PowerPoint Presentation

Scorpio Developing Brand Identity

BrandDynamics Pyramid Level of the Pyramid Typical percentage of share of expenditure at each level in the Indian SUV market M&Ms Brand Portfolio Cash CowFlankerLow end entry levelHigh end PrestigePositioning & Brand PromiseObjective was to create an SUV, but not to position it as an SUV, as the SUV market was less than a lakh buyers. The positioning was always CAR-PLUSMore space, more comfort, more power than a regular car. Brand Elements Brand Name (Scorpio) Conveys the outdoors, thrill, adventure and dominanceBrand Logo font colour is metallic re-emphasizing the metallic grill that is a dominant product visual feature. Mighty muscular on the top band of the logo talks about the masculinity and ruggedness of the product. Tagline Nothing Else will Do- conveys a very strong emotional desire to have the product and not settle for anything inferior Jingle Nothing Else Will do these words set to a progressive rock jingle and western vocals to emphasize the international appeal of the product

Brand Elements Cars used in communications were bright coloured to catch attention. Every communication was directed towards brining a sense of Owner Pride, Neighbours Envy and that no car whatsoever would ever match upBrand Elements were directed towards creating that sense of desire that wouldnt be satiated by any other car.

Analysis of the first Scorpio TVCInternational characters, blonde woman in pursuit of a good looking man (international appeal) driving a black Scorpio. The woman is piloting a helicopter. The Scorpio is black (classy, minimalist) and it drives through snowy locales in a foreign country In the end, the helicopter catches up and the blonde pushes the man aside to drive the vehicle herself. (women can drive it too, ease of driving) Ends with the Nothing else will do jingle. Communication: The Scorpio is so irresistible that even a helicopter pursuit is justifiable.

Brand Building

Cavalcade in Bombay

Scorpion King tie-up

ESPN Scorpio Speedster

Mahindra Great EscapeBrand Communities

Brand Revitalization With time Scorpio was loosing its thrill, adventurous brand image due to the entry of many other SUVs in the Indian Market which had better off-roading capabilities. So a TVC was made in which a man uses Scorpio to play golf in a desert, thus focusing primarily on the adventure and off-roading capabilities of the product.More competent engine added and that was the key POD now (mHawk)

New Positioning Off roader, hard-core and dominating

New Mahindra Scorpio mHawk engine New Scorpio with mHawk Engine Rs 7.99 (EX BS3) - 12.82*lakh (Getaway 4WD) (ex-showroom Delhi )

New Threats to Scorpio: Competitor Analysis

Future Growth Drivers11 year old product design must change, an overall facelift of the cars looks is imperative. M&M must focus on institutional buyers (police, political cavalcades) now that consumer interests have shifted to more international offerings like Duster, Ecosport and Terrano. International markets will drive profitability especially Western European markets (Mahindra Goa) and USA (pick-up truck version).