BM Group Assignment

IV_Prof. R.Kamble_AY- 2015-16

Trimester-

Category: Star
Brand: MAHINDRA XUV5OO

Project Undertaken by;

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

Sirisha Adiraju (2014281)

Surabhi Chaudhary (2014288)
Shivam Tripathi (2014267)
Schubert Dsouza (2014257)
Sumit Gupta (2014340)
Udit Birpalia (2014310)

Course Instructor- Prof. R.Kamble

Institute Of Management Technology, Nagpur

..

1. MARKET SCENARIO
With the advent of vehicles like Mahindra Quanto, Premier Rio and Renault Duster launched
in the country, the Compact SUV market is making a name for itself with more and more
consumers moving towards this segment. Claiming to give an experience of both the worlds;
a compact premium hatchback and an entry level sedan, the makers of these SUVs are
pitching the product to appeal to a younger, professional and lifestyle oriented users.
According to Vivek Nayer, CMO, Automotive Division, Mahindra and Mahindra, says that
Mahindra is trying to create a new segment as the market for compact SUV was non-existent
in India. He explains that this segment will appeal to hatchback owners, entry level sedan
owners and SUV owners as well. There are areas and scope for improvement in each of these
segments. For example, he says hatchbacks are compact, have decent mileage and have easy
manoeuvrability but do not have the presence, high ground clearance or the space of an SUV.
We believe that the compact SUV is the best of both worlds, it allows the user to get the feel
of both the worlds. It is compact from the outside, easy to manoeuvre in the city, and at the
same time spacious from the inside, adds Nayer.

2. MARKET EVOLUTION
Has the market evolved? No says Nayer, he adds that Mahindra is evolving the market. With
the introduction of the Compact SUV Quanto, Mahindra claims to appeal to a wider audience
and hopes to draw volumes from all the three segments, which includes SUVs, hatchbacks
and sedans.
He believes that if all three segments are put together the market size is of one lakh vehicles
per month. He says that the premium hatchback market size is 40,000 a month, entry level
sedans size is 20,000 a month and SUV is another 40,000 a month.
According to a survey by Gaadi.com, the share of voice for compact SUVs is 36 per cent
compared to others which stands at 64 per cent. Indexed Data show that Mahindra Quanto in
the period from 16th October to 15th November got a score of 16 out of 100 in terms of share
of voice, followed by Tata Safari at 15, and Renault Duster at 11.

Fig 1. Share of voice

2.1 URBAN COWBOY OR RUGGED TERRAIN?
But is the retail strategy of foreign brands enough to counter the home grown brands in terms
of the compact SUV market? Kumar says that, product marketing is one thing but,

experiencing the product first hand can make or break a deal. As buyers become more
educated about quality, driving dynamics, features and safety, its a never-ending fight
between indigenous car makers and foreign brands. The strategy adopted by Indian car
makers is to provide a car with a whole lot more features while pricing it low. The multinationals on the other hand offer better build quality, safety features and the likes, he adds.
The figures in the past couple of months according to Gaadi.com seem to be moving in a
positive direction. According to the site, customers have welcomed the new compact SUV
segment. More players like Ford with EcoSport and Tata Motors with Compact Aria, are
expected to jump in the fray. Also according to the site, in terms of share of voice, 30 out of
the 100 people who searched for SUVs showed interest in a compact SUV.
With more than 15, 25,488 passenger vehicles sold in April-October 2012 (SIAM), which
also includes utility vehicles, compact or not, consumers are still having a tough time
manoeuvring during peak hours. Will the Compact SUVs only bring a sense of presence or
machoism on the streets or will they really help to cut through the tough traffic with space
and ease? Only time will tell.

