David Aakar's model outlines how ad exposure leads to increased brand awareness, the communication of brand attributes, the formation of brand image and personality, and linking the brand to peers and social groups. For the Scorpio SUV, Mahindra & Mahindra used high impact advertising through TV, print media, and roadshows which increased brand recall by 22% in 9 months and achieved 50% recall in 2007. This advertising communicated the vehicle's attributes and positioned it as a premium yet affordable option, enhancing Mahindra's image as an urban brand.

1. David Aakar’s Ad Exposure Model [email_address]

2. Route 1 [email_address] Awareness/ Familiarity with brand Information regarding brand attribute or benefits Creation of brand image/ personality Association of feelings with brand Linkage of brand with peers/ experts & group trait Ad Exposure Purchase behavior Consumer attitude

3. Route 1 [email_address] Awareness/ Familiarity with brand Ad Exposure Dramatic and high impact launch High visibility Push brand image even by the media vehicle Continuous advertisement on TV and Print media High advertisement budget but very specific Road shows Campaigning thorough different medias tools Result: High Brand recall Brand recall score to increase by 22% in just 9 months Scorpio brand recall score to achieve 50% in 2007

4. Route 1 [email_address] Information regarding brand attribute or benefits Ad Exposure Brand Attributes Well-respected manufacturers Technologically advanced Suitable for city driving Great to drive Proud to own Makes good quality vehicles

5. Route 1 [email_address] Creation of brand image/ personality Ad Exposure A powerful vehicle with a sporty look, No true SUV player was exist in the market Scorpio: best product package at an affordable price, Enhancing Mahindra's image as a truly urban player. Truly a world-class vehicle, which aptly bridges the gap between style & adventure, luxury, performance & economy. Product and brand with top of the mind recall across all consumer segments. Solidly built with good cargo capacity amongst the premium car consumers

6. Route 1 [email_address] Association of feelings with brand Ad Exposure Rational: World class vehicle, Good looks, Car like comfort, Great value Emotional: Ownership experience of thrill, Excitement and power Relational: Young modern, Premium, City Companion / Extension of Lifestyle.

7. Route 1 [email_address] Linkage of brand with peers/ experts & group trait Ad Exposure Scorpio is competing with the midsize cars like Hyundai Accent, Ford Ikon, Opel Corsa, Maruti Suzuki Esteem on the one side and UVs like Toyota Qualis, Tata Safari and the Tata Sumo on the other

8. Other SUVs in same segment [email_address] Models Top of the Mind Awareness Unaided Awareness Proportion of respondents rating on Overall Opinion Average Rating on Overall Opinion TATA Sumo 9 63 32 6.39 Toyota Qualis 8 48 70 8.34 Bolero (M & M) 10 47 48 7.37 TATA Safari 4 44 49 7.23 Armada (M & M) 8 34 31 6.42 Marshal (M & M) 3 21 19 6.05 Armada Grand (M & M) 1 8 21 6.08 Sample Base 121 398 398 121

9. Route 1 Completes [email_address] Awareness/ Familiarity with brand Information regarding brand attribute or benefits Creation of brand image/ personality Association of feelings with brand Linkage of brand with peers/ experts & group trait Ad Exposure Purchase behavior Consumer attitude

10. Result: High Market Share of SUV (sport-utility vehicle) Captured 40 percent of the premium utility vehicle market The fastest growing in the world SUVs segment -35 per cent of the world market and 45 percent of the Indian market consists of SUVs Sold 12000 units of Scorpios in 2003 24,000 units of Scorpio sold in 2004 Continuous growth in double digits [email_address]

11. Route 2 [email_address] Awareness/ Familiarity with brand Information regarding brand attribute of benefits Creation of brand image/ personality Association of feelings with brand Linkage of brand with peers/ experts & group trait Ad Exposure Purchase behavior Consumer attitude formulation Reminder of inducement about brand trial If the result is satisfactory

12. Brand recall and continuous reminding ads leads to purchase behavior [email_address] Personal Traits Style International Looks Power Car Like Comfort Persona Powerful In control Sophisticated Relationship Extension of the user’s lifestyle Culture Live life on one’s own terms

13. Satisfaction leads to formulation of brand Luxury of a car and the thrill of an SUV. Press advertisement of the Scorpio focused on functional features of the vehicle and the television advertisements focused on the emotional benefits. [email_address]

14. “ Nothing Else Will do” The baseline captures the essence of the brand, which is superiority and uncompromising attitude. It also summarizes the spirit behind the making of the Scorpio. [email_address]

15. Thank You [email_address]