Marketing the Badass SUV in India: Kia Seltos

Code : MM0086

Year :
2022

Industry :-

Region : Asia

Teaching Note: Available

Structured Assignment : Not Available

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Abstract: The Indian automotive industry was valued at $82.6 billion (by revenue) in 2021. It is forecasted to become the third largest automotive market by 2026. Over the years, the demand for the SUV segment has increased manifold. Despite being a new entrant, Kia motors, a South Korean multinational company headquartered in Seoul, gained popularity in India within a very short span of time after the launch of Kia Seltos as a premium cyberspace SUV in the medium-sized SUV market. The Kia Seltos got overbooked in no time and this made Kia Motors the 4th largest car manufacturer in the country, beating Mahindra. The high sales records proved that Kia Seltos made a new benchmark for other SUVs in India. Such was the craze among SUV buyers that Kia Motors even had to temporarily stop taking the bookings of Seltos despite a decline in sales of other competing brands during Covid19 pandemic. The case study helps the readers to understand how Kia Seltos smartly worked on its 4Ps and gained popularity in India in very less time.

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Pedagogical Objectives:

  • Understand the concept and importance of 4Ps of Marketing and Marketing mix.
  • Understand how an effective combination of 4Ps of marketing can help a new entrant brand position itself as a bestselling brand.
  • Understand how Kia Seltos became a bestselling brand in India in a short span of time.


    Keywords : Marketing Mix; 4Ps’ of Marketing; Product Mix; Price Mix; Promotion Mix; Place Mix; Indian Automotive Market; Kia Seltos; Kia Motors; SUVs

    Contents :
    » INTRODUCTION
    » BACKGROUND
    » THE SUV SEGMENT IN INDIA
    » MANAGING THE 4Ps
    » THE ROAD AHEAD
    » EXHIBITS


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