3. COMPETITOR ANALYSIS
a) Tata Safari Storme
Tata Motors recently launched the facelift version of Safari Storme. Tata Safari Storme can be
a very good competitor for recently launched new age XUV 500 by Mahindra. Tata Safari
Storme has 7-seater. The drive train of Tata Safari Storme is AWD (All wheel drive). Talking
about the dimensions of Tata Safari Storme measures 4655mm in length, 1965 in width ,
1922mm in height, and has a seating capacity of 7.
b) Toyota Innova
Toyota Innova has become a household name in India. Be it any long drives with friends, for
large families this car is always preferred. Toyota Innova is an 8-seater, perfect for a large
family to travel together. Toyota Innova is a good competitor for Mahindra XUV 500. We
think, Innova has a better brand identity than XUV 500. Talking about the dimensions of
Toyota Innova, it measures 4585mm in length, 1765mm in width, 1760mm in height and is
an 8-seater.
The 2016 Toyota Innova has been spotted at least a dozen times by now and here, we even
have exclusive information on the 2016 Toyota Innova India debut! The next generation
Innova will be showcased at the 2016 Auto Expo, New Delhi (5-9, February) and will go on
sale shortly thereafter. The next generation 2016 Innova has been spotted several times and as
can be seen in the 2016 Innova image on this page, the new model Innova wont look much
like the current generation car. The front of the new 2016 Innova is more aggressive
compared to the ongoing 2014 model. It now gets an SUV-like stance at the front with large
windshield, high seating and large grille. The grille also have gone under the knife and looks
much more masculine now. The headlamps are also less-rounded and boxier with sharp edge
styling. The wheel arches are now more subtle and the side profile also gets some changes
over the ongoing variant. The highlight of the new model is the design of the rear-quarter
glass, which surely looks interesting.

Launch
As we just said, the new model 2016 Toyota Innova India debut will take place in February
next year. And in most likelihood, the launch of the new models premiere will be closely
followed by its market launch.
Prices
It is expected that the 2016 Toyota Innova prices would start at INR 10 lakhs (ExShowroom). The top-end variant could retail for over INR 16 lakhs.
Engine Specification
Toyota has unveiled a new set of motors that will power the next generation Innova
and Fortuner. Codenamed as the GD series, the new range of engines comprises of allnew 2.4-litre and 2.8-litre turbocharged Diesel motors that boast of Toyotas Economy with
Superior Thermal Efficient Combustion (ESTEC) technology. Both the engines have
a variable-geometry turbocharger. While the 2.4-litre unit that is expected to power the new
Innova has a maximum power of 160 bhp and a peak torque of 400 Nm, the 2.8-litre motor,
which will be available on the new Fortuner, has a peak power-torque of 177 hp-450 Nm. The
new-age engines will be available with both 6-speed automatic and manual transmissions.
Exterior Design
The 2016 Toyota Innova spy-shots reveal that the next-gen model will receive significant
changes to the exterior styling to give it a more modern look. It shall come with brand new
front styling by what we feel is inspired by its sibling the Toyota Fortuner. The
2016 Toyota Innova will get a taller and flatter front design giving it a more robust
appearance coupled with a higher front grille, larger headlights and a new bumper.
This Multi-Purpose Vehicle would not shift to a monocoque platform, instead the car will
make use of a ladder-frame setup which has proven to be rugged and durable. Also new is a
sharper D-pillar design and stylish new rear quarter glass, which give the new Toyota Innova
a completely different side profile. The rear end will feature a new multi-layered bootlid, new
tail lamps and rear bumper.
c) Renault Lodgy
Renault is quite popular for its Multi-Purpose Vehicle (MPV) We have considered Lodgy
could be a good competitor for Mahindra XUV 500. The Lodgy is a 7-seater. Renault Lodgy
could be a perfect family car. Talking about the dimensions of Renault Lodgy, the car
measures 4498mm in length, 1751mm in width and 1697mm in height. Renault
Lodgys engine displacement capacity is less when compared to other cars, it is just 1461cc.
Renault Lodgy outputs a power of 108 bhp @ 4000 rpm and peak torque of 245 Nm @ 1750
rpm. The engine of Renault Lodgy has been mated with 6-speed manual gearbox. Renault
claims, Lodgy could deliver a mileage of upto 19.9 Kms per litre most fuel efficient when
compared to other cars in this list. When it comes to Safety, Renault Lodgy offers 2 airbags in
the front for driver and co-driver.
It seems like only Mahindra XUV 500 offers 6 airbags as a safety feature.

