anjalicutek
Anjali Khurana
Hyundai Motor Company (Hangul: 현대 자동차 주식회사, Hanja: 現代自動車株式會社 Hyŏndae Chatongch'a Chusik-hoesa) (KRX: 005380), a major company in the Hyundai Kia Automotive Group which is the world’s fifth largest automaker as of the end of 2009.[1] (In 2008, Hyundai ranked the eighth largest auto maker, without including Kia.[2]) and the world's fastest growing automaker.[3][4]
Headquartered in Seoul, South Korea, Hyundai operates the world’s largest integrated automobile manufacturing facility[5] in Ulsan, which is capable of producing 1.6 million units annually. The company employs about 75,000 persons around the world, Hyundai vehicles are sold in 193 countries through some 6,000 dealerships and showrooms worldwide.
The Hyundai logo, a slanted, stylized 'H', symbolizes the company shaking hands with its customer. Hyundai translates from the word "modernity", and is pronounced as "Hyon-dae" in Korean.
Chung Ju-Yung founded the Hyundai Engineering and Construction Company in 1947. Hyundai Motor Company was later established in 1967. The company’s first model, the Cortina, was released in cooperation with Ford Motor Company in 1968. When Hyundai wanted to develop their own car, they hired George Turnbull, the former Managing Director of Austin Morris at British Leyland. He in turn hired five other top British car engineers.They were Kenneth Barnett body design, engineers John Simpson and Edward Chapman, John Crosthwaite as chassis engineer and Peter Slater as chief development engineer.[6] In 1975, the Pony, the first Korean car, was released, with styling by Giorgio Giugiaro of ItalDesign and powertrain technology provided by Japan’s Mitsubishi Motors. Exports began in the following year to Ecuador and soon thereafter to the Benelux countries. In 1991, the company succeeded in developing its first proprietary gasoline engine, the four-cylinder Alpha, and transmission, thus paving the way for technological independence.
In 1983, Hyundai exported the Pony to Canada, but not to the United States because the Pony didn't pass emissions standards there. Canadian sales greatly exceeded expectations, and it was at one point the top-selling car on the Canadian market. The Pony afforded a much higher degree of quality and refinement in the lowest price auto segment than the Eastern-bloc imports of the period then available.
In 1986, Hyundai began to sell cars in the United States, and the Excel was nominated as "Best Product #10" by Fortune magazine, largely because of its affordability. The company began to produce models with its own technology in 1988, beginning with the midsize Sonata.
In 1996, Hyundai Motors India Limited was established with a production plant in Irrungattukotai near Chennai, India.[7]
Marketing Mix
Product
Features:
The all-new “Hyundai Pa” is fully loaded with a range of exciting new features. It's a perfect complement to your evolved tastes and lifestyle. And the best way to take your driving pleasure to a brand-new high. European Styling. Japanese Engineering. Dream-Like Handling.
Page 11 of 20
The new Hyundai Pa is a generation different from Getz and Santro design. Styled with a clear sense of muscularity, its one-and-a-half box, aggressive form makes for a look of stability, a sense that it is packed with energy and ready to deliver a dynamic drive.
Its solid look is complemented by an equally rooted road presence and class-defining ride quality. New chassis systems allow for the front suspension lower arms, steering, and gearbox and rear engine mounting to be attached to a suspension frame. You get lower road noise and a greater feeling of stability as you sail over our roads with feather-touch ease.
Price
Hyundai is expected to take Maruti heads on with the pricing of their upcoming Hyundai Pa car. After launching cars for the masses since so many years, India’s second largest automobile manufacturer is now targeting the premium segment with their latest model from the Hyundai’s stable. The analysts predict the pricing of this premium hunchback to start from Rs. 3 lakh.
This price range would practically rip apart Maruti’s offering in Zen Estilo, which is priced at a higher tag of Rs. 3.5 lakh. Both the companies are known for their value based offerings and Hyundai with their extensive service network and brand reputation for making reliable cars should get the customer’s nod over their competition.
The official pricing however is still not out. However, the company is said to be studying the prospects of launching the base model at the 3 - lakh price tag.
if they indeed do take the chance of pricing Hyundai at a considerable lower price than Zen Estilo , they would quite likely force the competition to rethink their strategy.
Promotion
Road Shows
The company plans to stage road shows, to display vehicles in the pavilions during various college festivals and exhibition. This car will appeal to youngsters more.
Television advertisements
Advertisements to promote and market our product will be shown on leading television channels. Major music and sports channels will promote and they will reach out to the youth will be promoted through Star, Zee, Sony and Doordarshan etc as it has more viewers.
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 listeners actually own a set. Many people listen to other people's radios or hear them in public places. So radio announcements will be made and advertisements will be announced on the radio about the product features and price, qualities, etc.
Print Ads
Daily advertisements in leading newspapers and magazines will be used to promote the product. Leaflets at the initial stage will be distributed at railway stations, malls, college areas and various other locations.
Workshops and Seminars
Workshops and seminars will be held in colleges and big corporate to make people aware about the companies past performance and product features, its affordability and usage, vast distribution network. Road shows will be conducted where free trials of the car would be given.
