Mahindra “Rise”: New Vision, Core Purpose and Positioning

By Asams V.K

What is VISION statement?

An aspirational description of what an organization would like to achieve or accomplish in the mid-term or long-term future

It is intended to serves as a clear guide for choosing current and future courses of action

A vision statement is sometimes called a picture of your company in the future, but it’s so much more than that. It provides the framework for all your strategic planning.

A mission statement defines what an organization is, why it exists, its reason for being

At a minimum, your mission statement should define:

1) Who your primary customers are

2) Identify the products and services you produce

3) Describe the geographical location in which you operate.

What is MISSION statement?

A statement that summarizes company or brand positioning- it takes this form

To (target segment and need) our (brand) is (concept) that (point-of-difference)

What is POSITIONING Statement?

The Mahindra Group (Mahindra), a federated group of companies based in India, developed a new core purpose to connect with its global stakeholders.

By 2011, Mahindra had become a US $12.5 billion Indian multinational employing over 119,900 across the globe and had operations spanning18 key industries.

 As Mahindra expanded globally, it was not able to connect its existing core purpose and positioning statement to the global arena and across the businesses since 1947.

So the top management at Mahindra decided to revisit its core purpose and positioning statement in a bid to unify all its businesses.

 They launched a new tagline for the group 'Rise in January 2011. As part of the initiative, Mahindra made some changes internally as well as externally to articulate the new core purpose and vision.

The challenge Mahindra faced was how to embed the new core purpose and positioning

Summary

Aftermarket

Agribusiness

Automotives

Components

Construction EquipConsulting Services

Defence

Energy

Farm Equip

Financial Services

Industrial Equip

Information Technology

Hospitality

Logistics Real Estates

Retail

Two Wheeler

Aerospace

Automotives

Consulting Services

Information Technology

Hospitality

Two Wheeler

Farm Equipments

Financial Services

HighlightsM&M gained expertise in Tractor Technology & which resulted the best tractor in world

In 1996 M&M had entered into JV with Ford Motors Co.

In 2005 M&M established Mahindra Australia & Mahindra China Tractors

Jiang Ling Motors Joint venture for china.

Renault Joint venture for South Africa and France.

Logan was significant step into Indian Automotive Market by M&M

Anand Mahindra’ s ESEE strategy (Envisioning, Structure, Enabling, and Energize)

Frugal Engineering by M&M.

It’s a business which came from Family Business to Conglomerate.

 As M&M was not well known at global level

Indian markets are becoming Very Competitive

Taken steps to Penetrate Globally

Every SBU’s has their own Mission, but has whole their is no Vision

As Indian companies were expanding globally

M&M had made significant growth

Thought was Central Ideas needed to redefined by M&M

For sake of Value, positioning, trust and viable business model

Reasons For New Vision

They want to create a uniformity through out the group

But How?

“To be innovative and rise above the ordinary”

Accepting no Limits

Alternative Thinking

Driving Positive Change

Core Quality of Rise

Integrity

DiversityEmpowerment

Compassion

C

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Core Ideology“We will challenge conventional thinking and innovatively use all our resources to drive positive change in the lives of our stakeholders and communities across the world, to enable them to Rise.”

Core ValuesOur Motivation to give our best every day

Professionalism

Customer first

Quality Focus

Dignity of the Individual

Implementation

They start implementing ‘Rise’ with the help of HR & marketing Team

Human Resource Department taken 2 steps

New Recruitment policy (Attitude rather than Skills)

STEP:1Leadership competenciesRecruitmentsInductionOn boarding

STEP:2Talent ManagementPerformance managementTraining & DevelopmentRewards And Recognitions

Marketing team introduced new IMC plan

‘StrawberryFrog’ as agency for advertising

Came with new brand Identity and positioning

They introduced digital brand management project by December 2012

Mahindra had a growth of 16.6% in 2009 to 2010 25 % (approx) in 2010 to 2011

Mahindra had Rs. 691 billion revenue in 2013

Results

Thank You.