BRANDA AWARNESS Hyundai

CHAPTER-I
INTRODUCTION
1
INTRODUCTION
Brand awareness
Brand awareness is a marketing concept that measures consumers' knowledge of a
brand's existence. At the aggregate (brand) level, it refers to the proportion of consumers
who know of the brand.
Brand awareness means the extent to which a brand associated with a particular product
is documented by potential and existing customers either positively or negatively.
Creation of brand awareness is the primary goal of advertising at the beginning of any
product's life cycle in target markets. In fact, brand awareness has influence on buying
behaviour of a buyer. All of these calculations are, at best, approximations. A more
complete understanding of the brand can occur if multiple measures are used.
A brand equity is the positive effect of the brand on the difference between the prices that
the consumer accepts to pay when the brand known compared to the value of the benefit
received.
There are two schools of thought regarding the existence of negative brand equity. One
perspective states brand equity cannot be negative, hypothesizing only positive brand
equity is created by marketing activities such as advertising, PR, and promotion. A
second perspective is that negative equity can exist, due to catastrophic events to the
brand, such as a wide product recall or continued negative press attention (Blackwater or
Halliburton, for example).
Colloquially, the term "negative brand equity" may be used to describe a product or
service where a brand has a negligible effect on a product level when compared to a no-
name or private label product. The brand-related negative intangible assets are called
“brand liability”, compared with “brand equity”
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Research on metrics
There has been discussion in industry and practice about the meaning and value of
various brand awareness metrics. Recently, an empirical study appeared to put this debate
to rest by suggesting that all awareness metrics were systematically related, simply
reflecting their difficulty, in the same way that certain questions are more difficult in
academic exams
Brand recall
Brand Recall is the extent to which a brand name is recalled as a member of a brand,
product or service class, as distinct from brand recognition. Common market research
usage is that pure brand recall requires "unaided recall". For example a respondent may
be asked to recall the names of any cars he may know, or any whisky brands he may
know.
Some researchers divide recall into both "unaided" and "aided" recall. "Aided recall"
measures the extent to which a brand name is remembered when the actual brand name is
prompted. An example of such a question is "Do you know of the "Honda" brand?". In
terms of brand exposure, companies want to look for high levels of unaided recall in
relation to their competitors. The first recalled brand name (often called "top of mind")
has a distinct competitive advantage in brand space, as it has the first chance of
evaluation for purchase.
Brand Recognition
Brand Recognition is the extent to which a brand is recognized for stated brand attributes
or communications. In some cases brand recognition is defined as aided recall - and as a
subset of brand recall. In the case, brand recognition is the extent to which a brand name
is recognized when prompted with the actual name. A broader view of brand recognition
is the extent to which a brand is recognized within a product class for certain attributes.
Logo and tagline testing can be seen as a form of brand recognition testing. For example,
if a product name can be associated with a certain tagline, logo or attribute (safety and
Volvo; "Just do it" - Nike) a certain level of brand recognition is present.
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NEED OF THE PROJECT
The basic need of the project is to understand the service of Hyundai Motors
Limited products and identify what are the gaps in service. The idea behind the
projects is to identify what is the brand and service range of Hyundai Motors
Limited products in Hyderabad market. Company wants to know whether service
process working properly or not? And are retailers satisfied with the service
practice? Company also wants to distinguish the availability of Hyundai Motors
Limited products and visibility in market through promotional materials.
The need of project arises from company to improve its service practice in
order to have better market placement in Hyderabad market. So, for that they
needed in-depth analysis of the problems which would also generate some fresh
ideas for the improvement.
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SCOPE OF PROJECT
The study is conducted within Hyderabad town and its various parts.
Hyderabad was divided in two regions which are one town and two Town. The
survey is conducted in Automobile shops situated in all regions which are
exclusive in sales of Hyundai Motor India Limited.
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RESEARCH METHODOLOGY
Definition: Research methodology is the specification of the method of acquiring the
information needed to the structure or to solve the problem at hand.
It is the pattern of the framework of the project that stipulates what information is
to be collected, from which source and by what method.
Primary Source Data:

A questionnaire was prepared helped in gaining an insight view of the factors
effecting the customer needs and related issues. The addresses of various customers were
given and with the help of the questionnaire prepared, I need to find out the first hand
information regarding the share of the Hyundai Motors Limited in every segment in the
market and the satisfaction level of each customer. Further I need to find out the future
plans of the customer regarding the purchase of the Hyundai Motors Limited products.
Each day I met 5 customers for 4 weeks the sample size of 100 respondents was
decided upon. Any problem and issues were noted and were informed to our guide later.
Secondary Data: Secondary data is the annual report of the company and the official.
Research Objective:
 To study about the four wheelers.
 To study about the Hyundai Motor India limited products.
 To know about the brand image of Hyundai Motor India limited.
 To know the performance level of Hyundai Motor India limited products.
 To know about why the customer like this Network.
 Are they happy with the service?
 To know about what customer needs and what the company is providing.
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SAMPLING
Sampling Procedure: The sampling technique use here was Quota Sampling, which is
one of the most commonly used non-probability sample design.
Sampling Unit: The target population from which the sample is chosen is owners of all
brands of cars.
Sample Size: The sample of 100 from the target population was chosen.
Analysis Used: The data collected in form of questionnaires was tabulated and analyzed
using basic statistical method percentages.
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LIMITATIONS OF THE STUDY
 As the time given for the completion of the project was limited.
 The survey was restricted to Hyderabad and Secunderabad only.
 They may be few opinions which might have been missed out.
 The sample size taken is only 100 and as such is very small as compared to the
universe, this is due to the constraints of time and effort, and as such may not be
enough to generalize to the entire population, however it is presumed that the
sample represents the universe.
 Respondents might have responded with the actual feelings of facts while giving
responses to the questionnaire.
 Time being a limiting factor was not sufficient to gather opinions from majority
of the respondents, who form part of the universal sample.
 While every care as been taken to eliminate perceptual bias from the side of the
researcher and the respondents however certain element of bias might have set in
to the research inadverantly.
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CHAPTER-II
INDUSTRY PROFILE
&
COMPANY PROFILE
9
INTRODUCTION
The Indian auto industry is one of the largest in the world. The industry accounts for 7.1
per cent of the country's Gross Domestic Product (GDP). The Two Wheelers segment
with 81 per cent market share is the leader of the Indian Automobile market owing to a
growing middle class and a young population. Moreover, the growing interest of the
companies in exploring the rural markets further aided the growth of the sector. The
overall Passenger Vehicle (PV) segment has 13 per cent market share.
India is also a prominent auto exporter and has strong export growth expectations for the
near future. In April-March 2016, overall automobile exports grew by 1.91 per cent. PV,
Commercial Vehicles (CV), and Two Wheelers (2W) registered a growth of 5.24 per
cent, 16.97 per cent, and 0.97 per cent respectively in April-March 2016 over April-
March 2015. In addition, several initiatives by the Government of India and the major
automobile players in the Indian market are expected to make India a leader in the 2W
and Four Wheeler (4W) market in the world by 2020.
Market Size
The sales of PVs, CVs and 2Ws grew by 9.17 per cent, 3.03 per cent and 8.29 per cent
respectively, during the period April-January 2017.
Investments
In order to keep up with the growing demand, several auto makers have started investing
heavily in various segments of the industry during the last few months. The industry has
attracted Foreign Direct Investment (FDI) worth US$ 15.79 billion during the period
April 2000 to September 2016, according to data released by Department of Industrial
Policy and Promotion (DIPP).
Some of the major investments and developments in the automobile sector in India are as
follows:
 Electric car maker Tesla Inc. is likely to introduce its products in India sometime
in the summer of 2017.
 South Korea’s Kia Motors Corp is close to finalising a site for its first factory in
India, slated to attract US$1 billion (Rs 6,700 crore) of investment. It is deciding
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between Andhra Pradesh and Maharashtra. The target for operationalising the
factory is the end of 2018 or early 2019.
 Several automobile manufacturers, from global majors such as Audi to Indian
companies such as Maruti Suzuki and Mahindra & Mahindra, are exploring the
possibilities of introducing driverless self-driven cars for India.
 BMW plans to manufacture a local version of below-500 CC motorcycle, the
G310R, in TVS Motor’s Hosur plant in Tamil Nadu, for Indian markets.
 Honda Motorcycle and Scooter India (HMSI) has inaugurated its 900th Honda
Authorised Exclusive Dealership in India, thereby taking its total dealership
network to 4,800 across the country and further plans to increase its network to
5,300 by end of 2016-17.
 Hero MotoCorp Ltd seeks to enhance its participation in the Indian electric
vehicle (EV) space by pursuing its internal EV Programme in addition to
investing Rs 205 crore (US$ 30.75 million) to acquire around 26-30 per cent stake
in Bengaluru-based technology start-up Ather Energy Pvt Ltd.
 JustRide, a self-drive car rental firm, has raised US$ 3 million in a bridge round
of funding led by a group of global investors and a trio of Y Combinator partners,
which will be utilised to amplify JustRide’s car sharing platform JustConnect and
Yabber, an internet of things (IoT) device for cars that is based on the company’s
smart vehicle technology (SVT).
 Ford Motor Co. plans to invest Rs 1,300 crore (US$ 195 million) to build a global
technology and business centre in Chennai, which will be designed as a hub for
product development, mobility solutions and business services for India and other
markets.
 Cummins has plans to make India an export hub for the world, by investing in top
components and technologies in India.
 Suzuki Motor Corporation, the Japan-based automobile manufacturer, plans to
invest Rs 2,600 crore (US$ 390 million) for setting up its second assembly plant
in India and an engine and transmission unit in Mehsana, Gujarat.
 Mr Masayoshi Son, Chief Executive Officer, SoftBank Group, has stated that Ola
Cabs may introduce a fleet of one million electric cars in partnership with an
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electric vehicle maker and the Government of India, which could help reduce
pollution and thereby transform the electric mobility sector in the country.
 China’s biggest automobile manufacturer, SAIC Motor, plans to invest US$ 1
billion in India by 2018, and is exploring possibilities to set up manufacturing unit
in one of three states – Maharashtra, Andhra Pradesh and Tamil Nadu.
 Suzuki Motorcycle India Pvt Ltd has started exports of made-in-India flagship
bike Gixxer to its home country of Japan, which will be in addition to current
exports to countries in Latin America and surrounding countries.
 General Motors plans to invest US$ 1 billion in India by 2020, mainly to increase
the capacity at the Talegaon plant in Maharashtra from 130,000 units a year to
220,000 by 2025.
 FIAT Chrysler Automobiles has recently invested US$280 million in its
Ranjangaon plant to locally manufacture Jeep Compass, its new compact SUV
which will be launched in India in August 2017.
Government Initiatives
The Government of India encourages foreign investment in the automobile sector and
allows 100 per cent FDI under the automatic route.
Some of the major initiatives taken by the Government of India are:
 The Government of India plans to introduce a new Green Urban Transport
Scheme with a central assistance of about Rs 25,000 crore (US$ 3.75 billion),
aimed at boosting the growth of urban transport along low carbon path for
substantial reduction in pollution, and providing a framework for funding urban
mobility projects at National, State and City level with minimum recourse to
budgetary support by encouraging innovative financing of projects.
 Government of India aims to make automobiles manufacturing the main driver of
‘Make in India’ initiative, as it expects passenger vehicles market to triple to 9.4
million units by 2026, as highlighted in the Auto Mission Plan (AMP) 2016-26.
 The Government plans to promote eco-friendly cars in the country i.e. CNG based
vehicle, hybrid vehicle, and electric vehicle and also made mandatory of 5 per
cent ethanol blending in petrol.
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 The government has formulated a Scheme for Faster Adoption and Manufacturing
of Electric and Hybrid Vehicles in India, under the National Electric Mobility
Mission 2020 to encourage the progressive induction of reliable, affordable and
efficient electric and hybrid vehicles in the country.
Road Ahead
India’s automotive industry is one of the most competitive in the world. It does not cover
100 per cent of technology or components required to make a car but it is giving a good
97 per cent, as highlighted by Mr Vicent Cobee, Corporate Vice-President, Nissan
Motor’s Datsun.
Leading auto maker Maruti Suzuki expects Indian passenger car market to reach four
million units by 2020, up from 1.97 million units in 2014-15.
Mr Young Key Koo, Managing Director, Hyundai Motor India Ltd, has stated that India
is a key market for the company, not only in terms of volumes but also as a hub of small
products for exports to 92 countries.
Mr Joachim Drees, Global CEO, MAN Trucks & Bus AG, has stated that India has the
potential to be among the top five markets, outside of Europe, by 2020 for the company,
which is reflected in the appointment of its most experienced managers to India for
increasing volumes and exports out of India.
The Indian automotive aftermarket is estimated to grow at around 10-15 per cent to reach
US$ 16.5 billion by 2021 from around US$ 7 billion in 2016. It has the potential to
generate up to US$ 300 billion in annual revenue by 2026, create 65 million additional
jobs and contribute over 12 per cent to India’s Gross Domestic Product#.
According to Mr Guillaume Sicard, president, Nissan India Operations, the income tax
rate cut from 10 per cent to 5 per cent for individual tax payers earning under Rs 5 lakh
(US$ 7,472) per annum will create a positive sentiment among likely first time buyers for
entry level and small cars.
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Automobile industries in India
The Enfield Cycle Company made motorcycles,

