INTRODUCTION

create, maintain, protect, and enhance brands. Branding is the art and cornerstone of marketing. The American Marketing Association defines a brand as: a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. brand denitrifies the seller or maker. “What distinguished a brand from its unbranded commodity counterparts is the consumer’s perceptions and feelings about the product’s commodity counterparts is the consumer’s perceptions and feelings about the product’s attributed and how they perform. Ultimately, a brand resides in the minds of consumers. A brand can be better Thus a

positioned by a associating its name with desirable benefits. A brand is much more than a name, logo, colors, a tagline, or symbol . These are marketing tools tactics. A brand is essentially a

marketer’s promise to deliver a specific set of feature, benefits and services consistently to the buyers. The marketer must establish a mission for the brand and a vision of what the brand must be and do. Brand nodding occur when customers experience the company as delivering on its benefit promise. The fact is that brands are not built by advertising but by the brand experience. Brands vary in the amount of

power and value they have in the marketplace. At one extreme are brands that are not known buy must buyers then there are brands for which buyers have a fairly high degree of brand awareness. brands with a high degree of brand acceptability. We define brand equity as the positive differential effect that knowing the brand name has on customer response to the product or service. Brand equity results in customers showing a preference for one product over another when they are basically identical. The extent to Beyond this are

which customers are willing to pay more for the particular brand is measure of brand equity. A brand needs to be carefully managed a so that its equity does not depreciate. This requires maintaining or improving brand awareness,

perceived quality and functionality, and positive associations. These tasks require continuous R and D investment, skillful advertising, and excellent trade and consumer service.

IMPORTENCE OF THE STUDY
The motive of the any company is to generally acquire larger market share high % of sales the Industry, This could be only achieved by building a higher % of brand loyal customers. Any company can survive through there is a stiff computational the market if its has brand loyal customer. Today many major companies in the market if its has brand loyal customers. To day many major

companies in the market try to maintain and improve there branded equity. With out creating a proper Brand awareness they cannot build

brand image. Strong brands help build the corporate image and also by making it eager for the companies launch new brands. Today brands are treated, as major enduring assets of a company-more over brand equity are major contributor to customer equity. This all can happen only there is proper brand awareness. The light four wheeler industry has been expanding rapidly are gone the day when possessing a small and mid-size cars was seen as a luxury. Now days it is viewed s a mere necessity.

SCOPE OF THE STUDY
The overall scope of the present study considers all the variables and factors that have major impact over the customers in consid ering particular brands. This especially included how a customer regally

evaluate recognizes the brand and what position particular brand occupies in the customer mind. This includes how a customer gets attracted towards the brands and what makes a brand highly significant over their competitive brand. The study includes how hand awareness among potential customers can be maintained and improves. The project has been done in Visakhapatnam city only. The survey was confined only to Hyundai customers to presently posses only Santro. The survey was especially focused on existing Santro owners for finding how they are influenced by the brand and what made them aware of the brand. After the survey was done the data was analyzed and also

relevant suggesting were made in order to improve its brand awareness towards Santro

METHODOLOGY OF THE STUDY
The study is conducted empirically using both primary and secondary data. Using a well-structured Questionnaire provided by the company collects primary data. Around 100 potential customers were surveyed to understand the customer’s attitude in evaluating the after soled services rendered by AYS Automobiles Pvt. Ltd., All the persons interviewed were in the age group above 25 years. It has been deliberately decoded to

conduct the survey among this age group because they are the people who are generally looking ahead for the purchase of a four-wheeler apart from the existing two-wheeler. Many of these persons interested are either

businessmen or professionals; few of them are corporate managers also. The secondary data is collected from AYS Hyundai ltd. By going through their corporate records, brochures and annual reports of the company along with their newsletters were used to substantiate the information. The details about the four-wheeler market are collected from a few specialized magazines like Auto India etc.

SOURCES OF DATA: The data has been collected from both primary and secondary sources, to get information regarding the organization and prod ucts. PRIMARY DATA: Primary data has been collected through questionnaires. The questionnaire was mostly related to the brand awareness towards Santro of the customers on different feature such as the model, price, effectiveness of the brand etc. Provided by Hyundai motors ltd. SECONDORY DATA: Secondary data has been taken from bellow sources: 1. Reports 2. Pamphlets 3. Advertisement 4. Customer database 5. Newspapers 6. Internet

. In this technique. each and every unit of the population has on equal opportunity of being selected in the sample DATA COLLECTION PROCESS: Based on need and objectives . the customers of Hyundai motors Ltd. SAMPLING TECHINIQUE: Only simple random sampling technique is adopted in selection the sample. SAMPLESIZE: The sample size of 100 is selected from the database of the company. Visakhapatnam city only are taken as target population for the study. The study requires on in depth survey and teen observation in collecting data regarding the brand awareness levels of Hyundai customers..SAMPLING: Out of few lakes of Hyundai customers spread all over India.types of data required for study and other sources of data are identified.

3. 4. To know how they became aware of the brand (Santro) 5. To know level of satisfaction about the brand awareness ( Santro) offered by Hyundai. To know what position does the brands has in the minds of customers. To know how brand awareness made customer to purchase product (Hyundai car) 2. Magazines etc OBJECTIVES The study has been conducted with the following objectives in mind: 1. What factors and variables of brand influence them to purchase.Data was collected with the help of the questionnaires Obseration Primary Data Questionnaire Data Inside the Organization News Letters Documents Secondary Data Outside the Organization Libraries. .

7.6. To find out the market potential for Hyundai cars ( Santro). LIMITATIONS OF THE STUDY . To know how maintain and improve brand awareness build brand loyalty.

Due to lack of time all customers. As the project is a simple sample study and is confined to 100 customers only. 4. Few customers refused to respond or could not respond appropriately due to Lack of time. it suffers from the following limitations. 3. INDUSTRY PROFILE . The awareness levels of the customers may change from time to time and so there is a possibility of changes in the research results. 2.. if may or may not pictures the entire customer feelings.Even though the project has been done without most car. could not be contracted. The study has been restricted to Visakhapatnam city only. Ignorance etc. 1.

locomotive.HAYNES in America developed experimental automobile. ford.P. German & French efforts developed of this vehicle. In 1900. seatwork vehicle fitted with steam engine. franking and peerless were also important at that time in the technical and commercial development of the motor vehicle. CHARLES E. GOTTLEEF DAIMLETpatented an In 1895. Benz in Germany built a tricycle propelled an internal combustion engine. for 15 minute. In 1906. .. In 1885. Auto car –Oldsmobile. Maxwell. white. motor vehicles before 1905. a French engineer CAPTIN NICHOLAS built the first load the vehicle propelled by its own power.In 1769. many of the great names around which the world’s largest manufacturing industry was to be built in America had already begin to manufacture the automobile vehicle. It was a three-wheeler. the European designers were also active in the development of automobile. ELWOOD and J. The design of the automobile so improved that it awakened the public to the fact that it was new form of transportation. Pierce-arrow. In 1890-95.H. In 1885-86. In this year PANCHARD and LEVAMOR in France also developed a car with minor executions incorporated the chief features of the automobile as we know it today. fourIt attained a peed of about 21/2 M. Packard. bulk overland. all these names were. cadillan-c etc.DURYES and internal combustion engine. In 1880.

high compressions ratio. In this period the major developments were made in every carry features. independent. Increased life of tyres. predominant. Cars provided the facility to the owners that are safe. easier to drive. use of new materials and hundreds of other changes have been made. The designers tried to produce a vehicle which will function at all times under all conditions and which were comfortable to ride and easy to operate. front wheel suspension. four wheeler hydraulic brakes. bod y chassis problems now get simultaneous consideration to automatic transmission and many other new feature are in today’s car. more reliable and comfortable.In 1920. the passenger car’s chassis construction has been forced to shape itself and redesigned bodies. . It was clear by the spark ignition gasoline engine. higher power. Engines were all located of the chassis. which was the power plant of the modern motor. The sliding gear transmission had established itself as The puppet value was used in almost every engine. The diesel engine was invented only a few years after the spark ignition engine cars came into existence. HISTORY OF AUTOMOBILES IN WORLD SCENARIO . vehicle water-cooled engine was almost universal. While in the field of truck design . In recent years. there was a gradual change and refinement in automobile design.

