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1. INTRODUCTION
“To my way of thinking, there may be miracles in religion but not in politics or economics…
We succeeded because our people devoted their enterprising spirits. They used the force of
their minds. Conviction creates indomitable efforts. This is the key to miracles… Man’s
potential is limitless.”
Ju-Yung Chung
Founder Hyundai
HYUNDAI MOTOR COMPANY
Hyundai Motor Company is a Korean automaker which, along with Kia, comprises
the Hyundai Kia Automotive Group, the world's fourth largest automaker as of 2009. As of
2011, it is the world's fastest growing automaker for two years running. In 2008, Hyundai
(without Kia) ranked as the eighth largest automaker.
Headquartered in Seoul, South Korea, Hyundai operates the world's largest integrated
automobile manufacturing facility in Ulsan, which is capable of producing 1.6 million units
annually. The company employs about 75,000 persons around the world. Hyundai vehicles
are sold in 193 countries through some 6,000dealershipsandshowroomsworldwide. In 2010,
Hyundai sold over 3.6 million vehicles worldwide.
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2. MARKETING STRATEGIES
Marketing Strategies works best when it is totally integrated into the operations of their
firm, when it’s a part of everything they do. The aim of Hyundai was to provide a best
car in low price, to be purchased every household at an affording price. By working with
them was a best experience about human behavior nature life. They can’t create a plan
for how to improve their marketing and increase their business without first considering
their long-term goals—not just in terms of fee revenue or winning work, but in terms of
who they want to be and where they want to go, both as a firm and as a professional.
Clearly, marketing planning on this level can be a challenge, and many firms avoid doing
it, or consider only some of these issues, or involve only some of the key players in the
process. The process of defining the firm’s vision and direction has to be shared by all
the senior leaders in the firm, in order to get their input and approval. Marketing planning
is the process of developing a vision of who they are as a firm and what their long term
goals are. It’s about more than just marketing; it can influence everything: human
resources, finance, information technology, operations, hiring, promotions strategy,
design process, client relationships, the design of their office, and absolutely anything
else that affects their firm and its performance. Firms typically engage in strategic
planning at defining moments in their practice, when the firm’s leadership changes or
when the practice undergoes some kind of profound transformation.
IMPORTANCE OF MARKETING
The heart of your business success lies in its marketing. Most aspects of your business
depend on successful marketing. The overall marketing umbrella covers advertising,
public relations, promotions and sales. Marketing is a process by which a product or
service is introduced and promoted to potential customers. Without marketing, your
business may offer the best products or services in your industry, but none of your
potential customers would know about it. Without marketing, sales may crash and
companies may have to close.
Increases sales
Marketing’s main purpose in most businesses is to generate more sales. You need to
advertise and promote to help people know about your products. If no one knows about
your products, no one will buy them. That’s the reason business owners invest in
marketing. You have to use marketing strategies to create product awareness. If a
company wants to increase the sales percentage and increase production, the marketing
department must be able to deliver effective marketing strategies.
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3. Maintains reputation
The success of any business is dependent on its reputation. In order to have good
reputation marketing plays an important role by building a brand’s name in the market. It
takes years to build up a good reputation and then you must marketing to maintain that
reputation. Many big companies spend thousands of dollars in marketing just to maintain
their reputation. Marketing educates people on the latest market trends, helps boost sales
and profit, and develops company reputation.
Helps keep you competitive in the market
by marketing you become able to compete with other businesses like yours and this is
the idea of healthy competition. Without competition, big and recognized companies
would continue to sell while small or new companies would stand little chance of ever
becoming successful. Marketing helps small companies to grow and compete. Let all
your customers know that your company is reliable and trustworthy through a strong
marketing message.
Creates Referrals
You can develop a market leader position through word of mouth by using marketing
strategies. You not only attract customers but also their referrals. If your customers are
happy with you they will definitely refer others to you. There are countless examples of
companies that are making good profits by using existing customers to obtain referrals.
To obtain referrals all you need to do is make your customers happy answer all their
questions and ask for a referral – it is that simple.
Every small business owner’s goal is to profit and expand, and without marketing, this is
not going to happen. The above is just a brief summary of the direction you should
consider when developing a marketing strategy.
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4. Let us now have a brief idea about the four components of marketing mix.
Let us start the Hyundai Marketing Mix:
Product:
Hyundai Motor Company offers a diversified portfolio of cars ranging from hatchbacks to
sedans to SUVs, which are covered under the products of the marketing mix of Hyundai.
The cars offered by Hyundai globally are:
Hyundai Passenger cars: Verna, Accent, Avante, i10, i20, i30, Veloster, Coupe, Sonata, i40,
GRD, Aslan, Genesis. Verna and Elantra are sedans whereas all the other cars in this segment
are hatchbacks. Elantra is a premium sedan in its segment.
Hyundai Recreational Vehicle: Tucson, Veracruz, Santa-Fe
Hyundai SUVs: Creta, Santa FE. Creta is a compact SUV whereas Santa FE is a premium
SUV in its segment.
Price:
The automobile industry market Globally is very competitive with each major player
launching new models to gain the market share. It is growing at a rate of 7-8%. It uses
competitive pricing strategy globally. The global competitors of Hyundai are Toyota Motor
Competition, GM Korea Company, Ford Motor Company. At the showrooms, the customers
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5. are offered test drive of preferred Hyundai cars through which the customers can make the
appropriate decisions. After sales service support is also provided at these showrooms.
Major auto players in include Maruti Suzuki, Hyundai, Honda, Toyota, Ford, Tata motors,
M&M among the others. The automobile market is also growing at a steady rate making it
suitable for New Entrants. Each player is trying to offer the best value cars at the beat price.
Hyundai follows competitive pricing Strategy in its marketing mix especially in the economy
class segment. However, pricing also varies from one geography to another and the features
being offered in the car.
Place:
Hyundai cars are sold in 19+ countries worldwide through some 5000 dealerships and
showrooms. Apart from this, the company has multiple manufacturing plants worldwide.
Hyundai India sells its cars through dealerships in India. Hyundai India has two
manufacturing plants in Sriperumbudur, Kanchipuram district, Tamil Nadu capable of
producing 6,70,000 vehicles annually. It also has a multimillion dollar R&D facility in
Hyderabad.
Promotion:
Hyundai follows an aggressive promotional strategy in its marketing mix. The company is
doing promotions in the following ways
• Press Releases: The customers know about the latest breaking Hyundai Motor local news.
• Advertisements: The company releases Ads during the launch of New Models to create
awareness among its target audience. It also indulges in Digital Marketing and Print Ads.
Hyundai also has celebrity brand ambassadors like film stars to promote their cars.
• Media review: Hyundai also promotes through media through expert opinions and reviews.
These reviews help its target audience in decision making.
• Be The Better Guy: Hyundai comes up with short and unique films. The messages in these
films revolve around creating innovative content, pressing on to ‘#BeTheBetterGuy’ in an
adverse situation related to road safety and Behavioural Change.
• CSR campaigns also help promote Hyundai car company
Hence, this concludes the Hyundai marketing mix
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6. Market strategy of Hyundai:
First year Objectives: We are aiming for 5% market share of the Indian market through unit
sale volume of 100000. Second year Objectives: We are aiming for 10% market share of the
Indian market. An important objective will be to establish a well-regarded brand name linked
to a meaningful positioning. We will have to invest heavily in marketing to create a
memorable and distinctive brand image projecting innovation, quality and value. We also
must measure awareness and response so we can adjust our marketing efforts if necessary.
Target Markets:
Hyundai marketing strategy is differentiated marketing. Our primary consumer target is
middle to upper income professionals who need true value for their money and comfortable
ride in city conditions. Our secondary consumer target is college students who need style and
speed. Our primary business target is midsized to large sized corporate that want to help their
managers and employees by providing them a car for ease of transport. Our secondary
business target is entrepreneurs and small business owners who want to provide discounts to
managers buying a new car. Each of the four marketing strategies conveys Hyundai
differentiation to the target marketing segments identified above.
Positioning:
Using product differentiation we are positioning the Hyundai Pa as the most versatile,
convenient, value added car model for above target market used. The marketing strategy will
be focused on promoting the car as economic car for the next generation.
Strategies:
Product:
Hyundai cars are fully loaded and will be sold with 3 year warranty. We will also introduce a
diesel/CNG/LPG version of Hyundai Pa in the near future. Also the high end model will have
an option of GPS system.
Price:
Hyundai car base model will be introduced at ex-showroom price of 3 lakhs. This price
reflects a strategy of
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7. 1.2 COMPANY PROFILE
HYUNDAI MOTOR LIMITED
The Hyundai Motor Limited is a South Korean multinational automotive manufacturer
headquartered in Seoul, South Korea. The company was founded in 1967 and, along with its
32.8% owned subsidiary, Kia Motors, and its 100% owned luxury subsidiary Genesis Motors
which together comprise the Hyundai Motor Group. It is the third largest vehicle
manufacturer in the world.
Hyundai operates the world's largest integrated automobile manufacturing facility[10] in
Ulsan, South Korea, which has an annual production capacity of 1.6 million units. The
company employs about 75,000 people worldwide. Hyundai vehicles are sold in 193
countries through some 5,000 dealerships and showrooms.
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8. HISTORY
Chung Ju-Yung founded the Hyundai Engineering and Construction Company in 1947.
Hyundai Motor Company was later established in 1967. The company's first model, the
Cortina, was released in cooperation with Ford Motor Company in 1968.[ When Hyundai
wanted to develop their own car, they hired George Turnbull in February 1974, the former
Managing Director of Austin Morris at British Leyland. He in turn hired five other top British
car engineers. They were Kenneth Barnett body design, engineers John Simpson and Edward
Chapman, John Crosthwaite ex-BRM as chassis engineer and Peter Slater as chief
development engineer. In 1975, the Pony, the first South Korean car, was released, with
styling by Giorgio Giugiaro of Ital Design and power train technology provided by Japan's
Mitsubishi Motors. Exports began in the following year to Ecuador and soon thereafter to the
Benelux countries.
In 1986, Hyundai began to sell cars in the United States, and the Excel was nominated as
"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 the spring of 1990, aggregate production of Hyundai automobiles reached the four million
mark.
In 1996, Hyundai Motor India Limited was established with a production plant in
Irungattukottai near Chennai, India.
In 1998, Hyundai began to overhaul its image in an attempt to establish itself as a world-class
brand
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.
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9. On 30 September 2011, Yang Seung Suk announced his retirement as CEO of Hyundai
Motor Co. In the interim replacement period, Chung Mong-koo and Kim Eok-jo will divide
the duties of the CEO position.
Design emphasis
In 2006, Hyundai hired Thomas Bürkle as head of the company's design center in
Russelsheim, Germany. Bürkle had previously worked for BMW, having designed the BMW
3 Series (E46), and the BMW 6 Series (E63). Hyundai's current design philosophy is known
as Fluidic Sculpture, which is heavily inspired by nature
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10. REGIONAL OPERATIONS
ASIA
India
Hyundai Motor India Limited is currently the second largest auto exporter from India. It is
making India the global manufacturing base for small cars.
Hyundai sells several models in India, the most popular being the Santro Xing, i10,[78]
Hyundai EON and the i20. On 3 September 2013, Hyundai launched its much-awaited car,
Grand i10 in petrol and diesel variants. Other models include the Getz, Accent, Elantra,
second generation Verna, Santa Fe and the Sonata Transform. Hyundai has two
manufacturing plants in India located at Sriperumbudur in the Indian state of Tamil Nadu.
Both plants have a combined annual capacity of 600,000 units
In 2007, Hyundai started its support engineering centre with CAD/CAE teams in Hyderabad,
India. Hyundai expanded its engineering activities in India with Vehicle Engineering team in
2010. In 2011, Hyundai started its design activities at Hyderabad R&D Centre with Styling,
Digital Design & Skin CAD Teams and Packaging team . Indian engineers are heavily
involved in making of Indian vehicles like Grand i10, Elite i20 along with other Global cars.
Japan
Despite having growing sales worldwide, Hyundai struggled in Japan, having sold only
15,000 passenger cars from 2001 to 2009.Following an announcement on November 2009,
Hyundai pulled their passenger car division out of the Japanese market and focused on their
commercial vehicle division instead. The company said that it is possible for them to come
back to Japan fully if market conditions continue to improve. Currently the only Hyundai
vehicle available in Japan is the Hyundai Universe bus.
China
Hyundai models sell well in China. Hyundai is currently working with its Chinese partner
Beijing Automobile Industry Holding Co. to develop an electric car for sale only in China.In
September 2011, it was announced that Korean celebrity Lee Min Ho, who is popular in
China, will promote Hyundai's new 'Veloster' in China.
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11. EUROPE
Germany
Hyundai has been operating an R&D centre in Frankfurt, Germany since 1994, that has been
responsible for monitoring technology developments in Europe and designing and
engineering new cars for the European market. In September 2003, the company opened its
new European headquarters in Rüsselsheim, after an investment worth 50 million euro. The
site became the new location for the R&D centre and for the world rally team of the
company.
Russia
In Russia, the production of the Hyundai Accent, Sonata, Elantra and Santa Fe models has
been taking place at the TagAZplant, located in Taganrog, since 2001, in the form of
complete knock-down kits assembly. Since 2006, the factory has also been assembling the
Hyundai Porter, County, Aero Town and the HD 500 commercial vehicles.
AFRICA
Southern Africa
In Botswana, the assembly of Hyundai Accent, Sonata, and Elantra models was undertaken
by the Motor Company of Botswana at their Gaborone plant, since February 1993, in the
form of complete knock-down kits. Almost all of the finished vehicles were exported across
Botswana's border to South Africa, where the vast majority of dealerships are situated.
Egypt
Hyundai cars are also manufactured in Egypt, the local manufacturer is the Ghabbour Group,
which is located in Cairo. They have a big model range and offers sports models of some car
models which are only offered on the Egypt market. Formerly, the company had assembled
vehicles such as the Verna.
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12. Electric and hybrid vehicles
The new hybrid electric Sonata made its debut at the Los Angeles International Auto Show in
November 2008. The car featured lithium polymer battery technology. The 2011 Hyundai
Sonata Hybrid sales in the U.S. began near the end of February 2011.
The Hyundai Blue On electric car (Hyundai i10 EV)
Hyundai began producing hybrid electric vehicles in 2009. The company is using Hybrid
Blue Drive, which includes lithium polymer batteries, as opposed to lithium-ion. the Avante
was the first vehicle to be produced. Other are the Santa Fe Hybrid, the Elantra, Sonata
Hybrid and the Hyundai i20, which will replace the Hyundai Getz.
Hyundai Elantra LPI Hybrid(or Avante in the local market) was launched in the South
Korean domestic market in July 2009. The Elantra LPI (Liquefied Petroleum Injected) is the
world's first hybrid electric vehicle to be powered by an internal combustion engine built to
run on liquefied petroleum gas (LPG) as a fuel. The Elantra PLI is a mild hybrid and the first
hybrid to adopt advanced lithium polymer (Li–Poly) batteries.
The Hyundai Blue Will plug-in hybrid has made its U.S. debut at the North American
International Auto Show in Detroit 2010.
At the 2010 Geneva Motor Show, Hyundai unveiled the i-flow, a concept car using a variant
of the BLUE-WILL hybrid system. The i-flow Concept uses a 1.7-liter twin-turbo diesel
engine along with electric batteries to achieve fuel economy of 3 litres per 100 kilometres.
Hyundai says a production car based on the i-flow's design will be in production by 2011.
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13. LOGO and Branding
Hyundai Motor Company is the largest producer of cars in South Korea.The oval Hyundai
logo in the form of the letter “Н” is the symbol of the company’s striving for expansion.
The oval shape points to the global expansion of the company and slanted “H” is the symbol
of handshake of two people (in particular, a company’s representative and its customer).
Chung Ju-Yung founded the Hyundai Engineering and Construction Company in 1947. The
Motor Hyundai Company was founded later in 1967.The first model of the company, under
the name of Cortina, appeared at the Ford company support in 1968. In 1975, the car Pony
was produced. Giorgio Giugiaro from ItalDesign was its designer. The Japanese company
Mitsubishi Motors provided all its contents.
In the same year, the export to South America namely to Ecuador started. Immediately after
that, the export to countries of the Benelux union (Belgium, the Netherlands, Luxembourg)
began. Hyundai means «modernity», «new time» in translation from Korean. The Hyundai
symbol reminiscent of a capital letter “H” executed by italics actually has a deeper
implication.
At first sight, the emblem of Hyundai is very simple. There is no the one-digit version of
onset of “H.” Some will say the Hyundai brand name starts with the H letter, and the others
will see two people shaking hands with each other in it. It is also considered that the
deformed framing oval of the letter “H” symbolizes the long growth of Hyundai. The
Hyundai emblem incorporates the custom type of letters designed specifically for the
corporation.
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14. At present, Hyundai occupies a leading place on motor vehicle manufacturing in Korea and
has the 4th place in the world for the number of sold cars.
The Hyundai Company intends to produce three “charged” novelties, the line of which will
be headed by the car Performance N. One of them will be produced under the new premium
Genesis sub-brand and will receive the name of G70. It also became known for the
presentation of a new compact crossover Hyundai Creta.
Profile of the Organization
Full Name: Hyundai Motor Limited
Founded :1967
Founder: Chung Ju-Yung
Hyundai CEO: Chung Mong-koo
Industry: Automobile
Sector: Private
Country: south korea
Website: Hyundai.com
POPULAR CARS:
HYUNDAI VERNA
Hyundai Motor India has finally rolled out the much-awaited new Hyundai Verna 2017 in the
Indian market. Available in a total of four trims – E, EX, SX and SX (O) – the new Verna’s
price ranges between Rs 7.99 lakh – Rs 12.61 lakh (ex-showroom, Delhi). The prices are
introductory and will be reserved for the first 20,000 customers of the car. In this price range,
the vehicle will squarely go up against the Honda City and Maruti Ciaz. The third-generation
Verna has witnessed comprehensive cosmetic and feature updates, while the engines setup
has been carried over from the previous generation. Though, the new model has ditched the
1.4L petrol and diesel motors and continues to feature the larger capacity 1.6L gasoline and
oil burner units. Both the engines have been calibrated to offer improved fuel economy over
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15. the outgoing model. Transmission options on the sedan include a 6-speed manual and 6-
speed automatic gearbox.
With an aim to withstand its arch rivals Honda City and Maruti Ciaz, the 2017 Hyundai
Verna receives radical cosmetic upgrades in line with company’s Fluidic Sculpture 2.0 design
language. The car has also borrowed some of its styling cues from its larger sibling Elantra
which also leaped into the new generation some time back. Major design updates include new
projector LED daytime running lights, a cascade design chrome grille, projector fog lights
with cornering lamps and chrome surrounds, LED taillamps, 16-inch diamond-cut alloy
wheels and boot lid with chrome garnish and beltline. One must note that aforementioned
features vary variant wise.
HYUNDAI ELITE I20
Hyundai India introduced the second-generation of the popular i20 premium hatchback – the
Elite i20 –on September 22, 2014. Similar to its first-generation, the Hyundai Elite i20 has
proved a success runway for the company that has achieved a milestone by crossing the sales
of 100,000 units in June, 2015. With mature styling, additional features and improved
dynamics, the Elite i20 justifies its price over the old model. The premium hatchback is
available in four trim levels – Era, Magna, Sportz, Asta – and two engine options – 1.2-litre
Kappa Dual VTVT petrol and 1.4-litre CRDi diesel.
Aiming to lower the waiting period of the Elite i20, Hyundai India has increased the
production of the hatchback in March, 2015. The production of the premium hatchback takes
place at the company’s Chennai-based manufacturing facility. It takes on the newly-launched
Honda Jazz, Maruti Suzuki Swift, Volkswagen Polo, Nissan Micra and others in the segment.
HYUNDAI CRETA
Hyundai Motor India has again revised the prices of its popular compact SUV – Hyundai
Creta. This is the second time; the Korean maker has increased the prices of Hyundai Creta
2017 model post GST. In July, the company had decreased the prices of the SUV by up to 5.9
per cent. Due to lowered GST rates, the Creta prices were reduced significantly ranging
between Rs 36,305 to Rs 63,670. Due to revised GST rates, Hyundai has again raised the
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16. prices of the Creta SUV. This SUV is now pricier by up to Rs 55,375, though it is still
cheaper than the pre-GST era model. That said, the Creta range was earlier available between
Rs 9.28 lakh to Rs 14.63 lakh, however after the price reduction, Hyundai Creta price starts
from 9.29 lakh and goes up to Rs 14.55 lakh (all prices ex-showroom, Delhi). Setting the
cash registers ringing from the time of its introduction in India in 2015, Creta is among the
top-selling models in the segment. Read More – 2017 Hyundai Elite i20 Launched
The lately launched the 2017 Creta in India, packed with new features, it gets a new
Executive E+ variant with 1.4-litre diesel engine and SX+ dual tone trim in 1.6-litre petrol &
1.6-litre diesel options. Powered by the 1.4-litre oil burner, the new E+ trim is aimed at the
value-seeking customers. While the dual-tone variant comes with piano back finish roof top
and a sporty spoiler. It additionally comes with two colour choices including-White & Black
and Red & Black.
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17. S.W.O.T Analysis of Organisation
Hyundai SWOT analysis
Strengths Weaknesses
Strong focus on research and development
(R&D)
The most valuable automotive brand in the
world
Competence in hybrid vehicle production
strong presence in motorsport
Lack of competence in autonomous vehicles
Negative publicity due to large vehicle recalls
Weak presence in China Poor brand portfolio.
Opportunities Threats
Fuel prices are expected to rise in the near
future
Demand for autonomous vehicles
Timing and frequency of new model releases.
The automotive industry is subject to various
governmental regulations
Increasing competition in the worldwide
automotive market
Hyundai's business can be affected by substitute
modes of public transport like buses, metro trains
etc
Strengths:
1. Strong focus on research and development (R&D)
Hyundai is famous for its innovative culture. The company’s focus on being ahead of its
competition by introducing some of the most innovative vehicles in the market has proven to
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18. be a successful choice. The company operates 17 research facilities in 8 different countries.
The whole company’s research division focuses on 3 different areas:
 Basic research;
 Forward-looking and leading-edge technology development;
 Product development.
2. The valuable automotive brand in the world
Figure 2.2 Automotive brand ranking by Interbrand (2016)
Ranking Brand Brand Value (in US$ Overall ranking in
(Automotive) billions) 2016
1 Toyota 53.6 5
2 Hyundai 43.5 9
3 BMW 41.5 11
4 Honda 22.1 21
5 Ford 13 31
6 Mercedes- 12.5 35
Benz
7 Audi 11.8 38
8 Volkswagen 11.4 40
9 Nissan 11.1 43
10 Porsche 9.5 50

