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ShiviKundra50158 Shreya Banerjee 50160 SumitPratapSingh 50176 VayamSood50187 BBS 1E
We thank Mrs.PoonamVerma, Principal, ShaheedSukhdev College of Business Studies, who has given us an opportunity to undertake this work as a part of our curriculum. Our sincere thanks to Mr.Ameet Sao, our subject teacher, for his valuable guidance and continuous encouragement throughout this project. We would also like to thank our Librarian Mrs.Vimlesh Sharma, for guiding us towards the right sources of information. Lastly we would like to thank our parents and friends for their constant support throughout the project.
AUTOMOTIVE SECTOR OF MAHINDRA AND MAHINDRA
y To study the Product Line Mix of Mahindra and Mahindra. y To conduct an Environment Scanning and Market Research. focusing on the Four Wheelers. CONTENT . y To enhance our analytical skills in the field of practicalapplication of Marketing.y To find out the present status of the automotive sector of Mahindra and Mahindra.
1] Evolution of Mahindra and Mahindra 2] The flagship sector 3] The automotive sector 4] Product Line Mix A)Introduction of four wheelers segment B)Introduction of two wheelers segment C)Various four & two wheelers models in indian market 5] Mergers and Aquisations A)Mahindra Acquires Majority Stake In Reva ± Renames It As Mahindra REVA Electric Vehicle Company B)Mahindra and Mahindra acquires SSYANGYONG C)Mahindra and Renault(joint venture) D)Alliances 6] Organisation structure 7]Infrastructure 8] Physical Evidence 9] Corporate Social Responsibility[CSR] 10] Dealing with Competition .
11] Customer Relationship Management [CRM] 12] Market Research 13]The Marketing Environment 14] The Demographic Environment 15] Environment scanning 16]Marketing Mix 17]Strategies 18]Conclusion EVOLUTION OF THE MAHINDRA AND MAHINDRA .
on 2nd. And. including three wheelers. He met Barney Roos. . October 1945. The Flagshi Sector Following a structural reorganization of the Mahindra Group. Information Technology and Systech. USA. The birth of Mahindra & Mahindra began when K. namely: Automoti e. It is in the business of manufacturing and marketing utility vehicles and light commercial vehicles. Mahindra visited the United States of America as Chairman of the India Supply Mission. Mahindra & Mahindra has grown steadily in size and stature and evolved into a Group that occupies a premier position in almost all key sectors of the Indian economy. six Strategic Business Units were created. The Mahindra brothers joined hands with a distinguished gentleman called Ghulam Mohammad.C. Since then. inventor of the rugged 'general purpose vehicle' or Jeep and had a flash of inspiration: wouldn't a vehicle that had proved its invincibility on the battlefields of World War II be ideal for India's rugged terrain and its kutcha rural roads? Swift action followed thought. Trade & Financial Services. The Automotive Sector has emerged as one of the leading arms of the Mahindra Group. India became an independent nation and Mahindra & Mohammad changed its name to Mahindra & Mahindra. Two years later. Infrastructure. Farm E ui ment. Mahindra & Mohammad was set up as a franchise for assembling jeeps from Willys.Few groups can i enti as closel wit India's destiny and industrial progress as t e Mahindra Group.
Over the years. defence requirements and luxurious urban utility vehicles. In 2002. was set up as a franchise for assembling general purpose utility vehicles from Willys. USA. . Mahindra currently accounts for about half of India's market for utility vehicles. it launched the indigenously engineered world-class sports utility vehicleScorpio.I. Mahindra has many more products that have made it popular with individuals and institutions in India and the world.Being a market leader in utility vehicles in India since inception. which bridges the gap between style and adventure. AUTOMOTIVE SE TOR The Mahindra Group¶s Automotive Sector is in the business of manufacturing and marketing utility vehicles and light commercial vehicles. it launched the indigenously engineered world class Sports Utility Vehicle ± Scorpio. and performance and economy. Over the years. luxury and ruggedness. defence requirements and luxurious urban utility vehicles. Although created in 1994 following an organizational restructuring. the Automotive Sector can trace its antecedents back to 1954. Scorpio (declared to be the µCar of the Year' by CNBC Autocar. and currently accounts for about half of India¶s market for utility vehicles. BBC Wheels and Business Standard Motoring) is the Automotive Sector's current flagshipvehicle. In 2002. the Group has developed a large product portfolio catering to a diverse customer base spanning rural and semi-urban customers. It is the market leader in utility vehicles in India since inception. the Group has developed a large product portfolio catering to a diverse customer base spanning rural and semi-urban customers. The iconic Jeep that led American G. Mahindra & Mahindra Limited.s to victory in World War II is the very same vehicle that drove the Mahindra Group to success in the Automotive Sector. the flagship company of the Group. including three-wheelers.
