BRAND IMAGE OF HYUNDAI
Dept. of Mgmt.
2010 - 11
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
CONTENTS
ABSTRACT
CHATER-1
INTRODUCTION INDUSTRY PROFILE COMPANY PROFILE PRODUCT PROFILE
THEORITICALBACKGROUND
CHATER-2
OF “CONSUMER ATTITUDE”
NEED OF THE THE STUDY
CHATER-!
OBJECTIVES RESEARCH METHODOLOGY
CHATER-"
LIMITATIONS
ANALYSIS OF DATA SWOT ANALYSIS
CHATER-#
FINDINGS SUGGESTIONS
CHATER-$
QUESTIONNAIRE BIBLIOGRAPHY
Dept. of Mgmt.
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
ABSTRACT
Resea!" Resea!" #s !$%%$& !$%%$& %a&'s %a&'s (a&)*a)e (a&)*a)e e+es e+es ,$ sea!" sea!" +$ -&$.(e/)e -&$.(e/)e00 O&e !a& a(s$ /e+#&e esea!" as a s!#e&,#+#! a&/ ss,e%a,#! sea!" +$ 2a,#e&, #&+$%a,#$& $& a s2e!#+#! ,$2#! #&+a!, esea!" #s a& $*, $+ s!#e&,#+#! #&3es,#)a,#$& 0 esea!" #s /$&e ,$ )a#& +a%#(#a .#," a 2"e&$%e&$&4e3e&,42$/*!,4se3#!e $ ,$ /e,e%#&e ,"e +e5*e&! .#," s$%e,"#&) $!!*s .#," ."#!" #s ass$!#a,e/ .#," s$%e,"#&) e(se06 $ ,$ ,es, a "2$,"es#s $+ a !as*a( e(a,#$&s"#2 7e,.ee& 3a#a7(es0 I& s"$ s"$, , !*s,$% !*s,$%e e sa,#s+ sa,#s+a!, a!,#$& #$& esea esea!" !" #s ,"e $78e!, $78e!,#3 #3ee a&/ +$%a( +$%a( 2$!e 2$!ess ss ss,e%a,#! ss,e%a,#!a(( a(( $7,a#&#&) 6 a&a(9#&) a&a(9#&) a&/ #&,e2e,a #&,e2e,a,#$& ,#$& ,"e /a,e +$ a!,#$&a7( a!,#$&a7(ee /e!#s#$& /e!#s#$& %a-#&) #& “7a&/ #%a)e” ,$.a/s “HYUNDAI” 0 T"e 7as#! $78e!,#3e $+ ,"e s,*/ #s ,$ a&a(9e ,"e 7a&/ #%a)e ,$.a/s ”HYUNDAI” 7a&/ !as #& -*&$$( /#s, ."#!" #s #& A0P0 esea!" .as !a#e/ $*, #& -*&$$( /#s,0 C*s,$%es .ee %a#& ,a)e, +$ ,"#s s,*/0 T"#s s,*/ %a#& /ea(s /ea(s a7$*, ,"e HYUNDA HYUNDAII !as /a,a #s !$((e!,e/ !$((e!,e/ 0 /a,a #s e5*#e/ e5*#e/ ,a7*(a,#$& a, e&/ $+ ,"e s,*/ $+ ,"e &e!essa s*))es,#$& ae )#3e& ,$ !$%2a& ,$ #%2$3e ,"e# s,a&/a/s "a3e 7e,,e e2$, .#," !*s,$%es 0
Dept. of Mgmt.
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
Chapter – 1 I&,$/*!,#$& I&/*s, 2$+#(e C$%2a& P$+#(e $/*!, P$+#(e
Dept. of Mgmt.
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
INTRODUCTION
T"e De%a&/ +$ +$* ."ee(es #& I&/#a #s /e2e&/e&, *2$& +a!,$s (#-e #&!ease #& #&!$%e (e3e(s6 a3a#(a7#(#, $+ +#&a&!e6 es,#!,e/ )$.," #& 2*7(#! ,a&s2$,a,#$& : %$3e%e&, #& 2e,$(6 /#ese( 2#!es0 F$*; W"ee(es ae /#s,#&)*#s"e/ $& /#++ee&!e (e!,$s +$ /#++ee&, !$&s*%e se)%e&,s0 F$ e
= 7 H*&/a#6 +#es,a 7 +$/ : 3a#$*s $,"es0 Dept. of Mgmt.
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
T$/a +$* ."ee(e %a-e, #s /&a%#! : /e%a&/ +$ !"a&)e "as !$%2e((e/ %a&*+a!,*es ,$ /$ !$&s,a&, esea!" : /e3e($2%e&, $+ &e. %$/e(s .#," s,(e6 L$$- : +ea,*es ,$ %ee, ,"e e<2e!,a,#$&s $+ ,"e 7*es0 I, #s 2#%a#( ,"$se 7e,.ee& a)e )a2s >= eas : ?= eas ."$ +$% ,"e %a8$ *se/ se)%e&, +$ !as0 Pe+ee&!es /#++ee&!e a %a8$#, 3$,#&) +$ ($$-s0 H*&/a# "$(/s )$$/ %a-e, s"ae "as ,.$ 7es, se((es; Sa&,$6 : a!!$*&, ,"a, "a3e !a2,*e/ ,"e %a-e, +$ 5*#,e ($&)6 $&!e a)a#& /*e ,$ ($$-s : +*e( e!$&$%0 O,"e 2$2*(a !a 7 !$%2a& ae #1= a "$, +a3$#,e 7e!a*se $+ ,"e s,(e6 ($$- : +*e( e!$&$%0 Uses s"ae s#%#(a 3#e.s0 W"$ #s 2ass#$&a,e a7$*, !as ,"#&-s ,"a, ."#(e +$ 7a!"e($s #, #s 2#%a#( ($$-s ."#!" %a,,e6 $&!e $&e )e, e<2e#e&!e/6 ,"e #%2$,a&!e $+ !$&,$( 6 a!!e(ea,#$& : ($&) s#/e !$%+$, a&/ ,$ e<,e&, ($$-s ae e5*a(( #%2$,a&,0 Ma-e,#&) #s $&e $+ ,"e ,e% #& a!a/e%#a ,"a, /$es &$, "a3e $&e !$%%$&( a)ee/ *2 $& /e+#&#,#$& 0 e3e& a+,e a 7e,,e 2a, $+ !e&,* ,"e /e7a,e !$&,#&*es 0#& a &*,s"e(( #, !$&s#s,s $+ ,"e s$!#a( a&/ %a&a)e#a( 2$!esses 7 ."#!" 2$/*!,s6 se3#!es : 3a(*e ae e
Dept. of Mgmt.
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
INDUSTRY ROFI%E
I&'() A*tomo+(,e I&'*t/
A .e(( /e3e($2e/ ,a&s2$, &e,.$- #&/#!a,es a .e(( /e3e($2e/ e!$&$%0 F$ a2#/ /e3e($2%e&, a .e((;/e3e($2e/ a&/ .e(( @-&#, ,a&s2$,a,#$& ss,e% #s esse&,#a(0 As I&/#a's ,a&s2$, &e,.$- #s /e3e($2#&) a, a +as, 2a!e6 A*,$%$7#(e I&/*s, #s )$.#&) ,$$0 A(s$6 ,"e #&/*s, "as s,$&) 7a!-.a/ a&/ +$.a/ (#&-a)es a&/ "e&!e 2$3#/es e%2($%e&, ,$ a (a)e se!,#$& $+ ,"e 2$2*(a,#$&0 T"*s ,"e $(e $+ A*,$%$7#(e #&/*s, !a&&$, 7e $3e($$-e/ #& I&/#a& E!$&$%0 4a(( -#&/s $+ 3e"#!(es ae 2$/*!e/ 7 ,"e A*,$%$7#(e I&/*s,0 I, #&!(*/es ,"e %a&*+a!,*e $+ ,*!-s6 7*ses6 2asse&)e !as6 /e+e&se 3e"#!(es6 ,.$ ."ee(es6 e,!0 T"e #&/*s, !a& 7e 7$a/( /#3#/e/ #&,$ ,"e Ca %a&*+a!,*#&)6 ,.$ ."ee(e %a&*+a!,*#&) a&/ "ea3 3e"#!(e %a&*+a!,*#&) *&#,s0
T"e A*,$%$,#3e #&/*s, #& I&/#a #s $&e $+ ,"e (a)es, #& ,"e .$(/ a&/ $&e $+ ,"e +as,es, )$.#&) )($7a((0 I&/#a %a&*+a!,*es $3e 11 %#((#$& 3e"#!(es #&!(*/#&) > ."ee(e/ a&/ ? ."ee(e/ a&/ e<2$,s a7$*, 10 %#((#$& e3e ea0 I, #s ,"e .$(/s se!$&/ (a)es, %a&*+a!,*e $+ %$,$!!(es6 .#," a&&*a( sa(es e==0 I&/#as 2asse&)e !a a&/ !$%%e!#a( 3e"#!(e %a&*+a!,*#&) #&/*s, #s ,"e se3e&," (a)es, #& ,"e .$(/6 .#," a& a&&*a( 2$/*!,#$& $+ %$e ,"a& >0 %#((#$& *&#,s #& >==0 I& >==6 I&/#a e%e)e/ as As#as +$*," (a)es, e<2$,e $+ 2asse&)e !as6 7e"#&/ Ja2a&6 S$*," K$ea a&/ T"a#(a&/0
As $+ >==6 I&/#a #s "$%e ,$ ?= %#((#$& 2asse&)e 3e"#!(es a&/ %$e ,"a& >0 %#((#$& !as .ee s$(/ #& I&/#a #& >== a& #&!ease $+ >6 %a-#&) ,"e !$*&, ,"e se!$&/ +as,es, )$.#&) a*,$%$7#(e %a-e, #& ,"e .$(/0 A!!$/#&) ,$ ,"e S$!#e, $+ I&/#a& A*,$%$7#(e Ma&*+a!,*es6 a&&*a( !a sa(es ae 2$8e!,e/ ,$ #&!ease *2 ,$ %#((#$& 3e"#!(es 7 >=1 a&/ %$e ,"a& %#((#$& 7 >=>=0 B >==6 ,"e !$*&, #s e<2e!,e/ ,$ ,$2 ,"e .$(/ #& !a 3$(*%es .#," a22$<#%a,e( 11 %#((#$& 3e"#!(es $& ,"e &a,#$&s $a/s0 Dept. of Mgmt.