19. Brand value is closely related to brand recognition, which means that Toyota is the world’s
most recognizable brand in the world.
3. Competence in hybrid vehicle production
Hyundai is heavily invested in its hybrid vehicle (HV) line-up and is betting its long-term
future on HVs and electric HVs.
The company has introduced its first hybrid vehicle Hyundai ionoq. It became the first mass-
produced hybrid vehicle and the most successful to date. As of May 2016, the company has
sold over 5.7 million ionoqmodels and in total 9 million other hybrid vehicles, more than any
other automotive company in the world.
Currently, Hyundai offers over 15 usual hybrid vehicles and plug-in hybrid vehicles under its
four brands. Hyundai HV technology is probably the best-in-class. It is proven by a 2016
Prius Eco model, which is the most fuel-efficient car that doesn’t have a plug-in capability.
4. Strong presence in motorsport
Hyundai Motorsport will return to a three-car entry for this rally following a strong performance
last time out in which all four of the entered Hyundai i20 WRC cars completed the event with
two cars securing top-six results. The team is chasing down second place in the Manufacturers’
Championship so will be out to seek another good points haul in Finland.
Weaknesses:
1. Lack of competence in autonomous vehicles
Hyundai has long been reluctant to invest in autonomous vehicle technology. The company
has been engaged in R&D aimed at contributing to the complete elimination of traffic
casualties, but the company had no plans to introduce completely autonomous vehicles in the
near-future.
The company’s first attempt to developing such technology was in 2015, through the Team
Mobility concept, which aims to facilitate the connection between the car and its
surroundings and between the car and the driver to assure safe and efficient driving.
The company’s lack of technology and experience in building autonomous vehicles puts it at
disadvantage against such competitors as Tesla, Ford, Toyota and General Motors.

