RESEARCH REPORT

ON
SALES PROMOTION ON HYUNDAI
SUBMITTED IN PARTIAL FULFILLMENT FOR THE REQUIREMENT OF
DEGREE OF BACHELOR OF BUSINESS ADMINISTRATION
Submitted by:
1
ACKNOWLEDGEMENT ACKNOWLEDGEMENT
Any fruitful work is incomplete without a word of thanks to those involved
directly or indirectly in its completion. With my sincere gratitude I would
like to thanks everyone who has supported me in my project.
I would like to extend my sense of acknowledgement to Mr. for their
immense help & guidance that they have provided me during this summer
training. The present work has taken its Sharpe largely to their wise
counsels concrete and constructive suggestion and sincere courtesy.
I would like to thanks Mr. for their support and encouragement during this
summer training. The opportunity provided !y his was an immense
learning experience.
The help received from something without which the project would not have
!een complete. Their insight as well as guidance helped me to understand
the essentials of the "roject. I would like to thank them for their support.
I would also like to place on record my sense of gratitude to my parents and
friends for their support and encouragement which has always guided me
my entire endeavourer.
2
PREFACE
Sales promotion is one of the four aspects of promotional mix. (The
other three parts of the promotional mix are advertising, personal
selling, and publicity/public relations.) Media and non-media
marketing communication are employed for a pre-determined, limited
time to increase consumer demand, stimulate market demand or
improve product availability
Many of the examples above are focused upon consumers. on!t
forget that promotions can be aimed at "holesales and
distributors as "ell. These are kno"n as Trade Sales
Promotions. #xamples here might include $oint promotions
bet"een a manufacturer and a distributor, sales promotion
leaflets and other materials (such as car), and incentives for
distributor sales people and their retail clients.

TABLE OF CONTENT
%. research ob$ective
&. introduction
'. (ompany)s profile
*. +esearch methodology
,. ata analysis
-. (onclusions
.. /imitations
0. 1uggestion and +ecommendations
2. 3ibliography
4nnexure
!
THE RESEARCH OBJECTIVE
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2
INTRODUCTION
1ales promotion is any initiative undertaken by an organisation to
promote an increase in sales, usage or trial of a product or
service (i.e. initiatives that are not covered by the other elements
of the marketing communications or promotions mix). 1ales
promotions are varied. 5ften they are original and creative, and
hence a comprehensive list of all available techni6ues is virtually
impossible (since original sales promotions are launched daily7).
8ere are some examples of popular sales promotions activities9
(a) Buy-One-Get-One-Free (BOGOF) - "hich is an example of a
self-li6uidating promotion. :or example if a loaf of bread is priced
at ;%, and cost %< cents to manufacture, if you sell t"o for ;%, you
are still in profit - especially if there is a corresponding increase in
sales. This is kno"n as a =+#M>?M sales promotion tactic.
(b) Customer Relationsip !ana"ement (CR!) incentives such
as bonus points or money off coupons. There are many examples
of (+M, from banks to supermarkets.
3
(c) Ne# media - @ebsites and mobile phones that support a
sales promotion. :or example, in the ?nited Aingdom, Bestle
printed individual codes on A>T-A4T packaging, "hereby a
consumer "ould enter the code into a dynamic "ebsite to see if
they had "on a priCe. (onsumers could also text codes via their
mobile phones to the same effect.
(d) !er$andisin" additions such as dump bins, point-of-sale
materials and product demonstrations.
(e) Free "i%ts e.g. 1ub"ay gave a"ay a card "ith six spaces for
stickers "ith each sand"ich purchase. 5nce the card "as full the
consumer "as given a free sand"ich.
(f) &is$ounted pri$es e.g. 3udget airline such as #asyDet and
+yanair, e-mail their customers "ith the latest lo"-price deals
once ne" flights are released, or additional destinations are
announced.
(g) 'oint promotions bet"een brands o"ned by a company, or
"ith another company!s brands. :or example fast food
4
restaurants often run sales promotions "here toys, relating to a
specific movie release, are given a"ay "ith promoted meals.
(h) Free samples (aka. sampling) e.g. tasting of food and drink
at sampling points in supermarkets. :or example +ed 3ull (a
caffeinated fiCCy drink) "as given a"ay to potential consumers at
supermarkets, in high streets and at petrol stations (by a
promotions team).
(i) (ou$ers and $oupons, often seen in ne"spapers and
magaCines, on packs.
($) Competitions and pri)e dra#s, in ne"spapers, magaCines,
on the TE and radio, on The >nternet, and on packs.
(k) Cause-related and %air-trade products that raise money for
charities, and the less "ell off farmers and producers, are
becoming more popular.
(l) Finan$e deals - for example, <F finance over ' years on
selected vehicles.
5
Many of the examples above are focused upon consumers. on!t
forget that promotions can be aimed at "holesales and
distributors as "ell. These are kno"n as Trade Sales
Promotions. #xamples here might include $oint promotions
bet"een a manufacturer and a distributor, sales promotion
leaflets and other materials (such as car), and incentives for
distributor sales people and their retail clients.
6
SALES PROMOTION
Marketing
Aey concepts
=roduct / =ricing / =romotion
istribution / 1ervice / +etail
3rand management
4ccount-based marketing
Marketing ethics
Marketing effectiveness
Market research
Market segmentation
Marketing strategy
Marketing management
Market dominance
=romotional content
4dvertising / 3randing
irect marketing / =ersonal 1ales
=roduct placement / =ublic relations
=ublicity / Sales promotion
17
1ex in advertising / ?nder"riting
=romotional media
=rinting / =ublication / 3roadcasting
5ut-of-home / >nternet marketing
=oint of sale / Bovelty items
igital marketing / >n-game
@ord of mouth
This box9 vie" G talk G edit
Sales promotion is one of the four aspects of promotional mix. (The
other three parts of the promotional mix are advertising, personal
selling, and publicity/public relations.) Media and non-media
marketing communication are employed for a pre-determined, limited
time to increase consumer demand, stimulate market demand or
improve product availability. #xamples include9
contests
point of purchase displays
rebates
free travel, such as free flights
11
1ales promotions can be directed at either the customer, sales staff,
or distribution channel members (such as retailers). 1ales
promotions targeted at the consumer are called $onsumer sales
promotions. 1ales promotions targeted at retailers and "holesale
are called trade sales promotions. 1ome sale promotions,
particularly ones "ith unusual methods, are considered gimmick by
many.