In this year pan chard and The present day automobile is the development of this elevator in French also developed a car with motor execution and incorporated. . a French Engineer Captain Nicholas built the first load vehicle propelled by its own power. In 1880.In 1769. Charles E. the chief features of the automobile as we know it today. It attained a speed of about 2 Y2 MPH for 15 minutes. In 1890-95. In 1895. E uropean designers purchased from France had the engine placed in front of chassis. In 1895. housed on to a sliding gear transmission and incorporated brake pedal clutch and accelerator. vehicle. Bent in Germany built a tricycle propelled by an internal combustion engine in Germany In 1885-86. German & French efforts developed an internal combustion engine vehicle. The European designers were also active in the development of the automobiles. It was a three-wheeler four-seater vehicle fitted with steam engine. Duryes and Elwood and J.Haynes in America developed an experimental automobile. Gottlief Daimlet patented an internal combustion engine in Germany. In 1885.

Maxwell. while. In1906. all these names were on motor vehicles before 1905. Locomotive. Bulk Overland. In 1920. In this period the major improvements were made in very carry feature.In 1900. Cadillac-C etc. The sliding gear transmission had established itself as predominant. Franking and peerless were also important in that time in the technical and commercial development of the motor vehicle. the design of the automotive was so improved that it awakened the public to the fact that this new form of the transportation was really practical form. many of the great name around which the world’s largest manufacturing industry was to be built in America had already begin to manufacture the automobile vehicle Packard. autocarolds mobile. Engines were also located in the chassis .. Ford. there was a gradual change and refinement in automobile design It was clear by that the spark ignition gasoline engine was the power plant of the modem motor vehicle water-cooled engines were almost universal. The puppet value was used in almost every engine design. pierce-Arrow. The designers tried to produce a vehicle which will function at all times under all conditions and which were comfortable to ride and easy operate. .

The diesel engine was invented only a few years after the spark ignition engine car had engine in the years had provided the owner with cars that are afe. freewheeling over drives. body-chassis problems now get simultaneous consideration to a greater than even before. four wheel hydraulic breaks. In recent years. while in the field of truck design. use of now materials and hundred’s of other changes have been made. . independent front wheel suspension. high compression ration. automatic transmission and many other newer features are in the today’s car. easier to drive. higher power. Fluid play wheels. more reliable and comfortable.Increased life of tires. the passengers car chassis construction has been forced to shape itself tore-designed bodies.

by the infusion of .AUTOMOBILES IN INDIAN SCENARIO One of the most visible signs of entry of automobile multinational companies (MNC’s) into India is the hue of multi colored cars seen on Indian roads. The Indian automobile industry is at the threshold of a transition that will affect all the segments from two wheelers to tractors. While elsewhere in the world survival for automakers depended on introduction of cars with better technology at that time was a mute spectator to all these technological advances were protected and monopolist regime. These manufactures continued to maintain their monopoly as to regulations then exist in the country did not permit any reputable automobile manufacturer to establish company here. The truth is that their entry has led to far reaching changes in both manufacturing marketing of automobiles. The transition has been necessitated by the entrance of international companies accompanied by the infusion of modem technology. of courses this does not mean that the changes effected but those MNC’s are only cosmetic. This tradition has been necessitated by the entrances of MNC’s modern technology.

frog will never realize that with the rise in temperature in is nearing its death but if you put the frog in a pan of hot water. The major automobile industry is one of the fasted growing world. before liberalization.” Indian industries are in a similar situation. liberalization they realized.In the coming years all segments in the industry will face challenges on account of either over supply price was or a shifty in consumers preferences. put frog in it and start heating it. it will at once jump out. This is likely to be felt more intensively in passenger car segments than in other segments in the industry with a 25% present growth of $8 billion. Indian automobile is one of the fastest growing industry in the world. is emerging as a driving force for the engineering sector with almost all the global leaders in the industry setting up a company in India. There is an old saying” take a pan with some water. The major auto manufacturers are well aware of the galloping growth rate and most of them have rushed to set up company in India to potentially gigantic market. The automobile industry long stifled in the era of the controls. It was only after the slice of the . hey never realized that they are nearing death.

1991 that the liberalization of economic policy started in real terms. India opened it’s gated to foreign investors who were seriously looking fore untapped markets to prop up the sagging global passenger car segment. It is regarded by the government as a sector that drives an entire economy. The automobile not only an issue of consumption. the Government of India. . the result is upgrade in the salad of cars in India which was pretty low. need and necessary the people who previously went on bikes now go on cars not just one particular car but a variety of choicer among them. It was in July. The trend in India is being changed by the so-called statues.In the coming years all segments in the industry will face challenges on account of either over supply price wars or a shift in consumers preferences. domestic product markets are being increasingly subjected to forces of competition. This is likely to be felt more intensively in the passenger car segments of the industry. So. announced an economic policy package and initiated measures which may be said to have brought about a qualitative change in the pattern of government business relationship and statically altered the character of business of environment. LIBERALIZATION POLICY In 1991. With the entry of MNC’s and growth of foreign companies.

GOTTLEEF DAIMLETpatented an In 1895. for 15 minute. the entry of Mac’s into the Indian protected market created a wide range of choice for the buyers with latest models for the ultimate satisfaction of the customers.P. In1769.Most of this automobile MNC’s entered into joint ventures with existing Indian au tomobiles manufacturer and simply used up the existing facilities to assemble their cars. . In 1890-95. Very soon one can expect a multitude of years specially designed and priced for Indians to hit the market. CHARLES E. In 1885-86. Many say that competition brings out the best in the people posing challenges for all the old and new in the automobile industry.DURYES and internal combustion engine. In this year PANCHARD and LEVAMOR in France also developed a car with minor executions incorporated the chief features of the automobile as we know it today. The new competitors are offering product technologies that are far more advanced than the Maruti of 80’s vintage. four-seatwork vehicle fitted with steam engine. In 1880. German & French efforts developed of this vehicle. It attained a peed of about 21/2 M.H. a French engineer CAPTIN NICHOLAS built the first load the vehicle propelled by its own power. the European designers were also active in the development of automobile. ELWOOD and J.HAYNES in America developed experimental automobile. It was a three-wheeler. In 1885. So. Benz in Germany built a tricycle propelled an internal combustion engine.

It was clear by the spark ignition gasoline engine. Pierce-arrow. high compressions ratio. many of the great names around which the world’s largest manufacturing industry was to be built in America had already begin to manufacture the automobile vehicle. all these names were. predominant. which was the power plant of the modern motor. front wheel suspension. four wheeler hydraulic brakes. franking and peerless were also important at that time in the technical and commercial development of the motor vehicle. Auto car –Oldsmobile. In this period the major developments were made in every carry features. motor vehicles before 1905. cadillan-c etc. bulk overland. Increased life of tyres. The design of the automobile so improved that it awakened the public to the fact that it was new form of transportation. ford.In 1900. . Maxwell. The designers tried to produce a vehicle which will function at all times under all conditions and which were comfortable to ride and easy to operate. Engines were all located of the chassis. use of new materials and hundreds of other changes have been made. .. white. locomotive. The sliding gear transmission had established itself as The puppet value was used in almost every engine. Packard. there was a gradual change and refinement in automobile design. vehicle water-cooled engine was almost universal. independent. higher power. In 1906. In 1920.

While in the field of truck design . The diesel engine was invented only a few years after the spark ignition engine cars came into existence. the passenger car’s chassis construction has been forced to shape itself and redesigned bodies. easier to drive. more reliable and comfortable. Cars provided the facility to the owners that are safe.In recent years. . bod y chassis problems now get simultaneous consideration to automatic transmission and many other new feature are in today’s car.

a . The ceremony for the completion and the christening ceremony for the 2 ships order were held together. After important attempts and negotiations with some countries. Honarary Chairman Chung Ju Yong again made a challenge to the ship building industry. This record of simultaneous ceremonies remains as a unique event in the history of ship building industry. The construction of the Uslan Dockyard started under the command of Honarary Chairman Chung Ju Yong and was completed in 2 years and 3 months. They judged Korea to be a weak country to carry the ship building industry. Hyundai Dockyard Company Limited was later renamed as Hyundai Heavy Industry Company Limited and has been persistently playing the pivotal role in domestic heavy industry. With all these achievements it has staged itself a long side world wide business giants with its extended operations in the fields of Hyundai Industries Companies LNG carries Hyundai precision and industry company. This challenge received cold reaction from developed countries when Hyundai asked them for funds and technology which were necessary for the construction of a dockyard.HEAVY INDUSTRIES With strengthened self-confidence thanks to straight success in construction and automobiles. Hyundai finally borrowed loan amounting to 100 million US dollars from British and Swiss bank.