20. 2. Negative publicity due to large vehicle recalls
Vehicle recalls more or less affect every automaker. Hyundai is no exception. Nonetheless,
Hyundai recall rates are very high, and this draws more negative publicity than usual. In 2016
alone, the company has issued the following recalls:
 5.8 million various models recalled due to faulty airbag inflators;
 750,000 Sienna models are recalled in North America;
 The company issued US$3.4 billion compensation for customers over corrosion
issues, which affected over a million pickup trucks in North America;
 337,000 vehicles recalled over recurring suspension problems;
 340,000 gas-electric hybrid ionoq cars recalled around the world over faulty brakes;
 Nearly three million RAV4 sport utility vehicles recalled over seatbelt issues.
Larger and frequent recalls negatively affect the company’s brand reputation and result in
disappointed customers as well as fewer sales.
3. Weak presence in China
China is the largest automotive market in the world with over 25 million vehicles sold. It is
also the largest vehicle market for the two main Hyundai’s competitors, Volkswagen and
General Motors. China is the key market for any auto manufacturer, which tries to become
the world’s leading automaker.
Hyundai has sold only 1.12 million vehicles in China, compared to General Motors 3.73 and
Volkswagen’s 3.5 million units. Hyundai has captured only 4.5% market share in China.
General MotorsVolkswagenTOthers14.9%14%66.6%
Company Volume
General
3.73
Motors
Volkswagen 3.5
Hyundai 1.12

