Scorpio Case Study Analysis

face Analysis trade name promise Luxury of a car. Thrill of an SUV. mad benefits Thrill Excitement position Rational benefits World Class vehicle Good Looks gondola-like alleviates Great value Relational Benefits Young ripe Premium City companion Infrastructure Showrooms were redone Decor depicted imageries of sportiness, attempt and technology movement Showroom Experience Uniform customer run across Unique experience and not just the product Exclusive sales people Selected people from current employees and trained them Advertising and promotions strategy Car plus positioningPremium imagery of SUV in city context Hero in advertisements Product International feel Communication Strategy Big Brand feeling Role of media mellow impact launch- 15th August High visibility Television Emotional benefits and international imagery Print functional Benefits Phase 1 Metro Cities Phase 2 20 cities Coved 50 cities within an year BRANDZ Bonding Thrill of driving SUV while enjoying com fort and luxury of a car. Advantage Style added to UV. Car plus much comfort +mileage +space Performance Relevance Presence Power and pickup. Ease of gear shifting. Smoothness of clutch.Quietness of the vehicle Luxury + Sophistication + honor for money Advertisements , Launch on independence day with wide compact coverage, Public events. Expand to global markets Devise strategies to counter the players entering the UV and B and C segment 1. 2. 3. High share of category outgo in bonding stage 109 Scorpios exchange daily. 4 lakh units sold globally since launch. Within 4 months of launch M&M achieved 22% market share in premium hard top SUV. (Source http//articles. economictimes. indiatimes. com/2012-06-17/ word of honor/32270172_1_alan-durante-projectscorpio-pawan-goenka)