4. STP : XUV5OO ORIGINAL

SEGMENTATION
Geographic segmentation: XUV segmented its market into Domestic segment and
International segment. Within the Domestic segment it further had 2 sub classifications:
Rural: The driving habit gave an indication that they are most likely to go for bigger
cars
like
SUVs only as it suited to their personality. Also due to larger families they preferred
this
category. Some of them also used Scorpio or Bolero and were satisfied by the
performance of them and continued using Mahindra
Urban: The urban consumers are from various professional backgrounds ranging
from
businessmen
to working professional in various fields like Doctors, IT professionals etc.
Demographic segmentation:
Gender: XUV segmented its market between Male and Female consumers.
TARGET AUDIENCE
XUV 500 targeted businessmen and working professionals in various fields. Mainly it
targeted the male segment across the Urban and rural markets in India. In Urban markets,
it targeted the aspiring middle class who wanted to experience the benefits of a large
SUV but at a lower price range. It also targeted king-size families who, through the ages,
chose Sumo over Jeep, Qualis over Sumo, then Tavera or Innova, and finally went on to
buy XUV500 for the fun of owning a beast, for family purpose.
POSITIONING

Targeting the SUV market segment this car positioned itself as a premium (Global)
SUV between the Scorpio and the premium SUV range which comprises of the
Toyota Fortuner, Chevrolet Captiva, Mitsubishi Outlander, Honda CR-V and the likes.
Brand Image: Mahindra claimed that the newly launched XUV has been inspired
from the fastest land animal- Cheetah

5. 4Ps of Marketing on XUV5OO

1. PRODUCT: XUV 500 was launched in 3 variants in 2011:

W6 2WD: the W6 was available in the two-wheel drive and included a 6-inch
monochrome infotainment display, two airbags, ABS with electronic brake-force
distribution (EBD), and disc brakes on all wheels.
W8 2WD: The W8 added GPS navigation, six airbags, a touch screen, electronic
stability program (ESP) with rollover mitigation, Hill Hold and Hill Descent control,
alloy wheels, and leather upholstery
W8 AWD: The W8 AWD additionally included Telescopic Steering, Leather
Upholstery, Power-foldable ORVMs, Puddle Lamps, Door Ajar Lamps, Camping
Lamp,

PRICE: Pricing Ex-showroom Delhi:

Mahindra XUV 500 W6 2 Wheel Drive - Rs 10.80 lakhs

Mahindra XUV 500 W8 2 Wheel Drive - Rs 11.95 lakhs

Mahindra XUV 500 W8 4 Wheel Drive - Rs 12.88 lakhs

PROMOTION: Promotion was done through the following media:

Social Networking sites: From the very beginning, Mahindra has carried out a digital
campaign on Internet: Facebook, Twitter, YouTube and has shunned the traditional
TV & print media. Before launch, Mahindra chose secrecy as a marketing strategy.
The online marketing campaign had three parts:
o Guess the Name: Users were invited to mouse over an area on the website
and uncover the real name of the W201. The activity was supported via
banners and a social media campaign on FB and Twitter. Users could also take
part in the activity on the FB fan page.
o Unveil the XUV campaign: Mahindra also created and launched a series of
sneak peek videos. Prospective customers could unlock different angles
marked on the wrapped vehicle. As soon as a certain number of likes was
reached, the webcam feed changed to show a different angle of the XUV500.
o Guess the price Consumers were shown an XUV500 under wraps, and asked
to guess the price. They then had to share the activity with friends. The person
whose guess came closest to the actual price would WIN THE XUV500. The
campaign was promoted mainly through social media
Advertising: The XUV was advertised on Television and Hoardings across
the major locations
Auto Expo: The XUV 500 has been promoted in Auto expos since its launch.
Discounts: XUV 500 has extended cash discounts, exchange offers, freebies,
corporate discounts and schemes.

