A PRESENTATION ON THE

TOPIC
SCORPIO
BRAND POSITIONING
BRIJESH BHUSHAN RATH(314SM1021)
SIDHANT NAYAK(314SM1015)
SATYA SWAROOP BHUYAN(314SM1001)
School of Management
NIT ROURKELA

Introduction to the Case

Mahindra & Mahindra Brand Positioning.

Highs and Lows .

Strategic Brand Management.

Launch Scorpio as a brand not a product.

Competitions with Competitors.

PLC and NPD concept.

Redesigning existing vehicles.

Mahindra and Vehicle Crisis

M&M concerned about their brand positioning of new vehicle.

They needed something big which will help them to cross their ship.

They were planning to have something extra ordinary which can compete

They launched UVs, LCVs, three wheelers but still were not satisfied.

After Launching Bolero in a very big way they find themselves in the
market.

But it was as good as not.

Competitors were scoring more. Eg Tata Sumo, Toyota Qualis, Maruti

Gypsy, etc.

Policeman, Army and other paramilitary forces were the regular users.

It was not expected by the company.

Changes in consumer tastes, preferences and buying habits.

Product Portfolio of the Company

Introduced many vehicles in the market but it was not able to stand well on
the expectations.

To launch or to crack a deal, Political support is must.

Changes in local government & policies.

Soft top vehicle fail to give some impact.

Company had 20 area offices & 150 dealers across the country.

Challenges Faced

Mission was to change the image of M&M.

From rough, sensible, reliable to young, sporty, classy and modern.

To deliver in terms of SUVs, UVs which was having only 10-12%.

It should affordable to each and every customer.

To change the people perception.

Continue as a dominant player in UVs segment.

Significant player globally.

Dont want to allow any other brands to enter in the Rural & Semi urban
Market.

Sustain in the Market for a long period.

Strategy of Mahindra & Mahindra

To sustain in the market they followed basic principle of Marketing.

Followed NPD rule.

Started redesigning existing vehicles.

Changes of idea and innovation.

Bolero helped the company to drive into the cities.

Able to change the people perception.

Results Project Scorpio.

Project Scorpio

IDAM team followed sequential steps.

Interacted 500 people to know the requirements, usage, expectations and

perceptions.

Project captured the spirit of companys intention To sting the competition

with superior market research.

Vehicles with latest technology.

Scorpio emerged as strong brand contender.

Single brand name without any direct reference to parentage

Pricing Strategy

Should be affordable to each and every customer.

Should be slightly less than other SUVs

Should not be on the loosing side.

Power steering and fully automated.

International imagery.

SWOT Analysis of Mahindra

Strength:

Weakness:

Ruling the Rural areas.

Rapidly loosing market share.

Limitations of Qualis

Significant presence was missing.

Qualis perceived as a family

vehicle.

Company had limited presence.

Brand image was different.

SUVs at an affordable price.

Redesigning a vehicle.

No technologically advanced.

Customer customization was first

introduced.

No financial support.

Focus was on UV segment.

Opportunity:

Threats:

May get eliminate from market.

Perception of people &

expectations of Co not matching

Understanding of market realities.

Scope for upgradation.

New products introduction.

Unable to enter urban market.

Aesthetic appearance of
competitors was less.

Different brands were entering

globally.

Other brands were able to catch

the interest of people

Brand Positioning Decision

A static and drive clinic was introduced.

Purpose to evaluate the vehicle & to obtain customer reaction.

Samples were drawn from age group 21-60 yrs.

Tata Safari
Well positioned in
the minds of people.
A fancy family and
stylish SUV vehicle.
Market Leader.
Good in speed and
acceleration.
City entered

Toyota Qualis

Scorpio

Japanese technology Late entry to the

market.
Good spacious and
well positioned.
People perception
was negative.
Arrived very early
in the market.
Mahindra focused
on UV segment
2000 selling of
vehicles per month
more.
Famous celebrities
endorsed brand

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Conclusion

Mahindra &Mahindra should have launched Scorpio earlier.

Should stop experimenting and think out of box.

Target the major segment areas.

Focus should be on equal vehicle areas.

The company should decide on Positioning strategy initially.

They should look towards the people perception.

Should develop a new platform and position a new brand in the minds and
consumer perceptions.

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