BRAND POSITIONING OF SCORPIO

BRAND POSITIONING OF SCORPIO

Presented ByKushalDey(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 SectorFarm 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 indiaIndian 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%.

Mahindra Scorpio

Mahindra Jeep

Bolero

Mahindra XyloMahindra Champion

Mahindra AxeM & M PRODUCT PORTFOLIO

Objective and Rationalizing Brand portfolioObjectives wereDominating 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 areStraight CarriageContract CarriageGoods CarriagePersonal Carriage

NEW Product development processUnique process called IDAM.Best in the world tie-ups, but in-house executionCustomer focus from thought to finish.A cross-functional ,co-located ,young ,lean team.Lowest project costIntensive testingAll 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 designerDue 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 launchIn the year 2002, 15000 units were being soldWith 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 2003Won 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 2002-03M&M sales increased by 16%(68,852 units )when compared to the previous year sales(55,920 units)

SWOT ANALYISIS

STRENGTHCross Functional TeamStrong Brand ImageAttractive PricingOfferings are of high quality, reliable, luxurious, durable.Maintanence cost is lowWEAKNESSConfusion about selection of nicheOne Manufacturing UnitLimited international market

OPPURTUNITIESGrowth in urban marketExploration of previously ignored nicheNewer innovationsTHREATSCompetition from foreign and Indian companiesIncreasing Fuel pricesTHANK YOU

REFERENCEShttp://articles.economictimes.indiatimes.com/2012-06-17/news/32270172_1_alan-durante-project-scorpio-pawan-goenka/2

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

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

http://www.etstrategicmarketing.com/Smmarch-april04/art7.html