bicycles, lawnmowers and stationary engines under the
name Royal Enfield out of its works based at Redditch,
Worcestershire. The sse of the brand name Royal
Enfield was licensed by the Crown in 1890. Royal
Enfield, the British brand under Indian ownership since 1949.
The Escorts Group, is among India's leading

engineering conglomerates operating in the high growth
sectors of agri-machinery, construction & material
handling equipment, railway equipment and auto
components. Having pioneered farm mechanization in
the country, Escorts has played a pivotal role in the agricultural growth of India.
Captain Tractors Pvt Ltd is growing immensely as

leading manufacturers and exporters of Tractors in
India. The company started its business by developing a
Mini tractor first that can be quickly arranged by small
or medium farmers to complete their routine tasks. The
company is well equipped with all latest tools, equipment, advance machineries.
Force Motors is a fully, vertically integrated automobile

company, with expertise in design, development and
manufacture of the full spectrum of automotive
components, aggregates and vehicles. Its range includes
small commercial vehicles, multi-utility vehicles
(MUV), light commercial vehicles (LCV), sports utility vehicles (SUV) and agricultural.
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Eicher Motors Ltd (EML), incorporated in 1982, is the
flagship company of the Eicher Group in India and a
leading player of the Indian automobile industry. Its 50-
50 joint venture with the Volvo group, VE Commercial
Vehicles Limited, designs, manufactures and markets
reliable, fuel-efficient commercial vehicles of high quality and modern technology...
Ashok Leyland is the 2nd largest manufacturer of
commercial vehicles in India, the 4th largest
manufacturer of buses in the world and the 16th largest
manufacturer of trucks globally. With a turnover in
excess of US$ 2.3 billion (2012-13) and a footprint that
extends across 50 countries, they are one of the most fully-integrated manufacturing
comp...
TVS Motor Company is among the top ten two-wheeler
manufacturers in the world, with annual turnover of
more than US$ 1.6 billion in 2014-2015, and is the
flagship company of the, US$ 7.29 billion TVS Group.
The company has a production capacity of 3 million
two- wheelers and 120,000 three-wheelers a year. TVS Group spans across industries like
...
Bajaj Auto is a part of the Bajaj Group, which was
founded by Mr Jamnalal Bajaj in 1926. The Group's
footprint stretches over a wide range of industries,
spanning automobiles (two-wheelers and three-
wheelers), home appliances, lighting, iron and steel,
insurance, travel and finance. Bajaj Auto is one of the foremost motorcycle
manufacturers...
Hero MotoCorp Ltd is the world’s largest manufacturer

of motorcycles. The company is owned by the Munjal
brothers and was started in 1984 as a joint venture (JV)
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between Hero Cycles Ltd and Honda Motor Company. It was then known as Hero Honda
Motors Ltd, but since 2010 following its separation with the Honda Group, the company
is known as Hero.
Hyundai Motor India Ltd (HMIL) is a wholly owned
subsidiary of Hyundai Motor Company (HMC). It is the
largest passenger car exporter and the second largest car
manufacturer in India. It currently markets 10 car
models across segments (the classification is done on
the basis of the length of the automobiles) - in the A2 segment it has the Eon, Santro etc..
Bajaj Auto is the flagship company of the Bajaj Group

which is among the top 10 business houses in the
country. It was founded by Mr Jamnalal Bajaj in 1926.
Today, it is headed by his son Mr Kamalnayan Bajaj who
took over the reins of the business in 1942. Bajaj Auto is
one of the foremost motorcycle manufacturers of the
country.
Established in 1945, Tata Motors Limited is India's

largest automobile company with over 60,000 employees.
It is guided by the mission "to be passionate in
anticipating and providing the best vehicles and
experiences that excite customers globally." The
company is the leader in commercial vehicles in each segment, and among the top in
passenger vehicles.
Founded in 1945 as a steel trading company, Mahindra

and Mahindra (M&M) entered automotive manufacturing
in 1947 to bring the iconic Willys Jeep to Indian roads.
Over the years, the company diversified into many new
businesses in order to better meet the needs of the
customers. With over 65 years of operations, M&M is still India's premier ...
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Maruti Suzuki Maruti Suzuki India Ltd (MSIL),
commonly referred to as Maruti and formerly known as
Maruti Udyog Ltd, is an automobile manufacturer in
India. The company is engaged in the business of
manufacture, purchase and sale of motor vehicles,
automobile components and spare parts (automobiles).
Auto-industry in the month of May 2017 registered an overall growth of 10.05% in its

domestic sales as the industry sold a total of 2,035,490 vehicles across all categories as
against 1,849,542 units in May 2016, as per number released by Society of Indian
Automobile Manufacturers (SIAM).
Passenger vehicles (Cars, UVs, Vans) sold a total of 251,642 units reporting a growth of
8.63%. Total passenger vehicles sold in May 2016 were 231,640 units. The UV space
fueled the growth of PVs as it grew by 18.80% by selling 69,845 units last month.
Number of passenger cars sold last month stood at 166,630 units growing by 4.8%.
Slowdown in domestic sales of commercial vehicles continue after the pre-buy season
last year. In the domestic market, ponding month. Sales of M&HCV declined by 33% last
month. The industry sold a total of 13,574 units in May 2017 as agianst 20,780 units in
the same month last corres
Light commercial vehicles sales increased by 14.32% as 36,741 units of LCVs were sold
last month.
Scooters have added to the overall two-wheeler growth in the domestic market as the
two-wheeler space boomed by 11.89%. Introduction of new new models and BS-IV
variants is sighted as one of the main reason for the fresh demand of two-wheelers.
A total of 563,326 units of scooters were sold last month as agianst 454,213 units in May
2016, growing by 24.02%. Motorcycle sales clocked a total of 1,060,746 units growing at
7.72%.
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May 2017 has also been good on the exports front. Passenger vehicle exports grew by
25.59% by exporting 64,707 units.
Exports of LCV's declined by over 45% forcing the overall commercial vehicle to report
a decline in exports by 27.49%. M&HCV exports increased marginally to 3,523 units in
May 2017 as compared to 3,482 units in May 2016.
Also read: Complete India Auto Sales Analysis: PV makers post double-digit growth;
two-wheelers on growth trajectory
The two-wheeler industry exported a total of 230,444 units last month as againt 219,679
units in May 2016, growing by 4.90%.
Overall exports of automobiles increased by 8.89% in May 2017 as the industry exported
329,068 units across all vehicles segment. The industry had exported 302,198 units in
May 2016.
May 2017 Sales Chart
Segment Domestic Sales - May 2017 Exports - May 2017

Passenger Vehicles (Cars, 251,642 (+ 8.63)% 64,707 (+ 25.59%)
UVs, Vans)
Commercial Vehices 53,457 (- 6.36%) 6,635 (- 27.49%)
(M&HCV, LCV)
Three-Wheelers 36,066 (- 22.40%) 27,150 (+ 27.31%)
Two-Wheelers (Scooters, 1,694,325 (+ 11.89) 230,444 (+ 4.90%)
Motorcycles)
TOTAL 2,035,490 (10.05%) 329,068 (8.89%)
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COMPANY PROFILE
COMPANY PROFILE
Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary of Hyundai Motor
Company (HMC). HMIL is the largest passenger car exporter and the second largest car
manufacturer in India. It currently has ten car models across segments – Eon, Grand i10,
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Elite i20, Active i20, Xcent, Verna, Creta, Elantra, Tucson and Santa Fe. HMIL’s fully
integrated state-of-the-art manufacturing plant near Chennai boasts advanced production,
quality and testing capabilities.
HMIL forms a critical part of HMC’s global export hub. It currently exports to around 87
countries across Africa, Middle East, Latin America, Australia and the Asia Pacific.
HMIL has been India’s number one exporter for the last 10 years consecutively. To
support its growth and expansion plans, HMIL currently has 475 dealers and more than
1,226 service points across India. In its commitment to provide customers with cutting-
edge global technology, Hyundai has a modern multi-million dollar R&D facility in
Hyderabad. The R&D center endeavours to be a center of excellence in automobile
engineering.
History of Hyundai Motors

