Scorpio – Developing Brand Identity

SESSION 3

HARINDER SINGH PELIA

BrandDynamics Pyramid

Bonding

Advantage

Performance

Relevance

Presence

3226191310

Level of the Pyramid

Typical percentage of share of expenditure at each level in the Indian SUV market

M&M’s Brand Portfolio

Bolero Scorpio Thar Verito

Xylo Rexton XUV 500 Quanto

Cash Cow Flanker

Low end entry level

High end

Prestige

Positioning & Brand Promise

Objective was to create an SUV, but not to position it as an SUV, as the SUV market was less than a lakh buyers.

The positioning was always CAR-PLUS

More space, more comfort, more power than a regular car.

Rati

onal B

enefits • Good

looks• Car like

comforts• Great

Value

Em

oti

onal B

enefits • Ownershi

p Pride• Thrill • Exciteme

nt• Power

Rela

tional B

enefits

• Young• Modern• Premium• City

Companion

• Extension of lifestyle

Brand Elements

Brand Name (Scorpio) – Conveys the outdoors, thrill, adventure and dominance

Brand Logo – font colour is metallic re-emphasizing the metallic grill that is a dominant product visual feature. Mighty muscular on the top band of the logo talks about the masculinity and ruggedness of the product.

Tagline – Nothing Else will Do- conveys a very strong emotional desire to have the product and not settle for anything inferior

Jingle – Nothing Else Will do – these words set to a progressive rock jingle and western vocals to emphasize the international appeal of the product

Brand Elements

Cars used in communications were bright coloured to catch attention.

Every communication was directed towards brining a sense of “Owner Pride, Neighbour’s Envy” and that no car whatsoever would ever match up

Brand Elements were directed towards creating that sense of desire that wouldn’t be satiated by any other car.

Analysis of the first Scorpio TVC

International characters, blonde woman in pursuit of a good looking man (international appeal) driving a black Scorpio. The woman is piloting a helicopter.

The Scorpio is black (classy, minimalist) and it drives through snowy locales in a foreign country

In the end, the helicopter catches up and the blonde pushes the man aside to drive the vehicle herself. (women can drive it too, ease of driving)

Ends with the Nothing else will do jingle.

Communication: The Scorpio is so irresistible that even a helicopter pursuit is justifiable.

Brand Building

Cavalcade in Bombay

Scorpion King tie-up

ESPN Scorpio SpeedsterMahindra Great Escape

Brand Communities

Brand Revitalization

With time Scorpio was loosing its ‘thrill, adventurous’ brand image due to the entry of many other SUVs in the Indian Market which had better off-roading capabilities.

So a TVC was made in which a man uses Scorpio to play golf in a desert, thus focusing primarily on the adventure and off-roading capabilities of the product.

More competent engine added and that was the key POD now (mHawk)

New Positioning – Off roader, hard-core and dominating

New Mahindra Scorpio – mHawk engine

New Scorpio with mHawk Engine Rs 7.99 (EX BS3) - 12.82*lakh (Getaway 4WD) (ex-showroom Delhi )

New Threats to Scorpio: Competitor Analysis

Future Growth Drivers

11 year old product design must change, an overall facelift of the car’s looks is imperative.

M&M must focus on institutional buyers (police, political cavalcades) now that consumer interests have shifted to more international offerings like Duster, Ecosport and Terrano.

International markets will drive profitability especially Western European markets (Mahindra Goa) and USA (pick-up truck version).