Introduction

Integrated Marketing Communications is a term used to describe a holistic approach to

marketing communication. It aims to ensure consistency of message and the complementary
use of media. The concept includes online and offline marketing channels. Online marketing
channels include any e-marketing campaigns or programs, from search engine optimization
(SEO), pay-per-click, affiliate, email, banner to latest web related channels for webinar, blog,
micro-blogging, RSS, podcast, Internet Radio and Internet TV. Offline marketing channels
are traditional print (newspaper, magazine), mail order, public relations, industry relations,
billboard, radio, and television. A company develops its integrated marketing communication
program using all the elements of the marketing mix (product, price, place, and promotion).

Integrated marketing communication is integration of all marketing tools, approaches, and

resources within a company which maximizes impact on consumer mind and which results
into maximum profit at minimum cost. Generally marketing starts from "Marketing Mix".
Promotion is one element of Marketing Mix. Promotional activities include Advertising (by
using different media), sales promotion (sales and trades promotion), and personal selling
activities. It also includes internet marketing, sponsorship marketing, direct marketing,
database marketing and public relations. And integration of all these promotional tools along
with other components of marketing mix to gain edge over competitor is called Integrated
Marketing Communication.

Using outside-in thinking, Integrated Marketing Communications is a data-driven approach

that focuses on identifying consumer insights and developing a strategy with the right (online
and offline combination) channels to forge a stronger brand-consumer relationship. This
involves knowing the right touchpoints to use to reach consumers and understanding how and
where they consume different types of media. Regression analysis and customer lifetime
value are key data elements in this approach.

Company Profile

Mahindra embarked on its journey in 1945 by assembling the Willys Jeep in India and is
now a US $7.1 billion Indian multinational. It employs over 1,00,000 people across the
globe and enjoys a leadership position in utility vehicles, tractors and information
technology, with a significant and growing presence in financial services, tourism,
infrastructure development, trade and logistics. The Mahindra Group today is an
embodiment of global excellence and enjoys a strong corporate brand image.
Mahindra is the only Indian company among the top tractor brands in the world. It is
today a full-range player with a presence in almost every segment of the automobile
industry, from two-wheelers to CVs, UVs, SUVs and sedan. Mahindra recently acquired
a majority stake in REVA Electric Car Co Ltd. (now called Mahindra REVA),
strengthening its position in the Electric Vehicles domain.
The Mahindra Group expanded its IT portfolio when Tech Mahindra acquired the
leading global business and information technology services company, Satyam
Computer Services. The company is now known as Mahindra Satyam.
Mahindra is also one of the few Indian companies to receive an A+ GRI checked rating
for its first Sustainability Report for the year 2007-08 and has also received the A+ GRI
rating for the year 2008- 09.

Mahindra group at glance

Automotive
  Domestic Operartions
  International Operations
  Mahindra Renault Private Limited (MRPL)
  Mahindra Navistar Automotives Limited (MNAL)
  Mahindra Navistar Engines Private Limited (MNEPL)
 
  After-Market Sector
  Mahindra Spares Business
  Mahindra First Choice
  Mahindra First Choice Wheels Ltd.
 
  Farm Equipment Sector
  Domestic Operartions
  International Operations
  Mahindra Gujarat Tractor
  Mahindra Agribusiness
  Mahindra Powerol
  Mahindra USA
  Mahindra Australia
  Mahindra China Tractors
 
  Financial Services Sector
  Mahindra & Mahindra Financial Services Ltd (Mahindra Finance)
  Mahindra Insurance Brokers Ltd.
  Mahindra Rural Housing Finance Ltd (MRHFL)
 
  Infrastructure Development Sector
  Mahindra Lifespaces Developers Limited
  Mahindra World City
  Mahindra Infrastructure Developers
 
 
 Hospitality Sector
  Mahindra Holidays & Resorts
 
  Information Technology Sector
  Tech Mahindra
  Bristlecone
  Mahindra Satyam
 
  Mahindra 2 Wheelers
 
  Mahindra Systech
  Forgings
 • Mahindra Forgings Limited - India
   
 • Mahindra Forgings Europe - Ag
 - GSA
 - Schonoweiss & Co GMBH
     - JECO
 - Stokes UK
 - Falkenroth
  Engineering Services
 • Mahindra Engineering
   
 • Engines Engineering Italy
  Stampings
  Steel
  Ferrites
  Contract Sourcing
  Telematics
  Composites
  Castings
  Gears
     • Mahindra Sar Transmissions
 • Metalcastello Italy
  Mahindra Aerospace
 
  Mahindra Partners
  Mahindra Odyssea
  Mahindra Intertrade
  Mahindra Steel Service Center
  Mahindra MiddleEast Electrical Steel Service Centre (MMESSC)
  Mahindra Logistics Ltd.
  Mahindra Retail
  Defense Systems
  Mahindra Defense Systems
  Mahindra Special Services Group

Mahindra 2 wheeler

The Mahindra Group's foray into the two-wheeler segment began with the acquisition of
the business assets of Kinetic Motor Company Ltd. (KMCL) extending Mahindra's
heritage and pedigree into the two wheeler space. The Two Wheeler Sector of Mahindra
will design and market a full range of scooters and motorcycles for the Indian
and global markets. Thus, establishing a robust and end-to-end two-wheeler business in
every segment of the industry. The company has a state-of-the-art manufacturing facility
at Pithampur, near Indore in Madhya Pradesh. The plant, products and processes are ISO
9001 certified from DNV.

