SUMMER TRAINING PROJECT REPORT

ON
ADVERTISEMENT AND SALES INFLUENCE ON CAR
BUYERS
Prepared and Presented to

HYUNDAI MOTOR INDIA LIMITED

Under the guidance of

Mr. Naveen Tiwari

Area Sales Manager
Hyundai Motor India Limited
Submitted in partial fulfillment for the award of
degree of Master of Business Administration
from Dr. A PJ Abdul Kalam Technical University, Lucknow
BY
Yash Tiwari
2201240700091

INSTITUTE OF CO-OPERATIVE & CORPORATE MANAGEMENT,

RESEARCH AND TRAINING
21/467, RING ROAD, INDIRA NAGAR, LUCKNOW-226016
 Phone: 2716431, 2716092
Fax: (0522) 2716092
E-mail: [email protected]
Website: www.iccmrt.ac.in

Institute of Co-operative & Corporate Management,

Research and Training
467, Sector-21, Ring Road, Indira Nagar, sulta-226 016

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Date/fnukad:

CERTIFICATE

This is to certify that Yash Tiwari, a student of Master of Business Administration (MBA )

Programme (Batch 2022-24) at this Institute has undergone a Summer Training in the Hyundai

Motor India Limited from 01 September 2023 to 21 October 23023 and carried out a study titled

“Advertisement and Sales Influence on Car Buyers”. He has prepared a report on the study

carried out by him/her in the organization.

The student has also made a presentation before a panel of experts at the Institute.

Ms. Farhana Jamal

AssistantProfessor,ICCMRT

Certified

(Dr. K.Anbumani)

Principal, ICCMRT
CERTIFICATE BY SUPERVISOR
 DECLARATION

I, Yash Tiwari, a student of master of business administration (MBA) Programme at the

Institute of Co-operative & Corporate Management, Research and Training, Lucknow hereby

declare that all the information, fact and figures used in the summer training report titled

“Advertisement and Sales Influence on Car Buyers”.

Have been collected by me. I also declare that this summer training project report has been

prepared by me and the same has never been submitted by the under signed either in part or in

full to any other university or institute or published earlier.

This information is true to the best of my knowledge and belief.

YASH TIWARI
MBA (BATCH 2022-2024)
2201240700091
 Acknowledgement

It gives us tremendous pleasure in bringing out this summer training project entitled
“Advertisement and Sales Influence on Car Buyers”. Taken as our comprehensive project.

At last, we are obliged to Mr. Naveen Tiwari,Area Sales Manager,Hyundai Motor India
Limited who allotted us this chance and without their guidance and constructive criticism this
report might have not been completed. I am also thankful to the management & all employees
of Hyundai Motor India Limited.

We express our Gratitude to Shri Alok Dixit, Director of Institute of Co-operative & Corporate
Management, Research & Training, Lucknow for the support and the environment he has
provided us. The genuine sense of gratitude goes to Institute of Co-operative & Corporate
Management, Research & Training, Lucknow that gave us a chance to brighten our academic
qualificationthat provided us this opportunity.

We are highly indebted to Ms. Farhana Jamal,Assistant Professor,ICCMRT for their

guidance and constant supervision as well as providing necessary information regarding the
project and also for their support in accomplishing this project.
 Preface

Management today is must for day-to-day life. Management is the integral part of the business.

In this world, all things need proper management for its success. Business without proper

management is like a castle of sand built on seashore. Even individuals need proper

management for running their life smoothly. Only theoretical knowledge is not enough in MBA

along with one needs some practical exposure in the corporate world also. MBA provides this

opportunity through the medium of summer training. This training has made one thing clear

that there are two pillars for getting success in business i.e. efficiency and effectiveness; it

means not only doing right things but also doing things rightly.

In MBA, Theory of any subject is important but without its practical knowledge it becomes

useless particularly for the Management Students. As a student of the Business Administration,

we have studied many theories and concepts in the classroom, but only after taking up this

project work we have experienced & understood these Management theories & practices in its

fullest sense, which plays a very vital role in business field today.

Hyundai Motor India Limited is a Automobile company in Indian market. In this project we

compare the Marketing Strategies of Hyundai Motor India Limited with other marketplayers.

Find the market share & market potential of this company etc.

This Project report gives knowledge of research on “Advertisement and Sales Influence on

Car Buyers”.
 Executive Summary

The main area of the study is “Advertisement and Sales Influence on Car Buyers”. The

sources of data collection used in the study are both primary and secondary in nature. We are

going to conduct a survey to know the Effectiveness of marketing strategies adopted by Hyundi

Motor India Limited , which is a part of primary data. The real aim of the project is to compare

the marketing strategies of Hyundai Motor India Limited.

In this project researcher has covered the 4Ps of marketing Product, Price, Place & Promotion

of both the brands. In this analysis we have shown history and present scenario of the cars

industry in India.

The project is based on marketing strategies so we have first explained about 4Ps of marketing

Product, Price, Place & Promotion. We have analysed the growth drivers of major players in

Indian cars industry, key challenges in cars industry in India.

Primary data has been collected in which focus group study had been conducted to design the

customer survey questionnaire with a sample size of 100 respondents. This survey has been

conducted in Sultanpur. Secondary data was collected through various websites, magazinesand

books.
 TABLE OF CONTENTS

SR. NO. PARTICULARS PAGE

NO.
Certificate by Mentor / Principal

Certificate by Supervisor

Declaration

Acknowledgement

Preface

Executive Summary

CHAPTER-1 INTRODUCTION OF THE TOPIC 1-16

CHAPTER-2 COMPANY PROFILE 17-57

CHAPTER-3 OBJECTIVE OF THE STUDY 58-61

CHAPTER-4 RESEARCH METHODOLOGY 62-63

4.1 RESEARCH DESIGN 63-64

4.2 SAMPLING TECHNIQUE 64-65

4.3 TYPE OF DATA & DATA COLLECTION 65-66

CHAPTER-5 DATA ANALYSIS & INTERPRETATION 67-80

CHAPTER-6 FINDINGS 81-83

CHAPTER-7 SUGGESTIONS & RECOMMANDATIONS 84-86

CHAPTER-8 CONCLUSION 87-89

CHAPTER-9 LIMITATIONS OF THE STUDY 90-93

BIBILIOGRAPHY

ANNEXURE
 CHAPTER - 1

INTRODUCTION OF THE TOPIC

1
 Introduction

The automobile industry is highly competitive, and the success of car manufacturers relies

heavily on their ability to influence potential buyers through effective advertising and sales

strategies. These strategies play a crucial role in shaping consumer perceptions, preferences,

and ultimately, purchase decisions.

Advertisement Influence:

1. Brand Image and Recognition: Advertisements contribute significantly to building a

brand image. Consistent messaging and visual elements help create brand recognition,

making consumers more likely to consider a particular brand when purchasing a car.

2. Emotional Appeal: Many car advertisements focus on creating an emotional connection

with the audience. Whether it's portraying a sense of adventure, safety, or family bonding,

emotional appeal can greatly impact consumer decision-making.

3. Feature Highlighting: Advertisements showcase the features and specifications of a car

model. Highlighting innovative technologies, safety features, and performance capabilities

can sway consumers who are looking for specific attributes in a vehicle.

4. Social Media Influence: With the rise of social media, car manufacturers utilize platforms

like Instagram, Facebook, and Twitter to reach a wider audience. Social media presence

allows for interactive engagement and real-time updates, influencing consumer opinions.

2
Sales Influence:

1. Dealership Experience: The in-person experience at a dealership significantly

influences car buyers. A welcoming atmosphere, knowledgeable sales representatives, and

test drive opportunities contribute to a positive impression and can sway the final decision.

2. Promotions and Discounts: Sales events, promotions, and discounts can create a sense

of urgency and encourage buyers to make a decision. Limited-time offers often drive

potential customers to take advantage of favorable pricing.

3. Financing Options: Flexible financing options and low-interest rates can make a

significant difference for buyers. Clear communication of financing terms and options helps

ease financial concerns, making the purchase more appealing.

4. After-Sales Services: The quality of after-sales services, including maintenance,

warranty, and customer support, contributes to long-term customer satisfaction. A positive

post-purchase experience can lead to brand loyalty and positive word-of-mouth.

Consumer Decision-Making Process:

Understanding the stages of the consumer decision-making process is essential for car

manufacturers and dealerships. This process typically involves problem recognition,

information search, evaluation of alternatives, purchase decision, and post-purchase

behavior.

3
Hyundai Group was a multinational chaebol headquartered in Seoul, South Korea. It was

founded by Chung Ju-yung in 1947 as a construction firm and Chung was directly in control

of the company until his death in 2001.

Following the 1997 East Asian financial crisis and Chung's death, Hyundai underwent a

major restructuring and break-up, which reduced the Hyundai Group's business to encompass

only container shipping services, the manufacturing of elevators, and tourism. Today, most

companies bearing the name Hyundai are not legally connected to Hyundai Group. They

include Hyundai Motor Group, Hyundai Department Store Group, Hyundai Heavy

Industries Group and Hyundai Development Company. However, most of the former

subsidiaries of the Hyundai conglomerate continue to be run by relatives of Chung. If these

companies were considered as forming a single broad family business, then it would remain

the largest company in South Korea with enormous economic and political power in the

country.

Customer Relationship Management (CRM) incentives such as bonus points or money

off coupons. There are many examples of CRM, from banks to supermarkets.

