INTRODUCTION

The automobile industry of India is one of the most booming and dynamic
industry of the country. Every home in India possesses two wheeler or four wheeler.
There is no segment of the society that has not been touched by the automobile
revolution. All kinds of four-wheelers, family, luxury, big or small have become an
indispensable parts of every mans life.
That is what the automobile industry thrives on. !bviously this has been
identified by innumerable companies.
Today the automobile industry is a thriving industry with thousands of companies
competing neck to neck, working tirelessly to roll out newer and better models of four-
wheelers that will prove to be big hits with the customers.
"ifferentiation is the need of the hour. #anufacturers try and identify their
customers needs and wants to develop tractors that would to be the exact liking of their
buyers.
!ne of the main players in the Indian context is $%&'"AI #!T!(). It has
been the primary dealer of four-wheelers, catering to all the segments of the society from
time immemorial.
In order to stay ahead of the entire competition, it is of prime importance that
*consumer perception+ is given the utmost importance.
,ompanies need to get *inside the head of their customers. They need to
produce what the latter wants and expects. They need to foresee that forthcoming
-
demands and meet them effectively and efficiently. Thus customer surveys are conducted
on very regular basis to keep updated on the latest trends and changes in this ever
changing segment.
This study has been conducted keeping in mind the exact same thing.
/&nderstanding the perceptions, the needs and the wants of customers and prospective
buyers of $%&'"AI #otors products.
NEED AND IMPORTANCE OF THE STUDY

0
A 1rand is defined as name, term, sign, symbol or a seller. A 1rand in short is an
identifier of the seller or the marketer. A 1rand consists of word, letters or combination
of all these. And the need of branding is to know about 2uality and standard to know the
features and about consumers and also about manufacturer and price. It helps to build the
corporate image and profitable set of consumers
1rand 'ame decision, the first decision whether the company should develop a 1rand
'ame for its product. 1randing is such a strong force that hardly anything goes
unbranded. A company has five choices with regard to 1rand. They are 3ine extension,
1rand extension, #ulti 1rands and ,ompany 1rands
The importance of branding is that to create about the brand awareness. To creates 1rand
awareness the company should go through advertisement, hoardings or some special
event. And through this they can know about the brand idea of the product and it also
creates a particular image in the consumers min
OBJECTIVES OF THE STUDY

-. To ascertain consumers awareness about $%&'"AI 1rand and models of 4our
wheelers.
0. To extract the information through which buyers came to know various
1rands.
5. To determine the decision maker.
5
6. To identify the factors influencing the customer while selecting particular
1rand
7. To evaluate 1rand Ambassadors influence on purchase decision.
SCOPE AND PERIOD OF THE STUDY
The study involves the users of all four-wheeler brands such as $%&'"AI, #aruthi,
$onda, #ercida8. It evaluates customer perception towards branding at $yundai
#otors9vt.3td automobile in terms of perception level of customer.
The study is restricted to twin cities. The sample si8e for this study is -::. The
#ethodology used for analysis and interpretation is simple percentage method The
period of the study is 67 days.

RESEARCH METHODOLOGY
MARKETING RESEARCH:
It is a systematic process of gathering, recording, analy8ing and interpreting the
data related to any problem in the field of marketing. This marketing research consists of
various steps. They are as follows
-; 9roblem formulation.
0; "evelopment of research design.
6
5; "etermine the source of data.
6; 9lanning and designing data collection forms.
7; "etermine sampling plan.
<; !rgani8ing and conducting field survey.
=; "ata analyses and interpretation.
>; (eport preparation and arrangement to decision makers.
Source of d!:
!nce the research design has been decided upon the next stage is that of selecting the
source of data. They are primary data, secondary data.
Pr"#r$ d!:
Are those, which are collected fresh and for the first time, and thus happened to be in
original character? The data is gathered through administering the 2uestionnaire.
Seco%dr$ d!:
Are those which are already been collected by some one else and which have already
been passed through the statistical process. And source of secondary data organi8ation
report, @ournal, etc.

