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Final Project Presentation


Ankit Parashar (PGP17008) || Gaurav Pratap Singh (PGP17024) || Kanika Verma
(PGP17035) ||Prasoon Kumar Singh (PGP17121) || Shashank Patel (PGP17139)
Entry of HMIL into the
Indian market
● Hyundai entered into the India market branded as HMIL
● Market research for one year before entering
● Establish first plant in Tamil Nadu in 1996
● Santro was launched as first car in 1998
● No. 1 exporter of cars for last 10 years
● Initially many failures ex. Terracan, Getz, Tucson,
Verna Transform
● At present, has many leader segment cars in portfolio
ex. I20, Fluidic Verna, Creta
● Hyundai’s sister brand Kia is set to launch premium
hatchbacks and sedans
● This is done to counter Maruti-Toyota alliance
● Other businesses:
HMIL Marketing Strategy
● Target group: MIG initially, MIG & HIG currently
● Segmentation: Behavioural & Psychographic
● Brand Ambassador: Shah Rukh Khan (didn’t
● Highest in digital space with max engagement
● It is majorly in an economic segment and is entering
the premium segment through its offerings in SUV’s
● Mix of product & value-based positioning strategies
● Brand Positioning: Premium than MSIL and
comparable quality levels to VW, Skoda
● Differentiation: Loaded with features
. available in segment above
● Pricing: Localisation helped them to price
products at par with MSIL
● Understood Indian Culture: Offering heavy
discounts on Navratri, Diwali etc.
Media Planning and Advertising
● Highest in digital space with max engagement
● Ads length above 1 minute gain more views
contrary to popular belief
● Focuses more on content
● Emotional Appeal ex. Naamkaran, brilliant
moments, ghar ghar ki pehchan
As a result...

Market Share 2017 Top 10 cars in Indian Market 2017

ICOTY Award across years...