Scorpio

Target audiences

Male, female, young and old(urban and having inclination to buy car)

Male

Sportiness in showrooms

Technology and urbanization

Thrill of Suv

Mahindra trust(Imagery)

Female

Comfort and easy to drive

Advertisement featuring females

Spacious

Target audiences

Young

Sportiness and technology

Thrill of SUV

Better placement than competitor

Old

Indianess

Safety

Customer relationship

Better show rooms and trust of Mahindra

Thus it was able to target multi target audiences

Developing Brand identity

Retailing and servicing experience

Communication Strategy

Managing customer relationship

Retailing and servicing experience

Redesigning of showroom to reflect the product identity

Identifying and preparing the dealers to understand the importance of redesigning and showroom architecture

Training the main force of sales executives for customer facilitation

A proper syncronization of demand and supply

Communication Strategy

Using all platforms link print advt, TV, events and PR activities for promotion

Appropriate and easy to use

The 15th Aug launch to reflect positivity

International location to give an urban edge

Movie collaboration with “The Scorpion King”

“Scorpio Speedster” with Timex and ESPN

On ground promotion with events , cavalcades on roads and radio channels

Managing customer relationship

Building customer base and word of mouth publicity

“Top Gear Club” for purchasers

Social collaboration with Nanhi Kali to increase response rate

CRM activities

1. After purchase phone calls for new buyers

2. Special offers and tie ups with other services

3. Anniversary and birthday cards

Results of the Campaign

Rated most successful brand launch in 2003

A 100% increase in sales in its 2nd year

Established successfully for the targeted customers

Market expansion vis-a-vis C class category

Able to capture B class category customers

International press recognition

Future stratergy

Should Move to global market for global positioning

Introduce hybrid class

Better technology(international class) and more variant

Should also target police and politician cavalcades

Brand extension needed

More association with charitable institutions