Abstract

Mahindra & Mahindra Ltd. (M&M) was the flagship company of the Mahindra Group, a diversified business group with interests in key sectors of the Indian economy. The urge to develop a world class vehicle resulted in the launch of ‘Project Scorpio’ by M&M in 1996. This resulted in India’s first indigenous sports utility vehicle, Scorpio, in 2002. The caselet discusses the advertising and promotion strategy followed by the company in marketing Scorpio. The caselet also explains the company’s ‘designed to cost’ strategy that helped in pricing the vehicle competitively.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Pricing decisions in Indian automobile industry
• Promotion and positioning a new product in automobile industry
• and Event marketing as a marketing commu-nication tool.

Keywords

Mahindra & Mahindra, Mahindra Group, Telco, Toyota, Project Scorpio, Market Surveys, Customer Needs, Utility Vehicle (UV) Market, Indigenous Vehicle, Marketing Strategy, Mid-Size Car Segment, Multi-Media Advertising Campaign, Non-Traditional Media, Outdoor Promotions, Online Brochures, Toyota Qualis, Tata Safari, 'Designed to Cost' Strategy, Bolero, Aggressive Pricing, Reality Radio Advertising, Business Standard Motoring, BBC World Wheels, CNBC Autocar