Term paper

INDUSTRY ANALYSIS

By
sathish kumar
1091051
INTRODUCTION

 Founded in 1945, Mahindra initially

imported and assembled Willys jeep
kits
 Company was listed on Bombay
Stock exchange in 1956
 World 4th largest automobile
company
 Mahindra built its image as a
manufacturer of light commercial
vehicles & tractors
 Since 1983 company had been the
top-selling tractor brand in India (the
worlds largest tractor market)
 Around 1998 company refreshed
the existing UV Armada into
Bolero to target the urban market
 M&M launched Scorpio in
2002,with successful intention of
changing company’s external
image
 World 1st suv manufacturing
company
 Mahindra launched the India’s
first wide body car in 2007 in JV
with Renaults – Mahindra Logan
Strength
• India's first BS IV Car.
• Revolutionary Micro-Hybrid Technology.
•  Powerful Hawk Diesel Engine.
Weakness
• Effortless Acceleration.
• Fire Retardant Upholstery.
• Excellent Driving Experience.
Threats
• Automatic Transmission only on Top-End Variant.

Opportunities
• Mahindra vehicles have gone on display to auto
enthusiasts around the world, participating in
prestigious automobile shows in Paris, Rome,
Bologna, Johannesburg and São Paulo.
MARKETSHARE OF SCORPIO
 Product – Length
SUV Scorpio

Bolero
Marshal
MUV
CL 500/550
MDI

LCV Champion
Light commercial
vehicles Alfa
Mahindra Automotive
Bolero Pick up
Pick up MAXX
Bolero Camper

Logan
Car
Voyager

Defence Rakshak
Vehicles MM550XDB
 Product depth

Scorpio 2.2 VLS 7/8 str

2.2 VLX 7/8 str
M Hawk

2.6 LX 7/9 str

SUV Scorpio 2.6 DX 7/8 str
Mahindra Automotive
Scorpio CRDe 2.6 SLE 7/8 str
2.6 SLX 7/8 str

Scorpio 2.6 Getaway 2WD

2.6 Getaway
Getaway 4WD
Marketing mix
Products
 VLX
 SLE
 GATE WAY
 PRICE
 Scorpio follows competitor
pricing like Toyota Qualis, Tata
Safari and the Tata Sumo on the
other.
 Scorpio adopted the penetrative
pricing strategy
PROMOTION
SALES PROMOTION
• They gave away free “NOKIA
navigators” to their first few
buyers.
EVENTS
• Mahindra 4X4 special Track at
Autocar Performance Show
• Road shows
• Scorpio launches "Full Throttle“ a
music album packed with 12
pulsating tracks
Scorpio Speedster..FASTEST
BOWLER..
• Publicity Through…. SCORPION
KING

 
ADVERTISEMENTS
• Mahindra has 35 tv channel
partner for their advertisements
in india
• Message in tv ad’s –
EASY TO DRIVE
 Social media like face book &
yahoo .
 Cover Page of a Magazine
Published in the US

 Print Advertisements
ONLINE AD’S
 scorpio spent 15 lak per month
on ONLINE AD’S
Place – Distribution
• Mahindra has ‘Exclusive
Distribution’ network
• Mahindra has more than 150
distributors in india.
• M&M showrooms are spread
over 29 states in India & in 19
cities across Maharashtra
SEGMENTATION
• Mahindra scorpio segment their
customer according to INCOME,
USAGE (own use or industrial use)
TARGETED
• The Luxury Car Buyers & Upper
Middle Modern Car Buyers
• They Found Most Of The Sales
From Army, Police, Paramilitary
Forces Etc.
POSITIONING
 Scorpio As A Powerful Vehicle
With A Sporty Look Among The
Premium Car Consumers.
 “Luxury of a car, thrill of a SUV”
 Makes good quality vehicles
 Great to drive
 Proud to own
Product life cycle
Introduction
 Scorpio introduce in 2002
 Scorpio to capture 22 per cent of
the premium hard top market in
9 months
 Sell 12000 Scorpios in 9 months
Growth
• Scorpio to capture 45 per cent of
the premium hard top market
• Scorpio to sell 24,000 units in 18
months
• Mahindra to emerge as a true
urban player
MATURITY
• Scorpio is now in maturity level
they have 58% suv market share
Scorpio has few competitors likes
tata innova, safari…
PESTAnalysis
Political
• Taxation Policy
• Government Policy
Social
• Give good quality to their customers
• Providing offers to its retailer and
customers
• Providing life style product
• Change the customer attitudes and
opinions.
Economy
• Launch low cost car in rural areas
• Launch economy related brand
• Launch power full car in the market
so customers make good image in
their mind
Technological
• Provide new innovative product to
their customers
• Provide the compete ting technology
 
• Provide new technology to their
worker
Strength
• India's first BS IV Car.
• Revolutionary Micro-Hybrid Technology.
•  Powerful Hawk Diesel Engine.
Weakness
• Effortless Acceleration.
• Fire Retardant Upholstery.
• Excellent Driving Experience.
Threats
• Automatic Transmission only on Top-End Variant.

Opportunities
• Mahindra vehicles have gone on display to auto
enthusiasts around the world, participating in
prestigious automobile shows in Paris, Rome,
Bologna, Johannesburg and São Paulo.
Customer Relationship
Management (CRM)
 Scorpio Club (Top Gear)
 satisfaction surveys, Events,
Festive offers, Rewards Program.
 the first call after seven days
and the second call after 30
days of purchase of the vehicle
 Twice a year, customers were
sent special offers through tie-
up with other product or
service providers
Awards
• Scorpio was awarded various
from various bodies such as“CAR
OF THE YEAR 2003” from
Business Standard Motoring,
CNBC AUTOCAR
• “BEST SUV OF THE YEAR” -BBC
World Wheels
• The Scorpio receive the Best Off
roader vehicle of the year 2009
award
 • add

New Mahindra Scorpio ad [www.keepvid.co

Thank you