19096910 brand awarness towards santro hundai
TRANSCRIPT
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INTRODUCTION
create, maintain, protect, and enhance brands. Branding is the
art and cornerstone of marketing. The American Marketing Association
defines a brand as: a name, term, sign, symbol, or design, or a combination
of them, intended to identify the goods or services of one seller or group
of sellers and to differentiate them from those of competitors. Thus a
brand denitrifies the seller or maker.
What distinguished a brand from its unbranded commodity
counterparts is the consumers perceptions and feelings about the
products commodity counterparts is the consumers perceptions and
feelings about the products attributed and how they perform. Ultimately,
a brand resides in the minds of consumers. A brand can be better
positioned by a associating its name with desirable benefits.
A brand is much more than a name, logo, colors, a tagline, or
symbol . These are marketing tools tactics. A brand is essentially a
marketers promise to deliver a specific set of feature, benefits and services
consistently to the buyers. The marketer must establish a mission for the
brand and a vision of what the brand must be and do.
Brand nodding occur when customers experience the company as
delivering on its benefit promise. The fact is that brands are not built by
advertising but by the brand experience. Brands vary in the amount of
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power and value they have in the marketplace. At one extreme are brands
that are not known buy must buyers then there are brands for which
buyers have a fairly high degree of brand awareness. Beyond this are
brands with a high degree of brand acceptability.
We define brand equity as the positive differential effect that
knowing the brand name has on customer response to the product or
service. Brand equity results in customers showing a preference for one
product over another when they are basically identical. The extent to
which customers are willing to pay more for the particular brand is
measure of brand equity.
A brand needs to be carefully managed a so that its equity does not
depreciate. This requires maintaining or improving brand awareness,
perceived quality and functionality, and positive associations. These tasks
require continuous R and D investment, skillful advertising, and excellent
trade and consumer service.
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IMPORTENCE OF THE STUDY
The motive of the any company is to generally acquire larger market
share high % of sales the Industry, This could be only achieved by
building a higher % of brand loyal customers.
Any company can survive through there is a stiff computational the
market if its has brand loyal customer. Today many major companies in
the market if its has brand loyal customers. To day many major
companies in the market try to maintain and improve there branded
equity. With out creating a proper Brand awareness they cannot build
brand image.
Strong brands help build the corporate image and also by making it
eager for the companies launch new brands. Today brands are treated, as
major enduring assets of a company-more over brand equity are major
contributor to customer equity. This all can happen only there is proper
brand awareness.
The light four wheeler industry has been expanding rapidly are
gone the day when possessing a small and mid-size cars was seen as a
luxury. Now days it is viewed s a mere necessity.
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SCOPE OF THE STUDY
The overall scope of the present study considers all the variables
and factors that have major impact over the customers in consid ering
particular brands. This especially included how a customer regally
evaluate recognizes the brand and what position particular brand
occupies in the customer mind.
This includes how a customer gets attracted towards the brands and
what makes a brand highly significant over their competitive brand. The
study includes how hand awareness among potential customers can be
maintained and improves.
The project has been done in Visakhapatnam city only. The survey
was confined only to Hyundai customers to presently posses only Santro.
The survey was especially focused on existing Santro owners for finding
how they are influenced by the brand and what made them aware of the
brand. After the survey was done the data was analyzed and also
relevant suggesting were made in order to improve its brand awareness
towards Santro
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METHODOLOGY OF THE STUDY
The study is conducted empirically using both primary and
secondary data.
Using a well-structured Questionnaire provided by the company
collects primary data. Around 100 potential customers were surveyed to
understand the customers attitude in evaluating the after soled services
rendered by AYS Automobiles Pvt. Ltd., All the persons interviewed were
in the age group above 25 years. It has been deliberately decoded to
conduct the survey among this age group because they are the people who
are generally looking ahead for the purchase of a four-wheeler apart from
the existing two-wheeler. Many of these persons interested are either
businessmen or professionals; few of them are corporate managers also.
The secondary data is collected from AYS Hyundai ltd. By going
through their corporate records, brochures and annual reports of the
company along with their newsletters were used to substantiate the
information.
The details about the four-wheeler market are collected from a few
specialized magazines like Auto India etc.
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Data was collected with the help of the questionnaires
Obseration
Primary Data
Questionnaire
Data
NewsInside the LettersOrganization Documents
Secondary
Data
Outside the
Organization Libraries,
Magazines
etc
OBJECTIVES
The study has been conducted with the following objectives in
mind:
1. To know how brand awareness made customer to purchase product
(Hyundai car)
2. What factors and variables of brand influence them to purchase.
3. To know what position does the brands has in the minds of
customers.
4. To know how they became aware of the brand (Santro)
5. To know level of satisfaction about the brand awareness ( Santro)
offered by Hyundai.
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6. To find out the market potential for Hyundai cars ( Santro).
7. To know how maintain and improve brand awareness build brand
loyalty.
LIMITATIONS OF THE STUDY
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Even though the project has been done without most car, it suffers
from the following limitations.
1. Due to lack of time all customers, could not be contracted.
2. The study has been restricted to Visakhapatnam city only.
3. As the project is a simple sample study and is confined to 100
customers only, if may or may not pictures the entire customer
feelings.
4. The awareness levels of the customers may change from time to
time and so there is a possibility of changes in the research results.
Few customers refused to respond or could not respond appropriately
due to Lack of time, Ignorance etc.,
INDUSTRY PROFILE
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In 1769, a French engineer CAPTIN NICHOLAS built the first load
the vehicle propelled by its own power. It was a three-wheeler, four-
seatwork vehicle fitted with steam engine. It attained a peed of about
21/2 M.P.H. for 15 minute. In 1880. German & French efforts developed
of this vehicle.
In 1885, Benz in Germany built a tricycle propelled an internal
combustion engine. In 1885-86, GOTTLEEF DAIMLETpatented an
internal combustion engine. In 1895, CHARLES E.DURYES and
ELWOOD and J.HAYNES in America developed experimental
automobile. In this year PANCHARD and LEVAMOR in France also
developed a car with minor executions incorporated the chief features of
the automobile as we know it today. In 1890-95, the European designers
were also active in the development of automobile.
In 1900. The design of the automobile so improved that it awakened
the public to the fact that it was new form of transportation.
In 1906, many of the great names around which the worlds largest
manufacturing industry was to be built in America had already begin to
manufacture the automobile vehicle, Packard, Auto car Oldsmobile,
white, bulk overland, ford, cadillan-c etc., all these names were, motor
vehicles before 1905. Pierce-arrow, locomotive, Maxwell, franking and
peerless were also important at that time in the technical and commercial
development of the motor vehicle.
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In 1920, there was a gradual change and refinement in automobile
design. It was clear by the spark ignition gasoline engine, which was the
power plant of the modern motor; vehicle water-cooled engine was almost
universal. The sliding gear transmission had established itself as
predominant. The puppet value was used in almost every engine.
Engines were all located of the chassis.
In this period the major developments were made in every carry
features. The designers tried to produce a vehicle which will function at
all times under all conditions and which were comfortable to ride and
easy to operate. Increased life of tyres, , independent, front wheel
suspension, four wheeler hydraulic brakes, high compressions ratio,
higher power, use of new materials and hundreds of other changes have
been made.
In recent years, the passenger cars chassis construction has been
forced to shape itself and redesigned bodies. While in the field of truck
design , bod y chassis problems now get simultaneous consideration to
automatic transmission and many other new feature are in todays car.
The diesel engine was invented only a few years after the spark ignition
engine cars came into existence. Cars provided the facility to the owners
that are safe, easier to drive, more reliable and comfortable.
HISTORY OF AUTOMOBILES IN WORLD SCENARIO
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In 1769, a French Engineer Captain Nicholas built the first load
vehicle propelled by its own power. It was a three-wheeler four-seater
vehicle fitted with steam engine. It attained a speed of about 2 Y2 MPH
for 15 minutes.
