Project describes the marketing campaigns which were launched by hyundai for Hyundai i20 and also includes the analysis of i20 compared to other cars in same segment. It also contains the recommendations for improving the performance of i20 in market.

1. Submitted To: Prof. Dhruva
Chak
Submitted By:
Udit Jain
Shruti Mittal
Tarun Mangal
Sonakshi Govil
Vanshika Gupta
Damanjeet Singh

2. Hyundai Motor India Limited (HMIL)
• It is a wholly owned subsidiary of Hyundai
Motor Company (HMC) established in 1996
• HMIL is the largest passenger car exporter
and the second largest car manufacturer in
India.

3. • The Hyundai i20 is one of the most popular
hatchbacks that was rolled-out in the Indian
market in year 2009.
• The i20 model is now available in both petrol
and diesel versions, across 3 engine options i.e.
1.4 L, 1396cc Gamma AT Petrol, 1.2 L 1196cc
Kappa Petrol & 1.4 CRDI Diesel Engine.
• The i20 is available in both automatic and
manual transmission options, across various
trims.

4. MARKET SHARE
In overall passenger vehicle market: 14.27% in
FY13
In compact small car market:
Compact car segment is 52% of overall
passenger vehicles segment.
Hyundai is on the 2nd position in the market with
22% share.

5. GROWTH AND DECLINE
-26.681%
289.984%
9.909%
32.341%
-77.778%
-6.918% 82.310%
Sales growth/decline in month of
June
HYUNDAI
HONDA
MARUTI SUZUKI
VOLKSWAGEN
SKODA
TOYOTA
NISSAN
MANUFACTUR
ER MODEL JUN'13 JUNE'12
GROWTH%
(12-13)
HYUNDAI i20 5628 7676 -26.681%
HONDA BRIO 2375 609 289.984%
MARUTI
SUZUKI SWIFT 17236 15682 9.909%
VOLKSWAGEN POLO 3200 2418 32.341%
SKODA FABIA 132 594 -77.778%
TOYOTA LIVA 1951 2096 -6.918%
NISSAN MICRA 1989 1091 82.310%

6. SWOT Analysis
Strengths
1. The Quality
Advantage
2. A Buying Experience
Like No Other
Weaknesses
1. Commodity Price
Risks
2. Exchange Rate Risk
Opportunities
1. Limited
Competition
2. Potential for
expansion
Threats
1. Risk Factors
2. Business Risks

7. CONSUMER BEHAVIOUR ANALYSIS
Preferences across various segments Preferences across various Models
Preferences across various Brands
Ratings on various Features
0
20
40
60
80
100
55
60
65
70
75
80
0
10
20
30
40
50
60

8. Preference across various cars, provided budget is Rs 6-7 lacs.

9. Marketing Strategies
• Hyundai i20 viral campaign ‘Casts a Spell’
Crosses over 1 Million Viewers!
• Exchange offers – Advantage department.
• Festive Discounts
• Goodies and Accessories
• Pickup and drop service(after sale service).

10. Proposed Marketing Strategies
• Event marketing
• Flexible EMI Scheme
• Featuring Hyundai i20 in various movies and
TV serials.
• Mobile and online services
• Association with various colleges and
institutes through sponsorship.
• Strategic alliance with oil and Gas companies.

11. Increasing customer base
• Product proposals: Introducing CNG
• Special Discount for first time car buyers.