promotional strategies used by automobile companies in festive season

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Promotional Strategies Used by Automobile Companies in Festive Season Presented By: Mridul Gupta – GM16077

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Page 1: Promotional Strategies used by automobile companies in festive season

Promotional Strategies Used by Automobile Companies in Festive

Season

Presented By:Mridul Gupta – GM16077

Page 2: Promotional Strategies used by automobile companies in festive season

Introduction

It was established in 1996. Hyundai Motor India Limited

(HMIL) is a wholly owned subsidiary of Hyundai Motor Company, South Korea and is the largest passenger car exporter and the second largest car manufacturer in India.

HIML presently markets 14 models of passenger cars across segments.

Page 3: Promotional Strategies used by automobile companies in festive season

Cars in Different Segments

• A2 segment – EON, Santro, i10, Grand i10, Elite i20, Active i20.

• A3 segment – Xcent and Verna.• A5 segment – Sonata transform, Elantra.• SUV segment – Santa fe, Creta, Tucson Facelift• Ionic - Plug-in, Hybrid, Electric.

Page 4: Promotional Strategies used by automobile companies in festive season

Target Audience1. Geographical- The target has been the entire country with no

specific cities embattled. The same advertisements campaigns

has been used all throughout the country.

2. Demographic- The target has been the youth of the country. The

targeted age group has been form 18 to 30 years.

3. Psychographic- It has targeted the new economy businesses like

the IT and the BPO sector.

4. Behavioural- It targets either single or young couples without

children. It targets the style conscious and innovative individuals.

Page 5: Promotional Strategies used by automobile companies in festive season

Market Share

Page 6: Promotional Strategies used by automobile companies in festive season

Objective of Advertising CampaignMain campaign objective of this advertising campaign was to

announce the launch of the new car

They were supposed to be the most desirable cars in the segment.

They wanted to capture a large market share in the already

existing market segment.

But they had their target set since it catered to the youth of the

country.

Page 7: Promotional Strategies used by automobile companies in festive season
Page 8: Promotional Strategies used by automobile companies in festive season

Creative Strategy The world premier of the car was done in India.

Usually these cars are launched in Europe at auto shows, but this

was the only cars launched in India.

This was an informative advertisement.

The creative concept they worked on was ‘world premier’.

Page 9: Promotional Strategies used by automobile companies in festive season
Page 10: Promotional Strategies used by automobile companies in festive season

Different Marketing StrategiesEvent marketing.

Flexible EMI scheme.

Featuring their cars in various movies and serials.

Mobile and online services

Association with various colleges and institutes through

sponsorship.

Strategic alliance with various oil and gas companies.

Page 11: Promotional Strategies used by automobile companies in festive season