47588855 Final Project MAHINDRA

DECLARATIONThis is hereby stated that this report is very original in every sense of the term and it carries a sense of creditability and strength and that I have taken no shortcuts and remained both rigorous and scholarly. I have tried my best to keep this work as watertight and squeaky clean as possible. It may be further stated here that in the preparation of this report some aid has been taken from a pool of professionally shared knowledge, a detailed description of which has been mentioned in the bibliography section of this report. ACKNOWLEDGEMENT First of all I would like to place my gratitude to all concerned respectable executives of Mahindra and Mahindra limited for giving me information regarding project which has been a pure learning experience and which have enlightened my knowledge and skills. I would also like to express my gratitude towards the HR manager who gave me his precious time. I really extend thanks to him because he has given me full support, co-operation and proper guidance during the project work I am specially thankful to my mentors Mr. Jagmohan Singh and my project head Ms Suchi Sehlot for guidance and co-operation during the project and infact without their assistance it would have been very difficult as far as structuring the project is concerned. I would be always grateful to them for their help and support. Lastly but not the least I would like to thank to the other staff and well wishers of Mahindra and Mahindra. TO WHOM SO EVER IT MAY CONCERN This is to certify that the project work on Marketing Strategies of Mahindra and Mahindra Automobiles done by Mr. Prateek Rana MBA (3 continent)-2nd year student of AMITY International Business School, Noida (U.P.) is an original one and has not been submitted earlier either to any university or institute for fulfillment of the requirement of a course of study. (Jagmohan Singh) General Manager (Sales) 6. 4.3 Keshub Mahindra 4. 7. 9.1 Mahindra Family 4. Mahindra 5. Mahindra and J. 2.CONTENTS 1. 8. 10.C.2 K. 12. Introduction Company Profile Overview History 4. 3.C. 13. 11. Heritage Mahindra Scorpio Hybrid Mahindra Scorpio Strategic Marketing Mahindra Xylo Mahindra Renault Logan Mahindra Bolero Limitation of the Study Conclusion Bibliography . Mahindra 4.4 Anand G. cars and tractors US$4.com . Mahindra (Vice Chairman & Managing Director) Industry Products Revenue Employees Slogan Website Automotive vehicles Utility . Anand G.mahindra.000 Inspired http ://www. commercial.MAHINDRA AND MAHINDRA Type Founded Headquarters Key people Private Listed Company 1945 Mumbai Keshub Mahindra (Chairman).5 billion (2007) 13. The three manufacturing units in Maharastra are in Mumbai. Out of them three are located in Maharastra and one in Andhra Pradesh. an auto manufacturing company from France. However. Nasik and Igatpuri. They are also a major player in the tractor manufacturing segment as well.Mahindra & Mahindra's automobile chapter dates back to 1947. They are competing with Honda. This one deals with the manufacture of light commercial vehicles and three wheelers. it was only in 1994. Fiat. They were always very keen on working out their own indigenous technology. Even their R&D division is equally strong. They also have a very strong network of dealers.INTRODUCTION Mahindra & Mahindra Ltd. The first two deal with multi-utility vehicles and the third one deal with engines. The product is called Mahindra Renault Logan which is being manufactured in India. is one of the major automotive company of India. They are the only sole Indian company to be a part of the top five tractor manufacturing companies in the world . Hyundai and Ford in the C-segment of the Indian automobiles market. However. Their multi-utility vehicles are very popular among people there. Mahindra & Mahindra has established a very strong market base in the urban and semi-urban areas. Their first indigenously developed sports utility vehicle was the "Scorpio". service stations etc. They are the market leaders in the utility vehicles segment. They also export their products to other countries as well. Mahindra & Mahindra has four manufacturing plants. The fourth plant is located in Zaheerabad in Andhra Pradesh. Their USP is their capability to manufacture vehicles with having very little technological help from foreign sources. shortly after that they started manufacturing their own light commercial vehicles. sales offices. They initially had collaboration with Willys Overland Corporation to import and assemble jeeps in India. They are very indigenous regarding this particular aspect. This was done along with the organizational restructuring. Mahindra & Mahindra has entered into a joint venture with Renault. that a specialized automotive division was created. . Then it was only restricted to the assembling and importing of Willys Jeeps. trade and finance related services. M&M had become the largest producer of SUVs in India. It later expanded its operations to secure a significant presence in many more important sectors. farm equipment. Ghulam Muhammad migrated to Pakistan and became that nation's first finance minister. information technology. Hence. The company's technical prowess is proven by negligible import content in our vehicle and by design and the development of totally. . the company expanded to indigenous manufacture of Jeep vehicles with a high level of local content under license from Kaiser Jeer and later American Motors (AMC). Mr. the name was changed from Mahindra & Mohammed to Mahindra & Mahindra in 1948. The company has now transformed itself into a group of business units that caters to the Indian and overseas markets with a presence in vehicles. from upward new contemporary SUV-Scorpio By 2005. It is the flagship strategic business unit of the Mahindra Group. M&M soon branched out into manufacturing agricultural tractors and light commercial vehicles (LCVs). M&M has strong Research & development set up. The company was set up in 1945 as Mahindra & Mohammed. the Mahindra Systems and Automotive Technologies (MSAT). Real business activity of M&M began by assembling complete knock down (CKD Jeeps in 1949. The company first traded steel with suppliers in England and the United States.COMPANY PROFILE Mahindra & Mahindra Limited (M&M) is a major automaker in India. The company has recently started a separate sector. Later. to focus on developing components and offering engineering services. after the partition of India. with over 300 engineers in the automotive division. as well as infrastructure development. and International Truck and Engine Corporation. With over 62 years of manufacturing experience. three assembly plants in the United States and one at Brisbane. Australia. It has made strategic acquisitions across the globe including Stokes Forgings (UK). USA. Jeco Holding AG (Germany) and Schoneweiss & Co GmbH (Germany). the Mahindra Group has built a strong base in technology. automotive components.000 people and has several state-of-the-art facilities in India and overseas. Its global subsidiaries include Mahindra Europe Sri. engineering. M&M has one tractor manufacturing plant in China. Mahindra's Farm Equipment Sector has recently won the Japan Quality Medal. information technology. . It also holds the distinction of being the only tractor company worldwide to win the Deming Prize. and infrastructure development. The Mahindra Group has ambitious global aspirations and has a presence on five continents. It made a milestone entry into the passenger car segment with Logan. Mahindra is the market leader in multi-utility vehicles in India. Mahindra & Mahindra is the only Indian company among the top three tractor manufacturers in the world. including the financial services. marketing and distribution which are key to its evolution as a customer-centric organization. France. The Group has a leading presence in key sectors of the Indian economy. Mahindra has recently been honoured with the Bombay Chamber Good Corporate Citizen Award for 200607.OVERVIEW The US $6 billion Mahindra Group is among the top 10 industrial houses in India. Mahindra USA Inc. M&M has entered into partnerships with international companies like Renault SA. Forbes has ranked the Mahindra Group in its Top 200 list of the World's Most Reputable Companies and in the Top 10 list of Most Reputable Indian companies. and Mahindra South Africa. Mahindra products are today available on every continent except Antarctica. The Group employs over 50. trade and logistics. based in Italy. the only tractor company worldwide to be bestowed this honour. Most Mahindra built Jeeps were using built using small. M&M first became well known as the maker of one of the original U. It is a leading manufacturer of Multi-Utility Vehicles (MUV) and tractors. Originally awarded a contract in 1942 in India from the U. USA. Willys firm for military Jeep production during WWII. and has three assembly plants in the USA. a French company.Vision The Group's vision is to 'Develop and nurture future business leaders of the Mahindra Group'.S. M&M has partnerships with international companies like Renault SA.S. Mahindra & Mahindra rapidly grew from being a maker of army vehicles to a major automobile and tractor manufacturer with a growing global appetite. . France. efficient diesel engines from various other automobile companies such a Peugeot. Business The M&M is comprised of the Automotive Sector. so as to secure maximum benefit for all the stakeholders. Mahindra continued to build the original Willys designed Jeep CJ3B in India up to present day and now has some updated designs as well. Nissan and International Truck and Engine Corporation. Mission Mission is to achieve the best performance within the overall context of the prevalent economic environment. This evolved into manufacturing of general-purpose utility vehicles for the Indian and other world markets in 1945. The company completed 60 years of business in 2005. It made strategic acquisitions of plants in China and the United Kingdom. designed Jeeps in India. the Farm Equipment Sector. M&M initiated a process of product enhancement and globalization. and the Systems & Technologies Sector. . Formed in 2004. the joint venture with International Truck. offering over 20 models including new generation multi-utility vehicles like the Scorpio and the Bolero. M&M is the third largest tractor company in the world. manufactures and markets tractors as well as farm implements. Its global subsidiaries include Mahindra Europe