21. Company Volume
Others 16.65
The company’s weak market share in China will significantly hinder its ability to grow sales
in the future.
4. Poor brand portfolio
Hyundai have Controversies regarding fuel engines, wrong advertising have hurt the brand
that there engines can get seized after few kms only that leads to poor brand image of
company to the world of automobiles.
Opportunities:
1. Fuel prices are expected to rise in the near future
Fuel prices have been low for the last few years and are expected to rise in the near future due
to the changes in the supply. Low fuel prices have increased the demand for vehicles s. Many
companies, including Hyundai, Toyota, General Motors, Ford and Chrysler have benefited
from the low fuel prices, because of their strong cars.
Nonetheless, Hyundai heavily invested in its hybrid vehicles line-up, for which the demand
will grow significantly if the fuel prices will rise. Hyundai could further strengthen its hybrid
vehicle, hybrid electric vehicle and electric vehicle line-ups to benefit from the rising fuel
prices in the future.
2. Demand for autonomous vehicles
Currently, nearly 33 companies are working on autonomous vehicles. Few of them, including
Google, Ford and Tesla, are testing their autonomous vehicles on the roads and none of them
are selling these cars to the general public. It is hard to estimate the exact demand or the
market value (it is expected to be worth US$45 billion by 2025) for the autonomous vehicles,
but according to the efforts of all the major automakers, it seems that autonomous vehicles is
the next ‘big thing’ for the industry.
Hyundai has just started serious work on autonomous vehicles and has no date of when it
expects to launch the first autonomous vehicle. The company should speed up the

22. development of autonomous vehicle technology and acquire the required skills as soon as
possible if it does not want to stay behind Google, Ford or Tesla in this area.
3. Timing and frequency of new model releases
The market share of the automotive companies is significantly impacted by the timing and
frequency of new model releases. Historically, new models have tended to have major
upgrades every 4 or 5 years with only minor modifications in between. However, due to the
rising consumer expectations in relation to in-car technology and the competitive nature of
the industry, there is an argument to release upgraded models more frequently. Hyundai is
well-positioned to be able to do this.
Threats:
1. The automotive industry is subject to various governmental regulations
Increasing government regulations is one of the key threats affecting Hyundai. The company
has emphasized this issue in its financial report:
“The worldwide automotive industry is subject to various laws and governmental regulations
including those related to environmental matters such as emission levels, fuel economy, noise
and pollution. Hyundai has incurred, and expects to incur in the future, significant costs in
complying with these regulations.
Furthermore, new legislation or changes in existing legislation may also subject Hyundai to
additional expenses in the future. If Hyundai incurs significant costs related to meeting laws
and governmental regulations,
2. Increasing competition in the worldwide automotive market
Despite the fact that the worldwide automotive market is already highly competitive, the
competition is further increasing due to the excess of vehicle production, rapid technological
changes, new entrants and saturation of the largest markets.
In China, one of the key company’s markets, new home based Chinese manufacturers are
competing by offering lower prices, but similar quality build vehicles. The U.S. automotive
market is also reaching its peak and is likely to decrease over the next few years.

23. New companies, such as Tesla with its electric cars will make it very hard for Hyundai to
compete in the electric cars segment. In addition, Google, which tries to build self-driving
cars is also threatening the traditional automotive industry. The competition is further fuelled
by the fact that the global automotive production capacity far exceeds the demand. In 2015,
there was an estimated global excess production capacity of 31 million units.
3. Hyundai may be adversely affected by natural disasters
Hyundai and its suppliers have many manufacturing facilities in Japan, China and Indonesia.
These countries are often affected by natural disasters, such as earthquakes, tsunamis and
flooding. Every occurrence of such calamity may disrupt the manufacturing processes and
result in supply shortages or an overall halt of the production.
In the past, Hyundai’s operations have been significantly impacted by such disasters and
resulted in huge losses. For as long as the company or its suppliers will continue to run their
manufacturing in these or similarly affected countries, Hyundai will be subject to further
losses.