PRODUCT LINE MIX . It will also provide component sourcing and engineering services t o International Truck and Engine Corporation. Mahindra & Mahindra¶s foray into the three wheeler segment with Alpha and Champion has also made it a leader in its category. focuses on producing diesel engines for Medium and heavy Commercial vehic les in India. South America. Bolero and the recently launched Xylo. The Automotive Sector continues to be a leader in the utility vehicle segment with a diverse portfolio that includes mass transport as well as new generation vehicles like Scorpio. sporting a host of class defying features at an aggressive price. Mahindra Navistar (MNEPL) a second joint venture agreement with Mahindra & Mahindra. Mahindra Renault (MRPL) announced the launch of Logan. will manufacture trucks and buses for India and e port markets. Ltd. technology with the latest generation dci common rail engine.The Group exports its products to several countries in Europe. Africa. It has been designed for the Indian market incorporating a contemporary styling and design.MNEPL¶s advanced diesel engines will power the full line of trucks and buses produced by MNAL. Mahindra Navistar Automotives Ltd. The Logan redefines its segment in terms of spaciousness as well as performance. South Asia and the Middle East. India¶s first wide body car. a joint venture between Mahindra & Mahindra Limited and International Truck and Engine Corporation. (MNAL).
T o wheelersFour wheelers -Flyte -Xylo -Rodeo -Scorpio -Duro -Logan -Bolero .
With another joint venture. The company is making plans to sell the diesel SUVs and pick up trucks in the USA through an independent distributor. As India's leader in SUV production. Currently. the company built the Logan. starting in February of 2010 . Global Vehicles USA. M & M has moved fast in manufacturing various SUV designs including the 5 passenger small turbodiesel engine. USA. its first passenger car with the Mahindra Renault collaboration. Mahindra & Mahindra makes a full range of vehicles including MUVs. The company has a world wide reputation for e cellence and was rated as one of Indias top 10 companies. LCVs and three wheelers. M & M also has car assembly plants in Bra il where the Scorpio Pik Ups with single or double cab pick upbody's are manufactured along with SUVs. Mahindra built its first heavy trucks department with the Mahindra Navistar.-Gio PRODUCT LINE MIX FOUR WHEELERS 'In April of 2007. It has more than 20 models similar to the Scorpio and the Bol ero in multi utility vehicles. the Mahindra Xylo in January of 2009 that has sold more than 15000 models. this time with International Truck.
ventilation & AC with rear vents ORVM manual remocon& swivel interior lamp Power steering Power windows Spaces for storage on centre be el. vehicle security system & remote locking/unlocking Tubeless tyres Poly coated grand deck Bonnet scoop Air e tractor Two tone interiors Sporty decal Full wheel caps Tiltable steering Full fabric seats Individual armrests on 1st row seats Heating. IP & console Mobile charging facility for the front and middle row seats Intelligent front wipers Follow me home' lamps Theatre style interior illumination Illuminated key ring Side step Head lamp levelling switch STYLE COMFORT CONVENIENCE .y SCORPIO TECHNOLOGY Collapsible steering column & split intrusion beams Crash protecting crumple ones and child locks Fire resistant upholstery Voice assist system.
premium. y Xylo The Mahindra XYLO is perhaps the most complete car with lu ury comforts to enter the Indian market with everything that today¶s sedans offer and much more. Technology. The XYL O is the µGreat Indian Traveling Machine¶ and will redefine the future of road travel in India. great value Emotional benefits: Ownership e perience of thrill. good looks. The famed Mahindra DNA of 'tough & rugged' meets an unprecedented level of sophistication and lu urious comfort in the XYLO. style. e citement and power Relational benefits: Young modern. lu ury & comfort make the XYLO an apt choice for sedan buyers. space. city companion / e tension of lifestyle. The XYLO offers an e traordinary level of lu urious comfort at a very cost effective price for prospective sedan buyers. Front fog lamps SEATING 5 Seater Rational benefits: World class vehicle. The XYLO boasts a wide array of unique features: Flat Bed front seats Digital Drive Assist System (DDAS) Foldable flight trays Surround cool dual ACs Captain Seats y Logan . It is the first vehicle in the country which has been completely engineered around the customer. car like comfort.
Launched the ³New Collection Logan´ in Oct¶08 to enhance the image and appeal of the car. Inaugurated the first dealership in Nepal in Aug¶08. y BOLERO . The new ³But Why´ campaign launched in 2008 won the NDTV Car and Bike Best Integrated Campaign of the Year 2008. Key Milestone: Launched the limited edition ³Logan Edge´ in Aug¶08 to offer e clusivity and refinement to its customers. it redefines space and lu ury. The Logan drives in loads of refinement in comfort. Introduced Logan CNG in Delhi. With the widest backseat. an e tension of the Logan Edge in Mar¶09. It¶s geared to protect you with a honeycomb dashboard and the front unit that¶s designed to resist even a head on impact. The first e port order was shipped to South Africa and Mauritius in 2008. it makes sure even the third passenger enjoys the drive as much. ma imum legroom and 3 separate headrests. Launched the ³Logan Edge Connect´. Logan is one of the safest drives on the road.Logan was launched in India in 2007 with the concept to challenge the ³priceValue´ equation e isting in the midsi e car category. Soon it became one of the most successful car in the midsi e category and now is synonymous to comfort and performance. Built around the Renault¶s famous Space Optimi ation Design. style and technology.