In 1880, German & French efforts developed an internal combustion
engine vehicle. The present day automobile is the development of this
vehicle.
In 1885, Bent in Germany built a tricycle propelled by an internal
combustion engine in Germany
In 1885-86, Gottlief Daimlet patented an internal combustion engine
in Germany.
In 1895, Charles E. Duryes and Elwood and J.Haynes in America
developed an experimental automobile. In this year pan chard and
elevator in French also developed a car with motor execution and
incorporated, the chief features of the automobile as we know it today.
In 1890-95, The European designers were also active in the
development of the automobiles.
In 1895, E uropean designers purchased from France had the engine
placed in front of chassis, housed on to a sliding gear transmission and
incorporated brake pedal clutch and accelerator.
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In 1900, the design of the automotive was so improved that it
awakened the public to the fact that this new form of the transportation
was really practical form.
In1906, many of the great name around which the worlds largest
manufacturing industry was to be built in America had already begin to
manufacture the automobile vehicle Packard, autocarolds mobile, while,
Bulk Overland, Ford, Cadillac-C etc., all these names were on motor
vehicles before 1905. pierce-Arrow, Locomotive, Maxwell, Franking and
peerless were also important in that time in the technical and commercial
development of the motor vehicle.
In 1920, there was a gradual change and refinement in automobile
design It was clear by that the spark ignition gasoline engine was the
power plant of the modem motor vehicle water-cooled engines were
almost universal.
The sliding gear transmission had established itself as predominant.
The puppet value was used in almost every engine design. Engines were
also located in the chassis .
In this period the major improvements were made in very carry
feature. The designers tried to produce a vehicle which will function at all
times under all conditions and which were comfortable to ride and easy
operate.
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Increased life of tires, independent front wheel suspension, four
wheel hydraulic breaks, high compression ration, higher power, use of
now materials and hundreds of other changes have been made.
In recent years, the passengers car chassis construction has been
forced to shape itself tore-designed bodies, while in the field of truck
design, body-chassis problems now get simultaneous consideration to a
greater than even before.
Fluid play wheels, freewheeling over drives, automatic transmission
and many other newer features are in the todays car.
The diesel engine was invented only a few years after the spark
ignition engine car had engine in the years had provided the owner with
cars that are afe, easier to drive, more reliable and comfortable.
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AUTOMOBILES IN INDIAN SCENARIO
One of the most visible signs of entry of automobile multinational
companies (MNCs) into India is the hue of multi colored cars seen on
Indian roads, of courses this does not mean that the changes effected but
those MNCs are only cosmetic.
The truth is that their entry has led to far reaching changes in both
manufacturing marketing of automobiles. The transition has been
necessitated by the entrance of international companies accompanied by
the infusion of modem technology.
These manufactures continued to maintain their monopoly as to
regulations then exist in the country did not permit any reputable
automobile manufacturer to establish company here.
While elsewhere in the world survival for automakers depended on
introduction of cars with better technology at that time was a mute
spectator to all these technological advances were protected and
monopolist regime.
The Indian automobile industry is at the threshold of a transition that
will affect all the segments from two wheelers to tractors. This tradition
has been necessitated by the entrances of MNCs by the infusion of
modern technology.
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In the coming years all segments in the industry will face challenges
on account of either over supply price was or a shifty in consumers
preferences. This is likely to be felt more intensively in passenger car
segments than in other segments in the industry with a 25% present
growth of $8 billion.
Indian automobile is one of the fastest growing industry in the
world. The major automobile industry is one of the fasted growing world.
The major auto manufacturers are well aware of the galloping growth rate
and most of them have rushed to set up company in India to slice of the
potentially gigantic market.
The automobile industry long stifled in the era of the controls, is
emerging as a driving force for the engineering sector with almost all the
global leaders in the industry setting up a company in India.
There is an old saying take a pan with some water, put frog in it and
start heating it, frog will never realize that with the rise in temperature in
is nearing its death but if you put the frog in a pan of hot water, it will at
once jump out.
Indian industries are in a similar situation, before liberalization, hey
never realized that they are nearing death. It was only after the
liberalization they realized.
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In the coming years all segments in the industry will face challenges
on account of either over supply price wars or a shift in consumers
preferences. This is likely to be felt more intensively in the passenger car
segments of the industry.
The trend in India is being changed by the so-called statues, need
and necessary the people who previously went on bikes now go on cars
not just one particular car but a variety of choicer among them. So, the
result is upgrade in the salad of cars in India which was pretty low.
The automobile not only an issue of consumption. It is regarded by
the government as a sector that drives an entire economy.
LIBERALIZATION POLICY
In 1991, the Government of India, announced an economic policy
package and initiated measures which may be said to have brought about
a qualitative change in the pattern of government business relationship
and statically altered the character of business of environment.
With the entry of MNCs and growth of foreign companies,
domestic product markets are being increasingly subjected to forces of
competition.
It was in July, 1991 that the liberalization of economic policy
started in real terms. India opened its gated to foreign investors who were
seriously looking fore untapped markets to prop up the sagging global
passenger car segment.
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Most of this automobile MNCs entered into joint ventures with
existing Indian au tomobiles manufacturer and simply used up the existing
facilities to assemble their cars.
So, the entry of Macs into the Indian protected market created a
wide range of choice for the buyers with latest models for the ultimate
satisfaction of the customers.
Very soon one can expect a multitude of years specially designed
and priced for Indians to hit the market. The new competitors are offering
product technologies that are far more advanced than the Maruti of 80s
vintage. Many say that competition brings out the best in the people
posing challenges for all the old and new in the automobile industry.
In1769, a French engineer CAPTIN NICHOLAS built the first load the
vehicle propelled by its own power. It was a three-wheeler, four-seatwork
vehicle fitted with steam engine. It attained a peed of about 21/2 M.P.H.
for 15 minute. In 1880. German & French efforts developed of this vehicle.
In 1885, Benz in Germany built a tricycle propelled an internal
combustion engine. In 1885-86, GOTTLEEF DAIMLETpatented an
internal combustion engine. In 1895, CHARLES E.DURYES and
ELWOOD and J.HAYNES in America developed experimental
automobile. In this year PANCHARD and LEVAMOR in France also
developed a car with minor executions incorporated the chief features of
the automobile as we know it today. In 1890-95, the European designers
were also active in the development of automobile.
-
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In 1900. The design of the automobile so improved that it awakened
the public to the fact that it was new form of transportation.
In 1906, many of the great names around which the worlds largest
manufacturing industry was to be built in America had already begin to
manufacture the automobile vehicle, Packard, Auto car Oldsmobile,
white, bulk overland, ford, cadillan-c etc., all these names were, motor
vehicles before 1905. Pierce-arrow, locomotive, Maxwell, franking and
peerless were also important at that time in the technical and commercial
development of the motor vehicle.
In 1920, there was a gradual change and refinement in automobile
design. It was clear by the spark ignition gasoline engine, which was the
power plant of the modern motor; vehicle water-cooled engine was almost
universal. The sliding gear transmission had established itself as
predominant. The puppet value was used in almost every engine.
Engines were all located of the chassis.
In this period the major developments were made in every carry
features. The designers tried to produce a vehicle which will function at
all times under all conditions and which were comfortable to ride and
easy to operate. Increased life of tyres, , independent, front wheel
suspension, four wheeler hydraulic brakes, high compressions ratio,
higher power, use of new materials and hundreds of other changes have
been made.
-
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In recent years, the passenger cars chassis construction has been
forced to shape itself and redesigned bodies. While in the field of truck
design , bod y chassis problems now get simultaneous consideration to
automatic transmission and many other new feature are in todays car.
The diesel engine was invented only a few years after the spark ignition
engine cars came into existence. Cars provided the facility to the owners
that are safe, easier to drive, more reliable and comfortable.
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HEAVY INDUSTRIES
With strengthened self-confidence thanks to straight success in
construction and automobiles, Honarary Chairman Chung Ju Yong again
made a challenge to the ship building industry.