Sri. M&M will make its maiden entry into the heavy trucks segment with Mahindra International. Mahindra South Africa and Mahindra (China) Tractor Co. M&M Ltd. M&M has acquired three international companies in the forging space--Stokes Forgings in the UK. M&M is the largest manufacturer of MUVs. It is also the largest manufacturer of tractors in India with sustained market leadership of around 24 years. Mahindra Farm Equipment Sector has come to be recognized as a powerful symbol of productivity and performance. Through these acquisitions and . for establishing Total Quality Management in all operations. Europe and Latin America. M&M's Automotive Sector makes a wide rage of vehicles including MUVs. Mahindra USA. LCVs and three wheelers. Towards this goal. Providing an extensive range of services from design to delivery. by M&M. Jeco Holding AG. where it assembles products for the American market. M&M's products are being exported to the USA. USA. It designs. Ltd. is the only tractor company in the world to have achieved this honor. However. no M&M product has yet been certified for use on public roads in the United States. Asia. The Sector has also found significant success in the international market. Russia and several other countries in Africa. manufactures tractors for the growing Chinese market and is a hub for tractor exports to the USA and other western nations. develops. Mahindra (China) Tractor Co. M&M has a 100% subsidiary. based in Italy. and Schoneweiss GmbH in Germany. FES received the coveted Deming Application Prize for manufacturing in 2003. Ltd.M&M made its entry into the passenger car segment with Logan in April 2007 under the Mahindra Renault JV. Systech intends to create the world's most valuable and innovative auto components business by partnering with global customers to satisfy their business needs. Mahindra USA Inc. Systech Sector is a response to the increasingly competitive automotive components industry. The company is a market leader in the Utility Vehicle segment. due to the stringent emissions and crash standards that vehicles must meet to pass federal standards. Mahindra executives said the company is pursuing an aggressive product expansion program that will see the launch of several new platforms and vehicles over the next three years.S. In early September 2007.car make rather than the luxury marque. According to the Economic Times. former partners in India. including an entry-level SUV designed to seat five passengers and powered by a small turbodiesel engine. The family-owned Mahindra trading group got into the auto business during World War II as a contract assembler of the Willys Jeep. Financial details of the deal to acquire Turin-based G. as of December 2007. Mahindra anounce that they bought an Italian auto design and engineering firm to help it increase its presence in overseas markets. although the company's preference is reportedly towards the utility. it will unveil the all-new Ingenio SUV which now is XYLO . automaker. it has been reported that the company is 'completing due diligence' in Ford's Jaguar and Land Rover units. including one scenario that would see Mahindra doing some contract engineering work in India for the U.by finding value wherever it mav be. However. Mahindra still builds a CJ-derived model called Commander in both soft-top and hardtop versions. . In recent months. were reported in the Economic Times. A Mahindra-Ford alliance in India was dissolved several years ago. Mahindra and Chrysler now are discussing several options. Rumors of the talks between Mahindra and Chrysler. as well as the possibility of the companies exchanging equity stakes. Mahindra has been outbid by rival Indian automaker Tata for the right to acquire Jaguar and Land Rover from Ford.R. the company has reportedly pulled of the bidding. one of India's major financial publications. and later licensed production of the CJ series. which is joined in 2009. At the recent Delhi auto show. Mahindra has created the fifth largest forging company in the world. Later in 2008. citing complexities. Mahindra also has withdrawn from a billion-dollar deal to assemble small cars in partnership with Renault-Nissan in Chennai. Global Vehicles USA. Anand G. 6. Keshub Mahindra Mr. 9. Ashok Sekhar Ganguly R.K Kulkarni Anupam Pradip Puri Thomas Mathew T. which will be rebranded as the Mahindra Appalachian. Mr.M Murugappan Bharat Narotam Doshi Arun Kumar Nanda Narayanan Vaghul Dr. 8. 10.In the meantime. Deepak Shantilal Parekh Nadir Bujorji Godrej M. 2. Director Director Director Executive Director Executive Director Director Director Director Director Nominee of LIC . Mahindra is gearing up to sell versions of its older Scerri: SUV and pickup next year in North -America. through an independent distributor. 4. The distributor has said it may assemble the pickup. COMPANY'S CURRENT BOARD OF DIRECTORS IS AS FOLLOWS: NAME 1. 11. 7. based in Alpharetta. 5. Georgia. Mahindra DESIGNATION Chairman Vice chairman and managing Director 3. The company also has said it plans to offer a diesel-hybrid powertrain in 2010. 12. in Ohio from knocked-down kits to avoid a 25 percent tariff imposed on imported trucks. which is in alignment with our country's needs. what Good Corporate Citizenship As in the past. They are an amalgam of what we have been.Core Purpose We don't have a group-wide mission statement.Anarsci G. We will respond the changing needs and expectations of our customers speedily. Our Core Purpose is what makes all of us want to get up and come to work in the morning. and will shape our future. Quality Focus Quality is the key to delivering value for money to our customers. we will continue to seek long term success. Core Values Our Core Values are influenced by our past. tempered by our present. We will do it 'First Time Right'. The Founders of our nation and of our Company passionately believed this. Mahindra Indians are second to none in the world. courteously and effectively. . We will prove them right by believing in ourselves and by making Mahindra & Mahindra Limited known world-wide for the quality of its products and services. in our products and in our interactions with others. We will make quality a driving value in our work.' . We will do this without Professionalism Customer First We exist and prosper only because of the customer. These values are the compass that will guide our actions. we will nurture fairness. both personal and corporate. uphold the right to express disagreement and respect the time and efforts of others. Through our actions. trust and transparency.Dignity of the Individual We will value individual dignity. . C. Mahindra is like a microcosm of India. Two years later. Mahindra & Mohammed was set up as a franchise for assembling jeeps from Willys. The Mahindra brothers joined hands with a distinguished gentleman called Ghulam Mohammed. The birth of Mahindra & Mahindra began when K. In fact. on October 2nd. The Group's history is studded with milestones.7 billion dollars. Ghulam Mohammed migrated to Pakistan post-partition and became the first Finance Minister of Pakistan. . Mahindra visited the United States of America as Chairman of the India Supply Mission. He met Barney Roos. India became an independent nation and Mahindra & Mohammed changed its name to Mahindra & Mahindra. Mahindra & Mahindra has grown steadily in size and stature and evolved into a Group that occupies a premier position in almost all key sectors of the economy. today. In fact. inventor of the rugged 'general purpose vehicle' or Jeep and had a flash of inspiration: wouldn't a vehicle that had proved its invincibility on the battlefields of World War II be ideal for India's rugged terrain and its kutcha rural roads? Swift action followed thought. Both were born around the same time. 1945.HISTORY Few groups can identify as closely with India's destiny and industrial progress as the Mahindra Group. And both continue to march on the path to progress and global recognition. Each one taking the Group forward. Since then. had the same aspirations and both experienced the inevitable troughs and crests in the journey towards their goals. USA. And. its total turnover is about 6. If ever. But I have promises to keep. Its spirit can be encapsulated in the words of the poet Robert Frost. dark and deep. And miles to go before I sleep. Pandit Jawaharlal Nehru: "The woods are lovely. . engaged in an ambitious. sustained and prolonged penetration into the global arena. a favourite of India's first Prime Minister. And miles to go before I sleep. this translates into many more milestones to be set up before it rests." For Mahindra & Mahindra.Mahindra is a group in a hurry. they laid down a short length of rail line with French rails and invited the government authorities for a ride. Interestingly. Every venture they set up delivered satisfactory financial results K. Mahindra. they made their point. J. and international tie-ups with Mitsubishi. & K. Mahindra had to persuade the Indian Government to buy French rails for the fledgling Indian Railways because they felt that the British specifications were obsolete and not the best suited. Their innovative spirit also showed during the days when the Company was the leading importer of steel in the country. has grown into one of India's largest corporate groups.C. & K. Legend has it that the train raced along. and risked becoming entrepreneurs by setting up their own company: Mahindra & Mahindra. Even in the fifties.C. Mahindra and their company. they gave up their professional careers at TISCO and Martin Burn respectively. Even today the Group is driven by the same vision that drove them then. & K.C. Needless to say. . Accordingly.Mahindra family J. so smooth were the French rails. During the journey. chilled champagne was served in glasses filled to the brim. Mahindra & Mahindra. To convince government officials of the superiority of the French product. Willys. J. the Company had British and German engineers on its rolls. It was under their inspiring leadership that Mahindra & Mahindra made the first indigenous Jeep in the country in 1949.C. Mahindra believed in globalisation decades before it had become a buzzword.C. but not a single drop of champagne was spilled. the founders of the Mahindra Group.C.C. had the same ambition: to prove to themselves and the world that Indians were capable of being the best at whatever they chose to do. Perrine and Chrysler. his continuous involvement has enabled the Mahindra Group to reach where it is today. Over five