The document discusses the development of the brand identity for Scorpio, an SUV developed by Mahindra. It covers key concepts in brand management like defining a brand, building a brand identity through elements like name, logo, and positioning. For Scorpio, Mahindra conducted research to position it as a "car-plus" that offers more space, comfort and power than a regular car. They launched it nationally in phases and supported it with advertising, retail showrooms, and customer relationship programs. Over time, Mahindra shifted the positioning of Scorpio to be more off-road focused as consumer tastes changed.

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