PLACE: XUV 500 was first made available in Delhi, Mumbai, Bangalore, Chennai and
Pune. It was pitched against the likes of General Motors' Captiva and the Toyota Fortuner,
which were priced at around Rs 19-20 lakh.

6. STANDOUT FEATURES IN BRAND XUV5OO?

In 2011, Mahindra & Mahindra changed the sports utility vehicle market in India by
launching the XUV 5OO, the first monocoque SUV made by an Indian car manufacturer.
Slotted just above the Rs 10-lakh mark, it remained unchallenged for a long time. And then
the Renault Duster and Ford EcoSport, both compact SUVs, hit the dealerships and within no
time the Indian car maker found the XUV's sales figures severely dented. Still, the XUV was
the fastest SUV to cross the 100,000 mark in units sold, which is a pretty big deal. Two years
ago, the burly vehicle received a nip-and-tuck, but the changes were of such minor nature that
if you had blinked your eyes, they would have evaded your attention. Carefully managed
hype surrounding the launch translated into 35,000 XUV5OOs being sold in the first year,

with another 14,000 buyers on a waiting list. To meet the growing demand for the XUV5OO,
M & M planned to increase the monthly production to 5000 units by Sept-Oct 2012.
Mahindra XUV5OO received Total Customer Satisfaction Award from TNS Automotive.
The flagship vehicle from Mahindra received the award for being top ranked in the SUV
segment in the largest syndicated automotive study in India conducted by TNS Automotive.
The XUV5OO was rated the 5th best launch of 2011 across all categories by Business
Standard Strategist. In the year 2011, XUV5OO was the third most searched auto brand on
Google India. XUV5OO was also been rated the most reputed auto brand in the Reputation
Benchmark Study conducted by Bluebytes with a 74% lead over the 2nd most reputed car
brand. The XUV5OO launch digital campaign was recognized among the Top 5 of 2011 by
exchange4media.com. Yahoo India acknowledged XUV5OO as a path-breaker among the top
10 car launches of 2011.
Some of the awards and accolades received from auto experts include the prestigious Car of
the Year, SUV of the Year and Viewers Choice Car of the Year by ET Zigwheels
Awards 2011. It has also received laurels like SUV of the Year, Readers Choice Award and
Best Value for Money Car from Top Gear Magazine Awards 2011, SUV of the Year and
Viewers Choice Car of the Year awards from CNBC TV18Overdrive Awards 2012 and
SUV of the Year from NDTV Car & Bike Awards 2012 and Business Standard Motoring
2012 Awards.

XUV5OO FACELIFT
The new face lifted symbol of XUV5OO is the most recent in the cheetah-enlivened model,
which has been on the Indian streets since 2011. In its new symbol, XUV5OO facelift gets
styling changes both inside and outside alongside a large number of new components. The
company has also added a new top-of-the-line variant, W10, in the XUV5OO line-up, which
is valued at 15.99 lakh (ex-showroom, Delhi). The XUV5OO W10 gets new elements like
electric sunroof.

Fig 2. Electric Sunroof

As for styling, the new XUV5OO looks stylish with its new front grille with chrome inserts
and fog lamps and the side profile of the new XUV5OO includes 10 spoke 17 inch alloy
wheel. The windows of new XUV5OO also get chrome lining.

Fig 3. New Stylish Front Grille with Chrome Inserts

Fig 4. New Window Chrome Lining

Wheels

Fig 6. New Scuf Plate

Bezel

Fig 5. New Stylish New 43 cm Alloy

Fig 7. New Stylish Fog Lamps with Chrome

Inside the lodge, the car indeed gets an upmarket interior with the new dual-tone beige and
Sliver colour theme. The interior of XUV5OO includes new beige leather seats, fully
automatic temperature control and tilt power steering.