New media - Websites and mobile phones that support a sales promotion. For example, in

the United Kingdom, Nestle printed individual codes on KIT-KAT packaging, whereby a

consumer would enter the code into a dynamic website to see if they had won a prize.

Consumers could also text codes via their mobile phones to the same effect.

Merchandising additions such as dump bins,point-of-sale materials and product

demonstrations.

4
Free gifts e.g. Subway gave away a card with six spaces for stickers with each sandwich

purchase. Once the card was full the consumer was given a free sandwich.

Discounted prices e.g. Budget airline such as Easy Jet and Ryanair, e-mailtheir customers

with the latest low-price deals once new flights are released, or additional destinations are

announced.

Vouchers and coupons, often seen in newspapers and magazines, onpacks.

Competitions and prize draws, in newspapers, magazines, on the TVand radio, on The

Internet, and on packs.

Cause-related and fair-trade products that raise money for charities,and the less well off

farmers and producers, are becoming more popular.

Finance deals - for example, 0% finance over 3 years on selectedvehicles.Many of the

examples above are focused upon consumers. Don't forget that promotions can be aimed at

wholesalers and distributors as well. These are known as Trade Sales Promotions.

10 STEP DEALERSHIP SALES PROCESS

It provides a clear description of each step of the sales process and explains how to sell a

vehicle based on the value of its features and benefits rather then on the overall price of the

vehicle. It also provides helpful ideas for improving the productivity and volume potential.

Sales process.

Hyundai typically uses a 10-step Showroom Experience Sales process.

5
Two more steps are there i.e. prospecting (before greeting) and follow up (after exit interview).

Flow Chart of 10 Steps Dealership Process

Prospecting

Step 1 Step 2 Step 3 Step 4 Step 5

Need Vehicle Product Vehicle
Greeting Assessment Selection Presentation demonstration

Step 6 Step 7 Step 8 Step 9 Step 10

Trade-In Price Financial Vehicle Exit Interview

Appraisal Discussion Products & Delivery
services

Follow up

Step - 1

STEP 1: GREETING
Objective: Make customers feel welcome and begin to collect information from them.

6
Step - 2

Process Flow:

Customer
arrives

Desk SC* notices

customer

Desk SC
welcomes
customer

Desk SC Desk SC gets

determines appropriate SC to
purpose of visit work with customer

Desk SC enters SC provides general

customer data into dealer information
showroom Traffic
Log

Step 2:
Need
SC completes Assessment
Greeting section
of customer
record

*SC- Sales Consultant

STEP 2: NEED ASSESSMENT

7
Objective: Ask open ended questions to identify the customer’s purchase motivators.
Process Flow:

Step - 3

Process Flow:

SC finds out who

is making
purchase
decision

SC builds customer
relationship by asking
leading questions

SC asks about
purchase motivators

Supervisor
verifies that SC
has identified
customer’s
SC finds out how purchase
the customer wants motivators
to buy

SC obtains agreement on
purchase motivators
SC completes
Needs
Assessment
section of
customer record

Step 3: Vehicle selection

STEP 3: VEHICLE SELECTION

Objective: Match a Ford vehicle to the customer’s purchase motivators

8
Step - 4

Process Flow:

SC restates customer’s
purchase motivators

SC discusses make , model,

style, options

Sc presents brand
image
Supervisor verifies
that SC has
recommended an
appropriate vehicle
Sc discusses vehicles that
meet customer’s purchase
motivators

SC recommends SC completes the

vehicle vehicle selection
section of
customer record

Step 4:
Product Presentation

STEP 4: PRODUCT PRESENTATION

Objective: Present a vehicle to the customer by employing the ways the vehicle fulfills

9
the customer’s purchase motivator

Step - 5

Process Flow:

SC restates customer’s
purchase motivators

SC explains how vehicle meets

customers need

SC summarizes
standard/optional features
Supervisor helps
SC present
vehicle features
that match
customer’s
purchase
Sc presents brand motivator
image

SC provides
competitive
comparison

SC completes the
Product
SC performs six –position vehicle walk around Presentation section
focusing on features/benefits that match of Customer Record
purchase motivators

Step 5: Vehicle
Demonstration

STEP 5: VEHICLE DEMONSTRATION

Objective: Allow the customers to drive the selected vehicle and highlight how the vehicle’s
features and benefits match the customer’s purchase motivators

10
Step - 6

Process flow:

SC confirms availability
of vehicle

SC performs safety and

security check

SC drives to predetermined
point
Supervisor
verifies that SC
presents vehicle
features and
SC demonstrate vehicle benefits during
operation demo

SC allows customer to drive

remainder of route
Supervisor monitors
Customer Record to
access customer response

SC and customer return vehicle to

dealership

SC completes the vehicle

Demonstration section of
SC asks for customer feedback customer record

SC asks customer to Step 6:

buy Trade-In appraisal

STEP 6: TRADE-IN APPRAISAL

11
Objective: Evaluate the value of customer’s existing vehicle to include trade-in appraisal in a
profitable vehicle purchase

Step - 7

Process Flow:

SC reviews vehicle
disposition methods

SC explains and gains

approval to start the
appraisal process

SC drives and evaluates

vehicle

SC completes used Sc approves used

vehicle appraisal vehicle appraisal

SC presents used vehicle

appraisal

SC completes
Trade-In section of
SC links trade- in to sale Customer record

Step 7:
Price Discussion

STEP 7: PRICE DISCUSSION

Objective: Sell vehicle based on value to maintain profitability levels

12
Step - 8

Process Flow:

SM provides factory price

incentives before negotiation

SC highlights value of
customer’s purchase
motivator

SC restates how vehicle

benefits match customer’s
purchase motivator

SC reminds customer of ford

brand competitive SC completes
advantages negotiation section of
customer record

SC asks for the sale

Supervisor helps with

negotiation if SC
SC responds to objections by reaches impasse
discussing features and benefits

SC obtains signed offer to buy

Step 8: Financial
Products and
SC thanks customers Services

13
STEP 8: FINANCIAL PRODUCTS AND SERVICES

Objective: Offer finance products and services to meet customer needs and increase profitability

Step - 9

Process Flow:

SC/finance team explains finance

process and alternatives

SC/Finance team determines customer

needs preferences and priorities

SC/FT presents leasing, financing and

cash transaction options to meet
customer needs

Supervisor help SC
present finance products
that match customer’s
SC/FT presents insurance products purchase motivators
to meet customer needs

SC/FT presents insurance

products to meet customer needs

SC completes financial
products section of the
SC/FT processes customer finance customer record
application

SC/FT processes customer finance

application

Step 9:
Vehicle Delivery
SC/FT reviews terms before
getting customer signature

14
STEP 9: VEHICLE DELIVERY

Objective: Deliver vehicle to the customer on time in perfect condition

Step - 10

Process Flow:

SC explains delivery process to

customer

Supervisor submits
SC schedules delivery with paperwork for delivery
service department

SC inspects and reviews SC completes Delivery of

vehicle the customer record

SC introduces customer to
service department

SC makes first service

appointment

SC presents vehicle, vehicle

operation

SC explains warranty and

maintenance if applicable

Step 10:
Exit Interview

SC thanks customer

15
STEP 10: EXIT INTERVEIW

Objective: Ensure the customer’s satisfaction with the showroom experience and for follow up

Exit Inteview Process Flow:

Did Supervisor asks why the

customer customer did not buy
buy?
No

Yes

Supervisor resolves any

Was customer concerns
customer
satisfied? No

Yes

SC reviews customer’s preference for

follow up contact
SC/Supervisor asks customer to
completes Delivery Customer
Satisfaction report

SC sets up initial follow up call

SC completes Exit Interview

section of Customer record

16
 CHAPTER - 2

COMPANY PROFILE

17
 Introduction of Company

Hyundai

Former Chaebol
type
Industry Conglomerat
e
Fate Broken
up
Founded 194
7
Founder Chung Ju-
yung
Defunct 200
3
Headquarter Seoul, South
s Korea
Area Worldwid
served e
Products Automobiles
Heavy Industry

Finance and Insurance

Construction
Engineering

18
 Retail
Aerospace
Defense
Steel

This article contains Korean text.Without

proper rendering support, you may see question
marks, boxes, or other symbols
instead of Hanguland hanja.

Hyundai

Hangul 현대

Hanja 現代

Revised Romanization Hyeondae

McCune–Reischauer Hyŏndae

ABOUT HYUNDAI MOTORS INDIA LIMITED

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.

19
HMIL’ s 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 HMIL’ s 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 HMC’ s 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 290 strong dealer network

and 580 strong service points across India, which will see further expansion in 2010. To

support its growth and expansion plans, HMIL currently has a 290 strong dealer network

and 580 strong service points across India.

COMPANY’S HISTORY

The beginning of Hyundai Motor Company dates to April 1946 when founder, Ju-Yung Chung

20
established 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 TheCompany's global

expansion and the stylized "H" is symbolic of two people (The Company and customer) shaking

hands.

Hyundai Motor India Limited was formed in 6 May 1996 by The Hyundai Motor Company of

Korea. The first production plant was established in Irrungattukotai near Chennai, India.

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.

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 290 strong dealer network

and 580 strong service points across India, which will see further expansion in 2010. To

support its growth and expansion plans, HMIL currently has a 290 strong dealer network

and 580 strong service points across India.

