B2B ASSIGNMENT

[Document subtitle]

SAKSHAM SHARMA
16021141093
 1. ABOUT THE COMPANY

Mahindra Logistics Limited is a 100% subsidiary of Mahindra & Mahindra. It was soon engaged
in taking care of M&Ms complex supply chain needs including inbound and outbound logistics,
inter-plant movement, warehousing, linefeed and value added services amongst other
solutions. The company also offers People Transport Solutions; a specialized line of business
which provides customized services to organizations for transfer of employees from home to
their place of work and back. Incorporated in 2007, Mahindra Logistics Ltd. is based in Mumbai.

Founded in year 2000 for internal & external customers

Engaged in taking care of M&M complex supply chain needs including

1. Inbound & outbound logistics

2. Inter plant movement
3. Warehousing
4. Linefeed
5. Value added services
6. Mahindra Logistics is one of the few logistics service providers which also offers
People Transport Solutions
 COMPANY AT A GLANCE:

India's leading integrated third party logistics service provider

Offers customized, IT-enabled supply chain and people transport solutions across
diverse industry verticals

Revenues in excess of INR 2000 Cr

15 offices and around 250+ operating locations across India

In-plant logistics at 32+ different manufacturing locations

Transportation services provided to over 50,000 people per day

Milk runs/ Last mile deliveries across 11 cities and expanding with on time attempt
performance of greater than 99%

New age shared mobility solution Metrozip Green, designed exclusively for 3.5L
employees of 69 HIA (Hinjewadi Industrial Association) member companies in Pune

Largest player in the Automotive Engineering sector, moves over 20% 4 wheeler
vehicles per month out of the overall domestic sales
Vision

To be Indias leading and most preferred integrated logistics service provider.

Mission

To serve our customers, in global markets, by providing creative, cost effective, technology
enabled solutions that continuously meet and exceed our customers expectations. Thus,
enhancing stakeholder value.

Core Values

Our set of core values is the compass that guides our actions, both personal and corporate.
 2. BASES OF SEGMENTATION USED

MML uses a Need-based segmentation method. This model segments customers based on
their needs. The prospective business could be manufacturing anything and may have need for
logistics. The company aims to fulfill the needs of the different segments created through a set
of different value propositions or a tailor made approach if the need arises. Needs-based
segmentation is a very popular segmentation strategy, since it is needs that drive market
behavior. This is the clustering of customers (and later, prospects) according to common sets of
needs and purchasing behavior as these relate to the organizations external service
valuesthen dividing the customer list into one or more segments, each consisting of a group
of customers who share a common set of needs, and a way of doing business. Of all the
methods of segmentation, this one offers the marketer the most accurate way to target their
customer segments. Its highly scalable, because the marketer can designate as many needs-
based segments as they like. The drawback is that the needs of customers can be difficult to
determine, or even to define. Its also hard for marketing to express to the sales reps who will
be working with each customer segment.

NEED BASED SEGMENTATION 6 STEP PROCESS:

Step 1: Identifying your best customers

Step 2: Identifying their needs and concerns

Step 3: Compare their needs to your strengths

Step 4: Develop segments based on customer needs

Step 5: Validate your Segmentation Model and your Hypotheses

Step 6: Target your marketing resources in proportion to potential return

3. Selection of Target market

The sectors that Mahindra Logistics have targeted are:

1. Automobile: Today, the Automotive Industry is one of the biggest industries contributing
to the worlds economy. Global auto components logistics is estimated to be around USD
91.58 billion in 2015 with Indias logistics cost in auto components industry being around
3-4%. Reverse logistics cost in Indian auto and auto components industry is estimated to
be around 0.5-1% of the total auto and auto components industry.
Auto companies have the most complex supply chain architecture. The Inbound
Transportation and Production Supply Chain for Auto OEMs, Auto Component
Manufacturers and Engineering companies have similar requirements although the scale
and complexity differ. In order to build synergies across these two giant industry verticals,
Mahindra Logistics made A&E (Auto & Engineering) as one integrated business vertical.

