CASE 9
Who will buy Xylo – Mahindra and Mahindra Automotive Sector*
Rajesh Jejurikar was instrumental in the Scorpio success story and worked on a robust marketing plan which took Mahindra & Mahindra (M&M) to leadership position in Utility Vehicle (UV) space. He had had set high standards for the marketing team at M&M. After experiencing many good years and fortunes with Scorpio, the business was now stagnating. As a leader in UV space, they had a choice to defend their shares or snatch from competition, but Rajesh with his team wanted to grow the category as they saw the potential for utility vehicles in India. On a hot and humid afternoon in 2006, he along with Vivek Nayer, the senior Vice President (marketing) at M&M, and other team members ...
Get Marketing Management: Indian Cases, 2nd Edition by Pearson now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
