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A PRESENTATION ON THE TOPIC SCORPIO BRAND POSITIONINGBRIJESH BHUSHAN RATH(314SM1021)SIDHANT NAYAK(314SM1015)SATYA SWAROOP BHUYAN(314SM1001)School of ManagementNIT ROURKELA

Introduction to the CaseMahindra & 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.

2Mahindra and Vehicle CrisisM&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 competeThey 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.

3Product Portfolio of the CompanyIntroduced 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.

4Challenges FacedMission 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.

5Strategy of Mahindra & MahindraTo 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.

6Project ScorpioIDAM 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

7Pricing StrategyShould be affordable to each and every customer.Should be slightly less than other SUVsShould not be on the loosing side.Power steering and fully automated.International imagery.

8SWOT Analysis of MahindraStrength:Ruling the Rural areas.Limitations of Qualis Qualis perceived as a family vehicle.SUVs at an affordable price.Redesigning a vehicle.Customer customization was first introduced.Opportunity:Understanding of market realities.Scope for upgradation.New products introduction.Aesthetic appearance of competitors was less.Weakness:Rapidly loosing market share.Significant presence was missing.Company had limited presence.Brand image was different.No technologically advanced.No financial support.Focus was on UV segment.Threats:May get eliminate from market.Perception of people & expectations of Co not matchingUnable to enter urban market.Different brands were entering globally.Other brands were able to catch the interest of people9Brand Positioning DecisionA 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

Japanese technologyGood spacious and well positioned.Arrived very early in the market.2000 selling of vehicles per monthFamous celebrities endorsed brandScorpio

Late entry to the market.People perception was negative.Mahindra focused on UV segment more.

10ConclusionMahindra &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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