A SUMMER INTERNSHIP PROJECT

On

MARKETING STRATEGIES OF
HYUNDAI MOTORS

Project report submitted in the partial

Fulfillment for the

Award of the degree of

MASTER‟S OF BUSINESS
ADMINISTRATION
Submitted by

SAHIL TIWARI

22GSOB2010437

IIIrd Sem.

IN

GALGOTIAS UNIVERSITY
Under the Supervision of
MR. YASSER KHAN
Assistant Professor
School Of Business

2022-2024
 CERTIFICATE

Certified that this project report “MARKETING STRATEGIES OF

HYUNDAI MOTORS” is the bonafide work of “SAHIL TIWARI” who

carried out the project work under my supervision.

SIGNATURE

MR. YASSER KHAN

Assistant Professor
School of Business
Galgotias University
 Chapter. -1

INTRODUCTION 7-11
OBJECTIVE OF STUDY 12
NEED AND SCOPE 13
LIMITATIONS OF STUDY 14

Chapter- 2

COMPANY 16 -20

ORGANIZATION'S PHILOSOPHY 21-23

PRODUCT PROFILE 24-48
Chapter. -3

RESEARCH METHODOLOGY 49-54

Chapter. -4

GRAPICAL INTERPRETATION &ANALYSIS 55-70

Chapter. -5

CONCLUSION 71-75
SUGGESTIONS 76-78
BIBLIOGRAPHY 79
ANNEXURE 80
 DECLARATION

I SAHIL TIWARI Roll No. 22GSOB2010437, student of School of Business, Galgotias

University, Greater Noida, hereby declare that the MBA Summer Training Report on
“MARKETING STRATEGIES OF HYUNDAI MOTORS ‖ is an original and
authenticated work done by me.

I further declare that it has not been submitted elsewhere by any other person in any of the
institutes for the award of any degree or diploma.

SAHIL TIWARI
Date:
 ACKNOWLEDGEMENT

This project is the outcome of sincere efforts, hard work and constant guidance of not only
me but a number of individuals. First and foremost, I am thankful to my guide MR.
YASSER KHAN for providing me help and support throughout the Project Report period.

I owe a debt of gratitude to my faculty guide who not only gave me valuable inputs about
the industry but was a continuous source of inspiration during these months, without which
this Project was never such a great success. Last but not the least I would like to thank all
my Faculty members, friends and family members who have helped me directly or indirectly
in the completion of the project.

SAHIL TIWARI

Date
 EXECUTIVE SUMMARY
As a part of M.B.A I am doing my training at the dealership of HYUNDAI LTD. Automobile
Industry has grown up very fast all over the world with the rapid change in Science &
Technology. They had become the necessity of today‘s people. In India only there are around
5-10 Manufacturers of Four wheelers. There is very stiff competition prevailing in the market
nowadays and it is very difficult for companies to survive in the market.

Hyundai is the world‘s largest producer of Four wheelers. It provides the quality product at
very competitive price. It has the wide range of products all over the world. In India they
separately started their business in 2021. They had only five products in the market till now
& all of them are doing great business in India. Recently they had launched the new sporty
look HYUNDAI SPORTZ and HYUNDAI VERNA with many new innovations. In terms of
quality and efficiency what I had noticed in these 2 years is that Hyundai‘s products are much
better than those of other companies‘ product. They are being developed by the company by
doing extensive research of the Indian roads, understanding customers need and desires, and
providing comfort while riding.

I had been working on this project from last 45 days. This project explains our daily routine
work and the overall system which we follow to attend the customers. The main

aim of project is to highlight the sales procedure and the customers views on our efforts. The
study includes the brief explanation of products and then customers feedback form which is
been filled by some of my customers.

This project aims to provide the whole information about the features & benefits of
Hyundai‘s product as well as the feeling of joy of affiliation –a positive feeling resulting from
a relation with Hyundai. Hyundai work on the policy of (FABE) which means Features,
Advantage, Benefits & Evidence.

An analysis has been drawn from this study by showing the customers feedback on our work
and how they rate us in the Sales Feedback Form. The customers whom I had attended and
given the delivery of the vehicles during my training period are collected in this feedback
form.

