Download Marketing Plan for Hyundai PA PDF

TitleMarketing Plan for Hyundai PA
TagsAutomobiles Vehicles Motor Vehicle Automotive Industry Automotive Equipment
File Size271.9 KB
Total Pages18
Table of Contents
                            1. Introduction
2. Situation Analysis
	2.1 Features of Hyundai Pa
3. SWOT ANALYSIS
	3.1 Strengths
	3.2 Weaknesses
	3.3 Opportunities
	3.4 Threats
	3.5 Threats from Competitors
	3.5 Product Offering and Technical Specification
4. Marketing Strategy
	4.1 Objectives
	4.2 Target Markets
	4.3 Positioning
	4.4 Strategies
		Product
		Price
	Distribution
	Marketing Communications
	4.5 Marketing Mix
		Product
		Price
		Promotion
		Place
5. PRODUCT LIFE CYCLE
	5.1 Introduction
	5.2 Growth
	5.3 Maturity
	5.4 Decline
	5.5 Organizational Structure
6. CONCLISION
                        
Document Text Contents
Page 1

Table of Content

1. INTRODUCTION---------------------------------------------------------------------------2

2. SITUATION ANALYSIS-------------------------------------------------------------------3

2.1 FEATURES OF HYUNDAI PA...................................................................................................................4

3. SWOT ANALYSIS--------------------------------------------------------------------------5

3.1 STRENGTHS.........................................................................................................................................5
3.2 WEAKNESSES......................................................................................................................................6
3.3 OPPORTUNITIES....................................................................................................................................6
3.4 THREATS............................................................................................................................................7
3.5 THREATS FROM COMPETITORS................................................................................................................7

3.5 PRODUCT OFFERING AND TECHNICAL SPECIFICATION................................................................................8

4. MARKETING STRATEGY---------------------------------------------------------------9

4.1 OBJECTIVES........................................................................................................................................9
4.2 TARGET MARKETS...............................................................................................................................9
4.3 POSITIONING.......................................................................................................................................9
4.4 STRATEGIES.......................................................................................................................................10
Product...........................................................................................................................................10
Price...............................................................................................................................................10

DISTRIBUTION ........................................................................................................................................10
MARKETING COMMUNICATIONS..................................................................................................................11
4.5 MARKETING MIX...............................................................................................................................11
Product...........................................................................................................................................11
Price...............................................................................................................................................12
Promotion.......................................................................................................................................12
Place...............................................................................................................................................14

5. PRODUCT LIFE CYCLE---------------------------------------------------------------16

5.1 INTRODUCTION..................................................................................................................................16
5.2 GROWTH..........................................................................................................................................16
5.3 MATURITY .......................................................................................................................................16
5.4 DECLINE ..........................................................................................................................................17
5.5 ORGANIZATIONAL STRUCTURE.............................................................................................................17

6. CONCLISION------------------------------------------------------------------------------18

Page 1 of 20

Page 2

1. Introduction

The car at first glance resembles a styling pastiche

derived from Honda, Fiat, BMW and a few other manufacturers, can easily be

forgiven. Once inside the car and with express orders to drive it, the styling

puzzle tends to become a lot less significant. And the adage about imitation

being the most sincere form of flattery springs to mind.

This section takes you through the marketing plan for Hyundai Pa. ‘‘Hyundai

Pa will bridge the gap between Santro and Getz, giving customers more

options within the Hyundai family''. Hyundai Pa will be a hatchback aimed

squarely at the new Zen Estilo from Maruti. Hyundai is also said to be working

on a one-liter diesel engine for Pa, which may just prove to be a good strategy

to take on Maruti with. It will be a true ‘Value-for-money’ product and will be

available in varied colors suited to the Indian market.

The company’s under-development compact car, code named project

PA, will also be exclusively made and exported from India. Hyundai exports

Santro and Accent models from India.

Page 2 of 20

Page 9

4. Marketing Strategy

4.1 Objectives

First year Objectives: We are aiming for 5% market share of the Indian

market through unit sale volume of 100000.

Second year Objectives: We are aiming for 10% market share of the

Indian market.

An important objective will be to establish a well-regarded brand name

linked to a meaningful positioning. We will have to invest heavily in marketing

to create a memorable and distinctive brand image projecting innovation,

quality and value. We also must measure awareness and response so we can

adjust our marketing efforts if necessary.

4.2 Target Markets

Hyundai Pa’s marketing strategy is differentiated marketing. Our

primary consumer target is middle to upper income professionals who need

true value for their money and comfortable ride in city conditions. Our

secondary consumer target is college students who need style and speed.

Our primary business target is mid sized to large sized corporates that

want to help their managers and employees by providing them a car for ease

of transport. Our secondary business target is entrepreneurs and small

business owners who want to provide discounts to managers buying a new

car.

Each of the four marketing strategies conveys Hyundai Pa’s

differentiation to the target marketing segments identified above.

4.3 Positioning

Using product differentiation we are positioning the Hyundai Pa as the

most versatile, convenient, value added car model for above target market

used. The marketing strategy will be focused on promoting the car as

economic car for the next generation.

Page 9 of 20

Page 10

4.4 Strategies

Product

Hyundai pa is fully loaded and will be sold with 3 year warranty. We will

also introduce a diesel/CNG/LPG version of Hyundai Pa in the near future.

Also the high end model will have an option of GPS system.



Price
Hyundai Pa’s base model will be introduced at ex-showroom price of 3

lakhs. This price reflects a strategy of

1) attracting desirable channel partners

2) Taking market share from Maruti.

Distribution



• The Stockist will represent 3 to 4 districts in a State.

• The Dealer will represent a district or main City.

• The Sub-Dealer shall represent a particular area or taluka.

• The booking agents will be individuals working on freelance basis.

Page 10 of 20

STOCKIST

DEALERS

SUB DEALERS

BOOKING AGENTS

Page 17

Mr. B.S Pai
Chief Marketing

Officer

5.4 Decline

Sales and profits start to decline, the organisation may try to change

their pricing strategy to stimulate growth, and however the product will either

have to be re-modified, or replaced within the market.

5.5 Organizational Structure

Page 17 of 20

Ketan
Sales Manager

Rakesh
Advertising

Manager

Deepak
Regional Sales

Manager

Manoj
Advertising

Analyst

Jasvinder
Regional Sales

Manager

Anil Kumar
Promotion

Analyst

Arpit
Promotion
Manager

Page 18

6. CONCLISION

Automobiles have become an indispensable part of our lives, an

extension of the human body that provides us faster, cheaper and more

convenient mobility every passing day. Behind this betterment go the efforts of

those in the industry, in the form of improvement through technological

research. What actually lie behind this betterment of the automobiles are the

opinions, requirements, likes and dislikes of those who use these vehicles.

These wheeled machines affect our lives in ways more than one.

Numerous surveys and research are conducted throughout the world every

now and then to reveal one or the other aspect of automobiles, be it about the

pollution caused due to vehicle population in cities, or rising motor accidents

and causes, vehicular technology, alternative medicine and so on.

Page 18 of 20

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