Kia 2009 Annual Report Download - page 18

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While other auto makers saw declining sales in 2009, Kia posted
strong growth. We differentiated ourselves from the competition
by competing fiercely for customer attention and emphasizing
the unique value and design strengths of Kia automobiles.
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Kia Motors is a highly active marketer. We use multiple channels and marketing strategies
to promote and strengthen our brand, and to reach the type of customers for whom our
vehicles are built. Our media ads are designed with emotional hooks to emphasize design
and performance, while our strong presence at major auto shows is used to reinforce
Kia’s global reach and execution capabilities. In the eld of sponsorship and promotions,
our preferred channel is sports marketing which enables us to reach customers with
active lifestyles and a thirst for adventure.
Kia has been the major sponsor of the Australian Open tennis championship since 2002,
and as a major sponsor of numerous other high-prole sporting events, the Kia logo
can been seen at a wide variety of sports stadiums. To associate a face with our brand,
Raphael Nadal, one of the world’s top tennis players and winner of six Grand Slams, was
chosen as Kia’s global brand ambassador. Our marketing specialists also build goodwill
within the sporting community by providing high-quality transportation to athletes, VIPs,
media representatives and event organizers.
Kia Motors is also an exclusive automobile sponsor of FIFA from 2007 to 2014. In
addition to serving as an ofcial sponsor of the 2010 World Cup in South Africa, Kia is
also a sponsor of the 2014 World Cup in Brazil, the FIFA World Youth Championship, the
Women’s World Cup and the FIFA Confederation Cup.
Kia has also served as the title sponsor of the X Games Asia since 2007, which is
broadcast by ESPN to 140 networks globally, while we also sponsor the Spanish
professional soccer team Atletico Madrid and the NBA in America. With this strong
emphasis on sports marketing, Kia is fast establishing itself as a sought-after brand
amongst young and vibrant drivers around the world - customers we seek to hold onto
for life through future marketing campaigns.
Marketing
REDEFINING
MOBILITY
KIA MOTORS
ANNUAL REPORT
2009
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REDEFINING
MOBILITY
KIA MOTORS
ANNUAL REPORT
2009
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