Post on 04-Jun-2018
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MAHINDRA SC
NOTHING ELSE
TE
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INTRODUCTION
Scorpio launched in 2002 as an SUV with a carpluspackage the message
car you would walk into, not crawl into.
Increased SUV market size, also touched base with the `C' class cars segment
Received a National Award for Research & Development 2003
Car of the Year Award 2003 from Business Standard Motoring, BBC Wor
CNBC Auto car
Went global in 2003 with its launch in Latin American, Middle East and
markets
In 2006, just 4 years after its launch it crossed the one lakh mark
Chosen for the Gondwanaland Expedition-a landmark assignment for the veh
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MARKET POTENTIAL
MARKET
PENETRATION
Semi urban
Potential C-Segment
Untapped SUV
Segment
PRODUCT
DEVELOPMENT
Scorpio Hybrid
Scorpio Caravan
MARKET
DEVELOPMENT
Rural
Global
DIVERSIFICATION
EXISITING
PRODUCTS
NEW
PRODUCTS
EXISITING
MARKETS
NEW
MARKETS
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VALUE PROPOSITION
Physique
Relationship
UserImage
Persona
Culture
Self
Image
Brand Identity Prism - Scorpio
Styling, International Looks,Power Car Like Comfort
Styling, International Looks,
Power Car Like Comfort
Successful, new economy
Businessman, Self Made,
Evolved Taste
Powerful, inSophisti
Living lif
A cut abov
best from
Else
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SWOT ANALYSISThreats
1) Other Sedans
2) Indian consumer mentality.
3) Mini SUV segment
4) Second Hand Luxury SUVMarket Weaknesses
1) Mahindra Image o
being
uncomfortable,
rough, not easy t
drive
2) Rural imagery
Strengths
1) Rugged & Tough
2) Reliable
3) Economical Vehicle
4) Well-respected
manufacturer
5) Scorpio has the
largest top of mind
recall in the SUV
segment
6) Technologically
advanced
Opportunities
1) Introduction of new variants to
remain the market leader in
the segment
2) Growing market for Tough,
stylish but affordable cars
Scorpio
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C Segment SUV Class
Mahindra projected scorpio between the C segment and the Sports utility segment (S
and appeals to more of C segment customers. It was not all compared with the util
vehicle segment
Utility Vehicle Segment
(Mahindra Bolero,TATA Sumo)
PRODUCT CATEGORY
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TATA Safari Toyota Innova
Strengths Weaknesses
1) Spaciousinteriors
2) Greater comfort
factor
3) Height adjustable
drivers seat
4) Ride Quality
5) Both diesel and
petrol variants
6) Affordable
Range
1) Highmaintenance
cost
2) Costly spare
parts
3) Less stylish as
compared to
Scorpio and
Innova
Strengths Weaknes
1) Commercial vehicleas well as a family
car
2) Luxurious and
comfortable
3) Bridged the gap of
space and seating
capacity in sedans
4) Both diesel andpetrol variants
5) Less operating cost
6) High resale value
1) Higher prcompared
scorpio an
safari
2) Not mean
hilly areas
rough roa
3) Tough to
through in
MAJOR COMPETITORS
http://images.google.co.in/imgres?imgurl=http://www.mclellansautomotive.com/newsletter/articles/2006/jan/01/images/tata-safari-2005.jpg&imgrefurl=http://www.mclellansautomotive.com/newsletter/articles/2006/jan/01/index.php&usg=__pKp9y8jkoEku2MX5qpkjHHMHLgI=&h=305&w=500&sz=32&hl=en&start=1&tbnid=CAJjQaommMdYoM:&tbnh=79&tbnw=130&prev=/images?q=tata+safari&gbv=2&hl=en8/13/2019 Mahindra Scorpio1
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CURRENT SCENARIO OF MAHINDRA
Today the product category of SUV segment of Mahindra is known
products like XUV500,Mahindra Bolero, Mahindra Quanto, Xylo etc.
The SUV segment of Mahindra was known for Scorpio which was the
hit in India as well as in Overseas.
Today XUV500 is almost a nearly substitute product for Mahindra Sco
not as brand recall product as that of Mahindra Scorpio.
A shift in the brand image of Mahindra which was known to produce
surfaces car to MUV in the market.
