INDIAN INSTITUTE OF PLANNING & MANAGEMENT

NEW DELHI

Advertising Project
Hyundai i10 Transformed- Ad campaign

Group Mates:
Jatin Rajpal, Himanshu Bansal, Ipshita
Chattopadhayay, Atish Madan, Rahul
Shokeen, Nikhil Sehgal, Rohan Arora,
Manoj Yadav
 HYUNDAI i10
1. Brand Name: Hyundai
2. Campaign Title: Hyundai i10 – Transformed.
Campaign : National

MARKETING CHALLENGE

The growth rate for the small car market, for the last year was 22-23%.

Segmentation seems to have finally arrived in the Indian auto industry. With a
flurry of new vehicle launches in the country, ranging from basic transportation
models on four wheels to highly stylish, contemporary and expensive sedans,
further sub-segments are emerging in the car market.

And with people increasingly classifying cars as ‘B+’, ‘C+’ and ‘imported’, the
auto industry expects these to become recognized classifications soon.

Segmentation of the auto industry is primarily customer driven. It evolves as

manufacturers model their products and brand positions according to customer
profiles. In the last few years, segmentation based on platforms, features and
styling have emerged in India as customer preferences and vehicle applications
keep pace with the rest of the world.

The D segment is a very niche one, with different characteristics of appeal, as

would be expected in a luxury range.

Last year, the Society of India Auto Manufacturers (SIAM) did a reclassification of
the D segment when Skoda was launched. It was followed by Octavia, Merc C class
and Corolla in the D segment, while the bigger cars formed a new E segment.
According to SIAM, the D segment is called the executive segment and the E
segment the premium segment.

Both these segments typically have imported cars brought in as CKDs and
assembled here. With aspirations flowing high for imported cars, the segment is
emerging as a separate category altogether. The B segment, with models like
Santro, Wagon R, Zen Estilo, Alto and Indica, accounts for 56% of the passenger
car market. People have started classifying Punto and Indica Vista as B+ or upper
B segment cars because they are larger cars. Similarly, in the C segment, which
comprises Accent, Lancer, Baleno, Indigo, and Swift Dzire among others, people
tend to classify cars like Lancer, City and Vento as upper C segment cars.

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But for both B+ and C+, SIAM has no sub classifications yet, pointed out sources in
Hyundai. According to Mr Piparsania, the benefit to the customer is quite evident
— they are able to choose from a range of models that best fit their price and
needs.

A natural progression is being observed from A/B to C/C+ and from there to D-E
types. Manufacturers may choose to offer models in different segments, while
marketing plans can be appropriately developed to establish an appeal for the
brands.

More importantly, auto manufacturers are also able to analyse their respective
market shares relative to their specific product offerings. Since last year, SIAM
has adopted a segmentation approach for sourcing all statistics, enabling
manufactures to report their sales, export and production data segment-wise.

The competitors of Hyundai i10 are Zen Estilo, Chevrolet spark and Maruti
wagonR.
The tagline of Zen estilo is ‘shape your world’, and for Spark is ‘full of life’ and
for WagonR is ‘for a smarter race”

CAMPAIGN OBJECTIVES

Main campaign objective of this advertising campaign was to announce the launch
of the new car; it was supposed to be the most desirable car in the segment. They
wanted to capture a large market share in the already existing market segment.
But they had their target set since it catered to the youth of the country.

TARGET AUDIENCE

Geographical- the target has been the entire country with no specific cities
embattled. The same advertisement campaign has been used all throughout the
country.
Demographic- the target has been the youth of the country. The targeted age
group has been from 18 to 30 years.
Psychographic- it has targeted the new economy businesses like the’ IT’ and the
‘BPO’ sector
Behavioral- it targets either singles or young couples without children, it targets
the style conscious and innovative individuals it is for the early adopters that is
the people who get on to the new technology first. It targets the upper middle
class youth (with an income of above Rs. 3.5 Lac annually).

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CREATIVE STRATEGY

The world premiere of the car was done in India.

Usually these cars are launched in Europe at the auto shows, but this was one of
the only cars launched in India. This was an informative advertisement.
The main message of the i10 launch ad was to inform customers in an interesting
manner, how a car is being launched in India first, and not anywhere else in the
world, as it usually is. The creative concept they worked on was 'world premiere'.

MEDIA STRATEGY

The media strategy was 2 pronged:

1. Above the line:
Through a channel mix targeting core group –youth. A channel mix comprising all
main TV channels including news, entertainment, music, movies like Star Network
(Star Plus, Star One, Star News), Zee TV, Sony Network etc. were selected on the
basis of affinity, time spent & loyalty. Sponsorships were taken to add to the
visibility of the brand.
Outdoor events were sponsored by i10 to raise the awareness of the product
amongst the target audience. A competition sponsored by i10 was on 92.7 BIG FM.
Ads were also put on the print media in newspapers like The Times of India, The
Hindustan Times etc., magazines like Autocar, Overdrive etc.

2. Below the line

Posters and danglers were used to raise awareness. Activities were conducted in
the showroom as well. The activities conducted in the showrooms were mainly
around test drives, and to encourage people to check out the car. They did a
promotion called 'Win the i', where customers could win exciting prizes, including
an i10.

