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XYLO
XYLO XYLO Mahindra & Mahindra: A Glimpse of Power 1. USD 16.7 billion Indian multinational 2. Market leadership in utility vehicles and tractors, 3. Presence in almost every segment of the automobile industry 4.Forbes ranked Mahindra among the top 200 most reputable companies in the world
The Dynamic Past of M&M
1.Mahindra & Mahindra's history began in 1954 with utility vehicles in collaboration with Willys Overland Corporation. 2.diversified into light commercial vehicles
3.became the global brand for tractors.
XYLO
Stagnation and Growth Ambitions
1. Rajesh Jejurikar’s role in Scorpio's success. 2. Stagnation after Scorpio's success. 3. Present the dilemma and choice 4. "Who will buy Xylo? Who should be the target audience for Xylo? XYLO Automobile Industry in India: History and Evolution 1. Growth of Mahindra and it’s market share 2. Dominated the UV segment. 3. Increased demand for IT sector. 4. Enjoyed a leadership position
Mahindra Mission 1. Domination of Utility vehicle(UV) 2. Providing Quality, Durability and Reliability. 3. Increased Market Share. 4. Catering to all the segments in the market. XYLO Context 1. Mahindra's historical leadership in the UV segment. 2. Stagnating market share, with a specific focus on the years 2005 and 2007. 3. Global competition and aggressive product launches by competitors. 4. Impact of market trends, including a saturated market and loss of brand.
Distinctiveness. 1. Challenge of meeting the needs of modern urban consumers. 2. Shift in growth dynamics towards urban markets. 3. Need to rejuvenate the UV category due to stagnant shares and sector decline. 4. Portfolio expansion and the concept of a differentiated brand proposition. 5. Challenges such as cannibalization, ROI erosion, and profitability concerns. 6. Proposal crafted by Rajesh, Vivek, and team members to explore new consumer. XYLO PORTFOLIO AND MARKET RELATIONSIPS 1. M&M's clarity regarding portfolio and market focus since producing the Willy's Jeep. 2. Willy's Jeep's purpose for rugged terrain, rural India, and armed forces. 3. The entire portfolio reflects deep understanding of market needs. 4. Exhibit 3 showcases competitor framework and USPs for tour offerings (2006-Portfolio lacked diversity and failed to address changing consumer needs.
Challenge: 1. Increase market share from stagnant 40% and avoid cannibalization. 2. M&M known for technologically advanced product launches and marketing acumen. XYLO Consumer Context 1. Economic Growth and Demographics 2. Changing Family Trends and Urbanization 3. Per Capita GDP and Car Prices 4. Financing Options and Market Growth 5. Value for Money (VFM) Mindset
6. Consumer Preferences for Xylo
7. Desired Vehicle Characteristics 8. Xylo's Unique Positioning 9. Role of Marketing Strategy 10. Customer-Centric Approach XYLO The Mahindra Xylo has 2 Diesel Engine on offer. The Diesel engine is 2179 cc and 2489 cc . It is available with Manual transmission. Depending upon the variant and fuel type the Xylo has a mileage of 14.02 to 14.95 kmpl & Ground clearance of Xylo is 186mm. The Xylo is a 9 seater 4 cylinder car and has length of 4520mm, width of 1850mm and a wheelbase of 2760mm.
D E TA IL S:
93.7 bhp 218 Nm 14.95 kmpl
Max Power Max Torque ARAI Mileage XYLO Consumer Segmentation Basic Segment: Two-wheeler to four-wheeler upgraders, emphasizing mileage and affordability.
Value-Seeking Segment: New car buyers,
prioritizing features, low upkeep expenses.
Comfort Seeking Segment: Seeking
upgraded models, valuing aesthetics and comfort over cost.
Individualist: Young, affluent buyers, willing
to pay for unique car personalities.
Status Seeking: Premium customers,
valuing brand reputation and status. XYLO
Targeting the Xylo Customer
• Understanding Consumer Segmentation • Opportunity Map Analysis • Target Audience Profiles • Value Proposition for Xylo • Competitive Analysis • Synergy in Production Strategy • Communication StrategyConclusion Any Questions?
