SCORPIO-DEVELOPING BRAND IDENTITY

BY

BIJIT DEB ROLL NO.5

RAHUL RAVINDRAN ROLL NO.1

ANIL SEN ROLL NO.9

MAYANK BAKSHI ROLL NO.6

BRAND MANAGEMENT- CONCEPTS

A name, term, symbol or design or a combination of these, which signifies the goods or services of a seller and distinguishes it from the goods and services of its competitors.

A reputable brand persists as a stable image over time. For e.g. Mahindra vehicles, cadbury, nescafe, nestle, Nirma.

BRAND MANAGEMENT- CONCEPTS

Marketing is satisfaction of customer’s needs and wants, branding takes it to the next level by giving the product or service a distinctive name.

Brand comprises both tangibles and intangibles. A brand is more than a product.

Brand over a period of time becomes goodwill and the test of a brands superior performance is customer loyalty.

BRAND MANAGEMENT- CONCEPTS

Brand should present a unified brand character or personality. It should be able to communicate both functional and emotional benefits consistent with each other and as wanted by the customer.

Successful brand is a win-win situation for both the marketer and the customer. Brands has to be the ultimate consumer glue and appear valuable to consumers, business, intermediaries and society.

BRAND BUILDING

Brand appraisal- Exploring the opportunity for a new or existing brand.

Brand definition- Arriving at the brand idea, position, image and benefits.

Brand identity- Creating an identity for the brand in the minds of the customers.

Brand Articulation- Exploring the various facts by which a brand presents itself to its customers and connects with them

Brand Articulation

Three stages, but not necessarily in this order:

1.Brand identity- The importance of brand name, brand colours, brand designs and logo/symbols.

2.Brand communication. Integrated marketing communication comprising direct marketing, PR, promotions, events, digital etc.

3. Brand Service- how to service the customers. For e.g. Packaging, Frooti through tetrapack, now paperboat etc

Brand Identity

Brand identity has to be memorable, meaningful and likeable.

It should get into the collective psyche of the consumer.

It should be transferable, adaptable and protectable.

Jet Airways- A small name with distinct blue and yellow tail identity. Which is rememberable

Zee “ the last word in entertainment”. It could extend to music, movies and even education.

Brand name

Brand name should be chosen carefully with so many languages and dialects. It should not convey an inappropriate meaning.

Brand name should be easily recognisable like Rin, Lux. It should show association like Bagpiper with Scotland for whisky.

For e.g. the name “Nova” adopted for a car was a disaster as in spanish it means “wont go”.

In the 70’s Savlon antiseptic cream was called soothpaste and sooth in tamil means buttocks.

Brand name

Brand name has to be easily pronounceable

A generic name is forgotten but a brand name that is different is remembered. It should be unique

Brand names are descriptive, suggestive or free standing.

Descriptive- Close up, Fair and lovely

Suggestive- Visa, will take you places, real juice etc

Free standing- Kodak, Xerox, Apple, Tata

Brand design, Colour and Place

Brand design- Look of the brand. Funky designs, aesthetic, colour, smell etc.

Brand colour- Blue for cool, red for fire, green for abundance.

Brand colours reflect the symbolism expressed by nature.

In some places white shows purity and peace, while some places symbolises widowhood.

Logo and Symbol

Triggers instant recognition with consumers.

Nike is written in a particular typeface in lower case.

Mercedes Benz- three pointed stars.

Brand mascot like amul girl, maharaja Indian airlines.

Used together, the brand name, the brand colour, logo and symbol become a very powerful connection.

Brand Dynamics Pyramid

Bonding

Advantage

Performance

Relevance

Presence

Level of the Pyramid

Future Growth Opportunity :

The SUV segment was still evolving in India. UV segment only constituted 10-12% of total vehicle market in India. This segment constituted only a small niche in the market.

Grabbing & Acting on it:

Product development process IADM- Integrated Design and Manufacturing. Different functional dept. were a part of this process. Consumer research was conducted in order to give name to this project. The vehicle was finally named “Scorpio from Mahindra”. Careful competitors price analysis was done. The base model was launched at Rs 0.55 million & fully loaded model was

launched at Rs 0.6 million.

Project Scorpio

Positioning & Brand Promise

Objective was to create an SUV, but not to position it as an SUV, as the SUV market was less than a lakh buyers.

The positioning was always CAR-PLUS

More space, more comfort, more power than a regular car.

Rational Benefits

• Good looks• Car like

comforts• Great Value

Emotional Benefits

• Ownership Pride

• Thrill • Excitement• Power

Relational Benefits

• Young• Modern• Premium• City

Companion• Extension

of lifestyle

A “Static and Drive” clinic was held in one city. Respondents were 21 to 60 years old first hand car

owners. Respondents owned a small, medium or the leading

competing brand of SUV. In the Clinic, Scorpio received superior ratings. Though the respondents were not able to classify this

car from others. The positioning decision was to promote the brand with

the promise of “Luxury of a car. Thrill of an SUV”.

Positioning & Brand Promise

Architect was hired to redesign the showrooms.

Employees were trained to deal with new type of customers.

Scorpio was launched in phase manner. 1st phase in metro cities.

2nd phase in 20 cities.

3rd phase in 50 towns.

Retailing & servicing

Hyping about the luxury, comfort of a car & passion & thrill of an SUV.

To present this car as a premium SUV in the market.

In all advertisement the product should be the ‘Hero’.

Correct time of Independence day was chosen to promote.

Campaign Highlighted the ‘Indianness’ of the Indian Brand.

Communication Strategy

Making a customer database and centralizing it, was an issue.

Membership of ‘Top gear club’ was initiated.

One call was made after 7 days of purchase.

The other call was made after 30 days of purchase.

Twice in a year special offers were provided by the company.

Customer were sent greeting cards on their anniversaries and birthday’s.

On the anniversary of the vehicle, special card was sent to the customer informing them about the event.

Managing Customer Relationship

Brand Elements

Brand Name (Scorpio) – Conveys the outdoors, thrill, adventure and dominance

Brand Logo – font colour is metallic re-emphasizing the metallic grill that is a dominant product visual feature. Mighty muscular on the top band of the logo talks about the masculinity and ruggedness of the product.

Tagline – Nothing Else will Do- conveys a very strong emotional desire to have the product and not settle for anything inferior

Jingle – Nothing Else Will do – these words set to a progressive rock jingle and western vocals to emphasize the international appeal of the product

Analysis of the first Scorpio TVC

International characters, blonde woman in pursuit of a good looking man (international appeal) driving a black Scorpio. The woman is piloting a helicopter.

The Scorpio is black (classy, minimalist) and it drives through snowy locales in a foreign country

In the end, the helicopter catches up and the blonde pushes the man aside to drive the vehicle herself. (women can drive it too, ease of driving)

Ends with the Nothing else will do jingle.

Communication: The Scorpio is so irresistible that even a helicopter pursuit is justifiable.

Brand Building

Cavalcade in Bombay

Scorpion King tie-up

ESPN Scorpio SpeedsterMahindra Great Escape

Brand Communities

New Positioning – Off roader, hard-core and dominating

Future Growth Drivers

11 year old product design must change, an overall facelift of the car’s looks is imperative.

M&M must focus on institutional buyers (police, political cavalcades) now that consumer interests have shifted to more international offerings like Duster, Ecosport and Terrano.

International markets will drive profitability especially Western European markets (Mahindra Goa) and USA (pick-up truck version).

THANK YOU