Marketing Strategies of Hyundai in India

Marketing Strategies of Hyundai in IndiaA selling scheme explains how the caper will achieve the objectives laid d avow in the over every merchandise plan . The merchandising outline explains how the ancestry will reach its bearing audience , which should lead to an increase in the sales . Marketing strategies should intromit clearly defined roles and the responsibilities and should also set time scales to each trade union movement .A merchandising strategy may seem similar to the personal credit line strategy , however it is different in that it focuses on one detail aspect of the credit line , the customers . A business strategy looks at every last(predicate) the components of a business such as the supply chain , the manufacturing process , human resources and so on . The foodstuff strategy is only bear on with effecting a plan that will bring the businesses ingatherings or services to their drive audience .WHY MARKETING STRATEGY IS IMPORTANT ?Marketing plays an valuable role in the strategic provision process for many government activitys . Although about market positions ar represented at the corporate level , roughly be at the functional level within the business units of an organization .Marketing is manifold in the strategic planning at totally organizational levels . Strategic selling describes the marketing activities that affect the corporate , business,and marketing strategic plans . Strategic marketing activities can be classified into trio staple fiber functions . First, marketers overhaul orient everyone in the organization toward markets and the customers . Thus , they are responsible for careing the organizations execute a marketing philosophy throughout the strategic planning process.Second , marketers help gather and analyze the training required to examine the current situation , identify trends in the marketing environment , and assess the potential impact of these trends . This information and analysis p rovides stimulation for the corporate , business , and marketing strategic plans .Third , marketers are involved in the cultivation of the corporate , business , and marketing strategic plans . Marketings wreak varies across the organizations . For organizations driven by a marketing philosophy , marketing necessarily plays a key role in the strategic determination making . The trend toward pushing the strategic planning responsibility hike up d avouch the organization is change magnitude the marketings clout in an organizations strategic planning process .Marketing counselling relates to specific product the marketing strategies . It differs from strategic marketing in its basic orientation . Strategic marketing focuses on the broad strategic decisions at the corporate and the business levels . Marketing management is concerned , by contrast , with specific strategic decisions for individual products and the casual activities needed to execute these strategies successfully . At the operating level , marketing managers must focus on the four Ps of the marketing fuse price, product, promotion, and place .The strategic role of the marketing and marketing management are now in a period of considerable change and development . These changes are due to a number of important environmental phenomena that are affecting the way many firms do the business. To begin, many well know companies work closely with dedicated pardners on the supply side and the distributer side of their business , expecting their distributors to play pro-active roles in the development of the services and marketing strategy . For example on the supply side , the modern mean solar day Nike does very forgetful manufacturing of its own and focuses largely on the marketing . In this vein , companies such as this are actually embedded in the business networks , comprising strategic alliances among the suppliers, distributors , and the marketing firm .MARKETING STRATEGIES OF HYUNDAI lo comoteS IN INDIAHYUNDAI MOTOR COMPANYThe Hyundai force Company is a southwest Korean transnational automaker headquartered in Seoul , South Korea . Hyundai was founded in 1967 and it along with Kia , together comprise the Hyundai motor Group , which is the worlds fourth largest automobile manufacturer base on annual vehicle sales in 2010 . In 2008 , Hyundai (without Kia) bedded as the eighth largest automaker . In 2012 , Hyundai sold over 3.6 gazillion vehicles worldwide .Hyundai operates the worlds largest integrated automobile manufacturing rapidness in Ulsan , which is capable of producing 1.6 zillion units annually . The guild employees about 75,000 persons worldwide . Hyundai vehicles are sold in 193 countries through some 6,000 dealerships and showrooms .Chung Ju-Yung founded the Hyundai Engineering and Construction Company in 1947 . Hyundai Motor Company was later established in 1967 . The ships companys first bewilder , the Cortina , was released in cooperation w ith Ford Motor Company in 1968 . When Hyundai wanted to develop their own political machine , they hired George Turnbull , the former Managing Director of Austin Morris at British Leyland . He in turn hired five separate peak British motorcar engineers . They were Kenneth Barnett body instauration , engineers John Simpson and Edward Chapman , John Crosthwaite ex -BRM as chassis engineer and Peter Slater as point development engineer . In 1975 , the Pony , the first Korean car , was released, with styling by Giorgio Giugiaro of ItalDesign and power train technology provided by Japans Mitsubishi Motors . Exports began in the quest class to Ecuador and soon thereafter to the Benelux countries .HYUNDAI IN INDIAHyundai Motor India Limited is presently the minute of arc largest auto exporter from India . It is making India the global manufacturing base for the small cars . Hyundai sells some(prenominal) models in India , the most popular being the Santro Xing , i10 and the i20 . Other models include Getz Prime, Accent, Terracan, Elantra, minute of arc generation Verna, Tucson, Santa Fe and the Sonata Transform .Hyundai has two manufacturing plants in India located at Sriperumbudur in the Indian state of Tamil Nadu.. Both plants have a combined annual capametropolis of 600,000 units . In the year 