Consumer sales promotion te$ni*ues
=rice deal9 4 temporary reduction in the price, such as happy
hour
/oyal +e"ard =rogram9 (onsumers collect points, miles, or
credits for purchases and redeem them for re"ards. T"o
famous examples are =epsi 1tuff and 44dvantage.
(ents-off deal9 5ffers a brand at a lo"er price. =rice reduction
may be a percentage marked on the package.
=rice-pack deal9 The packaging offers a consumer a certain
percentage more of the product for the same price (for
example, &, percent extra).
12
(oupons9 coupons have become a standard mechanism for
sales promotions.
/oss leader9 the price of a popular product is temporarily
reduced in order to stimulate other profitable sales
:ree-standing insert (:1>)9 4 coupon booklet is inserted into
the local ne"spaper for delivery.
5n-shelf couponing9 (oupons are present at the shelf "here
the product is available.
(heckout dispensers9 5n checkout the customer is given a
coupon based on products purchased.
5n-line couponing9 (oupons are available on line. (onsumers
print them out and take them to the store.
Mobile couponing9 (oupons are available on a mobile phone.
(onsumers sho" the offer on a mobile phone to a salesperson
for redemption.
5nline interactive promotion game9 (onsumers play an
interactive game associated "ith the promoted product. 1ee an
example of the >nteractive >nternet 4d for tomato ketchup.
1
+ebates9 (onsumers are offered money back if the receipt and
barcode are mailed to the producer.
(ontests/s"eepstakes/games9 The consumer is automatically
entered into the event by purchasing the product.
=oint-of-sale displays9-
o 4isle interrupter9 4 sign that $uts into the aisle from the
shelf.
o angler9 4 sign that s"ays "hen a consumer "alks by it.
o ump bin9 4 bin full of products dumped inside.
o Hlorifier9 4 small stage that elevates a product above
other products.
o @obbler9 4 sign that $iggles.
o /ipstick 3oard9 4 board on "hich messages are "ritten in
crayon.
o Becker9 4 coupon placed on the !neck! of a bottle.
o I#1 unit9 Jyour extra salespersonJ is a pull-out fact
sheet.
Trade sales promotion te$ni*ues
1!
Trade allo"ances9 short term incentive offered to induce a
retailer to stock up on a product.
ealer loader9 4n incentive given to induce a retailer to
purchase and display a product.
Trade contest9 4 contest to re"ard retailers that sell the most
product.
=oint-of-purchase displays9 #xtra sales tools given to retailers
to boost sales.
Training programs9 dealer employees are trained in selling the
product.
=ush money9 also kno"n as JspiffsJ. 4n extra commission paid
to retail employees to push products.
Trade discounts (also called functional discounts)9 These are
payments to distribution channel members for performing some
function .
POL+T+CAL +SS,ES
1ales promotions have traditionally been heavily regulated in many
advanced industrial nations, "ith the notable exception of the ?nited
1tates. :or example, the ?nited Aingdom formerly operated under a
resale price maintenance regime in "hich manufacturers could
12
legally dictate the minimum resale price for virtually all goodsK this
practice "as abolished in %2-*.
Most #uropean countries also have controls on the scheduling and
permissible types of sales promotions, as they are regarded in those
countries as bordering upon unfair business practices. Hermany is
notorious for having the most strict regulations. :amous examples
include the car "ash that "as barred from giving free car "ashes to
regular customers and a baker "ho could not give a free cloth bag to
customers "ho bought more than %< rolls.
PRO!OT+ONAL !+-
There are four main aspects of a promotional mi..

These are9
/ Ad0ertisin"- 4ny paid presentation and promotion of ideas,
goods, or services by an identified sponsor. #xamples9 =rint ads,
radio, television, billboard, direct mail, brochures and catalogs, signs,
in-store displays, posters, motion pictures, @eb pages, banner ads,
and emails.
13
1 Personal Sellin" - 4 process of helping and persuading one or
more prospects to purchase a good or service or to act on any idea
through the use of an oral presentation. #xamples9 1ales
presentations, sales meetings, sales training and incentive programs
for intermediary salespeople, samples, and telemarketing. (an be
face-to-face or via telephone.
2 Promotions- >ncentives designed to stimulate the purchase or sale
of a product, usually in the short term. #xamples9 (oupons,
s"eepstakes, contests, product samples, rebates, tie-ins, self-
li6uidating premiums, trade sho"s, trade-ins, and exhibitions.
3 Pu4li$ relations - =aid intimate stimulation of supply for a product,
service, or business unit by planting significant ne"s about it or a
favorable presentation of it in the media. #xamples9 Be"spaper and
magaCine articles/reports, TEs and radio presentations, charitable
contributions, speeches, issue advertising, and seminars.
irect Marketing is often listed as a the fifth part of the marketing mix
1ponsorship is sometimes added as a sixth aspect.
14
CATEGOR56 SALES PRO!OT+ON
Su4$ate"ories
This category has only the follo"ing subcategory.
C
L7M (ustomer loyalty programs (%)
8Sales promotion8
BBar"ain
3uy one, get one free
C
(lip strip
(oupon
&
iscounts and
allo"ances
G
Hrand opening
9
8appy hour
8oover free
flights promotion
+
>nstitute of 1ales
P $ont:
=romotional item
R
+ebate (marketing)
+unning of the
3rides
S
1ample sale
15
oorbuster
rug (oupon
F
:ree sample
=romotion
L
/adies! night
!
Magalog
Money back
guarantee
P
Pi$; <n< mi.
=oint of sale
display
=rice markdo"n
1erverbuster
1pecialty catalogs
1tudent =rice (ard
(
Eisual
merchandising
=
@iki "iki dollar
5
Ioung 4merica
(orporation
16
CO!PAN5 PROF+LE
9yundai !otor Company
Type
=ublic (A+N9 <<,'0<,
/1#9 8I?)
Founded %2-.
Founder(s) (hung Du-Iung
9ead*uarters 1eoul, 1outh Aorea
Area ser0ed >nternational
>ey people
(hung Mong-Aoo,
(hairman and (#5
+ndustry 4utomobile manufacturer
Produ$ts 4utomobiles
Re0enue O ?1; .*.''** billion
Parent
8yundai Aia 4utomotive
Hroup
=e4site 8yundai-Motor.com
The 9yundai !otor Company, a division of the 8yundai Aia
4utomotive Hroup, is the "orld)s fifth largest automaker in terms of
units sold per year.