decades. Chairman of the Board of Governors of Mahindra United World College of the following . University of Pennsylvania. Keshub Mahindra is on the Board of Directors of organisations: • Chairman of Mahindra Holdings & Finance Limited. Today. Keshub Mahindra. After joining the Company in 1947. Chairman of Kema Services (International) Private Ltd. Ltd. Mr.. He has contributed immensely to the cause of building ethical corporations in India and is currently a part of numerous prestigious organizations and committees. Mahindra Ugine Steel Company Limited • India • • Vice-Chairman of Housing Development Finance Corp. He was also appointed by the Government of India to serve on a number of Committees including the Sachar Commission on Company Law & MRTP.Mr. Keshub Mahindra. USA. Mr. is a graduate from Wharton. Chairman of Mahindra & Mahindra Ltd. he is an icon.Chairman of Mahindra & Mahindra Ltd. Keshub Mahindra Mr. He is a well-known philanthropist who redefined corporate governance by effectively channelising funds into the social sector. Central Advisory Council of Industries etc. an inspiring business leader and a distinguished corporate citizen that everyone looks up to. he became the Chairman in 1963. Fellow . The Bombay Dyeing & Manufacturing Co. Chandigarh • • President Emeritus .Indo-Hellenic Friendship League Founder Member of Governing Council. Centre for Research in Rural & Industrial Development. Mahindra Holdings Limited Director in Bombay Burmah Trading Corporation Limited. Chandigarh • Chairman. He is a member of the following organisations & committees: • • • • Prime Minister's Council on Trade & Industry.I. United World Colleges (International).V. Limited.D. Keshub Mahindra: A Timeline • • • • 1966-67 President of Bombay Chamber of Commerce & Industry 1969-70 President of ASSOCHAM 1991-92 President of Indo-American Society 1978-95 President of M.C. . Tech Mahindra Foundation Chairman.. Ltd.World Trade Centre .All India Management Association. Governing Body.Centre for Research in Rural & Industrial Development Society.R. New Delhi Apex Advisory Council – ASSOCHAM Founder Member . UK. New Delhi • Hon.University of Pennsylvania Institute for the Advanced Study of India. New Delhi Positions held by Mr. Rodal Investments Private Limited Pratham-India Education Initiative and Tech Mahindra Foundation. Integrated Research & Action for Development (IRADe) New Delhi • President .Employers' Federation of India President of the Governing Council .• • • Chairman. Member.International Management Institute.Mahindra Foundation Chairman.Bombay First Chairman .• • • 1975-85 Chairman of Indian Institute of Management. Member . New York 1998-2005 Chairman.United Way of Mumbai Member of the International Advisory Board of University of Pennsylvania.Asia Society. USA Spearheading social causes: • • • • Chairman . International Council .Bombay First. Ahmedabad 1971-75 Chairman of Housing & Urban Development Corporation Limited 1984-89 Member of the Foundation Board . Governing Board .Population First Member.Bombay City Policy Research Foundation Member. Mahindra Education Trust Hon. Eisenhower Exchange Fellowships. Philadelphia • • • • • • • • Vice President . Washington • • 1983-97 Member.International Finance Corporation.C. Geneva • 1986-96 Hon. Business Advisory Council .National Society for Clean Cities Chairman and Founder Trustee . Board of Trustees . Governing Board . Health & Environment Committee Chairman & Trustee .Rotary Club of Bombay Member of the Governing Body of HelpAge India from 2000-2004 Member of the Board of Governors of Bharat Shiksha Kosh from 2002-2005 .K. Center for the Advanced Study of India. India Nominating Committee 'Single Nation Programme'. Contribution & Achievements • • 1994 FIE Foundation .Businessman of the Year.XLRI.British Institute of Management 1972-82 Giants International Business Leadership Award 1980 NIF-Mody Enterprises Man of the Year Award 1983 Madras Management Association Business Leadership Award 1989 Business India . India 1990 Honorary Fellowship of All India Management Association 1992 Rotary Award for Vocational Excellence 1992 Shiromani Award 1993 Vikas Jyoti Award for Outstanding Services.Recipient of the following prestigious awards: • • • • • • • • • • 1987 Chevalier De La Legion D'honneur 1985 Companion .Rashtra Bhushan Award 1994 The Sir Jehangir Ghandy Medal for Industrial Peace . Jamshedpur • • • • 1996 Rotary Vocational Excellence Award in the field of Industry 1998 IMC Diamond Jubilee Endowment Trust Award 2000 Motorindia Automan Award 2000 Dadabhai Naoroji International Award for Excellence & Lifetime Achievement • 2003 All India Management Association Lifetime Achievement Award for Management • Pride • 2004 Institute of Company Secretaries of India (ICSI) Lifetime Achievement Award for Excellence in Corporate Governance 2004 Award from Overdrive for Excellence in the Indian Automotive Hall of . Statesman for Quality .Business Award 2006 Lakshya Business Visionary Award – NITIE 2007 Indian Business School (IBS) Kolkata Lifetime Achievement Award presented by the Institute of Chartered Financial Analysts of India (ICFAI). 2008 Society of Indian Automobile Manifacturers (SIAM) Award for ‘Lifetime Contribution to the Automotive Industry’. • • 2007 Ernst & Young Entrepreneur of the Year Lifetime Achievement Award.• • • 2005 Qimpro Platinum Standard . . which in 2003 was converted into a bank. . he initiated the Mahindra Group’s diversification into the new business areas of real estate development and hospitality management.. Mahindra BRIEF CAREER HISTORY OF MR. MAHINDRA Mr. as Executive Assistant to the Finance Director. Mahindra was a co-promoter of Kotak Mahindra Finance Ltd. Magna cum Laude. Mahindra. to make the company an efficient and aggressive competitor in the new liberalised economic environment in India. In April 1997.Mr. he was appointed Deputy Managing Director of Mahindra & Mahindra Ltd. In the summer of 1991. the country’s foremost producer of speciality steels. the country’s dominant producer of off-road vehicles and agricultural tractors. ANAND G. During his stint at MUSCO.. Cambridge. – one of India’s largest and most respected business houses graduated from Harvard College. He returned to India that year and joined Mahindra Ugine Steel Company Ltd (MUSCO). Boston. he was appointed Managing Director of Mahindra & Mahindra Ltd and in January 2003 given the additional responsibility of Vice Chairman. Vice Chairman and Managing Director of Mahindra & Mahindra Ltd. Anand G. Massachusetts. He has since been engaged in a comprehensive change programme in Mahindra & Mahindra Ltd. In 1989 he was appointed President and Deputy Managing Director of the company. Kotak Mahindra Bank is one of the foremost private sector banks today. Mr. In 1981 he secured an MBA degree from the Harvard Business School. Massachusetts. Anand G. an association dedicated to the promotion of professional management in India. Mahindra is the Founder Chairman of the Mumbai Festival. which was launched in January 2005. • Rajiv Gandhi Award 2004 for outstanding contribution in the business field • 2005 Leadership Award from the American India Foundation for his. Mr. • Person of the Year 2005 from Auto Monitor.C. Mahindra frequently shares his views and ideas on Indian economy and business through his writings in some of India’s leading business magazines. He takes a keen interest in matters related to education and apart from being a Trustee of the K. which provides scholarships to students. Mahindra is the co-founder of the Harvard Business School Association of India. • Business Man of the Year 2007 from Business India. OTHER ACTIVITIES Mr. • National Statesman for Excellence in Business Practices – Qimpro Platinum Standard 2008 Award by Qimpro Foundation. The event was the first comprehensive festival to celebrate the rich . and the Mahindra Group’s commitment to corporate social responsibility. Mr. Mahindra is a Director of The National Stock Exchange of India Limited appointed under the “Public Representatives” category. • Harvard Business School Alumni Achievement Award 2008. Mr. • CNBC Asia Business Leader Award for the year 2006. • The Most Inspiring Corporate Leader of the Year 2007 from NDTV Profit. He is Past President 2003-04 of the Confederation of Indian Industry and has also been President of the Automotive Research Association of India (ARAI). Mahindra Education Trust.Mr. The association has grown substantially over the years. Mahindra is the recipient of the following awards: • ‘Knight of the Order of Merit’ by the President of the French Republic. Member HERITAGE .Member of the Board of Dean’s Advisors 3. National Sports Development Fund (NSDF).Executive Committee 7. Mr. India Council for Sustainable Development . Mumbai . Government of India – Council and Executive Committee 6. The Nehru Centre. He is the Co-Chairman of the International Council of the Asia Society. Mahindra also serves on the following Boards and committees: 1.Asia–Pacific Advisory Board 2. New York. Harvard Business School . Harvard Business School .cultural diversity of the city. Harvard University Asia Centre .Advisory Committee 4. National Council of Applied Economic Research 8. Asia Business Council 5. India's first Prime Minister. A passenger in the past Another legend rode in it Decades rolled out Passing the parade of time Patrolling the borders of the country Soldiered its way A legend set out . 70 0. Rear Drum Both Side NO ACTIVE AND PASSIVE SAFETY Airbag: NO .60 mtrs.00 8.80 kmpl. 2 years COMFORT AND CONVENIENCE AC AC: Power Windows: Central Locking: Remote Boot: Remote Fuel Filler: Rear Wiper: Rear Defogger: Rear Armrest: Streeing Adjustment (Rake/Reach): Driver Seat Adjustment: Music System: Leather Seats: Door Mirror: Tinted Glass: Rear AC Vent: Folding Rear Seats: Sun Roof: Buttons/Controls on Steering: Auto Viper: Auto Headlamp: without Climate Control Remote With Cup Holder / Manual MP3 CD Player Warranty: ENGINE SPECIFICATIONS Displacement: 0 Engine Type: Electric Maximum Power: 0 Maximum Torque: 0 DIMENSIONS Length: 4495 mm Width: 1817 mm Height: 1975 mm OTHER SPECIFICATIONS Seating Capacity: 8 Tyre Size: 235/70 R16 Turning Circle: 5.Mahindra Scorpio • Mahindra Scorpio Hybrid VEHICLE SUMMARY Name: Model: Car Body Type: Segment: Top Speed: 0 to 60: 0 to 100: Fuel Consumption: City Scorpio Hybrid UV C+ Segment 150 5. Steering: Power Brakes: Front Disk. 00 kgs.Gears: Kerb Weight: Fuel Tank: Body Color Bumpers: Tachometer: Alloys: ORVM Indicator: Xenon Headlamps: Trip Meter: Headlamp Washer: 5 Manual 2510.00 Parking Sensors: Fog Lamp: Traction Control: EBD: NO NO NO 3 NO NO 3 NO ABS: ESP: Rear Seat Belts: Mahindra Scorpio Hybrid . 