Description
This ppt covers the topics like the brand value, positioning, segmentation, targeting, pricing of Hyundai cars.
Brand Management Assignment
9/30/2009 [Type the company name]
To study the Brand architecture of Hyundai Motors India Limited.
HYUNDAI MOTORS INDIA Limited (HMIL) Master brand: Hyundai
About the company: Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary of Hyundai Motor Company, South Korea and is the second largest car manufacturer and the largest passenger car exporter from India. HMIL presently markets 54 variants of passenger cars across segments. The Santro in the B segment, the Getz Prime, i10 and the Premium hatchback i20 in the B+ segment, the Accent and the Verna in the C segment, the Sonata Embera in the E segment and the Tucson in the SUV segment. HMIL presently markets over 34 variants of passenger cars across seven models, the Santro, i10 and Getz in the B segment, the Accent in the C segment, the Verna in the D segment, the Sonata in the E segment and the Tucson in the SUV segment. HMIL has invested to expand capacity in line with its positioning as HMC's global export hub for compact cars. Apart from the expansion of production capacity, HMIL currently has 268 strong dealer network across India, which will be further bolstered in 2009. Hyundai Motor India Ltd, continuing with its tradition of being the fastest growing passenger car manufacturer, registered total sales of 489,328 vehicles in the calendar year (CY) 2008, an increase of 49.6 percent over CY 2007. In the domestic market it clocked a growth of 22.4 percent with 245387 units in 2008, while overseas sales grew by 92.5 percent, with exports accounting for 243,931 units in 2008
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1
BRAND ARCHITECTURE
Positioning : Manufacturer of Most Versatile, Convenient and Value Added Cars Brand Value: Hyundai cars for every family & occasion Getz i10 Prime i20 Accent Verna Sonata VTVT,SX VTVT,CRDI 2.4 VTVT, MAGNA, VGT,SX CRDI 2.0 CRDI MAGNA,SPORTZ,AS ASTA, ASTA(0) EXECUTIVE,EXECU VGT,SX CRDI M/T, 2.0 TA,D-LITE,ERA 1.1 , 1.3 S/ROOF TIVE LPG VGT AT CRDI A/T Mid socio economic Mid socio Mid socio Upper socio Upper socio Upper socio classes referring to economic economic economic classes economic economic group C,B1,B2. classes classes referring to group classes classes For urban young referring referring to A2. referring to referring to people with to group group B1 Car provides group A2, A1. group A2, penchant for style A2, B1, Upper socio value for money For power , A1. B2. economic performance For luxury Young classes and style and comfort urban referring to seeking seeking customer group consumer consumer who A2,B1,B2 seeks variety
Sub Brand
Santro Xing
Tucson
Variants Core Target/ Demograp hics
GL,GLS Mid socio economic classes referring to group C, B1, B2 The affordable compact family car. First car for family users
TUCSON Upper socio economi c classes referring to group A1. For consume rs who want to convey an adventur er, sporty and macho image
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Benefits
Low cost of ownership , First car, easy serviceabil ity, family car, spacious, fuel economy, car uses active intelligenc e
A Premium compact car, superior mileage and durable, power and mileage advantage
Stress and practicalit y with best combinati on of safety comfort and power, spacious, boot space.
Refreshing looks,interior spacing,Europ ean style, versatile interiors, and superior driver dynamics
Mid-sized sedan looks very grand,smoothsailing driving experience ,performance and value for money
High power and performance, better suspension, spacious, well designed interiors stylish exteriors
Luxury,comf ort, technology, beautiful interiors.
Boot and luggage space, ambient interiors and safety
Sub Brand Role in portfolio
Page
Santro Xing Cash cow: The brand has been the flagship brands of hyundai, The sales have been more or less constant from the brand and has been a source of profits for Hyundai. The brand requires low
i10 Flanker brand: launched as a prequel to i20 and flanker for Hyundai Getz
Getz Prime Strategic Brand: brand positioned as one with power and economy. Getz would denote significant future growth and profits both in terms of domestic as
i20 Strategic Brand: The I 20 is stylish car with performance and economy. The most promising brand in hyundai small car segment in order to draw future sales and profit.
Accent Cash Cow It is more than 10 years old brand. It has already seen its peak. Its has good sales which are constant and company is not spending money on it in terms of advertisement and
Verna Strategic Brand Verna is a strategic brand. Its an upgrade to Accent for the customers. Its powerful yet fuel eficient.
Sonata Head On Challenger Sonata directly competes with ts competitors and its also priced competitively. It gives luxuary of a Premium High End car at reasonable price.
Tucson Head On challenger Tucson is one of the low priced SUV as compared to Captive and CRV. It justifies Hyundai's presence in this segment.
3
maintainance.
well as export market.
promotions.
