[PSDA-2] Professional Skill Development Activity Project Submitted

In Partial Fulfilment of the Requirements for the Course
Principles of Consumer Behaviour [MKTG304]

AMITY SCHOOL OF BUSINESS

AMITY UNIVERSITY UTTAR PRADESH

Submitted By: Submitted To:

KARTIKEY PANCHAL Dr. Ruchika Jeswal
ENROLLMENT NO.- A3906420204 Amity School of Business
UDHAV PAL
ENROLLMENT NO.- A3906420367
SOHAM RASTOGI
ENROLLMENT NO.- A3906420327
SAGAR
ENROLLMENT NO.- A390642037

PROGRAMME – BBA
Batch 2020-2023
Hyundai Motor Co. is a South Korean automobile MNC which started its operation in 1967
and it never looked back. It is mainly in manufacturing and marketing of automobiles,
commercial vehicles and engines in 195+ countries worldwide.
Being majorly in the economy segment, in many developing nations it is in leadership
positions while in some it is in 2nd position. Due to stagnant growth rate, fuel price volatility,
government regulations and environmental conditions; automobile industry is facing
downturn and that’s why the company like Hyundai is focusing on satisfying
customer needs through improving in product performance, design & service.                         

Segmentation, targeting, positioning in the Marketing strategy of Hyundai

Motors –
Hyundai uses behavioural & psychographic segmentation variables to segment
the market in homogeneous groups. It is majorly in an economic segment and is
entering the premium segment through its offerings in SUV’s segment and new
showroom setup i.e., Hyundai Motor studio.
Differentiated targeting strategy is used by Hyundai to target the customers and
satisfy their needs and wants.
Positioning is the most important aspect that is driving the market forces. Hyundai
uses a mix of product & value-based positioning strategies to create an experience for
their customers rather than just selling its products.

Competitive advantage in the Marketing strategy of Hyundai Motors –

Hyundai motors have created a customer-centric smart service which is helping it in
increasing the credibility and efficiency in the after-sales service. It has developed IT-
enabled ecosystem which is making services available anytime, anywhere on a real-
time basis.
One of the competitive advantages of Hyundai is its R & D centres which are situated
in the key regions and is helping the company to understand different markets &
changing customer preferences.
Hyundai group is operating in-vehicle segment, financing segment, and R & D
segment and it is helping the company in aligning the main line automotive business
with the company’s vision.

Distribution strategy in the Marketing strategy of Hyundai Motors –

Hyundai is making its offerings available to the market through its6,000 showrooms &
dealerships. Hyundai is going through a paradigm shift in delivering the value
proposition through Hyundai Motor studio, a new setup of showrooms creating customer
engagement opportunities & delivering revolutionised brand experience.

Brand equity in the Marketing strategy of Hyundai Motors –

Associating itself with some of the well-known international events like FIFA, UEFA, ICC
matches in T20 and one-day match format and various other events have helped the company
in creating high visibility

Competitive analysis in the Marketing strategy of Hyundai Motors –

The automotive market is overcrowded with local & national players who are following red
ocean strategies rather than innovating itself. Companies like Honda, Suzuki, Ford, Fiat and
many others are giving head-on competition to each other resulting in eating up each other
share.

Market analysis in the Marketing strategy of Hyundai Motors –

With a global market share of only 6% company is redesigning its marketing strategies to
target the upper strata or upper-income group customers by introducing its offering in
premium segment which is the fastest growing segment in the emerging economies. The
automotive market is facing a stagnant growth rate in the economy segment so focussing
more on customer serviceability, brand awareness, tapping/ penetrating the growing markets
will help the company in sustaining itself in the highly competitive market.

Customer analysis in the Marketing strategy of Hyundai Motors –

Customers of Hyundai are the middle-income group who want to purchase a car for family
purpose and is looking for a value for money offering.
Tata Motors does not follow a single marketing approach or formula but it believes that all
members of the community should be served. Brand targets crowd from the rural part to the
metros with its offerings varying from NANO to Jaguar Land Rover segment.
It targets anyone above 4 Lakh p.a. salary, millennial employed as professionals, managers
and all those looking to switch from 2-wheeler to 4-wheeler. The age bracket for brand’s
offering varies from 21-65 years with all Middle class. Upper middle class, High class and
Affluent class in its target category.
Tata Motors offers products such as Tata ACE a mini truck mainly used for agriculture
transport purpose, Tata NANO for the middle class, Tata Indica and Indigo for commercial
purposes and Jaguar in the high-class segment thus creating the image that there’s something
for everyone in its huge line of offerings.

