On Sep 30th, 2010, in a grand ceremony, Mahindra Two wheelers launched two models in the motorbike segment, the 300cc Mojo and the 110cc Mahindra Stallio. The Stallio is Mahindra’s foray into the already congested and highly competitive 110cc market.
The Mahindra Stallio is available in two variants – Self Start / Cast Alloy wheels / Digital Console and Kick Start / spoke wheels which are available at Rs.44,699/- and 41,199/- (ex-showroom Pune), respectively. At a price of about 44k, the Stallio fits into the bread and butter segment of the bike marketalong with the recent entrants such as Honda CB Twister and the Hero Honda Passion pro. Mahindra is also offering a 4 year/40000 km warranty for the Stallio.
Mahindra aims to target the 25-35 year segment with this bike. To identify with this target consumer base, the Stallio has been positioned as the rider’s best friend. This is what VirenPopli, the senior VP – Strategy and Mktg Development at Mahindra had to say: “For centuries, the horse has been man's best friend and soul mate - the two shared an emotional relationship that even his wife has had to respect." Mahindra aims to use this connect to push their bike towards the consumers.
The Ad campaign for the Stallio was rolled out on Oct 17th, 2010. Mahindra have roped Aamir Khan as their brand ambassador. 2 TVC’s have been aired so far, with the underlying theme being sensible riding. The ad campaign is unique in the bike segment as it goes on to almost mock the ‘Macho’ image that is associated with bike riding.
For example, In the advertisement, Aamir Khan is asked by one of the characters if his new bike can race with an airplane, to which he retorts, “Itnibhijaldinahihai, waisebhighar hi jaaanahai .” This may appeal to the sensible side of the consumer and also give a unique appeal to the bike. This also shows the changing perspective of marketers towards Indian youth and also a clear attempt to distinguish between the ‘Sport’ segment and the segment that uses their bike for day-to-day commuting functionality rather than a Sporty symbol.
However, only time will tell whether this new bike from Mahindra will be able to take on the more established players in the market like Hero Honda and Bajaj etc.It will be challenging for Mahindra to carve out a share in the market with this launch, primarily because the Stallio doesn’t really have any new features, technically or aesthetically, that would capture the attention of the buyer. Furthermore, it also shoulders the expectation to drive the volumes for Mahindra bikes segment.
It will be a stern test for ‘Brand Aamir’ too, since the actor is endorsing a motorbike for the first time. Personally I feel that this time, Aamir may not be able to push up the sales on the basis of his charisma, because the consumer has a plethora of options to choose from in the 110 cc segment, and it is the USP of the product which would be more of a pull to prospective consumers.
-Written By-
Varun Markandeya (MMS-I, JBIMS)
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