Mahindra also has a partnership with Taiwan's Sanyang Industry Company Limited
(SYM). A US $ 1 billion automobile giant, SYM is a leading manufacturer of two-
wheelers, including scooters, motorcycles and ATVs. SYM has a complete, advanced
research and design facility that develops products from concept upto production. The
association with SYM translates into cutting edge technology and best products from
Mahindra.

Products
Mahindra Rodeo
Rodeo, the Power Scooter from Mahindra, has everything to sensitize your riding
experience. With its stylish design and powerful performance, Mahindra Rodeo
is all set to win your heart. Mahindra Rodeo has an amazing digital display
console to give you complete digital access to all the vital signs of this Power
Scooter. Not just that, Mahindra Rodeo is equipped with the best in class features
like digital display console, 125cc powerful engine, large storage space, 4 in 1
anti-theft key, front fuelling and of course the ergonomic design. The dazzling
looks of Rodeo takes shape from its streamlined bodywork, horn rimmed
headlamp and sporty body graphics. The Mahindra Rodeo surely, is designed for
you, your partner, your world, your belongings and everything in between.
Duro

Mahindra Duro is the award winning scooter that lets you enjoy and explore your
freedom in every possible manner. Be it design, speed, handling, storage space; the new
Mahindra Duro has it all. You don’t just own a Mahindra Duro, you possess it. Not to
mention the other possessions which come along with it:
 
Power, smartness, freedom and sensibility! That's what this Mahindra PowerScooter
stands for.

Flyte

Mod, zippy, versatile, cool... not just you, but the Flyte too! The perfect scooter to match
your personality and your lifestyle. A stylish performance packed with innovative
features, it has all that it takes to be your style statement on wheels.
The most surprising thing about this scooter is that it is called a scooter. With superior
design, great convenience, unmatched comfort, great technology and an overall sense of
style, we've put in everything. Including our experience and expertise. So fly by and turn
heads.
Kine

Introducing Kine by Mahindra:

Kine, the all-new scooter, is Mahindra's latest offering, one that lets you zoom around
town as you leave the world behind. Its ergonomic styling, funky colours and a power-
packed performance impress you and every pedestrian you flash past. With a 71.5 cc
engine, a spacious storage area, and a comfortable seat, Kine is designed to be your
perfect companion on every journey

Current Marketing Situation

PR Activity
High PR activities are conducted by Mahindra in order to promote their various products, the
PR Activities conducted are –

 Regular Press releases

 Road Shows
 Positioning their bikes in various rallies and race events (events relevant to the
product positioning.
 Event sponsorships
TV Advertisements
All the ads of Mahindra 2 wheeler are in line with the their positioning but there USP is that
they have a social cause or rather they portray themselves as a brand with a social conscience.

For Example –

1. The Rodeo Ad, Rodeo is positioned as a tough bike for people who like thrill, but at
the end of the ad they show even though they can do stunts and feel the thrill they
yearn for but they have a conscience about rash driving and hence they don’t choose.

Online Marketing
Anand Mahindra is very much visible in online communities specially Twitter, he is in constant touch
with his consumers/followers in twitter where he tweets various activity, mostly related, and makes
sure he is well updated. As a matter of fact he encourages feedbacks and also took suggestions for
his new product.

Positioning & Target Audience

The target audience varies from product to product

 Rodeo – Purely a segment for college going students, looking for a substitute for bike
 Duro – working professional and matured individuals. For individuals who look for
multi-utility scooteret
 Flyte – For college as well as young professional (men and women). A unisex scooter,
for stylish individuals
 Kine – concentration on female drivers, trendy, zippy scooteret.
SWOT Analysis

Strengths
 Product Positioning
 PR Activities (In pert positioning in various biking events)
 Product categories
 Online Marketing

Weakness
 Low Product Range
 Less reach compared to competitors.

Opportunities
 Leveraging high brand equity of Mahindra
 Leverage the benefits of the fact that they have a good online campaign
 Carry out an IMC campaign of the current TV Ad scheme

Threat
 High number of competitors
 There present USP can be duplicated buy any of the competitor.