COMPANY’S HISTORY

The beginning of Hyundai Motor Company dates to April 1946 when founder, Ju-Yung Chung

established 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 TheCompany's

21
global expansion and the stylized "H" is symbolic of two people (The Company and customer)

shaking hands.

Hyundai Motor India Limited was formed in 6 May 1996 by The Hyundai Motor Company of

Korea. The first production plant was established in Irrungattukotai near Chennai, India.

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 sells several models in India, The most popular being The Santro Xing, i10 and The

i20.OTheR models Include Getz Prime, Accent, Verna TRANSFORM, Tucson, and The Sonata

Transform.

COMPANY’S VISION

The company’s motto is "Innovation for Customers". The company’s vision is five core

strategies: global orientation, respect for human values, customer satisfaction, technology

innovation, and cultural creation. They have a desire to create an automobile culture of

putting customer first via developing human–centered and environment–friendly technological

innovation.

The company’s strive to create a more affluent lifestyle for humanity, and contribute to the

harmony and co-prosperity with shareholders, customers, employees and other stakeholders in

the automobile industry.

The spirit of creative challenge of the company has been a driving force in leading HMIL to

22
where it is today. It is the permanent key factor for HMIL to actively respond to change in the

company’s the management system and seek creative and self–innovative system. The spirit of

creative challenge, creates profits, are the primary objective of a private enterprise.Furthermore,

the company’s takes responsibility for the environment and society and provide benefits to all

stakeholders including shareholders, customers, executives, employees, suppliers, and

community.

Management Philosophy

With the spirit of creative challenge, we will strive to create a more affluent lifestyle for

humanity, and contribute to the harmony and co-prosperity with shareholders, customers,

employees and other stakeholders in the automobile industry.

The spirit of creative challenge has been a driving force in leading HMC to where it is today.

It is the permanent key factor for HMC to actively respond to change in the management system

and seek creative and self–innovative system. With the spirit of creative challenge, we create

profits, as the primary objective of a private enterprise. Furthermore, we take responsibility for

the environment and society we belong to, and offer sustainable mobility in order to implement

our corporate philosophy and provide benefits to all stakeholders including shareholders,

customers, executives, employees, suppliers, andcommunities.

Based on a respect for human dignity, we make efforts to meet the expectations of all

23
stakeholders including customers and business partnersby building a constructive relationship

amongst management, labor,executives and employees. Also, we focus on communicating our

corporate values both internally and externally, and gaining confidence stakeholders.

Mid-and Long-term Strategies. We developed five mid–and long–term strategies: global

management, higher brand values, business innovation, environmental management, and

strengthening product competitiveness. Especially, we selected environmental management as

one of our strategies to meet the needs of our stakeholders and the society we belong to. We

also intend to promote sustainability development and preservation of the environment.

24
COMPANY’S MISSION

At a time when India was awakening to the call of freedom, MGF was taking a revolutionary

step that would help hasten the country's development. Today, the MGF Developments

portfolio spans the entire spectrum of small, medium and large-scale equipment finance as well

as big ticket leasing, vehicle financing, Automobiles dealerships, factoring services, consumer

finance, and infrastructural development. The MGF Developments brings international

expertise, cutting-edge technology and global scale of operations to deliver 100 percent

satisfaction to its customers,clients and employees. The MGF Developments vision is to be

recognized as:

 The preferred provider of services and integrated solutions in all its areas of
operation.

 A diverse team of talented professionals with expertise in selecteds segments.

 An employer of choice, fostering a culture that values Dedication, Respect and

Continuous Improvement.

25
 Brand Ambassador of Hyundai Motor India Limited

Brand Ambessdor Marketing

Film Celebrity Shahrukh Khan is the Brand Ambassador of Hyundai Motor India Limited.

Certainly! Here are some key points regarding Brand Ambassador Marketing for Hyundai
Motor India Limited:

1. Brand Image Enhancement:

- Utilizing a brand ambassador helps enhance Hyundai's image by associating it

with a well-known personality.

- Leverages the ambassador's existing positive public perception to reflect on the

brand.

26
2. Target Audience Connection:

- The choice of a brand ambassador should align with Hyundai's target demographic,

creating a stronger connection with potential customers.

3. Credibility and Trust:*

- A reputable ambassador adds credibility and trust to Hyundai's brand, as

consumers often trust the endorsements of familiar faces.

4. Product Endorsement:

- The ambassador can actively promote Hyundai's latest models, features, and

innovations through various marketing channels.

5. Social Media Presence:

- Leverages the ambassador's social media reach to amplify Hyundai's presence and

engage with a broader audience.

6. Event Participation:

- Inclusion of the brand ambassador in Hyundai's events, product launches, and p

romotional activities helps attract media attention and increases brand visibility.

7. Storytelling and Narratives:

- The ambassador can contribute to creating compelling stories and narratives that

highlight Hyundai's values, mission, and success.

27
Operation

By the mid-1990s Hyundai comprised over 60 subsidiary companies and was active in a diverse

range of activities including automobile manufacturing, construction, chemicals, electronics,

financial services, heavy industry and shipbuilding. In the same period it had total annual

revenues of around US$90 billion and over 200,000 employees.

BUSINESS

Assembly line at Hyundai Motor Company’s car factory in Ulsan, SouthKorea

28
Hyundai

In 1998, after a shake-up in the Korean auto industry caused by overambitious expansion and

the Asian financial crisis, Hyundai acquired rival Kia Motors.

In 2000, the company established a strategic alliance with DaimlerChrysler and severed its

partnership with the Hyundai Group.

In 2001, the Daimler-Hyundai Truck Corporation was formed.

In 2004, however, DaimlerChrysler divested its interest in the company by selling its 10.5

percent stake for $900 million.

Hyundai has invested in manufacturing plants in the North America, China, Pakistan, India, and

Turkey as well as research and development centers in Europe, North America, and Japan.

In 2004, Hyundai Motor Company had $57.2 billion in sales in South Korea making it the

country’s second largest corporation, or chaebol. Worldwide sales in 2005 reached 2,533,695

units, an 11 percent increase over the previous year. Hyundai has set as its 2006 target

worldwide sales of 2.7 million units (excluding exports of CKD kits).

Hyundai motor vehicles are sold in 193 countries through some 5,000 dealerships and

showrooms. After a recent survey of global automotive sales by Automotive News, Hyundai is

now the tenth largest automaker in the world in 2007.

Hyundai Motor Company’s brand power continues to rise as it was ranked 72nd in the 2007

Best Global Brands by inter brand and Business Week survey. Brand value estimated at $4.5

billion. Public perception of the Hyundai brand has been transformed as a result of dramatic

improvements inthe quality of Hyundai vehicles.

29
Hyundai in the United States

30
Hyundai Azera

Hyundai Genesis

Hyundai entered the United States market in 1986 with a single model, the Hyundai Excel. The

Excel was offered in a variety of trims and body styles. That year, Hyundai set a record of selling

the most automobiles in its first year of business in the United States compared to any other car

brand (c. 126,000 vehicles).

Initially well received, the Excel’s faults soon became apparent; cost-cutting measures caused

reliability to suffer. With an increasingly poor reputation for quality, Hyundai sales plummeted,

and many dealerships either earned their profits on repairs or abandoned the product. At one

point, Hyundai became the butt of many jokes (i.e. Hyundai stands for "Hope you understand

nothing's drivable and inexpensive") and even made David Letterman's Top Ten Hilarious

Mischief Night Pranks To Play In Space: #8 - Paste a "Hyundai" logo on the main control panel.

31
In response, the parent company of Hyundai began investing heavily in the quality, design,

manufacturing, and long-term research of its vehicles. It added a 10-year or 100,000-mile

(160,000 km) powertrain warranty (known as the Hyundai challenge) to its vehicles sold in the

United States. By 2004, sales had dramatically increased, and the reputation of Hyundai cars

improved. In 2004, Hyundai tied with Honda for initial brand quality in a survey/study from

J.D. Power and Associates, for having 102 problems per 100 vehicles. This made Hyundai

second in the industry, only behind Toyota, for initial vehicle quality. The company continued

this tradition by placing third overall in J.D. Power’s 2006 Initial Quality Survey, behind only

Porsche and Lexus.

Hyundai continues to invest heavily in its American operations as its cars grow in popularity. In

1990, Hyundai established the Hyundai Design Centerin Fountain Valley, California. The center

moved to a new $30 million facility in Irvine, California in 2003, and was renamed the Hyundai

Kia Design and Technical Center. Besides the design studio, the facility also housed Hyundai

America Technical Center, Inc. (HATCI, established in 1986), a subsidiary responsible for

all engineering activities in the U.S. for Hyundai. Hyundai America Technical Center moved to

its new 200,000- square-foot (19,000 m2), $117 million headquarters in Superior Township,

Michigan (near Ann Arbor) in 2005. Later that same year, HATCI announced that it would be

expanding its technical operations in Michigan and hiring 600 additional engineers and other

technical employees over a period of five years. The center also has employees in California

and Alabama.

Hyundai America Technical Center completed construction of its Hyundai/Kia proving ground

in California City, California in 2004. The 4,300-acre (17 km2) facility is located in the Mojave

Desert and features a 6.4-mile (10.3 km) oval track, a Vehicle Dynamics Area, a vehicle-

32
handling course inside the oval track, a paved hill road, and several special surface roads. A

30,000-square-foot (2,800 m2) complex featuring offices and indoor testing areas is located on

the premises as well. The facility was built at a cost of $50 million. An aerial view can be found

here.

