Slide -1 Advertising Project Hyundai i10- Ad campaign

Slide -2 TABLE OF CONTENTS Particulars Page No. Marketing Challenge 1 Campaign

Objectives 2 Target Audience 2 Creative Strategy 3 Media Strategy 3 Media 3 Budget 4
Brand Track Report 4 Research 5 Need for research 5 Method for research 6 Flow
Chart of questionnaire design 7 Sample Questionnaire 9 Each question content 11
Evidence of result 12 Analysis 15 Findings 23 Recommendations 23 Filled
Questionnaires
Slide -3 1 HYUNDAI i10 1. Brand Name: Hyundai 2. Campaign Title: Hyundai i10 ?
catch the i. Campaign : National MARKETING CHALLENGE The growth rate for the
small car market, for the last year was 22-23%. Segmentation seems to have finally
arrived in the Indian auto industry. With a flurry of new vehicle launches in the country,
ranging from basic transportation models on four wheels to highly stylish, contemporary
and expensive sedans, further sub-segments are emerging in the car market. And with
people increasingly classifying cars as ?B+?, ?C+? and ?imported?, the auto industry
expects these to become recognized classifications soon. Segmentation of the auto
industry is primarily customer driven. It evolves as manufacturers model their products
and brand positions according to customer profiles. In the last few years, segmentation
based on platforms, features and styling have emerged in India as customer
preferences and vehicle applications keep pace with the rest of the world. The D
segment is a very niche one, with different characteristics of appeal, as would be
expected in a luxury range. Last year, the Society of India Auto Manufacturers (SIAM)
did a reclassification of the D segment when Skoda was launched. It was followed by
Octavia, Merc C class and Corolla in the D segment, while the bigger cars formed a
new E segment. According to SIAM, the D segment is called the executive segment and
the E segment the premium segment. Both these segments typically have imported cars
brought in as CKDs and assembled here. With aspirations flowing high for imported
cars, the segment is emerging as a separate category altogether. The B segment, with
models like Santro, Wagon R, Zen, Alto and Indica, accounts for 56% of the passenger
car market. People have started classifying Palio and Indica as B+ or upper B segment
cars because they are larger cars. Similarly, in the C segment, which comprises Accent,
Lancer, Baleno, Indigo, Sienna, Astra, Corsa and Ikon among others, people tend to
classify cars like Lancer, City and Astra as upper C segment cars.
Slide -4 2 But for both B+ and C+, SIAM has no sub classifications yet, pointed out
sources in Hyundai. According to Mr Piparsania, the benefit to the customer is quite
evident ? they are able to choose from a range of models that best fit their price and
needs. A natural progression is being observed from A/B to C/C+ and from there to D-E
types. Manufacturers may choose to offer models in different segments, while marketing
plans can be appropriately developed to establish an appeal for the brands. More
importantly, auto manufacturers are also able to analyse their respective market shares
relative to their specific product offerings. Since last year, SIAM has adopted a
segmentation approach for sourcing all statistics, enabling manufactures to report their

