INDEX

Sr.no Particulars Page no.

1. Introduction to Digital marketing 1

2. Objectives 2

3. Company Introduction 3-5

4. History 6

5. Growth 7

6. Marketing strategy 8

7. Marketing mix 9-11

8. Digital marketing Presence 12

9. Advertisement strategy 13

10. Limitations 14

11. Suggestion 15

12. Conclusion 16

13. Bibliography 17
 INTRODUCTION OF DIGITAL MARKETING

Digital Marketing is all about using data to realize marketing objectives. It is the art of using
consumer insights to formulate marketing strategies targeted at particular groups of
customers online.
Digital marketers leverage digital channels such as search engines, social media, emails and
websites to help their clients connect with existing and potential customers. They then
proceed to collect data gathered from these digital channels (such as checking the number of
impressions or likes on Instagram) and Google Analytics to plan their marketing strategy.
The advantage of using data to sell online is that it allows companies to make calculated
marketing decisions. Knowing who to target and where to sell online gives digital marketers
the ability to estimate budget spend for a certain set of Return Of Investment (ROI) goals.
 OBJECTIVES

Digital marketing is one of the most important and vast source that is used as the tool for
online branding and online promotions. It has taken the promotions to the next  level as  all of
the individuals are so interconnected to the internet and the web. The medium of digital
marketing has exceptionally helped to enhance the growth and expansion of the of the
business, organization, institutions as the  branding and promotions of the products they are
willing to sell has become more easier.

The objective of digital marketing is to promote the products through certain online mediums
in such a way that the demand for it rises which indeed creates  the curiosity in the mind of
the  consumers to buy that product.  The medium  of the digital marketing helps to reduce
costs to  make it cost effective which serves the second objective which makes the  sales of
the productmaximize  that increases the profits of the working organization.
 MAHINDRA AND MAHINDRA

COMPANY INTRODUCTION
Mahindra & Mahindra Limited is an Indian multinational automotive manufacturing
corporation headquartered in Mumbai, Maharashtra, India. It was established in 1945 as
Mahindra & Muhammad and later renamed as Mahindra & Mahindra. It is one of the largest
vehicle manufacturers by production in India. Its subsidiary Mahindra Tractors is the largest
manufacturer of tractors in the world by volume. 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.

Mahindra & Mahindra was founded as a steel trading company on 2 October 1945 in
Ludhiana as Mahindra & Muhammad by brothers Kailash Chandra Mahindra and Jagdish
Chandra Mahindra  along with Malik Ghulam Muhammad (1895-1956).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. He
acquired Pakistani citizenship and became the first finance minister of Pakistan. He served as
Governor General of pakistan from 1951 to 1956.

Founders of Mahindra and

Mahindra
COMPANY OVERVIEW
Mahindra & Mahindra Ltd., a mobility products and farm solutions provider, is the fagship
Company of the Mahindra Group. The Company offer a wide range of products and solutions
ranging from

1. SUVs to electric vehicles,

2. pickups,
3. commercial vehicles,
4. tractors,
5. two-wheelers and
6. Construction equipment.

Mahindra & Mahindra Limited (”M&M”) or (”Mahindra”) is the Flagship company of the
Mahindra Group, which consists of diverse business interests across the globe and aggregate
revenues of around US$ 19.4 billion.

 19 MANUFACTURING PLANTS ACROSS THE COUNTRY

 Automotive Sector Sales Volume (units) 4,71,141
 Farm Equipment Sector Sales Volume (units) 3,01,915
The Company R&D FACILITIES ARE SET UP IN 20 centres across 10 countries China,
Finland, France, India, Italy, Japan, South Korea, Turkey, UK, USA.

 3 rd Largest Passenger Vehicle Company in India

 2nd Largest Commercial Vehicle Company in India
 Largest Small Commercial Vehicle Company in India
HISTORY

The Mahindra & Mahindra as a brand was created in October 1945 as Mahindra &
Mohammed Ltd. The company was given the name Mahindra & Mahindra Ltd in 1948. 1965
was the year when Mahindra & Mahindra started the project for building light automobiles.
Mahindra & Mahindra made collaboration with the most famous MITSUBISHI.