L%M
8ead6uartered in 1eoul, 1outh Aorea, 8yundai
27
operates the "orld)s largest integrated automobile manufacturing
facility in ?lsan, "hich is capable of producing %.- million units
annually. The 8yundai logo, a slanted, styliCed !8!, is said to be
symbolic of t"o people (the company and customer) shaking hands.
Hyundai means JmodernityJ in Aorean.
9istory
(hung Du-Iung founded the 8yundai #ngineering and (onstruction
(ompany in %2*.. 8yundai Motor (ompany "as later established in
%2-.. The company)s first model, the (ortina, "as released in
cooperation "ith :ord Motor (ompany in %2-0. >n %2.,, the =ony,
the first Aorean car, "as released, "ith styling by Hiorgio Hiugiaro of
>talesign and po"ertrain technology provided by Dapan)s Mitsubishi
Motors. #xports began in the follo"ing year to #cuador and soon
thereafter to the 3enelux countries. >n %22%, the company succeeded
in developing its first proprietary gasoline engine, the four-cylinder
4lpha, and transmission, thus paving the "ay for technological
independence.
21
>n %20-, 8yundai began to sell cars in the ?nited 1tates, and the
#xcel "as nominated J3est =roduct P%<J by Fortune magazine,
largely because of its affordability. The company began to produce
models "ith its o"n technology in %200, beginning "ith the midsiCe
1onata.
>n %22-, 9yundai !otors +ndia Limited "as established "ith a
production plant in >rrungattukatoi near (hennai, >ndia.
L&M
>n %220, 8yundai began to overhaul its image in an attempt to
establish itself as a "orld-class brand. (hung Du Iung transferred
leadership of 8yundai Motor to his son, (hung Mong Aoo, in %222.
L'M
8yundai)s parent company, 8yundai Motor Hroup, invested heavily
in the 6uality, design, manufacturing, and long-term research of its
vehicles. >t added a %<-year or %<<,<<<-mile (%-<,<<< km) "arranty
to cars sold in the ?nited 1tates and launched an aggressive
marketing campaign.
>n &<<*, 8yundai "as ranked second in Jinitial 6ualityJ in a
survey/study by D.. =o"er and 4ssociates. 8yundai is no" one of
the top %<< most valuable brands "orld"ide. 1ince &<<&, 8yundai
22
has also been one of the "orld"ide official sponsors of the :>:4
@orld (up.
>n &<<-, the 1outh Aorean government initiated an investigation of
(hung Mong Aoo)s practices as head of 8yundai, suspecting him of
corruption. 5n 4pril &0, &<<-, (hung "as arrested, and charged for
embeCClement of %<< billion "on (?1;%<- million),
L*M
"ith 8yundai
Eice (hairman and (#5, Aim ong-$in taking over as head of the
company.
2
Business
4ssembly line at 8yundai Motor (ompany)s car factory in ?lsan,
1outh Aorea
Hyundai
>n %220, after a shake-up in the Aorean auto industry caused by
overambitious expansion and the 4sian financial crisis, 8yundai
ac6uired rival Aia Motors.
>n &<<<, the company established a strategic alliance "ith
aimler(hrysler and severed its partnership "ith the 8yundai Hroup.
>n &<<%, the aimler-8yundai Truck (orporation "as formed.
>n &<<*, ho"ever, aimler(hrysler divested its interest in the
company by selling its %<., percent stake for ;2<< million.
2!
8yundai has invested in manufacturing plants in the Borth 4merica,
(hina, =akistan, >ndia, and Turkey as "ell as research and
development centers in #urope, Borth 4merica, and Dapan.
>n &<<*, 8yundai Motor (ompany had ;,..& billion in sales in 1outh
Aorea making it the country)s second largest corporation, or chaebol.
@orld"ide sales in &<<, reached &,,'',-2, units, an %% percent
increase over the previous year. 8yundai has set as its &<<- target
"orld"ide sales of &.. million units (excluding exports of (A kits).
8yundai motor vehicles are sold in %2' countries through some
,,<<< dealerships and sho"rooms. 4fter a recent survey of global
automotive sales by 4utomotive Be"s, 8yundai is no" the tenth
largest automaker in the "orld in &<<..
8yundai Motor (ompany)s brand po"er continues to rise as it "as
ranked .&nd in the &<<. 3est Hlobal 3rands by >nterbrand and
3usiness@eek survey. brand value estimated at ;*., billion. =ublic
perception of the 8yundai brand has been transformed as a result of
dramatic improvements in the 6uality of 8yundai vehicles.
22
9yundai in te ,nited States
8yundai 4Cera
8yundai Henesis
8yundai entered the ?nited 1tates market in %20- "ith a single
model, the 8yundai #xcel. The #xcel "as offered in a variety of trims
and body styles. That year, 8yundai set a record of selling the most
23
automobiles in its first year of business in the ?nited 1tates
compared to any other car brand (c. %&-,<<< vehicles).
>nitially "ell received, the #xcel)s faults soon became apparentK cost-
cutting measures caused reliability to suffer. @ith an increasingly
poor reputation for 6uality, 8yundai sales plummeted, and many
dealerships either earned their profits on repairs or abandoned the
product. 4t one point, 8yundai became the butt of many $okes (i.e.
8yundai stands for J8ope you understand nothing!s driveable and
inexpensiveJ) and even made avid /etterman!s Top Ten 8ilarious
Mischief Bight =ranks To =lay >n 1pace9 P0 - =aste a J8yundaiJ logo
on the main control panel.
>n response, the parent company of 8yundai began investing heavily
in the 6uality, design, manufacturing, and long-term research of its
vehicles. >t added a %<-year or %<<,<<<-mile (%-<,<<< km)
po"ertrain "arranty (kno"n as the 8yundai challenge) to its vehicles
sold in the ?nited 1tates. 3y &<<*, sales had dramatically increased,
and the reputation of 8yundai cars improved. >n &<<*, 8yundai tied
"ith 8onda for initial brand 6uality in a survey/study from D.. =o"er
and 4ssociates, for having %<& problems per %<< vehicles. This
24
made 8yundai second in the industry, only behind Toyota, for initial
vehicle 6uality. The company continued this tradition by placing third
overall in D.. =o"er)s &<<- >nitial Quality 1urvey, behind only
=orsche and /exus.