S#&'"%(:
The selected respondents constitute which is technically called as sample and the
selection process is called as sampling techni2ue.
R%do# )#&'"%(:
7
The research study employed random sampling techni2ue which randomly selects the
respondents.
S#&'e )"*e:
An important decision that has to be taken while adopting a sampling techni2ue is about
the si8e of the sample and the sample si8e is -:: respondents. The respondents include
employees, businessmen and students.
Re)erc+ "%)!ru#e%!:
The research instrument use for this study is 2uestionnaire.
,ue)!"o%%"re:
A schedule containing various items on which information is sought from respondents.
And it consists of dichotomous 2uestion, multiple choice 2uestion and open-ended
2uestions, ranking 2uestions.
D"c+o!o#ou) -ue)!"o%:
Are extreme from the multiple choice 2uestions in which one or four responses are
allowed framed as yesAno.
<
Mu'!"&'e.c+o"ce -ue)!"o%):
Is which re2uires the respondents to choose one of the several answers listed in the
2uestions itself or following the 2uestion?
O&e%.e%ded -ue)!"o%:
Are which re2uiring the respondents to answer it in his own words and which does not
bind the respondent to select an answer from among a set of alternatives.
R%/"%( -ue)!"o%:
Are those, which are based on ranks?
RESEARCH METHODOLOGY ADOPTED
(esearch design . descriptive research
(esearch Instrument . )tructured non-disguised 2uestionnaire
)ampling 9lan
a; )ample method . (andom )ampling
b; )ample )i8e . -::
c; Analysis #ethod . )imple percentage #ethod
PLAN OF THE STUDY
C+&!er 0 consists of introduction.
=
It includes need and importance of the study, ob@ectives of the study, plan of the
study, scope and period of the study, limitations and conceptual and methodological
framework.
C+&!er 1 consists of review of literature.
C+&!er 2 comprises of company profile.
C+&!er 3 consists of data analysis and interpretation.
C+&!er 4 includes summary and conclusions.
C+&!er5 includes recommendations.
LIMITATIONS OF THE STUDY
-. "ue to limitation of span of time and limited resources, survey was
conducted for a period of < weeks.
0. ,onvenient sampling was used as the mode of conducting the research.
5. The geographical region covered for the survey was limited to the boundaries of
twin cities.
6. Improper response from the customer but it was minimal.
7. (espondents were reluctant to answer some 2uestion, as they took them personal
therefore increasing the possibility of error.
>
,$A9TE( II
I'"&)T(% 9(!4I3E
B
Au!o#o6"'e "%du)!r$ "% I%d"
The u!o#o6"'e "%du)!r$ "% I%d" is the ninth largest in the world with an annual
production of over 0.5 million units in 0::> In 0::B, India emerged as AsiaCs fourth
largest exporter of automobiles, behind Dapan, )outh Eorea and Thailand.
4ollowing economic liberali8ation in India in -BB-, the Indian automotive industry has
demonstrated sustained growth as a result of increased competitiveness and relaxed
restrictions. )everal Indian automobile manufacturers such as Tata #otors, #aruti
)u8uki and #ahindra and #ahindra, expanded their domestic and international
operations. IndiaCs robust economic growth led to the further expansion of its domestic
automobile market which attracted significant India-specific investment by multinational
automobile manufacturers. In 4ebruary 0::B, monthly sales of passenger cars in India
exceeded -::,::: units.
bryonic automotive industry emerged in India in the -B6:s. 4ollowing the independence,
in -B6=, the Fovernment of India and the private sector launched efforts to create an
automotive component manufacturing industry to supply to the automobile industry.
$owever, the growth was relatively slow in the -B7:s and -B<:s due to nationali8ation
and the license ra@ which hampered the Indian private sector. After -B=:, the automotive
industry started to grow, but the growth was mainly driven by tractors, commercial
vehicles and scooters. ,ars were still a ma@or luxury. Dapanese manufacturers entered the
Indian market ultimately leading to the establishment of #aruti &dyog. A number of
foreign firms initiated @oint ventures with Indian companies.
In the -B>:s, a number of Dapanese manufacturers launched @oint-ventures for building
motorcycles and light commercial-vehicles. It was at this time that the Indian government
chose )u8uki for its @oint-venture to manufacture small cars. 4ollowing the economic
liberali8ation in -BB- and the gradual weakening of the license ra@, a number of Indian
and multi-national car companies launched operations. )ince then, automotive
component and automobile manufacturing growth has accelerated to meet domestic and
export demands.
-:
E7&or!)
India has emerged as one of the worldCs largest manufacturers of small cars. According to
New York Times, IndiaCs strong engineering base and expertise in the manufacturing of
low-cost, fuel-efficient cars has resulted in the expansion of manufacturing facilities of
several automobile companies like $yundai #otors, 'issan, Toyota, Golkswagen and
)u8uki.
In 0::>, $yundai #otors alone exported 06:,::: cars made in India. 'issan #otors
plans to export 07:,::: vehicles manufactured in its India plant by 0:--. )imilarly,
Feneral #otors announced its plans to export about 7:,::: cars manufactured in India by
0:--.
In )eptember 0::B, 4ord #otors announced its plans to setup a plant in India with an
annual capacity of 07:,::: cars for &)H7:: million. The cars will be manufactured both
for the Indian market and for export. The company said that the plant was a part of its
plan to make India the hub for its global production business. 4iat #otors also announced
that it would source more than &)H- billion worth auto components from India.
According to 1loomberg 3.9., in 0::B India surpassed ,hina as AsiaCs fourth largest
exporter of cars.
I%d"% u!o#o6"'e co#&%"e)
No!6'e I%d"% u!o#o6"'e #%ufc!urer)
A)+o/ Le$'%d
C+"%/r Mo!or) . 1eachster, $ammer, (oadster -.>), (ockster, Deepster,
)ailster.
Force Mo!or)
H"%du)!% Mo!or) . Ambassador.
--
M+"%dr . #a@or, Iylo, )corpio.
Mru!" Su*u/" . >::, Alto, Jagon(, Estilo, A)tar, (it8, )wift, )wift "Kire, )I6,
!mni, Gersa, Fypsy
Pre#"er . )igma, (oadster, (i!.
S% Mo!or) . )torm
T! Mo!or) . 'ano, Indica, Indigo, )umo, )afari, T3.Aria
E'ec!r"c cr co#&%"e) "% I%d"
A@anta Froup
#ahindra
$ero Electric (EGA
Tara International
Tata #otors
No!6'e Mu'!".%!"o%' u!o#o6"'e #%ufc!urer)
Loc''$ #%ufc!ured Au!o#o6"'e) of Mu'!".%!"o%' Co#&%"e)
Aud" . A6, A<.
BM8 . 5 )eries, 7 )eries.
C+e9ro'e! . )park, 1eat, Aveo &-GA, Aveo, !ptra, ,ru8e, Tavera.
F"! . 9alio, Frande 9unto, 3inea.
Ford . Ikon, 4iesta, 4usion, Endeavour, 4igo
Ho%d . Da88, ,ity, ,ivic, Accord.
H$u%d" . )antro, i-:, Fet8, i0:, Accent, Gerna, $yundai , )onata.
Mercede).Be%* . ,-,lass, E-,lass
M"!)u6")+" . 3ancer, 3ancer ,edia.
N"))% . #icra
Re%u'! . 3ogan
:/od . 4abia, !ctavia, 3aura.
To$o! . ,orolla, Innova, 4ortuner
Vo'/);(e% . Detta, 9assat, 9olo.
-0
Cr) )o'd "% I%d" ) CBU <Co#&'e!e'$ Bu"'! U%"!)=
Aud" . A>, TT, (>, L7, L=.
Be%!'e$ . Arnage, A8ure, 1rooklands, ,ontinental FT, ,ontinental 4lying )pur,
#ulsanne.
BM8 . < )eries, = )eries, I5, I7, I<, #5, #7, #< and K6.
C+e9ro'e! . ,aptiva
F"! . 'uova 7::.
Ho%d . ,ivic $ybrid, ,(-G.
H$u%d" . )anta 4e.
J(ur . I4, ID, IE.
L#6or(+"%" . Fallardo, #urciMlago.
L%d Ro9er . (ange (over, (ange (over )port, "iscovery 6, 4reelander 0.
M$6c+ . 7= and <0.
Mercede).Be%* . ,3-,lass, ,3)-,lass, )-,lass, )3-,lass, )3E-,lass, #-,lass,
Giano.
M"!)u6")+" . 9a@ero, #ontero, !utlander.
N"))% . Teana, I-Trail, 5:=K.
Por)c+e . B--, 1oxter, 9anamera, ,ayman, ,ayenne.
Ro'') Ro$ce . Fhost, 9hantom, 9hantom ,oupM, 9hantom "rophead ,oupM.
:/od . )uperb.
Su*u/" . Frand Gitara.
To$o! . ,amry, 3and ,ruiser, 3and ,ruiser 9rado, 9rius.
Vo'/);(e% . 1eetle, Touareg.
Vo'9o . )>:, I,B:.
-5
,$A9TE( III
,!#9A'% 9(!4I3E
-6
A6ou! U) <O9er V"e; of !+e co#&%$=
$yundai #otor India 3imited N$#I3; is a wholly owned subsidiary of $yundai
#otor ,ompany N$#,;. $#I3 is the largest passenger car exporter and the second
largest car manufacturer in India. It currently markets eight passenger car models across
segments -- in the A0 segment it has the Eon, )antro, i-: and the i0:, in the A5 segment
the Accent and the Gerna, in the A7 segment )onata and in the )&G segment the )anta
4e.
$#I3Cs fully integrated state-of-the-art manufacturing plant near ,hennai boasts
of advanced production, 2uality and testing capabilities. $#I3 forms a critical part of