Later a deal with a company of USA was signed, which enabled the company to build the
track for a passenger car, in the year 1965. In 1982, Mahindra & Mahindra launched their
brand of tractors and since then, Mahindra & Mahindra became giant producers of tractors in
the Indian market.

The reason behind the tremendous popularity of Mahindra & Mahindra is their excellent
interior and comfort they provide. The aim of the Mahindra & Mahindra is to enable every
Indian family the ability to own a four-wheeled vehicle.

The structure of vehicles is very strong and attractive. It is the amalgamation of strength and
beauty at an affordable price. One of the most popular Mahindra & Mahindra’ four-wheelers
is Scorpio.
 GROWTH

 Market Leader in Multiple Automotive Segments: Mahindra & Mahindra has a leading

market share in tractors as well as in the utility vehicles segment. Also, the company has a
strong market share in the commercial vehicle as well as passenger vehicle segment. Strong
market share provides a competitive advantage to the company and allows the company to
focus on innovation.

 Strong Research & Development (R&D): M&M has a highly focused R&D department
constantly focusing on developing new products and technologies. M&M majorly focuses on
the Value addition and Value engineering (VAVE) approach, designing modularity, use of
alternate materials etc.

 Excellent Products According to Indian Road Conditions: Mahindra & Mahindra’s SUVs are
suited perfectly to Indian road conditions especially, Mahindra Scorpio which has been an
outstanding performer for many years.

 Low After-Sale Cost: M&M has a competitive advantage on after-sale cost since it is lower
than the industry average and also has high availability of spare parts to different parts of the
country.

 E-commerce: One of the biggest strengths of M&M is that with the use of e-commerce M&M

is achieving results from both sides one in which the business wants to head from an
outcomes point of view and how digitalization in business can help them achieve those
results, and another side is addressing the needs of their customers.
MARKETING STRATEGY OF Mahindra & Mahindra

Marketing Strategy of Mahindra & Mahindra analyses the brand with the marketing mix
framework which covers the 4Ps (Product, Price, Place, Promotion). There are several
marketing strategies like product innovation, pricing approach, promotion planning etc.
These business strategies, based on Mahindra & Mahindra marketing mix, help the brand
succeed.

Mahindra & Mahindra marketing strategy helps the brand/company to position itself
competitively in the market and achieve its business goals & objectives.

Ever since Mahindra’s inception in the automotive industry in India in 1947, Mahindra &
Mahindra has provided the consumers with powerful yet stylish vehicles. From introducing
the utility vehicle back then Mahindra still has a strong foothold in the industry. Today,
Mahindra & Mahindra have captured all the terrains of land, sea and air as their offerings
fhave increased into a wide range of products ranging from SUVs, electric vehicles, pickups,
commercial vehicles, small aircrafts and boats. Mahindra & Mahindra vehicles are known for
their toughness, reliability and fuel efficiency. It has collaborated with different companies to
become global and has its presence across six continents and more than 100 countries.
Mahindra & Mahindra is always looking to innovate because it believes in empowering their
consumers with advanced technology.

Taking forward their core philosophy to Rise, they invest in a lot of research and
development. Mahindra & Mahindra has a number of trusts and foundations such as KC
Mahindra Education trust and Mahindra foundation as an attempt to give back to the society.
MARKETING MIX OF Mahindra & Mahindra

Marketing Mix of Mahindra and Mahindra analyses its 4Ps (Product, Price, Place,
Promotion) and explains the Mahindra and Mahindra marketing strategy. Several marketing
techniques have aided the brand’s growth, including product/service innovation, marketing
investment, customer experience, and so on.

 Mahindra & Mahindra Product Strategy:

The product strategy and mix in Mahindra & Mahindra marketing strategy can be explained
as follows:

Mahindra & Mahindra has a huge product mix with product lines of personal vehicles,
commercial vehicles, electric vehicles, application trucks, trucks, light trucks and buses. In
the personal cars category, Mahindra & Mahindra has a wide range of Utility vehicles, Multi-
utility vehicles, Sports utility vehicles and sedans. 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. This gives an
insight in the product strategy in the marketing mix of Mahindra & Mahindra. They come in
vibrant colors ranging from dazzling silver, fiery orange to flamboyant red and midnight
black.

