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degree of brand awareness. Beyond this are brands with a high degree of
brand acceptability.
We define brand equity as the positive differential effect that knowing the
brand name has on customer response to the product or service. Brand
equity results in customers showing a preference for one product over
another when they are basically identical. The extent to which customers are
willing to pay more for the particular brand is measure of brand equity.
The passenger car in India has been considered as luxury item. Only a rich
and the super rich could afford a car. In the 50¶s and 60¶s owning a car was
the ultimate statement of having made it in life. There were just 3 major
players namely Hindustan motors, Premier Automobiles and Standard
Motors.
The models they offered were the Baby Hindustan, its later version called
the Ambassador, the Fiat 1100 and the Standard Herald, which fought for
market share in a fairly stagnant market. The Ambassador and the Fiat were
the front-runners with the coming of the third.
There were other players in other segments like the Wily Jeep and Mahindra
& Mahindra offerings. The late 70¶s saw a movement to produce a people
car an attempt to bring the less rich into the fold of the more fortunate ones.
And so a seed was sown called the Maruti 800.
A number of players have come in the car industry in few years, many new
models, new services and benefits according to the customer taste and
preference.
In recent years passenger¶s car chassis construction has been forced to shape
itself redesigned bodies. While in the field of truck design, body chassis
problem now get simultaneous consideration to a greater extent than ever
before. Cars provided the facility to the owners that are safe, easier to drive,
more reliable and comfortable.
The motive of the any company is to generally acquire larger market share
high % of sales the Industry, This could be only achieved by building a
higher % of brand loyal customers.
Any company can survive through there is a stiff computational the market
if its has brand loyal customer. Today many major companies in the market
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if its has brand loyal customers. To day many major companies in the
market try to maintain and improve there branded equity. With out creating
a proper Brand awareness they cannot build brand image.
Strong brands help build the corporate image and also by making it eager for
the companies launch new brands. Today brands are treated, as major
enduring assets of a company-more over brand equity are major contributor
to customer equity. This all can happen only there is proper brand
awareness.
The light four wheeler industry has been expanding rapidly are gone the day
when possessing a small and mid-size cars was seen as a luxury. Now days
it is viewed s a mere necessity.
The overall scope of the present study considers all the variables and factors
that have major impact over the customers in considering particular brands.
This especially included how a customer regally evaluate recognizes the
brand and what position particular brand occupies in the customer mind.
This includes how a customer gets attracted towards the brands and what
makes a brand highly significant over their competitive brand. The study
includes how hand awareness among potential customers can be maintained
and improves.
The project has been done in Pune city only. The survey was confined only
to Hyundai customers to presently posses only Santro. The survey was
especially focused on existing Santro owners for finding how they are
influenced by the brand and what made them aware of the brand. After the
·
survey was done the data was analyzed and also relevant suggesting were
made in order to improve its brand awareness towards Santro
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3 Ê
HMIL has sold over 500,000 cars in a record time of just over 5 years since
commencement of commercial production in September 1998 and is all set
to emerge as one of largest exporters of passenger cars and components out
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A computer controlled line that converts sheet metal to body panels of high
dimensional accuracy and consistency.
A hi-tech line that builds full body shells from panels. Automated robotic
arms are used for intricate welding operations that ensure superior and
consistent build quality.
This is one of the most modern paint shops in the country and uses the
environment friendly water based process for superior and lasting exterior. A
unique process management system followed here helps us deliver the most
extensive colour range, independent of minimum batch requirements,
helping customers get their preferred colour anytime.
Forges the engine cylinder blocks for our cars to exacting design
specifications.
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One of the biggest engine shops in the country, this unit is equipped with the
most modern tooling and testing facilities to make a wide range of engines in
house.
Moulds the dashes, bumpers and other plastic components to perfect fit and
finish.
One of the very few manufacturing units in India to have this facility in-
house, Hyundai¶s plastic paint shop delivers a high grade finish on exterior
plastic components.
A company has five choices when it comes to brand strategy. There are line
extensions, brand extensions, multi-brands, new brands and co-brands.
A company may use its existing brand name to launch new products in other
categories.
1.
When a Company launches products in a new category, it may find that none
of its current brand names are appropriate.
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Co-Brands are also called as dual branding, in which two or more well
known brands are combined in an offer. Co-branding takes a variety of
forms. One is ingredient co-branding, Second one is same company co-
branding, Third one is joint venture co-branding. And finally there is
multiple-sponsor co-branding.
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A manufacturer has several options with respect to brand sponsorship.
The product may be launched as a manufacturer brand (sometimes called as
National Brand), a distributor brand (also called reseller, store, house or
private brand), or a licensed brand name. Another alternative is for the
manufacturer to produce some output under its own name and some under
reseller labels. Manufacturers brands dominate, large retailers and
wholesalers have been developing their own brands by contracting
production from willing manufacturers.
