2. Auto Industry – SUV segment
• India has a strong appetite for SUVs.
• According to industry experts, the utility vehicle segment is
expected to grow by 15% to 20% over the next five years.
[source: ET Bureau Jul 11, 2012, 09.42AM IST]
• Mahindra & Mahindra Ltd. (M&M Ltd.), India’s leading SUV
manufacturer reported a 17% growth in its auto sales numbers
for the Financial Year 2012‐13.
Source: http://www.rbsa.in/wpcontent/articles/RBSA%20%20Automotive%20Sector%20Analysis%20FY%20201
2%20-%2013.pdf
3. Players in suv segment
• Renault Duster The Big, Beautiful & Efficient SUV
• Toyota Innova The Multi Premium Vehicle
• Tata Safari Storme The Real SUV
• Maruti Suzuki Ertiga LUV “Life Utility Vehicle”
5. Brand - Mahindra Scorpio
• Mahindra Scorpio
• “ Mighty Muscular – Nothing else will do”
• Launched in June 2002.
• The Scorpio Stands for Safety, Style and
Comfort.
6. Target customers profile
• Target customer:
1. Both male & female.
2. Young & adventurous in nature.
• Brand positioning:
“Safety, style and comfort”
7. Objective of the campaign
• To create top of mind awareness in the target
customers.
• To increase the sales of Mahindra Scorpio with
respect to the competitor Renault Duster.
• To maintain the pole position in the SUV
segment.
9. Media strategy and planning
• Advertising: Print & Broadcast Ads, Bill Boards. Joint
promotion of the Movie “Boss – starring Akshay Kumar” with
Mahindra Scorpio.
• Social Media Campaign
• Celebrity Endorsement : Akshay Kumar.
• Mall activations and lucky draw contest.
10. Media strategy and planning
• Advertising through TV and print ads will be given
80% weightage.
• Akshay kumar will be promoting Scorpio through
TVC.
• Akshay Kumar has a rough and tough image which
very well associates with Mahindra Scorpio.
11. Media strategy and planning
• Boss Movie will act as borrowed interest device.
• Promotion through the Movie “Boss”, will indirectly
communicate to the target audience – “Mahindra
Scorpio as the Boss in the SUV segment.”
• Test drive campaign at selected areas. Luck draw
winners of the Test drive will get the tickets to watch
Premier show of Movie Boss and chance to meet
Akshay kumar.
12. Media strategy and planning
•
•
•
•
Social Media Campaign:
Contestants will be told to post their adventurous pictures
on the Facebook page of Mahindra Scorpio, and to get
Maximum Likes.
The winner with maximum likes will get attractive gifts.
Mall activation:
Promotional events will be launched in Malls like High
Street Phoenix mall, Inorbit Mall of Andheri etc.
The event will promote both the Movie Boss and the
Mahindra Scorpio.
13. Post Campaign Measurement
• TV channels and time at which the ads were shown.
• TRP ratings of the programs broadcasted at that time
on that particular channel
• It will help to evaluate number of eyeballs captured.
14. Post Campaign Measurement
• Number of page hits on the Facebook page of
Mahindra Scorpio.
• Number of contestants registered for test drive
campaign.
15. Post Campaign Measurement
• Number of target audiences participated in the
events conducted in Mall.
• Also their responses for the Mahindra Scorpio
and number of interests generated to purchase.
• Disguised Market research to evaluate the
performance of the campaign – will be done
through external agency.
![Auto Industry – SUV segment
• India has a strong appetite for SUVs.
• According to industry experts, the utility vehicle segment is
expected to grow by 15% to 20% over the next five years.
[source: ET Bureau Jul 11, 2012, 09.42AM IST]
• Mahindra & Mahindra Ltd. (M&M Ltd.), India’s leading SUV
manufacturer reported a 17% growth in its auto sales numbers
for the Financial Year 2012‐13.
Source: http://www.rbsa.in/wpcontent/articles/RBSA%20%20Automotive%20Sector%20Analysis%20FY%20201
2%20-%2013.pdf](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)