Advertisement analysis: scorpio

Assignment 1: Analysis of Mahindra Scorpio Advertisement

Submitted by:

Abhishek Agrawal, Soumya Kaushik (41), Hrishikesh J Mhatre (48), Neelam Bhatia (56), Ujjwal Banerjee

o The product
The product selected is “Scorpio”. Scorpio is a SUV (Sports Utility Vehicle) from Mahindra & Mahindra Ltd.

An analysis of the auto market has revealed that the SUV customer, who was shelling out a premium of more than Rs 3 lakh over what he paid for a lower end C-segment car, was buying the car for the sheer lifestyle statement it made. For the Indian consumer, there is a very thin line of difference between a MUV and a SUV in his mind.

o Some facts
Scorpio target market
Image Seekers: Multiple vehicle owners, Professional, Young individuals in the age group of 25 - 45, Sophisticated outgoing lifestyle.

Scorpio Brand promise
Functional benefit: A World - Class new generation SUV with excellent styling, superior performance, car like comfort at a "Value" price.
Emot...