Competitive advantage in the Marketing strategy of Tata Motors –

Based in India serves as a huge competition for the company as it offers the brand
low-cost labour base with the help which company not only targets the
Indian market but also other emerging markets with a huge range of economical
segment vehicles. The products thus offered are manufactured at a much lower cost
and sold to new markets earning huge profits for the company.
The policies and regulations for the automobile sector in the country along with the
least expensive automobile parts availability are the some of the major conditions
which help the brand in its business expansion.
The excellent innovation and research and development at TATA Motors have set up
an example for its competitors. With its various research centres across the country,
the brand is working on the improvement of the engine efficiency, design, style and
instrumentation of vehicles.
For breaking into foreign markets TATA Motors has over the years acquired various
foreign companies. While the company has delivered amazing results in the domestic
market, its subsidiary Jaguar land rover has broken all the records of competitors as a
top luxury automobile manufacturer. This mega expansion mode calls for
 major product development, capacity capitalization and various national
and international mergers.

Distribution strategy in the Marketing strategy of Tata Motors –

With 576 car dealers across 424 cities in India, TATA Motors holds a robust dealers network
in the country through it sells more than 56,000 in the month of July 2018. Brand registered a
staggering growth of 64%  in its domestic sales for the first quarter (April-June 2018), FY19
at 164,579 units compared to 100,141 units over the previous year due to its strong network
of dealers.

Brand equity in the Marketing strategy of Tata Motors –

TATA aims to fulfil the emerging needs of the automobile industry by coming up with a new
range of products. These products are manufactured with the purpose of providing comfort,
reliability, safety, capacity and value to the end customers. In order to stay ahead of the
competition, the company is going for huge investments in the area of product development.
TATA Nano carries an image of the cheapest car in the world, TATA Ace is being
introduced in the commercial vehicle market for snatching the market share of its rivals.
Another sporty vehicle Nexon with both diesel and petrol engine is also attracting customers
already.

Competitive analysis in the Marketing strategy of Tata Motors –

With the Indian automotive market being overcrowded with a lot of national and international
players following a red ocean strategy. Companies like Hyundai,
Fiat, Maruti Suzuki, Toyota & Honda are giving a stiff competition to the brand with
everyone eating each other’s market share.

Market analysis in the Marketing strategy of Tata Motors –

With a market share of 44% in commercial vehicles segment in a 2017-2018 brand is
a market leader in the sector.
With an initiative Turnaround, 2.0 company is targeting to regain its market share in
Passenger vehicle segment. Part of this has already put in place which has already
started showing signs of improvement for the company’s PV firm.
With the focus on serviceability tapping and penetrating the growing markets will
further help the company with its Turnaround 2.0 initiative in this highly competitive
sector.
Customer analysis in the Marketing strategy of Tata Motors –
Customers of TATA Motors are the low, middle groups who are looking to switch to
4-wheeler from 2-wheeler who are looking to purchase a car for a family purpose at
affordable prices. Customers of the brand also include youth and high-class business
professional who is looking for innovative, trending vehicles with world-class safety
features.
Founded in 1948 Honda Motor Co. Ltd. have come a long way to emerge as a world’s largest
2-wheeler manufacturer and one of the world’s biggest automaker. With 370+ subsidiaries
and 65+ affiliates, Honda is expanding its operations and business in different parts of the
world.

Segmentation, targeting, positioning in the Marketing strategy of Honda

Motors –
Honda motors use a mix of demographic, psychographic and geographic
segmentation variables in order to understand the different markets aptly and satisfy
the changing needs of the customers accordingly.
Differentiating targeting strategy is what used by Honda for selection of the defined
population to whom the specific product or services can be offered.
Honda has positioned itself as a value-based company whose objective is to enrich the
lives of the people worldwide and give them the power to enjoy their life.

Competitive advantage in the Marketing strategy of Honda Motors –

Product portfolio– whether it is motorcycle segment or its automotive segment,
Honda have large product portfolio addressing the needs of the different segments
which help the company to build long-lasting relationships with the customers.
Subsidiaries and affiliates- Having a large number of subsidiaries (373) and affiliates
(67) are helping the company is benefiting from the resources and expertise that the
other company brings in.
Changing the business strategy– By dividing the world into 6 regions and each one to
work autonomously is the great step that Honda has taken to remain focused and
develop models on the region wise so as to cater to the changing needs of the various
countries aptly.
Distribution strategy in the Marketing strategy of Honda Motors –
It uses the different channel of distributions such as authorised
showrooms/dealerships, authorised service centres, resellers, DSA (direct
selling agents) and the e-commerce sites to make their products available to the
customers.
Brand equity in the Marketing strategy of Honda Motors –
Extensive branding and visibility campaigns have helped the company in creating
high TOMA (top of mind awareness) and positive word of mouth which resulted in
high sales.