In this way the Hyundai Group has been active and persistent in research activities playing the role of locomotive for the progress of Korean Economy. scholarships and cultural projects besides that . The Asian Foundation was found in 1977 for such public undertaking Honorary Chairman Chung Ju Yong invested private funds work of 50 billion in the foundation which was a portion in the medical care. A corporation can become the No. We have to acquire a new knowledge before others and we have to do what others cannot do. since its opening in 1983 it concentrated on the HITECH industry. OTHER ACTIVITIES: The top corporation is not obsessed with its growth. Hyundai Electronics Company Limited recorded over 80% annual growth rate on average.1 only when its returns its profits to the society. The Hyundai Group has been taking the initiative in giving the profits back to the society.magnetic levitation trains and Hyundai Electronics Company to name a few. Its efforts were specially focused on semiconductor production technology and development of latest technologies as a result it has grown into the top corporation in the industry. It also founded Mabukri Research Institutes. ELECTRONICS (1983): High technology is the key to success in 21 st century business world. Hyundai encourages the young people who give up their dreams due to financial difficulty.

Honorary chairman Chung Ju Gang was also appointed as the chairman of Seoul Olympic committee in 1981 which were held in Nagoya city in Japan. Hyundai group preparing to meet the advancement of Korean economy into other countries and to become a world corporation dedicated to human welfare and happiness.24 billion.1 Corporation in the world. . which can be used for the societal development. Korea held the 88 Seoul Olympics successfully and had a chance to upgrade its position in the world. devoting himself to the development of Korean economy.Asian Education Foundation includes Hyundai Middle School. Honorary Chairman Chung Ju Yong has also been the president of Federation of Korean Industries in 1977 and held this title for the longest period among all the other presidents. Hyundai Group is actively investing in the development of product and technologies. It further extends its business operations to the space and aircraft steel and Banking sectors. Hyundai High School and University of Uslan in dedicating itself to educating young people full of dreams who will lead the future. Hyundai Motor India Limited is a wholly owned subsidiary of $8. The new chairman of the group Chung Mong Koo in 1996 declared value management to enhance its value through the services reduced by the company to service in the age of limitless competition. The Hyundai Group which has the top in Korea not being satisfied with it made all arrangement for growing into the No.

Santro Fe proves excellence at the Crete test drive. Hyundai reveals its newest concept car at the Paris Motor show. Hyundai shines at the Moscow motor show. With strong emphasis on performance safety and product quality. The corporate philosophy of the company is to develop mutually beneficial relationship with nations and communities. Hyundai has a presence in 168 countries across the world.Hyundai Motor Company that was set up in 1967 as a part of Hyundai business group of South Korea. U. Hyundai on its way to build its second plant in China. Hyundai Santro. encouraging all directions and employees to work in concert. Mighty II to serve the Indonesia market for 5 years.K Customers give top marks to Accent’s reliability. Hyundai Group repeated its growth even during the age of constructions with the indomitable Hyundai spirit of the past half-century and it celebrated its 50 th anniversary in 1997. HMC to expand the Hyundai name in Turkey. OVER VIEW OF THE INDIAN CAR MARKET . Peak of popularity in the Indian market. GLOBAL NEWS: Hyundai’s Accent named “ Best Value” by US Consumers.

Infact the leading market leader MARUTI has lost a sizable crunch of its market share from a magical mesmerizing 80% to 66. Hyundai plant was setup in Sriperambundur. Y. The first Hyundai Santro was launched on October 20.S. HYUNDAI.Kim) is the Managing Director of Hyundai Motor India. The Korea and Indian Engineers pore their efforts for the efforts for the production Santro prototypes. The face of the industry has changed to such an extent just a decade age one would fail to recognize it as the Indian auto industry.2% during the same period. This is the sectors of the economy which benefited greatly by globalization and liberalization.Automobile industry in India is currently experiencing demand for the vehicles of different types. HONDA. Rather it has become a battle field for it is witnessing cut throat competition between the world from this brands like FORD.KIM (Yang. 1998. Santro was set to be the best package for the budget car buyer. Today the Indian market does not witness just as Ambassador Fiat competition. The manufacturing style of . Soo. MERCEDES. DAEWOO. This is due to volcanic increase in the number of the vehicles of all categories and all types of the vehicles. The reason for this is the Indian economy which was closed till then. 30km outside Chennai in a record time. This shows a commitment to the Indian customer and Indian auto industry.

Even the market leader cannot take its market share and the customers 2.K. .D kits for the first Maruti 800.Hyundai Santro has not been the same as Maruti Udyog. The manufacturing process begins with coiled steel arriving from South Korea. as locally available steel cannot be effective. The changing tastes and loyalty of the customers and subsequently the ultra competition nature of the auto market. which initially imported C. This points towards two things the market has become competitive and dynamic 1. The assemble of the car is mostly manual HMI has set up a allimem foundry on site to produces cast components like cylinder heads and gear box casings. The advent of the two Korean giants HYUNDAI’S SANTRO and DAEWOO’S MATIZ marks an important turn in the Indian car scenario. It did not have to conduct a local partner which might have slowed things down. The entire auto industries in India rely on imported steel to manufacture vehicle body structure. The reasons for Hyundai rapid implementation were wholly owned subsidiary HMI could speed up the decision making process.

. Santro is just in months has become prime competitive for the car segment.The success rate of the former teaches us what good marketing and advertising of a good product can achieve.

Fiat. Premier Automobiles and Standard Motors. which fought for market share in a fairly stagnant market. but the consumers may soon be able to pick up the models of different companies. While in the field of truck design. HISTORY OF PASSENGER CARS IN INDIA: The passenger car in India has been considered as luxury item. The models they offered were the Baby Hindustan. more reliable and comfortable. Only a rich and the super rich could afford a car. easier to drive. The Ambassador and the Fiat were the front-runners with the coming of the third. Cars provided the facility to the owners that are safe.. Daewoo. its later version called the Ambassador. many new models. There were just 3 major players namely Hindustan motors. Tata etc. body chassis problem now get simultaneous consideration to a greater extent than ever before. . Hyundai. In recent years passenger’s car chassis construction has been forced to shape itself redesigned bodies. A new category continuous to be dominated by the leader like Maruti Udyog.HYUNDAI MOTOR COMPANY A number of players have come in the car industry in few years. Suzuki. the Fiat 1100 and the Standard Herald. new services and benefits according to the customer taste and preference. In the 50’s and 60’s owning a car was the ultimate statement of having made it in life.

The global vehicle giants are seriously contemplating entry into the big way. Well altered MUL is busy remodeling its Maruti 800 and may introduce a new model Maruti 900 a cross between Maruti 800 and Zen in order to meet the competition.There were other players in other segments like the Wily Jeep and Mahindra & Mahind ra offerings. All the three companies Telco. DIFFERENT CARS SEGMENT There has evidently been a major shift in focus. Hyundai and Daewoo Matiz are confident enough of successfully marketing their respective vehicle in the market that is sure to hot up in the coming and later years. to small cars offers the most logically and cost effective means to combat traffic congestion and air pollution in metropolitan cities. The late 70’s saw a movement to produce a people car an attempt to bring the less rich into the fold of the more fortunate ones. For instance world class leaders like Mercedes Benz and Ford feel confident about making mid size and luxury cars. And so a seed was sown called the Maruti 800. completely ignoring the past vast multitude of average buyers whose purchasing power in an inflation ridden economy is very limited. The newly floated joint ventures started producing luxury cars. The entry of the manufacturers has posed a big threat to MUL whose monopoly in the car segment has remained unchallenged so far. world wide. .