1967
 Incorporation of Hyundai Motor Company
1968
 Completion of Ulsan assembly plant
 Mass production of Cortina begins
1976
 Launch of Hyundai Pony, the first Korean passenger car
 First export of Hyundai Pony to Ecuador
1983
 Incorporation of the Canadian subsidiary HMC
1985
 Launch of Pony Excel
 Incorporation of the U.S. subsidiary HMA
 Launch of 1st generation Sonata
1986
 Exports of Excel to the U.S. begin
 Launch of Grandeur (Azera), Hyundai Motor’s large-sized luxury car
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1987
 Excel is the best selling imported compact car in the U.S. for 3 consecutive years
1988
 Launch of Sonata, Hyundai Motor’s mid-sized luxury sedan
1989
 Overseas exports of Excel surpass 1 million units
1990
 Launch of Elantra and Scoupe
1991
 Developed Alpha engine, the first engine created in Korea
 Launch of Galloper
 Developed Sonata EV
1992
 Unveiling of HCD-I, Korea’s first concept car
 Cumulative production surpasses 5 million units
1993
 Launch of Sonata II
 Unveiling of the HCD-II concept car
1994
 Annual production surpasses 1 million units
 Launch of Accent
 Solar-powered and fuel cell electric vehicles developed
1995
 Launch of Avante (Elantra)
 Completion of Jeonju commercial vehicle manufacturing plant
 Hyundai Motor Europe Technical Center (HMETC) opens
1996
 Cumulative production surpasses 10 million units
 Inauguration of the Namyang Technology Research Center
 Launch of Dynasty and Tiburon
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1997
 Independently developed Epsilon engine
 Established the Turkey plant and Asan plant
1998
 Independently developed world-class, high performance V6 Delta engine
 Launch of Grandeur (Azera) and Sonata
 Established India plant
 2nd solar-powered vehicle developed
 Acquisition of Kia Motors
1999
 Launch of Equus (Centennial : Hyundai Motor’s ultra large-sized sedan), Verna,
and Trajet XG
 Developed Korea’s first automotive fuel cell battery
2000
 Developed Korea’s first passenger diesel engine and large commercial engine
 Debut of the four mid and large-sized Bus models
 Korea’s first fuel cell electric vehicle Santa Fe developed
 Official sponsor of the UEFA Euro 2000
2001
 Production of Beta engine surpasses 1 million units
 Unveiling of Korea’s first fuel cell electric vehicle Santa Fe
 Established Hyundai European Design Center
 Launch of Tuscani (Hyundai's sports coupe), Terracan, and Lavita
 Santa Fe ranked No.1 in U.S. customer satisfaction survey
 HMA receives J.D. Power’s Chairman's Award
 Unveiling of the HCD - VI concept car at the Chicago Auto Show
2002
 Cumulative production at Asan plant surpasses 1 million units
 Production of Sonata begins in China
 Launch of Chinese-made Elantra
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 Sonata receives J.D. Power's APEAL Award
 Inauguration of the California Design & Technical Center
 Official sponsor of the 2002 FIFA World Cup Korea /Japan
 Unveiling of the HCD - 7 concept car at the Chicago Auto Show
2003
 Established the California Design & Technical Center
 Production of Avante (Elantra) surpasses 2 million units
 Proclaimed Global Environmental Management
 Established the Europe Technical Center
 Established the Namyang Design Center
 Annual exports surpass 1 million units
 The world’s first ultra high pressure hydrogen storage system for fuel cell electric
vehicles developed
2004
 Launch of Hyundai Motor’s first compact SUV, Tucson (ix35)
 Production of Delta engine surpasses 1 million units
 Sonata placed first in J.D. Power’s IQS
 Cumulative exports surpass 10 million units
 Developed Theta engine and Lambda engine
 Official sponsor of the UEFA Euro 2004
 Joint venture plant for commercial vehicles in China established
 Chairman Mong-Koo Chung named as the Best CEO of 2004 by Business Week
2005
 Established the U.S. proving ground
 Exports to Africa and the Middle East surpass 1 million units
 Established the Alabama plant
 Developed clean Mu V6 engine
 Debut in Interbrand’s 100 Best Global Brands
 Established Environmental Technology Research Center
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 Established Hyundai America Technical Center
 Established Eco-Friendly Vehicle Recycling Center
 Click is selected as India’s Best Car of 2005
 Unveiling of New Grandeur and HED-1 at the Geneva International Motor Show
 Official partner of FIFA from 2007 to 2014
 Chairman Mong-Koo Chung named Top Automotive CEO in Asia by Automotive
2006
 Developed Gamma engine
 No.1 Non-Premium Nameplate in J.D. Power’s IQS
 Launch of new Avante (Elantra)
 Exports to South America surpass 1 million units
 Developed V6 diesel S engine
 Established new Hyundai Motor Europe building
 Annual sales surpass KRW 1 trillion
 Total production reaches No. 6 in the world
 Unveiling of the Hellion, Arnejs, Genus and Talus concept cars
 Selected as Interbrand’s 100 Best Global Brands for a 2nd consecutive year
 Official sponsor of the 2006 FIFA World Cup Germany
2007
 Launch of European strategic model i30
 Cumulative sales in the U.S. surpass 5 million units
 Unveiling of the 3rd generation fuel cell concept car i-Blue
 Developed F, G, H diesel engines for commercial vehicle
 Launch of the next-generation compact car i10 by HMI
 Verna awarded Best Car of the Year by India’s Overdrive magazine
 Unveiling of the HED-IV (QarmaQ) concept car at the Geneva International
Motor Show
 Unveiling of the HND-III (Veloster) concept car at the Seoul Motor Show
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 Azera (Grandeur) ranks No.1 in J.D. Power’s Customer Satisfaction Survey for a
2nd consecutive year
 Inauguration of the Brazilian CKD plant
 i30 selected as Australia’s Car of the Year and Green Car of the Year
2008
 Launch of Genesis
 Established the 2nd plant in India
 Beijing Hyundai hits 1 million vehicles production milestone
 Established 2nd plant in Beijing
 Sales of Avante (Elantra) surpass 5 million units
 Launch of European strategic model i20
 Developed next-generation clean diesel R-engine
 Launched Blue Drive brand for green models
 Tau engine named ‘10 Best Engines Winners’ by Ward’s Auto
 Developed front-wheel 6-speed automatic transmission
 Unveiling of the eco-friendly concept car i-Mode at the Geneva International
Motor Show
 Official sponsor of UEFA Euro 2008
2009
 Genesis named ‘North American Car of the Year’
 Main sponsor of the U.S. Super Bowl
 Cumulative exports to Africa surpass 1 million units
 No.69 in Global Brand Value
 Established the Czech plant
 Established Hyundai Motor India Engineering Pvt. Ltd.
 Developed next-generation high performance Theta GDi
 Sales of Santa Fe surpass 2 million units
 Tau engine named ‘10 Best Engines Winners’ by Ward’s Auto for 2 consecutive
years 2010
 Cumulative sales of Sonata surpass 5 million units
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 Official sponsor of the 2010 FIFA World Cup South Africa
 Cumulative sales by HMI surpass 3 million units
 Established the Russia plant
 Launch of the eco-friendly electric car BlueOn
 Unveiling of the independently-developed Nu·Tau GDi engines and RWD 8-
speed automatic transmission
 Annual sales in the U.S. surpass 500,000 units
 Tucson (ix35) Fuel Cell developed 2011
 Blue Link introduced at the 2011 CES in the U.S.
 Unveiling of the new brand direction and slogan ‘New Thinking. New
Possibilities.’
 Launch of the 5th generation Grandeur (Azera) and Veloster
 Launch of Sonata Hybrid
 Launch of Genesis Prada limited edition
 Launch of i40 wagon
 Cumulative exports to Central and South America surpass 2 million units
 Gamma engine named ‘10 Best Engines Winners’ by Ward’s Auto
 Unveiling of i20 3-door and the ix-onic concept car at the Geneva International
Motor Show
 Best automotive company in China’s warranty service satisfaction survey
 Hyundai ranks No.1 of J.D. Power's Initial Quality Study (IQS)
 Elantra (Avante) named No.1compact car in J.D. Power’s Vehicle Launch Index
 Genesis ranked No.1 in J.D. Power’s Vehicle Launch Index
 Unveiling of ix-Metro and ix35 at the International Automobile Ausstellung
 Presidential Prize at the 2009 Korean Technology Awards
2010
 Unveiling of the HED-VII hybrid concept car at the Geneva International Motor
Show
 No.1 in J.D. Power’s Vehicle Dependability Study (VDS) for 3 consecutive years
and in the Initial Quality Study (IQS) for sub-compact cars
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 Launch of Sonata Hybrid at the New York International Auto Show
 Genesis and Tucson named No.1 in AutoPacific’s Vehicle Satisfaction Awards
 Sonata awarded the highest safety ratings by the National Highway Traffic Safety
Agency in the U.S.
 Cumulative sales of Sonata surpass 5 million units
 Official sponsor of the 2010 FIFA World Cup South Africa
 Chairman Mong-Koo Chung selected as the Top Automotive Industry CEO in
Asia
 Launch of the eco-friendly electric car BlueOn
 Established the Russia plant
 Launch of ix20 small minivan at the Paris Motor Show
 Unveiling of the independently-developed Nu·Tau GDi engines and RWD 8-
speed automatic transmission
 Official car sponsor of the G20 Summit
 Tau engine named 10 Best Engines Winners by Ward’s Auto for a 3rd
consecutive year
 Annual sales in the U.S. surpass 500,000 units
 Tucson fuel cell electric vehicle developed
2011
 Blue Link introduced at the 2011 International Consumer Electronics Show (CES)
in the U.S.
 Launch of Veloster and the HCD-12 concept car at the North American
International Auto Show
 Unveiling of the new brand direction and slogan ""New Thinking. New
Possibilities.""
 Launch of the 5th generation Grandeur (Azera) and Veloster
 Launch of Sonata Hybrid
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 First official car partner of the International Cricket Council (ICC) from 2011 to
2015
 Launch of i40 wagon
 ix20 awarded Euro NCAP's highest five-star rating
 Unveiling of the D-segment i40 sedan at the Barcelona International Motor Show
 Launch of Genesis Prada limited edition
 Cumulative sales in Europe surpass 5 million units
 No.11 in Interbrand’s 50 Best Global Green Brands
 Launch of EON by the Indian subsidiary HMI
 i40 awarded the EuroCarBody Golden Award
 Cumulative exports to Central and South America surpass 2 million units
 Unveiling of Genesis Coupe
 Top position in Autobild’s Quality Report for the 2nd consecutive year
 Gamma engine named 10 Best Engines Winners by Ward's Auto
2012
 Avante (Elantra) awarded ‘North American Car of the Year’
 Launch of New Santa Fe, i40 Saloon, and Veloster Turbo
 Established the Brazil plant
 Tucson (ix35) Fuel Cell supplied to Europe
 Unveiling of the ioniq electric concept car
 Grandeur (Azera), Avante (Elantra), Santa Fe awarded ‘the ALGR residual Value
Award’
 Grandeur (Azera), Santa Fe, Veloster win a Good Design™ Award
 Official sponsor of the UEFA Euro 2012 2013
 World’s 1st mass production of Tucson (ix35) Fuel Cell
 Launch of Maxcruz
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 Launch of Hyundai Motorsport
 Unveiling of new i10
 Selected as one of top 50 Global Brands
 Cumulative sales of Sonata in Korea surpass 3 million units
 Unveiling of electronically controlled AWD HTRAC
 Cumulative production by HMI surpass 5 million units
 Launch of All-new Genesis
 World Rally Championship (WRC) Team launched
 Beijing Hyundai annual sales in China surpass 1 million units
 Unveiling of CUV HB20X
 Sonata Hybrid tops AutoPacific’s Vehicle Satisfaction Award in the U.S.
 Chairman Mong-Koo Chung named 2011 Top Manager in the World by Italy's
Inter Auto News
 Named the most fuel efficient and least CO2 emitting brand by the U.S.
Environmental Protection Agency
 Sonata named Top Picks in the medium-size car segment by Consumer Reports
 Solaris (Accent) awarded Best Auto and Car of the Year in Russia
 Genesis tops J.D. Power’s Vehicle Dependability Study (VDS) in the premium
car segment in the U.S.
 No.1 in J.D. Power’s Customer Retention Study
2013
 World Rally Championship (WRC) Team launched
 Launch of Grandeur Hybrid
 No.2 in Autobild’s (Germany) 2013 Quality Satisfaction Report
 i10 awarded Indian Car of the Year 2014
 Beijing Hyundai sales in China surpass 1 million units / year
 Launch of All-new Genesis
 Two Hyundai models ranked highest in the Residual Value Awards in the U.S.
 Ranked Most Valuable Car Brand in the U.S.
 Launch of New i20 at the International Automobile Ausstellung
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 ix35 (Tucson) fuel cell electric vehicles supplied to the City of Copenhagen
 Hyundai’s Centennial named Best Luxury Full-Sized Car for 2 years in a row
 Genesis ranked No.1 in Vehicle Satisfaction Awards (Auto Pacific) - Aspirational
Luxury Car in the U.S.
 Launch of MISTRA at the 2013 Shanghai International Automobile Industry
Exhibition
 Sonata ranked Most Dependable Midsize Car in the U.S.
 World’s 1st mass production of ix35 (Tucson) fuel cell electric vehicles
 Santa Fe selected as the 2013 Canadian Utility Vehicle of the Year
 Unveiling of HCD-14, premium sports sedan concept car at the North American
International Auto Show
 Unveiling of HND-6, next generation smart car concept car at the CES
 Named No.1 brand and No.1 car in 4 vehicle categories (Equus, Genesis Coupe,
etc.) in Strategic Vision’s Total Value Awards
 Launch of Maxcruz
 Launch of Hyundai Motorsport
 Unveiling of electronically controlled AWD HTRAC
 Cumulative production by HMI surpass 5 million units
2014
 All-new Genesis wins the 2014 iF Design Award
 All-new Genesis and i10 win the Red Dot Design Award
 Unveiling of HED-9 Intrado at the Geneva International Motor Show
 Launch of the All-new Sonata
 All-new Genesis wins the highest safety score in NHTSA history
 Established Hyundai Motorstudio Seoul
 Official sponsor of the 2014 FIFA World Cup Brazil
 Cumulative production by HAOS surpasses 1 million units
 Participation of i20 in the WRC, achieving 1st place in Rally Deutschland
 Unveiling of new i20 for Europe
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 Official sponsor of the 2014 Incheon Asian Games
 Selected as one of the top 40 Global Brands
 Cumulative global sales of Avante (Elantra) surpass 10 million units
 Genesis ranked highest in the Residual Value Awards in the U.S.
 i20 awarded ‘Indian Car of the Year’
 Launch of new Sonata Hybrid
 Tucson (ix35) Fuel Cell engine named ‘10 Best Engines Winners’ by Ward’s
Auto
2015
 Unveiling of Sonata Plug-in Hybrid
 Established Hyundai Motorstudio Moscow
 Participation of i20 in the WRC, achieving 2nd place in the Rally Sweden
 Launch of Sonata Turbo
 Launch of All-new Tucson
 Launch of mid-duty truck, All-new Mighty
 Demonstration of zero emission fuel cell electric bus
 Cumulative production by HMI surpasses 6 million units
 Launch of All-new Elantra
 Unveiling of High-Performance ‘N’ at Frankfurt Motor Show
 Cumulative production in Russia surpasses 1 million units
 Launch of global luxury brand ‘Genesis’
 Hyundai Sonata Plug-in Hybrid named to Wards 10 Best Engines
 Launch of Genesis G90
2016
 Launched IONIQ eco-friendly hybrid car model
 Introduced Project IONIQ future mobility innovation program
 Launched Genesis EQ900 limousine
 Introduced development strategy for connected cars
31
 Announced collaboration with Cisco to develop connected cars
 Provided official vehicles for EURO 2016
 Began sales of Genesis G80 car model
 Opened Hyundai Motorstudio Hanam
 Five models ranked first in customer satisfaction surveys in China
 Ranked thirty-fifth in Interbrand’s ranking of global brands
 Completed construction of plant in Cangzhou, China
 Launched Genesis G80 sports car
 Signed agreement for construction of big data center in Guìzhou Province, China
 Total number of exports over forty-year period reached 23,630,000 in 2016
 IONIQ received Five-star safety rating from European New Car Assessment
Program
 1.4L turbocharged DOHC 4-cylinder motor named to Wards 10 Best Engines list
 IONIQ EV car model underwent daytime and night-time test driving trials in Las
Vegas
2017
 Participated in CES 2017 discussions regarding trends in future mobility
 Established Smart safety Technology center for production of autonomous cars
 Launched IONIQ Plug-in
 Unveiled Fuel Cell Electric Vehicle Concept
 Launched Sonata face-lift model
MD & CEO
Hyundai India Motor Ltd.