Sub Brand Price index Median Price Principal Competitor
Santro Xing 59 Maruti Alto, Suzuki swift, Chevrolet Spark, Wagon R Maruti 800, Zen Estilo
i10 74 Chevrolet Spark, Maruti Suzuki Zen Estilo, Wagon R, Tata Indica Zeta,Maruti Ritz Product brand Sporty, Stylish, Hatchback 3.3 – 5.3 lakhs
Getz Prime 87 Swift VDi, Swift ZXi,
i20 112 Chevrolet UVA, Tata Indica Vista, Skoda Fabia, Suzuki Swift
Accent 88 Renaultlogan, Maruti Swift Desire, Tata Indigo
Verna 133 Honda City, Ford Fiesta, Fiat Linea, Chevrolet Aveo, Maruti SX 4
Sonata 263 Honda Accord, Toyota Camry, Skoda Laura,
Tucson 286 Chevrolet Captiva, Ford Endeavour, Honda CR-V, Maruti Grand Vitara, Mitsubishi Outlander, Mitsubishi Pajero Product brand SUV
Skoda Fabia
Toyota Corolla, Volkswagen Jetta, Product brand Premium Sedan Product brand Luxury Sedan
Product Role Model Segment Price Range
Endorser Brand Economy hatchback 2.6 – 3.7 lakhs
Product brand Premium hatchback 3.6 – 5 lakhs
Product brand Premium, Stylish, Hatchback 4.8 – 7.7 lakhs
Product brand Economy Sedan Rs 5.24 – 5.60 lacs
Rs. 6.7- 8.4 lacs
14.5 to 16.85 lacs.
Rs.16.96 L
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4
PORTFOLIO STRUCTURE
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5
Range
Hatchbacks Sedans SUV's Hyundai believes in optimal resource allocation Santro a 11 year old product has been extended to santro xing, Hyundai accent entry product in sedan range again 10 year old has been extended as accent executive. Creating for future: Hyundai has created a presence in each segment of Indian market to create opportunities for future Hyundai has successfully adapted to the market dynamics of Indian Automobile Industry by launching the variants like i10,i20,Verna and Tucson(SUV). Getz is a highly differentiated brand in the Hatchback Range Sonata is highly differentiated brand in the Sedan Range. i20 is a fully energized brand Shahrukh Khan as a brand Ambassador for Hyundai enhances and energises the brand Hyundai in India Asociation with IPL matches has served as a brand energiser
Synergy Leverage
Relevance Strong Brands
Page
6
doc_383033442.docx
This ppt covers the topics like the brand value, positioning, segmentation, targeting, pricing of Hyundai cars.
Brand Management Assignment
9/30/2009 [Type the company name]
To study the Brand architecture of Hyundai Motors India Limited.
HYUNDAI MOTORS INDIA Limited (HMIL) Master brand: Hyundai
About the company: Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary of Hyundai Motor Company, South Korea and is the second largest car manufacturer and the largest passenger car exporter from India. HMIL presently markets 54 variants of passenger cars across segments. The Santro in the B segment, the Getz Prime, i10 and the Premium hatchback i20 in the B+ segment, the Accent and the Verna in the C segment, the Sonata Embera in the E segment and the Tucson in the SUV segment. HMIL presently markets over 34 variants of passenger cars across seven models, the Santro, i10 and Getz in the B segment, the Accent in the C segment, the Verna in the D segment, the Sonata in the E segment and the Tucson in the SUV segment. HMIL has invested to expand capacity in line with its positioning as HMC's global export hub for compact cars. Apart from the expansion of production capacity, HMIL currently has 268 strong dealer network across India, which will be further bolstered in 2009. Hyundai Motor India Ltd, continuing with its tradition of being the fastest growing passenger car manufacturer, registered total sales of 489,328 vehicles in the calendar year (CY) 2008, an increase of 49.6 percent over CY 2007. In the domestic market it clocked a growth of 22.4 percent with 245387 units in 2008, while overseas sales grew by 92.5 percent, with exports accounting for 243,931 units in 2008
Page
1
BRAND ARCHITECTURE
Positioning : Manufacturer of Most Versatile, Convenient and Value Added Cars Brand Value: Hyundai cars for every family & occasion Getz i10 Prime i20 Accent Verna Sonata VTVT,SX VTVT,CRDI 2.4 VTVT, MAGNA, VGT,SX CRDI 2.0 CRDI MAGNA,SPORTZ,AS ASTA, ASTA(0) EXECUTIVE,EXECU VGT,SX CRDI M/T, 2.0 TA,D-LITE,ERA 1.1 , 1.3 S/ROOF TIVE LPG VGT AT CRDI A/T Mid socio economic Mid socio Mid socio Upper socio Upper socio Upper socio classes referring to economic economic economic classes economic economic group C,B1,B2. classes classes referring to group classes classes For urban young referring referring to A2. referring to referring to people with to group group B1 Car provides group A2, A1. group A2, penchant for style A2, B1, Upper socio value for money For power , A1. B2. economic performance For luxury Young classes and style and comfort urban referring to seeking seeking customer group consumer consumer who A2,B1,B2 seeks variety
Sub Brand
Santro Xing
Tucson
Variants Core Target/ Demograp hics
GL,GLS Mid socio economic classes referring to group C, B1, B2 The affordable compact family car. First car for family users
TUCSON Upper socio economi c classes referring to group A1. For consume rs who want to convey an adventur er, sporty and macho image
Page
2
Benefits
Low cost of ownership , First car, easy serviceabil ity, family car, spacious, fuel economy, car uses active intelligenc e
A Premium compact car, superior mileage and durable, power and mileage advantage
Stress and practicalit y with best combinati on of safety comfort and power, spacious, boot space.
