Case study based on Mahindra Rise: It's vision, mission & positioning

1. Mahindra “Rise”: New Vision, Core Purpose
and Positioning
By Asams V.K

2. What is VISION statement?
An aspirational description of what an organization would like
to achieve or accomplish in the mid-term or long-term future
It is intended to serves as a clear guide for choosing current and
future courses of action
A vision statement is sometimes called a picture of your
company in the future, but it’s so much more than that.
It provides the framework for all your strategic planning.

3. A mission statement defines what an organization is, why it exists,
its reason for being
 At a minimum, your mission statement should define:
1) Who your primary customers are
2) Identify the products and services you produce
3) Describe the geographical location in which you operate.
What is MISSION statement?

4. A statement that summarizes company or brand positioning- it takes this form
To (target segment and need) our (brand) is (concept) that (point-of-difference)
What is POSITIONING Statement?

5. The Mahindra Group (Mahindra), a federated group of companies based in India, developed a new
core purpose to connect with its global stakeholders.
By 2011, Mahindra had become a US $12.5 billion Indian multinational employing over 119,900
across the globe and had operations spanning18 key industries.
 As Mahindra expanded globally, it was not able to connect its existing core purpose and
positioning statement to the global arena and across the businesses since 1947.
So the top management at Mahindra decided to revisit its core purpose and positioning statement in
a bid to unify all its businesses.
 They launched a new tagline for the group 'Rise in January 2011. As part of the initiative,
Mahindra made some changes internally as well as externally to articulate the new core purpose and
vision.
The challenge Mahindra faced was how to embed the new core purpose and positioning
Summary

7. Aftermarket
Agribusiness
Automotives
Components
Construction
Equip
Consulting
Services
Defence
Energy
Farm Equip
Financial
Services
Industrial
Equip
Information
Technology
Hospitality
Logistics
Real Estates
Retail
Two Wheeler
Aerospace
Automotives
Consulting Services
Information Technology
Hospitality
Two Wheeler
Farm Equipments
Financial Services

8. Highlights
M&M gained expertise in Tractor Technology & which resulted the best tractor in world
In 1996 M&M had entered into JV with Ford Motors Co.
In 2005 M&M established Mahindra Australia & Mahindra China
Tractors
Jiang Ling Motors Joint venture for china.
Renault Joint venture for South Africa and France.
Logan was significant step into Indian Automotive Market by M&M
Anand Mahindra’ s ESEE strategy (Envisioning, Structure,
Enabling, and Energize)
Frugal Engineering by M&M.
It’s a business which came from Family Business to Conglomerate.

9.  As M&M was not well known at global level
Indian markets are becoming Very Competitive
Taken steps to Penetrate Globally
Every SBU’s has their own Mission, but has whole their is no Vision
As Indian companies were expanding globally
M&M had made significant growth
Thought was Central Ideas needed to redefined by M&M
For sake of Value, positioning, trust and viable business model
Reasons For New Vision

10. They want to create a uniformity through out the group
But How?

11. “To be innovative and rise above the ordinary”
Accepting
no Limits
Alternative
Thinking
Driving
Positive
Change

12. Core Quality of Rise
Integrity
Diversity
Empowerment
Compassion
C
U
S
T
O
M
E E
Y
E
L
P
M
O
E
R
S

13. Core Ideology
“We will challenge conventional thinking and innovatively use all our resources to drive
positive change in the lives of our stakeholders and communities across the world, to
enable them to Rise.”
Core Values
Our Motivation to give our best every day
Professionalism
Customer first
Quality Focus
Dignity of the Individual

14. Implementation
 They start implementing ‘Rise’ with the help of HR & marketing Team
 Human Resource Department taken 2 steps
New Recruitment policy (Attitude rather than Skills)
STEP:1
Leadership competencies
Recruitments
Induction
On boarding
STEP:2
Talent Management
Performance management
Training & Development
Rewards And Recognitions

15. Marketing team introduced new IMC plan
‘StrawberryFrog’ as agency for advertising
Came with new brand Identity and positioning
They introduced digital brand management project by
December 2012

16. Mahindra had a growth of
16.6% in 2009 to 2010
25 % (approx) in 2010 to 2011
Mahindra had Rs. 691 billion revenue in 2013
Results

18. Thank
You.