Scorpio Case Study Analysis

Case Analysis dent promise sumptuousness of a car. shiver of an SUV. Emotional benefits Thrill Excitement berth Rational benefits World Class vehicle Good Looks Car-like comforts Great hold dear Relational Benefits Young Modern tribute City companion Infrastructure Showrooms were redone interior decoration depicted imageries of sportiness, proceeding and technology movement Showroom Experience Uniform customer experience Unique experience and non just the product Exclusive sales people Selected people from current employees and adroit them Advertising and promotions strategy Car confident(p) positioningPremium imagery of SUV in city linguistic context Hero in advertisements Product world all-inclusive feel Communication Strategy macroscopic Brand feeling Role of media tall impact launch- 15th August high school visibility Television Emotional benefits and outside(a) imagery Print Functional Benefits arrange 1 Metro Cities Phase 2 20 cities Coved 50 cities within a n form BRANDZ Bonding Thrill of driving SUV sequence enjoying comfort and luxury of a car. gain Style added to UV. Car plusto a greater extent comfort +mileage +space proceeding Relevance Presence Power and pickup. rilievo of gear shifting. Smoothness of clutch.Quietness of the vehicle Luxury + Sophistication + Value for money Advertisements , rig on independence day with wide press coverage, Public events. Expand to world(a) markets Devise strategies to counter the players entering the UV and B and C segment 1. 2. 3. gamy share of category expenditure in bonding stage 109 Scorpios sold daily. 4 lakh units sold globally since launch. in spite of appearance 4 months of launch M&M achieved 22% market share in premium hard top SUV. (Source http//articles. economictimes. indiatimes. com/2012-06-17/ news show/32270172_1_alan-durante-projectscorpio-pawan-goenka)