Managing Director & CEO
Mr. Y K Koo is the Managing Director of Hyundai Motor India
Limited. He joined Hyundai Motor Company, South Korea in
1984.
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His experience with Hyundai Motor is over a period of 31 years, working on different
assignments with HMC at various Global Locations.
Mr. Y K Koo has global experience in Sales and Marketing in world markets. Prior to
Hyundai Motor India he was the General Director & COO of Hyundai Motor (CIS) for 5
years.
He had served in Hyundai Motor India in his earlier stint for over 9 years in two different
roles during the period of 1997-2001 and 2008-2011 respectively. He was one of the
founder members of Hyundai Motor India’s operation in 1997 and played a key role in
building Sales and Marketing operation from 2008-2011.
Mr. Y K Koo - Core area of expertise includes:
 Sales & Sales Planning, Product Planning
 Network Expansion & Development
 Sales Strategy & Marketing Strategy Development
 Marketing, Brand Promotions & PR
 Corporate & Rural Sales, Retail & Channel Finance
 Used Cars Business, Customer & Channel Satisfaction, Sales & After Sales Service
Process Improvement
 Sales Training & Development, After Sales Service
 Sales Distribution & Logistics, Management Information System & Dealer
Management System
What Hyundai Do
Press Shop
A computer controlled line that converts sheet metal to body panels with high
dimensional accuracy and consistency.
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Body Shop
It is a hi-tech line that builds full body shells from panels. Automated robotic arms are
used for intricate welding operations that ensure superior and consistent build quality.
Paint Shop
It is one of the most modern paint shops in the country and uses the environment friendly
water based process for superior and lasting exteriors.
A unique process management system followed here helps us deliver the most extensive
colour range, independent of minimum batch requirements, helping customers get their
preferred colour anytime.
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Assembly Shop
In Assembly Shop all the engine and suspension parts, the electrical parts, the under body
parts etc are fitted into the car. The cars go through complete testing in the Assembly
Shop.
The Assembly Shop comprises the Trim Line, the Chassis Line, the Final Line and the
OK Line.
Engine & Transmission Shop
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One of the biggest engine shops in the country, this unit is equipped with the most
modern tooling and testing facilities to make a wide range of engines in-house.
R&D Centre
Hyundai Motor India Engineering (HMIE) is a fully

owned subsidiary of Hyundai Motor Company, South
Korea, which is located at Hyderabad. It is located in the
Hi-tech city region of Hyderabad in Telangana State.
Often referred to as India’s Silicon Valley, Hyderabad is
the IT technology centre of India, hosting leading international IT companies.
Hyundai Motor established HMIE in November 2006 in

order to hire some of the talented IT workers found in
the region. HMIE has contributed to the development of
Hyundai Motor’s popular new models for the Indian
market starting with the EON and followed now by the
“I” series and also in SUV segments like Creta.
HMIE Vision is to support Head Quarters Hyundai

Motor Company, Namyang, South Korea in the area of
Research & Development support services, along with
36
this, enhancing support to Hyundai Motor India Limited, Chennai, India, in the area of
Power Train support, design support, evaluation and certification activities. Also focuses
on Indian unique car development activities.
HMIE is a centre with one of the most advanced

research and development facilities which focuses on
state of the art product and design engineering and
rigorous quality enhancement. It will play an important
role leading on the development of new models for key
emerging markets including India.
Exports
Hyundai Motor India Ltd (HMIL) is the country’s largest passenger car exporter. HMIL
began exporting cars in 1999 when it shipped a batch of 20 Santro’s to Nepal and since
then it has maintained the esteemed crown position till date. Keeping innovation &
challenge at its heart, HMIL has able to cater to customers across the globe, whether it be
the Middle East, Africa, Asia or the Latin America.
With its strong product line up which includes EON, i10, Grand i10, Xcent, Elite i20, i20
Active, Verna & Creta. HMIL currently exports to more than 92 countries. The newly
launched Creta in the compact SUV segment has received tremendous response
worldwide (approx. 24,500 units order received from Aug’15 ~ Mar’16) reflecting
customer keenness & satisfaction towards our products.
37

Exports Milestones
Dec-15 HMIL awarded as 'Exporter of the Year' at CNBC Overdrive Awards.
Dec-15 HMIL wins the presigious Top exporter award by EEPC under Large
Enterprises for the year 2013 – 2014.
Jun-15 Exported 8.5 lakh i10 cars worldwide.
Mar-14 Export of 20 lakh cars.
Jul-13 Hyundai Motor India ships out the first Grand i10 car
Feb-12 Fastest Export of 15 Lakh cars.
Dec-11 Eon launch & first shipment
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Nov-10 HMIL receives the coveted 'Niryat Shree' Gold and Silver Trophies for
2008-09 by the Federation of Indian Export Organizations (FIEO). The
Gold Trophy was received in the Engineering and Metallurgical
products – Non-MSME category and the Silver Trophy in the Highest
Foreign Exchange Earner category.
Sep-10 HMIL receives the 'All India Award for Export Excellence 2008-09' by
the Engineering Export Promotion Council (EEPC). HMIL was
awarded the Gold Trophy – in the Large Enterprise category
Feb-10 Fastest Exports of 10 Lakh cars
Aug-09 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.
Mar-09 Hyundai Motor India honored with 'EXIM Achieved Award' for the
year 2008 by Tamil Chamber of Commerce
Feb-09 Hyundai Motor India conferred the Top Exporter of the Year for 2006-
07 in the category of 'Large Enterprises' and received the Gold Trophy
at the Southern Region Annual Award Presentation by the Engineering
Export Promotion Council (EEPC).
Dec-08 HMIL has awarded with the 'Niryat Shree' Silver trophy for the year
2005-06 by the Federation of Indian Export Organizations (FIEO).
Nov-08 Hyundai exports its first batch of 'i20' to European market. The first
export consignment comprised 2,820 units of 'i20'.
Jun-08 Fastest Export - Over 1 Lakh units of 'i10' exported since its launch in
Oct 31, 2007
Mar-08 Fastest Export - Over 1 Lakh units of 'i10' exported since its launch in
Oct 31, 2007
Jun-08 Fastest Export of 5 Lakh units

Jun-08 Fastest Export - Over 1 Lakh units of 'i10' exported since its launch in
Oct 31, 2007
Aug-07 Fastest Export of 4 Lakh units

Jun-07 HMIL 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)
Mar-07 Hyundai Motor India ships out the first 'GETZ' car
Oct-06 Hyundai Motor India rolls out the fastest 300,000th export car
Nov-05 HMIL exports its first shipment to UK.
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Oct-05 HMI exported its 2 Lakh car to the overseas market.
Oct-04 HMIL crossed the figure of 1 Lakh vehicles in exports and emerged as
the largest exporter in the Indian Automobile Industry.
Aug-03 Export shipment of 1,500 Santro Xing cars leave for Europe, HMIL
becomes the small cars export hub for Hyundai Motor Company..
Mar-03 Hyundai Motor India commences exports to Latin America

