Scorpio - Marketing an Automobile Brand
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(Case Code: MKTG076) click on the button below, and select the case from the list of available cases:
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details:
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Price: |
| Case Code |
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MKTG076 |
For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extraThemesBrand Management |
| Case Length |
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14 Pages |
| Period |
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2003 |
| Pub Date |
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2003 |
| Teaching Note |
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Not Available |
| Organization |
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Mahindra & Mahindra |
| Industry |
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Automobile |
| Countries |
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India |
Abstract:
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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.
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Issues:
• Understand how changing market dynamics can force an industry leader to restructure its strategies (in terms of modifying the product mix and entering new segments)
Contents:
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
Scorpio - Marketing an Automobile Brand
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