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lNIRODLCIlON lNIRODLCIlON
Founded in 1945, Mahindra initially
imported and assembled Willys jeep
kits
Company was listed on Bombay
Stock exchange in 1956
World 4
th
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 ndia (the
worlds largest tractor market)
round 1998 company refreshed
the existing UV rmada into
Bolero to target the urban market
M&M launched Scorpio in
2002,with successful intention of
changing company's external
image
World 1
st
suv manufacturing
company
Mahindra launched the ndia's
first wide body car in 2007 in JV
with Renaults Mahindra Logan
Strength
W lndlas flrsL 8S lv Car
W 8evoluLlonary MlcroPybrld 1echnology
W owerful Pawk ulesel Lnglne
Weakness
W LfforLless AcceleraLlon
W llre 8eLardanL upholsLery
W LxcellenL urlvlng Lxperlence
1hreats
W AuLomaLlc 1ransmlsslon only on 1opLnd varlanL
Cpportun|t|es
W Mahlndra vehlcles have gone on dlsplay Lo auLo
enLhuslasLs around Lhe world parLlclpaLlng ln
presLlglous auLomoblle shows ln arls 8ome
8ologna !ohannesburg and So aulo
MAkkL1SnAkL CI SCCkIC
roduct Length
Mahindra utomotive
SUV Scorpio
MUV
Bolero
Marshal
CL 500/550
MD
LCV
Light commercial
vehicles
Champion
lfa
Pick up
Bolero Pick up
M
Bolero Camper
Car
Logan
Voyager
Defence
Vehicles
Rakshak
MM550DB
roducL depLh
Mahindra
utomotive
SUV
Scorpio
Scorpio
M Hawk
2.2 VLS 7/8 str
2.2 VL 7/8 str
Scorpio
CRDe
2.6 L 7/9 str
2.6 D 7/8 str
2.6 SLE 7/8 str
2.6 SL 7/8 str
Scorpio
Getaway
2.6 Getaway 2WD
2.6 Getaway
4WD
roducts
vLx
SLL
CA1L WA?
8lCL
Scorplo follows compeLlLor
prlclng llke 1oyoLa Cualls 1aLa
Safarl and Lhe 1aLa Sumo on Lhe
oLher
Scorplo adopLed Lhe peneLraLlve
prlclng sLraLegy
kCMC1ICN
SALLS kCMC1ICN
W 1hey gave away free nCklA
navlgaLors" Lo Lhelr flrsL few
buyers
LVLN1S
W Mah|ndra 4k4 spec|a| 1rack at
Autocar erformance Show
W 8oad shows
W Scorp|o |aunches Iu|| 1hrott|e" a
muslc album packed wlLh 12
pulsaLlng Lracks
Scorplo SpeedsLerIAS1LS1
8CWLLk
W ubllclLy 1hrough SCCkICN
kING
ADVLk1ISLMLN1S
W Mahlndra has 33 Lv channel
parLner for Lhelr adverLlsemenLs
ln lndla
W Message ln Lv ad's
LAS? 1C u8lvL
Soclal medla llke face book
yahoo
Cover age of a Magaz|ne
ub||shed |n the US
r|nt Advert|sements
CNLINL AD'S
scorplo spenL 13 lak per monLh
on CnLlnL Au'S
|ace D|str|but|on
W Mahlndra has 'Lxcluslve
ulsLrlbuLlon' neLwork
W Mahlndra has more Lhan 130
dlsLrlbuLors ln lndla
W MM showrooms are spread
over 29 sLaLes ln lndla ln 19
clLles across MaharashLra
SLGMLN1A1ICN
W Mahlndra scorplo segmenL Lhelr
cusLomer accordlng Lo lnCCML
uSACL (own use or lndusLrlal use)
1AkGL1LD
W 1he Luxury Car 8uyers Upper
M|dd|e Modern Car 8uyers
W 1hey Iound Most Cf 1he Sa|es
Irom Army o||ce aram|||tary
Iorces Ltc
CSI1ICNING
Scorplo As A owerfu| Veh|c|e
W|th A Sporty Look Among 1he
remlum Car Consumers
Luxury of a car Lhrlll of a Suv"
Makes good quallLy vehlcles
CreaL Lo drlve
roud Lo own
roduct ||fe cyc|e
Introduct|on
Scorplo lnLroduce ln 2002
Scorplo Lo capLure 22 per cenL of
Lhe premlum hard Lop markeL ln
9 monLhs
Sell 12000 Scorplos ln 9 monLhs
Growth
W Scorplo Lo capLure 43 per cenL of
Lhe premlum hard Lop markeL
W Scorplo Lo sell 24000 unlLs ln 18
monLhs
W Mahlndra Lo emerge as a Lrue
urban player
MA1UkI1
W Scorplo ls now ln maLurlLy level
Lhey have 38 suv markeL share
Scorplo has few compeLlLors llkes
LaLa lnnova safarl
LS1Ana|ys|s
o||t|ca|
W 1axaLlon ollcy
W CovernmenL ollcy
Soc|a|
W Clve good quallLy Lo Lhelr cusLomers
W rovldlng offers Lo lLs reLaller and
cusLomers
W rovldlng llfe sLyle producL
W Change Lhe cusLomer aLLlLudes and
oplnlons
Lconomy
W Launch low cosL car ln rural areas
W Launch economy relaLed brand
W Launch power full car ln Lhe markeL
so cusLomers make good lmage ln
Lhelr mlnd
1echno|og|ca|
W rovlde new lnnovaLlve producL Lo
Lhelr cusLomers
W rovlde Lhe compeLe Llng
Lechnology
W rovlde new Lechnology Lo Lhelr
worker
Strength
W lndlas flrsL 8S lv Car
W 8evoluLlonary MlcroPybrld 1echnology
W owerful Pawk ulesel Lnglne
Weakness
W LfforLless AcceleraLlon
W llre 8eLardanL upholsLery
W LxcellenL urlvlng Lxperlence
1hreats
W AuLomaLlc 1ransmlsslon only on 1opLnd varlanL
Cpportun|t|es
W Mahlndra vehlcles have gone on dlsplay Lo auLo
enLhuslasLs around Lhe world parLlclpaLlng ln
presLlglous auLomoblle shows ln arls 8ome
8ologna !ohannesburg and So aulo
Customer ke|at|onsh|p
Management (CkM)
Scorplo Club (1op Cear)
saLlsfacLlon surveys LvenLs
lesLlve offers 8ewards rogram
Lhe flrsL call afLer seven days
and Lhe second call afLer 30
days of purchase of Lhe vehlcle
1wlce a year cusLomers were
senL speclal offers Lhrough Lle
up wlLh oLher producL or
servlce provlders
Awards
W Scorplo was awarded varlous
from varlous bodles such asCA8
Cl 1PL ?LA8 2003" from
8uslness SLandard MoLorlng
Cn8C Au1CCA8
W 8LS1 Suv Cl 1PL ?LA8" 88C
World Wheels
W 1he Scorplo recelve Lhe 8esL Cff
roader vehlcle of Lhe year 2009
award
W add
New Mahindra Scorpio ad [www.keepvid.com].mp4