A project report on market opportunity for enhancing the sales of the new hyundai i10 By Babasab Patil

To access the market opportunity for enhancing the sales of the new

Hyundai i10

Babasabpatilfreepptmba.com Page 1


Hyundai i10


EXECUTIVE SUMMARY: The Indian auto industry has finally come of age, having upgraded itself in the

past few years to meet global standards.

In India, cars are still a luxury, but a luxury that growing number of

Indians can afford.

Small cars are cruising along, with sales growing at 17% a year. For many

Indians, cars are more a lifestyle statement than a status symbol.

Last year more than one million cars were sold in India. And sales figures

are expected to surge for another 10 years. That makes India an extremely

attractive market for international car giants.

Rising disposable incomes, a changing lifestyle and foreign travel are

being attributed to the growth of the car industry. But experts believe the main

driver of the Indian car market is the availability of car finance on easy

installments and reasonable interest rates. Banks are bending over backwards to

lure customers in need of car loans.

The fast pace of today‟s automotive market and the many influences on

the consumer choice require the manufactures and dealers to understand and take

actions quickly to reflect changes in consumer preferences.

Understanding the “Drivers” of purchase and reacting quickly to the

consumer preferences in today‟s new vehicle market is a challenging task for any

company. So by studying a market opportunity for the new product is of utmost

importance. Keeping the above mentioned factors in mind this market

opportunity study is being done to find out the opportunities available for the

new Hyundai i10 car in the Hubli & Dharwad cities for enhancing its sales.


Hyundai i10


TOPIC:

To access the market opportunity for enhancing the sales of the new Hyundai i10

in Hubli & Dharwad.

OBJECTIVES AND SUB-OBJECTIVES:

Main objective: To access the market opportunity for enhancing the sales of

the new Hyundai i10 in Hubli & Dharwad.

Sub objectives:

1. To study the awareness about Hyundai i10 among the people of the

twin cities.

2. To study the perception of customers towards the new Hyundai i10.

3. To study the demand for the small cars in the twin cities.

4. To access the competition present for the Hyundai i10 from the other

small cars.

SCOPE OF STUDY:

This study is exclusively done in the Bellad Hyundai, Hubli. The

time frame of this study taken is from December 10th

2007 to April 19th

2008.


Hyundai i10


METHODOLOGY:

Primary Data:

The primary or the first hand data is collected with the help of handing out the

questionnaires for the survey. The sample size is of 100 respondents, of these

some are previous car owners who would like to shift to a new car & the

remaining are new car buyers. The sampling methodology being adopted is non

probabilistic convenient sampling method.

Secondary Data:

The major source of secondary or supporting data is internet. The information on

car industry and company profile of Hyundai and the brand is being collected

from the internet. The other source is the dealer.

GEOGRAPHICAL AREA:

Hubli & Dharwad


Hyundai i10


FINDINGS:

The Awareness level about the new Hyundai i10 car is 68% in the twin

cities.

The major source of awareness has been the television advertisement with

62%, followed by news paper and friends and relatives at 19%

respectively. Awareness through Hoardings is 0%.

The major competition for the Hyundai i10 is from Wagon R at 20% and

Maruti Swift at 12%.

Of the 100 respondents interviewed, 75 respondents own a car and the rest

25 do not own a car.

According to the respondents the most important parameter while

purchasing a car is mileage, followed by price then comes maintenance.

Safety is ranked 4th

, looks 5th

and brand name at 6th

position by the

respondents.

About 67% of the respondents have an intention of buying a new car.

Of the 75 respondents who own a car, 43 have an intention of buying a

new car.

From the cross tabulation it has been interpreted that of the 67 respondents

who have an intention of buying a new car 46 of these respondents are

aware of the new Hyundai i10 car.

The awareness about the new Hyundai i10 among professors, doctors,

businessman and professional like lawyers is high as compared to the

respondents who in service.


Hyundai i10


The major age group that is aware about the Hyundai i10 is 35-45 years

and they also have an intention to buy a new car.

Respondents who have an intention of buying a new car, 32 would like to

buy in the price range of Rs.3.1- Rs. 5 lacs.

Of these respondents who would like to buy the car in the range of Rs.

3.1- Rs 5 lacs, 15 come from the income group of 20000-30000 and 12 are

from the income group of 10000-20000.


Hyundai i10


RECOMMENDATIONS: Target segment: The target segments are the professors, doctors, and

people working in the banks as well as the insurance sector and small

businessmen. These are the segments that the dealer should concentrate

for promoting the Hyundai i10 car.

The target segment can also be defined based on the age group of 35-45

years, as these are the people who have shown keen interest in buying the

car.

The income group of 10000-20000 p.m and 20000-30000 p.m are the

most likely people who would buy the car, so the dealer should try to tap

these segments of people.

As the awareness level about the Hyundai i10 is 68% and it is basically

due to the television advertisement. One thing that is quite noticeable is

that that hoardings has 0% as a source of awareness, this is due to the fact

that there are no hoardings about the Hyundai i10 in the twin cities.

So the dealer should place attractive hoardings of the Hyundai i10 at

strategic locations in the twin cities.

It is advisable to the dealer to conduct a customer‟s meet for Hyundai i10;

the customers of the target segment should be contacted and invited for

the meet.

Have a sales promotion campaign like the MONSOON DHAMAKA/

BONANZA where customers are asked to fill in their names and address

and drop it in a box. The lucky customers will get free accessories if they

purchase the i10 car. This could be arranged during the customer‟s meet.


Hyundai i10


Have a sales force which is given monthly target only regarding the i10.

As the target segment is the doctors, professors and people working in

banks and insurance sector, they can have a demo car in the premises like

the SDM Medical and Dental colleges, and have people drop in their cards

and conduct lucky dip contests for the participants.

The news paper advertisements that are given by the dealer are not that

attractive, so they have to design a more eye catchy advertisement which

not only highlights the features of the Hyundai i10 but it also highlights

the fact that it has been awarded the “car of the year”.

As Bellad Hyundai have recently started their new showroom, which has a

very good infrastructure and servicing facilities, so Bellad Hyundai should

make the most of it and should highlight it in their print advertisements.

As Bellad Hyundai showroom is very much visible from the high way, so

to cash upon this advantage, they should place a bigger board or a

Hoarding of the Hyundai i10 in the strategic location in the show room.

CONCLUSION:


Hyundai i10


The study helped me gaining valuable insights in accessing the market

opportunity for enhancing the sale of the Hyundai i10 car. This project has been

a knowledge gaining experience for me. This study has also helped me in

understanding the automobile industry.

By interacting with the respondents, I have been able to understand that

understanding customers is an art and it takes a very strong brand image for a

company to retain itself in the market. The results of the survey proved to be both

disappointing and encouraging. The respondents are well aware of the Hyundai

i10 car which is a good sign. The Television advertisement is the major source of

awareness, the dealer must increase his advertisement and promotional activities

to create awareness among customers. The respondents were not very positive

about buying a Hyundai i10 car, which was quite discouraging and a negative

sign for the company. Though there are many competitors in the market for this

car, the company has an advantage. But I believe that Café Coffee day has what

it takes to become a name to reckon with in the market and I offer my best

wishes for the same and hope that my work becomes useful for the company.


Hyundai i10


Industry

Overview

Automobile Industry in India:

The automobile industry in India is the eleventh largest in the world with an

annual production of approximately 2 million units. India is expected to overtake

China as the world's fastest growing car market in terms of the number of units


Hyundai i10


sold and the automotive industry is one of the fastest growing manufacturing

sectors in India. Because of its large market (India has a population of 1.1 billion;

the second largest in the world), a low base of car ownership (7 per 1,000 people)

and a surging economy, India has become a huge attraction for car manufacturers

around the world.]

Though several major foreign automakers, like Ford, GM and Honda, have their

manufacturing bases in India, Indian automobile market is dominated by

domestic companies. Maruti Suzuki is the largest passenger vehicle company,

Tata Motors is the largest commercial vehicle company while Hero Honda is the

largest motorcycle company in India. Other major Indian automobile

manufacturers include Mahindra & Mahindra, Ashok Leyland and Bajaj Auto.

The automotive industry directly and indirectly employs 13 million individuals in

India. The industry is valued at about US$ 35 billion contributing about 3.1% of

India's GDP (nominal). India's cost-competitive auto components industry is the

second largest in the world. In addition, India's motorcycle market is also the

second largest in the world with annual sales of about 5 million units.

HISTORY:

While automobiles were introduced to India in the late 1890's, the manufacturing

industry only took off after independence in 1947. The protectionist economic

policies of the government gave rise in the 1950's to the Hindustan Motors

Ambassador, based on a 1950's Morris Oxford, and, is still ubiquitous in the


Hyundai i10


roads and highways of India. Hindustan Motors and a few smaller manufacturers

such as Premier Automobiles, Tata Motors, Bajaj Auto, Ashok and Standard

Motors held an oligopoly until India's initial economic opening in the 1980's. The

maverick Indian politician Sanjay Gandhi championed the need for a "people's

car"; the project was realized after his death with the launch of a state-owned

firm Marut Udyog which quickly gained over 50% market share. The Maruti 800

became popular because of its low price, high fuel efficiency, reliability and

modern features relative to its competition at the time. Tata Motors exported

buses and trucks to niche markets in the developing world.

The liberalization of 1991 opened the flood gates of competition and growth

which have continued up to today. The high growth in the Indian economy has

resulted in all major international car manufacturers entering the Indian market.

General Motors, Ford, Toyota, Honda, Hyundai and others set up manufacturing

plants. Rolls Royce, Bentley and Maybach are examples of the few high end

automobile manufacturers which entered India in the recent years. The Tata

Nano is at the lower end of the price range costing approx US$ 2,500 and

BugattiVeyron at the other with a price tag of over US$ 2 million.

