IMC Final Project

KIA Motors (Sonet)

Group 3 
Aastha Sharma - 2020138
Darvi Dasgupta – 2020144
Parth Rastogi - 2020102
Sanika Chhabra – 2020115
Sparsh Bazaz - 2020123
Mood Board
Structure to Market Communication - 
KIA Motors (Sonet)

 Insight: Encourages you to venture into the wild, and quench your thirst for
adventure
 Brand Positioning: People buying car in premium segment appreciates a
blend of modern features , aesthetics and traditional rustic functionality of
SUVs i.e., trips and off-road capability
 Consumer Proposition: Tough and Sturdy SUVs | Kia Motors provides SUVs
with comfort and better features so that the consumers live every moment in
the car.
 Communication: #wild by design
Brand Ladder

Emotional Self Actualisation Reduce Pollution Best in Class

Benefits

Consumer Variety of
customisation
Owner Loyalty
Sponsoring
education of girl
Rewards packages 
Program
child

Product Status and Aesthetic Quality &

Premium features -
connected car tech,
Mobility
Benefits appeal Performance Sunroof,
infotainment

Smart Pure Air

Attributes Multi Drive Modes
and Traction Modes
Purifier with Virus
Protection
MT Remote Engine
Start
BOSE Premium
Sound System
Front Ventilated
Seats
Keywords

Branded Competition
Generic Keywords
Keywords Keywords
• Cars for sale near me • Kia SUV • Hyundai Creta 2020
• SUV • Kia motor car • Creta 7 seater
• Affordable cars
• Kia Sonet • Ciaz on road price
• Kia car showroom
• 5-seater cars • Tata Nexon
• Kia Sonet price
• Compact SUV • Kia motors near me
• Maruti SUV
• Wild by design • Kia motors latest models
• Hyundai alcazar price
• Adventure car • Kia motors low price car • Tata SUV
• Cars for sale
A Day Kia Motors
(Sonet) would want to NATIONAL ROAD SAFETY WEEK
own Road Safety Week is observed from January 11th to January
17th every year. It aims at making the roads and streets in
India safer. 
Why this week?
Kia Sonet boasts about multiple safety features like-
 6 airbags
 Front Parking Sensors
 Tyre Pressure Monitor
 Electronic Stability Control and Vehicle Stability
Management
 It also has an NCAP rating of 3 out of 5
 During this week, the focus should be on emphasizing
on road safety and how Kia Sonet can help achieve the
same. Following could be done to achieve the same-

A Day Kia Social media posts

A YouTube ad
Motors (Sonet) Print Playbook (Attaching an air bag to the
would want to newspaper to let the readers know about its quality)

own (Contd..) Also, Kia Sonet projects itself as a wild, sturdy and
aggressive car, which puts out a perception that the car
is strong and SAFE as well, thus justifying the decision
to choose The Road Safety Week.
Influencers for Kia Motors (Sonet)

Faisal Khan
Ranveer Allah (394K) Autocar India
badia (1.6M)
 Tie up with influencers and host a contest
where the winners or the top 10 performers
can be provided with some goodies or a
discount on the car, the contest can be in line
Influencer with the communication of the brand ‘Sonet’
which will go in line with the message of
Marketing road safety.

Similarly, advertising on the Instagram pages

of car reviewer such as Autocar India, will
increase the reach and also improve the
brand perception thus making the brand
more reachable.
 Dealer Financing Program - Kia Motors Ltd. can tie
up with banks to provide dealer financing at a
reasonable interest rate enabling them to stock up the
units at fairy lower rates than in the market. 

Dealer's Incentive based on reduction in cost of acquisition of

a unit by dealer thereby increasing profit for the dealer
Incentives
Based on historical trends, a benchmark of sales in no.
of units can be set for every dealer to meet, if they
meet the benchmark. They will be eligible for a free
foreign tour in the APAC region. 

Based on historical trends, a benchmark of sales in no.

of units can be set for every dealer to meet, if they
meet the benchmark. They will be eligible for an
additional 3% commission on every unit sold over and
above threshold 
New Message across different platforms

Communication: #Feral beast for a savage you

Print: Ads in English daily(HT, TOI), regional specific daily (Punjabi Express, Kerala Express,
Gujarati Samachar) and national daily(Dainik Jagran, Hindustan); ads in Car and Automobile
Magazine i.e., Autocar India Magazine, Car India Magazine etc.
Billboard: Billboards(clear message, just the tagline), in high traffic areas, highways and near offices
Broadcast: TVC(engaging, relevant to the tagline with clear description of safety features); radio
commercials conveying USP of the brand, safety features of car; incorporate CTA(car dealer no.,
showroom location etc.) in radio advert.
Online: YouTube ads, Facebook/Instagram vid ads, testimonial videos, informational videos about
the brand, blogs, tie ups with youtubers & influencers like Gagan Chaudhary, Ask CarGuru etc.
 Media Budgeting
Total Budget = 100 units
Kia started with Digital First Activities % of Budget  Total Units
TV 31% 31
Campaign for Sonet with an organic Radio 4% 4
reach of 102% on Facebook and KIA invests in premium Print 17% 17
55.8% on Twitter.   ad units and advertised on
Digital 40% 40
Outdoor 8% 8
over 250 different Media Total  100
Instagram followers for KIA Properties in the last year
increased by 50% with the current across multiple Media • The target market for Seltos is Indian middle class
engagement reach of 3.2% more formats. where family and friends are the decision makers. Along
than last year. with awareness consumers also need to desire
Activities % of Budget  Kia Motors launched and driving Seltos.
Content Creation 6%
advertised 5 new products • To add to the recall, KIA will be present all over
Content Management 2% in the past twelve months. billboards, on the internet and even on the Radio, with
Advertising 23% city based target promotions. 
Promotions 6% • Sonet is the less expensive model, but with less number
Agency Fee 7%
of model categories out in the market, the higher brand
Media Share Trend may attract Sonet’s audience organically.
THANK YOU