4. Vision and Mission
Group’s Vision
“Together for a better future” - The Hyundai Motor
Group aims to create ultimate value and promote
harmonious growth for all stakeholders through eco-
friendly management and respect for mankind.
Automotive Vision
“Lifetime partner in automobiles and beyond” - To
become a trusted lifetime partner of our customers, we will
bring a new perspective to automobiles through innovative
mobility solutions based on human-centric, eco-friendly
technologies and services.
7. Product
Who is the product aimed at?
What benefit will customers expect?
How does the firm plan to position the product within
the market?
What differential advantage will the product offer
over their competitors?
8. Price
Pricing factors taken into account by
Kia:
• Fixed and variable costs.
• Competition
• Company objectives
• Proposed positioning strategies.
• Target group and willingness to pay.
9. Place
Sells the cars through appropriate outlets such as
dealerships and showrooms in prime locations, i.e. in the
right places.
10. Promotion
Promotion is about communicating with customers and
potential customers. It has a number of purposes, for
example:
To increase awareness – such as the range of vehicles Kia
offers
To raise brand recognition – this is important in an industry
with many competitors
To increase demand – thereby helping to meet the objective
of growth
To improve brand perception – promotion communicates
the fun approach of the Kia brand
To highlight the superiority of the product – e.g. the high
quality and great design of Kia cars.
AIDA
11. Use of Sports Marketing
to
Engage Customers
• Entrantsface many different challenges as they try to develop their
brand profile
• Market has a number of long established brands (e.g. Ford)
• The awareness and brand loyalty that exists for established brands
form a barrier to entry for new organisations
• A South Korean motor company, has used sports marketing to
develop its brand identity in the European motor market…complete
success
• So why not do the same locally???
12. Promotional Methods
Use of online banner advertisements
Placing advertisements on billboards, online banner ads,
Facebook, Twitter
Use of company’s website to meet the needs of their consumers
TV advertising campaigns
Sponsorship of major sport events
Sales promotions
Public relations
Personal selling
Direct marketing
Online videos
13. People
Kia Motors Slovakia, carries out a project to educate their
employees called: With quality education of Kia Motors
Slovakia, to increase the competitiveness and development of
company and promoting job retention.
The target group are employees of the company and the main areas
of education: comprehensive development managers, operators’
development programme, education in IT area, language
learning, technical trainings and soft skills development.
In 2011, Kia Motors Slovakia, educated 2,598 employees in 84
educational activities for a total of 875,797.65 EUR.
17. Process
100% automation
Outsourcing e.g. Infogain (software consulting firm)
Software “engine” that examines 5 systems:
Warranty claims
Parts sales
Vehicle ID no.
Vehicle inventories
Master storage files
18. Partnerships
In 2005, Hyundai•Kia Motors signed a long-term
agreement to continue the partnership until year 2014 as
one of the six top FIFA Partners
Kia Motors has been expanding its sports marketing
partnerships to raise awareness and consideration for the
Kia brand. They partnered with the New York Red Bulls
and have expanded their presence with the game of soccer
Kia Motors Corporation and Total Lubricants, entered into
a five-year international cooperation agreement at a signing
ceremony held on March 22, 2011 at Kia Motors
For example, the marketing mix for Kia is based around:product – good design and quality alongside a high level of customer service, Kia’s unique selling point is its 7-year warranty price – competitive prices provide an advantage over competitors place – with 166 dealerships there is a large and expanding number of outletspromotion – this includes a new sponsorship in cricket and long-term partnerships in football and tennis.people - hires and trains its staff in areas such as IT, automation etc.process - unique processes 100% automated. Outsourcing third party software vendor to integrate systemsphysical environment- vehicles equipped for handicapped or wheelchair persons Read more: http://businesscasestudies.co.uk/kia-motors/using-sports-marketing-to-engage-with-consumers/marketing.html#ixzz1ojLPw2vu
Video link:http://eng.kia.sk/index.php?context=334References:http://www.google.tt/imgres?q=kia+sports+marketing&um=1&hl=en&biw=1024&bih=567&tbm=isch&tbnid=NbAYqYMGqsIF3M:&imgrefurl=http://kia-buzz.com/%3Fpaged%3D23&docid=jB2VtisbyvL5QM&imgurl=http://kiamotors.cafe24.com/wp-content/uploads/2007/10/vik.jpg&w=400&h=268&ei=bthcT8SBHavJ0AGc6rS6Dw&zoom=1&iact=hc&vpx=703&vpy=247&dur=62&hovh=184&hovw=274&tx=184&ty=114&sig=105335405223923026521&page=1&tbnh=113&tbnw=160&start=0&ndsp=15&ved=1t:429,r:9,s:0