India‟s love affair with the auotmobile is famously embodied in the 1920‟s Rolls

Royce collections of the erstwhile maharajas. The growing middle class aspires

for the automobile for its convenience and as a status symbol. Upper middle class

and wealthy car owners employ fuul- time chauffers to navigate the aggressive

and seemingly lawless traffic patterns of most cities. The construction of

expressways such as the Mumbai- Pune expressway have opened up new touring


Hyundai i10


opportunities. The expected launch of a Formula One circuit in New Delhi is

expected to spark public enthusiasm for a motor sporting industry.

.

Automobile Industry

In India there are 100 people per vehicle, while this figure is 82 in China. It is

expected that Indian automobile industry will achieve mass motorization status

by 2014.


Hyundai i10


Industry Overview

Since the first car rolled out on the streets of Mumbai (then Bombay) in 1898, the

Automobile Industry of India has come a long way. During its early stages the

auto industry was overlooked by the then Government and the policies were also

not favorable. The liberalization policy and various tax reliefs by the Govt. of

India in recent years has made remarkable impacts on Indian Automobile

Industry. Indian auto industry, which is currently growing at the pace of around

18 % per annum, has become a hot destination for global auto players like Volvo,

General Motors and Ford.

A well developed transportation system plays a key role in the development

of an economy, and India is no exception to it. With the growth of transportation

system the Automotive Industry of India is also growing at rapid speed,

occupying an important place on the 'canvas' of Indian economy.

Today Indian automotive industry is fully capable of producing various

kinds of vehicles and can be divided into 03 broad categories: Cars, two-

wheelers and heavy vehicles.

The first automobile in India rolled in 1897 in Bombay.

India is being recognized as potential emerging auto market.

Foreign players are adding to their investments in Indian auto industry.

Within two-wheelers, motorcycles contribute 80% of the segment size.


Hyundai i10


Unlike the USA, the Indian passenger vehicle market is dominated by cars

(79%).

Tata Motor dominates over 60% of the Indian commercial vehicle market.

2/3rd of auto component production is consumed directly by OEMs.

India is the largest three-wheeler market in the world.

India is the largest two-wheeler manufacturer in the world.

India is the second largest tractor manufacturer in the world.

India is the fifth largest commercial vehicle manufacturer in the world.

The number one global motorcycle manufacturer is in India.

India is the fourth largest car market in Asia - recently crossed the 1

million mark.

Among the two-wheeler segment, motorcycles have major share in the market.

Hero Hondacontributes 50% motorcycles to the market. In it Honda holds 46%

share in scooter and TVS makes 82% of the mopeds in the country.

40% of the three-wheelers are used as goods transport purpose. Piaggio holds


Hyundai i10


40% of the market share. Among the passenger transport, Bajaj is the leader by

making 68% of the three-wheelers.

Cars dominate the passenger vehicle market by 79%. Maruti Suzuki has 52%

share in passenger cars and is a complete monopoly in multi purpose vehicles. In

utility vehicles Mahindra holds 42% share.

In commercial vehicle, Tata Motors dominates the market with more than 60%

share. Tata Motors is also the world's fifth largest medium & heavy commercial

vehicle manufacturer.

Hyderabad, the Hi-Tech City, is going to come up with the first automobile mall

of the country by the second half of 2008. It would be set up by city-based Prajay

Engineers Syndicate in area of more than 35 acres. This 'Autopolis' would have

facilities for automobile financing institutions and insurance services to create a

complete range of services required for both auto companies and customers. It

will also have a multi-purpose convention centre for auto fairs and product

launches.

Major Manufacturers of Automobiles in India

Maruti Udyog Ltd.

General Motors India

Ford India Ltd.

Eicher Motors

http://www.surfindia.com/automobile/bajaj-auto-ltd.html

http://www.surfindia.com/automobile/maruti-udyog-ltd.html

http://www.surfindia.com/automobile/suzuki-motor-corporation.html

http://www.surfindia.com/automobile/mahindra-mahindra-ltd.html

http://www.surfindia.com/automobile/auto-companies.html


Hyundai i10


Bajaj Auto

Daewoo Motors India

Hero Motors

Hindustan Motors

Hyundai Motor India Ltd.

Royal Enfield Motors

Telco

TVS Motors

DC Designs

Swaraj Mazda Ltd


Hyundai i10


Company Profile

HYUNDAI:

Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary of

Hyundai Motor Company, South Korea and is the second largest and the fastest

growing car manufacturer in India. HMIL presently markets 34 variants of

passenger cars in six segments. The Santro in the B segment, Getz Prime, i10 in

the B+ segment, the Accent and Verna in the C segment, the Elantra in the D

segment, the Sonata Embera in the E segment and the Tucson in the SUV

segment.

Hyundai Motor India, continuing its tradition of being the fastest growing

passenger car manufacturer, registered total sales of 299,513 vehicles in calendar


Hyundai i10


year (CY) 2006, an increase of 18.5 percent over CY 2005. In the domestic

market it clocked a growth of 19.1 percent a compared to 2005, with 186,174

units, while overseas sales grew by 17.4 percent, with exports of 113,339 units.

HMIL‟s fully integrated state-of-the-art manufacturing plant near Chennai

boasts some of the most advanced production, quality and testing capabilities in

the country. In continuation of its investment in providing the Indian customer

global technology, HMIL is setting up its second plant, which will produce an

additional 300,000 units per annum, raising HMIL‟s total production capacity to

600,000 units per annum by end of 2007.

HMIL is investing to expand capacity in line with its positioning as

HMC‟s 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, HMIL‟s service network will be expanded to around 1,000 in

2007.

The year 2006 has been a significant year for Hyundai Motor India. It

achieved a significant milestone by rolling out the fastest 300,000th export car.

Hyundai exports to over 65 countries globally; even as it plans to continue its

thrust in existing export markets, it is gearing up to step up its foray into new

markets. The year just ended also saw Hyundai Motor India attain other

milestones such as the launch of the Verna and yet another path-breaking record

in its young journey by rolling out the fastest 10,00,000th car.

The Hyundai Verna has bagged some of the most prestigious awards

starting with the title of "Car of the Year 2007" by India's leading automotive


Hyundai i10


publication – Overdrive, the “Best Mid-size Car of the Year” award by the

NDTV Profit C&B Awards 2007, the “Best Value for Money Car” by the CNBC

Autocar Auto awards and „Performance Car of the Year 2007‟ from Business

Standard Motoring.

Last Year Sonata Embera won the „Executive Car of The Year 2006‟

award from Business Standard Motoring Magazine and NDTV Profit – Car &

Bike declared the Tucson as the „SUV of The Year 2006‟.

HMIL has also been awarded the benchmark ISO 14001 certification for its

sustainable environment management practices.

About Hyundai Motor Company:

Established in 1967, Hyundai Motor Co. has grown into the Hyundai-Kia

Automotive Group which was ranked as the world‟s sixth largest automaker in

2005 and includes over two dozen auto-related subsidiaries and affiliates.

Employing over 68,000 people worldwide, Hyundai Motor posted US$58.1

billion

in sales in 2005 (on a consolidated basis).Hyundai vehicles are sold in 193

countries through some 5000 dealerships and showrooms.

Environment:

Hyundai Motor India has been awarded the benchmark ISO 14001

certification for its sustainable environment management practices. Living up to

its commitment of providing global standards of qualityand process management


Hyundai i10


in India, Hyundai had put in place an Environment Management System (EMS)at

its manufacturing plant in Chennai right from its project stage. The certification

process was completed in a record time of 10 months with 'Zero NCRs'. The

assessment was done by TUV SUDDEUTSCHLAND and covered areas like

Awareness Training, Technology Upgradation, Recycling, Waste Management

and fulfilling Government Regulations.

HMI is also working on a backward integration strategy that will support

vendors of the company in implementing EMS.

Hyundai Motor Company, S.Korea, the parent of HMI, has been doing

considerable work on sustainable Environment Management. The company has a

well defined framework in place for developing products that reduce pollutant

emissions and processes for preservation of natural resources and energy along

all the stages of the product lifecycle from production, sales, use to disposal. The

company has also been in the forefront of development of environment friendly

technologies like Hybrid Electric Vehicles (HEVs), and Fuel Cell Electric

Vehicles (FCEVs) and has been awarded the ISO 14001 certification for all its

three major plants in Ulsan, Asan and Jeonju in S.Korea.


Hyundai i10


ABOUT BELLAD HYUNDAI:

Bellad Hyundai is a division of Bellad Motors Private ltd. Which is a

multi franchisee automobile dealership based at Hubli in North Karnataka. The

Bellad Group with a standing of more than three decades in automobile industry

established their prestigious Hyundai dealership in the year 1998.

It is ideally located on Hubli- Dharwad highway, the dealership boosts of

a spacious 4000 sq ft of showroom. The well lit showroom displays, test drives

and professional and well trained sales staff are always eager to serve and delight

the customers.

The service personnel are highly trained with up to date knowledge owing

to the group‟s policy of implementing continuous learning programs. A 24 hours

emergency road service attached to the service department is always on call and

is a confidence booster to the customer.

The spare parts center is in an area of 2000 sq ft, it is well stocked and has

a wide range of accessories to suit the varying needs of the customers.


Hyundai i10


The dealership with its professional management looks forward to their

growth by focusing on customer center and value added offers.

Bellad Hyundai has a vast network of branches in Belgaum, Bellary and

Bijapur.

Activities:

1. Sales of Hyundai motor cars.

2. Service/ Repair of all range of Hyundai cars.

3. Sales of Hyundai cars spare parts.

Various Facilities available at Bellad Hyundai Motors ltd:

Good infrastructures, qualified and trained man power, state- of- art

diagonistic equipment were the key elements in making Bellad Hyundai Motors

a successful operating ASO.