Other fe atures include a 12V charging point with mobile holder. Invader and Camper. XL. Sport .19 Lakhs (e showroom) Engine The 2500 cc.Design and Interior This SUV has a robust and aerodynamic appearance. y GIO .26 Lakhs 6. Mahindra Bolero delivers ma imum power of 72. XLS. It has a central locking system and seat belt/door open warning to ensure the safety of the users. powerful AC and comfortable antisubmarine seats to give ma imum comfort its occupants. Front and sides of the car are sturdy enough to withstand collision to a certain e tent. DX. The price of this SUV ranges from 4. power steering. arm rest in the middle row and special space for placing maga ines or maps and bottles. Variants and Price Mahendra Bolero is available in eight variants Bolero DI. The interiors of the car has been artistically designed with attractive trims and matching seats. It is available in attractive metallic colors and the e terior has been primed with dynamic CED process to ensure rust resistance to the optimum level. 4 stroke diesel engine delivers unmatched power and the 5 speed transmission ensures very low operating costs and better mileage of the car. SLX.5 hp at 4000 rpm (DIN 70020) and peak Torque of 15. The manufacturer has provided a 4 speaker Kenwood music system.5 km m at 2000 rpm Safety Mahindra Bolero is fitted with strong wheelbase to provide greater stability and better grip on the roads.
dashboard mounted gear shift er and µcar like¶ steering wheel allows this nifty 4 wheel load carrier to negotiate the narrowest of roads with ease. This brand new offering from Mahindra¶s commercial vehicle stable also boasts of several class leading features. Exceptional value for money India¶s first Compact Truck is powered by a high performance 9. A small turning radius of 3. comfort and safety. space. µcar like¶ controls and features. The Mahindra Gio also offers e ceptional value for money with a low maintenance cost which is as low as that of a three wheeler. coupled with an attractive price tag and better load optimi ation .5 ton cargo bo ensures ma imum utili ation of space. including affordability.1 HP Kohler engine. Its compact 0. It is also the most economical vehicle in the small CV industry. from Kohler. USA. including the best in class fuel efficiency. North and select Eastern states and shortly thereafter in the rest of the country. These features. making it ideal for intra city operations. Perfect for intra city movement The Mahindra Gio is most suitable for intra city operations.The Mahindra Gio has undergone rigorous test runs and has been validated on all performance. This value for money load carrier scores highly on various parameters. safety and reliability parameters. and a trendy & stylish look. The Mahindra Gio is being manufactured in Mahindra¶s Haridwar plant and is being launched in a phased manner. It will be available initially in West. which provides class leading mileage of 27 Kmpl.8 metres.
Multi focal reflector halogen lights. A semi forward cabin with a crumple one makes the Mahindra Gio a safe vehicle. while spring leaf suspension with a rigid a le enhances load stability. including adjustable cushioned bucket seats. side indicators and bigger rear view mirrors offer optimum visibility. Royal Red. . The signature Mahindra front grille on the flat front cabin adds a distinctly macho look to this smart Compact Truck. builds and sources tractors that are sold worldwide across si continents. while a balanced structure provides more stability leading to a safer drive. Five youthful shades ± Peacock Blue.  Mahindra is also among the top three tractor manufacturers in the world . ensuring comfortable ride and handling. Attractive style The Mahindra Gio doesn¶t just deliver on performance and economy. y FARM EQUIPMENTS Mahindra Tractors . The load body comprises of a fully corrugated 5ft cargo bo which is strong and long lasting. Cares for your comfort and safety Mahindra Gio offers greater comfort even on long trips. coupled with the powerful Kohler engine gives the Mahindra Gio good pickup & load carrying capacity.make the Mahindra Gio a great purchase. It is also one of the most stylish vehicles in its class. Golden Yellow. Strong performance A strong gear bo ± 4 forward and 1 reverse ±. adding to overall comfort. roll down windo ws offering more ventilation and a car like Macpherson front suspension. A tall and wide cabin with e tra leg room allows easy entry and e it. Diamond White and Sporty Green ensure that the Mahindra Gio cuts a striking figure on city roads. This stylish Compact Truck boasts of several class defining features. Easy to operate car like controls and an easy to read instrument panel enhance the Mahindra Gio¶s driving pleasure. the farm equipment division of Mahindra & Mahindra.
