BRAND POSITIONING OF SCORPIO
BRAND
POSITIONING OF
SCORPIO
Presented By
KushalDey(314SM100
5)
INTRODUCTION
Mahindra & Mahindra is a flagship company of the Mahindra group based in Mumbai with a turnover of `55 billion.
The company was set up in 1945 in Ludhiana as
Mahindra & Mohammed by brothers K.C.
Mahindra and J.C. Mahindra along with Malik
Ghulam Mohammed.
The shares of the company were listed in the
Bombay Stock Exchange in 1956.
Initially set up to manufacture general-purpose utility vehicles, Mahindra & Mahindra (M&M) was first known for assembly under license of the iconic Willys Jeep in India.
•
•
In 1994 it was restructured into two operating division i.e.
Automotive Sector
Farm Equipment Sector
Till 1990’s M & M was the market leader with more than 50 % of market share in UV segment.
By late 1990’s faced strong competition from
Telco and Toyota
AUTOMOBILE MARKET
IN INDIA
Indian Passenger Car Market was divided into 2 segment ie. Personal Cars and UV’s.
By 2003 there were about 12 major player’s in automobile market.
During the period of 1999-2003 the
CAGR for passenger cars segment was about 9% and for UV segment it was
4%.
M & M PRODUCT PORTFOLIO
Mahindra
Scorpio
Mahindra Xylo
Mahindra Jeep
Mahindra
Champion
Bolero
Mahindra
Axe
OBJECTIVE AND RATIONALIZING
BRAND PORTFOLIO
Objectives were
Dominating Rural and Semi Urban areas for low cost transportation.
Developing strong presence in Urban areas with value for money products.
Rationalizing Brand Portfolio included analysis of market for various uses of
MUV and SUV which are
Straight Carriage
Contract Carriage
Goods Carriage
Personal Carriage
NEW PRODUCT DEVELOPMENT
PROCESS
Unique process called IDAM.
Best in the world tie-ups, but in-house execution Customer focus from thought to finish. A cross-functional ,co-located
,young ,lean team.
Lowest project cost
Intensive testing All manufacturing set up .
ALTERNATIVE BRAND
POSITIONING OPTIONS
POSITIONING OF
SCORPIO
Presented By
KushalDey(314SM100
5)
INTRODUCTION
Mahindra & Mahindra is a flagship company of the Mahindra group based in Mumbai with a turnover of `55 billion.
The company was set up in 1945 in Ludhiana as
Mahindra & Mohammed by brothers K.C.
Mahindra and J.C. Mahindra along with Malik
Ghulam Mohammed.
The shares of the company were listed in the
Bombay Stock Exchange in 1956.
Initially set up to manufacture general-purpose utility vehicles, Mahindra & Mahindra (M&M) was first known for assembly under license of the iconic Willys Jeep in India.
•
•
In 1994 it was restructured into two operating division i.e.
Automotive Sector
Farm Equipment Sector
Till 1990’s M & M was the market leader with more than 50 % of market share in UV segment.
By late 1990’s faced strong competition from
Telco and Toyota
AUTOMOBILE MARKET
IN INDIA
Indian Passenger Car Market was divided into 2 segment ie. Personal Cars and UV’s.
By 2003 there were about 12 major player’s in automobile market.
During the period of 1999-2003 the
CAGR for passenger cars segment was about 9% and for UV segment it was
4%.
M & M PRODUCT PORTFOLIO
Mahindra
Scorpio
Mahindra Xylo
Mahindra Jeep
Mahindra
Champion
Bolero
Mahindra
Axe
OBJECTIVE AND RATIONALIZING
BRAND PORTFOLIO
Objectives were
Dominating Rural and Semi Urban areas for low cost transportation.
Developing strong presence in Urban areas with value for money products.
Rationalizing Brand Portfolio included analysis of market for various uses of
MUV and SUV which are
Straight Carriage
Contract Carriage
Goods Carriage
Personal Carriage
NEW PRODUCT DEVELOPMENT
PROCESS
Unique process called IDAM.
Best in the world tie-ups, but in-house execution Customer focus from thought to finish. A cross-functional ,co-located
,young ,lean team.
Lowest project cost
Intensive testing All manufacturing set up .
ALTERNATIVE BRAND
POSITIONING OPTIONS