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SUMMER TRAINING REPORT

ON
SALES PROMOTION ON HYUNDAI

Prepared and presented to

Under the Guidance of


Mr. Rizwan Ansari
Marketing manager
Hyundai

Submitted in Partial fulfillment for the Award of Degree of Master of Business


Administration from Dr.A.P.J. Abdul kalam Technical University ,Lucknow
By
Brijesh Kumar
1512470032

INSTITUTE OF CO-OPERATIVE & CORPORATE MANAGEMENT,


RESEARCH AND TRAINING 21/467, RING ROAD, INDIRA
NAGAR,LUCKNOW-226016

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Certificate

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ACKNOWLEDGE MEN T

Any fruitful work is incomplete without a word of thanks to those involved


directly or indirectly in its completion. With my sincere gratitude I would
like to thanks everyone who has supported me in my project.

I would like to extend my sense of acknowledgement to Mr. Rizwan Ansari


for their immense help & guidance that they have provided me during this
summer training. The present work has taken its Sharpe largely to their wise
counsels, concrete and constructive suggestion and sincere courtesy.

I would like to thanks Priyanka Anjor (Faculty) for their support and
encouragement during this summer training. The opportunity provided by
his was an immense learning experience.

The help received from something without which the project would not have
been complete. Their insight as well as guidance helped me to understand
the essentials of the Project. I would like to thank them for their support.

I would also like to place on record my sense of gratitude to my parents and


friends for their support and encouragement, which has always guided me
my entire endeavourer.

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PREFACE

Sales promotion is one of the four aspects of promotional mix. (The other
three parts of the promotional mix are advertising, personal selling, and
publicity/public relations.) Media and non-media marketing communication
are employed for a pre-determined, limited time to increase consumer
demand, stimulate market demand or improve product availability

Many of the examples above are focused upon consumers. Don't forget that
promotions can be aimed at wholesalers and distributors as well. These are
known as Trade Sales Promotions. Examples here might include joint
promotions between a manufacturer and a distributor, sales promotion
leaflets and other materials (such as car), and incentives for distributor sales
people and their retail clients.

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EXECUTIVE SUMMARY

Indian economy has undergone a radical transformation in the last three


decade. The discoveries and invention in various fields of life is perhaps
being the reason for this transformation. The marketing strategy in India
which was practiced in the olden days has either been changed or been
refined so as to adjust with this dynamics world .If we considerably the early
year of development and consumption is becoming more and more complex
and specialized.

The present emphasis is on matters of providing a complete ‘comfort’ or


status to the customer every walk of life. In the light of the present
marketing scenario, through this project .How HYUNDAI MOTOR INDIA
LTD. can increase its market share in “automobile industry” emphasis on
marketing

Authentic marketing is not the art of selling what you make but knowing
what you knowing .It is the art of identifying and understanding customers
needs and creating solution that deliver satisfaction to the customer, profits
to be produces and benefits for the stake holders-PHILIP KOTLER.

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The project report take a look on various aspects on marketing and study if
marketing strategies adopted by HYUNDAI MOTAR INDIA LIMITED
.We settled for HMIL because at the time its entry in the Indian market back
in 2007 , it was taken as another foreign car maker entry in Indian passenger
car market. But the way in which HIML has achieved a constant growth rate
of around 30% in past 8 years. Hence a detailed study at the marketing
strategies and various facilities adopted by HMIL gives customers excellent
opportunity to be benefited from it.

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TABLE OF CONTENT

1) INTRODUCTION

2) COMPANY PROFILE

3) PRODUCT PROFILE

4) RESEARCH METHODOLOGY

5) ANALYSIS

6) CONCLUSION

7) LIMITATIONS OF THE STUDY

8) RECOMMENDATIONS

9) SURVEY QUESTIONNAIRE

10) BIBLIOGRAPHY

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INTRODUCTION

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INTRODUCTION

Hyundai Group was a multinational chaebol headquartered in Seoul,


South Korea. It was founded by Chung Ju-yung in 1947 as a
construction firm and Chung was directly in control of the company
until his death in 2001.
Following the 1997 East Asian financial crisis and Chung's death,
Hyundai underwent a major restructuring and break-up, which reduced
the Hyundai Group's business to encompass only container shipping
services, the manufacturing of elevators, and tourism. Today, most
companies bearing the name Hyundai are not legally connected to
Hyundai Group. They include Hyundai Motor Group, Hyundai
Department Store Group, Hyundai Heavy Industries
Group and Hyundai Development Company. However, most of the
former subsidiaries of the Hyundai conglomerate continue to be run by
relatives of Chung. If these companies were considered as forming a
single broad family business, then it would remain the largest company
in South Korea with enormous economic and political power in the
country.

Sales promotion is any initiative undertaken by an organization to promote


an increase in sales, usage or trial of a product or service (i.e. initiatives
that are not covered by the other elements of the marketing
communications or promotions mix). Sales promotions are varied. Often
they are original and creative, and hence a comprehensive list of all
available technique s is virtually impossible (since original sales

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promotions are launched daily!). Here are some examples of popular sales
promotions activities:

Customer Relationship Management (CRM) incentives such as bonus


points or money off coupons. There are many examples of CRM, from
banks to supermarkets.

New media - Websites and mobile phones that support a sales promotion.
For example, in the United Kingdom, Nestle printed individual codes on
KIT-KAT packaging, whereby a consumer would enter the code into a
dynamic website to see if they had won a prize. Consumers could also text
codes via their mobile phones to the same effect.

Merchandising additions such as dump bins,point-of-sale materials and


product demonstrations.

Free gifts e.g. Subway gave away a card with six spaces for stickers with
each sandwich purchase. Once the card was full the consumer was given a
free sandwich.

Discounted prices e.g. Budget airline such as Easy Jet and Ryanair, e-mail
their customers with the latest low-price deals once new flights are
released, or additional destinations are announced.

Joint promotions between brands owned by a company, or with another


company's brands. For example fast food restaurants often run sales
promotions where toys, relating to a specific movie release, are given away
with promoted meals.

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(i) Vouchers and coupons, often seen in newspapers and magazines, on
packs.

(j) Competitions and prize draws, in newspapers, magazines, on the TV


and radio, on The Internet, and on packs.

(k) Cause-related and fair-trade products that raise money for charities,
and the less well off farmers and producers, are becoming more popular.

(l) Finance deals - for example, 0% finance over 3 years on selected


vehicles.

Many of the examples above are focused upon consumers. Don't forget
that promotions can be aimed at wholesalers and distributors as well.
These are known as Trade Sales Promotions. Examples here might
include joint promotions between a manufacturer and a distributor, sales
promotion leaflets and other materials (such as car), and incentives for
distributor sales people and their retail clients.

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COMPANY’S PROFILE

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COMPANY’S PROFILE

Hyundai

Former type Chaebol

Industry Conglomerate

Fate Broken up

Founded 1947

Founder Chung Ju-yung

Defunct 2003

Headquarters Seoul, South Korea

Area served Worldwide

Products Automobiles
Heavy industry
Finance and Insurance
Construction
Engineering

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Retail
Aerospace
Defense
Steel

This article contains Korean text. Without


proper rendering support, you may see question
marks, boxes, or other symbols instead
of Hanguland hanja.

Hyundai

Hangul 현대

Hanja 現代

Revised Romanization Hyeondae

McCune–Reischauer Hyŏndae

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1.1 ABOUT HYUNDAI MOTORS INDIA LIMITED

Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary of


Hyundai Motor Company (HMC), South Korea and is the largest
passenger car exporter and the second largest car manufacturer in
India. HMIL presently markets 6 models of passenger cars across
segments. The A2 segment includes the Santro, i10 and the i20, the
A3 segment includes the Accent and the Verna, the A5 segment
includes the Sonata Transform.