Mahindra USA announced its new sponsorship in the NASCARNationwide Series with R3 Motorsports. announced a 17 race primary and 18 race associate sponsorship for the 2009 NASCAR Nationwide Series. will be reflected in all its products. The car will be driven by Robert Richardson.000 tractors a year. Mahindra acquired majority stake in Jiangling. The compan y uses the design and engineering services of its affiliates including the Italy based Engines Engineering.  and has the capacity to build 150.Mahindra has a huge consumer base in India. (KMCL) e tending Mahindra's heritage and pedigree into the two wheeler space. In 2008. To raise awareness about Mahindra in the US. most durable on the planet. Thus. Mahindra was the first Indian company to sponsor a car in NASCAR. Mahindra was a sponsor of the McDonald Motorsports team which ran the #81 car in the NASCAR Nationwide Series. products and processes are ISO 9001 certified from DNV. Jr. which is participating with a #23 Mahindra Tractors Chevrolet. Mahindra & Mahindra's stringent quality standards.  With this sponsorship. The plant. Engines Engineering offers speciali ed services in the area of . tooling and manufacturing know how gained from this relationship. The company has a state of the art manufacturing facility at Pithampur . This ensures product development work that delivers technologically superior products with latest styling to its valued costumers.000 units annually is one of the largest tractor companies in the world. The Two Wheeler Sector of Mahindra designs and markets a full range of scooters and motorcycles for the Indian and global markets. Mahindra USA. The company builds more tractors in India than any other manufacturer. near Indore in Madhya Pradesh. which are a part of its consumer centric approach. Inc.  To e pand into the growing tractor market in China. M&M formed a joint venture with International Harvester to manufacture tractors carrying the Mahindra nameplate for the Indian market. Armed with engineering. TWO WHEELERS The Mahindra Group's foray into the two wheeler segment began with the acquisition of the business assets of Kinetic Motor Company Ltd. establishing a robust and end to end two wheeler business in every segment of the industry. Mahin dra Tractors with sales of nearly 85.Mahindra compact tractors and utility tractors are some of the toughest. the B 275. China and America and a growing base in Australasia. In 1963. and is number one in sales in India the largest tractor market in the world. M&M developed its first tractor.
Mahindra also has a partnership with Taiwan's Sanyang Industry Company Limited (SYM). In keeping with this strategy. Honda. value engineered motorcycles and high end motorcycles for the Indian and global markets. A US $ 1 billion automobile giant. Some of the names associated with Engines Engineering include Ferrari. The range will also have a variety of scooters fulfilling different needs. SYM has a complete. advanced research and design facility that develops products from concept upto production. the Mahindra Rodeo is a high performance. feature packed scooter with a distinctly macho demeanour. y Mahindra Rodeo The perfect choice for the young urban male. The motorcycles developed by Engines Engineering have indeed made a mark in the Moto GP Circles. Mahindra introduced the Flyte as its first two wheeler offering across all markets in India in April 2009. Mahindra Two Wheelers plans to market a range of scooters. Ducati. SYM is a leading manufacturer of two wheelers. . The association with SYM translates into cutting edge technology and best products from Mahindra. Within the overall two wheeler strategy for Mahindra Two Wheelers the product profile will range from top end motorcycles to entry level bikes. including scooters. and Yahama.motorcycle & scooter design and development. Backed by the Mahindra Group¶s strong R&Dsupport . motorcycles and ATVs.
Mahindra kick started its two wheeler foray with the introduction of the Flyte as its first product offering across India.the Youth. Flyte is an ideal product offering for its target audience . With its innovative features backed with power packed performance and contemporary styling. the Mahindra Duro not only caters to the transportation needs of the entire family but is also the best value for money product in its category as it provides the customer with the highest value per unit of engine cc . y MAHINDRA DURO With its stylish good looks and powerful 125 cc engine . .A robust 125 cc engine offers 8. making it one of the most powerful vehicles in its class. E cellent pick up and smooth acceleration ensures agility even in dense traffic and low maintenance costs. y Mahindra Flyte In 2009.0 bhp of power.
BBC Wheels and Business Standard Motoring) is the Automotive Sector¶s current flagship. it has many more products that have made it popular with individuals and institutions in India and the world. light commercial vehicle and three-wheeler segments. The Automotive Sector of the Mahindra Group is currently present in the multi-utility vehicle. with its joint ventures. Mahindra has recently launched the Xylo. mass-transport utility vehicles to personal segment sports utility vehicles like the Scorpio.DOMESTIC OPERATIONS The Automotive Sector is the market leader in utility vehicles in India since inception and currently accounts for about half of India¶s market for utility vehicles with a product portfolio that ranges from rugged. . Now. it will have a presence in the passenger car and the medium and heavy commercial vehicle segments too. perhaps the most complete car with luxury comforts to enter the Indian market with everything that today¶s sedans offer and much more. While the world-class Scorpio (declared to be the µCar of the Year¶ by CNBC Autocar.
The highlights of this deal are : y y y y y Mahindra to have 55. Company to be renamed Mahindra REVA Electric Vehicle Company (Mahindra REVA) Mahindra REVA to leverage Mahindra¶s vehicle development e pertise Mahindra REVA electric technology to be depl oyed in Mahindra vehicles Dr PawanGoenka elected Chairman of the newly constituted board . The new company will now be renamed as Mahindra RevaElectric Vehicle Company. The planning has been e ecuted and Mahindra has released an official press release about the acquisition of a majority stake in Reva Electric Car Company India.2% equity in REVA Electric Car Company (REVA).MERGERS AND AQUISATIONS Mahindra Acquires Majority Stake InReva Renames It As Mahindra REVA Electric Vehicle Company There has been talks of Mahindra And Mahindraplanning to to acquire the RevaElectric Car Company of India.