Departmental Study:

Sales Department:

It is an important part of Bellad Hyundai, Hubli. It mainly comprises of

sale of passenger cars namely Santro, i10, Accent, Getz. The sales manager who

is in charge of sales and delivery of vehicles heads it. There are sales executives

appointed under him for a fixed territory. The sales executives are responsible for

receiving enquires and working upon them. These sales executives are spread out

around throughout North Karnataka. There are some procedures that are

followed in sales they are as follows,

1. Quotation:


Hyundai i10


Quotation is a document in which the price is quoted about the vehicle in

which the customer is interested. Quotation is given even in case if the customer

wants to apply for a loan from the other financial sources.

Customers can approach in two ways:

A. Walk-in – customers:

When a random customer comes to the showroom, the sales people in the

show room approach them. He then goes around to see all the vehicles displayed

in the show room, then as per the requirement of the process and then if the

customer is very much interested in the vehicles and if he asks for, he is offered a

quotation.

B. Telephone Enquiry:

When the customer approaches the dealer through telephone enquiry, he is

given all the details about the vehicle. If he is free, he is asked to come to the

showroom for a test drive, but if he is not then he is asked when he will be free

so that then he is provided with a live demo of the car at his residence or the

place which is convenient to him.

2. Customer Follow up:

This is the second step in the sales process. In order to avoid the diversion

towards the other car/ dealers this step is being taken. It is like a reminder for a

customer who has taken the quotation.

3. Through Finance:

When the customer wants to purchase vehicles from finance facility

available in Bellad Hyundai. If he is not interested in this scheme then he can go

for other sources of finance.


Hyundai i10


4. Existing Customer:

The person who wants to purchase vehicle from Bellad Hyundai, can get

the information by the existing customer of Bellad Hyundai and both together

can approach to the showroom for further proceedings.

5. Delivery of Vehicle:

When the customer is satisfied with the car, he is required to fill the order

form, which contains details about the model, colour and other specifications of

the vehicle. Advance is taken from the customer to confirm the order. After the

fulfillment of payment and formalities the key is handed to the customer.

Sales Process:

Reception of customer:

Creating a good initial impression and helping the customer to relax and feel

comfortable.

Discovery of requirement of customer:

Establishing the customer‟s vehicle and lifestyle, needs and beginning to

develop the relationship.

Assessment:

Determining the trade in value of the customers vehicle if they are seeking to

part exchange it for a new vehicle.

Delivery:

Thoroughly preparing for and executing a vehicle delivery program

conveying that each customer fully understands all operations of their

vehicles and the services they will receive through the dealership.

Follow up:

Keeping in contact of the customer throughout the ownership existing.


Hyundai i10


Spares Department:

Spares department involves sales of spare parts, accessories, fitments

related to cars. Separate accounts are maintained for the department. Spares are

sent by the company where as other accessories are bought from the local market

like seat covers, oils, lubricants with the customer‟s requirements and the current

trend.

Spares are a department which needs continuous up gradation of stock

levels, in order to do this, ABC technique is used. Orders for the spares is placed

twice or thrice a month according to the requirement. Stock statements are

computerized.

Hyundai Motors provides a special facility to the dealers for dispatch of

spares, as soon as the dealer gets order for spares, which are urgent, and not

available at the showroom, these orders are directly referred to the company

through e-mail, telephone, etc. These items are delivered within 24 to 48 hours.

About Delivery of cars from manufacturing unit at Chennai:


Hyundai i10


At the corporate level, the cars that are manufactured are sent to the

respective states head quarters from there the units are sent to the dealer‟s orders.

The cars are dispatched through trucks with the invoices and related documents.

The dealers receive the cars with inspection.

Workshop or Service Department:

There are mainly two aspects dealt with the servicing and regular check

ups and the other being accident repairs, these are connected with spares

department also. The person who handles the accessories section also handles the

accident section; this person also looks after the warranty.

Washing department is also a part of servicing department.

When the vehicle is bought for servicing, the service supervisor refers it to

the supervisors or an advisor who then prepares the job card. He then gives

advises for the repairs, replacements and then further process of repairs and

general check up starts that is when the responsibility is handed over to the next

work man, who carries on the work and after all the machine work is completed,

the vehicle is sent for washing where outer body is given the water wash and the

interiors are given air blow.

In the same way accident cases are dealt with and the procedures for

repairs goes hand in hand with the insurance department which inspects the

vehicles and then gives order for further repairs.

Warranty:


Hyundai i10


Warranty is given by the company on the spares and accessories supplied

by the company this is termed as Hyundai Warranty, that is normally for one

year and the customer is given option for one year or two year as extended

warranty, at the dealership on premium also known as Hyundai advantage.

Accounts Department:

Accounts department looks after the financial aspects of the company. The

accounts department at Bellad Hyundai is fully computerized. The computer

operator‟s work is invoicing, billing and updating of records, customer database

etc.

All the information is maintained in computers. Even information about

the company is updated regularly through e-dos network system. There are two

persons who work under account in charge.

The company maintains the account, which is closed at the end of the

calendar year but the accounts at Bellad Hyundai is closed quarterly. In order to

ascertain the financial conditions of the dealer, the company does this, called

business management.


Hyundai i10


Products


Hyundai i10


ABOUT THE i10:

The Hyundai i10 symbolizes everything Hyundai Motor India stands for

today: Great design, latest technology and performance with an affordable price

tag.

The new Hyundai i10 is powered by a 1.1 litre, iRDE petrol engine which

will offer great performance along with unmatched fuel economy. The unit

develops 66.7PS@5500 rpm of maximum power and a peak torque of

10.1Kgm@2800 rpm. The engine is mated to a 5-speed manual transmission

with a console mounted ergonomic, short throw, i-shift gear box which frees up

the space between the driver and the passenger seat and also gives an unique look

- a first for this segment. To make in-city driving effortless it comes with an

electric power steering.

The Hyundai i10´s sleek, flowing contours, attractive front grille with

large clear eyed headlamps give it a distinctive look. Inside, it offers abundant

cabin space for five. All Hyundai i10 models have AC/heating, folding rear

seats, dual tone beige interiors, rear seat belts and an electronic trip and odometer

as standard equipment. The top-end trim comes with features like a panoramic

sun-roof (a first for this class of cars), rear spoiler , leather wrapped steering

wheel and gear knob, keyless entry and a 2-DIN audio system. The light-weight

steel body is reinforced by body colored bumpers and detachable inserts while

the front bumper features an integrated air dam.


Hyundai i10


The suspension set-up with Macpherson struts in the front and coil springs

coupled with torsion bar in the rear ensures that the ride is supple and the

passengers travel in comfort. Features like full front and rear arm rest, plenty of

leg and shoulder room for the rear seat increases the comfort factor making it

easy for five adults to sit comfortably. A tilt steering wheel makes it easy for the

driver to find the spot-on driving position. A wheelbase of 2380 mm which is the

longest in this segment gives it the additional stability and added cabin space.

Tubeless tires are standard on all trim levels. The Hyundai i10 also offers top-

end safety features like Anti-lock Braking system (ABS), seat belts with

pretensioner, dual airbags for the driver and the front passenger, auto-unlocking

doors which automatically unlock on sensing an impact and a high-mounted rear

stop lamp.

A range of 10 exciting exterior colors and a skilfully-crafted dual tone

interior fascia provide a grand touch to a car which has it all. Looks,

performance, features, safety and economy which customers are sure to find very

attractive. The Hyundai i10 comes with a 2 year, unlimited warranty package.

The Hyundai i10 will be sold in four trim options - the D-Lite, Era, Magna and

the Auto. The Magna will also be available in a high-end option pack. The

Hyundai i10 is certain to re-define the segment and set a new benchmark for

cars in its class.

Hyundai‟s i10 will compete with other sub-compact segment cars such as

Chevrolet spark, Maruti Suzuki zen estilo, Maruti Suzuki wagonR and Tata


Hyundai i10


Indica xeta. i10 is expected to priced around Rs 4lakh($10000). Hyundai will

continue to sell the santro even after i10 (Pa) hits the market as santro sells

14,000 units of out of Hyundai‟s total monthly sales of 18,000 units in India.

Infact Hyundai plans to launch newer variants of the santro.

The ‘i’ name demystified:

Hyundai chose an alpha-numerical code that could establish a link between

technology and the Hyundai brand‟s core values. With the „i‟, Hyundai chose the

letter that could carry both messages. The letter „i‟ has a long tradition as an icon

for technology products. In addition, the „i‟ is also part of Hyundai‟s brand

promise. In the 1990s, Hyundai changed its entire corporate focus, moving away

from its original business philosophy of producing „good-bargain‟ vehicles, to

acquire a more sophisticated profile. Hyundai wanted to become more inspiring.

Today, the desire to „inspire‟ forms one of the cornerstones of the Hyundai

brand. The letter „i‟ recognises this fact and brings it direct to consumers. The i30

is the first Hyundai to carry the „i‟ in its name. The number 30 is the numerical

equivalent of the letter assigned to the i30‟s segment, the European C segment. i

+ numerical equivalent of segment letter:

The i10 will drive the Hyundai India forward in future, the company plans to

increase volumes to around 2.5 lakh units per annum by 2009.The company is

also building its second plant near Chennai, which will raise Hyundia‟s total

production capacity to six lakh units from the current three lakh units.Slowly the


Hyundai i10


i10 will take the center stage from the santro (hyundai did the same with the

Verna(dominating accent).

Exterior Features:

1. Streamline Bodyline & Waistline Moulding:

Hyundai cars are known for their commanding Aerodynamics & i10 is no

exception with a significantly low co-efficient of drag. The curved roof gives a

Sporty look.

Wide black waistline moulding imparts Sporty dynamic looks while

protecting the body from nicks & dents.

2. Tailgate & Rear Washer Wiper:

A wide sweep angle maximizes vision on rainy days while the washer

keeps the rear view clean & clear.

3. Sun Roof:

The i10‟s sunroof adds the pleasure of experiencing the open air when you

are traveling to your destination.

