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PRODUCT LINE EXTENSION

1993
Commenced Financing for Utility Vehicles from Mumbai
1996
Commenced Financing M&M Dealers for Purchase of Tractors
1999
Introduce Tractor Retail Financing In Rural and Semi-Urban Areas
2002
Commenced Financing of Non-Mahindra & Mahindra Vehicles
2005
Mahindra Insurance Brokers Limited Became A 100% Subsidiary.
2008
Enter the Home Loan Business through Our Subsidiary, Mahindra Rural Housing Finance
Limited (MRHFL)
2009
Commenced Fixed Deposit Programme
2010
Introduction of Finance for Commercial Vehicles and Construction Equipments

NEW PRODUCT LAUNCHED

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1. Asset Finance
Mahindra Finance provides loans for utility vehicles, tractors, cars, two-wheelers, three
wheelers, commercial vehicles as well as construction equipments. This is the Company's
core business.

2. Refinance
The Company also provides loans for the purchase of used cars, utility vehicles, commercial
vehicles and tractors. Also, if a customer has a four wheeler that is not more than 10 years old
nor mortgaged/hypothecated to any bank or financier, Mahindra Finance provides loans
against such four wheelers at significantly lower rates than other unsecured loans in the
market.

3. Mutual Fund Distribution

The Company advises clients about investing money through mutual fund schemes, through
AMFI certified professionals under the brand 'Finsmart'. Mahindra Finance understands their
needs and offers them the most suitable and rewarding schemes.

4. Insurance Broking
The Company provides insurance solutions to retail customers as well as corporations
through its subsidiary, Mahindra Insurance Brokers Limited.

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5. Fixed Deposits
The Company also offers fixed deposit schemes to clients at highly competitive interest rates.

6. Housing Finance
The Company provides easy, flexible and cost effective loans for buying, renovating,
extending and improving homes in rural India. This is accomplished through its subsidiary,
Mahindra Rural Housing Finance Limited.

7. Personal Loans
The Company offers loans for a range of personal requirements including weddings,
children's Education, medical treatment, furniture, consumer durables, working capital needs
for Agriculture etc.

Business Strategy across PLC

1. Grow in rural and semi urban markets for vehicle and automobile financing
2. Diversify Product Portfolio
3. Continuing to attract, train and retain talented employees
4. Effective use of technology to improve productivity
5. Broad base Liability Mix
6. Leverage the “Mahindra” Ecosystem
7. Leverage existing customers base through Direct Marketing Initiatives
8. Expand Branch Network

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Mahindra and Mahindra finance service limited has two major product
including name are HOME LOANS and VEHICLE LOANS. For this two
product, the major segmentation used by the company is geographical and
demographical. In geographical segmentation for the home loans and vehicle
loans mainly they focus on rural and semi urban area (population density) like
the Milk Man, the Farmer, Local Shopkeeper and the Auto-Rickshaw Walla. These
are company’s treasured customers for whom they create value, and each come with
their own set of struggles—and aspirations. For the demographic segmentation
they focus on income of the customer and size of customer. For example people
who have low income are always purchasing new house and vehicle by loans. In
the rural and semi urban area people have a low income so they are always
taken a loan to purchasing high value product.

Mass Marketing

Mass marketing, also called undifferentiated marketing, involves marketing to

the entire market the same way. It views the market as one big market with no
individual segments. The market is treated as a homogeneous aggregate. Mass
marketing aims to reach the largest audience possible, and exposure to the
product is maximized. The success of mass-marketing depends on whether it is
possible to reach enough people, through mass-communication techniques and
one universal product offer, to keep them interested in the product and make the
strategy worthwhile.

For certain types of widely consumed products (e.g. Home loans, Vehicle
loans), the undifferentiated market approach makes the most sense. For
example, Home and vehicle loans aren’t made especially for one consumer
segment, but it is sold in huge quantities. The company’s goal is to get more
people to select and buy their particular loans over another when they come to
the point of purchase. Walk through in market, and you will observe hundreds
of financial services, especially for loans, that are perceived as nearly identical
by the consumer and are treated as such by the producer.

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 APPRAISE THE IMC COMPONENTS USED

The IMC components used by the Mahindra and Mahindra finance ltd are:
1. Advertising
2. Direct Marketing
3. Interactive/ Internet Marketing
4. Sales promotion
5. personal Selling

Mahindra finance is doing their brand promotion with many ads campaign and company have
an attractive logo, corporate identity, tagline, and style and core message of the brand. Like
Empowering potential, Transforming lives. One of their famous ads campaign given
below.
Mahindra & Mahindra Financial Services' latest TV campaign aims to increase awareness
about the brand, especially amongst consumers from rural and semi-urban India. The
campaign communicates the brand's promise to help people realise their dreams, by providing
speedy and hassle-free loans. The non-banking financial services company, incorporated in
January 1991, provides finance for a range of utility vehicles, tractors and cars.
The target group includes consumers from SEC B and C. The campaign is primarily aimed at
non-salaried people, such as farmers, traders, small businessmen and transporters, belonging
to tier II semi-urban and rural areas.
In this campaign, which comprises three TVCs, Mahindra Finance claims that due to its
credit appraisal system, the company can better assess the earning capability of an individual
and is thus able to offer him a loan, even though the individual may not have all the
documentation that is required for loan approvals.

The creative duties for the campaign lie with Interface Communications. The common thread
running through all three TVCs is the success story of sorts of a humble-looking man, who
owes his transition from dreaming big to materialising his big dreams to Mahindra Finance.
The tagline for the present campaign is, 'bande mein hai dum, pehchanen sirf hum'. R Balaji,
vice-president, marketing and strategy, Mahindra Finance, tells afaqs! that at the company,
most customers are first-time borrowers; and hence, lack credit history. Therefore, innovative
assessment tools have been developed, whereby it is possible to evaluate whether the
customer is in a position to repay the loan, based on earnings from his assets.

Currently, Mahindra Finance is the largest financier for Mahindra vehicles, both tractors and
utility vehicles; and the third largest financier for Maruti cars. Balaji adds, "With a majority
of country's population living in rural India, their loans to over 1,000,000 customers
belonging to low-income groups have proved to be a catalyst in helping rural India surge
ahead in a big way. Mahindra finance currently provides employment to over 6,200 people,
who belong to the areas in which they serve, ensuring that their employees truly understand
their customers."

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 Advertising for the Product/Brand over the year

Mahindra tractor loan

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