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Scorpio

The document discusses Mahindra Scorpio, an SUV produced by Mahindra & Mahindra (M&M) in India. It targets urban customers aged 25-45 seeking status and luxury. Key perceived benefits are its automatic transmission which provides comfort on bumpy roads, and ruggedness which offers good mileage. While priced like an SUV, it aims to make customers feel they are driving both a luxury car and sporty vehicle due to its muscular, luxurious, and sporty design. Market share data is provided showing M&M as the top SUV manufacturer in India, with Scorpio and Bolero among its top models. Suggested marketing messages emphasize feeling comfortable in a sporty way through

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shanal1988
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31 views

Scorpio

The document discusses Mahindra Scorpio, an SUV produced by Mahindra & Mahindra (M&M) in India. It targets urban customers aged 25-45 seeking status and luxury. Key perceived benefits are its automatic transmission which provides comfort on bumpy roads, and ruggedness which offers good mileage. While priced like an SUV, it aims to make customers feel they are driving both a luxury car and sporty vehicle due to its muscular, luxurious, and sporty design. Market share data is provided showing M&M as the top SUV manufacturer in India, with Scorpio and Bolero among its top models. Suggested marketing messages emphasize feeling comfortable in a sporty way through

Uploaded by

shanal1988
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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MAHINDRA SCORPIO

COMPA TARGET UNIQUE PERCEIVEDREMAR


NY/ CUTOMER BENEFIT BENEFIT KS
PRODUC
M&M/ PROFILE
GEOGRAPHIC AUTOMATI TO SUVPRICE
FOR GIVE
T
SCORPIO - C RATIO
INDIAN FEELING
Urban area with TRANSMISS BUMPY OF BOTH
status ION ROADS,SO CAR’S
conscious PROVIDE LUXURY
RUGGEDNE GOOD AND
DEMOGRAPH SS MONEY SPORTY
IC- BENEFIT NESS.
25-45 age ,both DUE TO ITS
man & women RUGGEDNE
SS
PSYCHOGRA
PHIC
Muscularity,Lu
xury,Hunky,Sp
orty
UV MARKET SHARE
1H F-06 1 H F -07 %VAR
M&M 46.3% 44.8% -1.5%
TATA 21.8% 23.9% 2.1%
MOTORS
TKML 18.4% 17.5% -1.0%
GM 7.7% 8.7% 1.0%
FORCE 4.4% 3.8% -0.5%
MUL 1.4% 1.4% -0.2%
1F-06 1 H F -07 % VAR
BOLERO 15.1% 16.5% 1.3%
SCORPIO 13.6% 14.7% 1.1.%
Pus 13.1% 11.6% -1.6%
Others 4.4% 2.0% -2.3%
M&M 46.3% 44.8% -1.5%
GROWING THE SCORPIO VOLUME
What the people say about
scorpio:-
VALUE PROPOSAL STATEMENT

• Mahindra Scorpio is a product of M&M


Company which due to its automatic
transmission ,ruggedness ,and masculine
look provides you a status and make you
feel the luxury of a complete family car in a
hunky and sporty way.
PUNCHLINE:-

• “FEEL THE COMFORT IN A SPORTY WAY”


•
JINGLE

• “MAKE YOUR OWN WAY


 IN SMARTY ,MUSCULAR & HUNKY WAY”

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