Mahindra Scorpio Case

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How Scorpio brand identity was established?
In order to develop distinctive brand identity and to create excitement among customers, the company decided to remodel/redesign all its retailing and service network of 150 dealer showrooms across India to reflect vibrancy of brand and company. Company insisted on exclusive sales person for dealing with customers of Scorpio. Television medium was used to communicate emotional benefit and international image to the brand and print media communicated showed functional benefits supporting the emotional claims. Brand identify was achieved through formal market research at various locations and asking for customer insights. Company took help of their advertising agency to develop a suitable name. Various brand strategy options were looked into and finally they settled on using Scorpio – from Mahindra brand endorsement to give it new independent product position and also to have positive image of being form the house of Mahindra’s. Various positioning options were evaluated to arrive at one that met the criteria specified by the marketing objectives. As on part of the exercise to obtain a fix on the positioning option a static and drive clinic was held in one city. The purpose was to evaluate the vehicle viz-a-viz a leading competitor brand and to obtain customer reactions that helped to arrive at a brand position decision. In the vehicle clinic the product received excellent rating for the respondents in the exterior appearance, overall design, finish and the looks. Several initiatives were taken by the company to create a distinctive brand image for the new brand. Communication strategy and the launch initiatives were directed towards creating a new customer experience with the brand Scorpio. What was the customer input in the brand positioning?

Mahindra and Mahindra Ltd has always focussed on getting customers insights and using that information while designing and positioning their brands. Understanding what...
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