Presented By:Presented By:Nayan BhatiaNayan Bhatia

Jyotsna BhatiaJyotsna BhatiaAlka BaradAlka Barad

Urvashi ChaudhariUrvashi ChaudhariDiru BrambhattDiru Brambhatt

Dhaval BhagoraDhaval Bhagora

RoadmapRoadmap

Industry analysis of automobile sectorIndustry analysis of automobile sector Launch of SantroLaunch of Santro

1.1. Strategies at the time of launchStrategies at the time of launch

2.2. Marketing StrategiesMarketing Strategies

3.3. Customer CareCustomer Care

Hyundai ElantraHyundai Elantra Hyundai VernaHyundai Verna

Industry analysis of Indian Industry analysis of Indian Automotive IndustryAutomotive Industry

Industry analysis of Indian Industry analysis of Indian Automotive IndustryAutomotive Industry

Export by various Export by various manufacturersmanufacturers

0

10000

20000

30000

40000

50000

Ford (CKD) 0 0 22,792 28,979 23,836

Maruti 21,598 17,796 11,939 24,652 45,475

Tata 316 960 879 2,495 6,913

Hyundai 20 3,743 6,087 8,245 30,433

1999 2000 2001 2002 2003

Export of different cars Export of different cars

Hyundai Motors IndiaHyundai Motors India Second Largest Player in passenger car Second Largest Player in passenger car

marketmarket It has made India its Global Sourcing base It has made India its Global Sourcing base

for small carfor small car Market share: 20%Market share: 20% Turnover: US $ 1 billion (approx) Turnover: US $ 1 billion (approx) Santro & Accent - Run away success Santro & Accent - Run away success

storiesstories

Hyundai SantroHyundai Santro

A decade of presenceA decade of presence Initial ScenarioInitial Scenario A Big Gamble!!!A Big Gamble!!!

Strategies at the time of LaunchStrategies at the time of Launch

Market SurveyMarket Survey Three sided approachThree sided approach

1.1. Educate Customer about Hyundai building a corporate imageEducate Customer about Hyundai building a corporate image

2.2. Create hype and expectations about SantroCreate hype and expectations about Santro

3.3. Explain the virtues of SantroExplain the virtues of Santro

A simple strategyA simple strategy

Hyundai Santro !!! Hyundai Santro !!!

Positioning and TargetingPositioning and Targeting The downstream StrategyThe downstream Strategy The upstream StrategyThe upstream Strategy

Marketing strategy of SantroMarketing strategy of Santro

It is a classic example of successful marketing in It is a classic example of successful marketing in Indian context.Indian context.

Marketing Strategy :Marketing Strategy :• To ensure that Indian consumers develop a To ensure that Indian consumers develop a

positive association with Korean car makers.positive association with Korean car makers.• To develop a corporate image for Hyundai. To develop a corporate image for Hyundai. • To introduce Santro.To introduce Santro.• To reposition the brand.To reposition the brand.

Closer to the CustomerCloser to the Customer

Hyundai offers free fuel vouchers with every Hyundai offers free fuel vouchers with every purchase of santro and i10.purchase of santro and i10.

Hyundai plans to launch Santro in rural India.Hyundai plans to launch Santro in rural India.

(Ghar Ghar Ki Pehchaan)(Ghar Ghar Ki Pehchaan) HMIL recently hosted a golf event called HMIL recently hosted a golf event called

‘Hyundai Motor Invitation Golf Tournament’ ‘Hyundai Motor Invitation Golf Tournament’ in Mumbai.in Mumbai.

  

Distributing free anti-magnetic Distributing free anti-magnetic stickers to its customers.stickers to its customers.

Hyundai Motor India Organises Hyundai Motor India Organises Medical Camp.Medical Camp.

Hyundai encourages Children to Hyundai encourages Children to ‘Sketch ‘Sketch the i’the i’

Hyundai unveils Santro LPG at Auto Expo Hyundai unveils Santro LPG at Auto Expo 2008 2008

Just call the Hyundai Elantra the Just call the Hyundai Elantra the comeback kid. Introduced in the early comeback kid. Introduced in the early ‘2000, the economy-priced sedan didn't ‘2000, the economy-priced sedan didn't exactly get off to an auspicious beginning. exactly get off to an auspicious beginning. Early Elantras quickly earned a well-Early Elantras quickly earned a well-deserved reputation for overall shoddiness deserved reputation for overall shoddiness and unreliabilityand unreliability

In editorial reviews, the Hyundai Elantra In editorial reviews, the Hyundai Elantra scored points for its brisk acceleration and scored points for its brisk acceleration and stable ride quality. Gripes concerned the stable ride quality. Gripes concerned the din made by the car's engine above 3,500 din made by the car's engine above 3,500 rpm, and the presence of a few cheap rpm, and the presence of a few cheap plastics on the dash. In consumer reviews, plastics on the dash. In consumer reviews, the Elantra was lauded for its sleek looks, the Elantra was lauded for its sleek looks, fuel-efficient engine, and spacious, fuel-efficient engine, and spacious, upscale interiorupscale interior

Shortcomings? You'll find one or two with Shortcomings? You'll find one or two with a new or used Elantra. Still, these a new or used Elantra. Still, these blemishes vanish into insignificance when blemishes vanish into insignificance when you consider what a great value this you consider what a great value this Hyundai is for its low price. If you're Hyundai is for its low price. If you're looking for a small sedan that suits a tight looking for a small sedan that suits a tight budget, this one belongs on your short list budget, this one belongs on your short list of contenders.of contenders.

Hyundai VernaHyundai VernaFeel ItFeel It

Hyundai VernaHyundai Verna

Mid-size SedanMid-size Sedan Positioned in C+ segmentPositioned in C+ segment Main competitors :Main competitors :

Honda CityHonda City

Ford FiestaFord Fiesta

Chevrolet AveoChevrolet Aveo Contemporary automotive designContemporary automotive design Large on the inside and compact outsideLarge on the inside and compact outside Price Approx: 650,000 Rs.Price Approx: 650,000 Rs.

Verna inside HyundaiVerna inside Hyundai

Positioned at a segment above the Accent.Positioned at a segment above the Accent. Both Verna and Accent are still in market Both Verna and Accent are still in market

with no replacement of each otherwith no replacement of each other Strategic choice of introducing Verna was Strategic choice of introducing Verna was

to fill up the gap between the range of to fill up the gap between the range of Accent and SonataAccent and Sonata

Price differentiation helped Hyundai to grab Price differentiation helped Hyundai to grab some portion of the Honda City market some portion of the Honda City market

Verna AdvantageVerna Advantage

Access to C+ segment with price economyAccess to C+ segment with price economy Good response from marketGood response from market Introduction of latest technology at lower Introduction of latest technology at lower

cost to usercost to user High performer in both mileage and price High performer in both mileage and price

categorycategory Achieved many award during initial Achieved many award during initial

periodsperiods

Against VernaAgainst Verna

Looks are quite less attractive compared Looks are quite less attractive compared to Honda city that fits in C+ segmentto Honda city that fits in C+ segment

Advertisement was a crucial strategy and Advertisement was a crucial strategy and wasn’t managed well so created less wasn’t managed well so created less impact to attract users.impact to attract users.

Still user prefer Accent in substitute to Still user prefer Accent in substitute to Verna due to price economy, styling and Verna due to price economy, styling and nominal feature addition to that of Accent.nominal feature addition to that of Accent.

Thank You.Thank You.