Featuring one touch opening, the sunroof has both slide and tilt functions.


Hyundai i10


Interior Features:

1. Innovative & Futuristic:

The proud owner of i10 can now fully indulge in passionate driving. The

new first in class i-shift makes changing gears as easy as it could get.

2. Rotary Type AC Vents:

The refined rotary type Air Conditioner will keep you cool even during

the hot summer season while low noise levels mean you can really appreciate the

audio system.

3. Luxurious:

Feast your eyes on the most distinguished interiors you have seen in a

long time. Check out the cockpit style seating wherein every control is within

easy reach.

The eye catching Dual tone Beige interiors offer the consumer richness

within by giving a premium feel.


Hyundai i10


OTHER PRODUCTS OF HYUNDAI:

1. Santro Xing.

The Santro Xing sports stunning design changes that include a completely transformed

exterior with flowing aerodynamic body lines, large integrated bumpers, stylish new

headlamps and large sporty tail lamps. The plush new interiors come with a cushy 3-spoke

steering, new instrument clusters, front and rear power windows, luxurious new upholstery

and more!

Hyundai Santro Xing, one of the most popular cars in its segment, is an identical

vehicle with its international cousins. It has undergone a cosmetic makeover and

has a new look than its previous model Hyundai Santro. It is equipped with 1.1

litre engine and has options like ABS and automatic transmission.

The car is powered by 1086 cc Epsilon engine fired by a Distributorless Ignition

System (DLI) that results in improved fuel efficiency, reduced emission, and

increased power and reduced maintenance costs. It delivers 63 ps of power at

5500 rpm and an impressive torque of 9.8 kgm at 3000 rpm.


Hyundai i10


Features:

1. CLEAR LENS HEADLAMP

New bigger and clear headlamps for sunshine at night with improved visibility &

aesthetic appeal for a safe night driving under all weather conditions.

2. SHINING CHROME GRILL

A Sleek Smart Smiling radiator grille with stunning looks adding to the character of

the car.

3. CLEAR COMBINATION LAMPS

Makes the vehicle noticeable to trailing vehicle from a distance looks strikingly

better.

4. DETACHABLE BUMPER INSERT MOULDING

Easy & Economic to replace in case of minor dents. Practical to the last detail.

5. WAISTLINE MOULDING

The body colored bumpers with waistline moulding accentuate the stylish looks,

leaves from small nicks and dents.


Hyundai i10


2. Accent:

Hyundai Accent has been designed keeping in mind your expectations

from a true luxury sedan. With its smooth blend of design, a zippy responsive

engine and well appointed interiors, the Accent sure packs a lot more thrill into

your driving. Accent offers all that a mid-sized sedan can pack and more.

Features:

1. Front Grille:

Fresh look front grille with unique horizontal slats for that sophisticated

look.

2. Front Lights:

Clear lens headlamps and rear lamps.

3. Rear Lights:

The clear lens type rear combination lamps of the

Accent offers a unique look to the car and scores

distinctively in design and visibility.

4. Mounted Stop Lamps:

A clear lens high mounted stop lamp tucked under the hatch lends an

imposing look to the car and doubles up as an additional safety feature.

5. Waistline Moulding:

A muscularly moulded broad waistline moulding on either side of the car

imparts a distinct element of international styling to the car.

6. Full Wheel Covers:

Six spoke full wheel covers give the Accent

a distinctively sporty stance.


Hyundai i10


3. Elantra:

India's first Performance Luxury Sedan.

Features:

1. Styling:

An aerodynamically marvel the Elantra has a distinct European exterior

styling and body design. The dynamic body contours with prominent edge

styling, forceful character lines & sleeker body make it a show stealer on the

road.

2. Radiator Grille:

Elantra has a fashionably styled ovoid radiator grille in matte-black and

chrome edged ABS (Acrytonible Butadiene Styrene) to impart a unique &

dignified upscale look to this luxury car.

3. Headlamp:

Another distinguishing feature of this car is the elegant four-piece

headlamp which sports a rich black bezel & clear lens for a unique high-tech

aggressive look. The trapezoidal assembly combines clear headlamps, high and

low beam bulbs and turn-indicator for perfect brightness and visibility.

4. Fog Lamps:

Set integrally into the air dam, the single -module fog lamp reflector and

housing design ensures maximum visibility in adverse weather conditions.

5. Rear Combination Lamps:


Hyundai i10


A masterful blend of sophistication & elegance the Deltoid shaped

assembly mimics the headlamp design.

6. Rear Bumper with Detachable Moulding:

True to its European design the rear bumper of the Elantra Sports a wide-

volume bumper decorated with a large black bumper

moulding which has aesthetic,

protective & economic

advantages.

7. Glass Antennae:

Embedded in the rear windscreen it portraits a practical design with

uncompromising beauty.

8. Alloy Wheels:

Enhanced styling combines well with the utility of low weight and faster

heat dissipation.

4. Hyundai Sonata Embera:


Hyundai i10


The all-new Embera is the fifth generation of the Sonata and its plus points

include - stylish looks, designed-for-India suspension system, and silent and

powerful engine.

Hyundai Sonata Embera 2.4 litre four cylinder VTVT engine that delivers

maximum power of 165 ps at 5800 rpm and maximum torque 23.6 kgm at 4250

rpm.

The Sonata Embera has independent suspension, rack and pinion steering, disc

brakes and anti lock braking Mechanism (ABS). The structural integrity of the

body ensures comprehensive safety in case of any frontal or side impact.

Hyundai Sonata is available in two variants - 2.4M/T & 2.4 A/T.

5. Verna:


Hyundai i10


Hyundai Verna is a mid-size sedan that is based on the concept of 'large on the

inside and compact outside'. Verna has a contemporary automotive design. It has

a relatively short bonnet, which gives it a cab-forward stance, and a stubby,

notchback-style boot.

Verna's interiors have a dual tone color theme that has a dark tan top

portion and a light, fawn colored bottom half to give the inside of the Verna an

airy, spacious feel. Hyundai Verna has a nearly equal sized front and rear door

which makes access to the rear seat easier.

Hyundai Verna comes in petrol and diesel options. The diesel option has a

new 1.5-litre, 16-valve CRDi engine that delivers a 110 PS of peak power at

4,000 rpm and a maximum torque of 24 kgm from as low as about 1,900 rpm.

The petrol option has 1.6-litre engine that the VTVT (Variable Timing Valve

Train) technology. It generates a peak power of 103.2 ps at 5,000 rpm and a

maximum torque of 14.9 kgm at 3,000 rpm.

The top-end petrol engine variant of Verna comes with features such as 2-

DIN music system, alloy wheels, automatic climate control, leather wrapped

steering wheel and gear knob, rear wheel disc brakes and ABS.

6. Tucson


Hyundai i10


Hyundai Tucson is a compact 5-seater SUV from Hyundai. Tucson's 2.0-liter

CRDi engine delivers performance, strength and frugality of a diesel engine

together with quietness and smoothness of petrol engine.

The power and torque generated by Tucson are amazing at 112 Ps & 25

kgm respectively at as low as 2000 rpm. The 5-speed transmission of Tucson

demonstrates a smooth & dynamic performance and is high on durability &

convenient on maintenance.

Tucson has an electronic 4-WD system that runs the car in front wheel

drive (2 WD) during regular driving but when the driving condition changes,

there is an automatic delegation of upto 50% of power to the rear wheels. This

system has superior fuel efficiency as compared to mechanical 4-WD system.

The front McPherson Strut Suspension and the Multi Link Rear Suspension of

Tucson ensure a smooth ride on bumpy, pot holed roads.

7. Hyundai Getz:


Hyundai i10


Hyundai Getz represents an ideal blend of form and functionality. Powered with

an extra smooth 12V, 4 Cylinder Inline, MPFI, 1.3-Litre SOHC engine, Getz

delivers an amazing power of 82.9 ps at 5500 rpm and a torque of 11.8 Kgm at

3200 rpm.

Getz offers the standard 5 speed manual transmission, which gives an

improved shift feel and requires lesser shifting effort and lesser gear sticking.

The Front Ventilated Disc & Rear Drum Brakes contribute to GETZ's surefooted,

confident braking ability. The optional Anti Lock Brake System (ABS)

modulates brake pressure in sudden braking situations and prevents wheel lock

or skidding.

Hyundai Getz is available in four variants - GL, GLS, GLS with ABS

Some of the Competitors Products:

1. Maruti 800:


Hyundai i10


Maruti 800 comes in two variants - Maruti 800 Standard and Maruti 800 AC /

Deluxe. Maruti 800 is the most popular entry segment car in India. With the

introduction of Maruti 800 in 1980s, Maruti Udyog Limited broke the hegemony

of Ambassador and Fiat in the Indian car market.

Maruti 800 has great fuel efficiency and very low maintenance cost. The small

size and low turning radius of the car makes it easy to drive in the heavy traffic

of big cities.

Maruti 800 comes with basic safety features such as collapsible steering

columns, laminated windshields and high mount stop lamp.

Price Range: Rs. 2.19- Rs. 2.46 lacs

2. Maruti Alto:

Maruti Alto comes in three variants-Maruti Alto Standard, Maruti Alto LX, and

Maruti Alto LXi. Mauti Alto is one of the hottest selling compact cars in the

Indian market.

Alto uses Maruti 800's proven and highly fuel-efficient, 3-pot motor with a four-

valve head and its electronic tachometer results in unmatched fuel efficiency. It

is the most fuel-efficient car in A2 segment (Petrol).

Maruti Alto is quite a safe car to drive on Indian roads. Its high tensile steel side

door beams guard against front, rear and side collision impact. Alto's powerful

AC is ideal for Indian climate.

Price Range: Rs. 2.45- Rs.3.02 lacs.