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
A !"*&- $+ I&/#as !a %a&*+a!,*#&) #&/*s, #s 7ase/ #& a&/ a$*&/ ,"e !#, $+ C"e&&a#6 a(s$ -&$.& as ,"e Detroit of India0 .#," ,"e I&/#a& !#, a!!$*&,#&) +$ = 2e !e&, $+ ,"e !$*&,s a*,$%$,#3e e<2$,s0 G*)a$& a&/ Ma&esa &ea Ne. De("# ae "*7s ."ee a(( $+ ,"e Ma*,# S*9*-# !as #& I&/#a ae %a&*+a!,*e/0 T"e C"a-a& !$#/$ &ea P*&e6 Ma"aas",a #s a&$,"e 3e"#!*(a 2$/*!,#$& "*7 .#," Ge&ea( M$,$s6 V$(-s.a)e&4 S-$/a6 Ma"#&/a a&/ Ma"#&/a6 Ta,a M$,$s #& ,"e 2$!ess $+ se,,#&) *2 $ a(ea/ se, *2 +a!#(#,#es0 A"%e/a7a/ .#," Ta,a M$,$s Na&$ 2(a&, a&/ Ha($( .#," Ge&ea( M$,$s #& G*8aa,6 A*a&)a7a/ #& Ma"aas",a6 K$(-a,,a #& Wes, Be&)a( ae s$%e $+ ,"e $,"e a*,$%$,#3e %a&*+a!,*#&) e)#$&s a$*&/ ,"e !$*&,0
F$(($.#&) e!$&$%#! (#7ea(#9a,#$& #& I&/#a #& 116 ,"e I&/#a& a*,$%$,#3e #&/*s, "as /e%$&s,a,e/ s*s,a#&e/ )$.," as a es*(, $+ #&!ease/ !$%2e,#,#3e&ess a&/ e(a==6 %$&,"( sa(es $+ 2asse&)e !as #& I&/#a e6> *&#,s #& O!,$7e >==0 F$% >== ,$ >=1=6 !a sa(es #& I&/#a "a3e 2$)esse/ a, a CAGR $+ 106 a&/ .#," $&( 1= $+ I&/#a& "$*se"$(/s $.&#&) a !a #& >== ."eeas ,"#s +#)*e ea!"es = #& S.#,9e(a&/ +$ e
T"e +#s, !a a& $& I&/#as $a/s #& 10 U&,#( ,"e 1=s6 !as .ee #%2$,e/ /#e!,(0 E%7$&#! a*,$%$,#3e #&/*s, e%e)e/ #& I&/#a #& ,"e 1?=s0 F$(($.#&) ,"e #&/e2e&/e&!e6 #& 1?6 ,"e G$3e&%e&, $+ I&/#a a&/ ,"e 2#3a,e se!,$ (a*&!"e/ e++$,s ,$ !ea,e a& a*,$%$,#3e !$%2$&e&, %a&*+a!,*#&) #&/*s, ,$ s*22( ,$ ,"e a*,$%$7#(e #&/*s,0 H$.e3e6 ,"e )$.," .as e(a,#3e( s($. #& ,"e 1=s a&/ 1=s /*e ,$ Dept. of Mgmt.
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
&a,#$&a(#9a,#$& a&/ ,"e (#!e&se a8 ."#!" "a%2ee/ ,"e I&/#a& 2#3a,e se!,$0 A+,e 1=6 ,"e a*,$%$,#3e #&/*s, s,a,e/ ,$ )$.6 7*, ,"e )$.," .as %a#&( /#3e& 7 ,a!,$s6 !$%%e!#a( 3e"#!(es a&/ s!$$,es0 Cas .ee s,#(( a %a8$ (*<*0 Ja2a&ese %a&*+a!,*es e&,ee/ ,"e I&/#a& %a-e, *(,#%a,e( (ea/#&) ,$ ,"e es,a7(#s"%e&, $+ Ma*,# U/$)0 A &*%7e $+ +$e#)& +#%s #&#,#a,e/ 8$#&, 3e&,*es .#," I&/#a& !$%2a&#es0
I& ,"e 1=s6 a &*%7e $+ Ja2a&ese %a&*+a!,*es (a*&!"e/ 8$#&,;3e&,*es +$ 7*#(/#&) %$,$!!(es a&/ (#)", !$%%e!#a(;3e"#!(es0 I, .as a, ,"#s ,#%e ,"a, ,"e I&/#a& )$3e&%e&, !"$se S*9*-# +$ #,s 8$#&,;3e&,*e ,$ %a&*+a!,*e s%a(( !as0 F$(($.#&) ,"e e!$&$%#! (#7ea(#sa,#$& #& 11 a&/ ,"e )a/*a( .ea-e&#&) $+ ,"e (#!e&se a86 a &*%7e $+ I&/#a& a&/ %*(,#;&a,#$&a( !a !$%2a&#es (a*&!"e/ $2ea,#$&s0 S#&!e ,"e&6 a*,$%$,#3e !$%2$&e&, a&/ a*,$%$7#(e %a&*+a!,*#&) )$.," "as a!!e(ea,e/ ,$ %ee, /$%es,#! a&/ e<2$, /e%a&/s0
Dept. of Mgmt.
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
COMANY ROFI%E OF HYUNDAI
“H*&/a#” a &a%e $, 7e e!-$&e/ #& ,"e .$(/ A*,$%$7#(e #&/*s, #s K$ea”s &*%7e $&e a*,$%a-e6 H*&/a# "as es,a7(#s"e/ a& e&3#a7(e e!$/ +$ )$.," 7$," #& 5*a&,#,a,#3e a&/ 5*a(#,a,#3e ,e%s ,a&s+$%#&) #,se(+ +$% a /$%es,#!a(( $#e&,e/ %a&*+a!,*e #&,$ a )($7a( 2(ae a&/ (ea/#&) !$&,#7*,$ ,$ K$ea”s e!$&$%#! a&/ #&/*s,#a( /e3e($2%e&,0 H*&/a# M$,$ C$%2a& HMC .as 7$& $*, $+ ,"e H*&/a# B*s#&ess )$*26 ,"e &a,#$&”s (a)es, !$&)($%ea,e .#," ,"e 2*2$se $+ e&,e#&) ,"e a*,$%$7#(e #&/*s, ,$ %ee, ,"e )$.#&) /$%es,#! /e%a&/ +$ !as0 S#&!e ,"e&6 HMC "as 2(ae/ a %a8$ $(e #& 2$3#/#&) ,a&s2$,a,#$& ,$ +*,"e K$ea”s e!$&$%#!s )$.," a&/ 2$s2e#,0 E&t/ of H/*&')( Moto Comp)&/ (& te I&'()& M)et.
