The Communication Strategy by Mahindra

[abhishreshthaa]

The communication strategy was a great challenge as there were two distinct target groups. The commercial operator who was the vehicle buyer and the other was the vehicle hirer who was the operator’s customer. The hirer largely influences the operator’s purchase and in this case it was essential that the hirers were made aware of the MaXX space and comfort proposition.



The operator, by and large, was aware of the Mahindra vehicles offered the least cost of ownership.



At one end, hirers looked for space, comfort and image while the operator was looking for returns and least cost of ownership. The crucial insight was that the operator depended on hirer pull or customer demand for his vehicle.



Thus the mass media strategy decision was to target the hirer while the route to target the operator was through below-the-line activities. The MaXX TVC, which was hence targeted at the hirers, projected MaXX to be the ideal travel companion.

 

[jitendra05]

The communication strategy was a great challenge as there were two distinct target groups. The commercial operator who was the vehicle buyer and the other was the vehicle hirer who was the operator’s customer. The hirer largely influences the operator’s purchase and in this case it was essential that the hirers were made aware of the MaXX space and comfort proposition.



The operator, by and large, was aware of the Mahindra vehicles offered the least cost of ownership.



At one end, hirers looked for space, comfort and image while the operator was looking for returns and least cost of ownership. The crucial insight was that the operator depended on hirer pull or customer demand for his vehicle.



Thus the mass media strategy decision was to target the hirer while the route to target the operator was through below-the-line activities. The MaXX TVC, which was hence targeted at the hirers, projected MaXX to be the ideal travel companion.

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