A REPORT ON
Brands: Mahindra
For
INDUKAKA IPCOWALA INSTITUTE OF
MANAGEMENT
Subject: MB815.4: PRODUCT AND BRAND MANAGEMENT
(PBM)
MBA Semester-4
Project
Name I’D Number
Pruthviraj Dodiya 21MBA029
Deept soni 21MBA126
Zeel Patel 21MBA147
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M AHINDRA AND M AHINDRA
OUR VALUES
Our set of core values is the compass that guides our actions, both personal and corporate.
Today’s global brand, Mahindra and Mahindra, began as a steel-trading venture seven decades ago
in Ludhiana as Mahindra & Muhammad by brothers M.G. Muhammad and J.C. & K.C. Mahindra.
They came a long way since 1945 and as they accelerate into the 21st century, they aim at achieving
even more.
It formerly had a joint venture with Ford called Ford India Private Limited to build passenger cars.
But now, Mahindra produces their wide range of vehicles, including MUVs, LCVs and three-
wheelers. It manufactures over 20 models of cars, including larger, multi-utility vehicles like the
Scorpio and the Bolero.
They also own many assembly plants and manufacturing plants. Its assembly plants are located in
China, India, Brazil, and the United Kingdom.
Quick Stats on Mahindra & Mahindra
Founder J.C. & K.C. Mahindra, M.G. Muhammad
Year Founded 1945
Origin Mumbai, India
No. of Employees 2,50,000
Company Type Public
Market Cap $ 13.56 Billion (2021)
Annual Revenue $ 9.9 Billion (2021)
Net Income/ Profit $ 440 Million (2021)
Products by Mahindra and Mahindra
Mahindra and Mahindra are involved in and cater to the demands which include farm equipment,
utility vehicles, and commercial vehicles. Their portfolio covers a wide range of products:
• Heavy trucks
• Light trucks
• Two-wheelers
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• SUV
• Tractors
• School Buses
M&M has also built top industry-standard military vehicles and its Willys jeeps were used for
transportation in World War II.
Competitors of Mahindra and Mahindra
Mahindra and Mahindra contest with companies across India. The topmost companies are:
• Ashok Leyland
• Force Motos
• Maruti Suzuki
• Tata Motors
• Jeep
Now as we’re familiarized with the company’s brand and business let’s scoop into the SWOT
analysis of Mahindra and Mahindra.
➢ SWOT Analysis of Mahindra and Mahindra
A SWOT analysis compares an organization’s strengths, weaknesses, opportunities, and threats
against those of its competitors. It’s a fantastic tool for determining whether a company is
prospering, failing, or expanding. So, let’s look at the SWOT analysis of Mahindra and Mahindra.
With the growing neck-and-neck rivalry in membership warehouses, it is critical for organizations
like Mahindra and Mahindra to examine the business environment.
To better understand the SWOT analysis of Mahindra and Mahindra, refer to the infographic
below:
Now first let’s begin with the strengths of the company from the SWOT analysis of Mahindra and
Mahindra.
❖ Strengths of Mahindra and Mahindra
Business strengths are competitive advantages that allow a firm to outcompete, generate value and
achieve efficiency.
• Market Leader in Multiple Automotive Segments: Mahindra & Mahindra has a leading market
share in tractors as well as in the utility vehicles segment. Also, the company has a strong market
share in the commercial vehicle as well as passenger vehicle segment. Strong market share
provides a competitive advantage to the company and allows the company to focus on innovation.
• Strong Research & Development (R&D): M&M has a highly focused R&D department
constantly focusing on developing new products and technologies. M&M majorly focuses on the
Value addition and Value engineering (VAVE) approach, designing modularity, use of alternate
materials etc.
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• Excellent Products According to Indian Road Conditions: Mahindra & Mahindra’s SUVs are
suited perfectly to Indian road conditions especially, Mahindra Scorpio which has been an
outstanding performer for many years.
• Low After-Sale Cost: M&M has a competitive advantage on after-sale cost since it is lower than
the industry average and also has high availability of spare parts to different parts of the country.
