In a bid to woo car buyers across the nation, Hyundai Motor India Ltd (HMIL) is chalking out an aggressive marketing mix which includes, mass media advertising, ground promotions and marketing tie-ups.
For starters, HMIL is looking at joint tie-ups with other brands which share the same brand personality such as Santro Zip Plus as part of its marketing strategy.
To woo the new-age car buyers, the company has recently repositioned its brand—Santro Zip Plus as the ‘The Sunshine Car’.
Prior to the repositioning of the brand, the tag line of Santro Zip Plus was —A Complete Family Car. With the new positioning, Hyundai plans to attract the attention of car buyers with the concept of ‘The Sunshine Car’ through a multi-media ad campaign, which includes a series of press advertisements, television commercials, radio advertising and outdoor ad campaigns.
As part of its marketing initiatives, HMIL recently hosted a golf event called ‘Hyundai Motor Invitation Golf Tournament’ in Mumbai. The objective was to gain high visibility for its brands and such events target the upmarket segment.
The company has earmarked around Rs 7 crore as ad budget to promote Hyundai Santro Zip Plus.