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mahindra scorpio presentation

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					By Shrey joshi

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Launched in August, 2002 A team of IDAM (Integrated design & manufacturing) was formed which included 120 members.

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The vehicle was named as “SCORPIO from Mahindra” Sold 35,000 Scorpio in first 18 months. IDAM: “ It is easier to make what you can sell then to sell what you have made”.

POSITIONING
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“Luxury of a car, thrill of a SUV”

Pubic Relations
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A press conference was held in June, 2002 to sell the vehicle to the journalist & auto experts. Scorpio crossing 29 states in 29 days. Nation wide Talent search program named “Scorpio speedster with Timex” in 10 cities across the country. To establish as a sporty and youthful image. Tied up with “Mission Istaanbul” In house magzine “TOP GEAR”

Film star Ajay Devgan and his wife, Kajol, posing with their new `Scorpio' sports utility vehicle in Mumbai. MUMBAI, June 24

ADVERTISING

Rational benefits: World class vehicle, good looks, car like comfort, great value

Emotional benefits: Ownership experience of thrill, excitement and power
Relational benefits: Young modern, premium, city companion extension of lifestyle. Brand Promise: ‘Luxury of a car. Thrill of an SUV’

SCORPIO T.V. ADS1 SCORPIO T.V. ADS2

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SALES PROMOTION They gave away free “NOKIA navigators” to their first few buyers. Scorpio owners get a day out.
DIRECT MAKETING A separate website mahindrascorpio.com created. Direct mailers and catalogues were sent to potential customers.

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Sales representative sold the vehicle to police department for IPS cadre officer. Exports to various countries like UAE, Malaysia, Africa, and a few South American countries like Brazil. Sold to CSD(Canteen & Stores Department) Trade shows

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Mahindra 4X4 special Track at Autocar Performance Show Road shows

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Scorpio launches "Full Throttle“ a music album packed with 12 pulsating tracks 'S- Nothing Else Will Do'Scorpio lifestyle accessories launched

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The share prices have outperformed the sensex and share prices had zoomed from Rs.100 to Rs.400 by Dec. 2003. The Mahindra saliency scores improved by 20 points among MUV/SUV owners and by 50 points among all car-owners. The overall positive opinion about Mahindra also moved up by 18% among MUV/SUV owners and by 11% among all car owner.

Car of the Year 2003 - BBC World Wheels - CNBC Autocar - Business Standard Motoring  Launch of the year  Highest Ratings in Total Customer Satisfaction  Golden Peacock Product Innovation Award by IOD (2006)  Best Creative Print Campaign (NDTV Car and Bike Awards 06)
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www.mahindrascorpio.com Harward business school article “9-705-478” www.youtube.com http://interfacecom.com/ www.thehindubusinessline.com/2003/10/31/stories/2003103 100960600.htm www.icmrindia.org www.indiaedu.com/research-institutes en.wikipedia.org/wiki/Scorpio_


				
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