Product details

The case examines the marketing strategies adopted by Mahindra and Mahindra (M&M), the leading Indian automobile manufacturer, for its newly launched sports utility vehicle ''Scorpio'' in the early 21st century. It traces M&M''s evolution from being just another Mahindra Group company into a major Indian business conglomerate. The reasons for the decision to develop the Scorpio are explained and details on the efforts that went into the creation of the vehicle are provided. Thereafter, the case discusses the marketing strategies (positioning, advertising, pricing and promotion) adopted by M&M for Scorpio. The case not only examines M&M''s strategies for popularising Scorpio, it also explores the increasing competition in the Indian sports utility vehicle (SUV) market. The case is structured to enable students to: (1) understand the nature of the Indian multi-utility vehicle market; (2) understand how changing market dynamics can force an industry leader to restructure its strategies (in terms of modifying the product mix and entering new segments); (3) examine the nature and extent of planning required for effective product development and manufacturing in the automobile industry; (4) discuss how carefully designed and executed marketing strategies (focusing on positioning, advertising, pricing and promotion) can help a new brand gain rapid popularity and market share; and (5) discuss the future prospects of Scorpio (and the SUV segment in general) in India in light of the increasing competition. The case is aimed at MBA/PGDBA students, and is intended to be part of the marketing curriculum. The teaching note does not contain an analysis of the case.