Hyundai's Marketing Strategies in India

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : MKTG095 For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Rs. 25 for Shipping & Handling Charges


Advertising and Promotion
Case Length : 16 Pages
Period : 1998-2004
Pub Date : 2004
Teaching Note : Not Available
Organization : Hyundai Motors
Industry : Automobile, Passenger Cars
Countries : India


The case discusses the marketing strategies of Korea based Hyundai Motor Company (HMC) in India. HMC entered India by establishing its wholly owned subsidiary Hyundai Motors India Limited (HMIL) in 1996. Within a year of launch of its first product - Santro, HMIL had emerged as the second largest car company in India.

The case describes in detail the entry, product, pricing, distribution and promotional strategies of HMIL. The case briefs the challenges faced by the company and its marketing plans in future. It also includes a note on the Indian passenger car industry, the leading player and its marketing strategy.


• Understand the competitive landscape in the Indian passenger car industry and study the marketing strategies of leading players.

• Study the entry strategies of global car manufacturers in India.

• Examine and analyze the marketing mix of Hyundai Motors in the Indian passenger car industry.

• Compare and contrast the marketing strategy of Hyundai with other leading players in the Indian passenger car industry


  Page No.
The Price Cut 1
Background Note 2
Hyundai's Entry in India 2
Marketing Santro 4
Launch of Accent 5
Repositioning Santro 6
Status in 2004 7
The Challenges Ahead 8
Exhibits 10


Case, Hyundai Motors, Indian Passenger Car Industry, Foreign Car Manufacturers in India, Marketing Small Cars in India, Marketing Mix, Positioning, Customer Value, Pricing, Distribution, Advertising Campaign, Santro

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