H*&/a# es,a7(#s"e/ #,s 2ese&!e #& I&/#a 7 $2e&#&) a s*7s#/#a !a((e/ “H*&/a# M$,$ I&/#a L#%#,e/” .#," a ,$,a( #&3es,%e&, $+ US 1? M#((#$&s0 T"e H*&/a# 2$8e!, #s ,"e (a)es, ,$ 7e %a/e 7 a& MNC #& ,"e a*,$%$7#(e se!,$0 T"e 2(a&, &ea C"e&&a#6 #& ,"e s,a,e $+ Ta%#( Na/* #s ,"e (a)es, %a&*+a!,*#&) 2(a&, $+ H*&/a# %$,$s $*,s#/e K$ea a&/ !$&,a#&s &ea( a(( +a!#(#,#es &e!essa +$ a se(+ s*++#!#e&, %a&*+a!,*#&) a&/ 2$/*!,#$& s#,e +$ /e3e($2#&) !as0 T"#s asse%7( 2(a&, &$, $&( 7$as,s #, s$.& asse%7( +a!#(#,#es 7*, a(s$ a R:D !e&,e6 a 2e+$%a&!e e<2e#%e&,#&) a&/ ,es,#&) !e&,e6 a&/ a /#3#&) ,es,#&) )$*&/0 As s*!"6 ,"e I&/#a 2(a&, e2ese&,s a +a%#( ,2e !$%7#&e/ a*,$%$7#(e asse%7( +a!#(#,#es 7*, a(s$ a R:D !e&,e6 a 2e+$%a&!e e<2e#%e&,#&) a&/ ,es,#&) !e&,e6 a&/ a /#3#&) ,es,#&) )$*&/0 As s*!"6 ,"e I&/#a 2(a&, e2ese&,s a +a%#(;,2e !$%7#&e/ a*,$%$7#(e asse%7( +a!#(#,6 !a2a7(e $+ a(( 2$/*!,#$& 2$!esses6 Resea!" a&/ /e3e($2%e&,6 ,es,#&) $+ 2$/*!,s6 %a-e,#&) +$ sa(es a&/ 2$3#s#$& $+ a+,e sa(e se3#!e #& I&/#a0 I& 16 H*&/a# M$,$ I&/#a L#%#,e/ (a*&!"e/ “Sa&,$”0 Sa&,$ .as #&,$/*!e/ #& ,"ee /#++ee&, %$/e(s "a3#&) 3a#&) +ea,*es0 Sa&,$ .as a *&a.a s*!!ess #& ,"e I&/#a %a-e, a&/ 7e!a%e +a%$*s as ,"e Ta(( B$ !a0 I, ,$22e/ ,"e 3$(*%es ea a+,e ea #& #,s se)%e&,0
Dept. of Mgmt.
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
I'eo,og/ )&' E&3(o&me&t )t H/*&')(
A %a&a)e%e&, %$,,$ a, H*&/a# #s “C*s,$%e +#s,6 7es, #& ,e!"&$($)6 7es, #& 5*a(#, a&/ 7es, 3a(*e +$ "*%a& 7e#&)s”0 H*&/a# as a !$%2a& #s /e/#!a,e/ ,$ !ea,e &e. 3a(*e +$ #,s !*s,$%es6 H*&/a# M$,$ C$%2a&'s ,a)e, #s ,$ !ae +$ ,"e e&3#$&%e&, a&/ /e3$,e a,,e&,#$& ,$ ,"e +*,*e $+ $* !"#(/e& a&/ ,"e# a7#(#, ,$ #&"a7#, a !(ea&6 2$((*,#$& %a&a)e/ .$(/0 H*&/a# 7e(#e3es ,"a, ,"e "a3e a!"#e3e/ ,"e !*e&, s,a,*s as a .$(/;!(ass !$%2a& 7 +a#,"+*(( e&+$!#&) se3e& %a&a)e%e&, 2#&!#2(es a&/ !ea,#&) a& a,%$s2"ee ."ee 7 ea!" a&/ e3e %e%7e $+ ,"e !$%2a& #s a7(e ,$ .$- +$ ,"e 7e&e+#, $+ !$%%$& +*,*e0 As a es*(,6 H*&/a# %$,$ !$%2a& #s !$%%#,,e/ ,$ #,s s$!#a( es2$&s#7#(#,#es as #, +*(+#((s #,s %#ss#$& .#," /e/#!a,#$& a&/ s,e&)," $+ 2*2$se0 Go), of H/*&')(-4To +*(,' te 5o,'6 +et 7*),(t/ 8)9 A+o*t HMI%
H*&/a# M$,$ I&/#a L#%#,e/ HMIL #s a ."$(( $.&e/ s*7s#/#a $+ H*&/a# M$,$ C$%2a&6 S$*," K$ea a&/ #s ,"e se!$&/ (a)es, a&/ ,"e +as,es, )$.#&) !a %a&*+a!,*e #& I&/#a HMIL 2ese&,( %a-e,s 1 3a#a&,s $+ 2asse&)e !as #& s#< se)%e&,s0 T"e Sa&,$ #& ,"e B se)%e&,6 Ge,9 #& ,"e B se)%e&,6 ,"e A!!e&, a&/ Ve&a #& ,"e C se)%e&,6 ,"e E(a&,a #& ,"e D se)%e&,6 ,"e S$&a,a E%7ea #& ,"e E se)%e&, a&/ ,"e T*!s$& #& ,"e S*7*7a& U,#(#, Ve"#!(e se)%e&,0 H*&/a# M$,$ I&/#a6 !$&,#&*#&) #,s ,a/#,#$& $+ 7e#&) ,"e +as,es, )$.#&) 2asse&)e !a %a&*+a!,*e6 e)#s,ee/ ,$,a( sa(es $+ >61 3e"#!(es #& !a(e&/a ea CY >==6 a& #&!ease $+ 10 2e!e&, $3e CY >==6 #& ,"e /$%es,#! %a-e, #, !($!-e/ a )$.," $+ 101 2e!e&, a !$%2ae/ ,$ >==6 .#," 161? *&#,s6 ."#(e $3eseas sa(es )e. 7 10? 2e!e&,6 .#," e<2$,s $+ 116 *&#,s0 HMIL s +*(( #&,e)a,e/ s,a,e @$+;,"e %a&*+a!,*#&) 2(a&, &ea C"e&&a# 7$a,s s$%e $+ ,"e %$s, a/3a&!e/ 2$/*!,#$&6 5*a(#, a&/ ,es,#&) !a2a7#(#,#es #& ,"e !$*&,0 I& !$&,#&*a,#$& $+ #,s #&3es,%e&, #& 2$3#/#&) ,"e I&/#a& !*s,$%e )($7a( ,e!"&$($)6 HMIL #s se,,#&) *2 #,s se!$&/ 2(a&,6 ."#!" .#(( 2$/*!e a& a//#,#$&a( ==6=== *&#,s 2e a&&*%6 a#s#&) HMIL's ,$,a( 2$/*!,#$& !a2a!#, ,$ ==6=== *&#,s 2e a&&*% 7 e&/ $+ >==0 Dept. of Mgmt.
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
HMIL #s #&3es,#&) ,$ e<2a&/ !a2a!#, #& (#&e .#," #,s 2$s#,#$&#&) as HMC's )($7a( e<2$, "*7 +$ !$%2a!, !as0 A2a, +$% e<2a&s#$& $+ 2$/*!,#$& !a2a!#,6 HMIL 2(a&,s ,$ e<2a&/ #,s /ea(e &e,.$-6 ."#!" .#(( 7e #&!ease/ +$% 1 ,$ >= T"#s ea0 A&/ .#," ,"e !$%2a&'s )ea,e +$!*s $& ,"e 5*a(#, $+ #,'s a+,e @sa(es se3#!e0 HMIL's se3#!e &e,.$- .#(( 7e e<2a&/e/ ,$ a$*&/ 16=== #& >==0 T"#s ea >== "as 7ee& a s#)&#+#!a&, ea +$ H*&/a# M$,$ I&/#a0 I, a!"#e3e/ a s#)&#+#!a&, %#(es,$&e 7 $((#&) $*, ,"e +as,es, ==6===," e<2$, !a6 H*&/a# e<2$,s ,$ $3e !$*&,#es )($7a(( e3e& as #, 2(a&s ,$ !$&,#&*e #,s ,"*s, #& e<#s,#&) e<2$, %a-e,s6 #, #s )ea#&) *2 ,$ s,e2 *2 #,s +$a #&,$ &e. %a-e,s0 T"e ea 8*s, e&/e/ a(s$ sa. H*&/a# M$,$ I&/#a a,,a#& $,"e %#(es,$&es s*!" as ,"e (a*&!" $+ ,"e Ve&a a&/ e, a&$,"e 2a,"; 7ea-#&) e!$/ #& #,s $*&/ 8$*&e 7 $((#&) $*, ,"e +as,es, 1=6==6===," !a0 T"e H*&/a# Ve&a "as 7a))e/ s$%e $+ ,"e %$s, 2es,#)#$*s a.a/s s,a,#&) .#," ,"e $3e/#3e Ca $+ ,"e Yea >=='6 CNBC;TV 1 A*,$!a Bes, Va(*e +$ M$&e Ca >==' a&/ 2e+$%a&!e Ca $+ ,"e Yea >==6 +$% B*s#&ess S,a&/a/ M$,$#&)0 I& >== S$&a,a E%7ea .$& ,"e E==' a.a/ +$% B*s#&ess S,a&/a/ M$,$#&) Ma)a9#&e a&/ NDTV P$+#,;Ca : B#-e /e!(ae/ ,"e T*!s$& as ,"e SUV $+ ,"e Yea >=='0 Las, ea #1= a.a/e/ !a ea 7 CNBC TV1 A*,$!a a*,$ a.a/s0#>= (a*&!"e/ I& 2a#s %$,$ s"$. a&/ /#s2(a $+ I /#3e ,$ 2a#s' !as0 HMIL "as a(s$ 7ee& a.a/e/ ,"e 7e&!"%a- ISO 1?==1 !e,#+#!a,#$& +$ #,s s*s,a#&a7(e e&3#$&%e&, %a&a)e%e&, 2a!,#!es0
Dept. of Mgmt.