M launch South Korean company¶s flagship SUV models ² Re ton II and Korando C ² into the Indian market. The quality of Indian parts manufacturers and the presence of a number of international suppliers in India will allow a rate of localisation of 50 per cent from the beginning of the project. including its automotive division head PawanGoenka. developed by Renault.MAHINDRA AND MAHINDRA ACQUISITION OVER SSYANGYONG [a south korean motor company] (M&M) is in the last leg to complete its acquisition of South Korean sports utility v ehicle (SUV) maker. in the Indian market in 2007. Top e ecutives from M&M. SsangyongMotors . The company has developed an all new platform the C200 SUV. The capacity of the factory for Logan will be 50. M&M is also in the process of picking internal candidates who will work with the Korean management. The state of the art factory will offer a stamping shop. The JV will be called Mahindra Renault Ltd.Joint Venture The automobile groups Mahindra & Mahindra and Renault have decided to join forces to produce and commercialise Logan. The acquisition would help M&.000 cars per year. Analyst tracking the industry said it is e pected to be in the price band of $500 550 million. are e pected to be present when the final agreement is signed in Seoul ne t month. . M&M and Ssangyong officials are meeting in Seoul ne t week to discuss the ³bid adjustment price´ based on details emerging from due diligence. a paint shop with a top quality pretreatment and an assembly line spe cific for Logan. The estimated project amount will be 125 million euros. It has roped in South Korea¶s largest legal firm Bae Kim & Lee to draft the final share purchase agreement to firm up the deal. The company plans to sign the final agreement by the second week of November. The project provides for the production of Logan from the firs t half of 2007 in a world class Mahindra & Mahindra facility. The two groups concluded a framework agreement for setting up a joint venture in India with Mahindra retaining a 51 per cent share and Renault 49 per cent. which will be the first monocoque chassis produced by the company. Mahindra and Renault.
Pick up«) will e tend its range to passenger cars. a particularly lively market segment in India. Employing 131. Russia. With this agreement.A right hand drive version of Logan will be deve loped by Renault in partnership with Mahindra to meet the needs of Indian and other right hand drive markets. and infrastructure development (Mahindra GESCO. For almost 50 years. India has e perienced strong economic growth.B & C).5 billion Mahindra Group is the market leader in multi-utility vehicles and tractors in India. the fourth largest Indian vehicle maker and a specialist in utility vehicles (SUV. information technology & telecom (Mahindra British Telecom). Market leader in India for SUVs. With over 55 years of manufacturing experience. automotive components. The automobile market progressed by 68% between 1998 and 2003. entering the Indian market.000 vehicles in 2004 with a marked preference for small and medium segment cars (A. (telecommunications. and today offers the safest range of cars with seven "5 star" cars tested by Euro NCAP. the Mahindra & Mahindra group is strengthening its automobile arm. the Mahindra group has built a strong base in technology. With a population of more than 1 billion inhabitants. Renault is an international automobile group acquiring a global dimension from its alliance with Nissan. The US $ 2. Mahindra & Mahindra Financial Services Ltd.7 billion euros for a net profit of 3. innovative range of vehicles and services. . it hopes to establish its presence in the car market. financial services). Mahindra & Mahindra will use its e tensive dealer network to distribute the Logan in India. Mahindra & Mahindra. Renault pursues a strategy of profitable growth thanks to a high quality. Mahindra Holidays & Resorts India Ltd.040. Renault has made safety a company value.000 vehicles in 2004 and reali ed a turnover of 40.). have little presence. reaching 1. passing 8% in 2004. Logan will be produced in si countries along with the projects already launched or decided: Romania.490. agricultural material. constitutes a major step in its international development. These include trade and financial services (MahindraIntertrade. Logan will be marketed under the brand of Mahindra Renault. information technology.For Renault. Including India. with market share of 49% in 2004 in UV segment. engineering. the acquisition of the Romanian carmaker Dacia and the South Korean Samsung Motors. e cept for Fiat and Skoda. Present in diverse sectors of the Indian economy. It also has a significant presence in key sectors of the Indian economy.). where European manufacturers. Colombia and Iran. Morocco.5 billion euros Mahindra Renault Joint Venture Ends! Mahindra & Mahindra and Renault on Friday said they have restructured their joint venture for making the sedan Logan in India.000 people around the world. Renault sold 2. marketing and distribution. following which the Indian firm will buy out its French partner for an undisclosed sum.
