This document is proprietary and confidential. Reproduction prohibited. Mahindra USAAug 2010-Jan 2011
This document is proprietary and confidential. Reproduction prohibited.         Report Objective•Track the brand perceptio...
This document is proprietary and confidential. Reproduction prohibited.              Methodology•The report is unaided and...
This document is proprietary and confidential. Reproduction prohibited.            Report Scope•Keywords tracked: “Mahindr...
This document is proprietary and confidential. Reproduction prohibited.               Observations•There are significant m...
This document is proprietary and confidential. Reproduction prohibited.       Discussions are mostly on blogs. Blog discus...
This document is proprietary and confidential. Reproduction prohibited.       •Tractor mentions are mostly for the new lau...
This document is proprietary and confidential. Reproduction prohibited.Discussions are about the                          ...
This document is proprietary and confidential. Reproduction prohibited.The overall sentiment tone for Mahindra tractors is...
This document is proprietary and confidential. Reproduction prohibited.The overall sentiment tone for Mahindra trucks is n...
This document is proprietary and confidential. Reproduction prohibited.The overall sentiment tone for SUVs is neutral. But...
This document is proprietary and confidential. Reproduction prohibited.Positive Scale                 Negative Scale
This document is proprietary and confidential. Reproduction prohibited.                  Tractors negative mentions       ...
This document is proprietary and confidential. Reproduction prohibited.Positives for tractors-snapshots of conversations
This document is proprietary and confidential. Reproduction prohibited.Negatives for tractors-snapshots of conversations
This document is proprietary and confidential. Reproduction prohibited.Positive Scale     Positives of Mahindra SUVsNote: ...
This document is proprietary and confidential. Reproduction prohibited. Positive Scale        Positives of Mahindra Trucks...
This document is proprietary and confidential. Reproduction prohibited.•John Deere tractors is considered as one which sup...
This document is proprietary and confidential. Reproduction prohibited.• Mahindra, Chevrolet and GMC are discussed more fo...
This document is proprietary and confidential. Reproduction prohibited.                                            Mention...
This document is proprietary and confidential. Reproduction prohibited.
This document is proprietary and confidential. Reproduction prohibited.
This document is proprietary and confidential. Reproduction prohibited.Mahindra USA Tractors and their competitors - Deale...
This document is proprietary and confidential. Reproduction prohibited.Mahindra USA SUV’s and their competitors - Dealers ...
This document is proprietary and confidential. Reproduction prohibited.Mahindra USA Trucks and their competitors - Dealers...
This document is proprietary and confidential. Reproduction prohibited.                                            People ...
This document is proprietary and confidential. Reproduction prohibited.             Report overview• Results overview  – T...
This document is proprietary and confidential. Reproduction prohibited.Key Mentions
This document is proprietary and confidential. Reproduction prohibited.News Mentions
This document is proprietary and confidential. Reproduction prohibited.News Mentions
This document is proprietary and confidential. Reproduction prohibited.News Mentions
This document is proprietary and confidential. Reproduction prohibited.News Mentions
This document is proprietary and confidential. Reproduction prohibited.Blog Mentions
This document is proprietary and confidential. Reproduction prohibited.Blog Mentions
This document is proprietary and confidential. Reproduction prohibited.Blog Mentions
This document is proprietary and confidential. Reproduction prohibited.Blog Mentions
This document is proprietary and confidential. Reproduction prohibited.Blog Mentions
This document is proprietary and confidential. Reproduction prohibited.Blog Mentions
This document is proprietary and confidential. Reproduction prohibited.Blog Mentions
This document is proprietary and confidential. Reproduction prohibited.Blog Mentions
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This document is proprietary and confidential. Reproduction prohibited.Blog Mentions
This document is proprietary and confidential. Reproduction prohibited.Blog Mentions
This document is proprietary and confidential. Reproduction prohibited.Blog Mentions
This document is proprietary and confidential. Reproduction prohibited.Blog Mentions
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This document is proprietary and confidential. Reproduction prohibited.                Blog MentionsPeople are giving some...
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This document is proprietary and confidential. Reproduction prohibited.                          Blog MentionsPeople are d...
This document is proprietary and confidential. Reproduction prohibited.Blog Mentions     Due to legal dispute between     ...
