Launch of scorpio

1. SCORPIO-
DEVELOPING
BRAND IDENTITY
BY
BIJIT DEB ROLL NO.5
RAHUL RAVINDRAN ROLL NO.1
ANIL SEN ROLL NO.9
MAYANK BAKSHI ROLL NO.6

2. BRAND MANAGEMENT-
CONCEPTS
 A name, term, symbol or design or a combination of these, which signifies
the goods or services of a seller and distinguishes it from the goods and
services of its competitors.
 A reputable brand persists as a stable image over time. For e.g. Mahindra
vehicles, cadbury, nescafe, nestle, Nirma.

3. BRAND MANAGEMENT-
CONCEPTS
 Marketing is satisfaction of customer’s needs and wants, branding takes
it to the next level by giving the product or service a distinctive name.
 Brand comprises both tangibles and intangibles. A brand is more than a
product.
 Brand over a period of time becomes goodwill and the test of a brands
superior performance is customer loyalty.

4. BRAND MANAGEMENT-
CONCEPTS
 Brand should present a unified brand character or personality. It should
be able to communicate both functional and emotional benefits consistent
with each other and as wanted by the customer.
 Successful brand is a win-win situation for both the marketer and the
customer. Brands has to be the ultimate consumer glue and appear
valuable to consumers, business, intermediaries and society.

5. BRAND BUILDING
 Brand appraisal- Exploring the opportunity for a new or existing brand.
 Brand definition- Arriving at the brand idea, position, image and benefits.
 Brand identity- Creating an identity for the brand in the minds of the
customers.
 Brand Articulation- Exploring the various facts by which a brand presents
itself to its customers and connects with them

6. Brand Articulation
Three stages, but not necessarily in this order:
1.Brand identity- The importance of brand name, brand colours, brand
designs and logo/symbols.
2.Brand communication. Integrated marketing communication comprising
direct marketing, PR, promotions, events, digital etc.
3. Brand Service- how to service the customers. For e.g. Packaging, Frooti
through tetrapack, now paperboat etc

7. Brand Identity
 Brand identity has to be memorable, meaningful and likeable.
 It should get into the collective psyche of the consumer.
 It should be transferable, adaptable and protectable.
 Jet Airways- A small name with distinct blue and yellow tail identity. Which is
rememberable
 Zee “ the last word in entertainment”. It could extend to music, movies and
even education.

8. Brand name
 Brand name should be chosen carefully with so many languages and
dialects. It should not convey an inappropriate meaning.
 Brand name should be easily recognisable like Rin, Lux. It should show
association like Bagpiper with Scotland for whisky.
 For e.g. the name “Nova” adopted for a car was a disaster as in spanish it
means “wont go”.
 In the 70’s Savlon antiseptic cream was called soothpaste and sooth in
tamil means buttocks.

9. Brand name
 Brand name has to be easily pronounceable
 A generic name is forgotten but a brand name that is different is
remembered. It should be unique
 Brand names are descriptive, suggestive or free standing.
 Descriptive- Close up, Fair and lovely
 Suggestive- Visa, will take you places, real juice etc
 Free standing- Kodak, Xerox, Apple, Tata

10. Brand design, Colour and
Place
 Brand design- Look of the brand. Funky designs, aesthetic, colour, smell
etc.
 Brand colour- Blue for cool, red for fire, green for abundance.
 Brand colours reflect the symbolism expressed by nature.
 In some places white shows purity and peace, while some places
symbolises widowhood.

11. Logo and Symbol
 Triggers instant recognition with consumers.
 Nike is written in a particular typeface in lower case.
 Mercedes Benz- three pointed stars.
 Brand mascot like amul girl, maharaja Indian airlines.
 Used together, the brand name, the brand colour, logo and symbol
become a very powerful connection.