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
RODUCT ROFI%E o'*8t o,,(&g o*t of H/*&')( Moto I&'() %t'.
T"e 2$/*!,s ,"a, !$%e $*, $+ ,"e H*&/a# M$,$”s /es- ae 10
Sa&,$ #&)
0 Ge,9
>0
A!!e&,
0 T*!s$&
0
S$&a,a
0 #>=
?0 #1= S)&to :(&g #s a s%a(( se)%e&, !a6 .#," +$* /#++ee&, 3es#$&s6 a&/ #s 2#!e/ 7e,.ee& 0
(a-"s ,$ ?0> (a-"s0 T"e +$* 3es#$&s ae &a%e/0 10
Sa&,$ #&) E
>0
Sa&,$ #&) T
0
Sa&,$ #&) G
?0
Sa&,$ #&) S
A88e&t #s %e/#*%;s#9e/ !a !$%#&) #& s#< /#++ee&, 3es#$&s6 a&/ #s 2#!e/ 7e,.ee& 0
La-s" ,$ La-"s0 T"e s#< 3es#$&s ae &a%e/0 10
A!!e&, CRDI
>0
A!!e&, GVS
0
A!!e&, GL
?0
A!!e&, GLS
0
A!!e&, GP T$&a/$
0
A!!e&, VIVA ;/$$ 2e,$(0
S$&a,a #s a (*<* !a 2#!e/ 7e,.ee& 1? La-"s ,$ 1 La-"s0
Dept. of Mgmt.
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
MISSION AND ;ISSION T$/a H*&/a# M$,$s #s ,"e I&/#a's (a)es, a*,$%$7#(e C$%2a&0T"#s +a!, a!"#e3e/ 7 ,"e %#sss#$&a 9ea( $+ $* e%2($ees a!$ss ,"e (#%e a&/ ,"e +as#)",e/ 3#s#$& $+ $* %a&a)e%e&,0
COMPANY MISSION T$ 2$3#/e a .#/e a&)e $+ %$/e& "#)" 5*a(#, $+ +*e( e++#!#e&, 3e"#!(es #& $/e ,$ %ee, ,"e &ee/ $+ /#++ee&, !*s,$%es 7$," #& /$%es,#! a&/ e<2$, %a-e,s0
COMPANY VISSION We %*s, 7e a& #&,e&a,#$&a(( !$%2e,#,#3e !$%2a& #& ,e%s $+ $* 2$/*!,s a&/ se3#!es0 We %*s, e,a#& $* (ea/es"#2 #& I&/#a a&/ s"$*(/ a(s$ as2#e ,$ 7e a%$&) ,"e )($7a( 2(aes0
Dept. of Mgmt.
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
C)pte < 2 T"e$e,#!a( Ba!-)$*&/ $+ “B)&' Im)ge”
Dept. of Mgmt.
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
BRAND IMAGE
Ba&/ #%a)e #s ,"e se, $+ ass$!#a,#$&s (#&-e/ ,$ ,"e 7a&/ ,"a, !$&s*%es "$(/ #& %e%$0 C$&s*%e ($a(, #s ass$!#a,e/ .#," 2$s#,#3e 7a&/ #%a)e a&/ ,"e ae .#((#&) ,$ sea!" +$ ,"e# 2e+ee/ 7a&/0
;K0L0KELER
Ba&/ #%a)e !a& 7e /e+#&e/ as 2e!e2,#$&s a7$*, a 7a&/ as e+(e!,e/ 7 ,"e ass$!#a,#$&s "e(/ #& !$&s*%e %e%$0 I, !a& a(s$ 7e !$&!e2,*a(#9e/ as “!*(,*e $+ a,,#7*,es a&/ ass$!#a,#$& ,"a, !$&s*%es !$&&e!, ,$ ,"e 7a&/ &a%e”0
;HARSH0V0
VERMA A/3e,#s#&) ,"e se, $+ e%$,#$&a( a&/ se&s$ #&2*,s a !$&s*%e ass$!#a,es .#," a 2a,#!*(a 2$/*!, $ se3#!e #& ,"e# e2#s$/#! %e%$ ss,e%01?
;N$*&
Ba&/s &$, $&( +*&#s" ,"e e&3#$&%e&, #& ."#!" I (#3e6 7*, ,"e a(s$ e&$7e %e6 a&/ 7 /$#&) s$6 "e(2 /e+#&e ."$ I a%0 T"e "e(2 %e /e+#&e ."$ I a% &$, #+ I .ee ,$ ,e(( $* ."#!" 7a&/s I a3$#/6 $* .$*(/ (ea& s,#(( %$e a7$*, %e”01
Dept. of Mgmt.
;B#e(0
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
INTRODUCTION M)et(&g
T"e A%e#!a& Ma-e,#&) Ass$!#a,#$& AMA s,a,es “Ma-e,#&) #s ,"e a!,#3#,6 se, $+ #&s,#,*,#$&s a&/ 2$!ess +$ !ea,#&) !$%%*&#!a,#$& /e(#3e#&) a&/ e
;AMA
Ma-e, Ma-e,#&) #&) Ma&a)e Ma&a)e%e& %e&,, #s a /#s!#2 /#s!#2(#& (#&ee +$!*se +$!*se/ / $& ,"e 2a!,# 2a!,#!a( !a( a22(#! a22(#!a,# a,#$& $& $+ a +#%'s +#%'s %a-e,#&) es$*!es a&/ a!,#3#,#es0 Ma-e,#&) #s ,"e s$!#a( 2$!ess 7 ."#!" #&/#3#/*a(s a&/ )$*2s $7,a#& ."a, ,"e &ee/ : .a&, ,"$*)" !ea,#&) : e
;KOTLER
Ma-e,#&) #s a 2"e&$%e&$& 7$*)", a7$*, 7 ,"e 2ess*es $+ %ass 2$/*!,#$& a&/ #&!ease/ s2e&/#&) 2$.e0 ;V0S0 RAMA SWAMY: NAMA KUMARI
“Ma-e,#&) #s ,"e 2$!ess $+ 2(a&&#&): e
Dept. of Mgmt.
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
MaMa-e, e,#& #&) ) #s ,"e ,"e 2$! 2$!es esss ."e ."eee 7 s$!# s$!#e, e,6 6 ,$ s*22 s*22( ( #,s #,s !$&s* !$&s*%2 %2,# ,#$& $& &ee/ &ee/s6 s6 e3$( e3$(3e 3ess /#s,#7*,#3e ss,e%s !$%2$se/ $+ 2a,#!#2a&,s6 ."$ #&,ea!,#&) *&/e !$&s,a#&,s;,e!"&#!a( e!$&$%#! : e,"#!a( s$!#a( ; !ea,e ,"e ,a&sa!,#$&s $ +($.s ."#!" %a-e,#&) se2aa,#$&s : es*(, #& e
A 7a&/ #s #s a &a%e6 ,e% ,e% s%7$( s%7$( $ /es#)&6 /es#)&6 $ a !$%7#&a,# !$%7#&a,#$& $& $+ ,"e% ."#!" ."#!" #s #&,e&/e #&,e&/e/ / ,$ #/e&,#+ ,"e )$$/s $ se3#!es $+ $&e se((e $ )$*2 $+ se((es a&/ ,$ /#++ee&,#a,e ,"e% +$% ,"$se $+ ,"e !$%2e,#,$s0 A 7a&/ &a%e #s a 2a, $+ a 7a&/ !$&s#s,#&) $+ a .$/6 (e,,e6 a&/ )$*2 $+ .$/s $ (e,,es ,$ #/e&,#+ ,"e )$$/s $ se3#!es $+ a se((e $ a )$*2 $+ se((es a&/ ,$ /#++ee&,#a,e ,"e% +$% ,"$se $+ ,"e !$%2e,#,$s0 ;AMA A!!$/#&) ,$ Da3#/ O)#(36 a 7a&/ #s ,"e !$&s*%e's #/ea $+ a 2$/*!,0 A 7a&/ 2(as a& #%2$,a&, $(e #& #%2$3#&) a&/ %a#&,a#&#&) 2$/*!, 5*a(#,0 I, a(s$ "e(2s #& 7e,,e /#sse%#&a,#$& $+ 2$/*!, -&$.(e/)e ."#!" !a& !$&,#7*,e ,$ s!#e&,#+#! a&/ a,#$&a( /e!#s#$&;%a-#&)0 Ba&/#&) #s a %ea&s $+ 2$/*!, #/e&,#+#!a,#$&0 Ba&/ %a-es e!a((' eas#e0 Ba&/#&) )#3es )ea,e 7a)a#&#&) 2$.e ,$ ,"e %a&*+a!,*e .#," ,"e /ea(es0 Ba&/e/ 2$/*!,s ae s$(/ a, a "#)"e "#)"e 2#!e ,"a& *&7a&/e/ $&es0 S,$&) 7a&/s $++e a 2(a,+$% 2(a,+$% +$ 7a&/ e<,e&s#$& a&/ ,"e ,"e "a3e %$e (e3ea)e .#," ,a/e0
Dept. of Mgmt.