HMIL’s fully integrated state-of-the-art manufacturing plant near


Chennai boasts of the most advanced production, quality and testing
capabilities in the country. To cater to rising demand, HMIL
commissioned its second plant in February 2008, which produces an
additional 300,000 units per annum, raising HMIL’s total production
capacity to 600,000 units per annum.

In continuation with its commitment to providing Indian customers


with cutting-edge global technology, HMIL has set up a modern multi-
million dollar research and development facility in the cyber city of
Hyderabad. It aims to become a centre of excellence for automobile
engineering and ensure quick turnaround time to changing consumer
needs.

As HMC’s global export hub for compact cars, HMIL is the first
automotive company in India to achieve the export of 10 lakh cars in
just over a decade. HMIL currently exports cars to more than 110
countries across EU, Africa, Middle East, Latin America, Asia and

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Australia. It has been the number one exporter of passenger car of the
country for the sixth year in a row.

To support its growth and expansion plans, HMIL currently has a 290
strong dealer network and 580 strong service points across India,
which will see further expansion in 2010. To support its growth and
expansion plans, HMIL currently has a 290 strong dealer network and
580 strong service points across India.

1.2 COMPANY’S HISTORY

The beginning of Hyundai Motor Company dates to April 1946 when


founder, Ju-Yung Chung established Hyundai Auto Service in Seoul, South
Korea at The age of 31 years. The name Hyundai was chosen for its
meaning which in English translates to “modern.” The Hyundai logo is
symbolic of The Company's desire to expand. The oval shape represents The
Company's global expansion and the stylized "H" is symbolic of two people
(The Company and customer) shaking hands.

Hyundai Motor India Limited was formed in 6 May 1996 by The Hyundai
Motor Company of Korea. The first production plant was established in
Irrungattukotai near Chennai, India.

HMIL's first car, The Hyundai Santro was launched in 23 September 1998
and was a runaway success. Within a few months of its inception HMIL
became the second largest automobile manufacturer and the largest
automobile exporter in India.

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Hyundai sells several models in India, The most popular being The Santro
Xing, i10 and The i20.OTheR models Include Getz Prime, Accent, Verna
TRANSFORM, Tucson, and The Sonata Transform.

1.3 COMPANY’S VISION

The company’s motto is "Innovation for Customers". The company’s vision


is five core strategies: global orientation, respect for human values,
customer satisfaction, technology innovation, and cultural creation.
They have a desire to create an automobile culture of putting customer first
via developing human–centered and environment–friendly technological
innovation.

The company’s strive to create a more affluent lifestyle for humanity, and
contribute to the harmony and co-prosperity with shareholders, customers,
employees and other stakeholders in the automobile industry.

The spirit of creative challenge of the company has been a driving force in
leading HMIL to where it is today. It is the permanent key factor for HMIL
to actively respond to change in the company’s the management system and
seek creative and self–innovative system. The spirit of creative challenge,
creates profits, are the primary objective of a private enterprise.
Furthermore, the company’s takes responsibility for the environment and
society and provide benefits to all stakeholders including shareholders,
customers, executives, employees, suppliers, and community.

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Management Philosophy

With the spirit of creative challenge, we will strive to create a more affluent
lifestyle for humanity, and contribute to the harmony and co-prosperity with
shareholders, customers, employees and other stakeholders in the
automobile industry.

The spirit of creative challenge has been a driving force in leading HMC to
where it is today.

It is the permanent key factor for HMC to actively respond to change in the
management system and seek creative and self–innovative system. With the
spirit of creative challenge, we create profits, as the primary objective of a
private enterprise. Furthermore, we take responsibility for the environment
and society we belong to, and offer sustainable mobility in order to
implement our corporate philosophy and provide benefits to all stakeholders
including shareholders, customers, executives, employees, suppliers, and
communities.

Based on a respect for human dignity, we make efforts to meet the


expectations of all stakeholders including customers and business partners
by building a constructive relationship amongst management, labor,
executives and employees. Also, we focus on communicating our corporate
values both internally and externally, and gaining confidence stakeholders.

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Mid-and Long-term Strategies. We developed five mid–and long–term
strategies: global management, higher brand values, business innovation,
environmental management, and strengthening product competitiveness.
Especially, we selected environmental management as one of our strategies
to meet the needs of our stakeholders and the society we belong to. We also
intend to promote sustainability development and preservation of the
environment.

1.4 COMPANY’S MISSION

At a time when India was awakening to the call of freedom, MGF was
taking a revolutionary step that would help hasten the country's
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development. Today, the MGF Developments portfolio spans the entire
spectrum of small, medium and large-scale equipment finance as well as big
ticket leasing, vehicle financing, Automobiles dealerships, factoring
services, consumer finance, and infrastructural development. The MGF
Developments brings international expertise, cutting-edge technology and
global scale of operations to deliver 100 percent satisfaction to its customers,
clients and employees. The MGF Developments vision is to be recognized
as:

 The preferred provider of services and integrated solutions in all its


areas of operation

 A diverse team of talented professionals with expertise in selected


segments

 An employer of choice, fostering a culture that values Dedication,


Respect and Continuous Improvement

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Operation

By the mid-1990s Hyundai comprised over 60 subsidiary companies and


was active in a diverse range of activities including automobile
manufacturing, construction, chemicals, electronics, financial services,
heavy industry and shipbuilding. In the same period it had total annual
revenues of around US$90 billion and over 200,000 employees.

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BUSINESS

Assembly line at Hyundai Motor Company’s car factory in Ulsan, South


Korea

Hyundai

In 1998, after a shake-up in the Korean auto industry caused by


overambitious expansion and the Asian financial crisis, Hyundai acquired
rival Kia Motors.

In 2000, the company established a strategic alliance with DaimlerChrysler


and severed its partnership with the Hyundai Group.

In 2001, the Daimler-Hyundai Truck Corporation was formed.

In 2004, however, DaimlerChrysler divested its interest in the company by


selling its 10.5 percent stake for $900 million.

Hyundai has invested in manufacturing plants in the North America, China,


Pakistan, India, and Turkey as well as research and development centers in
Europe, North America, and Japan.

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In 2004, Hyundai Motor Company had $57.2 billion in sales in South Korea
making it the country’s second largest corporation, or chaebol. Worldwide
sales in 2005 reached 2,533,695 units, an 11 percent increase over the
previous year. Hyundai has set as its 2006 target worldwide sales of 2.7
million units (excluding exports of CKD kits).

Hyundai motor vehicles are sold in 193 countries through some 5,000
dealerships and showrooms. After a recent survey of global automotive sales
by Automotive News, Hyundai is now the tenth largest automaker in the
world in 2007.

Hyundai Motor Company’s brand power continues to rise as it was ranked


72nd in the 2007 Best Global Brands by inter brand and Business Week
survey. Brand value estimated at $4.5 billion. Public perception of the
Hyundai brand has been transformed as a result of dramatic improvements in
the quality of Hyundai vehicles.

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Hyundai in the United States

Hyundai Azera

Hyundai Genesis

Hyundai entered the United States market in 1986 with a single model, the
Hyundai Excel. The Excel was offered in a variety of trims and body styles.
That year, Hyundai set a record of selling the most automobiles in its first
year of business in the United States compared to any other car brand (c.
126,000 vehicles).

