Kia 2014 Annual Report Download - page 23

Marketing
Companies use a variety of differentiated and diversied
marketing activities to effectively convey their brands, and Kia
Motors is working hard to provide unique brand experiences to
its customers.
Since 2012, Kia has actively promoted emotional
communications with its customers through sensory marketing,
delivering its brand identity via hearing, smell, touch, and the
other senses. In 2014, we were the rst in the automotive
industry to introduce fully-integrated sonic branding, a marketing
strategy that reminds consumers of a specic brand through
audio elements. Using TV ads and other customer contact
points, we presented our brand’s sonic signature, which was
developed in collaboration with a world-renowned company in
2013. The sound logo was created to demonstrate that the Kia
brand is dynamic and fresh. We are now applying the sound in
an integrated manner to all of our customer interaction points,
including TV, the internet, mobile phones and in our vehicles.
Kia has also developed the Kia Fragrance, delivering our brand
identity emotionally through perfumes and air fresheners for
use both indoors and in vehicles. In 2014, we partnered with a
globally-renowned chef to create signature recipes that express
our brand identity through taste branding. The fragrances and
recipes have been introduced on a global scale since their release
at the 2014 Paris Motor Show.
In line with our brand slogan “The Power to Surprise”, we have
enhanced our young and dynamic image by sponsoring sports
events around the world such as the Australian Open tennis grand
slam tournament, the FIFA World Cup, UEFA European Football
Championship, and the Kia World Extreme Games.
In 2014, we were an ofcial sponsor of numerous international
events, including the Australian Open, the 2014 FIFA World Cup
Brazil, the 17th Asian Games Incheon 2014, and the FIFA U-20
Women’s World Cup. We also sponsored the Kia Classic LPGA
Tour event, the NBA, and tennis player Rafael Nadal. Through
2022, we plan to further raise our brand awareness as a global
company by serving as an ofcial sponsor of the next two FIFA
World Cups.
Kia is raising its brand loyalty through “youth marketing”,
targeting upcoming generations who are potential customers.
By offering a broad range of cultural exchange programs, such
as the Kia EcoDynamics Expedition, Kia Global Workcamp, and
UNESCO Kids, we contribute to fostering global talent. The
Kia EcoDynamics Expedition, in operation since 2011, aims to
nurture young leaders in the areas of eco-friendly technology and
community service. EcoDynamics signies the positive change
that can happen when the global environment, ecology, and
people coexist in harmony. By adding environmental programs to
its existing activities, the expedition offers upcoming generations
an opportunity to experience volunteer service, while reminding
them of the importance of the global environment.
Kia Motors is demonstrating its young
and dynamic brand image to sports fans
around the world through a wide range
of sports marketing activities, including
sponsoring the Australian Open.
Sensory Marketing
A unique brand experience
Sports Marketing
A young and dynamic brand
Youth Marketing
Investing in potential customers
Kia Motors’ marketing strategy is focused on enhancing
its brand affinity by delivering unique experiences to its
customers. We share our brand sensibilities with consumers
through sensory marketing, sports sponsorships and youth-
targeted marketing that imprint our young, vibrant and
dynamic brand image in the minds of consumers.
42 43
Annual Report 2014Our Strengths