Monday, March 15, 2010

Repositioning - A Mind Game



Check for yourself the changeover Mahindra Auto Sector is attempting. The Country's most admired launch which eventually won the Car of the Year Award - Yes the Scorpio Car - is making over its image.

Initially the Scropio was positioned as a substitute for a car - evident from the bottom two adds. The couple in the add prefers the Scorpio over the car and so does the gentlemen in the second add. Evident enough is the passion of the user to drive the vehicle - inspite of having the chauffeur at service- act indicating that the Scorpio is just like a car...




 Surprisingly the makeover is doing away with the car like attitude of the Scorpio with the vehicle now sporting the masculine strength... is it because of the inclusion of Xylo in the portfolio?? Xylo is positioned as MUV which was earlier the place of Scopio in the mind of consumers.






Time will tell how successful this changeover would be.. for the time being we get to see another promising product from Mahindras.

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