Under the initiatives of Hyundai’s global branding strategy beneath the concept ‘modern premium’, Hyundai Lanka recently launched their latest marketing movement, ‘Be the Hyundai star’ with ‘Grand talk, Grand win” contest.
Hyundai as a globally-renowned automobile brand whose name meaning is ‘modern’ in Korean, was long known as an economy brand that chip away at rivals on sticker prices. But now the company wants to foster an image that matches its rapidly increasing reputation for top-notch quality.
The brand has been doing quite well in building good functional quality, and in the past 10 years, Hyundai has been very successful in building an image for quality for a fair-haired sticker price.
But Hyundai still has some room to improve our emotional quality, and that is related to our brand strategy. That’s why we set modern premium as the brand direction and to increase the brand awareness among Sri Lankan consumers. With the help of these new initiatives we expect improved customer service, more innovative marketing and a better look and feel for the vehicles themselves.
Brand recognition for Hyundai in Sri Lanka is not at the predictable level compared to the other markets in the developing world, perhaps due to the lack of unawareness about the genuinegrowth of the brand over the years in the globe.
Our goal is to improve the customer engagement level with our brand in Sri Lanka.Loyalty is something that Hyundai is serious about. That’s why we are focused on earning the loyalty of our customers by delivering convincing customer schemes like this. Just as Hyundai fans show their loyalty by buying another Hyundai after another, Sri Lankan fans that go to any extent to express their loyalty, passion and dedication towards the brand and talk about the most awarded compact car in the world ‘Grand i10’ will have more chances of winning a car free.
Thus we consider the person who wins the car as a ‘hero/star’. Through this programme, we intend to create a stronger bond between Hyundai Lanka and its customers. We believe with this platform we are entering the next phase of loyalty with the ultimate goal of rewarding our customers for their support and the partnership.