In our previous article, we learned about the marketing mix of Toyota, the largest automobile manufacturer in the World. In this blog, we will dig into the marketing strategy of Mahindra and Mahindra – which is the most competitive and innovative automotive brand which is India’s leading brand.
The objective of this blog is to guide you through insights into how Mahindra and Mahindra became India’s best automotive brands. In today’s era companies acquire customers – through digital marketing. As users across the world go digital, marketing has followed them into the digital realm as well.
As we all are aware of today’s digital world, where all the brands, companies, and industries are marketing their products by influencing or taking up any celebrity as their brand ambassador. So, to excel in all these marketing skills you must know about them. Don’t worry we got you covered with IIDE’s Free MasterClass on Digital Marketing 101 by none other than our Founder and CEO, Karan Shah.
In this study, we will look at the marketing strategy of Mahindra and Mahindra, their influencing strategies, and whatnot. So, let’s get started!
About Mahindra & Mahindra
India’s leading automotive company – Mahindra & Mahindra was founded on 2nd October 1945 by Mahindra Brothers and Malik Muhammad as a steel trading company. It was primarily found in the Ludhiana City of Punjab, India. The Chairman of the Mahindra Group is Anand Gopal Mahindra, grandson of Jagdish Chandra Mahindra founder of Mahindra & Mahindra.
In 2008, Mahindra & Mahindra made an entry into the two-wheeler vehicle industry too and took over Kinetic Motors. In 2018, among the top companies in Fortune India 500, Mahindra & Mahindra was ranked in 17th position. Mahindra & Mahindra has a large volume of production and manufacturing of Tractors worldwide. At some point, Mahindra joined two ventures named Ford and Renault. At this moment, the revenue of Mahindra & Mahindra is ₹74,277.78 crore.
|Market Share/ Revenue||445 Billion Indian Rupee|
|Tagline||Spark the New|
Marketing Strategy of Mahindra and Mahindra
Segmentation, Targeting & Positioning
Segmentation is the process of breaking a targeted market into segments that may be contacted. Market segmentation divides a market into subgroups based on demographics, requirements, priorities, shared interests, and other psychographic or behavioural traits that help to better understand the target audience. Talking about the segmentation of Mahindra & Mahindra it has segmented its business into those who are seeking a complete automobile segment including sedans & SUVs for a luxurious life.
Targeting a business’s choice of potential customers to whom it wants to sell products or services. The targeting approach requires segmenting the market, selecting the most relevant segments, and identifying the products that will be supplied in each segment. So here in this case the targeted audience of Mahindra & Mahindra is upper-middle-income bracket individuals who love to live a luxurious lifestyle.
Positioning is the final phase of the ‘STP’ process, and it focuses on how the customer perceives a product or service in comparison to the competitors, which is critical for gaining a competitive edge in the market. To gain a competitive edge in the market, Mahindra & Mahindra always positions itself as a quality and affordable automobile with new thinking and positive change.
#ChooseTogetherChooseRight Campaign was one of the most successful campaigns of all time. At this stage, the economic class categorised people hyped about the cars which were under 10 Lakh. This campaign was for the general public who wants to live a luxurious life but can’t afford it. Mahindra made their life better by providing the cars under 10 Lakh with the best external services.
The “Live young, Live free” campaign became popular in 2012. “The Mahindra Classics” campaign was the one that brought heritage to life through their stories and interviews. This campaign was launched with “The Mahindra Classics” Logo with thematic communication. The campaign displayed its thrilling stories from the past and inspired the community of Mahindra fans.
Recently Mahindra introduced a unique campaign for women. #womenwithdrive, where 30 women took the wheel to test their off-roading skills under the supervision of the experts. It was a truly remarkable experience for all the brave women and for the Mahindra group. As you can see the campaign was one of the most successful campaigns of all. #exploretheimpossible
Social Media Marketing
This Z Generation is aware of how much “likes”, “follows”, “comments”, and “shares” are essential to promote or expand the business. But Mahindra & Mahindra is still remarkable without any social media platform.
