Professional Documents
Culture Documents
Report
On
MAHINDRA Scorpio
Submitted To
Ms.Renuka Garg
SUBMITTED BY
SUSHANT PATIL
MARKETING MANAGEMENT
Department Of Business And Industrial Management
Semester 2, Section B.
2009-2011.
ABOUT Mahindra & Mahindra COMPANY
The history of Mahindra & Mahindra during World War II, when two- brothers, Mr.
J.C. Mahindra and Mr.K.C.Mahindra envisioned a much greater role for themselves
in the building and growth of independent India. Mr.J.C.Mahinra was then the adv
isor to the Government of India and was the first Indian to become the Iron & St
eel Controller of India.
Mr. K.C.Mahindra was then the head of the Indian supply mission
to Washington, USA. The Mahindra brothers left their flourishing career to becom
e entrepreneurs gave shape to their vision and created an organization to be str
ong pillar in the building and growth of industrial India. The two brothers and
Mr. Gulam Mohammed went on to become Pakistans first Finance minister in 1947 a
nd later on its Governor General.
Mahindra and Mohammed Ltd.was changed on January 13, 1948 to M&M Ltd. M&M was in
corporated on October 2, 1945 as a Pvt. Ltd. Company under the Indian Companies
Act,1913 and was converted into a Public Ltd company on June,1955.
M&M Ltd is the flagship company of US $ 2.59 billion Mahindra group, which has t
he significant presence in key sector of the Indian economy. A consistently high
performer, M&M is one of the most respected companies in the country.
M&M Ltd initially set up to manufacture general-purpose utility vehicles, Mahind
ra & Mahindra was first known for assembly under licence of the iconic Willys Je
ep in India. The company later branched out into manufacture of light commercial
vehicles and agricultural tractors, rapidly growing from being a manufacturer o
f army vehicles and tractors to an automobile major with a growing global market
. At present, M&M is the leader in the utility vehicle segment in India with its
flagship UV, the Scorpio (known as the Mahindra Goa in Italy).
M&M is India s largest SUV maker.
PRICE
MODEL PRICE (in INR)**
LX 735500
M2DI 691100
SLE 834500
SLX-4WD 972100
VLX BS3 2WD 938700
VLX BS3 2WD-Air Bag 958000
VLX BS3 4WD 1015100
VLX BS3 4WD-Air Bag 1034400
*Note: Any other levies or taxes if applicable are extra.
For exact prices, please contact our dealerships.
Prices are applicable within the specified city limits only.
All prices are subject to change, and Mahindra Scorpio reserves the right to mod
ify the prices at its discretion at any point in time.
PLACE
Mahindra & Mahindra has emerged as a well-known tractor brand in the US. It is n
ow planning to launch the Scorpio in the US sports utility vehicle market.
Mahindra Automobiles have a strong and growing presence in international
markets
Yugoslavia,
Bangladesh
Sri Lanka
Australia
Uruguay
South Africa in 2004 (Mahindra South Africa)
Europe in 2005 (Mahindra Europe)
Mahindra vehicles have gone on display to auto enthusiasts around the wo
rld, participating in prestigious automobile shows in Paris, Rome, Bologna, Joha
nnesburg and So Paulo.
In 2006 Mahindra announced that it would be the first Indian automobile
manufacturer to enter the worlds most demanding and critical market USA.
Promotion
The creative strategy was to drive home the Car Plus positioning forwar
d. There was a need to leverage on product strengths. And a need to establish ca
r plus story. Hence the product was to be the hero in all communications
The tone and manner was to help associate the brand with the modern and u
rban lifestyle. The TVCs as well as the press still-shots were shot in Australia
to provide an international city feel. This brought in the international, premi
um, up-market association for the brand.
PRODUCT
Mahindra Scorpio
o Mahindra Scorpio Getaway
o Mahindra Scorpio First
Model
LX
M2DI
SLE
SLX-4WD
VLX BS3 2WD
VLX BS3 2WD-Air Bag
VLX BS3 4WD
VLX BS3 4WD-Air Bag
DEVELOPMENT
Made survey and collect customer preference and perception for designee
and feature
Introduction of quality function development (qfd) process
Create the benchmark according to word class suvas
Big size
Latest technology
Affordable size
Have thrill and passion in driving
Have luxury
International vehicles define image
CRITICISM
Some companies said that Mahindra & Mahindra did not have the capacity t
o provide vehicles in house
No crash testing
Mahindra & Mahindra did not re-designed its product
TECHNOLOGY
Collapsible steering column & split intrusion beams
Crash protecting crumple zones and child locks
Fire resistant upholstery
Voice assist system, vehicle security system & remote locking/unlocking
Tubeless tyres
Poly coated grand deck
STYLE
Bonnet scoop
Air extractor
Two tone interiors
Sporty decal
Full wheel caps
COMFORT
Tilt able steering
Full fabric seats
Individual armrests on 1st row seats
Heating, ventilation & AC with rear vents
ORVM manual remocon & swivel interior lamp
CONVENIENCE
Power steering
Power windows
Spaces for storage on centre bezel, IP & console
Mobile charging facility for the front and middle row seats
Intelligent front wipers
Follow me home lamps
Theatre style interior illumination
Illuminated key ring
Side step
Head lamp leveling switch
Front fog lamps
SEATING
5 Seater