Background of the firm

Note on Product category & Industry Structure

Position held by the company Position sought by the company IMC & Budgets(estimated) Media Plan & creatives Roll out Outcome

TVC
News

 In 1947, introduced India to the

utility vehicle Jeep Australia, Europe, Latin America, Malaysia, South Korea, and South Africa JV with Ford, Renault etc(year?) MM Auto redefined its image and the SUV market in India with the launch of the Scorpio in 2002 Strong presence in rural market 60 per cent share of the domestic utility vehicle market

Segment Farm Segment Utility Vehicle Car

Products ?? Sorpio, Bolero Renault Logan, Ford Escort Scorpio Double Cab, Scorpio Single cab, Max Maxi truck

Pickup

Commercial vehicles

Mahindra Champion, Genio

Industry Structure
Auto Sector in India is categorized as per

length of the vehicle except for SUV segment SUV segment ( On what basis is the SUV segment categorized? Then if not on length) Bolero, SUMO Entry level UV segment Scorpio, Tavera, Safari Mid level Fortuner, CRV, Endeavour Premium Mercedes, BMW (X 3, X5, X7) , Audi Super Premium Product Category Wanted to create a new category between mid level and premium Competitors: Innova, Captiva, Fortuner, Endeavour, CRV Fortuner Source: SIAM (Society of Indian Automotive Manufacturers)

 Rugged Cheap Fuel-efficient Indian Technology

Tractor monopoly
Poor interiors Poor quality

Ritchu Rajan ritchu.rajan@gmail.com Manager- Channel Development

Why the name XUV500? Coin a name which can also become a category, they believe XUV has the qualification to become a category name. X - refers to genX Global Registerability 5 MM has a heritage to 5(MM550, MM540) so 5s have worked well for Mahindra OO -Most of the MM products end with a O (Bolero, Maximo,Xylo, Genio, Gio) so made it double O Name created keeping in mind to extend in create variety in future
Source: Interview of Rajesh Jejurikar, Executive Vice precident at M&M on TV show Brand Equity

MM Budget for Advertisement : 10 years

Year 2011 2010 2009 2008 2007 2006 2005 2004 2003 2002

Crore Rupees 922.69 693.65 555.49 475.65 339.07 207.55 198.33 85.35 56.18 52.06

The total Project Cost 650 Cr 9,000 bookings in just ten days 25000+ bookings in 2nd phase 10.8 Lakh W6 version and 11.95 Lakh W8 version Indian Context: Much cheaper than Mitsubishis and GMs in the SUV category Create a new category Create a Wow feeling ( Affordability & Looks) Global Context: (can we get prices in International Markets?)or a rough avg International Bench Mark Hyundai centennial The prices in International Markets will evolve from market to market Discount as we go brand building on an international platform.

 This vehicle was a game changer for M&M Auto in

terms of its image, consumer perception, and reach It was a global launch, with a product created for a global market Campaign unlike anything Mahindra had ever done before, on digital Mahindras biggest launch campaign, after the Scorpio.
Siddhartha Roy, COO, Hungama Pvt. Ltd. http://www.mxmindia.com/2011/11/driving-the-brand/ Youth, Premium Segment Aria Case study The company plans to produce 2,000 units per month this quarter going up to 3,000 in the next (JanuaryMarch, 2012). The intent is to go up to 5,000 units a month by end-June 2012

 Strategy included channelizing all the online chatter to one location,

use social media to drive the frenzy, and finally, engage the consumer in revealing the car himself. The campaign was divided into 4 activities Reveal the Name of the W201 Guess the Price of the XUV500 contest Unlock the XUV500 angles Reveal the XUV500 for yourself Media vehicles chosen Social Media Facebook + Twitter, YouTube and Mahindra XUV500 website Cheetah Inspired

