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    Marketing Management Project Kia Cars in India

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    Raj Rangani
    Kia entered the Indian market in 2019 and has since gained popularity among young Indian consumers through its stylish designs and competitive pricing. It focuses on the growing middle class market and targets young adults seeking aesthetically appealing yet affordable vehicles. Kia differentiates itself through modern designs, high-end features, and financing options. Going forward, it plans to launch electric vehicles, form strategic partnerships, and invest in new mobility solutions to stay ahead of competitors in India's fast-growing automobile market.

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    Marketing Management Project Kia Cars in India

    Uploaded by

    Raj Rangani
    759 views17 pages
    Kia entered the Indian market in 2019 and has since gained popularity among young Indian consumers through its stylish designs and competitive pricing. It focuses on the growing middle class market and targets young adults seeking aesthetically appealing yet affordable vehicles. Kia differentiates itself through modern designs, high-end features, and financing options. Going forward, it plans to launch electric vehicles, form strategic partnerships, and invest in new mobility solutions to stay ahead of competitors in India's fast-growing automobile market.

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    Kia entered the Indian market in 2019 and has since gained popularity among young Indian consumers through its stylish designs and competitive pricing. It focuses on the growing middle class market and targets young adults seeking aesthetically appealing yet affordable vehicles. Kia differentiates itself through modern designs, high-end features, and financing options. Going forward, it plans to launch electric vehicles, form strategic partnerships, and invest in new mobility solutions to stay ahead of competitors in India's fast-growing automobile market.

    Copyright:

    © All Rights Reserved
    759 views17 pages

    Marketing Management Project Kia Cars in India

    Uploaded by

    Raj Rangani
    Kia entered the Indian market in 2019 and has since gained popularity among young Indian consumers through its stylish designs and competitive pricing. It focuses on the growing middle class market and targets young adults seeking aesthetically appealing yet affordable vehicles. Kia differentiates itself through modern designs, high-end features, and financing options. Going forward, it plans to launch electric vehicles, form strategic partnerships, and invest in new mobility solutions to stay ahead of competitors in India's fast-growing automobile market.

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    © All Rights Reserved
    of 17

    Marketing Management Project on

    Kia cars in India


    Marketing Mix
    Product
    • SUV
    Price
    • Compact SUV
    • Sonet: 6.71L*
    • MPV
    • Seltos: 9.89L*
    • Hatchback (Cyclicity of 6
    • Carnival: 24.95L*
    months)
    (* Ex-Showroom Delhi)
    • Electric Vehicle (Expected in
    • Festive Discounts Product
    2021)
    • Employee Discounts
    • Exchange Offers Price
    Place
    Place • 105 car dealers as of Sept 2020
    • Spread across 23 states and 74
    Promotion Promotion cities
    • FIFA World Cup • 250 customer touch-points
    • Ad Commercials planned by 2022
    • Celebrity Endorsement • Online Booking
    • Digital Marketing • Flexible delivery
    • Offline Marketing
    Marketing Orientation

    INTERNAL INTEGRATED RELATIONSHIP PERFORMANCE


    • Recruit • Product • CRM activities • #RewindKia
    • Select • Price • Hiring local • Green light project
    • Develop • Place • High localisation • Tie up with NGOs
    • Reward • Promotion • High dealer margin • Partnership with “Trees
    • EES • Corona support package for Cities”
    • Leadership to dealers • Manufacturer of the year
    • Partner with 8 financial (2019)
    institutions • 5th largest automaker
    Segmentation • Decision Role

    • Age
    • Income Behavioral
    Demographic

    Market
    Segmentation

    Benefit
    Psychographic
    • Function

    • Life Style
    As the market is expected to grow at a good pace it will be
    Profitable
    profitable

    The Company offers stylish design & good quality products that
    Identifiable
    appeal to the young adults.

    Segment India has one of the worlds fastest growing middle class. As the
    Substantiable
    attractiveness economy grows middle class will have more disposable income.

    A large segment of the target customer base is situated in Tier 1


    Reachable
    & Tier 2 cities. Kia has 105 car dealers and it will be increased.

    The middle class and its income levels are expected to grow and
    Stable
    thus are a stable target market.

    The company is following a differentiated marketing strategy focused on young


    Targeting adults, Individuals who want their vehicle to be aesthetically appealing along
    Strategy with being cost effective.
    Positioning

    POP POD
    • Warranty • Impactful design features
    • Fuel Efficiency • High-end technology at
    • Financing competitive pricing
    • Services • Ventilated Seats
    • Performance • Heads up Display
    Competitive strategy
    Vision - Offer
    products and services
    that befit this vision
    of turning cars from
    mere modes of
    transport into new
    lifestyle spaces.

