SUVs: M&M, Tata Motors Gear Up For Integrated Marketing Strategy

Mumbai: | Updated: Sep 29 2003, 05:30am hrs
Competition is hotting up in the sports utility vehicle segment (SUV) in India once again. Even as Mahindra & Mahindra Ltd is in the process of rolling out an integrated marketing plan to announce the relaunch of Scorpio, Tata Motors is drawing up an aggressive marketing strategy to popularise its recently-launched petrol variant of Tata Safari.

For starters, Mahindra & Mahindra Ltd has launched a multi-media ad campaign to promote the new avatar of Scorpio. Created by Interface Communications, the mass media campaign includes a series of press advertisements and a television commercial.

As for the rationale behind the relaunch of Scorpio, says Mahindra & Mahindra Ltd executive vice-president (marketing & sales) Rajesh Jejurikar: After conducting an extensive market research (with AC Nielson), we upgraded our existing model with new features. However, the positioning of the brand will remain the same so the adline will continue to be the sameNothing Else Will Do.

The company plans to focus on press ads to highlight the new features and improved fuel efficiency of the upgraded version of Scorpio. To support mass media advertising, well be hosting roadshows and ground promos. Till now we have sold over 20,000 Scorpios since we launched this brand. With this improved version, we will phase out the old brand, he adds.

In addition, Mahindra & Mahindra has recently launched a nationwide talent search programme titled Scorpio Speedster With Timex in 10 cities across the country. Through this initiative, the company plans to strengthen Scorpios brand positioning of being a youthful and sporty SUV, says Mr Jejurikar.

Tata Motors is gearing up to launch a new multi-media ad campaign to announce the new variant of Tata Safari, the petrol version. On Tata Motors new marketing strategy, says Ogilvy & Mather India clients service director Sharmila Malekar: To announce the launch of Tata Safari (petrol variant), we will be launching a multi-media ad campaign within a month. The new campaign will include, press ads, TVCs and radio advertising. There will be a new adline too.

At present, the baseline for Tata Safari is Make Your Own Roads. In addition to mass media advertising, the agency will continue to focus on its CRM initiatives such as the Tata Safari Explorer Club to promote the new avatar of Tata Safari.

In the Indian automobile industry, SUVs today account for only 15 per cent of the total market unlike western countries where it is almost 80 per cent.