DAYANANDA SAGAR COLLEGE OF ENGINEERING

Shavige Malleshwara Hills, Kumaraswamy Layout, Bengaluru-560078

An Autonomous Institute Affiliated to VTU, Belagavi

THE DEPARTMENT OF MANAGEMENT STUDIES

Subject: Marketing Management

Sub Code: 22MBA15
Faculty Name: Dr. Ganesha K S

ASSIGNMENT 1
A. Case Analysis – MTR Foods
B. Case Analysis – Mahindra Xylo

Names of the Student: Prajith V

Section: B

Submission Date: 13/03/2024

Faculty Remark:

Faculty Signature:

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 DEPARTMENT OF MANAGEMENT STUDIES

PROGRA PROGRAM
M VISION STATEMENT EDUCATIONA
OUTCOM L OBJECTIVES
E To be a contemporary Business School of National
PEO1: Graduates will have
repute
1. Managemen the required knowledge of
t Knowledge management, attitude, and

MISSION STATEMENT skills and be able to apply

2. Decision Making them in their career path
M1: To provide a quality environment for developing
PEO2: Graduates will be
3. Leadership functional, analytical, and critical thinking abilities to
able to solve business
enhance employability
problems by working
4. Business Environment M2: To create an environment that enhances cognitive together with other
skills and team work for the holistic development
interdisciplinary team
5. Team Management
M3: To inculcate ethics, values and social sensitivity members and demonstrate
towards sustainable business practices leadership skills.
6. Social sensitivity
M4: To ignite, create and nurture entrepreneurship for PEO3: Graduates will be
the benefit of business and society able to demonstrate
7.ContemporaryToo
professional competence and
l Usage
ethical, value-based, and

8.Employability socially responsible

and Entrepreneurship behavior as a manager or an

entrepreneur in their careers.
PEO4: Graduates will have
the ability to pursue higher
education and research and

NAME OF THE STUDENT: Prajith V

USN:
COURSE: MBA- VTU-1
TOPIC: Case study analysis of, MTR Foods and Mahindra
Xylo

DATE OF SUBMISSION: 13/03/2024

SIGNATURE OF THE FACULTY:

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 DAYANANDA SAGAR COLLEGE OF ENGINEERING
(An Autonomous Institute Affiliated to VTU, Approved by AICTE & ISO 9001:2015 Certified)
(Accredited by National Assessment & Accreditation Council (NAAC) with ‘A’ grade)
Shavige Malleshwara Hills, Kumaraswamy Layout, Bengaluru
Department of Management Studies
Assignment – 1
Course: Marketing Management Course Code: 22MBA15
Name of the Faculty: Dr. Ganesha K S

Name of the Student: Prajith V

USN:

CO 1: Ability to apply the concept of Marketing Management for the New Realities.
CO 2: Ability to develop a winning marketing strategy to drive growth by effective segmentation,
targeting and positioning

A. Case Analysis - MTR Foods

• Analyse the traditional and modern four P’s of Marketing for MTR.
• Which of marketing mix element is important for MTR, Justify.

B. Case Analysis- Mahindra Xylo

• Analyze the segments identified by Mahindra for utility vehicles? What was the basis of this
segmentation?
• Can you identify any other variable for segmentation which M&M could have used?
• What were the considerations in choosing “comfort” segment for Xylo?
• If the company plans to launch another brand, which segment they should be looking at?
A. Case Analysis - MTR Foods
1. Analyse the traditional and modern four P’s of Marketing for MTR.

