Scorpio Brand Identity

Presented by:- Group 5

 INTRODUCTION

Mahindra & Mahindra was established in 1945, and is the

flagship company of the Mahindra group with turnover of Rs. 55
billion.

Initially company imported and assembled Willys Jeep and in

1954 started manufacturing activities.

In 1965 started production of LCVs with 4 manufacturing

plants.

In 1977 acquired International Tractor Company of India.

 INTRODUCTION
Mahindra tractor brand was established in 1982.

In 2003 the company sold 87,000 vehicles and 47,000 tractors

and turnover was Rs. 46 billion with a net profit of Rs. 1.46
billion.

Till 1994, all the businesses of the group was under one
company (M&M).

After the restructure the core activities of manufacturing utility

vehicle, LCVs and tractors remained with M&M.
 INTRODUCTION

Two operating divisions in flagship company:

the automotive sector

the farm equipment

1997 onwards company started to re-align their product and

brand portfolio and introduced new market offers.
 BRAND - SCORPIO

Scorpio was launched in August 2012 in the SUV segment as

a part of creating a new customer experience.

12,000 vehicles were sold in the first year of launch and rose to
24,000 in the next year.

Scorpio was rated most successful new brand and also won
awards like Car of the year by Business Standard Motoring,
Best SUV of the year by BBC world wheels.
Rationalizing Brand Portfolio

Market research studies were carried out to obtain consumer

insights for decision on product and brand portfolio
realignment.

Based on the inputs several initiatives were taken-

1. Redesigning of existing brand-Armada which with added

benefits was renamed as Mahindra bolero.

Brand promise-Luxurious Toughness

Emotional benefit-Break free.
2. Portfolio Rationalization-Modification in the existing brands
were made and these were marketed under new brand names.

Example - Marshall was modified and launched as Maxx offering

more space and targeted as stage carriage vehicle , economic
contract carriage vehicle , pick up vehicle.
 Project Scorpio
Initiative to reassess product and brand portfolio
rationalization improved there performance and in making
their market offer contemporary.
But question was to asses where the future growth will come
from as UV constituted only about 10-12% of the total vehicle
market in India
SUV segment was still evolving and constituted only a small
niche in the market.
This lead to a decision to launch a new vehicle designed to
appeal to the needs ,aspiration and desires of the evolving
urban customers in India.
 The project Scorpio was launched with an intention to sting
competition with superior market offer.

IDAM was launched

Naming of new market offer Scorpio was based on

consumer research.

New vehicle was named Scorpio from Mahindra where

Mahindra provided assurance of quality, reliability and
ruggedness.

Pricing of the product was done by careful analysis of

competitor prices and consumer research input on customer
price senstivity.
 Brand Positioning decision

Utility Vehicles : 16 % of Passenger Car market

Growth rates : Category A - 34%
Category B - 43%
Category C 14 %
Category D&E very small

Marketing objective : Volumes

Positioning Research : Static and drive clinic to do competitor analysis

& catch consumer reaction

Sample : 21 to 60 years, 1st hand car owners, drive at least once a

fortnight.
 Static evaluation phase : exterior fit & finish , exterior
appearance, interior styling & comfort, overall interior fit &
finish Superior Rating .
Consumer Perception Sturdy

Drive evaluation phase : power & pick up, overall quietness,

ease of gear shifting , smoothness of clutch, interior drive
comfort & overall drive quality
Consumer perception - Luxurious, comfortable , Posh Jeep.

Price acceptability Younger showed propensity to pay a

higher price to buy than older counterparts.

Varied Customer Reaction- Good looking, sturdy, stylish Jeep-

like MUV apt for cross country & weekend drives.
 Peer group vehicles Qualis , Sumo , Safari

Consumer research conclusion superior technology,

dynamic looks, car like product , great value for price
Positioning No specific conclusion from research

Company decided to highlight features :

1. Rational Benefits Good looks & Great Value
2. Emotional Benefits Thrill, excitement, power
3. Relational Benefits young, modern, premium, city
companion, extension of lifestyle

. Brand Positioning - Luxury of a Car. Thrill of an SUV.

