CONTENTS

1. Introduction of M&M 2. Introduction of Scorpio 3. Performance of the Car 4. Market Positioning 5. Target Market 6. Strategic Branding Approach 7. Case Study Analysis 8. Value Proposition 9. Awards and Recognition 10.References

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Introduction of M&M Introduction of Scorpio Performance of the car Market Positioning Target Market Strategic Branding Approach 7. Case Study Analysis 8. Value Proposition 9. Awards and Recognition 10.references

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Introduction of M&M Introduction of Scorpio Performance of the car Market Positioning Target Market Strategic Branding Approach 7. Case Study Analysis 8. Value Proposition 9. Awards and Recognition 10.References

1. The Company was Incorporated and converted into Public Limited in 1955 at Mumbai.

2. It is being segregated in two product lines

Farm Equipment and Automotives

3. The Farm Equipment Division makes

tractors and other farm implements, while

the automotive division is focused on the utility vehicle (UV) market.

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Introduction of M&M Introduction of Scorpio 4. Till 1991, it was market leader in UV Performance of the car vehicle as it had 50% of the market share. Market Positioning But, sudden competition from big Target Market Strategic Branding Companies like Telco and Toyota. Approach 7. Case Study Analysis 8. Value Proposition 5. In 1996, to target the new market they 9. Awards and Recognition came up with the idea of introducing 10.References Scorpio.

6. In 2002, they launched India's first indigenous sports utility vehicle, Scorpio.

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Introduction of M&M Introduction of Scorpio Performance of the car Market Positioning Target Market Strategic Branding Approach 7. Case Study Analysis 8. Value Proposition 9. Awards and Recognition 10.References

1. The company planned to enter the SUV segment with a new product which could

compete globally.

2. The new Mahindra Scorpio SUV had all of its major systems like design, engineering of systems, testing, validation, materials selection and sourcing was all directly done by suppliers with the only input from Mahindra being design, performance specifications and program cost.

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Introduction of M&M Introduction of Scorpio Performance of the car Market Positioning Target Market Strategic Branding Approach 7. Case Study Analysis 8. Value Proposition 9. Awards and Recognition 10.References

DIFFERENT GENERATIONS

First Generation

Soon after the success of the Scorpio,

Mahindra launched an upgraded Scorpio with

plush seats and rear centre arm rest, dual tone exterior color and various minor changes.

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Introduction of M&M Introduction of Scorpio Performance of the car Market Positioning Target Market Strategic Branding Approach 7. Case Study Analysis 8. Value Proposition 9. Awards and Recognition 10.References

DIFFERENT GENERATIONS

Second Generation

1. In April 2006, the company launched an

upgraded Scorpio dubbing it the 'All-New'

Scorpio.

2. In June 2007, Mahindra launched a pickup version in India known as the Scorpio Getaway.

DIFFERENT GENERATIONS
1. 2. 3. 4. 5. 6. Introduction of M&M Introduction of Scorpio Performance of the car Market Positioning Target Market Strategic Branding Approach 7. Case Study Analysis 8. Value Proposition 9. Awards and Recognition 10.References

Third Generation

1. In April 2008, Mahindra revealed a concept of a diesel-electric hybrid

version of their Scorpio SUV, with a 6

speed automatic transmission gears.

2. In 2009, they came up with more safety

measures such as ABS Brakes and Airbags.

First year of launch

1. 2. 3. 4. 5. 6.

Introduction of M&M Introduction of Scorpio Performance of the car Market Positioning Target Market Strategic Branding Approach 7. Case Study Analysis 8. Value Proposition 9. Awards and Recognition 10.References

1. Scorpio to capture 22 per cent of the premium hard top market in F03 (9 months) 2.Sell 12000 Scorpios in F03 (9 months) 3. Mahindra unaided brand recall score to increase by 22 pts (defined in terms of Brand Track study scores) 4. Scorpio brand recall score to achieve 50 points (in W4)

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Introduction of M&M Introduction of Scorpio Performance of the car Market Positioning Target Market Strategic Branding Approach 7. Case Study Analysis 8. Value Proposition 9. Awards and Recognition 10.References

Within three years of launch

* Scorpio to capture 45 per cent of the premium hard top market * Scorpio to sell 24,000 units in F04 * Mahindra to emerge as a true urban player

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Introduction of M&M Introduction of Scorpio Performance of the car Market Positioning Target Market Strategic Branding Approach 7. Case Study Analysis 8. Value Proposition 9. Awards and Recognition 10.References It was positioned as such that it should

communicate that the vehicle is better than

rest of all the UV cars and is a better buy in terms of money.

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Introduction of M&M Introduction of Scorpio Performance of the car Market Positioning B C Target Market Class Class Strategic Branding Approach 7. Case Study Analysis 8. Value Proposition 9. Awards and Recognition 10.References These buyers were analyzed in terms of their expectations from a car, their perceptions about cars and their relationship. A comprehensive research was done by the companies like Mind & Mood, ICON and VIP.

