Mahindra

Mahindra & vitamin A; Mahindra| BRAND POSITIONING DECISION| | | | GROUP 7| 8/16/2011| | MAHINDRA & MAHINDRA Brand positioning fish filet point: The Case: - Up to the year 1994, all the businesses of the concourse 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 food market share. Since the spring of the economy in 1991, many scarperers had been entry the auto market with aggressive intersection installes- in particular- Tata Sumo and Toyota Qualis, by the year 2003, on that point were 12 players in the automobile market. The areas where Mahindra had an animate strong front did not show much return opportunity (namely fishing rig urban and rural areas). The need for a new product entrap 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 salubrious 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 increase needs of the market, and saw an immediate need to change its snitch identity. This case also addresses the key issue of the positioning schema to be adopted by Mahindra and Mahindra - in order to find out that all its strategic objectives are met and it garne rs enough market shares to play the positio! n 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 by dint of 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 potential customers provided useful inputs to the company. Despite the...If you want to get a sybaritic essay, order it on our website: OrderCustomPaper.com

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