INTRODUCTION
Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary of Hyundai Motor
Company (HMC), South Korea and is the largest passenger car exporter and the second
largest car manufacturer in India. HMIL presently markets 7 models of passenger cars across
segments. The A2 segment includes the Santro, i10 and the i20, the A3 segment includes the
Accent and the Verna, the A5 segment includes the Sonata Transform and the SUV segment
includes the Santa Fe.
HMIL's fully integrated state-of-the-art manufacturing plant near Chennai boasts of the most
advanced production, quality and testing capabilities in the country. To cater to rising
demand, HMIL commissioned its second plant in February 2008, which produces an
additional 300,000 units per annum, raising HMIL‘s total production capacity to 600,000
units per annum.
In continuation with its commitment to providing Indian customers with cutting-edge global
technology, HMIL has set up a modern multi-million dollar research and development
facility in the cyber city of Hyderabad. It aims to become a centre of excellence for
automobile engineering and ensure quick turnaround time to changing consumer needs.
As HMC's global export hub for compact cars, HMIL is the first automotive company in
India to achieve the export of 10 lakh cars in just over a decade. HMIL currently exports cars
to more than 115 countries across EU, Africa, Middle East, Latin America and Asia Pacific.
It has been the number one exporter of passenger car of the country for the sixth year in a
row. To support its growth and expansion plans, HMIL currently has a 325 strong dealer
network and 674 strong service points across India, which will see further expansion in 2011.
Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary of Hyundai Motor
Company, South Korea and is the second largest car manufacturer and the largest passenger
car exporter from India. HMIL presently markets 55 variants of passenger cars across
segments. The Santro in the B segment, the Getz Prime, i10 and the Premium hatchback i20
in the B+ segment, the Accent and the Verna in the C segment, the Sonata Embera in the E
segment and the Tucson in the SUV segment.
Hyundai motors ranked highest in customer satisfaction with after-sales service. This is all
due to…
True value
Driving school
Authorized service station Insurance
Genuine accessories
Strength
Distributor network brand loyalty, Japan technology and Service distribution After sales
service
Cost-effective Low maintenance
Indian middle-class Low price,
High fuel efficiency
Weakness
Low capacity engine
Opportunity
High end car segment overseas market Improve handling
Add extra features to small segment cars Attracting youth
Export small cars
Threats
Fuel price foreign brands
Price high of raw material Small car competition Key
competitors
Tata Motors, Maruti, Ford, Mahindra, General Motors, Honda
Now my task was to meeting with clients and sales promotion or convincing customer, so I
use to meet with the customer and convince them about the products. I used to talk very
gently and they were also cordial with me, but I got some bitter experiences also at some
places. Further I used to meet with our clients or whatever problems they are getting; my
work was to solve that problem by consulting with different Departments. For the purpose of
making aware to the prospective customers I had to explain each & every aspect of the
product. For fulfilling the formalities to giving information of Hyundai motors products I had
to gain the knowledge of the technical part also.Further, in operations I learned about the
documentation & process of filling the customer form & in this process I have to follow the
guidelines given by the project guide, I analyzed different aspects of selling of cars with their
benefits and finance facility.
 OBJECTIVE OF THE STUDY
Every study is related with some aim or the objective with it. Because no study is complete
without having the definite objectives. My aim and objectives of this project are summed up
as follows:

1) To study the products of Hyundai.

a) To know about their features.
b) To know about their benefits & advantages.
c) To provide information to all about the products of Hyundai.

2) To upgrade the practical knowledge.

a) By knowing about the management of Hyundai.
b) By dealing with customers, I had improved my communication skills which in turn
help me in increasing my confidence level.
c)
3) To understand the needs & requirements of the customer.
4) To observe the people‘s mind in order to serve them better.
5) To build up a courteous and healthy relationship with our colleagues, customers and
management.

Thus, these are the following objectives, which can be stated under the described project.

(1.3) Need for study

1. To know that which brand customer more like.

2. To know that satisfaction level of uses the other company products.
3. To know that the customer knowing about the Godrej products.
4. How many families use the Godrej products? Why.
5. How many families do not use the Godrej products? Why
6. To know the customer, want to purchase in future. Why and why not?
 LIMITATIONS

Every study is done to find certain new things, gain knowledge and find the limitations of the
company. During the study I also faced some problems & I hope the following limitation
should not affect this study.

1. Hyundai produces goods as per the international norms. For building a good market
share in Indian markets the company has to first research on the lifestyles,
requirements & preferences of the people of these countries.