Jul-00 First major export-shipment of 760 Accent and Santro cars rolls out of
the Chennai Port for Algeria
Awards
2017
 May 10, 2017: Global Distributor of the Year 2016- HMIL by HMC.
 May 02, 2017: Hyundai India Opens ‘Online Car Booking’.
 April 28, 2017: Hyundai Inaugurates Global Quality & Training Center in India
 April 20, 2017: Hyundai Announces Global Launch of the ‘All New Xcent’.
 April 12, 2017: Awarded Sedan of the Year- Elantra & CSR champion of the
Year- HMIL by Motoring World.
 April 6, 2017: Hyundai Introduces ‘The New 2017 Elite i20 - Dual Tone Variant’.
 April 5, 2017: Hyundai Introduces CRETA E+ diesel Variant & SX+ Dual Tone
trim Introduced in 1.6 Petrol and 1.6 Diesel.
 April 2, 2017: Hyundai Flags off the 2nd Edition of the Great India Drive with the
All New Tucson.
 April 1, 2017: Hyundai's hat trick ICOTY Winners Grand i10, Elite i20 & Creta
achieves 10,000 sales in the month of March.
 Mar 16, 2017: Car Maker of the Year – HMIL by EVO
 February. 10, 2017: Hyundai Elantra received ‘Sedan of the Year’ award by
BTVi- Car India
 February. 10, 2017: Hyundai Tucson received ‘SUV of the Year’ award by BTVi-
Car India
 February. 10, 2017: Hyundai received ‘CSR campaign of the Year’ award for safe
move campaign by BTVi- Car India
40
 February. 06, 2017: Hyundai launches New 2017 Grand i10
 January. 26, 2017: Hyundai Elantra received ‘Design of the Year’ award by
Gaadiwadi.com
 January. 25, 2017: Hyundai Tucson received ‘ Urban SUV of the Year ‘ award by
TopGear
 January. 19, 2017: Hyundai Elantra received ‘Sedan of the Year’ award by
AutoCar
 January. 19, 2017: Hyundai received ‘Best CSR initiative for Road Safety’ award
by AutoCar
 January. 19, 2017: Hyundai received ‘Manufacturer of the Year’ award by
AutoCar
 January. 17, 2017: Hyundai received ‘Car Manufacturer of the Year’ award by
Motorbeam
 January. 16, 2017: Hyundai Tucson received ‘Crossover of the Year ‘ award by
Flywheel
 January. 16, 2017: Hyundai Elantra received ‘Sedan of the Year’ award by
Flywheel
 January. 16, 2017: Hyundai Elantra received ‘Reader’s Choice Car of the Year’
award by Flywheel
 January. 04, 2017: Hyundai Tucson received ‘Premium Compact SUV of the
Year’ award by Motor Vikatan
 January. 02, 2017: Hyundai Achieves Domestic Sales Milestone of 5 Lakh Units
in CY-16
2016
 December. 21, 2016: Hyundai Elantra received ‘Techy Sedan of the Year’ award
by Exhibit Tech
 December. 16, 2016: Hyundai Elantra received ‘Engine of the Year’ award by
Autotech Review
 December. 16, 2016: Hyundai Tucson received ‘Compact SUV of the Year’
award by NDTV (CNB)
41
 December. 16, 2016: Hyundai Elantra received ‘Midsize sedan of the Year’ award
by NDTV (CNB)
 December. 16, 2016: Hyundai received ‘Car Manufacturer of the Year’ award by
NDTV (CNB)
 December. 14, 2016: Hyundai Elantra received ‘Premium Sedan of the Year’
award by Overdrive (CNBC TV-18)
 December. 14, 2016: Hyundai received ‘Manufacturer of the Year’ award by
Overdrive (CNBC TV-18)
 December. 13, 2016: Hyundai Elantra received ‘Best Executive Sedan’ award by
Man’s World
 December. 13, 2016: Hyundai received ‘Top Exporter of the Year’ 2014-15
award by EEPC
 December. 10, 2016: Hyundai Elantra received ‘Sedan of the Year’ award by
Autoportal
 December. 10, 2016: Hyundai Tucson received ‘Premium SUV of the Year’
award by Autoportal
 December. 10, 2016: Hyundai Tucson received ‘Design of the Year’ award by
Autoportal
 December. 09, 2016: Hyundai receives ‘Indian Manufacturer of the Year’ 2016
by IMEA by Forst & Sullivan
 November. 21, 2016: Hyundai Rolled Out 7 Millionth Car
 November. 14, 2016: Hyundai launches All New Tucson
 November. 09, 2016: Hyundai Elantra has received ‘Best of 2016’ award by
AutoX
 August. 23, 2016: Hyundai launches All New Elantra
 July. 22, 2016: Hyundai CRETA received ‘Most Impactful Debut’ at Exchange
for Media Awards 2016
 July. 21, 2016: Hyundai Motor India Surpasses 1 Million Unit Sales of i20
Models
 May. 06, 2016: Hyundai Celebrates 20th Foundation Day
42
 March. 21, 2016: Hyundai Elite i20/Active received ‘Most Appealing Premium
Compact Car’ at J D Power Awards 2016
 March. 21, 2016: Hyundai i10 received ‘Most Appealing Compact Car’ at J D
Power Awards 2016
 March. 21, 2016: Hyundai EON received ‘Most Appealing Entry Compact Car’ at
J D Power Awards 2016
 March. 21, 2016: Hyundai Elite i20/Active received ‘Best Premium Compact Car
in Initial Quality’ at J D Power Awards 2016
 March. 21, 2016: Hyundai i10 received ‘Best Compact Car in Initial Quality’ at J
D Power Awards 2016
 March. 21, 2016: Hyundai EON received ‘Best Entry Compact Car in Initial
Quality’ at J D Power Awards 2016
 March. 04, 2016: Hyundai CRETA received ‘Car of the Year’ at Motoring World
Awards 2016
 March. 04, 2016: Hyundai CRETA received ‘SUV of the Year’ at Motoring
World Awards 2016
 February, 2016: Hyundai CRETA received ‘Car of the Year’ at Automotive India
Awards 2015
 Feb. 22, 2016: Hyundai CRETA received ‘Car of the Year’ at Motoroids Awards
2016
 Feb. 22, 2016: Hyundai CRETA received ‘Crossover of the Year’ at Motoroids
Awards 2016
 Feb. 06, 2016: Hyundai CRETA received ‘SUV of the Year’ at Zeegnition
Awards 2016
 Feb. 05, 2016: Hyundai Pavilion received ‘Best Interactive Display’ for
AutoExpo 2016 at CNB Auto Expo Awards for Excellence
 Feb. 04, 2016: Hyundai CRETA received ‘SUV of the Year’ at Zigwheels
Awards 2016
 Feb. 04, 2016: Hyundai CRETA received ‘Car of the Year’ at Zigwheels Awards
2016
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 Feb. 03, 2016: Hyundai CRETA received ‘SUV of the Year Reader’s Choice’
from Gaadiwadi at AutoExpo 2016
 Feb. 03, 2016: Hyundai CRETA received ‘Compact SUV of the Year’ from
Cardekho at AutoExpo 2016
 Feb. 03, 2016: Hyundai CRETA received ‘Premium Compact SUV of the Year’
from Flywheels at AutoExpo 2016
 Feb. 03, 2016: Hyundai CRETA received ‘SUV of the Year’ from Motor Vikatan
at AutoExpo 2016
 Jan 29, 2016: Hyundai CRETA won ‘SUV of the Year’ at Motorbeam Awards
2016
 Jan 29, 2016: Hyundai CRETA won ‘Reader Choice of the Year’ at AutoCar
Awards 2016
 Jan 29, 2016: Hyundai CRETA won ‘Premium SUV of the Year’ at AutoCar
Awards 2016
 Jan 29, 2016: Hyundai CRETA won ‘SUV of the Year’ at AutoCar Awards 2016
 Jan 28, 2016: Hyundai CRETA won ‘SUV of the Year’ at TopGear Awards 2016
 Jan 28, 2016: Hyundai CRETA won ‘Readers’ Choice of the Year’ at TopGear
Awards 2016
 Jan 22, 2016: Hyundai CRETA won ‘Car of the Year’ at Car & Bike India
Awards 2016
 Jan 22, 2016: Hyundai CRETA won ‘Compact SUV of the Year’ at Car & Bike
India Awards 2016
 img_in_tl_dtl1 in_milestone_elantra_2016
2015
 Dec. 18, 2015: Hyundai CRETA won ‘Indian car of the year (ICOTY) 2016
 Dec. 14, 2015: Hyundai CRETA won ‘Compact SUV of the Year’ at NDTV CNB
Awards 2016
 Dec. 10, 2015: Hyundai CRETA won ‘Compact SUV of the Year’ at EVO Off
Road Awards 2016
44
 Dec. 09, 2015: Hyundai Motor India won ‘Exporter of the Year’ at CNBC
Overdrive Awards 2016
 Dec. 09, 2015: Hyundai CRETA won ‘Car of the Year’ at CNBC Overdrive
Awards 2016
 Dec. 09, 2015: Hyundai CRETA won ‘SUV of the Year’ at CNBC Overdrive
Awards 2016
 Nov. 26,2015: Hyundai Achieves 4 million domestic sales
 Nov. 01, 2015: Hyundai Creta has received ‘Best of 2015’ award by AutoX
 July 21, 2015: Hyundai Launches the Global SUV CRETA
 April 20, 2015: Hyundai launches 2015 Elantra
 March 17, 2015: Hyundai launches i20 Active
 February 18, 2015: Hyundai launches the all new Verna
 February, 2015: Hyundai Elite i20 won ‘Readers’ Choice’ award at Golden
Steering Wheel Awards
 February, 2015: Hyundai Elite i20 won ‘Hatchback of the year’ award at Golden
Steering Wheel Awards
 February, 2015: Hyundai Elite i20 won ‘Design of the year’ award at Zeegnition
Auto Awards 2015
 February, 2015: Hyundai Elite i20 won ‘Premium Hatchback of the year’ award
at Zeegnition Auto Awards 2015
 February, 2015: Hyundai Xcent won ‘Value for Money’ award at Car Dekho
Accolade 2014
 January, 2015: Hyundai Elite i20 won ‘Best design of the Year’ award at Car
Dekho Accolade 2014
 January, 2015: Hyundai Elite i20 won ‘Premium Hatchback of the Year’ award at
Car Dekho Accolade 2014
 January, 2015: Hyundai Santa Fe won ‘SUV of the Year’ award at Flywheel Auto
Awards 2015
 January, 2015: Hyundai Elite i20 won ‘Hatchback of the Year’ award at Flywheel
Auto Awards 2015
45
 January, 2015: Hyundai Motor India won ‘Best Manufacturer of the Year’ award
at Vikatan Awards 2015
 January, 2015: Hyundai Xcent won ‘Best Value for Money’ award at Vikatan
Awards 2015
 January, 2015: Hyundai Elite i20 won ‘Best Hatchback of the Year’ award at
Vikatan Awards 2015
 January, 2015: Hyundai Elite i20 won ‘Car of the Year’ award at Vikatan Awards
2015
 January, 2015: Hyundai Elite i20 won ‘Best Car of the Year2014’ award at AutoX
Awards 2015
 January, 2015: Hyundai Elite i20 won ‘Readers’ Choice Car of the Year’ award at
Motorbeam Awards 2014
ET Zigwheels Awards 2015
 January, 2015: Hyundai Elite i20 won ‘Car of the Year’ award at ET Zigwheels
Awards 2015
 January, 2015: Hyundai Elite i20 won ‘Hatchback of the Year’ award at ET
Zigwheels Awards 2015
15th CNBC TV 18 overdrive Awards
 January, 2015: Hyundai Elite i20 won ‘Car of the Year’ award at 15th CNBC TV
18 overdrive Awards
 January, 2015: Hyundai Santa Fe won ‘Premium SUV of the Year’ award at Car
& Bike Awards
 January, 2015: Hyundai Elite i20 won ‘Premium Hatch of the Year’ award at Car
& Bike Awards
 January, 2015: Hyundai Elite i20 won ‘Car of the Year’ award at Car & Bike
Awards
 January, 2015: Hyundai Xcent won ‘Subcompact Sedan of the Year’ award at
NDTV Car & Bike Awards
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 January, 2015: Hyundai Elite i20 won ‘Design of the Year’ award at NDTV Car
& Bike Awards
 January, 2015: Hyundai Elite i20 won ‘CNB Viewers’ Choice Car of the Year’
award at NDTV Car & Bike Awards
NDTV Car & Bike Awards
 January, 2015: Hyundai Motor India won ‘Best Manufacturer of the Year’ award
at 7th BBC TopGear India Magazine Awards
 January, 2015: Hyundai Xcent won ‘Value Car of the Year’ award at 7th BBC
TopGear India Magazine Awards
 January, 2015: Hyundai Elite i20 won ‘Hatchback of the Year’ award at 7th BBC
TopGear India Magazine Awards
7th BBC TopGear India Magazine Awards
 January, 2015: Hyundai Elite i20 won ‘Hatchback of the Year’ award at
Bloomberg TV AutoCar India Awards
 January, 2015: Hyundai Elite i20 won ‘Viewer’s choice of the Year’ award at
Bloomberg TV AutoCar India Awards
 January, 2015: Hyundai Elite i20 won ‘Car of the Year’ award at Bloomberg TV
AutoCar India Awards
About Lakshmi Hyundai

With immense experience as two wheeler distributors, Lakshmi Hyundai carried enough
confidence to embark into four wheeler segment. Since its inception, Lakshmi Hyundai
has been instrumental in laying a sound retail sales track in AP & Telangana to the
Hyundai. Besides the entry of new Co-Dealers it triggered the managerial expertise and
created an unmatched contrbution to HMIL.
Our group founder's Managament Strategies and well structured operations lead to have
our presence in other fast growing ciites like vizag, Rajahmundry, Vijayanagaram and
Sangareddy in Telangana. Impacting the kind of professional work culture we maintain,
47
prioritized customer care and reaching certain targets and figures, HMIL(Hyundai Motors
India Limited) awarded Lakshmi Hyundai with prestigious "Elite Dealers" status.
Lakshmi Hyundai is serving all its customers in AP & Telangana with Eight 3S (Sales,
Service and Spares), facilities, 5 Exclusive Showrooms and 10 Service Centers.
Its excellent relationships with bankers and financial institutions statewide have placed it
at a stronger vantage driven by employees over 1200 with customer friendly attitude.
Lakshmi Hyundai forays its wings across the state of A.P to reach other states like
Karnataka to serve Five Exclusive Showrroms and Ten Service Centers . Already
established with a 3 S (Sales, Serivces and Spares) facility, Lakshmi Hyundai has two
more showrooms in Bengaluru. Lakshmi Hyundai will be extending its services to other
parts of Karnataka very soon.
Lakshmi Hyundai Showrooms

