In our previous article, we learnt in detail about the SWOT analysis of Hyundai. In this article, we are going to elaborate on the marketing strategy of Hyundai Motors Company.
Understanding the Marketing strategy of Hyundai motors is the main objective of writing this article. Hyundai is not only competing in India but all over the world, it ranks 2nd in the whole India as the second largest manufacturer in India.
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This blog will go over its marketing strategy of Hyundai in detail. Let’s start by learning about the company’s history, target audience, and digital presence before we dive in to the marketing strategy of Hyundai.
About Hyundai Motor Company
Hyundai Motor Co. is a South Korean automobile multinational corporation that began operations in 1967 and has never looked back. It primarily produces and sells automobiles, commercial vehicles, and engines in more than 200 countries throughout the world.
In Ulsan, Hyundai has the world’s largest integrated automobile manufacturing facility, capable of producing 1.6 million vehicles per year. 75,000 individuals work for the company around the world. Hyundai automobiles are sold through 6,000 dealerships and showrooms in 200 countries.
Hyundai has got several awards for its cars which are manufactured by them. It is one of the biggest automobile manufacturers in today’s time. Hyundai owns several subsidiaries such as Hyundai Motor India, Hyundai Motor America, Hyundai Rotem, Hyundai Capital and many more.
|Area Served||North America, South America, Asia, Europe, Africa|
|Market Share/ Revenue||US$1.6 trillion|
|Vision||Reimagining time for the future|
|Tagline||“New Thinking, New Possibilities”|
Marketing Strategy of Hyundai Motors
Here we are going to learn about the marketing strategy of Hyundai.
Segmentation, Targeting & Positioning
Hyundai divides the market into homogeneous groups using behavioural and psychographic segmentation variables. It is primarily in the economy class, but it is expanding into the premium segment with its SUV products and a new showroom concept, Hyundai Motorstudio.
Differentiated marketing is at the heart of Hyundai’s marketing approach. The primary consumer target is middle-to upper-income professionals looking for a good deal and a comfortable journey in city traffic.
College students are a secondary consumer target group that is always looking for flair and quickness. The primary target market is mid-sized to large corporations that want to assist their managers and staff by providing them with an automobile that is convenient to use.
Entrepreneurs and small business owners who want to provide discounts to managers buying a new car are the secondary business target.
Arvind Saxena, VP, Marketing & Sales, Hyundai Motor India, discusses the Hyundai automobile brand’s development in India, as well as its positioning strategy and value-for-money offer. On the strength of its brand, Saxena explains how Hyundai has risen to be India’s No. 2 automaker and the No. 1 exporter.
The most critical component that drives market forces is positioning. Instead of simply selling its products, Hyundai creates an experience for its customers by combining product and value-based positioning methods.
Hyundai India has launched a new marketing campaign to celebrate the ‘Exciting Hyundai SUV Life.’ The campaign video was published on Youtube and several posts are posted on Instagram by Hyundai to promote and highlight its India SUVs lineup. Hyundai has retained its title as ‘India’s No.1 SUV brand.’
The video highlights the lives of young people and friends with the central theme of reunion and football. It features the evergreen song “Lekar hum Deewana Dil” and showcases the Hyundai SUVs being magnified across miles.
The ad campaign’s main motive was to excite Indian customers with Hyundai’s benchmark SUVs so that aspiring SUV buyers will join the Hyundai family and embark on exciting moments and journeys with their most loved Hyundai SUV. The post on Instagram got more than 1.5k likes and the Youtube video got a viewership of more than 20M within 3 months from its launch of it.
Hyundai in its latest advertisement series launched the all-new fully electric Hyundai IONIQ 5. The ad campaign was launched in the USA. The campaign’s tagline “Leading by Example” is mentioned in the IONIQ 5 new marketing campaign for 2022.
You can check Hyundai USA’s Instagram account to explore posts related to this campaign. Hyundai’s motive of this campaign was to launch the start of a new decade of electric vehicles, in which the IONIQ 5 redefines the norms for progressive cars.
Not only did the IONIQ 5 exceed its competitors in various tests, but it was also named “World Car of the Year” in 2022, among other accolades. The car is an EV’s new horizon and those in charge of the future own it.
Hyundai India released the official TVC #LivetheLitlife with the new Hyundai VENUE in 2022. In the TVC commercial, you will see Mr Kabeer Bhartiya, who is one of the Indian contestants on the television show “Splitsvilla 11”.
In the video, Kabeer is highlighting the Hyundai Venue that comes with an all-new exceptional feature of an inbuilt Alexa, and he goes outside with his group of friends to Live the Lit life in his all-new Hyundai Venue.
Hyundai in its latest advertisement series Lit features is standard on the new Hyundai VENUE. The new Hyundai VENUE’s 2-step rear reclining seats, 10 regional languages infotainment (AVNT), and 60+ Bluelink integrated features are sure to make your drive entertaining.
With Hyundai’s Venue’s outstanding features, add a bit of Lit to your life. It was launched on 16th June 2022 in India and the pre-booking was started before it came to the dealership. The Youtube video got a viewership of more than 10M million within 4 weeks and it’s amazing.
Social Media Marketing
Social media marketing is really important when it comes to gathering the audience at large and no wonder a brand like Hyundai uses it to its full advantage.
Hyundai can be found on four social media platforms namely Facebook, Twitter, LinkedIn and Instagram. They have two accounts on Instagram one is from the USA and another from India. You can visit and check their content on all the platforms.
