Brand Manager is a dream of every marketer and i got to live this dream for two days at an event in NMIMS, Mumbai. The named as ''the scorpion king" was the main event , where in we had to design the future strategy for brand SCORPIO.The event was to be judged by brand manager of Mahindra Scorpio.To design the future of the brand we had to do a complete study on the present status of the brand , as in "what does the brand communicate?".
On doing a STDP analysis, we found that the brand communicates a ruggedness, power, luxury and an international feel . Knowing what their brand communicate was an easy task, but to recommend what a brand should do is a tough task. To give recommendation , we started our job with finding out gaps in the present strategy. After studying a research report from capgemni, we found that first thing which a consumer looks in car is safety and reliability. SCORPIO did not communicate both these attribute in their brand communication strategy, apart from this it also failed to talk about technology (for instance they were first one to come out with BS4 technology, but did not communicate this). We also suggested how BRAND SCORPIO can be extended to other classes of vehicles like the B segment cars and also luxury SUV segment. Scorpio could also do a Co-Branding with Sanyoung motors which it recently acquired in Korea. Our new tagline for the brand was " Bring it on", communicating challenges and adventure .
Our Strategies were good, but it was not our day and we ended 3rd among the colleges, just missed on cash price of 20,000 by 5 points. Hopefully with a better luck next time, results would be different.My team members were Arunima and Divas.
On doing a STDP analysis, we found that the brand communicates a ruggedness, power, luxury and an international feel . Knowing what their brand communicate was an easy task, but to recommend what a brand should do is a tough task. To give recommendation , we started our job with finding out gaps in the present strategy. After studying a research report from capgemni, we found that first thing which a consumer looks in car is safety and reliability. SCORPIO did not communicate both these attribute in their brand communication strategy, apart from this it also failed to talk about technology (for instance they were first one to come out with BS4 technology, but did not communicate this). We also suggested how BRAND SCORPIO can be extended to other classes of vehicles like the B segment cars and also luxury SUV segment. Scorpio could also do a Co-Branding with Sanyoung motors which it recently acquired in Korea. Our new tagline for the brand was " Bring it on", communicating challenges and adventure .
Our Strategies were good, but it was not our day and we ended 3rd among the colleges, just missed on cash price of 20,000 by 5 points. Hopefully with a better luck next time, results would be different.My team members were Arunima and Divas.
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