Hyundai Creative Brief

I. Market Info a. In September 2012, Hyundai had sales of 11,403 with YTD sales numbers reaching 107,612. This accounted for a 12. 9% Canadian market sh be to date. The YTD for September 2012 sales of the electric vehicles open in Canada ar as follows Nissan Leaf 196 units (up 367% from 2011), Mitsubishi i-MiEV 165 units , Chevrolet Volt 927 units (up 548% from 2011). Of the 1,305,538 autos sell to date in Canada, electric car sales accounted for 0. 0099% of total car sales. According to these numbers, Canadians are not embracing electric cars at a significant rate, however the World Wildlife Fund of Canada is aiming to perplex 600,000 EVs on Canadian roads by 2020, accounting for 10% of whole car sales. The WWF intends to do this by * highlight environmental benefits of EVs * support modify access to EVs and EV infrastructure achieve competitive pricing with conventional vehicles * expand travel freedom for EV users with infrastructure and travel coalition options * furn ish Canadians with positive EV information and experiences G overnment agencies have to a fault offered incentives for buyers and owners of EVs for example the Ontario politics is offering a expense reduction between $5,000 and $8,000 as well as a atomic number 19 licence plate which enables owners to use High-Occupancy Vehicle lanes, even if there is and ace person in the vehicle as well as futurity access to public recharging facilities and parking at GO station and government lots. . betray Profile Hyundai vehicles run the gamut from budget cars to luxury sedans to commercial trucks. conspiracy Koreas leading carmaker, Hyundai repulse produces compact and luxury cars, SUVs, minivans, trucks, buses, and other commercial vehicles. Its cars are sold in 180 countries by some 6,000 dealerships. Hyundai generates to the highest degree fractional of its sales in South Korea, but its vehicles are to a fault touristed in emerging markets such as China and India. The company operates a dozen manufacturing plants in China, the Czech Republic, India, Russia, South Korea, Turkey and the US. Hyundai also owns a 34% stake in Kia Motors.Some key benefits of the Hyundai post are * Modern, premium, inexpensive mentality towards car design * Hyundai backs their product with an excellent warranty and service. * sullen investment in design and promotion * Focus much on explaining a cars history, its value and its strengths, rather than just talking about price Hyundais brand reputation hasnt alship canal been the greatest and has only increased within the last 5 divisions or so as Hyundai made the switch from making cheap, economical cars to affordable, modern, premium and bona fide cars that are fun to use up, luxurious and backed by an excellent warranty.Some issues Hyundai faces are * Poor reputation in regards to reliability * Poor reputation in regards to build quality * Not known for making sporty or luxurious cars * Overcoming well-established brand s such as Toyota, Honda and VW c. Brand Proposition Hyundais brand slogan NEW THINKING. NEW POSSIBILITIES. reflects the go out of Hyundai Motor Company to reach parvenue possibilities to benefit the world and its people by encouraging and ontogeny new thinking.All members of Hyundai have the brand slogan deeply engraved in their hearts as they move forward in their effort to provide new values and experiences desired by todays customers through ripe ways that are unique to the brand, driven by new thinking about customers and cars. d. Brand Position Hyundais brand burster Modern premium does not just mean luxury cars it is about providing new values and experiences to yet more customers of today through ways that are unique to the brand and which go beyond what customers expect by combining exceptional performance with reasonable price and emotional elegance.Being elementary but perfect, staying faithful to the basics yet different from the others, and not forgetting the sorry picture while paying attention to the smallest details developing cars that cater to the diverse lifestyles of customers and propose an advanced automobile life and culture enriching the lives of customers who have an active and positive approach to lifethat is the Modern premium of Hyundai Motor Company. e. Positioning Statement For the Earth-conscious, high-mileage driver who wishes to be whisked away in a safe, fun and environmentally responsible way.Hyundai Fuel-Cell provide cars will get you where you posit to go, disregarding of the distance, with very little impact on the environment and your wallet, big you the confidence of knowing youre the smartest person on the road. f. Competitors Profiles Honda YTD for September 2012, Honda owned 9. 0% of the Canadian market. Some Honda brand strengths accommodate * Well known for reliability * Consumers will buy a Honda regardless of their level of luxury, sportiness, features or price. * Loyal customer base/repeat buyer s * Consumers will rarely shop around if their first choice is a HondaBrand weaknesses include * Have rested on their laurels * Very few innovative or exciting products * Redesigned the 2012 Civic after 1 model year because of lack of innovation * Rely on brand loyalty to drive sales Honda utilizes the same media as most other prominent brands in the industry. They have a strong presence both online (through social media websites as well as their own homepage) and in print (many ads in newsworthinesspapers and magazines). They also invest heavily in televised ads and billboards. Honda has positioned themselves as a company strengthened on dreams.And these dreams inspire us to create innovative products that enhance sympathetic mobility and benefit society. Toyota YTD for September 2012, Toyota owns 11. 8% of the Canadian market. Toyota brand strengths * Synonymous for reliable cars * diversified product range * highly targeted marketing and a lading to lean manufacturing a nd quality * Loyal customer base * Customers will rarely shop around before purchasing a Toyota Weaknesses * Massive recalls and lawsuits over the past few years * Boring styling and performance Recognized in general for economy and not performance * Slightly older buyer demographic Toyota utilizes all of the traditional methods of media, much like Honda does. * Print * Social Media Networks * TV and Billboards * Own homepage g. Target Market Profile * Similar to former(a) adopters of hybrids, early adopters of EVs will be young, very high income individuals word meaning is already being popularized by high-profile celebrities * Average incomes are expected to be in excess of $200K HHI who already own one or more vehicles Early Majority Profile * intellection the product as Green and lean * Top purchaser influence is Reliability * Household income $114K * sexuality 67% mannish * Location Urban and Suburban * Ages 40-45 Non-adopter profile * View the product as Expensive * Ho usehold Income $54K * Gender 49% Male * Location Suburban and rural Barriers to Adoption Include * Price and embody of ownership * Familiarity with clean technologies * Size of the vehicle(too small) * Fuel cell infrastructure * Brand II. IMC Objective This IMC campaign must address the issue of the barriers to betrothal that fuel-cell supply automobiles face.The IMC campaign must prove to the consumer that the high initial cost, range of the vehicle, fuel-cell pickaxe station infrastructure and most importantly, that green technologies much different than the step gasoline engine should not be a barrier to adoption as the cost of ownership is relatively low, the environment benefits greatly from zero-emissions vehicles, fuel-cell powered vehicles do not limit range like electric vehicles do and that a fuel-cell powered vehicle is a viable, and just as genial alternative to the gasoline-powered car. - 1 . www. goodcarbadcar. pay/2012/10/september-2012-canada-auto-sales-bran d-rankings2. hypertext mark-up language 2 . http//www. goodcarbadcar. net/2012/10/september-2012-ytd-canada-auto-sales-rankings. htmlmore 3 . http//www. northumberlandview. ca/index. php? module=news&type=user&func=display&sid=17939 4 . http//news. ontario. ca/mto/en/2010/06/ontario-paves-the-way-for-electric-vehicles. html 5 . ttp//worldwide. hyundai. com/WW/Corporate/CorporateInformation/BrandSlogan/index. html 6 . http//worldwide. hyundai. com/WW/Corporate/CorporateInformation/BrandSlogan/index. html 7 . http//www. goodcarbadcar. net/2012/10/september-2012-canada-auto-sales-brand-rankings2. html 8 . http//corporate. honda. com/about/ 9 . http//www. deloitte. com. br/publicacoes/2007/MFG. Gaining_Traction_customer_view_of_electric_vehicle_mass_adoption. pdf