The posts posted by Hyundai on all platforms are the same. The posts on other platforms are related to the promotion of new launches of vehicles and services, environment & sustainability, industry-related tips and guidance, health & hygiene, festival wishes, beyond mobility vehicles, car features, etc and more.
- Instagram: Hyundai and hyundaiindia profiles on Instagram have the same number of followers i.e. 1.1 Million.
- LinkedIn: Hyundai Motor India Ltd’s profile on LinkedIn has a total of 990k+ followers.
- Facebook: Hyundai on Facebook has a total of 2.6 followers.
- Twitter: Hyundai’s Worldwide profile on Twitter has a total of 296.5k+ followers and Hyundai India has a total of 889.8k followers.
As we can see from the above stats, the brand is most followed on Facebook and they keep their followers. Hyundai keeps their customers hooked up on all the platforms and they are super active in all the channels. The type of content that the brand utilises is; informational, and promotional, and as well as they do product launches too.
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As SEO ranking suggests, the Number of organic keywords – below 500 is poor, above 1000 is characterised as good and 10,000+ is characterised as stunning.
As we can see https://www.hyundai.com/in/en has 382,934 organic keywords, and it is considered out of the league. Hence, the digital marketing of Hyundai is gaining an unexpected number of insights.
Further, the organic traffic per month is 8,857,478 which is again very astonishing. As a result, Hyundai is putting full effort into its SEO strategies for better promotion of the brand. While the brand is working hard enough to strengthen its position in Google SERP results.
SEO helps in achieving your long-term goals for your brand. A good ranking and a favourable placement help in raising the profile of your brand. In short, SEO strategies are crucial for the development of the website and to provide more visibility to the relevant audience.
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Shah Khan is one of the Brand ambassadors of Hyundai India for quite a long time. You can see Mr Khan promoting Hyundai’s several vehicles in TVC commercials. He is also there in Hyundai’s Instagram posts.
On an international level, Hyundai has more than 94 influencers continuously promoting Hyundai on various social media platforms.
Talking about sponsorships, Hyundai originally partnered with FIFA in 1999, when they entered a sponsorship arrangement with the organisation to sponsor 13 FIFA events, including the 2002 FIFA World Cup Korea/Japan™.
Since then, Hyundai’s FIFA partnership package has included full rights to all FIFA tournaments, including the FIFA Women’s World Cup™, FIFA U-20, and U-17 World Cup™ tournaments, the FIFA Beach Soccer World Cup™, FIFA World Cup™, FIFA Futsal World Cup™, and, of course, the FIFA World Cup™.
Hyundai remains a significant partner and will continue to support FIFA during the future FIFA World Cup 2022™, but this time as a partner in ensuring a long-term FIFA World Cup™.
Also recently, Hyundai Motor India Ltd (HMIL) has signed a four-year agreement as an associate sponsor with the Board of Control for Cricket in India (BCCI) for all international matches played in India.
According to the deal, HMIL will be BCCI’s official partner for all formats, with a Hyundai fleet of premium automobiles transporting various game stakeholders during the event.
Hyundai has a well-optimised website with 6 sections i.e. Find a Car, Click to Buy, Connect to Service, Hyundai Story, Mobility Solutions and Contact Us. Hyundai on their website also shares Hyundai stories and the latest news happenings at Hyundai.
Hyundai has its online selling portal from which they sell a car. On their website, users who are interested in buying a Hyundai car can also book a test drive of any car by paying its fees, such as SUVs, Sedan, Hatchback & Electric cars models.
Hyundai has several mobile apps which are available on both Android & iOS smartphones by the names Hyundai Care, Hyundai Mobility Membership, Hyundai Bluelink, Hyundai iblue etc.
Some of the key features of the main Hyundai Care app are as follows.
- Track your Car Repair Status
- Refer to your Friends/Relatives and Win
- Pay your Service Repair Bill Online
- Roadside Assistance with Live Fleet Tracking
- 360° Interior and Exterior View of Car
- Request to Buy an Extended Warranty
To check the features of other applications, you can simply visit the applications store to know the same.
Content Marketing Strategies
On social media sites like Facebook, Instagram, Twitter, and Youtube, Hyundai is quite active. They consistently upload pictures or videos regarding new models that are hitting the market, their characteristics, the colours they come in, how they differ from older models in terms of new features, etc.
To reach as many people as possible, Hyundai broadcasts its news on TV and through newspapers to boost brand value in consumers’ minds, increase sales, etc. Hyundai on their website covers news and stories that interest their target audience.
They never tried to sell their brand directly, but rather they followed the path of indirectly promoting it through engaging and informative content.
The readers enjoy the content and associate Hyundai with the content that they love to consume. This is also the reason why Hyundai is successful in obtaining relevant traffic on its website.
We know you also want to attract and engage your desired target audience without forcing them to make purchases. Well, for that, you’ll need to muster a basic understanding of how to create a holistic content marketing strategy to ultimately convert them into paying customers without insisting they pay.
This ends the elaborative marketing strategy of Hyundai. Let us conclude our learning below from the marketing strategy of Hyundai.
What’s Unique in Hyundai Marketing?
To conclude, Hyundai has a huge customer base and is rightly positioned in the minds of its target market, audience and customers. All thanks to the amazing marketing strategies that Hyundai used be it SEO, SMM, content marketing, mobile app, e-commerce etc.
The company has outperformed its competitors, and the main reason for this is the company’s outstanding marketing efforts in highlighting the brand to its customers.
As the digital space is experiencing a boom in today’s world, a company needs to do better digital marketing.
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We hope this blog on the marketing strategy of Hyundai has given you a good insight into the company’s marketing strategies.
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