Target Markets of Hyundai and Kia

The Hyundai Motor Company and KIA Motors Corporation are South Korean multinational automotive manufacturers. The companies are widespread through 193 and 172 countries, respectively, totaling 7.2 million vehicle sales in 2019. $3.5 Billion and $2.1 Billion EBIT scores are proofs of the companies’ success. What do you think stands behind these vast outcomes? Both of the companies apply effective marketing strategies that reinforce and led them to further success. Making the right choice of the target market is the prior task they have completed accurately. We are going to discuss some campaigns of the companies, slogans, and their targeting strategies.

Let’s start with exploring one of campaign examples of Hyundai Motors Company.

Hyundai Motors employed a new campaign by collaborating with Amazon Inc. The enterprise suggests customers use devised purchases in a much more convenient and efficient way. The online means of product acquisition avoids time-consuming in different cases. Customers can visit the web page of Amazon.com, search for Hyundai vehicles, and familiarize themselves with all information about the car needed without efforts.

Moreover, the campaign proposes to schedule a test-drive of a car from the client’s choice by the nearest local dealership office. Hyundai Motors introduces the first car company with its own digital showroom, giving customers a chance to start investigating and thinking of purchasing a car whenever they want and wherever they are.

This investment in customer relationships had a positive impact on acquiring more and more customers, as online means of product suggestion is an alternative and widely used digital platform, mainly in aid of Amazon Inc.

It’s time to refer to communication strategy of Hyundai Motors Company.

To do so, let’s explore their slogan.

Hyundai Motors exerted a new slogan called “New Thinking, New Possibilities.” The company aims to make sure its customers about launching a newness in terms of innovation and comfortability. As people have ceased to care about inessential tools that many vehicles have or premium names, they seek convenience, practicality, and innovation. The company introduces vehicles that correspond to the needs and expectations of potential customers.

Hyundai creates new possibilities, as their goal is to become the most loved car company in the world. The relationship between the price and quality in terms of convenient features, advanced audio, and other innovative technologies, is balanced so to make the products affordable.

Due to this, they will be able to raise awareness among people and gain more trust among investors and owners. The newly applied value system and changes in different areas resulted in successful outcomes.

Now, let’s move on to discuss the segmentation strategies applied by the company.

Commercial below will assist us to find out which target segment did the company opt.

The commercial shows a scene where a car driving down the street was looking for a space for parking. The driver found a room in the parking lot; however, it was not large enough to do so; thus, he left. The woman and the man with a blue coat met and started to wait for their friend who came with a new Hyundai Sonata vehicle. Firstly, the man’s friends wondered about the appearance of the car and asked whether it is a new one.

When he wanted to park the car in the same little area, friends were suspicious about that, saying he will fail. However, the real amazement appeared on their faces when the car showed one of its super-innovative tools. The scene was astonishing for everyone who was along with them when the vehicle parked alone in the small space without the aid of a driver.

The company’s established new mechanism inspired their target segment as the purchaser evidently valued the newness and convenience that the brand offered. Moreover, it seems, the man is an early product adopter because you see the car’s innovative device was not popular or even known among people yet, so it was the latest trend that the man had obtained nimbly.

Besides, the pricing of Hyundai cars is on an average level that appeals to this target segment perfectly. Thus, the customer’s characteristics and system of value showed in the advertising leads us to conclude that the opted target segment of Hyundai Motors Company
is Revitalizers.

Who are Revitalizers?

Values and Beliefs of the target market

Revitalizers are much concerned about social recognition. They consider having a good and healthy look does matter for it, that’s why they regularly do sport, dress fashionable, don’t miss new trends, and always try to maintain youngness. Revitalizers are enterprising and pioneering in work. They tend to be powerful enough to complete work alone rather than with a team because they do not like being guided by others.

The target segment is spontaneous and does not think much about the future. They are meant to enjoy moments of the present by searching for adventures and taking risks. Revitalizers do not take into account traditional beliefs because they consider them as unimportant facets of life. Having a strong and faithful families and/or relationships are not a part of their priorities.

Shopping Preferences of the target audience

Revitalizers often look for the lowest priced products. They are fond of quantity over quality; however, they are brand loyal. Whenever they opt for a product or brand, pricing will not be an obstacle to attain it. The factor of social recognition impact on shopping attitudes, too. They focus more on a good’s appearance and like being seen as users of a branded or expensive product. Also, it is vital to be one of the early purchasers of their favorite brands’ newness.

Other Interesting Facts

• Revitalizers lack the ability to save money. Because of their spontaneous characteristic feature, they spend a lot on various, even unnecessary things.
• The target segment is interested in reading articles and magazines about fashion, trends, cars, gossips about famous stars, etc.
• They like spending time with friends by going out to pubs to drink on purpose to “get drunk.” Inviting friends for dinner is one of their favorite things to do in their leisure time.
• Revitalizers are always unsatisfied with who they are and what they have.