Product:
Traditional Perspective: MTR Foods offers a wide range of food products including ready-to-eat meals,
spices, mixes, breakfast mixes, snacks, beverages, and desserts. These products are known for their
authenticity, quality, and taste, catering to the diverse culinary preferences of consumers.
Modern Perspective: MTR has expanded its product line to include healthier options, catering to the
growing demand for nutritious and convenient meals. They also focus on product innovation, introducing new
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flavours and variations to appeal to changing consumer tastes.
Price:
Traditional Perspective: MTR Foods prices its products competitively, considering factors like
production costs, distribution expenses, and competitor pricing. They often position themselves as a premium
brand, emphasizing the quality and authenticity of their offerings.
Modern Perspective: In recent years, MTR has adopted dynamic pricing strategies, leveraging data
analytics to adjust prices based on demand, seasonality, and other market dynamics. They also offer
promotional pricing and discounts to attract price-sensitive consumers.
Place:
Traditional Perspective: MTR Foods has a strong distribution network, with its products available in
supermarkets, grocery stores, convenience stores, and online platforms across India and in select international
markets. They focus on ensuring wide availability and accessibility of their products.
Modern Perspective: MTR has embraced e-commerce platforms, partnering with online retailers to
reach a wider audience and facilitate convenient purchasing. They also explore direct-to-consumer channels,
including their own online store, to strengthen their presence in the digital marketplace.
Promotion:
Traditional Perspective: MTR Foods promotes its products through various traditional marketing
channels such as television advertisements, print media, outdoor advertising, and point-of-sale promotions.
They often highlight the quality, authenticity, and convenience of their offerings in their promotional
campaigns.
Modern Perspective: MTR leverages digital marketing channels extensively, including social media,
influencer marketing, email marketing, and search engine optimization, to engage with consumers and drive
brand awareness. They also invest in experiential marketing initiatives and sponsorships to connect with their
target audience in meaningful ways.

Market Analysis:
Mavalli Tiffin Rooms (MTR) has the opportunity to utilize traditional marketing approaches, leveraging print
media like newspapers and magazines to showcase its rich heritage, authentic recipes, and distinctive dining
experience. Complementing this, forming partnerships with local events, sponsoring community activities, and
fostering word-of-mouth marketing can collectively contribute to establishing a robust presence. MTR has
earned a reputation as a reliable brand, recognized for its authentic taste and high-quality offerings.

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Problem Identification:
 Despite its strong brand reputation and diverse product portfolio, MTR Foods faces challenges such as
intensifying competition, changing consumer preferences, and evolving market dynamics.

 The company may struggle to maintain its market share and profitability amidst increasing pressure
from competitors and shifting consumer trends.

 MTR needs to continuously innovate and adapt its marketing strategies to stay ahead of the competition
and meet the evolving needs of consumers.

Strategic Alternatives:
• Digital Presence: Enhancing online visibility through a user-friendly website, online ordering, and
social media to reach a wider customer base and adapt to changing consumer behaviours.
• Product Innovation: MTR can focus on developing new products or improving existing ones to cater to
emerging consumer trends such as health and wellness, convenience, and sustainability.
• Market Expansion: MTR can explore opportunities to expand its presence in international markets or
target new consumer segments within existing markets.

Evaluation and Recommendation:

 To address the identified challenges and capitalize on market opportunities, MTR Foods should pursue
a combination of the strategic alternatives outlined above.

 Prioritizing product innovation and digital transformation will enable MTR to differentiate itself in the
market, meet changing consumer preferences, and drive sustainable growth.

 Additionally, expanding into new markets and forming strategic partnerships can help MTR strengthen
its competitive position and achieve long-term success in the packaged food industry.

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Which of marketing mix element is important for MTR, Justify.
Promotion stands as a pivotal element within the marketing mix for MTR (Mavalli Tiffin Rooms), playing a
crucial role in various aspects of the overall marketing strategy. Its significance lies in creating awareness,
establishing and strengthening brand equity, generating sales, setting the brand apart from competitors,
engaging customers, and adapting to market dynamics. The allocation of resources to well-crafted promotional
strategies is an investment that enables companies to not only augment their market presence but also drive
sustained growth, ultimately helping them attain their overarching business objectives.
MTR has strategically positioned its brand as an emblem of South Indian culinary excellence. The brand's
unwavering commitment to product quality serves as a cornerstone, allowing it to uphold its esteemed position
and resonate effectively with the target market. While acknowledging the importance of other marketing mix
elements, including promotion and place, it is evident that the product itself serves as the bedrock of MTR's
success. The consistent delivery of exceptional South Indian dishes not only meets customer expectations but
also forms the essence of MTR's unique presence in the market, ensuring its sustained success and distinctive
market position.

Problem Identification:
 Even with a robust brand reputation and top-notch products, MTR encounters challenges like
heightened competition, evolving consumer preferences, and the necessity to distinguish itself in a
saturated market.
 Safeguarding and expanding market share in the face of intense competition demands a strategic
approach to promotion. Effectively promoting the brand becomes crucial in elevating awareness,
boosting sales, and fostering customer loyalty, thereby navigating MTR through the dynamic landscape
of the market.

