Electric car - Reva- Final

8/7/2019 Electric car - Reva- Final

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A CASE STUDY ON

ELECTRIC CAR REVA(- I DONT POLLUTE WHEN I COMMUTE)


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Preed By

Adil Khan

Juhi Vaswani

Shikha PoddarDenver Pinto

Vivek Pandey

Kunal TannaMallika Shetty


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INDIAN PASSENGER CAR INDUSTRY

Until late 1970s the Indian Passenger Car Industry

had a limited choice

1. HMs Ambassador and

2. Premier Automobiles Padmini

In 1981, a Joint Venture between MUL and SuzukiMotor Corp. got the Indian car market roaring.


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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


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INDIAN PASSENGER CAR INDUSTRY

(MARKET SHARE)

SEGMENT MODELS APPROX MRKT SHARE

(1999 - 2000)

Economy

(up to Rs. 0.25 million)

Maruti Omni, Maruti

800

46.8%

Mid-Size

(Rs. 0.25 0.45 million)

Hyundai Santro, Tata

Indica, Wagon R, Zen

43.1%Luxury

(Rs 0.45 1 million)

Honda City, Mitsubishi

Lancer, Ford Ikon

Super Luxury

(Above Rs. 1 million)

Mercedes Benz, BMW,

Audi

10.1%


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DISTINCT FEATURES

Environment friendly car, electric run and nonpolluting

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


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POSITIONING STRATEGY

Positioning: Ideal Second Car for Housewives ,Professional and Students

We Dont agree with Companys 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


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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


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CONCLUSION

Reva is in a totally different market

segment, being marketed as a personal

city car

The Success of Reva depends upon

y Whether they can mass produce

y Ensure reliability and good

performance at reasonable costs by

removing the noise level & increasing

seating capacity


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THANK YOU !!

Documents

Electric car - Reva- Final