60. . Mahindra has announced that the hybrid Scorpio will be launched commercially in the Indian market over the next two years. These modes are: Motor assist mode Generator mode . Company has also indicated that the hybrid Scorpio would not be much mroe expensive that the regular Scorpio. it has been one of the major success stories in India. not a petrol eletric one as is generally the case abroad.Mahindra Scorpio's design has been an eye-catcher among SUVs and has bagged many an award for its styling. The hybrid Scorpio is also interesting in that it will be a diesel-electric hybrid. Designed completely in-house by Mahindra. It will meld common rail diesel technology with an electric motor. The Mahindra Scorpio Hybrid will be very much similar in looks with the normal Scorpio that has been running on the roads till now. The vehicle will be using a diesel and electric hybrid and will run in four different modes. as well as the upright stance and the third row is also cramped and tall passengers are also .almost 16 kilometers per liter. which makes it o easy to drive in town. The suspension is very supple and in city traffic or at low speeds.Regenerative braking mode Idle charging mode. the suspension copes pretty well. 8. The Scorpio's chassis is extremely rigid and stiff and you don't get any rattles.4 Ah NiMH battery Quick cold start with e-motor assist In the Mahindra Scorpio Hybrid motor assist mode the vehicle is powered by both the motor that runs on electricity and the combustion engine. When the vehicle runs on the Mahindra Scorpio Hybrid generator mode the power is derived from the combustion engine and the batteries get charged. Scorpio's interiors look quite modern with a nicely rounded and organic-looking dashboard with large buttons and knobs. the soft suspension working noiselessly to filter out the bumps. especially at the rear where it looks relatively boxy. it glides over the road. at least when driven at low speeds. The front seats are pretty comfortable and offer the best lower back support. The steering and other controls are pretty light. second generation diesel common rail engine with 85 kW and 270 Nm ratings 6-speed automatic transmission 30 kW (peak) motor with max torque of 270 Nm (peak) and a max speed 8500 rpm 288V.2 Liter. Even on rough or bad road. Main Features of Scorpio Hybrid are: 2. I-4. The hybrid Scorpio is expected to offer greater fuel efficiency . The integration of the CRDI diesel engine and the electric motor will be completely seamless and transparent. There are certain design weaknesses. When some one uses a hybrid car their expenses are reduced greatly and it is found that they are able to save money and also at the same time get a good performance from their hybrid cars.short on headroom. Mahindra wishes to join the various other companies that are producing hybrid cars in order to curb on the expenses that are met in maintaining a car that runs ordinarily on fuel. Air con vents in between the front seats are effective cooling for rear passengers. Also the small central console controls and buttons are often inaccessible while driving the car. The Mahindra Scorpio Hybrid definitely will register great sales in the market. With the Mahindra Scorpio Hybrid. Mahindra Scorpio Hybrid . which makes it o easy to drive in town. This generates tremendous torque even at low speeds.. the soft suspension working noiselessly to filter out the bumps. . The steering and other controls are pretty light. It develops 120bhp and can reach 60kmph from zero in just 5. • The Scorpio's chassis is extremely rigid and stiff and you don't get any rattles. at least when driven at low speeds. • Mahindra Scorpio's design has been an eye-catcher among SUVs and has bagged many an award for its styling. • Mahindra has been working on the Scorpio almost constantly and has now launched VLX model with m-Hawk engine that makes use of 2nd generation Bosch common rail injection system with solenoid injectors. The suspension is very supple and in city traffic or at low speeds. it glides over the road. The VGT will help to eliminate turbo lag. Scorpio's interiors look quite modern with a nicely rounded and organic-looking dashboard with large buttons and knobs. it has been one of the major success stories in India. m-Hawk features VGT develops 290 Nm of torque in a wide range of 1600-2800rpm. a simple yet cunning device that partially closes to trap the air inside at high pressures. directs this air into passages to optimise engine cooling. Designed completely in-house by Mahindra.• Tech Packed Mahindra. • A decrease in gross weight.7 seconds. the suspension copes pretty well. coupled with a reduction in base engine friction. ensures that parasitic losses of power are seriously lowered and acceleration gets even better. • Turbochargers feed concentrated gusts of wind into a Variable Geometry Turbine. All this is possible because the light weight mHawk engine.. The intercooler. • The 4 cylinder. The sporty bonnet scoop provides a direct passage for air to rush into the mHawk’s top-mounted intercooler. The front seats are pretty comfortable and offer the best lower back support. Even on rough or bad road. in turn. with its all-aluminium cylinder heads is tuned for power. ensuring a smooth and enjoyable driving experience. smart alloy wheels and working bonnet scoop but it’s surprising to see that there are no airbags !! • The advanced Intellipark system allows you to keep a look out for anything happening behind you without having to turn your head. . V-series is a clear validation of Mahindra's customer-centric approach to business. • Also the small central console controls and buttons are often inaccessible while driving the car. as well as the upright stance and the third row is also cramped and tall passengers are also short on headroom. Reverse parking sensor. especially at the rear where it looks relatively boxy. • Other than the m-Hawk engine. modern features. Cruise control.• The reduced mass of the m-Hawk will also help in improvement of dynamics. Overall. A sophisticated warning system allows you to judge the location of any obstacle in the rear view mirror. VLX comes with ABS. the m-Hawk engine is built from aluminium alloy and hence it is 60kg lighter than the current 2.6L CRDe engine. Stereo controls on steering wheel. • There is also tyre pressure monitoring system which tells you the exact air pressure and temperature of each tyre. Wiper sensor. The sensors located in each tyre monitor pressure and temperature and any unwanted changes in either will immediately flash on the instrument cluster. reversing ultrasonic sensors in the rear help you judge the distance between the vehicle and anything in its way. Moreover. • There are certain design weaknesses. Headlight sensor. mahindra has refreshed the interiors of the scorpio. this model sounds great with path breaking technology and user-friendly. Air con vents in between the front seats are effective cooling for rear passengers. paramilitary groups and other institutiional groups. was fast witnessing loss of market share. Global players were entering the auto market and aggressively launching products. police. Most of the global players present in India had focused their business strategy in the passenger car segment with the exception of Toyota. Its founders passionately believed that Indians are second to none. Mahindra Context Mahindra. This vision also clarified that M&M would focus on the niche UV market and.army. would not directly participate in the car market. whose entry strategy in the Indian market is through a Multi Utility Vehicle (MUV). with all major global players having a presence there.a vision to continue the domination of the Utility vehicle (UV) market in India. Though Mahindra had a wide . to be a global niche player. Market Reality The Indian automobile industry had undergone a radical change since the opening up of the its economy in 1991. Even the other global majors had realised the intensity of competition in the passenger car segment and were now eyeing the utility vehicle segment. The products they planned to launch in the Indian market were all to be positioned in the urban market. a leader in the UV segment. hence. durability and reliability of its products and services and at the same time play an active role in the development of the nation. A large contribution also came from institutional sales . the Indian automobile market was probably one of the most open and competitive automobile markets in the world. The Mahindra share of business was largely from the semi urban and rural markets of India. By 1997. The current management held this dream and vision as an integral part of their existence and that led them to set themselves a challenging goal of retaining their domestic market leadership with over 50 per cent market share of the Indian utility vehicle segment and create their name in the global market.SCORPIO STRATERGIC MARKETING The Scorpio story started in 1997 with a vision . They had a dream: to make M&M known worldwide for the quality. making it a highly competitive market. the brand was not seen as modern or technologically advanced. The negative parameters were . The Mahindra Image was a big barrier as well. VFM.uncomfortable. It needs innovation and out-of-the-box thinking. To find ways of side stepping the MNC competition for it did not have the deep pockets that global majors did. fuddy-duddy.M&M needed to work to its strengths and competencies. Strategic Approach With the above reality as a backdrop. rural imagery. The implication was that the project cost had to be optimised to a fraction of what world majors would spend. The other direction was to develop a product which would provide great value and hence would be very affordable. rough. reliable. M&M defined a two pronged strategy for the Automotive Sector: * Continue to dominate the rural and semi-urban market with a range of products catering to the needs for low cost mass transportation needs. not easy-to-drive. operating economics packaged with modern style and robust design. The approach taken was to focus on and to prioritise what the customer values the most and to excel at it. what it was lacking was products that catered to the modern urban consumer needs. the basic psyche of the Indian buyer had not changed. He