Scorpio from Mahindra: Brand Positioning Decision

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), was planning to launch their new sports utility vehicle as a strategic response to the rapidly changing hues of India automobile market. The case describes the rationale of the new product activity and specifies the decision situation pertaining to two major aspects. One of the important decisions is with regard to the positioning of the new vehicle. Inputs for the consumer clinics suggested some directions for the positioning strategy for the new product. However, debate about the wisdom of according consumer inputs, a dominant role in the decision existed. Therefore, the case analyst, based on an analysis of case data, had to suggest a positioning strategy. A related issue pertained to the branding strategy: Should the company follow and independent brand, or a sub-brand or a endorsed brand strategy?