25 Years of trust
HYUNDAI
2. Positioning of Hyundai Santro
- Family Car to Smart Car for young People
- Complete Family Car to Sunshine car.
Perception Change
Geographic
Psychographic
Lifestyle or Personality
TARGETING :- SELECTIVE
SPECIALIZATION
Market
Urban Semi – Rural
Product Urban
A1 Yes Yes
A3 Yes Yes
SUV Yes
A1 Yes
A2 Yes Yes
A3 Yes
SUV Yes
• Differentiation
• Create products and/or services that are unique and valued
• Non-price attributes for which customers will pay a premium
• Focus strategy
• Narrow product lines, buyer segments, or targeted geographic markets
• Attain advantages either through differentiation or cost leadership
GENERIC STRATEGIES
Competitive Advantage
AN OFF'S MATRIX
Existing Product New Product
Market Penetration
• Distribution Product Development
•Expansion of •New product –
Existing
manufacturing Splash
Market facilities
Product
Price
Place
Promotion
EXISTING PRODUCT STRATEGY
Portfolio of 12 products
Five product lines
A1 800
A3 D ZiRE, Sx4
Future Product
SUGGESTED PRODUCT STRATEGY
More fuel efficient cars.
AlterNet fuel cars.
o Advertising Strategy
Persuasion Advertising
“Ghar Aa Gaya Hindustan”
“India Comes Home in Maruti Suzuki.”
Information Advertising
CONT………….
Alternative Advertising Options
BTL - Sponsorships
TV shows - India’s Got talent
Sales Promotions
Product warranties
Premiums (gifts)
Trade shows
2,628The number of workshops that provide