sales, export and production data segment-wise. The competitors of Hyundai i10 are
Zen Estilo, Chevrolet spark and Maruti wagonR. The tagline of Zen estilo is ?shape your
world?, and for Spark is ?full of life? and for WagonR is ?for a smarter race?
CAMPAIGN OBJECTIVES Main campaign objective of this advertising campaign was to
announce the launch of the new car; it was supposed to be the most desirable car in the
segment. They wanted to capture a large market share in the already existing market
segment. But they had their target set since it catered to the youth of the country.
TARGET AUDIENCE Geographical- the target has been the entire country with no
specific cities embattled. The same advertisement campaign has been used all
throughout the country. Demographic- the target has been the youth of the country. The
targeted age group has been from 18 to 30 years. Psychographic- it has targeted the
new economy businesses like the? IT? and the ?BPO? sector Behavioral- it targets
either singles or young couples without children, it targets the style conscious and
innovative individuals it is for the early adopters that is the people who get on to the new
technology first. It targets the upper middle class youth (with an income of above Rs.
3.5 Lac annually).
Slide -5 3 CREATIVE STRATEGY The world premiere of the car was done in India.
Usually these cars are launched in Europe at the auto shows, but this was one of the
only cars launched in India. This was an informative advertisement. The main message
of the i10 launch ad was to inform customers in an interesting manner, how a car is
being launched in India first, and not anywhere else in the world, as it usually is. The
creative concept they worked on was 'world premiere'. MEDIA STRATEGY The media
strategy was 2 pronged: 1. Above the line: Through a channel mix targeting core
group ?youth. A channel mix comprising all main TV channels including news,
entertainment, music, movies like Star Network (Star Plus, Star One, Star News), Zee
TV, Sony Network etc. were selected on the basis of affinity, time spent & loyalty.
Sponsorships were taken to add to the visibility of the brand. Outdoor events were
sponsored by i10 to raise the awareness of the product amongst the target audience. A
competition sponsored by i10 was on 92.7 BIG FM. Ads were also put on the print
media in newspapers like The Times of India, The Hindustan Times etc., magazines like
Autocar, Overdrive etc. 2. Below the line Posters and danglers were used to raise
awareness. Activities were conducted in the showroom as well. The activities conducted
in the showrooms were mainly around test drives, and to encourage people to check out
the car. They did a promotion called 'Win the i', where customers could win exciting
prizes, including an i10. MEDIA List all media used in this campaign ? Television ?
Trade/ Professional Magazine ? Point-of-Purchase ? Radio ? Consumer Magazine ?
Newspaper ? Public Relations ? Sales Promotion
Slide -6 4 BUDGET As the above figure shows the budget was divided into 2 phases:
Launch and, Post launch Approximately 22crores were spent during the launch phase
and then later on approximately 15 crores were spent during the launch phase.
Production cost was 1.2 crores BRAND TRACK REPORT Inocean advertising

evaluates their result on the basis of a report called the brand track report. The
company maintains a report which is called the brand track it is reported every quarter
it?s divided into three categories.
Slide -7 5 1. The pre testing stage consists of the top ten reasons for the person to
choose a brand. 2. Brand dynamics- this emphasises on the strength of our brand and
the other brands in the category, and also as to why is our brand being chosen. 3.
Communication strategy- Its ?proven recall?. Recall of the ad done for only Tv and
Print, and also as to which media we saw the ad. It is not done for the internet.
RESEARCH The launch of the Hyundai i10 symbolizes the second phase of operations
for HMI in the country where it enjoys a market share of well over 18 percent and which
is poised to grow to 20 percent in the next calendar year. The Hyundai i10 marks the
entry of stylish, performance driven compacts from Hyundai which offer the latest to its
customers. The Hyundai i10 symbolizes everything Hyundai Motor India stands for
today: Great design, latest technology and performance with an affordable price tag. We
at Hyundai Motor India and all Indians can take pride in the fact that we make world
class cars which are driven across the world." 'Hyundai i10 is a contemporary car that
has been fine-tuned for Indian conditions and made available at a good price point.
Commendable ride comfort, safe dynamics, comprehensive active and passive features
and good build quality ensured that it was a successful product. HMIL is investing to
expand capacity in line with its positioning as HMCs global export hub for compact
cars. Apart from expansion of production capacity, HMIL plans to expand its dealer
network, which will be increased from 183 to 250 this year. And with the company?s
greater focus on the quality of its after-sales service, HMILs service network will be
expanded to around 1,000 in 2007. NEED FOR RESEARCH The research has been
done to find out the effectiveness of the i10 advertisement campaign and to find out the
awareness and message understood by the consumers.
Slide -8 6 METHOD OF RESEARCH Conclusive Descriptive Survey
Slide -9 7 The interviewing method that would be used is the e-mail questionnaire and
personal questionnaire. The individual content of each question can be gained by
referring to the questionnaire. The questions are short, easy to understand, and majority
are objective. The question structure used is multiple choice questions, rank order
scaling and unstructured questions. The Likert scale with balanced number of
categories are used too. To understand the views and opinions of the public about the
advertising campaign. Flowchart of questionnaire design
Slide -10 8 The questions are arranged and numbered in an order so that it is easy for
the respondent to answer the questions. In deciding the question wording, we have
used ordinary words and not used biased or leading questions. The results of the
research are then analyzed. The research is carried out.
Slide -11 9 QUESTIONNAIRE Personal Details Name: Gender: Age: Phone: Profession:
1. Have you seen the Hyundai i10 ad? a) Yes b) No 2. Please tick the appropriate in

