PROJECT

Digital and Social Media Marketing

SAINTGITS INSTITUTE OF MANAGEMENT

KOTTAYAM

Project Phase # 2
Mahindra and Mahindra Ltd

Submitted by:
JOSHY PHILIP JOSEPH
Batch-A (2019-2021)

Submitted to:
Mr. Cyriac Jose
Assistant Professor, SIM

Submitted on:
14-03-2021
Mahindra and Mahindra Ltd

Mahindra & Mahindra Limited is an Indian multinational automotive

manufacturing corporation headquartered in Mumbai, Maharashtra, India. It
was established in 1945 as Muhammad & Mahindra and later renamed as
Mahindra and Mahindra. It is one of the largest vehicle manufacturers by
production in India and the largest manufacturer of tractors in the world. It is a
part of the Mahindra Group, an Indian conglomerate. It was ranked 17th on a
list of top companies in India by Fortune India 500 in 2018. Its major
competitors in the Indian market include Maruti Suzuki and Tata Motors.
Mahindra & Mahindra was founded as a steel trading company on 2 October
1945 in Ludhiana as Mahindra & Muhammed by brothers Harikrishnan and
Jayakrishnan and Jagdish Chandra Mahindra along with Malik Ghulam
Muhammad. Anand Mahindra, the present Chairman of Mahindra Group, is the
grandson of Jagdish Chandra Mahindra. After India gained independence and
Pakistan was formed, Muhammad emigrated to Pakistan. Muhammad acquired
Pakistani citizenship and settled in Lahore, and in 1948 became Pakistan's first
finance minister. Mahindra began assembling the Jeep CJ3 in 1954, and light
commercial vehicles in 1965. In 1979 the licensed assembly of Peugeot diesel
four-cylinder engines and transmissions began, and in 1982 a tie-up with Kia
Motors to build their four-speed KMT90 transmission and transfer case was
announced. Mahindra's MM range was a mainstay of the lineup and was
eventually also offered with a 1.8-liter Isuzu petrol engine in addition to
International and Peugeot diesels. Mahindra started making passenger vehicles
firstly with the Logan in April 2007 under the Mahindra Renault joint venture.
M&M made its maiden entry into the heavy trucks segment with the Mahindra
Truck and Bus Division, the joint venture with International Truck, USA.

Mahindra & Mahindra has a large customer base in the rural areas but due to
poor infrastructure and lack of facilities it is hard to penetrate the rural market.
Therefore, Mahindra & Mahindra came up with an innovative idea and helped
in developing dealership’s infrastructure in the rural areas through its
“Samriddhi Centres”. Mahindra Bolero has been the one of the best UVs in
India. Mahindra & Mahindra trucks are known to be powerful, durable and
reliable. Cars such as Scorpio, KUV100, XUV 500, Quanto, Xylo, Rexton,
Korando, Kyron offer a lot of modern features with the toughness that Mahindra
promises.
Mode of Digital Advertisement

Mahindra & Mahindra has invested around Rs 60 crore in digital marketing at

passenger vehicle showrooms in the past three years, a senior company
executive has said.

Search engine marketing

This type of advertising works based on the keywords people use to

search for something on search engines like Google. There are two types of
SEM: Pay Per Click (PPC) and Cost Per Thousand (CPM). With PPC, you
pay every time someone clicks on your ad, whereas with CPM you pay a flat
rate per every thousand impressions.

Native advertising

That is what native advertising is, as well as the sponsored posts on

your Facebook feed and other social media channels. These ads are integrated
and camouflaged into the platform on which they appear. Forms of native
advertising include in-feed, search ads, recommendation widgets, and also
promoted listings.

Display ads

Display ads refer to visual advertising. This includes images, text,

banners, wallpapers, popup ads, flash (moving ads) and video ads. They‘re
mostly displayed on third party websites that are relevant to the ad.
Social media ads

The best platforms to target are Facebook, LinkedIn, and Twitter. There
are two types of advertisements on social media platforms: Organic, which
gets shown to your followers, as well as paid, which you can use to target
specific audiences.

Retargeting and remarketing

Retargeting often refers to display ads which target users who have interacted
with your site in certain ways. When a visitor to your website clicks on
something specific you decided on, a cookie is set in their browser which
you can use to retarget them. Retargeting is sometimes called remarketing,
which gets a little confusing. More often, remarketing refers to emailing and
re-engaging people who didn‘t complete a certain action on your website.

Video ads

Mostly it would be to engage the audience emotionally. Video

advertisements are popular because they avoid blatant advertising and because
they‘re usually very amusing. Make sure you produce high-quality videos
though. YouTube is the most popular channel to post video content, however,
there are other video channels like Vimeo and Adap.tv as well.

Email marketing

One should give their website visitors the opportunity to sign up for the
mailers. That way, you have their permission to email them. This is a great
way to boost customer loyalty and sales. You can use Email Campaign
Managers like MailChimp, Campaign Monitor, or ConvertKit to send out
mailers to your subscribers.

Budget and Actual spending on Advertisement

Digital is becoming an important element in every brand’s marketing strategy,

be it a budding start-up or a legacy brand. Mahindra Group is no exception. The
brand has realised the importance of the medium and the meaningful interaction
it allows the brand to have with its audience. Mahindra Group, along with Nanhi
Kali, has launched a new campaign that will be digital heavy,with no television
leg at all. We are going to put this film across all the social media platforms
where our brand is present and not on television at all. This will allow us to
target the right kind of people and who we believe will help spread our message
more and more,” said Vivek Nayer, Chief Marketing Officer - Group Corporate
Brand, Mahindra & Mahindra Ltd. We are looking at creating impact through
scale. We are targeting 15 to 20 million views over the next eight weeks for this
new campaign and these are targeted and smart views,” said Nayer. Mahindra
will also be partnering with Terribly Tiny Tales to create relevant content
around the campaign. Speaking about the importance of content marketing for
the brand, Nayer said, Content marketing is extremely important to us. Content
has to be relevant; it is about context and it is about relevance. You have to put
out content that people are happy to consume. As long as the content is
engaging and relevant, people don’t just consume it but they also share it among
their ecosystem.

Digital Agency of Mahindra and Mahindra Ltd

Mahindra & Mahindra after a four-month-long competitive pitch. ... We believe

we are a media agency with better smarts and a marketing consultancy with a
better scale.

Mahindra & Mahindra has invested around Rs 60 crore in digital marketing at

passenger vehicle showrooms in the past three years, a senior company
executive has said.

Called the 'World of SUVs', the company has set up over 300 such centres,
including 100 'showroom within showroom' in the past six months, said Veejay
Ram Nakra, sales and marketing head at automotive division of the automaker.

These centres help the company's engagement in the pre-purchase and purchase
stages by integrating a virtual world at its showrooms, alongside a robust back-
end mechanism.

In fact the company began digital marketing at its showroom in 2011 when it
launched the premium SUV, the XUV500.

"At that time we brought in tablets in the showrooms, introduced touch-screens

for customers, and also the concept of relationship managers," he said.

For the second phase, around 2014-15, it started creating digital platforms to
provide personalised experience, he added.
Now in the third phase, we are giving it a new format to our next generation
dealerships with the rollout of Marazzo, Alturas4G and XUV300," he added.