Monday, 12 November 2012

Hyundai India launches a direct marketing attack on Maruti Suzuki - Compares Eon Vs New Alto 800

At a time when Hyundai's entry level car - Eon (watch Live Launch here) had just started gaining popularity and the numbers had started getting better, that's when Maruti Suzuki refreshed their portfolio of entry level cars - New Maruti Suzuki Alto. Ofcourse, how could Maruti Suzuki India Limited, the market leader in India, thanks to its widely spread small car portfolio. In fact, it was so widely spread that Alto sells almost 30,000+ per month, the number which other auto makers present in India struggle to achieve combinedly through their total market portfolio.

Hyundai Eon when launched in India focussed that even the small car should have safety features and thus was introduced with an option of driver side airbag in its top variant. However, Maruti Suzuki India too introduced at option of driver side airbag in the recently launched Alto 800. Hyundai India is now carrying out a comparative marketing in  India. For at least the last couple of days, Hyundai has been carrying out full page advertisements in Times of India. Its not that this comparative marketing has not been done before, but it is generally done by carrying the name of the car.

Hyundai's Eon is compared to Maruti Suzuki Alto in the two advertisements, both attached herewith describes Eon as the trendsetter and Alto to be the follower. However, in terms of Sales numbers, we would say Eon still has no comparison to Alto and is a follower there.

Will this advertisement or in other terms, "Comparative marketing" be able to change the perception of the car in the minds of end consumers or will Eon actually become the trendsetter in terms of Sales too ? We will have to wait and watch for next couple of months to see the sales figures of two cars.


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