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CASE STUDY: How Mahindra & Mahindra accelerated its marketing strategy to be ahead from its competitors?

25/02/2016

Case Study

What you will find in this Case Study?

1) About Company
2) Marketing strategy of Mahindra
3) Company growth
4) Future Plan

About Company

Today, the Mahindra Group is a US $16.9 billion federation of companies and one of India’s top 10 business houses with more than 2, 00,000 employees in over 100 countries across the globe. Mahindra has evolved into a socially and environmentally responsible group with a leading presence in each sector in which it is present.

mahindra car

Mahindra is present across the automotive spectrum – two-wheelers, three-wheelers, commercial vehicles, SUVs, MPVs to sedans, tractors, power boats and aircraft. In addition, the Group’s diversified nature of business spans many frontiers – automotive components, financial services, IT, retail, real estate, hospitality, logistics, after-market, clean energy and more.

In 2015, Mahindra & Mahindra was recognized as the Best Company for CSR in India in a study by the Economic Times. In 2014, Mahindra featured on the Forbes Global 2000, a comprehensive listing of the world’s largest, most powerful public companies, as measured by revenue, profit, assets and market value. The Mahindra Group also received the Financial Times ‘Boldness in Business’ Award in the ‘Emerging Markets’ category in 2013.

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Marketing strategy of Mahindra

India is one of the fastest growing markets for the automobile industry and the company Mahindra and Mahindra is one such automobile company that has revolutionized the markets. Mahindra puts out content that is valuable or entertaining to people anywhere in the globe and in doing so Mahindra has attracted a global audience.

Mahindra and Mahindra have taken various steps in order to promote their vehicles throughout the world. It has decided to use the visual media, social media and the print media fully so that the people become aware of its potential and products.

1) Social media:

Marketing on social networking sites is rapidly becoming a popular way to showcase products and services, receive up to date customer feedback and stay abreast of latest trends.

Mahindra is connected with social networking sites to reach out to current and future customers. It provides a new way to engage with customers, promote products, and analyzes customer opinion & market trends and much more. Mahindra connects with leading social networking sites like Facebook, Twitter, LinkedIn, YouTube and Google+.

a) Facebook:

Mahindra Facebook page has more than 807K fans. Mahindra uses Facebook as a platform where their fans can connect with them for open discussions to share their stories, ideas, suggestions, or comments. Through Facebook, Mahindra directly and actively connects with its fans.

mahindra facebook
b) Twitter:

Mahindra’s Twitter feed is an engaging mix of business and pleasure, and of broadcasting and engagement. Mahindra Twitter page has more than 67.2K followers.

mahindra twitter

CEO Anand Mahindra’s Twitter page: Anand Mahindra the auto tycoon topping an international list of the top 5 non-tech CEOs who are highly active on the social media platform Twitter. He has over 2.91M Twitter followers and is influential in the twitter universe because of his wide variety of views on Twitter. His twitter handle is @anandmahindra.

anand mahindra twitter

He posts not just about the developments and events in his company, but also posts inspirational quotes, about films and politics. He has managed to attract the attention of so many followers both in India and abroad with his entertaining tweets that are also valuable to people.

c) Google plus:

Google plus has become an important means of interactions in which people create, share, exchange and comment contents. Also, it connects the organization to customers directly for communication. Mahindra Google plus page has more than 32K followers.

mahindra google plus

d) YouTube:

Mahindra has 2,418 people subscribing to its YouTube Channel and has 2,968,650 views. Mahindra uses marketing videos in addition to informational videos to provide information and make connections with their followers and viewers.

Ask to rise with Mahindra Reva

2) TV Commercial:

TVC is increasingly becoming the preferred medium of communication in the hyper-connected world today. Advertisements featuring attractive models and actors with its products have been handled gracefully so that Mahindra and Mahindra becomes a household name.

In 2015, Mahindra launched Prabhas, the famous actor, as its brand ambassador for Mahindra.
Mahindra TUV300 TV Ad – Tough is what tough does!

Mahindra KUV100 TV Ad | The Young SUV with Varun Dhawan

Current scenario of Mahindra over various Social Media Platforms

• Facebook fan following: 807K
• Twitter followers: 67.2K
• LinkedIn followers: 82K
• YouTube subscribers: 2,418
• Google+ followers: 32K

Company Growth

Mahindra & Mahindra Ltd. (M&M Ltd.), India’s leading SUV manufacturer auto sales numbers which stood at 37,915 units during December 2015 as against 36,328 units during December 2014, representing a growth of 4%. In December 2015, the Medium and Heavy Commercial Vehicles segment sold 528 units, registering a growth of 74%. Exports for December 2015 stood at 3,076 units, registering a growth of 65%.

Much of Mahindra’s growth has come from acquisitions. In the last few years, the group bought majority stakes in Korean automaker Ssangyong, IT Company Satyam Computer Services, electric car maker Reva, two-wheeler maker Kinetic, Punjab Tractors and Australia’s Gippsland Aeronautics.

Future plans

Mahindra also makes trucks in partnership with Navistar, two-wheelers, sedans and electric cars with Reva. The company will Increase their share in two wheeler market in India and surpass their competitors like Hero, Bajaj. Mahindra plans smaller petrol engines for future compact models of cars and to make a compact SUV that would compete with small cars in pricing but would offer the rugged capabilities that become the group’s trademark.

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Advanced
Digital Marketing Training Program
for professionals & job seekers
Learn how to market a business online just like experts & agencies do it.
Learn from real practitioners not just trainers.

Watch DSIM Trainees Celebrating Last Day of Batch

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