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MAHINDRA 2WHEELERS SECTOR SCOOTERS BUSINESS CASELET
Mahindra Two Wheelers Limited (MTWL) is into the business of Developing, Manufacturing and Selling of Two Wheelers. This caselet pertains to the Scooters segment of the business.
BUSINESS BACKGROUND
Mahindra 2Wheelers was created with the inorganic acquisition of the once popular Kinetic Motor Company Limited (KMCL) to enter the highly competitive Indian 2wheeler market with a range of class defining scooters. Mahindra 2Wheelers partners with some of the worlds leading specialists in two wheelers to give the best in quality and innovation. Mahindra 2Wheelers entered the market in early 2009 with Flyte, followed by the launch of 2 new models, Rodeo and Duro, in late 2009. With improvements in the product and a new look, Duro was launched as Duro DZ in 2012. Duro DZ reported strong initial sales volume and is a star performer in the Mahindra 2Wheelers Portfolio. Rodeo too was re-launched as Rodeo RZ, with stylish, youthful looks and hi-tech features, in mid-2012. Rodeo RZ is still the only scooter in India with features such as the fully Digital Dashboard and front fuelling. In 2013, Mahindra entered the Motorcycle segment with the Centuro, and plans to dominate the scooter market too with strategic launches catering different segments.
LIVE CHALLENGE: SCOOTERS BUSINESS STRATEGY
The Scooter category dynamics have changed drastically in the last couple of years. Formerly viewed as a family or feminine product, Scooters have now become more acceptable to young males, owing to rapid urbanization, ease of riding gearless vehicles, better fuel economy and changes in styling. The Scooter category has seen a plethora of recent launches, as well as the entry of iconic international players such as Vespa and Yamaha entering the Indian Scooter market. There have been more than 9 new launches, with focus on expansion and high investments by all competitors. Scooter sales have grown 25% over the last 2 years, compared to the near stagnant4% growth in Motorcycles. This trend is expected to continue in the coming years. The competitive intensity in the 2Wheeler industry has increased greatly too, with faster refreshes, new launches, loud campaigns, localized activations and aggressive offers and discounts.
This year, the scooter industry has grown 35% so far, with monthly volumes of around 3.5 lac units. In spite of new launches, Activa has maintained its market leader position with a market share of 45% with strong month-on-month growth. Activa has maintained market leadership of the Scooter industry for around a decade now.
Mahindra War Room 2014 AFS Two Wheeler Caselet Broadvision Perspectives Client Confidential Page 2 of 2
Mahindra, being a relatively new entrant in a space dominated by known international players, needs to strategically define its position in the market place. The following are a few challenges faced by the Mahindra Scooters range:
Lower awareness of Mahindras presence in 2 Wheeler sector Perception as a new player and hence need to build credibility & confidence Market dominated by well established players like Honda, Hero, TVS & Suzuki
Although the aforementioned are the challenges faced by Mahindra Scooters, the perception of Brand Mahindra is very strong, providing the opportunity. To gain a significant market share, Mahindra would need to inevitably capture share from the market leader and come up with innovative plans to establish a strong hold in key markets. To shake the dominance of a market leader requires differentiated, innovative and clutter-breaking strategies. The dominance needs to be broken state-wise and hence one size fits all strategy may not work. Targeted and focused plan to challenge the market leader needs to be chalked out state-wise.
With this backdrop, please develop a comprehensive strategy to challenge the dominance of the market leader with Mahindra Scooters by focusing on the key states of India, which are strong scooter markets. Provide actionable localized strategies in Marketing, Sales and Customer experience, assuming a budget of INR. 1000/- per vehicle, keeping in mind that Mahindra 2Wheelers is the challenger brand taking on a dominant player.