Hyundai

Hyundai
 South Korean company
 Entered India through its subsidiary HMIL
 Set up their manufacturing plant in Chennai
on May 26, 1996
 Decided to enter India through new
product, Santro, a B segment car
 Hyundai’s diversification to
India
Strengths Weakness Opportunities Threats
Proper Korean High demand MUL had a
market cars were of small cars dominating
Research ranked with only MUL market
Introduction below as a player in share
of new small Indian cars small car Making
car by industry people
Establishing customers believe in
own plant the new
brand
Santro
 HMIL’s first car
 Priced at Rs 2,89,000 against Maruti Zen at
3,45,000
 75000 vehicles sold in a period of one year
( Apr,1999- Mar, 2000)
 Made HMIL second largest company after
MUL
Marketing Strategies for Santro
 Positioning and Targeting
 Targeted the B segment
 Small car with many additional features and low
prices
 Marketing Mix
 Pricing based on consumer perceptions
 3 versions of product with additional features
 Elaborated process to select dealers and place of
sale
 Promotion done by Media Advertisements by
celebrities like SRK
Repositioning Santro-2002
 Required due to launch of Maruti Alto in
2000
 Targeting and Positioning
 Targeted the age group 25 to 30
 Repositioned as sunshine car
Marketing Mix
 Fresh commercials with Preity Zinta and SRK
 New Variant- Santro Xing
 Decided to tap the rural market – conducted
road shows
 Signed agreement with PNB for financing its cars
Launch Of Accent
Strength Weakness Opportunity Threat
Priced below New entry in Leading the Tough
Mitsubishi C segment Market of C competition
Lancer with segment from Maruti
same quality cars Esteem and
and Ford Ikon
technology
Factors for success of Hyundai
 Differentiation in Santro as compared to
other B class cars available in India
 Lower cost
 Proper market survey
 Tapping the right market and the need
 Closer to the customer