by vikash(iipm)

1. Group members
 Kush Rupani
 Luve Rupani
 Puneet Mehta
 Rajat Bhardwaj
 Vikash

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

3. Strengths & weaknesses
 STRENGTHS-Rugged, Tough , Reliable ,
economical vehicle etc
 WEAKNESSES-Uncomfortable , Rough , not
easy to drive, Rural imagery, down market etc

4. 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

5. 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

6. 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

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

8. 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

9. TOTAL PROJECT COST
 120 MILLION US DOLLARS
 This was only 5th that world’s 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.

11. "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

12. "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

13. 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

14. 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

15. 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

16. 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

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

18. 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.

19. 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

20. 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

21. Scorpio buyer profile
 Scorpio managed to pull out customers from the
C segment of vehicles

22. 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

23. 2002:Scorpio STD and
DX:

24. 2003:The new scorpio

25. 2004:Scorpio Slx

26. 2005:Scorpio Crde

27. 2006:43 new features

28. 2007:VLX

29. 2007:LX

30. 2008:Scorpio automatic

31. 2009:The new ICONIC Scorpio

32. Thank you