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Prepared by:

PRASAD JOSHI.
ROLL NO. 04
RPIMS
Mahindra & Mahindra….
• Jeep, Armada and Tractors..
• Targeted semi-urban & rural
consumers..
• No stable market..
• Enter into Urban market..
• Bolero..
• Competition..
• Decide to come with new vehicle..

SWOT
STRENGTH WEAKNESS

•Reputed Company •Decline In Sales


• •
•Soft Top Sales •Loosing market share

OPPORTUNITIES THREATS

•Emerging Automobile Industry •Competitors


• •
•Increasing Demand in Urban Market •Price
• •
•Customers Looking For Quality •Entry of International brands
• •

New Vehicle..
Ø SCORPIO : Superior Technology,
Dynamic Looks, Car-like Product
and Great Value For Money

• Sold 11,800 Scorpio in 1st 9 months..
• Revenue increase by 37%..
• Share Price increased from Rs.100 to
Rs. 400..
Efforts To Make

SCORPIO
The Brand
Market situation
• SUMO & QUALIS gathering the
market..
• Mahindra Bolero’s sales declining..
• Urban cities showing potential for
UVs..
• International UVs entered in market..
• Competition with cars..
• Market moving from traditional multi
utility to luxurious vehicle..
• This simply meant that for achieving
the volume, Scorpio needed to look
beyond UVs in terms of competitive
framework to decide on a
marketing strategy.
Competitive Environment
• Segment A cars- Economic Cars
• (growth rate....55.2% in 1999 to 34.2% in
2001)
• Segment B cars- Semi Luxurious Cars
• (growth rate-….42.9% in 2001)
• Segment C cars- Luxury Cars
• (growth rate….14.2% in 2001)
• Segment D & E cars- Super Premium
Cars
• (growth rate….very low compare to others)
• Interpretations: All the vehicle are feature
packed within a price range of Rs. 6-7
Lakhs. All of them, including UVs, are
with a proposition of luxury and comfort,
with no differentiation.

• Implication: With this analysis it came out


clearly that the positioning of Scorpio
has to be such that it should
communicate that the vehicle is better
than any of these cars and is a better
buy in terms of money.
Consumer perspective
• Size Matters- Big size stands for
status..
• Consumer seek latest Technology..
• Imagery but affordable price..
• Thrill and passion of driving SUV..
• Power of vehicle makes the
statement..
• Luxury is important factor..
• International vehicle define imagery
• The Key Consumer Insight that
emerged from all the consumer
analysis and which was used for
strategy development was
“Consumers want to consume
premium imagery at prices
affordable to them”

What Mahindra decide..
• SUV in country that masses could
buy..


• Hit the untapped market..


• Comfortable, easy-for-city driving
and imagery comparable to
•Hide…. Show New….

• Traditional UV of • Car-like driving


imagery tough.. pleasure..
• •
• Off- roading.. • Edge over cars..
• •
• 4 X 4.. • Space, Power, Style,
Luxury, Fuel-
• efficiency, Comfort..
• Niche market..

• Status of Pajero at
SCORPIO : Superior Technology, Dynamic Looks, Car-like Product and
price of mid-size
Great Value For Money
car..
SCORPIO
• 19 June 2003……….launch in
market..

Positioning..
Scorpio….the Car Plus..
• Rational Benefits: World class vehicle,
good looks, car like comfort, great
value..



• Emotional benefits: Ownership
experience of thrill, excitement and
power..

Scorpio….the Car Plus..
• Relational benefits: Young modern,
premium, city companion,
extension of lifestyle..


• Brand Promise: ‘Luxury of a car. Thrill
of an SUV’..
Baseline..

“Nothing Else Will do”


• This baseline captures the essence of


the brand, which is superiority and
uncompromising attitude. It also
summarises the spirit behind the
making of the Scorpio.
Why “Scorpio”?
• Study of International brand names..
• Classification of names of mid-size
cars..
• Analysis of international brand
naming & strategy..
• New name were generated..
• Name researched through Qualitative
& Quantitative techniques..
• Most liked name
selected….“SCORPIO”
Brand Endorsement
• Mahindra….the mother Brand..
• No modern and young image..
• “Mahindra” could not contribute
value proposition..

Ø Strategy: Shadow Endorsement
• “Scorpio from Mahindra”
Advertising & Promotion
• “Car Plus” positioning..
• Need to force on product strengths..
• Tone & model of ‘modern & urban
lifestyle’..
• Shoot in Australia to give
international feel..


Ø This help to brought ‘International,
Public Relation
• First tool used for launching the
Scorpio..
• Pre-launch excitement created..
• Media coverage..
• Massive coverage..

CRM
• For positive word of mouth..
o Direct communications..
o Well-come pack..
o Satisfaction survey..
o Events..
o Festival offers..
o Reward offers..
Pricing Strategy
• Premium Pricing….yet the universal
brand..
• Avoid psychological pricing..
• Compete with mid size car like
Accent, ikon, Corsa and UV’s like
Qualis, Sumo and Safari..

Ø Adopt penetrative Pricing strategy..

Distribution Strategy
• Target – Urban Customers..
• Strong presence in Metros & Urban
areas..

• Launching….
Ø 1st in metros..
Ø 20 Cities within 4 months..
Ø 50 Cities within a year..
Promotion through Events
• Scorpio Speedster..Fastest bowler..

• Publicity through….
• Scorpion King

• Gift to Bichung..

Use of Bollywood
• 1st Scorpio gifted to Ajay & Kajol..

• Main Hoon Na

• Slumdog Millenaire
Ex te n s i o n
Lin e
M E N T … .
EV E LO P
U OU S D
N T I N
• CO
• All New Scorpio..

• In 2006..Hybrid Scorpio..



• Scorpio Pick-up..



• Diesel Electric-Hybrid SCORPIO..


• 2007..m Hawk Scorpio..


• 2008..the 6 Speed SCORPIO..
Within three years of
launch
• Scorpio capture 45% of the market..

• Sold 24,000 units in the year 2004..

• Mahindra to emerge as a true urban


player..

• What Else………….??
Thank You

ROHIDAS PATIL INSTITUTE OF MANAGEMENT STUDIES