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Initially well received, the Excel’s faults soon became apparent; cost-cutting
measures caused reliability to suffer. With an increasingly poor reputation
for quality, Hyundai sales plummeted, and many dealerships either earned
their profits on repairs or abandoned the product. At one point, Hyundai
became the butt of many jokes (i.e. Hyundai stands for "Hope you
understand nothing's drivable and inexpensive") and even made David
Letterman's Top Ten Hilarious Mischief Night Pranks To Play In Space: #8 -
Paste a "Hyundai" logo on the main control panel.

In response, the parent company of Hyundai began investing heavily in the


quality, design, manufacturing, and long-term research of its vehicles. It
added a 10-year or 100,000-mile (160,000 km) powertrain warranty (known
as the Hyundai challenge) to its vehicles sold in the United States. By 2004,
sales had dramatically increased, and the reputation of Hyundai cars
improved. In 2004, Hyundai tied with Honda for initial brand quality in a
survey/study from J.D. Power and Associates, for having 102 problems per
100 vehicles. This made Hyundai second in the industry, only behind
Toyota, for initial vehicle quality. The company continued this tradition by
placing third overall in J.D. Power’s 2006 Initial Quality Survey, behind
only Porsche and Lexus.

Hyundai continues to invest heavily in its American operations as its cars


grow in popularity. In 1990, Hyundai established the Hyundai Design Center
in Fountain Valley, California. The center moved to a new $30 million
facility in Irvine, California in 2003, and was renamed the Hyundai Kia
Design and Technical Center. Besides the design studio, the facility also
housed Hyundai America Technical Center, Inc. (HATCI, established in

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1986), a subsidiary responsible for all engineering activities in the U.S. for
Hyundai. Hyundai America Technical Center moved to its new 200,000-
square-foot (19,000 m2), $117 million headquarters in Superior Township,
Michigan (near Ann Arbor) in 2005. Later that same year, HATCI
announced that it would be expanding its technical operations in Michigan
and hiring 600 additional engineers and other technical employees over a
period of five years. The center also has employees in California and
Alabama.

Hyundai America Technical Center completed construction of its


Hyundai/Kia proving ground in California City, California in 2004. The
4,300-acre (17 km2) facility is located in the Mojave Desert and features a
6.4-mile (10.3 km) oval track, a Vehicle Dynamics Area, a vehicle-handling
course inside the oval track, a paved hill road, and several special surface
roads. A 30,000-square-foot (2,800 m2) complex featuring offices and
indoor testing areas is located on the premises as well. The facility was built
at a cost of $50 million. An aerial view can be found here.

Hyundai completed an assembly plant just outside Montgomery, Alabama in


2004, with a grand opening on May 20, 2005, at a cost of $1.1 billion. At
full capacity, the plant will employ 2,000 workers. Currently, the plant
assembles the Hyundai Sonata and the Hyundai Santa Fe. It is Hyundai’s
second attempt at producing cars in North America, as the Hyundai Auto
Canada Inc. plant in Quebec closed down in 1993.

In 2003, According to Consumer Reports, Hyundai’s reliability rankings tied


Honda’s.

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In 2005, Hyundai allowed Ed Voyles Hyundai in Smyrna, Georgia to
become the first "deaf friendly" dealership in the entire world. The staff in
this dealership are able to accommodate deaf customers with the use of
American Sign Language and video conferencing phones.

In 2006 JD Power and associates quality ranking, overall the Hyundai brand
ranked 3rd, just behind Porsche and Lexus, and beating long time rival
Toyota.[12] The brand overall is ranked much higher than the average
industry and resale value continues to improve; a comparable 2003 Hyundai
Sonata sedan ranks just $2200 below a similarly equipped Honda Accord,
according to Kelley Blue Book Pricing 2006.

In 2006, Hyundai’s minivan Entourage earned a five-star safety rating – the


highest honor the National Highway Traffic Safety Administration
bestows – for all seating positions in frontal and side-impact crashes. The
Insurance Institute for Highway Safety also rates “Good” – its highest
rating – in front, side and rear impacts. The IIHS (Insurance Institute for
Highway Safety, United States), in fact, named the 2006 Hyundai Entourage
and Kia Sedona a “Gold Top Safety Pick,” making the safest minivan ever
tested.

In 2006, Hyundai was awarded 'Top-rated 2006 Ideal Vehicle' by Auto


pacific, Marketing research and consultancy firm for the automobile industry

In 2007 Strategic Vision Total Quality Awards, Hyundai Motors leads the
most vehicle segments in Strategic Vision’s Total Quality Index, measuring
the ownership experience. They attempt to measure more than just the
number of problems per vehicle. Hyundai tops in Strategic Vision Total

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Quality Awards. For the first time ever, Hyundai has risen to share the
position of having the most models leading a segment. three models with the
top Total Quality Index (TQI) score in their segments, including the
Hyundai Azera, Entourage, Santa Fe.

In 2007, Hyundai’s midsize SUV Santa Fe earns 2007 TOP SAFETY PICK
award by IIHS.

In 2007 at the New York International Auto Show, Hyundai unveiled its V8
rear-drive luxury sedan called Concept Genesis to be slotted above the Azera
in the Hyundai line-up. This concept will make its American debut in mid
2008.[21]

In 2007 at the Los Angeles International Auto Show, Hyundai unveiled its
second rear-drive concept car, this car, called Concept Genesis Coupe, will
be Hyundai’s first sports car due to make its debut in early 2009.

In 2008, Hyundai Santa Fe and Hyundai Elantra awarded 2008 Consumer


Reports "top pick" which was among the top 10 vehicles for 2008 unveiled
in the magazine's issue. The magazine's annual ratings, based on road tests
and predicted safety and reliability are considered highly influential among
consumers. [23] and Hyundai Elantra earned Consumer Reports' 'excellent'
rating in predicted reliability. Hyundai Elantra is Consumer Reports top-
ranked 2008 vehicle amongst 19 other compacts and small family cars.
Beating out such high-quality stalwarts as the Honda Civic, Toyota Corolla
and Toyota Prius. ]

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In 2008, at the North American International Auto Show, the production
version of the luxury & performance-oriented Hyundai Genesis sedan made
its debut, dealerships will have the Genesis as soon as Summer 2008.

In 2008, at the New York International Auto Show, Hyundai debuted it's
production version of the performance-oriented rear-drive Hyundai Genesis
Coupe, slated to hit dealerships in early 2009.

2009, Hyundai has announced the five-door hatchback variant of the Elantra
compact sedan will carry the name Elantra Touring when it goes on sale in
the spring as a 2009 model. [25]

US sales

Calendar
Sales
Year

2005 244,391

2006 346,235

2007 375,119

2008 400,221

2007 418,615

2008 455,012

2009 455,520

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2010 467,009

2011 401,742

Electric vehicles

Hyundai plans to begin producing hybrid electric vehicles in 2009. The


Avante will be the first vehicle to be produced.

Since 2004, Hyundai has supplied about 3,000 hybrid versions of its Getz
and Accent small cars to government fleets as part of a testing program. The
automaker cites a lack of local tax benefits for purchasing hybrids as a
barrier to its hybrid development program. But Hyundai expects the tax
situation to change in 2009 [30].

The new hybrid electric Sonata will make its debut at the Los Angeles
International Auto Show in November 2008. Hyundai expects to release it in
the U.S. market in 2010, featuring lithium-ion battery technology [31].