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Himayathnagar - Sales
D. No. 3-6-436/37/38, Naspur House, Himayathnagar, Hyderabad - 500 029.
Sales:8886663559
Finance:80966 66215
Insurance:8886662817
Accessories:8096666204
CRM - Sales:80966 66214
HRD:8886999150
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Nizampet - service
3-110, Nizampet Rd, Nizampet, Hyderabad - 500072.
Service:7997999519
Malakpet - Sales
16-2-705/A, Rice mill centre, Vaishnavi Plaza, Hyderabad , Malakpet - 500 036.
Sales:88866 63595
Finance:8886667846
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Madinaguda - Sales
Ground Floor, Block Icon, Satyanarayana Enclave, Madinaguda - 500 074.
Sales:80966 66225
Finance:8886999087
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Sangareddy - Sales & Service
Survey No.123/AA1, Pothi Reddy Palli Village, Sanga Reddy Mandal. Sanga Reddy,
Sangareddy - 500 001.
Sales:8886653378
Service:8886653378
Parts:7997999422
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Banjara Hills - Service
Road no.14, Bhagyanagar Studios, Near L.V.Prasad Eye Institute, Banjara Hills,
Hyderabad - 500 034.
Service:8096666337
Body Shop:8096666257
Parts:8096666312
CRM Service:8096666254
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Kukatpally - Sales & Service
D.no.5-5-33/1/B, Moosapet , Kukatpally - 500 072.
Sales:8096666227
Service:8096666388
Parts:8096666282
49
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LB Nagar - Sales & Service
D.no.3-8-174, Beside L.B.Nagar Police station, Hyderabad - 500 074.
Sales:80966 66339
used car sales:80966 66464
Service:80966 66334
Parts:80966 66335
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Madinaguda - Service
PLOT NO: 3216, PHASE :3,SY NO: 119 TO 125 TO 130 TO 137, DEEPTHISRI
NAGAR, MADINAGUDA, Hyderabad - 500049.
Service:8096666450
Parts:8886663414
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Malakpet - Service
16-11-16/V/7,Beside R T A Office, Moosarambagh Main Road, Hyderabad - 500 036.
Service:8096666258
Parts:8096666063
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Attapur - Sales & Service
2-5-33, Upparpally 'X' Roads, Near Airport pillar No.176, Goutam Nagar, Attapur,
Hyderabad - 500 048.
50
Service:8096666424
Parts:8096666438
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Autonagar - Service
Plot no.9, Block no.34, Autonagar, Hyderabad - 500 070.
Service:8096666277
Parts:8886663412
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Auto Nagar - WareHouse
Plot No:7, Block No-37, D.No:4-10-848, Augonagar, Auto Nagar, Hyderabad - 500 070.
Parts:8096666570
KPHB - Digital Showroom
Manjira Mall Trinity Corporate Building, Office No. 6, KPHB Phase 3, Hitech City
Road, JNTU, Hyderabad - 500072.
Sales:040-64626462, 64626688, 64626699, 79979 66771, 7997966782
Finance:040-64626462, 64626688, 64626699
HRD:7997966760
CRM-Sales:7997966528
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Products
51
EON Grand i10
XCENT ELITE i20
i20 ACTIVE VERNA
ELAMTRA CRETA
TUCSON SANTA FE
52
53
CHAPTER-III
REVIEW OF LITERATURE
Introduction
The word "brand", when used as a noun, can refer to a company name, a product name,
or a unique identifier such as a logo or trademark.
In a time before fences were used in ranching to keep one's cattle separate from other
people's cattle, ranch owners branded, or marked, their cattle so they could later identify
their herd as their own.
The concept of branding also developed through the practices of craftsmen who wanted
to place a mark or identifier on their work without detracting from the beauty of the
piece. These craftsmen used their initials, a symbol, or another unique mark to identify
their work and they usually put these marks in a low visibility place on the product.
54
Not too long afterwards, high quality cattle and art became identifiable in consumers’
minds by particular symbols and marks. Consumers would actually seek out certain
marks because they had associated those marks in their minds with tastier beef, higher
quality pottery or furniture, sophisticated artwork, and overall better products. If the
producer differentiated their product as superior in the mind of the consumer, then that
producer's mark or brand came to represent superiority.
Today's modern concept of branding grew out of the consumer packaged goods industry
and the process of branding has come to include much, much more than just creating a
way to identify a product or company.
Branding today is used to create emotional attachment to products and companies.

Branding efforts create a feeling of involvement, a sense of higher quality, and an aura of
intangible qualities that surround the brand name, mark, or symbol.
So what exactly is the definition of "brand"? Let's cover some definitions first before we
get too far into the branding process.
What is a brand?
If you ask ten marketing professionals or brand managers to define the word "brand", you
very well may get ten different answers. Most of the answers you receive, hopefully, will
at least have some commonalities.
In my own experience and in my extensive study of brands and branding, there is one
definition of "brand" that seems to most succinctly define exactly what a brand is.
The definition of brand:

A brand is an identifiable entity that makes specific promises of value. In its simplest
form, a brand is nothing more and nothing less than the promises of value you or your
55
product make. These promises can be implied or explicitly stated, but none-the-less,
value of some type is promised.
Additional definitions
Brand image is defined as consumers' perceptions as reflected by the associations they
hold in their minds when they think of your brand.
Brand awareness is when people recognize your brand as yours. This does not
necessarily mean they prefer your brand (brand preference), attach a high value to, or
associate any superior attributes to your brand, it just means they recognize your brand
and can identify it under different conditions.
Brand awareness consists of both brand recognition, which is the ability of consumers to
confirm that they have previously been exposed to your brand, and brand recall, which
reflects the ability of consumers to name your brand when given the product category,
category need, or some other similar cue.
Aided awareness occurs when you show or read a list of brands and the person expresses
familiarity with your brand only after they hear or see it.
Top-of-mind awareness occurs when you ask a person to name brands within a product
category and your brand pops up first on the list.
When you think about facial tissue, gelatin, and adhesive bandages, do the brands
Kleenex®, Jello®, and Band-Aid® come to mind? These brands enjoy strong top-of-
mind awareness in their respective categories.
Brand awareness is not everything

Brand awareness is vitally important for all brands but high brand awareness without an
understanding of what sets you apart from the competition does you virtually no good.
Many marketers experience confusion on this point.
Strategic awareness occurs when not only does the person recognize your brand, but they
also understand the distinctive qualities that make it better than the competition. Strategic
56
awareness occurs when you have differentiated your brand in the mind of your market.
This distinction as to why your brand is unique in your category is also referred to as
your Unique Selling Proposition or USP. Your USP tells your target market what you do
and stand for that is different from all of your competitors.
Brand preference occurs when consumers prefer your brand over competing brands.
Brand preference might be considered "the holy grail" of branding because it is the result
of consumers knowing your brand, understanding what is unique about your brand,
connecting emotionally with your brand, making a decision that your brand is superior to
others for some reason or combination of reasons, and choosing it over competing
brands.
Establishing a brand
I've heard very strong arguments that public relations is the way a strong brand is truly
established and advertising is how the brand is maintained. In fact, recently, authors Al
and Laura Ries devoted an entire book, The Fall of Advertising & The Rise of PR, to
reinforce and illustrate this idea (Harper, 2002).
If you think about this theory for a moment, it makes a lot of sense.
If a brand is successful in making a connection with people and communicating its
distinct advantage, people will want to tell others about it and word-of-mouth advertising
will develop naturally—not to mention writers in the press will want to write about the
brand. Once that type of differentiation is established in the market's mind, advertising
can help maintain and shape the brand.
What you need to do in branding is to communicate what the brand distinctively stands
for using as few words or images as possible. So remember, branding is all about creating
singular distinction, strategic awareness, and differentiation in the mind of the target
market--not just awareness. When you have been successful, you will start building
equity for your brand.
Points of Parity
My discussion of strategic awareness, points of singular distinction, and brand equity
would not be complete without discussion of brand points of parity.
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Points of parity are those associations that are often shared by competing brands.
Consumers view these associations as being necessary to be considered a legitimate
product offering within a given category.
In other words, if you create what you consider to be a wonderful point of differentiation
and position, they might not be enough if consumers do not view your product or service
as measuring up on “minimum product expectations”. Points of parity are necessary for
your brand but are not sufficient conditions for brand choice.
As an example, I might produce a wonderful new automobile that uses advanced global
positioning and sensor technologies that render a driver obsolete by automatically routing
the car, adjusting speed for traffic conditions, recognizing and complying with all traffic
laws, and delivering passengers and cargo to the proper destination without the need for
operator intervention. Alas, I’ve invented the first car with functional auto-pilot. What a
strong position and unique selling proposition!
However, unless I have fully consider my brand’s points of parity with other products in
the category, I probably will not meet with success. Consumers might expect that at
minimum my automobile have four wheels with rubber, inflatable tires, be street legal,
run on a widely-available fuel source, be able to operate during both night and day in
most weather conditions, seat at least two people comfortably with luggage, be able to
operate on existing roads and highways, and provide a fair level of personal safely to
occupants. If my automobile does not possess these points of parity with competing
brands, then it might be too different and might not be seen as a viable choice or a strong
brand.
The lesson here is that differentiation and singular distinction are necessary for strong
brands, but they do not solely make for a strong brand. Your brand must also measure up
well against the competition on expected criteria so as to neutralize those attributes. Once
you have met the points of parity requirement and then you provide a unique selling
proposition and hold a strong, defensible position, then you have the makings of a very
strong brand.
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Brand Equity
Brand Equity is the sum total of all the different values people attach to the brand, or the
holistic value of the brand to its owner as a corporate asset. Brand equity can include: the
monetary value or the amount of additional income expected from a branded product
over and above what might be expected from an identical, but unbranded product; the
intangible value associated with the product that cannot be accounted for by price or
features; and the perceived quality attributed to the product independent of its physical
features. A brand is nearly worthless unless it enjoys some equity in the marketplace.
Without brand equity, you simply have a commodity product.
More things to know about brands

As I mentioned earlier, a brand is more than just a word or symbol used to identify
products and companies. A brand also stands for the immediate image, emotions, or
perceptions people experience when they think of a company or product. A brand
represents all the tangible and intangible qualities and aspects of a product or service. A
brand represents a collection of feelings and perceptions about quality, image, lifestyle,
and status. It is precisely because brands represent intangible qualities that the term is
often hard to define. Intangible qualities, perceptions, and feelings are often hard to grasp
and clearly describe.
Brands create a perception in the mind of the customer that there is no other product or
service on the market that is quite like yours. A brand promises to deliver value upon
which consumers and prospective purchasers can rely to be consistent over long periods
of time.
You already have at least one brand

First of all, you must understand that you already have a brand. Everyone has at least one
brand. Your name and who you are is, in fact, your personal brand. The brand called
"you". The issue then is not whether you have a brand, the issue is how well your brand is
managed.
Brand Management
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If a brand is not effectively managed then a perception can be created in the mind of your
market that you do not necessarily desire. Branding is all about perception. Wouldn't it be
nice to have people perceive you the way you would like them to perceive you? That is
what branding and brand management are all about. Brand management recognizes that
your market's perceptions may be different from what you desire while it attempts to
shape those perceptions and adjust the branding strategy to ensure the market's
perceptions are exactly what you intend.
So you may now have a better understanding of what a brand is and why awareness about
your brand does not necessarily mean your brand enjoys high brand equity in the
marketplace. You might even understand that brand management is all about shaping and
managing perceptions. You may still be asking yourself, however, why you should care
about branding in the first place.
The benefits of a strong brand

Here are just a few benefits you will enjoy when you create a strong brand:
 A strong brand influences the buying decision and shapes the ownership
experience.
 Branding creates trust and an emotional attachment to your product or company.
This attachment then causes your market to make decisions based, at least in part,
upon emotion-- not necessarily just for logical or intellectual reasons.
 A strong brand can command a premium price and maximize the number of units
that can be sold at that premium.
 Branding helps make purchasing decisions easier. In this way, branding delivers a
very important benefit. In a commodity market where features and benefits are
virtually indistinguishable, a strong brand will help your customers trust you and
create a set of expectations about your products without even knowing the
specifics of product features.
 Branding will help you "fence off" your customers from the competition and
protect your market share while building mind share. Once you have mind share,
you customers will automatically think of you first when they think of your
product category.
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 A strong brand can make actual product features virtually insignificant. A solid
branding strategy communicates a strong, consistent message about the value of
your company. A strong brand helps you sell value and the intangibles that
surround your products.
 A strong brand signals that you want to build customer loyalty, not just sell
product. A strong branding campaign will also signal that you are serious about
marketing and that you intend to be around for a while. A brand impresses your
firm's identity upon potential customers, not necessarily to capture an immediate
sale but rather to build a lasting impression of you and your products.
 Branding builds name recognition for your company or product.
 A brand will help you articulate your company's values and explain why you are
competing in your market.
Brand awareness
Brand awareness is a marketing concept that measures consumers' knowledge of a
brand's existence. At the aggregate (brand) level, it refers to the proportion of consumers
who know of the brand.
Measurement driven conceptualization

Brand awareness means the extent to which a brand associated with a particular product
is documented by potential and existing customers either positively or negatively.
Creation of brand awareness is the primary goal of advertising at the beginning of any
product's life cycle in target markets. In fact, brand awareness has influence on buying
behaviour of a buyer. All of these calculations are, at best, approximations. A more
complete understanding of the brand can occur if multiple measures are used.
A brand equity is the positive effect of the brand on the difference between the prices that
the consumer accepts to pay when the brand known compared to the value of the benefit
61
received. There are two schools of thought regarding the existence of negative brand
equity. One perspective states brand equity cannot be negative, hypothesizing only
positive brand equity is created by marketing activities such as advertising, PR, and
promotion. A second perspective is that negative equity can exist, due to catastrophic
events to the brand, such as a wide product recall or continued negative press attention
(Blackwater or Halliburton, for example).
Colloquially, the term "negative brand equity" may be used to describe a product or
service where a brand has a negligible effect on a product level when compared to a no-
name or private label product. The brand-related negative intangible assets are called
“brand liability”, compared with “brand equity”
Family branding vs. individual branding strategies