    According to the vision from 2005 the company has focused on


    developing Core competency in automotive design 
    Kia has been Projecting itself as an aspirational Brand providing Impactful
    design and Quality products at a competitive price.
    Competition
    MG Hector –Marketed as a Technology Tata Harrier- Marketed as a Quality Product
    Product which is Futuristic. built on pedigree of TATA Group
    Kia SELTOS
    Fun Fact

    Brand Ambassador In India -Tiger Shroff

    Important Design Element - Tiger Nose Grill


    Porters 5 Forces Model
    • Existing Players- Maruti Suzuki, Tata Motors, Mahindra and Mahindra, Ford, Renault, Nissan,
    Hyundai
     
    Industry 
    Rivalry

    • New entrants like MG Motors, Great Wall Motors, Chery looking to take a share in the Indian
     
    Threat of automobile market.
     New Entrants

    • As the economy slips into recession, consumers substitute vehicle purchase with public transport
    Threat of
    • Automobile Industry faces the threat of substitution from Ride hailing Services, as the consumer
     
    Substitutes preferences change .

    • With so many options available to choose from, the buyers are spoilt for choices .
    •  Also as more people prefer using ride hailing services instead of owning a car the bargaining power of
     
    Bargaining
    Power of  the cab aggregators increase tremendously
    Buyer

    • With the technology changing at very fast pace, the suppliers also have a very crucial role to play,
    Bargaining  thus they also have considerable bargaining power. 
     
    Power of 
    Supplier
    Kia’s Integrated Marketing Communication
    • Objective is to make consumers aware of KIA products, make them interested and motivate them to buy it
    • Communication is addressed to Young Middle-Class population

    Advertisement Social Media Marketing


     Investment in premium Ad Units and  Doubled the impact of its social media
    250 Media properties in last year marketing in September by paid posts
     Uses TV, print, online ads, billboards  Brand Campaign Ad emerged as the
     First Brand Campaign ‘Magical most watched ad of YouTube India.
    Inspirations and Stunning Design’  Recently released a new 13-part film
    focused on design
    IMC called "The Features Film" on YouTube
    promoting eight of its vehicles.
    Events and experiences
    Sales Promotion
     Gained recognition because of its
     More than 105 dealerships and other
    association with various major sports
    touchpoints in India where customers
    events around the globe
    can get a free test ride.
     Tied up with various NGOs,
     Booking is possible online or any other
    governments organizations to show its
    touch point with a token amount of just
    global concern for environment and
    INR 25,000.
    society
    .
    Future Strategy
    1. Stitching alliances, making acquisitions, launching
    and buying shared mobility .

    Future Like the collaboration of M&M with Ford Motors to


    develop and cross-sell cars, including an electric sports
    2021 utility vehicle. It will help both the players reduce
    Strategy
    First
    dedicated EV
    product development cost and also gain economies of
    scale.
    Model 2. Stay ahead of the pack by investing early in the next
    wave of mobility Kia needs to focus a lot on R&D in
    order to give something new to the customer each time.
    Technological Features in a car is what excites most of
    the Indian, so Kia needs to pay a lot of focus in this area
    also.
    3. Tie up with Ola/Uber and design electric car
    according to their needs
    Example: Over the past 12 months, Hyundai has
    invested in Ola, the ridesharing unicorn that has
    ambitious electric vehicle run a car hiring and leasing
    service.
    Future Strategy
    4. Plan S’ strategy to spearhead transition to
    EV
    Future • Launch a dedicated EV model in 2021
    2021
    • 11 EVs by 2025, targeting a 6.6% global
    Strategy
    First
    dedicated EV EV market share
    Model • Reach 25% share of its sales from eco-
    friendly vehicles by end of 2025
    • Global annual sales target of 500,000
    EVs, 1 million eco-friendly vehicles by
    2026
    References
    https://www.kia.com/in/home.html

    https://www.zigwheels.com/newcars/Kia

    https://www.livemint.com/companies/people/kia-motors-will-focus-on-india-s-middle
    -class-in-next-five-years-says-top-executive-11570729520024.html

    https://www.rushlane.com/car-dealer-margins-india-fada-survey-12364355.html

    https://auto.economictimes.indiatimes.com/news/auto-finance/kia-motors-partners-wi
    th-8-banks-to-provide-financial-support-to-its-stakeholders/68269458

    https://economictimes.indiatimes.com/industry/auto/auto-news/kia-motors-plans-to-
    offer-financial-support-to-dealers/articleshow/75270748.cms?from=mdr

    https://www.autocarindia.com/car-news/kia-sells-one-lakh-vehicles-in-india-in-11-mo
    nths-418184

    https://www.adgully.com/case-study-meerkat-johnny-tiger-the-making-of-brand-kia-m
    otors-in-india-90845.html
    Thank you

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