Back in August 2008 when Anand Mahindra, MD, Mahindra & Mahindra got his hands on Kinetic Motors’ assets to pave way for the Group’s entry into the two-wheeler segment, critics cautioned that the buy may prove to be a costly affair as M&M had no expertise in the two-wheeler industry. However, Mahindra stood his ground on the decision and proved everyone wrong by selling one lakh units in just 10 months from the day he launched the first model.
Cut to September 2010, M&M is again the talk of the town with the launch of Mojo (a 300cc motorcycle) and Stallio (a 110cc motorcycle), which mark its foray into the motorcycle segment. Without a miss critics are back in job too questioning whether Mahindra will be able to replicate the same success that it achieved with scooters. However, a visibly confident Anand Mahindra says, “We are geared up to redefine the biking experience in India with the Stallio and the Mojo, which are a potent blend of global technology and innovation.”
But then, with players like Hero Honda, Bajaj Auto and TVS Motors already bubbling in the industry with their huge portfolios, one cannot deny the fact that it will not be a cake walk for Mahindra this time. Going by the experts’ views, a lot will depend on how M&M positions its bikes in front of the already established players. On that note, while the recently launched Stallio is an out and out competitor to Hero Honda’s Splendor (India’s largest selling motorcycle), Mojo is the first 300cc bike in the country, which aims at establishing brand Mahindra in the segment by carving a niche for itself. Explains Devendra Shinde, Vice President – Marketing, Mahindra 2 Wheelers, “Stallio will be a volume puller for us, while Mojo, which is a sports cruiser, will establish Mahindra as a brand in the motorcycle segment.” Adds Anoop Mathur, President, 2 Wheeler Sector and Member of the Group Executive Board, M&M, “These world class bikes are worthy additions to the Mahindra’s product portfolio and are part of our commitment to establish an end-to-end two wheeler business in every segment of the industry.”
The company seems to be very particular about how the bikes are to be positioned. So, even before the bikes were launched, the company released a teaser campaign, depicting itself as a technologically ahead bike-maker. And if Shinde’s words are to be believed, then consumers will get to see a lot of it in the upcoming communications.
Be it IT, SUVs, tractors or any other segment that M&M operates in, it has been the company’s modus operandi to be in the top league. Having said that, attaining such a stature in this particular segment will be a tough task. Shinde confesses, “As far as volumes are concerned, we would not be in the top three. But our active marketing strategy has already ensured that Mahindra two wheelers are on the top of the mind recall of the bikers.” The company is fighting hard to create that recall as it has already signed Aamir Khan as its brand ambassador for Stallio – a move, which, as per experts like Jagdeep Kapoor, CMD, Samsika Marketing Consultants, is followed by automobile companies only when they desire to achieve high awareness in a short time span.
In order to have a competitive edge against others, M&M is also focusing on offering features in existing products rather than segmenting them on the basis of the engine power. But then, Bajaj Auto has been following the same strategy of differentiation and technology for the past couple of years. Where is M&M different?
M&M believes strongly in its aggressive marketing plans as Shinde says, “We had utilised digital marketing in the pre-launch campaign to generate strong awareness”, and expects to tread along the same path in future. But, the perception building activities will remain imperative for Mahindra as consumers still associate to it as a company that makes tough, rugged SUVs, which is totally different from the desired recognition of a technologically advanced manufacturer.
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