Case Study – Mahindra Scorpio Group 8 Ankur Jain 08FT-007 Meghna Pandey 08FT-024 Rajesh Kumar 08FT-035 Raviraj Kurdekar 08FT-036 Suraj Jadhav 08FT-054 Vijay Adhyapak 08FT-058

 To target fast growing urban markets with a range of value for money products  Strategic Vision  Focus on UV segment  Dominant player in India  Significant global player  Not directly participate in the car market Project Scorpio – Why???

 SUV car buyers  Segment C (luxury car segment) buyers  Segment B (semi luxury car) buyers Mahindra Scorpio - Target Audience

 Spaciousness  Powerful Engine  Style & Looks  Fuel Efficiency  Luxury & Comfort  Great Speed and Quick Acceleration  Size for Status  Affordable Price Product Features

Segmentation Strategy  Created a new segment b/w  Economy Segment  Premium Segment  Price Range between  0.5 – 0.7 million  Wider Segment For  Volume Growth  Market Share  Seg B – 41%  Seg C – 13% Economy Segment Premium Segment Target Segment

 Point of Parity  SUV  Point of Differentiation  Style & Luxury Brand Positioning

Perceptual Map

Keller’s Model

 Salience  Mahindra  Imagery  Style  Macho  Posh, Sporty  Sturdy Strong  Not Rough  Good Finish Nice Curves  Weekend Car  Stamina Keller’s Model

 Performance  Powerful  Quick Acceleration  Spacious  Fuel Efficiency  Judgement  Large  Spacious  Performance Keller’s Model

 Feelings  Comfort  Style  Luxury  Smoothness  Adventure  Resonance  According to case it was the launch of Scorpio hence no “Scorpio” resonance  “Mahindra” Resonance – Patriotism as being Indian brand, launched on 15 th August Keller’s Model

Brand Positioning: Option 1  Position as ‘Customer’s vehicle: what you want’ ;  Emphasizing involvement of customers in designing new offer based on effective consumer research  Consumer Behavior Implications  Won’t create desired perception in minds of consumers

Brand Positioning : Option 2  Ownership experience unprecedented in India  Consumer Behavior Implications  Conveys status  Marketing Mix Implications  Functionally superior product  Premium Price

Brand Positioning : Option 3  ‘most powerful vehicle on Indian roads’  Consumer Behavior Implications  Doesn’t communicate POD to consumers  Marketing Mix Implications  Superior performance  Premium price

 Luxury Cars  Ford Ikon  Most Superior Car On The Road  Hyundai Ascent  So Powerful That You Can Make Thinkable Things Happen  Maruti Esteem  Most Comfortable Vehicle Money Can Buy  Opel Corsa  Enjoy The Difference Brand Positioning – Competition

 SUVs  Toyota Qualis  Large Vehicle For Large Indian Families (For Every Purpose)  Tata Sumo  King Size (Toughness and Power)  Tata Safari  Make Your Own Roads (Attitude and Lifestyle) Brand Positioning – Competition

 Options  Sub Brand - Mahindra Scorpio  Positive images of mother brand Mahindra  Association with Utility vehicle – not modern and young  Single brand – Scorpio  Complete independent image of modern trendy  Difficult to establish in any category Branding Strategy for Scorpio

 Options  Brand Endorsement – Scorpio from Mahindra.  Positive association of Mahindra brand + New independent product image.  Mahindra brand portfolio does not get repositioned - Objective Branding Strategy for Scorpio

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