Summary
Hyundai Kia Automotive Group, the country`s biggest carmaker, said yesterday that it will support a travel exhibition organized.
The BIE Travel Exhibition, currently being held in Milan since March for a six-week run, will visit a total of 14 cities around the world to introduce the history and the future of Expos. The event ends in 2011.Through the partnership with the BIE Travel Exhibition, Hyundai Kia expects to promote its brand value and products as it has obtained the right to use its logo at the exhibition, on website and in publications. The carmaker also plans to provide vehicles to influential figures visiting the event and display models during exhibitions. During the partnership signing ceremony between Hyundai Kia and BIE in Madrid on Thursday (local time), the Korean carmaker promised to offer 60,000 euros ($94,000) to help the organization transport exhibits. The ceremony was attended by Vincent Loscertales, secretary-general of the BIE, Nam Kwang-ho, president of Kia Motors Europe and Ahn Kun-hee, president of Hyundai Motor Europe.
My Opinion
Hyundai Kia is going to support a travel exhibition organized by the International Exhibition Bureau, the World Expo’s governing body. What would they get through this exhibition?
Hyundai Kia is the first market share automobile group in Korea, but how about overseas market? Last time we have already seen ‘Genesis’, which is their brand new car, as marketing case. We can derive some decisions from that case. Even though it is the best both the quality and the price in Korea, It looks like dumping in overseas market. Of course what enterprises provide as high quality and low price is the basic of basic. However, I think they can enhance the values of the brand except for just doing basic things. Low price strategy is no longer survived in competitive market. Therefore, they have to have proper strategy so as to enhance their brand value.
Enterprises should sell not only their product but also their culture and brand name. Accordingly, as long as they provide good image and product for this exhibition, they would enhance the value of their brand.
I think what they just advertise their product is a part of marketing. Therefore, they need to concentrate on their brand image. It will be real power of marketing.
Hyundai Kia is the first market share automobile group in Korea, but how about overseas market? Last time we have already seen ‘Genesis’, which is their brand new car, as marketing case. We can derive some decisions from that case. Even though it is the best both the quality and the price in Korea, It looks like dumping in overseas market. Of course what enterprises provide as high quality and low price is the basic of basic. However, I think they can enhance the values of the brand except for just doing basic things. Low price strategy is no longer survived in competitive market. Therefore, they have to have proper strategy so as to enhance their brand value.
Enterprises should sell not only their product but also their culture and brand name. Accordingly, as long as they provide good image and product for this exhibition, they would enhance the value of their brand.
I think what they just advertise their product is a part of marketing. Therefore, they need to concentrate on their brand image. It will be real power of marketing.
#20400251 Entry# 9
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