary data source has been collected through questionnaire by

personally interviewing each respondent on a number of queries structured in a questionnaire.

Secondary data source

Secondary data was collected from following sources

Prior research reports

Websites

Books

Newspaper

Personal consultation

THE ANALYTICAL TOOLS USED

The analytical tools used are mostly graphical in nature which include

Pie charts

Cylindrical charts

Column charts

Tables showing percentage

THE SAMPLE SIZE

The sample size consists of 100 units out of which the most logical and non biased response are selected thus the sample size is taken out to be 100 units. ANALYSISMonthly IncomeNo. of respondent

30000-5000062

51000-10000024

above 10000014

1. Information source about Hyundai ?

No. of respondent

News paper 13

T.V ad 4

Trade show 18

Internet2

Peer group 38

Personal approach by dealer 25

2. - Which language News paper and T.V channel do you prefer?

No. of respondent

Hindi 38

English 52

Other 10

3. - Have you seen Hyundai Advertisement (print ad or T.V commercial)?

No. of respondent

Print ad 74

T.V commercial 26

4. - Was that Advertisement effective?

No. of respondent

Yes82

No 18

6. - What was the influencing power of advertisement?

No. of respondent

Discount 68

Brand ambassador 6

Free gifts 4

Mileage 22

7. - How many times do you see Hyundai and competitors advertisement?No. of respondent

Logan (monthly) 18

Hyundai (Weekly)26

Swift desire (daily)34

Indigo CS (weekly)22

8. - Which car Advertisement is effective? Please rank 1 to 5 as below cars.

Rating Scale

No. of respondent

Hyundai40

Swift desire

10

Logan30

Indigo CS20

9. - What is the influencing power of the advertisement?

No. of respondent

Look 42

Technology 8

After sales service34

Engine performance 16

10. - Which additional benefit attract you for Hyundai ?

BenefitsNo. of respondent

Discount 34

Free accessories 4

Free gift 8

Extended warranty 6

Service 14

Offers 10

Test Drive 24

11. Which feature do you most like in Hyundai ?

AttributesNo. of respondent

Looks8

Interior4

Comfort12

Mileage44

Safety6

Boot Space 26

12. Which part of promotional activity do you most prefer to buy a car?

Please rank

Trade Show2

Discount6

Free gift2

Safety feature10

Mileage8

Interior4

Look18

Special Package2

Test driving14

Engine performance 10

Seating arrangement4

Over all feature2

Technology12

Brand Ambassador2

Service part6

13. Sales promotion activity for Hyundai (Free test drive) Feed back from customerNo. of respondent

Fair26

Good 38

Excellent36

LIMITATION OF THE SURVEY

Though, best efforts have been made to make the study fair, transparent and error free. But there might be some inevitable and inherent limitations. Though outright measure are undertaken to make the report most accurate.

The limitation of the survey is narrated below:

The project is valid for Lucknow city only.

It was not possible to cover each and every showroom due to time

constrains.

There may be some biased response form the respondents

Some respondents did not provide the full data.

Unwillingness on the part of the customers to disclose the information

as per the questionnaire.

The decisiveness on the part of the customers regarding some question

Hence, difficulty faced in recording and analyzing the data.

CONCLUSION This effort for the innovation in sales promotion of Hyundai car will help the road shows, TV Advertisement, Mouth publicity etc.

And other thing is provide some offers like Discount, Diwali offers, Free Gift like music system, Accessories etc.My project is a key to open the door of greater comfort to the all segment.

The customers of Hyundai are brand loyal with only a small percent want to shift over to other brands. Trying of other brands by customers is mainly because the customer wants to try something new.

The performance of Hyundai good in comparison to other brands.

After sales service is the basic feature influencing brand loyalty.

SUGGESTION AND RECOMMENDATION After this study some points emerge which should be implemented by the media for enhanced the impact of advertisement for sales promotion.

1. Advertisement should be given more space news paper.

2. Advertisement should be published in colored forms more now days it is too much effective for sales promotion.

3. Sales promotion is effective through advertisement.

QUESTIONNAIREName

Address of the customer

Occupation Other Vehicle Owned

Age

Annual Income

1. - How you become interested about Hyundai ?

(1) News paper (2) T.V ad (3) Trade show (4) Internet \

(5) Peer group (6) Personal approach by dealer

2. - Which language News paper and T.V channel do you prefer?

(1) Hindi (2) English (3) Other

3. - Have you seen Hyundai Advertisement (print ad or T.V commercial)?

Yes No

Print ad

T.V commercial

4. - Was that Advertisement effective?

(1) Yes (2) No

6. - What was the influencing power of advertisement?

7. - How many times do you see Hyundai and competitors advertisement at T.V and in News paper?

(1) Daily (2) Weekly (3) Monthly (4) Hardly

Hyundai News paper

T.V T.V ad

_______________________________________________________________________

Icon FordNews paper

T.V ad

________________________________________________________________________

Swift desireNews paper

T.V ad

________________________________________________________________________

Indigo CS News paper

T.V ad

8. - Which car Advertisement is effective? Please rank 1 to 5 as below cars.

Rating Scale- 1 2 3 4 5

Poor So So Fair Good Excellent

(1) Icon Ford

(2) Maruti (3) Logan

(4) Indigo CS

9. - What is the influencing power of the advertisement?

10. - Which additional benefit are you getting with Hyundai, Swift Desire, Indigo CS and Icon Ford?

BenefitsCars-HyundaiIndigo CSIcon FordSwift Desire

Discount

Free accessories

Free gift

Extended warranty

Registration

Offers

Test Drive

11. Which feature do you most like in Hyundai ?

AttributesRating scale12345

(1) Looks

(2) Interior

(3) Comfort

(4) Mileage

(5) Safety

(6) Boot Space

12. Which part of promotion activity do you most prefer to buy a car? Please rank 1 to 15

(1) Trade Show(10) Engine performance

(2) Discount(11) Seating arrangement

(3) Free gift(12) Over all feature

(4) Safety feature(13) Technology

(5) Mileage(14) Brand Ambassador

(6) Interior(15) Service part

(7) Look

(8) Special Package

(9) Test driving

BIBLIOGRAPHY

Books & Generals Kothari, C.R., (2004), Research Methodology Methods And Techniques, Delhi, New Age International (I) Ltd., Publishers, Pg 1 & 65. Krishnamacharyulu, C. S. G. & Lalitha Ramakrishna, (2002), Rural Marketing, Delhi, Pearso n Education (Singapore) Pte. Ltd., Indian Branch, 482 F.I.E. Patparganj, India, Pp 93-114. Ravindranath. V. Badi & Narayansa. V. Badi, (2004), Mumb ai, Himalaya Publishing House, Pp. 78-96. Tull Donald, S. & Hawkins, Del I. (2005), Marketing Research Measurement & Methods, New Delhi, Prentice-Hall Of India Pvt. Ltd., Pg 530-552 India today Business standard 4ps of marketing ( vol. no.3 feb.2010)Web sites

www.hyundai.com www.altavista.com www.google.com No. of respondent

18%

26%

34%

22%

Logan (monthly)

Hyundai (Weekly)

Swift desire (daily)

Indigo CS (weekly)

No. of respondent

40%

10%

30%

20%

Hyundai

Swift desire

Logan

Indigo CS

59