THE NEW ENTRANTS The economic reforms of 1991-92 began to dismantle the policies that had isolated and pushed the country’s growth rate from 4% to 7%. Honda recently tied up with Hero Honda launched its own indigenous car the Indica. Mercedes tied up with Telco to produce E-220 and D-250. The first multinational car to enter the Indian market was the South Korea major DAEWOO. General Motors tied up with Hindustan Motors to manufacture the Opel Astra. Its Cielo was in a direct competition with the just launched Esteem. Also to be considered the fact that the road infrastructure facilities and emission control regulation are most inadequate. This was followed by Peugeot 309.When the MNC rushed to the Indian market and started producing high technology vehicle. the prediction among the automobile experts was that the Indian market wont have that much capacity to absorb the entire production. manufactured by the Premium Automobiles in collaboration with Peugeot of France. India is now being routed as the new Asian tiger and this could be the order of the day. nearly all the major players announced plans to enter the market. Ford tied up with Mahindra & Mahindra and established Mahindra Ford. Hyundai entered India through 100% owned subsidiary to manufacture Santro followed by Mitsubishi Lancer. . The industry truly took of as in a flurry of activity. A similar situation may arise if the market is crowded with small cars.

which entered into business activities way back in 1947 seeing the rapid . The first MNC car to enter into the Indian market was South Korean major DAEWOO. the glamour of millennium car and other factors. The Indian market has now changed from sellers market to buyers market. Customers tend to hold back their purchase decisions in anticipation of new car launches.ENTRY OF PREMIUM CARS The premium car segment was chosen by the new entrants as a market entrant as part of a market entrance strategy to create brand awareness. price cuts. Today we have the unusual spectacle of too many cars chasing too few Indians for a country. COMPANY PROFILE Hyundai Business Group is a South Korean company.81 lakh cars per annum in 1991. The premium car segment was chosen by the new entrants as part of the market entrance to create brand awareness. The customer is getting the best technology on a part with other developed countries. India today produces over 4 lakh cars per annum. which used to manufacture 1. For the average Indian car buyer the entry on MNC’s is definitely a big boom.

. with the aim to become the No. The company’s turnover till date is around 16 crores. Ltd. Information and Technology. Engineering & Construction. as well as Financing petrochemicals energy trade and service sectors.1 Corporation in the world. Machinery. In 1970. Electronics.. space and aircraft. The company has earned an amount of Rs. Aerospace. Heavy Industries. started the dealership of Hyundai cars at Rajahmundry for West Godavari Districts April. Hyundai group is composed of 50 subsidiaries like Ship Building. steel and machine industries and laid a foundation for Korean heavy industry. It brought an international recognition to its country through its operations round the world and paved its way to modern economic growth. In 1990. by earning profit in the first two years of operations. Telecommunications. automobile. Iron and Steel.industrialization and modernization-taking place around the world. AYS Automobiles Pvt. In 1960’s it involved in the construction industry. AYS sold about 309 Santro’s and 100 Accents and 2 Sonato’s. developed new technologies reformed management and stressed training human resources. it launched high tech industries such as electronics robot petroleum. So far. 72 lakhs by way of dealer margins and sale of spares & accessories. In 1980. it concentrated on shipbuilding. 1999.

The show room is on the NH-5 and is designed as per the Hyundai Motor India’s standard pattern and is well lit to display the cars. The workshop also has an emergency road service to attend complaints 24 hours a day anywhere in the territory. 25 lakhs.The workshop is equipped with the latest technology equipments as per Hyundai specifications and is contributing Rs. The total value of Machinery & Equipment is worth Rs. . 25 lakhs of revenue to the company.

Hyundai Construction Group later achieved an outstanding improvement of technology by adopting mechanized construction methods and advanced techniques and accumulated know-how in the management of human resources. Later in 1995 it became the very first construction company in Korean to advanced into overseas sites. This has taken place when Korea economy was in a depressed state.HISTORY IN CONSTRUCTION FIELD Hyundai group started from a small construction company named Hyundai Land and Construction in 1947 has a growth under difficult conditions. Hyundai Engineering & Construction Company Limited enjoyed continued business growth after it was renamed from Hyundai Land And Construction. when Korea was under such circumstances. The repair of Koryong Bridge in particular. This success has left a vivid impression of Hyundai Group all over the industry thereafter. However Honorary Chairman Chung Ju Yong of Hyundai Group and employees of Hyundai Engineering & Construction Company Limited willingly submitted to a deficit and completed the bridge construction work successfully. Hyundai Engineering & Construction Company Limited conducted the restoration work of the Hans River Bridge then it undertook lots of construction works for the US army stationed in Korea. a small company with a short history of a little over 10 . put financial status of Hyundai Group in a deep trouble owing to a severe inflation in addition to its infant equipment and skills.

Their entry into the Middle East was decisive in revitalizing Korean economy. HYUNDAI SPORTS Hyundai World Rally team. the largest scale in the world and surprised everyone. Hyundai Engineering & Construction Company Limited stepped into the Vietnamese market and earned reputation as a construction company. It further marched to Alaska Guam. Hyundai Engineering & Construction Company Limited constructed the Juveil Industrial Port in Saudi Arabia. the name and fame of technology of Hyundai were known worldwide. best ever in the Australia Rally Hyundai Motor Company joins in the Fun of the Fustal 2000 promoting . Hyundai Engineering & Construction Company Limited. Indonesia and many more countries. continued seeking overseas market and stepped into regions of North America and South East. Australia. Thereafter. Moreover advancement into Iraq and Libya paved the way for establishing diplomatic relations with those nations. which was a victory for a small country from the east.years made its first entry into giant overseas market. which was depressed due to shortage of foreign currency at that time. any way Hyundai Engineering & Construction Company Limited. let its challenge it a success. In a led for a highway construction in Thailand in 1965. it defeated developed countries with long experience in construction and won the bid.

Mexico etc and will increase its shipment to dealers in 160 countries the following year. HMC made its first shipment of 300 overseas service vehicles to 30 countries including Japan. New Zealand. Santa Fe wins the good design product award Hyundai’s Santa Fe received the prestigious Presidential Award at the 2000 Good Design Products Exhibition held by the Korea Institute of Industrial Design Promotion by the Ministry of Commerce Ind ustrial and Energy. this program can help difference Hyundai amongst existing and potential customers. enabling to further raise Hyundai’s brand awareness as well as boost the image of Hyundai Motor Company in the global markets. and reliability.the Hyundai name through South American Qualifying Games for the World Cup 2002. Australia. As technology. . Hyundai operates overseas road service vehicle program Hyundai Motor Company (HMC) has started its operations of the world wide Overseas Service Program for its customers as part of the Company’s commitment to provide the very best vehicle maintenance service to its global customers. improve amongst all cars makers. quality.

Hyundai’s Santro Fe won the most covered and honored award. HMC topped the list of customer satisfaction in a survey conducted by Korea Management Association Consultants. it has indefinitely proven Hyundai’s constant pursuit of excellence and dedication to the development of beautiful styled cars for its potential customers. 320 products were selected as “Good Design Products” and only 39 products were awarded prizes during the annual competition. stability-driving comfort.Out of 985 products from 292 companies exhibited. According to the KCSI (Korea Customer Satisfaction Index). Korea’s largest management consulting company. the Presidential Award in the Automotive section. fit and finest and design of the exterior and interior. To heighten the awareness of Hyundai to world wise customers HMC has come up with a brand new 2000 Corporate Image Campaign. 7 years straight For the seventh consecutive year in 2000. in brand image development to steadily build up . maintenance service and the market reliability. By winning such a glorious award as thus once. a long term strategy. engine and transmission performance. HMC tops list in customer satisfaction survey. HMC won first place in the passenger car manufacturing field for giving the most satisfaction to its customers for the seven straight years. Hyundai vehicles were praised for low NVH.

lowering noise and vibrations and reducing emissions.Hyundai’s brand image and corporate image throughout the world market. Hyundai Accent named “ Best Value” by US Consumers Hyundai Motor’s subcompact Accent was proudly named as the best value car in the small car category in a survey of US consumers. reducing fuel consumption. . Diesel Engine to penetrate the export market HMC has successfully developed a common rail direct injection 2. marking it a low consumption engine. The survey was conducted by strategic vision a renowned consulting and market research organization based in San Diego California. The power-tech engine has been developed with the design targets improving the performance. becoming the first Korean car maker to be applying his technology. It has passed over 1 million kilometers of various durability tests successfully providing its low noise and vibration levels vastly improved compared to the previous large sized commercial vehicle and bust engines. power tech engine increases the output while attains maximum fuel efficiency.0 diesel engine for passenger cars. Hyundai develops large commercial diesel engine: Using the latest technology.

Hyundai has set higher goal for the future in the Indian market. It has distinguished itself with a total sales figure of 60.the Santro proudly proved its success at being the top selling model for five consecutive months since June.516 units between January and October. . held between November 18 to December 3. Hyundai took this golden opportunity to leap into another area of the world market and promote its brand name through various marketing activities and advertisement. Also the Accent has been the top selling model in the premium segment for 5 months altogether where its sales reached a total of 15. Hyundai Accent award Australia’s Best Small Car The Accent was selected as Australia’s best small car for 2000 by mix leading automotive consumer organizations in Australia. Hyundai Motor Company joins in the fun for Futsal 2000 Hyundai Motor Company has proudly become the exclusive automotive sponsor of the 4 th FIFA Futsal World Championship Guatemala 2000. Thanks to the strong performance of both the Santro and Accent.327 units for the first 10 months. peak popularity in the Indian market Hyundai is on a roll in the Indian market.843 units for the first 10 months of 2000. emerging as top selling import and posting sales of 75.Hyundai Santro.

