volkswagen india and hyundai motor india ltd

PRESENTED BY:-

Simran Pinky GuptaSrishthi shailleyYadvendra yadavAbhishek kumar

• Volkswagen is a German car manufacturer headquartered in Wolfsburg, Germany and was established in 1937

• Volkswagen India Pvt Ltd is a division of the Volkswagen Group India, founded in 2007.

• Its manufacturing plant is in Chakan, Maharashtra which is capable of producing 200,000 vehicles per annum

• Volkswagen means "people's car" in German. Its current international slogan is "Das Auto" (The Car).

VOLKSWAGEN INDIA

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MARKET SHARE IN INDIA

PHAETON (Rs.79.25 LAKHS)

JETTA (Rs.13.87-15.35 lakhs)BEETLE (Rs.21.57 LAKHS)

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TOUAREG (Rs.58.50 lakhs)

PASSAT (Rs.26.97 LAKHS)

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POLO (Rs.5.08 - 7.22 Lakhs)

Vento(9.87 - 11.12 lakhs)

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• The company offers a wide range of products which include Polo , Up , Golf, Jetta, Beetle , Passat CC, Pasat, Sirocco, Tiguan , Touran , Eos Sharan, Phaeton and Touareg.

• The different models available, and the models purchased by customers , depends on the tastes and preferences of the customers .

PRODUCTVOLKSWAGEN

INDIA

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• The company used a lot of ATL media like TVC s and print media in its initial year in India to promote its brand and products.

• Company has adopted other marketing strategies like digital, BTL and out of home media in addition to the ATL media .

• The company is also using social media platform to market its products.

• In a bid to strengthen its brand image , the company launched an integrated marketing plan in 2009 .

PROMOTIONVOLKSWAGEN

INDIA

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• Each of Volkswagen car is manufactured and distributed in key locations for strategic reasons.

• There are various car distributors throughout the country who distribute the cars manufactured by the company.

• The aim of the company is to penetrate the automobile market in India because it views India as one of the largest markets in the world.

• The company may be new in the Indian Market but it has made a lot of improvements .

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• Depending on the size ,level of exclusivity , options and power of the engine , Volkswagen car prices range from affordable to expensive.

• Volkswagen prides itself as a car manufacturer which manufactures cars that the average person can afford .

• Comparing the VW Polo with a Hyundai I10 you will find that the Polo is costlier .

• The best selling Volkswagen products are Volkswagen Vento and Volkswagen Jetta.

PRICEVOLKSWAGEN

INDIA

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Segmentation:-Car users looking for sedan, SUV, hatchback.

Volkswagen Polo – compact car segment Volkswagen vento, jetta – mid size segment Bettle, Passat, Toureq – luxury and premier segment.

Targeting:-Young executive, businessmen and Urban families.Some of the cars like Volkswagen phaeton is placed in a niche market to target niche audience in india.

Positioning:-Positioned themselves as the biggest automobile giants.It has positioned itself as the safety leader that also offer lower operating cost and eco friendly driving.Projected themself as a Premium innovative brand.

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• Wide range of cars which provides enough options to choose from high brand presence and recall

• One of the oldest car manufacturers, resulting into increased reach to masses

• Owner of Audi, Bentley, Bugatti, Lamborghini, Skoda which gives a wide and large customer base

• Volkswagen also has presence in hybrid cars and motorsports

STRENGTHVOLKSWAGEN

INDIA

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• Intense competition from global Car manufacturing companies

• Limited presence in emerging markets where some other brands have taken over the market

WEAKNESSVOLKSWAGEN

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• Create long term relationships with non-German car manufacturers

• Implement continuous innovations in cars to stand competition

• To enter different markets by offering cars with features attractive for the targeted market

• Increasing purchasing power of people

OpportunityVOLKSWAGEN

INDIA

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• Innovative features included by competitors

• Increasing fuel costs

• Government regulations and policies to protect interest of local car manufacturers e.g. TATA in India

ThreatsVOLKSWAGEN

INDIA

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• Current market share in the Indian car market is around 3%. The target is to achieve around 6-7% market share by 2018.”

