Scorpio - Marketing an Automobile Brand
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Case Details:
Case Code : MKTG076
Case Length : 14 Pages
Period : 2003
Pub Date : 2003
Teaching Note :Not Available
Organization : Mahindra & Mahindra
Industry : Automobile
Countries : India
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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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Excerpts
Project Scorpio
For 'Project Scorpio,' M&M decided to implement a new product development technique called Integrated Development & Manufacture (IDAM). Reportedly, IDAM was expected to enable M&M to develop an SUV with the most contemporary design and technology. M&M roped in Lucas Engineering (which had previously helped it in the Business Process Reengineering initiative) to help it with IDAM...
Launching the Scorpio
In late June 2002, Scorpio was launched in all the major Indian cities. Commenting on the launch, Alam Durante, President and Executive Director of M&M's Automotive Division said, "It is a world-class vehicle positioned to carve a new market segment encompassing utility vehicles and mid-size cars. Our aim is not just to break into the top category, but to achieve a 45% market share." Scorpio was targeted both at the rural and urban markets. Rajesh Jerurikar, Vice President (Marketing) of M&M's Automotive Division said, "The product will cut across all geographical segments...
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The Marketing Strategies
Positioning and Advertising
Scorpio was positioned as a UV with great power and style that offered "the ultimate driving experience, driving thrill, luxury and comforts of a passenger car along with value for money." It targeted individual car buyers in the top-end small car segment and mid-size car segment, who already owned cars and were ready to invest in another vehicle...
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The Competition Heats Up
M&M's market share in the UV segment increased to 54% by June 2003 from below 50% in June 2002, on account of the Scorpio.
Alarmed at Scorpio's growing popularity, other players in the UV market began devising strategies to improve the standing of their products.
In July 2002, Toyota announced plans to offer a new 'Qualis' variant at a price lower than the existing Qualis. Analysts felt that this move could trigger a price war in the segment... |
Exhibits
Exhibit I: A Brief Note on the Indian MUV Market
Exhibit II: Milestones for the Mahindra Group
Exhibit III: Scorpio - Print Advertisements
Exhibit IV: Scorpio - Finance Schemes
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