INDEX

1. Introduction (marketing mix and 7 P’s)

2. Introduction of the company
3. Objective of the company
4. Research methodology
5. Data Analysis and Interpretation
6. Limitation
7. Finding
8. Suggestion
9. Conclusion
10. Bibliography
Annexure
11.
 Introduction
A mixture of several ideas or plan followed by the
market representative to promote a particular product or
brand is called marketing mix.
Several ideas and concept combined together to
formulate final strategies helps in making popular
brand.
The marketing mix has been defined as the "set of
marketing tools that the firm uses to pursue its
marketing objectives in the target market".

Product - To begin with, develop the habit of looking

at your product as though you were an outside
marketing consultant brought in to help your company
decide whether or not it's in the right business at this
time. Ask critical questions such as, "Is your current
product or service, or mix of products and services,
appropriate and suitable for the market and the
customers of today?"
Prices - The second P in the formula is price. Develop
the habit of continually examining and re examining the
prices of the products and services you sell to make sure
they're still appropriate to the realities of the current
market. Sometimes you need to lower your prices.
Promotion - The third habit in marketing and sales is
to think in terms of promotion all the time. Promotion
includes all the ways you tell your customers about
your products or services and how you then market and
sell to them.
Place - The fourth P in the marketing mix is the place
where your product or service is actually sold. Develop
the habit of reviewing and reflecting upon the exact
location where the customer meets the salesperson.
Sometimes a change in place can lead to a rapid
increase in sales.
People - P of the marketing mix is people. Develop the
habit of thinking in terms of the people inside and
outside of your business who are responsible for every
element of your sales, marketing strategies, and
activities.
Process - You should develop the habit of thinking
continually about how you are positioned in the hearts
and minds of your customers. How do people think and
talk about you when you're not present? How do people
think and talk about your company? What positioning
do you have in your market, in terms of the specific
words people use when they describe you and your
offerings to others?
Physical Evidence - Develop the habit of standing back
and looking at every visual element in the packaging of
your product or service through the eyes of a critical
prospect. Remember, people form their first impression
about you within the first 30 seconds of seeing you or
some element of your company. Small improvements in
the packaging or external appearance of your product or
service can often lead to completely different reactions
from your customers.
 Introduction of the company
Hyundai
The Hyundai Motor Company, commonly known
as Hyundai Motors is a South
Korean multinational automotive manufacturer
headquartered in Seoul. The company was founded in
1967 and, along with its 32.8% owned subsidiary, Kia
Motors, and its 100% owned luxury subsidiary Genesis
Motor, altogether comprise the Hyundai Motor Group.
It is the third largest vehicle manufacturer in the world.
Hyundai operates the world's largest integrated
automobile manufacturing facility in Ulsan, South
Korea which has an annual production capacity of
1.6 million units. The company employs about 75,000
people worldwide. Hyundai vehicles are sold in 193
countries through some
5,000 dealerships and showrooms.
Marketing Mix of Hyundai
Marketing Mix of Hyundai analyses the brand/company
which covers 4Ps (Product, Price, Place, Promotion)
and explains the Hyundai marketing strategy. The
article elaborates the pricing, advertising & distribution
strategies used by the company.
Product:
The product strategy and mix in Hyundai marketing
strategy can be explained as follows:
Hyundai Motor Company offers a diversified portfolio
of cars ranging from hatchbacks to sedans to SUVs,
which are covered under the products of the marketing
mix of Hyundai.
Price:
Below is the pricing strategy in Hyundai marketing
strategy:
The automobile industry market Globally is very
competitive with each major player launching new
models to gain the market share. It is growing at a rate
of 7-8%. It uses competitive pricing strategy globally.
Place:
Following is the distribution strategy of Hyundai:
Hyundai cars are sold in 19+ countries worldwide
through some 5000 dealerships and showrooms. Apart
from this, the company has multiple manufacturing
plants worldwide. Hyundai India sells its cars through
dealerships in India. Hyundai India has two
manufacturing plants in Sriperumbudur, Kanchipuram
district, Tamil Nadu capable of producing 6,70,000
vehicles annually.
Promotion:
The promotional and advertising strategy in the
Hyundai marketing strategy is as follows:
Hyundai follows an aggressive promotional strategy in
its marketing mix. The company is doing promotions in
the following ways
• Press Releases: The customers know about the latest
breaking Hyundai Motor local news.
• Advertisements: The company releases Ads during the
launch of New Models to create awareness among its
target audience. It also indulges in Digital Marketing
and Print Ads. Hyundai also has celebrity brand
ambassadors like film stars to promote their cars.
• Media review: Hyundai also promotes through media
through expert opinions and reviews. These reviews
help its target audience in decision making.
• Be The Better Guy: Hyundai comes up with short and
unique films. The messages in these films revolve
around creating innovative content, pressing on to
'#BeTheBetterGuy' in an adverse situation related to
road safety and Behavioural Change.
• CSR campaigns also help promote Hyundai car
company.
 Objective Of the company
Mission and Vision of the company
Vision