3. Maruti Swift:

Maruti Swift brings a feeling of freshness to the compact car segment. Its

appealing looks, spacious interiors, and a whole lot of user-friendly features at


Hyundai i10


once catch your attention. Maruti Swift comes in three variants-Maruti Swift

LXi, Maruti Swift VXi, and Maruti Swift ZXi.

Maruti Suzuki Swift comes with a number of safety features such as collapsible

steering column, front seatbelt pre-tensioners with load limiters, and energy

absorbing trim all around. Active safety technologies include dual front airbags,

and antilock braking system together with electronic brake-force-distribution.


4. Maruti Wagon R:

Maruti Wagon R is a hugely successful car, which comes in four variants- Maruti

Wagon R LX, Maruti Wagon R LXi, Maruti Wagon R VXi, and Maruti Wagon

R AX.

Wagon R comes with1061cc MPFI low friction engine that delivers an awesome

64bhp@6200rpm power for smoother pick-up and faster acceleration. A 32 bit

on-board computer (in BS III variants) with diagnostic capability monitors the

air-fuel ratio for optimum fuel efficiency.

Dual Distributor-less Digital Ignition (DDLI) ensures an instant, hassle-free start

every time and a more efficient power distribution. Wagon R's tall body, high

seats and wide opening doors make it easy to get in and get out.


5. Zen Estillo:

Zen Estilo is new version of Maruti Zen - Maruti's premium compact car. The

Estilo, named after the Spanish word for "style" is a combination of Japanese

simplicity and European sophistication.


Hyundai i10


Maruti Zen Estillo borrows heavily from the original Suzuki MR Wagon

and has been redesigned to suit Indian conditions. Zen Estilo is roomier than the

original Zen and sports a bigger engine (1061 cc). Zen Estilo is taller and it offers

more boot space and superior air conditioning. It delivers 64 bhp and its low-end

torque makes it ideal for Indian city conditions.

Zen Estilo has a look of miniaturized family van because of its smooth

flowing, simple lines and the monoform design. Maruti Zen Estilo is a blend of

the jellybean and tallboy designs, which gives it a unique stance and looks.

Zen Estilo comes with plush, premium interiors. It has a two-tone colour

theme and its seats have been redesigned for providing better support and sport

fresh new upholstery to match the dual tone colour theme of the interior.

Zen Estilo has a 1,061cc, four-cylinder engine and five-speed gearbox combo. It

gives a peak power of 64bhp at 6,200 rpm and maximum torque of 84Nm at

3,500 rpm.


6. Tata Indica:

Tata Indica is the first truly Indian car. It is the manifestation of the vision of

Ratan Tata, the chairman of Tata Motors, who dreamt to build a car with the

Zen's size, the Ambassador's internal dimensions, the price of a Maruti 800 and

with the running cost of diesel.


Hyundai i10


Now, renamed as Tata Indica V2, the car is available four variants - DLX,

DLG, DLS, and DLE.

Indica V2 is equipped with 1400 cc engine that is unmatched in its class

and it combines state-of-the-art technology with features like block shock

absorbers, easy shift gears, a smooth ride suspension, a super drive engine and

wide tread tyres.

Price Range: Rs. 3.32- Rs.4.09 lacs.

7. Chevrolet Spark.

General Motors, the world‟s biggest carmaker who rolled out its small car

Chevrolet Spark in India as it takes on market leader Maruti Suzuki. The

company has set the price of Spark at Rs 3.09 lakh (Ex-showroom Delhi) for the

base model, slightly lower than Rs 3.21 lakh for Maruti‟s Zen Estillo base model.

Chevrolet Spark would be available in four options with the price increasing to


Hyundai i10


Rs 3.89 lakh. The company, which has so far sold two million units of the small

car globally, will initially roll out Spark from its manufacturing facility in

Gujarat.

Spark would be available in two versions of petrol engine: 795cc and 995cc. The

795cc, 6valve engine would compete with Maruti 800. It will deliver a power of

8KW and torque of 68.6 Nm@4600 rpm. The three-cylinder design provides a

very flat torque curve, which results in a less peak power delivery. The 795cc

engine claims to give a mileage of 19.2kpl with a top speed of 142 km/hr.

Chevrolet Spark has a mono frame design, which maximizes the wheelbase, and

in turn improves cabin space. The body is made of high strength steel, which

makes the car lighter and gives the required stability on road while driving. Spark

has a completely new torsion beam rear axle, which is coupled to angled shock

absorbers and semi trailing arms.

Spark has 1L engine which outputs 63bhp of power and 90Nm of torque. With

these figures, enthusiast will definitely feed well but people anxious about the

fuel economy might disappoint. Unlike Matiz which comfortably gave over 15

kmpl in city, Chevrolet Spark will give approx 13kmpl in similar driving

conditions. People who have ever driven Matiz know that in spite of having a

very small engine, Matiz never gave a slothful feeling. The engine always did the

needful as far as city-driving is concerned. With 1L engine, Spark is more

thrilling in city and much better at highways.

Exterior is not changed much. Though fascia, tail-design is quite different from

Matiz, the overall shape & size of Chevrolet Spark gives a familiar look. Exterior


Hyundai i10


& Interior dimensions are almost equal to the old Matiz. Car is available in five

colors; Icy Blue, Mint Green, Fiery Red, Casablanca White and Platinum

Metallic. To me, Mint Green looked too funky but Icy Blue and Platinum

Metallic were soothing. Paint work quality could have been much better.

Spark Engine:

Spark has two versions of petrol engine-0.8L and 1L. There is speculation about

launch of diesel engine, but at least in the short term first the diesel will be

introduced in Chevrolet AVEO U-VA to match diesel swift. The 795cc, 6valve-

Smaller engine to take on Maruti 800 will pump out 38KW and torque of 68.6

Nm@4600 rpm. The three-cylinder design is said to provide a very flat torque

curve, which means a much less peaky power delivery than would be expected

from an engine of this size, and ensures that the Spark exceeds most performance

expectations. The three-cylinder unit claims to give a mileage of 19.2kpl with a

top speed of 142 km/hr.

Price range: Rs.3.09- Rs.3.89 lakhs.

Theoretical background of the project work:

Definitions of-

Opportunity Analysis- it is the process of identifying and exploring

revenue enhancement or expenses reduction situation to better position the

organization realized increased profitability, efficiency, market potentiality

or other desirable objectives.


Hyundai i10


Opportunity analysis is the process of defining the exact nature of the

opportunities available in an organization‟s operating environment.

Opportunity analysis is a comprehensive analysis of all aspects of an

alternative before decisions are made to pursue it.

Market Opportunity Analysis- it is the analysis and evaluation of

the probable future situation by the variety of techniques to identify market

opportunities that a company can profitably cultivate. It is a part of the

strategic analysis of the company‟s SWOT.

The analysis and evaluation of probable future situations by a variety

of techniques to identify market opportunities that a company can

profitably cultivate. It is part of the strategic analysis of the company's

strengths, weaknesses, opportunities, and threats.

Market research is the process of systematically gathering, recording and

analyzing data and information about customers, competitors and the market. Its

uses include to help create a business plan, launch a new product or service, fine

tune existing products and services, and expand into new markets. Market

research can be used to determine which portion of the population will purchase

a product/service, based on variables like age, gender, location and income level.

Market research is generally either primary or secondary.

Research Methods-


Hyundai i10


Two main categories of research methods-

Secondary research uses research that has already been done by someone

else.

Primary research- Original research that a firm does for itself.

The tools used for Primary Research are-

Surveys- are useful for getting a great deal of specific information.

Surveys can contain open-ended questions (e.g., "In which city and state

were you born? ____________") or closed-ended, where the respondent is

asked to select answers from a brief list (e.g., "__Male ___ Female."

Focus groups- involve getting a group of 6-12 consumers together to

discuss product usage. Focus groups are especially useful if we do not have

specific questions to ask yet, since we don‟t know what consumers‟ concerns

might be. We start out talking broadly about the need that a product might

serve, and only gradually move toward the product itself.

Personal interviews- involve in-depth questioning of an individual

about his or her interest in or experiences with a product. The benefit here is

that we can get really into depth (when the respondent says something

interesting, we can ask him or her to elaborate), but this method of research is

costly and can be extremely vulnerable to interviewer bias.


Hyundai i10


Observation of consumers- is often a powerful tool. Looking at how

consumers select products may yield insights into how they make decisions

and what they look for.

Analysis of the automotive industry in India:

Until the early 1990s, the automotive sector in India was highly protected.

This was in the form of steep import tariffs and measures that restricted the

participation of foreign companies. Hindustan Motors (HM) and Premier

Automobile (PAL) that were set up in 1940's dominated the vehicle market

and industry. In the 1950s, the arrival of Tata Motors, Bajaj Auto, and

Mahindra & Mahindra led to steadily increasing vehicle production in India,

while the 1960s witnessed the establishment of the two- and three-wheeler

industry in India. However, the automotive industry witnessed tremendous

growth after the entry of Maruti Udyog in the 1980s. In 1983, the


Hyundai i10


government permitted Suzuki - for some time, the only FDI player - to enter

the market in a joint venture with Maruti - a state operated enterprise at the

time. Ten years later, as part of a broader move to liberalise its economy,

India de-licensed passenger car manufacturing and opened it up further to

foreign participation. That brought a wave of FDI to India's vehicle industry.

Import barriers have been progressively relaxed. Today, almost all of the

major global players are present in India. The automotive industry is today a

key sector of the Indian economy and a major foreign exchange earner for the

country.

Stable underlying economy supporting growth

India is amongst the fastest growing economies, with stable macroeconomic

indicators. India clocked a GDP growth rate of 8.5% during the FY 2003-04.

The government is targeting a GDP growth rate of 8% over the next 5 years.

The most significant aspect about the GDP is the decreasing contribution of

the agricultural sector to the GDP facilitated by a simultaneous increase in

the contribution of services & industrial sectors. This provides stability to the

GDP growth, as agricultural sector is largely dependant on the monsoons,

which are unpredictable.