504 dealerships and showrooms. Kia Motors.Hyundai Motor India Limited is a wholly owned subsidiary of the Hyundai Motor Company (HMC). with a combined turnover of over US$ 50 Billion. and Japan apart from the global R&D headquarters at Ulsan. Europe. Korea. The Hyundai Motor Group has recently dedicated an annual R&D spend of close to US$ 2 Billion. Focus The R&D team focuses on the development of new products and technologies that include interior and exterior design changes. up from US$ 1. Recent successes of the team include the development of the Hyundai patented Common .2 Billion to enhance its thrust on new product development and achieve global quality benchmarks by year 2005. Hyundai Mobis and other affiliated companies. in line with evolving customer preferences across the globe. Hyundai and Kia together have R&D centers in the United States. Hyundai motor vehicles are sold in 166 countries through 4. development of new generation engines and alternate fuel systems. This includes the $30 mn Hyundai-Kia Design and Technical Center in Irvive. Korea. Hyundai has a combined annuals sales of over 3 million units and is one of the fastest growing auto manufacturers in the world. concept vehicles and advanced passenger safety and comfort systems. California. a part of the Hyundai Motor Group comprising Hyundai Motor Company.

Efforts Some of the ongoing projects that the Hyundai R&D team is involved in include the development of the ‘World Engine’ in association with Daimler Chrysler and Mitsubishi and the development of Automotive Telematics in association with IBM. That the efforts of the Hyundai R&D team has paid great dividends to the company is evident from the fact that the company’s newly engineered products like the Santa Fe and the Getz have made waves in the global automotive markets and the ‘US Consumer Reports’ magazine has ranked Hyundai cars in level with that of Honda in its recent quality rankings Hyundai Motor India has been awarded the benchmark ISO 14001 certification for its sustainable environment management practices. The certification process was completed in a record time of 10 months with ‘Zero NCRs’. Waste Management and fulfilling Government Regulations. Living up to is commitment of providing global standards of quality and process management in India. Recycling. Technology Upgradation. The assessment was done by TUV SUDDEUTSCHLAND and covered areas like Awareness Training.Rail Direct Injection (CRDi) engine in association with Detroit Diesel and the award winning Fuel Cell Santa FE. . Hyundai had put in place an Environment Management System (EMS) at its manufacturing plant in Chennai right from its project stage.

particularly targeted against drunken driving. The company has a well defined framework in place for developing products that reduce pollutant emissions and processes for preservation of natural resources and energy along all the stages of the product lifecycle from production. Korea. the company conducts various campaigns to spread awareness of in-car safety and safe driving practices.HMI is also working on a backward integration strategy that will support vendors of the company in implementing EMS. as a responsible corporate citizen is committed to sustainable social development and the preservation of the environment. As a part of its community development projects. has been doing considerable work on sustainable Environment Management. use to disposal. Asan and Jeonju in S. including the Indian plant have the ISO 14001 certification for its Environment management practices. As a part of its social responsibility programs. S. sales. speeding. Korea. Social Responsibility Hyundai. the parent of HMI. All the company’s key manufacturing units. Hyundai Motor Company. and Fuel Cell Electric Vehicles (FCEVs) and has been awarded the ISO 14001 certification for all its three major plants in ULSAN. The company has also been in the forefront development of environment friendly technologies like Hybrid Electric Vehicles (HEV’s). etc. the company has adopted a few villages around its factory in TamilNadu and has been .

Kaizen. that help us in making the world’s best cars. TPM and TQM. education. . basic amenities and employment opportunities The production management process at Hyundai Motor India are overlaid with an organization-wide implementation of manufacturing best practices like Just-in-time inventory management.working towards the social and economic development of these villages. right here in India. assisting them in the areas of primary health care.

The company recorded combined sales of 150. Korea and is the second largest and the fastest growing car manufacturer in India. HMIL presently markets over 18 variants of passenger cars across four models.741 units during calendar year 2003 with both Accent & Santro emerging leaders in their respective segments. HMIL has sold over 500. the Sonata in the E segment and the Terracan in the SUV segment. HMIL’s fully integrated state-of-the-art manufacturing plant near Chennai boasts some of the most advanced production. quality and testing capabilities in the country. S.000 units a year in line with its recent designation as HMC’s global export hub for small cars and to cater to its upcoming product launches India.HYUNDAI MOTOR INDIA LIMITED Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary of Hyundai Motor Company.000 cars in a record time of just over 5 years since commencement of commercial production in September 1998 and is all set to emerge as one of largest exporters of passenger cars and components out of India. . the Santro in the B segment. The company is investing an additional US$ 220 Mn to expand capacity at this plant to 250. HMIL was recently awarded the benchmark ISO 14001 certification for its sustainable environment management practices. the Accent in the C segment.

The Engine and Transmission Shop One of the biggest engine shops in the country. A unique process management system followed here helps us deliver the most extensive colour range.Hyundai’s fully integrated manufacturing capabilities include: The Press Shop A computer controlled line that converts sheet metal to body panels of high dimensional accuracy and consistency. The Body Shop A hi-tech line that builds full body shells from panels. The Paint Shop This is one of the most modern paint shops in the country and uses the environment friendly water based process for superior and lasting exterior. The Aluminum Fondry Forges the engine cylinder blocks for our cars to exacting design specifications. Automated robotic arms are used for intricate welding operations that ensure superior and consistent build quality. independent of minimum batch requirements. this unit is equipped with the most modern tooling and testing facilities to make a wide range of engines in house. . helping customers get their preferred colour anytime.

this track is designed to meet pre-delivery (PDI) certification standards to exacting Euro specifications.The Plastic Extrusion Unit Moulds the dashes. Hyundai’s plastic paint shop delivers a high grade finish on exterior plastic components. . The Plastic Paint Shop One of the very few manufacturing units in India to have this facility in-house. The Test Track With comprehensive performance testing facilities like rattle testing and ABS brake testing. bumpers and other plastic components to perfect fit and finish.

They believe in value addition to their cars rather than selling on discounts. All their three cars viz. This liberalization has helped the salaried and upper middle class to opt for a car which was hitherto a luxury. Contemporary Technology. The low rates of interest and easy processing procedures also helped these segment customers to buy cars for their family needs. LTD. The liberalization of Indian Economic Policy in the Finance Budget has opened gates for renowned international carmakers to establish their business/manufacturing units in our country and thereby created opportunities in all spheres.AYS AUTOMOBILE PVT. Hyundai Motor India Limited is the pioneer in introducing to Indian customers the “first-of-its-kind” concepts like Hyundai Finance. Tall-boy Design etc. Hyundai Motor India Limited. has utilized the above opportunity and started its manufacturing operations in Chennai with an initial production capacity of 50000 cars/annum and increased its capacity to 200000 cars/annum. have been upgrading their products to suite customer requirements. ACCENT & SONATA are No. a Korean Car Giant. 1 in their respective segments.. Through their “leadership through listening” strategy. . in terms of quality and volumes. SANTRO.

they have opened a new sales & service outlet in Bhimavaram and Kakinada. Thermax Paint Booths. who will have paucity of time. is the dealer for Hyundai Motor India Limited. has 3300sft state-of-the-art showroom located in Siripura.. Vizianagaram. Wheel Aligners. MVP Colony etc. Emission Control Equipment etc. This customer care center is opened exclusively to meet the growing customer base and also to facilitate the customers living in Beach Road.. They have also opened another customer care center at HPCL Millenium Auto Care in Siripuram. AYS Automobiles Pvt Ltd. Srikakulam. the heart of Visakhapatnam City and a customer care center in Industrial Estate.. Dent Sucking Machine. ... Daspalla Hills.. through their two outlets in Visakhapatnam and Rajahmundry till July’2003.. CBM Compound. 104 Area. with trained man power and latest equipments to cater to the after-sales service of its customers. at HPCL Auto Care and Industrial Estate has the facilities like Wheel Balancers. AYS Automobiles Pvt Ltd. In view of the increasing sales and service volumes. in the five north coastal districts viz. Visakhapatnam. The customer care centers of AYS Automobiles Pvt Ltd. East and West Godavari Districts and started serving the customers of these districts since October’ 1998. had sold nearly 2000 cars. Kirlampudi Layout.AYS Automobiles Pvt Ltd. Pandurangapuram.

had won several awards during 2000 and 2003 namely. loyal and customer friendly staff.1 Dealer for Sales Satisfaction etc. shouldn’t have been possible without the support of its associates.. No-1 Dealer in AP for Customer Satisfaction. Ltd.... No. who had patronized us. We sincerely thank all the customers. The growth of AYS Automobiles Pvt. . who have been extending all their help ever since its inception and the success is attributed to their dedicated.AYS Automobiles Pvt Ltd. Top Performer in South Region for Hyundai Finance.

