Date: 12/12/2018

MARKETING MANAGEMENT

LIVE PROJECT REPORT

Topic: Branding and Strategies of Mahindra JAWA

Submitted To,

Mr. Kailas K.P. Submitted By,

Asst: Professor Grashma S -22(no)

IMT, Punnappara Harikrishnan O -23

Haritha K B- 24
Mahindra to Re-Launch Jawa Motorcycles
Brand in India
Jawa Motorcycles will be reportedly manufactured at Pithampur
plant and sold as a separate two-wheeler brand.

Mahindra seems to be becoming very aggressive and taking unique

expansion strategy. Right after acquisition of BSA two-wheeler manufacturer of
UK, the company now announces about re-launching iconic Jawa motorcycle
brand in India. The iconic motorcycle brand, which was operational in Indian
between 1950 and 1996, will get an all-new motorcycle line-up, and these
motorcycles will be manufactured in India only.

Mahindra’s acquisition of controlling stakes in Classic Legends will

reinvigorate the iconic BSA and Jawa brands. The Indian two-wheeler
manufacturer currently holds brand license agreement of Jawa which it will use
for the domestic market. However, the global appeal of BSA will make it
exclusive for international markets. Reports suggest that, all-new Jawa
motorcycles will be manufactured at Pithampur plant. Also, Mahindra won’t sell
the models under its own badge; instead Jawa will be a separate badge with the
iconic badge. Jawa Motorcycles was founded in 1929 in Czechoslovakia, and
introduced in Indian in 1950.

In the country Ideal Jawa India Ltd. based in Mysore started production in
early 60s. Before the production stopped in 1996, it produced several iconic
models which include Yezdi 250 ‘B’ Type, Jawa 350 type 634 Twin and Yezdi
250 Monarch. These motorcycles are seen as cult models now and have become
collector’s items.
 Now with Mahindra’s decision to give the Jawa brand a new life, the
motorcycle enthusiast certainly have reason to rejoice. Though new Jawa
motorcycles are expected to come featuring new technologies, and features, but
the retro charm will surely be there. As Mahindra claims, the new Jawa
motorcycles will be launched by 2018.

On the other hand, BSA motorcycles will be produced outside India as

reports suggest. Mahindra has recently acquired UK based BSA Motorcycles,
which is another iconic brand in world motorcycle industry. At an expense of Rs.
28 crores, Mahindra has bought 100% stake of BSA through its subsidiary Classic
Legends Pvt. Ltd. Though incorporated in UK, but BSA has presence in several
other countries like USA, Canada, Singapore, Malaysia, Mexico, and Japan as
well.

2018 Jawa 350

2018 Jawa 300

Marketing mix of Mahindra

India is one of the fastest growing markets for the automobile industry and
the company Mahindra and Mahindra is one such automobile company that has
revolutionized the markets. Founded in the year 1945, it is one of the leading
brands for agricultural tractors in terms of manufacturing and volume. This
multinational manufacturing organization has its headquarters in Mumbai and is
a public limited company. It faces stiff competition and its chief competitors are
as follows-

 Toyota
 Tata Motors
 Honda
 Hyundai
 Maruti-Suzuki
 Ashok Leyland
Product in the Marketing mix of Mahindra
Mahindra deal with farm equipment, utility vehicles and commercial
vehicles. Its portfolio includes a wide range of products that comprises heavy
trucks, light trucks, two wheelers, SUV’s, tractors and school buses. Mahindra
has also built military vehicles and its Willys jeep was used for transportation in
World War II. The esteemed company has also entered into partnership deal with
Renault S.A and its result was the beautiful Mahindra Renault Logan. The various
Mahindra products are-

 Mahindra Scorpio
 Mahindra Scorpio Getaway
 Mahindra Bolero
 Mahindra Pick-up
 Mahindra Quanto
 Mahindra XUV 5oo
 Mahindra Xylo
 Mahindra Thar
 Mahindra e2o
 Mahindra- Renault Verito

Place in Marketing mix of Mahindra

Mahindra owns many assembly plants and manufacturing plants. Its
assembly plants are located in China, India, Brazil and United Kingdom. It has a
global presence and its products are sent to countries like Italy, China, South
Africa, USA and UK. It has proved its capabilities by sending strong messages.
To test the markets of China it sent tractors to one single province and managed
to sell them at 20% higher price than its local rival because of its shrewd business
sense and the superior quality of the products. This is how it captured the markets
in China with determination and ample business sense. In India, its plants are
located in Bangalore, Chakan and Nasik in Maharashtra, Haridwar in
Uttarakhand.

