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Route 1Awareness/ Familiarity
with brand
Information regarding brand attribute
or benefits
Creation of brand image/ personality
Association of feelings with brand
Linkage of brand with peers/ experts
& group trait
Ad
Exp
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e
Pur
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havi
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Con
sum
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Route 1Awareness/ Familiarity
with brand
Ad
Exp
osur
e
• Dramatic and high impact launch
• High visibility
• Push brand image even by the media vehicle
• Continuous advertisement on TV and Print media
• High advertisement budget but very specific
• Road shows
• Campaigning thorough different medias tools
Result: High Brand recall
Brand recall score to increase by 22% in just 9 months
Scorpio brand recall score to achieve 50% in 2007
Route 1
Information regarding brand attribute
or benefits
Ad
Exp
osur
e
Brand Attributes
Well-respected manufacturers
Technologically advanced
Suitable for city driving
Great to drive
Proud to own
Makes good quality vehicles
Route 1
Creation of brand image/ personality
Ad
Exp
osur
e
A powerful vehicle with a sporty look,
No true SUV player was exist in the market Scorpio: best product package at an affordable price,
Enhancing Mahindra's image as a truly urban player.
Truly a world-class vehicle, which aptly bridges the gap between style & adventure, luxury, performance & economy.
Product and brand with top of the mind recall across all consumer segments.
Solidly built with good cargo capacity amongst the premium car consumers
Route 1
Association of feelings with brand
Ad
Exp
osur
eRational:
• World class vehicle, • Good looks, • Car like comfort, • Great value
Emotional: • Ownership experience of thrill, • Excitement and power
Relational:
• Young modern, • Premium,
• City Companion / Extension of
Lifestyle.
Route 1
Linkage of brand with peers/ experts
& group trait
Ad
Exp
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Scorpio is competing with the midsize cars like Hyundai Accent, Ford Ikon, Opel Corsa, Maruti Suzuki Esteem on the one side and UVs like Toyota Qualis, Tata Safari and the Tata Sumo on the other
Other SUVs in same segment
Models
Top of theMind
Awareness
UnaidedAwareness
Proportion ofrespondents rating
on Overall
Opinion
Average
Rating onOverall
Opinion
TATA Sumo 9 63 32 6.39
Toyota Qualis 8 48 70 8.34
Bolero (M & M) 10 47 48 7.37
TATA Safari 4 44 49 7.23
Armada (M & M) 8 34 31 6.42
Marshal (M & M) 3 21 19 6.05
Armada Grand (M & M) 1 8 21 6.08
Sample Base 121 398 398 121
Route 1 Completes Awareness/ Familiarity
with brand
Information regarding brand attribute
or benefits
Creation of brand image/ personality
Association of feelings with brand
Linkage of brand with peers/ experts
& group trait
Ad
Exp
osur
e
Pur
chas
e be
havi
or
Con
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ttitu
de
Result: High Market Share of SUV (sport-utility vehicle)
• Captured 40 percent of the premium utility vehicle market
• The fastest growing in the world SUVs segment -35 per cent of the world market and 45 percent of the Indian market consists of SUVs
• Sold 12000 units of Scorpios in 2003
• 24,000 units of Scorpio sold in 2004
• Continuous growth in double digits
Route 2Awareness/ Familiarity
with brand
Information regarding brand attribute
of benefits
Creation of brand image/ personality
Association of feelings with brand
Linkage of brand with peers/ experts
& group trait
Ad
Exp
osur
e
Pur
chas
e be
havi
or
Con
sum
er a
ttitu
de
form
ulat
ion
Reminder of inducement about brand trial
If the result is satisfactory
Brand recall and continuous reminding ads leads to purchase behavior
Personal Traits• Style• International Looks• Power• Car Like Comfort
Persona
• Powerful
• In control
• Sophisticated
Relationship
• Extension of the user’s lifestyle
Culture
• Live life on one’s own terms
Satisfaction leads to formulation of brand
• Luxury of a car and the thrill of an SUV. Press advertisement of the Scorpio focused on functional features of the vehicle and the television advertisements focused on the emotional benefits.
“Nothing Else Will do”
The baseline captures the essence of the brand, which is superiority and uncompromising attitude. It also summarizes the spirit behind the making of the Scorpio.