Fig 8. New Dual Tone Dashboard with Integrated Cluster Hood

It has also come up with New Muscular Bonnet with Hydraulic Assist in the front and at the
rear a chrome Applique.

Fig 9. New Muscular Bonnet with Hydraulic Assist

Fig 10. New Rear Chrome

The changes moves with New Sporty Aluminium Pedals and Icy Blue Lounge Lighting.

Fig 11. New Sporty Aluminium Pedals

Lighting

Fig 12. New Icy Blue Lounge

Going to the security highlights, the new XUV5OO has six airbags (front, side and curtain),
Electronic Stability Program (ESP), Hill Descent and Hill Hold control, and ABS with EBD.
Different elements of new XUV5OO incorporates reverse parking, logo-projection lights on
OVRMS, six ways power customizable driver seat, Push button begin/stop, Keyless entry and
7-inch infotainment touch-screen.

Fig 13. Reverse Parking Camera

Fig 14. Logo Projection Lights

Fig 15. Push Button Begin/Stop

In the engine, it conveys the same 2.2-liter four-chamber mHawk diesel process that
generates a power of 140 bhp at 3,750 rpm and a top torque of 330 Nm at 1,600-2,800 rpm.
The new XUV5OO facelift guarantees a fuel proficiency of 16 kmpl.
The XUV5OO facelift is accessible in seven body paints, including two new hues: sunset
orange and pearl white. The model is accessible for bookings crosswise over Mahindra
showrooms immediately.

7. EXISTING CAMPAIGN ELEMENTS

THE WEBSITE - http://www.mahindraXUV5OO.com/

FACEBOOK - https://www.facebook.com/MahindraXUV5OO

TWITTER - https://www.twitter.com/MahindraXUV5OO

YOUTUBE - http://www.youtube.com/MahindraXUV5OO

8. STRATEGIC BRAND PLAN

PHASE I
FUTURE PROMOTION AND CAMPAIGNS
a. Your Cheetah needs you CAMPAIGN - STYLE YOUR XUV5OO
Date of launch: September 2015
Objective: After the unprecedented success of the launch campaign for the face lifted
XUV5OO, the next challenge would be to incorporate customer reviews and feedback and
enhance their engagement. This would be facilitated by letting customers style their own
XUV5OO. Most popular choice would go into production and add to the XUV 5OO range.
Strategy: The campaign strategy is a continuation of the face lift launch campaign and aims
to increase the momentum of social conversation, engagement and most importantly
association with the brand.
A campaign throwing in the idea of What if while buying your new wheels, you get a
chance to style your cheetah your way?! would garner eyeballs from consumers and the
media alike.
Campaign Detail:
Medium: VIDEO on youtube and exclusive FB page
Content: Mahindra needs you for an exciting new projectwe build YOUR car
TOGETHER Choose the colour, equipment and details.

b. EMPOWERING DEALERS: XUV5OO Event Toolkit

Date of launch: October, 2015
Objective: Mahindra touts the importance of providing value, and while the new car is
certainly valuable, using social media to empower and motivate their entire workforce is
essential so that they can help the customers out which has a much bigger effect coming from
dealers, the immediate touch point.

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Mahindra would enhance their brand image via their dealers by launching a functional app
for the dealers: XUV5OO Event Toolkit
Strategy: The dealer service needs major re-strengthening to reinforce XUV5OO value to
customers both existing and potential ones. The company is a member of Open Automotive
Alliance (OAA), a global alliance of vehicle manufacturers, with leading edge technology,
committed to bringing the Android platform to cars.
Campaign detail:
Medium: Website
Content: The app collates customer insight, industry information and those all-important
brand stories, alongside technical vehicle displays, letting dealers plan Launch Events and
help customers be more informed when thinking about buying a new car.
Need to know if that special trim you saw in an ad is available in your locality? Your local
dealer will know instantly.
This shall be delivered across all regions (with 20+ Languages option) enabling ease of use
for dealers using the app regularly, and enabling Mahindra to keep all its staff up to date
quickly with regular updates.

c. AFTER SALES- SERVICE- Recharge your cheetah this New Year!