This challenge received cold reaction from developed countries
when Hyundai asked them for funds and technology which were
necessary for the construction of a dockyard. They judged Korea to be a
weak country to carry the ship building industry. After important
attempts and negotiations with some countries, Hyundai finally borrowed
loan amounting to 100 million US dollars from British and Swiss bank.
The construction of the Uslan Dockyard started under the command
of Honarary Chairman Chung Ju Yong and was completed in 2 years and
3 months. The ceremony for the completion and the christening ceremony
for the 2 ships order were held together. This record of simultaneous
ceremonies remains as a unique event in the history of ship building
industry.
Hyundai Dockyard Company Limited was later renamed as
Hyundai Heavy Industry Company Limited and has been persistently
playing the pivotal role in domestic heavy industry. With all these
achievements it has staged itself a long side world wide business giants
with its extended operations in the fields of Hyundai Industries
Companies LNG carries Hyundai precision and industry company, a
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magnetic levitation trains and Hyundai Electronics Company to name a
few.
ELECTRONICS (1983):
High technology is the key to success in 21 century business world.st
We have to acquire a new knowledge before others and we have to do
what others cannot do, since its opening in 1983 it concentrated on the
HITECH industry. Its efforts were specially focused on semiconductor
production technology and development of latest technologies as a result
it has grown into the top corporation in the industry.
Hyundai Electronics Company Limited recorded over 80% annual
growth rate on average. It also founded Mabukri Research Institutes. In
this way the Hyundai Group has been active and persistent in research
activities playing the role of locomotive for the progress of Korean
Economy.
OTHER ACTIVITIES:
The top corporation is not obsessed with its growth. A corporation
can become the No.1 only when its returns its profits to the society. The
Hyundai Group has been taking the initiative in giving the profits back to
the society. Hyundai encourages the young people who give up their
dreams due to financial difficulty. The Asian Foundation was found in
1977 for such public undertaking Honorary Chairman Chung Ju Yong
invested private funds work of 50 billion in the foundation which was a
portion in the medical care, scholarships and cultural projects besides that
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Asian Education Foundation includes Hyundai Middle School. Hyundai
High School and University of Uslan in dedicating itself to educating
young people full of dreams who will lead the future.
Honorary Chairman Chung Ju Yong has also been the president of
Federation of Korean Industries in 1977 and held this title for the longest
period among all the other presidents, devoting himself to the
development of Korean economy. Honorary chairman Chung Ju Gang
was also appointed as the chairman of Seoul Olympic committee in 1981
which were held in Nagoya city in Japan. Korea held the 88 Seoul
Olympics successfully and had a chance to upgrade its position in the
world.
The Hyundai Group which has the top in Korea not being satisfied
with it made all arrangement for growing into the No.1 Corporation in the
world. The new chairman of the group Chung Mong Koo in 1996 declared
value management to enhance its value through the services reduced by
the company to service in the age of limitless competition.
It further extends its business operations to the space and aircraft
steel and Banking sectors. Hyundai group preparing to meet the
advancement of Korean economy into other countries and to become a
world corporation dedicated to human welfare and happiness. Hyundai
Group is actively investing in the development of product and
technologies, which can be used for the societal development. Hyundai
Motor India Limited is a wholly owned subsidiary of $8.24 billion.
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Hyundai Motor Company that was set up in 1967 as a part of Hyundai
business group of South Korea. With strong emphasis on performance
safety and product quality, Hyundai has a presence in 168 countries across
the world. The corporate philosophy of the company is to develop
mutually beneficial relationship with nations and communities.
Hyundai Group repeated its growth even during the age of
constructions with the indomitable Hyundai spirit of the past half-century
and it celebrated its 50 anniversary in 1997, encouraging all directionsth
and employees to work in concert.
GLOBAL NEWS:
Hyundais Accent named Best Value by US Consumers.
U.K Customers give top marks to Accents reliability.
Hyundai shines at the Moscow motor show.
Hyundai Santro, Peak of popularity in the Indian market.
Hyundai reveals its newest concept car at the Paris Motor show.
Santro Fe proves excellence at the Crete test drive.
HMC to expand the Hyundai name in Turkey.
Hyundai on its way to build its second plant in China.
Mighty II to serve the Indonesia market for 5 years.
OVER VIEW OF THE INDIAN CAR MARKET
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Automobile industry in India is currently experiencing demand for
the vehicles of different types. This is due to volcanic increase in the
number of the vehicles of all categories and all types of the vehicles. The
reason for this is the Indian economy which was closed till then.
This is the sectors of the economy which benefited greatly by
globalization and liberalization.
The face of the industry has changed to such an extent just a decade
age one would fail to recognize it as the Indian auto industry. Today the
Indian market does not witness just as Ambassador Fiat competition.
Rather it has become a battle field for it is witnessing cut throat
competition between the world from this brands like FORD, HONDA,
MERCEDES, HYUNDAI, DAEWOO. Infact the leading market leader
MARUTI has lost a sizable crunch of its market share from a magical
mesmerizing 80% to 66.2% during the same period.
Hyundai plant was setup in Sriperambundur, 30km outside
Chennai in a record time. This shows a commitment to the Indian
customer and Indian auto industry. The first Hyundai Santro was
launched on October 20, 1998. Santro was set to be the best package for the
budget car buyer.
Y.S.KIM (Yang. Soo.Kim) is the Managing Director of Hyundai
Motor India. The Korea and Indian Engineers pore their efforts for the
efforts for the production Santro prototypes. The manufacturing style of
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Hyundai Santro has not been the same as Maruti Udyog, which initially
imported C.K.D kits for the first Maruti 800. The manufacturing process
begins with coiled steel arriving from South Korea. The entire auto
industries in India rely on imported steel to manufacture vehicle body
structure, as locally available steel cannot be effective.
The assemble of the car is mostly manual HMI has set up a allimem
foundry on site to produces cast components like cylinder heads and gear
box casings. The reasons for Hyundai rapid implementation were wholly
owned subsidiary HMI could speed up the decision making process. It did
not have to conduct a local partner which might have slowed things
down.
This points towards two things the market has become competitive
and dynamic
1. Even the market leader cannot take its market share and the customers
2. The changing tastes and loyalty of the customers and subsequently the
ultra competition nature of the auto market.
The advent of the two Korean giants HYUNDAIS SANTRO and
DAEWOOS MATIZ marks an important turn in the Indian car scenario.
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The success rate of the former teaches us what good marketing and
advertising of a good product can achieve. Santro is just in months has
become prime competitive for the car segment.
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HYUNDAI MOTOR COMPANY
A number of players have come in the car industry in few years,
many new models, new services and benefits according to the customer
taste and preference.
A new category continuous to be dominated by the leader like
Maruti Udyog, Hyundai, Daewoo, Fiat, Suzuki, Tata etc., but the
consumers may soon be able to pick up the models of different companies.
In recent years passengers car chassis construction has been forced
to shape itself redesigned bodies. While in the field of truck design, body
chassis problem now get simultaneous consideration to a greater extent
than ever before. Cars provided the facility to the owners that are safe,
easier to drive, more reliable and comfortable.
HISTORY OF PASSENGER CARS IN INDIA:
The passenger car in India has been considered as luxury item. Only
a rich and the super rich could afford a car. In the 50s and 60s owning a
car was the ultimate statement of having made it in life. There were just 3
major players namely Hindustan motors, Premier Automobiles and
Standard Motors.
The models they offered were the Baby Hindustan, its later version
called the Ambassador, the Fiat 1100 and the Standard Herald, which
fought for market share in a fairly stagnant market. The Ambassador and
the Fiat were the front-runners with the coming of the third.
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There were other players in other segments like the Wily Jeep and
Mahindra & Mahind ra offerings. The late 70s saw a movement to
produce a people car an attempt to bring the less rich into the fold of the
more fortunate ones. And so a seed was sown called the Maruti 800.
