Submitted by Priya khatri

komal chabbra
sonali soni
harsh jeetwal
harsh vardhan

MAHINDRA &
MBA LTD..
MAHINDRA
Morning shift
Section b

Company profile
Mahindra & Mahindra Limited is part of the
US $6.7 billion Mahindra Group, an
automotive, farm equipment, financial
services, trade and logistics, automotive
components, after-market, IT and
infrastructure conglomerate.
The company was set up in 1945 as Mahindra &
Mohammed. Later, the name was changed from
Mahindra & Mohammed to Mahindra & Mahindra
in 1948. M&M's automotive division makes a
wide range of vehicles including MUVs, LCVs and
three wheelers. It offers over 20 models
including new generation multi-utility vehicles
like the Scorpio and the Bolero.

History.
The origins of Mahindra Group can be traced
back to October 2, 1945 when Mahindra brothers
J.C. Mahindra & K.C. Mahindra joined hands with
Ghulam Mohammad, and Mahindra &
Mohammad was set up as a franchise for
assembling jeeps from Willys, USA. After India's
independence in 1947, Mahindra & Mohammad
changed its name to Mahindra & Mahindra.
Ghulam Mohammad migrated to Pakistan postpartition and became the first Finance Minister of
Pakistan. Since then, Mahindra Group has gone
from strength to strength and today it has
evolved into a giant group.

FOUNDERS & PROMOTERS

The enterprising duo K.C. Mahindra and
J.C. Mahindra, inspired by Pandit
Jawaharlal Nehru's vision of a modern,
independent India, dared to set out on a
journey to prove that Indians were
second to none.
K.C. Mahindra

J.C.
Mahindra

Mr. Keshub Mahindra

appointed Chairman of
M&M Ltd., in December
1963
Keshub Mahindra
Pandit Jawaharlal Nehru takes a ride in a Willys jeep
brought to India by M&M.

management
Mr. Anand G. Mahindra, Vice Chairman and
Managing Director of Mahindra Group,
graduated from Harvard College,
Cambridge, Massachusetts, Magna cum
Laude (High Honours). In 1981 he secured
an MBA degree from the Harvard Business
School, Boston, Massachusetts. Mr.
Mahindra frequently shares his views and
ideas on Indian economy and business
through his writings in some of India's
leading business magazines.

BOARD
OF DIRECTORS

Mr.

Keshub Mahindra

Chairman

Mr.

Anand G. Mahindra
V.C and Managing Director
Deepak

Shantilal Parekh

Director

Nadir
Director

Burjorji

Mission
To make Mahindra & Mahindra
Limited known world-wide for the
quality of its products and services.
Vission
To build flagship brands that can
sustain through thick & thin & to
become indias most enduring &
engaging company..

PRODUCTS

PRODUCTS & SERVICES

4/3

Wheelers
Pik Ups
LCVs
SUVs
CARS
Used cars - Purchase, Sale and
Finance
UVs

PRODUCTS & SERVICES

Farm Products..
Agro inputs and services
Engines
Farm Implements
Tractors.

PRoduct chart

MAJOR CLIENTS
Indian

Army..
State government departments..
Transporting companys
Travel operators.
Fruits & Vegetable traders.
Indian Public

ORGANISATIONAL
STRUCTURE

Manufacturing facilities.
KANDIVLI
NASIK
ZAHEERABAD
IGATPURI
HARIDWAR

MAJOR MILE STONES

1945-started

business with a franchise

for assembling jeeps from willys u.s.a
1955-went on public & m&m shares
were listed on b.s.e
1979 -received a license from
Automobiles Peugeot, France to
manufacture XDP 4.90 diesel engines
1995-technical collaboration with
mithsubitshi japan for manufacturing
L300 mini vans in india.
2000-utility vehicle bolero launched.
2001-tied up with renault for petrol
engines.

MAJOR MILE STONES

2002-new generation ,world
class suv SCORPIO launched.
2007- Mahindra Renault, a joint
venture between M&M and Renault
of France launched the Logan in
India..

Scorpio Developing
Brand Identity

Brand Dynamics Pyramid

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

M&Ms Brand Portfolio

Cash
Cow

Flanker

High
end
Prestig
e

Low end
entry
level

Positioning & Brand

Promise
Objective

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

positioning was
always CAR-PLUS
More

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

Brand Elements

Brand Name (Scorpio) Conveys the outdoors, thrill,

adventure and dominance

Brand Logo font colour is metallic re-emphasizing

the metallic grill that is a dominant product visual
feature. Mighty muscular on the top band of the logo
talks about the masculinity and ruggedness of the
product.

Tagline Nothing Else will Do- conveys a very

strong emotional desire to have the product and not
settle for anything inferior

Jingle Nothing Else Will do these words set to a

progressive rock jingle and western vocals to
emphasize the international appeal of the product

Brand Elements
Cars used in communications were bright coloured to catch
attention.
Every communication was directed towards brining a sense of
Owner Pride, Neighbours Envy and that no car whatsoever
would ever match up
Brand Elements were directed towards creating that sense of
desire that wouldnt be satiated by any other car.

Analysis of the first

Scorpio TVC

International characters, blonde woman in

pursuit of a good looking man
(international appeal) driving a black
Scorpio. The woman is piloting a helicopter.

The Scorpio is black (classy, minimalist)

and it drives through snowy locales in a
foreign country

In the end, the helicopter catches up and

the blonde pushes the man aside to drive
the vehicle herself. (women can drive it
too, ease of driving)

Ends with the Nothing else will do jingle.

Communication: The Scorpio is so

irresistible that even a helicopter pursuit
is justifiable.

Brand Building

Scorpion king tie-up

Cavalcade in Bombay

ESPN Scorpio Speedster

Mahindra great Escape

Brand Communities

Brand Revitalization
With

time Scorpio was loosing its

thrill, adventurous brand image due
to the entry of many other SUVs in
the Indian Market which had better
off-roading capabilities.
So a TVC was made in which a man
uses Scorpio to play golf in a desert,
thus focusing primarily on the
adventure and off-roading
capabilities of the product.
More competent engine added and
that was the key POD now (mHawk)

New Positioning Off roader,

hard-core and dominating

New Mahindra Scorpio

mHawk engine

New

Scorpio with mHawk Engine Rs

7.99 (EX BS3) - 12.82*lakh (Getaway
4WD) (ex-showroom Delhi )

New Threats to Scorpio:

Competitor Analysis

RECENT NEWS
Ranked

among the top 10 Indian

Companies in Global 200:Worlds
Best Corporate Reputation list.
Got the Japan Quality Medal.
Launched Indias first wide body
sedan car LOGAN in cooperation
with Renault France.
Scorpio V Series was introduced
with mHawk Engine and a wide
array of smart features..

future plans
A

new SUV called Ingenio is going to be

launched by the end of 2008.
Mahindra is gearing to introduce its
scorpio SUV
In north America.

Mahindra is on the move to acquire

PUNJAB TRACTORS LTD...
Agreement is made with International
Truck & Engine Corporation U.S.A for
manufacturing Heavy Trucks