MAHINDRA AND MAHINDRA COMPANY OF MARKETING DEPARTMENT

MAHINDRA OF PRODUCTS AND SERVICES:-

 Mahindra and Mahindra is an Indian multinational car manufacturing company and has its
headquarters located in Mumbai, Maharashtra. The company was established in the year 1945 and
now it is one of the biggest manufacturers of automobiles in India. Also, it is a part of the Mahindra
Group which is an Indian conglomerate.
 The company acquired the 17th rank on the list of the top companies in India.The contenders of the
company in the current Indian market are Maruti Suzuki and Tata Motors. Over a few years, the
company has increased its interest in various new industries as well as in the foreign markets.
Initially, they entered in the two-wheeler industry and instantly took over the Kinetic Motors in India.
The company then kept on continuously increasing the business to beat other automobile
manufacturing companies.
 At its first place, the company was not being able to capture the attention of the customers, but with
proper media coverage and business strategies, Mahindra and Mahindra gained extreme popularity in
the automobile industry.
 Gradually the company merged with Kinetic Motors in India. Mahindra and Mahindra too had stake
control in the REVA Electric Car Company and finally took hold of Korea’s Ssang Yong Motor
Company during the year 2011.
 During the year 2010-2011 Mahindra and Mahindra took a step in the market of Micro drip irrigation
with the takeover of EPC Industries in Nashik.

NUMBER OF CUSTOMERS/OVERSEAS CUSTOMERS:-

 Mahindra & Mahindra says its farm equipment division head Rajesh Jejurikar is on a mission. And
the mission resonates with that of the government. “We will look at doubling the income of farmers,”
says the 52-year old.
 The nation’s largest SUV and tractor maker wants to bring the latest farming technologies to India,
and see how to customise those for the benefit of the Indian farmer, including the one whose
landholding is marginal.
 While the company is bullish on India, for growth, it is looking global, where the market for tractors
and other farm equipment is worth more than $150 billion a year.
 At home, the tractor market is just $6 billion, while that for other agriculture equipment is even
smaller.
 In 2011-12, Jejurikar, then the chief executive of automotive division, left Mahindra after the
blockbuster launch of the XUV 500, to join media firm Zee Entertainment NSE 0.32 % as its
president and try out something different.
 As much as 95% of the division’s revenue came from tractor sales in India. That was a risk. India is
too dependent on monsoon rains with about two-thirds of its farmland having no irrigation facilities.
  Farming and so sales of farm equipment, takes a hit when not enough rains fall. Droughts have
become more frequent in recent years than in the past.

GLOBAL BRAND:-

Over the next few months after he returned to Mahindra, Jejurikar covered the length and breadth of the
country and also travelled to several foreign markets.

 He and the strategy team put together a plan to target a piece of the $150 billion global opportunity,
more than $90 billion of that in the non-tractor farm equipment space. It predicts the non-tractor
market will grow to $179.3 billion by 2023.
 They wanted to build Mahindra as a global farm equipment brand. Taking a piggyback ride was one
of the ways to achieve that. Since 2014, Mahindra picked up significant stakes in three different
companies Mitsubishi Agri Machinery, SampoRosenlew and Hisarlas in Asia and Europe.
 It has also scanned more than a dozen companies with which it could tie-up to gain technology and
expand market coverage. That was a new beginning and the work is still ongoing.

MAHINDRA AND MAHINDRA ANALYSIS OF LEVELS OF PRODUCT AND PRODUCT LIFE

CYCLE:-

Product Life Cycle Strategies

A brief discussion of the marketing strategies in different stages of the product life cycle is given below:

(1) INTRODUCTION STAGE:-

 The first stage of a product life cycle is the introduction or pioneering stage. Under this stage,
competition is almost or non-existent, prices are relatively high, markets are limited and the product
innovation is not known much.
  The growth in sales volume is at a lower rate because of lack of knowledge on the part of the
customers and difficulties in making the product available to the customers.

(2) GROWTH STAGE:

