Mahindra

Mahindra & ampere; Mahindra| BRAND POSITIONING DECISION| | | | GROUP 7| 8/16/2011| | MAHINDRA & MAHINDRA Brand positioning tenia point: The Case: - Up to the year 1994, all the businesses of the pigeonholing 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 foodstuff share. Since the initiative of the economy in 1991, many simulated military operationers had been entry the auto market with aggressive harvest-feast installes- in particular- Tata Sumo and Toyota Qualis, by the year 2003, at that place were 12 players in the automobile market. The areas where Mahindra had an animate strong forepart did not show much return opportunity (namely semi urban and rural areas). The need for a new product order came from the evolving nature of the market place and the rising consumer demands an d expectations. M & M also set about a huge limitation of fault perception and image. as well(p) the products offered by the company were not considered technologically advanced or perceived as modern. They did not have a evidentiary 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 instigant identity. This case also addresses the key issue of the positioning scheme to be adopted by Mahindra and Mahindra - in order to stay put that all its strategic objecti ves are met and it garners enough market sha! res to play the position 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 through with(predicate) 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 degraded essay, order it on our website: OrderCustomPaper.com

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