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Hyundai Motor India Limited was formed on 6 May
1996 by the Hyundai Motor Company of South Korea. (HMIL) is a wholly owned subsidiary of Hyundai Motor Company (HMC). HMIL is the largest passenger car exporter and the second largest car manufacturer in India. It currently markets eight passenger car models across segments -- in the A2 segment it has the Eon, Santro, i10 and the i20, in the A3 segment the Accent and the Verna, in the A5 segment Sonata and in the SUV segment the Santa Fe
HMIL's first car, the Hyundai Santro was launched in
23 September 1998 and was a runaway success. HMIL has set up a research and development facility in the cyber city of Hyderabad. HMIL currently exports cars to more than 110 countries across EU, Africa, Middle East, Latin America, Asia and Australia. It touched 1.5 million in exports in March 2012
Attractive and intelligent advertising strategy.
Launched completely new products unlike
competitors. Customer satisfaction campaign. Innovative marketing strategies. Analyzing the Indian customers and their demands Pricing. Example :- Launched cars at lower price like Santro at Rs 289000 below maruti zen which was launched at Rs 345000.
It’s a low segment car. Its priced between 2.5 to 3.8 lakhs. Biggest threat to maruti alto’s market share. It is a budget friendly and fuel friendly car. Hyundai EON comes with safety features like durable
Body Structure, Child Safety Rear Door Locks, Front & Rear Seat Belts, Engine Immobilizer, Central Locking, Inside Rear View Mirror, Front Fog Lamps Keyless Entry, and Driver Airbag. Its mileage under ideal condition 21.1kmpl
SEGMENTATION : In India the consumers are divided into three classes upper, middle and lower. Eon was for the middle class people. It was one of low cost cars launched by Hyundai. Its price completely makes it for the middle class people who cant afford cars costing above 5 lakhs.
TARGETING : It is targeted at young professionals and executives in the age group of 24-25 years, hailing from urban India. Apart from space and mileage it was the style which attracted the youth. Targeted even at middle class people. As this car meets the aspirations of youth so its tagline was INDIA ON. It was in competition with Spark and Alto.
POSITIONING : It was positioned to compete with Maruti alto. I think this car is very aspirational for those buying cars for the first time. It's not a basic car ... it's positioned between mid (Santro) and low (Alto) compact cars," said Mr Arvind Saxena, Director, Sales and Marketing, Hyundai Motor India. It could took away a sizeable bunch of its sales because of its focus on styling, high mileage and space.
A car that redefines style, luxury and power.
It is priced between 7.23 to 12 lakhs. Biggest threat to Volkswagen Vento,Skoda Rapid
1582cc 4-cylinder petrol engine producing 126bhp and
is mated to a 6-speed manual transmission. It also features a MT shift indicator, tilt adjustable driver seat, in-dash audio system with USB and AUX capabilities and a rear centre armrest with a box. Its mileage is 17.43Kmpl
SEGMENTING : This car can be easily affordable by the upper class people. It blends power with style. This car is normally used by the CEO’S, MD’S,PRESIDENT’S of a company as it gives them the class that they look good with. This car was focusing completely on people who look for sporty exteriors and elegant interiors.
TARGETING : It has been targeted towards the middle level executives and upper middle class consumers. As their target was the high class people so success in the product would fetch the lot of revenues. At times risky because of competition in the market .
POSITIONING : It is positioned as a feature packed performance car. It is positioned to compete with ford fiesta, Honda city , Maruti SX4.
INFRENCES FROM QUESTIONNAIRE
Questionnaire were given to 10 consumers using eon and 5 consumers using Verna. For EON : Out of 10 customers 2were those who were not the decision makers at their home. Decision were taken by their parents at home. 3 customers had problem with the spear parts availability when required. They experienced the same when they gave for servicing.
3 customers where happy and satisfied with the
mileage. ( aged between 22 to 25 , they were the decision makers at home) 2 were not at all satisfied with the comfort level (they felt the car is not spacious at all and very congested). Overall the car was good for the maximum customers and few were unsatisfied with its comfort level and parts availability that was the point where the company has to work on and make sure that they don’t loose customers for such reasons.
For VERNA : All the 5 consumers were satisfied with the car its mileage, comfort level, spear part availability , servicing and pricing. All the customers did the purchase after thorough evaluation of all alternatives. Alternatives here mean other cars of other company in the same price range. On the whole VERNA satisfied the customers and they had good feedback for the company.