They announced the innovation for Customer as mid to

long term vision with five core strategies: global
orientation, respect for human values, customer
satisfaction, technology innovation and cultural
creation. There desire is to create an automobile culture
of putting customer first via developing human –
centered and environmental friendly technological
innovation.

Global
orientati
on
Respect for Cultural
Human creation
Values
Innovation
for
Humanity
Technology
Customer
Innovation
Satisfactio
n

Management Policy
Based on a respect for Human dignity we Make
efforts to meet expectations of all stake holders
including customer and business partners by
building a constructive relationship amongst
management labour , executives and employees.

Objective of Project
1. To Find out the present status of the
automobile industries in india.
2. To make the market research of automobile
industries.
3. To study the distribution and marketing
strategy adopt by automobile industries.
4. To enhance our analytical skills in the field of
practical application of marketing.
Research Methodology

For this we have done the survey method we

have asked the questions to the sellers as well
as the buyers.
We have collected the primary data then we
have done observation and experiments.
Primary data was collected by the survey.

Advantages of Survey method

 Survey can be conducted faster and
cheaper compare to other method
 Primary data was gathered through Survey
it was easy to analyse.

Disadvantages of Survey Method

 Differences in Understanding
 Time problem
 They were bias in giving correct
answers.
 Data Analysis and
Interpretation

BUYERS
Satisfied with service provided by them
Sales

60% were very satisfied as 20% were only satisfied and

20% were dissatisfied.
Prefer to buy the car next time
89% said yes as 11% said no

Sales
1st Qtr
2nd Qtr

Sales Executive Attitude towards Customer

69% says excellent while 21% says average and 10%
says good.
 Sales
1st Qtr
2nd Qtr
3rd Qtr

Are You satisfied with the price

79% were satisfied with the price while 21% were not
satisfied with the price.

Sales
1st Qtr
2nd Qtr

Rate of body style , design and look of car

75% said excellent while 10% said good 6% said
average and 9% said poor.

Sales
1st Qtr
2nd Qtr
3rd Qtr

Suggest your family and friends to buy car

89% said yes while
11% said no.
Sales
1st Qtr
2nd Qtr
3rd Qtr
4th Qtr
 SELLERS
Marketing Strategies used by sellers
45% says advertisement while 25% says showroom
events , 15% says ride and drives , 15% says financial
plan.

Sales
1st Qtr
2nd Qtr
3rd Qtr
4th Qtr

Interact with supplier

65% says calls and messages while 35% says E-mails.

Sales
1st Qtr
2nd Qtr
3rd Qtr
4th Qtr

Suppliers provide related parts/components

97% says yes while 3% says no.

Sales
1st Qtr
2nd Qtr
3rd Qtr
 Limitations
As there were many limitations while conducting
survey in the companies .
 We found some sellers were missing.
 Sellers were busy in there job.
 Many of the sellers don’t know some points.
 They do not want to disclose the information.

Suggestion
1. They should focus to fulfil the needs of
businessman & service people and try to
provide them best and value added service.
2. To boost the sales, it is also recommended that
the companies in association with banks and
financial institution should provide the vehicle
loans to middle class people.
3. As youth is very conscious about there life
style so the should not forget the youth they
should take the change in there technology
4. They should provide the platform to the
women so that they can own car for example
they can give 15% sale to any women
customer this will enhace the sale.
5. Seeing the rural areas people they should
provide the advertisement in the local area
newspaper, and more awareness to promote
the brand.