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Group members Kush Rupani

Luve Rupani Puneet Mehta

Rajat Bhardwaj

Vikash

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Introduction:Mahindra and

Mahindra

A major automobile company in india

Flagship company of Mahindra group

In late 1990s:witnessed fast loss of market share

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Strengths & weaknesses

STRENGTHS-Rugged, Tough , Reliable ,

economical vehicle etc

WEAKNESSES-Uncomfortable , Rough , not

easy to drive, Rural imagery, down market etc

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Mahindra context

OBJECTIVES:

To create a new segment and retain market

domination

To differentiate offering-i.e to provide excellent

value proposition to the customer

To optimize project cost

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Consumer prespective for UV

Customer preferred big size it stands for status

Consumers seek latest technology

Thrill and passion of driving a SUV at

affordable prices

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TO Focus the customer

Mapped the market potential of the various

vehicle categories

Visited the market and met the customers

Customer requirement was converted into

product specifications

Customer inputs were taken at every stage

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vision

A vision to continue the domination of the

utility vehicle market in india;to be a global

niche player

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key achievements of process

A unique process called IDAM

Best in world tie ups

Customer focus from thought to finish A cross functional ,young ,lean team

Intensive testing

All new manufacturing set up

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TOTAL PROJECT COST

120 MILLION US DOLLARS

This was only 5th that world’s major players have

spent on the same project

74 vehicles were built only for testing

The product took 5 years to materialise from a

concept to the final product.

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"We are extremely proud of the Scorpio and are sure that it

would make both customers and car makers think

seriously about the SUV segment. We have anticipated

the potential of the SUV segment and believe that the strong value proposition the Scorpio offers would make it

a winner."

Anand Mahindra, vice chairman andmanaging director, M&M, in June 2002

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"As a product mix, it is a perfect fit. I would rate it seven

on a scale of 10."

Bijoy Kumar Y, Editor, Business Standard

Motoring magazine

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Marketing strategy

First year launch

To capture the 22% of the premium hard top

market in 9 months

To sale 12000 scorpio in feb.03

To make scorpio brand recall score to achieve

50 points

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Within 3 years of launch

To capture 45 % of the premium hard top

To sell 24000 units in feb.04 To make mahindra merge as new urban player

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Strategic branding approach

Scorpio did not take the traditional approach

It needed to be seen like car to appeal car buyer

It offered superior technology ,dynamicclook,value for money

Fuel efficieny,power style,space luxury,comfort

like a car

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Advertising and promotion strategy

29 days 29 states

“Nothing else will do”

Scorpion king

Speedster

Media coverage on IDAM approach,people behindScorpio,world class technology etc

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Images were shot in Australia to provide

international feel

CRM plan- Pack on filling up scorpio club form,

satisfaction surveys, Events, Rewards program

etc

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Pricing strategy

Competition with Accent , ikon, corsa,

esteem,qualis,saffari,sumo etc

It had to adopt a penetrating pricing strategy

So 5-7 lack Rs.

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Distribution strategy

Serve less markets but serve them well

Phased launch

-Mumbai , Banglore , Delhi & Chennai-within 4 months 20 cities

-within a year 50 cities

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Response

Achieved its target market share & sold 9000 in

the 1st 9 months of its launch

Advertising positioned Scorpio as a powerful

vehicle with a sporty look

High recall for scorpio as well as for mahindra

It has edged out most SUVs in the NFOcustomer satisfaction survey and is currently the

largest selling SUV in the country

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Scorpio buyer profile

Scorpio managed to pull out customers from the

C segment of vehicles

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Awards

Scorpio was awarded various from various bodies such

as

“CAR OF THE YEAR 2003”

- from Business Standard Motoring, CNBC AUTOCAR

“BEST SUV OF THE YEAR”

-BBC World Wheels

The Scorpio receive the Best Off roader vehicle of theyear 2009 award

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2002:Scorpio STD and

DX:

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2003:The new scorpio

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2004:Scorpio Slx

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2005:Scorpio Crde

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2006:43 new features

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2007:VLX

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2007:LX

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2008:Scorpio automatic

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2009:The new ICONIC Scorpio

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Thank you

scorpio-090719061344-phpapp01

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