DIFFERENT CARS SEGMENT
There has evidently been a major shift in focus, world wide, to small
cars offers the most logically and cost effective means to combat traffic
congestion and air pollution in metropolitan cities. The global vehicle
giants are seriously contemplating entry into the big way.
For instance world class leaders like Mercedes Benz and Ford feel
confident about making mid size and luxury cars. The newly floated joint
ventures started producing luxury cars, completely ignoring the past vast
multitude of average buyers whose purchasing power in an inflation
ridden economy is very limited. All the three companies Telco, Hyundai
and Daewoo Matiz are confident enough of successfully marketing their
respective vehicle in the market that is sure to hot up in the coming and
later years.
The entry of the manufacturers has posed a big threat to MUL
whose monopoly in the car segment has remained unchallenged so far.
Well altered MUL is busy remodeling its Maruti 800 and may introduce a
new model Maruti 900 a cross between Maruti 800 and Zen in order to
meet the competition.
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When the MNC rushed to the Indian market and started producing
high technology vehicle, the prediction among the automobile experts was
that the Indian market wont have that much capacity to absorb the entire
production. A similar situation may arise if the market is crowded with
small cars. Also to be considered the fact that the road infrastructure
facilities and emission control regulation are most inadequate.
THE NEW ENTRANTS
The economic reforms of 1991-92 began to dismantle the policies
that had isolated and pushed the countrys growth rate from 4% to 7%.
India is now being routed as the new Asian tiger and this could be the
order of the day. The first multinational car to enter the Indian market was
the South Korea major DAEWOO. Its Cielo was in a direct competition
with the just launched Esteem. This was followed by Peugeot 309,
manufactured by the Premium Automobiles in collaboration with Peugeot
of France.
The industry truly took of as in a flurry of activity, nearly all the
major players announced plans to enter the market. Mercedes tied up with
Telco to produce E-220 and D-250.
General Motors tied up with Hindustan Motors to manufacture the
Opel Astra. Ford tied up with Mahindra & Mahindra and established
Mahindra Ford. Hyundai entered India through 100% owned subsidiary
to manufacture Santro followed by Mitsubishi Lancer. Honda recently
tied up with Hero Honda launched its own indigenous car the Indica.
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ENTRY OF PREMIUM CARS
The premium car segment was chosen by the new entrants as a
market entrant as part of a market entrance strategy to create brand
awareness. Today we have the unusual spectacle of too many cars chasing
too few Indians for a country, which used to manufacture 1.81 lakh cars
per annum in 1991. India today produces over 4 lakh cars per annum. The
Indian market has now changed from sellers market to buyers market.
The first MNC car to enter into the Indian market was South Korean
major DAEWOO. The premium car segment was chosen by the new
entrants as part of the market entrance to create brand awareness.
Customers tend to hold back their purchase decisions in anticipation of
new car launches, price cuts, the glamour of millennium car and other
factors.
For the average Indian car buyer the entry on MNCs is definitely a
big boom. The customer is getting the best technology on a part with other
developed countries.
COMPANY PROFILE
Hyundai Business Group is a South Korean company, which
entered into business activities way back in 1947 seeing the rapid
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industrialization and modernization-taking place around the world. It
brought an international recognition to its country through its operations
round the world and paved its way to modern economic growth.
Hyundai group is composed of 50 subsidiaries like Ship Building,
Engineering & Construction, Heavy Industries, Machinery, Iron and Steel,
Electronics, Aerospace, Telecommunications, Information and
Technology, as well as Financing petrochemicals energy trade and service
sectors.
In 1960s it involved in the construction industry. In 1970, it
concentrated on shipbuilding, automobile, steel and machine industries
and laid a foundation for Korean heavy industry. In 1980, it launched high
tech industries such as electronics robot petroleum, space and aircraft. In
1990, developed new technologies reformed management and stressed
training human resources, with the aim to become the No.1 Corporation in
the world.
AYS Automobiles Pvt, Ltd., started the dealership of Hyundai cars
at Rajahmundry for West Godavari Districts April, 1999. So far, AYS sold
about 309 Santros and 100 Accents and 2 Sonatos. The companys
turnover till date is around 16 crores.
The company has earned an amount of Rs. 72 lakhs by way of
dealer margins and sale of spares & accessories; by earning profit in the
first two years of operations.
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The workshop is equipped with the latest technology equipments as
per Hyundai specifications and is contributing Rs. 25 lakhs of revenue to
the company. The total value of Machinery & Equipment is worth Rs. 25
lakhs. The workshop also has an emergency road service to attend
complaints 24 hours a day anywhere in the territory. The show room is on
the NH-5 and is designed as per the Hyundai Motor Indias standard
pattern and is well lit to display the cars.
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years made its first entry into giant overseas market, any way Hyundai
Engineering & Construction Company Limited, let its challenge it a
success. In a led for a highway construction in Thailand in 1965, it
defeated developed countries with long experience in construction and
won the bid, which was a victory for a small country from the east.
Thereafter, Hyundai Engineering & Construction Company Limited
stepped into the Vietnamese market and earned reputation as a
construction company. It further marched to Alaska Guam, Australia,
Indonesia and many more countries.
Hyundai Engineering & Construction Company Limited
constructed the Juveil Industrial Port in Saudi Arabia, the largest scale in
the world and surprised everyone. Their entry into the Middle East was
decisive in revitalizing Korean economy, which was depressed due to
shortage of foreign currency at that time. Moreover advancement into Iraq
and Libya paved the way for establishing diplomatic relations with those
nations. Hyundai Engineering & Construction Company Limited,
continued seeking overseas market and stepped into regions of North
America and South East, the name and fame of technology of Hyundai
were known worldwide.
HYUNDAI SPORTS
Hyundai World Rally team, best ever in the Australia Rally
Hyundai Motor Company joins in the Fun of the Fustal 2000 promoting
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the Hyundai name through South American Qualifying Games for the
World Cup 2002.
Hyundai operates overseas road service vehicle program
Hyundai Motor Company (HMC) has started its operations of the
world wide Overseas Service Program for its customers as part of the
Companys commitment to provide the very best vehicle maintenance
service to its global customers.
HMC made its first shipment of 300 overseas service vehicles to 30
countries including Japan, Australia, New Zealand, Mexico etc and will
increase its shipment to dealers in 160 countries the following year.
As technology, quality, and reliability, improve amongst all cars
makers, this program can help difference Hyundai amongst existing and
potential customers, enabling to further raise Hyundais brand awareness
as well as boost the image of Hyundai Motor Company in the global
markets.
Santa Fe wins the good design product award
Hyundais Santa Fe received the prestigious Presidential Award at
the 2000 Good Design Products Exhibition held by the Korea Institute of
Industrial Design Promotion by the Ministry of Commerce Ind ustrial and
Energy.
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Out of 985 products from 292 companies exhibited, 320 products
were selected as Good Design Products and only 39 products were
awarded prizes during the annual competition. Hyundais Santro Fe won
the most covered and honored award, the Presidential Award in the
Automotive section. By winning such a glorious award as thus once, it has
indefinitely proven Hyundais constant pursuit of excellence and
dedication to the development of beautiful styled cars for its potential
customers.
HMC tops list in customer satisfaction survey, 7 years straight
For the seventh consecutive year in 2000, HMC topped the list of
customer satisfaction in a survey conducted by Korea Management
Association Consultants, Koreas largest management consulting
company.
According to the KCSI (Korea Customer Satisfaction Index), HMC
won first place in the passenger car manufacturing field for giving the
most satisfaction to its customers for the seven straight years. Hyundai
vehicles were praised for low NVH, stability-driving comfort, engine and
transmission performance, fit and finest and design of the exterior and
interior, maintenance service and the market reliability.
To heighten the awareness of Hyundai to world wise customers
HMC has come up with a brand new 2000 Corporate Image Campaign, a
long term strategy; in brand image development to steadily build up
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Hyundais brand image and corporate image throughout the world
market.