8yundai continues to invest heavily in its 4merican operations as its
cars gro" in popularity. >n %22<, 8yundai established the 8yundai
esign (enter in :ountain Ealley, (alifornia. The center moved to a
ne" ;'< million facility in >rvine, (alifornia in &<<', and "as renamed
the 8yundai Aia esign and Technical (enter. 3esides the design
studio, the facility also housed 8yundai 4merica Technical (enter,
>nc. (84T(>, established in %20-), a subsidiary responsible for all
engineering activities in the ?.1. for 8yundai. 8yundai 4merica
Technical (enter moved to its ne" &<<,<<<-s6uare-foot (%2,<<< m
&
),
;%%. million head6uarters in 1uperior To"nship, Michigan (near 4nn
4rbor) in &<<,. /ater that same year, 84T(> announced that it "ould
be expanding its technical operations in Michigan and hiring -<<
additional engineers and other technical employees over a period of
five years. The center also has employees in (alifornia and
4labama.
25
8yundai 4merica Technical (enter completed construction of its
8yundai/Aia proving ground in (alifornia (ity, (alifornia in &<<*. The
*,'<<-acre (%. km
&
) facility is located in the Mo$ave esert and
features a -.*-mile (%<.' km) oval track, a Eehicle ynamics 4rea, a
vehicle-handling course inside the oval track, a paved hill road, and
several special surface roads. 4 '<,<<<-s6uare-foot (&,0<< m
&
)
complex featuring offices and indoor testing areas is located on the
premises as "ell. The facility "as built at a cost of ;,< million. 4n
aerial vie" can be found here.
8yundai completed an assembly plant $ust outside Montgomery,
4labama in &<<*, "ith a grand opening on May &<, &<<,, at a cost of
;%.% billion. 4t full capacity, the plant "ill employ &,<<< "orkers.
(urrently, the plant assembles the 8yundai 1onata and the 8yundai
1anta :e. >t is 8yundai)s second attempt at producing cars in Borth
4merica, as the 8yundai 4uto (anada >nc. plant in Quebec closed
do"n in %22'.
>n &<<', 4ccording to (onsumer +eports, 8yundai)s reliability
rankings tied 8onda)s.
26
>n &<<,, 8yundai allo"ed #d Eoyles 8yundai in 1myrna, Heorgia to
become the first Jdeaf friendlyJ dealership in the entire "orld. The
staff in this dealership are able to accommodate deaf customers "ith
the use of 4merican 1ign /anguage and video conferencing phones.
>n &<<- D =o"er and associates 6uality ranking, overall the
8yundai brand ranked 'rd, $ust behind =orsche and /exus, and
beating long time rival Toyota.
L%&M
The brand overall is ranked much
higher than the average industry and resale value continues to
improveK a comparable &<<' 8yundai 1onata sedan ranks $ust
;&&<< belo" a similarly e6uipped 8onda 4ccord, according to Aelley
3lue 3ook =ricing &<<-.
>n &<<-, 8yundai)s minivan #ntourage earned a five-star safety
rating R the highest honor the Bational 8igh"ay Traffic 1afety
4dministration besto"s R for all seating positions in frontal and side-
impact crashes. The >nsurance >nstitute for 8igh"ay 1afety also
rates SHoodT R its highest rating R in front, side and rear impacts. The
>>81 (>nsurance >nstitute for 8igh"ay 1afety, ?nited 1tates), in fact,
named the &<<- 8yundai #ntourage and Aia 1edona a SHold Top
1afety =ick,T making the safest minivan ever tested.
L%'ML%*ML%,M
7
>n &<<-, 8yundai "as a"arded !Top-rated &<<- >deal Eehicle! by
4utopacific, Marketing research and consultancy firm for the
automobile industry
>n &<<. 1trategic Eision Total Quality 4"ards, 8yundai Motors leads
the most vehicle segments in 1trategic Eision)s Total Quality >ndex,
measuring the o"nership experience. They attempt to measure more
than $ust the number of problems per vehicle. 8yundai tops in
1trategic Eision Total Quality 4"ards. :or the first time ever,
8yundai has risen to share the position of having the most models
leading a segment. three models "ith the top Total Quality >ndex
(TQ>) score in their segments, including the 8yundai 4Cera,
#ntourage, 1anta :e.
>n &<<., 8yundai)s midsiCe 1?E 1anta :e earns &<<. T5= 14:#TI
=>(A a"ard by >>81.
>n &<<. at the Be" Iork >nternational 4uto 1ho", 8yundai unveiled
its E0 rear-drive luxury sedan called (oncept Henesis to be slotted
above the 4Cera in the 8yundai line-up. This concept "ill make its
4merican debut in mid &<<0.
L&%M
1
>n &<<. at the /os 4ngeles >nternational 4uto 1ho", 8yundai
unveiled its second rear-drive concept car, this car, called (oncept
Henesis (oupe, "ill be 8yundai)s first sports car due to make its
debut in early &<<2.
>n &<<0, 8yundai 1anta :e and 8yundai #lantra a"arded &<<0
(onsumer +eports Jtop pickJ "hich "as among the top %< vehicles
for &<<0 unveiled in the magaCine!s issue. The magaCine!s annual
ratings, based on road tests and predicted safety and reliability are
considered highly influential among consumers.
L&'M
and 8yundai
#lantra earned (onsumer +eports! !excellent! rating in predicted
reliability. 8yundai #lantra is (onsumer +eports top-ranked &<<0
vehicle amongst %2 other compacts and small family cars. 3eating
out such high-6uality stal"arts as the 8onda (ivic, Toyota (orolla
and Toyota =rius.
M
>n &<<0, at the Borth 4merican >nternational 4uto 1ho", the
production version of the luxury U performance-oriented 8yundai
Henesis sedan made its debut, dealerships "ill have the Henesis as
soon as 1ummer &<<0.
2
>n &<<0, at the Be" Iork >nternational 4uto 1ho", 8yundai debuted
it!s production version of the performance-oriented rear-drive
8yundai Henesis (oupe, slated to hit dealerships in early &<<2.
&<<2, 8yundai has announced the five-door hatchback variant of the
#lantra compact sedan "ill carry the name #lantra Touring "hen it
goes on sale in the spring as a &<<2 model.