A brand is essentially a seller’s promise to deliver a specific set of features. which have expiration dates. In essence. Brands differ from other assets such as patents and copyrights. trademark. a brand identifies the seller or maker. symbol or design. The best brands convey a warranty of quality. Attributes: A brand brings to mind certain attributes. . well engineered. durable. sign. Under trademark law. benefits and services consistently to the buyers. Most of the marketers say that “ Branding is the art and cornerstone of marketing”. or a combination of them. high-prestige automobiles. term. intended to identify the goods or services of one sellers or group of sellers and to differentiate them from those of competitors. It can be a name. expensive.THEORETICAL FRAMEWORK What is a Brand? A Brand is a name. logo or other symbol. But a brand is an even more complex symbol. It can convey up to six levels of meaning. the seller is granted exclusive rights to the use of the brand name in perpetuity. By its well built.

The branding challenge is to develop the deep set of positive associations for the brand.Benefits : Attributes must be translated into functional and emotional benefits. Mercedes stands for high performance. the attribute “ durable” could translate into the functional benefit. The attribute “expensive” translates into the emotional benefit “the car makes me fell important and admired”. The people says that “I won’t have to buy another car for several years”. Values: The brand also says something about the producer’s values. User: The suggests the kind of consumer who buys or uses the product. Personality: The brand can also project a certain personality. . Culture: The brand may represent a certain culture. For example. it misses the point. If a company treats a brand only as a name. safety and prestige. Marketers must decide at which levels to anchor the brand identity.

culture and personality. doing so would dilute the value and personality Mercedes has built up over the years. Mercedes must resist marketing an inexpensive car bearing the name. Then there are brand that enjoy a high degree of preference . Suppose Mercedes touts its main benefit as “high performance”. then several competitive brands emerge with high or higher performance. Or suppose the car buyers start placing less importance on high performance as compared to other benefits. The most enduring meanings of a brand are its values. Beyond this are brands with a high degree of acceptability . performance and success. The Mercedes stands for high technology.Promoting the brand only on one benefit can also be risky. Finally there are brands that command an high degree of loyalty . The following are the 5 levels of customer attitudes toward his/her brand from lowest to highest: brand brand brand . Mercedes must project this in its brand strategy. Brand Equity: Brands vary in the amount of power and value they have in the market place. At one extreme are brands that are not known by most buyers. Then there are brands for which buyers have a fairly high degree of brand awareness.

Customer will change brands. McDonald’s. But clearly brand equity relates to the premium the brand commands times the extra volume it moves over an average brand. Intel. especially for price reasons. Marlboro. Customer is satisfied and would incur costs by changing brand. Customer values the brand and sees it as a friend. not brand loyalty Customer is satisfied. No reason to change the brand. Sony.4 or5. Disney. strong mental and emotional associations and other assets such as patents. Kodak. The world’s 10 most valuable brands in 1997 in rank order were coca-cola. Brand equity is related to how many customers are in classes 3. High brand equity provides a number of competitive advantage: The Company will enjoy reduced marketing costs because of consumer brand awareness and loyalty. It is also related to the degree of brand-name recognition. IBM. Customer is devoted to the brand. Gillette and Budweiser. perceived brand equity. trademarks and channel relationships. . Companies do not normally list brand equity on their balance sheet because of the arbitrariness of the estimate.

The Company will have more trade leverage in bargaining with distributors and retailers because customers expect them to carry the brand. These tasks require continuous research and development investment. A brand name needs to be carefully managed so that its equity doesn’t depreciate. This requires maintaining or improving brand awareness perceived quality and functionality. . The Company can more easily launch extensions because the brand name carries high credibility. The Company can charge a higher price than its competitors because the brand has higher perceived quality. The brand offers the company some defense against price competition. and positive associations. skillful advertising and excellent trade and consumer service.

AN OVERVIEW OF BRANDING DECISIONS Branding Decisions Brand Sponsor Decisions Brand Name • • • Brand No Brand • • Manufacturers Brand Distributors (Pvt) Brand • • • Individual Names Blanket Family Name Separate Family Company Individual Names Brand Strategy Decisions Brand-Repositioning Decisions • • • • • Line Extension Brand Extension Multi-Brands New Brands Co-Brands • • Repositioning No Repositioning .

The lower price is made possible by lower quality ingredients. They offer standard or lower quality at a price that may be as much as 20% to 40% lower than nationally advertised brands and 10% to 20% lower than retail private label brands. . producers and intermediaries sold their goods out of barrels. Generics are unbranded. bins and cases without any supplier identification. less expensive versions of common products such as spaghetti. most products went unbranded. Buyers depended on the sellers integrity. lower cost labeling and packaging and minimal advertising.Branding Decisions: The first decision is whether the company should develop a brand name for its products. plainly packaged. Today branding is such a strong force that hardly anything goes unbranded. paper towels and canned peaches. In the past. there has been a return to “ no branding” of certain staple consumer goods and pharmaceuticals. In some cases. Why do sellers brand their products when doing so clearly involves costs? Branding gives the seller several advantages: The brand name makes it easier for the seller to process orders and track down problems.

Brand loyalty gives sellers some protection from competition. large retailers and wholesalers have been developing their own brands by contracting production from willing manufacturers. Branding helps the seller segment markets. Branding gives the seller the opportunity to attract a loyal and profitable set of customers. making it easier to launch new brands and gain acceptance by distributors and consumers. strengthen buyer preferences. Brand-Sponsor Decision: A manufacturer has several options with respect to brand sponsorship. house or private brand).The sellers brand name and trademark provide legal protection of unique product features. The product may be launched as a manufacturer brand (sometimes called as National Brand). Manufacturers brands dominate. store. or a licensed brand name. Strong brands help build the corporate image. Distributors and retailers want brand names because brands make the product easier to handle. Another alternative is for the manufacturer to produce some output under its own name and some under reseller labels. Consumers want brand names to help them identify quality differences and shop more efficiently. hold protection to certain quality standards. and make it easier to identify suppliers. . a distributor brand (also called reseller.

Blanket Family Names: . Other costs. retailers develop exclusive store brands to differentiate themselves from competitors. Intermediaries search for manufacturer with excess capacity who will produce the private labels at a low cost.The private brands offer two advantages. they are more profitable. the company’s name or image is not hurt. If the product fails or appears to have low quality. Individual Names: A major advantage of an individual names strategy is that the company does not tie its reputation to the product. 2. advertising. Second. First. sales production and physical distribution are much lower. such as research and development. The strategy permits the firm to search for the best name for each new product. Four strategies are available: 1. This means that the private brands can charge a lower price and yet make a higher profit margin. Brand Name Decisions: Manufacturer and service companies who brand their products must choose which brand names to use.

Further more. 3. quality. it faces the task of choosing a specific brand name. In this case short names help mostly. Among the desirable qualities for a brand name are the following: It should suggest something about the product’s benefits. . Once a company decides on its brand name strategy. Company trade name combined with individual product names: Some manufacturers tie their company name to an individual brand name for each product.A blanket family name also had advantage. 1. sales of the new product are likely to the strong if the manufacturers name is good. location. Companies often invent different family names for different quality lines within the same product class. Development cost is less because there is no need for “name” research or heavy advertising expenditure to create brand name recognition. life style or an artificial name. It should be easy to pronounce. It should suggest product qualities. The company could choose the name of a person. it is not desirable to use one blanket family name. Separate Family Names for all Products: Where a company produces quite different products. recognize and remember. Such as action or color.

