KIA
Brand Strategy
December 2023
Movement that Inspires
KIA Brand Strategy
Objective
01
To establish KIA as the most comfortable and spacious car brand in Pakistan, exceeding existing
perceptions and competitor offerings and increase it’s market share and brand loyalty through
superior comfort-oriented features and spaciousness
02
KIA Brand Strategy
Consumer Verbatims
Overall its a good car,
definitely better than cultus
ags. But fuel average is not
that optimal.
the leg room is much better
than its competitors.
KIA vehicles have a better
build quality and comfort
than suzuki.
KIA cars better hain
because comfort or price
align krte apas me.
The performance with AC is
good in city. 12-14km/L ka
average mila which is better
than most cars in this range.
Between wagonR, cultus,
and picanto. Picanto is the
clear winner in all aspects.
price comparison k hisaab
se bhi or performance factor
me bhi KIA wins any day.
KIA vehicles are much
better in comparison with
automobile giants in
Pakistan.
Pickup and leg room of
picanto is way better than
cultus ags, and alto
value car with a decent
driving experience.
justifies the price, and gives
a fair fuel average with AC
in city.
I’m satisfied with the
comfort, and build quality.
03
KIA Brand Strategy
Consumer Market Research
Target Audience
Primary
Families with young children, professionals seeking a
comfortable and spacious commute, individuals prioritizing a
relaxed driving experience, and those needing ample cargo
space for hobbies or recreational activities.
Secondary
Elderly, passengers with specific comfort and space needs,
eco-conscious consumers seeking spacious and fuel-efficient
vehicles.
04
KIA Brand Strategy
Consumer Market Research
Product Attributes
Interior Comfort
Cargo Space
Spacious seating, legroom, headroom,
ergonomically designed seats, noise
insulation, climate control, technology
integration.
Ample storage capacity, flexible seating
arrangements, easy loading and
unloading, roof racks or cargo carriers.
Ride Comfort
Psychological Comfort
Smooth suspension, handling,
advanced driving aids, driver fatigue
mitigation features, quiet engine
operation.
Safety features, reliability, peace of
mind, sense of luxury, freedom of
movement.
05
KIA Brand Strategy
Consumer Market Research
Brand Perception
Existing
Affordable, reliable, value-driven, family-friendly
Desired
Comfortable, spacious, innovative, premium, luxurious, safe,
versatile.
06
KIA Brand Strategy
Competitor Analysis
Strengths
Weaknesses
Established brands, strong market
presence, superior feature bundled
products & brand loyalty
Compared to major competitors, KIA's
product portfolio in Pakistan may be
perceived as limited. This can restrict
their appeal to consumers with specific
needs and preferences.
07
KIA Brand Strategy
Time of Essence
The automotive market is evolving rapidly, with consumers increasingly demanding
comfort and spaciousness in their vehicles. KIA needs to act quickly to establish itself as
the leading brand in comfort and space before competitors adapt their offerings.
08
KIA Brand Strategy
Key Consumer Insight
Consumers are looking for cars that offer both comfort and spaciousness, seeking a
driving experience that is relaxing, enjoyable, and practical
Comfort and space are not just about physical aspects but also contribute to a sense
of well-being, freedom, and convenience.
09
KIA Brand Strategy
Objective, Issue, Insight
Objective
To become the most comfortable and
spacious car brand in Pakistan
Issue
Lack of recognition for KIA's focus on
comfort and space, along with existing
perceptions of the brand not being a
premium option
Insight
Consumers actively seek comfort and
spaciousness in their car buying decisions,
making it a critical differentiator.
10
KIA Brand Strategy
Challenges
Overcoming established competitor brands
and changing consumer perceptions
towards KIA.
Effectively communicating the message of
superior comfort and spaciousness while
justifying a potential price premium.
Implementing innovative comfort and space
features while maintaining affordability