 Mahindra & Mahindra Price/Pricing Strategy:

Below is the pricing strategy in Mahindra & Mahindra marketing strategy:

Mahindra & Mahindra has targeted different market segments with their different vehicles.

XUV 500 is for the cosmopolitan population with international quality car and advance
technology and style. Bolero is more for more price conscious, middle class consumers in
smaller towns. Therefore, the pricing strategy in the marketing mix of the automobiles is
done keeping the market segment and the competitors in mind. The automobiles in the
product portfolio ranges from as low as 4.54 lakhs to 40 lakhs. Mahindra Scorpio ranges from
Rs.8.11 lakhs to Rs.15.05 lakhs. Different versions of XUV500 can be bought from Rs.12
lakhs to Rs. 17.9 lakhs. Mahindra Thar ranges from 5.22 lakhs to 8.38 lakhs. Mahindra
Rexton is the premium range SUV with superior features in the price range from 20.94 lakhs
to 24.74 lakhs. Mahindra & Mahindra’s commercial vehicles are very popular for their
ruggedness and toughness. Mahindra Truxo ranges from 17 lakhs to 22 lakhs. Mahindra &
Mahindra follows competitive pricing as its price range is very similar to its competitors. In
fact, some commercial vehicles are priced marginally lower than the competitors.

 Mahindra & Mahindra Place & Distribution Strategy:

Following is the distribution strategy in the Mahindra & Mahindra marketing mix:

Mahindra & Mahindra has a distribution network spanning the length and breadth of India.
Mahindra & Mahindra has 300 dealerships spread across 240 cities. Around 1300 up-country
outlets have been set up to serve the rural and semi-urban areas in the country. Mahindra &
Mahindra has an efficient and effective warehouse and clearing and forwarding facility. SRP
group supports Mahindra in logistics and warehousing. Mahindra & Mahindra has
dealerships across the country which are equipped to handle sales and service for personal
and commercial vehicles both. Their network reaches the remotest of places like Kargil, Port
Blair, Barmer and Jaisalmer to name a few. Mahindra & Mahindra has further broadened its
horizon by collaborating with ecommerce platforms giving further boost to the sales for
online customers.

 Mahindra & Mahindra Promotion & Advertising Strategy:

The promotional and advertising strategy in the Mahindra & Mahindra marketing strategy is
as follows:

Mahindra & Mahindra advertises very smartly and adequately. Mahindra & Mahindra’s
“Live young, Live free “campaign became popular in 2012. Mahindra & Mahindra follows
an aggressive promotional strategy in its marketing mix. It showed Mahindra’s portfolio of
vehicles in tough terrains of different parts of India. They made Varun Dhawan as their brand
ambassador to target the younger audience. The advertisement made with the actor had great
content and complimentary music. Their advertising strategy is not confined to just
television. Mahindra & Mahindra do a lot of print, digital and media advertising as well.
They host on ground events like the Mahindra adventure initiative. Mahindra & Mahindra has
a huge fan base on social media. Various events and contests like the Dubsmash & win
KUV100 contest are played on the social media to create buzz and for customer engagement.
It has around 17 million fans across various brands and over 40 million views on different
videos on YouTube.

Mahindra & Mahindra does a lot of promotion through road show.

 DIGITAL MARKETING PRESENCE

1. Mahindra & Mahindra has launched Smart Shift, a platform that connects cargo owners with
transporters. The platform lets users find transporters based on the cargo weight, size and
other requirements, and negotiate and seal a deal to transport it. SmartShift’s services are
available via the website, smartphone app and call centre.
2.  The venture, named SmartShift, will be a technology-enabled load-exchange platform, the
company said at a press conference in Mumbai.
3. Cargo owners, both businesses and individuals, can access the SmartShift service through a
mobile app available on the Android operating system, the website or a dedicated call centre.
They can then connect with transporters in a manner that will save cost and time.
4. SmartShift is a digitally enabled, value-added service that will benefit both cargo owners and
transporters, said Pawan Goenka, executive director, Mahindra and Mahindra.
5. The service launches in Mumbai on Tuesday and will be extended to 26 towns and cities over
time.
6. Goenka added that SmartShift will operate as a separate business (Orizonte Business Solution
Ltd) and that the Mahindra Group will invest in the company as a venture capital investor. He
did not rule out outside funding for the venture in the future.
ADVERTISING STRATEGY OF MAHINDRA AND MAHINDRA

