Scorpio Case Study Analysis

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Case Analysis

Brand promise: “Luxury of a car. Thrill of an
SUV.”
Emotional benefits
Thrill
Excitement
Power

Rational benefits
World Class Vehicle
Good Looks
Car-like comforts
Great value

Relational Benefits
Young
Modern
Premium
City companion

Infrastructure
Showrooms were redone
Décor depicted imageries of sportiness,
movement and technology
movement

Showroom Experience
Uniform customer experience
Unique experience and not just the product

Exclusive sales people
Selected people from current employees and
trained them

Advertising and promotions strategy
Car plus positioning
Premium imagery of SUV in city context
“Hero” in advertisements – Product
International feel

Communication Strategy
“Big Brand feeling”

Role of media
High impact launch- 15th August
High visibility
Television: Emotional benefits and international
imagery
Print: Functional Benefits

Phase 1: Metro Cities
Phase 2: 20 cities
Coved 50 cities within an year

BRANDZ

Bonding

Thrill of driving SUV while
enjoying comfort and luxury of
a car.

Advantage

Style added to UV. “Car plus”more comfort +mileage +space

Performance

Relevance

Presence

Power and pickup. Ease of
gear shifting. Smoothness of
clutch. Quietness of the
vehicle
Luxury + Sophistication + Value
for money
Advertisements ,
Launch on
independence day
with wide press
coverage, Public
events.

Expand to global markets
Devise strategies to counter the players
entering the UV and B and C segment

1.
2.
3.

High share of category expenditure in
bonding stage:
109 Scorpios sold daily.
4 lakh units sold globally since launch.
Within 4 months of launch M&M achieved
22% market share in premium hard top SUV.

(Source: http://articles.economictimes.indiatimes.com/2012-06-17/news/32270172_1_alan-durante-projectscorpio-pawan-goenka)

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