A Presentation on:Integrated Marketing Communications

Presented by:Jayesh Patel(33)Nikita Patel(34)Pankil Patel(35)

Viral Patel(36)

Hyundai Motor India Limited was formed in 6 May 1996 by the Hyundai Motor Company of South Korea. Hyundai Motor Company (HMC), South Korea and is the largest passenger car exporter and the second largest car manufacturer in India.

HMIL’s manufacturing plant near Chennai claims to have the most

advanced production, quality and testing capabilities in the country.

HMIL has set up a research and development facility in the cyber city of Hyderabad.

To support its growth and expansion plans, HMIL currently has a 307 strong dealer network and 627 strong service points across India.

Introduction about Hyundai Motors India Limited:

Integrated Marketing Communications means integrating all the promotional tools, so that they work together in harmony . It ensures that all forms of communications and messages are carefully linked together.

All communications tools work better if they work together in harmony rather than in isolation. Their sum is greater than their parts .

Integrated Marketing Communication:

Although Integrated Marketing Communications requires a lot of effort it delivers many benefits.

Integrated marketing communication plays an integral role in communicating brand message to a larger audience.

Integrated marketing communication goes a long way in creating brand awareness among customers at a minimal cost.

Integrated marketing communication scores over traditional ways of marketing as it focuses on not only winning new customers but also maintaining long term healthy relationship with them.

Integrated marketing communication saves time which is often lost in figuring out the best marketing tool.

Importance of Integrated Marketing Communication:

1. Advertising 1. Advertising

2. Public Relations 2. Public Relations 5. Direct Marketing 5. Direct Marketing

3. Sales Promotion

3. Sales Promotion 4. Personal Selling 4. Personal Selling

Tools of Integrated marketing Communication:

By integrating all messages in all media, Hyundai has reinforced the brand name & main points of product differentiation. Research about media consumption, pattern had help their advertising agency to choose appropriate media and timing to reach prospects before & during the product introduction.

Thereafter, advertising would appear to maintain brand awareness and communicate various differentiation messages.

The agency had co-ordinate public relation efforts to build Hyundai brand & support the differentiation message. To attract market attention & encourage purchasing, it would offer a limited time, registration & insurance. To attract, retain & motivate channel partners for a push strategy, it would use trade sales promotions and personal selling to channel partner.

Integrated Marketing Communication at Hyundai:

Road Shows: The company had arranged road shows and also displays vehicles in the

pavilions during various college festivals and exhibition because the car would appeal to youngsters more.

Television advertisements: Advertisements to promote and market its product have been shown on

leading television channels. Major music and sports channels have been promoting the ads and reach out to the youth. The advertisements are promoted through Star, Zee, Sony etc as it has more viewers.

Print Ads: Leading newspapers and magazines are used for daily advertisements to

promote the product. At the initial stage, advertising material would be distributed at railway stations, malls, colleges areas and various other locations to make the public aware about the Hyundai’s products.

Other Promotional tools are as follow:

Workshops and Seminars: Workshops and seminars are held in colleges and big corporate to make

people aware about the companies past performance and product features, its affordability and usage, vast distribution network. Road shows will be conducted where free trials of the car are also given.

  Banners: Hoardings, banners are displayed at clubs, discs, outside theatres and

shops to promote the brand.   Booklets and pamphlets: Booklets are kept at car showrooms, retail battery outlets, etc for the

customer to read. These booklets will provide information about company; the products offered which suits the customers need accordingly.

Hyundai Best young player Award:

Perimeter Board:

Various promotoinal activities arranged during word cup:

Fan of the match :

Online program:

Goodwill Ball:

Value in kind:

Thank You