still was looking for Value for Money. . The markets where Mahindra was strong were stagnating.product portfolio. The urban markets where it did not have a product to offer were seeing all the growth and action. down market. M&M embarked on Project Scorpio. * Develop a strong presence in the fast growing urban markets with a range of value for money products. tough. in terms of low unit cost. etc. Consumer Context The unique thing was that while these changes had led to creating a market of highly demanding customers. economical vehicles.A world class product which is also affordable is no mean task. Though it had positives as rugged.To compete against the global players and also to meet its goal of developing a strong presence in the urban market. young. yet Indian. These teams had cross-functional strengths that cover every aspect of product development. the IDAM team consisted of cross-functional teams. from ‘Design & Development. is a product development process.an excellent value proposition To optimise project costs New Product Development -to create a world class. co-located.The broad objectives of the Project Scorpio were: * * * To create a new segment and retain market domination To differentiate offering (vis-a vis MNCs). co-located in the IDAM Centre in Mumbai. product M&M developed a new product to meet the above objectives and to create a world class product. Unlike the traditional department structure. Testing & Validation and Manufacturing’ to ‘Vendor Development and Marketing. It encompasses the entire value chain starting and ending with the customer. trouble-free product to the customer. Key achievements of the product development process were as follows: * * * * * * * A unique process called IDAM Best in the world tie-ups but in-house execution Customer focus from thought to finish A cross-functional. lean team Lowest Project Costs Intensive Testing All new Manufacturing Set up a New Product Development Process called IDAM Integrated Design and Manufacturing (IDAM). which was adopted by M&M to streamline the delivery of a world class. zero-defect.’ . This outside-in approach ensures that the product is designed around the customer and not vice versa. The end result was a fully indigenous product with international quality at affordable price. Korean company Wooshin for body shop. USA for Seats and interiors. M&M facilitated the development of these aggregates and played the role of an integrator. This synchronicity in commitment aided implementation and guaranteed success. Fuji.Global Alliances for best of the world inputs M&M tied up with the best in the world in their respective areas of the global auto industry. Durr Germany for the paint shop. vendors dealers bought into it whole heartedly. Germany for AC. USA for the tester line for final assembly.from thought to finish The first step was to trap customer requirements and map the market potential of the various vehicle categories. As a result. Samlip. USA for exteriors. The most heartening of it all was the fact that not only was M&M a staunch follower of the IDAM concept but even logistic support companies. Japan for the Dies. key buying factors were evolved through the Quality Function Deployment process (QFD). Fori Automation. Lear. The vendors set up facilities in and around the factory. • • • • • • • • • • Fukui. Customer Focus. Visteon. Japan for the Press shop. Mahindra didn’t compromise on international quality and at the same time ensured that the product was fully Indian. For this purpose. M&M tied up with Renault for petrol engines. These customer . Korea for suspension and BEHR. the in-house team visited the market and met customers from various segments. was put through the NOVA-C (New Overall Vehicle Audit-Customer) system to measure the overall quality of the production process itself. new platform project would have costed 500 million dollars. At every stage. they were tested and retested. This low cost was achieved by a series of innovative decisions. . Intensive Testing Seventy four! That was the number of vehicles built only for testing. customer inputs were taken from first design to finished product. A young lean team Project Scorpio had just 120 people. A typical ground up.requirements were then converted into product specifications and were taken to the design phase. Then using the Simultaneous Testing & Examination Process (STEP). The IDAM team for Scorpio was divided into 19 cross-functional design teams with people from design & development. Thus. testing & validation. manufacturing and supplier development. Low Project Cost A project cost of 120 million US Dollars may seem like a lot. round the clock to develop a product unsurpassable in its design and manufacturing. These people worked in tandem. Then the vehicle itself. the Scorpio was put through some of the most grueling tests. But it’s only a fifth of what a world major would have spent on a similar-sized project. To check every component till only the best combination of form and function was left. as a whole. marketing. also on an automated line. This fully conveyarised system with minimum handling and effort combined with continuous improvement training for the workers ensures a quality product at the end of the line. Infrastructure-wise. A fully automated press shop set-up with help from Fukui of Japan with Dies imported from Fuji. 2. The programmed logistics and flexible manufacturing system can accommodate a large number of variants in the product mix. The final assembly and testing is done on the TCF line. 3.000 units on a 2 shift basis was set up in Nasik with an investment of USD 120 million. Japan to ensure quality output delivery. three new. The jig and fixtures in the body shop were developed with Wooshin of Korea. Marketing Strategy: To create a market category The Marketing Objectives set for Scorpio PROJECT SCORPIO A tale of category creation First year of launch * * Scorpio to capture 22 per cent of the premium hard top market in 9 months Sell 12000 Scorpios in 9 months . A state-of-the-art Trim Chassis Final (TCF) line with a world class tester line. state-of-the-art lines had been set-up for Scorpio: 1.Manufacturing Set Up A world class manufacturing facility spread over 120 acres with a capacity of producing 40. The paint shop was set-up in collaboration with Durr of Germany. equipped with CMM to ensure a high quality final output with excellent fit and finish. built in collaboration with Fori Automation USA for vigorous testing from the wheel alignment to squeak and rattle test. The UV market in urban markets was even smaller a percentage. non-luxurious vehicles to luxurious vehicles. Qualis was taking market away from midsize cars.000 units in 18 months Mahindra to emerge as a true urban player Market Context The soft tops sales. With these facts in place the whole of automobile market was studied in details. Scorpio needed to look beyond UVs in terms of competitive framework to decide on a marketing strategy. Hard top vehicles like Sumo and Qualis were garnering market share. which have been the leaders in terms of volumes and grew at the rate of 55.In the arena of cars.2 percent . UVs as a percentage of the overall passenger car market was just 16 per cent in 2001. primarily the cars which operated in the same price bracket.* Mahindra unaided brand recall score to increase by 22 pts (defined in terms of Brand Track study scores) * Scorpio brand recall score to achieve 50 points Within three years of launch * * * Scorpio to capture 45 per cent of the premium hard top market Scorpio to sell 24. The trend was that the UVs operating in the urban market were eating into the car share. However. The competition was getting tougher with international UVs entering the market. Competitive Context The conventional UV market was too small in size. were stagnating.1 percent in year 2001 over year 2000. And also operating in the urban market meant competing with cars. to add to the category’s woes. it declined at the rate of 3. This simply meant that for attaining the volumes.2 percent in the year 1999. which were Mahindra’s strength.The market was moving from traditional multi utility. Asegment cars. were having a reduced growth rate of 34. The urban market was showing more potential for vehicle sales and UVs were gaining higher acceptability in urban cities. M&M had launched Bolero in 2000 to cater to this newly emerging segment. of the advertising agency Interface Communications. C segment cars were also growing at a healthy rate of 14. All of them. Apart from appealing to a typically UV buyer. including UVs. It was found that the fastest growing segment (growing at the rate of 42. are with a proposition of luxury and comfort. super premium cars termed as segment D and E cars. were not growing at such healthy rates and did not offer volume in terms of number of cars sold. 6-8 Lakhs.e. Consumer segments of B and C category car buyers were analyzed in terms of their expectations from a car. And the luxurious car segment i.prospective car buyers belonging to 5 lakh and 5 lakh+ segment.Analysis showed that the volumes in the automobile industry were coming from B and C segment cars. the next task undertaken was that of analyzing the consumer. it was also necessary to appeal to a wider target audience . like Mind & Mood. The findings were: * * Size matters. Five to Seven lakh price bracket had grown in F’00 at 36 per cent and in F’01 at 22 per cent.9 per cent) in year 2001 was semi luxurious cars or B segment cars. Proprietary techniques of research. This meant that the mid size car market was the competitive arena for Scorpio for it to attain the volume growth and market share it was looking for.2 percent in that year. with no differentiation. However. ICON and VIP were used to understand this consumer.It was imperative for Scorpio to look beyond UVs.big size stands for status Consumers seek latest technology . and small luxury car segment (B class) which was up to Five lakh segment was also showing a healthy growth. their perceptions about cars and their relationship. Therefore. Implication: With this analysis it came out clearly that the positioning of Scorpio has to be such that it should communicate that the vehicle is better than any of these cars and is a better buy in terms of money. It was decided that the offer had to appeal to segment C buyer and should be aspirational for segment B buyers. The table below summarises the analysis:Interpretations: All the vehicle are feature packed within a price range of Rs.in the year 2001. The midsize car market (C class) which was in the Rs. an analysis of the offers of all the segment C cars and the relevant UVs was done. Consumer Context Having defined the competitive framework. luxury and comfort. Rational benefits: World class vehicle. easy-for-city driving and should have imagery comparable to international brands. excitement and powerRelational benefits: Young . car like comfort. luxury was a very important parameter International vehicles define imageryÞ SUVs like Pajero.