Abstract

The case examines the marketing strategies adopted by Mahindra & Mahindra (M&M), leading Indian automobile manufacturer, for its newly launched sports utility vehicle ‘Scorpio’ in the early 21st century. It traces M&M’s evolution from being just another Mahindra Group company into a major Indian business conglomerate. The reasons for the decision to develop the Scorpio are explained and details on the efforts that went into the creation of the vehicle are provided. Thereafter, the case discusses the marketing strategies (positioning, advertising, pricing and promotion) adopted by M&M for Scorpio. The case not only examines M&M’s strategies for popularizing Scorpio, it also explores the increasing competition in the Indian SUV market.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Modifying product mix and entering new segments.

Keywords

Marketing strategies, Mahindra & Mahindra, M&M, Indian automobile, manufacturer, sports utility vehicle, Scorpio, 21st century, M&M, Mahindra Group, Indian business conglomerate, marketing strategies, positioning, advertising, pricing, promotion, competition, Indian SUV market