MAHINDRA

INTRODUCTION

K.C.Mahindra

Few groups can identify as closely with India’s destiny and industrial progress as the Mahindra group. In fact, Mahindra is like a microcosm of India. Both were born around the same time, had the same aspirations and both experienced the inevitable troughs and crest in the journey towards their goals. And both continue to march on the path to progress and global recognition.

The birth of Mahindra & Mahindra began when K.C.Mahindra visited The United States of America as chairman of the India Supply Mission.

Barney Roos

He met Barney Roos, inventor of the rugged ‘general purpose vehicle’ or jeep and had a flash of inspiration: wouldn’t a vehicle that had proved its invincibility on the battlefields of World War II be ideal for India’s rugged terrain and its kutcha rural roads?

Swift action followed thought. The Mahindra brothers joined hands with a distinguished gentleman called Ghulam Mohammed. And, on October 2nd, 1945, Mahindra & Mohammed was set up as a franchise for assembling jeeps from Willys, USA.

Two years later, India became an independent nation and Mahindra & Mohammed changed its name to Mahindra & Mahindra. Ghulam Mohammed migrated to Pakistan post-partition and became the first Finance Minister of Pakistan.

Since then, Mahindra & Mahindra has grown steadily in size and stature and evolved into a group that occupies a premier position in almost all key sectors of the economy. The Group’s history is studded with milestones. Each one taking the Group forward. In fact, today, its total turnover is about six billion dollars.

These days, Mahindra is a group in a hurry, engaged in an ambitious, sustained and prolonged penetration into the global arena. Its spirit can be encapsulated in the words of the poet Robert Frost, a favourite of India’s first Prime Minister, Pandit Jawaharlal Nehru:

“The woods are lovely, dark and deep,

But I have promises to keep,

And miles to go before I sleep,

And miles to go before I sleep.”

For Mahindra & Mahindra, this translates into many more milestones to be setup before its rests.

KESHUB MAHINDRA

[Chairman of Mahindra & Mahindra Ltd]

Mr. Keshub Mahindra, Chairman of Mahindra & Mahindra Ltd, is a graduate from Wharton, University of Pennsylvania , USA. After joining the company in 1947, he became the chairman in 1963. Over five decades, his continuous involvement has enabled the Mahindra group to reach where it is today.

He is well-known philanthropist, who redefined corporate governance by effectively channelizing funds into the social sector. He has contributed immensely to the cause of building ethical corporations in India and is currently a part of numerous prestigious organizations and committees. He was also appointed by the Government of India to serve on a number of committees including the sachar commission on company Law &MRTP ; Central Advisory council of industries etc. Today, he is an icon, an inspiring business leader and a distinguished corporate citizen that everyone looks up to.

MAHINDRA AUTOMOTIVE SECTOR

Overview: The Mahindra group’s Automotive Sector is in the business of manufacturing and marketing utility vehicles and light commercial vehicles, including three-wheelers. It is the market leader in utility vehicles in India since inception, and currently accounts for about half of India’s market for utility vehicles.

Although created in 1993 following an organisational restructuring, the automotive, the Automotive Sector can trace its antecedents back to 1954. The iconic jeep that led American G.I.S to victory in World War ll is the very same vehicle that drove the Mahindra Group to success in the Automotive Sector. Mahindra & Mahindra Limited, the flagship company of the Group, was set up as a franchise for assembling general purpose utility vehicles from Willys, USA.

Over the years, the group has developed a large product portfolio catering to a diverse customer bas spanning rural and semi-urban customers, defence requirements and luxurious urban utility vehicles . In 2002, it launched the indigenously engineered world-class sports utility vehicle-Scorpio, which bridges the gap between style and adventure, luxury and ruggedness and performance and economy.

The Latest Scorpio avatar, “SCORPIO W” is not just a make-over of Scorpio. Mahindra claims that the car has undergone more than 40 small-big improvements. Some major improvements include suspensions, steering and equipments. Car’s handling is far betterthan ever before. New Scorpio hasn’t reached at perfection, but still is a far better car than the older Scorpio.