* * * * * Imagery but at affordable prices The sheer thrill and passion of driving an SUV Power of the vehicle makes a statement But along with the others. the Scorpio needed to be seen as a car that offers much more. Dynamic Looks. Therefore. Land Cruiser and Prado are seen as urban vehicles for the rich and famousÞ Consumers aspire to own these vehicles as the imagery of these vehicles has become very desirable The Key Consumer Insight that emerged from all the consumer analysis and which was used for strategy development was “Consumers want to consume premium imagery at prices affordable to them” Strategic Branding Approach Identifying the need gap and occupying it There existed a gap that wasn’t tapped. fuel efficiency.UVs needed to be seen as comfortable. To appeal to a car buyer. as a strategy it was decided that Scorpio would not take the traditional UV imagery of tough. To make SUVs a mass concept in India . There was no SUV in the country that the masses could buy. the value proposition of Scorpio was defined as Car plus. A Scorpio had to be seen as providing car-like driving pleasure and at the same time providing the edge over cars in space. In short.Superior technology. Car-like product and great value for the price Value Proposition for Scorpio to capture the identified need -gap. power. style. good looks. A 4x4 approach would be a very niche category and would not generate numbers. off-roading and 4x4. great valueEmotional benefits: Ownership experience of thrill. to provide status of a Pajero (international SUV) at the price of midsize car The Scorpio product package offered . Brand Endorsement Strategy The relation between Scorpio and the mother brand Mahindra was also deliberated upon. Baseline . The name that emerged as most popular. Also the distribution would be through Mahindra dealerships. Yet Mahindra had to provide source reassurance. city companion / extension of lifestyle. . premium. It also summarises the spirit behind the making of the Scorpio. The strategy chosen for Brand Endorsement was . These brand names were researched massively first by qualitative techniques and then by quantitative techniques. Hence it became a shadow endorser. which will help the brand have a distinct image in the consumers’ mind. Brand Strategy .modern. Thrill of an SUV’This brand positioning addresses the key consumer Insight and the product delivers the promise. The position is also a unique proposition. one which does not shout “Mahindra. which is superiority and uncompromising attitude. New names were generated. and which was also the most liked name internally at Mahindra was SCORPIO.Brand Promise: ‘Luxury of a car.Parent brand relationshipdefining A study of international brand names was done and a classification of brand names of midsize cars and SUVs was done into groups.“Nothing Else Will do” The baseline captures the essence of the brand.”The Mahindra brand image was not modern and young. International brand naming trends and strategies were analysed.Scorpio from Mahindra shadow endorsement. Hence Mahindra as a Masterbrand could not contribute towards enhancing the Value Proposition. There was a need to create a strong distinct modern brand. the people behind the Scorpio. Hence the product was to be the hero in all communicationsThe tone and manner was to help associate the brand with the modern and urban lifestyle. up-market association for the brand. the obsession. Media Strategy Role of Media * * * * * Dramatic and high impact launch High visibility Push brand image even by the media vehicle Building impact through multiple-media PR. It got four cover stories Mass Media ‘While the media targets would be achieved through the right selection of the media mix.Advertising and Promotions Strategy The creative strategy was to drive home the ‘Car Plus’ positioning forward. The coverage of the launch was massive. the Scorpio media posture was to ensure that Scorpio was present on the decided media but ‘with a difference. Direct Marketing. Media coverage on the IDAM process. And a need to establish car plus story. Events Public Relations Pre-launch excitement and buzz was created by a full blown PR program. the world class technology. PR was also the first tool used for launching the Scorpio. The TVCs as well as the press still-shots were shot in Australia to provide an international city feel.’ Scorpio would use media innovations to create differentiation on the traditional media and do things in a ‘bigger and better’ manner. . premium. This brought in the international. etc set the tone for the hyped up launch. There was a need to leverage on product strengths. Mass Media. Distribution Strategy . the distribution channel had to focus on providing an appealing experience for modern car buyers and on offering international standards of auto retail. Dealerships were revamped prior to launch in a particular city.Serve less markets at a time but serve them well Since the Scorpio was targetted at an urban clientele it needed a stronger ditribution presence in Metros and urban areas. Ford Ikon. Opel Corsa. A series of CRM activities were implemented with regular direct communication.first in Metros Mumbai. Bangalore. Tata Safari and the Tata Sumo on the other. Scorpio adopted the penetrative pricing strategy positioned in the psychological price barrier of Rs. Maruti Suzuki Esteem on the one side and UVs like Toyota Qualis. to monitor customer experiences and generate referrals. Rewards Program. Delhi. events and customer research. Twenty cities were included over a period of 4 months and within a year 50 cities were covered. This ensured attention to main markets and to ensure that initial production of the vehicle could match demand. Phased Launch The Scorpio was launched in a phased manner .Customer Relationship Management (CRM) CRM as a tool was used to create positive word-of-mouth. Chennai. satisfaction surveys. etc. Pricing Strategy: to be a premium brand yet having universal appeal Scorpio was to compete with the midsize cars like Hyundai Accent. The CRM plan included a welcome Pack on filling up Scorpio Club (Top Gear) form. Events. Hence. Therefore the back office would remain . Festive offers. 5 -7 Lakhs. Showroom Experience The showroom revamp was centred around the intention to provide a uniform customer experience at all the touch points and to provide the customer with a unique “experience” and not just a “product”. solidly built with good cargo capacity amongst the premium car consumers and sports utility vehicle consumers. The theme focussed on giving the customer a memorable experience.outside the customer’s line of vision because the customer would be concerned with the product and not with the paperwork.The strategy delivered Volumes and Market Shares: Scorpio achieved its targets on market share and achieved a volume of 12000 vehicles in the first 9 months of its launch. advertising actually positioned Scorpio as a powerful vehicle with a sporty look. Infrastructure Thirty-five showrooms across the country were redone entirely with the same look and identity and a décor built around movement. Footfalls in the showrooms had been massive and demand had far exceeded supply of vehicles with a waiting period of three months. Apart from this. Response . More importantly the product and the strategy delivered in terms of the various objectives set before launch. Overall response to the Scorpio was stupendous. Impact on Mahindra Image: The saliency of Mahindra increased considerably. technology and sportiness.Image: Scorpio advertising had a very high recall for the Mahindra brand (Exhibit 3) as well as for the product (Exhibit 4). Mahindra enjoyed stronger recall as a manufacturer of personal vehicles and stronger customer perceptions on the following attributes – * * * * Well-respected manufacturers Technologically advanced Suitable for city driving Great to drive . The product was well received across the country and got rave reviews across media. With the launch of Scorpio.* * * Makes VFM vehicles Proud to own Makes good quality vehicles Scorpio Brand Recall In the SUV/MUV segment. 100. At that time Mahindra was losing market share and the share prices were also at an all time low at around Rs. Scorpio advertising had been able to create a good impression on appearance and styling of the vehicle. The product communication and the retail experience of the Scorpio passed the stringent test of luxury car buyers and the buyer profile was exactly as per the target profile. 2002. The Mahindra share of business was largely from the semi-urban and rural market of India and the markets where Mahindra was strong were stagnating. Scorpio buyer profile Scorpio managed to pull out customers from the C segment of vehicles. things started looking up for Mahindra. Scorpio has the second-largest awareness and has emerged as a strong brand in the C & sub-C car segment. however as compared to Qualis. M&M has more than 39 per cent of market share in hard tops. Awards The Scorpio was awarded various awards from various bodiesMahindra achieved the objectives it set out to achieve. sold 11800 Scorpio in first nine months of operation and due to this campaign. Scorpio Impact on M&M Scorpio was launched on June 19. Mahindra image improved. it needed higher recall. The strategy delivered with more and more small and midsize car buyers choosing the Scorpio over the others. There was an improvement in the . 