TEAM AFFICIONADOS TEAM MEMBERS Divas Budhori Varun Kumar Arunima Chatterjee

Comfort and Luxury Differentiation by features and value of money  Positioning: Better buy in terms of money International look and feel  Result: Successfully positioned in the mind as ‘C’ class car with feel of SUV and helped in rebranding the image of brand MAHINDRA.EVALUATING THE BRAND SCORPIO BRAND FUTURE RECOMMENDA TIONS LEARNINGS FROM DAY 1  Segmentation: SUV with a car plus package  Targeting: Class assured with style. performance and ruggedness  Differentiation: Gap in Indian market. .

 Brand extension Launching in premium luxury segment SUV or B segment vehicle.  Mahindra & Moto GP Has a Moto GP team and in future brand Scorpio can be associated with Formula-one.EVALUATING About the THE BRAND Company SCORPIO BRAND FUTURE RECOMMENDA TIONS LEARNINGS FROM DAY 1  Hybrid cars The future  Brand Scorpio Communicate technology as an attribute. .

• According to Capgemini report on consumers 40% are “willing to buy online” 36% buy because of “discount” 30% because of “easier and faster transaction”.  Focus on Safety. Relaiablity. • Desire for more faster and efficient selling process. .  Link all customer touch point to capitalize on critical but shrinking research period.  Brand Scorpio needs a brand ambassador: Fails to connect with youth and should go for celebrity endorsement.  Strengthen the brand in global market: Can use its relationship with Ssangyong motors to its advantage.EVALUATING THE BRAND SCORPIO BRAND FUTURE RECOMMENDA TIONS LEARNINGS FROM DAY 1  Online buying: • Latent demand driven by expectation of price reduction.

EVALUATING THE BRAND SCORPIO BRAND FUTURE RECOMMENDA TIONS LEARNINGS FROM DAY 1 Factors considered important while buying car (SOURCE: Capgemini report) .

EVALUATING THE BRAND THE BRAND SCORPIO BRAND FUTURE RECOMMENDA TIONS LEARNINGS FROM DAY 1 FROM DAY 1 Time required for purchase decision of a car (SOURCE: Capgemini report) .

preferable colors were Diamond White & Fiery Black. Price and Comfort. Style. back seat.  Feedbacks from customers: •Positive: Mileage.  Social media is effective as we had round about 240 likes in two days.  It was also observed that it was rare to find passengers in middle. •Negative: Size to height aspect ratio was unfavorable. . Power.EVALUATING THE BRAND SCORPIO BRAND FUTURE RECOMMENDA TIONS LEARNINGS FROM DAY1 From the photographs clicked in and around Andheri.

EVALUATING THE BRAND SCORPIO BRAND FUTURE RECOMMENDA TIONS LEARNINGS FROM DAY 1 TAGLINE .

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