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Mahindrascorpio
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Transcript of Mahindrascorpio
![Page 1: Mahindrascorpio](https://reader035.fdocuments.us/reader035/viewer/2022070304/54bbe2f34a7959d43b8b456f/html5/thumbnails/1.jpg)
Mahindra Scorpio
Presented by:
Vrushal Sangvekar 12107A0007
Gaurita Maldikar 12107A0047
Pragya Dubey 12115B0047
Sanket Jog 12107A0003
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Auto Industry – SUV segment
• India has a strong appetite for SUVs.
• According to industry experts, the utility vehicle segment is expected to grow by 15% to 20% over the next five years. [source: ET Bureau Jul 11, 2012, 09.42AM IST]
• Mahindra & Mahindra Ltd. (M&M Ltd.), India’s leading SUV manufacturer reported a 17% growth in its auto sales numbers for the Financial Year 2012‐13.
Source: http://www.rbsa.in/wp-content/articles/RBSA%20-%20Automotive%20Sector%20Analysis%20FY%202012%20-%2013.pdf
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Players in suv segment
• Renault Duster The Big, Beautiful & Efficient SUV
• Toyota Innova The Multi Premium Vehicle
• Tata Safari Storme The Real SUV
• Maruti Suzuki Ertiga LUV “Life Utility Vehicle”
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Mahindra Scorpio - Evolution
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Brand - Mahindra Scorpio
• Mahindra Scorpio
• “ Mighty Muscular – Nothing else will do”
• Launched in June 2002.
• The Scorpio Stands for Safety, Style and Comfort.
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Target customers profile
• Target customer:
1. Both male & female.
2. Young & adventurous in nature.
• Brand positioning:
“Safety, style and comfort”
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Objective of the campaign
• To create top of mind awareness in the target customers.
• To increase the sales of Mahindra Scorpio with respect to the competitor Renault Duster.
• To maintain the pole position in the SUV segment.
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Communication Design
“Bite my Dust, this is what cars behind the Mighty Muscular Scorpio have to endure.”
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Media strategy and planning
• Advertising: Print & Broadcast Ads, Bill Boards. Joint promotion of the Movie “Boss – starring Akshay Kumar” with Mahindra Scorpio.
• Social Media Campaign• Celebrity Endorsement : Akshay Kumar.• Mall activations and lucky draw contest.
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Media strategy and planning
• Advertising through TV and print ads will be given 80% weightage.
• Akshay kumar will be promoting Scorpio through TVC.
• Akshay Kumar has a rough and tough image which very well associates with Mahindra Scorpio.
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Media strategy and planning
• Boss Movie will act as borrowed interest device.
• Promotion through the Movie “Boss”, will indirectly communicate to the target audience – “Mahindra Scorpio as the Boss in the SUV segment.”
• Test drive campaign at selected areas. Luck draw winners of the Test drive will get the tickets to watch Premier show of Movie Boss and chance to meet Akshay kumar.
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Media strategy and planning
Social Media Campaign: • Contestants will be told to post their adventurous
pictures on the Facebook page of Mahindra Scorpio, and to get Maximum Likes.
• The winner with maximum likes will get attractive gifts.
Mall activation:• Promotional events will be launched in Malls like High
Street Phoenix mall, Inorbit Mall of Andheri etc.• The event will promote both the Movie Boss and the
Mahindra Scorpio.
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Post Campaign Measurement
• TV channels and time at which the ads were shown.
• TRP ratings of the programs broadcasted at that time on that particular channel
• It will help to evaluate number of eyeballs captured.
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Post Campaign Measurement
• Number of page hits on the Facebook page of Mahindra Scorpio.
• Number of contestants registered for test drive campaign.
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Post Campaign Measurement
• Number of target audiences participated in the events conducted in Mall.
• Also their responses for the Mahindra Scorpio and number of interests generated to purchase.
• Disguised Market research to evaluate the performance of the campaign – will be done through external agency.
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Thank you
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references
• http://www.autocarindia.com/auto-news/suvs-rake-in-the-money-344722.aspx
• http://www.mahindrascorpio.com/scorpio-myths-usv.aspx• http://blogs.rediff.com/bestcarcomparisonindia/2012/11/22/ne
w-threat-to-scorpio-renault-duster-vs-mahindra-scorpio/
• http://www.carblogindia.com/renault-duster-vs-mahindra-scorpio/
• http://articles.economictimes.indiatimes.com/2013-09-05/news/41802637_1_suv-duster-renault-india-sumit-sawhney