Mahindra “Rise”: New Vision, Core Purpose and Positioning
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Transcript of Mahindra “Rise”: New Vision, Core Purpose and Positioning
Mahindra “Rise”: New Vision, Core Purpose and Positioning
By Asams V.K
What is VISION statement?
An aspirational description of what an organization would like to achieve or accomplish in the mid-term or long-term future
It is intended to serves as a clear guide for choosing current and future courses of action
A vision statement is sometimes called a picture of your company in the future, but it’s so much more than that. It provides the framework for all your strategic planning.
A mission statement defines what an organization is, why it exists, its reason for being
At a minimum, your mission statement should define:
1) Who your primary customers are
2) Identify the products and services you produce
3) Describe the geographical location in which you operate.
What is MISSION statement?
A statement that summarizes company or brand positioning- it takes this form
To (target segment and need) our (brand) is (concept) that (point-of-difference)
What is POSITIONING Statement?
The Mahindra Group (Mahindra), a federated group of companies based in India, developed a new core purpose to connect with its global stakeholders.
By 2011, Mahindra had become a US $12.5 billion Indian multinational employing over 119,900 across the globe and had operations spanning18 key industries.
As Mahindra expanded globally, it was not able to connect its existing core purpose and positioning statement to the global arena and across the businesses since 1947.
So the top management at Mahindra decided to revisit its core purpose and positioning statement in a bid to unify all its businesses.
They launched a new tagline for the group 'Rise in January 2011. As part of the initiative, Mahindra made some changes internally as well as externally to articulate the new core purpose and vision.
The challenge Mahindra faced was how to embed the new core purpose and positioning
Summary
Aftermarket
Agribusiness
Automotives
Components
Construction EquipConsulting Services
Defence
Energy
Farm Equip
Financial Services
Industrial Equip
Information Technology
Hospitality
Logistics Real Estates
Retail
Two Wheeler
Aerospace
Automotives
Consulting Services
Information Technology
Hospitality
Two Wheeler
Farm Equipments
Financial Services
HighlightsM&M gained expertise in Tractor Technology & which resulted the best tractor in world
In 1996 M&M had entered into JV with Ford Motors Co.
In 2005 M&M established Mahindra Australia & Mahindra China Tractors
Jiang Ling Motors Joint venture for china.
Renault Joint venture for South Africa and France.
Logan was significant step into Indian Automotive Market by M&M
Anand Mahindra’ s ESEE strategy (Envisioning, Structure, Enabling, and Energize)
Frugal Engineering by M&M.
It’s a business which came from Family Business to Conglomerate.
As M&M was not well known at global level
Indian markets are becoming Very Competitive
Taken steps to Penetrate Globally
Every SBU’s has their own Mission, but has whole their is no Vision
As Indian companies were expanding globally
M&M had made significant growth
Thought was Central Ideas needed to redefined by M&M
For sake of Value, positioning, trust and viable business model
Reasons For New Vision
They want to create a uniformity through out the group
But How?
“To be innovative and rise above the ordinary”
Accepting no Limits
Alternative Thinking
Driving Positive Change
Core Quality of Rise
Integrity
DiversityEmpowerment
Compassion
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Core Ideology“We will challenge conventional thinking and innovatively use all our resources to drive positive change in the lives of our stakeholders and communities across the world, to enable them to Rise.”
Core ValuesOur Motivation to give our best every day
Professionalism
Customer first
Quality Focus
Dignity of the Individual
Implementation
They start implementing ‘Rise’ with the help of HR & marketing Team
Human Resource Department taken 2 steps
New Recruitment policy (Attitude rather than Skills)
STEP:1Leadership competenciesRecruitmentsInductionOn boarding
STEP:2Talent ManagementPerformance managementTraining & DevelopmentRewards And Recognitions
Marketing team introduced new IMC plan
‘StrawberryFrog’ as agency for advertising
Came with new brand Identity and positioning
They introduced digital brand management project by December 2012
Mahindra had a growth of 16.6% in 2009 to 2010 25 % (approx) in 2010 to 2011
Mahindra had Rs. 691 billion revenue in 2013
Results
Thank You.