Placement Strategy of Mahindra Xylo
The Mahindra Xylo
The Mahindra Xylo is a multi-utility-vehicle (MUV) designed and manufactured by Mahindra & Mahindra. The Xylo was launched on 13January 2009 at Nasik.
In this new advertisement Mahindra made another attempt to veer away from being seen as just another MUV, Mahindra Xylo has come up with a new interpretation of its original proposition of 'The Time of your Life'. 'Happy Legs', the new positioning, highlights Xylo's proposition of space, comfort and its innovative features.
In the MUV segment, Xylo is pitted against the likes of Toyota's Innova and Chevrolet's Tavera. In addition to this, it also targets customers of other SUVs and sedans.
Since the beginning, Xylo has never restricted itself to just one segment. Focusing on its looks and spacious interiors, the vehicle always aimed to cut across segments. In fact, the teasers of its launch campaign claimed the end of sedans. |
That's because although it is an MUV, the Xylo was never positioned as a family car. Positioning of Xylo as only MUV would have been an easy task for its makers. But Mahindra & Mahindra wanted in addition to the MUV customers the sedans patronisers also to look at Xylo and see what it has to offer over and above what sedan offer. The primary TG for Xylo continues to be those in the age bracket of 30+, reasonably successful, and those who love to travel and have a good time with friends and family.
A 40-second film highlighting the new positioning of the brand has also been launched. Fashion photographer, Atul Kasbekar has been roped in as the face of the new TVC. The TVC focuses on the space aspect of the vehicle, and shows how Kasbekar uses his Xylo to offer better space and comfort for models during a shoot.
They used tall models and fashion photographer, Atul Kasbekar, who is very tall himself, to highlight the spacious interiors of the car. Also, they added to the glamour quotient of the advertisement.
The need for the new campaign was that
The Mahindra Xylo is a multi-utility-vehicle (MUV) designed and manufactured by Mahindra & Mahindra. The Xylo was launched on 13January 2009 at Nasik.
In this new advertisement Mahindra made another attempt to veer away from being seen as just another MUV, Mahindra Xylo has come up with a new interpretation of its original proposition of 'The Time of your Life'. 'Happy Legs', the new positioning, highlights Xylo's proposition of space, comfort and its innovative features.
In the MUV segment, Xylo is pitted against the likes of Toyota's Innova and Chevrolet's Tavera. In addition to this, it also targets customers of other SUVs and sedans.
Since the beginning, Xylo has never restricted itself to just one segment. Focusing on its looks and spacious interiors, the vehicle always aimed to cut across segments. In fact, the teasers of its launch campaign claimed the end of sedans. |
That's because although it is an MUV, the Xylo was never positioned as a family car. Positioning of Xylo as only MUV would have been an easy task for its makers. But Mahindra & Mahindra wanted in addition to the MUV customers the sedans patronisers also to look at Xylo and see what it has to offer over and above what sedan offer. The primary TG for Xylo continues to be those in the age bracket of 30+, reasonably successful, and those who love to travel and have a good time with friends and family.
A 40-second film highlighting the new positioning of the brand has also been launched. Fashion photographer, Atul Kasbekar has been roped in as the face of the new TVC. The TVC focuses on the space aspect of the vehicle, and shows how Kasbekar uses his Xylo to offer better space and comfort for models during a shoot.
They used tall models and fashion photographer, Atul Kasbekar, who is very tall himself, to highlight the spacious interiors of the car. Also, they added to the glamour quotient of the advertisement.
The need for the new campaign was that