$#,Cs global export hub, it touched -.7 million in exports in #arch 0:-0. It currently
exports to more than -0: countries across E&, Africa, #iddle East, 3atin America and
the Asia 9acific. $#I3 has been IndiaCs number one exporter for seven years in a row.
To cater to rising demand the company commissioned its second plant in 4ebruary 0::>
having an installed capacity of 55:,::: units per annum. To support its growth and
expansion plans $#I3 currently has 56< dealers and around >:: service points across
India. In its commitment to provide customers with cutting-edge global technology,
$#I3 set up a modern multi-million dollar (O" facility in $yderabad. The (O" centre
endeavors to be a center of excellence in automobile engineering.
I%!er%!"o%' O&er!"o%)
$yundai was started in -B<= when the founders decided to assemble someone elses
vehicles. The founder developed his own vehicles and succeeding in exporting vehicles
to other countries. Even though $yundai started in Eorea in -B<=, they have expanded
their production facilities worldwide. There are 7:,::: strategists, engineers, designers,
marketing, 9( and sales specialists, line workers distributors and dealers in -B5
countries.
$yundai sources very few components from India but is on the verge of increasing that
level. $owever, the company wants India to improve the 2uality of its products. In order
to make India a global hub, the company needs consistent 2uality. India is $yundais
second largest market in the world.
In terms of worldwide sales, the &), ,hinese and Indian marketing are doing well. The
company does not plan to introduce commercial vehicles in India.
-7
India is the worldwide hub for small cars of $yundai, the larger exporter of cars from
India. $yundai has also developed a model in India for sales.
$yundai has a production plant in Tamil 'adu which will double its production capacity
to <::,::: units per annum.
$yundai will grab a large share of the car market by turning its operations in India and
,hina into key design, manufacturing, and export hubs for its entire global operations.
To& E7&or!)
$yundai #otor India 3td. Exports is the largest car exporter from India, contributing to
<< per cent of the total passenger exports. The company exported 06=,-:0 cars in 0:-: to
--: countries. The cars that it exported include the )antro, i-:, i0: and Accent. The
exports grew by -:.= per cent over the previous year. $yundai #otor India 3imited has a
strong export market, which includes European &nion, Africa, #iddle East, 3atin
America, Asia and Australia. 1y 0:-:, $yundai had exported -: lakh cars.
$yundai #otor India 3imited began exporting cars in -BBB when it shipped 0: )antros to
'epal. 1y 0::6, the company exported -,::,::: cars, by 0::7, it exported 0,::,::: cars
and by 0::<, it had exported 7,::,::: cars.
Apart from achieving milestones in terms of numbers, in terms of specific cars and
countries, $yundai exported the first Fet8 on #arch 0<, 0::=, according to the company
website. Additionally, its first shipment to the &nited Eingdom was on 'ovember 0B,
0::7, to 3atin America was on #arch -5, 0::5, to Algeria on Duly 0-, 0:::.
To& Fu!ure P'%)
$yundai plans to launch not one but six cars in the next three years. The company plans
to launch two cars per year for the next few years. Among the six cars that are going to be
launched, $yundai Elantra Avante will be the first car to hit the road.
The other cars that the company plans to launch is the $yundai i-:, the i0: and the i5:
really soon. The company might also launch the Gerna, another variant of cars. The i0:
mini #9G is made by $yundais European design center. It will have a uni2ue exterior
and interior look to differentiate it from its Eia counterpart. Two other cars that will hit
-<
the road will be the $yundai )onata or the i6:. The wagon model will be introduced first
followed by the sedan variant. It will have powertrain technology and diesel and gasoline
engines. The car will have a 0.6 litre Theta engine.
4inally the most impressive car of the year for 0:--, is the $yundai Geloster. Its a two
door coupe that replaces the $yundai ,oupeATiburon.
The company also plans to expand to the domestic market by establishing more
dealerships in India.
MISSION > VISION
$yundai released its Gision 0:0: to establish the firm as the global leader in the
automobile market. The company focuses on key vision strategies.
AUTOMOTIVE VISION
*To become a trusted lifetime partner of our customers, we will bring a new perspective
to automobiles through innovative mobility solutions based on human-centric, eco-
friendly technologies and services.+
STEEL VISION
*As an eco-friendly, resource-circulating company, we will lead a new era in the steel
industry by providing high value-added products and services and reali8ing worldCs best
competitiveness based on cooperative relations with our stakeholders.+
CONSTRUCTION VISION
*As a global leading provider of high-value engineering solutions, we will create the
foundation for a better life through cross-business synergy and convergence with future
technologies.+
$yundai focuses on five main values. ,ustomer, ,hallenge, ,ollaboration, 9eople and
Flobality. 9roviding customers top service will be at the top of their agenda. The
company will venture into new areas and not remain traditional. The company will have a
spirit of collaboration. 9eople will be respected and valued. The company is not limited
to country-centric areas but will be known in the global arena.
-=
PROMOTERS <HINT :. CEO? DIRECTORS=
BOARD OF DIRECTORS
(. )ethuraman
Se%"or V"ce Pre)"de%! of F"%%ce > Cor&or!e
Aff"r) %d D"rec!or
(avi )harma M%(er . Mr/e!"%( PR
G Anand De&u!$ M%(er . Mr/e!"%( PR
Fc! S+ee! <M"'e)!o%e)=
1996: Hyundai Motor India Limited was established at its first plant near Chennai.
1998: the first Santro was produed.
!""": Hyundai launhed its 1""#"""th ar from Chennai. It also launhed the $ip
dri%e. Santro rossed 1""#""" ars in sales and e&ported '6" (ents and
Santro ars to (l)eria.
!""1: *he !""#"""th ar was rolled out. *he new loo+ hathba+ Santro and
lu&ury sedan Sonata were launhed.
!""!: the 1.1 litre ,-,psilon en)ine was launhed )lobally. In !""!# the
.""#"""th ar of Hyundai was launhed with the launh of the (ent /i%a. *he
Santro (utomati *ransmission as well as the (ent C01i were launhed.
!"".: Hyundai started e&ports to Latin (meria. It rolled out the 2""#"""th ar. It
started e&portin) the Santro 3in) and S4/ *erraan in the same year.
!""2: Hyundai Motors India Limited rossed sales fi)ure of 1""#""" in the e&port
mar+et.
!""5: Santro beame +nown as the lar)est sellin) ar of Hyundai. Hyundai
launhed the S4/ *uson. It also launhed the 6lobal 1ealer Mana)ement
System. *his was a )reat 7launh8 year for Hyundai as it launhed the Santro
->
3in) with e0L3 tehnolo)y# the Sonata# and the e&port %ersion of its 6et9 ar :
the 6L,. It also e&ported its !""#"""th ar o%erseas.
!""6: Hyundai launhed its 1# """#""" ar and also launhed the HMIL
;oundation. It launhed both the Hyundai /erna : in <etrol and 1iesel. It
e&ported its .""#"""th ar.
!""': the ompany launhed the 6et9 <rime# /erna C01iS&# the Sonata C01i
(utomati# the Santro C=6 and e&ported its 2""#"""th ar.
!""8: Hyundai inau)urated its !nd plant in Chennai# and launhed the followin)
ars: i1" with the >appa en)ine# Santro ,o and the i!" hathba+.
!""9: Hyundai launhed many ars- the new Sonata *ransform# the new /erna
1iesel (utomati# and the i1".
!"1": Hyundai launhed the i1" eletri ar in India. *his was the year it had 1"
la+h ar e&ports# launhed the /erna transform# had ." la+h sales# inludin) !"
la+h domesti sales. It also launhed the all new ne&t 6eneration i1"# and the
Santa ;e.
A;rd) > Reco(%"!"o%
1@01
/erna )ets the ?Sedan @f *he Aear !"11? 6olden Steerin) (ward
HMIL )ets the ?(utomoti%e Company @f the Aear !"11? 6olden Steerin) (ward
,on )ets the ?,ntry-Le%el Hathba+ @f *he Aear? at ,* $i)wheels (wards !"11
HMIL )ets the ?Best Car Manufaturer !"1!? award by Motor /i+atan ma)a9ine
1@00
=ew ;luidi /erna wins the C0eaderDs Choie Mid-si9e Car of the AearD at *op
6ear (wards !"11
Santa ;e awarded ?Import S4/ of the Aear? by C=BC */18 @%erdri%e (wards
!"11
-B
Santa ;e awarded ?S4/ of the Aear? by Business Standard Motorin) (wards
!"11
Santa ;e awarded ?S4/ of the Aear? by Car India (wards !"11
Santa ;e awarded ?;ull si9e S4/ of the Aear? by =1*/ Car E Bi+e (wards !"11
1@0@
HMIL reei%es the ?=iryat ShreeD 6old and Sil%er *rophies for !""8-"9 by the
