Today

most international car manufacturers have entered the Indian market. As it one of the fastest growing economies in the world. As India provides excellent global technologies, most international Car manufacturers can access these through joint ventures with India. e.g. Volkswagon

 Indian

Automobile Industry India is a second largest two wheeler manufacturer in the world. India is the second largest Tractor Manufacturer in the world. India is the 5 th largest commercial vehicle manufacturer in the world. India is the 3 rd largest car market in Asia. Annual Production was 3.9 million units in 2011 The turn over was USD $35 Billion

Mahindra & Mahindra Limited is part of the Indian Industrial Conglomerate Mahindra Group based in Mumbai.
The company was set up in 1945 in Ludhiana as Mahindra & Mohammed by brothers K.C. Mahindra and J.C. Mahindra along with Malik Ghulam Mohammed. After India gained independence and Pakistan was formed; Malik Ghulam Mohammed moved to Pakistan where he became the nation's first finance minister. Now, with the Mahindra brothers as the whole sole of the company, its name was changed to Mahindra & Mahindra in 1948.

Initially set up to manufacture general-purpose utility vehicles, Mahindra & Mahindra (M&M) was first known for assembly under license of the iconic Willys Jeep in India. M&M introduced Jeeps to India and in no time they established themselves as the Jeep manufacturers of India. The company later branched out into the manufacture of light commercial vehicles (LCVs) and agricultural tractors, rapidly growing from being a manufacturer of army vehicles and tractors to an automobile major with a growing global market presence.

In late 1990s Mahindra, a leader in the UV segment, was fast witnessing loss of market share. Global players were entering the Auto market and aggressively launching products. The Mahindra image was a big barrier as well. Though it had positives as rugged, tough, reliable, economical vehicle. The negative parameter were: Uncomfortable, rough, not easy to drive, rural imagery, down market, fuddyduddy etc.

 To

create a new segment . To provide an excellent value preposition to the customer. To optimize project costs.

 Based

on the consumer research Mahindra found that there still exists an untapped market i.e. of SUVs {Sports Utility Vehicle}. And from there, success story of SCORPIO started with the vision : To be a global niche player and to continue the domination of UV market.

 Customer

preferred big sizes as it stands

for status. Consumers seeks latest technology. The sheer thrill and passion of driving an power packed SUV. International vehicles define imagery . Customer wants to drive an SUV (SportsUtility Vehicle) but at an affordable price. Luxury is the top most priority.

There was a need to look beyond UVs in terms of competitive framework to attain volumes. Volumes in the automobile industry were coming from B and C segment cars. Thus Mid sized car segment was the arena for Scorpio to attain volume growth and market share.

There was no SUV in the country that masses could buy.

To make SUVs a mass concept in India- UVs needed to be seen as comfortable, easy for city driving and should have the imagery comparable to international brands.
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 GEOGRAPHIC

SUITABLE FOR RURAL & URBAN

DEMOGRAPHIC

AFFORDABLE AGE GROUP : 25 40 YOURS GENDER -MALE SUITABLE FOR LARGE SIZE FAMILY

PSYCHOGRAPHICS : BIG SIZE SATNDS FOR STATUS LATEST TECHNOLOGY PROUD TO BE OWN

BEHAVOURIAL : RUGGED TOUGH RELIABLE ECONOMICAL VEHICLE

 Scorpio

launched in 2002 as an SUV with a car plus package the message conveyed the car you would walk into, not crawl into. Mahindra projected scorpio between the C segment and the Sports utility segment (SUV) and appeals to more of C segment customers. It was not all compared with the utility vehicle segment

 Competition

with Accent, Ikon, Corsa, Esteem, Qualis, Safari, Sumo. Adopted the penetrative pricing strategy positioned with a starting price of Rs. 5 -7 Lakhs. High degree of cost competitiveness.

Brand Identity Prism - Scorpio

Styling, International Looks, Power Car Like Comfort Powerful, in control, Sophisticated

Physique
Styling, International Looks, Power Car Like Comfort

Persona
Living life at ones own terms

Relationship

Culture

User Image
Successful, new economy Businessman, Self Made, Evolved Taste

Self Image
A cut above, Expects the best from Life, Nothing Else Matters. 15

 Shadow

endorsement was done which doesnt shout Mahindra. A phased communication approach. Promotions-PR, Mass Media, Direct Marketing, Events. The television commercials depicted the product and a pan-global imagery , even as the print advertisements focused on functional benefits Advertising actually positioned scorpio as a power ful vehicle with a sporty look.

 Media

coverage on IDAM approach,people behind Scorpio,world class technology etc Images were shot in Australia to provide international feel CRM plan- Pack on filling up scorpio club form, satisfaction surveys, Events, Rewards program etc

To capture the identified need -gap, the value proposition of Scorpio was defined as -Car plus Rational benefits: World class vehicle, good looks, car like comfort, great value Emotional benefits: Ownership experience of thrill, excitement and power Relational benefits: Young modern, premium, city companion / extension of lifestyle. Brand Promise: Luxury of a car. Thrill of an SUV This brand positioning addresses the key consumer Insight and the product delivers the promise. The position is also a unique proposition, which will help the brand have a distinct image in the consumers mind.

Since the Scorpio was targetted at an urban clientele it needed a stronger ditribution presence in Metros and urban areas. Hence, the distribution channel had to focus on providing an appealing experience for modern car buyers and on offering international standards of auto retail. The strategy was : Serve less markets but serve them well Phased launch in Mumbai, Bangalore, Delhi & Chennai With in four months---20 cities With in a year---50 cities

 Unique Customer Experience : The showroom

revamp was centered around the intention to provide a uniform customer experience at all the touch points and to provide the customer with a unique experience and not just a product. Infrastructure : Thirty-five showrooms across the country were redone entirely with the same look and identity and a dcor built around movement, technology and sportiness. The theme focussed on giving the customer a memorable experience.

 Mahindra

Scorpio focused on providing the maintainence service after the product is delivered. They follow this mantra: Mahindra Service is always around the corner, eager to be 'With You Hamesha'. They provide maintainence service at service stations all over india , vehicle locator in case of theft, and service planner.

 Scorpio

Shield An optional extended warranty scheme from M&M, which covers unforeseen mechanical and electrical breakdown on your Scorpio. This starts immediately after expiry of the original warranty, further extending your peace of mind.