brand story scorpio

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Advanc'edge MBA December 2004 Read on ................................... Nothing Else Will Do Scorpio: - Vibha Iyer The Planning Stage The context for creating the Scorpio was set by the need to create a distinct Sports Utility Vehicle (SUV) category. A market analysis revealed that there was no true SUV player in the market at that time. Another aspect that came to light was that a premium imagery associated with SUVs ,came at a cost. The company also wanted to build on the image, set by the previous Mahindra offering Bolero. Based on market analysis, the company set the objectives for Scorpio: best product package at an affordable price, capturing 40 percent of the premium utility vehicle market and enhancing Mahindra's image as a truly urban player. Making of the Scorpio The idea of creating a world- class vehicle was born in 1996. A CNBC Autocar India branded it "Car of the Year 2003". Business Standard called it the "Car of the Year" not once but twice consecutively. Even BBC Wheels lauded it with the Car of the Year title as soon as it was launched. All these adulations well in line with the brand's tagline of 'nothing else will do' speak of Mahindras' success story - Scorpio! The story of Scorpio is a challenging one as Mahindra & Mahindra chose not just to enter a fiercely competitive market but also change the rules of the game and in the bargain left competitors gaping.The image makeover was associated with style and substance by their urbane customers. "Every member of M&M family today stands proud, thanks to the phenomenal success of the Scorpio. The Scorpio although indigenously developed is truly a world-class vehicle, which aptly bridges the gap between style & adventure, luxury & ruggedness and performance & economy. Our effort then was to launch the Scorpio in a manner befitting the product and we have been able to build a brand with top of the mind recall across all consumer segments. " Mr. Rajesh Jejurikar, Vice President, Automotive Sector, Mahindra & Mahindra

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Page 1: Brand Story Scorpio

��������������December 2004

Read on ...................................

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The context for creating theScorpio was set by the need tocreate a distinct Sports UtilityVehicle (SUV) category. A marketanalysis revealed that there was notrue SUV player in the market atthat time. Another aspect that cameto light was that a premiumimagery associated with SUVs,came at a cost. The company alsowanted to build on the image, setby the previous Mahindra offering

Bolero.Based on market analysis, the

company set the objectives forScorpio: best product package at anaffordable price, capturing 40percent of the premium utilityvehicle market and enhancingMahindra's image as a truly urbanplayer.

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The idea of creating a world-class vehicle was born in 1996. A

CNBC Autocar India branded

it "Car of the Year 2003".

Business Standard called it the

"Car of the Year" not once but

twice consecutively. Even

BBC Wheels lauded it with the

Car of the Year title as soon as

it was launched. All these

adulations well in line with

the brand's tagline of 'nothing

else will do' speak of

Mahindras' success story -

Scorpio! The story of Scorpio

is a challenging one as

Mahindra & Mahindra chose

not just to enter a fiercely

competitive market but also

change the rules of the game

and in the bargain left

competitors gaping.The image

makeover was associated with

style and substance by their

urbane customers.

"Every member of M&M family today stands proud, thanksto the phenomenal success of the Scorpio. The Scorpioalthough indigenously developed is truly a world-classvehicle, which aptly bridges the gap between style &adventure, luxury & ruggedness and performance &economy. Our effort then was to launch the Scorpio in amanner befitting the product and we have been able to builda brand with top of the mind recall across all consumersegments. " Mr. Rajesh Jejurikar, Vice President, AutomotiveSector, Mahindra & Mahindra

Page 2: Brand Story Scorpio

��������������December 2004

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dedicated team of 120 peoplewhose average age was 27 workedunder the guidance of Dr. PawanGoenka who brought with him 14years of international experience inthe automobile industry,supported by Integrated Designand Manufacturing (IDAM), handin hand with CSC UK formerlyLucas Engineering).

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The project was initiallycodenamed Scorpio. Nalin Mehta,General Manager, Marketing,

Automotive Sector, Mahindra &Mahindra Ltd says, " When wewere hunting for a name, thecodename Scorpio itself came upas a popular choice. Hence wedecided to call the final productScorpio."

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Though the company's objectivewas to create a SUV, it consciouslydid not position Scorpio as a SUV.As Sanjay Yashroy, GeneralManager, !nterfaceCommunications, in charge of

media strategies explains ," … thepositioning of the Scorpio wasalways "car plus." We alwayshighlighted Scorpio as offeringsomething more than what a caroffered, more space, more comfort,more mileage, etc. So the 'car plus'positioning of Scorpio was clearlyInterface's contribution to theScorpio. Another aspect of thecommunication strategy was tohighlight the aspirational aspect."Explaining the rationale furtherMehta, " At that time, the carmarket was around 8 lakh, while

the SUV market consisted of lessthan a lakh buyers. So, we had todo something that would tickle theimagination of the buyer andentice him. We had to expand theexisting market for SUVs and thebest way

