Promotion i Flow 123

8/2/2019 Promotion i Flow 123

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INTRODUCTION

Making its global debut at the 2010 Geneva Motor Show, Hyundai i-concept-car

flows arriving at the front of the company has inspired a new form of language,

fluidic statue. Flow not only elegant lines are bionic, forms futuristic, but alsocontribute to the exceptional aerodynamics, helping to reduce CO2 production and

85g/km single car 3l/100km fuel only. Hyundai first hybrid powertrain diesel is

also a key factor in providing sorting environmentally conscious return, such as

applications for next generation materials and technologies developed in

collaboration with leading chemical company BASF.

South Korean car manufacturer, Hyundai Motors and German chemical company,

BASF showcased what they have built together, i-Flow diesel concept car at

Plastindia, Pragati Maidan, New Delhi. The all new i-Flow diesel concept car is

designed using Hyundai's Fluidic Concept while BASF pitched in with their vastexperience in fuel saving technologies to make the concept even more fuel

efficient and reduce CO2 emissions even further.

Hyundai BASF i-Flow diesel engine is insulated using polyurethane foam,

allowing the engine to attain optimum operating temperature much faster, and the

same foam helps the engine cool down equally quickly. Apart from this, there are

many other contributions by BASF, like a system that converts heat energy from

exhaust gases into electricity, which is then used to power in-car auxiliary systems.


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HYUNDAI MARKETING STRATEGY TILL NOW

HMIL marketing strategy focused on bring out the differentiating factors when

compared to its competitors. Santro was initially positioned on the design aspect.

Later on Santro was positioned itself as a complete family car. The brand was

targeting those users who wanted to upgrade into the B segment. Hyundai This was

when the target group of consumers was between 35-45 years. With the increase in

competition in 2002, Hyundai repositioned Santro as a sunshine car in order to

attract consumers from the 25-30 years segment. Sunshine was communicating two

intangibles: Freshness and youthful attitude. The brand was moving to a " Change

your life " positioning.

With regard to the other models, Hyundai Accent was positioned as a next

generation car and this was highlighted by its base lineThe Next Step. On the

other hand, Hyundai positioned Sonata as a luxury/premium car and emphasized

on the same with the base line Dreamt by everyone. Owned by a few.

Entry Strategy

Prior to the presence of Hyundai Motors in India, the country had its own share ofcar providers ranging from Indian companies like Maruti Udyog Limited, Fiat to

foreign players like Ford Motors, Toyota Motors, Honda Motors etc. So rather than

just entering the market and then deciding on which segments to serve, Hyundai

Motors did a careful analysis of the Indian automobile industry. This was done

through discussions and surveys with dealers, consumers and vendors. It was only

after analyzing these results did HMIL analysis told them that the most profitable

and growing segment was the B segment due to which they went ahead and

released a car in the B segment.


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Operation Strategy

To ensure that they have maximum profits, HMIL focused on creating a low cost

strategy. For this reason, they set up their own manufacturing plant in India to take

advantage of the low labor and manufacturing costs. This was opposite to what thecompetitors were doing as they only had assembly units in India. Also in

comparison to other car companies, HMIL entered India by starting its own

subsidiary whereas other companies had entered through joint ventures with Indian

companies. HMIL was able to provide higher quality cars at lower prices when

compared to its competitors. This was as they were able to use better and the latest

technology while at the same time were able to use the low cost labor and other

manufacturing facilities available in India.

Product Strategy

While competitors imported their existing successful models from abroad for the

Indian market, HMIL went against the trend by developing models especially for

the Indian market. This allowed it to design cars suitable more for the Indian

environment and hence Indian tastes.

Also HMIL launched products in the segments where there was lesser completion

from MUL (who at the time was one of the biggest competitor) i.e. in the D and E

segment. This was through proper understanding of the Indian consumer

requirements.

Distribution Strategy

To ensure that Hyundai was able to react quickly to changing market needs, HMIL

followed a formal and meticulous procedure for choosing dealers. The maincriteria was to select dealers who would react quickly to changing market needs.

The procedure included dealers having to give their educational background,

financial background, notes on current future trends in the automobile industry etc.

This elaborate procedure allowed choosing those dealers through a scientific

procedure that were best suitable for a location.


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On the whole, HMIL followed innovative marketing strategies as they focused

more on understanding what the consumers wanted and then promoting and

placing their products accordingly.