Evaluation and Recommendation:

• Promotion stands as a pivotal factor in enhancing MTR's brand visibility, driving sales, and fostering
sustained customer engagement.
• Utilizing various contemporary marketing avenues such as digital marketing, influencer collaborations,
promotions, and experiential marketing can be instrumental for MTR to effectively connect with and
resonate with its intended audience.

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 • The ongoing scrutiny of promotional initiatives, diligent tracking of key performance indicators (KPIs),
and active solicitation of consumer feedback are indispensable for assessing the efficacy of promotions
and refining strategies to achieve optimal results.
• Recommendation: It is advisable for MTR to allocate resources to innovative and targeted promotional
strategies. This approach will not only fortify brand positioning but also propel sales, enabling MTR to
outpace competitors in the ever-evolving landscape of the food market.

B. Case Analysis- Mahindra Xylo

• Analyze the segments identified by Mahindra for utility vehicles? What was the basis of this
segmentation?

Mahindra, a prominent player in the utility vehicle market, has identified several segments for its vehicles
based on various factors. Here's an analysis of the segments identified by Mahindra and the basis of this
segmentation:

• Families and Urban Commuters:

1. Segmentation Basis: Mahindra identifies families and urban commuters based on their requirement for
spacious and comfortable vehicles suitable for daily commuting and family outings.
2. Mahindra's vehicles in this category provide generous interior space, comfort features, and fuel efficiency,
catering precisely to the needs of families and individuals navigating urban environments.

• Commercial Users:
1. Segmentation Basis: Mahindra strategically targets commercial users, including businesses, fleets, and
logistics companies, seeking utility vehicles for transportation and logistical purposes.
2. Mahindra's vehicles in this segment are engineered for durability, reliability, and efficient load-carrying
capacity, addressing the specific needs of commercial users in industries such as logistics, construction, and
agriculture.

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• Adventure Enthusiasts and Rural Customers:
1. Segmentation Basis: Mahindra identifies adventure enthusiasts and rural customers who require rugged and
off-road capable vehicles for exploring remote areas and navigating challenging terrains.
2. Mahindra's vehicles in this category boast features like four-wheel drive, high ground clearance, and robust
construction, ensuring resilience in rough terrains and demanding conditions.

• Recreational Users and Off-Road Enthusiasts:

1. Segmentation Basis: Mahindra may target recreational users and off-road enthusiasts who seek vehicles for
outdoor activities such as camping, off-roading, and adventure sports.
2. Mahindra's vehicles in this segment offer off-road capability, towing capacity, and customizable accessory
options, catering to the diverse needs of recreational users and off-road enthusiasts.
In essence, Mahindra's segmentation strategy for utility vehicles revolves around a meticulous identification of
varied consumer needs, preferences, and usage patterns. By tailoring specialized offerings to different
segments, Mahindra endeavors to achieve comprehensive market coverage. This strategic approach allows the
company to effectively address diverse customer requirements and, in turn, sustain a competitive advantage
within the utility vehicle market.

Market Analysis:
The Xylo is a mid-size multi-purpose vehicle (MPV) designed for families and businesses. It competes with
similar cars from Toyota, Maruti Suzuki, and other companies. What sets the Xylo apart is its focus on
providing lots of space, versatility, and comfort. To make sure it meets the needs of different customers, the
company looks at things like where people live, their lifestyle, and how they use the vehicle.

In the market, things like government rules on emissions and safety, as well as incentives for electric cars, are
important. The Xylo has to follow these rules and take advantage of any opportunities they create. Paying
attention to what customers want, like better gas mileage and safety features, also helps the Xylo stay
competitive.
To understand how well the Xylo is doing, the company looks at how many are sold, how much of the market
they have, and what customers say in reviews. They also ask customers directly through surveys and focus
groups to learn more about what people want and how they buy cars. The future success of the Xylo depends
on how well the company responds to changes in rules and what customers are looking for in a car. Mahindra,
the company that makes the Xylo, has to be smart and make good decisions to keep the Xylo popular.
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Problem Identification:
• Mahindra should adeptly pinpoint and target particular consumer segments to maximize both sales and
its share in the market.
• An oversight in understanding and meeting the unique needs of different consumer groups may lead to
missed opportunities and a diminished competitive edge.
• Inaccuracies in segmentation or targeting could result in a misalignment between product offerings and
consumer preferences, adversely impacting sales and the overall perception of the brand.
• Precision in identifying and catering to diverse consumer segments is pivotal for sustaining
competitiveness in the market.
• A failure to adapt product strategies to different consumer needs may result in lost opportunities and
reduced competitiveness.
• If there is a disconnect between product offerings and what consumers want due to inaccurate
segmentation or targeting, it can negatively affect both sales and the brand's image.