L&,M
,S sales
Calendar 5ear Sales
&<<, &**,'2%
&<<- '*-,&',
&<<. '.,,%%2
&<<0 *<<,&&%
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&<%% *<%,.*&
Ele$tri$ 0ei$les
8yundai plans to begin producing hybrid electric vehicles in &<<2.
The 4vante "ill be the first vehicle to be produced.
1ince &<<*, 8yundai has supplied about ',<<< hybrid versions of its
HetC and 4ccent small cars to government fleets as part of a testing
program. The automaker cites a lack of local tax benefits for
purchasing hybrids as a barrier to its hybrid development program.
3ut 8yundai expects the tax situation to change in &<<2
L'<M
.
The ne" hybrid electric 1onata "ill make its debut at the /os
4ngeles >nternational 4uto 1ho" in Bovember &<<0. 8yundai
expects to release it in the ?.1. market in &<%<, featuring lithium-ion
battery technology
L'%M
.
En0ironmental re$ord
!
5n 4pril &', &<<0 8yundai Motor announced the beginning of a five-
year pro$ect to turn ,< kmV of infertile land into grassland by &<%&.
8yundai is doing so "ith the help of the Aorean :ederation for
#nvironmental Movement (A:#M). The pro$ect, named 8yundai
Hreen Wone, is located --< km north of 3ei$ing. The goal of the
pro$ect is to end the recurring dust storms in 3ei$ing, block
desertification and protect the local ecosystem. /ocal "eeds "ill be
planted in the region that have the ability to endure sterile alkaline
soil. This is the first environmental pro$ect of the company)s social
contribution program.
8yundai Motor plans to aid (hevron (orporation in the construction
of up to six hydrogen fueling stations that "ill be located in (alifornia,
including locations at the ?niversity of (alifornia-avis and the
8yundai 4merica Technical (enter in (hino. 8yundai is going to
provide a collection of '& Tucson fuel cell vehicles, "hich are
po"ered by ?T( :uel (ell po"er plants.
!otorsport
2
4lister Mc+ae driving an 4ccent @+( at the &<<% +ally :inland.
8yundai entered motorsport by competing in the :& class of the
@orld +ally (hampionship in %220 and %222. >n 1eptember %222,
8yundai unveiled the 4ccent @+(, a @orld +ally (ar based on the
8yundai 4ccent. The 8yundai @orld +ally Team debuted the car at
the &<<< 1"edish +ally and achieved their first top-ten result at that
year!s +ally 4rgentina, "hen 4lister Mc+ae and Aenneth #riksson
finished seventh and eighth, respectively. #riksson later drove the
car to fifth place in Be" Wealand and fourth in 4ustralia. >n &<<%,
8yundai debuted a ne" evolution of the 4ccent @+(, "hich "as
intended to improve reliability, but the performance of the car "as
still not good enough to challenge the four big teams (:ord,
Mitsubishi, =eugeot and 1ubaru). 8o"ever, at the season-ending
+ally H3, the team achieved their best result "ith Mc+ae finishing
fourth and #riksson sixth.
3
:or the &<<& season, 8yundai hired the four-time "orld champion
Duha Aankkunen, along "ith :reddy /oix and 4rmin 1ch"arC.
Aankkunen!s fifth place in Be" Wealand "as the team!s best result,
but they managed to edge out Xkoda and Mitsubishi by one point in
the battle for fourth place in the manufacturers! "orld championship.
>n 1eptember &<<', after a season hampered by budget constraints,
8yundai announced "ithdra"al from the @+( and a plan to return in
&<<-.
4
Ele$tri$ propulsion
8yundai plans begin producing hybrid electric vehicles in &<<2. They
are going to use 8ybrid 3lue rive, that includes lithium polymer
batteries, instead of lithium-ion
L'.M

L'0M

L'2M
.
The 4vante "ill be the first vehicle to be produced.
L'<M
. 5ther are the
1anta :e 8ybrid, the #lantra, 1onata 8ybrid (to the ?.1. market in
&<%<) and the 8yundai i&< (this last, replaces the HetC)
L'.M
.
5
PRO&,CT RANGE
4ccent
4tos/1antro
4Cera
ynasty
#lantra
#6uus/(entennial ($oint pro$ect of 8yundai and Mitsubishi)
Henesis
Henesis (oupe
(lick/HetC
Hrandeur ($oint pro$ect of 8yundai and Mitsubishi)
Hrandeur NH/NH'<</NH',<
Hrandeur/4Cera
Matrix//avita
1antamo (+ebadged Mitsubishi (hariot) (5riginally produced
by 8yundai =recision >ndustry)
1onata/i*<
Tiburon/(oupY/Tuscani
i'<
i&<
i%<
6
S,(s and 0ans
#ntourage (1imilar to the Aia 1edona)
Halloper (+ebadged Mitsubishi =a$ero) (5riginally produced by
8yundai =recision >ndustry)
Hrace (%st generation "as a rebadged Mitsubishi elica)
8-%/1atellite/1tarex//ibero/8-&<<
8yundai 8-%/iMax/i0<<
8yundai 8-%<< Hrace / =orter
8%<<< (Minibus/=orter)
=orter (%st generation "as a rebadged Mitsubishi elica)
1anta :e
1tarex
Terracan
Tra$et
Tucson
EeracruC
!7
Commer$ial 0ei$les
:ord 1eries
:ord A 1eries
:ord + 1eries
5'<' 3enC 3us
8M %-&< urban bus
8M %-'< suburban bus
8yundai *., to ,-ton truck (+ebadged Mitsubishi :uso :ighter)
8yundai 0 to &,-ton truck (+ebadged Mitsubishi :uso 1uper
Hreat)
4ero (+ebadged Mitsubishi :uso 4ero 3us)
4ero (ity
4ero To"n (e-4ero To"n)
8yundai Q-.
