Case Study – Mahindra Scorpio

Group 8Ankur Jain 08FT-007

Meghna Pandey 08FT-024

Rajesh Kumar 08FT-035

Raviraj Kurdekar 08FT-036

Suraj Jadhav 08FT-054

Vijay Adhyapak 08FT-058

To target fast growing urban markets with a range of value for money products

Strategic Vision Focus on UV segment

Dominant player in India Significant global player

Not directly participate in the car market

Project Scorpio – Why???

SUV car buyers

Segment C (luxury car segment) buyers

Segment B (semi luxury car) buyers

Mahindra Scorpio - Target Audience

Spaciousness Powerful Engine Style & Looks Fuel Efficiency Luxury & Comfort Great Speed and Quick Acceleration Size for Status Affordable Price

Product Features

Segmentation Strategy Created a new segment b/w

Economy Segment Premium Segment

Price Range between 0.5 – 0.7 million

Wider Segment For Volume Growth Market Share

Seg B – 41% Seg C – 13%

Economy Segment

Premium Segment

Target Segment

Point of Parity SUV

Point of Differentiation Style & Luxury

Brand Positioning

Perceptual Map

0.25 0.3 0.35 0.4 0.45 0.5 0.55 0.6 0.65 0.7 0.750123456789

10

Scorpio

Performance

Pri

ce

Scorpio

Low Segment

Luxury Cars

SUVs

Keller’s Model

Salience Mahindra

Imagery Style Macho Posh, Sporty Sturdy Strong Not Rough Good Finish Nice Curves Weekend Car Stamina

Keller’s Model

Performance Powerful Quick Acceleration Spacious Fuel Efficiency

Judgement Large Spacious Performance

Keller’s Model

Feelings Comfort Style Luxury Smoothness Adventure

Resonance According to case it was the launch of Scorpio

hence no “Scorpio” resonance “Mahindra” Resonance – Patriotism as being Indian

brand, launched on 15th August

Keller’s Model

Brand Positioning: Option 1

Position as ‘Customer’s vehicle: what you want’ ; Emphasizing involvement of customers in designing

new offer based on effective consumer research

Consumer Behavior Implications Won’t create desired perception in minds of

consumers

Brand Positioning : Option 2

Ownership experience unprecedented in India

Consumer Behavior Implications Conveys status

Marketing Mix Implications Functionally superior product Premium Price

Brand Positioning : Option 3

‘most powerful vehicle on Indian roads’

Consumer Behavior Implications Doesn’t communicate POD to consumers

Marketing Mix Implications Superior performance Premium price

Luxury Cars Ford Ikon

Most Superior Car On The Road Hyundai Ascent

So Powerful That You Can Make Thinkable Things Happen

Maruti Esteem Most Comfortable Vehicle Money Can Buy

Opel Corsa Enjoy The Difference

Brand Positioning – Competition

SUVs Toyota Qualis

Large Vehicle For Large Indian Families (For Every Purpose)

Tata Sumo King Size (Toughness and Power)

Tata Safari Make Your Own Roads (Attitude and Lifestyle)

Brand Positioning – Competition

Options Sub Brand - Mahindra Scorpio

Positive images of mother brand Mahindra Association with Utility vehicle – not modern and young

Single brand – Scorpio Complete independent image of modern trendy Difficult to establish in any category

Branding Strategy for Scorpio

Options Brand Endorsement – Scorpio from Mahindra.

Positive association of Mahindra brand + New independent product image.

Mahindra brand portfolio does not get repositioned - Objective

Branding Strategy for Scorpio

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