;ederation of Indian ,&port @r)anisations F;I,@G. *he 6old *rophy was reei%ed
in the ,n)ineerin) and Metallur)ial produts : =on-MSM, ate)ory and the
Sil%er *rophy in the Hi)hest ;orei)n ,&han)e ,arner ate)ory.
HMIL reei%ed the ?(ll India (ward for ,&port ,&ellene !""8-"9? by the
,n)ineerin) ,&port <romotion Counil F,,<CG. HMIL was awarded the 6old
*rophy : in the Lar)e ,nterprise ate)ory.
HMIL )ets CS0 award from *amil =adu 1eputy Chief Minister Mr. M. >. Stalin
Hyundai i1" wins ?Small ;amily ;a%ourite Car (ward? by CarHale.om
Hyundai i!" wins the C/iewerDs Choie (wardD at the @%erdri%e C=BC */ 18
(wards !"1".
Hyundai Motor India Ltd wins the award for CCustomer Ser%ieD at the (pollo (uto
India Best Brand (wards !"1".
Hyundai i!" wins the C1esi)n of the AearD award at the =1*/ <rofit Car E Bi+e
(wards !"1".
Hyundai i1" brand ambassador Shahru+h >han wins the CBrand (mbassador of
the AearD award at =1*/ <rofit Car E Bi+e (wards !"1".
Co%!c! u) <H"%! :. Addre)) Of !+e co#&%$ or &'%! 'oc!"o% AHed Off"ceB=
Re(")!ered Off"ce > Fc!or$
$yundai #otor India 3imited
Irrugattukottai, '$ 'o. 6,
0:
)riperumbudur Taluk,
Eanchipuram "istrict - <:0-:7
Tamil 'adu
Tel. PB--N:;:66 - 6=-:::::
4ax. PB--N:;:66 - 6=-::7::
Email. crQhmil.net
Jebsite. http.AAwww.hyundai.com
Mr/e!"%( > S'e) Hed-ur!er)
$yundai #otor India 3imited
#arketing O )ales $ead2uarters
7th O <th 4loor,
,orporate !ne N1aani 1uilding;,
#I", )hiravane, 'erul,
9lot 'o. 7, ,ommercial ,entre, Dasola
'ew "elhi - --::=<
"elhi
1oard 'o.. PB--N:;---<<:00:::
4ax. N7th 4loor; PB--N:;---<<:000:-
4ax. N<th 4loor; PB--N:;---<<:000:0
Cu)!o#er Cre:
,all. ->::----6<67 NToll 4ree - !nly from #T'3 O 1)'3 numbers;
#ob. N:;B>=57-<6<67
L!e)! F"%%c"' I%for#!"o% <H"%!: . Ho; !+e co#&%$ ") &erfu#"%( "% !+e rece%!
$er)=
Produc!) of !+e co#&%$ <For Mr/e!"%( ProCec!) ;"!+ Lo(o "f "! ") &o))"6'e=
Produc! O9er9"e;
0-
EON
$yundai E!' is undoubtedly a head-turner. Jith its un-interrupted flowing curves
and strong character lines, its a car thats modern and stylish like nothing else. The
familiar $yundai hexagonal grille, the swept back headlamps, the half moon shaped
tail-lamps along with other distinctive design elements increase the style 2uotient and
make the $yundai E!' a design revolution
$yundai has been acclaimed pioneer in making fuel efficient and safe cars for its
customers. 4urther to our commitment $yundai E!' is a car powered with mileage
friendly frugal engine and coupled with inbuilt functions for eco-efficient driving.
)tarting from the core body development stage of the vehicle no stone has been left
unturned to provide maximum safety
Intelligent design has created a car with roomy interiors and lots of space. 1eing the
widest car with longest wheelbase in its segment, the first thing that strikes you about
the $yundai E!' interiors is the sheer space in it. The car boasts of ample legroom
both in front and rear o fulfill family needs. #ore than that, the space is used to
generate practical and versatile solutions to different carrying re2uirements.
S%!ro
D"%(
The new )antro Iing sports stunning design changes which include refreshing
exteriors and new look luxurious interiors. The new front radiator grille, the full wheel
cover and the rear spoiler makes the new )antro Iing aesthetically more appealing
and sporty. Jith metallic touches at multiple locations and plush new two tone beige
and brown color scheme, the new )antro Iing adds elegance and style to the existing
great looks.
'o compromise on boot space 0 year unlimited warranty. ,ompany fitted lpg kit.
(uns on both petrol and lpg
)pace O #ultifunctions
The incredibly roomy interiors of the Tall-1oy )antro is designed to maximi8e
personal space.
Ease of driving with power steering
Jith the CEasy "riveC power steering of the )antro Iing, s2uee8ing into difficult
parking lots and negotiating the rush hour traffic, is not @ust effortless, but fun as well.
Effective Air ,onditioning
The redesigned louvres in the )antro Iing offers much improved air circulation and
delivers optimum driver and passenger comfort.
"0@ The best seller is also the 'o.- mileage
-. The 1)IG compliant -.0 Eappa0 engine with GTGT achieved a spectacular fuel
mileage of 0:.5< kmAlitre
0. 1est in class A(AI-certified fuel efficiency among petrol cars in India
'ew 0-tone beige and light brown interiors with blue illumination and chrome accents
at multiple locations gives the 'ext Fen i-: a premium feel and make it a car like no
other. The new stunning design also makes the cluster much more interesting.
Apart from being the best-looking car on roads, the 'ext Fen i-: is also one of the
00
safest. Jith first-in class reverse parking sensors and the reassurance of dual airbags
and A1), you donCt have to worryabout safety anymore while you en@oy your 'ext
Fen drive.
I,!T% 0::>.
i-: won the coveted CI,!T% 0::>C the most trusted word on automobiles for
consumers, manufacturers and Auto experts. This Award have proved to be the
benchmark for auto excellence in the country.
!ther ,!T% Awards for i-: in 0::>.
1) #otoring C,ar of the %earC
,'1, TG -> Autocar C,ar of the %earC
'"TG 9rofit ,ar O 1ike Awards C,ompact ,ar of the %earC
'"TG 9rofit ,ar O 1ike Awards C,ar of the %earC
!verdrive Awards C,ar of the %earC
"1@
The luxury hatch is hotter than ever in its new avatar with &ber 4eatures, &ber )tyle
and &ber 9ower. The all new i-Fen i0: is your ticket to the &ber 3ife with attention to
detail that makes it not @ust a style statement but also a lifestyle statement.
The all new i0: is the only car in the segment to offer < airbags - dual front, side O
curtain, making it one of the safest cars on the road
- Automatic headlamps switch on and off as per outside visibility conditions for
convenient and safe driving
- The side lights blink thrice to indicate lane changing intentions to trailing traffic with
one touch.
- (ain sensing wipers automatically start operating in case of sudden shower or rain.
- The clutch lock function ensures the engine doesnt start unless the clutch is pressed
first, thus preventing accidental start of the car
- The -.0 Eappa dual GTGT engine comes with separate GTGT assembly for intake
and exhaust valves and the technology optimi8es the opening and closing of valves for
improved performance, mileage and reduced emissions
- The technologically advanced and powerful &0 diesel engine is 2uiet, clean and
responsive. #ated with a <-speed transmission, it offers perfect driving pleasure with
enhanced fuel efficiency, smoother drivability and refinement.
Acce%! $yundai Accent has been designed keeping in mind your expectations from a true
luxury sedan. Jith its smooth blend of design, a 8ippy responsive engine and well
appointed interiors, the Accent sure packs a lot more thrill into your driving. Accent
offers all that a mid-si8ed sedan can pack and more
-.7 )!$, Engine N(efined power; - The -.7 )!$, in-line-6-cylinder engine delivers
B7 ps of power and -0.= kgm of tor2ue, offering superior refinement and drivability
that is a benchmark for cars in its class
4resh look front grille with uni2ue hori8ontal slats for that sophisticated look.
D" 9ower Asia 9acific IL) Award.
$yundai Accent has topped the D" 9ower Asia 9acific IL) for 0::0 and the A9EA3
05
study for 0::- and 0::0
T') T,) 0::=.
C1est Entry #id si8e 9etrol ,ar
C
T') T,) 0::7.
Accent 9etrol - C'o - Entry #id si8e ,arC
Fluidic
Verna
Introduin) the new Hyundai /erna - ( ar that redefines style# lu&ury and
power. ;ollowin) a fluidi sulpture desi)n philosophy that see+s to reate
ars that are inspired by nature and are based on the natural rhythm of life# it
harmoniously blends power with style. Hith uninterrupted ur%es and a Coupe
li+e sporty profile# the new /erna en)a)es your senses with its %ery presene.
@fferin) slee+ )ood loo+s# ad%aned tehnolo)y and )roundbrea+in) safety
features# this Sedan is a ut abo%e the rest# and a re%olution ahead.
*he new /erna offers all-round protetion with 6 airba)s - ! urtain airba)s
runnin) alon) the len)th of the abin# ! side airba)s and ! for the dri%er and
front passen)er.
*he 1.6 L /*/* en)ine is a powerhouse whih is refined to deli%er best-in-
se)ment 1!.psI 6."" rpm lea%in) the ompetition way behind. *he en)ine is
tuned to )enerate optimum effiieny without ompromisin) on power. *he
new /erna also offers a 1.2 L /*/* whih boasts of similarly unbeatable
performane and best-in-se)ment milea)e of 1'.2. >mJL F(0(IG.