Environmental record

On April 23, 2008 Hyundai Motor announced the beginning of a five-year


project to turn 50 km² of infertile land into grassland by 2012. Hyundai is
doing so with the help of the Korean Federation for Environmental
Movement (KFEM). The project, named Hyundai Green Zone, is located
660 km north of Beijing. The goal of the project is to end the recurring dust
storms in Beijing, block desertification and protect the local ecosystem.
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Local weeds will be planted in the region that have the ability to endure
sterile alkaline soil. This is the first environmental project of the company’s
social contribution program.

Hyundai Motor plans to aid Chevron Corporation in the construction of up


to six hydrogen fueling stations that will be located in California, including
locations at the University of California-Davis and the Hyundai America
Technical Center in Chino. Hyundai is going to provide a collection of 32
Tucson fuel cell vehicles, which are powered by UTC Fuel Cell power
plants.

Motorsport

Alister McRae driving an Accent WRC at the 2001 Rally Finland.

Hyundai entered motorsport by competing in the F2 class of the World Rally


Championship in 1998 and 1999. In September 1999, Hyundai unveiled the
Accent WRC, a World Rally Car based on the Hyundai Accent. The
Hyundai World Rally Team debuted the car at the 2000 Swedish Rally and
achieved their first top-ten result at that year's Rally Argentina, when Alister
McRae and Kenneth Eriksson finished seventh and eighth, respectively.
Eriksson later drove the car to fifth place in New Zealand and fourth in

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Australia. In 2001, Hyundai debuted a new evolution of the Accent WRC,
which was intended to improve reliability, but the performance of the car
was still not good enough to challenge the four big teams (Ford, Mitsubishi,
Peugeot and Subaru). However, at the season-ending Rally GB, the team
achieved their best result with McRae finishing fourth and Eriksson sixth.

For the 2002 season, Hyundai hired the four-time world champion Juha
Kankkunen, along with Freddy Loix and Armin Schwarz. Kankkunen's fifth
place in New Zealand was the team's best result, but they managed to edge
out Škoda and Mitsubishi by one point in the battle for fourth place in the
manufacturers' world championship. In September 2003, after a season
hampered by budget constraints, Hyundai announced withdrawal from the
WRC and a plan to return in 2006.

Electric propulsion
Hyundai plans begin producing hybrid electric vehicles in 2009. They are
going to use Hybrid Blue Drive, that includes lithium polymer batteries,
instead of lithium-ion.

The Avante will be the first vehicle to be produced.. Other are the Santa Fe
Hybrid, the Elantra, Sonata Hybrid (to the U.S. market in 2010) and the
Hyundai i20 (this last, replaces the Getz)

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PRODUCT RANGE

 Accent

 Atos/Santro

 Azera

 Dynasty

 Elantra

 Equus/Centennial (joint project of Hyundai and Mitsubishi)

 Genesis

 Genesis Coupe

 Click/Getz

 Grandeur (joint project of Hyundai and Mitsubishi)

 Grandeur XG/XG300/XG350

 Grandeur/Azera

 Matrix/Lavita

 Santamo (Rebadged Mitsubishi Chariot) (Originally produced by


Hyundai Precision Industry)

 Sonata/i40

 Tiburon/Coupé/Tuscani

 i30
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 i20

 i10

SUVs and vans

 Entourage (Similar to the Kia Sedona)

 Galloper (Rebadged Mitsubishi Pajero) (Originally produced by


Hyundai Precision Industry)

 Grace (1st generation was a rebadged Mitsubishi Delica)

 H-1/Satellite/Starex/Libero/H-200

 Hyundai H-1/iMax/i800

 Hyundai H-100 Grace / Porter

 HD1000 (Minibus/Porter)

 Porter (1st generation was a rebadged Mitsubishi Delica)

 Santa Fe

 Starex

 Terracan

 Trajet

 Tucson

 Veracruz

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Commercial vehicles

 Ford D Series

 Ford DK Series

 Ford R Series

 O303 Benz Bus

 HM 1620 urban bus

 HM 1630 suburban bus

 Hyundai 4.5 to 5-ton truck (Rebadged Mitsubishi Fuso Fighter)

 Hyundai 8 to 25-ton truck (Rebadged Mitsubishi Fuso Super Great)

 Aero (Rebadged Mitsubishi Fuso Aero Bus)

 Aero City

 Aero Town (e-Aero Town)

 Hyundai DQ-7

 Bison & 3ton Truck

 Chorus

 County (e-County)

 e-Mighty

 Hyundai FB

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 HD160

 HD170

 Mega Truck

 New Power Truck

 Mighty (Rebadged Mitsubishi Fuso Canter)

 Mighty II

 Hyundai RB

 Super Truck Medium

 Super Truck

 Trago

 Universe

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Hyundai ix20

The Hyundai ix20 is a mini MPV produced by the South Korean


manufacturer Hyundai, which debuted at the 2010 Paris Auto Show.[3] The
car is built on the same platform as the Hyundai i20, Kia Venga, and Kia
Soul. The ix20 employs Hyundai's new "Fluidic Sculpture" design language.
It is currently sold exclusively in Europe and it is the replacement for
the Matrix.

Hyundai i40

The Hyundai i40 is a large family car designed for the European market by
South Korean manufacturer Hyundai. Sharing its platform with the US

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marketed Hyundai Sonata, the i40 sedan was unveiled at the 2011 Barcelona
Motor Show.

In some markets the Sonata remains on sale as a separate model, such as the
USA, where the i40 is not available.

The estate variant of the i40 was released in Europe and South Korea in
September 2011, followed by the sedan variant in January 2012, and it is
also available in Australia and New Zealand. For Malaysia, Hyundai
launched the i40 at the 2013 Kuala Lumpur International Motor Show, in
both sedan and tourer specifications. It is placed above the Hyundai Sonata.
The engine is the 2 litre GDI motor which is linked to a paddle shifted six-
speed automatic gearbox.

39
COMPETITORS

. MARUTI SUZUKI

. HONDA

. TATA

. TOYOTA

. FORD

. NISSAN

Comparison Between HYUNDAI and MARUTI

Hyundai Eon

40
The wraps are off the much-awaited entry-level small car from Hyundai
India. The car, to be called Eon, is the South Korean car maker's challenge
to Maruti's Alto, the current bestseller in the segment in India. It has enter
the Indian roads between October 10 and 15, days ahead of Diwali at a
starting price of Rs 2.50 lakh to Rs 2.60 lakh.

Although Eon is positioned against Alto, the car promises a lot more than
what the latter offers. "There is no car that is comparable with Eon. Yes, it is
an entry-level car but with no compromise. It is a very spacious car with a
large boot - something that you get only in bigger cars. And most
importantly it doesn't compromise on style," said Arvind Saxena, Hyundai
India sales & marketing director.

Eon sports the 'Fluidic' design characteristic of the restyled Verna that threw
a serious challenge to its rivals like Honda City and Volkswagen Vento after
its makeover. Although the company officials refused to divulge the price of
the car other than saying that it would be "competitively priced and finalised
only closer to the launch in October", ET has learnt from its sources at two
Hyundai dealerships that the base version of the car is being priced between
Rs 2.50 lakh and Rs 2.60 lakh. The upper end of the car will cost less than
the base variant of Hyundai's bigger sibling i10. Rival Alto sells at Rs 2.32
lakh (base variant ex-showroom price Delhi).

41
Alto 800

While Alto may be the nearest rival to Eon, the company said the
comparison is not really oranges to oranges as Eon comes with a number of
high-end features. With an 814 cc engine, Eon promises a mileage of 21.1
km. Eon compares with Alto in length (3.5 meter), but is wider and
taller by 75 mm and 40 mm, respectively.