2007, Hyundai opened its RD facility in Hyderabad , employing now nearly 450 engineers from different parts of the country . Hyundai Motor India Engineering (HMIE) gives technical engineering support in Vehicle development and CAD CAE support to Hyundais main RD center in Namyang Korea . In 2010 , Hyundai started its design activities at Hyderabad RD Center with the Styling, Digital Design Skin CAD Teams .South Korean car maker Hyundai, which as per reports is also worlds fastest ontogenesis automaker and fourth largest car manufacturer across the globe , has launched a new car , Hyundai EON in October 2011 in India . Eon is an entry-level car but at the same time it is very spacious with a large boot . The car has 814 cc engine, promising to deliver the fuel consumption rate of over 20 km per litre .MARKETING STRATEGIES OF HYUNDAI IN INDIA bulls eye MarketsHyundai marketing strategy is differentiated marketing.The primary consumer target is middle to upper berth income professionals , who need value for their money and comfortable ride in city conditions .The secondary consumer target is college students who need style and speed . The primary business target is mid sized to large sized corporates that want to help their managers and employess by providing them a car with ease of transport .The secondary business target is entrepreneurs and small business owners who want to provide discounts to managers buying a new car.Marketing CommunicationsBy integrating all messages in all media the Hyundai will reinforce the brand name main points of product distinction . Research about media consumption , pattern will help the advertising age ncy to choose appropriate media and timing to reach prospects out front during the product introduction .Thereafter , advertising will appeared on a urge basis to maintain brand awareness and communicate diverse differentiation messages . The agency will also co-ordinate public relation efforts to crap Hyundai brand support the differentiation message . To attract market help encourage purchasing , the Hyundai offer a limited time , adjustment insurance . To attract ,retain motivate channel partners for a push strategy , the Hyundai use trade sales promotions and personal selling to channel partner .Road showsThe company plans to stage road shows , to display vehicles in the pavilions during various college festivals and exhibition . This will appeal to youngsters more and attracts them towards the cars of Hyundai.Television advertisementsAdvertisements to march on and market the products will be shown on leading television channels. Major unison and sports channels wi ll promote and they will reach out to the offspring will be promoted through Star , Zee , Sony and Doordarshan etc as it has more viewers .RadioRadio is the medium with the widest coverage . Studies have latterly shown high levels of exposure to radio broadcasting both within urban and country-style areas , whether or not listeners actually own a set.. So radio announcements will be make and advertisements will be proclaimed on the radio about the products features and price, qualities, etc.Print AdsDaily advertisements in leading newspapers and magazines will be used to promote the products. Leaflets at the sign stage will be distributed at railway stations, malls, college areas and various other locations .Workshops and SeminarsWorkshops and seminars will be held in colleges and big corporate to make passel aware about the companies past performance and products features , their affordability and usage , vast dispersal network . Road shows will be conducted where free trial s of the cars would be disposed .Banners, neon signsHoardings , banners , neon signs will be displayed at clubs , discs , outside theatres and shops to promote the brand cars .Booklets and pamphletsBooklets will be kept at car showrooms , retail battery outlets , etc for the customer to read. These booklets will provide information about the company , the products offered which suits the customers need accordingly .Rural MarketingHyundai Motors India has introduced a new marketing initiative Ghar Ghar Ki Pehchaan to tap the India sylvan car market . The company has rolled out special schemes for government employees in cracker-barrel areas and members of gigabyte panchayats on the purchase of Santro .Hyundai Motor is keen to expand its market to unsophisticated areas with setting up 300 new rural sale outlets , all this expansion is in progress for the launch of the cheapest car from the Hyundai stable until November this year .Currently Hyundai is maintaining its standard 325 dealership outlets within cities and this new expansion strategy could make the rural outlet number network extend to 1,000 .Hyundai Motors , Indias second largest car manufacturer has announced to generate employment for about 2,000 sales executives at these rural outlets . According to Hyundai Motors , the car markets which are present in areas outside the superior 40 cities are marked under rural areas .Arvind Saxena , director of marketing sales at Hyundai Motor India given in an interview to Financial Chronicle said that the company has already hardened 700 new outlets at rural areas with 300 more coming in way within the next few months . These outlets are just the basic models made with small investments and these are not the typical permanent outlets made with brick and stone . Their basic plan is to give a feel to rural folks with car demonstrations , test drives in addition with basic little repair requirements .The size dimensions for these rural showrooms would be 900 sq ft.. Around 150 of these rural outlet showrooms would house a 2,000 sq ft service workshop of their own .A four member team is made with 2 sales and two executives for service by the Korean Autocar giant for the rural model and they will visit the rural outlets at regular intervals. The ever increasing importance of rural areas is signified from figures which show that they contribute about 31 per cent in sales for the company. According to Saxena the company plans to generate 33 per cent share, by the end of 2013 from these rural models as they help astonishingly in increasing the sales. It is estimated that 356,717 cars were sold by Hyundai n 2012.