Post on 17-Jul-2015
Submitted To: Prof. Dhruva
Chak
Submitted By:
Udit Jain
Shruti Mittal
Tarun Mangal
Sonakshi Govil
Vanshika Gupta
Damanjeet Singh
Hyundai Motor India Limited (HMIL)
• It is a wholly owned subsidiary of Hyundai Motor Company (HMC) established in 1996
• HMIL is the largest passenger car exporter and the second largest car manufacturer in India.
• The Hyundai i20 is one of the most popular hatchbacks that was rolled-out in the Indian market in year 2009.
• The i20 model is now available in both petrol and diesel versions, across 3 engine options i.e. 1.4 L, 1396cc Gamma AT Petrol, 1.2 L 1196cc Kappa Petrol & 1.4 CRDI Diesel Engine.
• The i20 is available in both automatic and manual transmission options, across various trims.
MARKET SHARE
In overall passenger vehicle market: 14.27% in FY13
In compact small car market:
Compact car segment is 52% of overall passenger vehicles segment.
Hyundai is on the 2nd position in the market with 22% share.
GROWTH AND DECLINE
-26.681%
289.984%
9.909%
32.341%
-77.778%
-6.918% 82.310%
Sales growth/decline in month of June
HYUNDAI
HONDA
MARUTI SUZUKI
VOLKSWAGEN
SKODA
TOYOTA
NISSAN
MANUFACTURER MODEL JUN'13 JUNE'12
GROWTH%(12-13)
HYUNDAI i20 5628 7676 -26.681%
HONDA BRIO 2375 609 289.984%
MARUTI SUZUKI SWIFT 17236 15682 9.909%
VOLKSWAGEN POLO 3200 2418 32.341%
SKODA FABIA 132 594 -77.778%
TOYOTA LIVA 1951 2096 -6.918%
NISSAN MICRA 1989 1091 82.310%
SWOT Analysis
Strengths
1. The Quality Advantage
2. A Buying Experience Like No Other
Weaknesses
1. Commodity Price Risks
2. Exchange Rate Risk
Opportunities
1. Limited Competition
2. Potential for expansion
Threats
1. Risk Factors
2. Business Risks
CONSUMER BEHAVIOUR ANALYSIS
Preferences across various segments Preferences across various Models
Preferences across various Brands
Ratings on various Features
020406080
100
556065707580
0102030405060
Preference across various cars, provided budget is Rs 6-7 lacs.
Marketing Strategies
• Hyundai i20 viral campaign ‘Casts a Spell’ Crosses over 1 Million Viewers!
• Exchange offers – Advantage department.
• Festive Discounts
• Goodies and Accessories
• Pickup and drop service(after sale service).
Proposed Marketing Strategies
• Event marketing
• Flexible EMI Scheme
• Featuring Hyundai i20 in various movies and TV serials.
• Mobile and online services
• Association with various colleges and institutes through sponsorship.
• Strategic alliance with oil and Gas companies.
Increasing customer base
• Product proposals: Introducing CNG
• Special Discount for first time car buyers.