• E-commerce: One of the biggest strengths of M&M is that with the use of e-commerce M&M is
achieving results from both sides one in which the business wants to head from an outcomes point
of view and how digitalization in business can help them achieve those results, and another side is
addressing the needs of their customers.
❖ Weaknesses of Mahindra and Mahindra
A company weakness is any resource or process that your business lacks but needs to succeed.
Weaknesses limit your company’s ability to reach its full potential.
• Geographic Dependence: Mahindra & Mahindra is dependent on the majority of its revenue (over
60%) from India, which would affect its business in case of any economic slowdown or high
inflation.
• Overdependence on the Automotive Industry: Mahindra & Mahindra’s major part of revenues
come from its automotive business which makes it vulnerable to any breakthrough in the industry
or slowdown in the market.
• Product Recalls Affects Brand Image: Mahindra & Mahindra has had to recall many of its
products in the recent past. For instance, In February 2015, M&M recalled XUV500 manufactured
before July 2014. Such incidents affect the brand image of the company and consequently affect
sales.
❖ Opportunities for Mahindra and Mahindra
In the market, there also exist a lot of opportunities through which a company can grow. Let’s see
some among them.
• Growth in the Indian Automotive Industry: The Indian automotive industry is growing year on
year with over 12% growth from the previous 3 years. The industry is expected to grow at a CAGR
of 13% in the next 4 years. This growth can be beneficial for M&M.
• Increasing Demand for Hybrid Electric Vehicles: There is an increasing demand for Hybrid
Electric Vehicles (HEVs) around the world. The demand for HEVs is expected to grow at a CAGR
of 19% in the next 3 years. M&M has a strong portfolio of HCVs and is set to be benefited from
the growing demand.
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• Emerging Nations: M&M should look forward to tapping the emerging nations around the world
which have high potential. M&M should build over its global footprint to tap the emerging
markets.
❖ Threats to Mahindra and Mahindra
Threats include anything that can negatively affect your business from the outside, such as supply-
chain problems, shifts in market requirements, or a shortage of recruits.
• Competition in Other Businesses Put Pressure on M&M: Mahindra group faces strong
competition in other businesses as well.
• Stringent Regulations: M&M is subject to strict regulations by the government and
environmental agencies in terms of emission levels, noise levels etc. Such regulations keep
changing and thus increase compliance costs for the companies.
❖ Strategies
1. Mahindra & Mahindra held a pre-launch event on 15 December 2015 where company released
images of the car for the first time, prior to its launch. This helped them in getting great feedback
and reactions about the car. M&M got 1.5 million views on its microsite, 3, 00,000 views and
50,000 hot inquires in two days.
2. The company released a video of the vehicle plying on the road, featuring young, dashing brand
ambassador actor Varun Dhawan before the official launch on TV, YouTube and facebook.
This ad featured everything what young generation loves to do, depicting Goa, car detailing and
wonderful song by Lucky Ali. Lucky Ali’s famous song “ Tere mere sath jo hota hai” acted like
an icing to the cake.
Highlights of the ad – (Get up – Get dressed – Get the dog – Get the SUV –Get the Gang – Get
Out – Get lost – Get Lucky – Get Dirty – Get Shower – Get the life – Get it now.)
There were more than 19 lakh views of this advertisement on youtube alone.
https://www.youtube.com/watch?v=qjKMAolOf6E
3. Mahindra & Mahindra also targeted various e-commerce platforms to sell their new launch and
has already started taking bookings on Flipkart, car and bike portals and its own e-retail platform
M2ALL.
(Anil Goteti, Vice President (Business), Flipkart in a statement said, “Online today is a must-have
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strategy for all players to respond to the growing demand of their customers spread across
different cities and towns. For the first time in the automobile category, this exclusive tie-up will
allow Mahindra access Flipkart’s extensive reach and network to connect with their customers
and provide them the ease to book the Mahindra KUV100 online.”)