The country's foreign exchanges reserves are at an all-time high of

around USD 130 bn. Exports from India have been rising. The Balance of


Hyundai i10


Trade (Exports - Imports), although, still negative, has remained stable over

the last few years. All these factors coupled with pro-reform measures of the

government have helped India absorb external shocks such as the recent oil

price hike, without any major impact on the economic growth.

The interest rates have been falling consistently over the years while

the government has managed to keep the inflation rates at 4-5% levels. Thus,

the real rate of interest has come down. Lower rate of interest along with easy

availability of finance has spurred consumption demand among households.

Other demographic factors such as growing working population, favorable

urbanization trends, increase in two-income households, etc. have also

contributed to the increase in consumption demand.

Government Policies & Automotive Sector

The auto sector is one of the main drivers of the economy. Every commercial

vehicle manufactured, creates 13.31 jobs, while every passenger car creates

5.31 jobs and every two-wheeler creates 0.49 jobs in the country. Besides,

the automobile industry has an output multiplier of 2.24, i.e. for every

additional rupee of output in the auto industry, the overall output of the

Indian economy increases by Rs. 2.24. Realizing this, successive

governments have taken various measures to provide the much-required push

to the auto sector.

The road infrastructure, in particular, had been given special importance by

the previous government of NDA with the 'Golden Quadrilateral' project and

the 'North-South" and "East-West" corridor projects. This momentum has

been maintained by the present Congress-led United Progressive Alliance


Hyundai i10


(UPA) government with its continued support to road infrastructure

development. The excise and customs duties on cars and auto-components

have been continuously declining over the past five years. All these factors

have contributed in providing the impetus to the auto sector.

The government has chalked out a plan regarding Bharat Stage IV

(equivalent to Euro IV) norms by 2010. The government is also planning to

form auto clusters to improve international competitiveness of domestic

industries. First such cluster will be set up in the Pimpri-Chinchwad area of

Maharashtra at a cost of Rs. 67 crores.

In the 2004 Budget the government announced new incentives to facilitate

Research & Development activity in India, which has been continued in the

2005 budget.

All these efforts are directed towards increasing the competitiveness of

Indian auto industries and providing better, technologically advanced and

environmental friendly products to the end user.

Role of Auto-Component Industry

The Indian automotive component industry manufactures a wide range of

parts including castings, forging, finished and semi-finished components,

assemblies and subassemblies. Its development has been aided by the arrival

of OEMs to India in the 1990s and the increasing exposure of Indian

companies to international competition and best practices.


Hyundai i10


India's automotive components industry is being urged by the government to

partner with overseas firms with the aim of making India a platform for

outsourcing as well as a global R&D hub. As the Indian vehicle production

industry has grown, so has the domestic supplier industry. But the global auto

industry's search for lower cost and more international outsourcing has led to

a sharp growth in component output and exports in recent years.

Companies such as GM, Ford, DaimlerChrysler and Toyota, see India as a

cost competitive base for parts sourcing. Among Tier 1, Delphi, Visteon,

Bosch, Cummins and Denso have operations in India. Bharat Forge with its

acquisition of Carl Dan Peddinghouse (CDP) in Germany has now become

world's second largest forging company.

Factors such as superior engineering skills, modest domestic market growth,

the sophistication of its IT industry and increasing free trade agreements in

addition to low cost, are expected to boost India's auto-component sector

growth over other countries in the environment of off-shoring to low-cost

countries.

A recent study conducted by McKinsey suggests that India's auto-

components exports has the potential to grow from $1 bn in 2003 to $20-25

bn.

Automobile Industry Performance during 2006- 2007

Domestic Sales


Hyundai i10


The cumulative growth of the Passenger Vehicles segment during April -

March 2007 was 20.70 percent. Passenger Cars grew by 22.01 percent,

Utility Vehicles by 13.21 percent and Multi Purpose Vehicles by 25.20

percent in FY 2006-07.

The Commercial Vehicles segment grew by 33.28 percent. Growth of

Medium & Heavy Commercial Vehicles was 32.84 percent and Light

Commercial Vehicles recorded a growth of 33.93 percent.

Three Wheelers sales grew by 12.22 percent with sales of Goods Carriers

increasing by 13.52 percent and Passenger Carriers by 11.33 percent during

April- March 2007 compared to the corresponding period last year.

The Two Wheeler market grew by 11.42 percent during April- March 2007

over the same period last year. Motorcycles grew by 12.79 percent, Scooters

grew by 3.48 percent and Mopeds registered a growth of 6.95 percent in

2015.

Exports:

Automobile Exports registered a growth of 25.43 percent during April- March

2007 over the same period last year. Passenger Vehicles Exports grew by 13.05

percent, Commercial Vehicles exports increased by 22.58 percent, Three

Wheelers exports by 87.17 percent and Two Wheelers Exports grew by 20.65

percent.


Hyundai i10


Gross turn over of Automobile industry:

Turnover of Automobile Industry 1999-00 to 2004-05

Turnover of Automobile Manufacturers

Year (Rs.In Million)

1999-00 422,933

2000-01 492,024

2001-02 499,136

2002-03 595,184

2003-04 661,769

2004-05 835,851


Hyundai i10


Domestic Market Share:

Domestic Market Share for 2007-08

CVs 5.05%

Total Passenger Vehicles 16.4%

Total Two Wheelers 75.13%

Three Wheelers 3.78%


Hyundai i10


Domestic Sales Trend:

Automobile Domestic Sales Trends (Number of Vehicles)

Category 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08

Passenger Vehicles

707,198 902,096 1,061,572 1,143,076 1,379,979 1,547,985

Commercial Vehicles

190,682 260,114 318,430 351,041 467,765 486,817

Three Wheelers

231,529 284,078 307,862 359,920 403,910 364,703

Two Wheelers 4,812,126 5,364,249 6,209,765 7,052,391 7,872,334 7,248,589

Grand Total 5,941,535 6,810,537 7,897,629 8,906,428 10,123,988 9,648,094


Hyundai i10


Export Trends:

Automobile Exports Trends (Number of Vehicles)

Category 2002-03

2003-04

2004-05

2005-06

2006-07 2007-08

Passenger Vehicles 72,005 129,291 166,402 175,572 198,452 218,418

Commercial Vehicles

12,255 17,432 29,940 40,600 49,537 58,999

Three Wheelers 43,366 68,144 66,795 76,881 143,896 141,235

Two Wheelers 179,682 265,052 366,407 513,169 619,644 819,847

Grand Total 307,308 479,919 629,544 806,222 1,011,529 1,238,499

Outlook:

The positive demographic factors, stable macro-economic environment and

pro-reform policies of the government saw almost all major global auto

players making their way into India. The intense competition has compelled

the manufacturers to launch the latest global offering in India as early as

possible. It has also enabled to keep the prices of the vehicles under check.

The consumers, in turn, have benefited from wide choice of models,

technologically advanced cars and better service from the car manufacturers.

All this has led to vehicle sales crossing 1 million units in the calendar year

2004, growing at a pace of around 25%.


Hyundai i10


Vehicle exports from India are in an upswing and this trend looks set to

continue. Europe, Middle East and African and Asian markets are among the

main markets for both, parts as well as CBU vehicles. Companies like

Hyundai, Tata Motors, Maruti and Mahindra & Mahindra have been leading

the way in this regard.

The car penetration level still continues to remain low in India, which stands

at 7 cars per 1000 persons. Thus, there lies a huge opportunity for auto

companies not just in the domestic market which is set to grow at a pace of

10-15% year-on-year due to the booming economy but also in exports

because of the competitiveness and consolidation of the auto components

sector.

Project


Hyundai i10


Details

Topic: To access the market opportunity for enhancing the sales of the new Hyundai i10

in Hubli & Dharwad.

Objectives and Sub Objectives

Main objective: To access the market opportunity for enhancing the sales of

the new Hyundai i10 in Hubli & Dharwad.

Sub objectives:

1. To study the awareness about Hyundai i10 among the people of the

twin cities.

2. To study the perception of customers towards the new Hyundai i10.

3. To study the demand for the small cars in the twin cities.


Hyundai i10


4. To access the competition present for the Hyundai i10 from the other

small cars.

Scope of study:

This study is exclusively done in the Bellad Hyundai, Hubli. The

time frame of this study taken is from December 10th

2007 to April 19th

2008.

Methodology:

Primary Data:

The primary or the first hand data is collected with the help of handing out the

questionnaires for the survey. The sample size is of 100 respondents, of these

some are previous car owners who would like to shift to a new car & the

remaining are new car buyers. The sampling methodology being adopted is non

probabilistic convenient sampling method.

Secondary Data:

The major source of secondary or supporting data is internet. The information on

car industry and company profile of Hyundai and the brand is being collected

from the internet. The other source is the dealer.

Geographical area: Hubli & Dharwad cities.


Hyundai i10


Benefits of the study:

This study will help us to know the customer perception towards the New

Hyundai i10. As this car was newly launched, it will benefit us to find out the

initial perception towards the car. As the sample contains both, ie the previous

car owners who are inclined towards buying a new car as well as the new car

buyers it will help to find out the different levels of awareness as well as the

knowledge of the customer towards the car. This will help the dealer in

promoting the new car in the market keeping in mind the needs of the customers.

As the price range for the i10 is from 3.9lacs- 5.6 lacs, it caters to the A segment

car buyers. This study will help us to gain insights of the customers brand

awareness towards the parent company & how this awareness could be cashed

upon by the company to promote the new car in the market.


