new thinking new possibilities

Hyundai Motor India Ltd

PRESENTED BY
MISAB P.T

Profile of Hyundai
Industry:
Headquarter:

Automotive
Sriperumbudur,Kanchipuram
district, Tamil Nadu, India
Key People:
Mr. Bo Shin Seo (MD)
Products:
Automobiles
Parent:
Hyundai Motor Company
Website:
www.hyundai.co.in
wholly owned subsidiary of hyundai motors company

Name & Logo

The name Hyundai was chosen for its
meaning which in English translates to
modern.
The Hyundai logo, a slanted and stylized 'H',
symbolizes the company shakinghands with its customers.

Chung Ju-Yung

HYUNDAI VISION

Car Density:
Only 13 cars per 1000 people 60% of the PV market is Hatchback segment
Consumers are informed and they are value driven Huge growth potential
for HMIL

Social Factors
Emerging markets are slowing the number of first time buyers of HMC is huge
Rapid urbanization increase in Rural demand Existing distribution channels
and service networks Preference for small and compact cars. They are socially
acceptable even amongst the well off Preference for fuel efficient cars with low
running costs.

Task Environment
Large and growing domestic auto market Competition is huge in this segment
12 brands are competing against each other in the hatchback segment HMIL
has market share of 48% of the total exports of PV from India.

Innovation
Gives good quality cars to Customers
Vehicles are certified by Hyundai Engineers using 147 check points
aggressive investment in advertisement and sponsorships
No compromise on quality
Human centric, eco-friendly technologies and services.

Brand Positioning
High brand equity
HML has become an Indian brand due to its long time presence in the Indian market
Perceived as value for money vehicle
India is a cricket crazy nation so tie ups with ICC is the best possible marketing strategy.

Company Culture & Values

Management philosophy
Realization of Possibilities
Unlimited sense of Responsibility , Respect for Mankind
Core Values Customer, Challenge, Collaboration, People, Global
Frequent change in management not good for the organization
Car sales dropped in July 2012 when the sales and marketing head resigned

Passenger Car Sales in march

2013
6.97%

19.21%
44.24% Maruti
HYUNDAI
13.88%

5.11%
10.88%

Mahindra
Honda
Tata
Others

PRODUCT LINE
First Car 1998-01

Hyundai Santro was a runaway success.

By which HMIL became the second largest automobile
manufacturer and the largest automobile exporter in
India

PRODUCT LINE
CONTI..
Marketing Strategies for Santro
Positioning and Targeting
Targeted the B segment
Small car with many additional features and low prices

Marketing Mix
Pricing based on consumer perceptions
3 versions of product with additional features
Elaborated process to select dealers and place of sale

Promotion done by Media Advertisements by celebrities like

SRK

PRODUCT LINE CONTI..

MODELS MANUFACTURED IN INDIA
1.Hyundai Eon (Launched 2011)
2.Hyundai Santro Xing (Launched 2003)
3.Hyundai Next Gen i10 (Launched 2010)
4.Hyundai Grand i10 (Launched 2013)

5-CARS IN
SMALL SEGMENT

5.Hyundai Xcent (Launched 2014)

6.Hyundai Elite i20 (Launched 2014)

2-MID SIZE CARS

7.Hyundai Fluidic Verna (Launched 2011)

8.Hyundai Neo Fluidic Elantra (Launched 2010)

MODELS IMPORTED
3- LUXURY
MODELS

1.Hyundai Sonata (Launched 2012)

2.Hyundai Santa Fe Third Generation- 2014
Hyundai
Eon

Hyundai i10

Hyundai
Santro Xing

Hyundai i20

Hyundai
Grand i10

Hyundai
Sonata

Hyundai
Santa Fe

Hyundai
Accent

Hyundai
Verna

Hyundai
Elantra

PRICING BY HYUNDAI
Pricing Strategy:
-Price of regular has been standardized across all the models,
and is the first step towards standardized service cost.
-Final aspect of the strategy is to increase the average selling
price of Hyundai cars all over India by introducing more premium
and higher end products.
Non- Pricing Strategy:
-Educate the customer about Hyundai building a corporate
image
-Create hype and expectation about the cars
-Explain the virtues of its products
-To ensure that Indian customers develop a positive association
with Korean car makers.

PRICING STRATEGY

Hyundai Santro
Rs. 3.13 - Rs. 4.35 lakhs

PRICING
SMALL
SEGMENT CARS

hyundai-grand-i10
Rs. 4.52 - Rs. 6.75 lakhs

hyundai-xcentRs. 4.87 - Rs. 7.8 lakhs

PRICING CONTI..

Hyundai-neo-fluidic-elantra
Rs. 13.35 - Rs. 17.02 lakhs

Hyundai-sonata
Rs. 19.64 - Rs. 21.77 lakhs

Rs. 5.12 - Rs. 8.04 lakhs

Rs. 7.51 - Rs. 12.28 lakhs

Hyundai is the country's largest passenger car exporter in India

HML has two manufacturing plants in Sriperumbudur with total production
capacity of 600,000 units per annum.
HMIL is the first automotive company in India to achieve the export of 10 lakh
cars in just over a decade.

Exports to more than 120 countries across EU, Africa, Middle East, Latin
America, Asia and Australi

(Aravind Saxena -2012)

Automotive Mission Plan 2016

Turnover
$35 billion
To
$145 billion
AUTO MOTIVE
Plan 2016

Turnover
$35 billion
To
$145 billion

Employment
+25 million

Will contribute 10 % of the countries GDPand 3035% of the industry GDP

THANK YOU
Misab P.T
Roll No: 43