24. Research
Research in common parlance refers to a search for knowledge. Once can also define
research as a scientific and systematic search for pertinent information on a specific topic. In
fact, research is an art of scientific investigation. The Advanced Learner’s Dictionary of
Current English lays down the meaning of research as “a careful investigation or inquiry
especially through search for new facts in any branch of knowledge.”1 Redman and Mory
define research as a “systematized effort to gain new knowledge.”2 Some people consider
research as a movement, a movement from the known to the unknown. It is actually a voyage
of discovery. We all possess the vital instinct of inquisitiveness for, when the unknown
confronts us, we wonder and our inquisitiveness makes us probe and attain full and fuller
understanding of the unknown. This inquisitiveness is the mother of all knowledge and the
method, which man employs for obtaining the knowledge of whatever the unknown, can be
termed as research. Research is an academic activity and as such the term should be used in a
technical sense. According to Clifford Woody research comprises defining and redefining
problems, formulating hypothesis or suggested solutions; collecting, organizing and
evaluating data; making deductions and reaching conclusions; and at last carefully testing the
conclusions to determine whether they fit the formulating hypothesis. D.Slesinger and M.
Stephenson in the Encyclopaedia of Social Sciences define research as “the manipulation of
things, concepts or symbols for the purpose of generalizing to extend, correct or verify
knowledge, whether that knowledge aids in construction of theory or in the practice of an
art.”3 Research is, thus, an original contribution to the existing stock of knowledge making
for its advancement. It is the pursuit of truth with the help of study, observation, comparison
and experiment. In short, the search for knowledge through objective and systematic method
of finding solution to a problem is research.

25. 2.1 OBJECTIVES OF STUDYING THE PROJECT
 To evaluate the consumer’s perceptions and their satisfactions in relation to after sales
services provided to them by the vehicle manufacturers and dealers.
.2 SCOPE OF THE STUDY
This study had a basic aim:
•To provide an insight for after sales service and total customer satisfaction.
 The conclusion may help the auto mobile dealer in managing work environment for better
after sales service and in turn making the customers a complete satisfaction which willing
them to buy the same auto brand again.
 It will also be a contribution to the field of study in Marketing especially in customer
satisfaction, customer loyalty and profitability.

26. 2.3 RESEARCH DESIGN
The research design is a plan of the proposed research work on the market ground of Eicher
Motors. It is the way through which the stated research objectives can be achieved. It is a
blueprint for the collection, measurement and analysis of the data that are collected from the
market. It means it involves the data collection method, the specific research instrument and
the sampling plan that would be used for the purpose of market mapping of Eicher motors.
Descriptive Research Design
In descriptive research design a researcher is interested in describing a particular situation or
phenomena under his study. It is a theoretical type of researcher design based on the
collection designing and presentation of the collected data. Descriptive research design
covers the characteristics of people, materials, Scio-economics characteristics such as their
age, education, marital status and income etc. The qualitative nature data is mostly collected
like knowledge, attitude, beliefs and opinion of the people. Examples of such designs are the
newspaper articles, films, dramas, and documentary etc.
Experimental Research Design
In this type of research design is often uses in natural science but it is different in social
sciences. Human behaviour cannot be measured through test-tubes and microscopes. The
social researcher use a method of experiment in that type of research design. One group is
subjected to experiment called independent variables while other is considered as control
group called dependent variable. The result obtained by the comparison of both the two
groups. Both have the cause and effect relationship between each other.
Explanatory Research Design
In explanatory research design a researcher uses his own imaginations and ideas. It is based
on the researcher personal judgment and obtaining information about something. He is
looking for the unexplored situation and brings it to the eyes of the people. In this type of
research there is no need of hypothesis formulation.

27. 2.4 DATA COLLECTION
The data used in this project has been collected through secondary resources. We basically
relied on the following sources:
Internet
Magazines
Publications
Broacher
Company’s website,
Blogs,
Newspapers, &
Other online sources
These sources provided a lot of relevant information about the company as regards the
company’s performance over the years. We learnt a lot about the various marketing
strategies, the company has used to attain the position that it enjoys today and for all this
information the above mentioned sources have proved to be very useful.
Collect the information:
The data collection phase of marketing research is generally the most expensive and most
prone to error. The information collected should be both accurate and relevant as per as the
requirement, the researcher has to work out a suitable data collection method. Broadly data
collection classified into
Primary Data: when data is directly collected by a researcher, they are known as primary
data e.g. interviews and questionnaires.
Secondary data: the data are termed secondary data when they were not originally collected
for use in the research project under consideration, they were collected rather for use by some
other person or for some other project
As a last step of market research process, results (findings) are extracted from the analysis of
information and are presented to the related party. The researcher should present major
finding are relevant to the major marketing decisions facing management. The finding should
be written in a concise, simple and objective oriented language.
For the purpose of our project, the analysis were conducted on the basis of following
conditions. As we earlier suggested that we are going to categorize the scores into various
intervals. Now as we have attached scores to all the parameters according to their importance.

28. Sample Design
• Sample size: The sample size for customer profile is 50.
• Presentation tool: Bar diagram and pie chart have been used for presenting the result.
• Research tool – Questionnaire: this is the most popular tool for the data collection.
Various customer using Hyundai motors were approached and asked to fill the
questionnaire designed which is attached in the report.

29. DATA ANALYSIS
Ques1. Gender of the respondent
Options No. of Respondents % of Respondents
Male 36 72
Female 14 28
Total No. of Respondents 50 100
Table No1 Gender of the respondent
Female
28%
Male
72%
Figure No.1: Gender of the respondent
Interpretation
From the above data collection of the respondents there are 72% male and 28% female.

30. Ques2. Age of the respondent
Options No. of Respondents % of Respondents
16-18 years 20 40
19-26 years 14 28
27-35 years 13 26
36 & above 3 6
Total No. of Respondents 50 100
Table No.2: Age of the respondent
36 & above
6%
27-35 years
26% 16-18 years
40%
19-26 years
28%
Figure No.2: Age of the respondent
Interpretation
From the above data collection of the respondents the age groups are 40% of 16-18 years, 28
% of 19-26 years, 26% of 27-35 years and 6% above 36.

31. Ques3. Income of the respondent (annually)
Options No. of Respondents % of Respondents
<2 lakhs 3 6
2 lakh-5 lakh 37 74
>5 lakh 10 20
Total No. of Respondents 50 100
Table No.3: Income of the respondent
<2 lakh
>5 lakh 6%
20%
2 lakh-5 lakh
74%
Figure No.3: Income of the respondent
Interpretation
The above data concluded that 6% of the respondents earn up to 2 lakhs, 74% earns 2 lakhs-
5 lakhs and 20% above 5 lakhs.

32. Ques4. For how many years you are using Hyundai?
Years No. of respondent % of respondent
Less than 1 year 10 20
1 year 9 18
2year 15 30
More than 2 year 16 32
TOTAL 50 100%
Table no.4 Years Using Hyundai
20%
32% 1 2
18%
3 4
30%
Fig no. 4Years Using Hyundai
Interpretation
This pie graphs shows the experience of number of respondents who are using Hyundai i10.
As we can see that 32% respondents are using Hyundai i10 from more than2years.

