Scorpio from Mahindra: A Brand Positioning Decision

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Written by:

Edwin M


Date added:

July 1, 2013








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5 / 1265


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M & M’s portfolio mainly consists of utility vehicles that are meant for the rural and semi-urban consumer. But these markets are seen to be either declining or shrinking. They have decided to penetrate the urban markets and their first move to achieve this was the re launch of Armada as Mahindra Bolero, a fairly successful vehicle...
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M & M has now invested a substantial amount of money and designed a new product from scratch under Project Scorpio. The price point has been decided, the design and features have been decided upon and it has been decided to name the vehicle Scorpio from Mahindra after extensive consumer research. This leaves the decision of positioning, which is what the case deals with in detail...
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