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Mahindra Scorpio

Mahindra & Mahindra is the 4th largest automobile company in the world. It was founded in 1945 in India and is best known for manufacturing light commercial vehicles, tractors, and the Scorpio SUV. The Scorpio was launched in 2002 and helped change Mahindra's image from a tractor manufacturer to an urban car maker. It captured a large market share and received several awards for being a powerful and sporty SUV. The document discusses Mahindra's marketing strategies for the Scorpio, including its pricing, promotion, distribution, segmentation, positioning, and product life cycle.

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Sathish Kumar A
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931 views

Mahindra Scorpio

Mahindra & Mahindra is the 4th largest automobile company in the world. It was founded in 1945 in India and is best known for manufacturing light commercial vehicles, tractors, and the Scorpio SUV. The Scorpio was launched in 2002 and helped change Mahindra's image from a tractor manufacturer to an urban car maker. It captured a large market share and received several awards for being a powerful and sporty SUV. The document discusses Mahindra's marketing strategies for the Scorpio, including its pricing, promotion, distribution, segmentation, positioning, and product life cycle.

Uploaded by

Sathish Kumar A
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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Term paper

INDUSTRY ANALYSIS

By
sathish kumar
1091051
INTRODUCTION

 Founded in 1945, Mahindra initially


imported and assembled Willys jeep
kits
 Company was listed on Bombay
Stock exchange in 1956
 World 4th largest automobile
company
 Mahindra built its image as a
manufacturer of light commercial
vehicles & tractors
 Since 1983 company had been the
top-selling tractor brand in India (the
worlds largest tractor market)
 Around 1998 company refreshed
the existing UV Armada into
Bolero to target the urban market
 M&M launched Scorpio in
2002,with successful intention of
changing company’s external
image
 World 1st suv manufacturing
company
 Mahindra launched the India’s
first wide body car in 2007 in JV
with Renaults – Mahindra Logan
Strength
• India's first BS IV Car.
• Revolutionary Micro-Hybrid Technology.
•  Powerful Hawk Diesel Engine.
Weakness
• Effortless Acceleration.
• Fire Retardant Upholstery.
• Excellent Driving Experience.
Threats
• Automatic Transmission only on Top-End Variant.

Opportunities
• Mahindra vehicles have gone on display to auto
enthusiasts around the world, participating in
prestigious automobile shows in Paris, Rome,
Bologna, Johannesburg and São Paulo.
MARKETSHARE OF SCORPIO
Product – Length
SUV Scorpio

Bolero
Marshal
MUV
CL 500/550
MDI

LCV Champion
Light commercial
vehicles Alfa
Mahindra Automotive
Bolero Pick up
Pick up MAXX
Bolero Camper

Logan
Car
Voyager

Defence Rakshak
Vehicles MM550XDB
Product depth

Scorpio 2.2 VLS 7/8 str


2.2 VLX 7/8 str
M Hawk

2.6 LX 7/9 str


SUV Scorpio 2.6 DX 7/8 str
Mahindra Automotive
Scorpio CRDe 2.6 SLE 7/8 str
2.6 SLX 7/8 str

Scorpio 2.6 Getaway 2WD


2.6 Getaway
Getaway 4WD
Marketing mix
Products
 VLX
 SLE
 GATE WAY
PRICE
 Scorpio follows competitor
pricing like Toyota Qualis, Tata
Safari and the Tata Sumo on the
other.
 Scorpio adopted the penetrative
pricing strategy
PROMOTION
SALES PROMOTION
• They gave away free “NOKIA
navigators” to their first few
buyers.
EVENTS
• Mahindra 4X4 special Track at
Autocar Performance Show
• Road shows
• Scorpio launches "Full Throttle“ a
music album packed with 12
pulsating tracks
Scorpio Speedster..FASTEST
BOWLER..
• Publicity Through…. SCORPION
KING

 
ADVERTISEMENTS
• Mahindra has 35 tv channel
partner for their advertisements
in india
• Message in tv ad’s –
EASY TO DRIVE
 Social media like face book &
yahoo .
 Cover Page of a Magazine
Published in the US

 Print Advertisements
ONLINE AD’S
 scorpio spent 15 lak per month
on ONLINE AD’S
Place – Distribution
• Mahindra has ‘Exclusive
Distribution’ network
• Mahindra has more than 150
distributors in india.
• M&M showrooms are spread
over 29 states in India & in 19
cities across Maharashtra
SEGMENTATION
• Mahindra scorpio segment their
customer according to INCOME,
USAGE (own use or industrial use)
TARGETED
• The Luxury Car Buyers & Upper
Middle Modern Car Buyers
• They Found Most Of The Sales
From Army, Police, Paramilitary
Forces Etc.
POSITIONING
 Scorpio As A Powerful Vehicle
With A Sporty Look Among The
Premium Car Consumers.
 “Luxury of a car, thrill of a SUV”
 Makes good quality vehicles
 Great to drive
 Proud to own
Product life cycle
Introduction
 Scorpio introduce in 2002
 Scorpio to capture 22 per cent of
the premium hard top market in
9 months
 Sell 12000 Scorpios in 9 months
Growth
• Scorpio to capture 45 per cent of
the premium hard top market
• Scorpio to sell 24,000 units in 18
months
• Mahindra to emerge as a true
urban player
MATURITY
• Scorpio is now in maturity level
they have 58% suv market share
Scorpio has few competitors likes
tata innova, safari…
PESTAnalysis
Political
• Taxation Policy
• Government Policy
Social
• Give good quality to their customers
• Providing offers to its retailer and
customers
• Providing life style product
• Change the customer attitudes and
opinions.
Economy
• Launch low cost car in rural areas
• Launch economy related brand
• Launch power full car in the market
so customers make good image in
their mind
Technological
• Provide new innovative product to
their customers
• Provide the compete ting technology
 
• Provide new technology to their
worker
Strength
• India's first BS IV Car.
• Revolutionary Micro-Hybrid Technology.
•  Powerful Hawk Diesel Engine.
Weakness
• Effortless Acceleration.
• Fire Retardant Upholstery.
• Excellent Driving Experience.
Threats
• Automatic Transmission only on Top-End Variant.

Opportunities
• Mahindra vehicles have gone on display to auto
enthusiasts around the world, participating in
prestigious automobile shows in Paris, Rome,
Bologna, Johannesburg and São Paulo.
Customer Relationship
Management (CRM)
 Scorpio Club (Top Gear)
 satisfaction surveys, Events,
Festive offers, Rewards Program.
 the first call after seven days
and the second call after 30
days of purchase of the vehicle
 Twice a year, customers were
sent special offers through tie-
up with other product or
service providers
Awards
• Scorpio was awarded various
from various bodies such as“CAR
OF THE YEAR 2003” from
Business Standard Motoring,
CNBC AUTOCAR
• “BEST SUV OF THE YEAR” -BBC
World Wheels
• The Scorpio receive the Best Off
roader vehicle of the year 2009
award
• add

New Mahindra Scorpio ad [www.keepvid.co


Thank you

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