The company emphasized on the manufacturing of different car models by keeping in mind
the preferences of the customers. Most of the customers search for varieties in the models as
well as the features of the automobiles which can help the customers by giving better
performance and improved facilities from the company as compared to the other automobile
manufacturing companies.

 Priority on choice, quality, and budget

A lot of customers buy automobiles without having the exact knowledge on the different
specifications and the current technologies which the companies use for the purpose of
manufacturing its products. A lot of automobile companies have the tendency to sell their
products without giving proper knowledge to the customers regarding the model they want to
buy. Mahindra and Mahindra have always maintained its good image in this filed and
respected the faith of the customers.
LIMITATIONS OF DIGITAL MARKETING

Dependability on Technology

Digital marketing is purely based on technology and the internet is prone to errors. There are
times when the links may not work, landing pages may not load, and page buttons just don’t
simply do its job. This leads the prospective customers to switch to other brands. Therefore,
to avoid this, a test of the website is necessary, also proofreading the contents and making
sure that the campaigns will work on its targeted niche becomes important.

Time Consuming

One of the biggest disadvantages of digital marketing campaigns is its time consuming
nature. Unorganized tactics and strategies may consume a lot of time and often it becomes
difficult to devote the desirable time to the campaign. This will eventually lead to negative
results. Therefore, it has been suggested to focus on a strategy that the company needs the
most then accordingly plan and curate the content. Digital marketing tools like HubSpot,
Ahrefs and social media posting, and scheduling tools like Hootsuite and Tweetdeck should
be used to overcome the potential barriers.

Security and Privacy Issues

Security is the primary requirement for any brand, hence website protection is something to
be executed seriously as a digital marketer. Securing the network and safeguarding the
network connections by using firewalls and encryption tools like VPN is always suggested.
The basic approach of having a good antivirus is most desirable. The legal considerations in
obtaining customer data for using in digital marketing strategies must be done with all
required formalities. Protecting the customer data should be the top priority as it may be
compromised during data breaches.
 SUGGESTION

  Update your Website (ASAP)

Do not start the year with an old dysfunctional website. Doing so would be like
wearing an old unwashed uniform to your big first client meeting.

Users spend very little time on your site. You don’t want to lose users because
your site is not updated or user-friendly.

 Ensure that your website is mobile-friendly

Due to the COVID pandemic, the use of mobile devices has sharply increased in
2020. It is very important that your website be mobile-optimized.

It will make the user experience easy and convenient for customers. Time flies
when you’re having fun or a good time, and that’s what you want for your users.

Create Content to Answer Your Users Questions

The best and most engaging content always answers your users’ questions. If a
user feels that they aren’t finding the answers to their questions, they’ll leave.  

You want this content to either inform or add value to the users’ experience and
ultimately help solve their problems.
 CONCLUSION

New technologies in digital marketing has moved a great deal. The market approach has also
evolved with the rise of new technology. Digital marketing has a number of advancement and
improvements in its strategy, so it is important to know the conclusion of digital marketing.

The importance of and future scopes of Digital Marketing can’t be simply ignored because of

its psychological impacts on your customer. Compared to any other marketing, this technique
allows you to have an advantage over your competitors.  

This promotes the interaction of sellers and buyers for a better understanding of products as
well as the choices of customers. This builds a strong rapport within the seller-buyer
community. 

Various budding technologies like AI can be incorporated into Digital Marketing which
further emancipates this marketing branch of business. 
 BIBLIOGRAPHY

Website

https://en.wikipedia.org/wiki/Mahindra_%26_Mahindra
https://rocketexpansion.com/
https://iide.co/case-studies/marketing-strategies-of-mahindra-and-mahindra/
https://dsim.in/