Brand : RodeoCompany : Mahindra Two WheelersBrand 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.
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.
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