3ison U 'ton Truck
(horus
(ounty (e-(ounty)
e-Mighty
8yundai :3
!1
8%-<
8%.<
Mega Truck
Be" =o"er Truck
Mighty (+ebadged Mitsubishi :uso (anter)
Mighty >>
8yundai +3
1uper Truck Medium
1uper Truck
Trago
?niverse
!2
SWOT ANALYSIS
STRENGTH WEAKNESS
St($%0 B("%d Im"0e1
Te+&%i+"))y Su'e(i$(1
G$$d A-te( S")e# #e(,i+e#1
8e(y &i0& '(i+e
M"*$( C$m'etit$(#
OPPORTUNITIES
THREATS
9$u%0 0e%e("ti$%# %eed -$( m$(e
b("%ded1
B("%d im"0e i# %e+e##"(y -$(
)$$:i%0 (i+&
P($'e( "d,e(ti#i%0 -$( b("%d
bui)di%0
St($%0 +$m'etit$(# )i:e I%di0$
CS; S.i-t De<i(e
St($%0 "d,e(ti#i%0 by +$m'etit$(#1
!
RESEARCH METHODOLOGY
Re#e"(+& met&$d$)$0y i# t&e P($+edu(e "d$'ted -$( +$%du+ti%0 t&e (e#e"(+&
#tudy1 Re#e"(+& met&$d$)$0y #&$u)d be +"(e-u))y ')"%%ed "# t&e "++u("+y
(e)i"bi)ity "%d "de=u"+y $- (e#u)t# i# t$t"))y de'e%di%0 $% t&e Re#e"(+&
Met&$d$)$0y -$))$.ed1 It 0i,e# t&e (e#e"(+&e( " 0uide)i%e by .&i+& &e>#&e
+"% de+ide .&i+& te+&%i=ue# "%d '($+edu(e# .i)) be "'')i+"b)e t$ " 0i,e%
'($b)em1 M$(e$,e( it &e)'# i% t&e e,")u"ti$% $- (e#e"(+& by $t&e( ")#$1 S$
-$( t&e (e#e"(+& t$ be #u++e##-u); 'u('$#e-u) "%d e--e+ti,e t&e (e#e"(+&e(
#&$u)d ')"% t&e Re#e"(+& Met&$d$)$0y be-$(e '(e+edi%0 t&e #tudy1
T&e -$))$.i%0 "#'e+t #&$u)d be +$%#ide(ed .&i)e de#i0%i%0 " Re#e"(+&
Met&$d$)$0y1
!!
DATA COLLECTION
T&e t"#: $- d"t" +$))e+ti$% be0i%# "-te( " (e#e"(+& '($b)em &"# bee% de-i%ed
"%d (e#e"(+& de#i0% &"# bee% +&"):ed $ut .&i)e de+ided "b$ut t&e met&$d $-
d"t" +$))e+ti$% t$ be u#ed -$( t&e #tudy .e mu#t :%$. t&"t t&e(e "(e
b"#i+"))y t.$ ty'e# $- d"t" P(im"(y d"t" "%d Se+$%d"(y d"t"1
I% t&e '(e#e%t #tudy $%)y #e+$%d"(y d"t" &"# bee% i%+$('$("ted1
S"#'()ary Da$a&
T&e #e+$%d"(y D"t" &"# bee% +$))e+ted -($m
T&e d"t" +$))e+ted -$( t&e '($*e+t u%de(t":e% 0i,e# t&e i%-$(m"ti$% "b$ut
t&e #")e# me"#u(e# "%d '("+ti+e "'')ied -$( #e))i%0 t&e 0$$d#1 T&e d"t" &"#
bee% "))$+"ted -($m ,"(i$u# i%-$(m"ti$% +&"%%e)# )i:e +$m'"%y/# .eb#ite#
?"b$ut t&e '($du+t# "%d $--e(# @ di--e(e%t #t("te0ie#; bu#i%e## m"0"<i%e#
;%e.# .eb#ite# et+1
!2
RESEARC9 PROCESS

!3
AREA OF WORK
T&e (e'$(t i# t&e (e#u)t $- " *+r%"y .&i+& ."# u%de(t":e% i% L+#,('-
+ity1 T&e $b*e+ti,e# $- t&e '($*e+t &"# bee% -u)-i))ed by 0etti%0 (e#'$%#e
-($m t&e +u#t$me( "##$+i"ted t$ t&e#e #e0me%t# t&($u0& " 'e(#$%")
i%te(,ie. i% t&e -$(m $- " .+"*$i'((air"1 T&e (e#'$%#e# ","i)"b)e t&($u0&
t&e =ue#ti$%%"i(e "(e u#ed t$ e,")u"te t&e b("%d )$y")ty -$( t&e '($du+t# $-
Hyu%d"i "%d t&e .i))i%0%e## $- t&e +u#t$me( t$ 'u(+&"#e it# '($du+t# $%
-utu(e1
T&e '($*e+t ")#$ +$,e(# "% "%")y#i# $- t&e #.it+& $,e( $- +u#t$me(# t$
+$m'etit$(# '($du+t# i% t&e m"(:et1
T&e -ie)d .$(: i# +$%du+ted i% t&e L+#,('- #i$y i% ,"(i$u# #&$. ($$m#
#itu"ted i% di--e(e%t )$+"ti$% ")) $,e( t&e +ity1 S$me $- t&em "(e i%
I()raNa/ar0 A1i/a(!0 C2'-,0 H+**ai(/a(! a() A1ama/23
!4
THE RESEARCH PROBLEM
T&e '($b)em -$(mu)"ti$% i# t&e -i(#t #te' t$ " #u++e##-u)
(e#e"(+& '($+e##1 T&e '($*e+t u%de(t":e t&e '($b)em $- "%")y<i%0 t&e
+u#t$me( #"ti#-"+ti$% )e,e) $- t&e Hyu%d"i "%d t$ -i%d t&e m"(:eti%0 #")e#
'($m$ti$% $- t&e '($du+t i% +$m'"(i#$% t$ $t&e( '($du+t#1
!5
THE RESEARCH OBJECTIVE
B"#ed $% t&e '($b)em t&e $b*e+ti,e $- t&e (e#e"(+& i# di,ided i%t$ t.$
.&i+& "(e "# -$))$.#:
Primary O!"#$i%"&
T$ "%")y#e b("%d )$y")ty $- +u#t$me(# t$."(d# t&e +$m'"%y/# '($du+t#
("%0e
S"#'()ary O!"#$i%"&