33. Ques5. Which HYUNDAI CAR you are currently using?
Options No. of Respondents % of Respondents
EON 3 6
I10 19 38
I20 14 28
VERNA FLUIDIC 14 28
Total No. of Respondents 50 100
Table N.o5: CAR currently using
6%
28%
EON
I10
38%
I20
VERNA
28%
Figure N.o5: CAR currently using
Interpretation
The above data collection represents that out of 50 respondents 38% are currently using
HYU NDAI car I10, 28% I20, 28% VERNA and 6% EON.

34. How do you come to know about the car you own?
Table 6
Media NO OF
RESPONDENTS
PERCENTAGE
Tv Advertisement 25 50
News Paper 15 30
Online 10 20
50%
30%
20%
Medium of awareness
tv advertisements
newspapers
online
Interpretation: 50% percent of the people come to know about the car by TV
advertisements, 30% got aware by the newspapers and rest got to know through online.

35. 7. What were the factors which influence you to buy Hyundai?
Factors No. of respondents Percentage%
Brand name 24 48
Style 12 24
Comfort 7 14
Performance 4 8
Fuel efficiency 3 6
Interpretation: 48% of the customer buy because of the brand name, 24% people buy
because of its style, 14% of the people are concerned about the comfort, 8% people believe
in performance and rest buy it because of its fuel efficiency.

36. 8 Are you satisfied with the customer care services of Hyundai?
No. of respondents Percentage%
Highly satisfied 10 20
Satisfied 31 62
Neutral 2 4
Dissatisfied 4 8
Highly dissatisfied 3 6
Interpretation: 20% people are highly satisfied, 62% people are satisfied, 4% people are
neutral, 8% people are dissatisfied and 6% of the people are highly dissatisfied.
20%
62%
4% 8%
6%
satisfactiontowardsservices of hyundai
highly satisfied
satisfied
neutral
dissatisfied
highly dissatisfied

37. AVERAGE
25%
NOT SO GOOD
8%
BAD
7%
GOOD
53%
9. KNOWLEDGE AND BEHAVIOUR OF SALES CONSULTANT.
Knowledge and behavior of sales
consultant
Respondents
Excellent 15%
Good 53%
Average 25%
Bad 7%
Interpretation:
While 15% customers thought that the knowledge and behavior of the sales consultant was
excellent only 7% thought they were bad. 53% considered them good while 25% rated them
as average.

38. PUSH & PULL STRATEGIES
There are three types of sales promotion strategies:
•A push strategy
•A pull strategy or
•A combination of the two
A 'push' sales promotion strategy involves 'pushing' distributors and retailers to sell your
products and services to the consumer by offering various kinds of promotions and personal
selling efforts. What happens here is that a company promotes their product/services to a
reseller who in turn promotes it to another reseller or to the consumer. The basic objective of
this strategy is to persuade retailers, wholesalers and distributors to carry your brand, give it
shelf space, promote it by advertising, and ultimately 'push' it forward to the consumer.
Typical push sales promotion strategies include; buy- back guarantees, free trials, contests,
discounts, and specialty advertising items.
A 'pull' sales promotion strategy focuses more on the consumer instead of the reseller or
distributor. This strategy involves getting the consumer to 'pull' or purchase the
product/services directly from the company itself. This strategy targets its marketing efforts
directly on the consumers with the hope that it will stimulate interest and demand for the
product. This pull strategy is often used when distributors are reluctant to carry or distributes
product. Typical pull sales promotion strategies include; samples, coupons, cash refunds or
rebates, loyalty programs and rewards, contests, sweepstakes, games, and point-of- purchase
displays .A 'combination' sales promotion strategy is just that; it is a combination of a push
and a pull strategy. It focuses both on the distributor as well as the consumers, targeting both
parties directly. It offers consumer incentives side by side with dealer discounts.
Communication by the manufacturer is not only directed towards consumers to create
demand. A push strategy is where the manufacturer concentrates some of their marketing
effort on promoting their product to retailers to convince them to stock the product. A
combination of promotional mix strategies are used at this stage aimed at the retailer
including personal selling, and direct mail. The product is pushed onto the retailer, hence the
name.

39. Promotion through the Product life cycle
As products move through the four stages of the product lifecycle different promotional
strategies should be employed at these stages to ensure the healthy success and life of the
product .Stages and promotion strategies employed.
Introduction
When a product is new the organizations objective will be to inform the target audience of its
entry. Television, radio, magazine, coupons etc may be used to push the product through the
introduction stage of the lifecycle. Push and Pull Strategies will be used at this crucial stage.
Growth
As the product becomes accepted by the target market the organization at this stage of the
lifecycle the organization works on the strategy of further increasing brand awareness to
encourage loyalty.
Maturity
At this stage with increased competition the organization take persuasive tactics to encourage
the consumers to purchase their product over their rivals. Any differential advantage will be
clearly communicated to the target audience to inform of their benefit over their competitors.
Decline
As the product reaches the decline stage the organization will use the strategy of reminding
people of the product to slow the inevitable
Internet Promotion
The development of the World Wide Web has changed the business environment forever. Dot
com fever has taken the industry and stock markets by storm. The e-commerce revolution
promises to deliver a more efficient way of conducting business. Shoppers can now purchase
from the comfort of their home 24 hours a day 7 days a week. Owning a website is a now a
crucial ingredient to the marketing mix strategy of an organization. Consumers can now obtain
instant information on products or services to aid them in their crucial purchase decision. Sony
Japan took pre-orders of their popular Play station 2 console over the net, which topped a 1
million after a few days, European football stars are now issuing press

40. releases over the web with the sites registered under their own names. Hit rates are
phenomenal. Advertisers have now moved their money over to the internet as customers are
on average spending more time online then watching TV. Popular ways to advertise seem to
be with banners and pop ups. Everyone sees hundreds of commercial messages every day.
Here are a few tips on different avenues which may help your message cut through the
promotional clutter.
1. Media Releases.
There is a lot of media out there, and it's expanding all the time. It has been filled with
something, why shouldn't it be a story about you? If you can spin your sales story into an
interesting news story there's a good chance you will receive some coverage. But that's the
thing. It has to be interesting. Look for an angle and present it the right way and there's every
chance the local media will lap it up.
2. Event Invitations.
If you're staging an event, make it one people will talk about and look forward to. Treat your
clients like friends, not wallets. And here's a tip from a long established catering company we
do work for: when the pary starts to lag, roll out the French Champagne. Yes it can cost you,
but there's something in that stuff which makes people happy. Everyone will be happy to
knock a couple of glasses back if they know it's the real deal!
3. Networking.
If you attend networking functions, which are all the rage at the moment (we get invited to
about six a week!), when it's your turn to stand up and introduce yourself, make sure you've
got a gimmick on hand. It's a strange thing, that the larger the group of people you have on
hand, the simpler the jokes which work. Later on, when you're working the room you'll
Promotional Strategies of coke products have something to chat about and even if nobody
remembers what you were trying to promote, they will remember you.
4. Response to Inquiries.
When you get a good lead through whatever channel, send back your response in an
interesting and unforgettable way. Put your proposal in an empty pizza box and bribe a kid
from Dominos to deliver it. Send one of those mobile coffee vans around and shout the team

