INTRODUCTION The Mahindra Scorpio is a SUV manufactured by Mahindra & Mahindra Limited. It was the first SUV from the company built for the global market. It Was Launched In June 2002. M&M Started Work On Project Scorpio From 1997. It Was Designed To Target Urban Market To Fulfill The Demand Of Passenger Car As Well As SUV Fans.
SCORPIO MODELSModel Features BS3 BS4 Price T Show Room 7,68,142 7,81,814 EX 2WD 8,38,017 4WD 9,41,869 GETAWAY
Cont…Model Features Show Room Price 4WD BS4 9,67,438 BS3 8,254,32 LX BS4 8,34,360 BS3 9,50,974 BS4 9,62,734 SLE
FEATURES mHawk Engine 5-Zone Cushion Suspension Digital Immobilizer Crash Protection Crumple Zones & Child Locks Power Steering & Power Windows Tubeless Tyres Mobile Charging Facility Roof top ski racks Central locking
What makes Scorpio Special?mHawk Engine:-The 2.2 litre, 4-cylinder mHawkdiesel engine is what makes theScorpio the powerhouse that it is.It propels the new Scorpiofrom 0 to 60 in 5.7 seconds flat. Micro Hybrid Technology:-This technology enables the engine to intelligently switch into standby when not in use. So while it helps conserves nature, it conservesfuel too.
Voice Assist System:-The Scorpio has Voice Assist System that welcomes the driver as soon as the door is opened and voices a warning if the parking brake is engaged, fuel and oil levels are low, engine temperature is abnormal, if any door is partially open or the passengers forget to strap in. Dual Front Airbags:- Safety always takes the front seat in the Scorpio. In the event of a collision, these dual airbags inflate instantly, protecting you from serious injury.
Cont… Anti-lock Braking System (ABS):-When the situation demands hard braking on any skid-prone surface, the Anti-lock Braking System (ABS) will make sure the wheels dont lock up on you. So, in a Scorpio, control is never compromised. Audio Controls:- Adjusting the volume, switching radio channels or audio modes can now be done right from the steering wheel, so your eyes never have to leave the road.
Cont… Cruise Control:- Rest your foot at higher speeds. Push a button and let the Scorpios Cruise Control take over. Once engaged, you can command a constant speed without any effort and even adjust your cruising speed with the press of a button. Smart Rain & Light Sensors:- Advanced sensors detect rain and automatically turn the wipers on or off. They even control the wiper speed according to the intensity of rain.
Interior View of Scorpio• http://www.mahindrascorpio.com/mahindra- scorpio-360spin-interior.aspxExterior• http://www.mahindrascorpio.com/mahindra- scorpio-360spin-exterior.aspx
EXPORTS The Mahindra Scorpio is sold across the world in countries such as:• India• Italy• France• Spain• Turkey• Sri Lanka• Nepal• Bangladesh• Egypt• Russia• Malaysia• South Africa• Qatar• Brazil• Chile: The Scorpio Pick Up is the first passenger vehicle of the Mahindra brand to be offered in Chile, and both were presented to the press the night of July 25, 2007.
EUROPEAN MARKETPARTNER MAHINDRA EUROPE(European Branch of Mahindra)PRICE 8.7- 13.7 lakhsModels SCORPIO GOA, GATEAWAY, MICRO HYBRID, mHAWK
The Success Story Of Launching Scorpio• It Was Launched With Three Models.• 1000 Units Were Booked Within The Launch Of First Week.• In 2003 Companies Income Rose By 22%.• Breaking The Tradition Of UV, Scorpio Is Being Used Primarily As Personal Vehicle.• Survey In 2004 Shows That Scorpio Byers Were Satisfied.• It Extensively Tested, so It Has No Run Time Defect After Launching In Market.
MARKETING STRATEGIES ADOPTED • First and foremost, they tried to provide a status of Pajero in Scorpio at affordable price. • Advertising, Public Relation, Mass media…nothing was left to make brand popular. • Scorpio adopted penetrative pricing strategy positioned between 7-12 lakhs.
Cont …• As they were targeting urban areas, stronger distribution channels were needed.• Scorpio was launched in phase manner i.e. first in metros and then other cities were covered so as to ensure the attention towards main market first.
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• Images were shot in Australia to provide international feel
AwardsScorpio 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 WheelsThe Scorpio receive the Best Off roader vehicle of the year 2009 award
Strengths : Good performance for long distances. Powerful player in the taxi/rental segment . S Good presence in the rural and tier-2 cities segment. Maintenance cost is low.
Weakness : Limited international market.High Interest Costs and high overheads make the production uncompetitive. W
Opportunities : Increasing purchasing power and growing target base. Leverage strong brand name by more advertising. O Newer innovations.Rising Rural Demand
Threats : Intense competition. T Government regulations and increasing fuel prices. Maintain Low CostRising Input Costs.
CONCLUSION:- Thus „Scorpio‟ has proved as a Milestone for M&M and the Indian Automobile Industry.It has given a unique place To M&M in Indian T market because ,It was innovated with High quality, Reliability, flexibility, Style , Driving Comfort etc.In short it offered a customized product. hence, again Operation‟s components: Time, quality & technology made A Success story.