Features
- <ar+in) amera and sensors
- ,n)ine startJstop button with smart +ey
- Super%ision luster with Blue illumination
- Clean air luster Ioni9er
- <ower foldin) outside mirrors with turn indiators
- 6 (irba)s for additional safety
Neo
Fluidic
Elantra
Its no longer lonely at the top with the 'eo 4luidic Elantra to keep you company.
Jith its world-class engineering and exceptionally elegant design, it complements
your own inimitable style. Add to that a host of well thought of features, unparalleled
craftsmanship, and you have a car that celebrates success like none else.
Jith the Elantra, safety is not @ust a necessity but a priority. Jhich is why, the Elantra
includes a host of world-class safety features, including < airbags, so that you and your
loved ones are always safe and happy.
!ur fluidic design philosophy has helped create this wind-crafted phenomenon that is
sure to enchant all your senses. (ight from the front grille to the tail lamps, the Elantra
is a work of art thats sure to catch the eye of even the most discerning automobile
06
enthusiast. Even the side character lines of the Elantra display top-class styling and
innovation.
#a@or engineering refinements went into creating the Elantra. )ophisticatedly matched
to the styling of the Elantra, the -.>3 "ual GTGT and -.<3 ,("i GFT engines
s2uee8e the maximum amount of energy from each drop of fuel. 1oth the engines are
designed to leave the competition far behind.
The All
New
Sonata
Theres 3uxury. Then theres the All 'ew )onata, a masterpiece crafted with the
ultimate in luxury and technology. "esigned with the elegant and refined beauty of the
orchid flower in mind, the 'ew )onata embraces $yundais /4luidic )culpture
philosophy where smooth, flowing lines meet function like never before. Jhere
opulence and efficiency come together to form a car thats more a work of art, than an
automobile.
"rawing inspiration from the kinetic force of nature, the new )onatas strong yet
fluidic character lines shape the exterior.
9reserving the beauty of a cascading waterfall, the front grille takes its design cues
from the harmony of flowing water in nature.
"elivering 0:- 9) of power, the new 0.63 F"i engine proves its might as the most
powerful in-line engine in the segment. !ptimum power with fuel efficiency and low
exhaust emissions are made possible by directly in@ecting high pressure fuel into the
combustion chamber while harnessing the benefits of "ual ,ontinuously Gariable
Timing Galue Terrain N"-GTGT;.
Santa Fe They say its impossible to overdo luxury. The )anta 4e is as close as it comes to that
possibility. 4rom the sleek lines of the design, to the lavish interiors, this car spells
luxury with every inch. Add to that ground-breaking technology and features and you
have a car is truly well-appointed.
Eeeping you and your loved ones safe is a basic and essential concern when deciding
on which vehicle to buy. 3ook no further. $yundai #otor has made safety the top
priority when designing the )anta 4e. The protective capabilities may not be readily
apparent to the eye, but this )&G is thoroughly e2uipped to withstand diverse collision
scenarios.
07
The )anta 4es craftsmanship is inspired by the heart and completed with technology.
%ou will continue to be pleasantly surprised by the features you discover throughout
the vehicle when driving or parked.
The )anta 4e experience goes beyond power and ride smoothness. 'ow theres the
satisfaction of doing more for the environment and saving more on fuel costs.
0<
COMPANY PRODUCTS