12. Brand Dynamics Pyramid
Bonding
Advantage
Performance
Relevance
Presence
Level of the Pyramid

13. Future Growth Opportunity :
 The SUV segment was still evolving in India.
 UV segment only constituted 10-12% of total vehicle market in India.
 This segment constituted only a small niche in the market.
Grabbing & Acting on it:
 Product development process IADM- Integrated Design and Manufacturing.
 Different functional dept. were a part of this process.
 Consumer research was conducted in order to give name to this project.
 The vehicle was finally named “Scorpio from Mahindra”.
 Careful competitors price analysis was done.
 The base model was launched at Rs 0.55 million & fully loaded model was launched at
Rs 0.6 million.
Project Scorpio

14. Positioning & Brand Promise
 Objective was to create
an SUV, but not to
position it as an SUV,
as the SUV market was
less than a lakh
buyers.
 The positioning was
always CAR-PLUS
 More space, more
comfort, more power
than a regular car.
RationalBenefits • Good looks
• Car like
comforts
• Great Value
EmotionalBenefits
• Ownership
Pride
• Thrill
• Excitement
• Power
RelationalBenefits
• Young
• Modern
• Premium
• City
Companion
• Extension of
lifestyle

15.  A “Static and Drive” clinic was held in one city.
 Respondents were 21 to 60 years old first hand car owners.
 Respondents owned a small, medium or the leading
competing brand of SUV.
 In the Clinic, Scorpio received superior ratings.
 Though the respondents were not able to classify this car
from others.
 The positioning decision was to promote the brand with the
promise of “Luxury of a car. Thrill of an SUV”.
Positioning & Brand Promise

16.  Architect was hired to
redesign the showrooms.
 Employees were trained
to deal with new type of
customers.
 Scorpio was launched in
phase manner.
 1st phase in metro cities.
 2nd phase in 20 cities.
 3rd phase in 50 towns.
Retailing & servicing

17.  Hyping about the luxury, comfort of a car & passion & thrill of an SUV.
 To present this car as a premium SUV in the market.
 In all advertisement the product should be the ‘Hero’.
 Correct time of Independence day was chosen to promote.
 Campaign Highlighted the ‘Indianness’ of the Indian Brand.
Communication Strategy

18.  Making a customer database and centralizing it, was an issue.
 Membership of ‘Top gear club’ was initiated.
 One call was made after 7 days of purchase.
 The other call was made after 30 days of purchase.
 Twice in a year special offers were provided by the company.
 Customer were sent greeting cards on their anniversaries and birthday’s.
 On the anniversary of the vehicle, special card was sent to the customer
informing them about the event.
Managing Customer Relationship

19. Brand Elements
 Brand Name (Scorpio) – Conveys the outdoors, thrill,
adventure and dominance
 Brand Logo – font colour is metallic re-emphasizing the
metallic grill that is a dominant product visual feature.
Mighty muscular on the top band of the logo talks about the
masculinity and ruggedness of the product.
 Tagline – Nothing Else will Do- conveys a very strong
emotional desire to have the product and not settle for
anything inferior
 Jingle – Nothing Else Will do – these words set to a
progressive rock jingle and western vocals to emphasize
the international appeal of the product

20. Analysis of the first Scorpio TVC
 International characters, blonde woman in
pursuit of a good looking man (international
appeal) driving a black Scorpio. The woman
is piloting a helicopter.
 The Scorpio is black (classy, minimalist) and
it drives through snowy locales in a foreign
country
 In the end, the helicopter catches up and the
blonde pushes the man aside to drive the
vehicle herself. (women can drive it too,
ease of driving)
 Ends with the Nothing else will do jingle.
 Communication: The Scorpio is so
irresistible that even a helicopter pursuit is
justifiable.

21. Brand Building
Cavalcade in Bombay
Scorpion King tie-up
ESPN Scorpio Speedster
Mahindra Great Escape

22. Brand Communities

23. New Positioning – Off roader,
hard-core and dominating

24. Future Growth Drivers
 11 year old product design must change, an overall facelift of the car’s
looks is imperative.
 M&M must focus on institutional buyers (police, political cavalcades)
now that consumer interests have shifted to more international offerings
like Duster, Ecosport and Terrano.
 International markets will drive profitability especially Western European
markets (Mahindra Goa) and USA (pick-up truck version).

25. THANK YOU