Strategic Alternatives:
One key avenue involves undertaking a design refresh to contemporize the Xylo, making it
more visually appealing and aligning with current automotive trends. Technological upgrades
should be prioritized, introducing advanced features, safety enhancements, and connectivity
options to meet evolving consumer expectations. Improving fuel efficiency is essential to cater
to the growing demand for eco-friendly and cost-effective vehicles. Collaboration with other
companies, government agencies, and research institutions fosters growth and resilience. By
executing these strategic initiatives effectively, Mahindra aims to solidify its position as a
leader in the utility vehicle segment and capitalize on emerging opportunities in the automotive
industry. Targeted marketing campaigns should spotlight the Xylo’s distinctive features,
emphasizing its spacious interiors, versatility, and cost-effectiveness.
Technological integration is pivotal, with a focus on embracing advancements like electric and
connected vehicle technologies to meet regulatory requirements and consumer preferences.
Geographical expansion is on the agenda, with efforts to tap into new markets both
domestically and internationally.
Strengthening customer engagement through loyalty programs and feedback mechanisms can

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enhance overall customer satisfaction and loyalty. Additionally, ecofriendly initiatives and
considerations for hybrid or electric versions could align the Xylo with the industry’s
increasing focus on sustainability

Evaluation and Recommendation

1. Mahindra should conduct thorough market research to understand the unique needs and preferences of
different consumer segments.

2. Based on the analysis, Mahindra should develop targeted marketing strategies, product offerings, and
distribution channels for each identified segment.

3. Continuous monitoring of market trends, consumer feedback, and competitive activities is essential for
evaluating the effectiveness of segmentation strategies and refining approaches to maximize market
penetration and profitability.

2. What were the considerations in choosing “comfort” segment for Xylo?

Several considerations likely influenced Mahindra's decision to target the "comfort" segment for the Xylo:
1. Market Demand:

 Mahindra likely identified a significant demand in the market for utility vehicles that prioritize
comfort and spaciousness.

 Consumer preferences may have shifted towards vehicles that offer ample room for passengers
and luggage, especially for long-distance travel or family outings.

2. Competitor Analysis:

 Mahindra likely assessed the offerings of competitors in the utility vehicle segment to identify
gaps or opportunities.

 If competitors lacked vehicles that specifically emphasized comfort and interior space, it would
create a niche for the Xylo to capitalize on.

3. Consumer Insights:

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  Mahindra may have conducted market research and gathered consumer feedback to understand
their preferences and pain points.

 Insights from surveys, focus groups, and customer feedback might have indicated a strong
desire for utility vehicles with enhanced comfort features.

4. Brand Positioning:

 Mahindra may have considered its brand image and strengths when choosing the comfort
segment for the Xylo.

 If Mahindra's brand is associated with reliability, durability, and customer-centricity, offering a

comfortable vehicle would align with these brand attributes.

5. Market Trends:

 Mahindra likely analyzed prevailing market trends and anticipated future shifts in consumer
preferences.

 If there was a growing trend towards prioritizing comfort and convenience in utility vehicles,
Mahindra would have recognized the opportunity to meet this demand with the Xylo.

6. Usage Scenarios:

 Mahindra might have considered the various scenarios in which consumers use utility vehicles,
such as family trips, daily commuting, or commercial purposes.

 By focusing on comfort, Mahindra aimed to address the needs of consumers who spend
extended periods in their vehicles, whether for leisure or work purposes.

In conclusion, Mahindra's decision to target the comfort segment for the Xylo was likely informed by a
combination of market demand, competitor analysis, consumer insights, brand positioning, market trends, and
consideration of usage scenarios. By emphasizing comfort as a key selling point, Mahindra aimed to
differentiate the Xylo in the competitive utility vehicle market and meet the evolving needs of consumers.

What were the considerations in choosing “comfort” segment for Xylo?

Customer choosing the comfort segment for the Mahindra Xylo, factors like spacious

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interiors, ergonomic design, supportive seating, advanced suspension for a smooth ride, noise
insulation, and climate control features are crucial.
The Xylo's value proposition emphasized its spacious interior, comfortable seating, and
amenities like air conditioning and entertainment systems. Thorough market research likely
assessed the long-term viability and potential for growth within the comfort segment.
Additionally, attention to materials used in interior construction and features like adjustable
seating contribute to overall comfort.

