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Mobile Industry MOBILE INDUSTRY : AUTOMOBILE INDUSTRY In India there are 100 people per vehicle, while this figure is 82 in China. It is expected that Indian automobile industry will achieve mass motorization status by 2014. India is the fourth largest car market in Asia - recently crossed the 1 million mark. Unlike the USA, the Indian passenger vehicle market is dominated by cars (79%). The first automobile in India rolled in 1897 in Bombay. India is being recognized as potential emerging auto market. Foreign players are adding to their investments in Indian auto industry. HYUNDAI MOTORS : HYUNDAI MOTORS The second largest car manufacturer and the largest passenger car exporter from India. HMIL presently markets 33 variants of passenger cars across segments. Hyundai has one of the most advanced research and development facilities that focus on state of the art product and design engineering and rigorous quality enhancement. HYUNDAI MOTORS : HYUNDAI MOTORS Hyundai Motor Company (HMC), which came into being in 1967, is a division of Hyundai Kia Automotive Group, headquartered at ‘SEOUL’ , the capital of South Korea. The company operates the world's largest integrated automobile manufacturing facility at Ulnas in South Korea. OBJECTIVE : OBJECTIVE The objective of this trust is to address the expectations of society and to initiate the concrete steps to extend support in the field of Health Care, Educational and Vocational training, Environment, Road Safety, Art, Science and Technology and much more. MODELS OF HYUNDAI : MODELS OF HYUNDAI HYUNDAI ELANTRA. HYUNDAI ACCENT. HYUNDAI GETZ. HYUNDAI SANTRO XING. HYUNDAI SONATA EMBERA. HYUNDAI TERRACAN. HYUNDAI TUCSON. HYUNDAI VERNA. NEW INSIGHTS : NEW INSIGHTS After making a foothold in the urban and semi-urban areas, Hyundai Motors now desires to grasp India's rural markets which are untapped by small car manufacturers so far. HMIL has entered into retail partnership with several Indian financial institutions like HDFC Bank, ICICI Bank, Mahindra Finance, Punjab National Bank and Sundaram Finance. HMIL has strategic tie ups with Syndicate Bank, Bank of India, Punjab National bank, Canara Bank, Bank of Baroda and Corporation Bank. AWARDS : AWARDS Hyundai wins the DHL-CNBC Tv18 International Trade Awards 2008-09. “Hyundai Motor wins the ‘Manufacturer of the Year’ award at the NDTV Profit Car & Bike Awards 2009. Indian Car Of The Year 2008. Car of the Year. Compact Car of the Year. : Car of the Year 2008 . Small Car of the Year 2008 . Aaj Tak Viewers Choice Award. JD Power Asia Pacific Intial Quality Study (IQS) . • Hyundai wins the DHL- CNBCTv18 Internationa l TradeAwar ds 2008-09. • Hyundai Motor wins the‘Manufa cturer of the Year’ awar d at the NDTV ProfitCar & Bike Awards 2009. • Indian Car Of The Year2008. Compact Car of the Year. Car of the Year 2008 . expected that Indian automobile industry will achieve mass motorization sta tus by 2014. • India is the fourth largest car market in Asia - recently crossed the 1 millionmark. • Unlike the USA, the Indian passenger vehicle market is dominated by cars(79%). The first automobile in India rolled in 1897 in Bombay. India is being recognized as potential emerging auto market. Foreign players are adding to their investments in Indian auto industry. Small Car of the Year2008. Aaj Tak ViewersC hoice Award. JD Power Asia PacificInit ial Quality Study(IQS ). Marketing; undai Elantra has been a successful car for Hyundai in the Indian car market. It has gone head to head against the likes of the Civic and held its own in its segment. The D Segment is one of the popular segments where we have some exciting cars. The launch of the new 2014 iteration of Hyundai Elantra will only ensure that the mid-size sedan segment and improve sales for Hyundai in India. Hyundai Elantra in its current version is a beautifully designed car. It is also known as Hyundai Avante in some global markets. It has an elegant exterior design and brings plenty of features in and out. The new version brings a few more features over the current version. It has an updated new front end that looks slightly sportier than the outgoing iteration but looks remarkable nevertheless. The new headlamps and LED running lights add to the looks of the car. The rear has a few improvements including LED tailight and it also brings an updated alloy wheel design. The interior also get slight updates with rear AC vents expected along with ventilated driver seat. The button and controls seem to have been improved and the visual changes improves the luxurious feel inside the car. The international version gets a heated steering wheel but we might not see the same in India. The handling and suspension bits are expected to remain the same but Hyundai might make a few tweaks to the