Group members

Kush Rupani Luve Rupani Puneet Mehta Rajat Bhardwaj Vikash

Introduction:Mahindra and Mahindra

A major automobile company in india Flagship company of Mahindra group In late 1990s:witnessed fast loss of market share

Strengths & weaknesses

STRENGTHS-Rugged, Tough , Reliable , economical vehicle etc WEAKNESSES-Uncomfortable , Rough , not easy to drive, Rural imagery, down market etc

Mahindra context
OBJECTIVES: To create a new segment and retain market domination To differentiate offering-i.e to provide excellent value proposition to the customer To optimize project cost

Consumer prespective for UV

Customer preferred big size it stands for status Consumers seek latest technology Thrill and passion of driving a SUV at affordable prices

TO Focus the customer

Mapped the market potential of the various vehicle categories Visited the market and met the customers Customer requirement was converted into product specifications Customer inputs were taken at every stage

vision

A vision to continue the domination of the utility vehicle market in india;to be a global niche player

key achievements of process

A unique process called IDAM Best in world tie ups Customer focus from thought to finish A cross functional ,young ,lean team Intensive testing All new manufacturing set up

TOTAL PROJECT COST

120 MILLION US DOLLARS This was only 5th that worlds major players have spent on the same project 74 vehicles were built only for testing The product took 5 years to materialise from a concept to the final product.

"We are extremely proud of the Scorpio and are sure that it would make both customers and car makers think seriously about the SUV segment. We have anticipated the potential of the SUV segment and believe that the strong value proposition the Scorpio offers would make it a winner." Anand Mahindra, vice chairman and managing director, M&M, in June 2002

"As a product mix, it is a perfect fit. I would rate it seven on a scale of 10." Bijoy Kumar Y, Editor, Business Standard Motoring magazine

Marketing strategy

First year launch To capture the 22% of the premium hard top market in 9 months To sale 12000 scorpio in feb.03 To make scorpio brand recall score to achieve 50 points

Within 3 years of launch To capture 45 % of the premium hard top To sell 24000 units in feb.04 To make mahindra merge as new urban player

Strategic branding approach

Scorpio did not take the traditional approach It needed to be seen like car to appeal car buyer It offered superior technology ,dynamicc look,value for money Fuel efficieny,power style,space luxury,comfort like a car

Advertising and promotion strategy

29 days 29 states Nothing else will do Scorpion king Speedster

Media coverage on IDAM approach,people behind Scorpio,world class technology etc

Images were shot in Australia to provide international feel CRM plan- Pack on filling up scorpio club form, satisfaction surveys, Events, Rewards program etc

Pricing strategy

Competition with Accent , ikon, corsa, esteem,qualis,saffari,sumo etc It had to adopt a penetrating pricing strategy So 5-7 lack Rs.

Distribution strategy
Serve less markets but serve them well Phased launch -Mumbai , Banglore , Delhi & Chennai -within 4 months 20 cities -within a year 50 cities

Response

Achieved its target market share & sold 9000 in the 1st 9 months of its launch Advertising positioned Scorpio as a powerful vehicle with a sporty look High recall for scorpio as well as for mahindra It has edged out most SUVs in the NFO customer satisfaction survey and is currently the largest selling SUV in the country

Scorpio buyer profile

Scorpio managed to pull out customers from the C segment of vehicles

Awards

Scorpio was awarded various from various bodies such as

CAR OF THE YEAR 2003 - from Business Standard Motoring, CNBC AUTOCAR BEST SUV OF THE YEAR -BBC World Wheels The Scorpio receive the Best Off roader vehicle of the year 2009 award

2002:Scorpio STD and DX:

2003:The new scorpio

2004:Scorpio Slx

2005:Scorpio Crde

2006:43 new features

2007:VLX

2007:LX

2008:Scorpio automatic

2009:The new ICONIC Scorpio

Thank you