Alternate Solutions for HMIL

The major challenges that HMIL currently faces is how to regain its leader status

and market share. We believe that HMIL needs to take multiple measures to

achieve their target. These measures are:

Continue to innovate

Emerging markets are a fertile ground for innovation. The challenge of reaching

dispersed, low-income consumers in emerging markets often spurs significant

innovation. These innovations will become the basis for 'attacker' strategies that

can be used to challenge the competitors. Innovations and improvements in

technology, design can help to manufacture higher quality cars at a lower cost.

This will help to attract more consumers. HMIL should focus on its strengths of

delivering excellent quality and performance.

Diversify

To ensure that it has its presence across multiple segments, HMIL should look to

manufacture and releases new models to compete with Maruti etc. They should add

new cars to their product line and get more into and within segments like the B and

C segment which are one of the fastest growing segments in the Indian auto

industry. HMIL should leverage on its ability to launch technologically superior

products and its innovative marketing strategies to come up with new models in theexisting product segments. This might cannibalize on the market share of their

existing cars like Santro and Accent but the effects of the same can be

advantageous to HMIL as it can attract competitors customers. They should look

to exploit the customer value perceptions concept that they have used till now.


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Penetrate more into the rural markets

The rural markets are one of the largest untapped markets in India. HMIL should

look to target these segments by introducing lower cost cars. This will help them to

increase their market share and thereby to retain their leadership status.

Expansion of production capacity

HMIL should expand its production capacity in order to produce the required

number of cars to be released into the market. HMIL had a production capacity of

2,00,000 cars per year as against 5,00,000 cars churned by MUL in a year. It

should make sure that the production crunch that happened in 2004 due to the

release of its new model Getz should not repeat again. The lack of enough

production capacity is expected to affect the companys market share as it would

not be able to fulfill increased demand.


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Promotion

2010 Geneva Motor Show: Hyundai i-flowConcept

TheHyundai GenesisSedan, the recently-unveiled all-new Sonata, and theupcoming

executive-class Equusare reshapingHyundai'slineup from budget South Korean

automaker to world-class player. The next car, previewed with the i-flow Concept at

this week's 2010 Geneva Motor Show, is due in 2011 and will likely replace the

current Azera (Grandeur) sedan.

Packaged as a family sedan one notch higher than the Sonata, the currentAzerasticksout a bit from the rest of the new lineup, even with theupdates received at the

Chicago Auto Show. The replacement matches the Sonata step for step in design, and

Hyundai credits the impressive look to its Russelsheim design HQ in Germany. High-

tech materials from BASF help to minimize weight and maximize efficiency--

including the use of solar cells.
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The name i-flow reflects the aerodynamic shape and the flowing lines of the concept

car's styling, and retains the 'i' prefix of Hyundai's established alphanumeric

nomenclature for Europe. The concept features Hyundais first diesel-electrichybriddrivetrain consisting of a twin-turbocharged 1.7-literdieselengine matched to an

electric motor running on lithium-polymer batteries. Sending drive to the front wheels

is a six-speed dual clutch transmission. The vehicle also benefits from a slippery0.25Cd drag coefficient, which sees it register a fuel economy of 78 mpg.

To further enhance fuel economy, engineers have developed thermal engine

encapsulation, which ensures that the engine reaches optimum operating temperature

more quickly, by retaining heat when the car is at idle. Where a non-insulated engine

can go gold in around three hours, the i-flow Concept will stay warm for 14 hours.

This translates into fuel savings and emissions cuts of five percent during summer and

up to nine percent during winter.

Other features include a thermo-electric heat energy recovery system on the exhaustthats used to power ancillary features, adaptive aerodynamic elements and an eco-

driving guidance system that includes fuel consumption and gear shift indicators, and

an active ECO function which adjusts the powertrain to its ultimate condition by

adapting the engine and transmission control units. Finally, 'eco route' uses real-time

traffic conditions and three-dimensional road data to calculate the most fuel-efficient

way of reaching a desired destination.

PlastIndia 2012, Delhi, India
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Promotion through Distributors, Dealers

Corporate tie-up, Corporate discounts

Auto Internet Marketing

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Road show

The company p lans to s tage road shows, to d isp lay vehic les in the

pavilions during various college festivals and exhibition. This car will appeal to

youngsters more.

Television advertisementsAdvertisements to promote and market our product will be shown

onleading television channels. Major music and sports channels will

promoteand they will reach out to the youth will be promoted through Star, Zee,

Sony and Doordarshan etc as it has more viewers.

