Friday, September 30, 2011

XUV500: The SUV from M&M

M&M recently launched its SUV, the the XUV500 in three variants i.e W6 base variant, middle variant W8 and W8 4×4 variant. It has got mHawk140, Direct injection diesel engine5th generation Variable Geometry Turbocharger (VGT) with 2179 cc, with max gross power 140 Bhp(103kW) @ 3750 rpm along with 330 Nm @1600-2800rpm torque, 6 speed synchromesh manual, 200 mm ground clearance and with P235/65 R17, Radial Tubeless tyres.

The XUV500 has got all safety features, six airbags, all-round disc brakes with ABS, traction control and electronic stability program. It also offers driving aids like hill-descent control . Other features of the XUV500 are tyre pressure monitoring, cruise control, touch-screen integrated music system with steering audio controls, GPS navigation, Bluetooth phone connectivity, power-folding rear-view mirrors, puddle lamps, cooled glove box and plenty more. What Mahindra has done is to take all the best features offered in competing vehicles and include it in the XUV500.


The XUV500 is priced so aggressively to beat the competition in the SUV segment (Ford Endeavour, Toyota Fortuner, Tata Ariaand Skoda Yeti).The base model/variant of XUV500 was priced at Rs.10.8 Lakh (Ex-Delhi) and whereas the base model of Tata Aria is at Rs. 12.6 lakh.

May be the M&M intention is to offer “value for money” proposition with XUV500 that meet the expectations of SUV buyer who cannot afford 15 or 20 lakhs plus for an SUV. Leading SUV’s whether Ford Endeavour, or Toyota Fortuner, they priced almost double the price of XUV500. In terms of features, XUV500 offers more than what they offer. So I feel XUV500 got value for the money.             

QUCO: Perfume for Hair

QUCO, a  is an example for marketers conscious effort and keen focus on minute needs of customers. People might have experienced the smell of their hair sometimes, but they may not be serious about that. But, for marketer it is the their job to identify the even the smallest (problem) and benefit on that. Yes, it was identified  by vini cosmetics  and designed product to meet the problem with QUCO. So it is an example as to how marketer expands their product portfolio.

Quco is a hair perfume brand from Vini Cosmetics. Quco hairspray is one of the products from this company. It is trying to create a new product category for hair perfume in the Indian market through its innovation. One of the biggest challenge in front of vini cosmetics is the positioning of the QUCO product in the market. Moreover, Indian consumers are not even aware of this type of need for a hairspray. Certainly, it has to highlight the benefit/usefulness of the product through its positioning strategy to its customers, for that it has to educate through its promotional campaign.

Coming to behavioral aspects, especially the adoption process, is influenced by factors like perceived benefit, perceived risk. The brand claims to be alcohol free, thereby addressing the risk factor. The next point is to see whether the product is considered as a useful one or not. Though, the brand create awareness, does it really succeed enough in moving the consumer to retail outlet and compel him to purchase. Does Indian consumers really felt strong need for hair perfume? If yes, Does he/she really willing to shell out more than hundred bugs for this? So wait and watch the market to get the questions answered. Well, it the best example for product innovation which tries to create a new product category in the Indian Market.