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A Case Study on Electric Car Reva (- I don’t pollute when I commute)

A Case Study on Electric Car Reva (- I don’t pollute when I commute). Preed By Adil Khan Juhi Vaswani Shikha Poddar Denver Pinto Vivek Pandey Kunal Tanna Mallika Shetty. Indian Passenger Car Industry. Until late 1970’s the Indian Passenger Car Industry had a limited choice –

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A Case Study on Electric Car Reva (- I don’t pollute when I commute)

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  1. A Case Study on Electric Car Reva(- I don’t pollute when I commute)

  2. Preed By • Adil Khan • JuhiVaswani • ShikhaPoddar • Denver Pinto • VivekPandey • KunalTanna • MallikaShetty

  3. Indian Passenger Car Industry Until late 1970’s the Indian Passenger Car Industry had a limited choice – • HM’s – Ambassador and • Premier Automobiles – Padmini In 1981, a Joint Venture between MUL and Suzuki Motor Corp. got the Indian car market roaring.

  4. Introduction Electric Car Reva • Launched in Bangalore, in May 2001. • 1st ever battery driven car • Priced competitively at around Rs. 0.2 million • Its immediate competition was Maruti 800

  5. Indian Passenger Car Industry(Market Share)

  6. Distinct Features • Environment friendly car, electric run and non polluting • Easy to drive • Small Size & Elegant • Stable and safe driving • Hassle free Maintenance(No Engine, carburetor etc) • City Car- Mobility • High Value for money for users and environment • Affordable personal Transportation-Daily Routines • Saving during usage • Progressive Innovation

  7. Positioning Strategy • Positioning: “Ideal Second Car for Housewives , Professional and Students” • We Don’t agree with Company’s Approach: • Incorrect Positioning – not using the USP to the core; i.e. Eco friendly • Generic Target- No Specific Target Group • Not used proper means of advertisement: could rope in Brand Ambassadors • Celebrity in advertisement could have helped sales

  8. Challenges Faced • Change in Attitude • No Electric recharge stations in India • Initial low Sales • Low Consumer awareness • Low Top Speed(60KM/hr) • Small Driving Range(up to 80KM) • Less spacious as compared to Maruti 800 • Market size – Over estimated • Lacked Practicality & convenience of an everyday car

  9. Recommended Strategies… • Awareness – about helping the environment • More Service Stations • Improve the speed efficiency of the car • Change the Space dynamics • Have a Specific customer base: Middle & Upper middle income groups • Expand the sales – by targeting: • Tier I Cities • Huge congestion on the roads • Lack of parking space • Tier II Cities • Targeting the middle income bracket – Working Population • Targeting women – ease of driving

  10. Conclusion • Reva is in a totally different market segment, being marketed as a personal ‘city’ car • The Success of Reva depends upon • Whether they can mass produce • Ensure reliability and good performance at reasonable costs by removing the noise level & increasing seating capacity

  11. THANK YOU !!

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