A Company That is on Go

8/10/2019 A Company That is on Go

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In1945 It was set up as Steel Trading Company

In 1947, It introduced India to the utility vehicle

Whose epitaph was about to be written in 2000,Today it has emerged as winner


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More than 65 years later, they're still India's premier

utility vehicle (UV) company

Ranked 21st in the list of top companies of India inFortune India 500 in 2011

It was ranked as the 10th most trusted brand inIndia, by The Brand Trust Report in 2014


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Well! Yes its the M group

The Company Mahindra & Mahindra Ltd.


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Company Life Phases The companys life can be divided into 3 phases

Phase 1 - From Independence till1997Phase 2 - From 1997 2002

Phase 3 - From 2002 onwards

Phase 1 - Upto the year 1994 the tractors, commercialvehicals as well as passenger vehicles were producedunder Mahindra & Mahindra.

The company had two divisions the farm equipmentdivision and automotive division


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Phase 2

In 1991 the company got a handsome DeputyManaging Director

In 1997 he became the managing Director & tookcharge of the company

In 2003 Company tasted its new professionalSuccess. The best in companys history


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The MD

Mr. Anand Mahindra


9/30Mr. Anand Mahindra

Mahindra & Mahindra Ltd.


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Phase 2

From 1997 onwards due to competitive situation inautomobile sector company realigned the productsand brand portfolios

Conducted detail market research exercise to getconsumer insights

Several initiatives were taken Redesigning existing brand Armada by changing

not only aesthetics but also physical features andcomforts The new model was named Mahindra Bolero


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Mahindra - Armada

Mahindra - Bolero


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The brand promise was Luxurious Toughness Bolero was launched in August 2000 at a price

which was lower by Rupees 60,000 than Tata sumo

Changes and modifications were made in otherbrands


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Phase 3

What are the avenues of Future growth?

UV segment constituted 10-12 percent of the marketand the SUV segment was still evolving in India

Decision To introduce world class, zero defect,

trouble free product


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In 2002SCORPIO OF MAHINDRA WAS

BORN

Good looking, stylishGood finish, nice curveLuxurious and comfortableLarge and spaciousappropriate for long andcross country drivesGood for personal use and for family

The peer group of the vehicle consisted of Qualis, Sumo andSafari


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In the year 2009, the company launched Xylo. Also, theylaunched New, Mighty Muscular Scorpio in the market

Made a bid for Jaguar, Land Rover and gave up whenbid went too high

2010-11, the company acquired SYMC , a premiermanufacturer of sports utility vehicles and recreationalvehicles in Korea

Mahindra Automotive - History


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Mahindra Automotive - History

2010 Acquired Reva Electric Car Company

2011 The Ssangyong Motor Company joined Mahindra& Mahindra

A major South Korean utility manufacturer with apresence in more than 90 countries


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Today

2013 Mahindras Market Share was 10.82 per cent at85,924 units

Market leader in UV segment

In the last five years, the Mahindra group has executed

many mergers and acquisitions worth $4.2 billion

Mahindra Tractors is the worlds largest tractor companyselling tractors in India, China and the US


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PASSENGER VEHICLES


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BOLERO 5.5-7.5 Lakhs

E2o 6.5 Lakhs

SCORPIO 8 -13 LAKHSTHAR 4.8 LAKHS

VERITO 5.2-7.8LAKHSXYLO 7-11 LAKHS

Passenger Vehicles of Mahindra


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CHAIRMAN

KORANDO Rodius

XUV 500 QUANTO


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Brand Connect of Xylo, Verito, Quanto

and RextonA total of 4 cars from various segments withdifferent unique features were launched throughout

the year 2012- 2013.Depending on the segment of the car,strategic/tactical locations/touch points wereidentified for the launch of the respective cars.

Multiple locations like Airports and Malls in primecities like Mumbai, Banglore, Delhi, Chennai,Kolkatta were selected


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The strategy in the malls was to createinteraction/engagement with TG spread over 2

weekends to create an environmentwhere the consumers can actually touch and feel the car

A similar type of way ahead was implemented for theairports.

Busiest Airports like Mumbai, Delhi, Bangalore wereselected as prominent touch points for TG

Results Generated approx. 1200hot leads with 25%conversion for test drive

Brand Connect of Xylo, Verito, Quantoand Rexton


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The rivals have been neck to neck in the recent past. Thedifference in their passenger car sales figures in the firstquarter of the current fiscal was negligible; Tata Motorsshipped 60,405 units against M&Ms 59,902. For the monthof June, M&M took third position outselling Tata Motors bymore than 2,000 units.

The reason for M&Ms recent success over Tata Motors can beattributed to Mahindra's dominance in the UV segment withthe Bolero, Scorpio and XUV500.

VsAug 2012


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COMMERCIAL VEHICLES


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Commercial Vehicals

Mahindra Gio

MahindraAlfa

Mahindra Maxximo mini van


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Mahindra Bolero Pickup

Commercial Vehicals

Mahindra Maxximo

Mahindra Navistar Trucks


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Commercial Vehicle for Every Segment

Less than 0.5 Ton - Gio Less than 3 Tons - Maxximo

Less than 8 Tons - Bolero Pick Up

Truck Category - Navistars This year overall M&HCV segment had Negative

25% growth and LCV segment had 2% growth In both the segments Tata Motors is the leader. In

M&HCV segment share of Mahindra is negligible inLCV sector it ranks second.


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Shapers of Mahindra

Chairman & MD Mr. Anand Mahindra

President & Executive Director Dr. Pawan Goenka

Chief Executive Mr. Praveen Shah

Senior VP Marketing & Automotive Mr. VivekNayer

Production Incharge (Nashik, Kandivali, Haridwar,Igatpuri, Zahirvabad) Mr. Vijay Kalra

CEO Chakan (Pune) Plant (Mahindra VehicleManufacturers Ltd.) Vijay Dhongde

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A Company That is on Go