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Scorpio 2 (2)
Scorpio 2 (2)
Scorpio 2 (2)
Scorpio 2 (2)
Scorpio 2 (2)
Scorpio 2 (2)
Scorpio 2 (2)
Scorpio 2 (2)
Scorpio 2 (2)
Scorpio 2 (2)
Scorpio 2 (2)
Scorpio 2 (2)
Scorpio 2 (2)
Scorpio 2 (2)
Scorpio 2 (2)
Scorpio 2 (2)
Scorpio 2 (2)
Scorpio 2 (2)
Scorpio 2 (2)
Scorpio 2 (2)
Scorpio 2 (2)
Scorpio 2 (2)
Scorpio 2 (2)
Scorpio 2 (2)
Scorpio 2 (2)
Scorpio 2 (2)
Scorpio 2 (2)
Scorpio 2 (2)
Scorpio 2 (2)
Scorpio 2 (2)
Scorpio 2 (2)
Scorpio 2 (2)
Scorpio 2 (2)
Scorpio 2 (2)
Scorpio 2 (2)
Scorpio 2 (2)
Scorpio 2 (2)
Scorpio 2 (2)
Scorpio 2 (2)
Scorpio 2 (2)
Scorpio 2 (2)
Scorpio 2 (2)
Scorpio 2 (2)
Scorpio 2 (2)
Scorpio 2 (2)
Scorpio 2 (2)
Scorpio 2 (2)
Scorpio 2 (2)
Scorpio 2 (2)
Scorpio 2 (2)
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Scorpio 2 (2)

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  • 1. Presented by: Dr. Gaveshna Dr. Manpreet Dr. pallavi Shivani goel Rahul RajTarun kumar arora
  • 2. Introduction:Mahindra and Mahindra A major automobile company in India Flagship company of Mahindra group
  • 3. The Mahindra Group is a $ 4.5 billion * conglomerate is a leading manufacturer of multi-utility vehicles with significant presence in key sectors like farm equipments, infrastructures, information technology and financial services.The Group has leading presence in many key sectors:-1)Automotive (Mahindra& Mahindra LTD.)2)Farm equipment (Mahindra Tractors)
  • 4. 3) Mahindra trade and Financial Services (Mahindra Inter trade Mahindra &Mahindra Financial Services Ltd4) Mahindra Systems and Automotive Technologies (Mahindra Engineering Services, Mahindra Ugine )5) Information Technology (Tech Mahindra,Bristlecone) and Infrastructure Development(Mahindra GESCO, Club Mahindra Holidays,Mahindra World City).
  • 5. Is Scorpio a new product or anexample of line extension?
  • 6.  Product line – A group of products within a product class that are closely related because they :• Perform a similar function• Are sold to the same customer groups• Are marketed through the same outlets or channels• Fall within given price ranges
  • 7. Product development- two types New products range from new-to-the-world products that create an entirely new market at one end, to minor improvements or revisions of existing product at the other.
  • 8. Yes ,SCORPIO is a new product development. As before the launch of Scorpio, Mahindra & Mahindra image was a big barrier. It only covers semi-urban and rural markets in India. In 1990‟s the company was experiencing loss of share.
  • 9. Objectives of this newproduct development To create a new segment and retain market domination To differentiate offering i.e. to provide an excellent value proposition to the customer To become a significant global player in the chosen product category To optimize project cost
  • 10. Deriving forces which leadsto the new productdevelopment India enjoys a distinct cost advantage with respect to auto-ancillary manufacturing capabilities.(Indian labor cost is only around 8-9% of sales) MUV as a % of the overall passenger car market was just 16% in 2001. Consumers want to consume premium imagery at prices affordable to them.
  • 11.  Untapped niche: Mahindra was lacking in products that catered to the modern urban consumer needs. The market was moving from traditional multi utility ,non-luxurious vehicles to luxurious vehicles.
  • 12. To achieve these purposes, thecompany started the productdevelopment process termed IDAM-Integrated Design And Manufacturing.