Renault Back Together! Logan to be a Small car! After months of trouble.000 units per annum. Now. the two companies said in a joint statement. It sure wont be any short of exciting for any automobile lover looking at the lineup Renault has worldwide. be behind Renault when they set foot with atleast 5 new launches in the next 2 years to come by. thus becoming a 100 per cent subsidiary. . Renault in India.Logan will continue to be manufactured at M&Ms plant at Nasik and the Indian utility vehicle major will be retained for selling the car through select outlets of its dealer network. keeping to its words has splashed adverts in Major Newspapers today asking for Dealers for its New Innings in India as an Individual Car maker. Renault will continue to support M&M and Logan through a licence agreement and supply key components.which had joined hands to sell the no-frills Logan. the statement said. Renault and Mahindra had decided to end their 3 year old partnership and amicably decided to go separate ways.The revamp will see the Logan sedan being repositioned as a small car shorter in length. Against the original projection of selling 50.with a compact petrol engine. The Models we are sure to see before others would be Renault-Samsung¶s Fluence and The RenaultKoleos. including engine and transmission. had been at loggerheads after the model failed to take off and became a lossmaking venture for both.the model is selling only 5. French carmaker Renault and homegrown Mahindra & Mahindra (M&M ) are all set to resolve their differences and announce a new restructured plan for their joint venture. may be.Renault and Mahindra were not impressed by the poor show of the model Renaults first in India and M&Ms solo in the passenger car segment and appeared to have engaged in a blame-game for the failure.000 units annually. surprisingly got to keep the Logan. With the Logan¶s µSo-called¶ failure will. M&M. The two companies. Mahindra.M&M will buy out Renault¶s 49 per cent stake in Mahindra Renault Pvt Ltd. Solo Renault.
has seen them launch the spacious sedan. Shortened Dacia Logan in Pictures Alliances Now.against the current si es of 1400cc and 1600cc. With its class defying features at an aggressive price.that is strapped with a 1500cc engine. Mahindra has ensured a regular churn out of good quality. A partnership with International Trucks. Mahindra Automotive is all set on a global roadmap to conquer the internation al arena. will now see Mahindra manufacturing trucks and buses for sale in IndiaandE portmarkets.against 22% at present. TheWayAhead With continual upgrades.which in turn will lead to lower price. product innovations and fruitful alliances.the companies will reduce its overall length below 4 metres and bring down the petrol engine capacity to under 1200cc. Logan.had bee n reluctant to tweak the Logans specifications in only one market.The diesel engine car.on the other hand.Forthis. Mahindra's a JV with French automakers Renault.Renault.The Logan will now be positioned in line with the small car definition of the Indian government. . Having aggressively established itself in the domestic utility vehicle market. the Automotive Sector will have a presence in the passenger car and the medium and heavy commercial vehicle segments too. reliable and value for money prod ucts to establish an impressive stable of vehicles. with its joint ventures.will continue.attracting a lower e cise duty of 10%. it has already managed to make its mark in the Indian passenger carmarket. This was M&Ms long pending demand as it felt that the car can do much better in India if it is repositioned as a small car.
USA. and has also ventured into manufacturing of industrial engines. technology and sportiness.ORGANISATION STRUCTURE Mahindra & Mahindra Limited (M&M) is the flagship company of US $ 2. the Logan. The showroom revamp was centered on the intention to provide a uniform customer e perience at all the touch points and to provide the customer with a unique ³e perience´ and not just a ³product´. M&M soon branched out into manufacturing agricultural tractors and light commercial vehicles (LCVs). and with International Truck & Engine Corporation. Hoardings. Along with that creating an atmosphere for the customers where in they feel the presence of product. making it the only tractor manufacturing company in the world to secure this pri e.96 billion. The company later e panded its operations from automobiles and tractors to secure a significant presence in many more important sectors. Infrastructure Thirty five showrooms across the country were redone entirely with the same look and identity and a décor built around movement. which has a significant presence in key sectors of the Indian economy. M&M has two main operating divisions Automotive Division manufactures utility vehicles. Logo etc. Set up in 1945 to make general purpose utility vehicles for the Indian market. A consistently high performer. Toyota creates a powerful physical evidence for its customers through its Showrooms. agricultural tractors and implements that are used in conjunction with tractors. Tractor (Farm Equipment) Division makes Deming Application Pri e 2003. Tractor Division has won the coveted light commercial vehicles and three wheelers. Therefore the back office would re main outside the customer¶s line of vision because the customer would be concerned with the product and not with the paperwork. for manufacture of trucks and buses in India. The theme focused on giving the customer a memorable e perience. M&M is one of the most respected companies in the country. The Company has recently entered into a JV with Renault of France for the manufacture of a mid si ed sedan. PHYSICAL EVIDENCE The Physical Evidence is created by displaying physically the product. All .59 billion Mahindra Group (F04 US$ 1.
