The Rs 3,403-crore Hyundai Motor India has enhanced the advertising budget by 15 per cent to Rs 60 crore for fiscal 2002-03. This is in addition to the promotional budget of Rs 30 crore. The enhanced budget is aimed at supporting a slew of new launches, including the launch of sports utility brand Terracan (4 by 4).
Hyundai India is also in the process of finalising a creative agency for the brand Terracan, which is expected to be handed to either of the company’s existing agencies Bates and SSC&B. Bates is handling Hyundai corporate and Accent accounts while SSC&B is managing Santro Zip Plus.
Hyundai has also unveiled a new TVC for Santro, starring its brand ambassador Shah Rukh Khan.
Santro is currently offered in four variants LE (Rs 3.39 lakh), LP (Rs 3.55 lakh), LS (Rs 3.81 lakh) and GS (Rs 4.04 lakh). Santro LP and Santro LS are major sellers.
Hyundai hopes that in a market where power steering accounts for over three-fourth of B segment sales and airconditioning has more or less become an integral part of car purchases, the focus on Zip Drive with a new brand positioning of ‘More Power, More Fun’ will be a critical differentiator. Hyundai has set a sales target of 1 lakh cars in calender 2002 up from 87,000 in 2001.
Source: Financial Express