INDUSTRY ANALYSISTerm paper

By sathish kumar

1091051

INTRODUCTION

Founded in 1945, Mahindra initially imported and assembled Willys jeep kits

Company was listed on Bombay Stock exchange in 1956

World 4th largest automobile company

Mahindra built its image as a manufacturer of light commercial vehicles & tractors

Since 1983 company had been the top-selling tractor brand in India (the worlds largest tractor market)

Around 1998 company refreshed the existing UV Armada into Bolero to target the urban market

M&M launched Scorpio in 2002,with successful intention of changing company’s external image

World 1st suv manufacturing company

Mahindra launched the India’s first wide body car in 2007 in JV with Renaults – Mahindra Logan

Strength• India's first BS IV Car. • Revolutionary Micro-Hybrid Technology. • Powerful Hawk Diesel Engine. Weakness • Effortless Acceleration. • Fire Retardant Upholstery. • Excellent Driving Experience. Threats • Automatic Transmission only on Top-End Variant.

Opportunities • Mahindra vehicles have gone on display to auto

enthusiasts around the world, participating in prestigious automobile shows in Paris, Rome, Bologna, Johannesburg and São Paulo.

MARKETSHARE OF SCORPIO

Product – Length

Mahindra Automotive

SUV Scorpio

MUV

BoleroMarshal

CL 500/550 MDI

LCV Light commercial

vehicles

ChampionAlfa

Pick upBolero Pick up

MAXX Bolero Camper

CarLogan

Voyager

Defence Vehicles

RakshakMM550XDB

Product depth

Mahindra AutomotiveSUV

Scorpio

Scorpio M Hawk

2.2 VLS 7/8 str2.2 VLX 7/8 str

Scorpio CRDe

2.6 LX 7/9 str 2.6 DX 7/8 str2.6 SLE 7/8 str2.6 SLX 7/8 str

ScorpioGetaway

2.6 Getaway 2WD2.6 Getaway

4WD

ProductsVLXSLEGATE WAY

Marketing mix

PRICE

Scorpio follows competitor pricing like Toyota Qualis, Tata Safari and the Tata Sumo on the other.

Scorpio adopted the penetrative pricing strategy

PROMOTIONSALES PROMOTION• They gave away free “NOKIA

navigators” to their first few buyers.

EVENTS• Mahindra 4X4 special Track at

Autocar Performance Show • Road shows• Scorpio launches "Full Throttle“ a

music album packed with 12 pulsating tracks

Scorpio Speedster..FASTEST BOWLER..

• Publicity Through…. SCORPION KING

ADVERTISEMENTS • Mahindra has 35 tv channel

partner for their advertisements in india

• Message in tv ad’s – EASY TO DRIVE

Social media like face book & yahoo .

Cover Page of a Magazine Published in the US

Print Advertisements

ONLINE AD’S scorpio spent 15 lak per month

on ONLINE AD’S

Place – Distribution• Mahindra has ‘Exclusive

Distribution’ network• Mahindra has more than 150

distributors in india. • M&M showrooms are spread

over 29 states in India & in 19 cities across Maharashtra

SEGMENTATION• Mahindra scorpio segment their

customer according to INCOME, USAGE (own use or industrial use)

TARGETED • The Luxury Car Buyers & Upper

Middle Modern Car Buyers• They Found Most Of The Sales

From Army, Police, Paramilitary Forces Etc.

POSITIONING Scorpio As A Powerful Vehicle

With A Sporty Look Among The Premium Car Consumers.

“Luxury of a car, thrill of a SUV”Makes good quality vehiclesGreat to drive Proud to own

Product life cycleIntroductionScorpio introduce in 2002Scorpio to capture 22 per cent of

the premium hard top market in 9 months

Sell 12000 Scorpios in 9 months

Growth• Scorpio to capture 45 per cent of

the premium hard top market • Scorpio to sell 24,000 units in 18

months• Mahindra to emerge as a true

urban playerMATURITY• Scorpio is now in maturity level

they have 58% suv market share Scorpio has few competitors likes tata innova, safari…

PESTAnalysis Political • Taxation Policy • Government Policy Social • Give good quality to their customers • Providing offers to its retailer and

customers • Providing life style product • Change the customer attitudes and

opinions.

Economy • Launch low cost car in rural areas • Launch economy related brand • Launch power full car in the market

so customers make good image in their mind

Technological • Provide new innovative product to

their customers • Provide the compete ting technology

• Provide new technology to their

worker

Strength• India's first BS IV Car. • Revolutionary Micro-Hybrid Technology. • Powerful Hawk Diesel Engine. Weakness • Effortless Acceleration. • Fire Retardant Upholstery. • Excellent Driving Experience. Threats • Automatic Transmission only on Top-End Variant.

Opportunities • Mahindra vehicles have gone on display to auto

enthusiasts around the world, participating in prestigious automobile shows in Paris, Rome, Bologna, Johannesburg and São Paulo.

Customer Relationship Management (CRM)

Scorpio Club (Top Gear) satisfaction surveys, Events,

Festive offers, Rewards Program.the first call after seven days

and the second call after 30 days of purchase of the vehicle

Twice a year, customers were sent special offers through tie-up with other product or service providers

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

• add

New Mahindra Scorpio ad [www.keepvid.com].mp4

Thank you