A

Project
On
“MAHINDRA & MAHINDRA "

Subject : Brand Management

S. K. School of Business Management,

Hemchandracharya North Gujarat University, Patan.

In the partial fulfillment of the

Requirement of the award for the Degree of
Master of Business Administration

Submitted to:
Dr. N. H. Bhatt
Prof.& Head,
S. K. School of Business Management

Submitted By:
Name Roll No. Signature

Tapodhan Satyam 43
Introduction of Mahindra & Mahindra:

Mahindra & Mahindra Limited (M&M), founded in 1945 at Ludhiana, is an Indian

multinational automobile manufacturing company. M&M is the biggest tractor seller
in the world and is one of India’s largest vehicle manufacturers in terms of
production. M&M is the leading company of the Mahindra Group. They are market
leaders with the vision to drive the industry trends in the direction of technological
creativity, social duty and constant enhancement of customer contentment. For the
past fifty years, Mahindra and Mahindra has been the front runner in utility vehicles.
At present, their portfolio consists of a comprehensive gamut of vehicles ranging from
two wheelers to heavy trucks, SUVs to schoolbuses. Currently, there competitors in
the Indian market include Maruti Suzuki, Tata Motors, Ashok Leyland, Toyota,
Hyundai, Mercedes-Benz (Merc) and others.

Head Quarters:

 Mumbai, Maharashtra, India

Key People:

 Executive Chairman- Anand Mahindra

 Managing Director (MD) — Pawan Goenka

Logo:

 The logo has the oval which is cutting through by the three diagonal stripes. The red
color in the logo signifies the energy. The diagonal lines are moving in upward
direction which representing its new slogan i.e. spark the rise.

Net Revenue:

 US$11 billion

Total Number of Employees

 34,612

 Official Website:

  www.mahindra.com
Achievements:

 Mahindra and Mahindra recognised as India’s 10th Most Trusted Brand by The Brand
Trust Report in its India Study 2014 survey.
 Keshub Mahindra, former chairman of the Mahindra Group, decorated with
ASSOCHAM Lifetime Achievement Award.
 Mahindra Reva presented with CII Design Excellence award.
 M&M rated as India’s 2nd Most Reputed Company by Bluebytes News in 2012.
 Mahindra and Mahindra placed among the top Ten Indian companies in 'Global 200:
The World's Best Corporate Reputations' list for 2008 by Reputation Institute.
 M&M’s farm equipment branch bagged the apan Quality Medal in 2007.
 For 2006-07, bagged the Bombay Chamber Good Corporate Citizen Award.
 Products Of Mahindra & Mahindra :

Mahindra Scorpio

Sr.No Name Model price Horse Power Engine

Displacement
1 Scorpio(Diesel) S3 Rs. 9.99 75 bhp 2523 cc
Lakh
Getaway Rs. 11.23 75 bhp 2179 cc
Lakh
S5 Rs. 12.2 120 bhp 2179 cc
Lakh
Getaway Rs. 12.36 120 bhp 2179 cc
4WD Lakh
S7 120 Rs. 13.3 120 bhp 2179 cc
Lakh
S7 140 Rs. 13.6 lakh 140 bhp 2179 cc
S9 Rs. 14.23 140 bhp 2179 cc
Lakh
S11 Rs. 15.4 140 bhp 2179 cc
Lakh
S11 4WD Rs. 16.63 140 bhp 2179 cc
Lakh

Competitors:

1. Tata Hexa
2. Hyundai Creta
3. Toyota Innova Crysta
4. Mahindra XUV 500
5. Renault Duster

Mahindra XUV 300

 Sr. No Name Model Price Horsepowe Engine
r Displacement
XUV300 1.2 W4 (Petrol) Rs. 8.09 Lakh 110bph 1197cc
1.5 W4 (Diesel) Rs. 8.68 Lakh 115bph 1497cc
1.2 W6 (Petrol) Rs. 8.94 Lakh 110bph 1197cc
1.5 W6 (Diesel) Rs. 9.49 Lakh 115bph 1497cc
1.2 W8(Petrol) Rs. 10.39 Lakh 110bph 1197cc
1.5 W8 (Diesel) Rs. 10.94 Lakh 115bph 1497cc
1.5 W8 AMT Rs. 11.49 Lakh 115bph 1497cc
(Diesel)
1.2 W8 O (Petrol) Rs. 11.63 Lakh 110bph 1197cc
1.5 W8 O (Diesel) Rs. 12.13 Lakh 115bph 1497cc
1.5 W8 O AMT Rs. 12.69 Lakh 115bph 1497cc
(Diesel)

Competitors:

1. Ford. EcoSport
2. Honda WR-V
3. Maruti Suzuki. Vitara Brezza
4. Hyundia. Venue
5. Tata Nexon

Mahindra Bolero
 Sr. No. Name Model Price Horsepower Engine
Displacement
Bolero(Diesel Power Plus LX Rs. 7.48 70bhp 1493cc
) Lakh
EX BS IV Rs. 7.66 63bhp 2523cc
Lakh
Power Plus SLE Rs. 7.85 70bhp 1493cc
Lakh
EX AC BS IV Rs. 8.09 63bhp 2523cc
Lakh
Plus BS VI Rs. 8.11 63bhp 2523cc
Lakh
Power Plus SLX Rs. 8.51 70bhp 1493cc
Lakh
Plus AC BS IV Rs. 8.52 63bhp 2523cc
Lakh
SLE BS IV Rs. 8.53 63bhp 2523cc
Lakh
Power Plus ZLX Rs. 8.87 70bhp 1493cc
Lakh
SLX BS IV Rs. 9.09 63bhp 2523cc
Lakh
ZLX BS IV Rs. 9.34 63bhp 2523cc
Lakh

Competitors:

1. Mahindra Thar
2. Tata Sumo
3. Maruti Vitara Brazza

Mahindra XUV 500

 Sr. No. Name Model Price Horsepower Engine
Displacement
XUV 500 W3 Rs. 12.36 Lakh 155 2179
W5 Rs. 12.97 Lakh 155 2179
W7 Rs. 14.24 Lakh 155 2179
W7 AT Rs. 15.45 Lakh 155 2179
W9 Rs. 15.94 Lakh 155 2179
G AT Rs. 16.16 Lakh 140 2179
W9 AT Rs. 17.16 Lakh 155 2179
W11 Rs. 17.22 Lakh 155 2179
W11 (O) Rs. 17.47 Lakh 155 2179
W11 AT Rs. 18.43 Lakh 155 2179
W11 (O) Rs. 18.58 Lakh 155 2179
AWD
W11 (O) AT Rs. 18.68 Lakh 155 2179
W11 (O) Rs. 19.79 Lakh 155 2179
AWD AT

Competitors:

Tata Hexa

Jeep Compass

Hyundai Tucson

Skoda Octavia

Hyundai Creta

Mahindra Marazzo
 Sr. No. Name Model Price Horsepower Engine
Displacement
Marazzo M2 7 STR Rs. 10.35 Lakh 121bhp 1497cc
M2 8 STR Rs. 10.35 Lakh 121bhp 1497cc
M4 7 STR Rs. 11.56 Lakh 121bhp 1497cc
M4 8 STR Rs. 11.64 Lakh 121bhp 1497cc
M6 7 STR Rs. 13.08 Lakh 121bhp 1497cc
M6 8 STR Rs. 13.16 Lakh 121bhp 1497cc
M8 7 STR Rs. 14.68 Lakh 121bhp 1497cc
M8 8 STR Rs. 14.76 Lakh 121bhp 1497cc

Competitors:

Maruti Suzuku Ertiga

Honda BR-V

Renault Lodgy

XL6

Mahindra THAR
 Sr. Name Model Price Horsepower Engine
No Displacement
THAR CRDe 4*4 AC Rs. 9.64 Lakh 105bhp 2498cc
CRDe 4*4 ABS Rs. 9.80 Lakh 105bhp 2498cc
700 Special Edition Rs. 10.09 Lakh 105bhp 2498cc

Competitors:

Kia Seltos

Maruti Virata Brezza

Hyundai Creta

Mahindra Scorpio

Mahindra XUV 500

Ford EcoSport

Mahindra KUV100 NXT

Sr. Name Model Price Horsepowe Engine
No r Displacement
KUV100 K2 6 STR (P) Rs. 4.96 82bhp 1198cc
NXT Lakh
K2 Plus 6 STR (P) Rs. 5.37 82bhp 1198cc
Lakh
K4 Plus 5 STR (P) Rs. 5.76 82bhp 1198cc
Lakh
K4 Plus 6 STR (P) Rs. 5.83 82bhp 1198cc
Lakh
K2 D 6 STR (D) Rs. 6.00 77bhp 1198cc
Lakh
K2 Plus D 6 STR (D) Rs. 6.25 77bhp 1198cc
Lakh
K6 Plus 5 STR (P) Rs. 6.55 82bhp 1198cc
Lakh
K6 Plus 6 STR (P) Rs. 6.60 82bhp 1198cc
Lakh
K4 Plus D 5 STR (D) Rs. 6.67 77bhp 1198cc
Lakh
K4 Plus D 6 STR (D) Rs. 6.74 77bhp 1198cc
Lakh
K8 5 STR (P) Rs. 6.92 82bhp 1198cc
Lakh
K8 6 STR (P) Rs. 6.98 82bhp 1198cc
Lakh
K8 6 STR Dual Tone (P) Rs. 7.05 82bhp 1198cc
Lakh
K6 Plus D 5 STR (D) Rs. 7.53 77bhp 1198cc
Lakh
K6 Plus D 6 STR (D) Rs. 7.60 77bhp 1198cc
Lakh
K8 D 5 STR (D) Rs. 7.87 77bhp 1198cc
Lakh
K8 D 6 STR (D) Rs. 7.94 77bhp 1198cc
Lakh
K8 D 6 STR Dual Tone Rs. 8.01 77bhp 1198cc
(D) Lakh
Competitors:

Maruti S-Presso

Hyundai Venue

Mahindra XUV300

Tata Tiago

Maruti Ignis

Hyundai i20

Mahindra TUV300
 Sr. No Name Model Price Horsepower Engine
Displacement
TUV300 T4 Plus Rs. 8.58 Lakh 100 bhp 1493cc
(D)
T6 Plus Rs. 9.19 Lakh 100 bhp 1493cc
T8 Rs. 9.82 Lakh 100 bhp 1493cc
T10 Rs. 10.05 Lakh 100 bhp 1493cc
T10 Dual Tone Rs. 10.28 Lakh 100 bhp 1493cc
T10 (O) Rs. 10.37 Lakh 100 bhp 1493cc
T10 (O) Dual Rs. 10.60 Lakh 100 bhp 1493cc
Tone

Competitors:

Honda BR-V

Maruti Suzuki Ertiga

Ford EcoSport

Maruti Vitara Brezza

Renault Triber

Mahindra ALTURAS G4
 Sr. No Name Model Price Horsepower Engine
Displacement
ALTURAS 2WD AT Rs. 27.70 Lakh 178 bhp 2157cc
G4
4WD AT Rs. 30.70 Lakh 188 bhp 2157cc

Competitors:

Toyota Fortuner

Ford Endeavour

Skoda Kodiaq

Honda CR-V

Mahindra XYLO
 Sr. no Name Model Price Horsepower Engine
Displacement
XYLO D2 BS-IV Rs. 9.58 Lakh 95 bhp 2489cc
D4 BS-IV Rs. 9.99 Lakh 95 bhp 2489cc
H4 BS IV Rs. 10.19 Lakh 120 bhp 2197cc
H4 ABS Airbag BS Rs. 10.51 Lakh 120 bhp 2197cc
IV
H8 ABS Rs. 12.13 Lakh 120 bhp 2179cc

Competitor:

Renault Lodgy

Mahindra Marazzo

Tata Hexa

Maruti Ertiga

MAHINDRA TUV300 PLUS

 Sr. Name Model Price Horsepower Engine
No Displacement
TUV300 PLUS P4 Rs. 9.98 Lakh 118 bhp 2179cc
P6 Rs. 10.33 118 bhp 2179cc
Lakh
P8 Rs. 11.47 118 bhp 2179cc
Lakh

Competitors:

Force Motors. Gurkha

Nissan Kicks

Safari Storme

MG Hector

Tata Hexa

Harrier

MAHINDRA E20 PLUS (Electric)

 Sr. No Name Model Price Horsepower
E20 PLUS P4 Rs. 7.47 Lakh 25 bhp
P6 Rs. 8.23 Lakh 25 bhp

Competitors

Tata Nano

Datsun Go

Alto

Renault Kwid

MAHINDRA VERITO
 Sr. No. Name Model Price Horsepower Engine
Displacement
Verito 1.5 D2 Rs. 7.45 65 bhp 1461cc
Lakh
1.5 D4 Rs. 7.69 65 bhp 1461cc
Lakh
1.5 D6 Rs. 8.41 65 bhp 1461cc
Lakh

Competitor

Maruti Suzuki Swift

Tata Indigo Manza

Toyota Etios
MAHINDRA VERITO VIBE CS

Sr. No Name Model Price Horsepower Engine

Displacement
VERITO D2 Rs. 6.55 64 bhp 1461cc
VIBE CS Lakh
D4 Rs. 6.83 64 bhp 1461cc
Lakh
D6 Rs. 7.47 64 bhp 1461cc
Lakh

Competitor

Tata Zest

Honda Amaze

Ford Aspire

MAHINDRA TRACTORS:
Mahindra Yuvraj 215 NXT Tractor

Mahindra JIVO 245 DI 4WD mini tractor

Mahindra 255 DI Power Plus Tractor
Mahindra 265 DI Tractor
Mahindra 245 DI Orchard Tractor
Mahindra Yuvo 265 DI Tractor
Mahindra Yuvo 275 DI Tractor
Mahindra Yuvo 415 DI Tractor
Mahindra 265 DI Power Plus Tractor
Mahindra 275 Eco Tractor
Mahindra 275 DI TU Tractor
Mahindra 295 DI Sarpanch Tractor
Mahindra 415 DI Tractor
Mahindra Yuvo 475 DI Tractor
Mahindra Yuvo 575 DI Tractor
Mahindra 475 Di Tractor
Mahindra 575 Di Tractor
Mahindra 585 Di Tractor
Mahindra 595 Di Tractor
Mahindra Arjun 555 DI Tractor
Mahindra Arjun Novo 605 DI MS Tractor
Mahindra Arjun Novo 605 Di-l Tractor
Mahindra Arjun Novo 605 DI-PS Tractor
Mahindra Arjun International Tractor
Mahindra 555 Power plus Tractor
Mahindra Arjun Novo 605 DI-l 4WD Tractor
Arjun Novo 75 HP With AC Cabin Tractor
MAHINDRA BIKES LIST
Mahindra Gusto

Mahindra Centuro
Mahindra MOJO XT 300
Mahindra Mojo 300
Mahindra MOJO UT 300
Mahindra Centuro NXT
Mahindra Centuro Rockstar