4. Dubmash & Win KUV100 Contest – Mahindra & Mahindra announced dubmash contest on
23rd December before the launch of car. In this contest participants had to make dubmash video,
based on his/ her experience on first time seeing KUV 100 and upload the same on Mahindra
& Mahindra Ltd. till 14th The prize for same was Mahindra KUV100, Mahindra Adventure
Expedition in 2016 for a couple, Mahindra Gusto and 100 other merchandises.
There were more than 7 lakh views of Dubmash videos. This contest was different. For this
participants had to be creative. It brought out their innovation and creativity which means high
level of engagement of customers.
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5. Mahindra & Mahindra is also looking for exports of KUV100 from April 2016 to Nepal,
Bangladesh, Sri Lanka and South Africa.
6. Mahindra & Mahindra launched its first petrol-engine model (mFalcon)– KUV100, strategically
at the correct time. Exactly a month after the Delhi government imposed a temporary ban on the
registration and sale of cars and SUVs with diesel engine above 2,000cc. This ban could have
severely affected Mahindra & Mahindra which, till now, had an only diesel-engined product
portfolio. So, this can be seen as the company’s first move in its petrol strategy.
7. Financial Schemes for the students are also worked on.
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➢ Marketing Program
• Segmentation is the process of breaking a targeted market into segments that may be contacted.
Market segmentation divides a market into subgroups based on demographics, requirements,
priorities, shared interests, and other psychographic or behavioural traits that help to better
understand the target audience. Talking about the segmentation of Mahindra & Mahindra it
has segmented its business into those who are seeking a complete automobile segment
including sedans & SUVs for a luxurious life.
• Targeting a business’s choice of potential customers to whom it wants to sell products or
services. The targeting approach requires segmenting the market, selecting the most relevant
segments, and identifying the products that will be supplied in each segment. So here in this
case the targeted audience of Mahindra & Mahindra is upper-middle-income bracket
individuals who love to live a luxurious lifestyle.
• Positioning is the final phase of the ‘STP’ process, and it focuses on how the customer
perceives a product or service in comparison to the competitors, which is critical for gaining a
competitive edge in the market. To gain a competitive edge in the market, Mahindra &
Mahindra always positions itself as a quality and affordable automobile with new thinking and
positive change.
❖ Marketing Campaigns
• #ChooseTogetherChooseRight Campaign was one of the most successful campaigns of all
time. At this stage, the economic class categorised people hyped about the cars which were
under 10 Lakh. This campaign was for the general public who wants to live a luxurious life
but can’t afford it. Mahindra made their life better by providing the cars under 10 Lakh with
the best external services.
• The “Live young, Live free” campaign became popular in 2012. “The Mahindra Classics”
campaign was the one that brought heritage to life through their stories and interviews. This
campaign was launched with “The Mahindra Classics” Logo with thematic communication.
The campaign displayed its thrilling stories from the past and inspired the community of
Mahindra fans.
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• Recently Mahindra introduced a unique campaign for women. #womenwithdrive, where 30
women took the wheel to test their off-roading skills under the supervision of the experts. It
was a truly remarkable experience for all the brave women and for the Mahindra group. As
you can see the campaign was one of the most successful campaigns of all.
#exploretheimpossible
❖ Social Media Marketing
• This Z Generation is aware of how much “likes”, “follows”, “comments”, and “shares” are
essential to promote or expand the business. But Mahindra & Mahindra is still remarkable
without any social media platform.
• Youtube Subscribers: 1.08Lakh Subscribers
• Twitter Followers: 1.3M Followers
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• LinkedIn Followers: 862K Followers
• Instagram Followers: 98K Followers
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• Facebook Fan Following: 9,07,166 Fans
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• Although, LinkedIn and Twitter are the most followed platforms as compared to others. As we
all know that people are roaming all around just to fit in a job so LinkedIn can be a good reason
that Mahindra & Mahindra has so many followers.
• And Twitter as usual tweets all the time about new product launches, promotional events,
offers, etc. We can consider Twitter as the best platform for any brand or product or service
out there to market itself.