The greater a company's brand equity, the greater the probability that the company will
use a family branding strategy rather than an individual branding strategy. This is because
family branding allows them to leverage the equity accumulated in the core brand.
Aspects of brand equity includes: brand loyalty, awareness, association, and perception of
quality.
Brand awareness can be measured by showing a consumer the brand and asking whether
or not they knew of it beforehand. However, in common market research practice a
variety of recognition and recall measures of brand awareness are employed all of which
test the brand name's association to a product category cue, this came about because most
market research in the 20th Century was conducted by post or telephone, actually
showing the brand to consumers usually required more expensive face-to-face interviews
(until web-based interviews became possible). This has led many textbooks to
conceptualise brand awareness simply as its measures, that is, knowledge that the brand
is a member of a particular product category, e.g. soft-drinks. Examples of such measures
include:
 Brand recognition - Either the brand name or both the brand name and category
name are presented to respondents.
62
 Brand recall - the product category name is given to respondents who are asked to
recall as many brands as possible that are members of the category.
 Top of mind awareness - as above, but only the first brand recalled is recorded
(also known as spontaneous brand recall).
Research on metrics
There has been discussion in industry and practice about the meaning and value of
various brand awareness metrics. Recently, an empirical study appeared to put this debate
to rest by suggesting that all awareness metrics were systematically related, simply
reflecting their difficulty, in the same way that certain questions are more difficult in
academic exams.
Brand recall
Brand Recall is the extent to which a brand name is recalled as a member of a brand,
product or service class, as distinct from brand recognition. Common market research
usage is that pure brand recall requires "unaided recall". For example a respondent may
be asked to recall the names of any cars he may know, or any whisky brands he may
know. Some researchers divide recall into both "unaided" and "aided" recall. "Aided
recall" measures the extent to which a brand name is remembered when the actual brand
name is prompted. An example of such a question is "Do you know of the "Honda"
brand?". In terms of brand exposure, companies want to look for high levels of unaided
recall in relation to their competitors. The first recalled brand name (often called "top of
mind") has a distinct competitive advantage in brand space, as it has the first chance of
evaluation for purchase.
Brand Recognition
Brand Recognition is the extent to which a brand is recognized for stated brand attributes
or communications. In some cases brand recognition is defined as aided recall - and as a
subset of brand recall. In the case, brand recognition is the extent to which a brand name
is recognized when prompted with the actual name.
63
A broader view of brand recognition is the extent to which a brand is recognized within a
product class for certain attributes. Logo and tagline testing can be seen as a form of
brand recognition testing. For example, if a product name can be associated with a certain
tagline, logo or attribute (safety and Volvo; "Just do it" - Nike) a certain level of brand
recognition is present.
Stability of responses
While brand awareness scores tend to be quite stable at aggregate (level) level, individual
consumers show considerable propensity to change their responses to recall based brand
awareness measures. For top of mind recall measures, consumers give the same answer in
two interviews typically only 50% the time. Similar low levels of consistency in response
have been recorded for other cues to elicit brand name responses
Brands are intangible and conditional assets that are dependent on tangible assets to
deliver the full value of their benefits. Of course partial value may be realized without
material assets through licensing. Brand Equity on the other hand, as defined by
Marketing Science, is ‘the set of associations and behavior on the part of a brand’s
customers, channel members and parent corporation that permits the brand to earn greater
volume or greater margins than it could without the brand name'.
Broadly speaking, Brand Equity is the intrinsic value customers attribute to a brand,
beyond its fair market value. This metric can be calculated in several ways, especially
between the disciplines of Marketing and Finance. In Finance, this metric is an intangible
portion of Firm value that is typically valued during times of acquisitions/divestitures.
For publicly traded firms, financial Brand Equity can be measured as the difference
between Market Value of the firm (total outstanding share multiplied by share price). On
the other hand Marketing Brand Equity is measured as a weighted function of several
constructs:
64
Brand Awareness: Brand Awareness can be measured by customer ability to recall brand
related features or advertising, either aided or unaided. Brand Resilience: This is the
Brand’s ability to resist new competitors in the category by defending market share
against market entrants. Brand Premium: Brand Premium is the extent to which
customers will pay a premium for your product when compared to similar competing
products. This can be negative if the product needs to be offered at a discount to
competitors to induce purchase. Brand Leverage: One dimension of Brand Equity is the
trust customers put in the Brand by their willingness to try new products or line
extensions under the brand name. Extensive usage of Brand Leverage could result in
Brand Dilution, especially if the new products or line extensions fall below customer
expectations.
Market Leverage: Market leverage of a brand is its ability to gain market access via
distribution channels. Brand Equity can be considered as a weighted average of each of
these metrics. Weights for each Brand Equity can be derived from expert judgment or by
quantitative methods, for example by regressing long-term market-share time-series
65
(approximated by moving average estimates) against time-series of each of these metrics
collected from a sufficiently large and random sample of respondents.
Brand Valuation Brand value is as important an aspect of a firm's value as the value of
it's tangible assets and cash-flows. Brand value has several different dimensions and
components. Brand Assets are indirect drivers of brand value because they help maintain
the brand's competitive position, premium and consumer perception, which in turn help
the brand drive excess cash-flow over and above what the tangible assets and services of
the firm would be expected to generate.
Consumer-based Brand Valuation Models These models rely on consumer perception

to assess quantify different attitudes and behavior that ultimately result in financial
benefit to the brand. These methods do not necessarily quantify the financial impact of
the brand's equity. Another potential drawback is that these methods on survey data to
quantify consumer perceptions and there may be a gap between stated vs. actual attitudes.
Financial Brand Valuation Models Financial valuation models include cost-based

approaches that basically assumes that the value of the brand is the summation of all
investments in the brand including R&D, Marketing and Advertising. The disadvantage
is obvious, valuation will be biased by management quality and effectiveness behind
these investments. This can definitely provide a number to the shareholders when
considering if an offer covers their costs or not.
66
Another approach is Comparable Valuation- by creating a set of brands most similar to
the brand being valued, for which estimates of brand values are known (through M&A, or
disclosed values). Again not the most accurate approach, since every brand by definition
has unique characteristics that differentiates it from other brands making comparison very
difficult. However this approach can definitely provide another data point for
triangulation.
Price premium that consumers pay for the brand's products vs. Generic or Private Label
products- problem is it is always difficult to say what is really generic. One advantage is
that it is closer to market perception of the brand though. A more complicated financial
approach is the Economic Use model that that values the brand as the net present value
(NPV) of all future cash-flows/earnings generated by the brand in it's specified use. This
is also an approach that ties the value of the brand to financial realities, but may
underestimate value of growing brands and overestimate values of maturing brands. All
in all the best approach is to use all of the above and take a weighted average approach.
The most important assets of any business are intangible — including its base of loyal
customers, brands, symbols & slogans — and the brand’s underlying image, personality,
identity, attitudes, familiarity, associations and name awareness. These assets — along
with patents, trademarks, and channel relationships — comprise brand equity, and are a
primary source of competitive advantage and future earnings.
The brand is a distinguishing name and/or symbol (logo, trademark, or package design)
intended to identify the origin of the goods or services — and to differentiate those goods
or services from those of competitors. A brand signals to the customer the source of the
product — and protects both the customer and producer from competitors who would
attempt to provide products that appear to be identical.
By developing strong & consistent images, well-regarded brands generate hidden assets
— or brand equity — that give them distinct advantages. Brand equity is a form of wealth
that is closely related to what accountants call "goodwill."
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A brand is a promise made to its customers and shareholders. Promises that are kept yield
loyal customers and produce steady streams of profits. Brand equity is initially built by
laying a foundation of brand awareness — eventually forming positive brand images —
and is ultimately maximized by high levels of brand loyalty:
At least five general approaches to assessing the value of brand equity

have been proposed.
Price premium that the name can support
Impact of the name on customer preferences
Replacement value of the brand
Stock market valuation (stock value less tangible assets)
Earning power of the brand

Brand equity has been also defined as:

The component of overall preference not explained by objectively measured
attributes; and
The set of consumer associations & behaviors that permits the brand to earn
68
greater volume or margins than it could without the brand name.
7 Ways to Build Brand Awareness
To some, branding might not feel like a tangible aspect of running a business. It can’t be
seen like a product on the shelf, or counted like a cash drawer at the end of the night. But,
branding is the reason people pay three times more for a product at one store over
another.
Good branding is the product of a clear vision, and nobody knows more about vision than
small business owners. But, with limited resources, creating a brand identity can be
tricky. Fortunately, building brand awareness on the Internet doesn’t need to take a lot of
money or resources.
Here are seven strategies to build your business brand:

Define the vision. Before moving ahead with the web site, create a brand positioning
statement. “This isn’t just, ‘What kind of web site do we want to be?’ This is ‘Who are
69
we?’” says Harley Manning, vice president at Forrester Research in Cambridge, Mass., a
technology and market research firm that advises on the effects technology has on
consumers and businesses. Good brand statements typically include the company’s
mission, vision and values. “It’s succinct. It’s typically something that will fit on a page
easily,” he says.
Build a brand worth believing in. “Do you so believe in what you’re creating that you
would trademark it?” says Andrea Fitch, president and CEO of RedCarpet Creations,
Inc., and national president of the Society for Marketing Professional Services, both
based out of Alexandria, Va. Really consider what kind of brand could represent the
business through the next decade. “Don’t have a logo that in five years you’re going to be
tired of and discard for another,” she says.
Remember, the web site is the brand. “A web site is not just a communication
medium,” Manning says. “It is actually a channel that must deliver on the promise.”
Essentially, a web site should embody the promise that it makes to customers. If, for
instance, a business claims to be innovative, the web site should look fresh and modern.
Create a cohesive experience between all mediums. Before she launched her
company’s new web site, Fitch made sure it would be an event that her potential clients
would never forget. RedCarpet Creations mailed 4,000 silver tubes containing scrolls that
looked like rolled-up carpet. Inside the scrolls was an announcement about the web site’s
launch. Once online, the web site was an extension of the invitations because it followed
through on the themes of red carpet imagery and references to visitors being treated like a
VIP. Customers should easily be able to recognize the company’s brand, whether it is
print, online or some other form of media, Manning says.
Don’t sacrifice creativity. Once the brand’s guidelines are established, creative choices
must bring those attributes to life, Manning says. Don’t let the company’s brand become
so dominating that there is no room for new thoughts and ideas. Brand should be the
jumping-off point for interesting ideas, not the place where every new idea dead-ends.
70
Fitch stresses that a sense of fun and whimsy will only enhance the likelihood that people
will take an interest in the web site.
Don’t communicate brand at the expense of delivering. While a web site can be a
significant tool for building brand awareness, clarity and functionality are paramount.
“Just be careful not to let the communication about your brand get in the way of
delivering your message,” Manning says. People should be able to understand how to
navigate the site without knowing a thing about the company’s catch phrases. “You can’t
frustrate and annoy people into liking your brand,” he says.
Listen to the customers: They determine a brand’s true value. Pay attention to
customer feedback about the site because, ultimately, it’s the customers’ opinion that
counts. When it comes to building a brand, a company can incorporate everything from
signature colors to catch phrases, but at the end of the day, it’s the consumer who decides
what a brand is really worth. “It’s not what you say [about] yourself, it’s what others say
of you,” Fitch says.
71
CHAPTER-IV
DATA ANALYSIS
&
INTERPRETATION
BRAND AWARENESS ANALYSIS

The 100 respondents were asked to scale the performance of various brands you
1. Do you use Hyundai Motors?
72
Options Number of Respondents
YES 100
No 0
total 100
Percentage of respondents
0%
Yes
No
100%
Interpretation: From above pie chart it can be stated that 100% people using Hyundai
services for their constructions
73
2. Which Company Car do you use?
Type of system Number of Respondents
Hyundai 35
Tata 20
Maruthi 28
Tayota 13
Others 4
total 100
Interpretation:
 From above it can be stated that 35% of people using Hyundai
 20% of people using Tata Motors ,
 28% of people using Maruthi ,
 13% of people using, Tayota Motors
 4% of people using other brands.
74
3. What are the valuable attributes you normally look while purchasing a Motors?
Attributes Number of preference of attribute

