B2b Marketing

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Mahindra Rise

1.  Situation Analysis

1. Customer

Based on the buying manners of prospective customers, users of SCORPIO and people involved in selling, consumers of the SCORPIO can be largely classified into two categories, rural and Urban.

1. Rural Consumers

• Not much educated, can’t analyze technical aspects of the vehicle. Don’t do market research to evaluate others options available
• Average customer age group is 35 – 50, have established business, bought the car without taking any loan
• Influenced by advices from social groups and motivated by neighbors or relatives owning similar cars
• Exhibit strong brand loyalty. Good performance of Bolero and Scorpio made Mahindra a trusted brand
• Impulsive buyers, if they like any particular attribute of the car, they were most likely to buy it. Ex. Look, mileage etc. In such cases, the time taken to buy the car was very less (1-2 days) considering the amount of money needed.
• Driving habit indicated that bigger cars are preferred as it suited to their personality
• Larger families preferred such SUVs

1. Urban Consumer

• Various professional backgrounds ranging from business to service professionals in various fields like healthcare, IT and freelance consultants.
• Look for bigger vehicles having advanced features and better look
• SCORPIO is perceived as a lifestyle car, which is well suited for city driving during weekdays and making a long road trip during the weekends, which is contrary to the earlier belief that only small cars are suited for city driving.
• Age range is very wide from 30-55 years indicating that age is not a barrier to buy
• Majority of the family members, usually with consensus, decide for the car purchase
• Kids in Nuclear families influence the decision of the buyer.
• Are generally information seekers and generally browse Internet, visit showrooms, interact social circles to gather knowledge about the product and the brand. Although are not influenced by social reference groups but their advice provides aid in decision-making process.
• Decision-making takes relatively longer time averaging from 10-15 days from the time they decide to purchase the vehicle.
• The product attributes include value for money, styling and brand awareness of Mahindra in SUV.
• Features like infotainment, GPS and park assist influence the consumers purchasing decision-suggesting consumers prefer tech savvy options.
• Share a perception of not spending great amount of money for an Indian company cars which is also observed through the fact that consumers having budget more than 15L have gone for brands like Nissan, Toyota and Ford

1. Competition

Mahindra SCORPIO has both national brand like Tata and international brands like Toyota, Nissan, and Renault as competitors. In Indian market Mahindra is well known as manufacturer of tractors and MUV for rural India. Close to 20 years back with the launch of Bolero and Scorpio it entered market of Personal SUV/MUV. Also Mahindra rich experience in Korean market where it has premium SUV/MUV vehicle like Rodius, Rexton II, Kyron, Korando and Actyon etc.Vehicle in competition are