close

MANUFACTURER POSITIONING OF SCORPIO

 BRAND POSITIONING OF SCORPIO Essay

MANUFACTURER

POSITIONING OF

SCORPIO

Shown By

KushalDey(314SM100

5)

LAUNCH

Mahindra & Mahindra is a flagship company of

the Mahindra group located in Mumbai using a

turnover of `55 billion.

The organization was set up in 1945 in Ludhiana because

Mahindra & Mohammed by simply brothers E. C.

Mahindra and J. C. Mahindra along with Malik

Ghulam Mohammed.

The stocks and shares of the business were listed in the

Bombay Stock Exchange in 1956.

Initially create to production general-purpose

utility vehicles, Mahindra & Mahindra (M& M)

was first praised for assembly under license with the

iconic Willys Jeep in India.

In 1994 it was remodeled into two operating

department i. electronic.

Automotive Sector

Farm Products Sector

Till 1990's M & M was your market head with

a lot more than 50 % of market share in AS WELL AS

segment.

By late 1990's encountered strong competition from

Telco and Toyota

AUTOMOBILE MARKET

IN INDIA

American indian Passenger Car Market was

divided into 2 segment for instance. Personal Automobiles

and UV's.

Simply by 2003 there were about doze major

player's in automobile market.

During the period of 1999-2003 the

CAGR for cars segment was

about 9% and for UV segment it absolutely was

4%.

M & M PRODUCT PROFILE

Mahindra

Picies

Mahindra Xylo

Mahindra 4x4

Mahindra

Champion

Bolero

Mahindra

Axe

TARGET AND RATIONALIZING

BRAND PROFILE

 Goals were

 Dominating Country and Partial Urban areas

at a reduced cost transportation.

 Developing strong presence in Urban

areas with good value products.

 Rationalizing Brand Portfolio included

analysis of market intended for various uses of

MUV and SPORT UTILITY VEHICLE (SUV) which are

 Straight Carriage

 Deal Carriage

 Goods Carriage

 Personal Carriage

NEW PRODUCT DEVELOPMENT

METHOD

Exceptional process named IDAM.

Best lawn mowers of the world tie-ups, but in-house

execution

Buyer focus from thought to finish.

A cross-functional, co-located

, fresh, lean crew.

Lowest job cost

Intense testing

All manufacturing build.

ALTERNATIVE MANUFACTURER

POSITIONING OPTIONS

Emphasizing the involvement of

customers in designing the new offer

based on effective client research.

Positioning it as a vehicle which may

cruise about any type of road.

Positioning it as a motor vehicle designed by

World's top designer

Due to a lot of features ranging from

spaciousness, gasoline efficiency, comfort,

power luxurious branding that as the most

powerful vehicle about INDIAN highways.

AFTER EFFECTS….

1000 purchases within 1 week of Scorpio's launch

In the year 2002, 15000 units ended uphad been sold

While using demand in the vehicle growing up

gradually M& M increased its production via 1800

devices per month in 2002 to 2000 models per month

in June 2003 and elevated to 2500 units simply by late

2003

Won many prestigious accolades: " The automobile of the

year award 2003' from Business Standard

Monitoring, BBC Globe Wheels and CNBC Car

cars.

You�re able to send automotive section witnessed a

37% embrace revenues via Rs. 18. 28 billion in

2001-02 to Rs. 25. 11 billion in 2002-03

M& M revenue increased by 16%(68, 852 units )when

SWOT ANALYISIS

STRENGTH

•Cross Functional Team

•Strong Company Image

•Attractive Pricing

•Offerings are an excellent source of

quality, trusted,

luxurious, tough.

•Maintanence expense is low

SOME WEAKNESS

•Confusion regarding

selection of niche

•One Manufacturing Unit

•Limited worldwide

market

OPPURTUNITIES

•Growth in urban marketplace

•Exploration of previously

disregarded niche

•Newer innovations

RISKS

•Competition from foreign

and Indian companies

•Increasing Energy prices

SAY THANKS TO

YOU

REFERENCES

http://articles.economictimes.indiatimes.co

m/2012-06-17/news/32270172_1_alandurante-project-scorpio-pawan-goenka/2

http://www.mahindrascorpio.com/home.asp

x

http://en.wikipedia.org/wiki/Mahindra_

%26_Mahindra_Limited

...

 Decision Making in Global Organization Essay

Decision Making in Global Organization Essay

п»їGLO-BUS Workout Works make decisions every period concerning the design and performance of the camera line (10 decisions), creation operations and worker reimbursement (15 decisions), pricing and marketing (16 decisions)…...

Read
 Audio Lingual Method Essay

Audio Lingual Method Essay

Section Six The Audiolingual Method в…. Key points(е­¦д№ и¦Ѓз‚№) 1 ) Definition The Audio-lingual Method is a method of foreign language teaching which stresses the teaching of tuning…...

Read