Hyundai completed an assembly plant just outside Montgomery, Alabama in2004, with a grand

opening on May 20, 2005, at a cost of $1.1 billion. At full capacity, the plant will employ 2,000

workers. Currently, the plant assembles the Hyundai Sonata and the Hyundai Santa Fe. It is

Hyundai’s second attempt at producing cars in North America, as the Hyundai Auto Canada

Inc. plant in Quebec closed down in 1993.

In 2003, According to Consumer Reports, Hyundai’s reliability rankings tied Honda’s.

In 2005, Hyundai allowed Ed Voyles Hyundai in Smyrna, Georgia to become the first "deaf

friendly" dealership in the entire world. The staff in this dealership are able to accommodate

deaf customers with the use of American Sign Language and video conferencing phones.

In 2006 JD Power and associates quality ranking, overall the Hyundai brand ranked 3rd, just

behind Porsche and Lexus, and beating long time rival Toyota.[12] The brand overall is ranked

much higher than the average industry and resale value continues to improve; a comparable

2003 Hyundai Sonata sedan ranks just $2200 below a similarly equipped Honda Accord,

according to Kelley Blue Book Pricing 2006.

In 2006, Hyundai’s minivan Entourage earned a five-star safety rating – the highest honor the

National Highway Traffic Safety Administration bestows – for all seating positions in frontal

and side-impact crashes. The Insurance Institute for Highway Safety also rates “Good” – its

highest rating – in front, side and rear impacts. The IIHS (Insurance Institute for Highway

33
Safety, United States), in fact, named the 2006 Hyundai Entourage and Kia Sedona a “Gold Top

Safety Pick,” making the safest minivan ever tested.

In 2006, Hyundai was awarded 'Top-rated 2006 Ideal Vehicle' by Auto pacific, Marketing

research and consultancy firm for the automobile industry

In 2007 Strategic Vision Total Quality Awards, Hyundai Motors leads the most vehicle

segments in Strategic Vision’s Total Quality Index, measuring the ownership experience. They

attempt to measure more than just the number of problems per vehicle. Hyundai tops in

Strategic Vision Total Quality Awards. For the first time ever, Hyundai has risen to share the

position of having the most models leading a segment. three models with thetop Total Quality

Index (TQI) score in their segments, including the Hyundai Azera, Entourage, Santa Fe.

In 2007, Hyundai’s midsize SUV Santa Fe earns 2007 TOP SAFETY PICK award by IIHS.

In 2007 at the New York International Auto Show, Hyundai unveiled its V8 rear-drive luxury

sedan called Concept Genesis to be slotted above the Azerain the Hyundai line-up. This concept

will make its American debut in mid 2008.[21]

In 2007 at the Los Angeles International Auto Show, Hyundai unveiled its second rear-drive

concept car, this car, called Concept Genesis Coupe, will be Hyundai’s first sports car due to

make its debut in early 2009.

In 2008, Hyundai Santa Fe and Hyundai Elantra awarded 2008 Consumer Reports "top pick"

which was among the top 10 vehicles for 2008 unveiled in the magazine's issue. The magazine's

annual ratings, based on road tests and predicted safety and reliability are considered highly

influential among consumers. [23] and Hyundai Elantra earned Consumer Reports' 'excellent'

34
rating in predicted reliability. Hyundai Elantra is Consumer Reports top- ranked 2008 vehicle

amongst 19 other compacts and small family cars. Beating out such high-quality stalwarts as

the Honda Civic, Toyota Corolla and Toyota Prius.

In 2008, at the North American International Auto Show, the production version of the luxury

& performance-oriented Hyundai Genesis sedan made its debut, dealerships will have the

Genesis as soon as Summer 2008.

In 2008, at the New York International Auto Show, Hyundai debuted it's production version of

the performance-oriented rear-drive Hyundai Genesis Coupe, slated to hit dealerships in early

2009.

2009, Hyundai has announced the five-door hatchback variant of the Elantra compact sedan will

carry the name Elantra Touring when it goes on sale in the spring as a 2009 model.[25]

US sales

CalendarYear
Sales

2014 244,391

2015 346,235

2016 375,119
2017 400,221

2018 418,615

2019 455,012

2021 455,520

35
 2022 467,009

2023 401,742

Electric vehicles

Hyundai plans to begin producing hybrid electric vehicles in 2009. The Avante will be the first

vehicle to be produced.

Since 2004, Hyundai has supplied about 3,000 hybrid versions of its Getz and Accent small

cars to government fleets as part of a testing program. The automaker cites a lack of local tax

benefits for purchasing hybrids as a barrier to its hybrid development program. But Hyundai

expects the tax situation to change in 2009 [30].

The new hybrid electric Sonata will make its debut at the Los Angeles International Auto Show

in November 2008. Hyundai expects to release it inthe U.S. market in 2010, featuring lithium-

ion battery technology [31].

Environmental record

On April 23, 2008 Hyundai Motor announced the beginning of a five-year project to turn 50

km² of infertile land into grassland by 2012. Hyundai is doing so with the help of the Korean

Federation for Environmental Movement (KFEM). The project, named Hyundai Green Zone,

is located 660 km north of Beijing. The goal of the project is to end the recurring dust storms in

Beijing, block desertification and protect the local ecosystem.

Local weeds will be planted in the region that have the ability to endure sterile alkaline soil.

36
This is the first environmental project of the company’s social contribution program.

Hyundai Motor plans to aid Chevron Corporation in the construction of up to six hydrogen

fueling stations that will be located in California, including locations at the University of

California-Davis and the Hyundai America Technical Center in Chino. Hyundai is going to

provide a collection of 32 Tucson fuel cell vehicles, which are powered by UTC Fuel Cell power

plants.

Motorsport

Alister McRae driving an Accent WRC at the 2001 Rally Finland.

Hyundai entered motorsport by competing in the F2 class of the World RallyChampionship in

1998 and 1999. In September 1999, Hyundai unveiled the Accent WRC, a World Rally Car

based on the Hyundai Accent. The Hyundai World Rally Team debuted the car at the 2000

Swedish Rally and achieved their first top-ten result at that year's Rally Argentina, when Alister

37
McRae and Kenneth Eriksson finished seventh and eighth, respectively. Eriksson later drove

the car to fifth place in New Zealand and fourth inAustralia. In 2001, Hyundai debuted a

new evolution of the Accent WRC, which was intended to improve reliability, but the

performance of the car was still not good enough to challenge the four big teams (Ford,

Mitsubishi, Peugeot and Subaru). However, at the season-ending Rally GB, the team achieved

their best result with McRae finishing fourth and Eriksson sixth.

For the 2002 season, Hyundai hired the four-time world champion Juha Kankkunen, along with

Freddy Loix and Armin Schwarz. Kankkunen's fifth place in New Zealand was the team's best

result, but they managed to edge out Škoda and Mitsubishi by one point in the battle for fourth

place in the manufacturers' world championship. In September 2003, after a season hampered

by budget constraints, Hyundai announced withdrawal from the WRC and a plan to return in

2006.

Electric propulsion
Hyundai plans begin producing hybrid electric vehicles in 2009. They are going to use Hybrid

Blue Drive, that includes lithium polymer batteries, instead of lithium-ion.

The Avante will be the first vehicle to be produced.. Other are the Santa Fe Hybrid, the Elantra,

Sonata Hybrid (to the U.S. market in 2010) and the Hyundai i20 (this last, replaces the Getz)

PRODUCT RANGE

 Accent

 Atos/Santro

38
  Azera

 Dynasty

 Elantra

 Equus/Centennial (joint project of Hyundai and Mitsubishi)

 Genesis

 Genesis Coupe

 Click/Getz

 Grandeur (joint project of Hyundai and Mitsubishi)

 Grandeur XG/XG300/XG350

 Grandeur/Azera

 Matrix/Lavita

 Santamo (Rebadged Mitsubishi Chariot) (Originally produced by

Hyundai Precision Industry)

 Sonata/i40

 Tiburon/Coupé/Tuscani

 i30
 i20

 i10

SUVs and vans

 Entourage (Similar to the Kia Sedona)

39
  Galloper (Rebadged Mitsubishi Pajero) (Originally produced by
Hyundai Precision Industry)

 Grace (1st generation was a rebadged Mitsubishi Delica)

 H-1/Satellite/Starex/Libero/H-200

 Hyundai H-1/iMax/i800

 Hyundai H-100 Grace / Porter

 HD1000 (Minibus/Porter)

 Porter (1st generation was a rebadged Mitsubishi Delica)

 Santa Fe

 Starex

 Terracan

 Trajet

 Tucson

 Veracruz

Commercial vehicles

 Ford D Series

 Ford DK Series

 Ford R Series

 O303 Benz Bus

 HM 1620 urban bus

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 HM 1630 suburban bus

 Hyundai 4.5 to 5-ton truck (Rebadged Mitsubishi Fuso Fighter)

 Hyundai 8 to 25-ton truck (Rebadged Mitsubishi Fuso Super Great)

 Aero (Rebadged Mitsubishi Fuso Aero Bus)

 Aero City

 Aero Town (e-Aero Town)

 Hyundai DQ-7

 Bison & 3ton Truck

 Chorus

 County (e-County)

 e-Mighty

 Hyundai FB
 HD160

 HD170

 Mega Truck

 New Power Truck

 Mighty (Rebadged Mitsubishi Fuso Canter)

 Mighty II

 Hyundai RB

 Super Truck Medium

41
  Super Truck

 Trago

 Universe

Hyundai ix20

The Hyundai ix20 is a mini MPV produced by the South Korean manufacturer Hyundai, which

debuted at the 2010 Paris Auto Show. The car is built on the same platform as the Hyundai i20,

Kia Venga, and Kia Soul. The ix20 employs Hyundai's new "Fluidic Sculpture" design

language.It is currently sold exclusively in Europe and it is the replacement for the Matrix.

