Scorpio Brand 2007

Prepared by:

PRASAD JOSHI. ROLL NO. 04 RPIMS

Mahindra & Mahindra…. • Jeep, Armada and Tractors.. • Targeted semi-urban & rural consumers.. • No stable market.. • Enter into Urban market.. • Bolero.. • Competition.. • Decide to come with new vehicle.. •

SWOT STRENGTH

WEAKNESS

•Reputed Company • •Soft Top Sales

•Decline In Sales • •Loosing market share

OPPORTUNITIES

THREATS

•Emerging Automobile Industry • •Increasing Demand in Urban Market • •Customers Looking For Quality • •

•Competitors • •Price • •Entry of International brands •

New Vehicle.. Ø SCORPIO : Superior Technology, Dynamic Looks, Car-like Product and Great Value For Money • • Sold 11,800 Scorpio in 1st 9 months.. • Revenue increase by 37%.. • Share Price increased from Rs.100 to Rs. 400..

Efforts To Make

SCORPIO The Brand

Market situation • SUMO & QUALIS gathering the market.. • Mahindra Bolero’s sales declining.. • Urban cities showing potential for UVs.. • International UVs entered in market.. • Competition with cars.. • Market moving from traditional multi utility to luxurious vehicle..

• This simply meant that for achieving the volume, Scorpio needed to look beyond UVs in terms of competitive framework to decide on a marketing strategy.

Competitive Environment • Segment A cars- Economic Cars •

(growth rate....55.2% in 1999 to 34.2% in 2001)

• Segment B cars- Semi Luxurious Cars •

(growth rate-….42.9% in 2001)

• Segment C cars- Luxury Cars •

(growth rate….14.2% in 2001)

• Segment D & E cars- Super Premium Cars •

(growth rate….very low compare to others)

• Interpretations: All the vehicle are feature packed within a price range of Rs. 6-7 Lakhs. All of them, including UVs, are with a proposition of luxury and comfort, with no differentiation. • •

• Implication: With this analysis it came out clearly that the positioning of Scorpio has to be such that it should communicate that the vehicle is better than any of these cars and is a better buy in terms of money.

Consumer perspective • Size Matters- Big size stands for status.. • Consumer seek latest Technology.. • Imagery but affordable price.. • Thrill and passion of driving SUV.. • Power of vehicle makes the statement.. • Luxury is important factor.. • International vehicle define imagery

• The Key Consumer Insight that emerged from all the consumer analysis and which was used for strategy development was “Consumers want to consume premium imagery at prices affordable to them” •

What Mahindra decide.. • SUV in country that masses could buy.. • • • Hit the untapped market.. •

• • Comfortable, easy-for-city driving and imagery comparable to

Hide….

Show New….

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• Traditional UV of imagery tough..

• Car-like driving pleasure..

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•

• Off- roading..

• Edge over cars..

•

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• 4 X 4..

• Space, Power, Style, Luxury, Fuelefficiency, Comfort..

• • Niche market..

• • Status of Pajero at

SCORPIO : Superior Technology, Dynamic Looks, Car-like Product and price of mid-size Great Value For Money

car..

SCORPIO • 19 June 2003……….launch in market.. •

Positioning.. Scorpio….the Car Plus.. • Rational Benefits: World class vehicle, good looks, car like comfort, great value..

•

• • • Emotional benefits: Ownership

experience of thrill, excitement and power..

•

Scorpio….the Car Plus.. • Relational benefits: Young modern, premium, city companion, extension of lifestyle.. • • • Brand Promise: ‘Luxury of a car. Thrill of an SUV’..

Baseline.. “Nothing Else Will do”

• •

• This baseline captures the essence of the brand, which is superiority and uncompromising attitude. It also summarises the spirit behind the making of the Scorpio.

Why “Scorpio”? • Study of International brand names.. • Classification of names of mid-size cars.. • Analysis of international brand naming & strategy.. • New name were generated.. • Name researched through Qualitative & Quantitative techniques.. • Most liked name selected….“SCORPIO”

Brand Endorsement • Mahindra….the mother Brand.. • No modern and young image.. • “Mahindra” could not contribute value proposition.. • Ø Strategy: Shadow Endorsement • “Scorpio from Mahindra”

Advertising & Promotion • “Car Plus” positioning.. • Need to force on product strengths.. • Tone & model of ‘modern & urban lifestyle’.. • Shoot in Australia to give international feel.. • • Ø This help to brought ‘International,

Public Relation • First tool used for launching the Scorpio.. • Pre-launch excitement created.. • Media coverage.. • Massive coverage.. •

CRM • For positive word of mouth.. o Direct communications.. o Well-come pack.. o Satisfaction survey.. o Events.. o Festival offers.. o Reward offers..

Pricing Strategy • Premium Pricing….yet the universal brand.. • Avoid psychological pricing.. • Compete with mid size car like Accent, ikon, Corsa and UV’s like Qualis, Sumo and Safari.. • Ø Adopt penetrative Pricing strategy.. •

Distribution Strategy • Target – Urban Customers.. • Strong presence in Metros & Urban areas.. • • Launching…. Ø 1st in metros.. Ø 20 Cities within 4 months.. Ø 50 Cities within a year..

Promotion through Events • Scorpio Speedster..Fastest bowler.. • • Publicity through…. • Scorpion King •

• Gift to Bichung.. •

Use of Bollywood • 1st Scorpio gifted to Ajay & Kajol.. • • Main Hoon Na • • Slumdog Millenaire

n o i s n e t x E e n i L . … T N E M P O L E V E D S U O U N I T N • CO

• All New Scorpio.. • •

• In 2006..Hybrid Scorpio.. • • • • Scorpio Pick-up.. •

• •

• Diesel Electric-Hybrid SCORPIO.. • • • 2007..m Hawk Scorpio.. • • • 2008..the 6 Speed SCORPIO..

Within three years of launch

• Scorpio capture 45% of the market.. • • Sold 24,000 units in the year 2004.. •

• Mahindra to emerge as a true urban player.. • • What Else………….??

Thank You

ROHIDAS PATIL INSTITUTE OF MANAGEMENT STUDIES