Mahindra Truck and Bus Division: Building a Marketing Plan

Name: Mahindra Truck and Bus Division: Building a Marketing Plan (English version)
SKU: A00331

Sahay, Arvind

Product #:A00331

Supplier:Indian Institute of Management Ahmedabad

Discipline:Marketing

Setting:India

Details:Case (PDF) • 41 pages • 2019-05-06

Subjects:

Customer attitudes Marketing communications Pricing strategy Brand positioning Product positioning Customer experience Sales and marketing Brand management Marketing Sales and marketing Marketing

Geography:

India Asia

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Learning Objectives

To understand the Indian truck market, its evolution over the 5-10 years to 2018 and the situation in 2018. To understand customer behaviour of the truck buyer-the buyer is resistant to change and is in a comfort zone with known brands; the risk of change is high, but the value consciousness is quite high. To evaluate the current market and competitive position of MTBD in general and the Blazo line of trucks in particular, given the current product design and specifications, the price levels, the channel management, and the marketing communication and positioning, approach and actions. To validate the current marketing approach or develop a modified and new granular marketing plan that is designed to achieve the market share objective