DISCOVER THE TOUGH NEW BOLERO

Here’s a sports utility vehicle that brings you brand new style with tried and tested performance. A mid size SUV packed with new comforts and comforts and conveniences choose from five models, to fit your needs or to underline your style. And own a driving experience that puts you firmly in command.

BOLERO SLX

The Bolero SLX is the top-of-the-heap model. It has almost every features on the features list. From the new trim on the front grille to the low stance fender or the clear lens headlamps. Click o the related links to get an outside-in picture of Mahindra’s new vehicle.

Mahindra-Renault, a joint venture between Mahindra & Mahindra (India) and Renault (France), have marked its entry into the passenger car market of India with the launch of Logan in the sedan car segment. Renault Logan debuts in India with a number of features at very competitive price.

Mahindra Logan is available in petrol and diesel both variants and its powered by latest common rail engine (CRD) based on Direct Fuel Injection. The logan is a very wide body car in its segment and a good performer as well that offers comfortable sitting for 3 persons in the rear seat with 3 separate head rests. The interiors of the car are also very good looking. The single-price, square-shaped dashboard, nicely crafted steering wheel with the chrome Renault logo, wide instrument panel and well designed and finished gear lever are truly gracious and adds life to the interiors.

SCOPE OF ANALYSIS

SCOPE:

TO STUDY THE VARIOUS MARKETTING STRATEGIES ADOPTED BY MAHINDRA & MAHINDRA AND ITS IMPACT ON SALES.

LIMITATIONS:

The research is limited to West Bengal in terms of data collection.

Some strategies having impact on sales are unintentionally avoided.

Some competitors strategies are also avoided as they are very negligible.

Sales of Mahindra in 2009

Mahindra March 2009 sales figuresApril 6, 2009 – 5:01 pm by Rachit Hirani

Mahindra & Mahindra Ltd. sold 25748 units this March. These figures also denote the highest ever monthly sales this year.

“My congratulations to the entire team at M&M’s Automotive Sector,” said Mr. Anand Mahindra, Vice Chairman and Managing Director, Mahindra Group.

M&M automotive sector’s total domestic volumes (including joint ventures) for the month of March 2009 stand at 25748 units, as against 23128 units in March 2008. This marks a 30% jump in sales for the company’s Utility Vehicles. This includes the highest ever monthly sales for the Scorpio, Bolero and the Pik-Up which stood at 19973 units for March 2009 as against 15366 units for the same period last year.

The company sold a total of 26209 vehicles (Domestic + Exports) in March 2009, as against 24682 vehicles (Domestic + Exports) sold in March 2008.

Launched in January 2009, the Mahindra XYLO has revived market sentiment with consistent and impressive sales of 3171 units in March 2009, which includes 3124 units in domestic sales.

India’s biggest UV player, Mahindra and Mahindra is all set to launch a small pick up truck in the US market under the flagship brand ‘Mahindra’ next year, as it finalizes its plans to enter the world’s largest automobile market. Mahindra already sells tractors in the US and has three local assembly plants already. The company reportedly is also in talks with General Motors about a possible buyout of the ‘Hummer’ brand.

The vehicle is a Mahindra-badged small diesel pickup and will be sold through Alpharetta, Georgia based distributor Global Vehicles USA, which has signed more than 315 dealers to sell it, said Xavier Beguiristain, vice president of marketing at Global Vehicles.

“We are absolutely on track,” Beguiristain said, adding that the 2010 model-year pickup truck is expected to be in showrooms in the second half of 2009. The yet to be named pick up will be the first Indian vehicle to be launched in the US market.

We recently had an article on one of these vehicles spied in the USA

Mahindra is curretly under talks with several companies about assembling the vehicle in USA and plans for regulatory approvals in January, Beguiristain said. Mahindra also plans to add its best selling Scorpio and possibly a diesel-hybrid to its US lineup. “We have to penetrate the pickup truck market first and

we have to leave the door open for what’s coming next,” Beguiristain said.