MEDIA
List all media used in this campaign

 Television  Trade/ Professional Magazine

 Point-of-Purchase  Radio
 Consumer Magazine  Newspaper
 Public Relations  Sales Promotion

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BUDGET

As the above figure shows the budget was divided into 2 phases:
Launch and,
Post launch
Approximately 22crores were spent during the launch phase and then
later on approximately 15 crores were spent during the launch phase.
Production cost was 1.2 crores

BRAND TRACK REPORT

Inocean advertising evaluates their result on the basis of a report called the brand
track report.
The company maintains a report which is called the brand track it is reported
every quarter it’s divided into three categories.

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 1. The pre testing stage consists of the top ten reasons for the person to
choose a brand.

2. Brand dynamics- this emphasises on the strength of our brand and the other
brands in the category, and also as to why is our brand being chosen.

3. Communication strategy- Its ‘proven recall’. Recall of the ad done for only
Tv and Print, and also as to which media we saw the ad. It is not done for
the internet.

RESEARCH

The launch of the Hyundai i10 symbolizes the second phase of operations for HMI
in the country where it enjoys a market share of well over 18 percent and which
is poised to grow to 20 percent in the next calendar year. The Hyundai i10 marks
the entry of stylish, performance driven compacts from Hyundai which offer the
latest to its customers.

The Hyundai i10 symbolizes everything Hyundai Motor India stands for today:
Great design, latest technology and performance with an affordable price tag. We
at Hyundai Motor India and all Indians can take pride in the fact that we make
world class cars which are driven across the world."

'Hyundai i10 is a contemporary car that has been fine-tuned for Indian conditions
and made available at a good price point. Commendable ride comfort, safe
dynamics, comprehensive active and passive features and good build quality
ensured that it was a successful product.

HMIL is investing to expand capacity in line with its positioning as HMC´s global
export hub for compact cars. Apart from expansion of production capacity, HMIL
plans to expand its dealer network, which will be increased from 183 to 250 this
year. And with the company’s greater focus on the quality of its after-sales
service, HMIL´s service network will be expanded to around 1,000 in 2007.

NEED FOR RESEARCH

The research has been done to find out the effectiveness of the i10
advertisement campaign and to find out the awareness and message understood
by the consumers.

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METHOD OF RESEARCH

Conclusive

Descriptive

Survey

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Flowchart of questionnaire design

To understand the views and opinions of

the public about the advertising
campaign.

The individual content of each question

can be gained by referring to the
questionnaire.

The interviewing method that would be

used is the e-mail questionnaire and
personal questionnaire.

The questions are short, easy to

understand, and majority are objective.

The question structure used is multiple

choice questions, rank order scaling and
unstructured questions. The Likert scale
with balanced number of categories are
used too.
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In deciding the question wording, we have
used ordinary words and not used biased or
leading questions.

The questions are arranged and numbered in

an order so that it is easy for the respondent
to answer the questions.

The research is carried out.

The results of the research are then

analyzed.

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QUESTIONNAIRE

Personal Details

Name:
Gender:
Age:
Phone:
Profession:

1. Have you seen the Hyundai i10 ad?

a) Yes b) No

2. Please tick the appropriate in accordance to the i10 ad:

Absol Defini
utely Yes May No tely
yes be no
a) Was the audio effect good?

b) Was the visual effect good?

c) Did you understand the message conveyed by

the ad?
d) Was Shahrukh Khan the correct brand
ambassador?
e) Would you want to purchase the i10?

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3. How would you rank the following ad campaigns?

Hyundai i10

Zen Estilo

Chevrolet Spark

4. Rank the factors that affect your buying decision towards a car.

Mileage

Horsepower

Looks

Space

Price

After Sales Service

Maintenance Cost

Brand name

5. What do you remember of the i10 ad?

6. What do you think was the message conveyed in the i10 ad?

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EACH QUESTION CONTENT

Personal details are important to know the genuiness of the questionnaires and
secondly, if our target audience is aware and purchasing the product or not.

Quest 1. This is asked to know the reach of the advertisement and to find out how
many people out of our sample have seen this advertisement.

Quest2. This is asked know the effectiveness of the advertisement.

a) This is to find out if the viewers liked the background music of the
advertisement. (sound of the shehnai)

b) This is to find out if the audience liked the video of the advertisement.
(Shahrukh Khan, Stadium, Speeding car and models)

c) To find out if the viewers feels that they have understood the message in
the advertisement.

d) To see if the audience felt that Shahrukh Khan was the right person to
endorse the product.

e) To know if the advertisement could convince the viewers to purchase the

i10.

Quest3. To know, where our competitors stand in the eye of the consumer.

Quest4. There are certain factors which a customers keeps in mind while buying a
car. This is asked to find out what factors influence the buying decision of the
customers. This is useful for future campaigns and innovations to be made by
Hyundai and i10.

Quest5. To find out the unaided recall of the advertisement. We wanted to know
if the respondent could remember the advertisement without being given any
clues.

Quest6. To know if the advertisement has been portrayed the way the company
intended to portray and to know if the message reached to the public is correct.

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