Asked if it would not cannibalize its successful and only slightly higher
priced Santro (Santro base price is Rs 2.80 lakh in Delhi), Saxena said, "The
Eon will expand our market share by cannibalizing into our competitors'

42
products. Santro is positioned very differently from the Eon. We have no
plans of withdrawing the Santro when it is doing so well."

Eon appears to score over its rivals with features that one sees only in bigger
cars, like keyless entry, driver air bags, front power windows, fog lamps,
central locking, two-tone interiors. "Eon is targeted at the first time buyer
who is young, who has just started earning. It is also targeted at the young
family that is looking for its first car," Saxena told ET.

Hyundai said Eon was conceived, designed and produced exclusively for the
Indian market. The Eon project director YH Song said that the car, the
smallest ever produced by the company, was in the making for the past four
years. The sporty design and the functional interiors of the final product
were the result of a series of interactions the company's global R&D officials
have had with National Institute of Design, Indian auto journalists,
renowned Indian auto designer Dilip Chhabria and a number of other
designers. "The company's R&D centre at Hyderabad was totally involved
with the project, especially in developing important components for the car,"
Saxena said. Eon, however, will have to brace for competition from the
country's largest car maker Maruti when it launches its latest version of the
earlier 800. But that would be at least a year away.

43
ORGANIZATION STRUCTURE

44
ACHIEVEMENTS

Hyundai Motor India, India’s second largest car maker on Monday achieved
significant milestone when the cumulative exports of the car company
crossed the 10 lakh mark.

HW Park, managing director & CEO, HMIL said, “Reaching the 10lakh
export car landmark is not only a significant milestone but also a matter of
great pride for the Hyundai family as it showcases the global success story
that Hyundai as a brand enjoys.” He also flagged off the one millionth car
from the Chennai Port Trust in Chennai.

HMIL began exporting cars in 1999 when it shipped a batch of 20 Santro to


Nepal and it reached the first milestone of exporting 100,000 cars in four
years and ten months in October, 2004. In October, 2005 it exported its
200,000th car followed by its 300,000th car and 400,000th car in October,
2006 and August, 2007 respectively. By exporting the 500,000th car in
March, 2008, HMIL had become the fastest Indian passenger car
manufacturer to achieve this milestone. In a little over a decade since
Hyundai has been present in India it has become the leading exporter of
passenger cars with a market share of 66% of the total exports of passenger
cars from India making it a significant contributor to the Indian automobile
industry.

45
The company has also started exporting cars to Australia and is the only
manufacturer to do so in such a short span of a decade presence.

Currently, Hyundai Motor India is exporting four of its popular models


namely - Santro, i10, i20 and Accent to 110 countries. In 2009, in spite of a
global slowdown, Hyundai Motor India’s exports grew by 10.7%. In 2010
Hyundai plans to add 10 new markets with Australia being the latest entrant
to the list. The first shipment to Australia is of 500 units of the i20 and the
total i20 export to Australia is expected to be in the region of 15,000 per
annum.

In 2008, Hyundai witnessed the fastest exports of five lakh cars from India
to various destinations including UK, HMIL Vice-President (Sales and
Marketing) Arvind Saxena said. Terming it as a "significant milestone",
State Industries Secretary Rajeev Ranjan said, “It is no small achievement.
This has been done in a record time". "In 2008, they have exported five lakh
cars but this year they have doubled it. It is a significant milestone” he said.

Lauding Hyundai's feat, Chennai Port Trust Chairman Subhash Kumar said
two multilevel car parkings have been planned in the Port. Urging the Union
government to continue the fiscal stimulus package, Saxena said exports
may come down if it was withdrawn. "If the stimulus package is withdrawn,
then the exports may come down. We have been emphasising the need for
extending it", he said adding the demand came down 7.5 per cent in
countries like Russia due to the global meltdown.

46
Hyundai Motor India Ltd. (HMIL) has said that it is confident of adding 10
new markets to its export map in 2010. Currently, HMIL cars are sent to 110
countries.

Export Milestone:

July 21, 2000 First major export-shipment of 760 Accent and Santro cars
rolls out of the Chennai Port for Algeria March 13, 2003 Hyundai Motor
India commences exports to Latin America August 12, 2003 Export
shipment of 1,500 Santro Xing cars leave for Europe, HMI becomes the
small cars export hub for Hyundai Motor Company October 31, 2004 HMIL
crossed the figure of 1 lakh vehicles in exports and emerged as the largest
exporter in the Indian automobile industry October 18, 2005 HMI exported
its 2 lakh car to the overseas market November 29, 2005 HMI exports its
first shipment to UK October 31, 2006 Hyundai Motor India rolls out the
fastest 300,000th export car March 26, 2007 Hyundai Motor India ships out
the first Getz June 1, 2007 Hyundai Motor India adjudged the Top Exporter
of the Year for 2005-06 in the category of ‘Large Enterprises’ and received
the Gold Trophy by the Engineering Export Promotion Council (EEPC)
August 6, 2007 Fastest Export of 4 lakh units March 27, 2008 Fastest
Export of 5 lakh units June 11, 2008 Fastest Export - Over One lakh units of
i10 exported since its launch in Oct 31, 2007 November 5, 2008 Hyundai
exports its first batch of ‘i20’ to European market. The first export
consignment comprised 2,820 units of ‘i20’.

47
December 16, 2008 Hyundai Motor India awarded with the ‘Niryat Shree’
Silver Trophy for the year 2005-06 by the Federation of Indian Export
Organizations (FIEO). February 11, 2009 Hyundai Motor India conferred
the Top Exporter of the Year for 2006-07in the category of ‘Large
Enterprises’ and received the Gold Trophy at the Southern Region Annual
Award Presentation by the Engineering Export Promotion Council (EEPC).
March 25, 2009 Hyundai Motor India honored with ‘EXIM Achieved
Award’ for the year 2008 by Tamil Chamber of Commerce August 29, 2009
Hyundai Motor India Ltd. receives the EEPC ‘National Award for Export
Excellence for 2007-08. Hyundai won the Gold Trophy in the ‘Large
Enterprise’ category. February 22, 2010 Fastest Exports of 10 lakh cars

48
MARKET SHARE OF HYUNDAI

Current share position of Hyundai can be represent through a graph

Sales
Maruti hyundai Tata ford

9%
10%

23% 58%

49
FUTURE PROSPECT

Hyundai is currently the only auto company in the world that has not
decreased production.

o Despite the current recession Hyundai is moving forward and expanding is


market share through: marketing and advertisements depicting the labors of
their high intensive R&D into new technologies and advanced cars.

o Hyundai is investing millions into hybrid and electric cars and plans to start
producing highly fuel efficient cars in late 2009.

 Hyundai is already a industry leader with its standard cars rating at 25-35
mpg without any hybrid technology.

o Hyundai is also expanding its brands into a higher luxury brand, while its
newly acquired Kia brand is covering more of the lower price market as it
works to transform its image just as Hyundai has done in the past few years.

 In 2010 and 2011 Hyundai will release over 8 newly redesigned and
improved models with upgraded features and modern ascetics.

o Also Hyundai plans to release its newest giant killer the Hyundai Equus, a
high end luxury car to compete with the Mercedes S class (some of the
worlds most expensive cars). The Equus can be seen bellow (last picture on
page).

50
o Hyundai is bringing the future now and is introducing new concept cars and
making ideas into realities through R&D, an improved design team, and
vertical integration into the value chain of manufacturing.

