repositionin_mahindra verito vibe

7/23/2019 Repositionin_Mahindra Verito Vibe

1/17

Mahindra Verito vibe

Launch

Ashwin Jain

Harsh Preet Singh

Kritika Bhatia

Nitish

Satyam Mishra

Shreya Bisht

Tarnjot Singh


2/17

Objective

To analyse the launch of MahindraVerito Vibe considering the key driversfor consumers while purchasing a carand give suitable recommendations


3/17

Current Segmentation

Identifying demographic segments

(Age)

Identifying geographic segments

(Rural/Urban/Semi-Urban)

Segmentation

N=50 N=50


4/17

Current Targeting !ositioning

Currently Mahindra"s target segment forVerito Vibe is #$oung business professionals%

This segment comes under the age group &'()' years

*TL Campaign + disconnect with the target

audience

Current communication strategy( ,sporty car"


5/17

-ey .esearch Takeaways

!rimary research included( /n(depth interviews0 mindmaps and surveys

-eywords associated with Mahindra( tough0 rugged0

economical0 S1V0 Scorpio2

!oor top(of(the(mind recall of Verito vibe

!oor visibility of !romotional campaigns even ontelevision

3eak presence on digital channels and social media

deemed it to be technologically inferior


6/17

4ecoding the Consumer 5eeds

Technology and need for more space were rated as the top riggers inpurchase decision of a car0 and are )6 more important as a trigger

than better brand image2


7/17

S3OT *nalysis


8/17

!erceptual Map


9/17

!erceptual Map


10/17

!erceptual Map


11/17

Competitive *nalysis(Snake Chart

7

8

&

)

9

'

:

;

onda *ma?eSwift 4?ine

Sail

>yundai @cent

Toyota Atios

Snake chart of consumer perception ofcompetitors


12/17

Competitive *nalysis( * closer look

MarutiSwift Dzire

HondaAmaze

Toyotatios

Mahindra!erito !i"e

Value!roposition

Lowest pricein basemodel

>ighestMileage0!ower3indows

and CentralLocking inbase model0>eat*bsorbingBront

3indshield

ig cabinspace0 Largeboot space

Lowest priceof top end0>ighestDround

clearance

Consumer!erception

Value forMoney

Looks like aSedan

Ta6i Car o6y inlooks

CompanyCommunication

4rivingA6perience

ig spacefor /ndianfamilies

The .ealSedan

Sporty

*verage 8;9&' :8;9 &)&8 8


13/17

!referred *ttributes

Brom our research we End that attributecarrying highest weightage for TD( Style04esign0 .eliability

* complete disconnect with the product oFering

Scope of product innovations on design0 interiorand e6terior styling

Detting rid of bo6y look( ,3e want ane6perience0 not a bo6 to Et in2"


14/17

.ecommendations

5ew Targeting

5ew !ositioning

Communication strategy


15/17

.ecommended Targeting

The preiously mentioned segments offer great potential and !e specifically target the age group "#-$# years and $#-%&

years that are a mi' of young professionals and household families that are maor staeholders in car purchasing* The

urban customer !ill be our primary target as the buying behaiour offers untapped opportunities that can be harnessed*

Segment size-Age group "#-$# and $#-%& consists of appro'imately %#-#&+ of total population("&,% census) !ith

close to $-% million people* Urban population is close to $,*$+ of the total("&,, census) and gro!ing !ith an impressie

rate of "*%+*

Difference- The segment that !e target is the urban customer consisting of "#-$# years and $#-%& years age group* The

targeting approach !ill be largely similar !ith the difference only in perception of the consumer as the product offers a

sporty. stylish yet reliable. robust and cost efficient car*

Access- The segment strength is its tech-say nature and thus channel distribution could happen through direct dealers

or salesperson and also through social media !ebsites and automotie sites* Access could also be through mass

outreach in select urban locations that gie the touch and feel of the product

Benefits- roduct offerings and features !ill be the ey means to inform the benefits that out!eigh the competitors*

roduct features. finance schemes. bul buying. safety and reliability. etc* !ill be communicated through the campaigns*

Target Segments

"#-$# years

$#-%# years


16/17

.ecommended !ositioning

/ntegrated ):7 degree Marketing( To cater to the

new target segments0 we need to position the caras a #Bamily Car%

>ighlight attributes + Spaciousness0 reliability0 low

cost of ownership

More visible *TL campaign focused towardsfamily + #Life is a holiday with the new Verito

Vibe%

!romotion on social media( Bacebook #VeritoVibe% clubs0Gdrivethenewvibe


17/17

Thank $ou

repositionin_mahindra verito vibe

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