Marketing Strategy Final

CONSUMER DURABLES BUSINESS PLAN

GROUP MEMBERS Allwyn Gonsalves (27)  Kunal Pandit (36)  Nikhil Potdar (44)  Hrishikesh Raut (46)  Shikhar Thakur (56)  Akshay Vartak (59) 

CONSUMER DURABLES 

Longer usage value



Considerably large portion of income is spent



Consumer looks for ‘Value for Money’



Many a times it is a Status symbol



Part of income spent

KEY DIFFERENCES Consumer Product (FMCG) •

•

Consumer Durables •

High Value

• •

Large intervals in between two purchase More knowledge require to make a purchase decision

•

Longevity

Low value Frequent purchase

•

Less information require

•

Short Durability

HYUNDAI PA

VISION & MISSION  Vision

statement:

Our team provides value for your future.

 Mission

Statement: To pursue excellence and deliver cars that inspire, so you can live your life the way you want. And drive your way.

INTRODUCTION… 

A Hyundai Product



Stylish Combination



Bridging the gap b/w Santro & Getz



B-Segment car

FEATURES…  European

styling with Japanese

Engineering  Stylish  Petrol  GPS 3

Interiors

/ Diesel / CNG/ LPG

System

year warranty

 New

Anti-Braking System (ABS)

 Roof

Top Window

SWOT ANALYSIS STRENGTHS

WEAKNESSES



The Quality Advantage



Commodity Price Risks



Quality Service across 1036 Cities



Exchange Rate Risk



A Buying Experience Like No Other

OPPORTUNITIES & THREATS

OPPORTUNITIE S 

Increased

THREATS 

Risk Factors



Threats from Competitors

purchasing power of middle class 

Govt. Subsidies



100% FDI

PRODUCT OFFERING AND TECHNICAL SPECIFICATION

MARKETING STRATEGY  Objectives

10%

market share in two year. Use Brand image of Hyundai  Target Market Middle & upper income professionals Small business owners & Entrepreneurs  Positioning Value for Money

MARKETING MIX

CONTD…. 

Distribution Stockist

Dealers

Sub Dealers

Booking Agents

PRODUCT LIFE CYCLE

K N A H T U… O Y