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
=HAT IS A BRAND>
A 7a&/ #s a &a%e6 ,e%6 s#)&6 s%7$( $ /es#)&6 $ a !$%7#&a,#$& $+ ,"e%6 #&,e&/e/ ,$ #/e&,#+ ,"e )$$/s $ se3#!es $+ $&e se((es $ )$*2 $+ se((es a&/ ,$ /#++ee&,#a,e ,"e% +$% ,"$se $+ !$%2e,#,$s0 Ba&/#&) #s a %a8$ #ss*e #& 2$/*!, s,a,e)0 O& ,"e $&e "a&/6 /e3e($2#&) a 7a&/e/ 2$/*!, e5*#es a )ea, /ea( $+ ($&);,e%6 es2e!#a(( +$ a/3e,#s#&)6 2$%$,#$&6 a&/ 2a!-a)#&)0 Ma& Ba&/ $#e&,e/ !$%2a&#es s*7!$&,a!, %a&*+a!,*#&) ,$ $,"e !$%2a&#es0 A Ba&/ #s esse&,#a(( a se((es 2$%#se ,$ /e(#3e a s2e!#+#! se, $+ 6 +ea,*es6 7e&e+#,s6 a&/ se3#!es !$&s#s,e&,( ,$ ,"e 7*es0 T"e 7es, 7a&/s !$&3e a .aa&, $+ 5*a(#,0 B*, a 7a&/ #s a& e3e %$s, !$%2(e< s%7$(0 I, !a& !$&3e *&,$ s#< (e3e(s $+ %ea&#&) 10
A,, A,,#7 #7*, *,es es A 7a 7a&/ &/ 7# 7#&) &)ss ,$ %#& %#&/ / !e !e,a ,a#& #& a,, a,,#7 #7*, *,es es00 H*& H*&/a /a## s*)) s*))es es,s ,s .e( .e((; (;
7*#(,6 .e((;e&)#&eee/6 .e((;e&)#&eee/6 ($. %a#&,e&a&!e6 %a#&,e&a&!e6 2es,#)#$*s 3e"#!(es0 3e"#!(es0
>0
Be&e Be&e+# +#,s ,s A,, A,,#7 #7*, *,es es %*s %*s,, 7e ,a ,a&s &s(a (a,e ,e/ / #&,$ #&,$ +*& +*&!, !,#$ #$&a &a(( a&/ a&/ e%$, e%$,#$ #$&a &a(( 7e&e 7e&e+# +#,s ,s00
T"e a,,#7*,es /*a7(e !$*(/ ,a&s(a,e #& ,$6 ,"e +*&!,#$&a( 7e&e+#, I .$&, "a3e ,$ 7* a&$,"e !a +$ se3ea( eas0 T"e a,,#7*,e e<2e&s#3e ,a&s(a,es #&,$ ,"e e%$,#$&a( 7e&e+#, T"e !a %a-es %e +ee( #%2$,a&, a&/ a/%#e/0
0
Va(*e a(*es s ,"e ,"e 7a 7a&/ &/ a(s a(s$ $ sas sas ss$% $%e, e,"# "#&) &) a7 a7$* $*,, ,"e ,"e 2$/ 2$/*! *!e es s 3a 3a(*es (*es66 H*& H*&/a /a##
s,a&/s +$ "#)" 2e+$%a&!e6 sa+e, a&/ !$%+$,0 ?0 C*(,*e C*(,*e ,"e Ba&/ Ba&/ %a e2ese&, e2ese&, a !e,a#& !e,a#& !*(,*e !*(,*e00 T"e H*&/a# H*&/a# e2ese&,s e2ese&,s I&/#a& !*(,*e O)a e e++#!#e&,6 "#)" 5*a(#,
Dept. of Mgmt.
0
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
BRAND < NAME DECISION
Ma&*+a!,*es ."$ 7a&/ ,"e# 2$/*!,s +a!e +*,"e !"$#!es0 F$*;7a&/;&a%e s,a,e)#es ;ae *se/ 1. I&'(3('*), B)&' &)me
T"e #&/#3#/*a( 7a&/ &a%es s,a,e) 2e%#,s ,"e +#% ,$ sea!" +$ ,"e 7es, &a%e +$ ea!" &e. 2$/*!,0 A &e. &a%e 2e%#,s ,"e 7*#(/#&) $+ &e. e
T"e /e3e($2%e&, !$s, #s ($ss 7e!a*se ,"ee #s &! &ee/ +$ &a%e esea!" $ +$ "ea3 a/3e,#s#&) 0e<2e&/#,*es ,$ !ea,e 7a&/;&a%e e!$)&#,#$&0 !. Sep))te f)m(,/ &)me fo ),, po'*8t
W"e& a !$%2a& 2$/*!es 5*#,e /#++ee&, 2$/*!,s6 #, #s &$, /es#a7(e ,$ *se $&e 7(a&-e, +a%#( &a%e0 S$6 ,"e !$%2a& #s &ee/e/ ,$ /e3e($2 se2aa,e +a%#( &a%es +$ a(( 2$/*!,s0 ". Comp)&/ t)'e &)me 8om+(&e' 5(t (&'(3('*), po'*8t &)me
T"e !$%2a& &a%e (e)#,#%#9es : ,"e #&/#3#/*a( &a%e #&/#3#/*a(#9es ,"e &e. 2$/*!,0 T"#s #s ,"e eas$& ." s$%e %a&*+a!,*es ,#e ,"e# !$%2a& &a%e .#," a& #&/#3#/*a('s 7a&/ &a%e +$ ea!" 2$/*!,0 De(e' ?*),(t(e fo ) B)&' &)me
10 I, s"$*(/ s*))es, s$%e,"#&) a7$*, ,"e 2$/*!,s 7e&e+#,s0 >0 I, s"$*(/ s*))es, 2$/*!, 5*a(#,#es s*!" as a!,#$& $ !$($0 0 I, s"$*(/ 7e eas ,$ 2$&$*&!e6 Re!$) e a&/ Re%e%7e0 ?0 I, s"$*(/ 7e /#s,#&!,#3e0 0 Pes$&a(#, T"e Ba&/ !a& 2$8e!, a !e,a#& 2es$&a(#,0 0 Use T"e 7a&/ s*))es,s ,"ee -#&/ $+ !$&s*%e0 W"$ 7*s $ *ses ,"e 2$/*!,0 Dept. of Mgmt.
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
C)pte < !
Nee/ $+ ,"e S,*/ O 78e!,#3es R esea!" Me,"$/$($) %#%#,a,#$&s
Dept. of Mgmt.
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
Nee' fo te t*'/ T"e +#s, /e!#s#$& #+ a& !$%2a& #s ,$ /e3e($2 a 7a&/ &a%e ,$ #,s 2$/*!,0 A 7a&/ &a%e %a-es #, eas#e +$ ,"e se((e ,$ 2$!ess $/e a&/ ,a!- /$.& 2$7(e%s0 T"e se((e's 7a&/ &a%e ,a/e%a- 2$3#/es (e)a( 2$,e!,#$& $+ **e 2$/*!, +ea,*es ."#!" .$*(/ $,"e.#se 7e !$2#e/ 7 !$%2e,#,$s0 T"#s #s ,"e eas$& ." !$%2a&#es +$!*s $& #,s 7a&/ #%a)e0 Wa a 7a&/#&) "e(2s #& 7*#(/#&) ,"e !$2$a,e #%a)e #s ,$ 7e .e(( *,#(#9e/ 7 a !$%2a&0 B !a#&) ,"e !$%2a&#es &a%e ,"e "e(2 a/3e,#se ,"e 5*a(#, a&/ s#9e $+ ,"e !$%2a&0
Ba&/#&) )#3es ,"e se((e ,"e $22$,*&#, ,$ a,,a!, a ($a( a&/ 2$+#,a7(e se, $+ !*s,$%es0 T"a, #s ." a !$%2a& #s &ee/e/ ,$ s,*/ $ /e3e($2e/ ,"e esea!" 2$)a%s e)a/#&) #,s 7a&/ a&/ ,"e #%a)e #, !ea,e/ #& ,"e !*s,$%es %#&/0
C*s,$%es !$&s#/e 3a#$*s +a!,$s +$ 2*!"as#&) a !a0 T"e +a!,$s ,"e !$&s#/e ae 7ase/ $& !e,a#& /e%$)a2"#! 3a#a7(es s*!" as #&!$%e6 a)e6 $!!*2a,#$& e,!0 I, a(s$ /e2e&/s $& ,"e a,,#,*/es a&/ (#+es,(e $+ ,"e !*s,$%e0 A s,*/ ,$ +#&/ a&/ e3a(*a,e ,"$se +a!,$s ,"a, ea(( #&+(*e&!e !*s,$%es 7*#&) 7e"a3#$ 7e!$%es esse&,#a( ,$ )e, a !$%2e,#,#3e e/)e0
Dept. of Mgmt.