Banners, neon signs
Hoardings, banners, neon signs will be displayed at clubs, discs,
outside theatres and shops to promote our brand car.
Booklets and pamphlets
Headquartered in Seoul, South Korea, Hyundai operates the world’s largest integrated automobile manufacturing facility[5] in Ulsan, which is capable of producing 1.6 million units annually. The company employs about 75,000 persons around the world, Hyundai vehicles are sold in 193 countries through some 6,000 dealerships and showrooms worldwide.
The Hyundai logo, a slanted, stylized 'H', symbolizes the company shaking hands with its customer. Hyundai translates from the word "modernity", and is pronounced as "Hyon-dae" in Korean.
Chung Ju-Yung founded the Hyundai Engineering and Construction Company in 1947. Hyundai Motor Company was later established in 1967. The company’s first model, the Cortina, was released in cooperation with Ford Motor Company in 1968. When Hyundai wanted to develop their own car, they hired George Turnbull, the former Managing Director of Austin Morris at British Leyland. He in turn hired five other top British car engineers.They were Kenneth Barnett body design, engineers John Simpson and Edward Chapman, John Crosthwaite as chassis engineer and Peter Slater as chief development engineer.[6] In 1975, the Pony, the first Korean car, was released, with styling by Giorgio Giugiaro of ItalDesign and powertrain technology provided by Japan’s Mitsubishi Motors. Exports began in the following year to Ecuador and soon thereafter to the Benelux countries. In 1991, the company succeeded in developing its first proprietary gasoline engine, the four-cylinder Alpha, and transmission, thus paving the way for technological independence.
In 1983, Hyundai exported the Pony to Canada, but not to the United States because the Pony didn't pass emissions standards there. Canadian sales greatly exceeded expectations, and it was at one point the top-selling car on the Canadian market. The Pony afforded a much higher degree of quality and refinement in the lowest price auto segment than the Eastern-bloc imports of the period then available.
In 1986, Hyundai began to sell cars in the United States, and the Excel was nominated as "Best Product #10" by Fortune magazine, largely because of its affordability. The company began to produce models with its own technology in 1988, beginning with the midsize Sonata.
In 1996, Hyundai Motors India Limited was established with a production plant in Irrungattukotai near Chennai, India.[7]
Marketing Mix
Product
Features:
The all-new “Hyundai Pa” is fully loaded with a range of exciting new features. It's a perfect complement to your evolved tastes and lifestyle. And the best way to take your driving pleasure to a brand-new high. European Styling. Japanese Engineering. Dream-Like Handling.
Page 11 of 20
The new Hyundai Pa is a generation different from Getz and Santro design. Styled with a clear sense of muscularity, its one-and-a-half box, aggressive form makes for a look of stability, a sense that it is packed with energy and ready to deliver a dynamic drive.
Its solid look is complemented by an equally rooted road presence and class-defining ride quality. New chassis systems allow for the front suspension lower arms, steering, and gearbox and rear engine mounting to be attached to a suspension frame. You get lower road noise and a greater feeling of stability as you sail over our roads with feather-touch ease.
Price
Hyundai is expected to take Maruti heads on with the pricing of their upcoming Hyundai Pa car. After launching cars for the masses since so many years, India’s second largest automobile manufacturer is now targeting the premium segment with their latest model from the Hyundai’s stable. The analysts predict the pricing of this premium hunchback to start from Rs. 3 lakh.
This price range would practically rip apart Maruti’s offering in Zen Estilo, which is priced at a higher tag of Rs. 3.5 lakh. Both the companies are known for their value based offerings and Hyundai with their extensive service network and brand reputation for making reliable cars should get the customer’s nod over their competition.
The official pricing however is still not out. However, the company is said to be studying the prospects of launching the base model at the 3 - lakh price tag.
if they indeed do take the chance of pricing Hyundai at a considerable lower price than Zen Estilo , they would quite likely force the competition to rethink their strategy.
Promotion
Road Shows
The company plans to stage road shows, to display vehicles in the pavilions during various college festivals and exhibition. This car will appeal to youngsters more.
Television advertisements
Advertisements to promote and market our product will be shown on leading television channels. Major music and sports channels will promote and they will reach out to the youth will be promoted through Star, Zee, Sony and Doordarshan etc as it has more viewers.
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 listeners actually own a set. Many people listen to other people's radios or hear them in public places. So radio announcements will be made and advertisements will be announced on the radio about the product features and price, qualities, etc.
Print Ads
Daily advertisements in leading newspapers and magazines will be used to promote the product. Leaflets at the initial stage will be distributed at railway stations, malls, college areas and various other locations.
Workshops and Seminars
Workshops and seminars will be held in colleges and big corporate to make people aware about the companies past performance and product features, its affordability and usage, vast distribution network. Road shows will be conducted where free trials of the car would be given.
Banners, neon signs
Hoardings, banners, neon signs will be displayed at clubs, discs,
outside theatres and shops to promote our brand car.
Booklets and pamphlets