• Earlier they targeted of 20% market share in 2018, while entering in India.

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• Hyundai motor India limited was formed in 6 may 1996 by the Hyundai motor company of south Korea.

• During the entry of Hyundai in 1996, there were only five major automobile manufacturers in India, i.e. Maruti , Hindustan, premier , Tata and Mahindra.

• HMIL's first car, the Hyundai Santro was launched in 23 September 1998 and was a runaway success.

• The name Hyundai was chosen for its meaning in English translate to ‘modern’

• The Hyundai logo, a slanted and stylized H symbolizes the company shaking hands with customers.

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Getz (Rs 5 Lakhs)

i20 (Rs.5.34 - 8.28 lakhs)HYUNDAI MOTORS

INDIA LTD

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i10 (Rs.4.20 - 5.01 lakhs)

ACCENT (Rs.5.18 - 5.55 lakhs)


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SANTA FE (Rs.27.09 - 30.41 lakhs)

SONATA EMBERA (Rs.13.77 lakhs)


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TUCSON ( Rs 17.0 Lakhs)

VERNA (Rs.7.80 - 12.28 lakhs)


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• Hyundai Motor India Ltd is currently the second largest auto exporter from India .It is making India the global manufacturing base for the small cars . Hyundai sells several models in India, the most popular being the Santro Xing, i10 and the i20

• The all-new “Hyundai Pa” is fully loaded with a range of exciting new features. It's a perfect complement to your evolved tastes and lifestyle. And the best way to take your driving pleasure to a brand-new high.

PRODUCTHYUNDAI MOTORS

INDIA LTD

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• Targeting the premium segment with their latest model from the Hyundai’s stable. The analysts predict the pricing of this premium hunchback to start from Rs. 3 lakhs.

• Hyundai is known for value based offerings and with the extensive service network and brand reputation for making reliable cars.

PRICEHYUNDAI MOTORS

INDIA LTD

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• The company plans to stage road shows, to display vehicles in the pavilions during various college festivals and exhibition.

• Advertisements to promote and market our product through various leading channels. Major music and sports channels will also promote.

• Promotion done by Media Advertisements by celebrities like SRK

PROMOTIONHYUNDAI MOTORS

INDIA LTD

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• HMIL currently has 388 strong dealer network and more than 1000 strong service points across India.

• Hyundai Motors India has introduced a new marketing initiative - 'Ghar Ghar Ki Pehchaan' to tap the India rural car market.

• The company has rolled out special schemes for government employees in rural areas and members of gram panchayats on the purchase of Santro

PLACEHYUNDAI MOTORS

INDIA LTD

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Segment• Complete automobile segment including

hatchbacks, sedans & SUV’s

Target Group• Young executives from the upper-middle

income.

Positioning• Hyundai gives luxury cars at affordable prices

which is a globally recognized and accepted brand


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• Hyundai Motor India limited is the largest car exporter from Asian Market which showed a 10% growth compared to last FY

• The domestic sales is increasing at an average rate of 19. 1%

• It is also known for its quality products and better performance has constantly been ahead in the race with Maruti Udyog ltd in many parameters

• Among the automobile players only HMIL is known for its CSR activities

• Hyundai , has the largest network of showrooms and service station next to Maruti in India

STRENGTHHYUNDAI MOTORS

INDIA LTD

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• HMIL took a long time to gain the market share as its not the first mover in India

• In terms of most reliable and trusted brand; Maruti is more strong in Indian subcontinent.

• Spare parts are comparatively priced higher.• Increase in prices such as steel , aluminium and

ancillary parts has affected margin.• Hyundai is still struggling to make a better

impact in small car segment in terms of cost efficiency like other manufactures

• Hyundai doesn’t have any product match to compete in Corporate orders like Tata Indica V 2, Tata Sumo, Tata Indigo , Chevy Tavera, Ford Fiesta etc .

