0-6

Total State
Rank by State MII - MPV - years
State/UT District Grade Populatio Populatio share %
MPV Total Total n '000 in MPV
n '000

West Bengal 2 Medinipur AA 80.15 178.49 9638 1354 9.36

West Bengal 3 Barddhaman AA 106.6 170.42 6920 876 8.94
West Bengal 4 South Twentyfou A 70.59 98.11 6015 932 5.15
West Bengal 5 Murshidabad A 72 97.54 5864 1027 5.12
West Bengal 6 North Twentyfou A 86.86 95.11 4740 653 4.99
West Bengal 7 Nadia A 92 94.87 4463 581 4.98
West Bengal 8 Hugli A 87.29 72.6 3600 454 3.81
West Bengal 9 Jalpaiguri A 84.04 62.47 3218 512 3.28
West Bengal 10 Bankura A 78.35 57.78 3192 450 3.03
West Bengal 11 Birbhum A 78.08 54.35 3013 479 2.85
West Bengal 12 Maldah A 66.36 50.44 3290 632 2.65
Tamil Nadu 3 Vellore A 111.35 89.6 3483 409 4.84
Tamil Nadu 4 Salem A 123.46 85.37 2993 325 4.61
Tamil Nadu 5 Madurai A 138.49 81.99 2562 279 4.43
Tamil Nadu 6 Tirunelveli A 120.6 78.05 2801 310 4.22
Tamil Nadu 7 Erode A 129.85 77.92 2597 238 4.21
Tamil Nadu 8 Tiruchirappalli A 129.22 71.32 2389 254 3.85
Tamil Nadu 9 Viluppuram A 91.1 61.96 2944 354 3.35
Tamil Nadu 10 Dharmapuri A 93.54 61.23 2833 366 3.31
Tamil Nadu 11 Cuddalore A 112.42 59.23 2281 271 3.2
Tamil Nadu 12 Thanjavur A 106.9 54.47 2205 246 2.94
Punjab 3 Jalandhar A 166.09 74.96 1954 219 9.68
Punjab 4 Sangrur A 129.75 59.91 1998 256 7.74
Punjab 5 Patiala A 137.84 58.57 1839 226 7.56
Punjab 6 Gurdaspur A 118.77 57.54 2097 271 7.43
Maharashtra 4 Nashik AA 116.52 134.28 4988 766 4.28
Maharashtra 5 Kolhapur AA 137.76 111.89 3515 439 3.57
Maharashtra 6 Ahmadnagar AA 115.16 108.77 4088 569 3.47
Maharashtra 7 Solapur AA 116.86 104.09 3855 548 3.32
Maharashtra 9 Jalgaon A 106.01 90.13 3680 512 2.87
Maharashtra 10 Aurangabad A 113.01 76.25 2921 430 2.43
Maharashtra 11 Satara A 111.96 72.35 2797 352 2.31
Maharashtra 12 Sangli A 119.27 71.15 2582 324 2.27
Maharashtra 13 Amravati A 113.74 68.48 2606 347 2.18
Maharashtra 14 Nanded A 88.07 58.36 2868 459 1.86
Maharashtra 15 Yavatmal A 95.58 54.33 2460 359 1.73
Maharashtra 16 Raigarh A 100.65 51.3 2206 304 1.63
Karnataka 3 Mysore A 108.87 66.03 2625 305 4.74
Karnataka 4 Dakshina Kanna A 145.95 63.95 1896 213 4.59
Karnataka 5 Gulbarga A 84.01 60.65 3125 509 4.36
Karnataka 6 Tumkur A 97.01 57.82 2580 291 4.15
Karnataka 7 Kolar A 97.56 56.88 2523 318 4.08
Karnataka 8 Dharwad A 135.03 50.03 1604 207 3.59
Gujarat 4 Rajkot A 133.62 99.78 3232 326 7.08
Gujarat 5 Bhavnagar A 116.14 66.26 2469 386 4.7
Gujarat 6 Junagadh A 106.87 60.46 2448 353 4.29
Gujarat 7 Jamnagar A 121.63 53.36 1899 255 3.79
Gujarat 8 Banas Kantha A 89.37 51.68 2503 455 3.67
Chhattisgarh 1 Durg A 102.65 66.45 2802 428 17.68
Chhattisgarh 2 Raipur A 92.16 64.07 3009 503 17.05
Andhra Pradesh 2 Krishna AA 121.31 119.93 4279 492 6.87
Andhra Pradesh 3 East Godavari AA 95.26 107.24 4873 577 6.14
Andhra Pradesh 4 Guntur AA 104.87 105.27 4345 502 6.03
Andhra Pradesh 5 Visakhapatnam A 104.4 91.41 3790 457 5.23
Andhra Pradesh 6 West Godavari A 104.13 91.33 3796 437 5.23
Andhra Pradesh 7 Chittoor A 91.01 78.54 3735 461 4.5
