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BRAND POSITIONING OF

SCORPIO

Presented By
KushalDey(314SM1005)

INTRODUCTION

Mahindra & Mahindra is a flagship company of the


Mahindra group based in Mumbai with a turnover of `55
billion.

The company was set up in 1945 in Ludhiana as


Mahindra & Mohammed by brothers K.C. Mahindra and
J.C. Mahindra along with Malik Ghulam Mohammed.

The shares of the company were listed in the Bombay


Stock Exchange in 1956.

Initially set up to manufacture general-purpose utility


vehicles, Mahindra & Mahindra (M&M) was first known
for assembly under license of the iconic Willys Jeep in
India.

In 1994 it was restructured into two operating


division i.e.
Automotive Sector
Farm Equipment Sector

Till 1990s M & M was the market leader with more


than 50 % of market share in UV segment.

By late 1990s faced strong competition from Telco


and Toyota

AUTOMOBILE MARKET IN INDIA

Indian Passenger Car Market was divided into


2 segment ie. Personal Cars and UVs.

By 2003 there were about 12 major players


in automobile market.

During the period of 1999-2003 the CAGR for


passenger cars segment was about 9% and for
UV segment it was 4%.

M & M PRODUCT PORTFOLIO

Mahindra Scorpio

Mahindra Xylo

Mahindra Jeep

Mahindra Champion

Bolero

Mahindra Axe

OBJECTIVE AND RATIONALIZING


BRAND PORTFOLIO
Objectives were
Dominating Rural and Semi Urban areas for
low cost transportation.
Developing strong presence in Urban areas
with value for money products.
Rationalizing Brand Portfolio included analysis
of market for various uses of MUV and SUV
which are
Straight Carriage
Contract Carriage
Goods Carriage
Personal Carriage

NEW PRODUCT DEVELOPMENT


PROCESS

Unique process called IDAM.


Best in the world tie-ups, but in-house
execution
Customer focus from thought to finish.
A cross-functional ,co-located ,young ,lean
team.
Lowest project cost
Intensive testing
All manufacturing set up .

ALTERNATIVE BRAND
POSITIONING OPTIONS

Emphasizing the involvement of customers in


designing the new offer based on effective
consumer research.
Positioning it as a vehicle which could cruise
on any type of road.
Positioning it as a vehicle designed by Worlds
top designer
Due to so many features ranging from
spaciousness, fuel efficiency, comfort, power
luxury branding it as the most powerful
vehicle on INDIAN roads.

AFTER EFFECTS.

1000 orders within 1 week of Scorpios launch


In the year 2002, 15000 units were being sold
With the demand of the vehicle growing up steadily
M&M increased its production from 1800 units per month
in 2002 to 2000 units per month in June 2003 and
increased to 2500 units by late 2003
Won many prestigious awards:The Car of the year
award 2003 from Business Standard Monitoring ,BBC
World Wheels and CNBC Auto cars.
The Companys automotive segment witnessed a 37%
increase in revenues from Rs.18.28 billion in 2001-02 to
Rs.25.11 billion in 2002-03
M&M sales increased by 16%(68,852 units )when
compared to the previous year sales(55,920 units)

SWOT ANALYISIS
STRENGTH
Cross Functional Team
Strong Brand Image
Attractive Pricing
Offerings are of high quality,
reliable, luxurious, durable.
Maintanence cost is low

WEAKNESS
Confusion about selection of
niche
One Manufacturing Unit
Limited international market

OPPURTUNITIES
Growth in urban market
Exploration of previously
ignored niche
Newer innovations

THREATS
Competition from foreign
and Indian companies
Increasing Fuel prices

THANK YOU

REFERENCES

http://articles.economictimes.indiatimes.com/
2012-06-17/news/32270172_1_alan-duranteproject-scorpio-pawan-goenka/2

http://www.mahindrascorpio.com/home.aspx

http://en.wikipedia.org/wiki/Mahindra_
%26_Mahindra_Limited

http://www.etstrategicmarketing.com/Smmarc
h-april04/art7.html

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