A%")y#e +$%#ume( #"ti#-"+ti$% "%d #")e# '($m$ti$% $- Hyu%d"i -$(
di--e(e%t +"(#1
A%")y#e t&e "-te( #")e# #e(,i+e '($,ided by +$m'"%y
!6
THE RESEARCH DESIGN
T&e (e#e"(+& de#i0% u#ed i% t&e '($*e+t i# "451'ra$'ry )"*i/(1
T&e i%,e#ti0"ti$% i# +"((ied u'$% t&e +u#t$me(# i% L+#,('- #i$y1 T&e
(e"#$% -$( +&$$#i%0 t&i# de#i0% i# t$ 0et (e#'$%#e# -($m t&e +u#t$me(# #$
t&"t t&ei( 'e(+e'ti$% "b$ut t&e '($du+t# $- t&e +$m'"%y "%d t&ei( )$y")ty
+$u)d be '(edi+ted1
27
THE DATA SOURCE
T&e d"t" &"# bee% t":e% -($m t.$ #$u(+e#
Primary )a$a *'+r#"
T&e '(im"(y d"t" #$u(+e &"# bee% +$))e+ted t&($u0& =ue#ti$%%"i(e by
'e(#$%"))y i%te(,ie.i%0 e"+& (e#'$%de%t $% " %umbe( $- =ue(ie# #t(u+tu(ed
i% " =ue#ti$%%"i(e1
S"#'()ary )a$a *'+r#"
Se+$%d"(y d"t" ."# +$))e+ted -($m -$))$.i%0 #$u(+e#
P(i$( (e#e"(+& (e'$(t#
Aeb#ite#
B$$:#
Ne.#'"'e(
Pe(#$%") +$%#u)t"ti$%
21
THE ANALYTICAL TOOLS USED
T&e "%")yti+") t$$)# u#ed "(e m$#t)y 0("'&i+") i% %"tu(e .&i+&
i%+)ude
Pie +&"(t#
Cy)i%d(i+") +&"(t#
C$)um% +&"(t#
T"b)e# #&$.i%0 'e(+e%t"0e
22
THE SAMPLE SI6E
T&e #"m')e #i<e +$%#i#t# $- 177 +(i$* $ut $- .&i+& t&e m$#t
)$0i+") "%d %$% bi"#ed (e#'$%#e "(e #e)e+ted t&u# t&e #"m')e #i<e i# t":e%
$ut t$ be 177 +(i$*3
2
ANAL5S+S
M$%t&)y
I%+$me
N$1 $-
(e#'$%de%t
7777B27777 32
21777B177777 2!
"b$,e 177777 1!
Bo. of respondent
-&F
&*F
%*F
'<<<<-,<<<< ,%<<<-%<<<<< above %<<<<<
2!
71 ? I%-$(m"ti$% #$u(+e "b$ut Hyu%d"i C
N$1 $-
(e#'$%de%t
Ne.# '"'e( 1
T18 "d !
T("de #&$. 15
I%te(%et 2
Pee( 0($u' 5
Pe(#$%") "''($"+& by de")e( 22
Bo. of respondent
%'F
*F
%0F
&F
'0F
&,F
Be"s paper
T.E ad
Trade sho"
>nternet
=eer group
=ersonal approach by dealer
22
83 9 A&i+& )"%0u"0e Ne.# '"'e( "%d T18 +&"%%e) d$ y$u '(e-e(C

N$1 $-
(e#'$%de%t
Hi%di 5
E%0)i#& 22
Ot&e( 17
Bo. of respondent
'0F
,&F
%<F
8indi #nglish 5ther
23
:3 9 H",e y$u #ee% Hyu%d"i Ad,e(ti#eme%t D'(i%t "d $( T18 +$mme(+i")EC
N$1 $-
(e#'$%de%t
P(i%t "d 4!
T18 +$mme(+i") 23
Bo. of respondent
.*F
&-F
=rint ad T.E commercial
24
;3 9 A"# t&"t Ad,e(ti#eme%t e--e+ti,eC
N$1 $- (e#'$%de%t
9e# 52
N$ 15
Bo. of respondent
0&F
%0F
Ies Bo
25
<3 9 A&"t ."# t&e i%-)ue%+i%0 '$.e( $- "d,e(ti#eme%tC
N$1 $- (e#'$%de%t
Di#+$u%t 35
B("%d "mb"##"d$( 3
F(ee 0i-t# !
Mi)e"0e 22
26

Bo. of respondent
-0F
-F
*F
&&F
iscount 3rand ambassador :ree gifts Mileage
37
=3 9 H$. m"%y time# d$ y$u #ee Hyu%d"i "%d +$m'etit$(# "d,e(ti#eme%tC

N$1 $-
(e#'$%de%t
L$0"% Dm$%t&)yE 15
Hyu%d"i DAee:)yE 23
S.i-t de#i(e Dd"i)yE !
I%di0$ CS D.ee:)yE 22
31
Bo. of respondent
%0F
&-F
'*F
&&F
/ogan (monthly) Hyu%d"i (@eekly)
1"ift desire (daily) >ndigo (1 ("eekly)
>3 9 A&i+& +"( Ad,e(ti#eme%t i# e--e+ti,eC P)e"#e ("%: 1 t$ 2 "# be)$. +"(#1
R"ti%0 S+")e
N$1 $- (e#'$%de%t
Hyu%d"i !7
S.i-t de#i(e 17
L$0"% 7
I%di0$ CS 27
32
Bo. of respondent
*<F
%<F
'<F
&<F
Hyu%d"i 1"ift desire /ogan >ndigo (1
?3 9 A&"t i# t&e i%-)ue%+i%0 '$.e( $- t&e "d,e(ti#eme%tC
N$1 $- (e#'$%de%t
L$$: !2
Te+&%$)$0y 5
A-te( #")e# #e(,i+e !
E%0i%e 'e(-$(m"%+e 13
Bo. of respondent
*&F
0F
'*F
%-F
/ook Technology 4fter sales service #ngine performance
3
7@3 9 A&i+& "dditi$%") be%e-it "tt("+t y$u -$( Hyu%d"i C
Be%e-it# N$1 $- (e#'$%de%t
Di#+$u%t !
F(ee "++e##$(ie# !
F(ee 0i-t 5
EFte%ded ."(("%ty 3
Se(,i+e 1!
O--e(# 17
Te#t D(i,e 2!
Bo. of respondent
'*F
*F
0F
-F
%*F
%<F
&*F
iscount :ree accessories :ree gift
#xtended "arranty 1ervice 5ffers
Test rive
3!