 Developing brand Identity- Retailing and
service experience

Earlier Scenario(before Project Scorpio)

150 retail outlets all over India

Focus of Utility vehicles- Majority stores in rural and semi
urban areas
Major focus of functional aspect of Brand

But after Project Scorpio they felt the need to undergo major
transformation
 After Launch of project Scorpio
Uniform customer experience across all touch points

Retail showrooms- Vibrancy of the brand

Hiring of professional architects for retail showroom design-

technology, sportiness etc.

Use of wood, metallic appearance, uniquely painted walls,

lighting arrangements, brochures etc.

Wall posters- Rafting, sporting, adventures, skating etc.

 Challenges and Solutions

Major challenge- Investing resources and adhering to design

standards for dealers all over India.

Steps

Seminars by main architects for dealers and there own

architects
Signage were given to dealers for free
Yearly showroom audits
Material suppliers were standardized
 Improving Service Delivery
Exclusive sales people who were dealing with sales of Scorpio
Current sales team was profiled for the new task
Training(in class and on-field)- manners, appearance,
sophistication etc.

First Phase of Launch was restricted to Major metro cities which

followed 20 cities in next 4 months and then 50 cities in next one
year. This facilitated the synchronization of Demand and Supply
along with maintenance of standards.
 Communication Strategy
Agency
Interface Communications.
Challenges:
Consumer perception issues
Brand issues
Product category issues

Car was opposite of Jeep in consumers mind and M&M was

associated with Jeeps
Also, all the service centers and facilites lacked the up market
feel required for this product.
 Communication Strategy
Creative Strategy: Establishing following
points
Superiority over other cars
Premium imagery of SUV in city context
The product to be the Hero in the advertisement
 Communication Strategy
Channels:
Television :
Shot in Australia to give the brand International and
Urban imagery
No visual suggested Off-Road Usage (at the time of
launch),
Women driving the vehicle to emphasize on
comfort dimension.
Launch advertisements aired, starting 15th august to
use the advantage of Indian-ness of the brand
 Communication Strategy
Channels
Print:
Communicated the functional properties of car
Repeated use of the word CAR
 Communication Strategy
Other Promotion Strategies
Three Scorpios followed by bikers were taken out
during the peak hours in Mumbai.
FM Channel covered the cavlacade and introduced
a listener contest
Strategic promotion of the then near launch of the
film The Scorpion King
Sponsored events like Scorpio Speedster.
 Managing Customer Relationship

The scope of the program was to increase the life time

value for the customers.
Key Aspects:
Customer Profiling
Campaign Management
Loyalty management
Basic Service Analysis
Challenges:
Capturing of adequate customer data
Maintaining confidentiality of data
 CRM

A detailed form was filled up to become a member of

Top Gear Club.
Two Newsletter were sent a year.
Two phone calls were made after the purchase (1st-
after seven days, 2nd- after 30 days).
Vehicle and service satisfaction surveys were
conducted after two months of purchase.
Greeting cards were sent on anniversaries and
birthdays.
 Event invites were sent on completion of the Launch
of Scorpio.
Special offers through tie-ups.
 Benefits out of CRM

Response rate increased to 75% from 40-45%.

Contribution to CSR via donation to K.C. Mahindra
Trust.
The process of product development received a lot of
attention.
The market for utility vehicles expanded.
 BRAND IDENTITY PRISM
Physical Facet:
Personality:
Full Size SUV, Engine,
Muscular, Mighty,
Mahindra Brand,
Quite, Powerful
Muscular Body, Interiors

Relationship: Culture:
Good Quality, Extreme
Proximity, riding,
Trust, Indianness,
Adventurous

Consumer
Reflected Consumer: Mentalisation:
Adventurous, Unique, Stylish,
Metropolitan, Energetic, Passion
 RECENT ACITIVITIES
Mahindra is geared to throw a counter punch by
launching three new SUVs in India that will challenge
the country's successful Ford EcoSport and Renault
Duster.
Quanto facelift, Bolero new model, and New
Generation Scorpio.
Launched The New Generation SCORPIO on 25th
Sept 2014.
The new generation Mahindra Scorpio promises to live
up to the expectation of being a whole new beast.