accordance to the i10 ad: Absol utely yes Yes May be No Defini tely no a) Was the
audio effect good? b) Was the visual effect good? c) Did you understand the message
conveyed by the ad? d) Was Shahrukh Khan the correct brand ambassador? e) Would
you want to purchase the i10?
Slide -12 10 3. How would you rank the following ad campaigns? Hyundai i10 Zen Estilo
Chevrolet Spark 4. Rank the factors that affect your buying decision towards a car.
Mileage Horsepower Looks Space Price After Sales Service Maintenance Cost Brand
name 5. What do you remember of the i10 ad? 6. What do you think was the message
conveyed in the i10 ad?
Slide -13 11 EACH QUESTION CONTENT Personal details are important to know the
genuiness of the questionnaires and secondly, if our target audience is aware and
purchasing the product or not. Quest 1. This is asked to know the reach of the
advertisement and to find out how many people out of our sample have seen this
advertisement. Quest2. This is asked know the effectiveness of the advertisement. a)
This is to find out if the viewers liked the background music of the advertisement.
(sound of the shehnai) b) This is to find out if the audience liked the video of the
advertisement. (Shahrukh Khan, Stadium, Speeding car and models) c) To find out if the
viewers feels that they have understood the message in the advertisement. d) To see if
the audience felt that Shahrukh Khan was the right person to endorse the product. e) To
know if the advertisement could convince the viewers to purchase the i10. Quest3. To
know, where our competitors stand in the eye of the consumer. Quest4. There are
certain factors which a customers keeps in mind while buying a car. This is asked to find
out what factors influence the buying decision of the customers. This is useful for future
campaigns and innovations to be made by Hyundai and i10. Quest5. To find out the
unaided recall of the advertisement. We wanted to know if the respondent could
remember the advertisement without being given any clues. Quest6. To know if the
advertisement has been portrayed the way the company intended to portray and to
know if the message reached to the public is correct.
Slide -14 12 EVIDENCE OF RESULT Age Number of people 16-19 16 20-25 25 26-35
11 36-50 8 50+ 0 1. Have you seen the Hyundai i10 ad? a) Yes 56 b) No 4 2. Please tick
the appropriate in accordance to the i10 ad: Absol utely yes Yes May be No Defini tely
no a) Was the audio effect good? 10 26 11 7 6 b) Was the visual effect good? 8 36 8 3 5
c) Did you understand the message conveyed by the ad? 5 27 12 9 7 d) Was Shahrukh
Khan the correct brand ambassador? 8 13 15 19 5 e) Would you want to purchase the
i10? 3 11 21 13 12
Slide -15 13 3. How would you rank the following ad campaigns? We have assigned
weights to each rank. Rank I is 5, Rank II is 3, Rank III is 1. So, the total of the weights
are Hyundai i10 226 Zen Estilo 172 Chevrolet Spark 142 So, this shows that Hyundai
i10?s advertisement has been ranked number 1 as compared to Estilo and Spark by the
viewers. 4. Rank the factors that affect your buying decision towards a car. Mileage 19
Horsepower 2 Looks 17 Space Price 12 After Sales Service Maintenance Cost Brand

