Hyundai Motor Group CSR Campaign

Hyundai Motor company

Marketing Team B I Jung Bin Yoo, Rona Bae, So Yun Kim

New Thinking.New Possibilities.

Situation Analysis

2

1

CONTENTS

01 Overview of the Firm

03 External Analysis

04

02 Internal Analysis & Customer Analysis

SWOT Analysis

CONTENTS



04


SWOT Analysis

Hyundai Motor Group is the second largest automobile manufacturer in Korea.


+

4

Vision:Safety and happiness of customers is realized in our quality management, which leads to the creation of unlimited value for our society


HMG strives to build customer value by fulfilling economic and social Responsibility.

“

5

Source: Hyundai Motor Group Homepage


HMG strives to build customer value by fulfilling economic and social Responsibility.

Consistent linkage between customer satisfaction and value for society.

Customer

Core Values

Challenge

CollaborationPeople

Globality

6

Source: Hyundai Motor White Paper

CONTENTS



04


SWOT Analysis

Hyundai conducts CSR activities to make their business stronger.

02 Hyundai Motor Group’s CSR

Sharing Profits with stakeholders

Develop-oriented & sustainable movement

Expanding number of people served

Partnership with society as a global citizen

8

Source: Forbes, Appendix 1 Synergy with surrounding stakeholders

To fulfill their social responsibility, HMG has developed their 4 move campaign.

02 4 Moves

Provide transportation services to ensure safety and convenience of the

mobility-impaired and underprivileged groups

Expand safe and enjoyable traffic culture

without car accidents

Restoring and conserving the natural environment for a green future

Vitalizing volunteering to creating energy to neighbors through sharing concern and passion for the welfare of everyone

9

Source: Hyundai Motor White Paper

HMG has dedicated efforts to become a trusted company by organizing sustainable and organized social contribution activities.

02 CSR Activities in Korea

10

Happy Move Global Youth Volunteers Giftcar Campaign

H-On Dream Audition

H-Star Festival

Hyundai-KOICADream Center

Robocar Poli Traffic Safety Campaign

KIA MotorsGreen Light

Project

Source: Community Relations White Book

To make a safer world andhealthier traffic culture

Preschoolers and lower graders in elementary school

02 Robocar Poli Traffic Safety Campaign

Objective

Audience

11

ü Official websiteü Internet portal sitesü Cable TVü IPTVü YouTubeü Mobile appü Roi Visual

02 Promotion of Robocar Poli

12

üSeason 1, 2, 3 (78 episodes)

ü50,000 copies

ü300 million views

üNational Police Agency, daycare centers, kindergartens

02 Public Response & Performance

13

• Robocar Poli Kid’s Café• Seoul Character-Licensing Fair• Children’s Safety First Experience Expo• Robocar Poli Traffic Park

• Free of charge• Exhibition & experience facilities

• Outdoor road traffic safety learning center• bike safe riding experience center• children’s school bus experience hall• Robocar Poli traffic safety Animation Theater

02 Campaigns and Facilities

• ROI VISUAL and the Citizen’s Coalition for Safety• 139 classes for education in

Seoul and 6 metropolitan cities• Training• Free souvenirs• 1,050 kindergartens &

daycare centers• 30,000 children

02 Traffic Safety Classroom with Robocar Poli

15

Created social

contribution projects together

Collaboration with professional

institutions

Production support &

distribution

Raised awareness on traffic safety

Cooperation between a large conglomerate and a small and medium-sized corporation

02 Achievements

16

CONTENTS



04


SWOT Analysis

Research of children killed in car accident were done by the Road Traffic Authority

03 Activities of Ssangyong Motor Company

71.4% of the accidents happened while walking

88.8% of the accidents happened while walking

Children Killed in Car Accident Children Killed in Car Accident in School Zone

Children Killed in Car Accident in School Zone

47.6% of killed children has relatively smaller body size

Therefore, the campaigns are mostly targeting the students in 1st and 2nd grade of elementary school.

18


Mom’s Hand Campaign Walnut Biker Campaign

SMC focused the campaigns on little children with practical support

Holding the pickets that look like mom’s hand while crossing the crosswalks

Encouraging kids to wear helmets while riding bicycles

19


Animation character stickers Other IncentivesAround View Monitoring System

Incentives for participating in the campaigns may vary depending on their age

For Children For Adults

20

03 Activities of Renault Samsung Motors

RSM also focused the campaigns on education of traffic safety issues of children.

2009 2011

2009

Studies were targeted only to about 5,000 students in grade 1 and 2

2011

The target of studies increased to 6300 schools every year

Growth of Target Range

21


RSM grabbed the children’s attention with hand signal dance with a logo song specifically for the campaign.

Street (Ga-Do) Campaign includes flashmobs that are done by these heroes in Busan Child Park.

The lyrics of this logo song were constructed through picking out the best comments in response to an SNS posting online.

22


RSM also hosted some events that the children can enjoy.

Traffic Safety Board Game Children Traffic Safety Competition

23

CONTENTS



04


SWOT Analysis

SW

TO

ü Hyundai holds strong reputation for its CSR & positive outcomes

ü Positive enterprise image for educational purposes – Cooperation with CSS & Roi Visual

ü Raise awareness on traffic safety

ü External firms’ campaigns have targeted Busan-specific areas only

ü Increasing social concern for car accidents in school zones

ü Marketing through SNS

04 SWOT Analysis

Our SWOT Analysis based on our internal and external analysis.

ü Competitive firms are reaching wider audienceü Competing firms more competent in terms of giving out practical incentives

ü Limited target audience coverageü Coverage lacks focus & relevance

25

Thank you For your attention .

2

Appendix

Appendix #1 HMG’s Commitment in CSR

“Our concept of CSR at Hyundai isn’t driven by a specific metric or corporate mandate. Rather, what we’ve found is that our CSR initiatives bind us all together – from our dealers to our employees to our customers – in a way that makes our business stronger. We’ve developed a more intuitive sense about the importance of deep connections with our communities, not only through providing great products, but also by giving back our time, talent and resources to solve big problems in society. Together, we can do good things. We work proudly with communities all across the country in a number of ways.….It’s a commitment that delivers a critical social need, and a commitment that through the unifying force it provides at Hyundai, helps us in all aspects of our business.”

Source: Forbes ‘How Does Hyundai Think About CSR, Sustainability And Clean Energy?’

Appendix #2 SMC Walnut Biker Campaign

Walnut Biker Campaign includes both online – signing the signature through online website – and offline – physical learning processes. By participating on

online activity, SMC provides helmets and protections for riding bicycles. Since the cost of these protections were extremely expensive, it was a big hit for both adults

and children.

http://blog.naver.com/viphys/140169835791http://blog.daum.net/rotel/13491475http://blog.naver.com/moonyoung22/50154088478

• Hyundai Motor Global Social Contribution Activities White Paper. Tech. N.p.: n.p., 2013. Web.• HMC CSR. N.p., 2016. Web.• Hyundai Motor Robocar Poli. N.p., n.d. Web.• Roivisual. "Robocar POLI TV." YouTube. YouTube, n.d. Web.• “Robocar Poli - Google Search." - Google Images. N.p., n.d.

Web.

Works Cited

Business

Hyundai Motor Group CSR Campaign