Marketing Management - Prof.

Berry
• Kinetic deal
• M & Ms entry point in Indian market
• Recent trends making the scooter
segment attractive
• Stronger bond with customers
• Increase % of demand in rural markets

Marketing Management - Prof.Berry

• Growing Indian economy and demand
rate
• M & M market leaders in utility vehicle

Marketing Management - Prof.Berry

 Geographic
Cities- tier 1 cities
tier 2 cities
tier 3 cities
Rural and urban areas- rural villages
semi urban areas
small towns

Marketing Management - Prof.Berry

Age - under 6 years
6-11 years
12-17 years
18-34 years
35-50 years
50 and above
Family size - all family sizes
Gender - male
female

Marketing Management - Prof.Berry

Income- low (up to 40 p.a.)
lower middle (40 t0 80 p.a.)
middle (80 t0 120 p.a.)
upper middle (120 to 160 p.a.)
high (above 160 p.a.)

Marketing Management - Prof.Berry

Occupation- skilled workers
shop owners
self employed
businessman

Education- educated
uneducated

Marketing Management - Prof.Berry

Occasions- regular
non-regular

Benefits- quality
economy
service
power

Marketing Management - Prof.Berry

Usage rate- light
medium
heavy

Readiness stage- unaware

aware
informed
interested
intending to buy

Marketing Management - Prof.Berry

USP- “Scooter that provides the style and power
of a bike yet so simple an comfortable to
ride”
Rodeo- “Conquer the wild west with Mahindra

Rodeo”
Flyte- “Style icon of the youth”
Duro- “ A made for everyone scooter”

Marketing Management - Prof.Berry

Marketing Management - Prof.Berry
 4 p’s
• Product: • Price: (Market Penetration
(Duro, Rodeo & Flyte) Pricing Policy)
Brand: Mahindra (Duro: Approx Rs.40,850)
Design: Sporty (Rodeo: Approx Rs. 43,950)
Feature: Power (Flyte: Approx Rs.40,850)
“Pricing is strategic &
sustainable”
- Anoop Mathur

• Promotion: • Place:
-Ads that highlight the power. Marketing channels for
-E-marketing & Promotion. distribution.
-Malls and old distributors. (both new and old)

Marketing Management - Prof.Berry

Rodeo Duro Flyte

Digital Display Large Storage 4 in 1 Key

Space System
Horn Rimmed Hardy Grab Rail Impact
Head Lamp Resistance
Mirrors
4 in1 Anti Theft Chrome Plated Sporty Look
Key Exhaust Fender
In Built USB Ample Legroom
Charger

Marketing Management - Prof.Berry

 Swot analysis
SWOT analysis is a technique much used in many general management as well as
marketing scenarios.

STRENGHTS: WEAKNESSES:
•Brand name •Teaser add
•Strong brand equity in •Lack of experience in 2
rural area as well as urban wheeler market
area •More emphasis is on
•Wide distribution network power rather than mileage
•Pricing •Products are almost same
•Survey only the positioning is
different

Marketing Management - Prof.Berry

SWOT analysis is a technique much used in many general management as well as
marketing scenarios.

OPPORTUNITIES: THREATS:
•2 wheelers motorcycles •Competitors
•Potential for capturing
larger market share
•Can tap global markets also

Marketing Management - Prof.Berry

Marketing Management - Prof.Berry
Marketing Management - Prof.Berry
• www.mahindra2wheelers.com

•www.wikipedia.com

•www.autoindia.com

•www.youtube.com

Marketing Management - Prof.Berry

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Marketing Management - Prof.Berry