Marketing Management - Prof.Berry

Marketing Management - Prof.Berry

• Kinetic deal

• M & Ms entry point in Indian market

• Recent trends making the scooter segment attractive

• Stronger bond with customers

• Increase % of demand in rural markets

Marketing Management - Prof.Berry

• Growing Indian economy and demand rate

• M & M market leaders in utility vehicle

Marketing Management - Prof.Berry

Geographic

Cities- tier 1 cities

tier 2 cities

tier 3 cities

Rural and urban areas- rural villages

semi urban areas

small towns

Marketing Management - Prof.Berry

Age - under 6 years

6-11 years

12-17 years

18-34 years

35-50 years

50 and above

Family size - all family sizes

Gender - male

female

Marketing Management - Prof.Berry

Income- low (up to 40 p.a.)

lower middle (40 t0 80 p.a.)

middle (80 t0 120 p.a.)

upper middle (120 to 160 p.a.)

high (above 160 p.a.)

Marketing Management - Prof.Berry

Occupation- skilled workers

shop owners

self employed

businessman

Education- educated

uneducated

Marketing Management - Prof.Berry

Occasions- regular

non-regular

Benefits- quality

economy

service

power

Marketing Management - Prof.Berry

Usage rate- light

medium

heavy

Readiness stage- unaware

aware

informed

interested

intending to buy

Marketing Management - Prof.Berry

USP- “Scooter that provides the style and power

of a bike yet so simple an comfortable to

ride”

Rodeo- “Conquer the wild west with Mahindra

Rodeo”

Flyte- “Style icon of the youth”

Duro- “ A made for everyone scooter”

Marketing Management - Prof.Berry

Marketing Management - Prof.Berry

4 p’s• Product:

(Duro, Rodeo & Flyte)

Brand: Mahindra

Design: Sporty

Feature: Power

• Place:

Marketing channels for

distribution.

(both new and old)

• Promotion:

-Ads that highlight the power.

-E-marketing & Promotion.

-Malls and old distributors.

• Price: (Market Penetration Pricing Policy)

(Duro: Approx Rs.40,850)

(Rodeo: Approx Rs. 43,950)

(Flyte: Approx Rs.40,850)

“Pricing is strategic &

sustainable”

- Anoop Mathur

Marketing Management - Prof.Berry

Rodeo Duro Flyte

Digital Display Large Storage Space

4 in 1 Key System

Horn Rimmed Head Lamp

Hardy Grab Rail Impact Resistance Mirrors

4 in1 Anti Theft Key

Chrome Plated Exhaust Fender

Sporty Look

In Built USB Charger

Ample Legroom

Marketing Management - Prof.Berry

Swot analysisSWOT analysis is a technique much used in many general management as well as marketing scenarios.

STRENGHTS: •Brand name•Strong brand equity in rural area as well as urban area•Wide distribution network•Pricing•Survey

WEAKNESSES:•Teaser add •Lack of experience in 2 wheeler market•More emphasis is on power rather than mileage•Products are almost same only the positioning is different

Marketing Management - Prof.Berry

SWOT analysis is a technique much used in many general management as well as marketing scenarios.

OPPORTUNITIES:•2 wheelers motorcycles•Potential for capturing larger market share•Can tap global markets also

THREATS:•Competitors

Marketing Management - Prof.Berry

Marketing Management - Prof.Berry

Marketing Management - Prof.Berry

• www.mahindra2wheelers.com

•www.wikipedia.com

•www.autoindia.com

•www.youtube.com

Marketing Management - Prof.Berry

Aditya Mahadik 1048

Sagar Bhoi 1010

Tanush Kagne 1041

Kishori Mahadik 1049

Deepa Dattani 1017

Sweta Patil 1052