Hyundai i10


Analysis

&


Hyundai i10


Interpretation

1. How many respondents own a car?

No. of People who own a car

No of Respondents Percentage

Yes 75 75.00%

No 25 25.00%

Total 100 100.0%


Hyundai i10


Number of Respondents who own a

car

Yes

75%

No

25%

Inference:

Of the 100 respondents interviewed 75 respondents own a car where as the rest


2. Which of the following cars do you own?

S.No Brands No of Respondents Percentage

1 Hyundai Santro 15 20.00%

2 Maruti Zen 9 12.00%

3 Wagon R 5 6.66%

4 Maruti Alto 8 10.66%

5 Maruti 800 17 22.66%

6 Tata Indica 6 8.00%

7 Others 15 20.00%

Total 75 100.00%


Hyundai i10


No of Respondents Qwing a particular car

0%

5%

10%

15%

20%

25%

Hyundai

Santro

Maruti

Zen

Wagon R Maruti

Alto

Maruti

800

Indica Others

Inference:

Of the 75 respondents who own the car around 20% of them own the Santro,

12% own Maruthi zen, About 6.66 % of them own the Wagon R, 22% of them

own the Maruti 800.

3. How old is your existing car.

S.No Time Period No of Respondents Percentage

1 0- <2 yrs 26 34.7%

2 >2-<4 yrs 23 30.7%

3 >4- <6 yrs 15 20.0%

4 >6 yrs 11 14.7%

Total 75 100.0%


Hyundai i10


0%

10%

20%

30%

40%

0- <2 yrs >2-<4 yrs >4-<6 yrs >6yrsHow old is your existing car

% o

f R

esp

on

den

ts

Inference:

Of the 75 respondents around 34.7% own a car for 0-2 years, 30.7% for the more

than 2 years but less than 4 years. The respondents own the car for the >4 years

but <6 years are around 20% and the rest about 14.7% have had the car for more

than 6 years.

4. Rank the parameters based on the level of importance while purchasing a car

S.No Parameters Total Weights Weighted Avg Rank

1 Price 233 1.47 2

2 Mileage 178 1.12 1

3 Looks 308 1.95 5

4 Maintenance 249 1.57 3

5 Safety 286 1.81 4

6 Brand Name 322 2.04 6


Hyundai i10


Ranked based on their Level of Importance

Pric

e

Mile

age

Looks

Mai

ntenan

ce

Saf

ety

Bra

nd Nam

e

Parameters

Ran

k

Inference:

From the above graph we can say that respondents have ranked mileage as the

first rank, followed by Price, maintenance, safety, looks and the brand name as

the last rank. From this we can see that respondents gave lots of importance for

the mileage as well as price during the purchase of their car. Brand name has

been ranked the last in the level of importance during buying the car.


Hyundai i10


5. Do you have an intention of buying a new car?

Response No of Respondents Percentage

Yes 67 67.00%

No 33 33.00%

Total 100 100.0%


Hyundai i10


Number of Respondents who have an

intention of buying a new car

No

33%

Yes

67%

Inference:

Of the 100 respondents interviewed 67 respondents showed an intention of

buying a new car.

6. In what price range would they like to buy the new car?

S.No Price range No of

Respondents

Percentage

1 1-3 lacs 22 32.80%

2 3-5 lacs 32 47.70%


Hyundai i10


3 5-7 lacs 9 13.43%

4 >7 lacs 4 5.90%

Total 67 100.00%

Number of respondents willing to buy in the following price

range

0%

10%

20%

30%

40%

50%

60%

1-3 lacs 3-5 lacs 5-7 lacs >7 lacs

Price range

% o

f R

esp

on

den

ts

Inference:

About 47.7% of the respondents would like to buy the new car in the price range

of 3-5 lacs, so this is the most important segment that should be targeted for the

enhancing of the sale of the i10. around 32.8% expressed their desire to buy the

car in the range of 1-3 lacs, in the range of 5-7 lacs it is about 13.4% and the for

more than 7 lacs it is 5.90%.

7. What is the time period that you would like to buy the new car?

S.No Time Period No of

Respondents

Percentage

1 2-3 mon 10 14.9%

2 4-5 mon 6 8.9%


Hyundai i10


3 6 mon 21 31.3%

4 > 1 year 30 44.7%

Total 67 100.0%

0%

10%

20%

30%

40%

50%

2-3 mon 4-5 mon 6 mon > 1 yearHow old is your existing car

% o

f R

esp

on

den

ts

Inference:

Around 44.7% of the respondents would like to buy the car in a period of over a

year. 31.3% would like to buy in a 6 months period. Around 13.3% would like to

buy in the period of 2-3 months and the rest 8.9% would like to buy in a period

of 4-5 months.


Hyundai i10


8. Awareness about the new Hyundai i10.

Awareness No of Respondents Percentage

Yes 68 68.00%

No 32 32.00%

total 100 100.0%


Hyundai i10


Awareness about The New Hyundai i10 car.

0%

10%

20%

30%

40%

50%

60%

70%

80%

Yes NoAwareness

% o

f R

esp

on

den

ts

Inference:

From the above graph it is interpreted that the awareness level about the new

Hyundai i10 in Hubli and Dharwad is 68%.

9. Sources of awareness.

S.No Source No of

Respondents

Percentage

1 Tv Advertisements 42 61.76%

2 Newspaper 13 19.11%

3 Friends & relatives 13 19.11%

4 Hoardings 0 0.00%

Total 68 100.00%


Hyundai i10


Inference:

From the above graph it is evident that the major source of awareness about the

Hyundai i10 has been the television advertisement. It has about 62% whereas

hoardings has 0% it is because the company has not put up hoardings regarding

the Hyundai i10 in and around Hubli and Dharwad.

10. Evaluation of the Hyundai i10 based on the following parameters.

Parameters Highly Satisfied Satisfied Neutral Dissatisfied Highly

dissatisfied

looks 28 35 4 1 0

Price 9 28 25 3 3

power 11 36 20 0 1

Luxury 19 36 12 0 1

Safety 9 37 21 0 1

Mileage 10 24 30 3 1

Source of awareness

62%

19%

19%

0%

Tv Advertisements

Newspaper

Friends & relatives

Hoardings


Hyundai i10


Parameters to evaluate the i10

0

5

10

15

20

25

30

35

40

looks Price power Luxury Safety Mileage

Highly satisfied

Satisfied

Neutral

Dissatisfied

Highly dissatisfied

Inference:

From the above graph it is evident that respondents are satisfied with the looks of

the i10. 28 respondents are satisfied with the price of the i10.whereas about 36

respondents are satisfied with the luxury aspect of the i10.

11. If you want to buy a new car.

S.No cars No of Respondents Percentage

a Wagon R 14 20.50%

b i10 15 22.50%

c Zen estillo 2 2.91%

d Spark 6 8.82%

e Swift 8 11.76%

f Maruti 800 2 2.94%

g others 21 30.88%

Total 68 100.00%


Hyundai i10


30.88%

2.94%

11.76%

8.82%

2.91%22.5%

20.5%

Wagon R

i10

Zen estillo

Spark

Swift

Maruti 800

others

Inference:

The major competitor for the Hyundai i10 is the Wagon R, Followed by Swift

and Spark. 22.5% respondents showed an intention of buying the Hyundai i10

whereas 20.5% wanted to buy the Wagon R followed by Swift at 11.76% and

Spark at 8.82%.

1. Cross tab between the respondents who own a car and the respondents who

have an intention of buying a new car.

Case Processing Summary

100 100.0% 0 .0% 100 100.0%Do u own *

intention of new car

N Percent N Percent N Percent

Valid Missing Total

Cases


Hyundai i10



Hyundai i10


Do u own * intention of new car Crosstabulation

Count

43 32 75

24 1 25

67 33 100

yes

no

Do u

own

Total

yes no


Total

Inference:

From the above cross tab, it can be interpreted that 67 respondents show an

intention of buying a new car, of these 67 respondents 43 previously own a car

but they have an intention of buying a new car.

So these 67 respondents are the potential customers of the Hyundai i10.

2. Cross tab between intention of buying a new car and the time period in which

they would like to buy the car.


Hyundai i10



67 67.0% 33 33.0% 100 100.0%Time period *



Valid Missing Total

Cases

Time period * intention of new car Crosstabulation

Count

10 10

6 6

21 21

30 30

67 67

2-3 mon

4-5 mon

6 mon

>1 year

Time

period

Total

yes

intention

of new

car

Total

Inference:

The above cross tab indicates that of the 67 respondents who have an intention of

buying a car 21 respondents would like to buy in the next 6 months. 30

respondents would buy in more than a year where as 10 would buy in the next 2-

3 months and 6 would buy in the next 4-5 months.

3. Cross tab between the intention to buy a new car and the price range that they

would like to buy.


Hyundai i10



67 67.0% 33 33.0% 100 100.0%Price range *



Valid Missing Total

Cases

Price range * intention of new car Crosstabulation

Count

22 22

32 32

9 9

4 4

67 67

1-3

3.1-5

5.1-7

>7

Price

range

Total

yes

intention

of new

car

Total

Inference:

From the above cross tab it can be interpreted that of all the 67 respondents who

have an intention of buying a new car 22 respondents would like to buy in the

price range of Rs.1-Rs.3 lacs. 32 would like to buy in the price range of Rs.3.1-

Rs.5 lacs.

The respondents who want to buy the car in the price bracket of Rs. 3.1-

Rs. 5 lacs are the potential customers for Hyundai i10.


Hyundai i10


4. Cross tab between the awareness of Hyundai i10 and the intention of buying a

new car.


100 100.0% 0 .0% 100 100.0%intention of new car

* Awareness of i10


Valid Missing Total

Cases

intention of new car * Awareness of i10 Crosstabulation

Count

46 21 67

22 11 33

68 32 100

yes

no

intention of

new car

Total

yes no

Awareness of i10

Total

Inference:

From the above cross tab it can be interpreted that of the 67 respondents who

have an intention of buying a new car 46 of these respondents are aware of the

new Hyundai i10 car.


Hyundai i10


5. Cross tab between the income of the respondents and the price range that they

would like to buy their new car.


