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Table of Content

21. Introduction

2.Histroy Of Hyundai23. SWOT ANALYSIS33.1 Strengths33.2 Weaknesses33.3 Opportunities43.4 Threats44. Marketing Strategy44.1 Objectives44.2 Target Markets44.3 Positioning44.4 Strategies5Product5Price54.5 Marketing Communications54.6 Marketing Mix5Product5Price6

Promotion6Place65. pr Strategy Of hyundai66. Hyundai services77. MANAHEMENT DETAILS----------------------------------------------------------------8

1. Introduction: The car at first glance resembles a styling pastiche derived from Honda, Fiat, BMW and a few other manufacturers, can easily be forgiven. Once inside the car and with express orders to drive it, the styling puzzle tends to become a lot less significant. And the adage about imitation being the most sincere form of flattery springs to mind. This section takes you through the marketing plan for Hyundai Pa. Hyundai Pa will bridge the gap between Santro and Getz, giving customers more options within the Hyundai family''. Hyundai Pa will be a hatchback aimed squarely at the new Zen Estilo from Maruti. Hyundai is also said to be working on a one-liter diesel engine for Pa, which may just prove to be a good strategy to take on Maruti with. It will be a true Value-for-money product and will be available in varied colors suited to the Indian market.The companys under-development compact car, code named project PA, will also be exclusively made and exported from India. Hyundai exports Santro and Accent models from India.

Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary of Hyundai Motor Company, South Korea and is the second largest and the fastest growing car manufacturer in India. HMIL presently markets 20 variants of passenger cars in six segments. The Santro and Pa in the B segment, Getz Prime in the B+ segment, the Accent and Verna in the C segment, the Elantra in the D segment, the Sonata Embera in the E segment and the Tucson in the SUV segment.

Hyundai Motor India, continuing its tradition of being the fastest growing passenger car manufacturer, registered total sales of 299,513 vehicles in calendar year (CY) 2006, an increase of 18.5 % over CY 2005. In the domestic market it clocked a growth of 19.1 % a compared to 2005, with 186,174 units, while overseas sales grew by 17.4 %, with exports of 113,339 units.

HMILs fully integrated state-of-the-art manufacturing plant near Chennai boasts some of the most advanced production, quality and testing capabilities in the country. In continuation of its investment in providing the Indian customer global technology, HMIL is setting up its second plant, which will produce an additional 300,000 units per annum, raising HMILs total production capacity to 600,000 units per annum by end of 2007.

2. History of HyundaiThe beginning of Hyundai Motor Company dates to April 1946 when founder, Ju-Yung Chungestablished Hyundai Auto Service in Seoul, South Korea at the age of 31 years. The name Hyundai was chosen for its meaning which in English translates to modern. The Hyundai logo is symbolic of the company's desire to expand. The oval shape represents the company's global expansion and the stylized "H" is symbolic of two people (the company and customer) shaking hands.Hyundai Motor Company was founded by Ju-Yung Chungand younger brotherSe-Yung Chungin December 1967. In 1968 the company entered into a contract with Ford motor company to assemble the Ford Cortina and Granada for the South Korean market and continued to produce them until 1976. Hyundai completed construction of the Ulsan plant in six months and achieved the shortest groundbreaking to first commercial production of any of Fords 118 plants. The eight year journey provided Hyundai with assembly knowledge, blueprints, technical specifications, production manuals, and trained Hyundai engineers.3. SWOT ANALYSIS

3.1 Strengths

The Quality Advantage: Hyundai owners experience fewer problems with their vehicles than any other car manufacturer in India (J.D. Power IQS Study). The Santro was chosen the best in the premium compact car segment and the Getz in the entry level mid - size car segment across several parameters. This study measures owner in terms of design, content, layout and performance of vehicles across several parameters.

A Buying Experience like No Other: Hyundai has a sales network of 250 state-of-the-art showrooms across 189 cities, with a workforce of over 6000 trained sales personnel to guide our customers in finding the right car. Our high sales and customer care standards led us to achieve higher nameplate in the J.D. Power SSI Study.