41. at the other company a coffee each. Have your quote written on the icing of a cake and hand
delivered. Sounds stupid? Maybe, but when you talk to your prospective client next you have
the beginnings of a relationship and may have turned a simple inquiry response into
something resulting in everyone with the other group knowing who you are.
5. Sales Pitches.
Intrigue your prospective clients. A local sales legend in Brisbane used to ring for
anappointment and announce, "I'm coming 'round now and I'm bringing morning tea".
Hewould arrive with two cream buns in a paper bag. He always claimed that if he could
getthe person he was visiting to eat their cream bun he would get them as a new client.
Nobody ever forgot the sight of this bloke appearing at the door with two buns in a brown
paper bag.
6. Sales Letters.
There's nothing more boring than a sales letter which just babbles on about how great youare.
What would anyone expect you to say? It's a constant battle to stop people demanding
promotional sales letters that are heavy on product features and details. Here's a promotional
idea we're about to try. Go to the back and buy a wad of some virtuallyworthless currency;
Zimbabwe Pounds, Turkmanistan Roubles, New Zealand Dollars (only joking guys)
whatever you can lay your hands on, but make sure the denominations are big.Dream up a
spin to your letter which is related to cash/money/income. Attach one of the banknotes to the
letters you send it out. Who, other than the government, is going to throwaway money? And
if you buy the right dud currency it costs about the same per sheet as printing a letter.
7. Follow-up Letters.
Once you've spoken with a client and had your first meeting, make sure you follow up
bymail, if only to cover off the subjects you discussed. People don't want to deal with
slackers, sending a letter after your meeting looks professional and sets the stage for further
contact.
8. Surveys.
Companies wishing respondents to fill out a questionnaire are more likely to get resultswhen
they attach a bribe. Just by adding a pen to the package you can expect a 30 per cent better
response.

42. 9. Talk to Fresh Promotions
As one of Australia's most innovative sales promotion and marketing groups, we are always
interested in hearing new ideas or dreaming up new ones which will work for your business.
If you have a promotional idea for your business, or want one, give us a call. Wespecialize in
getting your ideas happening on budget and on time.
10. Talk to us!!
Promo Sales consultants are happy to have a chat about what you need from you promotion.
We are always interested in hearing from you and want to see your promotion succeed.

43. SALES PROMOTION STRATEGY
Sales are the lifeblood of a business, without sales there would be no business in the first
place; therefore it is very important that if a business wants to succeed, it should have asales
promotion strategy in mind. The primary objective of a sales promotion is to improvea
company's sales by predicting and modifying your target customer's purchasing behaviour
and patterns. Sales promotion is very important as it not only helps to boost sales but it also
helps a business to draw new customers while at the same time retaining older ones. There
are a variety of sales promotional strategies that a business can use to increase their sales
,however it is important that we first understand what a sales promotion strategy actually I
sand why it is so important. A sales promotion strategy is an activity that is designed to help
boost the sales of a productor service. This can be done through an advertising campaign,
public relation activities, afree sampling campaign, a free gift campaign, a trading stamps
campaign, through demonstrations and exhibitions, through prize giving competitions,
through temporary price cuts, and through door-to-door sales, telemarketing, personal sales
letters, and emails .The importance of a sales promotion strategy cannot be underestimated.
This is because a sales promotion strategy is important to a business boosting its sales. When
developing a sales promotion strategy for your business, it is important that you keep the
following points in mind.
•Consumer attitudes and buying patterns
•Your brand strategy
•Your competitive strategy
•Your advertising strategy
•And other external factors that can influence your products availability and pricing.
METHODS OF PROMOTION
Some of the most common methods used in sales promotion strategies include:
•Coupons
•Price discounting
•Gift with purchase offers

44. •Sweepstakes
•Sampling
•Mail in offers and rebates
•Refund and premium offers
•Group promotions
•Frequent user/loyalty incentives
•Point-of-sale displays
•Sponsorships for special events (like fun runs)
•Participation in community projects and boards of directors
•Trade Shows - Your product or service might be one that is suited to exhibiting at atrade
show attended by your target audience. Trade shows are typically one- or two-day events that
allow businesses to set up exhibits or booths showcasing their products or capabilities.
•Fairs (like Health Fairs, Job Fairs)
•Give-aways (like baseball caps and mugs with your logo)
•Coupons and free samples
•Conducting contests
•Public Speaking and Conferences
•Newsletters
•Trade journals
•Media Relations Campaigns
•Representation by experts
•Public service announcements
•Press kits

45. PROMOTIONAL OBJECTIVES
To promote your business successfully, you have to understand who you need to reach and
what you are trying to achieve. Promotional strategies should focus first and foremost on
your existing customers. Make sure they are aware of the full range of your products and
services and create opportunities to generate repeat and higher value purchases. You should
also be getting your existing customers to spread the word about your business - perhaps by
trying out new products and services and offering rewards for introducing new customers.
When focusing your promotional activities on potential customers, aim to create brand
awareness and credibility. Ensure they understand your offer and how you differ from your
competitors. Once you really get into detail, you might even find yourself promoting
individual products differently to different groups of customers.
If you use intermediaries to reach your market, you will also have to encourage them to
promote your offer to their customers.
MARKET STARTEGIES OF HYUNDAI:
Target Markets
Hyundai marketing strategy is differentiated marketing. The primary consumer target is
middle to upper income professionals, who need value for their money and comfortable ride
in city conditions .The secondary consumer target is college students who need style and
speed . The primary business target is mid sized to large sized corporates that want to help
their managers and employess by providing them a car with ease of transport .
The secondary business target is entrepreneurs and small business owners who want to
provide discounts to managers buying a new car.
Marketing Communications
By integrating all messages in all media the Hyundai will reinforce the brand name & main
points of product differentiation . Research about media consumption , pattern will help the
advertising agency to choose appropriate media and timing to reach prospects before &
during the product introduction .Thereafter , advertising will appeared on a pulsing basis to
maintain brand awareness and communicate various differentiation messages . The

46. agency will also co-ordinate public relation efforts to build Hyundai brand & support the
differentiation message . To attract market attention & encourage purchasing , the Hyundai
offer a limited time , registration & insurance . To attract ,retain & motivate channel partners
for a push strategy , the Hyundai use trade sales promotions and personal selling to channel
partner .
Road shows
The company plans to stage road shows , to display vehicles in the pavilions during various
college festivals and exhibition . This will appeal to youngsters more and attracts them
towards the cars of Hyundai .
Television advertisements
Advertisements to promote and market the products will be shown on leading television
channels. Major music and sports channels will promote and they will reach out to the youth
will be promoted through Star , Zee , Sony and Doordarshan etc as it has more viewers .
Radio
Radio 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.. So radio announcements will be made and advertisements will be
announced on the radio about the products features and price, qualities, etc.
Print Ads
Daily advertisements in leading newspapers and magazines will be used to promote the
products. 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 past performance and products features , their
affordability and usage , vast distribution network . Road shows will be conducted where free
trials of the cars would be given .

47. Banners, neon signs
Hoardings , banners , neon signs will be displayed at clubs , discs , outside theatres and shops
to promote the brand cars .
Booklets and pamphlets
Booklets will be kept at car showrooms , retail battery outlets , etc for the customer to read.
These booklets will provide information about the company , the products offered which suits
the customers need accordingly .
Rural Marketing
Hyundai Motors India has introduced a new marketing initiative - 'Ghar Ghar Ki Pehchaan' to
tap the India rural car market . The company has rolled out special schemes for government
employees in rural areas and members of gram panchayats on the purchase of Santro .
Hyundai Motor is keen to expand its market to rural areas with setting up 300 new rural sale
outlets , all this expansion is in progress for the launch of the cheapest car from the Hyundai
stable until November this year .