Its manufacturing facilities are distributed and spread over a large area of
500,000sq. meters. The company’s infrastructure includes 30 offices for sales,
500 dealers, 600 stock points, 500 service points and all these are connected by
an all-encompassing IT structure. It has opened various showrooms all over the
country that have experienced and qualified salesperson with a distinctive market
knowledge. The offices are well-furnished and spare parts, equipment, services
are available to the customers at one go.

Price in the Marketing mix of Mahindra

The pricing policy of Mahindra is dependent upon various factors that
determine the sales price of the vehicles. The costs incurred at every stage
includes manufacturing to assembling the parts and making them a whole product
and the costs to reach the product to the consumer. The company has infiltrated
in every corner of the country with products that are reasonably priced and show
quality.

The company follows the policy of both the premium pricing and the
flexible pricing to grasp the maximum consumer value. The rates of all its
products are very competitive, as it has taken a lot of market research as well as
the cost factors and the competitor’s rates to arrive at a particular sales price. In
order to cater to the whims of every section of the masses they have launched
products with different prices that are suitable for different sections. These
noticeable changes are consciously taken decisions with appropriate prices to
balance their portfolio and garner more customers.
Promotion in the Marketing mix of Mahindra
Mahindra have taken various steps in order to promote their vehicles
throughout the world. It has decided to use the visual media and the print media
fully so that the people become aware of its potential and products.
Advertisements featuring attractive models with its products have been handled
gracefully so that Mahindra become a household name.

In 2011, Mahindra launched Karena Kapoor Khan, the famous actor, as its
brand ambassador for Mahindra two wheeler’s advertisements where she asks the
consumers to buy a two-wheeler as INR 1500 of petrol was being supplied free
with it. This highly entertaining and engaging campaign shows a peppy and
charming Karena enjoying her ride. Advertisements have been placed in
newspapers and various magazines as well as television and internet.

Under additional activities for sales promotion, it has organized exhibition

where catalogues are distributed and contests are held. The company has also
implemented different programs where they have rewarded the best talent in the
industry in terms of cash and job offers. These have also proved to be a good
promotional and beneficial move.
BRANDING

A. Our Purpose
We’ve made humanity’s innate desire to Rise our driving purpose: we will
challenge conventional thinking and innovatively use all our resources to drive
positive change in the lives of our stakeholders and communities across the world,
to enable them to Rise. Our purpose is why we exist and why we come to work
every day, infusing our lives with meaning, and galvanizing us to deliver our
promise.

1. Challenge Conventional Thinking

In thought and deed, we ask for no limits and we accept none. Where
people see problems, we see possibilities. Breakthroughs, not barriers. We dare
to not only do, but dare to disturb the universe itself.

2. Innovative Use of Our Resources

Our first instinct is not to find the right answer, but to question the question
itself. As we relentlessly seek to break fresh ground and solve problems,
alternative thinking and the ingenious use of resources drive us forward.

3. We enable our stakeholders to Rise

We work for the greater good. Advancing humankind. Connecting the
world. Reducing its distances. Inhabiting our customers’ world means co-creating
lasting, positive change in their lives.
B. Rise
"Rise" is a call to action. To challenge the status quo. To think alternatively.
To always drive positive change. It's also our purpose. Read on, to see how we
live our purpose.

C. Our Values
Our set of core values is the compass that guides our actions, both personal
and corporate.
Conclusion
The BSA bikes will have design teams outside India, however, there will
be some input taken from the R&D team here in Pune. The BSA bikes will mainly
be sold in the US, Italy and the UK.

The good news for India is that the JAWA brand of products will be made
in India at Mahindra's Pithampur plant and work for this is already underway. We
will see the first product come out of this plant within the next two years, so, yes
Mahindra might be looking at the 2018 Auto Expo as a deadline to showcase its
first Jawa product. Mind you, there will be no Mahindra badging on any of the
bikes and the bikes will carry on their heritage. Jawa will boast of separate
dealerships India considering the lifestyle element the brand carries with it. Do
not expect the revival of any of the bikes, though the styling of these bikes will
be Neo-retro and will carry their own charm.

In addition to that, Mahindra did mention that the company is working on

some new variants and iterations of the Mojo which will be introduced soon and
this will make the Mojo more accessible as well. While we already have a tourer,
soon we'll see variants like a cruiser and supersport make its way into the market.
While Mahindra Two Wheelers is focusing on the Mojo, it has no plans to work
on any new products for the Indian market yet. The Gusto and the Centuro have
been raking in decent sales numbers and both these will continue to be sold in
India and exported to the African and Asian markets.

Announcing the company's new plan of action, Pawan Goenka said, "We
are very excited about the new journey that we are embarking upon in the two-
wheeler space. Our focus on the premium, niche segment through Classic
Legends will bring alive some iconic brands like BSA and JAWA, not just in the
form of products but as an entire lifestyle."