Diesel Engine to penetrate the export market
HMC has successfully developed a common rail direct injection 2.0
diesel engine for passenger cars, becoming the first Korean car maker to be
applying his technology.
Hyundai develops large commercial diesel engine:
Using the latest technology, power tech engine increases the output
while attains maximum fuel efficiency, marking it a low consumption
engine. The power-tech engine has been developed with the design targets
improving the performance, reducing fuel consumption, lowering noise
and vibrations and reducing emissions. It has passed over 1 million
kilometers of various durability tests successfully providing its low noise
and vibration levels vastly improved compared to the previous large sized
commercial vehicle and bust engines.
Hyundai Accent named Best Value by US Consumers
Hyundai Motors subcompact Accent was proudly named as the
best value car in the small car category in a survey of US consumers. The
survey was conducted by strategic vision a renowned consulting and
market research organization based in San Diego California.
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Hyundai Santro, peak popularity in the Indian market
Hyundai is on a roll in the Indian market, emerging as top selling
import and posting sales of 75,843 units for the first 10 months of 2000.the
Santro proudly proved its success at being the top selling model for five
consecutive months since June. It has distinguished itself with a total sales
figure of 60,516 units between January and October. Also the Accent has
been the top selling model in the premium segment for 5 months
altogether where its sales reached a total of 15,327 units for the first 10
months. Thanks to the strong performance of both the Santro and Accent.
Hyundai has set higher goal for the future in the Indian market.
Hyundai Accent award Australias Best Small Car
The Accent was selected as Australias best small car for 2000 by
mix leading automotive consumer organizations in Australia.
Hyundai Motor Company joins in the fun for Futsal 2000
Hyundai Motor Company has proudly become the exclusive
automotive sponsor of the 4 FIFA Futsal World Championshipth
Guatemala 2000, held between November 18 to December 3. Hyundai
took this golden opportunity to leap into another area of the world market
and promote its brand name through various marketing activities and
advertisement.
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Hyundai Motor India Limited is a wholly owned subsidiary of the
Hyundai Motor Company (HMC), Korea, a part of the Hyundai Motor
Group comprising Hyundai Motor Company, Kia Motors, Hyundai Mobis
and other affiliated companies, with a combined turnover of over US$ 50
Billion. Hyundai motor vehicles are sold in 166 countries through 4,504
dealerships and showrooms, Hyundai has a combined annuals sales of
over 3 million units and is one of the fastest growing auto manufacturers
in the world.
Hyundai and Kia together have R&D centers in the United States,
Europe, and Japan apart from the global R&D headquarters at Ulsan,
Korea.
The Hyundai Motor Group has recently dedicated an annual R&D
spend of close to US$ 2 Billion, up from US$ 1.2 Billion to enhance its
thrust on new product development and achieve global quality
benchmarks by year 2005. This includes the $30 mn Hyundai-Kia Design
and Technical Center in Irvive, California.
Focus
The R&D team focuses on the development of new products and
technologies that include interior and exterior design changes,
development of new generation engines and alternate fuel systems,
concept vehicles and advanced passenger safety and comfort systems, in
line with evolving customer preferences across the globe. Recent successes
of the team include the development of the Hyundai patented Common
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Rail Direct Injection (CRDi) engine in association with Detroit Diesel and
the award winning Fuel Cell Santa FE.
Efforts
Some of the ongoing projects that the Hyundai R&D team is
involved in include the development of the World Engine in association
with Daimler Chrysler and Mitsubishi and the development of
Automotive Telematics in association with IBM.
That the efforts of the Hyundai R&D team has paid great dividends
to the company is evident from the fact that the companys newly
engineered products like the Santa Fe and the Getz have made waves in
the global automotive markets and the US Consumer Reports magazine
has ranked Hyundai cars in level with that of Honda in its recent quality
rankings
Hyundai Motor India has been awarded the benchmark ISO 14001
certification for its sustainable environment management practices. Living
up to is commitment of providing global standards of quality and process
management in India, Hyundai had put in place an Environment
Management System (EMS) at its manufacturing plant in Chennai right
from its project stage. The certification process was completed in a record
time of 10 months with Zero NCRs. The assessment was done by TUV
SUDDEUTSCHLAND and covered areas like Awareness Training,
Technology Upgradation, Recycling, Waste Management and
fulfilling Government Regulations.
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HMI is also working on a backward integration strategy that will
support vendors of the company in implementing EMS.
Hyundai Motor Company, S. Korea, the parent of HMI, has been
doing considerable work on sustainable Environment Management. The
company has a well defined framework in place for developing products
that reduce pollutant emissions and processes for preservation of natural
resources and energy along all the stages of the product lifecycle from
production, sales, use to disposal. The company has also been in the
forefront development of environment friendly technologies like Hybrid
Electric Vehicles (HEVs), and Fuel Cell Electric Vehicles (FCEVs) and has
been awarded the ISO 14001 certification for all its three major plants in
ULSAN, Asan and Jeonju in S. Korea.
Social Responsibility
Hyundai, as a responsible corporate citizen is committed to
sustainable social development and the preservation of the environment.
All the companys key manufacturing units, including the Indian plant
have the ISO 14001 certification for its Environment management
practices. As a part of its social responsibility programs, the company
conducts various campaigns to spread awareness of in-car safety and safe
driving practices, particularly targeted against drunken driving, speeding,
etc.
As a part of its community development projects, the company has
adopted a few villages around its factory in TamilNadu and has been
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working towards the social and economic development of these villages,
assisting them in the areas of primary health care, education, basic
amenities and employment opportunities
The production management process at Hyundai Motor India are
overlaid with an organization-wide implementation of manufacturing best
practices like Just-in-time inventory management, Kaizen, TPM and TQM,
that help us in making the worlds best cars, right here in India.
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HYUNDAI MOTOR INDIA LIMITED
Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary
of Hyundai Motor Company, S. Korea and is the second largest and the
fastest growing car manufacturer in India. HMIL presently markets over
18 variants of passenger cars across four models, the Santro in the B
segment, the Accent in the C segment, the Sonata in the E segment and the
Terracan in the SUV segment. The company recorded combined sales of
150,741 units during calendar year 2003 with both Accent & Santro
emerging leaders in their respective segments.
HMILs fully integrated state-of-the-art manufacturing plant near
Chennai boasts some of the most advanced production, quality and
testing capabilities in the country. The company is investing an additional
US$ 220 Mn to expand capacity at this plant to 250,000 units a year in line
with its recent designation as HMCs global export hub for small cars and
to cater to its upcoming product launches India.
HMIL has sold over 500,000 cars in a record time of just over 5 years
since commencement of commercial production in September 1998 and is
all set to emerge as one of largest exporters of passenger cars and
components out of India. HMIL was recently awarded the benchmark
ISO 14001 certification for its sustainable environment management
practices.
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Hyundais fully integrated manufacturing capabilities include:
The Press Shop
A computer controlled line that converts sheet metal to body panels
of high dimensional accuracy and consistency.
The Body Shop
A hi-tech line that builds full body shells from panels. Automated
robotic arms are used for intricate welding operations that ensure superior
and consistent build quality.
The Paint Shop
This is one of the most modern paint shops in the country and uses
the environment friendly water based process for superior and lasting
exterior. A unique process management system followed here helps us
deliver the most extensive colour range, independent of minimum batch
requirements, helping customers get their preferred colour anytime.
The Aluminum Fondry
Forges the engine cylinder blocks for our cars to exacting design
specifications.
The Engine and Transmission Shop
One of the biggest engine shops in the country, this unit is equipped
with the most modern tooling and testing facilities to make a wide range
of engines in house.
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The Plastic Extrusion Unit
Moulds the dashes, bumpers and other plastic components to
perfect fit and finish.
The Plastic Paint Shop
One of the very few manufacturing units in India to have this
facility in-house, Hyundais plastic paint shop delivers a high grade finish
on exterior plastic components.