WEAKNESSHYUNDAI MOTORS

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• The export markets growth rate is 22.30% compared to last fiscal year

• The saving consumption pattern of India is an added advantage for any segment doing business in India.

• Hyundai is one of the very few companies that has widest R &D network across the world located in Korea , Europe , India, US , Japan.

• Good opportunity for entering into commercial vehicles and Recreational vehicles as they are already doing well outside India.


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OPPORTUNITIES

• There are Indian players like Tata , Mahindra imposing a strong threat for Hyundai Motors India to expand its product category

• Foreign Direct Investments flowing in Indian automobile space are not good signs for already existing Giants like Hyundai.

• Hyundai faced a slight decline in market share due to tough competition from Ford’s - Figo and Volkswagen – Polo.

• Many manufacturers have started to concentrate on small car segment as an alternative to Nano . These will slowdown the expected sales of Eon.


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THREATS

Hyundai achieved its highest-ever; Single month sales of 39,525 units

& Financial Year sales of 4,20,668 units.

The market share of 16.3% was highest-ever with strong performance of successful launch of new models like Elite, i20 Active, Xcent & Verna.


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Market share in India

HYUNDAI I20 (5.85 lakhs) VOLKSWAGEN POLO ( 5.84 lakhs)VS

•The Hyundai i20 has a smooth run due to its stylish looks and feature-rich cabin.

•Hyundai even gave a mid-life update in March, 2012 to freshen up the appeal of its premium hatchback.

•Its rival, the Volkswagen Polo, has now also been updated and makes a compelling case for itself with typically understated styling, a premium-looking cabin and almost as much kit as the feature-rich i20.

•So, of the two premium hatchbacks, which makes for the better buy?

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OVERVIEW

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In the Polo the steering is more direct and weighty, the car has more grip and it feels more secure at speed as well. Suspension are generally flexible at low speeds and a lot more composed at higher speeds (Soft-ish front suspension).

The i20’s low-speed ride is good, it absorbs bumps without transferring too much to the occupants. It comes with great driving but the steering is too light, it runs out of grip faster and the brakes aren’t as good as the Polo’s.

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The Polo’s dashboard is very straightforward, The Polo’s high dashboard may hamper visibility for shorter drivers. and there’s a certain tactile feel in the way the switchgear works. There is adjustable steering.

The i20’s dashboard is certainly more user friendly than the Polo’s. Nothing in here has the same build quality as the VW. Its Front seats are more supportive and has adjustable steering

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The Polo’s biggest drawback is its rear seat, The front seats, however, have plenty of space. The Polo’s 294 ltr boot is usefully big and it’s well shaped too.

The i20 has more space, front seats and rear. Its 295 ltr boot is slightly bigger than the Polo’s and the cabin has plenty of storage space as well. It has a longer rear doors too. Overall It is the better all-rounder in this respect and the better multi-purpose car.

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The Polo is well equipped with two airbags, ABS, alloy wheels, rear parking sensors, electrically adjustable mirrors, a trip computer, remote locking and USB and Bluetooth connectivity, except climate control, auxiliary port either.

The i20 is very well equipped. It gets electric folding mirrors, climate control, a reversing camera, six speakers and an auxiliary port. Rear wash-wipe function is lacking, but the Polo has.

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The Volkswagen Polo, then, comes across as a hatchback that is nice to drive, is well built and has a more premium feel to it compared to the i20.It misses out on features like automatic climate control and aux-in capability. Its rear seats are also quite cramped.

The Hyundai i20 at Rs 5.85 lakh has more space, front seats and rear. The downsides are its lackluster engine and bland driving experience. But it gives you almost everything the VW has and then some, making it a car that has practically everything Indian car buyers want.

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