Mahindra Scorpio1

8/13/2019 Mahindra Scorpio1

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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=en


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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

Documents

Mahindra Scorpio1