Mahindra Scorpio

Presented by:

Vrushal Sangvekar 12107A0007

Gaurita Maldikar 12107A0047

Pragya Dubey 12115B0047

Sanket Jog 12107A0003

Auto Industry – SUV segment

• India has a strong appetite for SUVs.

• According to industry experts, the utility vehicle segment is expected to grow by 15% to 20% over the next five years. [source: ET Bureau Jul 11, 2012, 09.42AM IST]

• Mahindra & Mahindra Ltd. (M&M Ltd.), India’s leading SUV manufacturer reported a 17% growth in its auto sales numbers for the Financial Year 2012‐13.

Source: http://www.rbsa.in/wp-content/articles/RBSA%20-%20Automotive%20Sector%20Analysis%20FY%202012%20-%2013.pdf

Players in suv segment

• Renault Duster The Big, Beautiful & Efficient SUV

• Toyota Innova The Multi Premium Vehicle

• Tata Safari Storme The Real SUV

• Maruti Suzuki Ertiga LUV “Life Utility Vehicle”

Mahindra Scorpio - Evolution

Brand - Mahindra Scorpio

• Mahindra Scorpio

• “ Mighty Muscular – Nothing else will do”

• Launched in June 2002.

• The Scorpio Stands for Safety, Style and Comfort.

Target customers profile

• Target customer:

1. Both male & female.

2. Young & adventurous in nature.

• Brand positioning:

“Safety, style and comfort”

Objective of the campaign

• To create top of mind awareness in the target customers.

• To increase the sales of Mahindra Scorpio with respect to the competitor Renault Duster.

• To maintain the pole position in the SUV segment.

Communication Design

“Bite my Dust, this is what cars behind the Mighty Muscular Scorpio have to endure.”

Media strategy and planning

• Advertising: Print & Broadcast Ads, Bill Boards. Joint promotion of the Movie “Boss – starring Akshay Kumar” with Mahindra Scorpio.

• Social Media Campaign• Celebrity Endorsement : Akshay Kumar.• Mall activations and lucky draw contest.

Media strategy and planning

• Advertising through TV and print ads will be given 80% weightage.

• Akshay kumar will be promoting Scorpio through TVC.

• Akshay Kumar has a rough and tough image which very well associates with Mahindra Scorpio.

Media strategy and planning

• Boss Movie will act as borrowed interest device.

• Promotion through the Movie “Boss”, will indirectly communicate to the target audience – “Mahindra Scorpio as the Boss in the SUV segment.”

• Test drive campaign at selected areas. Luck draw winners of the Test drive will get the tickets to watch Premier show of Movie Boss and chance to meet Akshay kumar.

Media strategy and planning

Social Media Campaign: • Contestants will be told to post their adventurous

pictures on the Facebook page of Mahindra Scorpio, and to get Maximum Likes.

• The winner with maximum likes will get attractive gifts.

Mall activation:• Promotional events will be launched in Malls like High

Street Phoenix mall, Inorbit Mall of Andheri etc.• The event will promote both the Movie Boss and the

Mahindra Scorpio.

Post Campaign Measurement

• TV channels and time at which the ads were shown.

• TRP ratings of the programs broadcasted at that time on that particular channel

• It will help to evaluate number of eyeballs captured.

Post Campaign Measurement

• Number of page hits on the Facebook page of Mahindra Scorpio.

• Number of contestants registered for test drive campaign.

Post Campaign Measurement

• Number of target audiences participated in the events conducted in Mall.

• Also their responses for the Mahindra Scorpio and number of interests generated to purchase.

• Disguised Market research to evaluate the performance of the campaign – will be done through external agency.

Thank you

references

• http://www.autocarindia.com/auto-news/suvs-rake-in-the-money-344722.aspx

• http://www.mahindrascorpio.com/scorpio-myths-usv.aspx• http://blogs.rediff.com/bestcarcomparisonindia/2012/11/22/ne

w-threat-to-scorpio-renault-duster-vs-mahindra-scorpio/

• http://www.carblogindia.com/renault-duster-vs-mahindra-scorpio/

• http://articles.economictimes.indiatimes.com/2013-09-05/news/41802637_1_suv-duster-renault-india-sumit-sawhney