Hyundai Global Youth Marketing Camp 2013 SIBM Pune_Team 3

Ashish UnadkatAvinash Taneja

Mitali MalhotraPrashant KhullerShantanu Bhate

Prospective Consumers’ Speak

Amazing looks

Safety Features are good

Give me i10’s features in Eon’s body!

More Boot space would be good

High Technology engines, no sound

Hyundai is high maintenance

*Based on Primary Research done in Pune

250000 300,000 350,000 400,000 450,000 500,000

Alto 800

RitzWagon R

SwiftA-StarEstilo

Alto K10

Model Min. Price Max. PriceALTO 800 277276 335399ALTO K10 321359 334599ZEN ESTILO 345830 439861WagonR 357881 445694A-STAR 381171 469944Ritz 432238 633613SWIFT 448894 687769

(All prices in INR at Ex-Showroom Delhi)

Maruti-Suzuki Portfolio – Hatchbacks

250000 300,000 350,000 400,000 450,000 500,000

Eon

i20Santro Xing

i10

Model Min. Price Max. PriceEON 285,284 391,081

Santro Xing 300,810 414,392

i10 375,792 625,532

i20 485,409 788,090

(All prices in INR at Ex-Showroom Delhi)

Hyundai Motors Portfolio – Hatchbacks

Alto 800

RitzWagon R

SwiftA-StarEstilo

Alto K10

Eon

i20Santro Xing

i10

• New Hatchback between i10 and i20• Competitors – MS Swift, MS Ritz, Honda Brio, Ford Figo,

Chevrolet Beat

Portfolio Comparison

Age : 21-35 Income Level :

6 lacs and above

Sec (A and B) Self - Paying Recently married or looking to get

married

Understanding them better

• Restaurants and Cafes• Corporate • Education Institutes• Premium salons and

gymnasiums• Modern Retail• Residential Apartments• Flights

Where do we find TG?

Targeting and Positioning

Seek More, Get More Matching with:• New Thinking, New Possibilities• Stylish, Modern, Edgy• Modern Premium - Live Brilliant - vast

expanse of never ending journeys• Always Around

Targeting and Positioning

Timeline of Promotional Activities

• “Unveil the mystery”

• “The Big Launch”

• Holographic Projection

• Launch Print Ad

Launch Promotions

• “Buzz” generation schemes to make the TG curious

• YouTube Ad

• Microsite Contest

• Facebook Contest

• Comic Strip – Newspaper

• Booker Teaser - TV

Pre Launch Promotions

• Carry on the momentum generated

•Treasure Hunt

•Twitter Contest

•Mall Activation

•Retail Advertising

•Credit and Debit Card Advertising

•Other ATL/BTL activities

Post Launch Promotions

Launch Plan

Launch Plan

SEEK MORE - GET MORE

Pre Launch

Register Guess More

Name

Name

Age

Phone

E- mail ID

Microsite

GUESS THE PRICE AND FEATURES OF THE NEW

HYUNDAI XAND WIN

ASSURED GOODIES

X

Register Guess More

Seek More Get More

GUESSTIMATOR – WINNER FOR THE CLOSEST GUESSER

Microsite

Magazines and Newspapers

• Auto Car• Auto India• Overdrive• Cars N Style• In Flight Magazines

* Source – THE MEDIA ANT

Facebook Contest

Share your moments

Treasure Hunt

XSeek More Get More

Hyundai SEEK MORE MOMENTS FROM YOUR CAR

City Wise Competition

Share what MORE MOMENTS have you spent in your car other than just using it for drivingShare your moments of happiness/partying/Eloping and win a chance to participate in live treasure Hunt

Facebook Contest

Share your moments

Treasure Hunt

XSeek More Get More

Hyundai SEEK MORE MOMENTS FROM YOUR CAR

The winner of Share your moments Contest from every city gets a chance to

participate in a live Treasure Hunt

The winner of the treasure contest gets a Hyundai X

India Seek More Get More

Comic Strips

A central character and situations linked to the communication “Seek More, Get More”

A Teaser look of the car in each strip. One strip published each week, one month prior to launch

SEEK MORE - GET MORE

The Big Launch

Launch Theme

• Date – 10 October 2013

• Venue – Talkatora Indoor Stadium, Delhi

• To the Media and the Dealers

• Domino Toppling / Contraption

• Words association• Leveraging Fan Parks• Live 3D Holographic

projection at cricket stadium Launch Theme – Dom

inoes

SEEK MORE - GET MORE

Post Launch

Treasure Hunt

The Hyundai Assure Treasure HuntWhen you SEEK MORE ,only then you GET MORE

BTL Activity + Digital Campaign

10 people from Seek more moments from your car contest from 10 cities get a chance to take part in live Treasure Hunt They can participate with their 2 other friends. Everytime they reach a milestone , they click pictures in the car and upload videos on Youtube,Facebook and also Tweet

The winner is the one who wins the Treasure Hunt and who get maximums tweets , likes ,tweets, shares

Launch Twitter Contest

The More Moments Campaigns

Mall Activation

I am Clicked campaign and the Game campaign

Retail Advertising

• Advertising in Big bazaar, Reliance Mart

• “What more can you put in your trolley”

TARGETED ADVERTISING

Credit card statements per month: ~ 1 million customers

Debit card statements every quarter: ~ 3.5 million customers

FiltersGenderCard spends of more than 10,000Category spent onOffer : No processing Charges

* Source – THE MEDIA ANT

Credit and Debit card statement

Other ATL Activities

Radio – At launch and Post Launch People will be asked “What do they think is new about the car”. Resonates with new thinking , new possibilities

Other BTL Activities

• Test Drives in IT Parks, Gyms• People who come to service centre get

a Free ride to their office in the new Hyundai X

• Showrooms – Every 25th enquiry gets a goodie

• SMS• Email – Direct Marketing• OOH activities

* Source – THE MEDIA ANT

Guiding Principles

Value CreationNewness Fluidic

Quality

Hyundai X

Targeting and Positioning

• Positioned it as “SEEK MORE AND GET MORE”

• MORE SPACE• MORE BOOT SPACE• MORE STYLE• MORE FEATURES

Campaigns

• All the campaigns were kept consistent with the positioning “SEEK MORE GET MORE”• Unconventional methods such as

Retail Advertising and the Dominoes Campaign were incorporated

Plan of Action

• Introduce more variants of Hyundai X to make the customer always SEEKING MORE

• To reach the rural market• Promotion Campaigns for rural

market

Critical Challenges Objectives: What are we looking for?

•To make Hyundai X a success in the market without cannibalizing the sales of Hyundai i10 and i20

•Launching Hyundai X Successfully•Integrated Marketing Strategy

Thank You for Your Time and Consideration

Interesting facts

159 stores across 90 cities and growingApproximately 20 million customers per month

Average transaction value of Rs. 60035% of the purchase are made by cards

a hero; celebrating new arrival (movies premier)Exchange Mela

‘Extracting value from junk’ insight