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❖ Influencer Marketing
• Mahindra and Mahindra is renowned on national TV due to the collaboration with celebrities
like Mahesh Babu, Manoj Bajpayee, Ajay Devgn, Varun Dhawan, and Prabhas. In this era,
people go crazy after watching their favourite stars promote the brand along with some
complementary music. We can gather the public’s attention to the brand when we enter with a
celebrity because the public trusts the brand’s product only when a trusted celebrity endorses
it. So, influencer marketing is the best marketing strategy in this generation.
❖ E-commerce Strategies
• Mahindra & Mahindra’s vehicles of all types are available on their website. Even many other
websites have taken the agency of Mahindra & Mahindra. In every city, there are many
branches of Mahindra & Mahindra’s where they give you the offers for booking the vehicle
from the website itself to increase their views on their website.
• Mahindra gets only 6% of sales through e-commerce portals, as this company is the first one
to sell its products online. Their focus is to bring the outlet home to the buyers through both
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the experiences i.e. physical and virtual. Mahindra & Mahindra expects 15% retail sales to be
triggered through online portals.
❖ Mobile Apps
• “Mahindra With You Hamesha” is the app where you can look after newly launched vehicles
and ongoing offers. You can also apply for an extended warranty from the comfort of your
home.
• They also have a “Mahindra Finance” app where you can book your vehicles on the loan
system. For middle-class people, this system is of too much use if they wish to pay the
instalments later on time. Here you can easily apply for Mahindra Vehicle Loans, Insurance &
Mutual Funds. You can make payments in just a few seconds by using your wallet money,
Paytm, debit cards, credit cards, etc. You just have to do a one-time registration via PIN or
Fingerprint.
❖ Content Marketing Strategies
• Mahindra & Mahindra do write blogs and listicles on their website to attract customers. It will
be more beneficial for the people if this company starts making EVs. Different affairs and
challenges like the Dubsmash & win KUV100 contest are influenced on social media to create
buzz and are customer-oriented. It has all over 17 million fans across different brands and over
40 million views on YouTube.
• Mahindra & Mahindra also posted a video on YouTube of a car with a charming dashboard,
engaging on the road, taking Varun Dhawan as a brand ambassador.
• This ends our elaborative marketing strategy of Mahindra and Mahindra. Let us conclude our
learning below.
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❖ What’s Unique in Mahindra & Mahindra Marketing?
• Mahindra & Mahindra is overall the best company amongst others. Will it be in terms of
service, product, or any other things? The most amazing fact is that this brand didn’t only think
of making Trucks but also Cars, Jeeps, Buses etc. to meet every individual’s demand.
• Over many years now, Mahindra & Mahindra experiences a huge development in the
innovation and technology of the cars. Their marketing strategies and skills are hitting millions
of views and buys on the internet. And also because of the influence, they may start many more
new industries soon as the revenue is hitting hard.
• With the increasing importance of digital marketing, learning about the growing field is an
important step. If you would like to learn more and develop skills, check out IIDE’s 4 Month
Digital Marketing Course to learn more.
• We hope this blog on the marketing strategy of Mahindra and Mahindra has given you a good
insight into the company’s marketing strategies.
• If you like such in-depth analysis of companies just like the marketing strategy of Mahindra
and Mahindra, check out our IIDE Knowledge portal for more fascinating case studies.
• Thank you for taking the time to read this, and do share your thoughts on this case study of the
marketing strategy of Mahindra and Mahindra in the comments section below.
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❖ Mahindra Brand Growth
• Mahindra & Mahindra Ltd. (M&M Ltd.), one of India’s leading automotive companies, today
announced that its overall auto sales for the month of February 2023 stood at 58,801 vehicles.
• In the Utility Vehicles segment, Mahindra sold 30,221 vehicles in February 2023, despite
disruptions in supply chain of Crash Sensors and Air Bag ECUs due to unavailability of semi-
conductors. The Passenger Vehicles segment (which includes UVs, Cars and Vans)
sold 30,358 vehicles in February 2023.