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SCORPIO V/S XUV500
Parameters Scorpio XUV5
Fuel Type Diesel Diesel
Mileage-City(kmpl) 8.35 12
Mileage-Highway(kmpl) 11.79 15.1
Fuel Tank Capacity(litres) 60 70
Seating Capacity 8 7
Transmission Type Automatic Manual
Engine Displacement(cc) 2179 2179
Maximum Power 120bhp@4000rpm 140bhp@3750
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COMPETITORS PRODUCT IN SUV SEGME
1.Mahindra Scorpio v/s Renault Duster:
Similarly in compact SUV Mahindra Quanto and Ford EcoSport are competin
In conventional models Mahindra Bolero & Tata Sumo Gold are competing.
Parameters Mahindra Scorpio Renault DusterInteriors Outstanding and highly
spacious
Not that spacious a
Scorpio
Mileage 15.4 20.46kmpl
Engine Capacity 290Nm torque and 120bhp
power.
100.5 bhp and 145
torque.
Price 7.9 to 12.8 lacs 8 to 12.3 lacs
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REASONS FOR THE EXISTENCE OF JOIN
VENTURES
Transaction cost approach
Strategic behavior approach
Organizational learning approach
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WHY MAHINDRA-RENAULT JOINT VENTUR
Why Renault?
M&M would get all important expertise needed to build mono-coque or unitary c
With other European automotive counterparties like Fiat and Skoda had lit
venture was also seen a major competition to them.
M&M had not much presence in Sedan segment i.e. C-segment
Why Mahindra n Mahindra?
Renault was looking for major global expansion; along with India it was
operations in Romania, Russia, Morocco, Colombia and Iran
US $ 2.5 billion company was and the market leader in multi-utility vehicle
India.
55 years of manufacturing experience
high network of distributors and suppliers in India efficiently
reputation of providing TATA Motors the platform to harness the automotive gro
a trusted brand in India.
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LOGAN AGAINST COMPETITIONLOGAN(1.4L) IKON(1.3 Flair) ESTEEM(1.3L) INDIGO(1.2)
PRICE(Delhi) 4.83 5.48 5.37 5.29
COMFORT 8.5/10 7.5/10 6.5/10 6/10
MILAGE(with a/c) City : 17kmpl City : 12kmpl City : 14kmpl City : 12kmpl
LOOKS 6/10 5/10 6/10 6.5/10
FEATURES 6/10 7/10 6.5/10 6/10
INTERIOR SPACE 8.5/10 8/10 7.5/10 6.5/10
DRIVEBILITY 8/10 7.5/10 7/10 7/10
BUILD QUALITY 8.5/10 8/10 6.5/10 6.5/10
Major Pros New car (resale
value would also
be higher)
Large boot space,
seating capacity
Fun to drive
Plush Beige
Interiors
Fully Loaded gets
power windows,
fog lights, stereo,
corporate discount)
Has been a
segment leader for
a long time
Fuel economy
Huge service
network
A TATA product
Comparatively
new car in the
segment
Competitive
pricing
Major Cons interiors mostly
plastic
No power
windows, No
stereo, No discount
Only Black/Beigecolor in 1.4L
Dated looks
Low resale value
Rough car
Getting old
New competition
could deplete its
presence
Not fun to drive
Indica with a boot
Interior build
quality quite poor.
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BIGGEST CONCERNS
The whole value delivery process for the present vehicles sold by M&M is different fo
Every P in the marketing mix right from colors, interiors, to after sales service, prom
be different for different types/categories of vehicles sold by M&M.
M&M is having a strong positioning as a low cost vehicle manufacturer where consu
much concerned about Ride quality, Looks, Comfort, and Driving pleasure and rather
cost of fuel that goes into running the vehicle.
Therefore, M&M faces this formidable task of changing all this by not only empha
running the vehicle but also the other attributes that consumers look for when buying
mentioned above.
That means that the company has to change many aspects of its branding and posit
been its Competitive advantage till recently.
Moreover, the Brand Identity prism of Mahindra and Logans product strategy do
Low cost and higher benefits of Logan matches with the Brand Identity of M&M but
are ease of use and ease of buy. User Image: Rural guy, middle class, and institutio
tough, economical, jeep looks, all-terrain, diesel, noisy. This image and physique w
passenger car especially with the target segment mentioned.
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THANK YOU