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Positioning influenced thecommunication strategies. So thead campaigns had lines like 'caryou can walk into, not crawl into',etc, which also conveyed thespaciousness that the Scorpio

offered.As Yashroy elucidated, " The

positioning was 'car plus' and theattributes were international and itwas all about aspirations, imagery,city, urban, etc. We realised thatthe press wasn't the appropriatemedium as it is static. TV being amoving medium could do justiceto the visual appeal that we wantedto create around the Scorpio." So,80 to 85 per cent of ad spends,especially during the launch wereon television ads. Anotherconscious decision was not havecelebrity endorsed ad campaign.Opines Yashroy, " Celebrityendorsement is a double edgedsword. There are a very smallnumber of celebrities in ourcountry. Exclusivity of celebrityendorsement is not something thatyou can control and hence at timesthere is mismatch between thepersonality of the celebrity and thepersonality of the brand. Also wefelt this wasn't the right time forthe human interface in positioning.Perhaps two years down the line,we may reconsider therequirement of the human elementin our communications. Secondly,we wanted to make a case forbrand Scorpio as a stand-aloneentity. We have the Mahindraheritage and the image ofsturdiness in the customerconsciousness. We needed toaddress the technology andnewness issues, which the Scorpiotook care of. He claims that a verycharacteristic Scorpio languageemerged from all theadvertisements, press, TV andotherwise One of which as Yashroyadds is, " The thought of 'choosingmy Scorpio over my luxury car' hasremained the thought in all ourads, whether it is the ad featuringthe Scorpio emerging out of themouth of the plane or the married

Page 3: Brand Story Scorpio

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couple ad."

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Recalls Yashroy, " We plannedto have a big bang launch for theScorpio. One way to do it was todo it through all forms of mediasuch as TV, press, radio, outdoors,etc. We decided against all otherforms of media except TV coupledwith ground events such as theLaunch Cavalcade. The idea wasto create a big-ticket launch whilemanaging your budgets" Thelaunch advertisement featured avery, rich, successful couple livingin a swish mansion. The ad showsthe man choosing their Scorpioover his luxury car.Unsurprisingly, it won the "BestProduct Launch" of the year awardat the India Leadership Summit, inNovember that year.

According to Yashroy,Mahindra & Mahindra with all itsUVs controls 50 percent of themarket share. Tata’s with theirSumo and Safari rank second andToyota with their Qualis are third.

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While the physical traits of theScorpio embody a car that ispowerful, provides car likecomfort and is luxuriously styledto fit international standards, thebrand persona is one who ispowerful and sophisticated. As abrand, Scorpio seeks to be anextension of the customer's lifestyleand symbolises a culture of thosewho live life on their own terms.While the self-image of the brandwas to be a cut above the rest andone that epitomises those whoexpect the best, a Scorpio user is anew economy self-madebusinessman with evolved tastes.Thus, Scorpio sought to augmentthe Mahindra image of beingtough and rugged.

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The promise that Scorpio heldfor the customer was in terms offunctional and emotional benefits.Ownership experience assured tobe one of thrill, excitement andpower; a Scorpio promised to bethe much-needed young modern,premium city companion. Thefunctional benefits were theexcellent styling, superiorperformance and car-like comfortat a value price.

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Brand building, in keeping withthe tough image, has been throughassociation with adventure sportevents such as Bike Brigade andthe Great Escape. Great Escape aseries of off-road expeditionsorganised by Mahindra &Mahindra gave motoringenthusiasts a chance to get awayfrom the humdrum of city life andenjoy the outdoors with family andfriends.

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Through the Scorpio TopgearLoyalty Programme, the brandseeks to extend the experience ofthe customer beyond just theownership of the vehicle so as togenerate positive word of mouth.Commenting on the success of theprogramme is Irfan Mulla,Account Director, !nterface

Communications, " Thesestrategies have helped us keep ourcustomers securely in our fold.Most of our Scorpio customers arenow opting for a Scorpio as theirsecond vehicle as well."

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Apart from the barrage ofawards that the Scorpio projectwon for Mahindra & Mahindra,the brand also earned a new swishimage in the eyes of the urbancustomer . Post Scorpio,Mahindra's tough and ruggedvehicle identity acquired anotherdimension to the essentiallyutilitarian one, as a company thatcan add style to utility.

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Looking into the future Yashroyforsees, “It's going to get morecompetitive in the future. Thereare more players entering the UVand the B and C segment. Toyotais coming up with Nova, Ford hasalready launched Fuzon, Honda isrumoured to launch a vehicle inthe CR-V or the FR-V (FamilyRecreational - Vehicle). There'sdefinitely going to be morepressure on Scorpio. But we willcome up with suitable strategies inorder to protect our volumes andmarket share when the situationarises.”