Mahindra has come up with a new ad campaign for its two-wheeler business. A total of Rs. 75 crores will be spent on the campaign within a span of two months.
If there’s one company which has been at the bottom of the two-wheeler sales charts, it will be Mahindra. In this business since seven years, the brand has never been able to post impressive sales figures till now. Accumulating losses of over Rs. 1000 crores over the years, it clearly isn’t a successful venture for the Mahindra & Mahindra group. However, they still haven’t given up and have instead come up with the group’s biggest ad campaign till date to increase brand awareness and boost sales. The target of the campaign is to help increase the market share from the current 1-2 percent to about 3 percent in the short term.
The ad campaign focuses on the features of its vehicles like the Gusto and Centuro over the others in the segment and compares them with cars. It is trying to target the psychic of the customers and wants to plant the thought in their minds that the ones riding Mahindra two-wheelers are in no way behind the ones driving four-wheelers. Not only the ad campaign, the brand has also done many roadshows in the country wherein they have covered around 40 towns and 700 villages to give almost 3.5 lakh test-rides to potential customers. They believe that this would certainly boost their sales in the short term post which long term growth would be achieved.
What surprises us is the fact that despite having decent products which are ahead of rivals in terms of features, Mahindra is finding it hard to sell the same. It also proves that the two-wheeler segment is largely driven by brand value which is why the Honda Activa, a scooter with rudimentary technology leads the sales charts. With new and improvised products coming from the house of Mahindra soon, it will be interesting to see how much their campaign helps them in increasing sales. The next launch in the pipeline is the Mojo which is a much anticipated product in the quarter-litre bike segment and will be launched very soon.
Source – EconomicTimes.com