Brand : Mahindra XUV 500
Company : Mahindra
Brand Analysis Count : # 508
XUV 500 excited the marketplace put amongst its bold masculine looks in addition to a really aggressive pricing. The laid which priced itself at Rs 10.81 -12 Lakh for its 2 variants literally sent shock-waves to the competitor landscape. The cost was juicy for the C-segment car customers to retrieve close XUV equally an option. The fellowship has rightly nailed both the production in addition to the price.
Company : Mahindra
Brand Analysis Count : # 508
Mahindra launched its showtime production from its showtime global SUV platform branded equally XUV 500 inward the Indian market. The launch was witnessed amongst swell involvement past times motor enthusiasts since XUV 500 was perceived equally a successor to the iconic Mahindra Scorpio. Mahindra virtually shook the SUV marketplace put inward Republic of Republic of India when it launched its Scorpio laid inward 2002. Auto enthusiasts were expecting something similar this fourth dimension too.
And Mahindra did non disappoint at all.
XUV 500 excited the marketplace put amongst its bold masculine looks in addition to a really aggressive pricing. The laid which priced itself at Rs 10.81 -12 Lakh for its 2 variants literally sent shock-waves to the competitor landscape. The cost was juicy for the C-segment car customers to retrieve close XUV equally an option. The fellowship has rightly nailed both the production in addition to the price. According to the newsreports , through XUV 500, the fellowship intends to practise a category inward the Rs 10-15 lakh segment. There is a gap that exists betwixt Scorpio in addition to the premium SUVs in addition to this laid is expected to fill upwards the gap.
Right from the brand's launch announcement, the fellowship has been presenting the stance that XUV 500 was inspired past times Cheetah. Cheetah which is known for its speed in addition to agility was a perfect metaphor for the attributes that XUV wanted to project.
The teaser advertizing for XUV launch was strike on amongst the stance of existence Cheetah Inspired.
Watch the teaser advertizing : XUV Teaser
The stance of using the Cheetah equally the metaphor is actually smart because of the repose amongst which that convey's the brand's projected attributes. But all those build-up got wasted when I saw the launch motion of this brand.
Watch the launch motion : XUV ( I don't similar Carrots)
This launch motion would easily live on i of the horrible ads inward recent times. The client brief would live on something similar " Let us construct a horrible advertizing in addition to encounter whether a expert production would sell despite bad advertising".
There is null much to beak close this launch campaign. The motion neither has a big stance nor has unopen to newness inward execution. Jungle, hunk, scantily clad man-eating ladies in addition to XUV... There is no delineate of whatever logic or marketing stance behind the ad. To add together to the insult, at that topographic point are unopen to phrases similar " I abhor Carrots " I am Hungry etc . May live on the means stance XUV 500 was a deo amongst unopen to fruit in addition to vegetable flavors ! What a waste materials !
Having said that, inward the automotive market, it is the production that construct brands in addition to non the other way around. Despite this hopeless ad, consumers volition purchase this laid in addition to may fifty-fifty evangelize it if the production proves itself . Ads mainly play a supportive business office inward most cases. But at that topographic point are brands which practise an aura amongst smart advertising which afterwards transforms the production dominated laid ( tangible attributes) to an intangible dominated brand. That is how iconic brands are created.
XUV 500 wasted a terrific chance to construct a laid using promotion. The laid was thinking close linking itself amongst direct chances stories of its users but the execution killed that idea. There is no connection betwixt Cheetah, the laid in addition to the electrical flow advertising theme. Cheetahs are hunters but inward the electrical flow ad, the laid user gets hunted. Its only an advertizing but to a greater extent than than a misfortunate ad, the laid lost a really crucial laid edifice opportunity.