Hyundai i40

42
The Hyundai i40 is a large family car designed for the European market by South Korean

manufacturer Hyundai. Sharing its platform with the US marketed Hyundai Sonata, the i40

sedan was unveiled at the 2011 BarcelonaMotor Show.

In some markets the Sonata remains on sale as a separate model, such as the USA, where the

i40 is not available.

The estate variant of the i40 was released in Europe and South Korea in September 2011,

followed by the sedan variant in January 2012, and it is also available in Australia and New

Zealand. For Malaysia, Hyundai launched the i40 at the 2013 Kuala Lumpur International Motor

Show, in both sedan and tourer specifications. It is placed above the Hyundai Sonata. The engine

is the 2 litre GDI motor which is linked to a paddle shifted six- speed automatic gearbox.

COMPETITORS

 MARUTI SUZUKI

 HONDA

 TATA

 TOYOTA

 FORD

 NISSAN

43
Comparison Between Hyundai Eon and Maruti 800

The wraps are off the much-awaited entry-level small car from Hyundai India. The car, to be

called Eon, is the South Korean car maker's challenge to Maruti's Alto, the current bestseller

in the segment in India. It has enter the Indian roads between October 10 and 15, days ahead of

Diwali at a starting price of Rs 2.50 lakh to Rs 2.60 lakh.

Although Eon is positioned against Alto, the car promises a lot more than what the latter offers.

"There is no car that is comparable with Eon. Yes, it is an entry-level car but with no

compromise. It is a very spacious car with a large boot - something that you get only in bigger

cars. And most importantly it doesn't compromise on style," said Arvind Saxena, Hyundai India

sales & marketing director.

Eon sports the 'Fluidic' design characteristic of the restyled Verna that threw a serious challenge

to its rivals like Honda City and Volkswagen Vento after its makeover. Although the company

officials refused to divulge the price of the car other than saying that it would be "competitively

priced and finalised only closer to the launch in October", ET has learnt from its sources at two

44
Hyundai dealerships that the base version of the car is being priced between Rs 2.50 lakh and

Rs 2.60 lakh. The upper end of the car will cost less than the base variant of Hyundai's bigger

sibling i10. Rival Alto sells at Rs 2.32 lakh (base variant ex-showroom price Delhi).

Alto 800

While Alto may be the nearest rival to Eon, the company said the comparison is not really

oranges to oranges as Eon comes with a number of high-end features. With an 814 cc engine,

Eon promises a mileage of 21.1 km. Eon compares with Alto in length (3.5 meter), but is

wider andtaller by 75 mm and 40 mm, respectively.

Asked if it would not cannibalize its successful and only slightly higher priced Santro (Santro

base price is Rs 2.80 lakh in Delhi), Saxena said, "The Eon will expand our market share by

45
cannibalizing into our competitors products. Santro is positioned very differently from the

Eon. We have no plans of withdrawing the Santro when it is doing so well."

Eon appears to score over its rivals with features that one sees only in biggercars, like keyless

entry, driver air bags, front power windows, fog lamps, central locking, two-tone interiors. "Eon

is targeted at the first time buyer who is young, who has just started earning. It is also targeted

at the young family that is looking for its first car," Saxena told ET.

Hyundai said Eon was conceived, designed and produced exclusively for theIndian market. The

Eon project director YH Song said that the car, the smallest ever produced by the company, was

in the making for the past four years. The sporty design and the functional interiors of the final

product were the result of a series of interactions the company's global R&D officials have had

with National Institute of Design, Indian auto journalists, renowned Indian auto designer Dilip

Chhabria and a number of other designers. "The company's R&D centre at Hyderabad was

totally involved with the project, especially in developing important components for the car,"

Saxena said. Eon, however, will have to brace for competition from the country's largest car

maker Maruti when it launches its latest version of the earlier 800. But that would be at least a

year away.

ACHIEVEMENTS

Hyundai Motor India, India’s second largest car maker on Monday achieved significant

milestone when the cumulative exports of the car company crossed the 10 lakh mark.

HW Park, managing director & CEO, HMIL said, “Reaching the 10lakh export car landmark is

not only a significant milestone but also a matter of great pride for the Hyundai family as it

46
showcases the global success story that Hyundai as a brand enjoys.” He also flagged off the one

millionth car from the Chennai Port Trust in Chennai.

HMIL began exporting cars in 1999 when it shipped a batch of 20 Santro to Nepal and it reached

the first milestone of exporting 100,000 cars in four years and ten months in October, 2004. In

October, 2005 it exported its 200,000th car followed by its 300,000th car and 400,000th car in

October, 2006 and August, 2007 respectively. By exporting the 500,000th car in March, 2008,

HMIL had become the fastest Indian passenger car manufacturer to achieve this milestone. In a

little over a decade since Hyundai has been present in India it has become the leading exporter

of passenger cars with a market share of 66% of the total exports of passenger cars from India

making it a significant contributor to the Indian automobile industry.

The company has also started exporting cars to Australia and is the only manufacturer to do so

in such a short span of a decade presence.

Currently, Hyundai Motor India is exporting four of its popular models namely - Santro i10, i20

and Accent to 110 countries. In 2009, in spite of a global slowdown, Hyundai Motor India’s

exports grew by 10.7%. In 2010 Hyundai plans to add 10 new markets with Australia being the

latest entrant to the list. The first shipment to Australia is of 500 units of the i20 and the total

i20 export to Australia is expected to be in the region of 15,000 per annum.

In 2008, Hyundai witnessed the fastest exports of five lakh cars from India to various

destinations including UK, HMIL Vice-President (Sales and Marketing) Arvind Saxena said.

Terming it as a "significant milestone", State Industries Secretary Rajeev Ranjan said, “It is no

small achievement. This has been done in a record time". "In 2008, they have exported five lakh

cars but this year they have doubled it. It is a significant milestone” he said.

47
Lauding Hyundai's feat, Chennai Port Trust Chairman Subhash Kumar said two multilevel car

parkings have been planned in the Port. Urging the Union government to continue the fiscal

stimulus package, Saxena said exports may come down if it was withdrawn. "If the stimulus

package is withdrawn, then the exports may come down. We have been emphasising the need

for extending it", he said adding the demand came down 7.5 per cent in countries like Russia

due to the global meltdown.

Hyundai Motor India Ltd. (HMIL) has said that it is confident of adding 10 new markets to its

export map in 2010. Currently, HMIL cars are sent to 110countries.

Export Milestone

July 21, 2000 First major export-shipment of 760 Accent and Santro carsrolls out of the

Chennai Port for Algeria March 13, 2003 Hyundai MotorIndia commences exports to

Latin America August 12, 2003 Exportshipment of 1,500 Santro Xing cars leave for

Europe, HMI becomes thesmall cars export hub for Hyundai Motor Company October 31,

2004 HMILcrossed the figure of 1 lakh vehicles in exports and emerged as the largestexporter

in the Indian automobile industry October 18, 2005 HMI exportedits 2 lakh car to the overseas

market November 29, 2005 HMI exports itsfirst shipment to UK October 31, 2006 Hyundai

Motor India rolls out thefastest 300,000th export car March 26, 2007 Hyundai Motor India

ships outthe first Getz June 1, 2007 Hyundai Motor India adjudged the Top Exporterof the

Year for 2005-06 in the category of ‘Large Enterprises’ and receivedthe Gold Trophy by the

Engineering Export Promotion Council (EEPC)August 6, 2007 Fastest Export of 4 lakh

units March 27, 2008 FastestExport of 5 lakh units June 11, 2008 Fastest Export - Over One

lakh units ofi10 exported since its launch in Oct 31, 2007 November 5, 2008 Hyundaiexports

48
its first batch of ‘i20’ to European market. The first export consignment comprised 2,820

units of ‘i20’.

December 16, 2008 Hyundai Motor India awarded with the ‘Niryat Shree’Silver Trophy for

the year 2005-06 by the Federation of Indian ExportOrganizations (FIEO). February

11, 2009 Hyundai Motor India conferredthe Top Exporter of the Year for 2006-07in

the category of ‘LargeEnterprises’ and received the Gold Trophy at the Southern Region

AnnualAward Presentation by the Engineering Export Promotion Council (EEPC). March 25,

2009 Hyundai Motor India honored with ‘EXIM AchievedAward’ for the year 2008 by Tamil

Chamber of Commerce August 29, 2009 Hyundai Motor India Ltd. receives the EEPC

‘National Award for ExportExcellence for 2007-08. Hyundai won the Gold Trophy in the

‘LargeEnterprise’ category. February 22, 2010 Fastest Exports of 10 lakh cars.

MARKET SHARE OF HYUNDAI

Current share position of Hyundai can be represent through a chart

Sales

49
FUTURE PROSPECT

 Hyundai is currently the only auto company in the world that has not decreased

production.

