Case Study On

Motors
India
 Introduction
• Hyundai Motor India Limited is a wholly owned subsidiary of Hyundai Motor Company. It
is the second largest car manufacturer and the number one car exporter since inception
in India. It currently has nine car models across segments – SANTRO, GRAND i10, GRAND
i10 NIOS, ELITE i20, AURA, XCENT, VERNA, ELANTRA, VENUE, CRETA, TUCSON and KONA
Electric. HMIL’s fully integrated state-of-the-art manufacturing plant near Chennai boasts
advanced production, quality and testing capabilities.

• HMIL forms a critical part of HMC’s global export hub. It currently exports to around 88
countries across Africa, Middle East, America, Australia and Asia Pacific. To support its
growth and expansion plans, HMIL currently has 493 dealers and more than 1,309 service
points across India. In its commitment to provide customers with cutting-edge global
technology, Hyundai has a modern multi-million dollar R&D facility in Hyderabad. The
R&D centre endeavours to be a center of excellence in automobile engineering.
 Indian Car Of The Year (ICOTY)
• 1. 2008 — Hyundai i10 1 2

• 2. 2014 — Hyundai Grand i10

3
• 3. 2015 — Hyundai Elite i20

4
• 4. 2016 — Hyundai Creta

5
• 5. 2018—Hyundai Verna
 MARKETING STRATEGIES OF HYUNDAI
MOTORS INDIA
Television Advertisements-

Advertisement to promote and market the product and market the products will be
shown on the leading television channel. Major music and sports channel will promote
and they will promote and they will reach out to the youth will be promoted through
Star, Zee, Sony and Door darshan etc as it has more viewers, to promote a product
like Creta.

Radio-
Radio is the medium with the widest coverage.Studies have recently shown high levels
of exposure to radio broadcasting both within urban and rural areas whether or not
listener actually own a set.So, radio announcements on various,play station like FM will
be made and advertisement will be announced on the radio about the products
features and price, qualities etc.
 Print Ads -
Daily advertisement in leading newspaper and magazines will be used to
promote the products. Leaflets at the initial stage will be distributed at malls,
college areas and various other location. Product display was and is
conducted in various shopping malls.
Booklets and pamphlets -
Booklets will be in car showrooms, retail outlets, etc for the customer who wants to
read. These booklets will provide the perfect information about the companythe
products offered which suits the customers need accordingly.
Banners, neon signs -
Hoardings, banners, neon signs will be displayed at clubs, discs, outside theatres
and shops to promote the brand cars.
 BRAND POSITIONING STRATEGY OF HYUNDAI
MOTORS INDIA LIMITED

Brand Positioning is the most vital concept from brand’s

strategy. Brand Positioning is the linked with managing a
brand’s meaning. Today several brands of car positioning
themselves on the features like Price, Comfort
dimensions, Safety, Mileage etc. Currently Hyundai
followed a very effective multi-segmentation strategy to
grab the different segments of the market with different.
Santro
The Santro is the brand’s first car in The India,
and one’s taken strong place in Indian people’s
heart and minds.Moreover, it was the first solid
alternative to capture market might of Maruti
Suzuki – fresh in design, high on quality,
tremendous on space and, yet, rather good value;
and it set the template for all Hyundai is that
would follow for a long time. The other thing that
noticeable with Indian buyers was the term
Hyundai coined – ‘tall boy’, which went on to
represent not just the Santro, but an overall
segment of cars (like the WagonR) which used
their height to maximise space.
The Hyundai Santro is a city car produced by the South Korean
manufacturer. Chung Ju Yung eventually became one of the world’s
richest men. The introductory price for Hyundai Santro was 3.89
lakh.The first generation of Santro was launched in 1998 and runs up to
2005. The second generation of it was launched 2005 and runs up to
the year 2014. The third generation was launched on 23rd October
2018 in India. This marks the return of the Santro nameplate in India
after four years since the last generation was discontinued and nearly
twenty-five years since the start of production. Less than a month after
its releases, the Santro sold 8,535 units. The Santro got listed in the
“Top 10 Cars” list in India, at the 10th place in December 2018.
Hyundai was planned at that time to launch a C-segment car but changed the strategy and
launched Santro in tough small car market. It studied the nature of the customer and then
launched car for B-segment. The main competitor of Hyundai was Maruti Suzuki’s brand ZEN,
in Indian market. The biggest issue at the time of launch of Santro was that the Indians were
unsure about the Korean products specially automobiles.

Hyundai was designed firstly the Santro as a tall boy car but later on it was found that Indians
don’t like tall boy model then they manufacture the city car for Indian consumers like Santro.
Hyundai launched Santro car for B-segment and Accent car for C-segment.

It targeted 35-45 years people of middle class in India. With the passage of time, Hyundai
targeted youth and launched Santro Xing in the year 2003. The company always kept the
customer at the centre of the universe through not just making great cars but also by delivering
an experience.

In the run up to launch of Santro, Hyundai motor India decided to base its strategic architecture
around the nostalgia attached with the first edition of their immensely popular model. Santro
being a symbol of upward mobility, innovative technology and features and a harbinger of
celebrations is one’s life. The rugged look of the car was an instant hit.
Thank
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