Level of the Pyramid
each level in the
M&M‟s Brand Portfolio
The positioning was
More space, more
comfort, more power
than a regular car.
• Car like
Objective was to
create an SUV, but
not to position it as
an SUV, as the SUV
market was less than
a lakh buyers.
Positioning & Brand Promise
Brand Name (Scorpio) – Conveys the outdoors, thrill,
adventure and dominance
Brand Logo – font colour is metallic re-emphasizing the
metallic grill that is a dominant product visual feature.
Mighty muscular on the top band of the logo talks
about the masculinity and ruggedness of the product.
Tagline – Nothing Else will Do- conveys a very strong
emotional desire to have the product and not settle
for anything inferior
Jingle – Nothing Else Will do – these words set to a
progressive rock jingle and western vocals to
emphasize the international appeal of the product
Cars used in communications
were bright coloured to
Every communication was
directed towards brining a
sense of “Owner Pride,
Neighbour‟s Envy” and that
no car whatsoever would
ever match up
Brand Elements were
directed towards creating
that sense of desire that
wouldn‟t be satiated by any
Analysis of the first Scorpio TVC
International characters, blonde
woman in pursuit of a good looking
man (international appeal) driving a
black Scorpio. The woman is piloting a
The Scorpio is black (classy,
minimalist) and it drives through
snowy locales in a foreign country
In the end, the helicopter catches up
and the blonde pushes the man aside
to drive the vehicle herself. (women
can drive it too, ease of driving)
Ends with the Nothing else will do
Communication: The Scorpio is so
irresistible that even a helicopter
pursuit is justifiable.
Cavalcade in Bombay
Scorpion King tie-up
ESPN Scorpio Speedster
Mahindra Great Escape
With time Scorpio was loosing its „thrill, adventurous‟
brand image due to the entry of many other SUVs in
the Indian Market which had better off-roading
So a TVC was made in which a man uses Scorpio to
play golf in a desert, thus focusing primarily on the
adventure and off-roading capabilities of the product.
More competent engine added and that was the key
POD now (mHawk)
New Positioning – Off roader,
hard-core and dominating
New Mahindra Scorpio –
New Scorpio with mHawk Engine Rs 7.99 (EX BS3) 12.82*lakh (Getaway 4WD) (ex-showroom Delhi )
Future Growth Drivers
11 year old product design must change, an overall
facelift of the car‟s looks is imperative.
M&M must focus on institutional buyers (police,
political cavalcades) now that consumer interests
have shifted to more international offerings like Duster,
Ecosport and Terrano.
International markets will drive profitability especially
Western European markets (Mahindra Goa) and USA
(pick-up truck version).
A particular slide catching your eye?
Clipping is a handy way to collect important slides you want to go back to later.