• Exports for the month were at 2,250 vehicles. In the Commercial Vehicles segment, Mahindra
sold 20,843 vehicles in February 2023.
• According to Veejay Nakra, President, Automotive Division, M&M Ltd., “We continue our
trend of selling more than 30,000 SUVs per month and February saw a growth of 10% in the
segment and an overall growth of 8%. Our recent launches (Thar RWD and XUV400) have
received a very positive response and we see good demand across our portfolio as well. We
are monitoring and taking appropriate steps on the supply chain scenario of semi-conductors,
which continue to be dynamic”.
Passenger Vehicles Sales Summary (Domestic) – February 2023
February YTD February
Category % %
F23 F22 Change F23 F22 Change
s s
Utility 30,22 27,55 320,98 196,30
10% 64%
Vehicles 1 1 5 2
Cars +
137 112 22% 2271 1990 14%
Vans
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Passenge
30,35 27,66 323,25 198,29
r 10% 63%
8 3 6 2
Vehicles
Commercial Vehicles and 3 Wheelers Sales Summary (Domestic) - February 2023
February YTD February
Category
% %
F23 F22 Change F23 F22 Change
s s
LCV <
2,515 4,048 -38% 37,034 28,533 30%
2T
LCV 2 T 17,24 15,43 180,69 123,14
12% 47%
– 3.5 T 1 1 3 1
LCV >
3.5T + 1,087 687 58% 8,567 5,606 53%
MHCV
3
Wheelers
(includin 5,350 3,812 40% 52,823 26,036 103%
g electric
3Ws)
Exports – February 2023
February YTD February
Category
% %
F23 F22 F23 F22
Changes Changes
Total
2,250 2,814 -20% 29,992 29,350 2%
Exports
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• Founded in 1945, the Mahindra Group is one of the largest and most admired multinational
federation of companies with 260,000 employees in over 100 countries. It enjoys a
leadership position in farm equipment, utility vehicles, information technology and
financial services in India and is the world’s largest tractor company by volume. It has a
strong presence in renewable energy, agriculture, logistics, hospitality and real estate.
• The Mahindra Group has a clear focus on leading ESG globally, enabling rural prosperity
and enhancing urban living, with a goal to drive positive change in the lives of communities
and stakeholders to enable them to Rise.
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❖ Different Advertisement
Mahindra & Mahindra Ltd., in its continuing endeavour to bring to life the brand promise of
‘Explore the Impossible,’ has launched a new campaign.
The campaign film, with the All-New Mahindra Thar as its protagonist, aims to further build
Thar’s appeal with those who seek an adventure-filled lifestyle, a strategy that has propelled the
iconic brand to new heights since its latest avatar was launched in October 2020.
It aims to connect with the millennials, a growing customer base for the All-New Mahindra Thar,
by reflecting their need to challenge the norm and to break away from the mundane by doing
ordinary things in an extraordinary way that no one has tried before.
The film also connects back to the SUV heritage of Mahindra by incorporating a modern rendition
of an iconic Bollywood song that features a Mahindra 4x4 vehicle. Starting today, the film will be
amplified via television and on Thar’s social media platforms. The latter will carry the film in
regional languages including Hindi, Tamil, Telugu, Malayalam, Kannada and Punjabi.
The film brings to life the spirit of explore the impossible with a fresh and evocative take on one
of the most important and memorable moments in the life of a young couple. Our two protagonists,
each in a Thar, appear to be involved in a thrilling chase while enjoying the best of what this
powerful 4x4 off-roader has to offer. The viewer follows them as they take on extreme terrain,
with each one trying to spur on the other; the ride ends on a high note with duo achieving the
impossible, in more ways than one.
The film has been conceived by The Womb Communications.
Read more news about (ad news, latest advertising news India, internet advertising, ad agencies
updates, media advertising India)
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• Heavy trucks
• Light trucks
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• Two-wheelers
• SUV
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• Tractors
• School Buses
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❖ Mahindra festival offers
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