Company : Mahindra Two Wheelers
Brand Analysis Count : 426
After acquiring Kinetic Scooters in 2008, Mahindra two wheelers is on an overdrive to capture a fair share of India's emerging scooter market. While retaining Kinetic Flyte, Mahindra has launched two new scooters - Rodeo and Duro into the market.
Rodeo is positioned as a power scooter . The brand sports a 125 cc engine which churns out 8 bhp . Rodeo competes with Honda's Activa, Aviator , Hero Honda's Pleasure and Suzuki Access.
Indian scooter market is a classic example which shows how difficult it is for marketers to predict the market pulse. This is a market which analysts predicted a demise. This is a market which humbled the mighty Bajaj Auto from a position of market leader to a market follower.
When every one predicted the demise of this category, Honda redefined this market through their Activa brand. Now according to press reports , scooter market in India is expected to grow more than 25% in the next 3-5 years.
India produces around 12 lakh units of scooters every year. The market is dominated by Honda which has a market share of more than 55% ( source).
Mahindra is entering a market where there is no powerful No.2. It is common sense that there are always a space for a second player in any market. The million dollar question is how to break the stronghold of Honda brands in this segment.
Marketing wisdom shows that the challenger brands should have a powerful differentiation if it wants to successfully counter the market leader. And it is good to see that Mahindra twowheelers have found a powerful differentiation & positioning strategy.
Rodeo is being positioned as a " Power Scooter". The brand is claiming that it is as powerful as a motorcycle ( in a symbolic sense) and has all the advantages of a scooter. Power looks like a good attribute to differentiate because scooters never are perceived to be powerful. And by claiming that attribute, Rodeo will be able to get the attention of the youth.
The brand is currently running a TVC across channels
Watch the TVC here : Mahindra Rodeo
The important question is whether a typical scooter buyer considers Power as an important attribute in scooters. Scooter is a functional product. The convenience matter most in this category. Honda scooters gave consumers a high quality refined product and consumers loved it.
Mahindra was able to successfully identify a relevant positioning platform for Rodeo. Although Rodeo may not attract the youth segment, it will definitely appeal to those who is looking for a powerful alternative to motorcycles.
Rodeo is positioned as a power scooter . The brand sports a 125 cc engine which churns out 8 bhp . Rodeo competes with Honda's Activa, Aviator , Hero Honda's Pleasure and Suzuki Access.
Indian scooter market is a classic example which shows how difficult it is for marketers to predict the market pulse. This is a market which analysts predicted a demise. This is a market which humbled the mighty Bajaj Auto from a position of market leader to a market follower.
When every one predicted the demise of this category, Honda redefined this market through their Activa brand. Now according to press reports , scooter market in India is expected to grow more than 25% in the next 3-5 years.
India produces around 12 lakh units of scooters every year. The market is dominated by Honda which has a market share of more than 55% ( source).
Mahindra is entering a market where there is no powerful No.2. It is common sense that there are always a space for a second player in any market. The million dollar question is how to break the stronghold of Honda brands in this segment.
Marketing wisdom shows that the challenger brands should have a powerful differentiation if it wants to successfully counter the market leader. And it is good to see that Mahindra twowheelers have found a powerful differentiation & positioning strategy.
Rodeo is being positioned as a " Power Scooter". The brand is claiming that it is as powerful as a motorcycle ( in a symbolic sense) and has all the advantages of a scooter. Power looks like a good attribute to differentiate because scooters never are perceived to be powerful. And by claiming that attribute, Rodeo will be able to get the attention of the youth.
The brand is currently running a TVC across channels
Watch the TVC here : Mahindra Rodeo
The important question is whether a typical scooter buyer considers Power as an important attribute in scooters. Scooter is a functional product. The convenience matter most in this category. Honda scooters gave consumers a high quality refined product and consumers loved it.
Rodeo is trying to make a space for itself in the market by attaching it to the Power attribute. The brand at the same time achieves parity with the competitor's qualities like ride quality, storage etc. Mahindra also priced the product smartly at Rs 41299 a tad below the market leader's price. The power proposition + attractive price + Mahindra brand will prompt many potential consumers to put Rodeo into their consideration set.
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I think in the past Kinetic Blaze also had a similar positioning i.e Power Scooter
ReplyDeleteMahindra has taken up a good positioning of 'Power Scooters'. But are people looking for power?
ReplyDeleteThere are two points I would like to add:
1. What is the % of men who are prospective buyers?
2. Power appeals more to men than women.
Active is a bike for all, Pleasure and Scoory for women. Mahindra seems to be going the 'men' way. What do you feel?
I do agree that it is on the masculine side,
ReplyDeleteThe power scooters sure looks attractive,
M&M have set new standards by bringing in new inputs like tachometer, different shades of lights etc,
I even went through this recent review which i would like to share,
http://www.scribd.com/doc/23424599
I guess the mahindra Rodeo will be a very tough competition in its segment for the likes of the aviator, activa etc...
ReplyDeleteI am having same scooter it is ..... comfortable, convenient, reliable, durable, maintenance and stress free, family carrier etc… are some of the adjectives associated with the Rodeo.
ReplyDeleteMahindra Rodeo offers comfort, convenience, safety and excellent pick up and quick acceleration to make your life easier in dense traffic scenario.
ReplyDeleteUsed cars for sale
Mahindra launched a new two wheeler Mahindra Rodeo Rz in Indian market. This scooter is basically female oriented. This scooter has 125cc engine and dual mapping ignition system for improved fuel efficiency.
ReplyDeleteMahindra Rodeo