Case discussion in IMT Ghaziabad. IIM A case by Abraham Koshy. Solution contained.

1. Scorpio –
Developing Brand
Identity
SESSION 3
HARINDER SINGH PELIA

2. BrandDynamics Pyramid
Bonding
Advantage
Performance
Relevance
Presence
Level of the Pyramid
32
26
19
13
10
Typical
percentage of
share of
expenditure at
each level in the
Indian SUV
market

3. M&M‟s Brand Portfolio
Cash
Cow
Bolero
Flanker
Scorpio
Thar
Verito
High end
Prestige
Xylo
Rexton
XUV 500
Low end
entry level
Quanto

4. 
The positioning was
always CAR-PLUS

More space, more
comfort, more power
than a regular car.
• Good
looks
• Car like
comforts
• Great
Value
• Ownershi
p Pride
• Thrill
• Exciteme
nt
• Power
Relational Benefits
Objective was to
create an SUV, but
not to position it as
an SUV, as the SUV
market was less than
a lakh buyers.
Emotional Benefits

Rational Benefits
Positioning & Brand Promise
• Young
• Modern
• Premium
• City
Compani
on
• Extension
of lifestyle

5. Brand Elements

Brand Name (Scorpio) – Conveys the outdoors, thrill,
adventure and dominance

Brand Logo – font colour is metallic re-emphasizing the
metallic grill that is a dominant product visual feature.
Mighty muscular on the top band of the logo talks
about the masculinity and ruggedness of the product.

Tagline – Nothing Else will Do- conveys a very strong
emotional desire to have the product and not settle
for anything inferior

Jingle – Nothing Else Will do – these words set to a
progressive rock jingle and western vocals to
emphasize the international appeal of the product

6. Brand Elements

Cars used in communications
were bright coloured to
catch attention.

Every communication was
directed towards brining a
sense of “Owner Pride,
Neighbour‟s Envy” and that
no car whatsoever would
ever match up

Brand Elements were
directed towards creating
that sense of desire that
wouldn‟t be satiated by any
other car.

7. Analysis of the first Scorpio TVC

International characters, blonde
woman in pursuit of a good looking
man (international appeal) driving a
black Scorpio. The woman is piloting a
helicopter.

The Scorpio is black (classy,
minimalist) and it drives through
snowy locales in a foreign country

In the end, the helicopter catches up
and the blonde pushes the man aside
to drive the vehicle herself. (women
can drive it too, ease of driving)

Ends with the Nothing else will do
jingle.

Communication: The Scorpio is so
irresistible that even a helicopter
pursuit is justifiable.

8. Brand Building
Cavalcade in Bombay
Scorpion King tie-up
ESPN Scorpio Speedster
Mahindra Great Escape

9. Brand Communities

10. Brand Revitalization

With time Scorpio was loosing its „thrill, adventurous‟
brand image due to the entry of many other SUVs in
the Indian Market which had better off-roading
capabilities.

So a TVC was made in which a man uses Scorpio to
play golf in a desert, thus focusing primarily on the
adventure and off-roading capabilities of the product.

More competent engine added and that was the key
POD now (mHawk)

11. New Positioning – Off roader,
hard-core and dominating

12. New Mahindra Scorpio –
mHawk engine

New Scorpio with mHawk Engine Rs 7.99 (EX BS3) 12.82*lakh (Getaway 4WD) (ex-showroom Delhi )

13. New Threats to Scorpio:
Competitor Analysis

14. Future Growth Drivers

11 year old product design must change, an overall
facelift of the car‟s looks is imperative.

M&M must focus on institutional buyers (police,
political cavalcades) now that consumer interests
have shifted to more international offerings like Duster,
Ecosport and Terrano.

International markets will drive profitability especially
Western European markets (Mahindra Goa) and USA
(pick-up truck version).