RadioRadio is the medium with the widest coverage. Studies have recently

shown high levels of exposure to radio broadcasting both within urban

and rural areas, whether or not listeners actually own a set. Many people listen


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toother people's radios or hear them in public places. So radio announcements

will be made and advertisements will be announced on the radio about

theproduct features and price, qualities, etc.

Print AdsDaily advertisements in leading newspapers and magazines will be used to

promote the product. Leaflets at the initial stage will be distributed at railway

stations, malls, college areas and various other locations.

Workshops and Seminars

Workshops and seminars will be held in colleges and big corporate to

make people aware about the companies pas t per formance and pro

ductfeatures, its affordability and usage, vast distribution network. Road shows

willbe conducted where free trials of the car would be given.

Banners, neon signsHoardings , banners , neon s igns wi l l be d isp layed a t c lubs , d iscs ,

outside theatres and shops to promote our brand car.

Social networktingHyundai I flow should spent a notable amount of time promoting the Leaf through

various channels of new media. Social networking sites like Facebook.com,

Twitter.com, and YouTube.com will help I flow create brand awareness

among young and technology savvy consumers.

Sponsoring polo sports

Hyundaihas tied-up with the Indian Polo Association to promote the sport and

its Sonata brand. This Monday the Hyundai Sonata Ambassadors Cup came to

an end at the Jaipur Polo Ground in the capital. There were five teams other than

theHyundai Sonatateam, which competed in the tournament.Other teams

included teams likeVayamtech, Black Dog, Hyatt Regency, Jindal Steel and Power

and Sahgal Stud/APRC. The four day long tournament between six teams ended

with the final showdown on Sunday for the top honors. The chief guest of the final

match was General VK Singh, the Chief of Army Staff. The main sponsor Hyundai
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had its beautiful luxurious sedan Sonata at the venue on display, along with the

Verna and luxurious SUV Santa Fe as well as the three-door Veloster and beside

them was the not yet officially launched Elantra.

Sponsoring awards in cricket matches

Hyundai should sponsor cricketing awards such as Man of the series this will give

them huge platform to advertise their I flow amongst millions of cricket loving

fans in India.

V. The TargetThe target was determined using several key variables that relate to the iflow and

its functionality. Attitudes concerning environmentally friendly products,

pollution, and automotive preferences were evaluated across gender, age, and

household income levels to narrow the desired audience. With the target firmly

established, the aforementioned attitudes were cross-referenced with personalitytypes, media usage, and car buying habits to identify the targets pain points andfocus their thoughts and behavior. Although the primary target (seen below) is the

focus of the media plan, secondary and tertiary markets are considered. There are

many individuals beyond the age, gender and psychographic classifications who

may be interested in an all-electric family vehicle, and the advertising strategy

should reflect this.

Product Positioningand Target Audience

ExpectationsThe story of the market positioning and launch of the New Panda, perfectlyillustrates how car companies such as Fiat, innovate and design in line withcustomer expectations to secure a market share for each model.

Getting to Grips with Consumer

ExpectationsThe New Panda hopes to appeal to the small car segment and the initial


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first car buyer segment while also appealing to families who wish toacquire a second car, or to those using their car in urban or city areas.However, there is a marketing challenge at the centre of targeting thesesegments.This car interests distinct and different groups of car buyers sothere is a need for careful product positioning in the mind of theconsumer. Some considerations when positioning a new car mightinclude:

first car or small car users who expect specific design qualities from acar

families who want a second car to get them from A to B or to

complete the school run twice a day and who will also want differentfeatures

people who may wish to acquire a slightly larger car or one that is

more powerful

young people looking for personality from their car- perhaps more

sporty features or individual and distinctive design finishes.Indeed it is an interesting fact that carmakers need to be very specificabout product positioning as they often do not compete on price alone.New Pandas key target market is young dynamic people. Fiat has amarked advantage in this area because i t is known for its keen pricing and

is also an established, highly recognisable brand that young people canrelate too.Compact car advantages i.e. size and functionality are of criticalimportance in this target market therefore product design and price arekey elements in the marketing mix for the Fiat New Panda (See Task 1)

Managing the Marketing

Mix for the New PandaA marketing mix is used to convert the positioning strategy into a reality.It is made up of four elements: product, price, place and promotion. Themarketing mix is used to reinforce the advantages of the New Pandacarefully reflecting its core values and positioning. It confirms how and whyit will be of interest to various segments of the car-buying public.

