UNDER THE       PRESENTED BY:                ANJALIGUIDANCE OF:    APOORVA SAINIMR.ANOOP OHRI   ASHIMA GARG               ...
MAHINDRA-SCORPIO
INTRODUCTION:Indian automobile industry 1898-first motorcar rode down to Indians  roads. The Hindustan Motors was set up...
Interesting facts:   India is the 2nd largest two wheeler    manufacturer in the world.   India is the 2nd largest Tract...
Major players in the indianautomobile(car) market Maruti Hyundai Tata Ford Hindustan motors Mahindra and Mahindra
Mahindra & Mahindra It is a major automobile co. in India. It is the flagship co. of the Mahindra  Group. The company w...
Mahindra & Mahindra It soon expanded into manufacturing  general-purpose utility vehicles, starting  with assembly under ...
Positive & negative factsPositive:Rugged, tough, reliable, economical vehicles.Negative:Uncomfortable, rough, not easy –to...
ObjectivesWhen Mahindra started to lose its market  share because of its problems they  decided to launch a product with t...
Scorpio It is a SUV manufactured by Mahindra &  Mahindra Limited. It was the first SUV from the company built for  the g...
4P‟S-   PRODUCT2002-Scorpio STD and DX:
2003:The new Scorpio
2004-Scorpio Slx
2005-Scorpio Crde
2006-43 new features
2007-VLX
2007-LX
2008-Scorpio automatic
2009-The new ICONICScorpio
2010- Micro Hybrid SUV
2011-m hawk vlx model
Pricing strategy     Competition with: Accent, Ikon,Corsa,      Esteem, Qualis, Safari, Sumo     Penetrative pricing.   ...
   Mahindra Scorpio M2DI Price : Rs.       Mahindra Scorpio VLX AT BS-    728000/-                                 III P...
Place Phased launch:     Mumbai, Bangalore, Delhi &  Chennai     within 4 months 20 cities     within a year 50 cities...
Promotion Advertising strategy:   The Television Communications(TVCs)  as well as the press still-shots were shot  in Aus...
STPSEGMENTATION: Urban Semi-urban RuralTARGETING: UrbanPOSITIONING:(powerful vehicle)Luxury of a car and the thrill of...
QUESTIONS???Q.1 Is Scorpio a new product or an example of line extension?Ans. It is a new product through Integrated Desig...
Q.2 Evaluate the management decision to launch Scorpio.Ans. Category A declined from 55% in 1999 to 34% in 2001, on the ot...
Impact on M & M   With the launch of the Scorpio, things started looking up    for Mahindra.   Improvement in the bottom...
Q.3 What is your opinion of Scorpio as a brand name & its positioning in India?Ans. Scorpio as a brand-Dynamic looks, outd...
Q.4Take another automobile company in today‟s competitive scenario and what can they learn from „Project Scorpio‟.Ans. Mar...
Current status of Scorpio Scorpio new variant Scorpio EX  Rs.41,000 cheaper than Scorpio LX. Target: young professionals...
 M&M is working now which could be  positioned below the Scorpio(market  buzz is that a new SUV to seat upto 5  occupants...
Market share
Future directions – globallevel First SUV from the company for the  global market. Across the world in the countries suc...
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Scorpio mahindra

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Scorpio mahindra

  1. 1. UNDER THE PRESENTED BY: ANJALIGUIDANCE OF: APOORVA SAINIMR.ANOOP OHRI ASHIMA GARG DIVYA MALIK MANIRAT KAUR
  2. 2. MAHINDRA-SCORPIO
  3. 3. INTRODUCTION:Indian automobile industry 1898-first motorcar rode down to Indians roads. The Hindustan Motors was set up in 1942, & in 1944, Premier Automobile was established to manufacture automobiles in India. Most international car manufacturers have entered the Indian market, as it one of the fastest growing economies in the world. As India provides excellent global technologies, most international car manufacturers can access these through joint ventures with India.