Quality Service across 1036 Cities: In the J.D. Power CSI Study Hyundai scored the highest across all 7 parameters: least problems experienced with vehicle serviced, highest service quality, best in-service experience, best service delivery, best service advisor experience, most user-friendly service and best service initiation experience.The 92% of Hyundai owners feel that work gets done right the first time during service. The J.D. Power CSI study also reveals that 97% of Hyundai owners would probably recommend the same make of vehicle, while 90% owners would probably repurchase the same make of vehicle.3.2 WeaknessesCommodity Price Risks: Hyundai commodity price risks to higher costs due to changes in prices of inputs such as steel, aluminum, plastics and rubber, which go into the production of automobiles. In order to mitigate these risks, the company continues to attempts to enter into long term contracts based on its projections of prices. In a volatile commodity market, where your company gives top priority to ensuring smooth availability of inputs, long term contracts are helpful. They also help minimize the impact of growing input prices. Conversely, long term contracts dilute the benefits, if any of a decline in input prices.Exchange Rate Risk: The company is exposed to the risks associated with fluctuations in foreign exchange rates mainly of import of components & raw materials and export of vehicles. The company has a well structured exchange risk management policy. The company manages the exchange risk by using appropriate hedge instruments depending on the prevailing market conditions and the view on the currency.3.3 OpportunitiesLeading Growth: As the market leader, company led the growth in the passenger car sector last year. Hyundai sales went up 30% to 4, 72,000 units. This, as I said earlier, is the highest annual sale since company began operations 20 years ago. Hyundai also gained market share, mainly on account of its performance in the competitive A2 segment where it increased its share from 40.3% in 2005-06 to 47.7% in 2006-07. The record sales performance was reflected in the financials. Net Sales (excluding excise) grew by 31% to Rs 93,456 million. Operating Profit Margin increased from 0.8 % in 2005-06 to 4.7 % in 2006-07. Profit after Tax jumped 270% to Rs 5421 million.3.4 ThreatsRisk Factors: In the course of its business, Hyundai is exposed to a variety of market and other risks including the effects of demand dynamics, commodity prices, currency exchange rates, interest rates, as well as risk associated with financial issues, hazard events and specific assets risk. Whenever possible, we use the instrument of insurance to mitigate the risk.4. Marketing Strategy

4.1 Objectives

First year Objectives: We are aiming for 5% market share of the Indian market through unit sale volume of 100000.

Second year Objectives: We are aiming for 10% market share of the Indian market.

An important objective will be to establish a well-regarded brand name linked to a meaningful positioning. We will have to invest heavily in marketing to create a memorable and distinctive brand image projecting innovation, quality and value. We also must measure awareness and response so we can adjust our marketing efforts if necessary.

4.2 Target Markets

Hyundai Pas marketing strategy is differentiated marketing. Our primary consumer target is middle to upper income professionals who need true value for their money and comfortable ride in city conditions. Our secondary consumer target is college students who need style and speed.

Our primary business target is mid sized to large sized corporate that want to help their managers and employees by providing them a car for ease of transport. Our secondary business target is entrepreneurs and small business owners who want to provide discounts to managers buying a new car.

Each of the four marketing strategies conveys Hyundai Pas differentiation to the target marketing segments identified above.

4.3 Positioning

Using product differentiation we are positioning the Hyundai Pa as the most versatile, convenient, value added car model for above target market used. The marketing strategy will be focused on promoting the car as economic car for the next generation.

4.4 StrategiesProductHyundai pa is fully loaded and will be sold with 3 year warranty. We will also introduce a diesel/CNG/LPG version of Hyundai Pa in the near future. Also the high end model will have an option of GPS system.

Price

Hyundai Pas base model will be introduced at ex-showroom price of 3 lakhs. This price reflects a strategy of

1) Attracting desirable channel partners

2) Taking market share from Maruti.

Distribution The Stockiest will represent 3 to 4 districts in a State.

The Dealer will represent a district or main City.

The Sub-Dealer shall represent a particular area or taluka.

The booking agents will be individuals working on freelance basis.

Marketing Communications

By integrating all messages in all media we will reinforce the brand name & main points of product differentiation. Research about media consumption, pattern will help our advertising agency to choose appropriate media and timing to reach prospects before & during the product introduction. Thereafter, advertising will appeared on a pulsing basis to maintain brand awareness and communicate various differentiation messages. The agency wills also co-ordinate public relation efforts to build Hyundai brand & support the differentiation message. To attract market attention & encourage purchasing, we will offer a limited time, registration & insurance. To attract, retain & motivate channel partners for a push strategy, we will use trade sales promotions and personal selling to channel partner.

4.5 Marketing MixProductFeatures: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.The new Hyundai 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 andclass-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, Indias second largest automobile manufacturer is now targeting the premium segment with their latest model from the Hyundais stable. The analysts predict the pricing of this premium hunchback to start from Rs. 3 lakh.This price range would practically rip apart Marutis 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 customers 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 advertisementAdvertisements 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.

5. PR STRATEGY OF SENTRO

Santro is a fine example of successful branding. It is a classic example of successful marketing in Indian context. Santro was launched in India in 1998. When Hyundai was contemplating its foray into the Indian market, it was planning to launch a C segment car (Accent). But however, Hyundai changed its strategy and launched Santro in the tough small car market.

