scorpio- marketing an automobile brand

7/21/2019 Scorpio- Marketing An Automobile Brand

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Developing Brand Identity


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About Mahindra and Mahindra

Established in 1945

In 1948became a public limited company

Manufacturing process started in 1954with help of Willys Overland Corpora

1965, started production of LCVs

Manufacturing plants

Mumbai(UV)

Nasik (UV)

Igatpuri(Engines)

Zaheerabad (LCVs & 3wheelers) Andhra Pradesh

Maharashtra


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1977, Company acquired International Tractor Company of India.

1992, Mahindra tractor brand came into existence.

1994, Mahindra & Mahindra businesses were under one compan

Operating Divisions

Automotive sector (UV, LCVs & 3 wheelers)

Farm Equipment Sector (Tractors & other farm implements)

2003, company NET WORTH Rs.15.7 billion

About Mahindra and Mahindra


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Strengths

Business Conglomerate

in diversified businesses

Strong Brand Presence in

Hard top UV Market

Strong Automobile

Division Network

WeaknessesSharp Declination in

Market Share

Absence of UV in terms

of international

Standards

Opportunities

Expansion of Product

portfolio

Focus on the Urban

Market

Threats

Intensified Competitionin the UV Segment

Players like Telco &

Toyotas successful

Products

INTERNAL

EXTERNAL

M&Ms Analysis (Late 1990s) -> Evolution of

Project Scorpio in 1996


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Outcomes of Market Analysis

Connecting Opportunities & Threats by Evaluating Compet

PROBLEM DEFINITION

PROJECT SCORPIO

SUV with international Standards

Potential GAP

(SUVURBAN SEGMENT)

Strategic fit


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Situation Analysis


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In the year 1996, Project Scorpio was launched.

Mahindra & Mahindra setup an R&D department in Mumbai and appointed Pa

(Ex Manager of General Motors) the head of the Project Scorpio plan.

Mahindra & Mahindra invested 6 billion Rupees for this gigantic project in the h

company.


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For the Project Scorpio,M

to implement a ne

development techniqu

Integrated Developm

Manufacturing (IDAM) i

allow M&M to develop a

the most exquisite desigtechnology.


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The main ideology behind this massive project was to manufacturing cost and to bring in maximum resource utilization

decrease the burden of thrusting the manufacturing cost upon co

The Project Scorpio Team was divided into 19 cross functional te

the handling of various processes.


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Operations Activities


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Scorpio collaborated with AVL in Austria for

sourcing technology for its Diesel version.

M&M partnered with Kenwood for designing its

music interiors and Lear Corporation for Seating

Fabric and design.

M&M had setup a manufacturing plant in Nashik which had the world cl

technologies for Project Scorpio.

Scorpio underwent a collaboration with Renault in France for sourcing th

and technology for its Petrol version.


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M&M used an intelligent strategy

to source resources from different

suppliers rather than sourcing froma single supplier .

Therefore, Scorpio became a huge

hit among consumers for being

available at an economical price tag

when compared to all other

competitors and with plush interiors

and world class driving experience.


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Competitors


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Competitors

M&Ms market share in the UV segment increased from 50% in June 2002 t

June 2003.

Competitors in Soft segment- M&M, Maruti Udyog, Telco, Hindustan Motor

In Hard top segmentM&M, Telco, Toyota, Hindustan Motors, Maruti Udyo

tempo.

Telco- Launched Sumo+ and Sumo Ex+ (September 2002).

General motorsSubaru Forester (August 2003).

M&M remained market leader in the UV segment with market share 54%.


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Action Plan

Position & Advertising Positioned as great power and style.

Targeted as third or fourth car in the household.

Series of print campaigns was launched, each campaign highlighted a s

advantage or feature.

Image was built in television campaigns as car with rugged, space and

Company also advertised through non-traditional media, outdoor prom

online by launching a website exclusively for Scorpio.


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Action Plan

Promotions

M&M tied up with Banks and Financial Institution to offer financial sch

'Anytime Anywhere Test-Drive' service was launched by Company.

Reality Radio Advertising' was used by company in which a fleet of mo

accompanied a Scorpio on a 'Road Show

Contest called ' Build A Scorpio ' was also organized by company. A Bra

quiz was also sponsored. 'One Lap of India. One lap of Safety ' was announced to promote safety

cause.

'The Great Escape' event was also held every year resulting in custome

confidence.


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Action Plan

Pricing

Priced between Rs.550,000 - 720,000.

Turbo 2.6 and Turbo 2.6 DX Priced between Rs.582,000 - Rs.635,000

REV 116 was priced at Rs.719,000

Price was kept lower than that of Toyota Qualis (Rs.560,000 and Rs.850

Tata Safari (Rs.760,000 and Rs.850,000). Fear that it would cannibalize the sales of Bolero.


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Thank You

scorpio- marketing an automobile brand

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