Facebook Fan Following: 9,07,166 Fans
Instagram Followers: 98K Followers
LinkedIn Followers: 862K Followers
Twitter Followers: 1.3M Followers
Youtube Subscribers: 1.08Lakh Subscribers
Although, LinkedIn and Twitter are the most followed platforms as compared to others. As we all know that people are roaming all around just to fit in a job so LinkedIn can be a good reason that Mahindra & Mahindra has so many followers.
And Twitter as usual tweets all the time about new product launches, promotional events, offers, etc. We can consider Twitter as the best platform for any brand or product or service out there to market itself.
As per SEO ranking, it is said that the Number of keywords – below 500 is bad, above 1000 is good, and 10,000+ is amazing. As we can see, its website has 82,461 organic keywords and it’s outstanding. That means the digital marketing of Mahindra & Mahindra is gaining a good number of insights. Mahindra & Mahindra’s digital marketing is attracting a large number of visitors. The monthly traffic is in the 277k+ range, which is considered exceptional.
Mahindra & Mahindra is doing its best, But this is not enough if the company has to set a benchmark in front of its competitors or to remain at its peak in this industry i.e. Mahindra & Mahindra need to work on its SEO strategies so that it can attract a large amount of organic traffic to their site which leads to an increase in their sales which is good for the company.
Mahindra and Mahindra is renowned on national TV due to the collaboration with celebrities like Mahesh Babu, Manoj Bajpayee, Ajay Devgn, Varun Dhawan, and Prabhas. In this era, people go crazy after watching their favourite stars promote the brand along with some complementary music. We can gather the public’s attention to the brand when we enter with a celebrity because the public trusts the brand’s product only when a trusted celebrity endorses it. So, influencer marketing is the best marketing strategy in this generation.
Mahindra & Mahindra’s vehicles of all types are available on their website. Even many other websites have taken the agency of Mahindra & Mahindra. In every city, there are many branches of Mahindra & Mahindra’s where they give you the offers for booking the vehicle from the website itself to increase their views on their website.
Mahindra gets only 6% of sales through e-commerce portals, as this company is the first one to sell its products online. Their focus is to bring the outlet home to the buyers through both the experiences i.e. physical and virtual. Mahindra & Mahindra expects 15% retail sales to be triggered through online portals.
“Mahindra With You Hamesha” is the app where you can look after newly launched vehicles and ongoing offers. You can also apply for an extended warranty from the comfort of your home.
They also have a “Mahindra Finance” app where you can book your vehicles on the loan system. For middle-class people, this system is of too much use if they wish to pay the instalments later on time. Here you can easily apply for Mahindra Vehicle Loans, Insurance & Mutual Funds. You can make payments in just a few seconds by using your wallet money, Paytm, debit cards, credit cards, etc. You just have to do a one-time registration via PIN or Fingerprint.
Content Marketing Strategies
Mahindra & Mahindra do write blogs and listicles on their website to attract customers. It will be more beneficial for the people if this company starts making EVs. Different affairs and challenges like the Dubsmash & win KUV100 contest are influenced on social media to create buzz and are customer-oriented. It has all over 17 million fans across different brands and over 40 million views on YouTube.
Mahindra & Mahindra also posted a video on YouTube of a car with a charming dashboard, engaging on the road, taking Varun Dhawan as a brand ambassador.
This ends our elaborative marketing strategy of Mahindra and Mahindra. Let us conclude our learning below.
What’s Unique in Mahindra & Mahindra Marketing?
Mahindra & Mahindra is overall the best company amongst others. Will it be in terms of service, product, or any other things? The most amazing fact is that this brand didn’t only think of making Trucks but also Cars, Jeeps, Buses etc. to meet every individual’s demand.
Over many years now, Mahindra & Mahindra experiences a huge development in the innovation and technology of the cars. Their marketing strategies and skills are hitting millions of views and buys on the internet. And also because of the influence, they may start many more new industries soon as the revenue is hitting hard.
With the increasing importance of digital marketing, learning about the growing field is an important step. If you would like to learn more and develop skills, check out IIDE’s 4 Month Digital Marketing Course to learn more.
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