Mahindra Verito vibe

Launch
Ashwin Jain
Harsh Preet Singh
Kritika Bhatia
Nitish
Satyam Mishra
Shreya Bisht
Tarnjot Singh

Objective

To analyse the launch of Mahindra

Verito Vibe considering the key drivers
for consumers while purchasing a car
and give suitable recommendations

Current Segmentation
Segmentation

Identifying geographic segments

(Rural/Urban/Semi-Urban)

Identifying demographic segments

(Age)

N=50

N=50

Current Targeting & Positioning

Currently Mahindras target segment for
Verito Vibe is Young business professionals
This segment comes under the age group 2535 years
ATL Campaign disconnect with the target
audience
Current communication strategy- sporty car

Key Research Takeaways

Primary research included- In-depth interviews, mind
maps and surveys
Keywords associated with Mahindra- tough, rugged,
economical, SUV, Scorpio.
Poor top-of-the-mind recall of Verito vibe
Poor visibility of Promotional campaigns even on
television
Weak presence on digital channels and social media
deemed it to be technologically inferior

Decoding the Consumer Needs

Technology and need for more space were rated as the top riggers in
purchase decision of a car, and are 3x more important as a trigger
than better brand image.

SWOT Analysis

Perceptual Map

Perceptual Map

Perceptual Map

Competitive Analysis-Snake Chart

9
8
7
6
5
4

Verito Vibe
Honda Amaze

Swift Dzine

Sail
Hyundai Xcent

Toyota Etios

Snake chart of consumer perception of

competitors

Competitive Analysis- A closer look

Maruti
Swift Dzire

Honda
Amaze

Toyota
Etios

Value
Proposition

Lowest price
in base
model

Highest
Mileage,
Power
Windows
and Central
Locking in
base model,
Heat
Absorbing
Front
Windshield

Big cabin
Lowest price
space, Large of top end,
boot space
Highest
Ground
clearance

Consumer
Perception

Value for
Money

Looks like a
Sedan

Taxi Car

Boxy in
looks

Company
Driving
Communicat Experience
ion

Big space
for Indian
families

The Real
Sedan

Sporty

Average

6174

2321

186

17425

Mahindra
Verito Vibe

Preferred Attributes
From our research we find that attribute
carrying highest weightage for TG- Style,
Design, Reliability
A complete disconnect with the product offering
Scope of product innovations on design, interior
and exterior styling
Getting rid of boxy look- We want an
experience, not a box to fit in.

Recommendations
New Targeting
New Positioning
Communication strategy

Recommended Targeting
The previously mentioned segments offer great potential and we specifically target the age group 25-35 years and 35-40
years that are a mix of young professionals and household families that are major stakeholders in car purchasing. The
urban customer will be our primary target as the buying behaviour offers untapped opportunities that can be harnessed.
Segment size- Age group 25-35 and 35-40 consists of approximately 45-50% of total population(2014 census) with
close to 3-4 million people. Urban population is close to 31.3% of the total(2011 census) and growing with an impressive
rate of 2.47%.
Difference- The segment that we target is the urban customer consisting of 25-35 years and 35-40 years age group. The
targeting approach will be largely similar with the difference only in perception of the consumer as the product offers a
sporty, stylish yet reliable, robust and cost efficient car.
Access- The segment strength is its tech-savvy nature and thus channel distribution could happen through direct dealers
or salesperson and also through social media websites and automotive sites. Access could also be through mass
outreach in select urban locations that give the touch and feel of the product
Benefits- Product offerings and features will be the key means to inform the benefits that outweigh the competitors.
Product features, finance schemes, bulk buying, safety and reliability, etc. will be communicated through the campaigns.

25-35 years

Target Segments
35-45 years

Recommended Positioning
Integrated 360 degree Marketing- To cater to the
new target segments, we need to position the car
as a Family Car
Highlight attributes Spaciousness, reliability, low
cost of ownership
More visible ATL campaign focused towards
family Life is a holiday with the new Verito
Vibe
Promotion on social media- Facebook Verito
Vibe clubs,#drivethenewvibe

Thank You