Andhra Pradesh 8 Karimnagar A 92.61 74.4 3477 442 4.26
Andhra Pradesh 9 Anantapur A 86.61 72.82 3639 459 4.17
Andhra Pradesh 10 Kurnool A 86.81 70.44 3512 519 4.03
Andhra Pradesh 11 Prakasam A 95.79 67.61 3055 372 3.87
Andhra Pradesh 12 Nellore A 108.99 66.97 2660 313 3.83
Andhra Pradesh 13 Warangal A 85.53 63.85 3231 436 3.66
 Factor Factor Factor
Factor contributi contributi contributi MII*Cont
State contributi on to on to on to ribution
share % on to
in Popn. MPV by Consump Awarenes Mkt. from
MPV by MPV by MPV by
Consump
Means tion s Support tion to
MPV
12.01 55.03 25.62 71.06 26.77 2053.443
8.63 51.89 36.46 59.29 22.78 3886.636
7.5 28.21 11.81 44.31 13.78 833.6679
7.31 35.02 15.78 34.69 12.05 1136.16
5.91 29.61 13.61 37.45 14.44 1182.165
5.56 32.93 16.31 33.33 12.3 1500.52
4.49 21.15 9.32 30.24 11.89 813.5428
4.01 20 10.8 22.69 8.99 907.632
3.98 18.79 8.51 22.42 8.06 666.7585
3.76 16.74 7.4 22.12 8.09 577.792
4.1 18.3 8.47 16.52 7.15 562.0692
5.61 26.34 17.91 34.33 11.01 1994.279
4.82 26.51 20.12 27.84 10.9 2484.015
4.13 22.74 19.47 28.55 11.23 2696.4
4.51 24.25 16.44 27.21 10.14 1982.664
4.18 26.92 17.48 24.31 9.2 2269.778
3.85 18.81 15.57 27.63 9.31 2011.955
4.74 18.57 11.35 22.61 9.44 1033.985
4.56 19.67 12.01 21.55 8 1123.415
3.67 18.51 11.86 20.81 8.05 1333.301
3.55 15.04 10.61 21.63 7.19 1134.209
8.04 26.48 19.42 18.87 10.19 3225.468
8.23 24.95 13.48 13.71 7.77 1749.03
7.57 21.63 13.41 15.41 8.11 1848.434
8.63 19.3 11.78 17.78 8.68 1399.111
5.16 42.71 34.47 38.8 18.31 4016.444
3.63 39.84 26.55 29.43 16.07 3657.528
4.23 39.9 25.13 29.68 14.06 2893.971
3.98 36.93 26.97 26.75 13.45 3151.714
3.8 29.08 20.54 27.21 13.3 2177.445
3.02 24.05 18.15 22.83 11.23 2051.132
2.89 24.54 14.45 21.42 11.94 1617.822
2.67 23.51 16.66 20.33 10.64 1987.038
2.69 22.47 15.96 20.53 9.53 1815.29
2.96 20.52 13.96 15.03 8.85 1229.457
2.54 19.84 12.38 14.62 7.49 1183.28
2.28 15.15 10.54 16.91 8.7 1060.851
4.98 19.82 15.06 21.88 9.26 1639.582
 3.6 21.48 13.52 19.92 9.03 1973.244
5.93 20.28 12.11 19.45 8.81 1017.361
4.89 17.28 9.83 22.41 8.3 953.6083
4.79 16.48 9.66 22.05 8.69 942.4296
3.04 14.77 12.02 15.54 7.71 1623.061
6.37 34.3 28.26 23.19 14.03 3776.101
4.87 22.2 17.32 16.23 10.51 2011.545
4.82 19.5 13.77 16.27 10.92 1471.6
3.74 17.61 14.45 13.18 8.12 1757.554
4.93 19.97 11.71 12.61 7.38 1046.523
13.47 20.28 13.07 23.64 9.44 1341.636
14.47 20.25 11.42 22.68 9.72 1052.467
5.65 32.94 25.49 43.83 17.68 3092.192
6.43 31.07 21.7 39.16 15.3 2067.142
5.74 31.11 22.13 37.61 14.42 2320.773
5 25.3 21.73 31.23 13.16 2268.612
5.01 26.98 18.68 33.08 12.59 1945.148
4.93 21.44 14.64 29.79 12.67 1332.386
4.59 19.51 12.96 29.38 12.54 1200.226
4.81 20.6 14.1 26.16 11.96 1221.201
4.64 19.88 14.13 25.71 10.72 1226.625
4.03 21.26 13.34 23.56 9.45 1277.839
3.51 19.45 13.26 25.46 8.8 1445.207
4.27 17.62 11.71 24.21 10.3 1001.556
 %Contribution
% of two wheeler Total two wheeler Scooter share of state to
States market Volume (% of total 2W) FY14 total scooter
market