The private brands offer two advantages. First, they are more
profitable. Intermediaries search for manufacturer with excess capacity who
will produce the private labels at a low cost. Other costs, such as research
and development, advertising, sales production and physical distribution are
much lower. This means that the private brands can charge a lower price and
yet make a higher profit margin. Second, retailers develop exclusive store
brands to differentiate themselves from competitors.
Brands vary in the amount of power and value they have in the market place.
At one extreme are brands that are not known by most buyers. Then there
are brands for which buyers have a fairly high degree of ©
Beyond this are brands with a high degree of ©
©
. Then there
are brand that enjoy a high degree of ©
. Finally there are
brands that command an high degree of ©
.
ù Customer will change brands, especially for price reasons, not brand
loyalty
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ù Customer is satisfied. No reason to change the brand.
Brand equity is related to how many customers are in classes 3,4 or5. It is
also related to the degree of brand-name recognition, perceived brand
equity, strong mental and emotional associations and other assets such as
patents, trademarks and channel relationships. Companies do not
normally list brand equity on their balance sheet because of the
arbitrariness of the estimate. But clearly brand equity relates to the
premium the brand commands times the extra volume it moves over an
average brand.
ù The Company can charge a higher price than its competitors because
the brand has higher perceived quality.
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ù The Company can more easily launch extensions because the brand
name carries high credibility.
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Branding Brand Sponsor Brand Name
Decisions Decisions
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The face of the industry has changed to such an extent just a decade
age one would fail to recognize it as the Indian auto industry. Today the
Indian market does not witness just as Ambassador Fiat competition. Rather
it has become a battle field for it is witnessing cut throat competition
between the world from this brands like FORD, HONDA, MERCEDES,
HYUNDAI, DAEWOO. Infact the leading market leader MARUTI has lost
a sizable crunch of its market share from a magical mesmerizing 80% to
66.2% during the same period.
This points towards two things the market has become competitive
and dynamic
1. Even the market leader cannot take its market share and the customers
2. The changing tastes and loyalty of the customers and subsequently the
ultra competition nature of the auto market.
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The study has been conducted with the following objectives in mind:
3. To know what position does the brands has in the minds of customers.
6. To find out the market potential for Hyundai cars ( Santro).
7. To know how maintain and improve brand awareness build brand
loyalty.
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Methodology adopted for this project work is as follows ±
2.
±Customers of Kothari Hyundai motors
3.
± Kothari Hyundai Motors, tilak road, Pune.
4.
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± Personal Interview with Questionnaire.
6. ± Open ended and Closed ended questions.
7.
± Random sampling
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is based on the primary data which is collected through the questionnaire
designed according to customers.
Secondary data is the data which is collected prior to
the present study work. Any data that is available prior to the
commencement of the research project is called secondary data and is
also called historical data. I have collected secondary data from the
website of Hundai and geographical unit- Pune city and some other
research papers and reports.
Ê
:- In this type of questionnaire the formal list of
questions to be asked to the respondents to collect facts, views or opinions.
During the course of an interview, the questions are to be asked strictly in
accordance with pre arranged order irrespective of number of interviewers
appointed.
Here objective of an inquiry is
disclosed to the respondents. The issue involved is relatively unimportant
and more general in practical nature.
ÊÊ3Ê
Even though the project has been done without most car, it suffers
from the following limitations.
4. The awareness levels of the customers may change from time to time
and so there is a possibility of changes in the research results.
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25-45 52 52%
45-65 40 40%
65 And Above 8 8%
^
^
^
^
^
^
Ê From the above table, we can observe that 52% of the
people belongs to 25 ± 45 age group, 40% of the people belongs to 45 - 65
age group and 8% of the people belongs to 65 and above. The analysis
shows that most of the people belongs to 25 ± 45 age.
2. GENDER
NO. OF
GENDER PERCENTAGE
CUSTOMERS
Male 87 87%
Female 13 13%
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From the above table we can observe that among 200 customers 87% are
Males and 13% are Females.
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3. Occupation
Business 38 38%
Professional 30 30%
Student 7 7%
Employee 25 25%
^
^
^
^ ! "#
$ $
^ %&#'
^
Ê From the above table, we see that 38% of the people
belongs to Business, 30% of the people from Professionals, 7% of the people
from students and 25% of the People belongs to Employees. The analysis
shows that major part of the people belongs to Business category.
·
NO. OF
INCOME PERCENTAGE
CUSTOMERS
20,000-40,000 52 52%
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Ê The income status reveals that 34% of them are having less
than 20,000 and 52% of them were between 20,000-40,000 and the
remaining 14% were above 40,000. The analysis shows that the people who
having income per annum in between 20,000-40,000 are more.