on a continuous basis towards Corporate Social Responsibility. You will always find a Toyota showroom having the Toyota Bill Board outside with white base and red foreground. particularly the scheduled castes and scheduled tribe youth. CORPORATESOCIALRESPONSIBILTY [CSR] Corporate Social Responsibility has always been an integral part of the Mahindra Group's vision and the cornerstone of our Core Value of Good Corporate Citi enship. plans for more social initiatives are on the anvil. under privileged children. it's a way of life. They will provide new skills and c apabilities to the weaker sections of society. the Mahindra Group is planning to set up two Mahindra Pride Schools. The designs for the same are created by a team of Professionals in this field. At the Mahindra Group. Chairman The Mahindra Group defines Corporate Social Responsibility as making socially responsible products. including training for Information Technology. A unique kind of ESOPs Employee Social Options was launched to enable Mahindra employees to involve themselves in socially responsible activities of their choice. Corpor ate Social Responsibility is not just a duty. likes and dislikes etc. It pledged to dedicate 1% of its profit (after ta ). This creates a physical presence a nd people can feel the product. CUSTOMERRELATIONSHIPMANAGEMENT . The designs are prepared very carefully keeping into consideration various factors such as customers¶ tastes and preferences.the showrooms are designed on a common platform. These schools will offer a variety of courses. with an emphasis on employability. The interiors of all the showrooms across India are the same. The Group also announced a special gift: to provid e free cochlear implants to 60 profoundly hearing impaired. While these projects are already underway. the Group celebrated its 60th anniversary by renewing its commitment to Corporate Social Responsibility. engaging in socially responsible employee relations and making a commitment to the community around it. Keshub Mahindra. In addition to giving impetus to the Nanhi Kali project for the girl child and the Mahindra All India Talent Scholarship for the economically disadvantaged. Automotive Engineering etc. In 2005. Retail.
. his present buying power. finance options. With the help of these questions. satisfaction level. along with seamless integration with back end SAP systems. end customer database. Spares. He collects all the possible information which would be needed for the meeting i. desired level of satisfaction. Safety. Services. Along with that he will also find out his e act needs. After the call is made. Sales. data about thecustomer. Comfort. Dealer Financials. DEALING WITH THE COMPETITION PROCESS The various processes involved in getting available the product from the manufacturer to the end consumer are to be efficiently performed by the company. delivery terms. lifestyle patterns etc. Facilitated better customer information management. These can be Performance. Implementation of SAP DMS CRM has provided an additional opportunity to ensure process standardi ation and compliance across all dealers of M&M. an appointment is fi ed. The data regarding the various customers can be had from various sources of data available through different agencies which speciali e in providing data. Pre sales.e. CRM and Business Intelligence. ma imum permissible discount stru cture. Appropriate infrastruct ure including dealer connectivity is being established. The pilot involving 50+ dealer locations initiated last year is in the final phase of implementation. Analytics. Driving Pleasure. Implementation of centrally hosted Mahindra Dealer Management System (DMS) covers Marketing. The Sales E ecutive prepare s for the meet. Appearance etc. He asks both open as well as closed ended questions. Enhanced the ability to integrate a change more easily across the entire dealer chain. seriousness in buying etc. These processes either lead to completion of sales call or sometimes unfortunately leads to unsuccessful sales call w hich could not be competed. The processes start when the customer is contacted by the Sales Personnel of the Dealership or the customer contacts the Dealership if he is interested to buy a Corolla. details about the car. to be followed by roll out across Mahindra Dealer Community. he can come to know the various reasons due to which he is buying that car. Warranty. The sales personnel will find out that what is the present vehicle used by the customer. Sales personnel also ask certain questions through which he comes to know about the various factors he wants to know. free accessories which will be provided to the customer.[CRM] It is essential for Auto OEMs to keep in close contact with the end consumers. build brand loyalty and provide total customer e perience.
Secondaryresearch involves a company using information compiled from various sources. suppliers.MARKET RESEARCH Market research often refers to either primary or secondary research. The marketing environment offers both opportunities and threats. like Mind & Mood. which is also called field research or original research. Proprietary techniques of research. lu ury was a very important parameter * International vehicles define imagery SUVs like Pajero. ³Consumers want to consume premium imagery at prices affordable to them´ The Marketing Environment Marketing environment consists of the actors and forces outside marketing that affect marketing management¶s ability to build and maintain successful relationships with target customers. Primary market research involves qualitative research (such as focus groups or one on one interviews) and quantitative research (such as surveys) as well as field tests or observations conducted for or tailored specifically to that product. Having defined the competitive framework. is useful for finding new information and getting customers' views on products. Primary resear ch. of the advertising agency Interface Communications. Consumer segments of B and C category car buyers were analy ed in terms of their e pectations from a car. The findings were: * Si e matters big si e stands for status * Consumers seek latest technology * Imagery but at affordable prices * The sheer thrill and passion of driving an SUV * Power of the vehicle makes a statement * But along with the others. customer .. marketing intermediaries. The marketing environment is made up of Micro environment and Macro environment. the ne t task undertaken was that of analy ing the consumer. The environment continues to change rapidly. I CON and VIP were used to understand this consumer. which is about a new or e isting product. The Micro environment consists of the actors close to the company that affect its ability to serve its customers. their perceptions about cars and their relationship. These actors are: the company. Land Cruiser and Prado are seen as urban vehicles for the rich and famous consumers aspire to own these vehicles a s the imagery of these vehicles has become very desirable.