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This document is proprietary and confidential. Reproduction prohibited.Social Media Mentions                              ...
This document is proprietary and confidential. Reproduction prohibited.Social Media Mentions                              ...
This document is proprietary and confidential. Reproduction prohibited.Social Media Mentions
This document is proprietary and confidential. Reproduction prohibited.Social Media Mentions
This document is proprietary and confidential. Reproduction prohibited.Social Media Mentions
This document is proprietary and confidential. Reproduction prohibited.Social Media Mentions                              ...
This document is proprietary and confidential. Reproduction prohibited.Social Media Mentions
This document is proprietary and confidential. Reproduction prohibited.Social Media Mentions
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This document is proprietary and confidential. Reproduction prohibited.Microblog Mentions
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Mahindra usa mar 2011

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AUTO-LITIGATED: Mahindra in USA- impact of litigation on Mahindra trucks on tractors and SUVs
Early June 2010, Global Vehicles, an Atlanta based company which was earlier Mahindra’s partner filed a lawsuit against Mahindra for its delay in certifying its trucks and SUVs for sale in USA. Lot of angry investors and dealerships reacted to this fiasco by sharing their comments and opinions on the online space, many who say that Mahindra has self-destructed its brand with this delay. Read here for some more interesting viewpoints on the litigation: http://news.pickuptrucks.com/2010/07/global-vehicles-responds-to-new-comments-from-mahindra-about-pickup-timing.html
Here are some of the questions in our minds when we heard this news:
How much has the tractor brand been tarnished and what is the short/medium term impact to the revenues for tractors?
Can Mahindra weather the storm and make a successful entry into the US markets for trucks and SUVS?
On entry, can they adapt to US preferences and grab market share to obtain a position of strength like their tractors.
Here are some of the observations from our social media research:
Despite the fact that Mahindra trucks and SUVs have not yet been released in the US market, there have been nearly over 100,000 mentions for the same
Despite the lawsuit, research uncovers that there is enough excitement for the launch of Mahindra trucks in USA, with people appreciating its rugged and high quality nature along with it being agile, sturdy and efficient.
For Mahindra SUVs, the sentiment is not positive. 44% of the mentions are unimpressed with the style and design of the yet to be launched Mahindra SUVs, branding it as “metrosexual”. Although, people are excited about the longer warranty period, nearly 43% feel that SUV accessories will not be available easily and that the engine is less than 200 HP which is insufficient for American roads.
Mahindra is amongst the Top 3 tractor manufacturers in the world. 32% of the online mentions in USA say that Mahindra has the best garden tractors and like them for their all weather compatibility. 38% assume that the litigation is relevant for tractors as well. Increasing number of negative mentions for tractors are about people not trusting the Mahindra brand showing that the litigation on trucks and SUVs has impacted their 16 year old tractor brand.

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Mahindra usa mar 2011

  1. 1. This document is proprietary and confidential. Reproduction prohibited. Mahindra USAAug 2010-Jan 2011
  2. 2. This document is proprietary and confidential. Reproduction prohibited. Report Objective•Track the brand perception of Mahindraauto and tractors in USA•Understand the effect of the recentchallenges (delays and lawsuits) with theplanned entry of Mahindra trucks andSUVs into the US markets•Determine if there is an impact toMahindra Tractors brand
  3. 3. This document is proprietary and confidential. Reproduction prohibited. Methodology•The report is unaided and unbiased•All information gathered is by listening toonline conversations on the publicdomain•No confidential information is mined•The Vangal technology indexes, catalogsand spiders over 92,000 mainstreammedia sources, over 700 million blogsand over 500 million social network usersand microbloggers
  4. 4. This document is proprietary and confidential. Reproduction prohibited. Report Scope•Keywords tracked: “MahindraUSA”, “M&M USA”, “Mahindra & MahindraUSA”, Mahindra & Mahindra”, “M&M” andbrands of Mahindra Auto and Tractors•Time period: Aug 2010 –Jan 2011•The information provided is conversationsthat are happening in the USA. Mentionsoutside of USA can be captured but is notin the scope of this report.