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5. FAMILY SIZE
NO. OF
FAMILY SIZE PERCENTAGE
CUSTOMERS
1-2 10 10%
3-5 78 78%
Interpretation:Family size reveals that 10% of the people are having 1-2
family size, 78% of the people are having 3-5 family size and 12% of the
people are having above 5 family size. The analysis shows that the family
size having 3-5 are using more.
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6. PURPOSE OF PURCHASE
NO. OF
PURPOSE PERCENTAGE
CUSTOMERS
Utility 45 45%
Necessity 51 51%
Status 4 4%
Interpretation:
From the table, we can observe that 45% of the people purchase the car for
the purpose of utility, 51% of the people purchase for necessity and 4%
people purchase for status. The analysis shows that most of the people that is
51% purchase for necessity.
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7. Factors Influence To Buy Santro
Style 14 14%
Price 18 18%
Performance 20 20%
Publicity 18 18%
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Ê From the table, we can examine that 14% of the people
prefer style, 18% of the people prefer price, 30% of the people opt for
Brand image, 20% of the people have a preference on Performance and
18% of the people opt for Publicity for buying the Santro Car. The analysis
shows most of them consider Brand image while buying.
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8. Influecne To Purchase The Car
Myself 20 30%
Friends 22 22%
Relatives 5 5%
Advertisements 34 34%
Others 4 4%
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NO. OF
IMPACT PERCENTAGE
CUSTOMERS
Yes 56 56%
No 44 44%
Interpretation:
From the table, we see that 56% of the people say that Sharukh Khan has
the impact of increase in sales whereas 44% of the people say that
Sharukh Khan has no impact of increase in sales.
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10.GOOD VALUE
NO. OF
GOOD VALUE PERCENTAGE
CUSTOMERS
Yes 92 92%
No 8 8%
Interpretation:
From the table, we observe that 92% of the people feel that Hyundai
products give Good Value for money whereas 8% of the people feel that
Hyundai products do not give Good Value for money.
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11.PRICING OF THE CAR
NO. OF
PRICING LEVEL PERCENTAGE
CUSTOMERS
Excellent 5 5%
Good 64 64%
Satisfactory 31 31%
Not satisfied - -
+
Interpretation: From the table, we observe that 5% of the people feel that the
Price of the car is Excellent, 64% of the people feel that it is Good, 31% feel
it is satisfactory and none of them are dissatisfied with the Price of the
product. The Highest % of the people feel that the Price of the car is Good.
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12.Superior To Competitors Cars
Yes 89 89%
No 11 11%
Interpretation:
From the table, we can observe that 89% of the people say that Santro car is
superior to competitors cars and 11% says that it is not.
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The following details can be inferred after analysis with a simple size of
100, which included customers, by questionnaire method to find out the
brand awareness towards Santro with reference to AY S HYUNDAI.
ù Out of the models of Hyundai the most popular brand is Santro because it
is possessed by 45% of the customers.
ù Most of the customers are aware of educational programs that are being
conducted by Hyundai to the maintenance of the car.
ù Though the customers are having good awareness levels regarding the
programs being conducted by Hyundai, they are not attending the
programs because of various reasons.
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2.In this Automobile segment there has been heightened competition with
other leading players like Maruti, Honda, Ford and many others.
3.As there was competition in small car industry, there was reduction in
prices of the cars and modifications done with the existing product (e.g.,
Santro to Santro Xing) and were introduced in the market. Hyundai small car
segment has occupied second position in the market share.
5.Many of the students rated the Brand Awareness as excellent very few of
them have rated as satisfactory.
6.All the respondents are very happy with the warranty period given for the
cars by the company but many of them have complaints with the mileage
and seating comfort of the car.
7.Many of the respondents have stated that the prices charged on services are
high when compare to other company¶s services (e.g. Maruti)
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1. Basing on the survey findings and analyzing the attitudes of respondents,
the following suggestions can be given regarding the Brand Awareness
towards Santro.
2. The company has to pursue the complaints of the respondents about the
performance of the car¶s engine. This suggestions has been given basing
on the complaints of customers regarding its problems like low mileage
3. Making the Driving seat and Passenger seat more comfortable so that the
driver and passengers could have a comfortable drive.
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Ê 3Ê
PHONE NO:
2. GENDER:
3. OCCUPATION:
£D
5. FAMILY SIZE:
£
10. DO YOU FEEL THAT BRAND AMBASSADOR SHARUKH
KHAN HAS AN IMPACT ON THE INCREASE IN SALES?
_____________________________________________________________
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1. www.kothrimotors.com
2. www.hyundaimotors.org
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