Santro is the Indian version of the successful Hyundai model Atos. Hyundai was faced with lot of perception issues prior to the launch of Santro. The issue was with regard to the country of origin. Indians were unsure about Korean products especially automobiles. Hence the first task was t o ensure that Indian consumers develop a positive association with Korean car makers.Second issue was developing a corporate image for Hyundai. Since cars are high involvement product, customers will make a choice looking on the maker, service support, spares availability, quality etc. Hence the launch of Santro should also launch the corporate brand Hyundai.Third issue was about the design of Santro. Santro was designed to be a tall boy car and initial product testing revealed that Indians did not like the tall boy design. So the unenviable task for Hyundai was to make Indian consumers like Santro.The fourth issue was the grip of Maruti on the Indian car market. The B segment was dominated by Zen which has proved it to be a reliable workhorse. Zen was the preferred and logical upgrade to 800 and the car was considered to be the most reliable and powerful in that segment. To convert the potential Zen users to Santro was really a nightmare for any marketer.

After nine years of launch, Santro is facing its maturity stage in its PLC. The sales have stagnated and price war from Maruti and a slew of launches like Chevy Spark have hurt the sales of Santro. Santro is also banking on price cuts and sales promotions to stay afloat. Hyundai has recently launched a new brand i10 to take the place of Santro. With the imminent launch of Tata's 1 lakh car in 2009, Santro may be used as a low priced flanking brand for i10 in future.Santro is the best example of managing a product lifecycle. Santro has managed to keep its market position by regular upgrades, product changes, relaunches and repositioning. It has been consistent in delivering excellent quality and functional performance through out its life. The brand is still a preferred upgrade for many middleclass car users.On this context, I wish to cite a personal experience at the dealership experience I had while choosing my car. I inquired about Santro aswellas Alto at respective dealers in Cochin. While the Maruti dealers were constantly following up with offers and schemes, I was surprised to find that Santro dealer was least interested in making a sale. Complacency has already crept in at the dealer points (my perception). Understandably so because sales were happening without much effort. As a marketing professional, I feel that Santro is losing some 10 % sale because of this laidback approach of its dealers.Santro still has lot of fuel to keep it going. But for that Hyundai may have to keep the price down so that potential Alto users can stretch a bit and buy Santro. There is a chance that with the launch of i10, the focus on Santro will slowly decrease and that is a bad news for all those who love this brand.6. Hyundai services:

Authorized sales and services centers of Hyundai, India

Hyundai Service Website.

Hyundai Premium Assist.

Hyundai Warranty.

Privacy Policy Hyundai Motor Finance.

7.Management Details:

Vision and Mission

Many organizations have attempted to redefine the business they are in, or even streamline their growth in a specific direction. The merger of Brooke Bond with Lipton India, the Glaxo Health Food Division being sold off to Heinz, the takeover of Timesbank by HDFC or the take over of Kelvinator by Whirlpool are some recent examples of organizations which have perhaps done some serious "soul-searching" and taken bold strategic decisions. An interesting trend in recent times is that companies have begun to define their "Vision/Mission Statement". A mission statement articulates the philosophy of the company with respect to the business in specific and society in general. Once the mission statement of the company is finalized and adapted, it provides a readymade guideline to employees of the organization about its principles, policies and practices.

It is important here to distinguish between "vision" and "mission" for the organisation. Vision is often referred to as "skyhooks for the soul". In fact, vision is that igniting spark that can inspire and energise people to do better. The focus of vision is to reach out hungrily for the future and drag it into the present. To quote Tom Peters, "Developing a vision and living it vigorously are essential elements of leadership". The latest trend in many organisations is to apply the "VIP" approach i.e. "Vision Integrated Performance."

Reason for BeingThis is the soul-searching activity, where the organisation tries to answer the critical questions like `why are we here' and 'where are we today'? This analysis of the present is essential, because it provides the true picture of today from where we begin the journey towards the future.The vision is a compelling but not controlling force that shows us where we want to be. To quote KWAN 'JZU (3RD CENTURY BC), "When planning for a year, sow corn; when planning for a decade, plant trees; when planning for life, train and educate men". Once the vision statement has been conceptualised and indicates the direction the organisation is heading for, and then we work towards the mission which basically includes the performance parameter. This also encompasses quality, service orientation, cost-effectiveness and such specific variables.

