Sales promotion Techiques of Mahindra and Mahindra Ltd.

1. SALES GROWTH STRATEGY OFMAHINDRA TWO WHEELERS

1. . Sales is a function of an identified need a ready acceptable
presentation for catering to that need
2. . Identifying a need- The first step in creating a sales
opportunity.
3. prospective customers seek comparative information
beforesettling for a decision.
4. . Information that the customers seek
5. Comparative utilities of competitive brandsHow well the
product match to their personalityAspects of functionality
6. When you pitch or a sale , you have to project your product
ashaving all the required features and a distinguishing
appealthat others lack.
7. Creating a climate for a sale to take place is as much
importantas the product development or setting up the
distributionchannel.
8. Sale doesnt take place in isolation. Deliberate and
sustainedeffort must be made to keep the the attention of the
targetgroup on your product brand.
9. Attention is built through dispersion of your message
acrossyour target group and their consistent engagement with
thebrand
10. Methods through which you can hook customer attention
11. Incentivized sales schemes• Cross promotion/ facilitatory
tie ups• Associating with programs that prospective customers
participate in• Increasing visibility at concentrated prospect
clusters• Espousing public causes• Interest group activation•
endorsement by existing customers and highlighting it across
regional media• Test marketing
12. INCENTIVIZED SALES SCHEMESThis is the most common
method of sales promotion wheresales growth is tried to be
achieved through incentivizingcustomers, that is creating an
incentive for customers forpurchasing the product whether
through a price discount, abundled gift or facilitating the sales
process through easingprocedural formalities
13. CROSS PROMOTIONThis is a method where a reciprocal
benefit isensured for both the parties through alignment oftheir
sales promotion goals. Higher demand for oneproduct acts as a
catalyst of proportionate increaseof demand for the tied up
product increasing its salesvolume.
14. STRATEGIC VISIBILITYThere are events and occasions
where members ofyour target group congregate, not for
commercialpurposes, but as responsible citizens committed
tocultural and social causes. This programs givesyou an
opportunity to forge a bond with them byexpressing solidarity
with their cause.
15. There are certain areas where the comparativedensity of the
target consumers is high than otherareas. Those areas need to
be identified andintensive sales promotion activities carried out
todraw attention, interest and enquiries for yourproducts.
16. ESPOUSING PUBLIC CAUSE Image of an organization is
now is more or lessshaped by its perceived commitment to a
publiccause. People with the knowledge of anorganization’s
social commitment tend to have aninclination to be associated
with its products andservices than an organization that operates
onlywith a profit goal.
17. INTEREST GROUP ACTIVATIONGroups whose business
interest is tied withpromotion of products of your category
could beactivated to drive support for your
products.Manufacturers and retailers of auto accessoriescould
be made to promote your brand on thepromise of a reciprocal
recognition or promotion oftheir products.
18. User’s endorsement is another key method that notonly
buys credibility for your product, but alsotrigger a desire to
purchase it. Events could beorganized where users are invited to
endorse theproduct and this has to be highlighted to draw
theattention of a wider audience.
19. TEST MARKETINGThis is a method where potential
customers are tobe invited to experience the joy of using
yourproduct and recommend it. . This will provide thema first
 hand feel of the features and functionality ofyour product. Their
accounts could be recordedand used for promotion activities
later.
20. DIGITAL ENGAGEMENTWith rapid rise in internet users,
the web hasbecome a critical touch point to know and woo
thecustomers. Attention of people could be engagedthrough
various applications and games customdeveloped for the
promotion of your product. Usersexperiences and product
endorsements could beshared across a large audience, a fraction
ofwhich could be potential customers.
21. As sales is not a result of a static strategy anddepends
overwhelmingly on the changing marketdynamics, promotion
strategies ought to bechanged from time to time and in synch
with thechanging perception of the customer about aproducts
usefulness for satisfying his fast changingneeds.
Marketing mixing of Mahindra and Mahindra Ltd.
India is one of the fastest growing markets for the automobile industry
and the company Mahindra and Mahindra is one such automobile
company that has revolutionized the markets. Founded in the year 1945,
it is one of the leading brands for agricultural tractors in terms of
manufacturing and volume. This multinational manufacturing
organization has its headquarters in Mumbai and is a public limited
company. It faces stiff competition and its chief competitors are as
follows-

