mahindra & mahindra 2-wheelers case study
TRANSCRIPT
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