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Garrett Ira Bryan Duncan. Background  South Korea’s oldest Car Company  Began US Operations in 1994  Went Bankrupt in 1997  Acquired by Hyundai Motor.

Published byMagnus Palmer Modified over 9 years ago

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Presentation on theme: "Garrett Ira Bryan Duncan. Background  South Korea’s oldest Car Company  Began US Operations in 1994  Went Bankrupt in 1997  Acquired by Hyundai Motor."— Presentation transcript:

1 Garrett Ira Bryan Duncan

2 Background  South Korea’s oldest Car Company  Began US Operations in 1994  Went Bankrupt in 1997  Acquired by Hyundai Motor Company

3 Background  Caters budget-minded consumers looking for low priced models that represent a good value.  However, Kia has had some major quality issues  Once acquired, the company has greatly improved reliability improved reliabilityimproved reliability

4 New Marketing Strategy  JD Power awards – 54% improvement in initial quality from 2001 to 2006  Brandweek -Rabbit Redux: Kia Eyes VW Playbook  “Musical Cars” Musical CarsMusical Cars  “become aspirational and desired with a level of passion” passion  Maniac Commercial Maniac Commercial Maniac Commercial

5 Interpublic Group  Named Interpublic Group, one of the world’s leading advertising agencies, Media Agency on January 8th.  Interpublic Group achieved strong results working with Bayer, Big Lots, Coors, and Quiznos in 2007.

6 Teaming with the NBA  Official Automotive Partner of the NBA  Adding their name to on-court performance awards  Tap into the energy and excitement of the game and help drive the fans' passion for the Kia brand

7 Sources  www.kiamedia.com www.kiamedia.com  http://news.windingroad.com/category/au to-news/kia/ http://news.windingroad.com/category/au to-news/kia/ http://news.windingroad.com/category/au to-news/kia/  http://www.incobeverage.com/coors_logo. jpg http://www.incobeverage.com/coors_logo. jpg http://www.incobeverage.com/coors_logo. jpg  http://www.markdavidnelson.com/quiznos %20logo.jpg http://www.markdavidnelson.com/quiznos %20logo.jpg http://www.markdavidnelson.com/quiznos %20logo.jpg  http://www.nbc.com/The_Biggest_Loser/i mages/dietcenter/bayer_logo.jpg http://www.nbc.com/The_Biggest_Loser/i mages/dietcenter/bayer_logo.jpg http://www.nbc.com/The_Biggest_Loser/i mages/dietcenter/bayer_logo.jpg  http://www.edmunds.com/kia/history.htm l http://www.edmunds.com/kia/history.htm l http://www.edmunds.com/kia/history.htm l

8 Sources  Halliday, J. (2007, April 16). SMALL STARS MAKE GAME INTERESTING. Advertising Age, 78(16), S-8-S-8.  www.investors.com/breakingnews.asp?jou rnalid=66297461 www.investors.com/breakingnews.asp?jou rnalid=66297461 www.investors.com/breakingnews.asp?jou rnalid=66297461  http://biz.yahoo.com/bw/080108/200801 08006245.html?.v=1  McCarthy, M. (n.d.). Kia wheeled in to sponsor NBA awards. USA Today.  Miller, S. (2007, May 14). Rabbit Redux: Kia Eyes VW Playbook. (Cover story). Brandweek, 48(20), 6-6.

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