Accent : Brand which is forced to be die

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This post contains a interesting case study of a product of Hyundai. Accent a entry level sedan brand from Hyundai automobile and has been launched in 1999 in Indian market. It's been 12 years to operate this brand in India market. As far as data is concern the company has sold 300000+ units. The story of this brand is very different from others. If you look at in marketing scenario this brand may die as the brand manager is getting bored from this product. This brand is oldest selling car in entry level sedan market. This brand has still decent amount of sales volumes in spite of the poor marketing from Hyundai. The brand is very much affordable and it is available in the range of 5-5.5 lacs in Indian market. This brand may die any point of time as the marketing support is very less still brand is surviving due to their performance and value for money. There could be one more factor towards success of this brand is that lack of competition. Many of the brand entered in to this segment but very few of them survived. When Ford Ikon failed to compete in the market only than Accent got boosted. If this brand dies in the market, there would following reasons for this first one poor marketing, second one not clear positioning of brand. The brand manager never tried to build excitement in the market regard to this brand. There is still time to nurture the brand and get full noise from market. If the brand like Benz, BMW can retain their charm than why not Accent.

Good news about this brand is that recently company launched new version of this called Accent Executive. The reason for launching this brand is lack of competition and external pressure. Now we need to watch that how far this brand survives in the market. Will company try to kill the brand or would it go long.

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