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

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

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

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

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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.

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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.

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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 customers 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 customers meet.

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To access the market opportunity for enhancing the sales of the new 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:
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To access the market opportunity for enhancing the sales of the new 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 Caf 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.

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

Indias love affair with the auotmobile is famously embodied in the 1920s 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

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

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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, twowheelers 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.

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To access the market opportunity for enhancing the sales of the new 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
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To access the market opportunity for enhancing the sales of the new 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
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Bajaj Auto Daewoo Motors India Hero Motors Hindustan Motors Hyundai Motor India Ltd. Royal Enfield Motors Telco TVS Motors DC Designs Swaraj Mazda Ltd

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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
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To access the market opportunity for enhancing the sales of the new 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. HMILs 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 HMILs 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 HMCs global export hub for compact cars. Apart from expansion of production capacity, HMIL plans to expand its dealer network, which will be increased from 183 to 250 this year. And with the companys greater focus on the quality of its after-sales service, HMILs 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
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To access the market opportunity for enhancing the sales of the new 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 worlds 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
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To access the market opportunity for enhancing the sales of the new 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.

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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 groups 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.

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

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To access the market opportunity for enhancing the sales of the new 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.
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To access the market opportunity for enhancing the sales of the new 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 customers 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.
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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 customers 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:


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

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

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Products
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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 i10s 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.
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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 topend 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. Hyundais i10 will compete with other sub-compact segment cars such as Chevrolet spark, Maruti Suzuki zen estilo, Maruti Suzuki wagonR and Tata
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To access the market opportunity for enhancing the sales of the new 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 Hyundais 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 brands core values. With the i, Hyundai chose the letter that could carry both messages. The letter i has a long traditio n as an icon for technology products. In addition, the i is also part of Hyundais 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 i30s 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 Hyundias total production capacity to six lakh units from the current three lakh units.Slowly the

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To access the market opportunity for enhancing the sales of the new 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 i10s 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.

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

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

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

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To access the market opportunity for enhancing the sales of the new 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 Accent clear offers a lens type rear look combination to the lamps car and of the scores unique

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.

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


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To access the market opportunity for enhancing the sales of the new 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 widevolume moulding protective 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. bumper decorated which & with a large has black bumper aesthetic, economic

4. Hyundai Sonata Embera:

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

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To access the market opportunity for enhancing the sales of the new 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 2DIN music system, alloy wheels, automatic climate control, leather wrapped steering wheel and gear knob, rear wheel disc brakes and ABS.

6. Tucson

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

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


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To access the market opportunity for enhancing the sales of the new 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 fourvalve 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
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To access the market opportunity for enhancing the sales of the new 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. Price Range: Rs. 3.9- Rs. 5.14 lacs

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. Price Range: Rs. 3.30- Rs. 4.71 lacs

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.
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To access the market opportunity for enhancing the sales of the new 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. Price Range: Rs. 3.38- Rs. 4.06 lacs

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.

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To access the market opportunity for enhancing the sales of the new 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 worlds 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 Marutis Zen Estillo base model. Chevrolet Spark would be available in four options with the price increasing to
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To access the market opportunity for enhancing the sales of the new 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
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To access the market opportunity for enhancing the sales of the new 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, 6valveSmaller 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.
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To access the market opportunity for enhancing the sales of the new Hyundai i10 Opportunity analysis is the process of defining the exact nature of the opportunities available in an organizations 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 companys 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 MethodsBabasabpatilfreepptmba.com Page 50

To access the market opportunity for enhancing the sales of the new Hyundai i10 Two main categories of research methods 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. Secondary research uses research that has already been done by someone

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 dont 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.

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To access the market opportunity for enhancing the sales of the new 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
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To access the market opportunity for enhancing the sales of the new 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
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To access the market opportunity for enhancing the sales of the new 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
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To access the market opportunity for enhancing the sales of the new 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.
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To access the market opportunity for enhancing the sales of the new 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 autocomponents exports has the potential to grow from $1 bn in 2003 to $20-25 bn. Automobile Industry Performance during 2006- 2007

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

Gross turn over of Automobile industry:

Turnover of Automobile Manufacturers Year 1999-00 2000-01 2001-02 2002-03 2003-04 2004-05 (Rs.In Million) 422,933 492,024 499,136 595,184 661,769 835,851

Turnover of Automobile Industry 1999-00 to 2004-05

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

Domestic Market Share:


Domestic Market Share for 2007-08 CVs Total Passenger Vehicles Total Two Wheelers Three Wheelers 5.05% 16.4% 75.13% 3.78%

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Domestic Sales Trend:


Automobile Domestic Sales Trends Category Passenger Vehicles Commercial Vehicles Three Wheelers Two Wheelers Grand Total 2002-03 707,198 190,682 231,529 4,812,126 5,941,535 2003-04 902,096 260,114 284,078 5,364,249 6,810,537 2004-05 1,061,572 318,430 307,862 6,209,765 7,897,629 2005-06 1,143,076 351,041 359,920 7,052,391 8,906,428 2006-07 1,379,979 467,765 403,910 7,872,334 10,123,988 (Number of Vehicles) 2007-08 1,547,985 486,817 364,703 7,248,589 9,648,094

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To access the market opportunity for enhancing the sales of the new Hyundai i10 Export Trends:
Automobile Exports Trends Category Passenger Vehicles Commercial Vehicles Three Wheelers Two Wheelers Grand Total 200203 72,005 12,255 43,366 179,682 307,308 200304 129,291 17,432 68,144 265,052 479,919 200405 166,402 29,940 66,795 366,407 629,544 200506 175,572 40,600 76,881 513,169 806,222 2006-07 198,452 49,537 143,896 619,644 1,011,529 (Number Vehicles) 2007-08 218,418 58,999 141,235 819,847 1,238,499 of

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%.

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

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Analysis &
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Interpretation
1. How many respondents own a car?

No. of People who own a car Yes No Total

No Respondents 75 25 100

of Percentage 75.00% 25.00% 100.0%

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Number of Respondents who own a car

No 25%

Yes 75%

Inference: Of the 100 respondents interviewed 75 respondents own a car where as the rest 25 do not own a car.

2. Which of the following cars do you own?


S.No 1 2 3 4 5 6 7 Brands Hyundai Santro Maruti Zen Wagon R Maruti Alto Maruti 800 Tata Indica Others Total No of Respondents 15 9 5 8 17 6 15 75 Percentage 20.00% 12.00% 6.66% 10.66% 22.66% 8.00% 20.00% 100.00% Page 68

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No of Respondents Qwing a particular car 25%

20%

15%

10%

5%

0%
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 1 2 3 4 Time Period 0- <2 yrs >2-<4 yrs >4- <6 yrs >6 yrs Total No of Respondents 26 23 15 11 75 Percentage 34.7% 30.7% 20.0% 14.7% 100.0%

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40%

% of Respondents

30%

20%

10%

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

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 1 2 3 4 5 6 Parameters Price Mileage Looks Maintenance Safety Brand Name Total Weights 233 178 308 249 286 322 Weighted Avg 1.47 1.12 1.95 1.57 1.81 2.04 Rank 2 1 5 3 4 6
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Ranked based on their Level of Importance

Rank

Pr ic e

ok s

Sa fe ty

ile ag

te na nc

Lo

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.

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Parameters

Br an

ai n

am e

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


Response Yes No Total No of Respondents 67 33 100 Percentage 67.00% 33.00% 100.0%

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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 1 2 Price range 1-3 lacs 3-5 lacs No of Percentage Respondents 22 32.80% 32 47.70%
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To access the market opportunity for enhancing the sales of the new Hyundai i10 3 4 5-7 lacs >7 lacs Total 9 4 67 13.43% 5.90% 100.00%

60% 50%

Number of respondents willing to buy in the following price range

% of Respondents

40% 30% 20% 10% 0%


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

Price range

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 1 2 Time Period 2-3 mon 4-5 mon No Respondents 10 6 14.9% 8.9%
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of Percentage

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To access the market opportunity for enhancing the sales of the new Hyundai i10 3 4 6 mon > 1 year Total 21 30 67 31.3% 44.7% 100.0%

50% 40%

% of Respondents

30% 20% 10% 0% 2-3 mon 4-5 mon 6 mon How old is your existing car > 1 year

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.

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8. Awareness about the new Hyundai i10. Awareness Yes No total No of Respondents 68 32 100 Percentage 68.00% 32.00% 100.0%

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Awareness about The New Hyundai i10 car. 80% 70%

% of Respondents

60% 50% 40% 30% 20% 10% 0% Yes Awareness No

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 1 2 3 4 Source Tv Advertisements Newspaper Friends & relatives Hoardings Total No Respondents 42 13 13 0 68 of Percentage 61.76% 19.11% 19.11% 0.00% 100.00%

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Source of awareness

19%

62% 0%

19%

Tv Advertisements Newspaper Friends & relatives Hoardings

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 looks Price power Luxury Safety Mileage Highly Satisfied 28 9 11 19 9 10 Satisfied 35 28 36 36 37 24 Neutral Dissatisfied Highly dissatisfied 4 1 0 25 3 3 20 0 1 12 0 1 21 0 1 30 3 1

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Parameters to evaluate the i10
40 35 30 25 20 15 10 5 0 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 a b c d e f g cars Wagon R i10 Zen estillo Spark Swift Maruti 800 others Total No of Respondents 14 15 2 6 8 2 21 68 Percentage 20.50% 22.50% 2.91% 8.82% 11.76% 2.94% 30.88% 100.00% Page 79

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22.5%

2.91% 8.82%

20.5%

11.76% 2.94% 30.88% 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 Cases Missing N Percent 0 .0%

N Do u own * intention of new car

Valid Percent 100 100.0%

Total Percent 100 100.0%

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Do u own * intention of new car Crosstabulation Count intention of new car yes no 43 32 24 1 67 33 Total 75 25 100

Do u own Total

yes no

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.

