Scorpio - Marketing an Automobile Brand


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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.

Case Details:

Price:
Case Code : MKTG076 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

Brand Management
Case Length : 14 Pages
Period : 2003
Pub Date : 2003
Teaching Note : Not Available
Organization : Mahindra & Mahindra
Industry : Automobile
Countries : India

Abstract:

The case examines the marketing strategies adopted by Mahindra & Mahindra (M&M), leading Indian automobile manufacturer, for its newly launched sports utility vehicle 'Scorpio' in the early 21st century. It traces M&M's evolution from being just another Mahindra Group company into a major Indian business conglomerate. The reasons for the decision to develop the Scorpio are explained and details on the efforts that went into the creation of the vehicle are provided. Thereafter, the case discusses the marketing strategies (positioning, advertising, pricing and promotion) adopted by M&M for Scorpio. The case not only examines M&M's strategies for popularizing Scorpio, it also explores the increasing competition in the Indian SUV market.

Issues:

• Understand how changing market dynamics can force an industry leader to restructure its strategies (in terms of modifying the product mix and entering new segments)

Contents:

  Page No.
Scorpio - Charging Ahead 1
Background Note 2
Project Scorpio 3
Launching the Scorpio 4
The Marketing Strategies 5
The Competition Heats Up 7
Exhibits 10

Keywords:

Marketing strategies, Mahindra & Mahindra, M&M, Indian automobile, manufacturer, sports utility vehicle, Scorpio, 21st century, M&M, Mahindra Group, Indian business conglomerate, marketing strategies, positioning, advertising, pricing, promotion, competition, Indian SUV market

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