Kia Motors is focused on turning cars into lifestyle spaces through continuous innovation. Its key strengths are futuristic goals to establish itself globally and create a safer, more convenient future. Its main competitors are Hyundai, Ford, Chevrolet, Honda, FCA, Daimler, Toyota and Volkswagen. Kia's management philosophy focuses on accountability, realizing potential, and practicing humanity. Its discriminators are promoting customers, embracing challenges, collaboration, respecting talent, and respecting diversity globally. Kia targets young couples and sports lovers interested in new technology.

1. BRAND KEY: KIA MOTORS
BY GROUP 2
AAKAR GANGRADE
ARPIT AGARWAL
AKSHAY GUPTA
DISHA GHOSHAL
IRA AGARWAL
SAMARTH GARG
SURBHI SOOD

2. BRAND KEY

3. ROOT STRENGTHS
• Products and services that befit our vision of turning cars from mere modes of
transport into new lifestyle spaces.
• Futuristic goals to establish ourselves in the strongest markets globally, now here in
India to tap into its dynamic and challenging automobile market.
• Continuous innovation to create a safer, convenient and sustainable technology-led
future.

4. COMPETITIVE ENVIRONMENT
• Hyundai is perceived as one of Kia's biggest rivals
• Ford follows as one of Kia's top rivals.
• Chevrolet is Kia's #3 rival.
• The other top competitors in Kia's competitive set are Honda, FCA, Daimler, Union
Pacific, Chrysler, Toyota and Volkswagen.
• Together they have raised over 1.8B between their estimated 2.3M employees.
• In India, MG Hector was a direct competitor for Seltos
• Kia Seltos is also very similar to Hyundai Creta in terms of features along with an
upright shape Indian buyers like

5. REASONS TO BELIEVE
• A business management philosophy outlines a company's reason for being while
serving as a fundamental guideline that shapes the mindset and behavior of
employees.
The following three key phrases sum up Kia’s management philosophy:
 full accountability
 realizing potential
 practicing humanity
• These key values are encapsulated in a single mantra: ‘Building a new future and
realizing humanity’s dreams by thinking creatively and tackling challenges head on.’
• Lifetime partner in automobiles and beyond - Kia Motors will offer products and
services that befit this vision of turning cars from mere modes of transport into new
lifestyle spaces.

6. FEATURES

7. DISCRIMINATOR
• The discriminator for any brand is its core values comprising the code of conduct for employees
and the organization at large.
• They also represent the corporate culture we strive for and the promise we make to ourselves and
stakeholders.
 CUSTOMER- Promoting a customer-driven corporate culture by providing the best quality and
impeccable service with all values centered on our customers.
 CHALLENGE - Refusing to be complacent, embrace every opportunity for greater challenge, and
are confident in achieving our goals with unwavering passion and ingenious thinking.
 COLLABORATION - Creating synergy through a sense of “togetherness” that is fostered by
mutual communication and cooperation within the company and with our business partners.
 PEOPLE - Believing in the future of our organization lies in the hearts and capabilities of
individual members, and will help them develop their potential by creating a corporate culture
that respects talent.
 GLOBALITY - Respecting the diversity of cultures and customs, aspire to be the world’s best at
what we do, and strive to become a respected global corporate citizen.

8. BENEFITS
• Respectable, Recognisable & Reliable brand name in the automotive sector
• New age sleek design & best in class build quality giving true premium experience.
• Equipped with latest technology, comfort & safety standards.
• Cars available in Primary fuel options equipped with BS6 standards.
• Long term warranty & road side assistance backed with top class service centers.
• Entice your creativity with Kia’s customizable option at attractive pricing.

9. VALUE, BELIEF & PERSONALITY
• Reliable
• Adventure
• Excitement/Off road travelling
• Premium
• Advance Aesthetics
• Powerful
• Confidence

10. INSIGHTS
• Indian Customers want mobile like features in the cars.
• Latest technology in the cars.
• 55 % Of Indian population is under 30.
• Youngsters want features in the car that differentiates
them from the masses.

11. TARGET
• Young couples in their mid 30s.
• Sports lovers who are physically active and competitive.
• People who are interested in new age technology.
• Commercial players.
• Indian customers in the middle class segment.

12. ESSENCE
• A Different Beat - Kia brings a new beat to the global auto industry through its ever-vibrant
growth.
• Every year the company has tried to add positive momentum in the brand value.
• Investments in future mobility, design, product and capacity
• Creating strong foundations for a bright future for Kia’s brand and business.
• Enhancing the brand power and improvement of the company reputation through the brand
slogan of “The Power to Surprise”
• They promise to continue their efforts for innovation in product development,
communication, sales, services, and other customer-related activities.

13. CREATIVE 1: PRINT AD
• Full page Newspaper Ad
• Printed on good quality substrate
• Logo, tagline, imagery and contact details

14. CREATIVE 2: RADIO AD

15. CREATIVE 3: VIDEO AD

16. THANK YOU