The Test Track
With comprehensive performance testing facilities like rattle testing
and ABS brake testing, this track is designed to meet pre-delivery (PDI)
certification standards to exacting Euro specifications.
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AYS AUTOMOBILE PVT. LTD.
The liberalization of Indian Economic Policy in the Finance Budget
has opened gates for renowned international carmakers to establish their
business/manufacturing units in our country and thereby created
opportunities in all spheres.
Hyundai Motor India Limited, a Korean Car Giant, has utilized the
above opportunity and started its manufacturing operations in Chennai
with an initial production capacity of 50000 cars/annum and increased its
capacity to 200000 cars/annum.
Hyundai Motor India Limited is the pioneer in introducing to
Indian customers the first-of-its-kind concepts like Hyundai Finance,
Contemporary Technology, Tall-boy Design etc. Through their
leadership through listening strategy, have been upgrading their
products to suite customer requirements. They believe in value addition to
their cars rather than selling on discounts. All their three cars viz.,
SANTRO, ACCENT & SONATA are No. 1 in their respective segments, in
terms of quality and volumes.
This liberalization has helped the salaried and upper middle class to
opt for a car which was hitherto a luxury. The low rates of interest and
easy processing procedures also helped these segment customers to buy
cars for their family needs.
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AYS Automobiles Pvt Ltd., is the dealer for Hyundai Motor India
Limited, in the five north coastal districts viz., Srikakulam, Vizianagaram,
Visakhapatnam, East and West Godavari Districts and started serving the
customers of these districts since October 1998.
AYS Automobiles Pvt Ltd., has 3300sft state-of-the-art showroom
located in Siripura, the heart of Visakhapatnam City and a customer care
center in Industrial Estate, 104 Area, with trained man power and latest
equipments to cater to the after-sales service of its customers.
AYS Automobiles Pvt Ltd., had sold nearly 2000 cars, through their
two outlets in Visakhapatnam and Rajahmundry till July2003. In view of
the increasing sales and service volumes, they have opened a new sales &
service outlet in Bhimavaram and Kakinada. They have also opened
another customer care center at HPCL Millenium Auto Care in Siripuram.
This customer care center is opened exclusively to meet the growing
customer base and also to facilitate the customers living in Beach Road,
Pandurangapuram, Daspalla Hills, Kirlampudi Layout, CBM Compound,
MVP Colony etc., who will have paucity of time.
The customer care centers of AYS Automobiles Pvt Ltd., at HPCL
Auto Care and Industrial Estate has the facilities like Wheel Balancers,
Wheel Aligners, Thermax Paint Booths, Dent Sucking Machine, Emission
Control Equipment etc.,
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AYS Automobiles Pvt Ltd., had won several awards during 2000
and 2003 namely, No-1 Dealer in AP for Customer Satisfaction, Top
Performer in South Region for Hyundai Finance, No.1 Dealer for Sales
Satisfaction etc.,
The growth of AYS Automobiles Pvt., Ltd., shouldnt have been
possible without the support of its associates, who have been extending all
their help ever since its inception and the success is attributed to their
dedicated, loyal and customer friendly staff.
We sincerely thank all the customers, who had patronized us.
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THEORETICAL FRAMEWORK
What is a Brand?
A Brand is a name, term, sign, symbol or design, or a combination
of them, intended to identify the goods or services of one sellers or group
of sellers and to differentiate them from those of competitors.
Most of the marketers say that Branding is the art and cornerstone
of marketing.
In essence, a brand identifies the seller or maker. It can be a name,
trademark, logo or other symbol. Under trademark law, the seller is
granted exclusive rights to the use of the brand name in perpetuity.
Brands differ from other assets such as patents and copyrights, which
have expiration dates.
A brand is essentially a sellers promise to deliver a specific set of
features, benefits and services consistently to the buyers. The best brands
convey a warranty of quality. But a brand is an even more complex
symbol. It can convey up to six levels of meaning.
Attributes:
A brand brings to mind certain attributes. By its well built, well
engineered, expensive, durable, high-prestige automobiles.
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Benefits :
Attributes must be translated into functional and emotional
benefits. For example, the attribute durable could translate into the
functional benefit. The people says that I wont have to buy another car
for several years. The attribute expensive translates into the emotional
benefit the car makes me fell important and admired.
Values:
The brand also says something about the producers values.
Mercedes stands for high performance, safety and prestige.
Culture:
The brand may represent a certain culture.
Personality:
The brand can also project a certain personality.
User:
The suggests the kind of consumer who buys or uses the product.
If a company treats a brand only as a name, it misses the point. The
branding challenge is to develop the deep set of positive associations for
the brand. Marketers must decide at which levels to anchor the brand
identity.
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Promoting the brand only on one benefit can also be risky. Suppose
Mercedes touts its main benefit as high performance, then several
competitive brands emerge with high or higher performance. Or suppose
the car buyers start placing less importance on high performance as
compared to other benefits.
The most enduring meanings of a brand are its values, culture and
personality. The Mercedes stands for high technology, performance and
success. Mercedes must project this in its brand strategy. Mercedes must
resist marketing an inexpensive car bearing the name; doing so would
dilute the value and personality Mercedes has built up over the years.
Brand Equity:
Brands vary in the amount of power and value they have in the
market place. At one extreme are brands that are not known by most
buyers. Then there are brands for which buyers have a fairly high degree
of brand awareness. Beyond this are brands with a high degree of brand
acceptability . Then there are brand that enjoy a high degree of brand
preference. Finally there are brands that command an high degree of brand
loyalty .
The following are the 5 levels of customer attitudes toward his/her
brand from lowest to highest:
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Customer will change brands, especially for price reasons, not brand
loyalty
Customer is satisfied. No reason to change the brand.
Customer is satisfied and would incur costs by changing brand.
Customer values the brand and sees it as a friend.
Customer is devoted to the brand.
Brand equity is related to how many customers are in classes 3,4
or5. It is also related to the degree of brand-name recognition, perceived
brand equity, strong mental and emotional associations and other assets
such as patents, trademarks and channel relationships. Companies do not
normally list brand equity on their balance sheet because of the
arbitrariness of the estimate. But clearly brand equity relates to the
premium the brand commands times the extra volume it moves over an
average brand.
The worlds 10 most valuable brands in 1997 in rank order were
coca-cola, Marlboro, IBM, McDonalds, Disney, Sony, Kodak, Intel, Gillette
and Budweiser.
High brand equity provides a number of competitive advantage:
The Company will enjoy reduced marketing costs because of consumer
brand awareness and loyalty.
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The Company will have more trade leverage in bargaining with
distributors and retailers because customers expect them to carry the
brand.
The Company can charge a higher price than its competitors because
the brand has higher perceived quality.
The Company can more easily launch extensions because the brand
name carries high credibility.
The brand offers the company some defense against price competition.
A brand name needs to be carefully managed so that its equity
doesnt depreciate. This requires maintaining or improving brand
awareness perceived quality and functionality, and positive associations.
These tasks require continuous research and development investment,
skillful advertising and excellent trade and consumer service.
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AN OVERVIEW OF BRANDING DECISIONS
Branding Brand Sponsor Brand Name
Decisions Decisions
Individual NamesBlanket Family NameManufacturers Separate Family
Brand Brand Company IndividualNo Brand Distributors Names(Pvt) Brand
Brand Strategy Decisions Brand-Repositioning Decisions
Line ExtensionBrand Extension
RepositioningMulti-Brands No RepositioningNew BrandsCo-Brands
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Branding Decisions:
The first decision is whether the company should develop a brand
name for its products. In the past, most products went unbranded,
producers and intermediaries sold their goods out of barrels, bins and
cases without any supplier identification. Buyers depended on the sellers
integrity.
Today branding is such a strong force that hardly anything goes
unbranded.
In some cases, there has been a return to no branding of certain
staple consumer goods and pharmaceuticals. Generics are unbranded,
plainly packaged, less expensive versions of common products such as
spaghetti, paper towels and canned peaches. They offer standard or lower
quality at a price that may be as much as 20% to 40% lower than nationally
advertised brands and 10% to 20% lower than retail private label brands.
