Scorpio - Marketing an Automobile Brand

            
 
Case Studies in Business Marketing

ICMR HOME | Case Studies Collection

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

To download Scorpio - Marketing an Automobile Brand case study (Case Code: MKTG076) click on the button below, and select the case from the list of available cases:

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

Price:
For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extra

» Marketing Case Studies
» Marketing Management Short Case Studies
» View Detailed Pricing Info
» How To Order This Case
» Business Case Studies
» Case Studies by Area
» Case Studies by Industry
» Case Studies by Company

Custom Search


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.



Chat with us

Strategic Management Formulation, Implementation, & Control, 12e

Please leave your feedback

Leave Your Feedback

ICMR India ICMR India ICMR India ICMR India RSS Feed

<< Previous

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...

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

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...

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


Custom Search

Case Studies Links:- Case Studies, Short Case Studies, Simplified Case Studies.

Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.

Business Reports Link:- Business Reports.

Books:- Text Books, Work Books, Case Study Volumes.