Mahindra Automotive and Farm Equipment Sectors
Provide recommendations to enhance market share of utility vehicle market
Mahindra & Mahindra Limited is one of the largest automotive manufacturers in India.
The goal of the MAP student team's project was to investigate ways in which the company could promote brand advocacy in the vehicle purchase cycle. As a part of their fieldwork, the team ventured to Maharashtra and visited urban and rural locations, as well as dealerships and production sites. Team members conducted customer interviews, and researched and analyzed company data in order to generate recommendations for the business.
The MAP team devised a plan to generate awareness of the brand through leveraging brand advocates: engaging satisfied customers and providing them with the means to share their stories of their interactions with the brand.
Project coordinated in partnership with the C.K. Prahalad Initiative.