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
OBJECTI;ES
•
T$ /e,e%#&e ,"e e++e!,#3e&ess $+ sa(es 2$%$,#$&a(
a!,#3#,#es a&/ a/3e,#s#&) 7 ,"e !$%2a& +$ H*&/a# %$,$s0
•
T$ -&$. ,"e %a-e, e++e!,#3e&ess $+ H*&/a# M$,$s0
•
T$ -&$. ,"e a.ae&ess $+ H*&/a# M$,$s a%$&) #3a(0
•
T$ -&$. a7$*, !$&s*%e ea!,#$&s $& 2e+$%a&!e
O+ H*&/a# M$,$s0
Dept. of Mgmt.
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
RESEARCH METHODO%OGY “T$ %a&a)e ,"e 7*s#&ess .e(( #s ,$ %a&a)e #,s +*,*e a&/ ,$ %a&a)e ,"e +*,*e #s ,$ %a&a)e #&+$%a,#$&”0 T$ !$((e!, ,"e #&+$%a,#$&6 %a-e,#&) esea!" #s ,$ 7e /$&e0 Ma-e,#&) esea!" "as 7ee& /e+#&e/ as “,"e ss,e%a,#! )a,"e#&)6 e!$/#&) a&/ a&a(9#&) $+ /a,a a7$*, 2$7(e%s e(a,#&) ,$ %a-e,#&) $+ )$$/s a&/ se3#!es +$% 2$/*!e ,$ !$&s*%e”0 ;B A%e#!a& Ma-e,#&) Ass$!#a,#$& Resea!" Me,"$/$($) e+es ,$ ,"e 3a#$*s %e,"$/s a&/ ,e!"*es #&3$(3e/ #& ,"e 2$!ess $+ esea!"0 T"e #&+$%a,#$& e5*#e/ +$ ,"e 2e2aa,#$& $+ ,"e e2$, #s !$((e!,e/ ,"$*)" ,.$ S$*!es 3#9 10 P#%a Da,a >0 Se!$&/a Da,a
10 (m)/ D)t) T"e /a,a !$((e!,e/ +$ a 2*2$se +$ a 2a,#!*(a 2$7(e% #& $#)#&a( #s -&$.& as “P#%a Da,a”0 I, !$&s#s,s $+ a(( ,"e a&s.es #& +#s, "a&/0 S$*!es $+ 2#%a /a,a T"e s$*!es ae /#3#/e/ #&,$ 7as#!a(( ,.$ ,2es #&,e&a( a&/ e<,e&a(0 I&,e&a( s$*!e a&a(s#s #s e+ee/ ,$ as sa(es a&a(ses0 T"e e<,e&a( s$*!es #&!(*/e ,"e sa(es %a&6 /ea(es a&/ !$&s*%es0 O& ,"e 7as#s $+ e5*#e%e&, ,"e #&+$%a,#$& #s !$((e!,e/ +$% a&$ &e $ a(( $+ ,"e s$*!es0 Meto' of 8o,,e8t(&g (m)/ ')t)
T"e !$((e!,#$& $+ #&+$%a,#$& #s e+ee/ ,$ as 2#%a %e,"$/0 T"ee ae 3a#$*s %e,"$/s #& ."#!" 2#%a /a,a !a& 7e a/$2,e/ a&/ ,"*s !a& 7e 7$a/( !(ass#+#e/ as s*3e %e,"$/s a&/ e<2e#%e&,a( %e,"$/s0
Dept. of Mgmt.
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
S*3e/ meto'
T"e s*3e #s a !$%2(e< $2ea,#$&6 ."#!" e5*#es s$%e ,e!"&#!a( K&$.(e/)e0 S*3e %e,"$/s ae $+ 2es$&a( !"aa!,e a&/ /e2e&/#&) $& ,"e #&+$%a,#$& e5*#e/ ,"ee ae s#< %a8$ ,2es $+ s*3es0 Fa!,s S*3e ; C$((e!,s $&( +a!,s0 O2#&#$& S*3e @ O2#&#$&s #& 3a#$*s 2$7(e%s ae !$((e!,e/0 A,,#,*/e S*3e @ De,e%#&es ,"e a,,#,*/es $+ ,"e !$&s*%es0 F*,*e #&3e&,#$&s S*3e @ Use/ ,$ +#&/ $& /#s!$3e +*,*e ,e&/s0 T"e Reas$& ." S*3e @ See-s ,$ /e,e%#&e ." a 2es$& "as /$&e s$%e,"#&) ,$ /$ s$%e,"#&) #& +*,*e0 O&es s*3e %a !$&,a#& se3ea( ,2es s#&!e #, %a )#3e se3ea( a&/ 7e,,e -#&/s $+ #&+$%a,#$&0 T"e 3a#$*s -#&/s $+ s*3es ae !a#e/ $*, ,"$*)" /#++ee&, %e,"$/s0 Us*a(( ,"ee )e&ea( %e,"$/s ae *se/ ,$ !$&/*!, a s*3e0 2. Se8o&')/ D)t)
T"e /a,a !$((e!,e/ +$% ,"e 2*7(#! s$*!es #0e06 &$, $#)#&a(( C$((e!,e/ +$ ,"e +#s, ,#%e #s !a((e/ se!$&/a /a,a0 S*22$se .e .a&, ,$ -&$. ,"e 2$2*(a,#$& $+ ,"e !#,6 .e &ee/ &$, )$ "$*se ,$ "$*se ,$ !$((e!, ,"e sa%e 7*, !a& e+ee/ ,$ ,"e !e&s*s e2$,0
SAM%ING UNITS
1@ S)mp,(&g *&(t
P$+ess#$&a(s6 C$%%$& 2e$2(e a&/ s,*/e&,s ae S*3ee/
2@ S)mp,(&g S(e
=
!@ S)mp,(&g po8e'*e S,a,#+#e/ a&/$% sa%2(#&) #s *se/
Dept. of Mgmt.
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
%IMITATIONS
T"e esea!" "as 7ee& !$&/*!,e/ $&( #& ,"e -*&$$( !#, $&(0 S$%e $+ ,"e es2$&/e&,s .ee #&,es,e/ ,$ )#3e ,"e $2#&#$&s a7$*, ,"e !a0
T"e s*3e .as !$&/*!,e/ $& ,"e 7as#s $+ 5*es,#$&&a#e ."#!" #s (#%#,e/ +$ = sa%2(es0
D*e ,$ e!e&, e(eases #& ,"e %a-e, #, #s /#++#!*(, ,$ +#&/ $*, ,"e a!!*a,e s*3e0
C$&s*%es es2$&se .as &$, *2,$ ,"e s,a&/a/0
Res*(,s %a 7e 7#ase/ /*e ,$ &a,*a( e(*!,a&!e $+ ,"e 2e$2(e ,$.a/s s*3es0
Dept. of Mgmt.
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
C)pte < " DATA A NALYSIS
: S=OT A NALYSIS
Dept. of Mgmt.
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
DATA ANALYSIS TAB%E 1 1. Do /o* o5& H/*&')(>
ARAMETRES
NO OF RESONDENTS
OF RESONDENTS
YES
=
1==
NO
=
=
ANA%YSIS
F$% ,"e a7$3e ,a7(e #, #s #&+ee/ ,"a, a(( es2$&/e&,s 1== ae "a3#&) H*&/a# 3e"#!(es6 &$ es2$&/e&,s = ae .#," $*, H*&/a# 3e"#!(e0 INTERRETATION
F$% ,"e a7$3e a&a(s#s #, #s +$*&/ ,"a, a(( es2$&/e&,s "a3e H*&/a# 3e"#!(e0
Dept. of Mgmt.
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
FIGURE 1
1. DO U O=N HYUNDAI
T)+,e 2
2. Ho5 '(' /o* 8ome to &o5 )+o*t H/*&')(>
Dept. of Mgmt.
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
SOURCE
NO OF RESONDENTS
ERCENTAGE
SALESMAN
ADVERTISING
>
FRIENDS4RELATIVES
1
?
OTHERSOURCES
1
>
TOTAL
=
1==
ANA%YSIS
F$% ,"e ,a7(e #, #s #&+ee/ ,"a, $+ ,"e !*s,$%es ae #&+(*e&!e/ 7 a/3e,#s#&)6 ? ae #&+(*e&!e/ 7 +#e&/s4e(a,#3es6 ae %$,#3a,e/ 7 sa(es%a&6 1 #&+(*e&!e/ 7 $,"e s$*!es0 INTERRETATION
F$% ,"e a7$3e a&a(s#s #, #s $7se3e/ ,"a, %$s, $+ ,"e !*s,$%es ae #&+(*e&!e/ 7 a/3e,#se%e&, #& 2*!"as#&) H*&/a# 3e"#!(e0
Dept. of Mgmt.
