Mahindra Automotive and Farm Equipment Sectors
Define position strategy for small SUVs as alternatives to compact cars for Indian consumers.
Mahindra & Mahindra accounts for more than half of the SUV and UV car segments in India. Using its strong position in the SUV category, the company is planning to introduce a new hatchback mini-SUV. The primary objective of the MAP team was to develop a positioning and messaging strategy for the mini-SUV based on unmet consumer needs in the hatchback segment. The secondary objective was to develop an effective sales strategy for the vehicle by recommending modifications to the typical Mahindra sales process to meet compact car customer expectations. Through primary and secondary research, the MAP team was able to make recommendations on target consumer segments and position strategy for the mini-SUV that will differentiate it from its competitors and maximize consumer appeal. The team also made recommendations for an effective sales strategy for the vehicle, based on benchmarking and consumer preferences.