Sometimes the company is trying to establish different features or appeal to different buying motives. added ingredients and package sizes. new brands and cobrands. forms. 1. There are line extensions. It should carry poor meanings in other countries and languages. Brand Extensions: A company may use its existing brand name to launch new products in other categories. Brand-Strategy Decisions: A company has five choices when it comes to brand strategy. brand extensions. 4. 3. Line Extension: Line Extensions consist of introducing additional items in the same product category under the same brand name. such as new flavors. colors. multi-brands. 2. New Brands: . Multi-Brands: A Company will often introduce additional brands in the same product category.It should be distinctive.

in which two or more well known brands are combined in an offer. Brand Repositioning: However well a brand is currently positioned. Advertising is only one of nine ways to build more brand awareness and brand preference.When a Company launches products in a new category. Co-Brands: Co-Brands are also called as dual branding. Brand Awareness: Nine Brand Strengtheners: As Companies become more aware of the importance of brand power. Develop creative advertising. But advertising is expensive and it is not always effective. Co-branding takes a variety of forms. . And finally there is multiple-sponsor co-branding. they wonder how they can strengthen their brands. the company may have to reposition it later when facing new competitors or changing customer preferences. 5. Third one is joint venture co-branding. One is ingredient co-branding. it may find that none of its current brand names are appropriate. Most managers think the answer lies in increasing the advertising budget. Second one is same company cobranding.

Provide well-appreciated public services. Give visible support to some social causes. Invite your customers to join a club .Sponsor well-regarded events. . Invite the public to visit your factory or office Create your own retail units. Be known as a value leader. Develop a strong spokesperson or symbol to represent the Company.

40% of the people belongs to 45 .65 age group and 8% of the people belongs to 65 and above. we can observe that 52% of the people belongs to 25 – 45 age group. .1 Total Number of Customers Surveyed: 100 AGE GROUP NO.6.OF CUSTOMERS PERCENTAGE 25-45 52 52% 45-65 40 40% 65 And Above 8 8% Total 100 100% Interpretation: From the above table.AGE GROUP TABLE: . The analysis shows that most of the people belongs to 25 – 45 age.

OF CUSTOMERS 25-45 45-65 65 And Above .60 50 40 30 20 10 0 NO.

. OF Male 87 87% Female 13 13% Total 100 100% CUSTOMERS PERCENTAGE Interpretation: From the above table we can observe that among 200 customers 87% are Males and 13% are Females.2 Total number of Customers surveyed: 100 GENDER NO.TABLE:-6.

13% 87% .

7% of the people from students and 25% of the People belongs to Employees. The analysis shows that major part of the people belongs to Business category.Occupation TABLE: . .6. we see that 38% of the people belongs to Business.OF CUSTOMERS PERCENTAGE Business Professional Student Employee Total 38 38% 30 30% 7 7% 25 25% 100 100% Interpretation: From the above table. 30% of the people from Professionals.3 Total Number of Customers Surveyed: 100 OCCUPATION NO.

OF CUSTOMERS .40 35 30 25 20 15 10 5 0 38 30 25 Business Professional Student 7 Employee NO.

INCOME STATUS (PER ANNUM) TABLE:.000 52 52% 40. The analysis shows that the people who having income per annum in between 20.000.000 34 34% 20. OF < 20.000 are more.000 and the remaining 14% were above 40.000-40.000 and 52% of them were between 20.000 & above 14 14% Total 100 100% CUSTOMERS PERCENTAGE Interpretation: The income status reveals that 34% of them are having less than 20.6.000-40. .000-40.4 Total number of Customers surveyed: 100 INCOME NO.

14% 34% 52 % .

The analysis shows that the family size having 3-5 are using more.FAMILY SIZE TABLE:-6.5: Total number of Customers surveyed: 100 FAMILY SIZE NO. . OF CUSTOMERS PERCENTAGE 1-2 10 10% 3-5 78 78% 5 & above 12 12% Total 100 100% Interpretation: Family size reveals that 10% of the people are having 1-2 family size. 78% of the people are having 3-5 family size and 12% of the people are having above 5 family size.

6 .90 80 70 60 50 40 30 20 10 0 1 to 2 3 to 5 5 & above PURPOSE OF PURCHASE TABLE:-6.

The analysis shows that most of the people that is 51% purchase for necessity. we can observe that 45% of the people purchase the car for the purpose of utility. 51% of the people purchase for necessity and 4% people purchase for status. OF Utility 45 45% Necessity 51 51% Status 4 4% Total 100 100% CUSTOMERS PERCENTAGE Interpretation: From the table.Total number of Customers surveyed: 100 PURPOSE NO. .

7 Total Number of Customers Surveyed: 100 .51 60 50 40 30 20 10 0 Utility Necessity Status 4 45 WHAT FACTORS INFLUENCE TO BUY SANTRO TABLE: .6.

20% of the people have a preference on Performance and 18% of the people opt for Publicity for buying the Santro Car.FACTORS NO. 30% of the people opt for Brand image. 18% of the people prefer price.OF CUSTOMERS PERCENTAGE Style 14 14% Price 18 18% Brand image 30 30% Performance 20 20% Publicity 18 18% Total 100 100% Interpretation: From the table. The analysis shows most of them consider Brand image while buying. . we can examine that 14% of the people prefer style.

OF CUS TOMERS Style Price Brand image Performance Publicity WHO INFLUECNE TO PURCHASE THE CAR TABLE:-6.30 25 20 15 10 5 0 NO.8 .

22% of the people are influenced by relatives.OF CUSTOMERS PERCENTAGE Myself 20 30% Family Members 15 15% Friends 22 22% Relatives 5 5% Advertisements 34 34% Others 4 4% Total 100 100% Interpretation: From the table. 15% of the people are influenced by family members.Total Number of Customers Surveyed: 100 FACTORS NO. . we can observe that 20% of the people are decided to purchase the car on themselves. 34% of the people are influenced by advertisements and rest of the people are influenced by other factors. The analysis shows that major portion of the people are influenced by advertisements.

9 Total number of Customers surveyed: 100 .35% 30% 25% 20% 15% 10% 5% 0% 34% 30% 22% 15% Myself Family Members Friends Relatives Advertisements 5% 4% Others PERCENTAGE IMPACT OF SHAHRUKH KHAN ON SALES TABLE: -6.

OF Yes 56 56% No 44 44% Total 100 100% CUSTOMERS PERCENTAGE Interpretation: From the table. we see that 56% of the people say that Sharukh Khan has the impact of increase in sales whereas 44% of the people say that Sharukh Khan has no impact of increase in sales. .IMPACT NO.

44% 56% .

GOOD VALUE TABLE:. we observe that 92% of the people feel that Hyundai products give Good Value for money whereas 8% of the people feel that Hyundai products do not give Good Value for money.10 Total number of Customers surveyed: 100 GOOD VALUE NO. OF Yes 92 92% No 8 8% Total 100 100% CUSTOMERS PERCENTAGE Interpretation: From the table.6. .

92 100 80 60 40 20 0 Yes No 8 .

we observe that 5% of the people feel that the Price of the car is Excellent. . OF CUSTOMERS PERCENTAGE Excellent 5 5% Good 64 64% Satisfactory 31 31% Not satisfied .Total 100 100% Interpretation: From the table.11 Total number of Customers surveyed: 100 PRICING LEVEL NO.PRICING OF THE CAR TABLE:. 64% of the people feel that it is Good. The Highest % of the people feel that the Price of the car is Good. 31% feel it is satisfactory and none of them are dissatisfied with the Price of the product.6.

Not Satis fied Satisfactory Excellent Good .

12 Total number of Customers surveyed: 100 SUPERIOR CUSTOMERS PERCENTAGE Yes 89 89% No 11 11% Total 100 100% Interpretation: From the table. .SUPERIOR TO COMPETITORS CARS TABLE:-6. we can observe that 89% of the people say that Santro car is superior to competitors cars and 11% says that it is not.

100 90 80 70 60 50 40 30 20 10 0 89 11 Yes No .

As there was competition in small car industry. there was reduction in prices of the cars and modifications done with the existing product (e. Accent and Sonata) is growing at rapid speed. Hyundai being one of the dominating and leading players in passenger car market is expected to attract significant attention among the investors. Many of the students rated the Brand Awareness as excellent very few of them have rated as satisfactory. Most of the customers are very much satisfied with the services offered by the company while few of them are not satisfied due to minor problems of the car. Majority of the people have informed Brand Awareness toward Santro.g.. Ford and many others. Santro to Santro Xing) and were introduced in the market. Honda.SUMMARY The market of Hyundai cars (Santro. Hyundai small car segment has occupied second position in the market share. . In this Automobile segment there has been heightened competition with other leading players like Maruti. All the respondents are very happy with the warranty period given for the cars by the company but many of them have complaints with the mileage and seating comfort of the car.

