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    shanal1988
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    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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    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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    Download as PPTX, PDF, TXT or read online from Scribd
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    8 views11 pages

    Scorpio

    Uploaded by

    shanal1988
    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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    of 11

    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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