2. Automotive Outbound: This industry operates with 3 geo clusters with volume balance
posing challenges in managing logistics and on-going planning, collaboration and
synergy for optimization of capacity and cost required. The growth of this vertical is
primarily related to transportation.
Most of the enterprises vendor maintained inventory management and complex
distribution network compel Logistics service providers towards multi-functional
capabilities. MML has identified how to integrate efficient processes to simplify their
distribution network. They are aware of the product reaching the end consumer in its
optimum quality, and they make sure that they do not compromise on that agenda.

3. Consumer Pharma: Today, consumption is the sole end and purpose of all production
with the interest of the producer ought to be attended to. This is where MML places
themselves in the lives of giant consumer goods industry by ensuring that the producer
of this industry fulfills consumer needs by creating timely availability of the products.
 This effort is simplified by innovative solutions which are further customized to match
unique requirements.
4. E-Commerce: The growth is driven by rapid technology adoption, favored
demographics, growing internet user base & the various convenience options provided
to the end user by the companies. The important KPIs of the industry include customer
experience by ensuring timely delivery of the product with the option of Cash on
Delivery and reverse logistics.
 4. COMPETITION & TARGET MARKET PROFILE

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5. MARKET POSITIONING

Logistics is a vital link that holds many processes together. Supply Chain Management,
People Transport Management no matter what it is, logistics remains a basic need for
any business to survive. It is the wheel that enables uninterrupted business activities. A
small setback in a single process can hamper the whole process altogether.
At Mahindra Logistics Limited, we realise this. We are determined to create logistics
systems that are unique and steadfast, yet flexible enough to fit the needs and demands
of any customer.
Understanding that any mistakes on our part can cause untold losses in man hours and
profits, has made us responsible partners to many large India and multinational
conglomerates. Which means, Mahindra Logistics is the core of your business.
The Core - Manifesto
It is the place where we belong.
Where we do all it takes to keep your business moving.
We are at the core of on time deliveries and optimized assembly lines.
We are at the core of complex supply chains.
We are at the core of streamlined costs and exponential growth.
We are at the core of seamlessly interlinking millions of goods, billions of parts and a
world of idea.
5.1 Value proposition (all benefits, favorable Point of
Difference, focus)

The company believes that innovation has to be the core of the business. Thus,
their aspiration to become one of the most admired brands in the world demands
such an outlook, and requires the collaboration of everyone across the
organization.
Being an innovator too, requires a mindset to explore the unknown. Therefore,
the company aims to catalyze a ecosystem for innovators to build world-class,
breakthrough products for their brand

FOCUS ON INNOVATION

Our 5 S framework details our approach in how we bring our innovation

philosophy to life within the Group. We intend on breaking barriers to make
technology and innovation accessible to all.

Space

We understand the need of a designated physical and mental space for innovative
ideas to flow in, so as to ponder over solutions to critical problems.

Self-Indulgent Creativity

This involves solving and indulging in problems related to providing solutions and
the appropriate technology with it.

Simplicity
is always our virtue when trying to propose any form of suitable solution to an
existing logistics process. We view finding simple solutions to complex problems
as a true hallmark of an innovative genius.

Sans ('without', in French)

We take pride in ourselves for overcoming complex issues without enough

capital, technology, or skilled human resources. The ability of delivering more with
less is the key to who we are.

Sustained Experimenting

They say genius is 1% inspiration and 99% perspiration. Unless we experiment

with ideas, pilot them, and learn from our experiences, we will never make bold
decisions. Thus, the learning loops formed by sustained experimentation are
critical to innovation.
5.2 CUSTOMER VALUE:

Operational excellence

95% on Time and In Full

95% Inventory Accuracy

Cost savings
Up to 10% reduction in overall costs through increased space utilization

Other Benefits
Improved efficiency of manpower through better planning, multi-skilling
Best-in-class warehouse infrastructure
Flexible commercial arrangements
Transparency in operational metrics
Sustainable impact through Warehouse Management System
5.3 WHETHER OFFERING BASIC COMPONENTS,
INTEGRATED COMPONENTS, INTEGRATED SOLUTIONS
OR BASIC SOLUTIONS

Solutions offered by the company are:

1. TRANSPORTATION: With over 25,000 vehicles plying every month, MLL is well
positioned to cater to any transportation requirement across the country. The sheer
scale of operations and the technologies deployed ensure that the solutions offered are
economically efficient and are also time bound. Our fully integrated system includes
services like Shipex TMS system, Automated reporting of KPIs, Consolidation and
distribution through cross docks, well defined scheduling and tracking processes etc.