Product Reflecting the Brand

In its branding and market positioning, Fiat wishes to communicate a

number of key attributes of the New Pandait is an intelligent smart car

that is ready for action and it is also a little crafty, lighthearted and

irresistible. The New Pandas positioning statement is designed to

succinctly convey the product advantages and the character of the model


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in a way that will best attract the New Panda target market.

Full of Life, Cheeky,Versatile and Ready For Everything

As discussed above the product design is linked in with branding and

positioning strategies. It is important that all of these features are linked.

Place Getting the Productto the Customer

A marketing decision was made to launch the New Panda to the trade.A launch to the dealers is different to launching a car to the public. Prepublicity

directed at the trade is used to create interest in the new model.

Increased demand for a car is also know as a pull factor as it essentially

pulls the product through the distribution channel from the manufacturer

toward the consumer.

In order to succeed at getting the product to the consumer, Fiat has an

International network of agents or dealers who carry Fiat cars and other

marques (car brands e.g. Alfa Romeo) in the companies stable.This meansthat support is given to the Fiat dealers around Ireland to promote the

new model in a way that generates demand for the new car.

Price Reflecting the

Positioning Strategy

Fiat has a clear understanding of its key target market (young people and

other price-conscious car buyers) and has designed pricing strategies to

best address their needs and the positioning of the New Panda. In the case

of the New Panda it was imperative that it be keenly priced and also that

running costs were low.

The price quoted by Fiat is the price you pay at the dealership.This is FiatsOpen Book pricing policy. As a marketing concern transparency of prices

is important. Some prices quoted by competitors are ex works whichis the price of the car quoted from the factory. Additional charges for

delivery are thus not included in the final price quoted.

Fiat have finance packages. One example is where customers can opt to

pay only 25 per cent of the total cost of the car and then pay the balance

of the cost of the car, i.e. the remaining 75 per cent, over a period of 36

months with zero per cent interest. Another package focuses on the

benefit of low monthly repayments. This finance package is essentially aHire Purchase agreement and is subject to the Consumer Credit Act of

1995. Monthly payments can represent a more attractive option to first

time car buyers or people on a limited income, sooner than borrow 100

per cent of the cost of a new car.


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Promotion Communicating

the Positioning of New PandaPre-publicity in the form of motoring reviews and test drives are critical tothe success of a trade launch as this activity must generate sufficient consumercuriosity and interest in the new model. In this way, experts and drivingcorrespondents or journalists, are also given the opportunity to assess themerits of a new car before the car-buying public delivers its own verdict in

the form of car sales. Fiat showcased the New Panda (formerly known asGingo) at the prestigious 73rd International Motor Show in Geneva.One of the most popular ways to do this is to hold open weekends ingarages where customers can come along to test drive the new car. Bygetting potential car buyers to test drive a car, product usage increases.Thishas a knock on effect to car sales.The primary above the line medium used to promote and communicatea new car is through advertising. In the case of the New Panda, the mainadvertising mediums used, aside for those used when communicating withthe trade, are outdoor billboard advertising and TV advertising.If we analyse who we are trying to communicate with when we are launchinga new car, the choice of TV and outdoor advertising makes perfect marketingsense.However, increasingly newer forms of communications are being used,such as the internet, to reflect the attributes or characteristics of the New Panda. Here we see the positioning statement being used once more to form

the basis of the advertising message. This ensures a consistency across allelements of the marketing mix. The New Pandas characteristics aresummarised in the following ideas:

The Essentials - it has those features that really count and will be

of most service

Surprise - you get more than you expected

Energy - the car is dynamic, vital, endowed with good humour and

optimism

Freedom - to move about and go where you want easily and with

worry-free driving.Car advertising is highly visual and largely image based, for visual impactand advertising images and copy messages are built on these concepts.New Panda advertising themes and images revolve around ideas ofsurprise, independence, spontaneity and versatility. Key factual messages thatneed to be conveyed include the smart design of the car, the value for moneyand cost of the car and the low runningcosts. If possible the car should havecharacteristics that give it an edgeon its competitors or have aUnique Selling Point (USP)that can be communicated topotential car buyers. In the caseof the New Panda, its USPhinges on the fact that you getmore than you expected; it is apractical small car with all thedriver advantages that go with that

but it also has a sporty, cheeky, andirresistible appeal.


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The Technology and Marketing of new CarsLife moves quickly, and in the auto industry it moves even quicker. There is nothing about the

car industry that suggests its slowing down. While there might be a few companies out therethat are slowing in sales, and there are a few people out there wounded by a tough economy, and

arent buying. But there is no car company out there that isnt going forward with their plans to

make the latest and greatest innovations to the cars. Technology, and that fact that it is everchanging, is changing the way they market cars.