2011-hyundai-sonata-1

51
52
SALES PROMOTION

53
SALES PROMOTION

Marketing

Key concepts

Product / Pricing / Promotion


Distribution / Service / Retail
Brand management
Account-based marketing
Marketing ethics
Marketing effectiveness
Market research
Market segmentation
Marketing strategy
Marketing management
Market dominance

Promotional content

Advertising / Branding
Direct marketing / Personal Sales
Product placement / Public relations
Publicity / Sales promotion

Promotional media

54
Printing / Publication / Broadcasting
Out-of-home / Internet marketing
Point of sale / Novelty items
Digital marketing / In-game
Word of mouth

This box: view • talk • edit

Sales promotion is one of the four aspects of promotional mix. (The other
three parts of the promotional mix are advertising, personal selling, and
publicity/public relations.) Media and non-media marketing communication
are employed for a pre-determined, limited time to increase consumer
demand, stimulate market demand or improve product availability.
Examples include:

 contests

 point of purchase displays

 rebates

 free travel, such as free flights

Sales promotions can be directed at either the customer, sales staff, or


distribution channel members (such as retailers). Sales promotions targeted
at the consumer are called consumer sales promotions. Sales promotions
targeted at retailers and wholesale are called trade sales promotions. Some
sale promotions, particularly ones with unusual methods, are considered
gimmick by many.

55
Consumer sales promotion techniques

 Price deal: A temporary reduction in the price, such as happy hour

 Loyal Reward Program: Consumers collect points, miles, or credits


for purchases and redeem them for rewards. Two famous examples
are Pepsi Stuff and AAdvantage.

 Cents-off deal: Offers a brand at a lower price. Price reduction may be


a percentage marked on the package.

 Price-pack deal: The packaging offers a consumer a certain


percentage more of the product for the same price (for example, 25
percent extra).

 Coupons: coupons have become a standard mechanism for sales


promotions.

 Loss leader: the price of a popular product is temporarily reduced in


order to stimulate other profitable sales

 Free-standing insert (FSI): A coupon booklet is inserted into the local


newspaper for delivery.

 On-shelf couponing: Coupons are present at the shelf where the


product is available.

 Checkout dispensers: On checkout the customer is given a coupon


based on products purchased.

 On-line couponing: Coupons are available on line. Consumers print


them out and take them to the store.
56
 Mobile couponing: Coupons are available on a mobile phone.
Consumers show the offer on a mobile phone to a salesperson for
redemption.

 Online interactive promotion game: Consumers play an interactive


game associated with the promoted product. See an example of the
Interactive Internet Ad for tomato ketchup.

 Rebates: Consumers are offered money back if the receipt and


barcode are mailed to the producer.

 Contests/sweepstakes/games: The consumer is automatically entered


into the event by purchasing the product.

 Point-of-sale displays:-

o Aisle interrupter: A sign that juts into the aisle from the shelf.

o Dangler: A sign that sways when a consumer walks by it.

o Dump bin: A bin full of products dumped inside.

o Glorifier: A small stage that elevates a product above other


products.

o Wobbler: A sign that jiggles.

o Lipstick Board: A board on which messages are written in


crayon.

o Necker: A coupon placed on the 'neck' of a bottle.

o YES unit: "your extra salesperson" is a pull-out fact sheet.

57
Trade sales promotion techniques

 Trade allowances: short term incentive offered to induce a retailer to


stock up on a product.

 Dealer loader: An incentive given to induce a retailer to purchase and


display a product.

 Trade contest: A contest to reward retailers that sell the most product.

 Point-of-purchase displays: Extra sales tools given to retailers to boost


sales.

 Training programs: dealer employees are trained in selling the


product.

 Push money: also known as "spiffs". An extra commission paid to


retail employees to push products.

Trade discounts (also called functional discounts): These are payments to


distribution channel members for performing some function .

58
POLITICAL ISSUE

Sales promotions have traditionally been heavily regulated in many


advanced industrial nations, with the notable exception of the United States.
For example, the United Kingdom formerly operated under a resale price
maintenance regime in which manufacturers could legally dictate the
minimum resale price for virtually all goods; this practice was abolished in
1964.

Most European countries also have controls on the scheduling and


permissible types of sales promotions, as they are regarded in those
countries as bordering upon unfair business practices. Germany is notorious
for having the most strict regulations. Famous examples include the car
wash that was barred from giving free car washes to regular customers and a
baker who could not give a free cloth bag to customers who bought more
than 10 rolls.

59
PROMOTIONAL MIX

There are four main aspects of a promotional mix. These are:

1 Advertising- Any paid presentation and promotion of ideas, goods, or


services by an identified sponsor. Examples: Print ads, radio, television,
billboard, direct mail, brochures and catalogs, signs, in-store displays,
posters, motion pictures, Web pages, banner ads, and emails.

2 Personal Selling - A process of helping and persuading one or more


prospects to purchase a good or service or to act on any idea through the use
of an oral presentation. Examples: Sales presentations, sales meetings, sales
training and incentive programs for intermediary salespeople, samples, and
telemarketing. Can be face-to-face or via telephone.

3 Promotions- Incentives designed to stimulate the purchase or sale of a


product, usually in the short term. Examples: Coupons, sweepstakes,
contests, product samples, rebates, tie-ins, self-liquidating premiums, trade
shows, trade-ins, and exhibitions.

4 Public relations - Paid intimate stimulation of supply for a product,


service, or business unit by planting significant news about it or a favorable
presentation of it in the media. Examples: Newspaper and magazine
articles/reports, TVs and radio presentations, charitable contributions,
speeches, issue advertising, and seminars.

Direct Marketing is often listed as a the fifth part of the marketing mix

Sponsorship is sometimes added as a sixth aspect.

60
OBJECTIVE OF THE STUDY

61
OBJECTIVE OF THE STUDY

Based on the problem the objective of the research is divided into two which
are as follows:

Primary Objective:

 To analyze brand loyalty of customers towards the company’s products


range

Secondary Objective:

 Analyze consumer satisfaction and sales promotion of Hyundai for


different cars.

 Analyses the after sales service provided by company

62
RESEARCH
METHODOLOGY

63
RESEARCH METHODOLOGY

The nature of the project work has been descriptive as no hypothesis, is


taken to be tested. Though the conclusions drawn could be taken as the
hypothesis and further tested by the research work undertaken in the relevant
field. The reason for choosing the descriptive research design is the fact
the project report has been primarily based upon the secondary sources
of data and whose authenticity could be assured of. The reluctance of
the company's personnel in parting with much of information led the project
report to be based substantially on the secondary source of data. The sources
of data used in data collection are the following:

Primary sources:

In order to gather information about the various products of Shree Hyundai,


I personally visited a number of Showrooms and collected data pertaining to
the prices of the cars offered. The market visits were useful in knowing the
comparative prices and quality of the offered brands vice-versa the
competitive brands. Details regarding the delivery of the cars were collected
and I also inquired about the various sales promotion schemes followed by
the three car showrooms in Bokaro . By interviewing these dealers valuable
information was collected. I inquired from them about their marketing
advertising and sales strategies.

64
Secondary sources:

Information was collected from secondary sources such as customer survey,


newspapers advertisements, Automobile newsletters, etc. Beside these the
use of Internet was also made in collecting relevant information. The data
collected from the above mentioned sources has been adequately
structured and used at appropriate places in the report. The information
gathered included:

 Their annual reports.

 Pamphlets.

 Posters.

 Press clippings.

 News releases.

 Newsletters.

 Pictures.

 Exchange schemes.

 Loan fair.