Apart from this the company offers integrated solutions which combine a variety of
products to provide 360 degree support to customers by providing the with a suite of
services according to their needs.

2. WAREHOUSING: We manage close to 5 million sq. ft. of warehouse space at multiple

locations across the country. These include a mix of built-to-suit, dedicated and multi-
user warehouses. We are also adept in handing the existing warehouses of customers to
generate optimal efficiencies in them. Our warehouse operations use latest and
proprietary technologies for improving productivity and increasing efficiency. Our
system runs on a structured process flow for each sub operation and for tracking
metrics. Technologies like Clean Sheet for process wise manpower requirement, layout
optimizer for optimizing layouts, Knap Sack for optimal storage pattern analysis and
Customized MHEs etc are used on a regular basis across the network.

3. STORES AND LINE FEED: Our Stores and Line Feed (SLF) processes work in sync with
the customers production & line schedules. It undertakes sequencing, kits & Trolley
loading accordingly to the requirement. The SLF process also takes care of warehouse
management & inventory control along with the allied documentation activity.

Our SLF process undertakes other functions like active inventory tracking on regular
basis, triggering re-order flags, receipt & physical verification of materials, creating kits,
Trolley filling and managing high value parts.

4. PEOPLE TRANSPORT SOLUTIONS: Our people transport solutions cater to the daily
pick-up and drop requirements of enterprises. The fully IT enabled solution offers in-
house and customized solutions to every needs. We have a presence in all the major
cities: Delhi, Jaipur, Patna, Ahmedabad, Mumbai, Pune, Kolkata, Hyderabad, Bangalore,
Chennai, Cochin and Coimbatore.

Our asset-light model gives us flexibility and scalability whilst allowing us to focus on our
core competence of integrating resources and providing a one-stop solution to our
customers people transport needs.

5. VALUE ADDED SERVICES: MLL is known for its operational excellence in Warehouse
management and in/out-bound transportation. In order to exceed expectations further,
MLL also offers various Value Added Services (VAS) to all its customers. Typically, these
services help the customers immensely by eliminating a need to depute
special/dedicated manpower to monitor & execute such activities thereby
avoid/eliminate transportation delays that may arise due to them. MLL holds a majority
stake in LORDs and is the leading provider of freight forwarding.MLLs capabilities in
international freight forwarding in addition to LORDS strong global network
partnerships add considerable value to MLLs service portfolio.
KEY BENEFITS:

Managing entire supply chain including reverse logistics,

Redesign of transit packaging resulting in minimization of damages and Xero Pilferage.

99% Order Fulfillment

Quality Checks and defect identification

TMS Tracking

Pool of exceptional warehouse managers

24x7 customer support Systems

Proprietary tools for improving productivity and increasing efficiency

MLL Warehouse Management System

Layout Optimizer for optimizing layouts

Clean Sheet tool for process-wise manpower requirement

Knap Sack for optimal storage pattern analysis

 5.4 BRANDING DECISIONS

BRAND PHILOSOPHY - RISE

The company aims to drive positive changes in the lives of all the stakeholders and in the
communities in the three most innovative ways:
Challenging Conventional Thinking: Be it their thoughts or their actions, they accept no
limits. They believe in challenging the conventional beliefs and Rise above them.
Innovative Use of Resources: In an attempt to Rise, they seek to use resources in the most
innovative manner. This, they believe, will drive us forward.
Enabling People to Rise: MLL believes in making a positive change in stakeholders lives.
Be it the employees, partners or customers, our actions and their outcomes will always
enable them to Rise in their lives.