The lower price is made possible by lower quality ingredients, lower cost
labeling and packaging and minimal advertising.
Why do sellers brand their products when doing so clearly involves
costs?
Branding gives the seller several advantages:
The brand name makes it easier for the seller to process orders and
track down problems.
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The sellers brand name and trademark provide legal protection of
unique product features.
Branding gives the seller the opportunity to attract a loyal and
profitable set of customers. Brand loyalty gives sellers some protection
from competition.
Branding helps the seller segment markets.
Strong brands help build the corporate image, making it easier to
launch new brands and gain acceptance by distributors and consumers.
Distributors and retailers want brand names because brands make
the product easier to handle, hold protection to certain quality standards,
strengthen buyer preferences, and make it easier to identify suppliers.
Consumers want brand names to help them identify quality differences
and shop more efficiently.
Brand-Sponsor Decision:
A manufacturer has several options with respect to brand
sponsorship. The product may be launched as a manufacturer brand
(sometimes called as National Brand), a distributor brand (also called
reseller, store, house or private brand), or a licensed brand name. Another
alternative is for the manufacturer to produce some output under its own
name and some under reseller labels. Manufacturers brands dominate,
large retailers and wholesalers have been developing their own brands by
contracting production from willing manufacturers.
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The private brands offer two advantages. First, they are more
profitable. Intermediaries search for manufacturer with excess capacity
who will produce the private labels at a low cost. Other costs, such as
research and development, advertising, sales production and physical
distribution are much lower. This means that the private brands can
charge a lower price and yet make a higher profit margin. Second, retailers
develop exclusive store brands to differentiate themselves from
competitors.
Brand Name Decisions:
Manufacturer and service companies who brand their products
must choose which brand names to use. Four strategies are available:
1. Individual Names:
A major advantage of an individual names strategy is that the
company does not tie its reputation to the product. If the product fails or
appears to have low quality, the companys name or image is not hurt.
The strategy permits the firm to search for the best name for each new
product.
2. Blanket Family Names:
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A blanket family name also had advantage. Development cost
is less because there is no need for name research or heavy advertising
expenditure to create brand name recognition. Further more, sales of the
new product are likely to the strong if the manufacturers name is good.
3. Separate Family Names for all Products:
Where a company produces quite different products, it is not
desirable to use one blanket family name. Companies often invent
different family names for different quality lines within the same product
class.
1. Company trade name combined with individual product names:
Some manufacturers tie their company name to an individual brand
name for each product.
Once a company decides on its brand name strategy, it faces the
task of choosing a specific brand name. The company could choose the
name of a person, location, quality, life style or an artificial name.
Among the desirable qualities for a brand name are the following:
It should suggest something about the products benefits.
It should suggest product qualities. Such as action or color.
It should be easy to pronounce, recognize and remember. In this case
short names help mostly.
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63/110
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AGE GROUP
TABLE: - 6.1
Total Number of Customers Surveyed: 100
AGE GROUP NO.OF CUSTOMERS PERCENTAGE
25-45 52 52%
45-65 40 40%
65 And Above 8 8%
Total 100 100%
Interpretation:
From the above table, we can observe that 52% of the people
belongs to 25 45 age group, 40% of the people belongs to 45 - 65 age
group and 8% of the people belongs to 65 and above. The analysis shows
that most of the people belongs to 25 45 age.
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65/110
60
50
40
25-4530
45-65
65 And Above20
10
0NO.OF CUSTOMERS
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66/110
TABLE:-6.2
Total number of Customers surveyed: 100
GENDER NO. OFCUSTOMERS PERCENTAGE
Male 87 87%
Female 13 13%
Total 100 100%
Interpretation:
From the above table we can observe that among 200 customers 87%
are Males and 13% are Females.
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67/110
13%
87%
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68/110
Occupation
TABLE: - 6.3
Total Number of Customers Surveyed: 100
OCCUPATION NO.OF CUSTOMERS PERCENTAGE
38 38%Business
Professional 30 30%
Student 7 7%
25 25%Employee
Total 100 100%
Interpretation:
From the above table, we see that 38% of the people belongs to
Business, 30% of the people from Professionals, 7% of the people from
students and 25% of the People belongs to Employees. The analysis shows
that major part of the people belongs to Business category.
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69/110
3840
303525
30
25 Business
Professional20
Student157 Employee
10
5
0
NO.OF CUSTOMERS
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70/110
INCOME STATUS (PER ANNUM)
TABLE:- 6.4
Total number of Customers surveyed: 100
INCOME NO. OFCUSTOMERS PERCENTAGE
< 20,000 34 34%
20,000-40,000 52 52%
40,000 & above 14 14%
Total 100 100%
Interpretation:
The income status reveals that 34% of them are having less than
20,000 and 52% of them were between 20,000-40,000 and the remaining
14% were above 40,000. The analysis shows that the people who having
income per annum in between 20,000-40,000 are more.
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71/110
14%
34%
52 %
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72/110
FAMILY SIZE
TABLE:-6.5:
Total number of Customers surveyed: 100
FAMILY SIZE NO. OFCUSTOMERS PERCENTAGE
1-2 10 10%
3-5 78 78%
5 & above 12 12%
Total 100 100%
Interpretation:
Family size reveals that 10% of the people are having 1-2 family
size, 78% of the people are having 3-5 family size and 12% of the people
are having above 5 family size. The analysis shows that the family size
having 3-5 are using more.
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73/110
90
80
70
60
50
40
30
20
10
0
1 to 2 3 to 5 5 & above
PURPOSE OF PURCHASE
TABLE:-6.6
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Total number of Customers surveyed: 100
PURPOSE NO. OFCUSTOMERS PERCENTAGE
Utility 45 45%
Necessity 51 51%
Status 4 4%
Total 100 100%
Interpretation:
From the table, we can observe that 45% of the people purchase the
car for the purpose of utility, 51% of the people purchase for necessity and
4% people purchase for status. The analysis shows that most of the people
that is 51% purchase for necessity.
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75/110
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76/110
FACTORS NO.OF CUSTOMERS PERCENTAGE
Style 14 14%
Price 18 18%
Brand image 30 30%
Performance 20 20%
Publicity 18 18%
Total 100 100%
Interpretation:
From the table, we can examine that 14% of the people prefer style,
18% of the people prefer price, 30% of the people opt for Brand image,
20% of the people have a preference on Performance and 18% of the
people opt for Publicity for buying the Santro Car. The analysis shows
most of them consider Brand image while buying.
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77/110
30
25
20 Style
Price15
Brand image
Performance10
Publicity
5
0
NO.OF CUS TOMERS
WHO INFLUECNE TO PURCHASE THE CAR
TABLE:-6.8
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78/110
Total Number of Customers Surveyed: 100
FACTORS NO.OF CUSTOMERS PERCENTAGE
Myself 20 30%
Family Members 15 15%
Friends 22 22%
Relatives 5 5%
Advertisements 34 34%
Others 4 4%
Total 100 100%
Interpretation:
From the table, we can observe that 20% of the people are decided
to purchase the car on themselves, 15% of the people are influenced by
family members, 22% of the people are influenced by relatives, 34% of the
people are influenced by advertisements and rest of the people are
influenced by other factors. The analysis shows that major portion of the
people are influenced by advertisements.
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34%35%
30%
30%
22% Myself25%
Family Members20%
Friends15%
15% Relatives
Advertisements10%5% Others4%
5%
0%PERCENTAGE
IMPACT OF SHAHRUKH KHAN ON SALES
TABLE: -6.9
Total number of Customers surveyed: 100
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IMPACT NO. OFCUSTOMERS PERCENTAGE
Yes 56 56%
No 44 44%
Total 100 100%
Interpretation:
From the table, we see that 56% of the people say that Sharukh
Khan has the impact of increase in sales whereas 44% of the people say
that Sharukh Khan has no impact of increase in sales.