  • 13.  The company „Mahindra &Mahindra‟ launched the new vehicle successfully in 2002 under the brand name.. SCORPIO
  • 14. Urban market was showing more potentialfor vehicle sales and UVs were gaininghigher acceptability in urban areasInternational UVs were entering themarket and competition was getting tougherThe market was moving from traditionalmulti utility , non luxurious vehicles toluxurious vehicle …….
  • 15. From consumer perspective customer preferred big size as its stands for status . Consumer seeks latest technology Customer wants the sheer thrill and passion of driving an SUV but at affordable price
  • 16. From context of Mahindra Mahindra (in late 1990s) a leader in UV segment was losing their market share . Global player were entering in the market and aggressively launching products Mahindra share of business was largely from semi urban and rural market of India
  • 17.  Mahindra sales come from institutional sales army , police , military groups They had wide product port folio but was lacking in product that catered to modern urban consumer needs The market where Mahindra was strong were stagnating …..
  • 18. Mahindra image……….. Mahindra image was a big barrier there brand were not seen as modern and technological advance . there image was uncomfortable , rough , not easy to drive ,
  • 19. So management decided to launchscorpio with a following objectives to create a new segment and retain market domination . To differentiate offering that is to provide an excellent value proposition to customer . To optimize project cost .
  • 20.  There was no SUV in the country that the masses could buy . So based on consumer research Mahindra found to make SUV‟s a mass concept in India seen as comfortable , easy to drive , and imaginary comparable to international brand.
  • 21.  So to make Mahindra and Mahindra known world wide for the quality , durability , and reliability , of its product and services and to dominate in the niche UV market they decided to launch scorpio .
  • 22. POSTIONING OFSCORPIO Scorpio as a powerful vehicle with a sporty look among the premium car consumers Luxury of car , thrill of SUV Make good quality vehicles Create to drive Proud to own
  • 23. RATIONAL BENEFITS – world class vehicle ,good looks , car like comfort , great valueVALUE BENEFITS – ownership experience of thrill, excitement ,power relational benefitsRELATIONAL BENEFITS – young , modern , premium ,city companion/extension of lifestyleBRAND PROMISE – luxury of a car , thrill of an SUV
  • 24. Advertising and promotion strategy “Nothing else will do” Scorpion king Media coverage on IDAM approach , people behind Scorpio world class technology etc
  • 25. CREATE SOCIALRESPONSIBILITY SCORPIO EVENTS
  • 26. 2002:Scorpio STD and DX:
  • 27. 2003:The new scorpio
  • 28. 2004:Scorpio Slx
  • 29. 2005:Scorpio Crde
  • 30. 2006:43 new features
  • 31. 2007:VLX
  • 32. 2007:LX
  • 33. 2008:Scorpio automatic
  • 34. 2009:The new ICONIC Scorpio
  • 35. 201O Mahindra interior
  • 36. 2011 SCORPIO LX 4×4
  • 37. ANOTHER AUTOMOBILECOMPANY THAT COULDLEARN FROM “PROJECTSCORPIO
  • 38. CHALLENGES FACED BY “PROJECTSCORPIO” Positive but unfavorable brand Image . Negative parameters * Uncomfortable and rough. * Not easy to drive and * Rural imagery.
  • 39. STRATEGIES ADOPTED Proper market research ADOPTED UNIQUE PROCESS i.e. IDAM Strong positioning Competitive price advantage .
  • 40. AUTOMOBILE COMPANY THAT COULDLEARN FROM “PROJECT SCORPIO” IS MARUTI SUZUKI
  • 41. WHY MARUTI SUZUKI ?? Both Mahindra & Mahindra and Maruti Suzuki have positive brand image but unfavorable to cater luxury segment. Like “Project Scorpio” Maruti Suzuki can stretch upward by introducing new product line i.e. SUV‟s. Innovation in terms of technology . Educating customer about novel concept of their SUV‟s by choosing right media mix and promotion activities.
  • 42. CURRENT STATUS
  • 43. Domestic Market Share for 2010-11 Passenger Vehicles 16.25 Commercial Vehicles 4.36 Three Wheelers 3.39 Two Wheelers 76.00

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