BANGALORE: Following launches in Karnal, Chandigarh and Noida, Mahindra & Mahindra Ltd.(M&M) has unveiled its new Loadking Pride light commercial vehicle (LCV) in Bangalore.
 

 
The company is banking on below-the-line activities to promote the newly launched brand. "We plan to market the product by below-the-line events, road-shows and promotional activities, direct contact with fleet operators and maybe radio jingles, because, an LCV can't be sold through TVC's, though TVCs worked wonders for M&M's Scorpio and Balero", M&M Ltd DGM-Marketing R Sadasivan said. "We will first launch in A class cities and then move to class B cities."
"We generally spend around Rs.20 million or so per year for such events, and this year most of the ad-budgets will be spent on the Pride," he added.

Interface handles the account all over the country, while below the line events are handled by local agencies.

 
 
According to an official release, Loadking Pride comes with proven fuel efficiency and the largest loading area in its category for higher haulage along with low maintenance cost. The Loadking Pride has the advantage of elegant and comfortable interiors, safety features and a superior ride. Also it comes with a smaller turning radius and hence the 4 tyre models are suited for the city application, the release added.
 
 
The Loadking Pride with special focus on cargo box has been developed to suit various applications such as construction (plywood, marble tiles, stones, cement, steel), bottle carrier, C&F agents, LPG cylinder, fruits and vegetables, diary products and industrial products. It is available in both 4 tyres and 6 tyres and both FSD (Fixed Side Desk) and HSD (High Side Desk) models are available.
M&M leads the Kerala LCV market with 60 per cent market share. The company has plans to strengthen its position in markets including Maharashtra, Chennai, Hyderabad and Ahemedabad. M & M claims that it has increased its market share in the LCV load carrier segment from 12 per cent to 14 per cent in 2004 - 05.