Scorpio from Mahindra: Developing Brand

Abstract

Mahindra & Mahindra Limited (M&M), the flagship company of the Mahindra group with a turnover of Indian Rupee (Rs) 55 billion (US$ 1.2 billion), launched their new sports utility vehicle “Scorpio” in August 2002. In the year 2003, Scorpio was rated as the most successful new brand launch in the country. Several initiatives were taken by the company to create a distinctive brand image for the new brand. Communication strategy and the launch initiative were directed towards creating a new customer experience with the brand Scorpio. This case study captures the communication and launch strategy for the brand. This case study focuses on several important questions: Were these initiatives in tune with the brand positioning strategy? Were the brand building initiatives appropriate to address multiple target audiences? What indeed were the communication objectives behind each of the initiatives undertaken by the company? A comprehensive review of the brand building efforts would provide directions for future initiatives and strategies.