Hyundai Motor India Limited uses various advertising strategies to promote its automobile models. It allocates large portions of its budget to launch campaigns and post-launch promotional activities. For its Hyundai i10 model, HMIL aimed to capture a large market share in the subcompact segment. It targeted young, style-conscious urban Indians and conducted above-the-line advertising on TV and below-the-line activities like showroom promotions. The revamped i10 Transform attracted customers with an aggressive advertising campaign featuring brand ambassador Shahrukh Khan.
2. The aim of the marketing strategy is to use advertising as well
as other tools to maximize sales.
Advertising is a tool which can attract the prospective
customers to a product or service.
Advertising strategies are part of overall marketing strategies
which also include public relations , incentives, word of mouth
etc.
Advertising stimulates demand, develops brand preference, cuts
cost and also acts as a competitive weapon.
3. It involves an adequate mix of various types
of advertising like, competitive, persuasive,
informative to gain attention of consumers
and initiate purchase.
Companies rely on these strategies to
persuade consumers to buy their products.
4. The Indian automobile industry is the tenth largest in the world with an
annual production of approximately 2 million units
Indian automobile industry is involved in design, development,
manufacture, marketing , and sale of motor vehicles.
Due to fierce competition among the competitors in the automobile
sector advertising strategies are to be made with caution .
5.
6. 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 8 models of passenger cars across
segments. The A2 segment includes the EON, 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.
7.
8. • The Hyundai i10 is a 5-door hatchback subcompact produced by
the Hyundai Motor Company.
• It was launched in October 2007, replacing the Hyundai Atos in some
markets.
• The i10 is produced in India at Hyundai's Chennai plant for the
domestic and export markets.
• It is positioned near the lower end of Hyundai's hatchback
subcompact range (above the Hyundai Eon)
9. Segmentation of the auto industry is primarily customer driven. It
evolves as manufacturers model their products and brand
positions according to customer profiles.
Keys factors in advertising strategies Hyundai Motor India Limited
(HMIL)
•Style and Power
•Goes along with Sports (Mainly Football World cup)
•Concentrate on brand Ambassadors
10. Main campaign objective of this advertising campaign
was to announce the launch of the new car; it was
supposed to be the most desirable car in the segment.
They wanted to capture a large market share in the
already existing market segment.
But they had their target set since it catered to the youth
of the country.
11. Geographical- the target has been the entire country with no
specific cities embattled. The same advertisement campaign has
been used all throughout the country.
Demographic- the target has been the youth of the country. The
targeted age group has been from 18 to 30 years.
Psychographic- it has targeted the new economy businesses like
the’ IT’ and the ‘BPO’ sector.
Behavioural - it targets either singles or young couples without
children, it targets the style conscious and innovative individuals .It
is for the early adopters that is the people who get on to the new
technology first. It targets the upper middleclass youth (with an
income of above Rs. 3.5 Lac annually.
12. As the above figure shows the budget was divided into 2 phases:
Launch and Post launch
Approximately 22crores were spent during the launch phase and
approximately 15 cores were spent during the launch phase.
Production cost was 1.2 cores.
13. The world premiere of the car was done in India .
Usually these cars are launched in Europe at the auto
shows, but this was one of the only cars launched in
India.
This was an informative advertisement. The creative
concept they worked on was 'world premiere'
14. Above the line: Through a channel mix targeting core
group –youth. A channel mix comprising al lmain TV channels
including news, entertainment, music, movies like Star
Network(Star Plus, Star One, Star News), Zee TV, Sony Network
etc. were selected on the basis of affinity, time spent & loyalty.
Sponsorships were taken to add to the visibility of the brand.
Below the line :Posters and danglers were used to raise
awareness. Activities were conducted in the showroom as well.
The activities conducted in the showrooms were mainly around
test drives, and to encourage people to check out the car.
They did a promotion called 'Win the “ I “.’
21. The Hyundai i10(transformed ) was launched in October 2010 .
Its marketing strategy , advertising strategy and sales promotion
strategies were similar to its previous models.
22. i10 was revamped into the new Hyundai i10 transformed
giving it a sports car kind of a look.
This was targeted mainly at the youth generation.
Far-fetched advertising campaign by the company lead to
its popularisation in the initial stage.
Familiar ad on the print and electronic media.
Shahrukh Khan as the brand ambassador-enhanced
product appeal.
23. Companies engage in advertising of their products
to increase awareness and induce purchase .
Hyundai has engaged in aggressive advertising of
the i10 transformed .
The various mix of advertising strategies including
print, outdoor etc have enhanced sales and has
paved way for the product’s success in the
competitive and grueling market !