Quality 25
Price 8
Brand Name 40
tariff 12
Service 10
Performance 5
total 100
Interpretation:
 From above pie chart it can be stated that people give preference 40% to brand
name,
 25% to quality,
 8% to price,
 12% to comfort,
 10% to service, and
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 5% to performance.
4. Are you aware of Hyundai Motors?
Options Number of Respondents

YES 70
No 30
Total 100
Interpretation:
 From above pie chart it can be stated that 70% people are aware of Hyundai
Motor services,
 30% are not aware system.
76
5. You heard about Hyundai Motors through?
source Number of Respondents

Friends 40
Advertisements 24
Tele call 6
Event 20
Consultant 10
total 100
Interpretation:
 From the above we can state that 40% people heard about the Labcal through
friends,
 24% through advertisements,
 6% through tele call,
 20% through event and
77
 10% through consultant.
6. Why you have chooses Hyundai Motors?
Attributes Respondent towards preference

attribute
Features 30
Better service 20
Brand name 40
All the above 10
total 100
Interpretation:
 From above pie chart it can be stated that people give preference 40% to brand
name,
 30% to features,
 20% to better service,
 10% to all the above attributes.
78
7. Services provided by Hyundai Motors?
Service provided Number of Respondents

Excellent 60
Very good 20
Good 10
Average 10
Poor 0
Total 100
Interpretation:
 From above pie chart it can be stated that the service provided by Labcal is 60%
excellent,
 20% very good,
 10% good and 10% average.
79
8. When did you getting your order?
Duration Number of Respondents

One day 80
With in a week 20
1week 0
1-2 week 0
Total 100
Interpretation:
 From above pie chart it can be stated that the percentage of people who are getting
their orders on that itself is 80%,
 With in a week is 20%, &one week is 0%. And 0% of people getting with in 1-2
week.
80
9. YES, What is your rating factor for CAR which you will give
RATING FACTOR GOOD FAIR BAD

62 4 1
Quality
46 20 1
Price
55 12 0
Longevity
0 0 0
Others (_)
Interpretation:
By the above bar-chart we know that out of 100 respondents 67% have used the Hyundai.
Out of 67% respondents 62% people rated good quality, 4% respondent’s rated fair
quality and remaining 1% respondents rated bad quality.
Out of 67% respondents 46% respondents rated good price, 20% respondents rated
fair quality and remaining 1% respondents rated bad price.
Out of 67% respondents’ 55%respondents rated good longevity and 12%
respondent’s rated fair longevity.
81
10. If YES, how do you heard about Hyundai Products
a) Electronic media b) Print media
c) Sales person d) others ( )
Electronic media Print media Sales person others

17 51 16 11
Interpretation:
By this pie-chart we can analyze that most of response came from news paper promotion
is 54%, Through electronic media is 18%, sales persons is 17% and rest of them by
others, by this we known that paper ads are best than others.
82
11. What way you think promotion of Hyundai Products
Should be done
a) Offers b) Advertisement
c) Free Service d) others ( )
Offers Advertisement Advertisement Free Free service and All

And offers Service offers the
above
8 10 17 42 5 6
Interpretation:
By this pie-chart we know that the promotions should be done by free service and
advertisement.
83
12. Is the appointment system useful to you?
1) Completely 2) Useful 3) Not useful
SL.NO OPTIONS RESPONSE`
1 Completely 25
2 Useful 73
3 Not useful 2
Source: customer survey (primary data)

Appointment system
Interpretation
Among the 100 customers when a question was raised regarding the usefulness of
service appointment system 25% of the respondent said completely useful, 73% said
useful and 2% said not useful.
84
13.Do you get the information from service advisor on the services to be performed?
1) Completely 2) Adequately 3) Partially

1 Completely 37
2 Adequately 54
3 Partially 9

Information from service advisor
Interpretation:
From the above analysis we come to conclusion that 37% of the customers are
getting complete information from service advisor and 54% are getting adequately and
9% of the customers are getting partial information regarding the services to be
performed.
14. Comment on the prices charged at service station?
85
A) High
B) Medium
C) Reasonable
D) Low
S.No Comment on prices No. of Respondents Percentage

1 High 8 8
2 Medium 38 38
3 Reasonable 56 56
4 Low 2 2
Total No. of Respondents 100 100%
Interpretation:
It was observed that 8% of the respondents feel that the prices charged at service station
was high and 38% feel it is medium and 56% of the respondents feel that the prices are
reasonable cost and 2% feel that the prices are low.
15. How is the performance of the executives?
86
E) Excellent
F) Good
G) O.K
H) Poor
S.No Performance of No. of Respondents Percentage

Executives
1 Excellent 8 8
2 Good 62 62
3 O.K 23 23
4 Poor 7 7
Total No. of Respondents 100 100%
87
Interpretation:
it is observed that 8% of the respondents feel that performance of executives is

excellent, 62% of the respondents said that performance of the executives is good, 23%
the respondents said the performance of the executives is ok and 7% of the respondents
said that performance of the executives is poor.
16. Would you like to change your CAR?
1) Yes 2) No

1 Yes 2
2 No 98

Changing CAR
Interpretation:
From the above analysis we conclude that 2% of the customers wanted to change
their CAR and 98% of the customers said not regarding the idea to change their choice
from Hyundai to other’s competitors .
88
CHAPTER-V
 FINDINGS
 CONCLUSION
 SUGGESTIONS
 QUESTIONNAIRE
 BIBLIOGRAPHY
89
FINDINGS
 It can be stated that 100% of people in survey using teleservices for their
constructions
 It can be stated that 35% of people using Hyundai Motors Limited, 20% of
people using TATA Motor services .
 28% of people using Maruthi vehicles, 10% of people toyota, 4% of people
having other brands.
 It can be stated that people give preference 40% to brand name,25% to
quality,8% to price, , 12% to comfort,10% to service,5% to performance.
 It can be stated that 70% people are aware of Hyundai Motors Limited, 30% are
not aware system.
 We can state that 40% people heard about the TATA Motor services through
friends, 24% through advertisements.
 6% through tele call, 20% through event and 10% through consultant it can be
stated that people give preference 40% to brand name, 30% to features, 20% to
better service, 10% to all the above attributes.
 It can be stated that the service provided by Hyundai Motors is 60% excellent,
20% very good, 10% good and 10% average.
 It can be stated that the percentage of people who are getting their order with in a
day is 80%, within a week is 20%, one week is 0%. And 0% of people getting
with in 1-2 week.
90
SUGGESTIONS
 The company should maintain their market position and try to increase their
customers.
 Enough stock should keep in stockiest place& retailers place
 To enable the customers to get in touch with the service personal more easily, the
number of direct phones should be increase or provide the toll free number to give
solutions of constructions.
 Periodically, review meetings with the customers in different areas should be
convinced, to have a general consensus regarding problems being faced by them.
 To increase sales of the Hyundai Motors, the company should concentrate on
advertisements and try to provide special offers.
If the company reduce the price of the Hyundai Motors for who purchase huge
quantities, then sales will be increased dramatically.
91
CONCLUSION
The analysis of the data obtained the market research has led to many inferences on the
Motor services brands. In course of conducting marketing survey some value and
useful information was given by respondent.
Advertising in papers, hoardings and enquire consider to be ineffective avenue for
securing information about Hyundai Motors.
Users find Hyundai Motors as one which provides security for Users and reliable and
feasible. The overall conclusion of the study is the Hyundai Motors offering better
services which make Users feel happy and comfortable.
92
QUESTIONNAIRE
Name of Respondent : _____________________________________

Designation : ________________________ Age : _______
Address : ______________________________________
______________________________________
Phone No._________________ Email id:___________________________
____________________________________________________________
1. Do you use Hyundai Motors? ( )

A.Yes B.No
2. Which brands do you use for your constructions?
Hyundai Tata
Maruthi Tayota
Other
3. What are the value attributes you normally look while purchasing a Hyundai Motorss?
(Please rank)
Delivery Quality
Price Brand Image
Comfort Service
Performance Other’s (please specify)
93
4. Are you aware of Hyundai Motors? ( )
A.Yes B.No
5. You heard about Hyundai Motors through? ( )

A. Reference B. Add C.Tele call D. Event E.Consultant
6. Why you have chooses Hyundai Motors? ( )

A. Features B. Better service C. Brand Image D. All the above
7. How many days it takes to deliver your order? ( )

A. with in a day B. with in a week C.1 week D. 1-2 week
9. Service provided by Hyundai Motors? ( )

A. Excellent B. Very good C. Good D. Average E.Poor
1. YES, What is your rating factor for CAR which you will give
RATING FACTOR GOOD FAIR BAD
Quality
Price
Longevity
Others (_)
17. If YES, how do you heard about Hyundai Products

a) Electronic media b) Print media
c) Sales person d) others ( )
18. What way you think promotion of Hyundai Products

Should be done
a) Offers b) Advertisement
c) Free Service d) others ( )
19.Is the appointment system useful to you?
94
1) Completely 2) Useful 3) Not useful
2)
20. Do you get the information from service advisor on the services to be performed?
1) Completely 2) Adequately 3) Partially
Why are you chosen___________ shop?

Reason: _______________________________________________.
Do you know any person in that shop (YES/NO)

If know please tell me details: _______________________________
________________________________.
Mention your valuable suggestions
_____________________________________________________________
95
BIBLIOGRAPHY
 PHILIP KOTLER 2000/e - MARKETING MANAGEMENT

 PHILIP KOTLER &
GARY ARMSTRONG - PRINCIPLES OF MARKETING
 G.C. BERI - MARKETING RESEARCH
 www.google.com
 www.hyundai.com
 www.indianbrands.com
 www.ibfe.com
96

BRANDA AWARNESS Hyundai

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BRANDA AWARNESS Hyundai

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CHAPTER-I

Primary Source Data:

The Enfield Cycle Company made motorcycles,

The Escorts Group, is among India's leading

Captain Tractors Pvt Ltd is growing immensely as

Force Motors is a fully, vertically integrated automobile

Hero MotoCorp Ltd is the world’s largest manufacturer

Bajaj Auto is the flagship company of the Bajaj Group

Established in 1945, Tata Motors Limited is India's

Founded in 1945 as a steel trading company, Mahindra

Auto-industry in the month of May 2017 registered an overall growth of 10.05% in its

May 2017 Sales Chart

Segment Domestic Sales - May 2017 Exports - May 2017

History of Hyundai Motors

Hyundai India Motor Ltd.

Engine & Transmission Shop

Hyundai Motor India Engineering (HMIE) is a fully

Hyundai Motor established HMIE in November 2006 in

HMIE Vision is to support Head Quarters Hyundai

HMIE is a centre with one of the most advanced

Jun-08 Fastest Export of 5 Lakh units

Aug-07 Fastest Export of 4 Lakh units

Mar-03 Hyundai Motor India commences exports to Latin America

About Lakshmi Hyundai

Lakshmi Hyundai Showrooms

XCENT ELITE i20

i20 ACTIVE VERNA

Branding today is used to create emotional attachment to products and companies.

The definition of brand:

Brand awareness is not everything

More things to know about brands

You already have at least one brand

The benefits of a strong brand

Measurement driven conceptualization

Family branding vs. individual branding strategies

Consumer-based Brand Valuation Models These models rely on consumer perception

Financial Brand Valuation Models Financial valuation models include cost-based

At least five general approaches to assessing the value of brand equity

Price premium that the name can support

Impact of the name on customer preferences

Replacement value of the brand

Stock market valuation (stock value less tangible assets)

Earning power of the brand

Brand equity has been also defined as:

7 Ways to Build Brand Awareness

Here are seven strategies to build your business brand:

BRAND AWARENESS ANALYSIS

Type of system Number of Respondents

Attributes Number of preference of attribute

4. Are you aware of Hyundai Motors?

Options Number of Respondents

source Number of Respondents

Attributes Respondent towards preference

Service provided Number of Respondents

Duration Number of Respondents

RATING FACTOR GOOD FAIR BAD

Electronic media Print media Sales person others

Offers Advertisement Advertisement Free Free service and All

1) Completely 2) Useful 3) Not useful

SL.NO OPTIONS RESPONSE`

Source: customer survey (primary data)

1) Completely 2) Adequately 3) Partially

SL.NO OPTIONS RESPONSE`