Cars have long been marketed as manly, or durable, or fast. These days cars are being marketedas innovative, equipped, and the product material is illustrating that sort of gimmick. Here are a

few advancements that are becoming standard on these cars in an effort to increase the salesnumbers:

Sync Systems

Ford most notably came out with the sync system. This was an effort to connect the iPod, the

stereo system, and the basic functions of the car all on the same system activated by voicecontrol. Many car companies are imitating this sync system. Its the effort to make the car whatthe iPad is in its own sense.

Parking Assistance

One of the pains for drivers over the years has been the need to parallel park, or the need to backin and out of spaces. For this, car companies have been helping by putting both cameras and

remote controlled functions on the car in order to make the task easier.

Of course these advancement of electronics on this car do speak to the another issue that buying

a new car brings, and thats the added repair bill. No longer can a neighborhood buddy just fix


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the car. These cars are so computerized that they need a specialist. Its the high price to pay these

days to be technically advanced.

SWOT ANALYSIS OF HYUNDAI MOTORS IN INDIA

Strengths of HMIL

Hyundai India has such a brand equity that it is almost assumed to be an Indian

brand, with lot of good accolades for being Indias second most selling brand next

to MUL in market share

Hyundai Motor India limited is the largest car exporter from Asian Market whichshowed a 10% growth compared to last FY

The domestic sales is increasing at an average rate of 19.1%

HMIL is known for its quality products which has better performance and it has

constantly been ahead in the race with Maruti Udyog limited in many parameters

The product length includes around 8 cars, starting from new Eon in small car

segment to SUV segment Santa Fe

Among the automobile players only HMIL is known for its CSR activities

Hyundai products never fail to win laurels in each segment from variousautomobile ratings ever since its operations in India

Hyundai , has the largest network of showrooms and service station next to Maruti

in India

An article in Economic times quoted that Hyundai Eon launched , treads on Alto

territory indicated that Eon will act as a threat to reduction in Altos market share

Weaknesses of HMIL

HMIL took a long time to gain the market share as its not the first mover in India In terms of most reliable and trusted brand; Maruti is more strong in Indian

subcontinent

Spare parts of Hyundai vehicles are comparatively priced higher and spare parts do

not have PAN India presence
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In SUV segment both Tucson and its next model Santa Fe didnt make a major

impact

Increase in commodity prices such as steel, aluminium and ancillary parts has

affected margins

Since HMIL concentrates on both domestic and International sales there are higher

risks of exchange rate fluctuations

As Hyundai majorly concentrates on quality, most of its product are in premium

category in each segment. Hyundai is still struggling to make a better impact in

small car segment in terms of cost efficiency like other manufactures

Hyundai doesnt have any product match to compete in Corporate orders like Tata

Indica V2, Tata Sumo, Tata Indigo, Chevy Tavera, Ford Fiesta etc. These vehicles

are most preferred in both cab segment and government booking for bulk orders

Opportunities of HMIL

SIAMSociety of Indian automobile Manufacturers, have stated that there is

steady increase in Car sales both Domestic and Indian contributing a valuable

share in Indias Gdp

The export markets growth rate is 22.30% compared to last fiscal year

The saving consumption pattern of India is an added advantage for any segment

doing business in India. This was one of the major reason for Indian market to

survive amidst global recession

There is more scope of HMIL to enter into small car segment as its has dedicatedR&D plant in Hyderabad, India. Hyundai is one of the very few companies that has

widest R&D network across the world located in Korea, Europe, India, US, Japan

Hyundai has very good opportunity in entering into commercial vehicles and

Recreational vehicles as they are already doing well outside India. Currently HMIL

has its focus only on Passenger car segment

Threats of HMIL

Though Hyundai claims itself to have no direct competitors other than MUL, there

are Indian players like Tata, Mahindra imposing a strong threat for HyundaiMotors India to expand its product category

Foreign Direct Investments flowing in Indian automobile space are not good signs

for already existing Giants like MUL and Hyundai.


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Almost all major automobile players have started invading India to open up their

market and their manufacturing plant in India.Chennai is referred to as the

Detroit of Asia!

Hyundai faced a slight decline in market share due to tough competition from

Fords Figo and Volkswagen- Polo

Many manufacturers have started to concentrate on small car segment as an

alternative to Nano. These will slowdown the expected sales of Eon.

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