Confidential

Updated 23rd August 2012

MAHINDRA AUTOMOTIVE & FARM EQUIPMENT SECTOR TRACTOR BUSINESS CASELET #1 of 1 The Mahindra Automotive & Farm Equipment Sectors comprise of businesses ranging from Automotive, Agri-business, Construction Equipment, Powerol (Engines & Gensets) and Tractors. This caselet pertains to the Tractor Business - there are three other independent caselets for the Automotive, Truck and Agri- businesses.

BACKGROUND Mahindra Tractors are tried, tested and trusted in the farming community and are considered high on economic values - fuel consumption, maintenance, availability of service and so on. The products are considered to be good, the brand scores are very good - we are leaders in Market Share (28 yrs of domestic leadership and global volume leadership since 2010), Brand Recall and Customer Satisfaction Index. But the aura of a big global brand is just not there in our tractors. We are not thought of as a leader in technology. We are considered utilitarian and functional - not aspirational. If you ask 50 or 100 customers to name the worlds best tractor brand, they wont name Mahindra. Probably due to that, paradoxically, we are unable to breakthrough and gain more market share. If this perception were prevalent 15 years ago, it was understandable. But today our products are really technologically superior. We have a full range of products that are either equally good or superior compared to our global competitors. One of our global competitors had to withdraw their sub-40 category product, indirectly acknowledging that it was inferior to Mahindra. But still we come across situations such as in a survey, where a customer said John Deere is superior because of the Oil Immerse brake whose efficiency is much better. Swaraj, one of M&Ms Farm Equipment Sectors Tractor brands, introduced the same technology 12 years ago, but it is not acknowledged or even adequately known! This issue is multidimensional - Brand, Product, Volume and Size - all matter.

DELIVERABLES

Mahindra War Room 2012

Tractor Business Caselet #1 of 1

Confidential

Updated 23rd August 2012

In this backdrop: How should Mahindra be the #1 aspirational brand for farmers across India? Not just in terms of brand position, but also in product, volume, size and overall ownership experience. Please note that you need to address all aspects of the issue - the Brand, Product, Volume, Size & overall Ownership Experience - and not brand perception alone.

Mahindra War Room 2012

Tractor Business Caselet #1 of 1