Mahindra

Mahindra & angstrom unit; Mahindra| BRAND POSITIONING DECISION| | | | GROUP 7| 8/16/2011| | MAHINDRA & MAHINDRA Brand positioning lemniscus point: The Case: - Up to the year 1994, all the businesses of the conference were at a lower stupefy one company- Mahindra & Mahindra. Subsequently the company was re-structured in 1997, Mahindra, the prevailing leader in the Utility Vehicles segment, was experiencing much loss in mart share. Since the spread of the economy in 1991, many get togetherers had been entry the auto market with aggressive overlap installes- in particular- Tata Sumo and Toyota Qualis, by the year 2003, thither were 12 players in the automobile market. The areas where Mahindra had an animate strong figurehead did not show much return opportunity (namely tackle urban and rural areas). The need for a new product piece came from the evolving nature of the market place and the rising consumer demands and expectations. M & M also set about a huge limitation of fault perception and image. as substantially the products offered by the company were not considered technologically advanced or perceived as modern. They did not have a evidential hold over the urban markets.

As such M&M faced the increase need to launch a product fit to meet the current and change magnitude needs of the market, and saw an immediate need to change its trade name identity. This case also addresses the key issue of the positioning schema to be adopted by Mahindra and Mahindra - in order to thwart that all its strategic objectives are met and it garn ers enough market shares to play the positi! on of market leader once again. This decision is to be taken at a time where the Indian go industry is in a state of change. Strategy done a thorough understanding of the market situation, Mahindra and Mahindra took a re-look at their product and brand portfolio. THE DECISION TAKEN: Consumer research conducted among capability customers provided useful inputs to the company. Despite the...If you want to get a elaborate essay, order it on our website: OrderCustomPaper.com

If you want to get a full essay, visit our page: write my paper