  5. 5. This document is proprietary and confidential. Reproduction prohibited. Observations•There are significant mentions for Mahindratrucks and SUVs and this comparable tomentions for Mahindra tractors•This is despite the fact that Mahindra trucks andSUVs have not been released in the US Markets•All discussions for SUVs and trucks are fueledby the information that people have seen inblogs (photos, vehicle specifications, pricing, testdrive experience, etc) regarding the plannedvehicles.
  6. 6. This document is proprietary and confidential. Reproduction prohibited. Discussions are mostly on blogs. Blog discussions are related to delay in truck delivery and contract issues between Global Vehicles and Mahindra.Mentions are in ‘00
  7. 7. This document is proprietary and confidential. Reproduction prohibited. •Tractor mentions are mostly for the new launch of 5010 tractor •People are unhappy since delivery of pick up trucks are delayed •People are keen on trucks with 200 – 300 HP on American roads and are expecting the same from Mahindra ScorpioMentions are in ‘00
  8. 8. This document is proprietary and confidential. Reproduction prohibited.Discussions are about the People are expectingdelayed delivery and Mentions are more about more than 200 HP forabout the sturdy trucks for the engine efficiency and American roads. Hencerugged roads compatibility for all Mahindra SUVs are not weather conditions. that appreciated, since it offers just 170-190 HP
  9. 9. This document is proprietary and confidential. Reproduction prohibited.The overall sentiment tone for Mahindra tractors is positive. People findit sturdy and efficient.
  10. 10. This document is proprietary and confidential. Reproduction prohibited.The overall sentiment tone for Mahindra trucks is negative. Peoplethink the trucks are of high quality and pickup but cases of delayeddelivery and outdated design contributes to negative sentiment.
  11. 11. This document is proprietary and confidential. Reproduction prohibited.The overall sentiment tone for SUVs is neutral. But it comes up shortwhen compared to competitor SUVs
  12. 12. This document is proprietary and confidential. Reproduction prohibited.Positive Scale Negative Scale
  13. 13. This document is proprietary and confidential. Reproduction prohibited. Tractors negative mentions 21% 41% 38% Brand not trustworthy even when tractors are concerned Litigation extended to tractors John Deere tractors has better bagging,handling and ease of use41% of negative mentions for tractors indicate that people do nottrust the Mahindra Brand.38% assume that the litigation is relevant for tractors as well
  14. 14. This document is proprietary and confidential. Reproduction prohibited.Positives for tractors-snapshots of conversations
  15. 15. This document is proprietary and confidential. Reproduction prohibited.Negatives for tractors-snapshots of conversations
  16. 16. This document is proprietary and confidential. Reproduction prohibited.Positive Scale Positives of Mahindra SUVsNote: This is based on Negatives of Mahindra SUVsperceptions of thevehicle (formed by Negative Scalereading blogs, viewingpictures, testdrives, understandingspecifications andpricing)
  17. 17. This document is proprietary and confidential. Reproduction prohibited. Positive Scale Positives of Mahindra Trucks 10 8 6 4 2 0 Agile Affordable Sturdy Negatives of Mahindra TrucksNote: This is based on Negative Scaleperceptions of thevehicle (formed byreading blogs, viewingpictures, testdrives, understandingspecifications andpricing)
  18. 18. This document is proprietary and confidential. Reproduction prohibited.•John Deere tractors is considered as one which supports the longest productionspan•Better power and reliability of Massey Ferguson makes it a high selling tractor•New Holland gets mentions for being the most powerful engine Mentions are in ‘00
  19. 19. This document is proprietary and confidential. Reproduction prohibited.• Mahindra, Chevrolet and GMC are discussed more for their advanced fuelefficient SUV’s•Toyota and Honda gets more mentions for their compatible SUV’s with goodspace Mentions are in ‘00
  20. 20. This document is proprietary and confidential. Reproduction prohibited. Mentions are in ‘00Discussions in relation to trucks:•Toyota Trucks : wide range of body styles and the spacious interiors•Mahindra : amazing payload capacity and better pickup•Ford trucks : poor handling and lack of interior comfort
  21. 21. This document is proprietary and confidential. Reproduction prohibited.
  22. 22. This document is proprietary and confidential. Reproduction prohibited.