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81/110
44%
56%
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82/110
GOOD VALUE
TABLE:- 6.10
Total number of Customers surveyed: 100
GOOD VALUE NO. OFCUSTOMERS PERCENTAGE
Yes 92 92%
No 8 8%
Total 100 100%
Interpretation:
From the table, we observe that 92% of the people feel that Hyundai
products give Good Value for money whereas 8% of the people feel that
Hyundai products do not give Good Value for money.
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83/110
92
100
80
60
840
20
0
Yes No
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84/110
PRICING OF THE CAR
TABLE:- 6.11
Total number of Customers surveyed: 100
PRICING LEVEL NO. OFCUSTOMERS PERCENTAGE
Excellent 5 5%
Good 64 64%
Satisfactory 31 31%
Not satisfied - -
Total 100 100%
Interpretation:
From the table, we observe that 5% of the people feel that the Price
of the car is Excellent, 64% of the people feel that it is Good, 31% feel it is
satisfactory and none of them are dissatisfied with the Price of the
product. The Highest % of the people feel that the Price of the car is Good.
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85/110
Not Satis fied Excellent
Satisfactory
Good
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86/110
SUPERIOR TO COMPETITORS CARS
TABLE:-6.12
Total number of Customers surveyed: 100
SUPERIOR CUSTOMERS PERCENTAGE
Yes 89 89%
No 11 11%
Total 100 100%
Interpretation:
From the table, we can observe that 89% of the people say that
Santro car is superior to competitors cars and 11% says that it is not.
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87/110
10089
90
80
70
60
50
40
30
2011
10
0
Yes No
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88/110
SUMMARY
The market of Hyundai cars (Santro, Accent and Sonata) is growing
at rapid speed. Hyundai being one of the dominating and leading players
in passenger car market is expected to attract significant attention among
the investors.
In this Automobile segment there has been heightened competition
with other leading players like Maruti, Honda, Ford and many others.
As there was competition in small car industry, there was reduction
in prices of the cars and modifications done with the existing product (e.g.,
Santro to Santro Xing) and were introduced in the market. Hyundai small
car segment has occupied second position in the market share.
Majority of the people have informed Brand Awareness toward
Santro. Most of the customers are very much satisfied with the services
offered by the company while few of them are not satisfied due to minor
problems of the car.
Many of the students rated the Brand Awareness as excellent very
few of them have rated as satisfactory.
All the respondents are very happy with the warranty period given
for the cars by the company but many of them have complaints with the
mileage and seating comfort of the car.
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89/110
Many of the respondents have stated that the prices charged on
services are high when compare to other companys services (e.g. Maruti)
Finally the customers are very happy about Brand Awareness
toward Santro.
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90/110
FINDINGS
The following details can be inferred after analysis with a simple size
of 100, which included customers, by questionnaire method to find out the
brand awareness towards Santro with reference to AY S HYUNDAI.
Most of the customers relating to Hyundai belong to the category of
employees as they occupy 30% of the entire customers. The next to
them comes industrialists as they occupy 24% of the customers.
Most of the customers have bought the car 2 years back.
The promotional strategy of Hyundai is advertisement of which
electronic media and by press media are playing a vital role.
Out of the models of Hyundai the most popular brand is Santro
because it is possessed by 45% of the customers.
Most of the customers are aware of educational programs that are
being conducted by Hyundai to the maintenance of the car.
Though the customers are having good awareness levels regarding the
programs being conducted by Hyundai, they are not attending the
programs because of various reasons.
The customers find some problems regarding the mileage of Santro
while comparing with the remaining models.
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91/110
SUGGESTIONS
Basing on the survey findings and analyzing the attitudes of
respondents, the following suggestions can be given regarding the
Brand Awareness towards Santro.
The company has to pursue the complaints of the respondents about
the performance of the cars engine. This suggestions has been given
basing on the complaints of customers regarding its problems like low
mileage.
Transaction and value based loyalty programs can be conducted.
Making the Driving seat and Passenger seat more comfortable so that
the driver and passengers could have a comfortable drive.
Analyzing the complaints given by many customers regarding
uncomfortable seats has made its suggestion.
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QUESTIONNAIRE
(With Reference to Hyundai Santro)
1. NAME OF THE RESPONDENT:
2. ADDRESS OF THE RESPONDENT:
3. PHONE NO:
4. AGE GROUP:
(a) 25-45 (b) 45-65 (c) 65 & above
5. GENDER:
(a) Male (b) Female
6. RESPONDENTS QUALIFICATION: _________________________
7. OCCUPATION:
(a) Business b) Professional (c) Student (d) Employee
8. INCOME PER ANNUM:
(a) < Rs. 2,00,000/- b) Rs. 2,00,000/- to Rs. 4,00,000/-
(c) Rs. 4,00,000 and above
9. FAMILY SIZE:
(a) 1-2 b) 3-5 c) 5& above
10. PURPOSE OF PURCHASE OF THIS CAR:
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(a) Utility (b) Necessity (c) Status
11. WHAT INFLUENCED TO BUY SANTRO
a) Styling b) Pricing (c) Brand Image
(d) Performance (e) Publicity
12. WHO INFLUENCED YOU TO PURCHASE THE CAR?
(a) Myself (b) Family Members c) Friends
(d) Relatives (e) Advertisements (f) Others
13. WHY DID YOU PURCHASE ONLY SANTRO INSTEAD OF ANY
OTHER SMALL CAR?
(a) Quality b) East to drive
(c) Comfort d) Technically good
14. DO YOU FEEL THAT BRAND AMBASSADOR SHARUKH KHAN
HAS AN IMPACT ON THE INCREASE IN SALES?
(a) Yes (b) No
15. DO YOU FEEL THAT HYUNDAI PRODUCTS GIVE GOOD VALUE
FOR MONEY?
(a) Yes (b) No
16. HOW DO YOU FEEL THE PRICING OF THE CAR?
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(a) Excellent b) Good
(c) Satisfactory (d) Unsatisfactory
17. DO YOU FEEL THAT SANTRO IS SUPERIOR TO COMPETITORS
CARS IN THIS SEGMENT?
(a) Yes (b) No
18. DO YOU RECOMMEND SANTRO TO YOUR FRIENDS AND
RELATIVES?
(a) Yes (b) No
19. YOUR COMMENTS/SUGGESTIONS IF ANY?
__________________________________________________________________
__________________________________________________________________
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BIBLIOGRAPHY
MARKETING MANAGEMENT
PHILIP KOTLER
COMPANY BROUCHERS & MANUALS
MAGAZINES:
OVERDRIVE
BUSINESS TODAY
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CONTENTS
Page No .
CHAPTER 1 1-10
Introduction
Importance
Scope
Research Methodology
Objec
tLimitations
CHAPTER 2 11-32
INDUSTRY PROFILE
History of the Automobiles
Automobiles History in World Scenari o
Automobiles History in Indian Scenario
Automobiles History 1967
CHAPTER 3 33-50
COMPANY PROFILE
History in construction field
Hyundai motor India Limited
CHAPTER 4 51-63
Theoretical Frame Work
CHAPTER 5 64-87
Data Analysis and Interpretation
CHAPTER 6 88-91
Summary, Findings & Suggestions
CHAPTER 7 92-94
Annexure
CHAPTER 8 95
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Bibliography
CHAPTER 1
o Introduction
o Importance
o Scope
o Research Methodologyo Object
o Limitations
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CHAPTER 2
INDUSTRY PROFILE
History of the Automobiles
Automobiles History in World Scenario
Automobiles History in Indian Scenario
Automobiles History 1967
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99/110
CHAPTER 3
COMPANY PROFILE
History in construction field
Hyundai motor India Limited
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100/110
CHAPTER 4
o Theoretical Frame Work
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CHAPTER 5
Data Analysis and Interpretation
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CHAPTER 6
Summary, Findings & Suggestions
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CHAPTER 7