16 Personalities (Which one is for your business?)

Revitalizers think much about their health and appearance. They try to consume healthy food, live a healthy lifestyle by working out and jogging. Family and traditional values are not that important for them, so they sacrifice their time with family to achieve better status at work. They prefer enjoying life in the circle of friends and do not think about the future. 

Besides offering products that represent great value for customers, Hyundai has succeeded in developing a segmentation strategy that serves their businesses at best. Targeting Revitalizers is a trick up their sleeves, and it worked perfectly in combination with all the other business aspects. Our e-book 16 Personalities will open a whole new world of marketing strategy․ Check out the wide range of buyer personas, and make sure your business chooses the right target.

Moving on let’s discuss a campaign example of Kia.

Firstly, lets look at this commercial.

The campaign was established for the Indian market, to put forth the importance of design philosophy. They do believe that every particular motif impacts and inspires every Kia vehicle distinctively.

You see, firstly there are people and things from more than different aspects: the Ballerina, football players, an astronaut, tiger, flashy gleams, etc. Suddenly, they all mixed up together in a cloud where, after a little bit, smoke emerged. Spotlights started to be visible from the darkness of smoke. “Perfection” was ready. Red Kia Optima came out with its unique and astonishing design.

What message the commercial was about to send. The campaign said, “Magic Inspirations, Stunning Designs.” Who could imagine what role did they have in the ad? They were symbols of nature, grace, accuracy, marvel, and inspiration, which resulted in remarkable product design. The idea is to enhance Kia’s brand awareness, telling customers the very point of flawless designation that is the ID of the company.

Now, let’s move on and talk over the communication strategy of Kia Motors.

Kia Motors Company employed the slogan of “The Power to Surprise.” It was appealing for the public as it was a short, focused, and the purposeful statement that clearly puts forth its mainstream. It shows the pinpoint of the company that is to make positive surprises for consumers that exceeds their expectancies. Vehicles of this brand serve people as they are required and strive to do more than was supposed.

The company never ceases and always seeks for further advanced innovative improvements that will make customers’ life easier. It enhances its brand value by virtue of creating new opportunities for customers.

Statistics show that Kia Motors is on the 69th stage in the list of International Best Global Brands’. The brand maintenance and development, in terms of trust among customers in general, belongs to model variations, welfare, and safety offered by the company.

Now it’s time to move on to targeting strategies applied by KIA Motors Corporation.

To do so firstly let’s have a look at the commercial.

https://www.youtube.com/watch?v=UYzMnCq8bHc

Firstly, you see the scene full of adventures where a strong woman took the role of the hero. She took part in sea navigation, protests for saving nature, by ascending at the top of the tree to enhance the awareness statement “save the trees.” Another one was “save the ice caps.”

The image immediately converted to another, where a rhino was running behind the woman. And the final one was the freezing temperature and torrential snowy downpour that the woman fairly managed to reach to her car not to get a complete cold. 

All the points of the commercial displayed were about taking risks and living a life full of adventures and enjoyment. The one thing that made the tasks easier and worked effectively for the hero was Kia vehicle.

Due to it, the woman had an opportunity to enjoy every moment of adventures and feel the sense of novelty and change. As entertainments are the main curiosity fulfillments, they tend to accept regular challenges. 

The commercial was meant to send a message about the target segment they chose for their brand. The scenes of advertisement and description in terms of human characteristics typical to Kia Motors Corporation’s target market lead to thinking that they opted the segment of Sharers. 

Values and beliefs

It is more than vital for Sharers to have a life full of amusing memories from their risky actions. They are used to accept difficult tasks and complete them properly, considering them as their duties. The target segment tends to change their everyday life to avoid boredom from repeating actions and phenomena.

They are ambitious in work as it is essential to achieve the most exceptional point of their career. Money is the best measure of success. However, home and family is prior to everything where they can acquire real positive emotions by interacting with family members. Sharers like to take care of their house and garden. Watching movies or intellectual TV programs with family, reading magazines, or articles of their interest is the main deal.

Shopping Preferences

Sharers like going through shopping centers and make shoppings regularly as it gives them a sense of enjoyment. They have limits in spending money, in terms of not squandering it but purposefully using. However, if they like something special, they will purchase it without taking into account how much the price is. Sharers value the quality; thus, they are ready to purchase premium items, mainly for their home.

The target segment tends to dress fashionably as they pursue new trends for having a nice look. They like to visit bars, pubs, small cafes, and clubs with their friends frequently. Sharers like to discover a new product, brand, or a place because they are considered to be one of the early adopters. Going abroad for vacation is a rare phenomenon in Sharers’ lives because they prefer to spend a holiday in their countries and/or cities.

Other Interesting Facts

Thus, the blog post was about Kia Motors and Hyundai Motors Companies and their targeting strategies. Narrower description and investigation was provided for their slogans and campaign examples performed by the companies. We hope you found out the answers of the questions you were curious about these brands. For more posts you can check the main page of our WebSite.