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
FIGURE 2
SOURCE OF A=ARENESS
Dept. of Mgmt.
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
TAB%E !
!. =)t ( te ,e3e, of )t(f)8t(o& (& tem of +*/(&g 'e8((o& of po'*8t>
LEVEL OF SATISFACTION FULLY SATISFIED
NO OF RESPONDENTS
PERCENTAGE
1
?
PARTLY SATISFIED
1=
SATISFIED
>
NOT SATISFIED
=
=
TOTAL
=
1==
A&),/(
F$% ,"e a7$3e ,a7(e #, #s #&+ee/ ,"a, $+ ,"e es2$&/e&,s ae sa,#s+#e/ #& ,e%s $+ 7*#&) $+ ,"e 2$/*!,6 ? ae +*(( sa,#s+#e/ : 1= ae 2a,( sa,#s+#e/0 INTERRETATION
F$% ,"e a7$3e a&a(s#s #, #s +$*&/ ,"a, ae sa,#s+#e/ #& 7*#&) /e!#s#$& $+ a 2$/*!,0
Dept. of Mgmt.
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
FIGURE !
%E;E% OF SATISFACTION
30 28
25
FULLY SATISFIED 20 17
SATISFIED
15
PARTLYSATISFIED 10
NOT SATIS FIED 5
5
0
0 NO OF
RESPONDENTS
Dept. of Mgmt.
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
TAB%E "
". Ho5 '(' /o* pe8e(3e t( +)&'>
OPINION
NO0OF RESPONDENTS OF RESPONDENTS
ECELLENT
1
STRONG
>>
??
MODERATE
1
WEAK
1
>
TOTAL
=
1==
ANA%YSIS
F$% ,"e a7$3e ,a7(e #, #s #&+ee/ ,"a, ?? $+ ,"e es2$&/e&,s ae +ee(#&) s,$&)6 ae e ae +ee(#&) .ea- ,e%s $+ 2e!#e3e&es $+ ,"e 7a&/0
INTERRETATION
F$% ,"e a7$3e a&a(s#s #, #s +$*&/ ,"a, ?? $+ ,"e es2$&/e&,s ae +ee(#&) as s,$&) 7a&/0
Dept. of Mgmt.
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
FIGURE "
ERCEI;E
Dept. of Mgmt.
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
TAB%E #
#. =)t 'o /o* t(& te +et pe8(),t/ of te +)&'>
BEST FACTOR
NO OF RESONDENTS
OF RESONDENTS
FUEL EFFICIENCY
>
>
PRICE
1?
STYLE AND LOOK
1
LOW MAINTAINANCE
1
TOTAL
=
1==
ANA%YSIS
F$% ,"e a7$3e ,a7(e > ae ,"#&-#&) +*e( e++#!#e&! #s ,"e 7es, s2e!#a(, 61? as 2#!e61 as s,(e a&/ ($$- 6 1 as ($. %a#&,e&a&!e0
INTERRETATION
F$% ,"e a7$3e ,a7(e #, #s !(ea ,"a, +*e( e++#!#e&! #s ,"e Bes, s2e!#a(, $+ ,"#s 7a&/0
Dept. of Mgmt.
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
FIGURE #
BEST SECIA%ITY OF THIS BRAND
%
52%FUELEFFICENCY PRICE
STYLE&LOOK
LOWMAINTAINANCE
14%
Dept. of Mgmt.
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
TAB%E $
#.Ho5 'o /o* )te te +)&' )g)(&t (t 8ompet(to6 +)&'>
ERCETI;ENESS
NO OF RESONDENTS
OF RESONDENTS
ECELLENT
1
?
VERY GOOD
>
?
GOOD
1
AVERAGE
1
>
TOTAL
=
1==
ANA%YSIS
F$% ,"e a7$3e ,a7(e #, #s #&+ee/ ,"a, ,"e ? $+ ,"e es2$&/e&,s a,e/ ,"e Ba&/ #s 3e )$$/ a)a#&s, #,s !$%2e,#,$s6 ? as e as a3ea)e0
INTERRETATION
? $+ ,"e es2$&/e&,s ae es2$&/e/ ,"a, 7a&/ #s 3e )$$/ a)a#&s, #,s !$%2e,#,$0
Dept. of Mgmt.
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
F(g*e $
RATE THE BRAND AGAINST ITS COMERETOR BRAND
Dept. of Mgmt.
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
-TAB%E
. Do /o* t(& te 8omp)&/ ( to&g,/ t)&'(&g o& (t (m)ge>
ARAMETRES
NO.OFRESONDENTS
OF RESONDENTS
YES
?
NO
1
>
TOTAL
=
1==
ANA%YSIS
F$% ,"e a7$3e ,a7(e #, #s !(eae/ $+ es2$&/e&,s ae sa#&) !$%2a& #s s,a&/#&) $& #,s #%a)e6> ae sa#&) &$, s,a&/#&) $& #,s #%a)e0
INTERRETATION
F$% ,"e a7$3e a&a(s#s #, #s +$*&/ ,"a, %$s, $+ ,"e es2$&/e&,s ae sa#&) !$%2a& #s s,a&/#&) $& #,s #%a)e0
Dept. of Mgmt.
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
F#)*e
COMANY STANDING ON ITS IMAGE
Dept. of Mgmt.
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
T)+,e
. =(8 8omp)&/ +)&' 'o /o* t(& ( 8ompet(t(3e 5(t /o* +)&'>
BRAND NAME
ON OF RESONDENTS
OF RESONDENTS
FORD
1
HONDA
1=
TATA
>
?
MARUTI SUUKI
1?
>
TOTAL
=
1==
ANA%YSIS
? Res2$&/e&,s ,"#&- TATA #s ,"e !$%2e,#,#3e .#," ,"e# 7a&/6 1 ,"#&- as F$/6 >? as Ma*,# S*9*-# : 1= as H$&/a0
INTERORETATION
? Res2$&/e&,s ,"#&- ,"a, TATA #s ,"e !$%2e,#,#3e .#," ,"e 7a&/0
Dept. of Mgmt.
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
FIGURE
COETETI;E BRANDS OF HYUNDAI
16% 28%
10%
FORD
HONDA
TATA
MARUTI SUUKI
46%
Dept. of Mgmt.
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
T)+,e
. O& 5)t +)( '(' /o* p*8)e te po'*8t>
BASIS
NO OF RESPONDENTS
OF RESPONDENTS
STRONGLY BRAND IMAGE MODE OF TRANSPLANTATION PRICE
1>
>?
1
>
1
>
OTHERS
>?
?
TOTAL
=
1==
ANA%YSIS
F$% ,"e a7$3e ,a7(e #, #s #&+ee/ ,"a, ? $+ ,"e es2$&/e&,s ae 2*!"as#&) /*e ,$ $,"e eas$&6 > /*e ,$ 2#!e61> $& 7a&/ #%a)e : > $& %$/e $+ ,a&s2(a&,a,#$&0
INTERRETATION
F$% ,"e a7$3e a&a(s#s #, #s +$*&/ ,"a, %$s, $+ ,"e es2$&/e&,s 2*!"ase /*e ,$ $,"e eas$&s0
Dept. of Mgmt.
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
FIGURE
BASIS FOR URCHASING THE RODUCT
Dept. of Mgmt.
S.J.D.C
BRAND IMAGE OF HYUNDAI
Dept. of Mgmt.
2010 - 11
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
TAB%E 10
10. =o*,' /o* *gget t( +)&' to ote>
ARAMETRES
NO OF RESONDENTS OF RESONDENTS
YES
?
NO
1
>
TOTAL
=
1==
ANA%YSIS
F$% ,"e a7$3e )a2" .e !$&s#/ee/ ,"a, s*))es, ,"#s 7a&/ ,$ $,"es6 > s*))es, as &$0
INTERRETATION
F$% ,"e a7$3e )a2" .e !$&s#/ee/ ,"a, %$s, $+ es2$&/e&,s ae s*))es,#&) ,$ $,"es0
Dept. of Mgmt.
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
FIGURE 11
RESONDENTS SUGGESTING HYUNDAI TO OTHERS
Dept. of Mgmt.
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
TAB%E 10
11. Doe H/*&')( )'3et(eme&t mot(3)te to +*/ te po'*8t>
ARAMETRES
NO OF RESONDENTS OF RESONDENTS
YES
?
NO
1
>
ANA%YSIS
F$% ,"e a7$3e )a2" .e !$&s#/ee/ ,"a, s*))es, ,"#s 7a&/ ,$ $,"es6 > s*))es, as &$0
INTERRETATION
F$% ,"e a7$3e )a2" .e !$&s#/ee/ ,"a, %$s, $+ es2$&/e&,s ae a,,a!,e/ ,$ 7* ,"e 7* ,"e ,"$*)" ,"e a/3e,#se%e&,s
Dept. of Mgmt.