suspension to ensure improved handling characteristics. The engine and transmission options will be carried forward from the current version over to the new and improved Elantra. We expect the car to come to India sometime in the middle of 2014 and the pricing might be on the lines of the current version itself. MARKETING DVERTISING STRATEGIES USED BY MARKETERS INTHE AUTOMOBILE SECTOR The aim of the marketing strategy is to use advertising as wellas other tools to maximize sales.Advertising is a tool which can attract the prospectivecustomers to a product or service.Advertising strategies are part of overall marketing strategieswhich also include public relations , incentives, word of mouthetc.Advertising stimulates demand, develops brand preference, cutscost and also acts as a competitive weapon. It involves an adequate mix of various typesof advertising like, competitive, persuasive,informative to gain attention of consumersand initiate purchase.Companies rely on these strategies topersuade consumers to buy their products. The Indian automobile industry is the tenth largest in the world with anannual production of approximately 2 million unitsIndian automobile industry is involved in design, development,manufacture, marketing , and sale of motor vehicles. Due to fierce competition among the competitors in the automobilesector advertising strategies are to be made with caution . Hyundai Motor India Limited (HMIL) is a wholly owned subsidiaryof Hyundai Motor Company (HMC), South Korea and is thelargest passenger car exporter and the second largest carmanufacturer in India. HMIL presently markets 8 models of passenger cars acrosssegments. The A2 segment includes the EON, Santro , i10 andthe i20, the A3 segment includes the Accent and the Verna, theA5 segment includes the Sonata Transform and the SUVsegment includes the Santa Fe. • The Hyundai i10 is a 5-door hatchback subcompact produced by the Hyundai Motor Company.• It was launched in October 2007, replacing the Hyundai Atos in some markets.• The i10 is produced in India at Hyundais Chennai plant for the domestic and export markets.• It is positioned near the lower end of Hyundais hatchback subcompact range (above the Hyundai Eon) Segmentation of the auto industry is primarily customer driven. Itevolves as manufacturers model their products and brandpositions according to customer profiles.Keys factors in advertising strategies Hyundai Motor India Limited(HMIL)•Style and Power •Goes along with Sports (Mainly Football World cup)•Concentrate on brand Ambassadors Main campaign objective of this advertising campaignwas to announce the launch of the new car; it wassupposed to be the most desirable car in the segment.They wanted to capture a large market share in thealready existing market segment.But they had their target set since it catered to the youthof the country. Geographical- the target has been the entire country with nospecific cities embattled. The same advertisement campaign hasbeen used all throughout the country.Demographic- the target has been the youth of the country. Thetargeted age group has been from 18 to 30 years.Psychographic- it has targeted the new economy businesses likethe’ IT’ and the ‘BPO’ sector.Behavioural - it targets either singles or young couples withoutchildren, it targets the style conscious and innovative individuals .Itis for the early adopters that is the people who get on to the newtechnology first. It targets the upper middleclass youth (with anincome of above Rs. 3.5 Lac annually. As the above figure shows the budget was divided into 2 phases:Launch and Post launchApproximately 22crores were spent during the launch phase andapproximately 15 cores were spent during the launch phase.Production cost was 1.2 cores. The world premiere of the car was done in India .Usually these cars are launched in Europe at the autoshows, but this was one of the only cars launched inIndia.This was an informative advertisement. The creativeconcept they worked on was world premiere Above the line: Through a channel mix targeting coregroup –youth. A channel mix comprising al lmain TV channelsincluding news, entertainment, music, movies like StarNetwork(Star Plus, Star One, Star News), Zee TV, Sony Networketc. were selected on the basis of affinity, time spent & loyalty. Sponsorships were taken to add to the visibility of the brand.Below the line :Posters and danglers were used to raiseawareness. Activities were conducted in the showroom as well.The activities conducted in the showrooms were mainly aroundtest drives, and to encourage people to check out the car.They did a promotion called Win the “ I “.’ Sales Promotion.Public Relations.Newspaper.Consumer Magazine.Radio.Point-of-Purchase.Trade/ Professional Magazine.Television. The Hyundai i10(transformed
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