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 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.
