Mahindra

Indian Institute of Management, Lucknow

Marketing Management Project Part 1

Mahindra & Mahindra - Scorpio

Table of Contents

1. Executive Summary                       2

2. Initial Marketing Communication Strategy 4

3.1 Launch Strategy 4

3.2 Brand persona 4

3.3 Brand promise 5

3.4 Brand loyalty 5

3.5 Base Line/Tag Line 5

3. Present Marketing Communication Strategy 5

4.6 Television Ads 5

4.7 Print Ads 7

4.8 Online Marketing Communication Strategies 8

4.9 Other Marketing Communication Strategies 8

4. Marketing Channel Strategy 11

5. Physical Distribution and Logistics 12

6. Sales Force Design 14

EXECUTIVE SUMMARY

Scorpio is the most successful SUV in India with a 50% market share in that category. Also the brand Scorpio helped Mahindra to regain their image and market from the down stage. The success of the brand is not limited to the product quality. The right positioning of the product and the proper marketing communication strategy is an integral part for their success. This is the reason for us to choose the brand Scorpio as our project.

Our study revolved around two parts. One is with the sales and distribution strategy. In order to get proper details and to build a thorough understanding, we did a primary research on going to the market and by doing an in-depth interview with the Mahindra Scorpio dealers as well as Tata motors dealers (Safari), to compare and recommend for the improvement.

The second part of the study is on the marketing communication strategy of Scorpio. Our study was through secondary research, finding out the different communication channel used by Mahindra, the message they conveyed and on the evolution of the positioning and message. We did an in-depth analysis of a latest print ad and a video ad.

Brand Scorpio is well established and...