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    KIA Final PPT

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    pranjal
    KIA entered the Indian market in July 2019 and has since launched multiple SUV models. SUVs now account for around 32% of the Indian passenger vehicle market and are projected to reach 40% within the next decade. KIA is targeting youth and tech-savvy consumers by positioning their vehicles as premium, tech-driven SUVs that offer great value. Their marketing strategies leverage partnerships like with IPL cricket to build awareness of the brand and drive contest participation.

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    KIA Final PPT

    Uploaded by

    pranjal
    53 views19 pages
    KIA entered the Indian market in July 2019 and has since launched multiple SUV models. SUVs now account for around 32% of the Indian passenger vehicle market and are projected to reach 40% within the next decade. KIA is targeting youth and tech-savvy consumers by positioning their vehicles as premium, tech-driven SUVs that offer great value. Their marketing strategies leverage partnerships like with IPL cricket to build awareness of the brand and drive contest participation.

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    KIA entered the Indian market in July 2019 and has since launched multiple SUV models. SUVs now account for around 32% of the Indian passenger vehicle market and are projected to reach 40% within the next decade. KIA is targeting youth and tech-savvy consumers by positioning their vehicles as premium, tech-driven SUVs that offer great value. Their marketing strategies leverage partnerships like with IPL cricket to build awareness of the brand and drive contest participation.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    53 views19 pages

    KIA Final PPT

    Uploaded by

    pranjal
    KIA entered the Indian market in July 2019 and has since launched multiple SUV models. SUVs now account for around 32% of the Indian passenger vehicle market and are projected to reach 40% within the next decade. KIA is targeting youth and tech-savvy consumers by positioning their vehicles as premium, tech-driven SUVs that offer great value. Their marketing strategies leverage partnerships like with IPL cricket to build awareness of the brand and drive contest participation.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 19

    SUV in Indian

    Market
    KIA MOTORS
    What influences Consumer
    Behaviour while buying SUV?
    Influences of Consumer Behaviour

    Internal Factors External Factors

    Personal Psychological Cultural Social

    Age Family
    Income Perception Reference
    Culture
    Occupation Beliefs Group
    Social class
    Lifestyle Attitude Role
    Personality Status
    Customers’ Psychological
    Factors While Buying a SUV
    Automobile sector in Indian
    Market
    • Passenger vehicles sales grew by only 2.7%

    • Big players like TATA and Hyundai were closing their


    plants.

    • The Indian automobile industry faced its worst year in


    2019 compared to last two decades.
    Timeline of KIA Motors

    Entered Indian market Launched Carnival Launching Sonet

    July 2019 August 2019 February 2020 July 2020 September 2020

    Launched Seltos Crossed 1,00,000 car sales


    Share of SUV in Total Passenger
    Vehicle

    16 % Year - 2014

    25 % Year - 2018

    32 % Year - 2020 Ongoing


    Why KIA came in?

    • Going by the frantic demand and anticipated product


    launches, more Indians will be driving an SUV 2027.

    • It is projected that in the next decade, SUVs will account for


    nearly 40% of India’s PV segment.

    • We will launch a car every 6 months- CEO KIA INDIA


    How KIA is influencing
    customers buying decision
    a
    Buying a car is
    ure.
    profound pleas
    When it’s about motor works, you can’t beat Korean
    style
    Because association matters
    Market Response
    • KIA Market Share in • Seltos Market
    total PV in H1 2020 share in mid-
    size SUV
    segment in Q1
    2021 FY

    6% 32%

    2nd 1 Lakh
    • Best selling mid – size
    SUV in FY 20 (Seltos) • Seltos sold till
    July 2020
    Segmentation

    • Age

    • Income

    • Attitude

    • Interest

    • Lifestyle
    Targeting

    • Youth

    • Tech savvy

    • Futuristic
    Positioning
    • Toughness

    • Premium SUV

    • Tech driven

    • Bang for the buck

    • One step beyond


    Points of Difference and Points of
    Parity (Kia Seltos v/s Other SUV’s)
    Points of Difference Points of Parity

    • Blind View Monitor & Front • Large Boot & Leg-space


    Parking sensor • Cruise Control
    • Ventilated & Power seats
    • Safety features (Airbags &
    • Smart Air purifier Tire Pressure monitor)
    • Kia Cares services • Navigation systems
    • UVO connectivity
    • Advance working efficiency
    • SOS Functionality
    Marketing Strategy 1 – 5 to 555

    • Just tell us, Why you need us… That’s it!


    • Sweet collection of all our goodies for all those who love us

    • A premium gift hamper for all 555 lucky winners :)
    • Any KIA car at discounted rate of 10% for top 55
    participants 
    • Exclusive give away of KIA seltos car to 5 lucky
    participants
    IPL - #KIAContest Twitter Buzz
    #KIAContest

    AD REVENUE Viewership
    YEAR
    (Crores) (Millions)
    • 2017 • Rs 1300 • 185.7
    • 2018 • Rs 1800 • 334
    • 2019 • Rs 2200 • 464 • Why do you need the car?
    • 2020 • Rs 3000 • Record • Get a chance to win KIA Seltos
    (Expected) (Expected) Breaking

    • More than 8 regional languages

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