Date of Launch: January 2016
Objective: To upgrade existing after sales service by allowing host of services to customers
and encourage them to maintain their XUVs.
Strategy: To help customers to assess their vehicle and offer timely services and instant
response from dealers and service centres for immediate complaint handling. Also offer
discounts etc.
Campaign detail:
Medium: Website, newspaper Advert, TVC
Content: Your Cheetahs Year End Polish offers including:Free multiple Points Vehicle check-up with examination of the engine compartment,
electrical, underbody, exterior, interiors, etc.
10% Discount on Original Parts
ABS check, steering wheel check, total balance check
12% Discount on Value Added Services

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10% Discount on Accessories

Free Top Wash
Free valuation (current) of car with up gradation of car option with offer of 10% on
valuation!

PHASE II
1. XUV500 RELOADED
The Mahindra XUV500 is a resounding success for the Indian manufacturer. While there
were many skeptics doubting if a tractor maker could sell a Rs 15 lakh SUV, the initial lot of
bookings Mahindra received put an end to all skepticism and 4 years post the launch of the
first XUV, Mahindra has come up with a face lifted version called as the New Age XUV500.
Mahindra plans to cement its place in the Indian SUV market with the recent launch.
So, is the New Age XUV500 niggle free?
Well no car is niggle free but the XUV sells because of the value it offers. It sports seven
seats, a spacious second row of seats, a good feature list and a strong engine for the asking
price.
Given that there is a huge demand for an AMT variant and the existence of XUV500 AT in
Algeria, we are going to launch the much needed automatic version of New Age XUV500 in
the domestic market.
We have a plan to launch a series of clutch-less models, to tap into increasing demand among
India's urban automobile buyers for technologies that reduce the stress of city driving.
Automated manual transmission (AMT), a clutch-less technology that is more fuel-efficient
than manual transmission and nearly as comfortable as automatic without adding much to the
cost is being considered over the traditional AT.
Its an attempt to appeal to the larger audience in cities who have off late also opted for
Renault Duster, Nissan Terrano and Ford EcoSport.

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The 5-speed AMT feature would be optional as well as limited for people seeking to buy w8
and w10 variants of the XUV500. This has been done to fill the much needed gap for an AT
SUV between the 15L and 20L price range. The cost-conscious and small car-loving Indian
consumer avoided automatic cars because they were priced higher by 20-35% than the
manual cars and they consumed more fuel. That mindset, say industry experts, is slowly
changing.
A research done by consultancy firm Frost & Sullivan predicts sales of automatic (including
AMT) vehicles to reach about 5 lakh by 2020. AMT can take the credit for heralding that
change. It is cheaper than conventional automatic adds just 5-10% to the price and consumes
less fuel than manual transmission car. We are also going to bring in a set of new features to
strengthen our current positioning.
Swanky new features
The XUV500 truly pushes it's boundaries in this one. It now offers a 5-speed AMT, Google
Auto, and a host of other features that buyers would love to dig in.
Automatic Manual Transmission
Google Auto Replaces MapMyIndia
Reverse parking Camera by MobilEye
Rear windscreen Wipers
New interiors
Minor Improvements have been made in this front. We will stick to the black-beige. The
subdued colours appeal to a larger target audience.
Ambient Lighting with seven different colors
Leather upholstery
2nd row 60:40 split seats with fold flat capability
Infotainment System-Gesture Recognition
Google Now with Voice Recognition with regional language support
Front Row Head-Rest Monitors
Chrome finish (handles)
Engine stays the same

