Mahindra XUV500

Mahindra-Rise is a new theme and marketing campaign for Mahindra. What is it?  It could be CSR or A program for the growth of customers, An initiative to grow Globally or to match with the growing aspirations of the Youth of the country.

One thing is for sure, all marketing campaigns communicate brand promise and here Mahindra promised its customers a product that is loved by all, Mahindra-XUV500. This Campaign marked by the launch of very dashing XUV and one of the cheapest in its segment is an indication of an aggression of the company.

Inspired by the mighty cheetah in terms of designing, Mahindra XUV 500 is in a huge demand. The first phase of booking was closed and waiting time has gone as high as 8 months in some cities. Now, happy times have come again for the customers who don't want to miss all inclusive higest version of XUV priced at 13.5 Lacs INR, The company has opened booking for 10 days and in case number of bookings exceed 7,200 then with the help of draw lucky customers will be chosen. What a better strategy to attract customers, simple case of demand and supply. Though Company sources have confirmed that this limited supply is because of MHAWK engines, which is used in Scorpio also. People can definitely compare this situation with that of iphone releases worldwide.

The company is trying its best to dominate the market not only with aggressive pricing but also with digital campaigns. Mahindra became one of the first companies in India to use Augmented reality to showcase its product. 3d virtual Cheetah was hit among the visitors and marketers in the current Auto Expo, India's largest Auto Expo show,


Time has come for Indigenous brands like Tata and Mahindra to take multinational companies head on with the better product, better pricing and with the best marketing campaigns.
That's the Rise of the company and the society

Croma

Croma

A TATA ENTERPRISE

Croma is India’s first national largest consumer electronic and durable store (claimed by company). Normally the size of Croma stores vary from 10,000 -20,000 sq ft. Croma is owned and run by Infiniti Retail Limited, a 100% subsidiary of Tata Sons. First store of Croma came into existence in October 2006 in Mumbai. Woolworths Ltd, the Australian retail giant, provides technical support and strategic sourcing facilities from its global network. Coma is positioned as electronic mega store. Tata group plans to set up 100 stores with an investment of 900 crore rupees. As of now Croma has 24 stores in 8 cities.

The highly competitive electronic retail market demands a communication differentiator. The brand strategy of Croma is "We won't sell, we help you buy". Customers can shop for 6000 products across eight categories in a world-class ambience. The store displays are organized to provide customer in selecting the right kind of products fitting their present and future usage. The sales staff is also trained to understand the customer needs and recommend the right product to the customer.

Croma is one of the first stores of its kind to use digital signage that includes displays on TV about product features and promotion within stores, kiosks and interactive Streme home theatre system.

Digital signage is a form of electronic display that is installed in public spaces.

 Digital signs are typically used to entertain, inform or advertise (together known as "adfotainment") and in turn for brand building. (source: Wikipedia)

Indian consumer goods market is expected to reach $400 billion by 2010 and is expected to grow at 10-15%. Retail players that have incorporated durable chain format in India includes Vijay sales, Reliance digital ,Sony world, Chennai-based Vasanth & Company; Sony Mony Electronics, Plug-In Sales and Sumaria Appliances in Mumbai; and Bangalore's Pai International and Girias are other players in this segment. This segment is highly competitive so companies normally differentiate on marketing and promotional front. Tata Croma celebrates all occasions, like Mother’s Day, Diwali, Christmas etc, with offers for customer segment.
Slow down in the Indian consumer markets and now recent Mumbai attacks on Taj Mahal hotel property put the pressure on the parent company to start the cost cutting. So it would not be surprising if in a days to come companies cut down on their lights, escalators, AC is not used during known rush hours, home delivery of products is stopped as it costs lot in transportation. It would be possible that there will be less discounts and promotional offers as they used to be in boom period. Therefore, for a year or so all retail companies might see a pressure on their financial sheets.