E!'

)antro Iing

i-:

i0:
0=

Accent

4luidic Gerna

'eo 4luidic Elantra

The All 'ew )onata

)anta 4e
0>
CHAPTER . III


0B
LITERATURE REVIE8
H")!or$
The word RbrandR is derived from the !ld 'orse brandr, meaning Rto burn.R It refers to
the practice of producers burning their mark Nor brand; onto their products.
Although connected with the history of trademarks and including earlier examples which
could be deemed RprotobrandsR Nsuch as the marketing puns of the RGesuvinumR wine
@ars found at 9ompeii;, brands in the field of mass-marketing originated in the -Bth
century with the advent of packaged goods. Industriali8ation moved the production of
many household items, such as soap, from local communities to centrali8ed factories.
Jhen shipping their items, the factories would literally brand their logo or insignia on the
barrels used, extending the meaning of RbrandR to that of trademark.
1ass O ,ompany, the 1ritish brewery, claims their red triangle brand was the worldCs
first trademark. 3yles Folden )yrup makes a similar claim, having been named as
1ritainCs oldest brand, with its green and gold packaging having remained almost
unchanged since ->>7.
,attle were branded long before thisS the term RmaverickR, originally meaning an
unbranded calf, comes from Texas rancher )amuel Augustus #averick who, following
the American ,ivil Jar, decided that since all other cattle were branded, his would be
identified by having no markings at all. Even the signatures on paintings of famous artists
like 3eonardo "a Ginci can be viewed as an early branding tool.
4actories established during the Industrial (evolution introduced mass-produced goods
and needed to sell their products to a wider market, to customers previously familiar only
with locally-produced goods. It 2uickly became apparent that a generic package of soap
had difficulty competing with familiar, local products. The packaged goods
manufacturers needed to convince the market that the public could place @ust as much
trust in the non-local product. ,ampbell soup, ,oca-,ola, Duicy 4ruit gum, Aunt Demima,
and Luaker !ats were among the first products to be CbrandedC, in an effort to increase the
5:
consumerCs familiarity with their products. #any brands of that era, such as &ncle 1enCs
rice and EelloggCs breakfast cereal furnish illustrations of the problem.
Around -B::, Dames Jalter Thompson published a house ad explaining trademark
advertising. This was an early commercial explanation of what we now know as
branding. ,ompanies soon adopted slogans, mascots, and @ingles that began to appear on
radio and early television. 1y the -B6:s, manufacturers began to recogni8e the way in
which consumers were developing relationships with their brands in a
socialApsychologicalAanthropological sense.
4rom there, manufacturers 2uickly learned to build their brandCs identity and personality
Nsee 6r%d "de%!"!$ and 6r%d &er)o%'"!$;, such as youthfulness, fun or luxury. This
began the practice we now know as RbrandingR today, where the consumers buy Rthe
brandR instead of the product. This trend continued to the -B>:s, and is now 2uantified in
concepts such as 6r%d 9'ue and 6r%d e-u"!$. 'aomi Elein has described this
development as Rbrand e2uity maniaR. In -B>>, for example, 9hilip #orris purchased
Eraft for six times what the company was worth on paperS it was felt that what they really
purchased was its 6r%d %#e.
#arlboro 4riday. April 0, -BB5 - marked by some as the death of the brand - the day
9hilip #orris declared that they were to cut the price of #arlboro cigarettes by 0:T, in
order to compete with bargain cigarettes. #arlboro cigarettes were notorious at the time
for their heavy advertising campaigns, and well-nuanced brand image. In response to the
announcement Jall street stocks nose-dived for a large number of CbrandedC companies.
$ein8, ,oca ,ola, Luaker !ats, 9epsi,o. #any thought the event signalled the
beginning of a trend towards Rbrand blindnessR NElein -5;, 2uestioning the power of
Rbrand valueR.
Ho; do cu)!o#er) re#e#6erE
The tendency of a brand to be thought of in a buying situation is known as *brand
salience+. 1rand salience is *the propensity for a brand to be noticed andAor thought of in
buying situations+ and the higher the brand salience the higher its market penetration
5-
and therefore its market share. )alience refers not to what customers think about brands
but to which ones they think about.
1rands which come to mind on an unaided basis are likely to be the brands in a
customers consideration set and thus have a higher probability of being purchased.
Advertising weight and brand salience are cues to customers indicating which brands are
popular, and customers have a tendency to buy popular brands. Also, an increase in the
salience of one brand can actually inhibit recall of other brands, including brands that
otherwise would be candidates for purchase.
It is widely acknowledged that buyers do not see their brand as being any different from
other brands that are available. They buy a particular brand because they are more aware
of it, not because it is more distinctive, or has a point of difference. Je now know that all
decisions made by humans involve memory processes to a greater or lesser extent.
Incoming information from the external environment travels by the sensory memory into
the short-term Nor working; memory N)T#; but if it is not acted upon in a very short time
the brain simply discards it.
1ut salient information that is important and received on a regular basis through different
channels is passed to the long-term memory N3T#; where it can be stored for many
years. #emories are stored or filed via connections between new and existing memories
in the different parts of the memory. They are laid down in a framework making some
memories easier to access than others. (ecall is the process by which an individual
reconstructs the stimulus itself from memory, removed from the physicalitys of that
reality.
Global Brand
A global brand is one which is perceived to reflect the same set of values around the
world.Flobal brands transcend their origins and creates strong, enduring relationships
with consumers across countries and cultures.
Flobal 1rands are brands which sold to international markets. Examples of Flobal
1rands include ,oca-,ola, #c"onaldCs, #arlboro, 3eviCs etc.. These brands are used to
50
sell the same product across multiple markets, and could be considered successful to the
extent that the associated products are easily recogni8able by the diverse set of
consumers.
Be%ef"!) of G'o6' Br%d"%(
In addition to taking advantage of the outstanding growth opportunities, the following
drives the increasing interest in taking brands global.
Ueconomies of scale Nproduction and distribution;
Ulower marketing costs
Ulaying the groundwork for future extensions worldwide
Umaintaining consistent brand imagery
U2uicker identification and integration of innovations Ndiscovered worldwide;
Upreempting international competitors from entering domestic markets or locking you out
of other geographic markets
Uincreasing international media reach Nespecially with the explosion of the Internet; is an
enabler
Uincreases in international business and tourism are also enablers
G'o6' Br%d Vr"6'e)
The following elements may differ from country to country. Ucorporate slogan
Uproducts and services
Uproduct names
Uproduct features
55
Upositionings
Umarketing mixes Nincluding pricing, distribution, media and advertising execution;
These differences will depend upon.
Ulanguage differences
Udifferent styles of communication
Uother cultural differences
Udifferences in category and brand development
Udifferent consumption patterns
Udifferent competitive sets and marketplace conditions
Udifferent legal and regulatory environments
Udifferent national approaches to marketing Nmedia, pricing, distribution, etc.;
Local Brand
A brand that is sold and marketed Ndistributed and promoted; in a relatively small and
restricted geographical area. A local brand is a brand that can be found in only one
country or region. It may be called a regional brand if the area encompasses more than
one metropolitan market. It may also be a brand that is developed for a specific national
market, however an interesting thing about local brand is that the local branding is mostly
done by consumers then by the producers. Examples of 3ocal 1rands in )weden are
)tomatol, #i@erierna etc..
Br%d %#e
The brand name is 2uite often used interchangeably within RbrandR, although it is more
correctly used to specifically denote written or spoken linguistic elements of any product.
In this context a Rbrand nameR constitutes a type of trademark, if the brand name
56
exclusively identifies the brand owner as the commercial source of products or services.
A brand owner may seek to protect proprietary rights in relation to a brand name through
trademark registration. Advertising spokespersons have also become part of some brands,
for example. #r. Jhipple of ,harmin toilet tissue and Tony the Tiger of EelloggCs.
3ocal 1aranding is usually done by the consumers rather then the producers.
T$&e) of 6r%d %#e)
1rand names come in many stylesA few include.
Acro%$#. A name made of initials such as &9) or I1#
De)cr"&!"9e. 'ames that describe a product benefit or function like Jhole 4oods or
Airbus
A''"!er!"o% %d r+$#e. 'ames that are fun to say and stick in the mind like (eeseCs
9ieces or "unkinC "onuts
E9oc!"9e. 'ames that evoke a relevant vivid image like Ama8on or ,rest
Neo'o(")#). ,ompletely made-up words like Jii or Eodak
Fore"(% ;ord. Adoption of a word from another language like Golvo or )amsung
Fou%der)F %#e). &sing the names of real people like $ewlett-9ackard or "isney
Geo(r&+$. #any brands are named for regions and landmarks like ,isco and 4u@i 4ilm
Per)o%"f"c!"o%. #any brands take their names from myth like 'ike or from the minds of
ad execs like 1etty ,rocker
The act of associating a product or service with a brand has become part of pop culture.
#ost products have some kind of brand identity, from common table salt to designer
@eans. A brandnomer is a brand name that has collo2uially become a generic term for a
product or service, such as 1and-Aid or Eleenex, which are often used to describe any
kind of adhesive bandage or any kind of facial tissue respectively.
Br%d "de%!"!$
A product identity, or brand image are typically the attributes one associates with a brand,
+o; !+e 6r%d o;%er ;%!) !+e co%)u#er !o &erce"9e !+e 6r%d - and by extension
the branded company, organi8ation, product or service. The brand owner will seek to
bridge the gap between the brand image and the brand identity. Effective brand names
57
build a connection between the brand personality as it is perceived by the target audience
and the actual productAservice. The brand name should be conceptually on target with the
productAservice Nwhat the company stands for;. 4urthermore, the brand name should be
on target with the brand demographic Typically, sustainable brand names are easy to
remember, transcend trends and have positive connotations. 1rand identity is
fundamental to consumer recognition and symboli8es the brandCs differentiation from
competitors.
1rand identity is what the owner wants to communicate to its potential consumers.
$owever, over time, a products brand identity may ac2uire Nevolve;, gaining new
attributes from consumer perspective but not necessarily from the marketing
communications an owner percolates to targeted consumers. Therefore, brand
associations become handy to check the consumerCs perception of the brand.
1rand identity needs to focus on authentic 2ualities - real characteristics of the value and
brand promise being provided and sustained by organisational andAor production
characteristics
V")u' Br%d Ide%!"!$
The visual brand identity manual for #obil !il Ndeveloped by ,hermayeff O Feismar;,
one of the first visual identities to integrate logotype, icon, alphabet, color palette, and
station architecture to create a comprehensive consumer brand experience.
The recognition and perception of a brand is highly influenced by its visual presentation.
A brands visual identity is the overall look of its communications. Effective visual brand
identity is achieved by the consistent use of particular visual elements to create
distinction, such as specific fonts, colors, and graphic elements. At the core of every
brand identity is a brand mark, or logo. In the &nited )tates, brand identity and logo
design naturally grew out of the #odernist movement in the -B7:s and greatly drew on
the principals of that movement V simplicity N#ies van der (ohes principle of R3ess is
moreR; and geometric abstraction. These principles can be observed in the work of the
pioneers of the practice of visual brand identity design, such as 9aul (and, ,hermayeff O
Feismar and )aul 1ass.
5<
Co#&%$ %#e
!ften, especially in the industrial sector, it is @ust the companyCs name which is promoted
Nleading to one of the most powerful statements of RbrandingRS the saying, before the
companyCs downgrading, R'o one ever got fired for buying I1#R;.
In this case a very strong brand name Nor company name; is made the vehicle for a range
of products Nfor example, #ercedes-1en8 or 1lack O "ecker; or even a range of
subsidiary brands Nsuch as ,adbury "airy #ilk, ,adbury 4lake or ,adbury 4ingers in the
&nited )tates;.
I%d"9"du' 6r%d"%(
Each brand has a separate name Nsuch as )even-&p, Eool-Aid or 'ivea )un
N1eiersdorf;;, which may even compete against other brands from the same company Nfor
example, 9ersil, !mo, )urf and 3ynx are all owned by &nilever;.
A!!"!ude 6r%d"%( %d Ico%"c 6r%d)
A!!"!ude 6r%d"%( is the choice to represent a larger feeling, which is not necessarily
connected with the product or consumption of the product at all. #arketing labeled as
attitude branding include that of 'ike, )tarbucks, The 1ody )hop, )afeway, and Apple
Inc.. In the 0::: book No Logo,
W-0X
'aomi Elein describes attitude branding as a Rfetish
strategyR.
RA great brand raises the bar -- it adds a greater sense of purpose to the experience,
whether itCs the challenge to do your best in sports and fitness, or the affirmation that the
cup of coffee youCre drinking really matters.R - $oward )chult8 Npresident, ,E!, and
chairman of )tarbucks;
Ico%"c 6r%d) are defined as having aspects that contribute to consumerCs self-expression
and personal identity. 1rands whose value to consumers comes primarily from having
identity value comes are said to be Ridentity brandsR. )ome of these brands have such a
strong identity that they become more or less Rcultural iconsR which makes them iconic
brands. Examples of iconic brands are. Apple Inc., 'ike and $arley "avidson. #any
5=
iconic brands include almost ritual-like behaviour when buying and consuming the
products.
There are four key elements to creating iconic brands N$olt 0::6;.
-. R'ecessary conditionsR - The performance of the product must at least be ok
preferably with a reputation of having good 2uality.
0. R#yth-makingR - A meaningful story-telling fabricated by cultural RinsidersR.
These must be seen as legitimate and respected by consumers for stories to be
accepted.
5. R,ultural contradictionsR - )ome kind of mismatch between prevailing ideology
and emergent undercurrents in society. In other words a difference with the way
consumers are and how they some times wish they were.
6. RThe cultural brand management processR - Actively engaging in the myth-
making process making sure the brand maintains its position as an icon.
GNo.6r%dG 6r%d"%(
(ecently a number of companies have successfully pursued R'o-1randR strategies by
creating packaging that imitates generic brand simplicity. Examples include the Dapanese
company #u@i, which means R'o labelR in English Nfrom R#u@irushi (yohinR V literally,
R'o brand 2uality goodsR;, and the 4lorida company 'o-Ad )unscreen. Although there is
a distinct #u@i brand, #u@i products are not branded. This no-brand strategy means that
little is spent on advertisement or classical marketing and #u@iCs success is attributed to
the word-of-mouth, a simple shopping experience and the anti-brand movement. R'o
brandR branding may be construed as a type of branding as the product is made
conspicuous through the absence of a brand name.
Der"9ed 6r%d)
In this case the supplier of a key component, used by a number of suppliers of the end-
product, may wish to guarantee its own position by promoting that component as a brand
in its own right. The most fre2uently 2uoted example is Intel, which secures its position
in the 9, market with the slogan RIntel InsideR.
5>
Br%d e7!e%)"o%
The existing strong brand name can be used as a vehicle for new or modified productsS
for example, many fashion and designer companies extended brands into fragrances,
shoes and accessories, home textile, home decor, luggage, Nsun-; glasses, furniture,
hotels, etc.
#ars extended its brand to ice cream, ,aterpillar to shoes and watches, #ichelin to a
restaurant guide, Adidas and 9uma to personal hygiene. "unlop extended its brand from
tires to other rubber products such as shoes, golf balls, tennis rac2uets and adhesives.
There is a difference between brand extension and line extension. A line extension is
when a current brand name is used to enter a new market segment in the existing product
class, with new varieties or flavors or si8es. Jhen ,oca-,ola launched R"iet ,okeR and
R,herry ,okeR they stayed within the originating product category. non-alcoholic
carbonated beverages. 9rocter O Famble N9OF; did likewise extending its strong lines
Nsuch as 4airy )oap; into neighboring products N4airy 3i2uid and 4airy Automatic;
within the same category, dish washing detergents.
Mu'!".6r%d)
Alternatively, in a market that is fragmented amongst a number of brands a supplier can
choose deliberately to launch totally new brands in apparent competition with its own
existing strong brand Nand often with identical product characteristics;S simply to soak up
some of the share of the market which will in any case go to minor brands. The rationale
is that having 5 out of -0 brands in such a market will give a greater overall share than
having - out of -: Neven if much of the share of these new brands is taken from the
existing one;. In its most extreme manifestation, a supplier pioneering a new market
which it believes will be particularly attractive may choose immediately to launch a
second brand in competition with its first, in order to pre-empt others entering the market.
Individual brand names naturally allow greater flexibility by permitting a variety of
different products, of differing 2uality, to be sold without confusing the consumerCs
perception of what business the company is in or diluting higher 2uality products.
5B
!nce again, 9rocter O Famble is a leading exponent of this philosophy, running as many
as ten detergent brands in the &) market. This also increases the total number of
RfacingsR it receives on supermarket shelves. )ara 3ee, on the other hand, uses it to keep
the very different parts of the business separate Y from )ara 3ee cakes through Eiwi
polishes to 3CEggs pantyhose. In the hotel business, #arriott uses the name 4airfield Inns
for its budget chain Nand (amada uses (odeway for its own cheaper hotels;.
,annibali8ation is a particular problem of a RmultibrandR approach, in which the new
brand takes business away from an established one which the organi8ation also owns.
This may be acceptable Nindeed to be expected; if there is a net gain overall.
Alternatively, it may be the price the organi8ation is willing to pay for shifting its
position in the marketS the new product being one stage in this process.
Pr"9!e '6e')
Jith the emergence of strong retailers, private label brands, also called own brands, or
store brands, also emerged as a ma@or factor in the marketplace. Jhere the retailer has a
particularly strong identity Nsuch as #arks O )pencer in the &E clothing sector; this
Rown brandR may be able to compete against even the strongest brand leaders, and may
outperform those products that are not otherwise strongly branded.
I%d"9"du' %d Or(%"*!"o%' Br%d)
There are kinds of branding that treat individuals and organi8ations as the RproductsR to
be branded. 9ersonal branding treats persons and their careers as brands. The term is
thought to have been first used in a -BB= article by Tom 9eters. 4aith branding treats
religious figures and organi8ations as brands. (eligious media expert 9hil ,ooke has
written that faith branding handles the 2uestion of how to express faith in a media-
dominated culture. 'ation branding works with the perception and reputation of countries
as brands.
6:
CHAPTER . IV
6-
-. "o you own a car?
!ptions 9ercentage of (espondents
%E) -::T
'o :T
I%!er&re!!"o%:
4rom above pie chart it can be stated that -::T people having their own cars.
60
0. Jhich brand of car do you own?
1rand name 9ercentage of (espondents
Toyota 7:T
$onda -:T
$yundai -0T
#aruthi )u8uki -5T
!thers -7T