 Despite the current recession Hyundai is moving forward and expanding is market share

through: marketing and advertisements depicting the labors of their high intensive R&D

into new technologies and advanced cars.

 Hyundai is investing millions into hybrid and electric cars and plans to start producing

highly fuel efficient cars in late 2009.

 Hyundai is already a industry leader with its standard cars rating at 25-35 mpg without

any hybrid technology.

 Hyundai is also expanding its brands into a higher luxury brand, while its newly acquired

Kia brand is covering more of the lower price market as it works to transform its image

just as Hyundai has done in the past few years.

 In 2010 and 2011 Hyundai will release over 8 newly redesigned and improved models

with upgraded features and modern ascetics.

 Also Hyundai plans to release its newest giant killer the Hyundai Equus, a high end

luxury car to compete with the Mercedes S class (some of the worlds most expensive

cars).

 Hyndai is bringing the future now and is introducing new concept cars and making ideas

into realities through R&D, an improved design team, and vertical integration into the

value chain of manufacturing.

50
HYUNDAI VERNA

HYUNDAI GRAND
I10

51
 HYUNDAI GRACE

SALES PROMOTION

Marketing Key concepts

Product / Pricing / PromotionDistribution / Service / Retail/Brand management/

Account-based marketing/Marketing ethics /Marketing effectiveness /Market

research/Market segmentation /Marketing strategy/ Marketing management

Market dominance

Promotional Content
Advertising / Branding Direct marketing / Personal Sales Product placement /

Public relations/Publicity

Promotional Media

Printing / Publication / BroadcastingOut-of-home / Internet marketing Point of

sale / Novelty items/Digital marketing / In-gameWord of mouth

52
Sales promotion is one of the four aspects of promotional mix. (The other three parts of

the promotional mix are advertising, personal selling, and publicity/public relations.) Media

and non-media marketing communication are employed for a pre-determined, limited time

to increase consumer demand, stimulate market demand or improve product availability.

Examples include:

o contests

o point of purchase displays

o rebates

o free travel, such as free flights

Sales promotions can be directed at either the customer, sales staff, or distribution channel

members (such as retailers). Sales promotions targeted at the consumer are called consumer

sales promotions. Sales promotions targeted at retailers and wholesale are called trade sales

promotions. Some sale promotions, particularly ones with unusual methods, are considered

gimmick by many.

Consumer sales promotion techniques

o Price deal: A temporary reduction in the price, such as happy hour.

o Loyal Reward Program: Consumers collect points, miles, or credits for purchases

and redeem them for rewards. Two famous examples are Pepsi Stuff and Advantage.

o Cents-off deal: Offers a brand at a lower price. Price reduction may be a percentage

marked on the package.

o Price-pack deal: The packaging offers a consumer a certain percentage more of the

product for the same price (for example, 25 percent extra).

53
o Coupons: coupons have become a standard mechanism for sales promotions.

o Loss leader: the price of a popular product is temporarily reduced in order to stimulate

other profitable sales

o Free-standing insert (FSI): A coupon booklet is inserted into the local newspaper for

delivery.

o On-shelf couponing: Coupons are present at the shelf where the product is available.

o Checkout dispensers: On checkout the customer is given a coupon based on products

purchased.

o On-line couponing: Coupons are available on line. Consumers print them out and take

them to the store.

o Mobile couponing: Coupons are available on a mobile phone. Consumers show the

offer on a mobile phone to a salesperson for redemption.

o Online interactive promotion game: Consumers play an interactive game associated

with the promoted product. See an example of the Interactive Internet Ad for tomato

ketchup.

o Rebates: Consumers are offered money back if the receipt and barcode are mailed to

the producer.

o Contests/sweepstakes/games: The consumer is automatically entered into the event

by purchasing the product.

o Point-of-sale displays:-

• Aisle interrupter: A sign that juts into the aisle from the shelf.

• Dangler: A sign that sways when a consumer walks by it.

54
 • Dump bin: A bin full of products dumped inside.

• Glorifier: A small stage that elevates a product above otherproducts.

• Wobbler: A sign that jiggles.

• Lipstick Board: A board on which messages are written incrayon.

• Necker: A coupon placed on the 'neck' of a bottle.

• YES unit: "your extra salesperson" is a pull-out fact sheet.

Trade sales promotion techniques

o Trade allowances: short term incentive offered to induce a retailer tostock up on a

product.

o Dealer loader: An incentive given to induce a retailer to purchase and display a

product.

o Trade contest: A contest to reward retailers that sell the most product.

o Point-of-purchase displays: Extra sales tools given to retailers to boostsales.

o Training programs : dealer employees are trained in selling the product.

o Push money: also known as "spiffs". An extra commission paid toretail employees

to push products.

Trade discounts (also called functional discounts): These are payments todistribution

channel members for performing some function .

55
POLITICAL ISSUE

Sales promotions have traditionally been heavily regulated in many advanced industrial

nations, with the notable exception of the United States. For example, the United Kingdom

formerly operated under a resale price maintenance regime in which manufacturers could

legally dictate the minimum resale price for virtually all goods; this practice was abolished

in 1964.

Most European countries also have controls on the scheduling and permissible types of

sales promotions, as they are regarded in those countries as bordering upon unfair business

practices. Germany is notorious for having the most strict regulations. Famous examples

include the car wash that was barred from giving free car washes to regular customers and

a baker who could not give a free cloth bag to customers who bought more than 10 rolls.

PROMOTIONAL MIX

There are four main aspects of a promotional mix. These are:

Advertising- Any paid presentation and promotion of ideas, goods, or services by an

identified sponsor. Examples: Print ads, radio, television, billboard, direct mail, brochures

and catalogs, signs, in-store displays, posters, motion pictures, Web pages, banner ads, and

emails.

Personal Selling - A process of helping and persuading one or more prospects to purchase

a good or service or to act on any idea through the use of an oral presentation. Examples:

Sales presentations, sales meetings, sales training and incentive programs for intermediary

salespeople, samples, and telemarketing. Can be face-to-face or via telephone.

56
Promotions- Incentives designed to stimulate the purchase or sale of a product, usually in

the short term. Examples: Coupons, sweepstakes, contests, product samples, rebates, tie-

ins, self-liquidating premiums, trade shows, trade-ins, and exhibitions.

Public relations - Paid intimate stimulation of supply for a product, service, or business

unit by planting significant news about it or a favorable presentation of it in the media.

Examples: Newspaper and magazine articles/reports, TVs and radio presentations,

charitable contributions, speeches, issue advertising, and seminars.

57
 CHAPTER - 3

OBJECTIVE OF THE TOPIC

58
 Objective of the Study

Based on the problem the objective of the research is divided into two whichare as follows:

 To analyze brand loyalty of customers towards the company’s products range.

 Analyze consumer satisfaction and sales promotion of Hyundai for different cars.

 Analyses the after sales service provided by company.

 Scope of the Study

In the dynamic automotive industry, the influence of advertisements and sales strategies on

car buyers is a subject of significant interest. This study aims to delve into the multifaceted

ways in which advertising campaigns and sales techniques shape consumers' decisions

when purchasing a vehicle. By examining both psychological and practical aspects, this

research seeks to provide a comprehensive understanding of the impact of marketing efforts

on car buyers.

Advertising's Psychological Influence:

Advertisements play a pivotal role in shaping consumers' perceptions of a car brand.

Through carefully crafted visuals, narratives, and messaging, advertisers aim to evoke

emotions and create a lasting impression. A successful advertising campaign can create a

59
sense of aspiration, associating a particular car model with lifestyle and identity. This

emotional connection often influences potential buyers to lean towards a specific brand.

Moreover, the psychological impact of advertisements extends to the perceived value of a

vehicle. Clever marketing can highlight unique features, cutting-edge technology, or

environmental sustainability, influencing consumers to attribute a higher value to the

advertised vehicle.

Sales Strategies and Decision-Making:

While advertisements set the stage, sales strategies are the actors in the theater of car

purchasing decisions. The sales process involves various elements, such as dealer

interactions, promotions, financing options, and after-sales services. These factors

collectively contribute to a buyer's overall experience and, consequently, influence their

decision-making process.

Dealerships play a crucial role, as the interactions between sales representatives and

potential buyers can significantly impact the customer's perception of the brand and the

vehicle. A knowledgeable and courteous sales team can enhance the overall buying

experience, building trust and loyalty.

Promotional offers and financing options are additional elements that can sway a buyer's

decision. Limited-time promotions, discounts, or favorable financing terms often serve as

compelling incentives, accelerating the decision-making process and converting potential

buyers into actual customers.

60
 The Role of Reviews and Social Influence:

In the age of digital connectivity, online reviews and social media play a vital role in

shaping consumer opinions. Prospective car buyers frequently turn to reviews and

recommendations from peers on platforms such as social media, forums, and review

websites. Positive reviews can reinforce the effectiveness of advertising efforts and sales

strategies, while negative reviews can quickly erode consumer trust.

61
 CHAPTER - 4

RESEARCH METHODOLOGY

62
 RESEARCH METHODOLOGY

Research in common parlance refers to a search for knowledge. The advanced learner’s

dictionary of current English lays down the meaning of research as “a careful investigation of

enquiry especially through search for new facts in any branch of knowledge.”