773 A A&i+& -e"tu(e d$ y$u m$#t )i:e i% Hyu%d"i C
Att(ibute# N$1 $-
(e#'$%de%t
L$$:# 5
I%te(i$( !
C$m-$(t 12
Mi)e"0e !!
S"-ety 3
B$$t S'"+e 23
Bo. of respondent
0F
*F
%&F
**F
-F
&-F
/ooks >nterior (omfort Mileage 1afety 3oot 1pace
32
783 A A&i+& '"(t $- '($m$ti$%") "+ti,ity d$ y$u m$#t '(e-e( t$ buy " +"(C
P)e"#e ("%:
T("de S&$. 2
Di#+$u%t 3
F(ee 0i-t 2
S"-ety -e"tu(e 17
Mi)e"0e 5
I%te(i$( !
L$$: 15
S'e+i") P"+:"0e 2
Te#t d(i,i%0 1!
E%0i%e 'e(-$(m"%+e 17
Se"ti%0 "(("%0eme%t !
O,e( ")) -e"tu(e 2
Te+&%$)$0y 12
B("%d Amb"##"d$( 2
Se(,i+e '"(t 3
33

&F
-F
&F
%<F
0F
*F
%-F
&F
%*F
%<F
*F
&F
%&F
&F
-F
Trade 1ho" iscount :ree gift 1af ety feature
Mileage >nterior /ook 1pecial =ackage
Test driving #ngine performance 1eating arrangement 5ver all f eature
Technology 3rand 4mbassador 1ervice part
34
%'. 1ales promotion activity for 8yundai (:ree test drive)
:eed back from customer
N$1 $- (e#'$%de%t
:air &-
Hood '0
#xcellent '-
Bo. of respondent
&-F
'0F
'-F
:air Hood #xcellent
35
LIMITATION OF THE SURVEY
T&$u0&; be#t e--$(t# &",e bee% m"de t$ m":e t&e #tudy -"i(; t("%#'"(e%t "%d
e(($( -(ee1 But t&e(e mi0&t be #$me i%e,it"b)e "%d i%&e(e%t )imit"ti$%#1
T&$u0& $ut(i0&t me"#u(e "(e u%de(t":e% t$ m":e t&e (e'$(t m$#t "++u("te1
T&e )imit"ti$% $- t&e #u(,ey i# %"(("ted be)$.:
T&e '($*e+t i# ,")id -$( Lu+:%$. +ity $%)y1
It ."# %$t '$##ib)e t$ +$,e( e"+& "%d e,e(y #&$.($$m due t$ time
+$%#t("i%#1
T&e(e m"y be #$me bi"#ed (e#'$%#e -$(m t&e (e#'$%de%t#
S$me (e#'$%de%t# did %$t '($,ide t&e -u)) d"t"1
U%.i))i%0%e## $% t&e '"(t $- t&e +u#t$me(# t$ di#+)$#e t&e i%-$(m"ti$%
"# 'e( t&e =ue#ti$%%"i(e1
T&e de+i#i,e%e## $% t&e '"(t $- t&e +u#t$me(# (e0"(di%0 #$me =ue#ti$%
He%+e; di--i+u)ty -"+ed i% (e+$(di%0 "%d "%")y<i%0 t&e d"t"1
36
CONCL,S+ON
This effort for the innovation in sales promotion of 8yundai car
"ill help the road sho"s, TE 4dvertisement, Mouth publicity etc.
4nd other thing is provide some offers like iscount, i"ali
offers, :ree Hift like music system, 4ccessories etc.
My pro$ect is a key to open the door of greater comfort to the
all segment.
The customers of 8yundai are brand loyal "ith only a small
percent "ant to shift over to other brands. Trying of other brands
by customers is mainly because the customer "ants to try
something ne".
The performance of 8yundai good in comparison to other brands.
4fter sales service is the basic feature influencing brand loyalty.
47
S,GGEST+ON AN& RECO!!EN&AT+ON
4fter this study some points emerge "hich should be
implemented by the media for enhanced the impact of
advertisement for sales promotion.
%. 4dvertisement should be given more space ne"s paper.
&. 4dvertisement should be published in colored forms
more no" days it is too much effective for sales
promotion.
'. 1ales promotion is effective through advertisement.
41
QUESTIONNAIRE
N"meGGGGGG
Add(e## $- t&e +u#t$me( GGGG
O++u'"ti$% Ot&e( 8e&i+)e O.%ed
A0e
A%%u") I%+$me
71 B H$. y$u be+$me i%te(e#ted "b$ut Hyu%d"i C
D1E Ne.# '"'e( D2E T18 "d DE T("de #&$. D!E
I%te(%et H
D2E Pee( 0($u' D3E Pe(#$%") "''($"+& by de")e(
83 9 A&i+& )"%0u"0e Ne.# '"'e( "%d T18 +&"%%e) d$ y$u '(e-e(C

D1E Hi%di D2E E%0)i#& DE Ot&e(
42
:3 9 H",e y$u #ee% Hyu%d"i Ad,e(ti#eme%t D'(i%t "d $( T18 +$mme(+i")EC
9e# N$
P(i%t "d
T18 +$mme(+i")
;3 9 A"# t&"t Ad,e(ti#eme%t e--e+ti,eC
D1E 9e# D2E N$
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B+BL+OGRAP95
Boo;s ? Generals
Aothari, (.+., (&<<*), +esearch Methodology Methods 4nd
Techni6ues, elhi, Be" 4ge >nternational (>) /td., =ublishers,
=g % U -,.
Arishnamacharyulu, (. 1. H. U /alitha +amakrishna, (&<<&),
+ural Marketing, elhi, =earso n #ducation (1ingapore) =te.
/td., >ndian 3ranch, *0& :.>.#. =atpargan$, >ndia, =p 2'-%%*.
+avindranath. E. 3adi U Barayansa. E. 3adi, (&<<*), Mumb ai,
8imalaya =ublishing 8ouse, =p. .0-2-.
Tull onald, 1. U 8a"kins, el >. (&<<,), Marketing +esearch
Measurement U Methods, Be" elhi, =rentice-8all 5f >ndia
=vt. /td., =g ,'<-,,&
>ndia today
3usiness standard
*ps of marketing ( vol. no.' feb.&<%<)
45
=e4 sites
""".hyundai.com
""".altavista.com
""".google.com
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