Kia 2003 Annual Report Download - page 29

Download and view the complete annual report

Please find page 29 of the 2003 Kia annual report below. You can navigate through the pages in the report by either clicking on the pages listed below, or by using the keyword search tool below to find specific information within the annual report.

Page out of 90

  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9
  • 10
  • 11
  • 12
  • 13
  • 14
  • 15
  • 16
  • 17
  • 18
  • 19
  • 20
  • 21
  • 22
  • 23
  • 24
  • 25
  • 26
  • 27
  • 28
  • 29
  • 30
  • 31
  • 32
  • 33
  • 34
  • 35
  • 36
  • 37
  • 38
  • 39
  • 40
  • 41
  • 42
  • 43
  • 44
  • 45
  • 46
  • 47
  • 48
  • 49
  • 50
  • 51
  • 52
  • 53
  • 54
  • 55
  • 56
  • 57
  • 58
  • 59
  • 60
  • 61
  • 62
  • 63
  • 64
  • 65
  • 66
  • 67
  • 68
  • 69
  • 70
  • 71
  • 72
  • 73
  • 74
  • 75
  • 76
  • 77
  • 78
  • 79
  • 80
  • 81
  • 82
  • 83
  • 84
  • 85
  • 86
  • 87
  • 88
  • 89
  • 90

2003 Annual Report 29
Proactive Company-w ide M arketing Organization
The entire Kia organization was overhauled in 2003 to improve the capabilties to forecast changing
market trends and respond to them more effectively. The Product Planning Division was expanded and
restructured to raise efficiency.
Geared up for Global M arketing
In 2003, Kia Motors completed a master plan for mid-/long-term marketing strategies and consolidated
the overseas marketing network for enhanced competitiveness. Marketing specialists were dispatched to
the overseas regional headquarters and offices to oversee local sales and marketing activities. In October,
the “Brand Strategy Task Force” was formed to strengthen the Hyundai and Kia brands and promote the
quality aspects of Kia and Hyundai vehicles as part of the effort to join theglobal Top Five automakers by
2010. The current brand status has already been carefully assessed, and global brand identity strategies
are now being developed. Once these are in place, brand management and brand asset management
systems are planned.
Stronger Product Competitiveness
As new models such as the Opirus and Cerato are launched, Kia is improving their marketability by
carefully determining the sales prices that best reflect local market conditions and ensuring designs and
specifications match local needs. At the same time, the company seeks to identify new car concepts
ahead of the competition and reflect them in new model development.
Diverse M arketing Approaches, Strengthened Sports M arketing
Kia is bolstering its domestic market position by targeting women, offering VIP programs, organizing
cultural events for customers, and utilizing customer relation management. Overseas, product unveilings
are held for major international motor shows. Finally, the company sponsors the Australian Open, the
Davis Cup and other international sporting events to raise brand recognition.
▶Kia Motors attends all the leading motors shows
(Frankfurt, Detroit and Tokyo, among them) to
engage in marketing and exhibit concept cars that
manifest world-class technology.
▶▶ Kia has concluded contracts to sponsor the
Australian Open and other major sporting events,
projecting a dynamic worldwide image that helps
boost sales.
Motor Show Attended in 2003
March 4 ~ M arch 16
Geneva International Motor Show
April 21 ~ April 27
Shanghai Motor Show
September 9 ~ September 21
Frankfurt Auto Show
October 1 ~ October 12
Busan International Motor Show
October 22 ~ November 5
Tokyo Motor Show
Sports Marketing
Event Participation
Capacity
Australian Open
Tennis
Championship
Davis Cup
Korean National
Ski Team
Tour de Lankawi
Bicycle Race
Official Sponsor
(2002 ~ to date)
Official Sponsor
(2003 ~ to date)
Sponsor
Official Sponsor
(2003-2005)