Kerela 4.90 725200 51 369852 9.77

Chandigarh 0.6 88800 48 42624 1.13
Delhi 2.2 325600 35 113960 3.01
Gujarat 7.6 1124800 33 371184 9.80
Punjab 3.6 532800 33 175824 4.64
Karnataka 6.5 962000 32 307840 8.13
Maharashtra 11.4 1687200 31 523032 13.82
TN 11.4 1687200 25 421800 11.14
Haryana 3 444000 22 97680 2.58
AP 8.2 1213600 20 242720 6.41
Jharkhand 2.3 340400 18 61272 1.62
Orrisa 2.6 384800 18 69264 1.83
West Bengal 3.9 577200 14 80808 2.13
MP 5.6 828800 14 116032 3.06
Rajasthan 6.5 962000 13 125060 3.30
UP 10.7 1583600 11 174196 4.60
Other States 29121846 13

Total two wheeler market is

Scooter volumes are 25.58% of total two wheeler
market FY14

Source : MOSL
FY15E FY16E

443822 532587
51149 61379
136752 164102
445421 534505
210989 253187
369408 443290
627638 753166
506160 607392
117216 140659
291264 349517
73526 88232
83117 99740
96970 116364
139238 167086
150072 180086
209035 250842

14800000

3785840
3504000
 April13 -March 14
FY 13 FY14 FY14 Market share
Hero MotorCorp 549808 690079 690079 18.05
HMSI 1420115 1902859 1902859 49.78
Yamaha 60281 176981 176981 4.63
Mahindra 101530 47180 121836 3.19
Piaggio 38718 176981 176981 4.63
Suzuki Motorcycle 328789 296805 296805 7.76
TVS motors 424183 456975 456975 11.95

Total 2923424 3747860 3822516

 Source: SIAM

April14 -March15 April15 -March 16

FY15 IDEAL Market Share FY16 Market Share%
828094.8 18.0530048795 993713.76 18.41
2283430.8 49.780275609 2740116.96 50.77
212377.2 4.6299609995 254852.64 4.72
146203.2 3.1873247882 175443.84 3.25
212377.2 4.6299609995 254852.64 4.72
356166 7.7646502984 427399.2 12.19
548370 11.9548224259 658044 12.19

4587019.2 5,396,918.40
Source: SIAM
 Expected sales for four zones -North , South , East , West

South FY 16
Kerela 532587
TN 607392
AP 234962
Karnataka 349517

Total sales for south India 1724457

Mahindra Target FY16 3.50% 60356

East FY 16
West Bengal 116364
Jharkand 88232
Orrisa 99740

Total sales for East India 304335

Mahindra Target FY16 1% 3043

Total sales for 16 markets 129183

Total Marketing spend= Sales
*1000 129183108

Assumptions

%Contribution to
total scooter
Zone Mahindra Target volumes

South 3.50% 34%

West 3% 25%

East 1% 5%
North 3% 16%
-North , South , East , West

West FY 16
Maharashtra 753166
Gujarat 534505
Rajasthan 180086

Total sales for West India 1467757.44

Mahindra Target FY16 3% 44032.7232

North& Central FY 16
Delhi/ NCR 164102
Punjab 253187
Haryana 140659
Madhya Pradesh 167086

