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The presentation takes you through the successful 10 year journey of Mahindra Bolero in automobile industry.
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Mahindra Bolero: Milestones
Launch & Background
• Launched in 2000
• Changed the perception of MUVs as vehicle for farmers
• Delivering the brand promise ‘Luxurious Toughness’
Brand Repositioning
• Re-positioned and re-launched Bolero as an entry level Sports Utility Vehicle (SUV) as against a plain Utility Vehicle (UV)
• Attitude of ‘Take on Anything’, offering an affordable, stylish option for young, upwardly mobile consumers
Change In Owner Profile Post Relaunch
Research has shown that the new Bolero user is a lot younger compared to earlier
Attributes behind the Bolero’s path breaking performance
• A superior value proposition as stylish, affordable SUV for the youth
• The aspirational imagery
• CRM led brand activation and a customer centric approach
• A brand portfolio strategy with variants targeted at various customer segments
• Sustained customer saliency and interest through unique activities such as product customization and Special Editions
Other supportive attributes
• Leveraging the Mahindra heritage of tough, rugged vehicles
• Stylish and luxurious statement
• Price variant appealing different target group
And the Result
Mahindra Bolero emerged as India’s No.1 Sports Utility Vehicle brand in 2006-07 and has continued to
occupy that pedestal for 4 years in a row
Volumes, shares and growth
• Since 2006-07, the brand has out-performed the passenger hard tops category with a CAGR of 23% (category CAGR 7%) and has therefore increased its market share from 19% to 29%
• About 75-80% of the sales volumes are from smaller towns and the remaining 20-25% from metros.
Volumes, shares and growth
Data Sheet 2006-07 2007-08 2008-09 2009-10
Passenger hard top volumes 201380 218772 196226 244047
Growth 16% 9% -10% 24%
Bolero volumes 37715 51017 55924 70554
Growth 9% 35% 10% 26%
Market share 19% 23% 28% 29%
Way Ahead…
• Going ahead, the Bolero will continue to dominate the SUV/UV/MPV space
• Its superior value proposition and rugged appeal, coupled with Mahindra’s customer centric approach to the business will help it retain competitive advantage on a sustainable basis
for more information visit: www.mahindrabolero.com
Thank You