strategic marketing :Scorpio

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strategic marketing :Scorpio

  1. 1. Group members  Kush Rupani  Luve Rupani  Puneet Mehta  Rajat Bhardwaj  Vikash
  2. 2. Introduction:Mahindra and Mahindra  A major automobile company in india  Flagship company of Mahindra group  In late 1990s:witnessed fast loss of market share
  3. 3. Strengths & weaknesses  STRENGTHS-Rugged, Tough , Reliable , economical vehicle etc  WEAKNESSES-Uncomfortable , Rough , not easy to drive, Rural imagery, down market etc
  4. 4. Mahindra context OBJECTIVES:  To create a new segment and retain market domination  To differentiate offering-i.e to provide excellent value proposition to the customer  To optimize project cost
  5. 5. Consumer prespective for UV  Customer preferred big size it stands for status  Consumers seek latest technology  Thrill and passion of driving a SUV at affordable prices
  6. 6. TO Focus the customer  Mapped the market potential of the various vehicle categories  Visited the market and met the customers  Customer requirement was converted into product specifications  Customer inputs were taken at every stage
  7. 7. vision  A vision to continue the domination of the utility vehicle market in india;to be a global niche player
  8. 8. key achievements of process  A unique process called IDAM  Best in world tie ups  Customer focus from thought to finish  A cross functional ,young ,lean team  Intensive testing  All new manufacturing set up
  9. 9. TOTAL PROJECT COST  120 MILLION US DOLLARS  This was only 5th that world’s major players have spent on the same project  74 vehicles were built only for testing  The product took 5 years to materialise from a concept to the final product.
  10. 10. "We are extremely proud of the Scorpio and are sure that it would make both customers and car makers think seriously about the SUV segment. We have anticipated the potential of the SUV segment and believe that the strong value proposition the Scorpio offers would make it a winner."  Anand Mahindra, vice chairman and managing director, M&M, in June 2002
  11. 11. "As a product mix, it is a perfect fit. I would rate it seven on a scale of 10." Bijoy Kumar Y, Editor, Business Standard Motoring magazine
  12. 12. Marketing strategy  First year launch  To capture the 22% of the premium hard top market in 9 months  To sale 12000 scorpio in feb.03  To make scorpio brand recall score to achieve 50 points
  13. 13. Within 3 years of launch To capture 45 % of the premium hard top To sell 24000 units in feb.04 To make mahindra merge as new urban player
  14. 14. Strategic branding approach  Scorpio did not take the traditional approach  It needed to be seen like car to appeal car buyer  It offered superior technology ,dynamicc look,value for money  Fuel efficieny,power style,space luxury,comfort like a car
  15. 15. Advertising and promotion strategy  29 days 29 states  “Nothing else will do”  Scorpion king  Speedster  Media coverage on IDAM approach,people behind Scorpio,world class technology etc
  16. 16.  Images were shot in Australia to provide international feel  CRM plan- Pack on filling up scorpio club form, satisfaction surveys, Events, Rewards program etc
  17. 17. Pricing strategy  Competition with Accent , ikon, corsa, esteem,qualis,saffari,sumo etc  It had to adopt a penetrating pricing strategy  So 5-7 lack Rs.
  18. 18. Distribution strategy  Serve less markets but serve them well  Phased launch -Mumbai , Banglore , Delhi & Chennai -within 4 months 20 cities -within a year 50 cities
  19. 19. Response  Achieved its target market share & sold 9000 in the 1st 9 months of its launch  Advertising positioned Scorpio as a powerful vehicle with a sporty look  High recall for scorpio as well as for mahindra  It has edged out most SUVs in the NFO customer satisfaction survey and is currently the largest selling SUV in the country
  20. 20. Scorpio buyer profile  Scorpio managed to pull out customers from the C segment of vehicles
  21. 21. 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
  22. 22. 2002:Scorpio STD and DX:
  23. 23. 2003:The new scorpio
  24. 24. 2004:Scorpio Slx
  25. 25. 2005:Scorpio Crde
  26. 26. 2006:43 new features
  27. 27. 2007:VLX
  28. 28. 2007:LX
  29. 29. 2008:Scorpio automatic
  30. 30. 2009:The new ICONIC Scorpio
  31. 31. Thank you

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