1827 Cr. Italy. South Africa.As regards Mahindra image in the customers mind.bottom line as well as the return to the shareholder. in 2002 to Rs. Indonesia. . it is stretching its activities in foreign markets. Future Directions .e. 2511 Cr. * Mahindra Scorpio has fared excellently in overall opinion as against its key competitors.IMRB): * The overall positive opinion about Mahindra also moved up by 18 per cent among MUV/ SUV owners and by 11 per cent among all car owners.World class product goes global Having done well in the domestic market. a growth of 37 per cent. the post launch study conducted gave the following improvements (Brand track Study . Russia.Nov 2002 . Mahindra and Mahindra is now moving forward on its path to become a global niche player. . Equador for marketing of Scorpio. in 2003. The company is in the process of negotiating joint ventures in markets like Spain. i. The revenue for M&M Auto Sector increased from Rs. it is essential to understand what he wants first. And a car that was in sync with your requirements. And only after integrating every desired feature into the interior did we start with the exterior. From the inside out. what they did inside. A car that was truly world class. observing their interaction with cars. We started with the customer. what they looked for. . across the country. Every single learning was incorporated on a wooden buck (a mock car interior with instrument panel. And then we started building the Xylo. The result was a car that was fluent in form and function. This is the first time in India where the passenger compartment was designed well before the exteriors of the car. We watched how they entered vehicles. steering wheel and seats). This has been the basic principle behind the Xylo.Mahindra Xylo THE WAY FORWARD To build a car that has everything the customer wants. To this end we spent time with car users. We noted down complaints and identified need gaps. This was then tested with car customers for further feedback. Mahindra Xylo E2 AVAILABLE MODELS . 612.000 * Mumbai. Steering: Power Brakes: Front Disk. Rear Drum COMFORT AND CONVENIENCE AC AC: Power Windows: Central Locking: Remote Boot: Remote Fuel Filler: Rear Wiper: Rear Defogger: Rear Armrest: Streeing Adjustment (Rake/Reach): Driver Seat Adjustment: Music System: Leather Seats: Door Mirror: Tinted Glass: Rear AC Vent: Folding Rear Seats: Sun Roof: Buttons/Controls on Steering: Auto Viper: Auto Headlamp: without Climate Control Manual NO NO NO NO / Manual Optional NO Both Side Manual NO NO NO NO NO NO ACTIVE AND PASSIVE SAFETY Airbag: NO Parking Sensors: NO Fog Lamp: NO Traction Control: NO . CRDe. M-Eagle Engine Type: Diesel Maximum Power: 112 Bhp @ 3800 rpm Maximum Torque: 240 Nm @ 1800 rpm DIMENSIONS Length: 4520 mm Width: 1850 mm Height: 1895 mm OTHER SPECIFICATIONS Seating Capacity: 8 Tyre Size: 215/75 R15 Independent Coil Springs.Mahindra Xylo Price:Rs. May vary.Xylo E2 • • • • • • Xylo E4 Xylo E6 Xylo E8 Xylo Automatic Xylo 4WD Xylo E8 ABS VEHICLE SUMMARY Name: Xylo Model: E2 Car Body Type: UV Segment: C+ Segment OUR RATINGS Appearance: Comfort: Features: Performance: Value for money: ENGINE SPECIFICATIONS Displacement: 2498cc. Multi Suspension: Link Coil Springs Turning Circle: 5.40 mtrs. 55.Gears: Ground Clearance: Kerb Weight: Fuel Tank: Body Color Bumpers: Tachometer: Alloys: ORVM Indicator: Xenon Headlamps: Trip Meter: 5 Manual 186.00 YES NO NO NO 2 EBD: ABS: ESP: Rear Seat Belts: NO NO NO 3 Exterior .00 kgs.00 mm 1830. Interior . The tops models comes body colored bumper & integrated fog lamps. Design Xylo's aggressive radiator grille . Close attention to the finer details is what makes the XYLO a winner.Scorpio & Bolero. The exteriors of are well complemented by roomy interiors. it had been officially named as 'Xylo' . Mahindra is also offering dual shade paint option for the high end models. Mahindra has tried its best to improve the overall build quality. fit & finish of its products with the launch of Xylo.The Xylo. The features further enhancing the imposing stance of the vehicle are its twincolored outside rear view mirrors and wrap-around taillights.OVERVIEW Mahindra has finally come up with its first true MUV . The rear looks very proportionate and smart with trendy wrap-around tail lamp cluster. which get a number of storage spaces tactfully located within the cabin. When viewed from side it looks ordinary like other Multi Utility Vehicles.this new platform project costed Rs. The car’s doors are fitted with puddle lamps. The sloping bonnet adorn the muscular front end of Xylo. Xylo has been priced very competitively as compared to the Chevrolet Tavera & Toyota Innova. giving passengers visibility while alighting from the car at night.with chrome slats looks very cool and familiar like Scorpio and Bolero with chrome centre. 550 crore for the utility vehicles market leader. Code-named Ingenio. Though the quality of Innova is still much better than the Xylo but Xylo's finish is the best in comparison to other Mahindra products . . When a burst of power is needed. the top mounted intercooler delivers. It generates maximum power of 112 Bhp at 3800 rpm with maximum torque of 240 Nm at 1800-3000 rpm. On a long drive.Engine Xylo is powered by the same engine used in recently launched Bolero Storm CRDe but it has been fine tuned further to give more power and has been named M-Eagle CRDe. hydraulic lash adjustor technology and auto tensioner ensure minimum service frequency and a pleasurable drive. The engine is meshed with a five-speed manual gearbox and has been built on the Scorpio NEF CRDe engine family with relevant technological advancements. Theatre style seating ensures that none of the passengers feel left out of the conversation. This translates into surprising legroom. Interiors Completely created from the inside out. individual reading lamps for each passenger and conveniently placed laptop and mobile charging points. giving passengers enough time to settle inside the car. Xylo is also the only car to offer flatbed front seats. Dual pilot injection increases the XYLO’s drivability scores. both in the second and third row. just like in the business class of a world-class airline. you can zip down the straights with the long wheelbase and multilink suspension keeping the XYLO composed and rock steady. Independent AC vents ensure that the Surround Cool Dual AC cools all corners of this spacious car with individual controls for each passenger. giving passengers visibility while alighting from the car at night. The doors are fitted with puddle lamps. while advanced engine damping. Cabin lights shut gradually after a few minutes. Additional unique features include foldable flight trays behind the front seats. even if they are seated in the back row. The vehicle also tackles sharp bends effortlessly and skirts bumps with ease. the Xylo keeps all the needs and wants of the would-be passenger in mind. A wide arm rest in the front row . The DDAS will even tell you how long your fuel will last and share information on your average speed and the instant mileage clocked by you. An alphanumeric display in the centre panel. inside and outside temperature and relative humidity. Lumbar support can also be adjusted to three positions while the unique tiltable steering wheel gives you the perfect driving position. Press a button and you are informed of your gear position and speed. The system is easy to read and provides useful data at a quick glance. One of the most revolutionary features of the Xylo is the tech-savvy Digital Drive Assist System (DDAS). SD cards and USB devices.provides the driver and co-passenger with comfort. The 2 Din Entertainment System is also feature packed. time. An illuminated keyhole ring allows you to conveniently locate the keyhole even in pitch dark conditions. while an integrated foot rest allows easy entry and exit. magazines. etc. It enables playback from MP3s and CDs. The driver’s seat is ergonomically designed with height adjustment control to maximise comfort on long drives. Standard information available includes date. The Intellipark Reverse Assist has a visual prompt in the rear view mirror which shows you the distance between the rear bumper and any object behind your car. All of which ensures that you derive optimum mileage from your Mahindra Xylo. the DDAS has features such as an onboard computer to calculate mileage and distance permissible. The DDAS also has an inbuilt warning system which will prompt you to put on your seat belts in case you forget or if you attempt to drive with the handbrake engaged. . giving you a superlative acoustic experience on the road. Utility spaces abound in the Mahindra Xylo with a well defined Centre Console housing space for CDs. It also lets you know exactly which direction your Mahindra Xylo is headed in. for instance. Lucky lilac. Java brown. Power Windows. The price of new variant is Rs.Black with Silver & Mint green with Rocky Biege.00 Mahindra Xylo is available in eight attractive colours .00 E8 ABS .732000.670000.00 E6 .00 E8 . Power Steering. Rocky beige and Mist silver.624000. The base model E2 comes with single AC.00 E4 .E2.Fiery black. It is also available is dual tone shades . Shades & Price It is available in four variants . 18000. Mint green. 778000.Variants.the Xylo E8 ABS. It comes with ABS in addition to the features available in E8 variant.788000.00 .00 more the E8 variant which comes to Rs. Toreador red.770000. E4. Gold shimmer. E6 & E8. Price of Mahindra Xylo: • • • • • E2 . The top model E8 comes fully loaded with following features: • • • • • • • • • • • • Surround cool dual AC's with Roof mounted vents Body coloured bumpers Electrically adjustable rear view mirrors Front & Rear Fog Lamps Alloy Wheels Body Coloured Side Cladding Digital Drive Assist System (DDAS) Mobile charging points Foldable flight trays Intellipark reverse assist System Power window express up/down (driver side) with anti-pinch Double DIN Music system Mahindra has recently introduced a new variant of Xylo . Safety Mahindra Xylo is fully packed with safety features, offering a high-level of protection to its occupants. Apart from the standard safety features like seatbelts and tilt steering column, the car has been equipped with special crumple zones as well. The recently added ABS option has made xylo more competitive n safe in comparison to the Innova. The vehicle’s engine immobilizer is designed to prevent theft. When an inappropriate key is used to start the car, the immobilizer cuts off the fuel supply to the engine. This way, it protects the car from an unauthorized entry. Overall Xylo is a feature rich & reasonably priced MUV which will sure set the sales charts on fire. Now we have to see how Tata reacts to this and comes with a better deal with its upcoming Indicruz Xover. Mahindra Renault Logan Price :Rs. 472000.00 * AVAILABLE MODELS Collection Logan 1.4 GL • • • • • • • • • Collection Logan 1.4 GLE Collection Logan 1.4 GLX Collection Logan 1.6 GLS Collection Logan 1.5 DLE Collection Logan 1.5 DLX Collection Logan 1.5 DLS Collection Logan 1.6 GLX Collection