The systematic approach concerning generalization and the formulation of a theory is also

research. The purpose of research is to discover answers to questions through the application

of scientific procedures.

“A research design is the arrangement of conditions for collection and analysis of data in a

manner that aims to combine relevance to the research purpose with economy in procedure.”

- JOHN.W.BEST

Research may be defined as “any organized inquiry designed and carried out to provide

information for solving a problem”.

- EMORY

63
4.1 RESEARCH DESIGN

Descriptive Research Design

Descriptive research design studies are those studies, which are concerned with describing the

character of a group.

The researcher makes a plan of the study his research work. That will enable the researcher to

save and resources such a plan of study or blue print or study is called a research design.

Three main purposes of research are to describe, explain, and validate findings. Description

emerges following creative exploration, and serves to organize the findings in order to fit them

with explanations, and then test or validate those explanations

The reason to adopt the descriptive research is due to the type of research question, design, and

data analysis that will be applied to a given topic. Descriptive statistics tell what is, while

inferential statistics try to determine cause and effect. Descriptive research aims at fact finding

& more often is based on surveys .It’s purpose to describe the present state of affairs of the topic

of study. It is more focused than an exploratory study. It provides basic information for

formulating more sophisticated study.

64
4.2 SAMPLEING TECHNIQUE

Non Probablity Method

SAMPLE SIZE

 The sample size consists of 100 units out of which the most logical and non biased
response are selected thus the sample size is taken out to be 100 units.

AREA OF STUDY

 Sultanpur,Uttar Pradesh

SAMPLE PROCEDURES

In this study convenient sampling method was adopted. First each organizationwas divided into

different departments like Operations, Customer Services, Human Resources, Internet

Marketing and under writing departments. From this department, the respondents were selected

on the basis of convenience.

INTERVIEW SCHEDULE

 The interview schedule has been used to collect the data. Information can be gathered
even when the respondents happen to be literate or illiterate.

TABULATION

 It is the arrangement of classified data in an orderly manner. This involves creating

table for recording the filled in interview schedule. These tables are of immense help

to analysis by using the statistics tools help to analysis by using the statistical tools.

65
4.3 TYPES OF DATA & DATA COLLECTION

Sources of Data Collection Primary data was collected by conducting Interview and

secondarydata was collected from magazines,books, and internet.

Software used for Data Analysis MS Excel

It is a survey method. The questionnaire and interview schedule, personal interview will be
relied upon for gathering primary data. An aggregate of 100 respondents from various
customerss responded to the questionnaire.

For the purpose of secondary data books, articles, reports, news papers, Surveys, Internet, are
planned to be used.

66
 CHAPTER - 5

DATA ANALYSIS & INTERPRETATION

67
DATA ANALYSIS & INTERPRETATION

Q.1- WHY SHOULD YOU OPT A FOUR WHEELER?

TABLE NO 1:Showing why people opt a four wheeler:

No. of Respondent Percentage

Need 31 31.0
Comfort 11 11.0
Status 48 48.0
Stylish 10 10.0
Total 100 100.0

120

100

No.of Respondent

40

20

Interpreation:

The above graph reveals that 48% of the respondent opt four wheeler for Status 31% of

respondent for the need on the regular bass 11%of the repondent opt for comfort of

service,and 10% of the respondent opt four wheeler for the style.

68
Q.2. HOW YOU AWARE ABOUT HYUNDAI CARS?

Table no.2:How Customer are aware of Hyundai car?

Particulars No. of Respondents Percentage

TV Ads

Existing customer 33 21.0

Magazine 21 24.0

Friends 24 12.0

Internet 12 10.0

Total 100 100.0

120

100

No.of respondent
Percentage

20

Interpretation:

From the above graph shows that 33% of the respondent came to know of Hyundai car

through TV ads,24% of the respondent through magzine,21% of the respondent through

existing customer and 12% of respondent from friend,10% of respondent through

internet.the above explained that majority of respondent are tv ads and magzines.

69
Q.3. What is your perception about HYUNDAI Motors?

Particulars No.of respondent Percentage

Best 43 43.0

Good 26 26.0

Ordinary 17 17.0

No comment 00 00

Poor 14 14

Total 100 100

Interpretation:

The above graph reveals tha best perception coms from 43%,26% have goodperception at

the HYUNDAI car rest by 17% have ordinary ,14% have poor perception.

70
Q.4. What is the standard of car in HYUNDAI MOTORS?

TABLE NO 4: Showing result about standard of Hyndai cars:

Particular No.of respondent Percentage

Excellent 12 12%

Better 32 32%

Good 23 23%

No Comment 08 8%

Poor 23 23%

Worst 2 2%

Poorest 0 0%

TOTAL 100 100%

120

100

No of Respondent

Interpretation:
The above graph showing the standard of HYUNDAI car 12% customer says the standard

is execellent,32% says beter,23% says goodstandard,8% no gave any comment this but

25% customer says the standard is poor or worst.

71
Q.5. On the basis Price and Feature comparision,is HYUNDAI MOTOR economical?

Particular No. of respondent Percentage

Extremely agreed 20 20

Highly agreed 30 30

Agreed 25 25

No comment 12 12

Dis greed 13 13

Highly agreed 0 0

Extremely disagreed 0 0

35

No of Respondent

Interpretation:

The above graph showing is HYUNDAI car is economical.20% of people is extrelyagreed

with this statement,30%is highlyagreed,25% is agreed and rest of people answer is

negative

72
Q.6. what is your perception about the maintainance cost of HYUNDAIcars?

Particular No. of Respondent Percentage

Under customer strength 30 30

Economical 23 23

Trendy 39 39

Safety 5 5

Etc 3 3

Total 100 100

Interpretation:

Here 30% customer’s says maintenance cost is undercustomer strength,23% says it is

economica,39% says trendy, rest of customer says safety and other.

73
Q.7. Which feature of HYUNDAI cars attract you more?

Table No.7: Showing which feature attract more customer:

Particular No. of Respondent Percentage

Luxury 30 30%

Price 20 20%

Safety 20 20%

Style & Trend 16 16%

Etc 14 14%

No of Respondent

Style &

Interpretation:

30% people like HYUNDAI cars due to luxurity,20% dueto price,20%due to safety and

rest due to style & trend and rest of other.

74
 Q.8. For passenger segment which is the highly considerable competition forHYUNDAI
MOTORS?

Competitors No. of Respondent Percentage

Maruti 45 45

Honda 10 10

Tata 14 14

Skoda 08 8

Chevrolet 12 12

Ford 7 7

Toyota 1 1

M&M 3 3

Total 100 100

120

100

80

60
No of
Respondent
40 Percentage
20

Interpretation:
Most of public’s perception about competitor was, Maruti isthe big compet of

HYUNDAI, rest of companies has little competition due to the model of cars, HYUNDAI

is 0 passenger car manufacturer this is the reason.

75
Q.9. In term of new design of car, what is the status of HYUNDAI motors?

Particular No. of Respondent Percentage

Excellent 17 17

Better 47 47

Good 21 21

No comment 2 2

Poor 3 3

Worst 7 7

Poorest 3 3

No of Respondent

15

10

comment

Interpretation:
Above graph showing the performance of HYUNDAI newcar design 17% public says its

new model are excellent performance,47% says better and 21% says good performance

rest of says not good or poor performance.

76
 Q10. How would you rate HYUNDAI Motors on the following parametre?

Particular Strongly Disagree No Agree Strongly

disagree Comment Agree

Knowledge sales 0 1 0 3 0
person

Employees spent 0 0 0 3 1
enough time with you
“Before Sales”

Employees spent 0 2 0 1 1
enough time with you
“During sales”

Employees spent 3 0 3 1 1
enough time with you
“After Sales”

Display of 1 1 2 2 0
Merchandise is
attractive

Availability of the 3 0 0 3 2
Product

Variety/Selection of 0 0 0 0 0
the Merchandise

Vehicle in good 0 0 0 2 1
condition

Price are affordable 2 1 0 3 3

Attractive discount 0 0 0 5 3
offered

77
Décor of the waiting 3 0 0 2 1
area is pleasing

Offered a test Drive 0 0 0 3 2

Post sales follow ups 0 2 1 2 1

are done regularly

Respond to complaints 0 1 2 2 1
quickly

Service at Hyundai 0 0 2 3 3
service station is
excllent

Careful with personal 0 0 0 0 0

information

All the commitment 0 3 1 2 5

are fulfilled

Value for money 0 0 0 1 4

Total 12 10 11 38 29

78
 Sales

Strongly Disagree
Disagree

Interpretation:

The ratings that 29% are strongly agree and 10% are disagree,12% says that they are

strongly disagree ,and 11% don’t havecomment,32% are agreed to the ratings.

79
Q11. Are you aware of the following Facilities provided by HYUNDAI motor?

Particulars Yes No

Hyundai insurance 10 2

Extended Warranty 9 12

True value 4 0

Auto card 14 12

Genuine Accessories 16 9

Hyindai Finance 6 6

YES

Interpretation:

The figure showing only 59% people know about the offersand facilities of Hyundai, rest

of them don’t know.

80
CHAPTER-6

FINDINGS

81
 FINDINGS

 Most of the auto customers are male falling into the age group of 18 to 30 years

having an annual income of 3 to 6 lakh and belonging to mostly service or business

class.

 Maximum numbers of customers prefer Honda as a brand cause of the superior

quality of the product offered by them.