competitors and publics. the target market is for the middle class. the middle class group will be loyal to this product brand and as generation goes by. Also. This car will provide a boost to the natural environment because it is safer and has an image to be friendlier to the environment itself. this product will be there forever. more and more people will tend to buy such car to protect the environment by reducing the ca rbon emission to the air. Since. On the other hand. It is very important to design such car to help decrease the rate of carbon dio ide from the air and provide a better condition to tackle glob al warming. more and more customers will be able to keep this product if it satisfies their condition. it will provide a boost for the 32% of the total population. it will keep the popularity of the product at their trend. technological. this product is also designed for students. Additionally. In this case. economic. These forces are: demographic. and working class people. political and cultural forces. The Macro environment consists of the larger societal forces that affect the microenvironment. GM STUXX THE DEMOGRAPHIC ENVIRONMENT The demographic position will be on the United States. THE ECONOMICAL ENVIRONMENT . In this case. This is due to the fancy and environmental design Students will be so grateful to have fancy car while the working class group will tend to afford such an affordable environmental car design. ENVIRONMENT SCANNING THE NATURAL ENVIRONMENT This product is basically designed to reduce the carbon emission from fuels and help to preserve our environment. natural. This product will produce a superior value to customers who always value the brand.markets.
it helps customers to satisfy this kind of product in this technological environment. this product will help customers to save money because it consumes less fuel. This product will satisfy the superior value of all different customers since it has a very good design to solve to fuel shortage. less e pensive. Looking at its design. This is evidence as the price of fuel is increasing and the probability of the price of a barrel to increase at any day is very high. Also. AUTOMOTIVE MARKETING MIX A Marketing mi is the division of groups to make a particular product by pricing. Its design is basically provided with the help of information technology. this product benefits a lot from the technological sectors. In this case. people will be more supportive to save what is best for the communities and the environment. Therefore. Therefore.The world is facing a shortage of fuel and it has become an economical crisis to everycountry. THE TECHNOLOGICAL ENVIRONMENT The fastest growing of information technology helps this product to be at its best. most people in the United States and elsewhere are willing to offer such kind of product to save t he environment. The Information technology is v ery effective in letting this product to be very efficient. THE SOCIAL AND CULTURAL ENVIRONMENT It is believed that protecting the environment is a great concern. Consequently. If more and more people are keen to buy such kind of product then the environment would be safe at any cost. This proves that thisproduct is favourable to the environment. On the other hand. this product is purposely designed to be environmentally friendly. The fuel consumption is one of the best criteria based on this product. customers will be able to satisfy with this ki nd of product because it is not too e pensive and everybody has the privilege to afford one. As a result. and can be affordable to anyone . this product can be modified or even upgraded to the standard where it will be suitable at any environmental condition. .
e hibitions. A les s obvious but ubiquitous mass produced service is a computer operating system. they are: product. Intangible products are often service based like the tourism industry & the hotel industry. price. This category has grown each year for the past decade while most other forms have suffered. Word of mouth is any apparently informal communication about the product by ordinary individuals. Promotion has four distinct elements advertising. promotion. word of mouth and point of sale. The business may increase or decrease the price of product if other stores have the same product. from television and cinema commercials. Place± Place represents the location where a product can be purchased. It is often referred to as the distribution channel.product. Promotion± Promotion represents all of the communications that a marketermay use in the marketplace. sponsorship deals. conferences. packaging and physical evidence. The set of controllable tactical marketi ng tools. and quality. product identity and the customer's perceived value of the product. competition. the fundamentals of marketin g typically identifies the four P's of the marketing mi as referring to: "Marketing Mi " is set of correlated tools that work together to achieve company's objectives. One of the most notable means of promotion today is the Promotional Product. Public relations are where the communication is not directly paid for and incl udes press releases. It is the only form of advertising that targets all five senses and has the recipient thanking the giver. material costs. price. place. which is common in film promotion. A certain amount of crossover occurs when promotion uses the four principal elements together. It is determined by a number of factors including market share. satisfied customers or people specifically engaged to cr eate word of mouth momentum. place. seminars or trade fairs and events. public relations. . Advertising covers any communication that is paid for. product.branding. such as personnel. Although some Day1 marketers have added other P's. as in useful items distributed to targeted audiences with no obligation attached. Typical e amples of a mass produced tangible object are the motor car and the disposable ra or. radio and Internet adverts through print media and billboards. Price± The price is the amount a customer pays for the product. It can include any physical store as well as virtual stores on the Internet.place and promotion that the firm blends to produce the response it wants in the target market: Product A tangible object or an intangible service that is mass produced or manufactured on a large scale with a specific volume of units.
advertising.Scorpio was to compete with the midsi e cars like Hyundai Accent. price and Distribution Pricing Strategy: to be a premium brand yet having universal appeal. 5 7 Lakhs.STRATEGIES GENERAL ATTACK STRATEGY FRONTAL ATTACK : the attacker matches its opponent¶s product. Scorpio adopted the penetrative pricing strategy positioned in th e psychological price barrier of Rs. Ford Ikon. Media Strategy *Dramatic and high impact launch . Maruti Su uki Esteem on the one side and UVs like Toyota Quails. Opel Corsa. Tata Safari and the Tata Sumo on the other.
Direct Marketing. Events . Mass Media.* High visibility * Push brand image even by the media vehicle Building impact through multiple media * PR.
BIBLIOGRAPHY \Wikipedia Mahindra and mahindra official side Autodrive maga ine BBC News site .
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