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Case Processing Summary Cases Missing N Percent 33 33.0%

N Time period * intention of new car

Valid Percent 67 67.0%

Total Percent 100 100.0%

Time period * inte ntion of new car Crosstabulation Count intention of new car yes 10 6 21 30 67

Total 10 6 21 30 67

Time period

2-3 mon 4-5 mon 6 mon >1 year

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 23 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.

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Case Processing Summary Valid Percent 67 67.0% Cases Missing N Percent 33 33.0% Total Percent 100 100.0%

N Price range * intention of new car

Price range * intention of new car Crosstabulation Count intention of new car yes 22 32 9 4 67

Total 22 32 9 4 67

Price range

1-3 3.1-5 5.1-7 >7

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.3.1Rs.5 lacs. The respondents who want to buy the car in the price bracket of Rs. 3.1Rs. 5 lacs are the potential customers for Hyundai i10.

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To access the market opportunity for enhancing the sales of the new Hyundai i10 4. Cross tab between the awareness of Hyundai i10 and the intention of buying a new car.
Case Processing Summary Valid Percent 100 100.0% Cases Missing N Percent 0 .0% Total Percent 100 100.0%

N intention of new car * Awareness of i10

intention of new car * Awareness of i10 Crosstabulation Count Awareness of i10 yes no 46 21 22 11 68 32 Total 67 33 100

intention of new car Total

yes no

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.

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To access the market opportunity for enhancing the sales of the new Hyundai i10 5. Cross tab between the income of the respondents and the price range that they would like to buy their new car.
Case Processing Summary Valid N Percent 67 67.0% Cases Missing N Percent 33 33.0% Total Percent 100 100.0%

income * Price range

income * Price range Crosstabulation Count 1-3 income 10000-20000 20000-30000 30000-40000 >40000 12 4 5 1 22 Price range 3.1-5 5.1-7 12 15 3 2 32 >7 6 1 2 9 1 1 2 4 Total 25 26 9 7 67

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.


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Case Processing Summary Cases Missing N Percent 0 .0%

N Profession * Awareness of i10

Valid Percent 100 100.0%

Total Percent 100 100.0%

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Profession * Awareness of i10 Crosstabulation Count Awareness of i10 yes no 29 20 9 3 13 1 7 1 10 7 68 32 Total 49 12 14 8 17 100

Profess ion

service Profess ors doctors profes sionals Businessman

Total

Inference:

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


Case Processing Summary Valid N Percent 100 100.0% Cases Missing N Percent 0 .0% Total N Percent 100 100.0%

age * Awareness of i10

age * Awareness of i10 Crosstabulation Count Awareness of i10 yes no 18 3 18 13 14 12 18 4 68 32 Total 21 31 26 22 100

age

20-35 35-45 45-55 >55

Total

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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.

Case Processing Summary Valid N Percent 100 100.0% Cases Missing N Percent 0 .0% Total N Percent 100 100.0%

age * intention of new car

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age * intention of new car Crosstabulation Count intention of new car yes no 13 8 22 9 15 11 17 5 67 33 Total 21 31 26 22 100

age

20-35 35-45 45-55 >55

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.


Case Processing Summary Valid Percent 100 100.0% Cases Missing N Percent 0 .0% Total Percent 100 100.0%

N income * intention of new car

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income * intention of new car Crosstabulation Count intention of new car yes no 25 16 26 6 9 5 7 6 67 33 Total 41 32 14 13 100

income

10000-20000 20000-30000 30000-40000 >40000

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.

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Findings & Recommendations

FINDINGS: The Awareness level about the new Hyundai i10 car is 68% in the twin cities.
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To access the market opportunity for enhancing the sales of the new 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 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.

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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.

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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 customers 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 customers meet.

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

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Conclusion

CONCLUSION:

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

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Annexure

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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?
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To access the market opportunity for enhancing the sales of the new Hyundai i10 a. Hyundai Santro c. Wagon R e. Maruti 800 b. Maruti Zen d. Maruti Alto 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
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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 Highly Highly Parameters Satisfied Neutral Dissatisfied Satisfied Dissatisfied a. Looks b. Price c. Power d. Luxury e. Safety f. Mileage

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

Thank You for your Valuable time.

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