2. Hyundai has to increase its supply of product in the market to increase their market
share.

3. As there is development in Science & Technology day-by-day there is going to be

stiff competition in between all the automobiles company.
 COMPANY PROFILE

Company Name:
Hyundai Motor Co., Ltd.
Head Office:
2-1-1 Minami Aoyama, Minato-ku Tokyo 107-8556, Seoul, South Korea Tel: +81-(0)3-3423-
1111

Established:
December 29, 1967

President & CEO:

Chung Ju-yung

Capital:
¥86,067 million (as of March 31, 2005)

Sales (Results of fiscal 2005):

Consolidated: ¥8,650,105million
Unconsolidated: ¥3,489,106 million

Total number of employees:

Consolidated: 137,827 (as of March 31, 2005)
Unconsolidated: 27,045 (as of March 31, 2005)\

Consolidated subsidiaries:
319 subsidiaries (as of March 31, 2005)

Chief Products:
Motorcycles, automobiles, power products

Strategic Vision:
Society will be better, in part, due to Hyundai's philanthropy and community leadership.

Mission:
To enrich the social, economic and educational well-being of communities and society
through corporate and individual participation.

Goals:
Recognize and respond to the needs of society
Seek the understanding, agreement, commitment and involvement of

Associates:
Invest the appropriate level of resources
Maximize the level of potential benefit
Support Hyundai's business plan

Hyundai, the brand name synonymous with two-wheelers in India, is a multi-unit, multi-
product, geographically diversified, Group of Companies - the reflection of the steely
ambition and indomitable grit of the Munjal Family.
Hyundai began its journey around five decades ago. Munjal Brothers, the founders of the
Hyundai Group, started out in 1956 in business of bicycle components, and then complete
bicycles.

Like every success story, Hyundai's saga contains an element of spirit and enterprise; of
achievement through grit and determination, coupled with vision and meticulous planning.

PRODUCTS & SERVICES

HYUNDAI VERNA

Hyundai VERNA is the first scooter model of HMSI for the Indian market. It has revitalized
the Indian scooter market after its launch in the year 2001.
By design, the Verna let's anybody in the family get their hands on it. To make riding fun, we
removed the gears and retained only those controls which can be safely left to your reflexes.
Like the accelerator and the brakes in a lightweight body. So now, mothers can enjoy an easy
ride while fathers will appreciate its sturdy build.

In fact, a Verna has something in it for everyone. We‘ve got two new colour graphic stickers,
a flamboyant one for the young rider who adheres to style. And for the mature rider we have
got a more sober looking sticker, a reflection of their personality. You‘ll never see ease,
technology and style come together in such a smooth way, as in the Hyundai verna. In the
automatic scooters Verna is the most selling scooter in Indian market and captures more than
60% market share.

FEATURES

The Hyundai Verna has been designed for the new era. Developed on Hyundai's globally
tested 4-stroke technology, it comes with a host of new features, which are designed to
maximize riding comfort and ease of use.

Flush surface

1. Integrated headlight/indicators create a smooth form along the handlebar.

2. Overall sleek aerodynamic design provides increased fuel economy.
Multi-reflector light

1. The first scooter in India equipped with a multi- reflector light.

2. Reflectors and lens convert light from a 35 W lamp into a strong beam.

Low seat with high ground clearance

1. The highest ground clearance in its class at 145m m above ground.

2. High enough ground clearance to drive smoothly through bad roads and speed
breakers.
3. Low seat height and thinner floor means no strain when putting feet on the ground,
despite high ground clearance.

Movable front fender

1. The front fender moves with the front wheel, responding to handlebar movement.
2. Less chances of causing minor collisions because the front fender does not block the
driver's view of the front wheel's path.

Sleek and aerodynamic styling

The new standard body design of Hyundai Verna is fashionable as well as practical. Its
compact body offers ease of handling and delivers performance and reliability.

Riding position

1. The riding position is specially designed to make handling easy and reduce rider
fatigue.
2. Rider feels relatively easy as his/her back remains straight and relaxed.

Low noise 4-cycle engine

1. The newly developed 4-cycle engine offers lower noise levels than competing models.
2. A quieter ride with decreased vibration results in less fatigue, even after long rides.