They are determined to create a logistics system that is unique in nature and robust in its
infrastructure, yet flexible enough to suit the needs and demands of our customers.
Mahindra Logistics aims to rise in all its initiatives with unique solutions to serve good
warehousing, transporting and to people transport needs.
Manifesto CORE is
It is the place where we belong.
We do all it takes to keep your business moving.
We are at the core of on time deliveries and optimized assembly lines.
We are at the core of complex supply chains.
Rise isnt just a word it is a rallying cry, group vice chairman and managing director
Anand Mahindra said.

The brand positioning will span geographies as diverse as the US, South Africa and India,
and sectors from aerospace to automotive, farm equipment to information technology
and logistics.
By evolving into a multinational corporation, Mahindra said, the change the company
desires is fundamental. The reason why people come to work is going to change, and
why people are going to buy a Mahindra product.

The group, which has zeroed in on Rise after a nine-month search, said it will spend
Rs120 crore in the next three years, promoting the new initiative.It had hired New York-
based advertising agency StrawberryFrog two years back to create a new brand
positioning.

MNCs have long used taglines to convey their core purpose. Apple Incs tagline reads
think different, General Electrics Imagination at work, Harley Davidsons American
by birth, rebel by choice. For Mahindra, Rise means achieving world class standards in
everything we do, setting new benchmarks of excellence and conquering tough global
markets, Mahindra said.
5.5 EFFORTS TOWARDS BUILDING BRANDS
1. Introducing Rise
2. Starting to increase their presence in social media like Facebook and LinkedIn.
3. Introducing Logiquest by Mahindra Logistics is an opportunity to help you
showcase the world students real talent. They have to participate by creating
an interesting white paper on some inspiring topics crafted by LogiQuest and
win cash prizes.
4. Mahindra Logistics has adopted a village named Aware in Shahpur Taluka in
the Thane district. Aware village had the constant struggle of getting safe
drinking water, lacking basic health centers and the knowledge on the
importance of personal hygiene & cleanliness, poor education infrastructure,
bad roads impacting communication and development and a basic drainage
system. Initial studies by Mahindra Logistics and the enthusiasm shown by the
Gram Panchayat to partner with Mahindra Logistics in village development
made Aware an ideal village for this initiative.

5.6 NUMBER & NAMES OF BRANDS OFFERED

There is only one brand in Mahindra Logistics.

5.7 BRANDING ARCHITECTURE (CORPORATE BRAND OR

PRODUCT BRAND, ETC.)

MML is reaping a number of rewards for marketing and maintaining strong brands
through both the approach of corporate brand promotion like Rise, product
branding, or a combination of the two. Although product brand was the earlier
approach, corporate branding strategies are now being employed too.Its rewards
for possessing strong brands include name recognition that builds trust in the
 product or corporate brand. This sense of trust builds consumer loyalty that
affects final choices in purchasing, establishing a repeat customer base. Garnering
a niche of a particular market share then permits them more leeway in increasing
pricing on preferred products.

5.8 Brand imagery (logo, symbols, punch-line, etc.)

Logo:
The Mahindra logo now sports a new, hand drawn word mark which builds on the Groups
heritage while infusing modernity and dynamism into the brand. It is a lot more
contemporary, edgy and sleek and visually represents the changes the business is making
to embrace and shape the future. It will also be depicted in the new energetic red color,
a deeper shade of the signature Mahindra red which is the primary color connected with
the brand.

A unique graphic element completes the new visual identity and will provide a uniform
look to all communication and print collateral across the Group. Inspired by Mount
Everests ridges which lead to its summit, the Ridge is an integral element of the visual
identity and symbolizes the pathway to achieving ones potential and aspirations. As a
graphic device, it ensures that our communication is united and easily identifiable.
Moreover, it signals Rise and Mahindras role as an enabler.

In addition to this, various color combinations will be used to distinguish between the
various businesses of the Group in order to create a sense of family identity for all Group
companies, while ensuring that each business has an identity of its own. Corporate and
mobility businesses will be all red, B2B businesses will be red-grey and B2C businesses will
have different color combinations.