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Introduction of M&M Introduction of Scorpio Performance of the car Market Positioning Target Market Strategic Branding Approach 7. Case Study Analysis 8. Value Proposition 9. Awards and Recognition 10.References

The findings of the research was:

Size matters- big size stands for status

* Consumers seek latest technology * Imagery but at affordable prices

* The sheer thrill and passion of driving an

SUV * Power of the vehicle makes a statement * But along with the others, luxury was a very important parameter along with affordable prices of the car.

They did not follow the traditional approach 1. 2. 3. 4. 5. 6. Introduction of M&M Introduction of Scorpio Performance of the car Market Positioning Target Market Strategic Branding Approach 7. Case Study Analysis 8. Value Proposition 9. Awards and Recognition 10.References of targeting the niche market nor capturing the gap existed in the market,

Rather they wanted to make SV a Mass Concept in India.

A Scorpio had to be seen as providing carlike driving pleasure and at the same time

providing the edge over cars in space,

power, style, fuel efficiency, luxury and comfort.

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Introduction of M&M Introduction of Scorpio Performance of the car Market Positioning Target Market Strategic Branding Approach 7. Case Study Analysis 8. Value Proposition 9. Awards and Recognition 10.References

In short they wanted to maintain the

International Standards like Pajero.

The Scorpio product package offered Superior technology, Dynamic Looks, Car-like product and great value for the price

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Introduction of M&M Introduction of Scorpio Performance of the car Market Positioning Target Market Strategic Branding Approach 7. Case Study Analysis 8. Value Proposition 9. Awards and Recognition 10.References

ISSUES

Pricing decisions in Indian automobile industry Promotion and positioning a new

product in automobile industry

Event marketing as a marketing communication tool

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Introduction of M&M Introduction of Scorpio Performance of the car Market Positioning Target Market Strategic Branding Approach 7. Case Study Analysis 8. Value Proposition 9. Awards and Recognition 10.References

1. Car Plus
2. Baseline - Nothing Else Will do 3. Brand Strategy - Parent brand

relationship
4. Brand Endorsement Strategy 5. Advertising and Promotions Strategy

6. Media Strategy
7. Distribution Strategy 8. Pricing Strategy

1. 2. 3. 4. 5. 6.

Introduction of M&M Introduction of Scorpio Performance of the car Market Positioning Target Market Strategic Branding Approach 7. Case Study Analysis 8. Value Proposition 9. Awards and Recognition 10.References

1. Car Plus
2. Baseline - Nothing Else Will do 3. Brand Strategy - Parent brand

relationship
4. Brand Endorsement Strategy 5. Advertising and Promotions Strategy

6. Media Strategy
7. Distribution Strategy 8. Pricing Strategy

1. 2. 3. 4. 5. 6.

Introduction of M&M Introduction of Scorpio Performance of the car Market Positioning Target Market Strategic Branding Approach 7. Case Study Analysis 8. Value Proposition 9. Awards and Recognition 10.References

1. Car Plus

2. Baseline - Nothing Else Will do

3. Brand Strategy - Parent brand

relationship
4. Brand Endorsement Strategy 5. Advertising and Promotions Strategy

6. Media Strategy
7. Distribution Strategy 8. Pricing Strategy

1. 2. 3. 4. 5. 6.

Introduction of M&M Introduction of Scorpio Performance of the car Market Positioning Target Market Strategic Branding Approach 7. Case Study Analysis 8. Value Proposition 9. Awards and Recognition 10.References

1. Car Plus
2. Baseline - Nothing Else Will do

3. Brand Strategy - Parent brand

relationship
4. Brand Endorsement Strategy 5. Advertising and Promotions Strategy 6. Media Strategy 7. Distribution Strategy 8. Pricing Strategy

1. 2. 3. 4. 5. 6.

Introduction of M&M Introduction of Scorpio Performance of the car Market Positioning Target Market Strategic Branding Approach 7. Case Study Analysis 8. Value Proposition 9. Awards and Recognition 10.References

1. Car Plus
2. Baseline - Nothing Else Will do 3. Brand Strategy - Parent brand

relationship

4. Brand Endorsement Strategy

5. Advertising and Promotions Strategy

6. Media Strategy
7. Distribution Strategy 8. Pricing Strategy

1. 2. 3. 4. 5. 6.

Introduction of M&M Introduction of Scorpio Performance of the car Market Positioning Target Market Strategic Branding Approach 7. Case Study Analysis 8. Value Proposition 9. Awards and Recognition 10.References

1. Car Plus 2. Baseline - Nothing Else Will do 3. Brand Strategy - Parent brand relationship 4. Brand Endorsement Strategy

5. Advertising and Promotions Strategy

6. Media Strategy
7. Distribution Strategy 8. Pricing Strategy

1. 2. 3. 4. 5. 6.