Total sales for North India 725034

Mahindra Target FY16 3% 21751

Rationale

High priority market, but

high penetration

High priority market, but

high penetration

Developing Market
Utilise exisitng dealerships
 Task Subtasks Pricing

Website Dev First

choice for
scooters

iOS and Android

308,000

Social Media Login

152,000
Personal Profiles
96,000

Rate and Review

Functionality
App Dev 96,000
Website
Connectivity
152,000

App Transitions
152,000
App Icon Design
44,000
Total 1,000,000.00
SEO 3,500,000
PPC 4,500,000
Digital Marketing Social Media (FB,
Twitter, YouTube) 12,000,000
Total 20,000,000.00
On Ground + Tie
Ups ( localised
strategies)
Others
Video Production
1,250,000.00
Cost
Contest 1,250,000.00
Miscellaneous
Total

Source - http://howmuchtomakeanapp.com/estimates/results
Source - http://digitalmarketingcalculator.com/
 Pricing in INR

One time cost 200,000.00

One time cost 1,000,000.00

On going 20,000,000.00

One time cost 100,212,888.00

One time cost

2,500,000.00
One time cost
100,000.00
124,012,888.00

mates/results
Zone Medium Strategy

National All mediums excluding TV Ab manzil dur nahin campaign

Local newspapers will be used than leading dailies

Print Mumbai: Associations with colleges ;Promote
to reduce cost .
Manzil App as traffic App
West Pune, Kolhapur, Sangli:
Promotions on 10th and 12th exam day results
Promote the strategy of First Choice
Goa :Promotion with Goa on Wheels
Maharashtra, Rajasthan , Gujarat , Rajasthan: Promotions among bike rentals
Out of Home & Print
Goa

Central

Indore, Bhopal:Road shows at locations such

as Chappan market High footfall areas will be
Madhya Pradesh Out of Home
the target for such areasRoad show across
important Tier 2 cities and rural markets

North
Use the existing 280 dealers to enhance
Delhi , NCR, Punjab sutomer experience with the app, visibility at
Mahindra dealers and other touchpoints
Point of sale promotions
Promotions during baisakhi
Punjab (Chandigarh), Haryana Tie up with dealers of Mahindra tractors to
increase visibility
South
Karnataka(Mysore) :- promote trials at IT
hubs and engg campuses
Andhra Pradesh( Hyderabad: Brand
ambassador and a roadshow
Kerala , Karnataka , Tamil Nadu , On ground , Print , Point
Tamil Nadu (Vellore ,Chennai,): Tie ups with a
Andhra Pradesh of sale promotions
tamil super star to increase brand recognition
on ground

East
Kolkata , Durgapur , Asansol, Raniganj,
Bhubaneshwar:
West Bengal,Orissa On ground , Print
Newspaper ad in Anand Bazar Patrika,
Promotions during Bengali New year
***Mahindra dealerships
cars (urban markets) and
tractor
dealerships(rural)will be
used to increase visibility
at existing point of sales
without any additional
cost
 EMI with down payment

College Tie-ups
Downpayment Rs. 20000

Loan amount Due Rs. 30000

EMI payment to start
after 2 years

Loan Amount Rs. 37968.75

Rate of Interest 12.50% p.a.

Tenure (in years) 3 years

EMI Rs. 1271

Opening Principal Closing
Month Principal EMI Interest Repayment Principal
(Monthly) (Monthly) (Monthly)
1 37968.75 1271.00 395.51 875.49 37093.26
2 37093.26 1271.00 386.39 884.61 36208.65
3 36208.65 1271.00 377.17 893.83 35314.82
4 35314.82 1271.00 367.86 903.14 34411.68
5 34411.68 1271.00 358.46 912.54 33499.14
6 33499.14 1271.00 348.95 922.05 32577.09
7 32577.09 1271.00 339.34 931.66 31645.43
8 31645.43 1271.00 329.64 941.36 30704.07
9 30704.07 1271.00 319.83 951.17 29752.91
10 29752.91 1271.00 309.93 961.07 28791.83
11 28791.83 1271.00 299.91 971.09 27820.75
12 27820.75 1271.00 289.80 981.20 26839.55
13 26839.55 1271.00 279.58 991.42 25848.12
14 25848.12 1271.00 269.25 1001.75 24846.38
15 24846.38 1271.00 258.82 1012.18 23834.19
16 23834.19 1271.00 248.27 1022.73 22811.46
17 22811.46 1271.00 237.62 1033.38 21778.08
18 21778.08 1271.00 226.86 1044.14 20733.94
19 20733.94 1271.00 215.98 1055.02 19678.92
20 19678.92 1271.00 204.99 1066.01 18612.91
21 18612.91 1271.00 193.88 1077.12 17535.79
22 17535.79 1271.00 182.66 1088.34 16447.46
23 16447.46 1271.00 171.33 1099.67 15347.78
24 15347.78 1271.00 159.87 1111.13 14236.66
25 14236.66 1271.00 148.30 1122.70 13113.95
26 13113.95 1271.00 136.60 1134.40 11979.56
27 11979.56 1271.00 124.79 1146.21 10833.34
28 10833.34 1271.00 112.85 1158.15 9675.19
29 9675.19 1271.00 100.78 1170.22 8504.98
30 8504.98 1271.00 88.59 1182.41 7322.57
31 7322.57 1271.00 76.28 1194.72 6127.85

