Mahindra War Room 2015

2Wheelers - Peugeot Caselet

MAHINDRA 2WHEELERS SECTOR:

PEUGEOT INDIA ENTRY STRATEGY BUSINESS CASELET
The Mahindra Group entered into 2 Wheelers in 2008, with the acquisition of Kinetic
Motors. In the last 7 years, Mahindra 2Wheelers Limited (MTWL) has innovated and
differentiated in both the motorcycle and the scooter segments, with Mahindra Centuro
and Mahindra Gusto, which have won multiple awards. MTWL has expanded its global
reach too, and is currently exporting to 17 countries in 3 continents.
BUSINESS BACKGROUND
The global market for Two wheelers has witnessed a steady growth in the past few
years, and is expected to grow at a higher pace over the next 5 years. In FY14, the
global market size was around 58 million units, with nearly 75% of it coming from China,
India, ASEAN and Brazil. The Industry is also witnessing acquisition or partnership
activities like Bajaj-KTM, Kinetic Group-MV Agusta, VW-Ducati, to name a few. This
allows Indian brands to aspire for new markets and product segments globally.
India is the largest two wheeler market in the world, registering a cumulative annual
growth rate of 12% in the last 5 years. This momentum is expected to continue for the
next few years, though the rate may drop to 8-9%. The growth is expected to come from
both rural and urban markets, driven by both scooters and motorcycles. With the
increasing presence of global players, the industry is becoming intensely competitive,
with a lot of options available for the customer.
LIVE CHALLENGE: PEUGEOT INDIA ENTRY STRATEGY
Peugeot is a 200 year old group and is a well-recognized brand in urban mobility in
Europe for the last 116 years, being the oldest motorized two-wheeler manufacturer in
the world. Peugeot Motocylces (PMTC) is the name of the company which sells its
range of two wheelers under the brand name of Peugeot Scooters in more than 40
countries.
Peugeot Scooters offers a comprehensive range of scooters and mopeds, spanning
over 13 models in the 50-400cc range, including the successful 3-wheeled scooter
called the Metropolis and retro styled scooter Django in the European market. Peugeot
is respected as a strong heritage brand, renowned globally with aspirational values and

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Mahindra War Room 2015

2Wheelers - Peugeot Caselet

exciting new products. Peugeots manufacturing facilities are based in France and
China, and ranks 5th in Sales in Europe.
In 2014, Mahindra acquired a 51% stake in Peugeot Motocycles (PMTC), further
strengthening Mahindras position in the global stage. The new board of PMTC has 3
members of the Mahindra Group and 2 members of the PSA Group, and the unified
entity will focus on speeding up global expansion and one of the markets keenly
evaluated by PMTC is India.
India is the largest two wheeler market in the world. How can Peugeot Scooters
leverage Frenchness of its brand? Given the current aspirational association,
what should be the positioning of the brand in India and hence what should be
the communication strategy? How can dual brand strategy (Mahindra & Peugeot)
work for Indian two wheeler market? Can the brand extend to premium bikes
which is the fastest growing segment in two wheelers in India? What are the
synergy opportunities with MTWL in the areas of sourcing, distribution etc. What areas
should be leveraged and what not.
In line with the above, Define India entry strategy of Peugeot Scooters which
should comprehensively cover target segments, product portfolio, pricing,
manufacturing, distribution and sourcing.

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