 As the product grows in popularity, in moves into the second phase of its life cycle, i.e., the growth
stage. During this stage, the demand expands, price fall, competition increases, and distribution is
greatly widened.
 The management focuses its attention on improving the market share by deeper penetration into the
existing markets and entry into new markets.
 Sometimes, major improvements also take place in the product during this stage.
 The promotional expenses remain high although they tend to fall as a ratio to sales volume.
 The falling ratio of promotional expenditure to sales leads to increase in profitability during this
stage.
(3) MATURITY STAGE:
 The product enters into maturity stage as competition intensifies further and market gets saturated.
Profits come down because of stiff competition, and marketing expenditures rise. The prices are
decreased because of competition and innovations in technology.
 This stage may last for a long period as in the case of many products with long-run demand
characteristics. But sooner or later, demand of the product starts declining as new products are
introduced in the market. Product differentiation, identification of new segments and product
improvement are emphasised during this stage.
(4) DECLINE STAGE:
 This stage is characterised by either the product’s gradual displacement by some new products or
change in consumer buying behaviour.
 The sales fall down sharply and the expenditure on promotion has to be cut down drastically.
 The decline may be rapid with the product soon passing out of market or slow if new uses of the
product are found.
(5) ABANDONMENT STAGE:
 Many firms abandon the obsolete product in order to put their resources to better use. Innovative
products are introduced in the market to take place of the abandoned products. As far as possible,
attempts should be made to postpone the decline stage.
 But if the decline is rapid, the product model may be abandoned and the new model with unique
features may be introduced. If it is not possible or there are heavy losses, the manufacturer may seek
merger with a strong firm.
MAHINDRA COMPANY OF MARKET SEGMENT
 Mahindra SuvS500 Market Segmentation and Target.Market segmentation is a strategy used in
marketing to split a broad target market into sub sets of consumers with common priorities and needs
so they can be easily reached and their demands met.
 This strategy classifies homogenous needs, behaviour, characteristics and tends to supply goods to
this sector who later becomes the actual target.
 Mahindra SUV s500 market was carefully analyzed and customers with a unique and particular need
were identified and the business class professionals were targeted in terms of age (25 - 45) and
demographic distribution.
 Mahindra SUV S500 is a luxury product and only the middle and top class were targeted because
they also gave room for instalments.
 Their life expectancy was 68 - 98 years and fertility rate was 2.3% and the net immigration has
increased drastically especially with the acquisition of northern Ukraine.
 Russia was chosen as a target market because of their surging economy and Russia been the largest
country in the world as they occupy one- eighth of the earth’s inhabited land area.
 Russia is also blessed with a population of 143million people with GDP of -4.9% and they have been
graded as the fastest growing economy by G8 analysis of industrialized nations.
 Russia also has a very low level of public debt and their financial institution has really improved with
modern banking infrastructures.
 They have a lucrative market and the exchange rate is $31.5Russia is also a unique target because of
the very young consumer society who are price conscious but always over willing to pay for the
quality perceived from any product.

MAHINDRA COMPANY OF POSITIONING STRATEGIES:

 Keeping with its global ambition, home-grown farm equipment-to-software group Mahindra &
Mahindra today said it will embark on a new brand positioning to project a singular voice for various
entities under its umbrella. The group, which has decided to use 'Rise' as the new brand position, said
it will be spending Rs 120 crore in the next three years towards promoting the new initiative."For
Mahindra, 'Rise' means achieving world class standards in everything we do, setting new benchmarks
of excellence and conquering tough global markets," M&M Vice- Chairman and Managing Director
Anand Mahindra said in a statement. The idea behind the move is "to communicate with one brand
voice, one face and one 'Mahindra' core purpose", M&M said.The $7.1 billion group had hired New
York-based advertising agency Strawberry Frog two years back to create the new brand positioning.
 Explaining reasons for choosing the word 'Rise', M&M Executive Vice-President Corporate Strategy,
RuzbehIrani said the group had spoken to its customers across the world and they expressed a
common optimism about future and shared a common desire to rise, to succeed and create a better
future for themselves."We strongly believe that the Mahindra brand epitomises what our customer’s
 want -- a company that empowers them to 'Rise'," he added. Besides being in the bracket of top
tractor makers in the world, M&M has a full range in the automotive sector from two wheelers,
SUVs to electric vehicles.In the IT sector, it had expanded when Tech Mahindra acquired Satyam
Computer Services, which is now known as Mahindra Satyam. It had forayed into the aerospace
segment in 2009 when it acquired up 75.1 per cent stake each in Australia's Gippsland Aeronautics
and Aero staff Australia for Rs 175-crore to make aircraft and allied components to service the global
market.Last year, the group's automotive division had signed definitive agreement with Ssangyong
Motor Company (SYMC) to acquire 70 per cent stake in the ailing South Korean auto maker at a
total cost of $463 million (about Rs 2,105 crore).

 MAHINDRA COMPANY OF PEOMOTION TOOLS USED:-

 Mahindra & Mahindra’s Scorpio was started in 1997 with a vision to continue to dominate the Utility
Vehicle (UV) market in India. Their aim was to make M&M known world-wide for their quality,
durability and reliability of its products and services.

 M&M’s business was largely from semi-urban and rural markets of India. Even though M&M had a
wider variety of products, it was lacking the products that can cater the modern urban customer
needs. The market of M&M was strong but stagnating.

 These reasons led to thought of Sports Utility Vehicle catering the urban customers and targeted the
‘C’ class cars segment (Rs. 5 Lakhs and above). The SUV was positioned as a ‘better looking SUV’
with a ‘Car Plus’ approach. But due to change in market scenario, competition and consumer
preferences the company has started shifting its focus from ‘C’ segment to ‘D’ segment to become a
luxury car. Scorpio is a product for those who seek latest technology at affordable prices and for
those who feel that big size stands for status.

 The Scorpio project was very important for M&M. It was banking on Scorpio to help it shed its
image as a manufacturer of vehicles for rural use and to break into the urban market. It targeted
individual car buyers in the top-end small car segment and mid-size car segment, who already owned
cars and were ready to invest in another vehicle.

