Scorpio-Developing A World Class Product For The Indian Market

Presented ByAkanksha Nahid Afrin Abhishek Sallan

Mahindra And Mahindra

Mahindra & Mahindra Limited (M&M) is a major automobile company in India. It is the flagship company of the Mahindra Group. The company was set up in 1945 in Ludhiana. Mahindra & Mahindra is a major automobile manufacturer of utility vehicles, passenger cars, pickups, commercial vehicles, and two wheelers.

OBJECTIVE
It all started in 1997 with the aim to continue dominating utility vehicle market in India and to be a global niche player.
Its aim was to capture 50% market share of the Indian utility segment and create their name in the global market.

Introduction - Scorpio
The Mahindra Scorpio is a SUV manufactured by Mahindra & Mahindra Limited
Mahindra & Mahindra Limited launched Mahindra Scorpio as its first Sports Utility Vehicle in India in 2002.

History Of Scorpio
Mahindra & Mahindra Limited launched Mahindra Scorpio as its first Sports Utility Vehicle in India in 2002. In April 2006, the company launched an upgraded Scorpio dubbing it the 'All-New' Scorpio.

Exports Of Scorpio
The Mahindra Scorpio is sold across the world in countries such as: Italy Spain France Sri Lanka South Africa Brazil Russia

Design and Interior of Scorpio

Smooth and shiny front grille and sparkling tail lamps cluster. Comfortable fabric seats, individual armrests, AC vents for the rear side, mobile charging facility and small storage spaces. The car ensures comfort even during long journeys

Variants and Price

Mahindra Scorpio is available in four different variants Turbo 2.6 Turbo 2.6DX Sportz Turbo 2.6SLX

The price range of the car varies from Rs 7.21 lakh to Rs. 9.2 lakh.

Segmentations of the cars

A segment Omni , Maruti800 , Nano B segment Maruti Zen, Maruti-Alto, Tata Indica, Maruti Wagno R
B+ segment Fiat palio.

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Lower C segment Maruti esteem, Ford icon, Fiat siena, opel corsa, hundai accent Upper c segment Honda city, Toyota corolla , Mitsubishi-lancer D segment Scoda Octavia, Opel Vectra, Toyota Camry , Ford Mondeo , Mercedes-C-Class E segment Mercedes E class

Strategy of Mahindra and Mahindra

Wanted to continue to dominate the rural and semi-urban market with a range of products catering to the need for low cost ,mass transportation

Wanted to develop a strong presence in the fast growing urban markets with a range of products

Objective Of Project Scorpio

The broad objective of Project Scorpio were to create a new segment and retain market dominating by differentiating its offerings vis--vis MNCs and to offer an excellent value proposition

Problems
1 2 3 4 5 6 Uncertainty. Cut Throat Competition. Niche segment. Lack of Resources . People perceive Mahindra and Mahindra to be uncomfortable, rough and not easy to drive. Mahindra has nothing to offer in urban market.

Marketing Strategies
Advertising and Promotion strategy Pricing Strategy New product development IDAM Global alliances consumer focus Low project cost

Facts of IDAM
They took a number of 120 persons of an average of 27 years
They had worked round the clock & divided in to 19 cross functional design teams The project cost was 120 million US dollars.

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Seventy four vehicles were build only for testing
They used the (STEP) simultaneous testing & examining process They checked &retested every component till they didnt got the best combination.

Manufacturing Set Up
A world class manufacturing set up was spread over 120 acres

Its capacity was 40000 units annual on a 2 shift basis

It was stabilized in Nasik with a investment of 120 Million

Distribution Strategy
Phased launch
o Mumbai, Bangalore, Delhi & Chennai o With in four months---20 cities o With in a year---50 cities

Showroom experience.

Infrastructure: 35 showrooms across the country were same

Pricing Strategy Competition With

Accent Ikon Corsa Esteem Qualis Safari Sumo

MAJOR PLAYERS IN AUTOMOBILE SECTORS.

Suggestions
They should come up with new models and variants in Scorpio. They should adopt innovative techniques. They should enhance their resources. They should target the mass market.

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They should take proper feedback from the consumers and develop their product accordingly. They should provide various promotional schemes like discount, exchange offer to boost up their sales ..

Thank u .