I%!er&re!!"o%:
4rom above it can be stated that 7:T of people having Toyota cars,-:T of
people having $onda cars , -0T of people having $yundai cars , -5T of people having
#aruthi )u8uki cars , -7T of people having other cars .
5. Jhat are the valuable attributes you normally look while purchasing a 4our Jheeler?
Attributes 9ercentage of preference of attribute
65
"esign -:
Luality -7
9rice >
1rand 'ame 6:
,omfort -0
)ervice -:
9erformance 7
I%!er&re!!"o%:
4rom above pie chart it can be stated that people give preference 6:T to brand
name,-7T to 2uality,>T to price,-:T to design, -0T to comfort,-:T to service,7T to
performance.
6. Jhich model of $yundai do you have?
#odel 'o of people percentage
Luails -: 0:
Innova 5: <:
,orolla -0 06
66
,amry 5 <
I%!er&re!!"o%:
4rom above pie chart it can be stated that out of the people who having $yundai ,
<:T of people having Innova, 06T of people having ,orolla, 0:T of people having
Lualis,<T of people having ,amry.
7. %ou heard about the $yundai vehicle through?
source percentage
4riends 6:
Advertisements 06
Tele call <
Event 0:
,onsultant -:
67
I%!er&re!!"o%:
4rom the above we can state that 6:T people heard about the $yundai vehicle
through friends, 06T through advertisements, <T through tele call, 0:T through event
and -:T through consultant.
6<
<. Jhy are you chosen $yundai vehicle?
Attributes 9ercentage of preference to attribute
4eatures 5:
1etter #ileage 0:
1rand name 6:
All the above -:
I%!er&re!!"o%:
4rom above pie chart it can be stated that people give preference 6:T to brand
name, 5:T to features, 0:T to better mileage, -:T to all the above attributes.
6=
=. Jhere did you purchase $yundai car in A.9.?
)how room name of $yundai 9ercentage of people
"obro 7:
$arsha 6<
other 6