 M&M initially used pull strategy through aggressive advertising through television media as pull
strategy of promotion involves the active engagement of the target market through methods like
advertisements or email marketing.

 The company also went for making a specific web site named “mahindrascorpio.com” to promote the
product to a huge level.
  Moreover the car was also involved at the Rally dos Sertoes in Brazil, which is considered to be one
of the world’s toughest rallies, so as to bring the product into eyes of those who love cars and want
thrill in them, as Scorpio is a car with thrills.

MAHINDRA COMPANY OF SALES FORCES MANAGEMENT:-

 PUNE: Mahindra & Mahindra today announced its partnership with global customer relationship
management (CRM) firm Sales force to digitise the customer experience value chain. This will be a
unique digital transformation in the Indian automobile industry, said the company.
Mahindra has embarked on a digital transformation journey to deliver an industry-leading connected
customer experience, connected employees experience and an intelligent dealer engagement.

 For this, it has partnered with Sales force, Sitecore and PwC India to move from various solutions to
a single unified platform to provide a holistic, coherent and connected view of its customers by
capturing all customer data in one place.

 Veejay Ram Nakra, Chief of Sales & Marketing, Automotive Division, M&M said, “Disruptions
necessitate innovative 360-degree digital platforms to address the rapidly evolving needs of our
customer at various touch points.

 Hence, we partnered with Sales force to re-imagine the entire customer experience. This digital
journey focuses on innovating and digitizing the entire customer experience through integrated sales,
service, marketing and engagement capabilities, for a connected and immersive experience.”

 The deployment of Sales force Sales Cloud, Service Cloud and Marketing Cloud with
Einstein artificial intelligence and the Sales force Lightning Platform will deliver an Omni-channel
consistent with One Mahindra digital experience.

 It will focus on growing the company's target customer base, leveraging AI-driven insights, and
provide personalized recommendations. This will also offer a seamless customer journey from online
to retail. Sunil Jose, SVP and Country Leader, Sales force India, said, “The automotive industry has
gone through a lot of major changes in the past few decades. Companies need to get the most out of
disruptive technologies to meet customers’ demand for always-on and intuitive experiences,
reshaping value chains with faster time to market.
  A good experience begins when companies connect with customers at the need recognition stage —
and it all starts with data. We are proud to be a technology partner for Mahindra enabling the team
with true 360-degree view of customers delivering seamless experiences.”

MAHINDRA COMPANY OF CRM PRACTIES:-

 We are all aware of the concept of Customer Relationship Management (CRM). It is a strategy, a
process and a system. The departments of a business – where customer information and satisfaction
are of utmost importance – totally depend on the CRM process, application and systems. It provides
a 360-degree view of the customer and is responsible for defensive marketing strategy to retain
existing customers.
 CRM has its presence in the Marketing, Sales and Service departments of a business organization.
However, CRM imposes significant limitations on organizations, which had not been apparent for the
past 20 years. These limitations, coupled with technical complications and financial impact, are
hindering business focuses on customer experience and helps build a healthy emote forts to deliver
great customer experience.
 At its core, CRM is a monolithic system, which has not been able to break the silos that exist
between various customer-facing departments. It is effectively used in the Marketing and Sales
Departments, but fails to deliver the same customer experience in the store management, shipping
departments etc.
 Moreover, CRM systems are not tailored to support new channels or modern communications, such
as cell phones and social media channels. With the business world making rapid strides on the digital
transformation journey, CRM systems can no longer be used just as a great transaction database.
 On the other hand, Customer Experience (CX) is a strategy which focuses on the perception of the
customer after engaging with the customer or product. In this strategy, the customer is always in
touch with the company or brand.
 That is not limited to Marketing, Sales and Service Departments, but also departments like shipping,
packaging etc. For example, a customer would not only like to see on the Web what the status of
their order is, but also track the product movement from source to destination, and if there is a
question, can quickly chat instantly from the Web with a customer agent.
 The customer can raise complaints or give feedback through social channels like Facebook, Twitter
etc., which informs the customer support call and survey data for the organization and brand. CX
focuses on having a healthy emotional connection with customers in every department, and it lays
more emphasis on the customer as opposed to the product.
 Leading the way in enhancing CX is Oracle with its cloud applications Sales Cloud, Marketing
Cloud, Service Cloud, CPQ, Oracle Commerce and Content and Oracle Social. Each of these
applional relationship with the same, starting from Customer Data Management, Campaigns,
Support, Pricing, Quoting, storefronts on the Web to Social Engagement. The essential principles of
 both ways interactions between customer and company, engagement of customer in every step of
communication, catering to customer needs and wants, and flexibility for the customer to choose, is
Customer Experience (CX) in a nutshell.

LIST OF PRODUCT EXPORTED AND IN WHICH COUNTRY:-

 Mahindra & Mahindra Limited is an Indian multinational automotive manufacturing corporation

headquartered in Mumbai, Maharashtra, India. It was established in 1945 as Muhammad & Mahindra

and later renamed as Mahindra and Mahindra.