marketing scorpio

7/30/2019 Marketing Scorpio

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Scorpio-Developing A WorldClass Product For The Indian

Market

Presented By-

Akanksha

Nahid Afrin

Abhishek Sallan


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Mahindra And Mahindra Mahindra & Mahindra Limited (M&M) is a major

automobile company in India. It is the flagshipcompany of the Mahindra Group. The companywas set up in 1945 in Ludhiana.

Mahindra & Mahindra is a major automobilemanufacturer of utility vehicles, passenger cars,pickups, commercial vehicles, and twowheelers.


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OBJECTIVE

It all started in 1997 with the aim to continuedominating utility vehicle market in India

and to be a global niche player.

Its aim was to capture 50% market share of

the Indian utility segment and create theirname in the global market.


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Introduction - Scorpio

The Mahindra Scorpio is a SUV manufacturedby Mahindra & Mahindra Limited

Mahindra & Mahindra Limited launched MahindraScorpio as its first Sports Utility Vehicle in India in2002.


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History Of Scorpio Mahindra & Mahindra Limited launched Mahindra

Scorpio as its first Sports Utility Vehicle in India in2002.

In April 2006, the company launched an upgradedScorpiodubbing it the 'All-New' Scorpio.


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Exports Of Scorpio The Mahindra Scorpio is sold across the world in

countries such as:

Italy

Spain France

Sri Lanka

South Africa

Brazil Russia


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Design and Interior ofScorpio

Smooth and shiny front grille and sparkling taillamps cluster.

Comfortable fabric seats, individual armrests, ACvents for the rear side, mobile charging facility andsmall storage spaces.

The car ensures comfort even during long journeys


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Variants and Price Mahindra Scorpio is available in four different

variants

Turbo 2.6

Turbo 2.6DX Sportz

Turbo 2.6SLX

The price range of the car varies from Rs 7.21 lakh toRs. 9.2 lakh.


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Segmentations of the cars

A segment

Omni , Maruti800 , Nano

B segment

Maruti Zen, Maruti-Alto, Tata Indica, Maruti Wagno R

B+ segment

Fiat palio.


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Continue Lower C segment

Maruti esteem, Ford icon, Fiat siena, opel corsa,hundai accent

Upper c segmentHonda city, Toyota corolla , Mitsubishi-lancer

D segment

Scoda Octavia, Opel Vectra, Toyota Camry , Ford

Mondeo , Mercedes-C-Class E segment

Mercedes E class


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Wanted to continue to dominate the rural andsemi-urban market with a range of productscatering to the need for low cost ,masstransportation

Wanted to develop a strong presence in the fastgrowing urban markets with a range of products

Strategy of Mahindra andMahindra


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Objective Of ProjectScorpio

The broad objective of Project Scorpio were tocreate a new segment and retain marketdominating by differentiating its offerings vis--visMNCs and to offer an excellent value proposition


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Problems1 Uncertainty.

2 Cut Throat Competition.

3 Niche segment.

4 Lack of Resources .5 People perceive Mahindra and Mahindra to be

uncomfortable, rough and not easy to drive.

6 Mahindra has nothing to offer in urban market.


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Marketing Strategies

Advertising and Promotion strategy

Pricing Strategy

New product development IDAM

Global alliances

consumer focus

Low project cost


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Facts of IDAM

They took a number of 120 persons of an averageof 27 years

They had worked round the clock & divided in to 19cross functional design teams

The project cost was 120 million US dollars.


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Continue

Seventy four vehicles were build only for testing

They used the (STEP) simultaneous testing &examining process

They checked &retested every component till they

didnt got the best combination.


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Manufacturing Set Up

A world class manufacturing set up was spreadover 120 acres

Its capacity was 40000 units annual on a 2 shift basis

It was stabilized in Nasik with a investment of 120Million


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Distribution Strategy

Phased launcho Mumbai, Bangalore, Delhi & Chennai

o With in four months---20 cities

o With in a year---50 cities

Showroom experience.

Infrastructure: 35 showrooms across the countrywere same


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Pricing Strategy Competition With

Accent

Ikon

CorsaEsteem

Qualis

Safari

Sumo


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MAJOR PLAYERS IN AUTOMOBILE SECTORS.


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Suggestions They should come up with new models and

variants in Scorpio.

They should adopt innovative techniques.

They should enhance their resources.

They should target the mass market.


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Continue.. They should take proper feedback from the

consumers and develop their product accordingly.

They should provide various promotional schemeslike discount, exchange offer to boost up their sales..


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Thank u .

marketing scorpio

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