Competitive analysis in the Marketing strategy of Honda Motors –

Honda Motors is widely known for its deep product portfolio ranging from the value
for money segment to high-end segment with high CC and improved features. The
kind of the technological advancement and expertise developed by Honda is
commendable.
Honda is giving head-on competition to the companies in the markets it presents into
in terms of its products and pricing of the products.

Market analysis in the Marketing strategy of Honda Motors –

The automobile market is saturated with a large number of companies hovering in the same
market and eating up each other’s market share. Government regulations and local market
forces such as political stability, currency fluctuations and labour cost play an important role
in the success of the companies in this sector and Honda motor is not an exception to get
affected by these forces by in large.

Customer analysis in the Marketing strategy of Honda Motors –

Customers of Honda motors are the middle-income group people who are looking for vehicle
whether it is 2-wheeler or 4-wheeler, which suits their pocket and at the same time is value
for money for them.
 OUR BRAND

Mission – “The SUPRA Group is the world’s leading provider of premium products

and premium services for individual mobility”.
SUPRA are luxury car manufacturer segments its offerings on the basis of demographics,
psychographics & Behavioural factors. SUPRA
A typical customer of SUPRA is the one in the mid age (35-50), is excelling in his/her career,
have a taste of aspirational products & values his own social status. The benefits required by
these people are superiority, performance, reliability & quality.
SUPRA targets customers from upper class social group as they are the people for whom
SUPRA will be affordable & moreover, they will appreciate the masterpiece. The global
frontrunner, SUPRA has positioned itself as a symbol of quality, technologically advanced,
high performance & exclusive automobile brand. 

Competitive advantage in the Marketing strategy of SUPRA

Continuous process improvement & technological advancement in its R&D is the
core of the competitive advantage of SUPRA. It is known for its quality, reliability &
superior customer service support. SUPRA has adopted policy of customer
service=growth driver as an underlying principle to grow its market.
It is Present in 150+ countries around the world, Europe & North America is the
market from where 65% of its sales come from but with the advent of growing
developing nations like Asian markets, company started focussing on these markets
aggressively to drive the future sales. It has a Strong product portfolio from SUPRA
M –Convertible, SUPRA – 3 & 5 series – sedan, touring to SUPRA X3 /X5 –SUV
and have strong presence in every segment. 

Distribution strategy in the Marketing strategy of SUPRA

Exclusivity of the stores is definitely a factor to leverage on for SUPRA; the company had &
will continue to invest in the creation of flagship stores, so as to maximize the consumer
experience. At the same time company is also expanding the number of authorized dealers.

Brand equity in the Marketing strategy of SUPRA

SUPRA’s success lies in its strong sense of identity which is tied to the experience of driving
the machine. SUPRA is considered as one of the leading producers of luxury & state of the
art vehicles. SUPRA the world no.1 premium car company who owns Rolls Royce & MINI
have established itself as a brand having conformance in brand image – status and driving
pleasure –across the world.

Competitive analysis in the Marketing strategy of SUPRA

SUPRA has head on competition with other players like Audi, Mercedes, Volvo etc. who are
betting hard on Asian markets like China, India and developed markets like USA, UK and
European nations.
Market analysis in the Marketing strategy of SUPRA
In an ever-growing automobile market where growth of Luxury segment is something
which is noticeable. Rising demand of luxury cars in Asian markets, changing
lifestyle & growth rate of 33% in developing nation like India is something due to
which the sales are rising and people are foraying into this premium segment of cars.
Large numbers of players are now fighting to eat each other over market share. In
developing nation companies like Mercedes & Audi are playing aggressively while
SUPRA is not able to sustain in these markets. Another advantage for these car
manufacturers is the support of number of loans available for the purchase of vehicles
in developing countries.

Customer analysis in the Marketing strategy of SUPRA

Customer of SUPRA is the Upper middle class or upper-class social group people who are in
midst of their career & may be in the age group of 30-50 years. On getting associated with
SUPRA these people have feel of pride or ownership. SUPRA belongs to the Demand
segment in needs wants and demands, and it shows that the individual belongs to a higher
social class.

Promotions in the Marketing strategy of SUPRA

One of the key points which makes SUPRA a unique brand is its promotions. SUPRA
has over time established and re-established itself to be a very smart marketer.
Majority of the promotional campaigns of SUPRA market the products based on their
superior technological advantages, design, and how it is meant to be for the
premium people.
Naturally, when you group yourself in league with the top 3 premium brands out
there, people look up to you. SUPRA has several times taken on the likes of Jaguar,
Audi and Mercedes. Here are the best print ads of SUPRA which you can check out. I
am also pasting a recent commercial of SUPRA which i loved. It shows all the cars in
their arsenal.