 Toyota

 Tata Motors

 Honda

 Hyundai

 Maruti-Suzuki

 Ashok Leyland

Product in the Marketing mix of Mahindra and Mahindra Ltd

Mahindra and Mahindra deal with farm equipment, utility vehicles and
commercial vehicles. Its portfolio includes a wide range of products that
comprises heavy trucks, light trucks, two wheelers, SUV’s, tractors and
school buses.Mahindra has also built military vehicles and its Willys jeep
was used for transportation in World War II. The esteemed company has
also entered into partnership deal with Renault S.A and its result was the
beautiful Mahindra Renault Logan. The various Mahindra products are-

 Mahindra Scorpio

 Mahindra Scorpio Getaway

 Mahindra Bolero

 Mahindra Pick-up

 Mahindra Quanto
  Mahindra XUV 5oo

 Mahindra Xylo

 Mahindra Thar

 Mahindra e2o

 Mahindra- Renault Verito

Place in Marketing mix of Mahindra and Mahindra Ltd

Mahindra owns many assembly plants and manufacturing plants. Its

assembly plants are located in China, India, Brazil and United Kingdom. It
has a global presence and its products are sent to countries like Italy,
China, South Africa, USA and UK. It has proved its capabilities by sending
strong messages. To test the markets of China it sent tractors to one single
province and managed to sell them at 20% higher price than its local rival
because of its shrewd business sense and the superior quality of the
products. This is how it captured the markets in China with determination
and ample business sense. In India, its plants are located in Bangalore,
Chakan and Nasik in Maharashtra, Haridwar in Uttarakhand.

Its manufacturing facilities are distributed and spread over a large area of
500,000sq.meters. The company’s infrastructure includes 30 offices for
sales, 500 dealers, 600 stock points, 500 service points and all these are
connected by an all-encompassing IT structure. It has opened various
showrooms all over the country that have experienced and qualified
salesperson with a distinctive market knowledge. The offices are well-
furnished and spare parts, equipment, services are available to the
customers at one go.

Price in the Marketing mix of Mahindra and Mahindra

The pricing policy of Mahindra and Mahindra is dependent upon various

factors that determine the sales price of the vehicles. The costs incurred
at every stage includes manufacturing to assembling the parts and
making them a whole product and the costs to reach the product to the
consumer.The company has infiltrated in every corner of the country with
products that are reasonably priced and show quality.
The company follows the policy of both the premium pricing and the
flexible pricing to grasp the maximum consumer value. The rates of all its
products are very competitive, as it has taken a lot of market research as
well as the cost factors and the competitor’s rates to arrive at a particular
sales price. In order to cater to the whims of every section of the masses
they have launched products with different prices that are suitable for
different sections. These noticeable changes are consciously taken
decisions with appropriate prices to balance their portfolio and garner
more customers.

Promotion in the Marketing mix of Mahindra and Mahindra Ltd

Mahindra and Mahindra have taken various steps in order to promote

their vehicles throughout the world. It has decided to use the visual media
and the print media fully so that the people become aware of its potential
and products. Advertisements featuring attractive models with its
products have been handled gracefully so that Mahindra and Mahindra
becomes a household name.

In 2011, Mahindra launched Kareena kapoor Khan, the famous actor, as

its brandambassador for Mahindra two wheeler’s advertisements where
she asks the consumers to buy a two-wheeler as INR 1500 of petrol was
being supplied free with it. This highly entertaining and engaging
campaign shows a peppy and charming Kareena enjoying her ride.
Advertisements have been placed in newspapers and various magazines
as well as television and internet.

Under additional activities for sales promotion, it has organized

exhibition where catalogues are distributed and contests are held. The
company has also implemented different programs where they have
rewarded the best talent in the industry in terms of cash and job offers.
These have also proved to be a good promotional and beneficial move.