 Most of the customers believe that corporate advertising does not influence their

purchase decision, it just helps to build the brand awareness and positioning. Quality

of the product serves as the main reason for preferring a particular automobile brand.

 Recommendations from people and the customer opinions or blogs posted online

serves are the most trusted form of advertisements amongst auto customers

 Performance of the car acts as the top most feature which customers take into

consideration while purchasing a new car. Comfort and safety stands at the second

place for consideration while making a purchase decision for car.

 Most of the ads recalled by the automobile customers was an unaided recall. In this

Maruti topped the list because of its long term existence. Many other recently

launched cars ads were also amongst the recalled list.

82
 Ads of automobiles focusing on features and technology used in cars are able to

generate enough curiosity amongst the customers and able to pull the customers out

of their houses to the showrooms in order to have detailed knowledge about the car.

 Around 60% of the customers think that using a celebrity for the promotion of car is

just wastage of money for the manufacturer and they stress on using a common man

in the ads for better association with the ad. Even by holding expert talks a lot of trust

can be gained of auto customers.

 45% of the customers come across an automobile ad in a day just once or twice and

57% believe that frequency of ad has an effect on their purchase decision.

83
 CHAPTER-7

SUGGESTIONS & RECOMMENDATIONS

84
 SUGGSTIONS & RECOMMENDATIONS

1. Aggressive Ad Campaign:

- SAS Hyundai should strategically place hoardings in various key locations across

Sultanpur to maximize visibility.

- Implementing a targeted advertising approach on local cable channels can

effectively reach the local audience.

2. Educating the Customers:

- SAS Hyundai should initiate customer education programs, emphasizing the

importance of regular vehicle maintenance.

- Utilize workshops, brochures, and online platforms to disseminate information

about proper vehicle care and maintenance practices.

3. Attractive Schemes:

- Introduce enticing after-sales service schemes, such as prompt service with

competitive pricing.

- Offering exclusive packages for routine maintenance and discounts on parts can

incentivize customers to choose Shree Hyundai for their service needs.

85
4. Personal Touch with the Customers:

- Implement a proactive customer engagement strategy by encouraging regular

servicing even after the warranty period.

- Establish a personalized communication channel, possibly through newsletters or

loyalty programs, to keep customers informed about the benefits of continued

servicing.

By combining an aggressive ad campaign, customer education, attractive after-sales service

schemes, and maintaining a personal touch, Shree Hyundai can create a comprehensive

approach to enhance customer satisfaction and loyalty.

86
CHAPTER-8

CONCLUSION

87
 CONCLUSION

1. Innovative Sales Promotion Strategies:

The proposed effort for innovating Hyundai car sales includes various elements such as

road shows, TV advertisements, and mouth publicity to enhance brand visibility and

engagement.

2. Attractive Offers:

Implementation of special offers, such as discounts and Diwali promotions, as well as

enticing free gifts like music systems and accessories, aims to attract and retain

customers, providing an extra incentive for potential buyers.

3. Market Segment Comfort:

The project is positioned as a key to unlocking greater comfort for all segments of the

market, catering to diverse customer preferences and needs.

4. Brand Loyalty:

A notable aspect is the high level of brand loyalty among Hyundai customers. While a

small percentage might consider exploring other brands, this exploration is often driven

by a desire for novelty rather than dissatisfaction with Hyundai.

5. Performance Comparison:

Hyundai's performance stands out positively when compared to other brands. This

competitive edge contributes to customer satisfaction and loyalty.

88
6. After-Sales Service:

Recognizing the significance of after-sales service, the project emphasizes the importance

of providing excellent post-purchase support. This key feature plays a pivotal role in

influencing brand loyalty, as satisfied customers are more likely to remain loyal to the

Hyundai brand.

7. Customer Exploration of Other Brands:

It is noted that some customers explore other brands not due to dissatisfaction but as an

inclination to try something new, highlighting an opportunity for Hyundai to continually

innovate and meet evolving customer expectations.

8. Continuous Innovation:

The conclusion suggests that ongoing innovation in sales and marketing strategies is

crucial for staying ahead in the competitive market, ensuring Hyundai remains a

preferred choice among customers.

9. Customer Satisfaction:

The project aims to enhance overall customer satisfaction by not only offering quality

products but also by providing a positive and fulfilling experience throughout the

customer journey, from the initial promotional efforts to after-sales service.

10. Adaptability to Changing Preferences:

Acknowledging that customer preferences may evolve over time, the conclusion

encourages Hyundai to stay adaptable and responsive to market trends, ensuring

continued success in meeting customer expectations.

89
 CHAPTER-9

LIMITATIONS OF THE STUDY

90
 LIMITATIONS OF THE STUDY

1. Illiteracy Hindrance:

The survey faced a notable limitation due to the prevalence of illiteracy among

participants, resulting in a time-consuming process that required continuous guidance

throughout.

2. Uncertainty in Responses:

The questionnaire method, while widely used, introduced an element of uncertainty in

responses. Obtaining cooperation from informants proved challenging in certain cases,

possibly affecting the reliability of the collected data.

3. Time Constraint:

The project had a restricted timeframe, limited to 10 weeks, primarily conducted for

academic purposes. This time constraint may have impacted the depth and breadth of the

study, potentially limiting the thorough exploration of certain aspects.

4. Limited Scope:

91
 The study was confined to a specific duration and academic context, possibly restricting

the generalizability of findings beyond the defined parameters. The narrow focus may

omit broader socio-economic or cultural factors that could influence the study outcomes.

5. Possibility of Inaccurate Information:

As with any survey, there exists the inherent risk that information supplied by informants

may be inaccurate. This potential inaccuracy could introduce a level of bias or error into

the study, impacting the overall precision and reliability of the results.

6. Sampling Bias:

The sample group might not be fully representative of the broader population due to

potential sampling bias. This limitation could affect the study's external validity, making

it challenging to generalize the findings to a larger context.

7. Resource Constraints:

Limitations in terms of available resources, both in terms of time and financial means,

may have impacted the comprehensiveness of the survey design and execution.

8. Social Desirability Bias:

Respondents may have been inclined to provide socially desirable answers rather than

92
 expressing their true opinions or experiences, leading to a potential bias in the collected

data.

9. Technology Constraints:

If the survey heavily relied on technology, factors such as limited access to devices or

technological literacy among participants could have introduced barriers, affecting the

inclusivity of the study.

10. Ethical Considerations:

The study may have faced ethical dilemmas, such as ensuring informed consent,

maintaining confidentiality, and addressing any potential harm or discomfort experienced

by participants during the survey process.

These limitations collectively underscore the complexity and multifaceted nature of survey-

based research, emphasizing the need for careful consideration and interpretation of results

within the context of these constraints.

93
BIBLIOGRAPHY

94
 BIBLIOGRAPHY

Books & Generals

 Kothari, C.R., (2004), Research Methodology Methods And

Techniques, Delhi, New Age International (I) Ltd., Publishers, Pg 1 &
65.

 Krishnamacharyulu, C. S. G. & Lalitha Ramakrishna, (2002), Rural

Marketing, Delhi, Pearso n Education (Singapore) Pte. Ltd., Indian
Branch, 482 F.I.E. Patparganj, India, Pp 93-114.

 Ravindranath. V. Badi & Narayansa. V. Badi, (2004), Mumbai,

Himalaya Publishing House, Pp. 78-96.

 Tull Donald, S. & Hawkins, Del I. (2005), Marketing Research

Measurement & Methods, New Delhi, Prentice-Hall Of India Pvt. Ltd.,
Pg 530-552

 India today

 Business standard

 4ps of marketing ( vol. no.3 feb.2010)

Web sites

 www.hyundai.com

 www.altavista.com

95
ANNEXURES

96
 QUESTIONNAIRE

Name………………

Address of the customer …………

Occupation Other Vehicle Owned

Age

Annual Income

1. - How you become interested about Hyundai ?

 News paper 
 T.V ad 
 Trade show 
 Internet 
 Peer group 
 Personal approach by dealer 

97
 




2. - Which language News paper and T.V channel do you prefer?

 (1) Hindi 
 (2) English 
 (3) Other 



3. - Have you seen Hyundai Advertisement (print ad or T.V commercial)?
Yes No

Print ad  



T.V commercial  




4. - Was that Advertisement effective?

 Yes 
 No 



5- What was the influencing power of advertisement?

Social Media 

News paper 

T.V Ads 

Influencer Marketing 

98
 


6. - How many times do you see Hyundai and competitors advertisement at

T.V and in News paper?

(1) Daily (2) Weekly (3) Monthly (4) Hardly

Hyundai    

News paper    



7. - Which car Advertisement is effective? Please rank 1 to 5 as below cars.

Rating Scale-

1 2 3 4 5

Poor So So Fair Good Exce

(1) Ford Figo llent
   


(2) SWIFT     

(3) BRIO     

(4) Indigo CS     

8. - Which influencing power of the advertisement motivate you to buy the product?

Social Media 

News paper 

T.V Ads 

Influencer Marketing 

99
 9. - Which additional benefit are you getting with Hyundai, Swift Desire,Indigo
CS and Icon Ford?

Benefits Cars- Hyundai Indigo Icon Ford Swift

CS Desire

Discount

Free accessories

Free gift

Extended warranty

Registration

Offers

Test Drive

10 – Do you satisfied with after sales service?

Yes 

NO 

100