.Many of the respondents have stated that the prices charged on services are high when compare to other company’s services (e. Maruti) Finally the customers are very happy about Brand Awareness toward Santro.g.

FINDINGS The following details can be inferred after analysis with a simple size of 100. they are not attending the programs because of various reasons. The next to them comes industrialists as they occupy 24% of the customers. The customers find some problem’s regarding the mileage of Santro while comparing with the remaining models. Most of the customers have bought the car 2 years back. by questionnaire method to find out the brand awareness towards Santro with reference to AY S HYUNDAI. The promotional strategy of Hyundai is advertisement of which electronic media and by press media are playing a vital role. Most of the customers are aware of educational programs that are being conducted by Hyundai to the maintenance of the car. Though the customers are having good awareness levels regarding the programs being conducted by Hyundai. . Out of the models of Hyundai the most popular brand is Santro because it is possessed by 45% of the customers. Most of the customers relating to Hyundai belong to the category of employees as they occupy 30% of the entire customers. which included customers.

The company has to pursue the complaints of the respondents about the performance of the car’s engine. Making the Driving seat and Passenger seat more comfortable so that the driver and passengers could have a comfortable drive.SUGGESTIONS Basing on the survey findings and analyzing the attitudes of respondents. Analyzing the complaints given by many customers regarding uncomfortable seats has made its suggestion. This suggestions has been given basing on the complaints of customers regarding its problems like low mileage. . the following suggestions can be given regarding the Brand Awareness towards Santro. Transaction and value based loyalty programs can be conducted.

PURPOSE OF PURCHASE OF THIS CAR: .b) Rs.000 and above 9.000/. 4. OCCUPATION: (a) Business b) Professional (c) Student (d) Employee 8.000/(c) Rs.QUESTIONNAIRE (With Reference to Hyundai Santro) 1. 4.000/. INCOME PER ANNUM: (a) < Rs. GENDER: (a) Male (b) Female 6. AGE GROUP: (a) 25-45 (b) 45-65 (c) 65 & above 5. FAMILY SIZE: (a) 1-2 b) 3-5 c) 5& above 10.to Rs.00. 2. 2.00.00. PHONE NO: 4. RESPONDENTS QUALIFICATION: _________________________ 7.00. NAME OF THE RESPONDENT: 2. ADDRESS OF THE RESPONDENT: 3.

WHAT INFLUENCED TO BUY SANTRO a) Styling b) Pricing (c) Brand Image (d) Performance (e) Publicity 12. WHO INFLUENCED YOU TO PURCHASE THE CAR? (a) Myself (b) Family Members c) Friends (d) Relatives (e) Advertisements (f) Others 13. HOW DO YOU FEEL THE PRICING OF THE CAR? . DO YOU FEEL THAT BRAND AMBASSADOR SHARUKH KHAN HAS AN IMPACT ON THE INCREASE IN SALES? (a) Yes (b) No 15. DO YOU FEEL THAT HYUNDAI PRODUCTS GIVE GOOD VALUE FOR MONEY? (a) Yes (b) No 16.(a) Utility (b) Necessity (c) Status 11. WHY DID YOU PURCHASE ONLY SANTRO INSTEAD OF ANY OTHER SMALL CAR? (a) Quality b) East to drive (c) Comfort d) Technically good 14.

DO YOU FEEL THAT SANTRO IS SUPERIOR TO COMPETITORS CARS IN THIS SEGMENT? (a) Yes (b) No 18. DO YOU RECOMMEND SANTRO TO YOUR FRIENDS AND RELATIVES? (a) Yes (b) No 19.(a) Excellent b) Good (c) Satisfactory (d) Unsatisfactory 17. YOUR COMMENTS/SUGGESTIONS IF ANY? __________________________________________________________________ __________________________________________________________________ .

BIBLIOGRAPHY • MARKETING MANAGEMENT PHILIP KOTLER • • • • COMPANY BROUCHERS & MANUALS MAGAZINES: OVERDRIVE BUSINESS TODAY .

CHAPTER – 1 Introduction Importance Scope Research Methodology Objec t Limitations CHAPTER – 2 INDUSTRY PROFILE History of the Automobiles Automobiles History in World Scenari o Automobiles History in Indian Scenario Automobiles History 1967 CHAPTER – 3 COMPANY PROFILE History in construction field Hyundai motor India Limited CHAPTER – 4 Theoretical Frame Work CHAPTER – 5 Data Analysis and Interpretation CHAPTER – 6 Summary. Findings & Suggestions CHAPTER – 7 Annexure CHAPTER – 8 95 92-94 88-91 64-87 51-63 33-50 11-32 1-10 .CONTENTS Page No .

Bibliography CHAPTER – 1 o o o o o o Introduction Importance Scope Research Methodology Object Limitations .

CHAPTER – 2 INDUSTRY PROFILE History of the Automobiles Automobiles History in World Scenario Automobiles History in Indian Scenario Automobiles History 1967 .

CHAPTER – 3 COMPANY PROFILE • History in construction field • Hyundai motor India Limited .

CHAPTER – 4 o Theoretical Frame Work .

CHAPTER – 5 Data Analysis and Interpretation .

CHAPTER – 6 Summary. Findings & Suggestions .

CHAPTER – 7
• Annexur e

CHAPTER – 8
Bibliograph y

ACKNOWLEDGEMEN T
At the outset, I would like to express my gratitude to Dr. S. SARABANDHI, Director, Pydah college (P.G.courses), for AYS HYUNDAI

permitting me to take up this project at AUTOMOBILE PVT. LTD. I owe my special thanks to Mr. RAMA RAO,

Sales Manager,

for providing all the facilities and guiding me where every necessary. My sincere thanks to my guide Mrs. LUBZA NIHAR, Faculty

Member, for her invaluable co-operation and suggestions at every stage of this project without whom this would not have been completed.
I am grateful to my parents and all my friends for their help and cooperation.

(S. SRINIVASA RAO)

This work has not been previously submitted by any one else for the award of any other degree or diploma in any other Institute or University. LUBZA NIHAR is a original work done by me.DECLARATIO N I hereby declare that this project work entitled AWARENESS TOWARDS SANTRO “BRAND with Reference to AYS HYUNDAI AUTOMOBILES PVT.. SRINIVASA RAO) . LTD. (S. VISAKHAPATNAM” written & submitted me towards partial fulfillment of my Masters Degree in Business Administration under the guidance of Mrs.

VISAKHAPATNAM BRAND SANTRO AWARENESS TOWARDS A Project Report Submitted to Andhra University. LTD.With special reference to AYS HYUNDAI AUTOMOBILE PVT. M.M. in Partial fulfillment for the Award of Degree of MASTER OF ADMINISTRATION B y Mr.COURSES) (Affiliated to Andhra University) VISAKHAPATNA M 2003-2005 .Phil.. SRINIVASA RAO Under the guidance of BUSINESS Mrs. S.G.. FACULTY MEMBER DEPARTMENT OF MANAGEMENT STUDIES PYDAH COLLEGE (P. Visakhapatnam.Com. LUBZA NIHAR.

Place : Visakhapatnam Date : Mrs. Department of Management Studies. Pydah College of P. Courses. VISAKHAPATNAM” bonafide work done by fulfillment of her Mr. S. SRINIVASA RAO in partial MASTER OF BUSINESS ADMINISTRATION. LTD.CERTIFICAT E This is to certify that the project entitled AWARENESS TOWARDS SANTRO “BRAND AYS is a with Reference to HYUNDAI AUTOMOBILES PVT.. Affiliated to Andhra University. LUBZA NIHAR Faculty Member .G.

CONTENTS Page No . CHAPTER – 1 Introduction Importance Scope Research Methodology Objec t Limitations CHAPTER – 2 INDUSTRY PROFILE History of the Automobiles Automobiles History in World Scenari o Automobiles History in Indian Scenario Automobiles History 1967 CHAPTER – 3 COMPANY PROFILE History in construction field Hyundai motor India Limited CHAPTER – 4 Theoretical Frame Work CHAPTER – 5 Data Analysis and Interpretation CHAPTER – 6 Summary. Findings & Suggestions CHAPTER – 7 Annexure CHAPTER – 8 99 96-98 92-95 68-91 55-67 37-54 11-36 1-10 .

Bibliography .

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