Scorpio

Developing Brand
Identity

BrandDynamics Pyramid

Level of the Pyramid

32
26
19
13
1
0

Typical
percentage of
share of
expenditure at
each level in the
Indian SUV
market

M&Ms Brand Portfolio

Cash
Cow

Bolero

Flanker

Scorpio

Thar

Verito

High
end
Prestig
e

Xylo

Rexton

XUV
500

Low end
entry
level

Quanto

The positioning was

always CAR-PLUS

More space, more

comfort, more
power than a
regular car.

Good
looks
Car like
comforts
Great
Value

Ownershi
p Pride
Thrill
Exciteme
nt
Power

Relational Benefts

Objective was to
create an SUV, but
not to position it as
an SUV, as the SUV
market was less
than a lakh buyers.

Emotional Benefts

Rational Benefts

Positioning & Brand

Promise

Young
Modern
Premium
City
Compani
on
Extensio
n of
lifestyle

Brand Elements

Brand Name (Scorpio) Conveys the outdoors,

thrill, adventure and dominance

Brand Logo font colour is metallic reemphasizing the metallic grill that is a dominant
product visual feature. Mighty muscular on the top
band of the logo talks about the masculinity and
ruggedness of the product.

Tagline Nothing Else will Do- conveys a very

strong emotional desire to have the product and not
settle for anything inferior

Jingle Nothing Else Will do these words set to a

progressive rock jingle and western vocals to
emphasize the international appeal of the product

Brand Elements

Cars used in communications

were bright coloured to catch
attention.

Every communication was

directed towards brining a
sense of Owner Pride,
Neighbours Envy and that
no car whatsoever would ever
match up

Brand Elements were directed

towards creating that sense
of desire that wouldnt be
satiated by any other car.

Analysis of the frst Scorpio

TVC

International characters, blonde woman in

pursuit of a good looking man
(international appeal) driving a black
Scorpio. The woman is piloting a
helicopter.

The Scorpio is black (classy, minimalist)

and it drives through snowy locales in a
foreign country

In the end, the helicopter catches up and

the blonde pushes the man aside to drive
the vehicle herself. (women can drive it
too, ease of driving)

Ends with the Nothing else will do jingle.

Communication: The Scorpio is so

irresistible that even a helicopter
pursuit is justifiable.

Brand Building

Cavalcade in Bombay
Scorpion King tie-up

ESPN Scorpio Speedster

Mahindra Great Escape

Brand Communities

Brand Revitalization

With time Scorpio was loosing its thrill,

adventurous brand image due to the entry of many
other SUVs in the Indian Market which had better
off-roading capabilities.

So a TVC was made in which a man uses Scorpio to

play golf in a desert, thus focusing primarily on the
adventure and off-roading capabilities of the
product.

More competent engine added and that was the key

POD now (mHawk)

New Positioning Off roader,

hard-core and dominating

New Mahindra Scorpio

mHawk engine

New Scorpio with mHawk Engine Rs 7.99 (EX BS3)

- 12.82*lakh (Getaway 4WD) (ex-showroom Delhi )

New Threats to Scorpio:

Competitor Analysis

Future Growth Drivers

11 year old product design must change, an overall

facelift of the cars looks is imperative.

M&M must focus on institutional buyers (police,

political cavalcades) now that consumer interests
have shifted to more international offerings like
Duster, Ecosport and Terrano.

International markets will drive proftability

especially Western European markets (Mahindra
Goa) and USA (pick-up truck version).