Marketing Strategies - HYUNDAIThe case deals with the marketing strategies of Hyundai Motor Company (HMC), based in Korea, India. HMC entered India by establishing its wholly owned subsidiary Hyundai Motors India Limited (HMIL) in 1996. Within a year of launching its first product, Santro, HMIL had become the second largest automobile manufacturer in India. , products, pricing, distribution and promotional strategies of HMIL. The case presents the challenges the company faces and its marketing plans in the future. It also includes a note on the Indian passenger car industry, the major player and its marketing strategy. I believe the main reason for HMIL’s success is that we have never allowed ourselves to become complacent. We continually innovate in the market, taking on the competition head on. »1- YS Kim, former Managing Director of Hyundai Motors India Limited in 2002. “As long as Hyundai continues to offer the Indian customer fresh new products at competitive prices and builds the enthusiasm around them as they have done successfully, they can maintain their good run so far. The South Korean subsidiary of Hyundai Motors Company (HMC) was to reduce the price of its flagship car, the Santro, by up to Rs 40,000. Industry experts expected a reduction in the price of Santro in response to the ongoing price war. by the market leader in India - Maruti Udyog Limited (MUL), which had reduced the price of its best-selling car in the B segment - Alto - by Rs 58,000 in two price cuts starting September 2003. This move had led Alto to replace The Santro is the best-selling car in the B segment between January and June 2004. Refuting the report on price cuts, HMIL Managing Director BVR Subbu said, "We are not lowering prices. price on the Santro. We have given our competitors the prerogative to lower prices. »5 Several HMIL dealers also felt that the company would not reduce the price of Santro as it had not adopted such tactics before. Santro was the most successful product of HMIL and was also the largest product of HMIL. selling cars in the B segment till FY 2003-04. Introduced in late 1998, Santro had become the second best-selling car in India after MUL's M800 and retained its position till March 2004 (see Appendix II for total number of units and sales value of the eleven best car models in India).