  4. 4. Interesting facts: India is the 2nd largest two wheeler manufacturer in the world. India is the 2nd largest Tractor manufacturer in the world. India is the 5th largest commercial vehicle manufacturer in the world. India is the 3rd largest car market in Asia. India‟s largest car-market Maruti Udyog Ltd(MUL) was privatized in 2002 with Suzuki Motor Corporation moving into the driving seat after acquiring a majority stake & ,management controlling the Maruti Suzuki Joint venture.
  5. 5. Major players in the indianautomobile(car) market Maruti Hyundai Tata Ford Hindustan motors Mahindra and Mahindra
  6. 6. Mahindra & Mahindra It is a major automobile co. in India. It is the flagship co. of the Mahindra Group. The company was set up in 1945 in Ludhiana as Mahindra & Mohammed by brothers K.C. Mahindra and J.C. Mahindra and Malik Ghulam Mohammed. Purpose- to make general purpose utility vehicles for the Indian market.
  7. 7. Mahindra & Mahindra It soon expanded into manufacturing general-purpose utility vehicles, starting with assembly under licence of the iconic Willys Jeep in India. Soon established as the Jeep manufacturers of India, M&M later branched out into the manufacture of light commercial vehicles (LCVs) and agricultural tractors.
  8. 8. Positive & negative factsPositive:Rugged, tough, reliable, economical vehicles.Negative:Uncomfortable, rough, not easy –to – drive, rural imagery, down market, fuddy duddy, not technologically advanced.
  9. 9. ObjectivesWhen Mahindra started to lose its market share because of its problems they decided to launch a product with the following objectives: To create a new segment & retain market domination. To differentiate offering i.e. to provide an excellent value proposition to the customer. To optimize project costs.Consumer research-SUV concept-This marks the beginning of the Scorpio story(1997)
  10. 10. Scorpio It is a SUV manufactured by Mahindra & Mahindra Limited. It was the first SUV from the company built for the global market. The Scorpio has been successfully accepted in international markets across the globe, and will shortly be launched in the US. The Scorpio was conceptualized and designed by the in-house integrated design and manufacturing (IDAM) team of M&M. The car has been the recipient of three prestigious awards: the "Car of the Year" award from Business Standard Motoring; the "Best SUV of the Year" by BBC World Wheels; and the "Best Car of the Year" award, again, from BBC World Wheels.
  11. 11. 4P‟S- PRODUCT2002-Scorpio STD and DX:
  12. 12. 2003:The new Scorpio
  13. 13. 2004-Scorpio Slx
  14. 14. 2005-Scorpio Crde
  15. 15. 2006-43 new features
  16. 16. 2007-VLX
  17. 17. 2007-LX
  18. 18. 2008-Scorpio automatic
  19. 19. 2009-The new ICONICScorpio
  20. 20. 2010- Micro Hybrid SUV
  21. 21. 2011-m hawk vlx model
  22. 22. Pricing strategy  Competition with: Accent, Ikon,Corsa, Esteem, Qualis, Safari, Sumo  Penetrative pricing.  Rs.5-7 lacsCARS AMOUNT(RS.)FORD IKON 5,50,000 – 7,00,000HYUNDAI 5,50,000 – 7,00,000MARUTI ESTEEM 5,00,000 - 6,50,000OPEL CORSA 6,00,000 – 7,50,000TOYOTA QUALIS 6,00,000 - 8,50,000
  23. 23.  Mahindra Scorpio M2DI Price : Rs.  Mahindra Scorpio VLX AT BS- 728000/- III Price : Rs. 1095000/- Mahindra Scorpio LX BS-III Price :  Mahindra Scorpio VLX AT BS- Rs. 779000/- IV Price : Rs. 1109000/- Mahindra Scorpio LX BS-IV Price :  Mahindra Scorpio VLX 4WD BS- Rs. 788000/- IV Price : Rs. 1125000/- Mahindra Scorpio Getaway Price :  Mahindra Scorpio VLX 4WD Rs. 812000/- Airbag BS-III Price : Rs. 1130000/- Mahindra Scorpio SLE BS-III Price  Mahindra Scorpio VLX Airbag AT : Rs. 897000/- BS-III Price : Rs. 1115000/- Mahindra Scorpio SLE BS-IV Price  Mahindra Scorpio VLX 4WD : Rs. 908000/- Airbag BS-IV Price : Rs. 1144000/- Mahindra Scorpio Getaway  Mahindra Scorpio VLX Airbag AT 4WD Price : Rs. 913000/- BS-IV Price : Rs. 1129000/- Mahindra Scorpio VLX BS-III Price  Mahindra Scorpio VLX 4WD AT : Rs. 1014000/- BS-III Price : Rs. 1193000/- Mahindra Scorpio VLX BS-IV Price  Mahindra Scorpio VLX 4WD AT : Rs. 1028000/- BS-IV Price : Rs. 1206000/- Mahindra Scorpio VLX Airbag BS-  Mahindra Scorpio VLX 4WD Airbag III Price : Rs. 1033000/- AT BS-III Price : Rs. 1213000/- Mahindra Scorpio VLX Airbag BS-  Mahindra Scorpio VLX 4WD IV Price : Rs. 1048000/- Airbag AT BS-IV Price : Rs. 1227000/-
  24. 24. Place Phased launch: Mumbai, Bangalore, Delhi & Chennai within 4 months 20 cities within a year 50 cities Showroom experience Infrastructure.