48. PROMOTINAL MIX
Advertising:
 As a part of ‘pull strategy’ and also due to intense competition spends heavily on
advertisements.
 Concept of aggressive advertising to promote products used.
 Important tool to cater to mass markets.
 Mainly does national advertising.
 Introduce different themes and concepts to sell their product.
 Advertises mainly in electronic media and out of home advertising.
 Advertisements build brand image and create awareness.
 Use big names of Indian film industry as the brand ambassadors of the company.
 Created memorable and catchy slogan since years. E.g. Thanda Matlab Coca-Cola
ADVERTISEMENT OBJECTIVE:
 Type of advertising it adopts is reminder type.
 The reason behind this fact is the coke is such a product that is at the maturity level
currently so for such a product companies mostly go for reminder type of
advertisement so that they can penetrate more and more and same in the case with
coke.
ADVERTISING STRATEGY:
 Before creating advertising message the coca cola company gives lots of time to the
factor that the message must gain customer attention.
 This is basically called “clutter bluster” means that only that advertisement will leave
impact on customer mind that has some speciality or uniqueness in it.
 For example in india coke slogan “ thandamatlabcoca-cola” has gained reasonable
customer attention.

49. MEDIUMS OF ADVERTISING:
 POINT OF SALE MATERIALS:
 Merchandising is essential to communicate to the consumer at the point of
purchase.
 Sales people and delivery personnel both take the additional responsibility of
merchandising.
 If required special teams are sent to specifically merchandise its products.
 Includes posters and stickers displayed in different areas.
 Vizi coolers, freezers, display racks.
 TV COMMERCIALS :
 Regular TV commercials on different channels.
 Focuses on both rural as well as urban crowd.
 Feature different brand ambassadors from time to time.
 Try to connect with the crowd.
 OUTDOOR ADVERTISING:
 Very much conscious about their billboards and hoardings.
 Many sites in different locations for their billboards.
 Billboards are usually found at cross roads, buildings, shops.
 In India coca cola can be seen painted on walls, bus stands, dhabasetc focusing
in rural areas of india.

50. FINDING
• From the above data collection of the respondents there are 72% male and 28% female
• From the above data collection of the respondents the age groups are 40% of 16-18 years,
28 % of 19-26 years, 26% of 27-35 years and 6% above 36.
• The above data concluded that 6% of the respondents earn up to 2 lakhs, 74% earns 2
lakhs-5 lakhs and 20% above 5 lakhs.
• This pie graphs shows the experience of number of respondents who are using Hyundai i10.
• As we can see that 32% respondents are using Hyundai i10 from more than2years.
• The above data collection represents that out of 50 respondents 38% are currently using
HYUNDAI car I10, 28% I20, 28% VERNA and 6% EON.
• 50% percent of the people come to know about the car by TV advertisements, 30% got
aware by the newspapers and rest got to know through online.
• 48% of the customer buy because of the brand name, 24% people buy because of its style,
14% of the people are concerned about the comfort, 8% people believe in performance and
rest buy it because of its fuel efficiency
• 20% people are highly satisfied, 62% people are satisfied, 4% people are neutral, 8% people
are dissatisfied and 6% of the people are highly dissatisfied.

51. RECOMMENDATIONS
 Today, in India there are only 5 cars among 1000 people so there is a huge market to expl
oit. Thus Hyundai should train their technical staff to deal with customer who is in the wo
rkshop 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 shoul
d always remember that loyal and satisfied customer gives a chain of new customers.
 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 e
xpand its dealer network to keep up with its rising sales.
 The comprehensive promotional campaign of Hyundai should continue giving it more bra
nd visibility.
 Hyundai should take this fact into consideration that the demand for passenger cars in the
long run will be robust due to rising income levels and also due to rise in Indian middle cl
ass.
 HMIL can also focus on exports as this is one area which is having the largest share in its
Top line growth.

52. LIMITATIONS
 Time Constraint:
There was not enough time to collect as much information required due to time constr
aint.
 Cooperation Was Not Easily Available:
The respondents and the staff did not provide sufficient time. The major reason for the
non-response was that the respondents refused to fill the questionnaire.
 Insufficient Knowledge:
Respondents were not having full information. Some respondent misinterpreted the qu
estion, omitted essential items and gave the answer casually and it was practically imp
ossible to return such incomplete and unsatisfactory questionnaire to the respondent f
or the correction.
 Time And Geographical Constraint:
It was difficult to personally visit all respondents due to time and geographical
nstraint.
co
 Reliability of Replies:
This method does not provide a check on the honesty and reliability of replies, if the r
espondent gives wrong replies, the investigator cannot know what the truth is.

53. CONCLUSION
In conclusion, Hyundai is an amazing company and should be revered as such. Hyundai has
done so much from their start as a little company in south korea that invented the automatic
loom, to the company that slowly overtook the imported auto industry: to the leading
automobile manufacturer power it is today. They continue to be leaders in advances in car
technology and different types of engines, which continue to take the world farther into the
technological age. But, hidden beneath Hyundai’s success is its problem with environmental
responsibility. The facts are that, while Toyota’s hybrid and electric cars do lower carbon
emissions during their life on the road, there are larger problems in the background. Creating
these cars creates a substantially more sulphured missions than gas powered vehicles, and the
batteries do have sufficient recycling facilities. Although Hyundai has progressed in their
fight against these problems with the few recycling centres around the country, the company
needs to continue to figure out ways to fix this hidden problem. I believe that Hyundai has
done a service in our world by being the first to go hybrid and electric with their cars but also
has to be the first to figure out how to deal with the environmental repercussion’s that these
advances have brought.

54. BIBILOGRAPHY
The following sources were referred to extensively during the entire course of this research
project:
INTERNET
 www.slideshare.com
 www.scribdd.com
 www.timesofindia.com
 www.indianexpress.com
 www.Hyundai.com
 www.wikipedia.com
Books:
Marketing Management- Kotler Philips
Marketing Management- T N Chabbra
Magazines, Journals & Newspapers:
Economic Times
The Times of India
Forbes

55. QUESTIONNAIRE
Name ____________________________________
Address ____________________________________
Age ____________________________________
Occupation ____________________________________
Ques1. What is your income (annually)?
A) Below 1 lakh B) 1 lakh – 1.5 lakhs
C) 1.5 lakhs – 3 lakhs D) above 3 lakhs
Ques2. Which HYUNDAI CAR you are currently using?
A) EON B) I20
C) I20 D) Verna Fluidic
Ques3. For how many years you are using Hyundai?
A) Less than 1 year B)1 year
C) 2 year D)more than 2 years
Ques4. How do you come to know about the car you own?
A) TV Advertisement B) Newspaper
C) Online
Ques5. What were the factors which influence you to buy Hyundai?
A) Brand name B) style C) Fuel efficiency
D) Comfort E) Performance
Ques 6. Are you satisfied with the customer care services of Hyundai?
A) Highly Satisfied
B) Satisfied
C) Neutral
D) Dissatisfied
E) Highly Dissatisfied

56. Ques 7.How was the knowledge and behavior of sales consultant?
A) Excellent
B) Good
C) Average
D) Bad
Ques 8. Are you satisfied with the comfort of Hyundai motors?
A) Yes B) No
Ques 9. Are you satisfied with the safety of Hyundai car?
A) Yes B) No
Ques 10. Which of the following influence to buy Hyundai car?
A) Friends
B) Relatives
C) Family member
D) Other