name 10 5. What do you remember of the i10 ad? Remember properly Somewhat
remember Don?t remember 6 43 11 In this, 38 people remember only Shahrukh Khan in
this ad, 5 people remember the features, 6 people remember the music and 11 people
remember nothing in the advertisement.
Slide -16 14 6. What do you think was the message conveyed in the i10 ad?
Understood properly Somewhat understood Didn?t understand 3 39 18 In this, 20
people remember that it was the world premiere, 14 people thought that the features
were the message conveyed, 4 people remember the tag line and 22 remember nothing
in the advertisement.
Slide -17 15 ANALYSIS Age of Samples 16 25 11 8 0 0 5 10 15 20 25 30 Number of
people 16-19 20-25 26-35 36-50 50+
Slide -18 16 Have you seen the Hyundai i10 ad? Yes 93% No 7% Yes No Please tick
the appropriate in accordance to the i10 ad: a) Was the audio effect good? Absolutely
yes 17% Yes 43% Maybe 18% No 12% Definitely no 10% Absolutely yes Absolutely yes
Yes Absolutely yes Maybe Absolutely yes No Definitely no
Slide -19 17 b) Was the visual effect good? Absolutely yes 13% Yes 61% Maybe 13%
No 5% Definitely no 8% Absolutely yes Absolutely yes Yes Absolutely yes Maybe
Absolutely yes No Definitely no c) Did you understand the message conveyed by the
ad? Absolutely yes 8% Yes 45% Maybe 20% No 15% Definitely no 12% Absolutely yes
Absolutely yes Yes Absolutely yes Maybe Absolutely yes No Definitely no
Slide -20 18 d) Was Shahrukh Khan the correct brand ambassador? Absolutely yes
13% Yes 22% Maybe 25% No 32% Definitely no 8% Absolutely yes Absolutely yes Yes
Absolutely yes Maybe Absolutely yes No Definitely no Even though a brand
ambassador like Shahrukh Khan has increased sales for i10, he still isn?t the correct
brand ambassador for a small segment car since the audience can?t relate to him
driving an i10. Shahrukh Khan does endorse lots of products and those ads do well but
that does not mean that consumers would also buy those products. Consumers are
getting entertained by seeing Shahrukh Khan, but for a product like a car, they wouldn?t
just buy it because of the endorser.
Slide -21 19 e) Would you want to purchase the i10? Absolutely yes 5% Yes 18%
Maybe 35% No 22% Definitely no 20% Absolutely yes Absolutely yes Yes Absolutely
yes Maybe Absolutely yes No Definitely no We see that even though the consumers
have voted the i10 ad to be their favorite among the ad campaigns of spark, estilo and
i10, there buying decision towards the i10 is very poor. We envisage that this maybe
because the consumer might not want to purchase the car just because they have liked
the advertisement. Just for the reason that they find Shah Rukh Khan a very
entertaining performer, they would not want to purchase the car. Like say for e.g. Even if
we observe an advertisement of nakshtra diamond, and tend to love the advertisement
and Aishwarya Rai, but still we might not want to go and purchase the diamond. A car is
not a fast moving consumer product. One needs to decide and think before they
purchase something, which is expensive. After the need for a car arises, the consumer

will have to look into their budget too.

Slide -22 20 3. How would you rank the following ad campaigns? Hyundai i10 42% Zen
Estilo 32% Chevrolet Spark 26% Hyundai i10 Zen Estilo Chevrolet Spark
Slide -23 21 Rank the factors that affect your buying decision towards a car Mileage
32% Horsepower 3% Looks 28% Space 0% Price 20% After Sales Service 0%
Maintenance Cost 0% Brand name 17% Mileage Horsepower Looks Space Price After
Sales Service Maintenance Cost Brand name This has been asked to find out how the
consumers rank factors before buying the car. This could be used for future innovations
made by Hyundai for any car.
Slide -24 22 What do you remember of the i10 ad? Remember properly 10% Somewhat
remember 72% Don?t remember 18% Remember properly Somewhat remember Don?t
remember What do you think was the message conveyed in the i10 ad? Understood
properly 5% Somewhat understood 65% Didn?t understand 30% Understood properly
Somewhat understood Didn?t understand Consumers have liked the ad because of
Shahrukh Khan because he is entertaining but the message has not been properly
conveyed in the advertisement.
Slide -25 23 FINDINGS ? The Hyundai i10 advertisement has been preferred to the
advertisements of Zen Estilo and Chevrolet Spark by 42% of our samples. ? But, the
consumer?s willingness to buy the product is negative. Only 23% of the samples gave a
positive response to buy the i10. ? 65% of our samples felt that Shah Rukh Khan was
not the correct brand ambassador. ? We feel that that the response for Shah Rukh Khan
not being the correct brand ambassador is because the consumers do not relate him to
be driving an i10. A celebrity endorser needs to have an appropriate personality for the
product he?s endorsing. And over here, we don?t see any match between the product
and the endorser. RECOMMENDATIONS ? The advertisement has been liked overall
by the audience but the only recommendation that we have is that the celebrity
endorser should connect with the product.