  23. 23. This document is proprietary and confidential. Reproduction prohibited.Mahindra USA Tractors and their competitors - Dealers Poor Good
  24. 24. This document is proprietary and confidential. Reproduction prohibited.Mahindra USA SUV’s and their competitors - Dealers Poor Good
  25. 25. This document is proprietary and confidential. Reproduction prohibited.Mahindra USA Trucks and their competitors - Dealers Good
  26. 26. This document is proprietary and confidential. Reproduction prohibited. People suggest Mahindra to integrate with Global Vehicles to deliver trucks on time and rid themselves of any negative sentiment owing to the lawsuit.
  27. 27. This document is proprietary and confidential. Reproduction prohibited. Report overview• Results overview – There is a measurable impact to the tractors brand but existing reputation and great track record is helping neutralize it. – Discussions uncover excitement for Mahindra trucks but concern on the execution of delivery – Mentions do not shed a good light on the Mahindra SUVs. Competitor products seem more compelling.
  28. 28. This document is proprietary and confidential. Reproduction prohibited.Key Mentions
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  40. 40. This document is proprietary and confidential. Reproduction prohibited.Blog Mentions
  41. 41. This document is proprietary and confidential. Reproduction prohibited.Blog Mentions People are tired of reading PR articles talking about the truck, now they want to see the trucks in the showroom
  42. 42. This document is proprietary and confidential. Reproduction prohibited.Blog Mentions
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  47. 47. This document is proprietary and confidential. Reproduction prohibited.Blog Mentions People are unhappy about the pickup of the truck and they are comparing it with the other vehicles in the market
  48. 48. This document is proprietary and confidential. Reproduction prohibited.Blog Mentions
  49. 49. This document is proprietary and confidential. Reproduction prohibited.Blog Mentions
  50. 50. This document is proprietary and confidential. Reproduction prohibited. Blog MentionsPeople are giving some advice to Mahindra not to followDetroit as they did for their trucks.
  51. 51. This document is proprietary and confidential. Reproduction prohibited.Blog Mentions
  52. 52. This document is proprietary and confidential. Reproduction prohibited. Blog MentionsPeople are discussing about the delayin pick-up. Mentions are also aboutproblem faced in Australia
  53. 53. This document is proprietary and confidential. Reproduction prohibited.Blog Mentions Due to legal dispute between Mahindra and GV, Mahindra pickup truck sales has been delayed yet again
  54. 54. This document is proprietary and confidential. Reproduction prohibited.Blog Mentions
  55. 55. This document is proprietary and confidential. Reproduction prohibited.Blog Mentions
  56. 56. This document is proprietary and confidential. Reproduction prohibited.Blog Mentions
  57. 57. This document is proprietary and confidential. Reproduction prohibited.Social Media Mentions In Australia people are apprehensive about Indian player in Automobile industry
  58. 58. This document is proprietary and confidential. Reproduction prohibited.Social Media Mentions In Africa people love the Xylo and wish they could own one
  59. 59. This document is proprietary and confidential. Reproduction prohibited.Social Media Mentions China: People are discussing Mahindra’s 99% decline in profits
  60. 60. This document is proprietary and confidential. Reproduction prohibited.Social Media Mentions In China People appreciate the Lenar Compact Tractors
  61. 61. This document is proprietary and confidential. Reproduction prohibited.Social Media Mentions People are animatedly discussing Mahindra’s plans to launch Reva in China
  62. 62. This document is proprietary and confidential. Reproduction prohibited.Social Media Mentions
  63. 63. This document is proprietary and confidential. Reproduction prohibited.Social Media Mentions
  64. 64. This document is proprietary and confidential. Reproduction prohibited.Social Media Mentions
  65. 65. This document is proprietary and confidential. Reproduction prohibited.Social Media Mentions People are not really appreciative of the look of the pickup truck
  66. 66. This document is proprietary and confidential. Reproduction prohibited.Social Media Mentions
  67. 67. This document is proprietary and confidential. Reproduction prohibited.Social Media Mentions
  68. 68. This document is proprietary and confidential. Reproduction prohibited.Social Media Mentions
  69. 69. This document is proprietary and confidential. Reproduction prohibited.Social Media Mentions People are appreciating the turbo and front end loader of Mahindra
  70. 70. This document is proprietary and confidential. Reproduction prohibited.Microblog Mentions

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