  25. 25. Promotion Advertising strategy: The Television Communications(TVCs) as well as the press still-shots were shot in Australia to provide an international city feel. Media strategy: PR, mass media, direct marketing, events.
  26. 26. STPSEGMENTATION: Urban Semi-urban RuralTARGETING: UrbanPOSITIONING:(powerful vehicle)Luxury of a car and the thrill of an SUV.
  27. 27. QUESTIONS???Q.1 Is Scorpio a new product or an example of line extension?Ans. It is a new product through Integrated Design And Marketing (IDAM).
  28. 28. Q.2 Evaluate the management decision to launch Scorpio.Ans. Category A declined from 55% in 1999 to 34% in 2001, on the other hand, category B i.e. semi –luxurious was growing at 44% in 2001. Category C was maintaining a growth of 14%. Category D & E – Super premium cars , limited in size in volume.
  29. 29. Impact on M & M With the launch of the Scorpio, things started looking up for Mahindra. Improvement in the bottom line as well as the return to the shareholder. Revenue increased from Rs. 1827 cr. In F02 to Rs. 2511 cr. In F03, a growth of 37%. The PBIT too zoomed up from Rs.102 cr. in F02 to Rs.147cr. in F03 , an increase of 47%. The share prices have outperformed the sensex & share prices had zoomed from Rs.100 to Rs.400 by Dec 2003. The Mahindra saliency score improved by points among MUV/SUV owners and by points among all car owners. The overall positive opinion about Mahindra also moved up by 18% among MUV/SUV owners and by 11% among all car owners.
  30. 30. Q.3 What is your opinion of Scorpio as a brand name & its positioning in India?Ans. Scorpio as a brand-Dynamic looks, outdoor fun companion, power , strength, stamina, speed, city –dweller, sporty “(Cars will now suffer from low self esteem”) Positioning in India- powerful vehicle, “Luxury of a car and the thrill of an SUV”.
  31. 31. Q.4Take another automobile company in today‟s competitive scenario and what can they learn from „Project Scorpio‟.Ans. Maruti Suzuki-2%
  32. 32. Current status of Scorpio Scorpio new variant Scorpio EX Rs.41,000 cheaper than Scorpio LX. Target: young professionals and college goers in the age group 18–25. Promotional tools: social medium such as Facebook. Scorpio range now starts at Rs.7.21 lakh & extends to Rs.11.89lakh(July 2011).
  33. 33.  M&M is working now which could be positioned below the Scorpio(market buzz is that a new SUV to seat upto 5 occupants & will be powered by sub-2 litre engine.) M&M hardly any competition in affordable SUV segment(Scorpio & Bolero) except Tata Safari(starts from Rs. 7.90 lacs).
  34. 34. Market share
  35. 35. Future directions – globallevel First SUV from the company for the global market. Across the world in the countries such as Italy, France, Spain, Turkey, Sri Lanka, Russia,Egypt,Nepal,Malaysia,Qatar, South Africa, Brazil, Chile & will be shortly launched in US.

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