Refreshing looks,interior spacing,Europ ean style, versatile interiors, and superior driver dynamics
Mid-sized sedan looks very grand,smoothsailing driving experience ,performance and value for money
High power and performance, better suspension, spacious, well designed interiors stylish exteriors
Luxury,comf ort, technology, beautiful interiors.
Boot and luggage space, ambient interiors and safety
Sub Brand Role in portfolio
Page
Santro Xing Cash cow: The brand has been the flagship brands of hyundai, The sales have been more or less constant from the brand and has been a source of profits for Hyundai. The brand requires low
i10 Flanker brand: launched as a prequel to i20 and flanker for Hyundai Getz
Getz Prime Strategic Brand: brand positioned as one with power and economy. Getz would denote significant future growth and profits both in terms of domestic as
i20 Strategic Brand: The I 20 is stylish car with performance and economy. The most promising brand in hyundai small car segment in order to draw future sales and profit.
Accent Cash Cow It is more than 10 years old brand. It has already seen its peak. Its has good sales which are constant and company is not spending money on it in terms of advertisement and
Verna Strategic Brand Verna is a strategic brand. Its an upgrade to Accent for the customers. Its powerful yet fuel eficient.
Sonata Head On Challenger Sonata directly competes with ts competitors and its also priced competitively. It gives luxuary of a Premium High End car at reasonable price.
Tucson Head On challenger Tucson is one of the low priced SUV as compared to Captive and CRV. It justifies Hyundai's presence in this segment.
3
maintainance.
well as export market.
promotions.
Sub Brand Price index Median Price Principal Competitor
Santro Xing 59 Maruti Alto, Suzuki swift, Chevrolet Spark, Wagon R Maruti 800, Zen Estilo
i10 74 Chevrolet Spark, Maruti Suzuki Zen Estilo, Wagon R, Tata Indica Zeta,Maruti Ritz Product brand Sporty, Stylish, Hatchback 3.3 – 5.3 lakhs
Getz Prime 87 Swift VDi, Swift ZXi,
i20 112 Chevrolet UVA, Tata Indica Vista, Skoda Fabia, Suzuki Swift
Accent 88 Renaultlogan, Maruti Swift Desire, Tata Indigo
Verna 133 Honda City, Ford Fiesta, Fiat Linea, Chevrolet Aveo, Maruti SX 4
Sonata 263 Honda Accord, Toyota Camry, Skoda Laura,
Tucson 286 Chevrolet Captiva, Ford Endeavour, Honda CR-V, Maruti Grand Vitara, Mitsubishi Outlander, Mitsubishi Pajero Product brand SUV
Skoda Fabia
Toyota Corolla, Volkswagen Jetta, Product brand Premium Sedan Product brand Luxury Sedan
Product Role Model Segment Price Range
Endorser Brand Economy hatchback 2.6 – 3.7 lakhs
Product brand Premium hatchback 3.6 – 5 lakhs
Product brand Premium, Stylish, Hatchback 4.8 – 7.7 lakhs
Product brand Economy Sedan Rs 5.24 – 5.60 lacs
Rs. 6.7- 8.4 lacs
14.5 to 16.85 lacs.
Rs.16.96 L
Page
4
PORTFOLIO STRUCTURE
Page
5
Range
Hatchbacks Sedans SUV's Hyundai believes in optimal resource allocation Santro a 11 year old product has been extended to santro xing, Hyundai accent entry product in sedan range again 10 year old has been extended as accent executive. Creating for future: Hyundai has created a presence in each segment of Indian market to create opportunities for future Hyundai has successfully adapted to the market dynamics of Indian Automobile Industry by launching the variants like i10,i20,Verna and Tucson(SUV). Getz is a highly differentiated brand in the Hatchback Range Sonata is highly differentiated brand in the Sedan Range. i20 is a fully energized brand Shahrukh Khan as a brand Ambassador for Hyundai enhances and energises the brand Hyundai in India Asociation with IPL matches has served as a brand energiser
Synergy Leverage
Relevance Strong Brands
Page
6
doc_383033442.docx