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Navyasheel Chippa Roll no.08. Rahul Venkatraman Roll no.13.

Introduction History N.W.D Segmentation Targeting Positioning Development Change in appeal Marketing trends Price

Mahindra & Mahindra (M&M) was established in 1945 as Mahindra & Mohammed, later renamed Mahindra & Mahindra (M&M) in 1948. Mahindra embarked on its journey in 1945 by assembling the Willys Jeep in India. It employs over 1,00,000 people across the globe. Mahindra is the only Indian company among the top tractor brands in the world.

was an automobile assembling company prior to mid nineties. The company manufactured Willy Jeeps and its minor modified versions. In 1996, the company planned to enter the SUV segment.  Not knowing the technical know-how to make a new age product, they devised a whole new concept among Indian auto companies

No noise & no vibrations Luxurious Image of an international vehicle Robust design Low unit cost Thrill & passion to drive Modern style

Rural & urban regions Big size stands for status Small car & mid-size car segment people.

Rural and urban consumers. Competing with utility vehicles and also other upper end mid-sized cars. midYoung and demanding male. People who wants to buy a car as status symbol

In Western Europe, it is called the Mahindra Goa. First passenger vehicle of the Mahindra brand to be offered in Chile. Sold across the world in regions such as: Eastern region Western region


Launched Mahindra Scorpio SUV in 2002. In 2oo6 after the success of Scorpio they launched an upgraded Scorpio with various minor changes. Launched a teaser campaign for their new Scorpio model MUV. Launched a new Scorpio model hybrid with CRDe engine.

Digital Advertisements Magazine Road shows Spent $20 million on marketing in 2009 USPcheapest SUV in its segment.. M&M is not betting on playing the price game.




7,25,900 (general) 11,43,400

VLX AT BS4 4WD-HE-AirBag(latest)