Introduction of M&M Introduction of Scorpio Performance of the car Market Positioning Target Market Strategic Branding Approach 7. Case Study Analysis 8. Value Proposition 9. Awards and Recognition 10.References

5. Advertising and Promotions

Strategy
Scorpio advertising had a very high recall for the Mahindra brand as well as for the product . Apart from this, advertising actually positioned Scorpio as a powerful vehicle with a sporty look, solidly built with good cargo capacity amongst the premium car consumers and sports utility vehicle consumers. Overall response to the Scorpio was stupendous.

1. 2. 3. 4. 5. 6.

Introduction of M&M Introduction of Scorpio Performance of the car Market Positioning Target Market Strategic Branding Approach 7. Case Study Analysis 8. Value Proposition 9. Awards and Recognition 10.References

1. Car Plus 2. Baseline - Nothing Else Will do 3. Brand Strategy - Parent brand relationship 4. Brand Endorsement Strategy 5. Advertising and Promotions Strategy

6. Media Strategy
7. Distribution Strategy 8. Pricing Strategy

1. 2. 3. 4. 5. 6.

Introduction of M&M Introduction of Scorpio Performance of the car Market Positioning Target Market Strategic Branding Approach 7. Case Study Analysis 8. Value Proposition 9. Awards and Recognition 10.References

6. Media Strategy

1. Public Relation

2.

Mass Media

3. Direct Marketing 4. Events

1. 2. 3. 4. 5. 6.

Introduction of M&M Introduction of Scorpio Performance of the car Market Positioning Target Market Strategic Branding Approach 7. Case Study Analysis 8. Value Proposition 9. Awards and Recognition 10.References

1. Car Plus 2. Baseline - Nothing Else Will do 3. Brand Strategy - Parent brand relationship 4. Brand Endorsement Strategy 5. Advertising and Promotions Strategy 6. Media Strategy

7. Distribution Strategy
8. Pricing Strategy

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Introduction of M&M Introduction of Scorpio Performance of the car Market Positioning Target Market Strategic Branding Approach 7. Case Study Analysis 8. Value Proposition 9. Awards and Recognition 10.References

7. Distribution Strategy

1. Phased Launch 2. Showroom Experience 3. Infrastructure

1. 2. 3. 4. 5. 6.

Introduction of M&M Introduction of Scorpio Performance of the car Market Positioning Target Market Strategic Branding Approach 7. Case Study Analysis 8. Value Proposition 9. Awards and Recognition 10.References

1. Car Plus 2. Baseline - Nothing Else Will do 3. Brand Strategy - Parent brand relationship 4. Brand Endorsement Strategy 5. Advertising and Promotions Strategy 6. Media Strategy 7. Distribution Strategy

8. Pricing Strategy

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Introduction of M&M Introduction of Scorpio Performance of the car Market Positioning Target Market Strategic Branding Approach 7. Case Study Analysis 8. Value Proposition 9. Awards and Recognition 10.References

8. Pricing Strategies a. Aggressive pricing b. Prices were lower than the competitors c. M&M ability to price Scorpio economically to its effective purchasing and manufacturing practices.

Auto Build India Golden Steering

1. 2. 3. 4. 5. 6. Introduction of M&M Introduction of Scorpio Performance of the car Market Positioning Target Market Strategic Branding Approach 7. Case Study Analysis 8. Value Proposition 9. Awards and Recognition 10.References Wheel for Technology of the Year 2010.

Best Off -Roader Vehicle of the

Year 2009 Award, from Carwale.com . Renowned market research firm

IMRB, ranks Scorpio in the highest

level in its 'Olympic' category, 2nd year in a row,the only 4-wheeler from

the automobile segment in the

Olympic category in the year 2007.

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Introduction of M&M Introduction of Scorpio Performance of the car Market Positioning Target Market Strategic Branding Approach 7. Case Study Analysis 8. Value Proposition 9. Awards and Recognition 10.References

Winner of 'Best SUV in Total

Customer Satisfaction' in the SUV

segment in NFO Automotives Total Customer Satisfaction Study in the

year 2004.

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Introduction of M&M Introduction of Scorpio Performance of the car Market Positioning Target Market Strategic Branding Approach 7. Case Study Analysis 8. Value Proposition 9. Awards and Recognition 10.References

1. http://www.etstrategicmarketing.com/S mmarch-april04/art7-1.html 2. http://www.icmrindia.org/Short Case Studies/Marketing Management/CLMM027.htm 3. http://www.youtube.com/watch?v=S0_0 KmrJTeY 4. http://www.moneycontrol.com/company -facts/mahindramahindra/history/MM 5. http://en.wikipedia.org/wiki/Mahindra_S corpio 6. http://www.carazoo.com/article/140920 0902/Interesting-facts-about-Mahindraand-Mahindra 7. http://www.businessworld.in/businesswo rld/businessworld/content/Born-BeScorpion.html