New York based ad agency Strawberry Ford will handle the promotion of the vehicles in US. More than $50 Million will be spend annually on advertising, Beguiristain said.

The launch is coming at a time when people are moving away from gas guzzling trucks and are opting for much more efficient passenger cars. Beguiristain said the Mahindra truck is well placed for current market conditions as it is expected to average 30 miles to a gallon.

CONCLUSION AND RECOMMENDATION

The advertisement by Mahindra & Mahindra has been very efficient till 2009 , based on the sales achieved by Mahindra & Mahindra . It can be stated that there is still scope for improvement by looking at the market in the years to come. The sales of the company has been affected to a great extent. That is why the company should be very careful while formulating their advertisements for the future. As there is tough competition in India’s automotive market in today’s date the company has to think over more innovative marketing strategies before placing any of its new model in today’s hot market. The advertisement should be built with as much information possible about the competitor of the company’s product. The advertisement of the competitor should always be kept in mind before formulating own advertisements.

BUSINESS DESCRIPTION

Business DescriptionMahindra & Mahindra Limited. The Group's principal activities are to manufacture and distribute automobiles and farm equipment. The Group also provides IT, Financial, trading and management services. The Group operates in nine segments: Automotive, Farm equipment, IT services, Financial services, Steel Processing and Trading, Infrastructure, Hospitality, Systech. The Automotive sector manufactures multi utility vehicles and light commercial vehicles. The Farm equipment sector manufactures and markets tractors. The IT segment comprises of services rendered to IT and Telecom. The Financial services segment includes services like financing, leasing and hire purchase of automobiles and tractors. Infrastructure comprise of operating of complex, Project management and development. Hospitality comprise of sale of time share. SYSTECH comprise of automotive components and other segment includes steel trading, project management, Investment and power plant.

ACKNOWLEDGEMENT

The survey work has been done on Mahindra & Mahindra Ltd. and the work would not have been possible without the help of others. In this context, I would like to give my sincere thanks to Mrs. Saswati Roy Chel, our Marketing teacher for her guidance and support.

Everyone’s comments & suggestions have been quiet valuable during the study timely completion of the project work.

BBA (H) FINAL SEMESTER 2009

NAME OF THE STUDY PAPER: report on the advertisement of mahindra & mahindra

Area of specialization: marketing.

(A REPORT SUBMITTED IN APRTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF BACHELORIN

BUSINESS ADMINISTRATION IN WBUT)

SUBMITTED BY:

MR. MOONRAJ BAHADUR

ROLL NO: 15650061101

REGISTRATION NO: 156205031004

OBJECTIVES

Understanding the market position of the brand.

Identification of customer satisfaction with the brand.

To identify the attributes consumer look for while making purchase.

To find out consumer suggestion with reference to the brand.

Mahindra Scorpio’s Advertising strategies

Scorpio was positioned as a UV with great power and style that offered “the ultimate driving experience, driving thrill, luxury and comforts of a passenger car along with value for money”. It targeted individual car buyers in the top-end small car segment and mid-size car segment, who already owned cars and were ready to invest in another vehicle…

For starters, Mahindra & Mahindra Ltd. has launched a multimedia ad campaign to promote the new avatar of Scorpio.

Created by interface communications the mass media campaign includes a series of press advertisement and television commercials.

Bibliography

1. Books:

Advertising and sales promotion by Kazmi and Batra.

Marketing Management by Philip Kotler.

2. Internet:

www.google.com

www.mahindra.com

Contents

INTRODUCTION

OBJECTIVES

MAHINDRA AUTOMOTIVE SECTOR

BUISNESS DESCRIPTION

MAHINDRA SCORPIO’S STRATEGIES

SCOPE OF ANALYSIS

CONCLUSION

BIBLIOGRAPHY

MAHINDRA XYLO

THE TIME OF YOUR LIFE

“WANA A TEST DRIVE”

“HURRY UP”