Logan 1.6 GLSx Collection Logan 1.5 DLSx VEHICLE SUMMARY Name: Collection Logan Model: 1.4 GL Car Body Type: Sedan Segment: C Segment VERDICT Very spacious Car seat three on rear seat very comfortably FOR Has refined Renault engine Solid built quality Great ride and handling Boxy looks AGAINST Lacks proper ergonomics OUR RATINGS Appearance: Comfort: Features: Performance: Value for money: ENGINE SPECIFICATIONS COMFORT AND CONVENIENCE AC AC: without Climate Control Power Windows: Central Locking: Remote Boot: Remote Fuel Filler: Rear Wiper: Rear Defogger: Rear Armrest: Streeing Adjustment / (Rake/Reach): Driver Seat Adjustment: Manual Music System: No Leather Seats: Door Mirror: Both Side Remote Displacement: 1390 cc, 4 cyl, 8 Valve Engine Type: Petrol Maximum Power: 75 Bhp @ 5500 rpm Maximum 110 Nm @ 3000 rpm Torque: DIMENSIONS Length: 4247 mm Width: 1740 mm Height: 1534 mm OTHER SPECIFICATIONS Turning Circle: 5.25 mtrs. Boot Space: 510.00 ltrs. Steering: No Power Steering Brakes: Front Disk, Rear Drum Gears: 5 Manual Ground 172.00 mm Clearance: Kerb Weight: 1080.00 kgs. Fuel Tank: 50.00 Body Color Bumpers: Tachometer: Alloys: X ORVM Indicator: X Xenon X Headlamps: Headlamp X Washer: Tinted Glass: X Rear AC Vent: X Folding Rear Seats: X Sun Roof: X Buttons/Controls X on Steering: Auto Viper: X Auto Headlamp: X ACTIVE AND PASSIVE SAFETY Airbag: X Parking Sensors: X Fog Lamp: X Traction Control: X EBD: X ABS: X ESP: X Feature Rich & Affordable Sedan Colors Dashboard Exterior Interior . Mahindra Renault Logan is first car from Mahindra and Renault in India. power windows. Fit and finish of the car is very good and it is the widest car in its segment. Mahindra Renault claims 26 kpl on the highway and around 16kpl in city. The body structure is extremely stiff for good ride and handling and the use of a current platform also means crash survivability is of the highest order. The power train felt indestructible too in a way traditional engines did. Logan offers airbag for driver as a standard fitment in top models and with honeycomb dashboard it protects you in case of front impact and cross member at the rear protects you in case of rear impact. square-shaped dashboard is functional at best. The gear ratios are suited for commuting and getting in and out of the car is easy and seats are good for three-hour stints. but the seats are a touch flat.7 seconds for 100 kph. The glove box isn't as big as it looks but there's a very useful cubbyhole above it in place of the front passenger airbag. It's wider than a Toyota Corolla and headroom is massive as well. All three rear passengers also get headrests. It has single-piece. The engine is good for economy and the gearbox for ratios but in terms of refinement and power delivery the power train does not excel. The Logan is contemporary when it comes to crashworthiness. The diesel variant takes around 6. It is powered by common-rail diesel engine which displaces 1461cc to develop 65 bhp at 4000 rpm and 16 kgm of torque at 2000 rpm. to prove the point that three are comfortable at the back but it's good from a standpoint of safety as well. The switchgear and circular air-con vents feel quite solid and operate well but the quality of plastics is not up to the mark. The front seats are wide and seat travel is good. remote central locking and remote fuel lid opener. but needs to be whipped to get moving at appreciable velocities. it slots into gear easily and it is almost impossible to miss a shift. The top models of Logan come with all the bells and whistles like power steering.7 seconds for a 60 kph and 18. The action is light. And the company has offered driver-side airbags as standard fitment for the top-end models. But the absence of an internal boot release is extremely impractical and annoying too. The Logan cruises well. The fivespeed gearbox fitted contributes to driving pleasure a fair bit. . Sahara Beige. adorned with stylish body graphics that add a touch of refinement. The Logan Edge is also equipped with 'intelligent features' such as reverse parking sensors and a sensitive and safe anti-lock braking system with electronic brake distribution system (ABS & EBD). Mist Silver. styling and features. . New Features in Logan Edge: 1) 2) 3) 4) 5) 6) 7) ABS (Antilock Braking System) + EBD (Electronic Brake Force Distribution). a special edition version of its mid-size sedan Logan priced between 5 Lakh to 7. Fiery Black. it is far behind than its rivals like Ford Fiesta and Hyundai Verna. which taper away from the driver. It is available in six colors. It also features beige leather seat covers. Special Edition Mystique Purple Color and Racy Body Graphics. a wood-finish centre console and a high-end Kenwood music system with remote control and USB / iPod connectivity. Wood finish central Console with Beige Leather Upholstery. making the vehicle a delight to watch on the roads. Update: Mahindra Renault has recently launched the Logan Edge.15 Lakh rupees.The ergonomics too seem to have been compromised. Rear Centre Arm Rest. The new Logan Edge is available in Mystique Purple. are not within easy line of sight. Parking Sensors. namely Toreador Red. Turf Green and Diamond White. Overall it is a good car which is technically sound and has a solid built quality but when it comes to design. a sophisticated shade. The car sports a lot of new features along with a special Mystique Purple shade and comes in both petrol and diesel variants. New Chrome Muffler Cutter. The side mirrors are too small and the left-side one is partially obstructed by the A-pillar cladding. Kenvood Music system with USB input and iPOD compatibility. The lowplaced switches on the centre console. 00 kmpl. Streeing Adjustment (Rake/Reach): Driver Seat Adjustment: Music System: Leather Seats: Door Mirror: Tinted Glass: Rear AC Vent: Folding Rear Seats: Sun Roof: Buttons/Controls on Steering: Auto Viper: Auto Headlamp: ACTIVE AND PASSIVE SAFETY Airbag: NO Parking Sensors: NO Fog Lamp: Traction Control: NO EBD: NO ABS: NO ESP: NO .00 mm Kerb Weight: 1615. City ENGINE SPECIFICATIONS Displacement: 2498cc CRDe Engine Type: Diesel Maximum Power: 97bhp@3800rpm Maximum Torque: 255Nm@1800-2200rpm DIMENSIONS Length: 4260 mm Width: 1815 mm Height: 1810 mm OTHER SPECIFICATIONS Seating Capacity: 5 Tyre Size: 215/75 R 15 IFS Coil Spring.Mahindra Bolero Mahindra Bolero VLX VEHICLE SUMMARY Name: Bolero Model: VLX Car Body Type: UV Segment: C Segment Top Speed: 125 Fuel Consumption: 14. Rigid Leaf Suspension: Springs Steering: Power Brakes: Front Disk.00 kgs.00 Body Color Rear Defogger: Rear Armrest.00 kmpl. Fuel Tank: 60. Rear Drum Gears: 5 Manual Ground Clearance: 200. Highway COMFORT AND CONVENIENCE AC AC: without Climate Control Power Windows: Central Locking: Remote Boot: Remote Fuel Filler: Rear Wiper: Manual NO NO NO NO NO NO Manual MP3 CD Player NO Both Side NO NO NO NO NO NO NO Fuel Consumption: 10. Bumpers: Tachometer: Alloys: ORVM Indicator: Rear Seat Belts: NO NO NO 3 Xenon Headlamps: NO Trip Meter: 2 Headlamp NO Washer: . . As full database was not given scope of the project was restricted to only that data which was available. Time pressure on senior executives which hindered their ability to devote much time for discussion. 2. Another limitation of the study was limited time period due to which detailed study could not be made. 3.LIMITATIONS OF THE STUDY 1. with over 300 engineers in the automotive division. Mahindra & Mahindra rapidly grew from being a maker of army vehicles to a major automobile and tractor manufacturer with a growing global appetite. M&M is the largest manufacturer of MUVs. M&M will make its maiden entry into the heavy trucks segment with Mahindra International. The company's technical prowess is proven by negligible import content in our vehicle and by design and the development of totally. M&M is the third largest tractor company in the . Europe and Latin America.CONCLUSION M&M has strong Research & development set up. the joint venture with International Truck. based in Italy. M&M initiated a process of product enhancement and globalization. M&M made its entry into the passenger car segment with Logan in April 2007 under the Mahindra Renault JV. M&M's products are being exported to the USA. Mahindra USA Inc. Its global subsidiaries include Mahindra Europe Sri. The company is a market leader in the Utility Vehicle segment. Mahindra Farm Equipment Sector has come to be recognized as a powerful symbol of productivity and performance. LCVs and three wheelers. and has three assembly plants in the USA. USA. to focus on developing components and offering engineering services. from upward new contemporary SUV-Scorpio By 2005. due to the stringent emissions and crash standards that vehicles must meet to pass federal standards. However. France. the Mahindra Systems and Automotive Technologies (MSAT). The company has recently started a separate sector.. Asia. Nissan and International Truck and Engine Corporation. no M&M product has yet been certified for use on public roads in the United States. Mahindra South Africa and Mahindra (China) Tractor Co. Russia and several other countries in Africa. M&M's Automotive Sector makes a wide rage of vehicles including MUVs. M&M had become the largest producer of SUVs in India. USA. Ltd. M&M has partnerships with international companies like Renault SA. It made strategic acquisitions of plants in China and the United Kingdom. offering over 20 models including new generation multi-utility vehicles like the Scorpio and the Bolero. for establishing Total Quality Management in all operations. It designs. is the only tractor company in the world to have achieved this honor. manufactures and markets tractors as well as farm implements. . Mahindra & Mahindra progressed as one of the largest manufacturers in the Automobile Sector. where it assembles products for the American market. Mahindra USA. FES received the coveted Deming Application Prize for manufacturing in 2003. Mahindra (China) Tractor Co. manufactures tractors for the growing Chinese market and is a hub for tractor exports to the USA and other western nations. M&M has a 100% subsidiary. It is also the largest manufacturer of tractors in India with sustained market leadership of around 24 years. The Sector has also found significant success in the international market. develops. Ltd.world. M&M Ltd. mahindra.com .google. www.com .com .Bibliography The information has been collected from magazines like:Auto Car Auto India What Car Car World From various sites like www. www.carwale.