65
DATA COLLECTION

The task of data collection begins after a research problem has been defined
and research design has been chalked out while decided about the method of
data collection to be used for the study we must know that there are basically
two types of data Primary data and Secondary data.

In the present study only secondary data has been incorporated.

Secondary Data:

The data collected for the project undertaken gives the information about the
sales measures and practice applied for selling the goods. The data has been
allocated from various information channels like company’s websites –about
the products and offers & different strategies, business magazines, news
websites etc.

66
RESEARCH PROCESS

67
AREA OF WORK

The report is the result of a survey which was undertaken in Lucknow city.
The objective of the project has been fulfilled by getting response from the
customer associated to these segments through a personal interview in the
form of a questionnaire. The responses available through the questionnaire
are used to evaluate the brand loyalty for the products of Hyundai and the
willingness of the customer to purchase its products on future.

The project also covers an analysis of the switch over of customers to


competitor’s products in the market.

The field work is conducted in the Lucknow.

68
THE DATA SOURCE

The data has been taken from two sources:

 Primary data source

The primary data source has been collected through questionnaire by

Personally interviewing each respondent on a number of queries structured


in a questionnaire.

 Secondary data source

Secondary data was collected from following sources

Prior research reports

Websites

Books

Newspaper

Personal consultation

69
THE SAMPLE SIZE

The sample size consists of 100 units out of which the most logical and non
biased response are selected thus the sample size is taken out to be 100
units.

THE ANALYTICAL TOOLS USED

The analytical tools used are mostly graphical in nature which include

 Pie charts

 Cylindrical charts

 Column charts

 Tables showing percentage

70
LIMITATION

71
LIMITATION OF THE SURVEY

Since the road to improvement is never ending, so this study also suffers
from certain limitations. Some of them are as follows:

 •Because of illiteracy, it was a time consuming method in whichcontinuou


s guidance was required.

 •Questionnaire method involves some uncertainty of response. Co-


operation on the part of informants, in some cases, was difficult to presum
e.

 •The project was limited to a period of 10 weeks and is done purely for
the academic purpose.

 •It is possible that the information supplied by the informants may be


incorrect. So, the study may lack accuracy

72
DATA ANALYSIS &
INTERPRETATION

73
DATA ANALYSIS & INTERPRETATION

Q.1- WHY SHOULD YOU OPT A FOUR WHEELER?

TABLE NO 1:Showing why people opt a four wheeler:

No. of Respondent Percentage


Need 31 31.0
Comfort 11 11.0
Status 48 48.0
Stylish 10 10.0
Total 100 100.0

120

100

80

60 No.of Respondent
Percentage
40

20

0
Need Comfort Status Stylish Total

Interpreation:the above graph reveals that 48% of the respondent opt four
wheeler for Status 31% of respondent for the need on the regular bass 11%
of the repondent opt for comfort of service,and 10% of the respondent opt
four wheeler for the style

74
Q.2.HOW YOU AWARE ABOUT HYUNDAI CARS?

Table no.2:How Customer are aware of Hyundai car?

Particulars No. of Respondents Percentage


TV Ads
Existing customer 33 21.0
Magazine 21 24.0
Friends 24 12.0
Internet 12 10.0
Total 100 100.0

120

100

80

60 No.of respondent

40 Percentage

20

0
TV Ads Existing Magzine Friend Internet total
customer

Interpretation: From the above graph shows that 33% of the respondent
came to know of Hyundai car through TV ads,24% of the respondent
through magzine,21% of the respondent through existing customer and 12%
of respondent from friend,10% of respondent through internet.the above
explained that majority of respondent are tv ads and magzines.

75
Q.3.What is your perception about HYUNDAI Motors?

Particulars No.of respondent Percentage


Best 43 43.0
Good 26 26.0
Ordinary 17 17.0
No comment 00 00
Poor 14 14
Total 100 100

120

100

80

60
Series 1
Series 2
40

20

0
Best Good Ordinary No comment Poor TOTAL

Interpretation:

The above graph reveals tha best perception coms from 43%,26% have good
perception at the HYUNDAI car rest by 17% have ordinary ,14% have poor
perception.
76
Q.4.What is the standard of car in HYUNDAI MOTORS?

TABLE NO 4: Showing result about standard of Hyndai cars:

Particular No.of respondent Percentage


Excellent 12 12%
Better 32 32%
Good 23 23%
No Comment 08 8%
Poor 23 23%
Worst 2 2%
Poorest 0 0%
TOTAL 100 100%

120

100

80

60
No of Respondent
40
Percentage
20

Interpretation: The above graph showing the standard of HYUNDAI car


12% customer says the standard is execellent,32% says beter,23% says good
standard,8% no gave any comment this but 25% customer says the standard
is poor or worst
77
Q.5. On the basis Price and Feature comparision,is HYUNDAI MOTOR
economical?

Particular No. of respondent Percentage


Extremely agreed 20 20
Highly agreed 30 30
Agreed 25 25
No comment 12 12
Dis greed 13 13
Highly agreed 0 0
Extremely disagreed 0 0

35
30
25
20
15
10 No of Respondent

5 Percentage

Interpretation: The above graph showing is HYUNDAI car is


economical.20% of people is extrelyagreed with this statement,30%is highly
agreed,25% is agreed and rest of people answer is negative
78
Q.6. what is your perception about the maintainance cost of HYUNDAI
cars?

Particular No. of Respondent Percentage


Under customer strength 30 30
Economical 23 23
Trendy 39 39
Safety 5 5
Etc 3 3
Total 100 100

120 No of Respondent
Percentage
100

80

60

40

20

0
Under Economical Trendy Safety Etc Total
customer
strength

Interpretation: Here 30% customer’s says maintenance cost is under


customer strength,23% says it is economica,39% says trendy, rest of
customer says safety and other.

79
Q.7. Which feature of HYUNDAI cars attract you more?

Table No.7: Showing which feature attract more customer:

Particular No. of Respondent Percentage


Luxury 30 30%
Price 20 20%
Safety 20 20%
Style & Trend 16 16%
Etc 14 14%

120

100

80

60 No of Respondent
Percentage
40

20

0
Luxury Price Safety Style & Etc Total
Trend

Interpretation: 30% people like HYUNDAI cars due to luxurity,20% due


to price,20%due to safety and rest due to style & trend and rest of other.

80
Q.8.For passenger segment which is the highly considerable competition for
HYUNDAI MOTORS?

Competitors No. of Respondent Percentage


Maruti 45 45
Honda 10 10
Tata 14 14
Skoda 08 8
Chevrolet 12 12
Ford 7 7
Toyota 1 1
M&M 3 3
Total 100 100

120

100

80

60
No of Respondent
40
Percentage
20

Interpretation: Most of public’s perception about competitor was, Maruti is


the big compet of HYUNDAI, rest of companies has little competition due
to the model of cars, HYUNDAI is 0 passenger car manufacturer this is the
reason.
81
Q.9. In term of new design of car, what is the status of HYUNDAI motors?

Particular No. of Respondent Percentage


Excellent 17 17
Better 47 47
Good 21 21
No comment 2 2
Poor 3 3
Worst 7 7
Poorest 3 3

50

45

40

35

30

25 No of Respondent
20 Percentage
15

10

0
Excellent Better Good No Poor Worst Poorest
comment

Interpretation: Above graph showing the performance of HYUNDAI new


car design 17% public says its new model are excellent performance,47%
says better and 21% says good performance rest of says not good or poor
performance.
82
Q10. How would you rate HYUNDAI Motors on the following parametre?