If the company plans to launch another brand, which segment they should be looking
at?
Market Analysis:
• Market Trends: Growing demand for electric vehicles (EVs) and sustainable
transportation solutions.
• Consumer Preferences: Increasing interest in eco-friendly vehicles with advanced
technology and features.
• Competitive Landscape: Presence of established brands in the EV market, indicating
a need for differentiation.

Problem Identification
 Mahindra may have identified a lack of spacious and comfortable options in the utility vehicle market.

 The company might have observed a growing demand from consumers, particularly families, for
vehicles that offer ample space and comfort for long journeys.

Strategic Alternatives
 Product Differentiation: Mahindra could have identified the need to differentiate the Xylo from
competitors by focusing on comfort as a key selling point.

 Target Audience: The decision to target the comfort segment suggests a focus on families and long-
distance travelers who prioritize comfort and space.

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  Market Opportunity: Mahindra likely saw an opportunity to capture market share by offering a
vehicle that meets the specific needs of consumers seeking comfort and convenience.

Evaluation and Recommendation

 The decision to target the comfort segment for the Xylo was likely based on a combination of market
research, competitor analysis, and understanding of consumer preferences.

 To ensure the success of the Xylo in the comfort segment, Mahindra should continuously monitor
market trends, gather customer feedback, and make necessary adjustments to the product and marketing
strategies.

 Recommendation: Mahindra should focus on highlighting the Xylo's comfort features through targeted
marketing campaigns, emphasizing its spacious interior, ergonomic design, and amenities that enhance
the overall driving experience. Additionally, investing in product innovation to further improve comfort
and convenience features can help maintain the Xylo's competitiveness in the market.

• If the company plans to launch another brand, which segment they should be looking at?

If Mahindra plans to launch another brand, they should consider targeting the electric vehicle (EV) segment.
launching a brand focused on electric vehicles would enable Mahindra to capitalize on the growing demand for
sustainable transportation solutions, leverage technological innovation, differentiate itself from competitors,
and align with government initiatives promoting electric mobility. Mahindra's entry into the electric vehicle
market presents significant opportunities for growth and innovation. By leveraging its strengths, resources, and
strategic partnerships, Mahindra can establish itself as a key player in the EV market and contribute to the
transition towards sustainable mobility.

Market Analysis
 The electric vehicle (EV) market is experiencing rapid growth globally due to increasing environmental
concerns, government regulations, and technological advancements.

 Consumer interest in EVs is rising, driven by factors such as fuel efficiency, lower operating costs, and
reduced emissions.

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  Competition in the EV market is intensifying, with both traditional automakers and new entrants
investing heavily in electric mobility.

Problem Identification
 Mahindra may face challenges in entering and establishing itself in the competitive EV market.

 Developing and manufacturing EVs requires significant investment in research and development,
battery technology, and charging infrastructure.

 Consumer adoption of EVs may be hindered by concerns about range anxiety, charging infrastructure
availability, and upfront costs compared to conventional vehicles.

Strategic Alternatives
 Product Development: Mahindra can invest in developing a range of electric vehicles, including
passenger cars, SUVs, and commercial vehicles, to cater to diverse consumer needs and preferences.

 Charging Infrastructure: Mahindra can collaborate with government agencies, utilities, and other
stakeholders to expand charging infrastructure and address range anxiety concerns among consumers.

 Brand Positioning: Mahindra can differentiate its EV offerings by emphasizing factors such as
reliability, performance, and affordability, to attract consumers and gain a competitive edge in the
market.

 Partnerships and Alliances: Mahindra can form strategic partnerships or alliances with technology
companies, battery manufacturers, and other EV stakeholders to leverage their expertise, resources, and
distribution networks in the EV ecosystem.

Evaluation and Recommendation

 Mahindra should conduct thorough market research and feasibility studies to assess the potential
demand for EVs in different market segments and regions.

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 Developing a comprehensive business plan, including investment requirements, product roadmap,
distribution strategy, and marketing initiatives, is essential for successful entry into the EV market.

 Mahindra should prioritize innovation, quality, and customer experience in its EV offerings to build
trust and credibility among consumers.

 Continuous monitoring of market dynamics, regulatory changes, and technological advancements is

crucial for adapting strategies and staying competitive in the rapidly evolving EV market.

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