Metal Body

The metal body offers a cost-effective option of repair by denting and painting. There is no
need to replace any part completely.
CLIC mechanism

The Convenient Lift Up Independent Cover (CLIC), adopted for the first time on a scooter in
India, makes maintenance easier and faster, helping the rider to get back on the road much
quicker than any other scooter. This feature enables you to easily lift up the Hyundai Verna's
rear body cover like the bonnet of a car.

Wheelbase 1235 mm

Seat Height 760 mm

Ground Clearanc

145 mm

Verna

A masterful blend of form and function, the new Hyundai Verna brings together the best of
all that is sought in a motorcycle into one awe inspiring piece of automotive technology.

Equipped with a host of advanced technologies like Multi Mapping CDI, Tumble Flow
Combustion Chamber, Long Intake Pipe and Connecting Tube, CV Carburetor, 2 Way Air
Jacket and Pulse Exhaust System, the newly developed 125 cc 'Optimax' engine delivers class
leading 10.3 BHP which enables Hyundai Verna to deliver the best balance of pickup and
mileage.

Designed to ensure superior ride quality and ease of handling through revolutionary Ergo Tec
design, which is based on Human engineering Hyundai Verna will set new benchmarks in the
Indian 125cc motorcycle segment.

Hyundai Verna completes a 0 – 60kmph run in just 5.3 secs and returns a class leading
65kmpl in the process in the Indian riding mode.

Hyundai Verna has been endowed with new modern intelligent style appeal, which possesses
a balance of decent looks with tough & macho appeal and an image of sporty looks with
international taste that lends the HYUNDAI VERNA a Decent and stylish look.

OPTIMAX ENGINE

At the heart of VERNA lies Hyundai‘s revolutionary OPTIMAX engine. OPTIMAX engine
works on the principle of Optimum fuel input to Maximize pickup & mileage output, which
are the two most important parameters of judging engine performance. This has been
achieved by incorporating Hyundai‘s cutting-edge technologies in newly developed 125cc
engine which helps in delivering this performance which is top class in its segment.
Mileage 15 kmpl
0-60 kmph in just 5.3 seconds

FEATURES

MILEAGE

VERNA delivers an impressive mileage of 15 kmpl, under actual ride conditions, which is
the best in its class. This is achieved thru successful incorporation of several cutting- edge
Hyundai technologies in OPTIMAX engine.

Such performance is very useful in Top Slow drive condition wherein VERNA gives feeling
like an automatic 4-wheeler as it reduces the usage of clutch & allows the rider more
comfortable & enjoyable ride even while riding thru slow traffic situation, even more all this
without compromising on mileage.

STYLE

VERNA represents perfect blend of DECENT & STYLISH looks.

Smooth tank to seat flow, moderate muffler incline, excellent contours with frills and finish
of each body element, fuel tank knee grip represent decent looks with tough & macho
appeal and give a feeling of momentum with strength. Aerodynamic front cowl,
simple yet intense tail lamp, sporty rear cowl, stylish fully chrome plated muffler, from tank
to tail flowing sense of energy, two tone shades with attractive graphics make Verna stylish
and add an international style appeal to it.

RIDING COMFORT

With smooth seat to tank flow, flexible seating position, ample foot space for double riding,
Hyundai Verna sets new benchmarks in ride comfort.
Endued with cutting edge technologies, the newly developed Optimax engine achieves low
vibration level through its life circle. Rubber mounts on handlebar reduces vibration and
maximizes riding comfort even further.

Characteristics that eulogize Riding Comfort & Stability of Hyundai Verna Ergo Tec Design
Strong & Flexible Diamond Frame Three step hydraulic Double Suspension Verna‘s ‘Ergo
Tec‘ Design with lightweight advanced diamond frame and conventional double suspension
offers superior absorption of shocks & vibrations thus providing excellent ride comfort &
stability. Riding position based on human engineering ensures less fatigue, firm and wide
seating space with comfortable seating posture for pillion rider.

Lightweight and tougher advanced design diamond frame ideally suits to variable loading and
driving conditions of India. Proven conventional suspension delivers consistent good
performance under all riding conditions and Stable riding through best balance of
dimensions, toughness and suspension setting.
BRAKING

Stable braking by non-asbestos drum brakes [front & rear]

Option to choose with front disc brake for superior braking efficiency

The braking force distribution between the front and rear drum brakes is optimized through
proper brake setting in order to ensure maximum braking effect gradually and smoothly.