Page 20
 EMI with down payment
32 6127.85 1271.00 63.83 1207.17 4920.68
33 4920.68 1271.00 51.26 1219.74 3700.93
34 3700.93 1271.00 38.55 1232.45 2468.49
35 2468.49 1271.00 25.71 1245.29 1223.20
36 1223.20 1271.00 12.74 1223.20 0.00

Page 21
 EMI scheme without down payment

Loan Amount Rs. 50000

Rate of Interest 12.50% p.a.

Tenure (in years) 3 years

EMI Rs. 1673

Opening Principal Closing
Month Principal EMI Interest Repayment Principal
(Monthly) (Monthly) (Monthly)
1 50000.00 1673.00 520.83 1152.17 48847.83
2 48847.83 1673.00 508.83 1164.17 47683.66
3 47683.66 1673.00 496.70 1176.30 46507.37
4 46507.37 1673.00 484.45 1188.55 45318.82
5 45318.82 1673.00 472.07 1200.93 44117.89
6 44117.89 1673.00 459.56 1213.44 42904.45
7 42904.45 1673.00 446.92 1226.08 41678.38
8 41678.38 1673.00 434.15 1238.85 40439.53
9 40439.53 1673.00 421.25 1251.75 39187.77
10 39187.77 1673.00 408.21 1264.79 37922.98
11 37922.98 1673.00 395.03 1277.97 36645.01
12 36645.01 1673.00 381.72 1291.28 35353.73
13 35353.73 1673.00 368.27 1304.73 34048.99
14 34048.99 1673.00 354.68 1318.32 32730.67
15 32730.67 1673.00 340.94 1332.06 31398.62
16 31398.62 1673.00 327.07 1345.93 30052.68
17 30052.68 1673.00 313.05 1359.95 28692.73
18 28692.73 1673.00 298.88 1374.12 27318.62
19 27318.62 1673.00 284.57 1388.43 25930.18
20 25930.18 1673.00 270.11 1402.89 24527.29
21 24527.29 1673.00 255.49 1417.51 23109.78
22 23109.78 1673.00 240.73 1432.27 21677.51
23 21677.51 1673.00 225.81 1447.19 20230.32
24 20230.32 1673.00 210.73 1462.27 18768.05
25 18768.05 1673.00 195.50 1477.50 17290.55
26 17290.55 1673.00 180.11 1492.89 15797.66
27 15797.66 1673.00 164.56 1508.44 14289.22
28 14289.22 1673.00 148.85 1524.15 12765.07
29 12765.07 1673.00 132.97 1540.03 11225.04
30 11225.04 1673.00 116.93 1556.07 9668.96
31 9668.96 1673.00 100.72 1572.28 8096.68
32 8096.68 1673.00 84.34 1588.66 6508.02
33 6508.02 1673.00 67.79 1605.21 4902.81
34 4902.81 1673.00 51.07 1621.93 3280.88
35 3280.88 1673.00 34.18 1638.82 1642.06
36 1642.06 1673.00 17.10 1642.06 0.00

Page 22
 Cost and Exposure estimates

Festivals

Locations targeted based on festivals 120

Average Display cost 7000
Total cost ₹ 840,000.0
Total cost per day ₹ 168,000.0
Cost per exposure 1.4
 Cost and Exposure estimates

estivals

Average no of Exposures per location 5000 Average festival season

Total No of exposures 600000
Exposures per day 120000
5 days