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The Mahindra Group revealed its new brand identity ‘Mahindra Rise' in January, and had announced Rs 120 crore as the amount earmarked over three years to drive the new identity. Walking the talk, new brand architecture will be in place by the fourth quarter of CY 2010. Landor Associates is currently working on the same.
The new brand architecture will determine how the group's companies and brands leverage the Mahindra mother brand. At present, there is no defined brand architecture. Speaking to Business Line on the overall exercise, Mr Ruzbeh Irani, EVP-Corporate Strategy and Chief Brand Officer, Mahindra Group, said, “This is a corporate transformation exercise – Rise is a statement of strategic intent. The idea is to build on strengths, and identify and iron out some weaknesses, to take the group to the next level.”
Inputs
Mr Irani noted that the inputs from the transformation exercise, which also involves feedback from stakeholders, would be fed into the strategy cycle of the Group which commences in April.
Mahindra Group companies now operate over 80 Web sites. A revamp of the corporate Web site is currently underway, handled by the US company Strawberry Frog, which also created the Rise positioning.
Mr B Karthik, GM - Corporate Brand Management and Business Transformation, said, “We will be upgrading and harmonising our online presence as part of the alignment exercise. We should have the entire online presence working in tandem across group companies in about two years.”
A group comprising marketing heads across Mahindra Group has been created to facilitate sharing of insights between group companies, and systems are being worked on to combine investments to maximise scale.
“The marketing planning process, tools and language are some elements that we are trying to structure. Today, sharing of insights within the group is happening, but in a semi-formal, unstructured manner. The framework for maximising economies of scale and sharing of insights is currently being created as part of Rise,” added Mr Karthik.
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