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The XUV500 AT is expected to continue with the same 2.2-liter four-cylinder m-Hawk diesel
engine. However, the current version has been tweaked for improved torque, fuel efficiency
and drive train ratios. It also features a new Brake Energy Regeneration system (ground
braking in this price category).
New colors
The New Age XUV500 would be available in two new colors - Sunset Red Metallic and
Deep Sea blue Metallic. This brings the total number to 7 colors in select variants.
AMT Supplier
For its smaller and compact SUV range, Mahindra can source its AMT from either Magneti
Marelli or ZF. Mahindra will be developing its very own AMT for larger and full size SUV
models in India.
Launch Timeline
The XUV500 Reloaded with AMT will make its grand entry in Auto Expo The Motor show
2016. This will be a great addition and will surely attract more buyers who were eagerly
waiting for an AMT version of the XUV500.
Pricing (Ex-Showroom Delhi)
W4-11.35L
W6-12.65L
W8 (AWD) - 15.24L, W8 (AWD) with AMT- 16.91L
W10 (AWD) -16.4L, W10 (AWD) with AMT- 18.09L

PHASE III
1. LIMITED EDITION SPORTZ ULTRA
Why Limited Edition?
The concept of Limited Edition of brands is not new. It has been used during many occasions,
from anniversaries to marketing tactics. Brands in the categories of watches, jewellery,
perfumes, disc products (music and videos), books, bikes and cars have all resorted to
launching Limited Editions, which are known for their exclusivity. These Limited Editions as
the name suggests have limited number of production and a limited production period. Their
exclusivity are a result of various add on features, which is not there in the present models,
and their exclusive designs for which these brands charge considerable amount of premium,
depending on the product and the customers. For customers Limited Edition of brands means

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exclusivity of the product, not only because of the features that they find beneficial to them
but majorly because of the status symbol that the brand brings along. Limited Editions are
also launched to create a buzz in the market about the brand. They increase brand visibility.
XUV5OO is a star product of car maker Mahindra. Earlier SUVs of Mahindra, Scorpio and
Bolero, are already a hit in the market. Scorpio is a much loved SUV overseas too, majorly in
Italy, South Africa, Australia, etc. Talking in terms of Indian Market the SUVs ranged
between 7 to 25 lacs were mostly purchased by politicians, contractors, mafias and hence,
even though in terms of sales became a huge success, it repelled the sophisticated customers
who wanted to buy SUVs for the love of sporty, powerful and rugged life. Adventure loving
people refrained from buying these cars as these were mostly owned by people who do not
have a decent reputation in the society. On top of this, because of the seating capacity of these
cars, a majority of them were used as taxis. So to cater to these disappointed customers
Mahindra launched XUV5OO, a very sophisticated SUV with a stylish design and packed
with a great number of features.
No wonder, XUV 5OO crossed the 1 lac sales mark within 34 months of its launch in
September 2011. This year on 25th May, 2015, the company launched a face lifted version of
the car. The new look is more appealing and as per the reviews on various forums and
magazines is much liked by the experts and also the customers. XUVs main competitor, as
per the sales executives at Mahindra and various news portals, is Toyota Innova. Innova at
one hand is better in terms of power and seating, XUV on the other hand is much better when
it comes to features. Moreover, XUV gets an edge when it comes to the shape of both the
cars. XUV looks very much like an SUV whereas Innova is MUV cum SUV. So for all the
SUV loving customers XUV becomes the first choice. Since the product is already a hit with
hardly any complaints (as per the online reviews by experts and customers), there is not much
scope for changes that we can bring into the product. Major changes will lead to higher cost
resulting in losing customers from the targeted market. Going at a very high end would mean
going into a different segment where it will face a tough competition from Ford Endeavor
and another star player Toyota Fortuner.
The need is to increase the brand visibility in the targeted market in order to attract more
customers. The company needs to expand its customer base in the targeted market. A limited
Edition with required amount of promotion would create a buzz about the brand around the
market.

