Mahindra's Growth and Social Media Strategy
Published On Nov 10, 2016
The parameters that define and separate poor from excellent brands and vice versa have evolved significantly. Consumers now demand a lot more than just the products, and seek more than just the service. Commercial vehicle manufacturers who understand this simple fact, perform far better than the ones depending merely on quality products. The element of associating with consumers has indeed become the need of the hour. We tried to throw light on the social media strategy used by BharatBenz in our last post, and will try to raise curtains from Mahindra & Mahindra’s social media strategy in this one.
Before we begin it is important to note that M&M is one of the fastest growing CV manufacturers in India. It not only rules the 2-3.5 tonne CV category but is also giving serious competition to industry heavyweights like Tata Motors in the country. Mahindra with 79,394 LCV sales between April-September 2016 was the clear winner in the LCV category. Additionally, it ranked second in terms of M&HCV sales in the same time frame.
The graph above represents Mahindra's Facebook engagement from September 2015 till September 2016.
The group, in fact, is a testament to all the processes that involve providing consumers with good products and better association. It uses almost all the social media channels pretty seriously. The social event, transport excellence awards, organized by Mahindra is an excellent example of the brilliant think tank that drives Mahindra’s social media channels.
Likewise, there are many marketing and advertising channels that CV brands rely upon for increasing sales, and associating with the consumers. But we have majorly focused on Facebook as it is one of the most economical ones that specialize in engaging the right audience.
Here are the top performing Facebook posts from Mahindra & Mahindra between September 2015 and September 2016.
Humour and serious advice at the same time
Most of the Indian trucks are famous for the witty one liners they use on the back of their trucks. Mahindra and Mahindra used the platform to educate people about the dangers involved in truck driving and made them laugh with the one liners at the same time. This bumper line post pic on Facebook got more than 2600 reactions and helped Mahindra generate a lot of attention. Who would have thought that witty one liners can help win hearts of consumers? Mahindra did!
Mahindra Transport Excellence Awards
Good products, better service and excellent social media skills, what more consumers can bargain for? The answer is recognition through excellence awards.
Mahindra raised the game of establishing relationships with CV consumers in the country by announcing the Transport Excellence Awards. The best part about the awards is the fact that it is open to non-Mahindra consumers as well. The whole process also involves officials from the road and transport authority of India.
This is exactly how you create a win-win situation for yourself. You are not only appealing to people who use CVs from rival brands, but are also making the authorities happy. Not to forget the attention that you’re ‘being responsible’ side garners from the post. Though the post did not generate much reactions on Facebook, but may have still managed to take people to the automaker's website.Kudos Mahindra!
First Smart Truck Launch
If you happen to be the first in the country to launch a smart truck, there is no way you will not attract attention. Mahindra launched Blazo 49, part of the famous Blazo series with FuelSmart technology, and claimed it to be the first smart truck of the country. The post got more than 1400 reactions from Facebook and made people eager about the features the truck had to offer.
Mahindra claimed that the truck offers improved mileage without compromising on the power part through the use of three switches and people accepted it whole heartedly. The CV manufacturer also offered 'guarantee’ on the same. What more could one wish for? A first is always a first.
Blazo Benefits Once Again
M&M once again shared the advantages of using a Blazo truck on 5th July and the post got more than 1800 reactions. The post read ‘more mileage, more parcels resulting in more profits’. Now the brand knows exactly why people join the transport brigade - to earn and maximise profits!
Mahindra's approach towards social media seems to be doing wonders for the brand. We are not saying that social media has helped Mahindra in achieving its goals but we are sure that social media has played a key role in the same.
Need we say more?
NOTE - Educating and helping consumers is the main motive behind such posts. TrucksDekho understands the importance of all the elements related to the CV industry and hence will try to reveal the social media plots of all CV manufacturers operating in India. Our every step is inclined towards making truck buying easier and profitable for you.
(We thank Robinder Gauba, Business Head, TrucksDekho.com, former Data Scientist, Georgetown University, USA for conceptualizing, statistically analyzing & interpreting the social media data.)