hyundai capital 2023 consolidated financial statements
strategic marketing :Scorpio
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.
10.
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