I%!er&re!!"o%:
4rom above pie chart it can be stated that 7:T of people purchase $yundai
vehicles at "obro, 6<T at $arsha and 6T at other show room.
6>
>. Jhich show room is providing better service in A.9.?
)how rooms T of people got better service
"obro 7:
$arsha 6:
!ther -:
I%!er&re!!"o%:
4rom above pie chart it can be stated that 7:T of people get satisfied with the
service provided at "obro, 6:T at $arhsa and -:T at other show room.
6B
B. (eceiveness of staff with the customers at showrooms?
(eceiveness at show room percentage
Excellent <:
Gery good 0:
Food -:
Average -:
9oor :
I%!er&re!!"o%:
4rom above pie chart it can be stated that the receiveness with customers at show
room is <:T excellent, 0:T very good, -:T good and -:T average.
-:. Jhen did you intend to purchase your next car in $yundai?
7:
"uration 9ercentage of people
< months 5:
- year 6:
--0 years 0:
'o plan -:
I%!er&re!!"o%:
4rom above pie chart it can be stated that the percentage of people who are
planned to purchase their next car in Toyota with in < months is 5:T, with in one year is
6:T, with in one or two years is 0:T. And -:T of people not yet planned.
7-
CHAPTER . V


70
FINDINGS

4rom the survey about the people who have own cars I found that 7:T of the
people having Toyota cars,-:T of the people having $onda cars,-0T of the
people having $yundai,-5T of the people having #aruthi )u8uki and -7 T of the
people having other cars. $ence, we can say that -5T of the people having
$yundai cars.
4rom the survey I found that most of the people giving preference to brand name
of the company then they look for 2uality and service. And giving least preference
to price.
4rom the survey about the people who having $yundai cars, most of the people
having Innova because it can be used for multi purposes. Then Lualis and
,orolla. 1ut less people having ,amry cars.
4rom the survey I found that most of the people heard about the $yundai through
friends Nwho having $yundai cars; and by ads. The people less heard about the
$yundai through telesales, events and consultants.
4rom the survey I found that to purchase $yundai car 7:T of the people
interested at "obro show room because it is well established and also providing
better services, 6<T of the people interested at $arsha showroom.
75
4rom the survey about the behaviour of the staff with customers, most of the
people well satisfied.
4rom the survey I found that most of the people interested to buy new $yundai
within one year. 1ecause $yundai car having best 2uality and providing better
services.

CONCLUSION

This pro@ect concludes that the $yundai motor should provide lowest price
of cars for the sake of increasing sales O increasing $yundai motor market. ,ompare to
"obro showroom $arsha $yundai provide special offers to the customers to increase
their market position in the competitive world. $yundai Eirloskar motor company ready
give another dealership in $yderabad. Thats why "obro $yundai showroom tries to
attract new customer to give new offers O better discounts to them. "obro $yundai gives
advertisements using electronic mediaO print media to increase their sales. And also
provide new events O better after sales service to the existing customers. Already "obro
$yundai is having well brand image in the automobile market.
76


SUGGESTIONS
The company should maintain their market position and try to increase their
customers.
Enough spare parts for the latest models should be stocked, so as to meet sudden
break down calls.
To enable the customers to get in touch with the service personal more easily, the
number of direct phones should be increase or provide the toll free number.
9eriodically, review meetings with the customers in different areas should be
convinced, to have a general consensus regarding problems being faced by them.
To increase sales of the cars, the company should concentrate on advertisements
and try to provide special offers.
If the company reduce the price of the cars then sales will be increased
dramatically.
77
CHAPTER . VI
7<


BIBLIOGRAPHY
PHILIP KOTLER 1@@@He . MARKETING MANAGEMENT
PHILIP KOTLER >
GARY ARMSTRONG . PRINCIPLES OF MARKETING
GICI BERI . MARKETING RESEARCH
;;;I(oo('eIco#
;;;I+$u%d"Ico#
7=
,UESTIONNAIRE
'ame of (espondent . ZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZ
"esignation . ZZZZZZZZZZZZZZZZZZZZZZZZ Age . ZZZZZZZ
Income .ZZZZZZZZZZZZZZZZZZZZZZZZZZZ
Address . ZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZ
ZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZ
9hone 'o.ZZZZZZZZZZZZZZZZZ Email id.ZZZZZZZZZZZZZZZZZZZZZZZZZZZ
I%!roduc!"o% > &ur&o)e:
Food ZZZZZZZZZZZZZZZZZZZ. Im ZZZZZZZZZZZZZZZZZZ from $yundai customer
satisfaction cell as part of curriculum. Iam doing this survey for the award of #aster of
1usiness Administration. Eindly, co-operate, the information given by you will be used
for academic purpose only.
-. "o you own a car? N%es A 'o;
0. Jhich brand do you own?
$yundai #aruthi )u8uki
$onda !thersN please specify;
Toyota
5. Jhat are the value attributes you normally look while purchasing a 4our Jheeler?
N9lease rank;
"esign Luality
9rice 1rand Image
,omfort )ervice
9erformance !thers Nplease specify;
7>
6. Are you aware of $yundai? N%es A 'o;
7. Jhich model do you have?
Luails Innova
,orolla ,amry
9rado
<. Jhere did you purchase your $yundai vehicle? N ;
A. "obro 1. $arsha ,. !ther
=. %ou heard about $yundai vehicle through? N ;
A. A 4riend 1. Add ,.Tele call ". Event E.,onsultent
>. Jhy are you chosen $yundai? N ;
A. 4eatures 1. 1etter mileage ,. 1rand Image ". All the above
B. Jhen do you intend to purchase your next car?
< months N ; - year N ; --0 years N ; 'o plan N ;
-:. Jhen would you like to be test drive $yundai vehicle?
"ate . ZZZZZZZZZZZZ Time . ZZZZZZZZZZZZZZZZZZZZZZ.
--. In your opinion, which show room providing better service? N ;
A. "obro 1. $arsha ,. !ther
-0. (eceiveness of staff with the customers at showrooms? N ;
A. Excellent 1. Gery good ,. Food ". Average E.9oor
-5. Jhy are you chosenZZZZZZZZZZZ show room?
Re)o%: ZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZ.
7B
-6. "o you know any person in that show room N%E)A'!;
If know please tell me details. ZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZ
ZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZ.
-7. #ention your valuable suggestions
ZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZ
ZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZ.

THANK YOUI
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