2. DETAILS: LIMITED EDITION SPORTZ ULTRA

Last year in June 2014, Mahindra launched a XUV 500 Sportz Limited Edition. As per the
customers responses across various online platforms, it was a disaster. Majority of the
audiences termed the body graphics Ugly and Shabby. It seems Mahindra forgot that
XUV is meant for sophisticated customers and such design would least likely appeal to them.
Features that the special edition had were Sportz decals, alloy wheels with signature red
inserts, rear view camera, sporty leather-fabric seats, fog lamps & door handles with red
accents, roof rails in red and 'Sportz' badging. Ultra means extreme, so as the name suggest
that new Limited Edition will be much sportier and appealing in terms of exteriors and
interiors.
The Launch:The best time to Launch the Limtied Edition - Sportz Ultra would be on the 5th Anniversary
of XUV 500 i.e. in September 2016. This would be 8 months after the AMT (Automatic
Manual Transmission) version would be launched. The Sportz Ultra would be the limited

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edition of W10 with AMT and all wheel drive. The launch month will also have Ganesh
Chaturthi, a very prominent festival in Maharashtra. The following two months is the time
when the car sales are at its peak, especially during Dussehra, Dhanteras and Diwali.
Campaign:Campaign should start off with a teaser on the newspaper and the social websites. This should
be four days before the launch. The platform for this teaser would be the first half page of
leading newspapers like Times of India, Economic Times, Dainik Jagran etc. for their city
editions across India and also on Twitter and Facebook pages. Couple of days before the
launch a TVC would be launched and this time a full page ad on the leading newspapers
unveiling the car and its features. Extensive promotion on social media will help in brand
engagement.
Production and availability:The production period for the product will be limited with only 1000 units across the country.
The product to be available only in tiered one and two cities.
The new Limited Edition Sportz Ultra.
Ultra means extreme, so the name itself suggest that this Limited Edition version will be
much sportier and appealing in terms of exteriors and interiors.
Exteriors:

Body Colours There will be two versions of Limited Edition of Sportz Ultra, Black
and Orange. In the Black version the door facing side of the door handles, the alloy
wheels and the roof rails will be orange. The Disc brakes will be dark black matching
with the color of the body.
Similarly in the orange version, the door facing side of the door handles, the alloy
wheels and the roof rails will be black. The Disc brakes will be orange matching with
the color of the body.
Spoiler A rear spoiler to give a sportier look.
Sports Decals are not required. The body to be plain instead.

Interiors: Seats - Leather seats with a combination of Orange and Black.

Steering - Steering to have a combination of Orange and Black again with chrome as
added feature.
Door handles to be made of chrome.
Soft Orange lights at the handle
Soft Orange lights on the panel

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9. BIBLIOGRAPHY
WEBSITES:
http://pitchonnet.com/blog/2012/11/28/the-road-ahead-for-compact-suv-market-in-india/
http://www.motortrend.in/autonews/688628/new-mahindra-XUV5OO-facelift-vs-innovafortuner-terrano.htm#ixzz3is0j55Zf
http://www.carblogindia.com/2016-toyota-innova-price-photos-details/

http://www.mahindraXUV5OO.com/
http://www.mahindra.com/News/Press-Releases/1389174090#sthash.wsFQFuCD.dpuf.

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http://www.thehindu.com/features/metroplus/upgraded-mahindra-XUV5OO-brand-newstripes/article7302046.ece
http://www.rediff.com/money/slide-show/slide-show-1-auto-news-the-mahindra-to-doublecapacity-for-xuv-500/20120110.htm#4
http://economictimes.indiatimes.com/industry/auto/news/suv-maker-mahindra-mahindraadopts-new-strategy-to-take-on-competitors-rev-up-market-share/articleshow/47579248.cms
SHOWROOM: Khairi, Nagpur

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