abhishreshthaa
Abhijeet S
Rural customers have always have had a fascination for automobiles, particularly utility vehicles (UVs). The UVs have been sought either for personal use or for commercial purpose (making the vehicle available on hire to others) and in some cases both.
Some of the key insights or other relevant facts that are to be noted here are:
The rural consumer usually travels in a group. He is used to wide open spaces. Therefore, he seeks the same in his vehicle. Also seeks space for luggage.
Rural consumer needs a vehicle that is rough and rugged, yet comfortable.
Personal vehicles are also hired out when “not being used” or “in demand”. Incidence of hiring out of vehicles is greater than ownership.
City and urban is aspirational. The villager shouldn’t look like he has come from one. Optimisation is a way of life but image and show is very critical to the villager.
The idea behind the concept:
Analysing these insights, the rural needs were found and the Mahindra MAXX was launched as a product with more space; a vehicle that is more rugged and tough; least cost of ownership, more value and a more aspirational image. Quite clearly, the leveragable difference, which stands out, is “more” or as relevant to the rural customer is Zyaada. And Zyaada = MaXX.
This was the core concept in the development of MaXX, and Mahindra & Mahindra launched the product in the commercial segment in February 2001. MaXX leveraged the benefit of Zyaada space, comfort and economy and the brand created a relatable aspirational value.
What did it convey?
The MaXX brand promise was defined on two planks – rational and emotional terms.
The rational plank was that the vehicle was big on size, which meant more space. The MaXX length and width was more than that of competing vehicles. The engine is high on fuel economy and low on maintenance, fulfilling the need for more value. The MaXX fuel consumption is 14-15 kmpl compared with the competitors’ 10-12 kmpl.
On the emotional plank, MaXX positioned it as a travel companion
Some of the key insights or other relevant facts that are to be noted here are:
The rural consumer usually travels in a group. He is used to wide open spaces. Therefore, he seeks the same in his vehicle. Also seeks space for luggage.
Rural consumer needs a vehicle that is rough and rugged, yet comfortable.
Personal vehicles are also hired out when “not being used” or “in demand”. Incidence of hiring out of vehicles is greater than ownership.
City and urban is aspirational. The villager shouldn’t look like he has come from one. Optimisation is a way of life but image and show is very critical to the villager.
The idea behind the concept:
Analysing these insights, the rural needs were found and the Mahindra MAXX was launched as a product with more space; a vehicle that is more rugged and tough; least cost of ownership, more value and a more aspirational image. Quite clearly, the leveragable difference, which stands out, is “more” or as relevant to the rural customer is Zyaada. And Zyaada = MaXX.
This was the core concept in the development of MaXX, and Mahindra & Mahindra launched the product in the commercial segment in February 2001. MaXX leveraged the benefit of Zyaada space, comfort and economy and the brand created a relatable aspirational value.
What did it convey?
The MaXX brand promise was defined on two planks – rational and emotional terms.
The rational plank was that the vehicle was big on size, which meant more space. The MaXX length and width was more than that of competing vehicles. The engine is high on fuel economy and low on maintenance, fulfilling the need for more value. The MaXX fuel consumption is 14-15 kmpl compared with the competitors’ 10-12 kmpl.
On the emotional plank, MaXX positioned it as a travel companion