|


‡ At that time, HMIL¶s major weakness was that it

had only one model to offer, And if SANTRO lost
its market share, the financial performance of
the company would be badly affected.
‡ HMIL introduced µACCENT¶ in the indian car
market in october 1999.
‡ HMIL surprised everyone by pricing the model of
ACCENT at Rs. 5,35,000. And it became the
largest selling car in C segment leaving behind
the MUL¶s Esteem & Ford¶s µIKON¶
 @ 


   

‡ To promote the Accent, HMIL relied on the print

media than on television.
‡ The reason was that the skew would be around
80:20 in favour of print. That is usually the case
with higher value products, which look for a
specific kind of audience.
‡ Accent was positioned with a baseline ³THE
NEXT STEP´.
‡ The Accent¶s print advertisement highlighted the
latest technology used in the car, such as
remote controlled music system, keyless entry
system etc.
  
  
 
 ¶
‡ HMIL introduced a diesel variant of the
Accent µAccent CRDi¶ in Oct 2002.
‡ To promote µAccent CRDi¶, HMIL
highlighted its special features such as
improved technology in a TV campaign.
 |

‡ To widen the product portfolio and enter the
luxury µD¶ segment. HMIL introduced the
µSONATA¶ in late 2002.
‡ It was priced at Rs. 16,00,000.
‡ Technologically equivalent to the Japanese
µHonda Accord¶ of Rs. 17,00,000.
‡ Sonata¶s advertisement on TV positioned it as a
premium car that was ³ 
 


      
  !
 "
 
‡ The reason for repositioning Santro was that MUL
commanded the largest market share in this segment
due to the combined sale of its three cars- Zen, WagonR
& Alto.
‡ The company targeted the age group 25 to 30 as it felt
that the average age of first-time car buyers had come
down.
‡ Santro was repositioned as a 
   #!
‡ They come out with new TV commercials to promote
Santro along with Preity Zinta & Khan.
‡ Zinta & Khan represented young customers whom HMIL
was targeting.
$% 

‡ HMIL launched the µSantro Xing¶, another
variant.
‡ It was an improved version of Santro in
terms of safety, convenience & comfort.
 NEW YEAR NEW CAR
¬  " % 
%&''' 
%())(   
&'''  %
())(
  Santro Accent AccentCDRi, Sonata
repositioned santro

  
B C B,C D

*  % 2.89L 5.35L 7.25L 16L

 
"

Zen Lancer, Accord
 Esteem, Ikon
¬  @ %())+ " %()), -
%()),

  Santro-Xing Elantra Getz

  
B D Upper D

*  %  2.89L 8.69L-10.89L 0.43mn-0.56mn

"

 Corolla, Octavia, Palio, Indica
optra
 ``
 
"
 
 
 
 . /
‡ Firstly company identified states such as Punjab,
Haryana, Kerala, Uttarpradesh that had sizeable
rural population.
‡ They joined hand with dealers in major rural
towns & conducted road shows to push Santro.
‡ It also offered test-drives.
‡ HMIL believed that once rural buyers became
aware of the quality of it¶s cars, they would
certainly shift from the M800 to the Santro.
‡ Resulting HMIL saw 33% of the sales of Santro
comimg from rural areas in 2003.
‡ In order to promote their brand, HMIL
signed an agreement with the Punjab
National Bank, one of the largest public
sector bank in India, to provide financing
on it¶s cars in 2003.
 '


   


 
‡ Close study of Indian market.
‡ Company officials carried a complete market
research.
‡ They talked to dealers, venders & customers.
‡ Detailed surveys were carried.
‡ The company analyzed the Indian customers &
their demand.
‡ Technologically superior products.
‡ Innovative marketing strategies.
‡ HMIL was not like the US & European
companies who believed that their brands would
attract customers.
‡ They made all efforts to understand the needs &
preferences of Indian customers & marketed the
products accordingly.
‡ The company¶s unique way of interacting with
dealers was a major reason for better
understanding of customers.
‡ The president of HMIL¶s Indian operations was
known for visiting dealers personally to get
firsthand knowledge of market trends.
 |

   
‡ Hyundai signed MoU with Allahabad Bank.
‡ It¶s domestic sales growing at 12% for the month of
November, 2010.
‡ Hyundai bags two prestigious awards at the 12th FIEO
µNiryat Shree¶ Awards for 2008-09.
‡ Hyundai i10 crosses landmark sales of 2.5L units.
‡ HMIL receives EEPC µAll India for Export Excellence for
the year 2008-09.
‡ HMIL launches 9th nationwide Free Car Care Clinic. It
was a 10 day free car care clinic at 429 dealer
workshops across India.
‡ Attractive discounts & exciting prices on
offer of privileged customers.
‡ Hyundai opens 300th dealership & targets
610 sales outlets, 625 workshops by Dec,
2010.
  

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