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SCORPIO(DEVELOPINGAWORLD-CLASS PRODUCTFORTHEINDIAN MARKET)

By:-

Amit SaxenaRoshan JachuckSunil SinghSuveer KhandelwalVinay Mehta

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INTRODUCTION

About Mahindra & Mahindra

Type : Public Company.

Founded: 1945.

Headquarters: Mumbai, India. Key people: Keshub Mahindra (Chairman),

Anand Mahindra(Vice-Chairman &Managing Director)

Industry: Automotive,Farm Equipment. Revenue: 6684 crore (10)

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COMPANYSGOAL (BEFOREGLOBALIZATION)

(1945-1991).

Dominate utility Vehicle market inIndia(rural)

To be a Global Niche player in UV market.

To be known worldwide for Quality,

Durability, Reliability.

Retain domestic market leadership with over50% market share in UV segment.

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AUTOMOBILE MARKET AFTER 1991

Loss of market share

Entry of global players

Aggressive competitionMarket of mahindra stagnating(rural

& semi urban).

High growth in urban market.

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STRATEGIESOF M&M

To continue to dominant rural and semi-

urban market with range of product for

low cost, mass transportation.

Develop strong presence in fast growing

urban market with range of products.

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PROJECTSCORPIOOBJECTIVE

To create a new segment and retain

market domination by differentiating its

offering vis--vis MNCs and to offer an

excellent value proposition.

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SCORPIO-HIGHLIGHTS

Indias First Indigenously Developed SUV

Launched In June 2002.

M&M Started Work On Project Scorpio From

1997. It Was Designed To Target Urban Market To

Fulfill The Demand Of Passenger Car As WellAs SUV Fans And Having Comfort And

EleganceThe UVs Design Fall Between Passenger Car

And SUV Called Car Plus

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CURRENT COMPETITORS

Tata Safari

Toyota Innova

Chevrolet Tavera

Toyota Fortuner

Mahindra Xylo, etc

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DISTRIBUTIONSTRATEGY

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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THE MARKETING STRATEGIES

Segment -- SPORT UTILTY VEHICLE

" It targeted individual car buyers in the top-end small car

segment and mid-size car segment, who already ownedcars and were ready to invest in another vehicle

Scorpio was positioned as a UV with great power and style

that offered "the ultimate driving experience, driving thrill,

luxury and comforts of a passenger car along with value for

money. CAR PLUS

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Baseline - Nothing Else Will doThe baseline captures the essence of the brand,which is superiority and uncompromising attitude. Italso summarises the spirit behind the making of the

Scorpio.

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ADVERTISINGAND PROMOTIONS STRATEGY

Car Plus positioning

Rational benefits

Emotional benefits

Relational benefits Brand Promise

o TVCs and press still shots shot in Australia

o International, premium, up-market association

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MEDIASTRATEGY

Role of Media

Dramatic and high impact launch

High visibility

Push brand image even by the media vehicle

PR, Mass Media, Direct Marketing, Events

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