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  • Scorpio Brand Positioning

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    SHAHNAZ HUSSAIN
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    Mahindra & Mahindra was established in 1945 and initially imported and assembled Jeeps before starting local production of light commercial vehicles in 1965. It now has four manufacturing plants and sells over 87,000 vehicles and 47,000 tractors annually, with a turnover of Rs. 46 billion. As it plans to launch a new SUV, it must decide whether to position the new vehicle as tough and rugged with car-like comfort or target modern, fun-loving young adventurists like the Bolero.

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    Scorpio Brand Positioning

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    Mahindra & Mahindra was established in 1945 and initially imported and assembled Jeeps before starting local production of light commercial vehicles in 1965. It now has four manufacturing plants and sells over 87,000 vehicles and 47,000 tractors annually, with a turnover of Rs. 46 billion. As it plans to launch a new SUV, it must decide whether to position the new vehicle as tough and rugged with car-like comfort or target modern, fun-loving young adventurists like the Bolero.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    9 views5 pages

    Scorpio Brand Positioning

    Uploaded by

    SHAHNAZ HUSSAIN
    Mahindra & Mahindra was established in 1945 and initially imported and assembled Jeeps before starting local production of light commercial vehicles in 1965. It now has four manufacturing plants and sells over 87,000 vehicles and 47,000 tractors annually, with a turnover of Rs. 46 billion. As it plans to launch a new SUV, it must decide whether to position the new vehicle as tough and rugged with car-like comfort or target modern, fun-loving young adventurists like the Bolero.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 5

    Company

    • Mahindra & Mahindra was established in 1945


    • Initially imported and assembled Willeys Jeep
    • Started production of LCV in 1965, had 4 manufacturing plant
    • In 1977, acquired International Tractor company and
    established Mahindra Tractor brand
    • In 2003, company sold about 87000 vehicles and 47000 tractors
    and had a turnover of Rs. 46 billion
    • After 1994, company restructured in two divisions
    • Automotive sector
    • Farm equipment sector
    Collaborators
    • 20 Area offices, 150 dealers spread across the country

    Customer
    • Semi-urban, urban people, transport companies/drivers

    Competitor
    • Tata, Bajaj, Maruti, etc.

    Context
    • Company is planning to launch new SUV and need to decide
    on the positioning of the new vehicle
     Tough & rugged with a car like comfort
     Bolero is targeted at modern and fun loving
    people, mostly youngsters who like adventure
    High Value

    Scorpio
    Qualis

    Tavera

    Tata
    Sumo High Performance
    (Ruggedness)
    Low Performance
    Honda Tata
    CR- V Safari
    Ford

    Low Value

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