Hyundai Motor Company Company Profile

South Korea's leading carmaker, Hyundai Motor produces compact and luxury cars, SUVs, and minivans, as well as trucks, buses, and other commercial vehicles. The company re-established itself as South Korea's leading carmaker in 1998 by acquiring a 51% stake in Kia Motors (since reduced to about 34%). Selling cars in the US since 1986, Hyundai started selling its heavy trucks stateside in 1998. Hyundai's models for the North American market include the Accent and Sonata; models sold elsewhere include the GRD and Equus. Through its Hyundai WIA subsidiary, it also manufactures machine tools for metalworking applications, such as horizontal machining, turning, and vertical machining

Hyundai Corporation, Koreas leading general trading house, provides international trade and distribution services for a wide range of products, including steel, heavy machinery, ships, industrial plants, automobiles, electrical and electronic equipment, and basic commodities.

In addition to export and trading, Hyundai Corporation has achieved remarkable success through investing in energy resource development projects in Asia and the Middle East.

Hyundai Corporation has 34 years of experience in global trades, solid financing capabilities, and unparalleled regional and local expertise through our network of nearly forty offices worldwide.

In recent years, Hyundai Corporation has further diversified its business portfolio by expanding into new businesses. Notably, it has become a world-class player in the shipbuilding industry by establishing Qingdao Hyundai Shipbuilding, a Chinese subsidiary specializing in the construction of mid-sized commercial vessels. Hyundai Corporation is also working with select partners to bring Hyundai-branded electronics and other consumer products to households worldwide, and has seen remarkable growth in the sale of mobile phones, digital cameras, and home audio/video systems.

At the end of 2009, Hyundai Corporation became an affiliate of Hyundai Heavy Industries, the worlds undisputed leader in shipbuilding, heavy equipment, and emerging technologies such as solar and wind power. Hyundai Corporation is now well-poised to become one of the worlds top solutions providers for any number of commercial and industrial needs, with resources, sector and regional expertise, and individual talents second to none.

Hyundai Corporation, Koreas leading general trading house, provides international trade and distribution services for a wide range of products, including steel, heavy machinery, ships, industrial plants, automobiles, electrical and electronic equipment, and basic commodities.

In addition to export and trading, Hyundai Corporation has achieved remarkable success through investing in energy resource development projects in Asia and the Middle East.

Hyundai Corporation has 34 years of experience in global trades, solid financing capabilities, and unparalleled regional and local expertise through our network of nearly forty offices worldwide.

In recent years, Hyundai Corporation has further diversified its business portfolio by expanding into new businesses. Notably, it has become a world-class player in the shipbuilding industry by establishing Qingdao Hyundai Shipbuilding, a Chinese subsidiary specializing in the construction of mid-sized commercial vessels. Hyundai Corporation is also working with select partners to bring Hyundai-branded electronics and other consumer products to households worldwide, and has seen remarkable growth in the sale of mobile phones, digital cameras, and home audio/video systems.

At the end of 2009, Hyundai Corporation became an affiliate of Hyundai Heavy Industries, the worlds undisputed leader in shipbuilding, heavy equipment, and emerging technologies such as solar and wind power. Hyundai Corporation is now well-poised to become one of the worlds top solutions providers for any number of commercial and industrial needs, with resources, sector and regional expertise, and individual talents second to none.

1) Headquarters

Sales Segment : 8Divisions(Electrical and Mechanical Systems, Automobile and Ship, Steel I, Steel , Chemical, Strategic Business, Green Energy, Global Works)Support Segment : 3 Departments(Finance and Accounting, Corporate Strategic Management , Corporate General Administration)

2) Overseas Offices (Total : 36)

America: 7Europe : 3Middle-East and Africa : 7Russia and the CIS : 4Asia and Oceania : 18

3) Subsidiaries : 3Qingdao Hyundai Shipbuilding (Qingdao, China) POS-Hyundai Steel (Chennai, India) PT. Inti Development (Bekasi, Indonesia)

(As of April, 2011)

Headquarters : 290Overseas Offices : 62Total : 352

2010

2009

2008

2007

2006

111.7

111.7

111.7

111.7

111.7

3.6

2.6

2.8

1.7

1.1

3.1

1.8

2.2

1.3

1.0

Autos, Ships, Plant & relevant materials, Electric & Electronic products, Machines, Parts, Petrochemicals, Metal and Steel Products, other commodities.

Petroleum, Coal, Steel, Aluminum, Nonferrous Metals, Electronic and Auto Parts, Machines and Parts, other export-use raw materials and facility materials.

Current Projects : Oman LNG, Ras Laffan LNG in Qatar,Drayton coal mine (Australia), 11-2 Gas Block in Vietnam, Yemen LNG Bio Resources : Plantation in Primorye (Russia), Biofuel Production, etc. Green Energy : Photovoltaic System, Wind power generation, etc.

