PRESENTATION

ON

MAHINDRA RISE:
NEW VISION, CORE PURPOSE AND
POSITIONING STATEMENT

MADE BY:
ANISHA KUMARI
ANKUR DWIVEDI
JATIN MANN
KARAN RAJPAL
NISHA KUMARI
TANIYA GUPTA
INTRODUCTION
Mahindra is a Indian multinational employing over
119000 people and net worth of us12billion.
They have a leadership position in utility vehicles,
tractors, and IT and growing presence in financial
services, aerospace etc.
Mahindra decided to revisit its core purpose and
positioning statement to unify its business
Anand Mahindra introduced a new statement that defined
the groups core purpose.
They have the new vision through a new brand
positioning and a new core purpose and the tagline rise.

BACKGROUND
M&M is a part of Indian industrial conglomerate based in Mumbai.
The company was set up in1945 in Ludhiana as Mahindra &
Mohammed by brothers K.C Mahindra and J.C Mahindra along with
Malik Gulam Mohammed.
Now with the Mahindra brothers as the whole sole of the company its
name was changed to Mahindra & Mahindra in 1948.
Initially set up to manufacture general-purpose utility vehicles , M&M
was first known for assembly under license of the iconic Willys Jeep in
India.
M&M introduced Jeeps to India and in no time they established
themselves as the jeep manufacturers of India.
The company later manufactured LCVs and tractors rapidly growing
from being a manufacturer of army vehicles with a growing global
market presence.
At present, M&M is a leader in the utility vehicles segment in India with
its flagship UV Scorpio.
M&M showed significant growth they had 110 subsidiaries by march
2011 as they had 34 in 2005.

ACQUISITIONS
In 1958 Mahindra entered into an agreement with birfield to form
sintered which manufacture self lubricating bearings.
In 1968 the companys instrumentation and electronic division was set
up.
In 1984 Mahindra entered into a collaboration agreement with Former
for the purchase of Ile dAmsterdam at a price of US 10.75 billion.
Mahindra signed MOU with British telecom in 1985 for
telecommunication and other technical fields in India.
It acquired a 75.1% stake each in Australia's gippsland aeronautics and
aero staff for Rs 1.75 billion to make aircraft.
It also entered in power boat business.
In April 2010 it bought out Logan with the joint venture with Renault.
In may 2010 it acquired 55% stake of Bangalore based Reva to
strengthen its share in electric car segment.
The group also had an agreement with Ssangyong motor company
limited to acquire 70% stake at a total cost of US 463 million.

NEW VISION & CORE PURPOSE :
Old Core Purpose: Indians are second to none in the world. The founders of
our nation and of our company passionately believed this. We will prove them
right by believing in ourselves and by making M&M Ltd. Known worldwide for the
quality of its product and services.
Mission Statements should contain company philosophy, markets, customers,
product and services, self concept, concern for public image, concern for
employees, concern for profitability survival and growth.
New Core Purpose / Mission Statement: 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.
A well conceived Vision statement must have two components- 1. Core ideology
2. An envisioned future
Vision Statement: To be innovative and rise above the ordinary.
For Mahindra, Rise means :
achieving world-class standards in everything we do,
setting new benchmarks of excellence, and
conquering tough global markets.
Rise by daring to disturb the
universe
Rise with your ingenuity
Rise by shaping destinies
Our motivation to give our best
every day
BREAK-UP OF MAHINDRA GROUP
RATIONALE FOR THE CHANGE
Mahindra didnt have any clear statement that defines
the groups core purpose. Although the companies
under Mahindra have their own statement.
India was becoming global but global arena was unable
to connect with the old positioning statement.
Market becomes very competitive. To strengthen their
brand and building the brand globally they have to
redefine their mission statement.
India grew in stature and indian companies grew.

EMBEDDING RISE

Some traits as part of RISE were fundamental and others
were strengthening or warning.

The four qualities of Mahindra were:
Integrity
Compassion
Diversity
Empowerment of employees and customers

Employees too identified the four emerging qualities for the
modern world.
Global mindset, ingenuity, social responsibility, challenger
spirit

The idea behind the move was to communicate with one
brand voice, one face, one MAHINDRA core purpose
MAHINDRA focused on creating changes both in its offices
and externally.
Started the change efforts with employees
The first part include -leadership competencies, recruitment,
Induction and on-boarding.
Next step covered-talent management, performance mgmt ,
learning & development, rewards & recognition.
Trained people on the principle of RISE,to drive change
programs
Designed training to give employees the tool to see and seize
opp. For improvement for various processes
Focus more on attitudes rather than skills alone for RISE


MAHINDRA RISE MARKETING

Marketing team established cohesive visual, verbal and
Electronic marketing standards.
Build a toolbox for marketing team across the group to
deliver consistent communications.
Launches a Rise brand campaign and it commissioned
Strawberry Frog to establish the brand campaign.
TV commercials were also launched which appealed
readers to become part of the RISE moment
Social media marketing on Facebook, Flicker, Slideshare
was also done.
MAHINDRAS FEDERAL STRUCTURE
Two wheeler
sector
Financial service
sector
Automotive &
Farm sector
Systech sector
After markets
Hospitality sector
Information
technology sector
Infrastructure and
reality sector
Mahindra partners
Defence systems

MAHINDRA AUTOMOTIVE SECTOR
CHALLENGES AHEAD
Mahindra is on the right track to establish brands
globally
Idea : Think big and grow by 10x, steadily and at
sustained pace
Achieving growth by bringing a positive change in
the lifestyle of stakeholders
To unify different businesses that share the
Mahindra brand
Linking rise more strongly to each business
THANK YOU