Reveal the Name of the W201 was our first activity. Users were invited to mouse over an area on the website and uncover the real name of the W201. An audio file also told users how to pronounce the brand name. The activity was supported via banners and a social media campaign on FB and Twitter. Users could also take part in the activity on the FB fan page. Guess the Price of the XUV500 was a never-done-before activity. Consumers were shown an XUV500 under wraps, and asked to guess the price. They then had to share the activity with friends. The person whose guess came closest to the actual price would WIN THE XUV500. There were also 20 tickets to the F1 Grand Prix in India, up for grabs. An FB plug-in on the website homepage showcased buzz on social media, regarding this contest. In order to give consumers a better idea of what to expect from the XUV500, we also created and launched a series of sneak peek videos. We spoke to the people involved in creating the XUV from the R&D Project Leader, to the Senior VP of Product Development at Mahindra and Mahindra. We spoke to crazy fans, bloggers and online experts. The activity was constantly promoted through social media and banner spends. For those who were dying to see the XUV500, we offered them another alternative. Fans could unlock different angles marked on the wrapped vehicle. As soon as a certain number of likes was reached, the webcam feed changed to show a different angle of the XUV500. When the vehicle was finally launched on-ground, we gave consumers another interactive experience, where they could pull off the wrapper on the XUV themselves and unveil the ca

The campaign managed to create exceptional buzz for the car. All the qualities of the car were revealed in an interactive manner involving the target audience. Web site to record 5.2 lakh hits, while 24,000 people have asked for test drives before the launch 150,000 people revealing the name 450,000 likes to reveal the first ever under wraps 360 degree car view 115,000 entries in 10 days Over 100,000 visitors a day (highest traffic to an auto site in India) 40,000 unveils in one evening 35000+ test drive requests Touching 900,000 unique visitors to the site 107,831 fans on Facebook - Now 375,143 700,000 destinations where XUV500 has been mentioned

2011 OCT 2011 NOV 2011 DEC 2012 JAN 2012 FEB 2012 MAR

XUV 500 FORTUNER ARIA 1213 763 438 1637 860 140 2253 813 244 2286* 941 497 2729 1346 417 3196 1379 383

3500

3000

2500

2000

XUV 500 FORTUNER

1500

ARIA

1000

500

0 2011 OCT 2011 NOV 2011 DEC 2012 JAN 2012 FEB 2012 MAR

Sharing more on the treatment of the film, Mathew added, We gave the escape segment in the film a Hollywood chase kind of treatment. We wanted to show the action, the physical body, the energy thats synonymous with every Mahindra vehicle. The commercial ends with the voiceover: May your life be full of stories. The Cheetah inspired XUV 500, establishing the theme of stories behind the campaign. Media Mix The campaign, which is being promoted online and on television, will run for about four weeks for the entire month of February. It would be heavily promoted on all English channels, including news and business channels. The commercial is also being promoted on YouTube and has garnered close to 2 lakh clicks already. The channel also hosts other videos like the making of the commercial. A contest is also being run on the official site for Mahindra XUV www.mahindraxuv500.com where winners stand to win a coffee table book by Mahindra.

http://www.youtube.com/watch?v=5VXObIiG8t4

 Our Opinion

The ad does justice to the looks of Mahindra XUV 500. Fast and racy shots of the machine, the beautiful tribal goddesses and an intriguing story make for a good one time watch. But once the carrot story is known, would someone want to see it again (apart from enjoying the beauties) is questionable? However, Mahindra can bank on the campaign idea to engage users asking them their stories that can be incorporated in future campaigns.

 Mahindra & Mahindra's latest offering, the XUV500,

has literally set the market a fire with nearly 9,000 bookings in just ten days THE HINDU Mahindra's XUV 500 registers over 25,000 booking applications in second phase of bookings WheelsUnplugged Mahindra Closes XUV 500 Bookings, No New Launches [8000 bookings] Drive Spark Mahindra to raise XUV 500 capacity to 3,000 units soon Car Dekho