Shipbuilding Business, overseas marketing support for domestic small and medium companies, real estate development business(i.e Industry Complex Development in Indonesia), Distribution and etc.

Organisaton structure

Hyundai CSR

Hyundai Corporate Social Responsibility

Corporate Social Responsibility(CSR) has become the key issue in company-society relations. CSR has taken a position of the core pillars of Hyundai Motor as the company strives to establish a new Sustainable Business Management System based on its five primary business principles.Hyundai Motor Company does not see itself as a mere profit-making entity. It is a Contributing member of global society based on the responsible corporate citizenship. It is one of the main purposes to make a better world in close cooperation with all people and groups, including stake holders, employees, customers, shareholders, suppliers, and local communities in the world. Specifically in April of 2007, Hyundai Motor announced its socially responsible management plan to fulfill its responsibility to global society.

Hyundai Motor socially responsible management covers three conceptual areas : economic responsibility, social responsibility, and environmental responsibility.

Corporate social responsibility covers three areas: trust-based management, environmental management, and social contribution.For trust-based management, we will focus on enhancement of labor relations, mutually beneficial cooperation with suppliers, ethics management, and transparent management. As for environmental management, we will proactively respond to global trends and regulations related to the environment. For social contribution, we plan to enlarge our capacity and obtain expertise to effectively carry out global social contribution projects and participate in volunteering programs to contribute to development of local communities.

In 2007, a year dedicated to global social contribution, Hyundai Motor Company prepared its infrastructure to execute corporate social responsibility , as well as social contributions. It established the 'Hyundai Motor Global CSR Network' with primary production and sales subsidiaries around the world, and will establish a network covering all its subsidiaries worldwide, by continuously extending the network. Hyundai also laid foundations by promoting global CSR (Corporate Social Responsibility) activities, and by developing and opening the 'Global CSR Web site' for information exchange.)

History

Hyundai Accent car used by the Greater Chennai Police.

Hyundai Santro Xing/Atos Prime is made only by Hyundai Motor India Limited.

Hyundai Motor India Limited was formed in 6 May 1996 by the Hyundai Motor Company of South Korea. When Hyundai Motor Company entered the Indian Automobile Market in 1996 the Hyundai brand was almost unknown throughout India. During the entry of Hyundai in 1996, there were only five major automobile manufacturers in India, i.e. MUL, HM, PAL, TELCO and M&M. Daewoo had entered the Indian automobile market with Cielo just three years back while Ford, Opel and Honda had entered less than a year back.

For more than a decade till Hyundai arrived, Maruti Suzuki had a complete dominance and monopoly over the Passenger Cars segment because TELCO and M&M were solely Utility and Commercial Vehicle Manufacturers.

HMIL's first car, the Hyundai Santro was launched in 23 September 1998 and was a runaway success. Within a few months of its inception HMIL became the second largest automobile manufacturer and the largest automobile exporter in India.Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary of Hyundai Motor Company (HMC), South Korea and is the largest passenger car exporter and the second largest car manufacturer in India. HMIL presently markets 6 models of passenger cars across segments. The A2 segment includes the Santro, i10 and the i20, the A3 segment includes the Accent and the Verna, the A5 segment includes the Sonata Transform and the SUV segment includes the Santa Fe.

HMILs fully integrated state-of-the-art manufacturing plant near Chennai boasts of the most advanced production, quality and testing capabilities in the country. To cater to rising demand, HMIL commissioned its second plant in February 2008, which produces an additional 300,000 units per annum, raising HMILs total production capacity to 600,000 units per annum.

In continuation with its commitment to providing Indian customers with cutting-edge global technology, HMIL has set up a modern multi-million dollar research and development facility in the cyber city of Hyderabad. It aims to become a centre of excellence for automobile engineering and ensure quick turnaround time to changing consumer needs.

As HMCs global export hub for compact cars, HMIL is the first automotive company in India to achieve the export of 10 lakh cars in just over a decade. HMIL currently exports cars to more than 110 countries across EU, Africa, Middle East, Latin America, Asia and Australia. It has been the number one exporter of passenger car of the country for the sixth year in a row.

To support its growth and expansion plans, HMIL currently has a 307 strong dealer network and 627 strong service points across India, which will see further expansion in 2010.

Jasvinder

Regional Sales Manager

Deepak

Regional Sales Manager

Manoj

Advertising Analyst

Anil Kumar

Promotion Analyst

Arpit

Promotion

Manager

Rakesh

Advertising

Manager

Ketan

Sales Manager

Mr. B.S Pai

Chief Marketing Officer