67 67.0% 33 33.0% 100 100.0%income * Price range


Valid Missing Total

Cases

income * Price range Crosstabulation

Count

12 12 1 25

4 15 6 1 26

5 3 1 9

1 2 2 2 7

22 32 9 4 67

10000-20000

20000-30000

30000-40000

>40000

income

Total

1-3 3.1-5 5.1-7 >7

Price range

Total

Inference:

From the above cross tab it is evident that of the 32 respondents who would like

to buy in the price range of Rs. 3.1- Rs5 lacs, 15 respondents come from the

income of Rs. 20000- Rs. 30000, where as 12 are from the income group of Rs.

10000- Rs. 20000.

So these are the two income groups who will be the potential buyers of the

Hyundai i10.

6. Cross tab between Profession and awareness about i10.


Hyundai i10



100 100.0% 0 .0% 100 100.0%Profession *

Awareness of i10


Valid Missing Total

Cases


Hyundai i10


Profession * Awareness of i10 Crosstabulation

Count

29 20 49

9 3 12

13 1 14

7 1 8

10 7 17

68 32 100

service

Professors

doctors

professionals

Businessman

Profession

Total

yes no

Awareness of i10

Total

Inference:


Hyundai i10


From the above cross tab it can be interpreted that professors, doctors,

businessman and professional like lawyers are aware about the Hyundai i10,

whereas the awareness level is low in case of respondents in service.

7. Cross tab between awareness and age of respondents.


100 100.0% 0 .0% 100 100.0%age * Awareness of i10


Valid Missing Total

Cases

age * Awareness of i10 Crosstabulation

Count

18 3 21

18 13 31

14 12 26

18 4 22

68 32 100

20-35

35-45

45-55

>55

age

Total

yes no

Awareness of i10

Total


Hyundai i10


Inference:

It is very much evident from the above cross tab that of the 68 respondents, who

are aware about the Hyundai i10, 18 are from the age group of 35-45 years, 18

are from more than 55 years and 18 are from 20-35 years and the rest 14 are from

45-55 years.

So the dealers should target the age group of 35-45 years for the promotion of the

Hyundai i10 car.

8. Cross tab between age and the intention to buy a new car.


100 100.0% 0 .0% 100 100.0%age * intention of new car


Valid Missing Total

Cases


Hyundai i10


age * intention of new car Crosstabulation

Count

13 8 21

22 9 31

15 11 26

17 5 22

67 33 100

20-35

35-45

45-55

>55

age

Total

yes no


Total

Inference:

From the cross tab it can be interpreted that of the 67 respondents who have an

intention of buying a new car 22 are from the age group of 35-45 years, so this is

the major segment that should be concentrated upon for the promotion of the

Hyundai i10.

9. Cross tab between income and intention to buy a new car.


100 100.0% 0 .0% 100 100.0%income * intention

of new car


Valid Missing Total

Cases


Hyundai i10


income * intention of new car Crosstabulation

Count

25 16 41

26 6 32

9 5 14

7 6 13

67 33 100

10000-20000

20000-30000

30000-40000

>40000

income

Total

yes no


Total

Inference:

From the above cross tab it can be interpreted that of the 67 respondents who

have an intention of buying 26 come from the income level of 20000-30000, 25

are from the income level of 10000-20000.


Hyundai i10


Findings

&

Recommendations

FINDINGS:

The Awareness level about the new Hyundai i10 car is 68% in the twin

cities.


Hyundai i10


The major source of awareness has been the television advertisement with

62%, followed by news paper and friends and relatives at 19%

respectively. Awareness through Hoardings is 0%.

The major competition for the Hyundai i10 is from Wagon R at 20% and

Maruti Swift at 12%.

Of the 100 respondents interviewed, 75 respondents own a car and the rest


According to the respondents the most important parameter while

purchasing a car is mileage, followed by price then comes maintenance.

Safety is ranked 4th

, looks 5th

and brand name at 6th

position by the

respondents.

About 67% of the respondents have an intention of buying a new car.

Of the 75 respondents who own a car, 43 have an intention of buying a

new car.

From the cross tabulation it has been interpreted that of the 67 respondents

who have an intention of buying a new car 46 of these respondents are

aware of the new Hyundai i10 car.

The awareness about the new Hyundai i10 among professors, doctors,

businessman and professional like lawyers is high as compared to the

respondents who in service.


Hyundai i10


The major age group that is aware about the Hyundai i10 is 35-45 years

and they also have an intention to buy a new car.

Respondents who have an intention of buying a new car, 32 would like to

buy in the price range of Rs.3.1- Rs. 5 lacs.

Of these respondents who would like to buy the car in the range of Rs.

3.1- Rs 5 lacs, 15 come from the income group of 20000-30000 and 12 are

from the income group of 10000-20000.


Hyundai i10


RECOMMENDATIONS:

Target segment: The target segments are the professors, doctors, and

people working in the banks as well as the insurance sector and small

businessmen. These are the segments that the dealer should concentrate

for promoting the Hyundai i10 car.

The target segment can also be defined based on the age group of 35-45

years, as these are the people who have shown keen interest in buying the

car.

The income group of 10000-20000 p.m and 20000-30000 p.m are the

most likely people who would buy the car, so the dealer should try to tap

these segments of people.

As the awareness level about the Hyundai i10 is 68% and it is basically

due to the television advertisement. One thing that is quite noticeable is

that that hoardings has 0% as a source of awareness, this is due to the fact

that there are no hoardings about the Hyundai i10 in the twin cities.

So the dealer should place attractive hoardings of the Hyundai i10 at strategic

locations in the twin cities.

It is advisable to the dealer to conduct a customer‟s meet for Hyundai i10;

the customers of the target segment should be contacted and invited for

the meet.

Have a sales promotion campaign like the MONSOON DHAMAKA/

BONANZA where customers are asked to fill in their names and address

and drop it in a box. The lucky customers will get free accessories if they

purchase the i10 car. This could be arranged during the customer‟s meet.


Hyundai i10


Have a sales force which is given monthly target only regarding the i10.

As the target segment is the doctors, professors and people working in

banks and insurance sector, they can have a demo car in the premises like

the SDM Medical and Dental colleges, and have people drop in their cards

and conduct lucky dip contests for the participants.

The news paper advertisements that are given by the dealer are not that

attractive, so they have to design a more eye catchy advertisement which

not only highlights the features of the Hyundai i10 but it also highlights

the fact that it has been awarded the “car of the year”.

As Bellad Hyundai have recently started their new showroom, which has a

very good infrastructure and servicing facilities, so Bellad Hyundai should

make the most of it and should highlight it in their print advertisements.

As Bellad Hyundai showroom is very much visible from the high way, so

to cash upon this advantage, they should place a bigger board or a

Hoarding of the Hyundai i10 in the strategic location in the show room.


Hyundai i10


Conclusion

CONCLUSION:


Hyundai i10


The study helped me gaining valuable insights in accessing the market

opportunity for enhancing the sale of the Hyundai i10 car. This project has been

a knowledge gaining experience for me. This study has also helped me in

understanding the automobile industry.

By interacting with the respondents, I have been able to understand that

understanding customers is an art and it takes a very strong brand image for a

company to retain itself in the market. The results of the survey proved to be both

disappointing and encouraging. The respondents are well aware of the Hyundai

i10 car which is a good sign. The Television advertisement is the major source of

awareness, the dealer must increase his advertisement and promotional activities

to create awareness among customers. The respondents were not very positive

about buying a Hyundai i10 car, which was quite discouraging and a negative

sign for the company. Though there are many competitors in the market for this

car, the company has an advantage. But I believe that Hyundai i10 has what it

takes to become a name to reckon with in the market and I offer my best wishes

for the same and hope that my work becomes useful for the company.


Hyundai i10


Annexure


Hyundai i10


Questionnaire

Personal Information

Name:

Address:

Contact No:

Age:

20-35 years

35-45 years

45-55 years

55 & above

Gender:

Male

Female

Profession: ____________________________________

Income per month:

Rs.10000-Rs.20000

Rs.20000-Rs.30000

Rs.30000-Rs.40000

Rs.40000 & above.

Section 1

1. Do you own a car?

a. Yes

b. No If No then go to section 2.

2. Which of the following cars do you own?


Hyundai i10


a. Hyundai Santro b. Maruti Zen

c. Wagon R d. Maruti Alto

e. Maruti 800 e. others please specify_____________

3. How old is your existing car.

a. 0 – < 2 yrs

b. > 2 – < 4 yrs

c. > 4 – < 6 yrs

d. > 6 yrs

4. Rank the following parameters based on their level of importance while

purchasing a ‘Car’

(Note:1- for the most important & 6- for the least importance)

a. Price

b. Mileage

c. Looks

d. Maintenance

e. Safety

f. Brand Name

Section 2

5. Do you have any intention of buying a new car?

a. Yes

b. No

6. In what price range would you like to buy the new car?

a. 1-3 lacs b. 3.1-5 lacs

c. 5.1- 7 lacs d. 7lacs & above


Hyundai i10


7. What is the time period that you would like to buy the new car?

a. 2-3 months b. 4-5 months

c. 6 months d. more than a year

8. Are you aware of the new Hyundai i10 car?

a. Yes

b. No

9. If yes, from which of the following sources did you come to know about it?

a.TV advertisement b.Newspaper & Magazines

c.Relatives & Friends d.Hoardings

10. Please rate (Tick √) the following parameters in evaluating the new

Hyundai i10 car

Parameters Highly

Satisfied Satisfied Neutral Dissatisfied

Highly

Dissatisfied

a. Looks

b. Price

c. Power

d. Luxury

e. Safety

f. Mileage


Hyundai i10


11. If you want to buy a new car which of the following would you choose.

a. Wagon R b. i10 c .Zen Estillo

d. Spark e. Swift f. Maruti 800

g. Others please specify__________

Your reason for that

choice____________________________________________

Thank You for your Valuable time.


Hyundai i10