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
10. Doe H/*&')( )'3et(eme&t mot(3)te to +*/ te po'*8t>
Dept. of Mgmt.
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
S=OT ANA%YSIS SWOT a&a(s#s $+ $)a a,#$&s ,$
2$3#/e e!$%%e&/a,#$&s $& ,"e# 2e+$%a&!e a&/ )$.,"
2$,e&,#a(0 I, #s a 2$.e+*( ,$$( +$ a&a(9#&) 7$," !$%2(e< 5*a(#,a,#3e a&/ 5*a&,#,a,#3e +a!e,s $+ a& #&3es,%e&, /e!#s#$&0 T"e es*(,s $+ ,"#s a&a(s#s "a3e 7ee& +e/ #&,$ %a-e,#&) a&/ $)a a,#$&a( s,a,e)#! 2(a&s a&/ "a3e 7ee& "#)"( s*!!ess+*( #& s,a,e) +$%*(a,#$&0 T"$*)" $* SWOT a&a(s#s6 $* !(#e&,s "a3e 7ee& a7(e ,$ ,a-e a/3a&,a)e $+ &#!"e %a-e,s a&/ +$!*s $& 2$/*!, #&&$3a,#$& ."#!" a(($.s
,"e% ,$
!a2,*e )ea,e %a)#&s0 O*
SWOT a&a(s#s #/e&,#+#es s,e&),"s a&/ .ea-&esses a&/ e(a,es ,"e% .#," +$.a/
($$-#&)
$22$,*&#,#es a&/ ,"ea,s0 T"#s "e(2s ,$ #/e&,#+ !$%2a& a&/ #&/*s, s2e!#+#! !#,#!a( /#3es a&/ !a,a(s,s0
S=OT A&),/( ('e&t(f(e /o* 8omp)&/6
S,e&),"s ; ,$ 7*#(/ $&
Wea-&esses ; ,$ !$3e
O22$,*&#,#es ; ,$ !a2,*e
T"ea,s ; ,$ /e+e&/ a)a#&s,
T)get A*'(e&8e
I&3es,%e&, Ma&a)es
Ve&,*e Ca2#,a(#s,s
Ma&a)e%e&, C$&s*(,a&,s
Resea!" C$%2a&#es
O,"e I&/*s, P$+ess#$&a(s
T"#s a&a(sa,#$& 2ese&,e/ "ee )#3es ,"e #&+$%a,#$& $+ .$/ ."#!" ae S,e&)," 6 Wea-&esses 6 O22$,*&#,#es a&/ T"ea,s $+ ,"e $)a a,#$& HYUNDAI MOTOR LTD0 N$. (e,'s ,a-e a ($$- a, s*!" 3a(*a7(e 7$
Dept. of Mgmt.
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
STRENGTH
HYUNDAI #s ,"e $&e a&/ $&( !a ."#!" #s "a3#&) #,s %$s, e&e)e,#! : e&$%$*s $/a#& .#," #,s !(ass0
HYUNDAI 2$3#/es : sa,#s+#es #,s !$&s*%es .#," #,s **e $2*(e&, %$/e(s ,$ 7$," %#//(e a&/ *22e !(ass 2e$2(e0
HYUNDAIs $*, a&/ $*, se3#!es ae a,,a!,#&) ,"e a,,#,*/es $+ !$&s*%es0
F#&a((6 #, "as $.&e/ ,"e s,(e6 e!$&$% a!!$/#&) ,$ 2e$2(es Pa(a,a7(e0
=EANESSES
Re)a/#&) .ea-&esses6 #, "as ea&e/ ,"e #3a( ,"a, #, #s #%a)e/ $+ +a)#(e !as a&/ "#)" !$s, $+ s2aes0
A&$,"e !$& $+ #, #s ,"a,6 #, /$es &$, "a3e a& /#ese( !as #& #,s P$,+$(#$0
HYUNDAI #s a(s$ ,"ee7 3$(*%e/ .#," !$&e#&) ,"e (a)es, !"*&- $+ 2asse&)e !a %a-e,0
OORTUNITIES
HYUNDAI 2$3#/es se3ea( %$/e(s $+ #,s **e $2*s #& -*&$$(0
HYUNDAI #s a(s$ 2$3#/#&) ,"e 2e $.&e/ !as .#," .aa&,#es0
HYUNDAI's &e. *&#, 2(a&s ,$ %a&*+a!,*e 16 ==6=== !as a ea0
HYUNDAI 2$3#/es s*!!ess+*( ($a& %e(as6 !$($+*( !e(e7a,#$&s6 +ee se3#!es !a%2s6 !$&s*%e !ae %ee, s2ea-s e,!0
F#&a((6 ,"e (a*&!" $+ HYUNDAI #s a &e. ea +$ !$&s*%es' a,,#,*/e0
THREATS
E3e& ,"$*)" #,s “a !a +$ ,"$se .#," a& a,,#,*/e”6 a “.$(/ !a” I, s"$*(/ +a!e e
Dept. of Mgmt.
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
Hee e&/s ,"e SWOT a&a(s#s $+ H*&/a# ."#!" "e(2s ,$ +ea,*e #,s e(a,#$& .#," !*s,$%es : e(a7$a,e #,s ($&) a&)e 7*s#&ess #& ,"e %a-e, s"ae0
Dept. of Mgmt.
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
C)pte < # F#&/#&)s
: S*))es,#$&s
Dept. of Mgmt.
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
F(&'(&g 10 $+ es2$&/e&,s ae sa,#s+#e/ #& 7*#&) /e!#s#$& $+ a 2$/*!,0 >0 I, #s +$*&/ ,"a, ?? $+ ,"e es2$&/e&,s ae +ee(#&) H*&/a# as a s,$&) 7a&/0 0 T"e +*e( e++#!#e&! #s ,"e Bes, s2e!#a(, $+ ,"#s 7a&/0 ?0 ? $+ ,"e es2$&/e&,s ae es2$&/e/ ,"a, 7a&/ #s 3e )$$/ a)a#&s, #,s !$%2e,#,$0 0 I, #s +$*&/ ,"a, %$s, $+ ,"e es2$&/e&,s ae sa#&) !$%2a& #s s,a&/#&) $& #,s #%a)e0 0 $+ ,"e es2$&/e&,s ae a,,a!,e/ ,"$*)" ,"e a/3e,#se%e&,s0 0 M$s, $+ ,"e es2$&/e&,s ae +*(( sa,#s+#e/ ,"e H*&/a# Ve"#!(e ."#!" ,"e "a3e $.&e/0 0 $+ ,"e es2$&/e&,s ae .#((#&) ,$ s*))es, ,"e 7a&/ ,$ $,"es0 0 I, #s +$*&/ ,"a, ,"e Ba&/ I%a)e $+ H*&/a# #s 3e )$$/0
Dept. of Mgmt.
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
S*gget(o& 1.
T$ 7#&) $*, ($. 2#!e %$/e(s0
>0 T ,$ e/*!e ,"e !$s, $+ ,"e s2ae 2a,s0 0 T$ a/a2, !$%2e,#,#3e 2#!#&) s,a,e)#es0 ?0 T$ a/a2, &e. s,a,e)#es ,$ #%2$3e 7a&/ #%a)e #& ,"e %#&/s $+ !*s,$%es0 5.
T$ e%2"as#s %$e $& 2#!e a&/ %#(ea)e ."#(e a/3e,#s#&).
Dept. of Mgmt.
S.J.D.C
BRAND IMAGE OF HYUNDAI
2010 - 11
?UESTIONNAIRE I6 SYED SIDDIK $+ +#&a( B0B0M !$&/*!,#&) a s*3e $& 'BRAND IMAGE OF HYUNDAI'' as a 2a,#a( +*(+#((%e&, $+ % !*#!*(*%6 I .$*(/ (#-e ,$ see- $* 3a(*a7(e #/eas 0s$6 I e5*es, $* ,$ 2$3#/e ,"e e(e3a&, #&+$%a,#$& Na%e
A)e
Ge&/e
O!!*2a,#$&
10 D$ $* $.& H*&/a# aYes
>0 H$. /#/ $* !$%e ,$ -&$. a7$*, H*&/a# !as a Sa(es %e& 7 A/3e,#s#&) ! F#e&/s4e(a,#3es / O,"e s$*!es
0 Ae $* sa,#s+#e/ .#," ,"e /e!#s#$& $+ 7*#&) H*&/a# !as a F*(( sa,#s+#e/ 7 Sa,#s+#e/ ! Pa,( sa,#s+#e/ / N$, sa,#s+#e/
?0 H$. /#/ $* 2e!e#3e ,"e 7a&/ a E
0 W"a, /#/ $* ,"#&- ,"e 7es, s2e!#a(, $+ ,"#s 7a&/ a F*e( e++#!#e&! 7 P#!e ! S,(e : ($$/ L$. %a#&,e&a&!e
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