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  • Existing Brand & Dead Brand of Mahindra. Scorpio Voyager

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    harmjadi
    21 просмотров19 страниц
    Mahindra & Mahindra is one of the largest corporate groups in India with over $4.5 billion in revenue and over 40,000 employees. Some of its key brands and products include Scorpio, Bolero, Max, and Logan. The Scorpio SUV was launched in 2002 by a team of 120 members to change Mahindra's image, enter new market segments, and increase profits. An aggressive marketing strategy including press events, branding, and expanding dealerships helped Scorpio become very successful with over 35,000 units sold in its first 18 months.

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    Mahindra & Mahindra is one of the largest corporate groups in India with over $4.5 billion in revenue and over 40,000 employees. Some of its key brands and products include Scorpio, Bolero, Max, and Logan. The Scorpio SUV was launched in 2002 by a team of 120 members to change Mahindra's image, enter new market segments, and increase profits. An aggressive marketing strategy including press events, branding, and expanding dealerships helped Scorpio become very successful with over 35,000 units sold in its first 18 months.

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    21 просмотров19 страниц

    Existing Brand & Dead Brand of Mahindra. Scorpio Voyager

    Загружено:

    harmjadi
    Mahindra & Mahindra is one of the largest corporate groups in India with over $4.5 billion in revenue and over 40,000 employees. Some of its key brands and products include Scorpio, Bolero, Max, and Logan. The Scorpio SUV was launched in 2002 by a team of 120 members to change Mahindra's image, enter new market segments, and increase profits. An aggressive marketing strategy including press events, branding, and expanding dealerships helped Scorpio become very successful with over 35,000 units sold in its first 18 months.

    Авторское право:

    Attribution Non-Commercial (BY-NC)
    Скачайте в формате PPT, PDF, TXT или читайте онлайн в Scribd
    Отметить как неприемлемый контент
    из 19

    Existing Brand & Dead Brand Of Mahindra.

     SCORPIO
     VOYAGER
    FOUNDER
     Mr. K.C Mahindra.
     Mr. J.C. Mahindra.
     Mr. Gulam Mohammad.

    VICE CHARMAN &


    Managing Director
     Mr. Anand G Mahindra
    FOUNDERS-
    History
    Largest Corporate Group-
     Turnover- US $ 4.5 bn
     Ranking-

    Top 200 Companies in the world


    Top 10 Companies in India
     More than 40000 employees directly

    work with M&M


    Business Interest - M&M Group
     Automotive Sector
     Farm Equipments
     Trade And Financial Services
     Infrastructure Development
     IT Sector
     Specialty Businesses
    Automotive Sector-
     First Jeep in 1949
     3rd In India
     Largest Producer of MUV
    Product Range
    Type Product
    Three Wheeler Champion Range,
    Champion Alfa
    Range.
    MUV Commander, Bolero,
    Max Range, Savari,
    Max-pick-up
    SUV Scorpio Range
    Car Segment Logan
    LAUNCHING OF SCORPIO
     Launched in Aug 2002.
     A team of IDAM was formed which included
    120 members.
     The vehicle was named as SCORPIO from
    mahindra.
     Sold 35000, first 18 month
    OBJECTIVES

     To change a Image.
     To enter Into new market
    segment.
     To increase a profit.
     To satisfy the customer needs.
    Competitors
     Tata Safari
     Cheverlot Tavera
     Tata Sumo
     Toyato Innova
    Competitive Advantages
     Cubic Capacity 2197cc
     Gross Power
    Competitive Advantages
     Stylish look
     Modern interior
     Comfortable
     Competitive price
     Richness
    Marketing Strategy Used
     Bolero’s
    launching as a trial
    opportunity

     Positioning of the Scorpio as a car than


    UV
    (b’coz size of UV market was small)

     Press driven event


    Advertising

     Naming of the product differently


    (shadow endorsement strategy)

    Scorpio From Mahindra


    Brand Positioning
     Luxury of car, thrill of SUV.
     A Press conference was held in june 2002
    to sell the vehicle to the journalist & auto
    experts.
     Scropio crossing 29 states in 29 days.
     Nation wide Talent search programme
    named Scropio Speester with Timex in 10
    cites across the country.
     Tied up with Mission Istaanbul.
    Distribution strategy
     Updated for new customers with personnel
    that can handle queries & urban market.
     Capitalized on the existing dealers
     Dealers in the metros required to have
    different outlet for Bolero & Scorpio
     Outlets also handled after sales services &
    procurement of spare parts.
    Export volume of Scorpio

    3000 2533
    2275
    2500
    2000
    Units 1500
    885
    1000
    500 114 181

    0
    F03 F04 F05 F06 F07
    Year

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