Published by MBA Skool Team, Last Updated: February 21, 2017
Marketing Strategy of Mahindra & Mahindra analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Mahindra & Mahindra marketing mix, help the brand succeed.
Mahindra & Mahindra marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Mahindra & Mahindra Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Mahindra & Mahindra Product Strategy:
The product strategy and mix in Mahindra & Mahindra marketing strategy can be explained as follows:
Mahindra & Mahindra has a huge product mix with product lines of personal vehicles, commercial vehicles, electric vehicles, application trucks, trucks, light trucks and buses. In the personal cars category, Mahindra & Mahindra has a wide range of Utility vehicles, Multi-utility vehicles, Sports utility vehicles and sedans. Mahindra Bolero has been the one of the best UVs in India. Mahindra & Mahindra trucks are known to be powerful, durable and reliable. Cars such as Scorpio, KUV100, XUV 500, Quanto, Xylo, Rexton, Korando, Kyron offer a lot of modern features with the toughness that Mahindra promises. This gives an insight in the product strategy in the marketing mix of Mahindra & Mahindra. They come in vibrant colors ranging from dazzling silver, fiery orange to flamboyant red and midnight black.
Being an environment conscious company Mahindra & Mahindra is trying to find environment friendly alternatives, e2o and eSupro are proof of such commitments. These are the electric cars that Mahindra & Mahindra is currently offering. E2o is a car whereas eSupro is a cargo van with zero emissions.
In the commercial cars category Mahindra & Mahindra boosts of Imperio, Alfa, Bolero pickup, Bolero Camper, Bolero Maxi truck. They are technologically advanced cargo vehicles used for loading and unloading. Bolero pickup has been a pioneer in the market for the last ten years now.
Image: company website
Mahindra & Mahindra Price/Pricing Strategy:
Below is the pricing strategy in Mahindra & Mahindra marketing strategy:
Mahindra & Mahindra has targeted different market segments with their different vehicles.
XUV 500 is for the cosmopolitan population with international quality car and advance technology and style. Bolero is more for more price conscious, middle class consumers in smaller towns. Therefore, the pricing strategy in the marketing mix of the automobiles is done keeping the market segment and the competitors in mind. The automobiles in the product portfolio ranges from as low as 4.54 lakhs to 40 lakhs. Mahindra Scorpio ranges from Rs.8.11 lakhs to Rs.15.05 lakhs. Different versions of XUV500 can be bought from Rs.12 lakhs to Rs. 17.9 lakhs. Mahindra Thar ranges from 5.22 lakhs to 8.38 lakhs. Mahindra Rexton is the premium range SUV with superior features in the price range from 20.94 lakhs to 24.74 lakhs. Mahindra & Mahindra’s commercial vehicles are very popular for their ruggedness and toughness. Mahindra Truxo ranges from 17 lakhs to 22 lakhs. Mahindra & Mahindra follows competitive pricing as its price range is very similar to its competitors. In fact, some commercial vehicles are priced marginally lower than the competitors.
Mahindra & Mahindra Place & Distribution Strategy:
Following is the distribution strategy in the Mahindra & Mahindra marketing mix:
Mahindra & Mahindra has a distribution network spanning the length and breadth of India. Mahindra & Mahindra has 300 dealerships spread across 240 cities. Around 1300 up-country outlets have been set up to serve the rural and semi-urban areas in the country. Mahindra & Mahindra has an efficient and effective warehouse and clearing and forwarding facility. SRP group supports Mahindra in logistics and warehousing. Mahindra & Mahindra has dealerships across the country which are equipped to handle sales and service for personal and commercial vehicles both. Their network reaches the remotest of places like Kargil, Port Blair, Barmer and Jaisalmer to name a few. Mahindra & Mahindra has further broadened its horizon by collaborating with ecommerce platforms giving further boost to the sales for online customers.
Mahindra & Mahindra has a large customer base in the rural areas but due to poor infrastructure and lack of facilities it is hard to penetrate the rural market. Therefore, Mahindra & Mahindra came up with an innovative idea and helped in developing dealership’s infrastructure in the rural areas through its “Samriddhi Centres”.
Through these centres farmers got valuable information on weather, crops and farm productivity which attracted the farmers to these dealerships and turned them into loyal customers.
The promotional and advertising strategy in the Mahindra & Mahindra marketing strategy is as follows:
Mahindra & Mahindra advertises very smartly and adequately. Mahindra & Mahindra’s “Live young, Live free “campaign became popular in 2012. Mahindra & Mahindra follows an aggressive promotional strategy in its marketing mix. It showed Mahindra’s portfolio of vehicles in tough terrains of different parts of India. They made Varun Dhawan as their brand ambassador to target the younger audience. The advertisement made with the actor had great content and complimentary music. Their advertising strategy is not confined to just television. Mahindra & Mahindra do a lot of print, digital and media advertising as well. They host on ground events like the Mahindra adventure initiative. Mahindra & Mahindra has a huge fan base on social media. Various events and contests like the Dubsmash & win KUV100 contest are played on the social media to create buzz and for customer engagement. It has around 17 million fans across various brands and over 40 million views on different videos on YouTube.
Mahindra & Mahindra does a lot of promotion through road show. It is a great platform in terms of customer engagement and creating an extraordinary experience. Mahindra organized a multiple city road show to promote Quanto. It helped the audience relate to the holiday theme of the car. Hence, this covers the entire marketing mix of Mahindra & Mahindra.
About Mahindra & Mahindra:
Ever since Mahindra’s inception in the automotive industry in India in 1947, Mahindra & Mahindra has provided the consumers with powerful yet stylish vehicles. From introducing the utility vehicle back then Mahindra still has a strong foothold in the industry. Today, Mahindra & Mahindra have captured all the terrains of land, sea and air as their offerings fhave increased into a wide range of products ranging from SUVs, electric vehicles, pickups, commercial vehicles, small aircrafts and boats. Mahindra & Mahindra vehicles are known for their toughness, reliability and fuel efficiency. It has collaborated with different companies to become global and has its presence across six continents and more than 100 countries. Mahindra & Mahindra is always looking to innovate because it believes in empowering their consumers with advanced technology.
Taking forward their core philosophy to Rise, they invest in a lot of research and development. Mahindra & Mahindra has a number of trusts and foundations such as KC Mahindra Education trust and Mahindra foundation as an attempt to give back to the society.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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