Particular Strongly Disagre No Agree Strongly


e
disagree Commen Agree
t
Knowledge sales 0 1 0 3 0
person
Employees spent 0 0 0 3 1
enough time with you
“Before Sales”
Employees spent 0 2 0 1 1
enough time with you
“During sales”
Employees spent 3 0 3 1 1
enough time with you
“After Sales”
Display of 1 1 2 2 0
Merchandise is
attractive
Availability of the 3 0 0 3 2
Product
Variety/Selection of 0 0 0 0 0
the Merchandise
Vehicle in good 0 0 0 2 1
condition
Price are affordable 2 1 0 3 3
Attractive discount 0 0 0 5 3
offered

83
Décor of the waiting 3 0 0 2 1
area is pleasing
Offered a test Drive 0 0 0 3 2
Post sales follow ups 0 2 1 2 1
are done regularly
Respond to complaints 0 1 2 2 1
quickly
Service at Hyundai 0 0 2 3 3
service station is
excllent
Careful with personal 0 0 0 0 0
information
All the commitment 0 3 1 2 5
are fulfilled
Value for money 0 0 0 1 4
Total 12 10 11 38 29

84
Sales

Strongly Disagree
Disagree
No comment
Agree
Strongly agree

Interpretation: The ratings that 29% are strongly agree and 10% are
disagree,12% says that they are strongly disagree ,and 11% don’t have
comment,32% are agreed to the ratings.

85
Q11. Are you aware of the following Facilities provided by HYUNDAI
motor?

Particulars Yes No

Hyundai insurance 10 2

Extended Warranty 9 12

True value 4 0

Auto card 14 12

Genuine Accessories 16 9

Hyindai Finance 6 6

YES
NO

Interpretation: The figure showing only 59% people know about the offers
and facilities of Hyundai, rest of them don’t know

86
FINDINGS

87
FINDINGS FROM SURVEY

According to the survey the customers who are already the customer of
Hyundai cars are satisfied with the service of Shree Hyundai, and the public
who are planning to purchase a new car should go for Hyundai because the
cars in Hyundai is economical in price, luxurious in look, comfortable, and
trendy in design. These features also attract our young age group due to the
new design, trendy look and style. The following are the findings I point out
from my study:

1. Customers are always demanding, but they don’t have to lose their
patients, because customer is the God for us. If they are creating
problems, then also we have to clear all matters with smile and
patients. Make them understand fully that what are the problems and
available solutions for that problem.
2. They are not here to provide comparisons. They have to provide test
drive to those customers only which seem to be the competent
customers.
3. They have to make their customers understand about their own need
and available options to satisfy their needs. Customers should be
known that money discount is not as important as their
personal satisfaction.
4. They have to integrate the operations of our all departments, so that
each and every department can help in operation of every department
and understand other department’swork.

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5. 5.Each and every employee should be having working knowledge of
each and every department, hence job rotation is better option for this.
6. 6.The management has to understand personal needs of the sales and
marketing people, hence weekly get to gather with top management
should be there about technical and personal problems for the
employees where everyone would be free to express his/her thoughts.
7. When they should be having first meeting with customer, initially
they have to make them understand about financial conditions for
available banking and non bankingcompanies. Then after they have
to give them plan for financial.
8. 8. They should be having one printed information about all formalities
for the finance and it should be given to the customer so that it would
be helpful to the customer while summing up documents for finance.
9. The customers who are having discontinued banking operations they
should be given support by making alliance with related banks, so that
it would be easy for the customers to get loan.
10. Executives may have to check that all documents they are sending to
the department.
11. All relevant information should be same for all sections and absolute.
12. First of all, they have to provide one more employee to the exchange
department. Hence, when Mr. R.K. Singh (corporate and exchange
dept) would not be free then he can manage the deal.
13. Customers will not understand the technicality and market conditions
hence we have to make them understand that what they are getting
that would be the best in the condition.

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SUGGESTIONS

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SUGGESTIONS

Aggressive Ad Campaign:

Balajee Hyundai should put a few hoardings in different areas in Bokaro


and also advertise effectively in local cable channel.

Educating the customers:

Shree Hyundai should educate the customers about the maintenance of the
vehicle.

Attractive schemes:

Give few attractive schemes at the time of after sales services. Like giving
quick service and charging them reasonably.

Personal touch with the customers:

Asking the customers to come regularly for servicing even after the warranty
period.

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CONCLUSION

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CONCLUSION

This effort for the innovation in sales promotion of Hyundai car


will help the road shows, TV Advertisement, Mouth publicity etc.
And other thing is provide some offers like Discount, Diwali
offers, Free Gift like music system, Accessories etc.
My project is a key to open the door of greater comfort to the all
segment.

 The customers of Hyundai are brand loyal with only a small percent
want to shift over to other brands. Trying of other brands by
customers is mainly because the customer wants to try something
new.

 The performance of Hyundai is good in comparison to other brands.

 After sales service is the basic feature influencing brand loyalty.

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BIBLIOGRAPHY

94
BIBLIOGRAPHY

Books & Generals

 Kothari, C.R., (2004), Research Methodology Methods And


Techniques, Delhi, New Age International (I) Ltd., Publishers, Pg 1 &
65.

 Krishnamacharyulu, C. S. G. & Lalitha Ramakrishna, (2002), Rural


Marketing, Delhi, Pearso n Education (Singapore) Pte. Ltd., Indian
Branch, 482 F.I.E. Patparganj, India, Pp 93-114.

 Ravindranath. V. Badi & Narayansa. V. Badi, (2004), Mumbai,


Himalaya Publishing House, Pp. 78-96.

 Tull Donald, S. & Hawkins, Del I. (2005), Marketing Research


Measurement & Methods, New Delhi, Prentice-Hall Of India Pvt. Ltd.,
Pg 530-552

 India today

 Business standard

 4ps of marketing ( vol. no.3 feb.2010)

Web sites

 www.hyundai.com

 www.altavista.com

www.google.com

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ANNEXURE

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Annexure

QUESTIONNAIRE

Name………………

Address of the customer …………

Occupation Other Vehicle Owned

Age

Annual Income

1. - How you become interested about Hyundai ?

 News paper 
 T.V ad 
 Trade show 
 Internet 
 Peer group 
 Personal approach by dealer 

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2. - Which language News paper and T.V channel do you prefer?

 (1) Hindi 
 (2) English 
 (3) Other 

3. - Have you seen Hyundai Advertisement (print ad or T.V commercial)?

Yes No

Print ad     

T.V commercial    

4. - Was that Advertisement effective?

 Yes 
 No 

6. - What was the influencing power of advertisement?

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7. - How many times do you see Hyundai and competitors advertisement at
T.V and in News paper?

(1) Daily (2) Weekly (3) Monthly (4) Hardly

Hyundai        

News paper        

T.V T.V ad

_____________________________________________________________
________

Ford Figo 

News paper 

T.V ad 

_____________________________________________________________
___________

Swift desire 

News paper 

T.V ad 

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_____________________________________________________________
__________

Indigo CS 

News paper 

T.V ad 

8. - Which car Advertisement is effective? Please rank 1 to 5 as below cars.

Rating Scale-

1 2 3 4 5

Poor So So Fair Good Excellent

(1) Ford Figo         

(2) SWIFT         

(3) BRIO         

(4) Indigo CS         

9. - What is the influencing power of the advertisement?

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10. - Which additional benefit are you getting with Hyundai, Swift Desire,
Indigo CS and Icon Ford?

Benefits Cars- Hyundai Indigo Icon Ford Swift


CS Desire

Discount

Free accessories

Free gift

Extended warranty

Registration

Offers

Test Drive

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